Updated 9:56 a.m.: Cost have been added
The Greendale Planning Commission wasn't happy with the proposed designs for a gateway arch meant to bring visitors to the Village Center shops, and sent them back to staff for further review.
Commissioners, including some shop owners, thought the rectangular shape of four of the proposed designs seemed too industrial and did not portray the “charm” of the Village. They spoke about the designs at the commission's Wednesday night meeting.
They preferred a rounded arch, but Village Manager Todd Michaels said that would cost twice as much as the rectangular one. The rectangular arch uses standard traffic signal poles, while a rounded arch would need custom-made supports.
The current estimated cost of the rectangular arch is $115,000. This will change as the design changes. Grandhaven LLC, owners of part of Downtown, have agreed to pay half the cost up to $75,000.
The arch is part of an ongoing effort to bring visitors to the boutiques, shops and restaurants that comprise the Village Center. Another part of the plan is an
Village President John Hermes was opposed to the LED sign and feels building a rectangular arch would be placing "two bad signs" next to each other.
Shop owners expressed their frustration that people who live in Greendale don’t know even know the Village Center exist, much less outsiders.
"For all the years I have come down here I swear I didn’t know there was a Village Center," said the husband of one of the owners . "I knew where Ray & Dots was. I knew where the DMV was. I actually got drawn into the Village Center…from when my son played football and I thought this was really nice."
Cathy Davenport, owner of Shoppe of Around the Corner said most her business comes from surrounding suburbs, not from Greendale residents and believes a sign would help bring outside people.
Roy Reiman, owner of Grandhaven LCC. and founder of Reiman Publications, suggested setting up a $1,000 engineering design contest for students in area schools as a way to cut costs. Grandhaven, LCC. is the landlord to many of the shops in the Village Center.
That idea was met with approval from the public and shop owners, but commisioners said it could delay the project because schools will be out for the summer.
The Village has spent about $80,000 in the last five years trying to direct traffic to the Village Center.
The developer that presented plans for the so-called "underutilized" village parking lot, as I have been given to understand, never contacted the U.S. Dept. of the Interior about building in historic areas, or consulted the original Village blueprints. Seriously. Walmart, LED signs, second-hand store. Decisions are being made apparently without professional guidance. How much would it cost to Skype with experts from other historic areas, such as Alexandria and Williamsburg, Virginia? Or the USDI? Or get a few hours with a marketing firm, or even Macy's marketing staff, to review our local demographics to determine what type of clientele Greendale could attract, done correctly? Even someone who is not an expert would say with confidence that high-end local shoppers are not typically attracted to second-hand stores and Walmart. They are looking for the interesting and/or the unusual. The restaurants do well locally. Poll the folks there and ask them what else would bring them back? For the tourists, does a second-hand store add to their experience? Unlikely. It certainly doesn't add to mine. What was the board thinking.
Ferch's is clearly priced for an old-timey one-off tourist trade, agree it's too pricey compared to its competition (e.g. Culvers). Second-hand stores are usually the first signs that a neighborhood is becoming shabby, in my opinion. And to be in what I'd consider the prime spot in the district, too. I wonder how long the lease is for? This is really not a good fit for the Village; if the lease can't be cancelled it should definitely not be renewed. Again, what was the board thinking. I agree 100% about the hours. It's frustrating. And it's a shame that National Bakery just ships in products instead of making goods onsite as the previous operator did. It makes it less special. Anyone can pull bakery off a truck. Perhaps a special committee should be formed to prevent those without vision from doing permanent damage. The Historical Society also needs to be a big part of the conversation. A restored, charming Greendale Village will do far more to generate revenue than hideous LED signs. How do we get this situation under control?