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<br />. <br /> <br />( <br /> <br />M' <br />i~< axfield <br />....{. :\..; '_',_; 1""': Jl~lIr'Chlnc. <br />\, "."'''..:, <br />'....i.../ <br /> <br />.. <br /> <br />August 3 I, 2004 <br /> <br />Ms. Heidi Steinmetz <br />City of Elk River <br />13065 Orono Parkway <br />Elk River, MN 55330 <br /> <br />RE: Proposed Reduction of DowntQwn Parking Stalls to Accommodate Turn Lanes <br /> <br />I have reviewed the proposed elimination of parking stalls from the first phase redevelopment in <br />, <br />Downtown Elk River to make way for dedicated right-hand turn lanes on Highway 10 and on <br />Main Street. I understand that the turn lanes are being contemplated to reduce traffic congestion <br />in the area at peak periods, enhance traffic safety and traffic flow through the area. <br /> <br />( <br /> <br />The following are my comments regarding the potential impact of this change and the <br />elimination of parking stalls near to the first phase project. <br /> <br />This. is the City's first significant Project in the Downtown, intended to serve as a catalyst for <br />further redevelopment. While housing will be an additional component to this development, the <br />first floor retail space and its success are critical to this project and to the establishment of strong <br />retail presence in this area. <br /> <br />This project is intended to draw customers to the Downtown, many who do not already come <br />DQwntown. Their traditional shopping patterns typically take them to strip shopping centers <br />where parking is in a large lot directly in front of the store. Customers' perceptions of parking <br />and its proximity are not always reality, but in their minds, the parking is close. National studies <br />have proven that these perceptions exist. Customers want to park so as to be able to see the. store <br />or venue where they are going. <br /> <br />While the Downtown environment is not intended to copy that of the strip shopping center, and <br />would not want to, features such as extended shopping hours, sufficient and proximate parking, <br />are characteristics that would be beneficial to emulate. This does not mean that Downtown <br />should be a strip shopping center. Nevertheless, this format has been successful for several <br />reasons, some of which are general retail precepts (i.e. customer service, convenient access, and <br />high visibility). <br /> <br />In its initial stages, the availability of parking in close proximity to the various stores/restaurants <br />will be critical. Depending on the type of tenants planned for the spaces,sufficient parking in <br />close proximity will affect their sales and their ability to be successful in this space, at the onset. <br /> <br />615 I" Avenue NE #400, Minneapolis, IvfN 55413 <br />(6]2) 338-0012 fax (612) 904-7979 <br />www.maxfieldresearch.com <br />