Mainstreet – Keeping it Real; Elverum
MEMORANDUM
TO: Honorable Mayor and Hopkins City Council Members
FROM: Kersten Elverum, Director of Planning & Development
DATE: November 3, 2016
SUBJECT: Mainstreet – Keeping It Real
As you know, over the course of the summer the City convened a group of business owners,
property owners, residents and City representatives to discuss Downtown Hopkins. The four
meetings resulted in interesting discussion and a set of suggestions. At the November 7, 2016,
work session, staff will present the draft document and possible actions associated with the
group’s recommendations.
Attached is the first draft of the report on Mainstreet – Keeping It Real. After discussion with
the City Council, the draft report will be updated and shared. Related, is a report on the
storefront improvement program. It will be briefly discussed as part of the broader
conversation on improving Downtown Hopkins.
Planning & Economic
Development
Mainstreet – Keeping It Real
(AKA: Guide to Awesomeness)
Introduction
The City of Hopkins is experiencing a bit of a renaissance. Over the past few years, new businesses
have emerged and significant investment in both private and public buildings and infrastructure has
taken place. In 2015, private investment totaled over $4 million on Mainstreet and included major
facelifts including PUB 819 and Mill City Sound. In 2016, Driskill’s grocery store undertook a complete
renovation. The Mainstreet reconstruction project gave the downtown a clean look and the Clock
Tower Plaza was refreshed. 2015 and 2016 brought many new businesses to town as well, including
Amy’s Cupcakes, Royal Comedy Theater, and Venture Photography.
New initiatives such as street cafes, façade grants, window display assistance and performance art
have brought a new energy and excitement to the street. There are more events, including block
parties and private gatherings, and living and working in close proximity to Mainstreet is a trend. The
future continues to look promising, and with the planned addition of the Green Line Extension, the
downtown is poised to take advantage of the expanded market area that LRT will provide.
The City of Hopkins staff and City Council felt it important to spend some time talking with local
stakeholders in the downtown to get their feedback on the direction, opportunities and ideas that
should be considered as we plan for the future.
Participants were asked to commit to a series of four meetings over the summer of 2016. The promise
was made that the meetings would be concise, interesting and valuable to both the City and
participants. All agreed to participate and all brought expertise, energy and excitement to the table.
Each meeting began with a presentation by an outside expert on that evening’s topic, followed by a
presentation by staff on recommendations and work the City is already doing in that area. Attendees
then broke into small groups to discuss their own ideas and specific questions posed by staff. Small
groups then reported back to the larger group on themes and ideas, as well as answering the
questions. Each meeting ended with attendees voting on their favorite ideas and recommendations of
the night.
The results of this work are both specific – a list of vetted ideas and valid concerns – and less tangible.
Relationships were made, excitement about Hopkins future was elevated, and seeds for new initiatives
were sowed. The following attempts to capture the essence of the discussion and, although it is not to
be viewed as a work plan or fully-formed ideas, give direction to the City of Hopkins and our
community partners.
The Built Environment
Overview
The guest speaker for this topic was Andrew Dresdner, Cunningham Group. Andrew is a planner and
architect who specializes in urban design and form. He talked to the group about the built environment
of downtown Hopkins. He compared architectural facades that enhance the look and feel of
Mainstreet versus those that do not. Specifically he talked about window transparency and signage as
key components to an attractive, pedestrian friendly downtown. Andrew highlighted the need to focus
on the pedestrian in order to enhance the downtown and compete with other retail centers in the
region. He calculated that in downtown Hopkins 40 percent of the land area is dedicated to buildings,
40 percent is dedicated to cars, and only 20 percent is dedicated to pedestrians. He encouraged
finding ways to increase both the amount and quality of space dedicated for people.
Andrew also talked about anchors in terms destination businesses that focus and attract traffic. He
identified the Hopkins Center for the Arts and Driskill’s as two primary anchors in downtown Hopkins.
He pointed out that in order to have a successful and busy Mainstreet anchors are critical, and that
they will enliven and support traffic on surrounding blocks. He noted however, that a good anchor,
such as Hopkins Center for the Arts, does have a limited reach, and that in order to expand Mainstreet
to the west successfully we would need another anchor business to draw foot traffic down Mainstreet
in that direction. Andre pointed out that without another anchor business to the west, downtown
Hopkins could still experience growth by expanding businesses activity to the north and south between
7th and 11th Avenues.
Andrew pointed out the intersection of 17th Avenue and Mainstreet as a likely future node for activity
given its future connection to the light rail station just to the south. He pointed out that a strong
bicycle connection between the light rail station and Mainstreet along 17th Avenue would strengthen
this node.
Questions to be considered
Should the City’s designs guidelines be requirements rather than suggestions?
Should the sign code be more prescriptive? Less prescriptive?
Should the City fund a façade improvement program? Are there other programs that would be
more effective?
With scarce resources, should the same programs and treatments apply to all of Mainstreet, or
just the central business district?
Should design standards apply to all of Mainstreet, or just the central business district?
What other ideas do you have to improve the built environment of Mainstreet?
Recommendations
Generally, the task force was supportive of a higher standard of maintenance and improvements to
commercial properties in the commercial district – including properties on the east and west ends of
Mainstreet. The participants emphasized the need to bring the west end of Mainstreet, in particular,
up to the same standards, continue the same uses and encourage the same level of street activity as in
the core.
They were also supportive of financial and technical assistance programs to help property owners
undertake high quality improvements.
There was an impression of some members that the City of Hopkins should be more consistent in the
enforcement and interpretation of existing rules and regulations, as well as provide more education
about what the standards require.
Some of the specific ideas that were supported by the task force are:
Recommendation: Suggested Action:
Provide design consultant services (9)
Explore the scope, budget and process for
establishing a design consultation incentive
program.
Matching financial incentive program (8)
Review lessons learned from the pilot façade
rehab grant program offered in 2016 through
a Hennepin County grant. Recommend
program guidelines and budget for offering a
matching grant program on an annual basis.
Extend design standards from Shady Oak
Road to 5th Avenue; 1st Avenue North to 1st
Avenue South (8)
Design guidelines and standards were
extended to this area. See below.
Explore the zoning code for opportunities to
encourage more desirable land uses.
Make design guidelines into standards (raise
the bar on design requirements) (7)
Sign standards specifically called-out (2)
Planning staff to review current design
guidelines and standards and recommend
changes as appropriate.
Planning staff to review current sign code
and make recommendations.
Brand/theme set of standards (6)
Good design standards will lead to a design
pattern without excluding the ability to
reflect a unique appearance.
City-owned billboard for promotion (6)
Explore options for increased billboard
opportunities, primarily through working
with existing billboards.
Room for individuality (5)
As design standards are reviewed, attention
will be paid to assuring flexibility.
Consistent enforcement (5) Communicate to enforcement staff (zoning
and building code) the community support
for consistent code enforcement beyond a
complaint-based process.
Education on what the standards are (3)
Following the review of design standards,
staff will develop an informational piece on
design standards, including signage,
permitting requirements, & maintenance
code and provide to all applicable properties.
Attract the right mix of businesses (3)
Use the list of “missing businesses” to do
targeted recruitment.
Publicize the desire for certain businesses to
locate in Hopkins.
Visibility from Highways 169 & 7, and
Excelsior Boulevard (2)
Excelsior Boulevard visibility will be greatly
enhanced by the Artery project/SW LRT.
Explore National Register Historic District
designation (with possible signage on Hwy
169)
Target worst ten buildings/businesses (2)
Staff will make sure that all property owners
are notified of existing and new incentive
programs.
Downtown Business Fabric: business gaps, types & trends
Overview
The guest speaker for the topic was Bruce Carlson, Doran Companies. Mr. Carlson made the following
points:
• Open air retail center rents and occupancy are up
• Small retail businesses have increased their presence
• E-commerce is slowing because people prefer malls to online sales
• Millennials enjoy the social aspect of bricks and mortar stores
Kersten Elverum also spoke on trends including the following:
Demographics:
• Population growing more culturally diverse, as well as younger and older
• Women having growing influence
• Baby Boomers and Millennials
Technology
Sustainability
Walking, Biking and Transit including LRT
Central Business District vs. Social Business District
• More emphasis on entertainment niches including gathering places
Traditional CBD Trend towards SBD
Questions for consideration
• Do we have enough places for people to interact?
• How should the west end of Mainstreet change over time?
• What can we do to support our existing businesses and niches (Antiques & resale, Art &
entertainment, Restaurants & bars?)
• What types of businesses are missing that would complement our existing mix?
• Have you seen anything in another town and thought “We need that in Hopkins!”?
• Housing – Do you support continued development of multi-family housing? Are there specific
types of housing that should be pursued? (senior, affordable, luxury, mixed-income, live/work)
Some of the specific ideas that were supported by the task force are:
Recommendation Suggested Action
Water feature/splash pad (9)
A water feature (water wall) is being planned
for the Artery to be constructed in 2017.
Dog Park (6)
501 & 525 Mainstreet could be established as
dog parks until redevelopment is realized.
Interesting bike parking (3)
Identify 2 locations for bike parking within
the downtown and commission custom bike
racks.
Create an anchor on the west end of
Mainstreet (2)
Rather than pursue an anchor development,
effort will be put into strengthening the uses
and building aesthetics through adaptive
reuse and opportunity-driven redevelopment
including housing.
Flower baskets (2) Pursue only through the creation of a
Business Improvement District.
Lighting (2) Staff will continue to explore ways to light
the downtown – and extend lighting
treatments – but due to the cost, this
recommendation is best addressed through
the creation of a Business Improvement
District.
Let businesses have tables at City events (2) Review policy for events such as Fire
Department Open House, and communicate
opportunities as appropriate.
What’s Missing:
“Etsy”Co-op (9)
Clothing (8)
Bread/Bakery (5)
Cooking school or supplies (5)
Food Co-op (4)
Art supplies (3)
Used books (3)
Healthy family food (2)
Things moms can do (2)
Spa (1)
Global market (1)
Street Activation
Overview
Max Musicant, Musicant Group, was the guest speaker. Max talked about the importance of activating
the edges within the downtown: the storefronts, the doorways, the entrances and corners. He
demonstrated the value of creating spaces for people to interact, converse, develop relationships. Max
focused on the Friendly Fronts Initiative that he developed, which helps residential communities create
more social capital through creating enhanced interaction within a community. He has developed a
tool kit to help people implement Friendly Fronts strategies into their own communities. We talked
about how these strategies could be used by businesses to create enhanced spaces for people to
interact in downtown Hopkins.
Meg Beekman followed Max’s presentation by talking about the activation activities that the City has
undertaken including parklets, pop-up demonstration projects, public art, and community festivals.
She explained that the City of Hopkins has been in the forefront of this type of work.
Questions for consideration
Have the sidewalk cafes been effective?
How can business owners and residents take ownership over street activation?
If a business owner wanted to take action in this area, what activities should they focus on?
Is there a way to do festivals and street closures that adds to businesses on Mainstreet?
What other city-led opportunities exist to activate the Artery and Mainstreet?
Are there other areas the City should focus street activation? Such as alleys, Clock Tower Plaza
or Downtown Park?
Recommendations
Generally, the group was supportive of continued street activation activities including street cafes.
Even the businesses that are most impacted by loss of parking felt that the energy they bring to the
street is worth the loss of on-street parking.
Some of the specific ideas that were supported by the task force are:
Recommendation Suggested Action
When closing the street for festivals, require
the booths to be down the middle of the
street, back to back, so that the businesses
aren’t cut off (8)
Communicate this recommendation to the
Jaycees (Mainstreet Day) and Raspberry
Festival (Family Days). It has been tried but
not well-received by event attendees.
Provide consistent notification to businesses
when the street is planned to be closed or
other events are taking place (5)
Discuss with staff involved in street closure
permits to explore better methods for
notification.
Better marketing of festivals and events (4) Continue to support community festivals and
events by using City communication tools
(newsletter, e-newsletter & social media) as
well as our relationships with the media.
Support promotion through Think Hopkins,
as appropriate.
Provide information to businesses and the
community on what’s ok and who to ask (4)
Review City website and enhance
information for commercial property owners,
including resources, contacts and commonly-
asked questions.
Art pop-ups and interactive art and music (9) Encourage through micro-grants.
Continue to explore in coordination with the
Hopkins Center for the Arts staff.
Plan for activation of the Artery beginning in
2018.
Wi-fi (5)
Explore with IT staff the ability and cost of a
free Wi-Fi zone.
Social Media Plan (consistency) example:
Snap Chat geofilter (8)
Communications Coordinator to explore new
ways to use social media and develop a social
media plan.
Host an Open Streets event involving
businesses (3)
Explore in collaboration with HBCA.
Explore a broader concept that would
incorporate more of the elements of a
Friendly Store Front program.
Bring back Crazy Days (as part of Raspberry
Festival) (3)
Suggestion will be forwarded to HBCA and
Raspberry Festival committee for
consideration.
Marketing and Collaboration
Overview
Fran Hesch gave a presentation that focused on her take-aways from the book Love Where You Live by
Peter Kageyama, and her experience with the City of Hopkins. She made the following the points:
• Find ways to say “yes”
• Have a sense of humor
• Be emotionally-true
• Trust
She also encouraged people to be co-creators, vs. just consumers of Hopkins. She also referenced a
micro-grant program, awesomefoundation.org. She acknowledged the City of Hopkins support for this
work through our Vision and Mission Statement and projects including The Depot coffeehouse and
Hopkins Center for the Arts.
She ended with a proposal of raspberries on Mainstreet project, inspired by the Mice on Main
installation in Greenville, SC.
Amy Saldanha gave a presentation on how to promote grassroots marketing efforts. She talked about
the value of having business owners and residents “own” the love of their community and how the City
and other groups within the community can encourage and get out of people’s way as they find
creative ways to express that love. She highlighted a micro grant program that HBCA is starting that
provides funds to businesses who want to do something creative to support their own business and
the community. She encouraged the City to support social media hashtag campaigns to encourage
people to express their love for Hopkins on their own social media outlets. She talked about yarn
bombing and the positive press that a little creativity can generate for a community. Amy’s key point
was that the people within the community are its greatest asset and that perhaps one of the best
things the City can do is to get out of people’s way, and find more ways to encourage citizens to
express their pride in the community.
Fran Hesch presenting her take on Love Where You Live Lively group discussion
Questions for consideration
Is the Think Hopkins marketing brand effective? How could it be more effective?
Should Think Hopkins focus on more direct or external marketing efforts as opposed to more
“community building” activities?
Should an historic district designation be pursued?
Of the ideas presented tonight, which do you support?
What other community groups should be invited to help make these ideas happen?
Thinking back over the course of the four meetings, do you have any final ideas you want to see
get traction?
Recommendations:
In addition to the specific ideas identified below, the conversation centered around missed
opportunities and the desire for the City to be more assertive when opportunities to change uses (from
auto-centric to businesses that strengthen the arts, entertainment or bike/pedestrian) are presented.
Some of the specific ideas that were supported by the task force are:
Recommendation Suggested Action
Scavenger-hunt raspberry figurines (6) Fran Hesch/HBCA are leading this project
Winterfest: holiday light tour, widow
decorating, shopping (5)
Work with HBCA to support and grow Old
Fashioned Holiday in Hopkins.
Awesome campaign: microgrants (4) Explore the scope, process and budget for a
micro-grant program.
Bicycle Friendly Community designation (4) The City of Hopkins has applied and received
honorable mention. The City Planner will
update our application and reapply.
Think Hopkins:
Does not speak to us/not emotionally honest
(3)
The Community Development Coordinator
will bring these comments/suggestions to the
Think Hopkins marketing committee for
More fun needed in brand (4)
Focus more externally (better advertising)
and less “community building” (6)
Be a forum
discussion.
Actively preserve historic buildings (2) Staff will continue to explore the National
Register Historic District designation for
Mainstreet
Be a collector and incubator of ideas. Tap
former and present stakeholders for
collaboration (3). Also mentioned
neighborhood groups and HAMA.
This recommendation is a reflection of the
group’s confidence of the community to
support the vison and ideas of the City. Staff
will continue to look for ways to partner with
all community groups to further community-
building work.
Conclusion
This was an experimental attempt to get a broad perspective on the current status of Downtown
Hopkins, gauge support for recent activities, and generate ideas for future projects. It is felt that we
accomplished that, and more. It was not an attempt to develop a long-range strategic plan, but the
recommendations and conversations will be considered as part of the community input into the City’s
Comprehensive Plan Update, to be completed in 2018.
A very sincere thank you to the following members of the Mainstreet – Keeping It Real task force. Your
energy, excitement and vision for Downtown Hopkins was contagious.
Lynn Anderson, Hopkins Center for the Arts
Bob Byers, Mainstreet Bar & Grill
Katy Campbell, Hopkins City Council
John Haga, Bongo’s & Bud’s Music Center
Fran Hesch, Resident & Former City Council Member
Brian Hunke, Planning Commission
Tom Hutsell, Big 10 Restaurant
Megan Kerber, Resident
Aaron Kuznia, Hopkins City Council
Tracy Ashley, Midnight Market
Tenzing Norsang, Tibet Corner
Steve Phyle, Tonka Cycle & Ski
Amy Saldanha, Kiddywampus & HBCA President
Rob Sheeley, Mill City Sound
Karen Woyak, Retro Wanderlust & Hopkins Antiques Association
Hopkins Storefront Improvement Program Summary
The Storefront Improvement Program began in June of 2016, with most work occurring in
August and September. The City of Hopkins employed an intern with a merchandising
background to work with several businesses during a pilot round of this program.
• Five stores participated in the initial round of improvements
• Each received up to $500 from the city to complete improvements
• Efforts were centered around improving the attractiveness of storefronts and windows
from the street of sidewalk view
Expenses
The expenses for this project included the time of the intern along with the materials for the
improvements.
• Across all five storefront projects, the merchandising intern provided 116.15 hours of
work.
Below are the total materials costs per business:
• Kiddywampus: $173.45
• Hillary’s Gifts: $500.00
• Farmer’s Insurance: $80.37
• Tibet Corner: $247.56
• Liquor Store and More: $162.71
Outcomes: Business-Owner Feedback
Business owners who participated were largely positive about the program. In terms of added
value, customers have been offering positive feedback about the changes, and business owners
report that passersby are spending more time engaging with their storefronts.
Regarding whether the program met their expectations, it largely did, although one business
owner noted that they needed to play a larger role in the creative development of the project
than anticipated.
All of the business owners surveyed said that they would recommend the program to other
businesses in Hopkins. One noted as a word of advice that it would be most useful to create
something that can be used more than once in the window.
There were some suggestions for improvement.
• While all business owners agreed that the ideas generated were valuable, some felt that
there was a lack of resources to pull the concept together.
• One business owner was hoping for a way to include external street activation through
this program.
• Another suggested a possible dollar match from businesses if the funds for their project
would fall short of the vision for the storefront improvement.
Outcomes: Before and After
Kiddywampus: West windows were not reflective of store’s overall theme and quality of other
store windows. The business owner worked with the merchandizing intern to bring them more
in line with the overall vision of the store and make the windows friendlier to those passing on
the street.
South side
West side after
The Liquor Store and More: Windows were previously covered with posters advertising sales
from liquor and beer companies. The merchandising intern helped to remove these sales
notices from two of three windows, and make an attractive display with lights and colored glass
bottles to reflect the contents of the store, and also look more active and inviting.
Before
After
Hillary’s: A display was developed that can be used year round to supplement changing
seasonal windows that highlight inventory while still looking cohesive and on brand.
Before
After
Farmers Insurance: Seasonal embellishments were added to the existing window displays,
adding low cost felt in autumn colors in order to activate the windows and create interest on
the street.
Before After
Tibet Corner: The patio was enhanced with colorful fabric accents in order to make it more
welcoming and attractive for both clients of the restaurant and passersby on the sidewalk.
Before
A
f
t
e
r