Putting the PARK back in Willow Grove Park, Pt. II
This is the second part of a two-part series on Willow Grove Park Mall Redevelopment started last month. [Pt. I]
Apocalyptic as it may sound, but Willow Grove Park’s future desirability will hinge on its ability to evolve its built environment. As a private property, I anticipate any inclusion of recommended public space to not be completely public, which is a shame because truly public spaces are staples of legitimate places. However, mall owner, PREIT, relinquishing a portion of their property to Abington Township would undoubtedly prove a sophisticated real estate transaction, but that’s an issue that can wait for another post…
The new Willow Grove Park I proposed in the previous post gets its due diligence here. It will serve cultural, economic, environmental, and ornamental roles within its immediate community and the region. Time and again it has been observed that commercial property repositionings do best when public amenities that add value and distinguish the development are integrated into the design schemes (Malls Into Mainstreets). Socially, public spaces are a bona fide rarity in American life, despite our natural propensity to enjoy interacting with and watching other people. “Whenever it’s done properly [public spaces], we have seen people come by the thousands…We live more scattered and isolated…But the one thing homo sapiens has [sic] always been interested in is other people. The number one attraction in any city…[is] people,” (Jan Gehl). Gehl’s observation of human social preference is, frankly, a potential boon for malls. Malls, by nature, are property types that already concentrate consumptive activity, however what most neglect are components that create opportunities for organic human interaction. Economically, the appeal of human interaction can be exploited by encouraging consumers to use your property as their third place- the neutral ground with which interaction between friends or strangers can be had comfortably. As well as being a fine example of a third place, parks can indeed be cultural imperatives. Arguably, New York wouldn’t be New York without Central Park. The same can be said for Paris and the Champs-Élysées. Granted, those are more abstract comparisons, however it directs attention to public spaces adding tangible dynamism to commercial and residential areas. Finally, parks are explicit showcases of contrived environmentally-driven designs— and I mean that in the best possible sense.
In order to create an environment that is conducive to passive recreation and commerce, special attention is given in my scheme to pedestrian design. Sidewalks are a major feature that will make or break the pedestrian plan. Two reasons generous sidewalk configurations must be added to Willow Grove Park is (1) the conversion of approximately 617 parking spaces to parkland and (2) the pedestrian flows from the onsite SEPTA bus station and nearby regional rail station. Shared parking within the mall complex and adjacent shopping centers will have the main effect of customers parking once and walking to multiple retailers. In order to encourage this activity and keep pedestrians and drivers safe,
sidewalks, pedestrian-scaled lighting, and wayfinding will need to be employed. For customers using transit to reach the mall, a direct pedestrian link to the new park is advocated. Currently, reaching this section of the mall from the bus or regional rail station forces would-be pedestrians onto the street or along dirt paths. Creating a worthy gateway to the new Willow Grove Park from the commuter rail station is especially important. As a choice mass transit mode, the short walk to the park needs to be direct and an aesthetically elevated experience; what may be a customer’s first impression of Willow Grove in general can have lasting implications. [Green outline shows proposed park location and purple lines delineate where sidewalks, pedestrian lighting, and crosswalks are recommended.]
Most can agree that sustainability is no longer a buzzword but a very real goal of modern development, and this park design will further enhance the property owner’s commitment to minimizing environmental impact. 
Repurposing approximately 617 parking spaces will net 98,720 sqft of park space with the ability to absorb roughly 2.8 million gallons of rainwater per year (given the Philadelphia area’s mean annual precipitation of 46-48”). This provides a potential savings of a little over $16,000 per year in sewer fees for the property as the stormwater would either be absorbed by the park and allowed to recharge groundwater or channeled to percolate to the site’s established retention pond. Both cases represent a focus on addressing water quality as well as stormwater overflow and runoff. Speaking further to the current onsite retention basin, it is a lost opportunity for public space and property revenue. Removing the fence and intensifying use on the banks would allow for picnic areas, outdoor vendors, pad site lease opportunities, and fantastic visibility from surrounding arterials- much like the accompanying file photo of Willow Grove Park back in the day. And, with the aforementioned internal pedestrian improvements, the artificial lake can continue to function under its intended water management use, but become a game-changing amenity that no other area shopping center can claim to have. Not to mention, people love being near water.
As the space inside the mall complex intensifies with improved pedestrian traffic made safer with the inclusion of sidewalks, lighting, and crosswalks, balancing the needs of the automobile are necessary to make these recommendations a success. In the heat of summer (July 15, 2010) and a little before rush hour (4:30pm), the major arterial bordering the mall, Easton Road, was at an observable LOS B. The ingress and egress to the property could remain in place, albeit with improved pedestrian design and access. Contribution to increased walkability and internal traffic programming can be accomplished through removing some access points among the ring road around Bloomingdale’s cosmetics entrance, which would front the new park.
Also observed over two consecutive summer shopping days was the utilization of this section of the mall parking lot. It was only ever seen at 20% capacity, so while seasonally modified trip generation rates for mixed-use centers could be applied, I’m more than confident that the reassignment of this parking can be had easily within the complex or merely at another Bloomingdale’s entrance. This is not to absolve the need for parking, but acknowledges that centers of this size are generally substantially over-parked in the first place and that the reassignment of space can be readily absorbed. Again, this speaks to the requirement in establishing internal pedestrian connections so that parking in adjacent shopping centers, or at another mall entrance, doesn’t leave the customer stranded with no safe way of traversing the lots or internal mall boulevard.
Overall, I am so excited about Willow Grove Park’s potential, especially under ownership by a company that has recent experience in repositioning such properties. While not structurally imperative, aesthetic improvements will do much to bring cohesiveness to the redesign. Large display windows fronting the new public commons will go a long way in visually connecting the new spaces. A porte-cochère— for drop offs, valet, or taxi stand— is also recommended and will have the effect of tethering the park and building together. And much like the massive Bloomingdale’s marquee on the building intended to grab the attention of vehicular passerby with less than two seconds of cognitive comprehension, the display windows provide a pedestrian-scaled shopping experience and enhance a tenant’s marketing efforts.
Willow Grove Park has the rare opportunity to return to a unique prominence within the crowded and competitive Philadelphia retail landscape. As a large center, it has the distinct advantage of a regional rail station within a very reasonable, pleasant walk from the mall, providing a level of accessibility most sites can only dream of. Furthermore, surrounding demographics and employment centers maintain the center’s attractiveness for prospective tenants. With the inclusion of public space, a park, and pedestrian amenities, not only will Willow Grove Park prove to be a regional destination, but the potential to spark adjacent development to renovate and adhere to development criteria that contributes to the economic development of the area while preserving the community and, most importantly, providing a rare asset for suburban neighborhoods: a central park.
Parting Quote: “Sprawl has been aggressively promoted and encouraged, and the approach to repair must be the same. It should start soon, because despite the severity of the building industry meltdown, development has not stopped, and it is urgent that such activity be redirected to places that have potential for redevelopment – defunct malls, failing office parks and residential subdivisions, empty parking lots, abandoned golf courses – rather than to building more sprawl.” [link]
