Washington Avenue West: A New Vision

PROJECT SUMMARY
The client, the Washington Avenue Business Association (WABA), is an organization of business owners along Washington Avenue from Broad Street to Grays Ferry Avenue. WABA is concerned about issues that may hinder the future operation of Washington Avenue businesses. In particular, Avenue businesses are experiencing intense competition from other businesses around the region, and are tethered by several operating constraints. At the same time, land values in the area are rising rapidly, and some businesses are feeling pressure to relocate. Nonetheless, Washington Avenue businesses share a great tradition and have a number of assets they can harness to ensure their success long into the future.

Through extensive and continued dialogue with WABA and other stakeholders, the West Washington Avenue Workshop Team devised a plan to assist existing businesses along the corridor in addressing their challenges and allow for the positive integration of new uses. For the purposes of this plan, the overall study area includes the Point Breeze and Schuylkill Southwest neighborhoods, while the in-depth analysis focuses on the commercial corridor from Broad Street to Grays Ferry Avenue.

The physical condition and feel of Washington Avenue evokes its industrial history. Philadelphians know the Avenue for its large industrial warehouses, automobile-oriented scale, and five-lane width from river to river. Unfortunately, its auto-centric design and general disinvestment over time serve to push people away, rather than drawing them in. Though positive changes are taking place on and around the Avenue, it continues to be a psychological and physical barrier between the neighborhoods to the north and south.

Regardless of the Avenue's challenges, many businesses are prospering and showing signs of investment. Several businesses, including Cava International and Falcone Carpet and Furniture, have recently made significant façade improvements. Though industrial uses will remain important on part of the Avenue long into the future, storefront improvements signal a step towards a retail-oriented corridor. Another positive force is the increase in real estate values in the neighborhoods to the north and south of the Avenue. This signals an increase in demand. Traditional row homes are now selling for upwards of $800,000, an incredible change from five years ago. Great potential for positive change exists on the Avenue, but businesses must be savvy enough to capitalize on it.

In the Team's vision for Washington Avenue, businesses will work together to market their assets, devise the most effective ways to accommodate new complimentary uses, and tackle transportation and parking issues along the Avenue. At the same time, businesses must capitalize on the revitalization of adjacent neighborhoods and attract local, as well as regional, customers. The plan seeks to accomplish these goals with creative policy solutions, innovative design, new programming, and a strategic marketing campaign.