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Hollywood Commercial District Revitalization Study

Floura Teeter was commissioned to study opportunities for revitalization in the Hollywood Commercial District. We started with evaluation of current conditions and identification of opportunities for revitalized retail uses, increased pedestrian and bicycle use, and integrated treatment of stormwater management and green space within the Hollywood Commercial District.

Goals for the Hollywood Commercial District include:

  • Visually unify streetscapes.
  • Strengthen connections between the commercial district, adjacent residential neighborhoods, green space, and transportation nodes, particularly pedestrian and bicycle access.
  • Provide a streetscape that is comfortable and safe for pedestrian and bicyclists of all ages.
  • Create environment that attracts retail uses and strengthens existing businesses.
  • Recommend design improvements that enhance and create value for the Hollywood Commercial District.
  • Improve the environmental and public health of the Hollywood Commercial District.

The recommendations to achieve these goals were guided by three themes: Eco Districts, Wellness, and Active Design. The themes were inspired by the current mix of retailers which include Mom’s Organic Market and REI, a school, a greenspace corridor, and playground adjacent to the shopping center. Eco Districts encourage shared infrastructure and improvements across the district to create multiple benefits for residents, businesses, and the government. Active Design is designing the physical infrastructure to promote healthy lifestyles such as walking, biking, and social interaction.

Guided by these themes recommendations included a wellness trail and improved pedestrian and bicycle amenities. The products presented to the City of College Park include a site inventory, existing conditions report and conceptual design recommendations for neighborhood improvements as shown through a series of plan and section drawings; photographic examples of design precedents; and an outline of phasing to describe priority for implementation of improvements.

Project Category:
Streetscape/Urban Design
College Park, MD
City of College Park

Notable project features include:

The program for development and revitalization of the district was based on a number of themes. These include Eco Districts, Wellness, and Active Design.

Floura Teeter developed analysis information regarding existing land use, zoning, demographics, environmental factors, stormwater considerations, and transportation/circulation.

Based on the site analysis and public input, and using a series of plan enlargements of key areas, design precedents and graphic before-and-after imaging, Floura Teeter clarified the varied potential opportunities for revitalization of the District.

Floura Teeter conducted a series of meetings and interviews with community members, business owners, and the City Council to determine the goals and opportunities for the neighborhood.

The Floura Teeter team also hosted public meetings and design charrettes with City officials, Maryland National Capital Park and Planning Commission (MNCPPC) representatives, Prince George’s County Department of Public Works and Transportation, and neighborhood residents to incorporate community participation for the development of the streetscape plan.

Part of the Commercial District study process involved analysis/assessment of the retail market, land use, zoning, and existing demographics. The DC Vibrant Streets Toolkit was used to quantitatively analyze the viability of the commercial district. This toolkit utilized demographic data, the land use and vacancy rates of the retail properties as well as proximity to stable neighborhoods to determine the potential of the Commercial District. The design team used this information to understand the context of the neighborhood and inform the proposed solutions.

Floura Teeter worked with the City of College Park to identify future studies required as the plans for the streetscape are developed. We also made specific recommendations for potential programming needed to activate the spaces identified in the plan as being community hubs.

Contingent upon funding sources, the streetscape plan outlines implementation of streetscape amenities in two phases. Phase One amenities will have a high level of impact on establishing an identity and improving perceptions of the Hollywood Commercial District. Physical improvements unifying the streetscape through consistent furnishings and the establishment of social spaces for residents and patrons are the priority for this phase.

Phase Two improvements will build on this momentum to further enhance the neighborhood, promote investment in existing businesses, and continue to build value in the neighborhood through additional streetscape upgrades, wayfinding, and upgrades to the neighborhood school.

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