Prepared by Community Design Partnership
Boston, MA
June 2000
Executive Summary
To obtain full document, contact Meghan Jop at 781-431-1019, ext. 2234 or e-mail mjop@wellesleyma.gov
In 1999, the Town of Wellesley began a planning process for Wellesley Hills Square as part of its ongoing implementation of the 1994 Comprehensive Plan recommendation to prepare master plans for each of the town's commercial villages. Wellesley contracted with Community Design Partnership in late 1999 to prepare Phase One of an improvement plan for the area. The Phase One program was to engage residents, business and property owners, institutional representatives and town officials in the development of a vision to guide subsequent detailed planning for the area. The project included the following elements:
• A brief written survey distributed in December 1999 and January 2000 and returned by 77 respondents
• Review of existing documents, plans and studies
• Analysis of the planning area
• Informal interviews with merchants
• A Visioning Forum held on February 9, 2000 with 33 participants
• Preparation of a Wellesley Hills Square Vision Statement
• Recommendations for the Phase II Action Plan
Wellesley Hills Square is a center for convenience shopping where residents and others can fulfill the needs of everyday life. Participants in the planning process value the variety of shops and services available, the large number of independent businesses, the public landmarks such as Elm Park and Sprague Clock Tower, the compact and human-scaled storefronts, and the special features of the area, such as the stonework used in several public and private buildings and sites. The most often cited concerns are:
• Traffic congestion and its effect on convenient vehicle circulation and on the pedestrian environment and safety
• Parking difficulties, especially in the eastern part of the commercial district
• Definition of the identity of the district, which lacks entryway markers and a cohesive design personality
• Store signage and building maintenance consistency
• Need for more streetscape greenery
The vision for Wellesley Hills Square includes the preservation of well-loved elements of the past and improvements in district identity, distinctiveness, cohesiveness, pedestrian environment, management of traffic and parking. Recommendations for the Phase II Action Plan include the following elements:
• Transportation, circulation and parking
The Route 9 changes proposed for Wellesley Hills Square by Mass Highway may exacerbate traffic congestion on Washington Street and would make the pedestrian connection on Washington Street bridge over Route 9 even more difficult that it is at present. A parking deck over Route 9 in the eastern section of the commercial area may be a solution to the parking deficit in the part of the district.
• Design
Attention to the district boundaries, signage and building facades, landscape treatments along the street, design improvements to Elm Park, a lighting plan for attractive buildings, and other details can preserve and enhance the area's design character.
• Zoning
Zoning revisions are needed to ensure that future redevelopment will conform to the pedestrian-friendly neighborhood commercial district character of the area.
• Business mix
Consider a market study to identify gaps in offerings, prepare for a possible move by Bread &Circus, and improve turnover in locations where it may be a problem
• Organization and programming
Organize a business association to help events and joint promotions
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