DOWNTOWN DELAND:

GEORGIA AVENUE
DISTRICT
N E W YO R K A V E N U E
VISION/MASTER
PLAN
S . F LO R I D A A V E N U E

WOODLANDS BOULEVARD
GEORGIA AVENUE

REVISED: 15 SEPTEMBER 2017

PREPARED FOR:
S. HOWRY AVENUE CITY OF DELAND
COMMUNITY REDEVELOPMENT
AGENCY
SECTION HEADER
PREPARED BY:
 ACKNOWLEDGEMENTS

C I T Y O F D e L A N D , F LO R I D A

VOLUSIA
COUNTY

D O W N T O W N C O M M U N I T Y R E D E V E LO P M E N T A G E N C Y
Robert F. Apgar, Mayor, Seat 1
Jeff Hunter, Seat 2
Jessica Davis, Seat 3
Christopher Cloudman, Seat 4
Leigh Matusick, Vice Mayor, Seat 5
CITY OF Joe Valente, Seat 6
DELAND Bill Budzinski, Seat 7

C I T Y S TA F F :
Michael Pleus, ICMA-CM, City Manager
Mike Grebosz, Assistant City Manager
Keith D. Riger, P.E., Public Services Director
Ray Bahrami, P.E., City Engineer
Mike Holmes, Planning Director

CPH TEAM:
Javier E. Omana, CNU-a
Kurt Lurman, P.E.
Michelle Tanner
Frank Imbruglia
Jamie Sokos
 EXECUTIVE SUMMARY
The firm of CPH, Inc. with assistance from the City of DeLand has prepared the Georgia Avenue District Vision/
Master Plan.

The purpose of the Plan is to set forth the urban design and land use framework for the development/re-
development of the District through context-sensitive design concepts responding to connectivity, compatibility,
community outreach, opportunities and constraints, and the existing urban fabric.

Key to the Plan’s vision is the acquisition (through a land “swap”) of two Volusia County-owned parcels, continued
public (City) investment in street enhancements, and the commitment to “grow” the existing entrepreneurial,
Artist Village, and mixed-uses.

Public participation/community outreach provided invaluable input with respect to uses, building types, open
space, pedestrian options, building heights, etc.

The plan proposes a vision that includes:

• Creation of Artist’s Village

• Vertical Mixed Use
• Open Space/Gathering Areas
• Surface and Structure Parking
• Exhibit/Gallery Space
• Undergound Stormwater Treatment
• North/South Pedestrian Walkways
• “Complete Street” Redesign of Florida and Howry Avenues

Program consists of:

Commercial 32,480 SF
Apartments 86 Units
Live/Work Units 8
Lofts 8
Exhibition/Gallery Space 6,500 SF
Exhibition/Artist’s Booths 2,2500 SF

This report includes an initial, potential Economic Impact assessment (public and private investment) and an
Action Plan for Implementation.
 TABLE OF CONTENTS
ACKNOWLEDGEMENTS 2

EXECUTIVE SUMMARY 3

INTRODUCTION
Purpose Of Study 5
Study Area 5
Intent 5
Current Property Ownership 6

DOWNTOWN DELAND: GENERALIZED EXISTING CONDITIONS 7

Existing Land Use Conditions 8
Future Land Use and Zoning Analysis 9
Future Land Use 9
Zoning 9

COMMUNITY OUTREACH 11
What Makes A Great... 12
Community Meeting No. 1 13
Issue Identification 13
Community Meeting No. 2 14
Yes/No Preference Exercise 15
Purpose 15
Results 15
Lessons Learned 15

PROPOSED VISION/REDEVELOPMENT PLAN 16

Opportunities Analysis 17
Design Analysis 18

GEORGIA AVENUE DISTRICT VISION/MASTER PLAN 19

ECONOMIC IMPACT 21

ACTION PLAN FOR IMPLEMENTATION 23

Steps For Implementation 23
 PURPOSE OF STUDY
The firm of CPH, Inc. was retained by the City of DeLand to prepare a Vision Plan for the Georgia Avenue
District area highlighting the potential redevelopment of the area. Key to the plan’s vision is the acquisition of
two (2) underutilized Volusia County-owned parcels and the continuation of context-driven improvements and
redevelopment.
The purpose of the Georgia Avenue District Vision Plan is to identify key urban design and place-making
elements that will set forth the blueprint for redevelopment in the area celebrating the entrepreneurial, historic,
cultural, and urban design assets. This is to be achieved through context-sensitive design options responding
to connectivity, compatibility, community outreach, opportunities/constraints, and the urban design assets of
the study area.
The Georgia Avenue District Vision Plan identifies a potential development scenario within context-compatibility
driven sensitivity. The concept sets the basis for the establishment of the proper regulatory framework to guide
redevelopment of this city asset.
The project team led the planning and design efforts by analyzing the following parameters:
DEFINE: What are the area’s needs and aspirations?
DISCOVER: Gather data, information, and obtain better community context.
DISCUSS: Open and continuous communications and feedback.
DESIGN: Create and share design and planning alternatives.
DOCUMENT: Identify the vision within a clear and concise plan.
STUDY AREA
Located in Downtown DeLand, the Georgia Avenue District is a unique location for artisan investment and
local business. Framed between Woodland Boulevard and Florida Avenue, the District has seen more than
$2.6 million in private investment in recent years. As part of the City of DeLand’s Strategic Plan, the area is a
key component in the continued economic diversity and viability of the Downtown area. Further provisions of
commercial opportunities and the creation of centrally located residential units will greatly benefit the City’s infill
initiatives, as part of the overall strategy to enhance Downtown DeLand.
Georgia Avenue is adjacent to governmental infrastructure, key transportation corridors, and a burgeoning
creative and entrepreneurial class, whose commercial endeavours feature artisan-inspired and local fare
restaurants, microbreweries, cafes, boutiques, one-of-a-kind wares, and a rising arts community. Anchored
by local points of interest, such as Artisan Alley, Persimmon Hollow Brewing Co., and Trilogy Coffee, Georgia
Avenue District benefits from it’s fortuitous location, adjacent governmental facilities, existing investment interest,
and local business prospects--all of which reinforce the area as a prime redevelopment and investment choice
and opportunity.
The study area is composed of eight parcels on 2.66 (+/-) acres. These lots were selected as they are vacant
or considered underutilized in an area that is poised for potentially valuable redevelopment. Additionally,
certain Volusia County-owned parcels and structures may be swapped with the City and incorporated into the
Redevelopment Vision. Further analysis regarding the existing conditions of the study area is provided in this
report.
INTENT
This report and its findings will propose a context-sensitive redevelopment vision plan for the Georgia Avenue
District. More specifically, the final proposal will include suggested design concepts and land use mix intended
to facilitate a cohesive building strategy across the District highlighting pedestrian movements, connectivity,
multi/mixed uses, and architectural cohesiveness. The Vision will attempt to establish the framework for new
capital investment and job creation as part of the overall plan to enhance the District. Land uses will focus on
local investment opportunities--such as retail or mixed use--and the introduction of residential units.
 6

CURRENT PROPERTY OWNERSHIP

FIGURE 1

The study area is composed of eight parcels totaling 2.66 acres (+/-). Figure 1 (left) displays the parcels
within study area, labeled “A” through “F.” The following data provides contextual information for each parcel,
as it relates to the implementation of the redevelopment plan. The parcels have three primary ownerships, two
of which are governmental. The City of DeLand owns Parcel “A,” which is 0.30 ac (+/-), while Volusia County
owns two of the properties (“B” and “D”). Volusia’s landholdings include the former jail facility (Parcel B) and a
county employee parking lot (Parcel D). Currently, the City and the County are in negotiations for the City to take
N E W YO R K A V E N U E
ownership of Parcels “B” and “D” in exchange for lots located adjacent to the Volusia County Complex. The
remaining parcels, which gross 1.07 ac (+/-), are privately owned by Comfort Service, Inc.
B
F LO R I D A A V E N U E

WOODLANDS BOULEVARD
A E
Owner: City of DeLand Owner: Comfort Service, Inc.
Parcel ID: 16173001030051 Parcel ID: 16173001030061
A Gross Area: 0.30 ac +/- Gross Area: 0.26 ac +/-
Future Land Use: Downtown Commercial Future Land Use: Downtown Commercial
Zoning: C-2A + Historic Overlay Zoning: C-2A + Historic Overlay
Current Use: Surface Parking Current Use: Vacant

B F
GEORGIA AVENUE
Owner: Volusia County Owner: Comfort Service, Inc.
D Parcel ID: 16173001030030 Parcel ID: 16173001030073
Gross Area: 0.87 ac +/- Gross Area: 0.24 ac +/-
Future Land Use: Downtown Commercial Future Land Use: Downtown Commercial
Zoning: C-2A + Historic Overlay Zoning: C-2A + Historic Overlay
C Current Use: Vacant Structure (Former Jail) Current Use: Vacant; Driveway

C G
Owner: Comfort Service, Inc. Owner: Comfort Service, Inc.
Parcel ID: 16173001030060 Parcel ID: 16173001030071
Gross Area: 0.17 ac +/- Gross Area: 0.18 ac +/-
Future Land Use: Downtown Commercial Future Land Use: Downtown Commercial
Zoning: C-2A + Historic Overlay Zoning: C-2A + Historic Overlay
E F G H Current Use: Business Current Use: Vacant

HOWRY AVENUE
D H
Owner: Volusia County Owner: Comfort Service, Inc.
Parcel ID: 16173001030070 Parcel ID: 16173001030081
Gross Area: 0.42 ac +/- Gross Area: 0.22 ac +/-
Future Land Use: Downtown Commercial Future Land Use: Downtown Commercial
Zoning: C-2A + Historic Overlay Zoning: C-2A + Historic Overlay
study area
Current Use: Surface Parking Current Use: Vacant; Parking
parcel boundary
 DOWNTOWN DELAND:
GENERALIZED
EXISTING CONDITIONS

EXISTING LAND USE CONDITIONS

FUTURE LAND USE AND ZONING

ANALYSIS
 8

EXISTING LAND USE CONDITIONS

FIGURE 2

A mapping analysis was performed on the existing land uses in the City of DeLand. Using the traditional land
use coding, the figure on the left (2) depicts development patterns across the City based on the land use type-
-i.e., residential, commercial, industrial, mixed use, agricultural, and educational.

Results show the pattern of development to take an axial-approach, where commercial development is situated
along the two major thoroughfares: Woodland Boulveard/U.S. 17-92 and New York Avenue/U.S. 44. A cluster of
commercial activity is located at the intersection of these corridors in what forms the Central Business District
(CBD). Residential activity frames the CBD. Traditional forms of residential development exist in the vicinity of
Downtown DeLand, while residential (planned unit developments and conventional zoning) frame the outer city
limits.

Two additional patterns of note are related to education and industrial uses. Clustered north of the CBD,
Stetson University anchors the City’s educational land uses. The university, which has a student population
of approximately 4,300 students, serves as the northern bookend of Downtown DeLand. Meanwhile, the
northernmost boundary of the City sees industrial uses through the presence of DeLand Municipal Airport and
DeLand Business and Industrial Park.

These development patterns complement a strong central core characterized by commercial and governmental
land uses converging at the node of Woodland Boulevard and New York Avenue. DeLand’s CBD and its CRA
serve as the epicenter of commercial, industrial, governmental, residential, and mixed uses.

downtown CRA

Views of Historic Downtown DeLand.

 9

FUTURE LAND USE AND ZONING ANALYSIS

FUTURE LAND USE
FIGURE 3

As indicated on Figure 3 (left), Downtown DeLand features one Future Land Use designation for all parcels. The
Downtown Commercial designation is an all-encompassing land use that couples the City’s 2005 Downtown
Redevelopment Plan with the Public Space and Parking needs Analysis (2008) to create a variety of uses with
placemaking design principles.

As the CBD, the types of uses permitted by this designation include:

• principal commercial + retail
• office
• multi-family
• government complex for City + County services
• mixed-use buildings
• cultural
• public spaces

The Downtown Commercial designation is intended to bring a variety of uses to the area to promote livability
and sustainability. Activities are encouraged to occur as mixed-use facilities wherever possible. Guidelines for
such buildings highlight the provision of retail and commercial uses on the ground floor street frontage, while
offices and residential should locate on the floors above.

Downtown Commercial has a maximum residential density of 20 dwelling units per acre for freestanding multi-
family and multi-family above first floor in mixed-use buildings. Residential units are permitted on ground floors
as an accessory use. To promote higher residential densities, the maximum density stated above is calculated
based on a gross acreage for the entire district, as opposed to an individual property basis. The intensity of non-
residential uses, which shall be calculated for the gross downtown area instead of on an individual parcel basis.

ZONING
The study area parcels are located in the CBD’s commercial district. As such, the zoning for all parcels is C-2A
with a Historic Overlay, as depicted on Figure 4 (next page). The C-2A zoning district is a urban-focused,
high density category, whose design guidelines promote high intensities that maximize the parcel yield and
encourage pedestrian activity.

The following C-2A design standards excerpt includes elements apply to the subject study area:

Minimum Lot Width

Minimum Width: None
Minimum Size: None
Setbacks, Building Separation, and Impervious Surface Limitations:
Maximum Impervious Surface: None
Setbacks: None

Building Dimensions:
Maximum Height: 80’
 10

Criteria such as zero-lot-lines and build-to lines allows building frontages to meet the sidewalk and the street
FIGURE 4

in a way that prioritizers the pedestrian user over vehicular traffic, thus creating a “human scale” to the District.
With the regulations covering all of downtown, new development will continue to contribute to the urban fabric
of DeLand and enhance the existing walkability and livability in the area.

The Historic Overlay is assigned to all parcels in the study area, however none of the parcels are listed on the
City of DeLand’s Register of Historic Places. Therefore, the historic preservation guidelines do not apply in this
scenario. West Georgia Avenue--the physical roadway--is registered for heritage and cultural preservation as
part of the City’s Historic Places. The proposed vision/redevelopment plan will call for the continuation of the
urban design character of the District.
COMMUNITY OUTREACH
“In order to carry a positive action
we must develop here a positive
vision.”
- Dalai Lama

Critical to any Visioning and Master Planning Design

efforts is a clear understanding of context, compatibility,
and engagement of the affected parties: elected officials,
regulatory staff, and the end-users. Establishing the
Vision demands engagement. Identifying great place-
making attributes, study area conditions, challenges, and
opportunities is imperative in setting that vision.

The consultant held community meetings and conducted

interviews with City officials, City staff, and civic and
business goups. Their community aspirations are
identified herein.
 12

WHAT MAKES A GREAT...

FIGURE 5

DISTRICT OR NEIGHBORHOOD?
+ Urbanized areas that specialize in a particular activity: residential, arts, commercial, office,
parks, mixed-use, entertainment, etc.

+ Public and private uses to support a local economy

+ Interconnected street networks/grid system

+ Walkable, safe, and attractive streets

+ Multi-modal transportation alternatives -- transit, pedestrian, and the car

+ Activities of daily living within walking distance

+ Supports non-residential uses

+ Corridors

+ Public spaces and community institutions

+ Location of institutional and commercial uses

+ Range of housing types

+ Blend of commercial, retail, and residential with open space

Figure 5 (left): Design elements of a successful downtown can foster a “great” neighborhood, such as those displayed here.
Clockwise from top left: Downtown High Springs, Florida; an alleyway in Downtown Valdosta, Georgia; Downtown Fernandina
Beach, Florida; Plant Street in Historic Downtown Winter Garden, Florida; Thomasville, Georgia; street festival in Pensacola, Florida.
 13

COMMUNITY MEETING NO. 1

The first community meeting for the Georgia Avenue Redevelopment Vision Plan was held on April 27th, 2017
FIGURE 6

at the City Commission Chambers. CPH, Inc. presented thirteen exhibits to attendees. Seven of the boards
focused on existing conditions by displaying streetview photos along key corridors. Georgia Avenue, Howry
Avenue, Florida Avenue, New York Avenue, and Woodland Boulevard were selected as key corridors. The
exhibits were as shown in Figure X (adjacent).

In addition to the streetview boards, four concept designs for the Georgia Avenue Streetscape were also
displayed. These exhibits presented digital renderings of a redesigned Georgia Avenue, Artisan Alley, and the
parking lot located on the southwest quadrant of the Georgia Avenue/Woodland Boulevard intersection.

To provide greater context to the task at hand, two of the boards displayed material specific to the project.
One conveyed pertinent property information for the parcels contained within the study area. Information such
as property ownership, land use, and zoning were depicted for each parcel. The other board displayed the
Downtown Community Redevelopment Agency Master Plan, which contains the study area.

Community input was also obtained in a question and answer section of the charrette whereby attendees
provided thoughts and ideas as to what specific items they would like to see as part of the Vision Plan.

I S S U E I D E N T I F I C AT I O N
FIGURE 7

NEW YORK AVENUE

GEO RG IA A VE NU E STRE E T VIE W

The following items were identified as critical issues and opportunities from the charrette:

CRITICAL ISSUES:
FLORIDA AVENUE

• Parking (not enough)

• Stormwater (outfall and treatment)
• Parking lot too valuable to remain
• Noise--as it relates to residential vs. existing commercial
11
10
9
8
GEORGIA AVENUE
6
7
4
5
3 2 1 • No stand-alone retail or drive-thru uses
• Limit building height

OPPORTUNITIES
• Introduce vertical/integrated uses
• Putnam restoration--as anchor
WOODLAND BOULEVARD

Subject Area
• Artisan’s Village
• Walkable corridors
Direction of

HOWRY AVENUE
Streetview Photo
• Diversify tenant/user mix
1 2 3 4 5 6
• Adaptive reuse of former jail/new use or structure
• Wayfinding for uses and parking
• Introduce appearance standards (green design, etc.)
• Theming

7 8 9 10 11

Figures 6 and 7 (above) are excerpts from exhibits displayed at the first community meeting, held on April 27,
2017.
 14

COMMUNITY MEETING NO. 2

The second community meeting for the Georgia Avenue Redevelopment Vision Plan was held on June 29th, 2017
FIGURE 8

at the City Commission Chambers. The presentation by the consultant team was two-pronged. First, the team
engaged attendees with a Yes/No Preference visual exercise. This activity presented thematic boards related to
design topics, each containing between nine and thirteen images. Participants used green and red dot stickers
to vote for their preferences on the various aesthetics and concepts as a means to provide feedback to key
planning, design, and building types. Further discussion on the exercise is provided in the following section.

While the first half of the meeting was used to gather feedback, the second half was devoted to a presentation
of the basis for design and preliminary design concepts for the study area. The consultant team presented
drafts of possible design solutions and redevelopment potential for the parcels included in the study area.
The program presented featured ample green space and public gathering areas through village greens,
an assortment of residential offerings to include lofts and apartments, exhibition galleries to enhance the
artisan community, and the provision of commercial uses via retail and office programming. In this draft,
the programming is achieved through medium-density mixed-use buildings, between one and three stories.

As part of the design process, the consultant team utilized the community meeting to obtain feedback on the
proposed concepts that will guide the final development plan.
FIGURE 9

FIGURE 10

Figure 8 (top): Scenes from the interactive community meeting held on June 29th, 2017. Figure 9 (bottom): Director of
Public Services, KeIth Riger, P.E., discusses the first draft of the proposed redevelopment plan with resident, Joan Carter.
Figure 10 (right): CPH staff presents key theming and design elements to attendees for feedback.
 15

YES/NO PREFERENCE EXERCISE

PURPOSE R E S U LT S
During the second community meeting, the consultant team engaged attendees with a Yes/No Preference The results enumerated herein reflect the top three results within each category (Figure 12, below). Stylistically,
exercise. This activity presented attendees with six thematic boards related to design topics, each containing the results tend to favor more traditional aesthetics with brick features and natural building materials, such as
between nine and thirteen images (Figure 11, below). Participants used green and red dot stickers to vote for wood and stone.
their preferences on the various aesthetics and concepts as a means to submit feedback to key planning and
design aspects.

FIGURE 12
A RT I S T ’ S V I L L A G E SIGNAGE
Topics were presented on individual boards with critical design elements that included: signage, mixed use,
parking garages, an artist’s village, streetscapes, and live/work units. Each board presented varying architectural
styles and distinct design aesthetics. In part, the purpose of this exercise was to garner feedback related to
the types of architectural styles that participants preferred. This information is important to the creation of the
redevelopment plan, as it indicates the desired character for the Georgia Avenue area and downtown DeLand.
Results are described in the following graphics. The preferred designs oriented towards a more traditional, “main
street” feel, with the incorporation of brick features and streamlined 18th-century ornamentation reminsicent of
neoclassical architecture.
WORK/LIVE UNITS MIXED USE
FIGURE 11

STREETSCAPE PA R K I N G G A R A G E

LESSONS LEARNED
The results from the Yes/No Preference Exercise revealed desired elements from the community regarding the
design and architecture of the ultimate Vision/Master Plan.

• Theme: Artist’s Village • Context-Signage

• Natural Materials • Parking Structures
• Neo-Classical + Revivalist Architecture • 3 Story Height Limit
• Walkability • Parallel Parking
• Live/Work Units • No Big Box Retail
• Compatibility • No Drive-Thrus
• Mixed Use
 PROPOSED
VISION/REDEVELOPMENT
PLAN
In order to set the framework for a thriving, economically sustainable and diverse
INVENTORY District, a blend of residential, retail, commercial, and mixed-use opportunities
is desired. The City’s Future Land Use designation and corresponding zoning
for the subject study area establishes the regulatory framework. The proposed
Vision/Redevelopment Plan provides an urban design and land use blend of
N O R M AT I V E S TA F F uses framework that preserves the existing urban/use fabric and enhances it
PLANNING INTERVIEWS by introducting use components/elements providing economic growth and
• Code Review • Department Heads placemaking opportunities.
• Comprehensive Plan • Team Leads
• Zoning Combining the data, analysis, and discussions from staff interviews, opportunities
• CRA Plan
and constraints, and community engagement, the consultant arrived at a Vision
Plan for the subject study area.

The Plan and its elements reflect community wants, needs, and establishes a
CONTEXT C O M PAT I B I L I T Y CONNECTIVITY framework for continued redevelopment and economic viability in a context-
• Establishd Use Blend • Height
respectful approach.
• Pedestrian Corridors
• Character • Uses • Vehicular Corridors
• Location
• Adjacencies • Design
The Vision Plan is based on:
• Human-Scale
CONTEXT: walkability
location attributes
character
adjacencies
PUBLIC/ mixed/multi-use
DESIGN
COMMUNITY
ELEMENTS COMPATIBILITY: pedestrian scale
ENGAGEMENT
height
use blend
design

CONNECTIVITY: pedestrian
VISION/ vehicular
REDEVELOPMENT nieghborhood/CBD linkages
PLAN
 17

OPPORTUNITIES ANALYSIS
FIGURE 13

• New use for former jail site

• Convert City parking lot on Florida
Avenue to mixed-use
• New use for County parking lot
• Introduce new north/south
pedestrian corridors
• Create mixed-use pods
• Potential parking structure at City
Hall surface lot
• Redesign of Florida Avenue
 18

DESIGN ANALYSIS
 GEORGIA AVENUE DISTRICT
VISION/MASTER PLAN
FIGURE 14

S R 4 4 ( W N E W YO R K A V E N U E )

The CPH Design Team prepared a Vision/Master Plan based input received from staff and stakeholders along
COMMERCIAL
with opportunities identified to create a vision that protects and enhances the existing District fabric by introducing
economically-sustainable and compatible/complementary uses.

G
APARTMENTS

The resultant Plan (Figure 14, left; Figure 15, next page) consists of the following elements:
APARTMENTS
S F LO R I D A A V E N U E

EXHIBITION BOOTHS • Creates a “village” setting within the District to promote local entrepreneurship, artists, residential and
commercial uses, and support services to existing governmental uses.
FESTIVAL STREET

PAVILION VILLAGE GREEN

(STORMWATER VAULT)

• Maintains and promotes the existing “scale” of the DeLand Downtown Area by limiting building heights,
EXHIBITION BOOTHS promoting pedestrian movements, encouraging vertically mixed-uses, establishing gathering spaces,
and multi-purpose areas, and introducing multi-use festival streets.
PARKING STRUCTURE

STORMWATER
VAULT

F APARTMENTS
• Incorporates Volusia County-owned parcels into plan (these parcels are subject to a “swap” of parcels
between the City of DeLand and Volusia County).
E
COMMERCIAL COMMERCIAL • Establishment of Festival Streets to reinforce and promote pedestrian connectivity within the District.

• Introduce vertical uses that highlight ground level commercial and residential uses above.
W GEORGIA AVENUE

• Establishes “Village Greens” to provide open spaces, event/gathering areas, and below-grade
APARTMENTS

stormwater vaults.
COMMERCIAL
COMMERCIAL

• Calls for S. Florida Avenue and W. Howry Avenue to undergo a “road diet” to allow for parallel parking,
APARTMENTS

mid-block pedestrian crossings, and narrower traffic lanes.

COMMERCIAL APARTMENTS
C D • Establishes an Artist’s Village with:
+ Exhibition/Gallery, Art Studios, and Exhibition Booths framing Open Space/Village Green Areas
FESTIVAL STREET

• Proposes a four-level parking structure over the existing City Hall surface parking field for 264 cars.
S F LO R I D A A V E N U E

LIVE/WORK UNITS The Vision/Master Plan provides urban design/land planning framework for re-development of the District. Final
designs and layout are subject to economic feasibility, end-users, and City and CRA actions and policies.

COMMERCIAL B VILLAGE GREEN

(STORMWATER VAULT)
A LOF TS
EXHIBITION GALLERY
+
ART STUDIOS
LIVE/WORK UNITS APARTMENTS

W HOWRY AVENUE
20
FIGURE 15
 ECONOMIC IMPACT
FIGURE 16

P O T E N T I A L E XC H A N G E
PA R C E L A
(VOLUSIA COUNTY WITH
CITY OF DELAND) Understanding and quantifying economic impacts is key to stakeholders. In this District, the City and
the CRA must justify expenses, business owners are interested in job creation, and developers need to
attract tenants.
F E S T I VA L
C I T Y- O W N E D PA RC E L STREET A The economic impacts presented in this study are preliminary in nature and are subject to further studies,
• POTENTIAL developer-end uses inputs/projects and City/CRA engagement. They intended to provide a “snapshot”
R E D E V E LO P M E N T PA RC E L of potential economic windfall from CRA investment activities.

Investment and economic impact in redevelopment can be measured in two basic ways:
S T O R M WAT E R
1. Construction Phase
VAU LT A
2. Business Operations Phase

The Construction Phase is short-term in nature, while the Business Operations Phase is a long-term, on-
going economic impact. The proposed District Vision Plan highlights the Construction Phase dividing it
into two categories:

A) Public Investment/CRA Funding

Festival Street A $630,0001
Festival Street B $630,0001
P O T E N T I A L E XC H A N G E Stormwater Vault A $85,0002
PA R K I N G PA R C E L B Stormwater Vault B $85,0002
(VOLUSIA COUNTY WITH Street Enhancement A $162,5003
STRUCTURE CITY OF DELAND)
Street Enhancement B $162,5003
Parking Structure $5,148,0004
TOTAL: $6,903,000*

STREET ENHANCEMENT B
F E S T I VA L
STREET B

S T O R M WAT E R
VAU LT B
Figure 16 (left) identifies infrastructure elements that are critical to a successful redevelopment of the Georgia Avenue
District..
*
P R I VAT E PA RC E L Based on preliminary construction costs obtained from recent, similar projects, and contractor-provided information.
1
Preliminary costs consisting of specialty pavers, bollards, lighting, signage, infrastructure lines, curbing, etc.
2
Preliminary costs consisting of underground water retention systems for drainage. Based on industry standards.
3
Preliminary costs based on existing roadway improvements: street furniture, accent/specialty pavement, street trees, signage,
re-paving, and street furniture.
STREET ENHANCEMENT A 4
Based on per stall cost obtained from contractors and industry data.
 22

B) Private Investment The Business Operations Phase considers long-term impacts/benefits of specific projects. This study does not
expand on those benefits, however, some basic metrics can be calculated:
This is a preliminary investment yield for the development/re-development of certain parcels identified in the
Vision Plan with a specific building program. Ultimate building program elements are to be determined by the A) Potential number of permanent employees
end-user/developer. 32,480 SF of commercial:1 employee per 250 SF
= 130 employees
B) Average payroll generated by employees
Potential Exchange Parcel A 130 x $41,744 = $5,426,720
Commercial 8,950 SF x $110/SF = $984,500 C) Property taxes from potential new building improvements have not been calculated.
Apartments 40 Units x 950 SF x $150/SF = $5,700,000 D) Temporary jobs generated from construction have not been calculated.
Exhibition Booths 1,125 SF x $80/SF = $90,000 E) Economic windfall to be realized:
$6,744,000 1. Building permit and inspection fees
2. Final economic demand generated by employees, sales taxes, special events, utilities
Potential Exchange Parcel B 3. Business and household spending
Commercial 14,040 SF x $110/SF = $1,544,000 4. Construction materials
Apartments 13 Units x 950 SF x $150/SF = $1,852,500
$3,396,900 In summary, implementation of the Vision Plan may provide certain short and long-term economic benefits as
the result of CRA/City investment:
City-Owned Parcel
Commercial 5,395 SF x $110/SF = $593,450 Public Investment and CRA Funding: $6,903,000
Apartments 16 Units x 950 SF x $150/SF = $2,280,000 Private Investment: $18,040,790
$2,873,450 New Permanent Employees: 130
Potential Payroll: $5,426,720
Private Parcel Ad Valorem Taxes: To Be Determined (TBD)
Exhibition/Gallery/Artist’s Studio 6,500 SF x $100/SF = $650,000 Business and household Spending: TBD
Lofts 8 Units x 950 SF x $150/SF = $1,140,000 Sales Taxes, Inspection Fees, Construction Materials: TBD
Commercial 3,080 SF x $110/SF = $338,800
Live/Work Units 8 Units x 1,800 SF x $110/SF = $1,584,000 The Economic Impact analysis provided herein is a preliminary assessment of potential public investment and
Apartments 17 Units x 950 SF x $150/SF = $2,422,500 economic benefits derived. The District Vision Plan serves as a platform for potential development/redevelopment.
$4,996,440 Build-out and specific use mix will be determined by end-users.

TOTAL: $18,040,790
 ACTION PLAN FOR
IMPLEMENTATION
S T E P S F O R I M P L E M E N TAT I O N
Upon CRA and City of DeLand approval of the subject District Vision Plan/Master Plan, the following Action Plan/
Implementation Plan is proposed:
FIGURE 17

1) Complete negotiations with Volusia County for the “swap” of the two parcels.

2) Review current Land Development Regulations and zoning district standards to ensure that regulations
are in place to facilitate and encourage purposed building program.

3) Study the creation of Georgia Avenue Artist’s Village Overlay District.

4) Study the creation of an architectural design standards manual for the District.

5) Conduct a District drainage study.

6) Conduct Festival Street a conceptual design and Construction Estimate Study.

7) Conduct preliminary feasibility study for parking structure and City Hall surface parking area.

8) Study possibility of issuing Requests for Proposals (RFP) for the development on parcels to be acquired
from Volusia County and the City-owned parcel out the northeast corner of S. Florida Avenue and Georgia
Avenue.

S. HOWRY AVENUE PERSPECTIVE

Figure 17 displayed on the left is a rendering of the potential look of a redesigned streetscape under the proposed Vision/
Master Plan Plan. The S. Howry Avenue Perspective provides wide pedestrian pathways, on-street parking, live/work units, and
residential lofts with direct access to the new Festival Street.