Downtown Retail Toolkit (Review Draft)

As follow-up to the Downtown Kirkland Retail Strategy – Interim Report, this memorandum is intended to outline tools for consideration with implementation of a downtown retail strategy. This memorandum begins with discussion of the types of tools considered followed by outlining of strategic retail initiatives against which toolkit resources can be compared and then recommended next steps for consideration with the Downtown Advisory Committee. A preliminary detailed tool kit inventory is attached as an Appendix to this memorandum.

Strategic Initiatives

Based on results of the Downtown Kirkland Retail Strategy – Interim Report, three broad strategic initiatives are recommended for consideration with this retail toolkit approach to a downtown retail strategy. These initiatives are suggested as building blocks that can prove instrumental to repositioning downtown Kirkland as a locally-driven destination:

1. Downtown Retail Marketing. The focus of this initiative is to better connect current and prospective downtown customers with their retail business counterparts. The three major components of this first strategic initiative include:

• • Customer Marketing – to better understand the interests of resident and visitor shoppers, and to communicate the value of the Kirkland shopping and entertainment experience.
• • Business Marketing – involving two-way communication to better understand local business needs, encourage opportunities for improved sales volume and profitability, and attract businesses that fill unmet needs or shopper expectations.
• • Tenant Mix – better assuring that the right businesses are in suitable locations including reservation of prime retail locations for retail uses and other downtown ground floor space for active use even when not for a direct retail purpose.

2. Enhancing the Retail Experience. This second strategic initiative is aimed to improve the quality of the existing downtown retail environment, from the perspective of:

• • Building Upkeep – encouraging business and property owners to maintain properties for sustainable retail appeal, comfort, safety and functional use (both interior and exterior).
• • Store Fronts – with special focus on fresh, attractive, complementary storefront appearance including attention to signage, window displays, and building access.
• • Street Scapes – covering not only visible elements such as sidewalks, cross-walks, landscaping and street signage in the public right-of-way but also the less visible elements of utility and telecommunications infrastructure.

3. Retail & Mixed Use Development. A final initiative is intended to expand the size of the downtown’s retail base, broadening the range, depth and quality of retail and entertainment inventory as warranted to serve resident and destination markets. Major elements of a potential public-private development agenda are outlined to include:

• • Rehab & Reuse – focused on more extensive building reinvestment including reconfiguration of ground floor space for more active retail use, especially in high demand locations.
• • New Buildings – anticipated as mixed use development of 2+ stories with provision for added retail or complementary active use varied sizes and configuration at ground level.
• • Public Parking – involving expansion and placement of the public parking inventory with priority for customer use to facilitate retail expansion in synch with strategic plan objectives for downtown Kirkland.

Note: This document is a review draft. It is a product of the City and the Downtown Advisory Committee working with E.D. Hovee Company. You may download it at www.ci.kirkland.wa.us/depart/Planning/Code_Updates/DSP.htm

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