The Town of Wellesley's Planning Board completed in 1994 a Comprehensive Plan which included recommendations to foster the continued economic vitality if the local business districts. In addition to facilitating public/private initiatives, the Board committed to retaining consultants who would prepare first a Vision Plan, and subsequently an Action Plan and an Implementation program for each of the Town's major commercial areas.
This Action Plan builds on the goals generated by the Wellesley Square Forum Visioning Plan. Under the leadership of the Planning Board and a Steering Committee, the consulting team headed by the firm of Larry Koff & Associates was retained in June, 1998 to refine the Vision goals into a workable Action Plan. With the assistance of a retail market specialist, Todreas Hanley, an urban design firm, Bluestone Planning group, and a community development consultant, Ernie Zupancic, the consultant team addressed a broad range of issues concerned with the retail mix, downtown management, parking, physical improvements, zoning and permitting. A Vision Statement was created to guide the preparation of an Action Plan.
Wellesley Square is the center of the Town's commercial, cultural, and civic activity. In order to continue to enhance the district, Wellesley Square should continue to provide a broad mix of uses with a focus on up-scale specialty stores and personalized service which attracts customers equally from the Town and region. While both national and regional chain stores have entered the market, the business district should continue to be weighted towards individually owned businesses.
Four Point Action Plan
Task One: Formalize Role of Steering Committee
To ensure greater coordination among Planning Board, the Wellesley Square Business Association, and the Selectmen, it is recommended that the Steering Committee's work program be adopted, that a chairperson be appointed, and that the Committee membership be formalized. As this committee successfully addresses the work program, the property owners and the merchants will build a consensus for funding a downtown manager type position.
Task Two: Implement Parking/Signage Plan
The Wellesley Square Parking Study prepared in 1996 by McDonough and Scully, Inc. identified a number of important recommendations concerning creation of the Weston Road lot and instituting a comprehensive signage and enforcement program. This work program will need to be carried out in concert with the Steering Committee and the Selectmen's Office. The cooperation of the business owners and the Selectmen's Office is essential.
Task Three: Initiate Planning for Village Square
Issues which drive the need to develop a consensus vision and plan for Post Office Square include: traffic safety and circulation issues at Railroad and Central streets, additional parking and an improved train station, the opportunity to "close the gap" and re-knit the commercial uses in the three sub-districts of Lower and Upper Wellesley Square and Church Street, and a re-design of the open space so that it serves as a focal point of commerce and community. Why not make this a community-wide effort involving the Planning Board, the Design Review Board, high school students, the abutters ( Village Church), Crest Road Mall, Linden Street neighborhood? Begin with a vision workshop. Expand on the draft development goals statement.
Task Four: Make Zoning/Permitting More User Friendly
Various regulations i.e. the sign and zoning by-laws and policies which govern entertainment activities, are currently designed to minimize change. The Planning Board, The Design Review Board, and the Steering Committee can provide the leadership to develop the decisions, policies, and by-law amendments which will be needed to build a consensus around desired changes. The by-product of these efforts would be to facilitate growth at certain key parcels such as the Wellesley Inn and possible Post Office Square, enable business owners to design signs which respond to a consistent vision and approval process and permit existing establishments to foster local entertainment.
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