Draft 5/10/2024
Alisal District
Identity
Master Plan
ALISAL VIBRANCY PLAN
Public Draft
City of Salinas
Alisal District
Identity
Master Plan
ALISAL VIBRANCY PLAN
May 10, 2024
City of Salinas
CITY OF SALINAS Alisal District Identity Master Plan
Contents
1. Introduction ............................................................................ 7
1.1. The Alisal ..................................................................................7
1.2. District Identity ......................................................................9
1.3. The Alisal Vibrancy Plan ...................................................10
1.4. Community Engagment ..................................................12
1.5. The Alisal District Identity Master Plan........................15
2. Public Realm Design Guidelines .......................................17
2.1. Past and Current Planning Efforts.................................17
2.2. Identity Zones ......................................................................19
2.3. The Pueblo: “El Corazón” ................................................ 23
2.4. The Core: “El Cuerpo” .......................................................39
2.5. The Green Braid: “Las Venas Verdes” ..........................55
2.6. Street Tree Network ...........................................................71
3. Storefront Design Guidelines ............................................75
3.1 Storefront Design Guidelines for Alisal businesses. .75
3.2 Façade Improvement Program .....................................76
3.3 Signage Design Guidelines .............................................83
3.4 Exterior color Guidelines .................................................88
3.5 Storefront Design Guidelines .........................................93
4. District Graphic Identity ...........................................................97
4.1. What is Graphic Identity? ........................................................97
4.2. Graphic Identity Concepts .....................................................98
4.3 Community Survey..................................................................104
4.4 Graphic Design Pilot Project .................................................105
5. Public Art for the Alisal ...........................................................107
5.1. City of Salinas Public Art Policies ......................................107
5.2. Public Art Funds .......................................................................110
5.3. Curatorial Framework .............................................................111
5.4. Public Art Forms ...................................................................... 113
5.5. Public Site Selection................................................................ 115
5.6. Top 6 Public Art Projects .......................................................116
5.7. Process for Managing and Maintaining Public Art ......118
5.8. Art Selection Considerations ...............................................120
5.9. Maintenance and Conservation .........................................122
6. Implementation ........................................................................125
6.1. Implementation Strategy ......................................................125
6.2. Implementation Table ..........................................................129 4 5
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan The Alisal District Identity Master Plan offers
guidelines for the East Salinas community to
strengthen the district’s identity. These include
streetscape improvements, open space improvements,
façade improvements, graphic identity, and public art.
Introduction
1 1.1. THE ALISAL
The Alisal neighborhood of Salinas first
began as its own entity housing migrants
from the Dust Bowl as an unincorporated
part of Monterey County. It was named
after a grove of sycamore trees that were
native to the region. In 1963, the Alisal was
annexed into the City of Salinas. The term
“Alisal” or “The Alisal” can have multiple
meanings. For some, it is used when
referring to East Salinas, for others it is the
East Alisal Corridor, or Alisal High School.
In this plan, Alisal is used interchangeably
with East Salinas.
The Alisal is a distinctive neighborhood
within Salinas, with a place in Californian
history as a place of agriculture, migration,
and settlement of Mexicans, Latin
Americans, Chicanos, Filipinos, Okies and
other cultures and a core part of the greater
Salinas Valley, which is known as the “Salad
Bowl of the World” due to its major role in
the production of lettuce and other crops.
The Alisal District Identity Master Plan aims
to strengthen both the cultural identity
and physical identity of the neighborhood
to better match the cultural richness,
community spirit, and diversity of the area.
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CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
INTRODUCTION
FIGURE 1.1: PLACES WHERE DISTRICT IDENTITY IS EXHIBITED District identity is made up of multiple impressions about a district’s people, culture, and values from components (such as those identified in the image above) within the built environment.
1.2. DISTRICT IDENTITY
The identity of a neighborhood, or district,
is a shared concept that has to do with
collective perception and memory in urban
spaces. District identity is a multifaceted
concept that considers both tangible and
intangible elements that make a district
special and distinguish it from other areas.
District identity is seen through unique
characteristics of physical places. The
sense of place may be hard to detect if
characteristics seem disconnected. To
increase the sense of place, unique things
in the district should be highlighted and
at the same time, some things should be
made consistent so that being “in the Alisal”
is perceivable.
District identity projects may include
physical improvements that are
experienced on a day-to-day basis like
branding, banners and signage, street
furniture like trash cans, benches, planters,
street trees, landscaping, public art, and
gathering spaces. District identity may also
include temporal events and activities.
This plan focuses on enhancements to
physical spaces, buildings, and places
based on an understanding that district
identity is not static and continually
evolves to reflect the community (or else it
gets left behind).
The district has multiple varying
identities that range from abstract to
representational, with references to the past
to aspirations for the future. This plan does
not suggest what the identity of the Alisal
is; rather, it propose ideas that could help
bring cohesion to the district in an additive
way, while maintaining the character that
exists.
This Master Plan provides a framework
for intentional investment in the
Alisal neighborhood, and recognizes
that residents, business owners, and
community members are the ones who
know the area best and have already made
significant investment in the Alisal.
The suggestions provided in this Plan are
based on community input about how
to strengthen district identity the Alisal.
It includes concrete ideas on how to
showcase the identity but allows a variety
of content to define the identity of the
area. The plan also suggests a process
for implementing district identity related
improvements.
“Districts are the relatively
large city areas which the
observer can mentally go
inside of, and which have
some common character.…
The characteristics that
determine districts are
thematic continuities which
may consist of an endless
variety of components.”
- Kevin Lynch, Image of the
City
8 9
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
INTRODUCTION
15 Figure 1.1 Alisal Vibrancy Plan Area
Alisal neighborhoods.
City of Salinas
Alisal
VIBRANCY PLAN-Final Copy |
February 2020
15 Figure 1.1 Alisal Vibrancy Plan Area
Alisal neighborhoods.
15 Figure 1.1 Alisal Vibrancy Plan Area
Alisal neighborhoods.
FIGURE 1.2: ALISAL VIBRANCY PLAN AREA
v
General
• Goal LU7: Promote the Culture, Art, Identity,
and History of the Alisal Community
Through Context and Place-Sensitive
Design
• LU 7.1 Reflect Identity Through Design of
the Built Environment
Public Realm
• Goal LU5: Activate Urban Community
Spaces within the Alisal
• Goal LU6: Integrate public and semi-public
uses into the neighborhood fabric and
facilitate shared use of space.
• Goal YAP5: Support Recreational, Education,
and Social Needs with New and Existing
Community Facilities
• Goal YAP 6. Create and Support a Diverse,
Well-Maintained, and Culturally Relevant
Network of Parks and Gathering Spaces
• TI 2.1.f Implement Complete Streets
Improvements
• TI 3.2 Make sidewalks more inviting for
pedestrians.
• TI 3.3 Increase Street Tree Coverage
throughout the Alisal
• Goal HS 1: Ensure that streets, parks, and
public spaces in the Alisal are safe.
• Goal HS 2: Create beautiful active public
spaces that support social interaction, active
lifestyles, and cultural celebration.
THE ALISAL VIBRANCY PLAN (AVP) INCLUDED GOALS
AND IMPLEMENTATION TASKS THAT ARE ADDRESSED
BY THIS PLAN:
Graphic Identity
• ED 3.1a - Develop District Identity Theme
Storefront Design
• Goal ED3. Promote Alisal’s District Identity
as a Unique Cultural, Arts, and Shopping
Destination
• ED 1.2 - Establish Tailored Design
Guidelines to Improve Appearance, Create
District Identity, and Increase Safety
• ED 2.1.g Promote Available Business
Assistance Services
Public Art
• Goal YAP 4. Prioritize Arts and Culture
Investments to Support Creativity,
Expression, and Beauty for the Alisal
Community
• YAP 4.1.a Create the Alisal Arts Action Plan
• Goal YAP 4.2. Support culturally relevant
public art and events that offer all Alisal
residents the opportunity to experience art
• Goal YAP 4.4 Promote the Alisal as Salinas’
Arts and Culture District
• ED 1.2c - Promote Art in Privately-Owned
Spaces
1.3. THE ALISAL VIBRANCY
PLAN
The Alisal District Identity Master Plan is
part of the implementation of the Alisal
Vibrancy Plan (AVP), which was completed
in November 2019.
The AVP is a resident-driven plan that
communicates the collective vision
for community created solutions for
strengthening the neighborhood. It
includes a roadmap to creating a healthier
and environmentally sustainable place and
establishes the commitment of the City of
Salinas to provide additional resources to
the area, which was historically disinvested.
The AVP lays the foundation for collective
action to transform the Alisal to support
economic development and create ladders
of opportunity for residents.
The need to strengthen cultural identity
in the Alisal was amongst the challenges
identified in the AVP:
“Alisal’s cultural identity is not strongly
reflected in the built environment. Current
building color, architecture, landscaping
and pedestrian amenities, and the lack
of central plaza or community gathering
space do not represent the community’s
heritage and Latino cultural identity.”
The Alisal District Identity Master
Plan guides the way that programs
and improvements can enhance the
identity of the neighborhood and
align with goals in the Alisal Vibrancy
Plan and General Plan.
The AVP calls for:
• “Well designed and accessible
gathering spaces at all scales…”
• “A complement of design-based
strategies with programs and
initiatives that build community
relationships…”
• “Solutions that] include food
vendors, music, attractive lighting,
and a water fountain…”
• “Incorporation of arts, culture
and community identity in public
spaces…”
10 11
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
INTRODUCTION
The team walked door to door to gather input and share information about the project with local businesses in the Alisal.
Three initial ideas for District Graphic Identity were shared with the greater community through an online survey in multilingual formats.
A design workshop was held on September 30, 2023 that included discussion and feedback about corridor improvement ideas, Façade improvement, and public art.
1.4. COMMUNITY
ENGAGEMENT
The Alisal District Identity is best defined
by its community. Engagement for this
project sought to include local artists,
business owners, the Alisal Vibrancy Plan
(AVP) Implementation Committee, schools,
and the general public. The outreach for
this project built upon the foundation of
community engagement undertaken for
the AVP, and focused on what the Alisal
District identity could be.
The outreach efforts included:
• Focus Groups: Two stakeholder
meeting focus groups took place
on May 31 and June 6, 2023. They
included 15 local artists and the
AVP implementation Committee.
The purpose of the meetings was to
introduce the project and to vet three
initial ideas for the District Graphic
Identity of the area.
• District Graphic Identity Survey:
The three initial ideas for the District
Graphic Identity were shared with
the greater community through an
online survey. The survey resulted
in 84 responses. Outreach about the
survey utilized the City’s websites,
social media, and notification lists.
• Community Events: The survey and
the project were shared at nine pop-
ups held at the following locations,
reaching a total of 278 people:
• Pop-Up #1: Los Abuelitos Senior
Apartments (7/20/23) - 22
participants
• Pop-Up #2: National Night
Out-Closter Park (8/1/23) - 60
participants
• Pop-Up #3: Food Bank-Firehouse
Recreation Center (8/10/23) - 20
participants
• Pop-Up #4: Firehouse Recreation
Center (8/15/23) - 12 participants
• Pop-Up #5: Everyone’s Harvest
Farmers Market (8/23/23) - 30
participants
• Pop-Up #6: César Chávez Library
(8/24/23) - 20 participants
• Pop-Up #7: César Chávez Library
(10/5/23) - 5 participants
• Pop-Up #8: César Chávez Library
(10/10/23) - 4 participants
• Pop-Up #9: Ciclovía (10/15/23) -
105 participants
• Canvassing at Local Businesses: The
team went door to door talking to
local businesses owners and tenants
to gather input and also share ideas
and information about upcoming
events.
• Design Workshop: A design
workshop was held on September
30, 2023, at the Firehouse Recreation
Center that included stations with
each of the components of the Alisal
District Identity Master Plan (graphic
identity, public realm improvements,
Façade improvement, and public
art) displayed for discussion. The
consultant team was available to
field questions and gather feedback
from the community about the ideas
for each component. A total of 42
participants attended the workshop.
• Collaboration with Local
Organizations: The team worked
closely with local community
organizations, schools, businesses,
and other stakeholders to create
awareness of the Alisal District
Identity Master Plan.
• Multilingual Communication: All
materials were provided in both
English and Spanish and translators
were available for all events.
A summary of the feedback gathered
through community engagement is
provided in context by topic in subsequent
chapters.
12 13
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
INTRODUCTION
The way the street looks, feels, and functions is fundamental to everybody’s experience of the district.
Signs and logos, like the Alisal Union School District sign, provide a graphic identity for the area. (Photo of mural from the Alisal union School District) Public art in the form of murals tells the story of the community. Small businesses serve the community and invite people to the area. The way shops look is a contributor to the impression of the area.
1.5. THE ALISAL DISTRICT
IDENTITY MASTER PLAN
The Alisal District Identity Master Plan, has
been written to provide ways for the City
of Salinas and the Alisal community to
strengthen cultural identity with physical
improvements to the district. The Alisal
District Identity Master Plan (ADIMP)
project is a part of the implementation of
the Alisal Vibrancy Plan.
A district identity master plan is a strategic
document that outlines a vision and
framework for the development and
enhancement of a specific district’s
identity. This master plan includes
considerations for urban design through
streetscape improvements, storefront
improvements, branding, and public art
enhancements that each contribute a part
to the overall character and identity of the
district.
District identity is made visible in many
components of the built environment.
The identity of the neighborhood is seen
and experienced on public sidewalks and
streets. Physical improvements should
support the experience of walking,
biking, riding a bus or driving in the
area and strengthen the identity of the
neighborhood.
Identity is created through repeating
identifiers like street signs, logos, and
other applications of graphic design and
branding. Identity is also created through
unique features with public art. Murals,
signs, and plaques are forms for storytelling
in the physical environment. Cultural
identity is a part of both the public and
private realm. The experience of being in
the Alisal brings together all that you can
see, from signs on businesses, storefront
colors, to street trees, benches, bus stops,
banners on street lights, bike racks, and
more.
This Master Plan supports investment
in amenities with guidelines for a more
intentional incorporation of cultural
identity and community heritage to
strengthen the sense of place for the Alisal.
The following chapters will address the
Public Realm (Chapter 2), Façade Design
Guidelines (Chapter 3), District Graphic
Identity (Chapter 4), and Public Art (Chapter
5). It ends with an Implementation chapter
(Chapter 6) that lists actions that can be
taken over the next few years to improve
the District Identity of the Alisal.
WHAT CAN DISTRICT
IDENTITY DO?
Improve Livability: The
experience of a neighborhood
can be made more enjoyable.
Strengthen Neighborhood
Pride: The visibility of
neighborhood values, culture,
and people can create a sense
of pride.
Increase Economic Activity:
Local business and industries
in the Alisal can benefit from a
more unified identity to attract
customers and opportunities
outside of the area.
Improve Architecture and
Urban Design: The buildings
and spaces between them
contribute to the visual
identity of a district.
Highlight the Natural
Environment: The landscape
and ecology of the area
contribute to the distinct
identity of the area.
14 15
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Opposite page: Coloring pages of the
streetscape from the Alisal District Identity
Design Workshop.
The public realm is an integral part of community life, and the identity of a district. The Alisal community
deserves an enhanced, activated, and safe public
realm where they can come together to celebrate their
heritage, share stories, and connect with nature.
Public Realm Design
Guidelines
2.1. PAST AND CURRENT
PLANNING EFFORTS
The public realm design guidelines
presented in this chapter build upon years
of community engagement, to envision
a more vibrant built environment that
reflects the diversity and vibrancy of the
predominantly Latinx Alisal neighborhood.
The majority of past and current planning
efforts have focused on a specific aspect
of the public realm improvements;
such as traffic collisions, bikeways, safe
routes to school, creek restoration, urban
greening, urban forestry management,
and other planning topics. These studies
and initiatives are referenced throughout
this chapter, however the district identity
master plan approach provides a new
opportunity to take a holistic view of the
Alisal and bring together diverse elements
into a cohesive public realm framework.
This is the next step toward establishing
the Alisal Vibrancy Plan (AVP) community
vision as a built reality: an enhanced public
realm that serves the Alisal community, and
resonates with its unique cultural identity
and heritage.
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PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.1
DISTRICT IDENTITY ZONES AND FOCUS AREAS
: THE PUEBLO FOCUS AREAS
: THE CORE FOCUS AREAS
: THE GREEN BRAID FOCUS AREAS
: PRIMARY CORRIDORS
: PRIMARY GATEWAYS
: SECONDARY GATEWAYS
2.2. IDENTITY ZONES
The Alisal has a rich history reflected in the
diverse and vibrant community that lives
there today. With the goal to create better
representation of its cultural identity within
the public realm, there had to be a multi-
layered approach.
Within the district itself, there are four
primary commercial corridors - East
Alisal Street, East Market Street, Sanborn
Road, and Williams Road - that connect
a range of different land use types and
distinct neighborhoods. Through research
and conversations with members of the
community, it became clear that the
layers of Alisal’s cultural identity do not
necessarily align to these corridors.
With the concentration of certain land
use typologies, as well as the historical
growth patterns and ecological systems of
the Alisal as a guide instead, its identity is
expressed through three sub-zones:
• The Pueblo
• The Core
• The Green Braid
Prioritizing a human-centered expression
of the district public realm network,
these zones are further defined through
a corporeal lens. The metaphor of the
human body resonated with community
participants, and highlights the nature of
the district as an interconnected, living,
and constantly evolving entity.
The Pueblo is El Corazón, the “heart” of
the district and the center of activity, is
based on Alisal’s historic downtown. This
zone focuses on the original commercial
center and references the past, while
establishing a gateway to the district. This
zone promotes community activation and
gathering in the public realm.
The Core is El Cuerpo, the “body” of the
district, and includes neighborhoods,
community services, and schools. This
zone incorporates the majority of Alisal’s
acreage, and celebrates the community-led
organizations that are active today as well
as the stories at the core to Alisal’s identity.
The Green Braid are Las Venas Verdes, the
“green veins” that form a planted network
throughout the entire district. This zone
highlights Alisal’s natural systems, and
strives to reconnect the community to their
environment and to a resilient future.
Collectively the three zones form one
cohesive district while each embodies
distinct aspects of Alisal’s multi-layered
identity - past, present, and future.
Each identity zone is described with a set
of key design principles and supporting
toolkits to define the primary elements
within the public realm.
WHAT IS THE PUBLIC
REALM?
Public realm is the fabric that
connects our communities. The
types of spaces that constitute the
public realm are streets, sidewalks,
parks, plazas, and any other
publicly accessible open space.
Collectively, these spaces are
a significant asset within the
district but can be overlooked,
underutilized, or unbalanced
in how they support different
community user groups.
This chapter considers
opportunities and actions for how
Alisal’s public realm can better
serve its entire community.
To do so, specific elements -
paving, crosswalks, seating,
shelter, gateways, bike racks, trash
receptacles, signage, lighting,
and planting - can be utilized to
express Alisal’s district identity
and create a vibrant public realm.
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PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
THE PUEBLO IDENTITY ZONE
East Market Street Gateway
A gateway that welcomes residents and
visitors alike to the Pueblo zone, this
represents both Alisal’s unique cultural
heritage and the vision for the district’s
future.
THE CORE IDENTITY ZONE
Williams Road at César Chávez Library
The introduction of a unique streetscape
approach is consistent with safety
priorities and funding, while expanding
neighborhood-serving spaces in the Core.
THE PUEBLO IDENTITY ZONE
East Alisal Street + Sanborn Road
Intersection
The focal point of the Pueblo zone and
commercial center, this intersection
presents an opportunity for expanded
public realm and pedestrian activation.
THE GREEN BRAID IDENTITY ZONE
East Market Street at Division Street Site
This park and restoration provides
much needed green space to the Alisal
community, and encourages connection to
the natural context of the Green Braid.
THE CORE IDENTITY ZONE
North Sanborn Road at the Bread Box
Already underway, this enhanced public
realm project demonstrates the values of
the Core zone to promote community
gathering, comfort, and safety.
THE GREEN BRAID IDENTITY ZONE
East Alisal Street Multi-Use Path
The expansion of the multi-modal network
along the Green Braid promotes an active
lifestyle, and encourages engagement with
the agricultural context around the Alisal.
FIGURE 2.2 FOCUS AREAS VIGNETTES
To complement the toolkits, each identity zone is represented by two focus area studies, or “vignettes.” These are rendered in vibrant colors to evoke the character, and feeling of the space rather than precise physical realities. The selected colors are coded to align to the specific zone in which they occur, and are used to highlight both opportunities within the existing conditions and actions that could be to taken to express an aspect of Alisal’s cultural heritage and community priorities. Overall, this collage representation of the public realm aims to invite the community to participate in the process.
Across all vignettes, planting is intentionally rendered more realistically to emphasize the transformative effect on the public realm.
Currently underway, the Alisal District Streetscape Master Plan will be refining these vignette studies into developed and engineered concept plans for each of the four primary corridors. This will be the next step towards the transformation of Alisal’s public realm. 20 21
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.3 MAPPING OF THE HISTORIC LAYERS OF THE ALISAL Historic overlays demonstrate the early growth patterns of the Alisal around waterways, the railroad, and primary corridors to form the basis of the Pueblo identity zone.
Collection of historic imagery from the Alisal. (a.) Alisal Street 1935 (Photo By: Monterey County Historical Society); (b) Filipino workers thinning lettuce (Photo By: Dorothea Lange); (c) Salinan Indians (Photo By: Allison Herrera); (d) Labor strike 1974 (Photo By: Monterey County Historical Society) b.
d.c.a.
f. g.
h.e.
Site photos of East Alisal Street today, where it continues to serve as the commercial core with restaurants (e) (Photo By: SWA), markets (f) (Photo By: SWA), and vendors (g) (Photo By: SWA). The public realm is also activated by community events such as Ciclovia (h) (Photo By: Jay Dunn).
2.3. THE PUEBLO:
“EL CORAZÓN”
The Pueblo identity zone is based in the
history of the Alisal.
Before it was annexed by the City of Salinas
in 1963, the Alisal was already a thriving
community with an incredibly rich history.
This extraordinarily fertile landscape was
originally home to the Salinan tribe, was a
destination during the Dust Bowl era and
part of the United Farm Workers (UFW)
movement. The community has grown
through generations of immigrants from
many cultures over the years, resulting in a
unique cultural identity.
With the town originally built out from
Alisal Street, the extents of this identity
zone are therefore around E Alisal St and E
Market St -“the Old Pueblo of the Alisal...” -
Luis (Xago) Juarez, The Californian.
This historic downtown core of Alisal
and its original commercial street, is still
reflected in the predominant land use
within the zone. Support for the local
businesses, enhancements to the public
realm, and increased activation will make
the Pueblo the vibrant heart of the district
once again.
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PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.4
THE PUEBLO IDENTITY ZONE FOCUS AREAS
: FOCUS AREAS
: PRIMARY CORRIDORS
E ALISAL ST (RAILROAD TO E LAUREL DR)
E MARKET ST (RAILROAD TO WILLIAMS RD)
: PRIMARY GATEWAYS
: SECONDARY GATEWAYS
: INTERSECTIONS
2.3.1. DESIGN PRINCIPLES
The following design principles draw
from the goals and priorities of the Alisal
Vibrancy Plan (AVP) to support the vision
for the Pueblo as the heart of the Alisal.
1. Create Gateways to Mark Key
Entrances and Welcome Visitors and
Residents to the Heart of the Alisal
District (LU 7.1e)
It is believed that the Pueblo zone should
include the future Alisal Marketplace. As
such, it is important to locate primary
gateways where East Market Street and East
Alisal Street emerge from below the railroad
tracks. This demonstrates a clear transition
from Downtown Salinas, and welcomes
visitors to the Alisal.
2. Promote the Identity and History of
the Alisal Community at the Heart of
a Unique, Cultural, Arts and Shopping
Destination (ED 3)
Public realm improvements on East Market
Street and East Alisal Street will widen
sidewalks to create a pleasant pedestrian
retail experience, encourage gathering, and
provide opportunities for outdoor dining.
The incorporation of Alisal’s cultural
identity will make the Pueblo a destination.
3. Enhance the Public Realm with Colors
and Materials that Draw from Cultures
in the Heart of the Alisal (LU 7.1a + b)
The representation of Alisal’s unique
identity will primarily be accomplished
through the adoption of material toolkits
that reference cultural traditions and
embrace vibrant colors.
These accent materials can be
implemented strategically to highlight
key aspects of Alisal’s history, while
maintaining a durable and resilient public
realm as the background canvas.
2.3.2. FOCUS AREAS
Within the Pueblo zone, several focus
areas have been identified at destinations
within the district that are either an
existing, or future, center of activity for the
community. These focus areas are located
along the primary district corridors, and
present opportunities for gateways and
enhanced community gathering space.
Investment in the public realm at these
locations has a high potential for impact,
and will be explored further in the
following vignettes.
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PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan E Alisal St
N Sanborn Rd
E Market St
Williams Rd
FIGURE 2.5 EAST MARKET STREET GATEWAY - FOCUS AREA VISION Gateway that welcomes visitors and residents to the heart of the Alisal District.
KEY MAP
East Market Street Gateway
The first focus area is identified as a
primary location on East Market Street, as
one enters the future Alisal Marketplace
zone. This location marks the historic
extents of the Alisal district, when the
railroad tracks formed its primary edge
before the construction of Highway 101.
By identifying this as a focus area, it
emphasizes the importance of reclaiming
the Alisal Marketplace area as part of the
Alisal itself, and as part of the Pueblo.
The AVP also highlights the Alisal
Marketplace as an important opportunity
site with future plans to redevelop this
nearly 75 acre zone. The public realm
enhancements will be essential to the
success of this redevelopment project in
creating a vibrant, safe, pedestrian-oriented
community.
While the complete build out of the
Marketplace is a long-term undertaking,
establishing this gateway in the near term
has the potential to shift community
perception to begin to consider this area as
an integral part of the Alisal district.
This monument signage project also
presents an opportunity for local artists to
directly collaborate on the Alisal district
graphic identity (see chapters 4-5).
While one primary gateway location
is represented here, there are many
secondary gateways that may be
highlighted through planting and other
public art initiatives. For example, the City
has received Caltrans Beautification funds
to facilitate these improvements at new
roundabouts on East Alisal Street.
PRIMARY GATEWAYS
The Alisal currently lacks clear
identification as one enters the
district from Downtown Salinas.
The precedent above is an
example of a style that’s typical
in many Mexican towns, and was
preferred by the community for
its overlap with public art.
Additionally, planting selection
at gateways should make a
statement. It is an opportunity
to highlight the origins of the
Pueblo, for example with oaks and
native grasses.
26 27
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.6 EAST MARKET STREET GATEWAY - FOCUS AREA OPPORTUNITIES Opportunities within the existing public realm condition include wide travel lanes, under-utilized center island, and lack of signage or other sense of entry into the Alisal.
FIGURE 2.7 EAST MARKET STREET GATEWAY - FOCUS AREA ACTIONS Actions within the public realm could include the installation of gateway signage, increased planting, and enhanced conditions for pedestrians and bicyclists. 28 29
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan E Alisal St
N Sanborn Rd
E Market St
Williams Rd
East Alisal Street + Sanborn Road
Intersection
If the Pueblo is the heart of the Alisal
district, then this focus area highlights the
heart of the Pueblo. Located where the two
major district corridors, East Alisal Street
and Sanborn Road intersect, there is great
potential for this to be an important hub of
community activity.
Increased gathering space at the back
of walk could be utilized by the street
vendors who are already using the under-
utilized edges of the parking lots along
this part of the East Alisal corridor. With
the implementation of accent features and
amenities, this would also provide an ideal
place for informal community pop ups.
KEY MAP
COLLABORATION WITH
PUBLIC ART
Accent features within the public
realm present opportunities to
collaborate with local artists to
create something that is truly
unique to the Alisal.
The example above is of a custom
tree grate on Valencia Street in
San Francisco. Elements such as
this represent a functional form
of public art, and can uniquely
convey the district identity.
Prioritizing certain moments along the
corridor is a cost effective way to increase
the vibrancy of the public realm, and create
a sense of place. In turn, the increased
pedestrian traffic would support the
success of the commercial businesses up
and down East Alisal Street.
Adjacent to this particular intersection, the
AVP also identified a potential opportunity
for a public-private partnership with the
FoodsCo and/or Cardenas Market owners.
Such a collaboration could initially be more
of a temporary pop-up plaza on existing
parking lots, with the possibility to expand
the public realm further over time.
This opportunity site would be the ideal
location for central gathering plaza, at the
heart of the Pueblo.
FIGURE 2.8 EAST ALISAL STREET & NORTH SANBORN ROAD INTERSECTION - FOCUS AREA VISION Enhance the public realm with colors and materials that draw from the cultures in the heart of the Alisal. 30 31
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.9 EAST ALISAL STREET & NORTH SANBORN ROAD INTERSECTION - FOCUS AREA OPPORTUNITIES Opportunities at this focus area include large areas of under-utilized parking lots, wide travel lanes, and the absence of pedestrian-oriented site furnishing.
FIGURE 2.10 EAST ALISAL STREET & NORTH SANBORN ROAD INTERSECTION - FOCUS AREA ACTIONS Actions at this focus area could include special paving, accent site furnishing, additional planting, and enhanced conditions for pedestrians and bicyclists. 32 33
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan City standard gray sidewalk pedestrian paving.
(Photo by: Gerenme)
City standard crosswalks in most locations.
(Photo by: Entienou)
Accent paving graphics should be strategically
implemented. (Photo by: SWA)
Temporary or semi-permanent intersection treatments.
(Photo by: SWA).
PEDESTRIAN PAVING
The majority of pedestrian paving will be
city standard gray for ease of maintenance.
As an accent paving type for the Pueblo
however, a stenciled concrete pattern is
recommended to enhance sidewalks at
key intersections and focal points. This
application is easier to implement than
mosaics, or other insets, while still creating
an opportunity for unique paving patterns.
CROSSWALKS + INTERSECTIONS
Pedestrian safety is critical to ensuring a
vibrant commercial district, and crosswalks
and intersections should be designed with
care. Standard crosswalks in most cases
are sufficient, however key intersections
could be highlighted with a graphic - either
temporarily on semi-permanently. Paint
and stamped concrete are the two most
and common applications.
Mosaic face of wall with concrete seat top minimizes
maintenance. Painted mural is another art possibility.
(Photo by: SWA)
Standard bike rack product to match Main Street.
Color options could reflect the Alisal graphic identity. (Photo by: SWA)
Caltrans standard cobra head for vehicular lighting.
(Photo by: SWA)
Bright colored planters, ex: the ‘Bloc’ series by Vestre. (Photo by: Vestre)
Trash receptacle art example from Downtown Salinas.
(Photo by: SWA)
Pedestrian light poles with banners to match Main Street. (Photo by: SWA)
ACCENT SEATING, PLANTERS
One of the best ways to create special
moments within the public realm is
through accent site furnishing. In addition
to standard benches, the Pueblo should
consider seat walls with mosaics at primary
gathering spaces along the corridors.
Colorful planters should also be considered,
intermixed with seating to provide buffers
and introduce more planting.
BIKE RACKS, TRASH RECEPTACLES
City standard bike racks and trash
receptacles should be installed with greater
frequency, particularly within the Pueblo
commercial identity zone.
The trash receptacle art program that has
been successful in Downtown Salinas will
also be extended to the Alisal, featuring
local art and the district graphic identity.
LIGHTING
Vehicular cobra head lighting will remain
on the Alisal corridors, however the poles
themselves could be painted to highlight
the district graphic identity colors.
Within the Pueblo, pedestrian light poles
should also be added with the capacity to
have banners. These too can be a standard
product that is painted a unique color.
2.3.3. TOOLKITS
Selection of materials and products
that represent Alisal’s identity is key to
placemaking within the public realm, and
the creation of spaces that encourage
gathering and activation.
The toolkits on this spread provide
recommendations for each of the public
realm improvement categories: paving, site
furnishing, and planting.
City standard materials and infrastructure
are included here and should be utilized
throughout most of the district to ensure
some level of consistency for the City
maintenance staff. Accent materials,
colors, and furnishing elements that
evoke the identity of the Alisal should also
be considered at important location of
activation and gathering.
Bright colors unique to the Pueblo
contribute to the vibrancy of the public
realm and should be informed by the
graphic identity (chapter 4). Additionally,
these accent moments - paving patterns,
temporary intersection artwork, seat walls,
banners, etc. - all present opportunities for
local artists to contribute to collective Alisal
district identity.
34 35
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan • Foxtail Agave (Agave attenuata)
• Blue Glow Agave (Agave ‘Blue Glow’)
• Spider Aloe (Aloe x spinosissima)
• Coral Aloe (Aloe Striata)
• Kangaroo Paws (Anigozanthos spp.)
• Bougainvillea spp.
• Rock Purslane (Calandrinia grandiflora)
• California Lilac (Ceanothus spp.)
• White valerian (Centranthus ruber)
• Rock Rose (Cistus purpureus)
• Fairy Iris (Dietes grandiflora)
• California Poppy (Eschscholzia
californica)
• Blue Fescue (Festuca glauca)
• Atlas Fescue (Festuca mairei)
• Sun Rose (Helianthemum ‘Henfield
Brilliant’)
• Conebushes (Leucadendron spp.)
• Pink Muhly Grass (Muhlenbergia
capillaris)
• Fountain Grass (Pennisetum
alopecuroides)
• Autumn Joy Stonecrop (Sedum ‘Autumn
Joy’)
• Blue Chalksticks (Senecio mandraliscae)
• Wooly Bluecurls (Trichostema lanatum)
• Adam’s Needle (Yucca filamentosa)
Example: Spider Aloe (Aloe x spinosissima)
(Photo by: DiaPlant)
Example: Foxtail Agave (Agave attenuata)
(Photo by: Able Nursery)
Example: California Poppy (Eschscholzia californica)
(Photo by: Paul Drobot)
Example: Fountain Grass (Pennisetum alopecuroides)
(Photo by: Kohoutava)
Example: Sun Rose (Helianthemum ‘Henfield Brilliant)
(Photo by: Darcy Daniels)
Example: Blue Glow Agave (Agave ‘Blue Glow)
(Photo by: Pinterest - Agave Blue Glow)
Example: Woolly Bluecurls (Trichostema lanatum)
(Photo by: Ruth Hager)
Example: Blue Fescue (Festuca glauca)
(Photo by: Gardener Direct)
BOLD COLORS
As the activated heart of the district, the
planting within the Pueblo should be
vibrant as well, with bold and bright colors.
This can be achieved through a diversity
of plant types and forms. Seasonality
should also be taken into consideration
when specifying a plant for its flower color.
Palettes should strive for year round color
to the extent possible.
SUCCULENTS, AGAVES
Succulents and agaves have a sculptural
form, and can be placed strategically within
the landscape for a more iconic planting
design.
These specimens should be considered at
the gateways to the Pueblo, as well as at
roundabouts and other key intersections.
CALIFORNIA NATIVES
Flowering California natives can contribute
to the vibrancy of the streetscape, while
also providing valuable ecological benefits
for pollinators, and for overall regional
biodiversity.
Evergreen California natives should
be incorporated as well to serve as a
consistent backdrop to any perennials.
GRASSES
Grasses in the Pueblo represent the native
grassland that greeted immigrants fleeing
the Dust Bowl and arriving in the Alisal.
Given this historical reference, grasses are
also recommended at district gateways,
where they will serve as a contrast to the
succulents and agaves.
In addition to the paving and site
furnishing toolkits, the plant selection will
also differentiate the Pueblo from the other
zones and reinforce its unique identity.
All final plant selection should take
maintenance into consideration, as well
as the suitability of a species for the given
context. The plants recommended here are
all drought tolerant, and either native or
climate adapted to this region.* No known
invasive plants should be specified under
any circumstances, and water intensive
plantings should be avoided. This includes
lawn unless specifically utilized for active
recreation.
A diversity of planting species and textures
have been selected for the Pueblo to
represent the diverse variety of cultures
that have contributed to Alisal’s identity,
and are expressed in the community today.
* Proposed landscape planting selections
should be compatible with Salinas (Sunset
Western Garden Climate Zone 15). The
landscaping and irrigation also need to be
compatible with Zoning Code requirements
(Division 4. Landscaping and Irrigation).
FIGURE 2.11 SELECTION OF RECOMMENDED PLANT
SPECIES FOR THE PUEBLO IDENTITY ZONE
36 37
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.12 MAPPING OF COMMUNITY GROUPS + STORIES
Stories of the Alisal that were shared and discovered through research are overlaid on the district in this map, forming the basis of the Core identity zone.
2.4. THE CORE: “EL CUERPO”
The Core identity zone incorporates a large
majority of Alisal district, and represents
the community itself. The focus is on
celebrating the richness of stories and
community-led organizations that are
integral to the Alisal identity.
The Alisal Vibrancy Plan Community
Vision states: “We are Alisal. We are an
attractive, welcoming, united, clean and
safe community that celebrates cultural
diversity using family spaces...We foster
healthy and prosperous living that benefits
the generations of today and tomorrow.
We are Alisal.”
The intent of this zone is to support the
Alisal community vision. The predominant
land uses within the Core include
neighborhood serving retail, mixed
residential, schools, clinics, libraries, and
recreation centers.
This is the fabric of day-to-day life in the
Alisal and the public realm provides a place
for these community groups and initiatives
to come together, to share their stories.
Examples of the vast range of community programs and initiatives that demonstrate the commitment that residents of the Alisal have to their district. (a) Milpa Collective (Photo By: Milpa Collective); (b) B12 Live! Podcast (Photo By:
Spotify); (c) Iya: The Ex’celen Remember e.Voces de nuestra Comunidad (Photo By: IYA); (d) Rest in power Joe Kapp (Photo By: Luis Alejo); (e) Matsui nursery
a.
b.
d.
f.
e.
c.
38 39
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
2.4.1. DESIGN PRINCIPLES
The following design principles draw
from the goals and priorities of the
Alisal Vibrancy Plan (AVP) to maximize
community benefits and create a
comfortable public realm within the Core.
1. Activate Urban Community Spaces to
Support the Recreational, Educational,
and Social Needs for All (LU 5, YAP 5)
The Core zone is characterized by its
abundance of community serving spaces
and destinations, including schools, parks,
clinics, and more. An enhanced public
realm improves access for the community,
and allows the adjacent public spaces to be
further activated with supportive uses.
2. Integrate Public and Semi-Public Uses
Into the Neighborhood Fabric and
Facilitate Shared Use of Space for All.
(LU 6)
Enhanced streetscapes with amenities
and an emphasis on safety, will encourage
neighborhood and family life to extend
out into the public realm. The intent is for
these spaces to better serve the Alisal as a
whole, so that the community’s sense of
ownership and investment includes the
public right-of-way.
3. Beautify and ‘Green’ Public
Streetscapes with an Emphasis on
Comfort and Ensuring a Healthy and
Safe Alisal for All (LU 5.5, HS 1)
The characteristics of the public realm
within the Core should emphasize comfort
and safety. This includes the street design
itself, the material and site furnishing
selection, as well as the plant palette.
Collectively these will make for a public
realm that supports healthy community
living.
2.4.2. FOCUS AREAS
The focus areas within the Core zone are
located at existing spaces for community
gathering and recreation. The public realm
at these locations should be activated and
expanded to provide spaces for the Alisal
community to come together.
The Bread Box Recreation Center,
Firehouse Recreation Center, and the César
Chávez Library are all located along the
primary corridors of the Alisal district.
Prioritizing improvements at these
community-serving locations would allow
their uses to extend into the public realm,
and improve the pedestrian experience for
visitors as demonstrated in the following
vignettes.
FIGURE 2.13
THE CORE IDENTITY ZONE FOCUS AREAS
: FOCUS AREAS
: PRIMARY CORRIDORS
N SANBORN RD (HWY 101 TO DEL MONTE AVE)
WILLIAMS RD (E ALISAL ST TO DEL MONTE AVE)
: PRIMARY GATEWAYS
: SECONDARY GATEWAYS
: INTERSECTIONS
40 41
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
KEY MAP
N Sanborn Rd
Williams RdE Alisal St
E Market St
North Sanborn Road at the Bread Box
The Bread Box Recreation Center was
identified as an important existing
destination for the Alisal community.
Its location on North Sanborn Road, a high
volume corridor with wide right-of-way,
makes it challenging for the Center to
engage with the public realm.
The introduction of both a planted median
and planted buffers at back of curb, have
the dual benefit of encouraging slower
traffic speeds and improving the comfort
for pedestrians accessing the Bread Box
from nearby schools and homes. Further
study of the roadway and crosswalk
configuration is included as part of the
Alisal District Streetscape Master Plan.
Meanwhile, in order to encourage
gathering, this would be a priority location
for the addition of streetscape furnishing
and amenities such as seating and lighting.
These efforts are already underway as part
of the Alisal Greening, Beautification, and
Safety project (see sidebar).
With an enhanced public realm, there
would be opportunities for programs from
the Bread Box to activate the sidewalk,
create a shared community space, and
increase visibility of the Center itself.
Mural art (chapter 5) and other facade
improvements (chapter 3) should also be
considered in coordination with these
recommendations for the public realm.
FIGURE 2.14 NORTH SANBORN ROAD AT THE BREAD BOX - FOCUS AREA VISION Activate urban community spaces to support the recreational, educational, and social needs for All.
ALISAL GREENING,
BEAUTIFICATION, AND
SAFETY PROJECT
The City received Clean California
grant funding for a series of
public realm enhancements
across the Alisal.
Specifically, at the Bread Box,
improvements include new
trees to fill empty tree wells, the
addition of a new transit shelter
and other site furnishing, and
permeable unit pavers to define
the newly created community
space.
42 43
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.15 NORTH SANBORN ROAD AT THE BREAD BOX - FOCUS AREA OPPORTUNITIES Opportunities within the existing public realm condition include wide travel lanes, empty tree wells, and a lack of street presence for this important community center.
FIGURE 2.16 NORTH SANBORN ROAD AT THE BREAD BOX - FOCUS AREA ACTIONS Actions within the public realm could include the introduction of a planted median, improved pedestrian crossing, and expanded gathering space with amenities. 44 45
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Williams Road at César Chávez Library
Williams Road is an important corridor
that connects the Pueblo to many of the
Core neighborhoods, as well as Alisal High
School just outside of the master plan study
area. With wide lanes, and high speed
traffic, there are significant safety concerns
along this corridor today.
In response to these challenges, the City
has received grant funds (see sidebar) for
a number of safety countermeasures to be
applied to Williams Road. Fundamentally,
there is a shift to prioritizing the pedestrian
and other active transportation modes.
While Williams Road will continue to
be an important arterial corridor, the
recommendations for public realm
improvements aim to also create a safe and
comfortable route for students and others
to traverse this corridor.
Working within the grant parameters,
the wide, protected median represented
here would be heavily planted and feature
the type of central pedestrian path that is
characteristic of Latin America. Isolated
from vehicles, with reduced crossing
frequency and distances, this creates a
real neighborhood feeling, where the
community can come to exercise and
socialize in this unique space.
Pedestrians would be able to utilize this
central median to access a variety of
destinations along Williams Road, such as
César Chávez Library. With a rich history
of its own, the library is another invaluable
community space for the Alisal residents
and youth in particular.
There are additional opportunities for
expanding the public realm in this location,
to provide a more welcoming frontage for
the library and support the extension of
programming outdoors.
FIGURE 2.17 WILLIAMS ROAD AT CÉSAR CHÁVEZ LIBRARY - FOCUS AREA VISION Beautify and ‘green’ public streetscapes with an emphasis on comfort and ensuring a healthy and safe Alisal for All.
SAFE STREETS AND
ROADS FOR ALL
(SS4A) GRANT
Building on the outcome of the
AVP and the Vision Zero Action
Plan, the City pursued SS4A
grant funding for Williams Road
to improve traffic safety, reduce
vehicle speeds, and improve
bicycle and pedestrian safety.
The City was awarded $16 Million
to implement safety counter
measures such road diet lane
reduction, median, and buffered
bike and pedestrian space.
N Sanborn Rd
Williams RdE Alisal St
E Market St
KEY MAP
46 47
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.18 WILLIAMS ROAD AT CÉSAR CHÁVEZ LIBRARY - FOCUS AREA OPPORTUNITIES Opportunities within the existing condition include wide travel lanes, lack of street trees, and limited site furnishing elements in the public realm.
FIGURE 2.19 WILLIAMS ROAD AT CÉSAR CHÁVEZ LIBRARY - FOCUS AREA ACTIONS Actions within the public realm could include a planted pedestrian-oriented median, narrower travel lanes, and back of walk activation at the library. 48 49
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan CROSSWALKS + BUFFERS
Pedestrian comfort is dependent on safe
street crossings and separation from
cars. Standard crosswalks in most cases
are sufficient, but at key community
destinations, they could be enhanced with
paint or stamped concrete. Additionally,
planted medians and buffers along
sidewalks should be implemented in the
Core to encourage slower vehicular speeds.
Example of an enhanced crosswalk and median to
reduce crossing distance and improve visibility.
(Photo by: SWA)
Dedicated site furnishing zone with unit pavers.
(Photo by: SWA)
Planted medians / buffers provide comfort and shade.
(Photo by: AAUPC)
PEDESTRIAN PAVING
The majority of pedestrian paving will be
city standard gray for ease of maintenance.
At key focus areas with a concentration of
streetscape amenities, accent paving can
be used to differentiate a dedicated site
furnishing zone separate from the path of
travel. This can be created using pavers,
brick, or a permeable material such as
stabilized gravel or granitecrete.
2.4.3. TOOLKITS
With safety and comfort as the primary
design drivers for the Core, the following
toolkits contain recommendations for
softer materials and planting selections.
Some public realm elements, such as
seating, bike racks, trash receptacles and
planted buffers should be implemented
throughout the zone.
Meanwhile, the more specialty elements
such as market lighting and dedicated
amenity zones should be more strategically
placed at focus areas, and other community
centers, recreational, or support facilities.
In a district like the Alisal, with high density
neighborhoods and multi-generational
homes, the public realm can become
an extension of everyday life. Material
selection and application should therefore
seek to promote the safety and comfort of
this shared living space.
The community responded positively to
this notion of softness, and emphasized
the need infrastructure improvements that
promote safety within the public realm.
There was a desire for site furnishing
options that suggested the opportunity
to socialize, and the addition of more
planting.
City standard gray sidewalk pedestrian paving.
(Photo by: Gerenme)
MIXTURE OF SEATING TYPES
Standard benches should be installed
throughout the Core area to allow
moments of respite. At focus areas, and
other community gathering spaces,
a mixture of seating types should be
considered to serve different user
groups. For example, clustered seating
to encourage socializing or picnic tables
where the public realm is expanded.
Alisal standard bench could be installed with greater
frequency. (Photo by: SWA)
Picnic table, ex. ‘Kong’ series picnic set by Vestre,
softened by the wood material while still durable.
(Photo by SWA)
Accent market lighting across public sidewalk.
(Photo by: SWA)
BIKE RACKS, TRASH RECEPTACLES
City standard bike racks and trash
receptacles should be installed with greater
frequency throughout the neighborhoods,
near transit stops and on walking routes.
The trash receptacle art program that has
been successful in Downtown Salinas
should be extended to the Alisal, featuring
local art and the district graphic identity.
LIGHTING
Vehicular cobra head lighting will remain
on the Alisal corridors, however the poles
themselves could be painted to highlight
the district graphic identity colors.
Where programming could extend into the
public realm from an adjacent community
center, specialty market lighting should be
considered to activate and improve safety.
Standard bike rack product to match Main Street.
Color options could reflect the Alisal graphic identity. (Photo by: SWA)
Caltrans standard cobra head for vehicular lighting.
(Photo by: SWA)
Trash receptacle art example from Downtown Salinas.
(Photo by: SWA)
50 51
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
TEXTURES
Primarily soft planting species are
recommended for the Core palette. Within
this selection, however, a diversity of
textures and plant types can be used to
create contrast and visual interest year
round.
AROMATICS
Plant specimens that have strong
aromatics from either leaves, or flowers, is
a great way to engage the sense of smell.
Many California natives, such as those in
the Lamiaceae family, are good candidates.
Flowering plants, like jasmine, that have
a strong smell at nighttime are also
recommended.
Throughout the Alisal, increased planting
within the public realm would significantly
benefit community health and quality of
life.
As noted, planted medians and buffers can
facilitate the pedestrian experience and
promote walking by creating a separation
from cars, while also encouraging slower
travel speeds.
Additionally, increased planting reduces
the impacts of the urban heat island effect,
mitigates stormwater runoff, and creates
a healthier environment for all Alisal
residents.
In the Core in particular, understory
planting recommendations emphasize
the theme of comfort. Additionally, the
plant selections* aim to improve the
community’s connection to nature by
engaging with all of the senses.
* Proposed landscape planting selections
should be compatible with Salinas (Sunset
Western Garden Climate Zone 15). The
landscaping and irrigation also need to be
compatible with Zoning Code requirements
(Division 4. Landscaping and Irrigation).
Example: Diamond Heights Ceanothus (Ceanothus
griseus var. horizontalis ‘Diamond Heights’)
Example: Star Jasmine (Trachelospermum
jasminoides)
Example: Island Bush Poppy (Dendromecon harfordii) Example: Rosemary (Rosmarinus spp.)
EDIBLES
The planting toolkit for the Core also
includes shrubs that produce edible fruits.
While not necessarily agriculturally
significant plants, these reference
traditional gathering practices and can
provide an unexpected dimension to the
public realm. Particularly for the younger
generation of pedestrians.
POLLINATORS
Planting with pollinators in mind increases
the biodiversity benefits of the public
realm. Many plant species can be selected
from to support bees, birds, and butterflies.
The presence of pollinators can transform
the streetscape from a static environment,
to a living landscape for the whole
community to enjoy.
Example: Beach Strawberry (Fragaria chiloensis) Example: Coneflower (Echinacea purpurea) Example: Peach Sorbet Blueberry (Vaccinium
corymbosum)
Example: Cedros Island Verbena (Verbena lilacina ‘de
la Mina’)
FIGURE 2.20 SELECTION OF RECOMMENDED PLANT
SPECIES FOR THE CORE IDENTITY ZONE
• Butterfly Bush (Buddleja davidii)
• Natal Plum (Carissa macrocarpa)
• Diamond Heights Ceanothus
(Ceanothus griseus va. horizontalis
‘Diamond Heights’)
• Breath of Heaven (Coleonema pulchrum
‘Sunset Gold’)
• Island Bush Poppy (Dendromecon
harfordii)
• Coneflower (Echinacea purpurea)
• Beach Strawberry (Fragaria chiloensis)
• Blue Oat Grass (Helictotrichon
sempervirens)
• Lantana (Lantana montevidensis)
• Lavender (Lavandula angustifolia)
• Beardstongue (Pentemon ‘Alice
Hindley’)
• Jerusalem Sage (Phlomis fruticosa)
• Red Flowering Currant (Ribes
sanguineum)
• Rosemary (Rosmarinus spp.)
• Mexican Sage (Salvia mexicana)
• Salvia spp.
• Star Jasmine (Trachelospermum
jasminoides)
• Nasturtium (Tropaeolum majus)
• Peach Sorbet Blueberry (Vaccinium
corymbosum)
52 53
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.21
MAPPING OF NATURAL SYSTEMS IN THE ALISAL
Natural systems and context form the basis of the
Green Braid identity zone.
: AGRICULTURAL LAND
: PARKS AND OPEN SPACE
: WATER BODIES
: FLOODPLAIN
: TREES
xxx
2.5. THE GREEN BRAID:
“LAS VENAS VERDES”
The Green Braid highlights the natural
systems of the Alisal and strives to
reconnect the district to its environment.
Known for its agriculture industry, the
Salinas Valley is an incredibly fertile
landscape and the Alisal itself is situated at
the confluence of two watersheds. Fremont
Peak in the Gabilan Range maintains
a strong presence as it overlooks the
district and serves as a landmark. While
many of the natural waterways have been
channelized or neglected, they are seen to
reappear with heavy rain and flood events.
Within the community, there are
restoration efforts underway to repair the
riparian corridors, and in the process,
connect people to the land. The Green
Braid does not follow the primary vehicular
corridors of the district, but rather the local
watersheds (Chávez Park subwatershed,
Natividad Creek, Carr Lake) and their
tributaries that extend through the district.
The natural and agricultural environment around the Alisal, and the community engaged in the restoration and reclamation of these spaces. (a) Gabilan (Fremont) Peak; (b) Community Garden; (c) Upper Carr Lake Clean Up; (d) Community Garden; (e) Natividad Creek Salinas (Photos by Mark Anderson) e.
d.
c.
b.
a.
54 55
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
2.5.1. DESIGN PRINCIPLES
The following design principles draw
from the goals and priorities of the
Alisal Vibrancy Plan as well as the Urban
Greening Plan to promote increased
connectivity with the natural environment
within the Green Braid.
1. Integrate the natural environment
with the built environment. (UGP 2)
Highlighting the natural waterways
through the Alisal District supports the
community engagement directly with their
natural environment within the urban
public realm.“This intrinsic value of nature
to human health cannot be overstated”
(Urban Greening Plan) and these places
of connection create the opportunity for
those benefits to occur.
2. Create Beautiful and Active Public
Spaces that Support Active Lifestyles.
(HS 2)
A Green Braid suggests a system of
complete streets, trails and multi-use path
connections throughout the Alisal district
that encourage active recreation. Where
parks can be integrated, gathering spaces
for the community are also created within
this natural network.
3. Increase the Urban Canopy. (UGP 4)
An expanded overhead tree canopy, forms
the other aspect of this green network.
The urban tree canopy, as discussed further
in the following section, has a vast array of
benefits for the community. Expanding this
natural resource for the Alisal district is key
to the Green Braid concept.
2.5.2. FOCUS AREAS
The Green Braid zone attempts to connect,
and embrace the broader natural systems
that surround the Alisal district.
The focus areas highlight locations where
there are opportunities to tap into Alisal’s
this environmental context. Each were
identified as places where there is space to
create and enhance a larger public park, or
to expand additional trail connections.
These focus areas are less directly tied
to the primary vehicular corridors,
however these design principles should
be considered throughout the district.
This is the idea of the “braid,” crossing
between the two open space systems that
frame the district. Improvements at the
streetscape level can facilitate the feeling
of a continuous network, and creation of a
greener, more connected Alisal .
FIGURE 2.22
THE GREEN BRAID IDENTITY ZONE FOCUS AREAS
: FOCUS AREAS
: PRIMARY CORRIDORS
E ALISAL ST (WILLIAMS RD TO BARDIN RD
NATIVIDAD CREEK WATERSHED CORRIDOR
: PRIMARY GATEWAYS
: SECONDARY GATEWAYS
: INTERSECTIONS
56 57
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan N Sanborn Rd
Williams RdE Alisal St
E Market St
KEY MAP
East Market Street at Division Street Site
A tributary to Natividad Creek daylights just
north of East Market Street, alongside the
Division Street Site identified in the AVP. In
its present condition of neglect, this canal
is hardly noteworthy, however it presents
a unique opportunity to highlight one of
the Alisal’s waterways in the center of the
district.
The Division Street Site is a collection of
parcels identified for future redevelopment
in the AVP, with phase one planned to be a
mixed use project with affordable housing,
an office building, and a public park.
The recommendations of this focus area
are for the future park to engage directly
with this tributary through a design that
opens up the drainage canal for greater
public access, and improved visibility. The
creation of a public park alongside this
natural corridor epitomizes the goals of
the Green Braid to connect community to
nature.
Enhancing this riparian corridor could also
increase biodiversity potential, facilitate
the management of stormwater runoff,
create much needed open space for the
community, and provide an opportunity
for environmental education within the
urban context. Several regional efforts to
restore creeks are already underway, and
could be partners for these improvements.
The waterway ultimately connects back
to Natividad Creek via the César Chávez
Community Park and is therefore also an
opportunity for a possible multi-use path
connection, as noted in the AVP.
CREEKS OF SALINAS
The Habitat Stewardship Project
of Monterey Bay (HSPMB)
has worked for 24+ years on
restoration efforts in the Natividad
Creek corridor.
This Creeks of Salinas project is
“bringing ‘nature to people and
people to nature’.” (CSUMB).
Over 50,000 plantings of
native species, and the
recommendations for areas in the
Green Braid is to expand these
efforts with a similar approach.
FIGURE 2.23 EAST MARKET STREET AT DIVISION STREET SITE - FOCUS AREA VISION Integrate the natural environment with the built environment. 58 59
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.24 EAST MARKET STREET AT DIVISION STREET SITE - FOCUS AREA OPPORTUNITIES Opportunities within the existing condition include the vacant parcel, obstructed views to the creek, and lack of informational signage.
FIGURE 2.25 EAST MARKET STREET AT DIVISION STREET SITE - FOCUS AREA ACTIONS Actions within the public realm could include the creation of a creekside park, sidewalk improvements with additional street trees, and graphic signage with ecological information.
60 61
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan N Sanborn Rd
Williams RdE Alisal St
E Market St
KEY MAP
East Alisal Street Multi-Use Path
The eastern segment of East Alisal Street
has a very different character than the
portion within the Pueblo identity zone.
At the edge of the district, it is bordered on
one side by single family homes and on the
other by a golf course, USDA agricultural
fields, and Hartnell College.
Recently completed nearby public realm
improvements near the College have
included a multi-use path, however these
segments do not yet form a continuous
connection to the heart of the Alisal.
The recommendation is for this multi-
use path to be continued along the full
length of East Alisal Street beginning
at the intersection with Williams Road
and John Street. This is consistent with
Salinas’ Active Transportation Plan (ATP)
(see sidebar) which has identified the
importance of East Alisal Street as a bike
route within the city network.
In addition to the multi-use path, reduction
of drive lane width could also reallocate
some of the public realm space to create
a planted buffer and space for street trees.
This creates a more pleasant route for
pedestrians as well as bikes, encouraging
people to choose alternative modes to
driving.
Lastly, the proximity to adjacent
agricultural fields promotes a stronger
connection to the agricultural fields that
surround the district and support the Alisal.
SALINAS ACTIVE
TRANSPORTATION
PLAN (ATP)
Currently underway, the ATP
project is developing a series of
recommendations to enhance
the walking, biking, and trail
networks of the City of Salinas.
Based on an analysis of collission
data, six priority corrifors have
been identified to develop detailed
design alternatives and pursue
ATP funding sources. These
include John Street and Laurel
Drive as they enter the Alisal.
FIGURE 2.26 EAST ALISAL STREET MULTI-USE PATH - FOCUS AREA VISION Create beautiful and active public spaces that support active lifestyles. 62 63
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.28 EAST ALISAL STREET MULTI-USE PATH - FOCUS AREA ACTIONS Actions within the public realm could include the addition of street trees, and the creation of a multi-use path.
FIGURE 2.27 EAST ALISAL STREET MULTI-USE PATH - FOCUS AREA OPPORTUNITIES Opportunities within the existing condition include wide travel lanes and a substantial shoulder. 64 65
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
PEDESTRIAN PAVING, TRAILS
The majority of pedestrian paving areas
within the Green Braid would be trails
and multi-use paths with some larger
hardscape areas within public parks.
Typical trail sections and materials are
recommended for ease of maintenance.
But where possible in more natural areas,
permeable paving should be considered.
MULTI-USE PATHS
Where multi-use paths are installed
within the Green Braid, basic amenities
are recommended to ensure safe use,
and planted buffers from vehicular traffic
should be implemented. Multi-use path
system amenities could include benches,
bike racks, water stations, trash receptacles,
lighting, signage, and shade structures.
Concrete or asphalt paths and trails would be typical.
(Photo by: Gettysburg Daily)
Shade and seating amenities along multi-use path.
(Photo by: Three Rivers Park District)
Stablized ADA compliant permeable paving preferred
where feasible. (Photo by: Landscape Discount)
Buffered condition where bike path is located along
corridor. (Photo by: Cherie Walkowiak)
2.5.3. TOOLKITS
Material and product selection within the
Green Braid zone should be reflective of the
more natural focus and environment.
Even where Green Braid paths cross the
urban fabric of the Alisal, an emphasis
on natural materials can reinforce the
community’s connection to their natural
environment.
Low carbon and local material selection
should be emphasized whenever possible.
A light touch is recommended, with
minimal disruption to soil and slope
stability. Particularly within the waterways
of Alisal, all improvements should also
be cognizant of any potential negative
impacts to the natural systems.
To encourage the community to engage
with these natural spaces more, amenities
and signage will also be critical to improve
the safety and visibility of these areas.
INTERACTIVE SEATING
The community was very supportive of
more unique, interactive furnishing within
the Green Braid zone. Natural materials are
recommended to fit into the environment,
and further support the connection
between people and nature. These should
include wood and natural stone if possible,
and be configured to encourage people to
linger in the natural environment.
INTERPRETIVE SIGNAGE
The spaces within the Green Braid
present an important opportunity for
environmental education.
Increased informational signage should
be considered to inform users about the
natural systems in the Alisal, and the efforts
underway to restore them.
Gabion retaining and seat wall with integrated bench.
(Photo by: SWA)
Caltrans standard cobra head for vehicular lighting.
(Photo by: SWA)
Durable wood seating, ex. ‘Rough & Ready Drifter
Structure’ by Streetlife. (Photo by: SWA)
Interpretative signage along trail.
(Photo by: Heine Jones)
Botanical markers can also educate users about native
ecology. (Photo by: SWA)
Bollard lighting options are appropriate along trails.
(Photo by: Michael Quinn)
LIGHTING
Vehicular cobra head lighting will remain
on the Alisal corridors, however the poles
themselves could be painted to highlight
the district graphic identity colors.
Where trails and paths go through more
natural areas, bollards are recommended.
Solar powered fixtures could be considered
where there isn’t electrical infrastructure.
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PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
RIPARIAN RESTORATION
Planting within riparian corridors should
follow the restoration efforts already
underway. Creeks of Salinas and others can
be engaged as partners, to share lessons
learned and recommendations.
Within the riparian zome, selection of
native plants help to stabilize and support
banks along restored waterways.
Example: Creeping Wild Rye (Elymus triticoides)
(Photo by: Jim Morefield)
Example: Berkeley Sedge (Carex divulsa)
(Photo by: El Nativo Growers, Inc.)
Example: Douglas Iris (Iris douglasiana) (Photo by:
Vira Natura)
Example: Dwarf Coyotebrush (Baccharis pilularis
‘Pigeon Point’) (Photo by: Oregon State University)
BIORETENTION
In addition to waterway restoration,
bioretention planters within the Green
Braid and throughout the Alisal district
are also critically important to stormwater
runoff management. Plant species for these
areas should be selected for their hardiness
and ability to withstand inundation. All
plants should meet any local stormwater
design compliance requirements as well.
CALIFORNIA NATIVES
With all planting within the Green Braid,
California natives should be prioritized.
Plant species that are adapted, or will be
more adapted to the future climate may
also be good to consider. Known invasive
species must be avoided.
Example: Cape Rush (Chondropetalum tectorum)
(Photo by: Vertgrow Landscaping)
Example: White Yarrow (Achillea millefolium) (Photo
by: The Watershed Nursery)
Example: California Fuschia (Epilobium canum)
(Photo by: Lana Shulga)
Example: Sea Lavender (Limonium platyphyllum)
(Photo by: Normans/Jacobs)
FIGURE 2.29 SELECTION OF RECOMMENDED PLANT
SPECIES FOR THE GREEN BRAID IDENTITY ZONE
The concept of the Green Braid aims to
further restore the ecological systems of
the Alisal, and encourage the community
to engage more directly with their natural
environment.
The plant species selection* should
therefore be composed of native
specimens, particularly those that support
the critical watershed ecosystems. Native
plants also play an important role in the
creation of important habitat within an
otherwise urban environment.
While maintenance is always an important
consideration, this zone presents an
opportunity for more biodiverse plantings
than a typical streetscape. This too
will promote a rich, high-functioning
ecosystem within the Alisal district.
* Proposed landscape planting selections
should be compatible with Salinas (Sunset
Western Garden Climate Zone 15). The
landscaping and irrigation also need to be
compatible with Zoning Code requirements
(Division 4. Landscaping and Irrigation).
• White Yarrow (Achillea millefolium)
• Dwarf Coyotebrush (Baccharis pilularis
‘Pigeon Point’)
• Blue Grama (Bouteloua gracilis)
• Berkeley Sedge (Carex divulsa)
• Cape Rush (Chondropetalum tectorum)
• Elegant Clarkia (Clarkia unguiculata)
• California Aster (Corethrogyne
filaginifolia)
• Sticky Monkey-Flower (Diplacus
aurantiacus)
• Blue Wildrye (Elymus glaucus)
• Creeping Wild Rye (Elymus triticoides)
• California Fuschia (Epilobium canum)
• California Fescue(Festuca californica)
• Blue Oat Grass (Helictotrichon
sempervirens)
• Douglas Iris (Iris douglasiana)
• Sea Lavender (Limonium platyphyllum)
• Coyote Mint (Monardella villosa)
• California Goldenrod (Solidago velutina
ssp. californica)
68 69
PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 2.30
MAPPING OF STREET TREE NETWORK
Overlaid on the street network of the Alisal district,
street trees can define hierarchy and connections.
: LOCAL STREETS / COLLECTORS
: CORRIDORS (ARTERIALS)
: PRIMARY GATEWAYS
: SECONDARY GATEWAYS
: INTERSECTIONS
2.6. STREET TREE NETWORK
Street trees are integral to an activated,
comfortable, and dynamic public realm:
• Trees contribute to place identity
through a unique form, or characteristic
trait.
• Trees provide shade and reduce the
impacts of the urban heat island effect.
• Trees buffer pedestrian spaces and
storefronts from vehicular corridors.
• Trees provide visual relief, and
encourage slower driving speeds
through the district.
• Trees express seasonality with their
flowering and changing leaf colors.
• Trees improve the overall air quality and
community health.
While, the three district identity zones
each contain distinctive characteristics
and priorities, the street tree network is the
connective fabric that extends across the
entire Alisal district.
Within a given zone or corridor, street trees
are recommended based on the specific
function required by different streetscape
typologies. These are to be further refined
by the Alisal District Streetscape Master
Plan, however these recommendations
shall form the basis of that effort.
Concurrent to this project, the city of
Salinas has conducted an Urban Forest
Management Plan effort. This report,
prepared by Dudek, analyzes the benefits of
trees in an urban environment, the status
of the City’s urban forest, and future risks
as a result of the changing climate. The
report includes important management
and policy considerations as well as a list of
recommended species for the expansion of
the urban forest in Salinas.
All of the selected species recommended
for the Alisal district are consistent with the
Urban Forest Management Plan findings.
FIGURE 2.31 SELECTION OF RECOMMENDED TREE
SPECIES FOR THE STREET TREE NETWORK
• California Buckeye (Aesculus
californica)
• California Alder (Alnus rhombifolia)
• Marina Strawberry Tree (Arbutus
‘Marina’)
• Golden Medallian (Cassia leptophylla)
• Western Redbud (Cercis occidentalis)
• Desert Willow (Chilopsis linearis)
• Jacaranda (Jacaranda mimosifolia)
• Crape Myrtle (Lagerstroemia ‘Muskogee’)
• New Zealand Christmas Tree
(Metrosideros excelsus)
• Torrey Pine (Pinus torreyana)
• Red Push Pistache (Pistacia chinensis
‘Red Push’)
• Mexican Sycamore (Platanus mexicana)
• Coast Live Oak (Quercus agrifolia)
• Engelman Oak (Quercus engelmannii)
• Cork Oak (Quercus suber)
• Elderberry (Sambucus racemosa)
• Tipu (Tipuana tipu)
• Water Gum (Tristaniaopis laurina)
• Emerald Sunshine Elm (Ulmus davidiana
var. japonica ‘Emerald Sunshine’)
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PUBLIC REALM DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
FLOWERING
Smaller flowering trees should also be
considered throughout neighborhoods,
and in other streetscape locations where
space could be more limited.
These species create visual interest
throughout the district and express
seasonality.
Example: Marina Strawberry Tree (Arbutus ‘Marina’)
(Photo on right by Robert Perry, on left by Caragh
Nursuries)
Example: Jacaranda (Jacaranda mimosifolia)
(Photo on right by Fast Growing Trees, on lef by Miwa)
Example: Golden Medallion Tree (Cassia leptophylla)
(Photo on right by SFMTA, on left by PTL Life)
GATEWAYS
Trees with strong identity and an iconic
form should be planted at gateways and
other key intersections.
These could include specimen native oaks
or pines, and flowering trees, which require
more space to express their full form. At
these locations, larger box sizes could be
considered for day one impact.
Example: Coast Live Oak (Quercus agrifolia) (Photo on
right by Ron Denham, on left by Eric Hunt)
CANOPY TREES
Along the length of a given corridor, street
trees should be selected to maximize
canopy size for shading the sidewalk.
Utilities and spatial constraints will further
influence the selection, but fast growth,
compatibility with sidewalk infrastructure,
and durability are the most important traits.
These trees will be the backbone of the
network, and should represent a healthy
diversity of species.
Example: Mexican Sycamore (Platanus mexicana)
(Photo on right by Laura Le, left by Reddit/Perdita)
Example: Cork Oak (Quercus suber) (Photo on right by
Pat Trimble, on left by: David Gress)
RIPARIAN
Similarly, riparian conditions should be
planted with tree species that would be
naturally occurring in a waterway setting.
The Alisal itself is named after the groves
of alders that once occupied the landscape.
Replanting of these trees provides the
opportunity to tell that story.
TRAILS
Trail systems and multi-use paths through
Alisal’s natural corridors should emphasize
native tree species to the extent possible.
Many California native trees are better
suited to this type of environment than
a conventional street tree setting, and
therefore will be more likely to thrive.
FALL COLOR
The community expressed a strong
preference for street trees with fall color as
the most vivid expression of seasonality.
These deciduous trees can also be planted
along the lengths of key corridors, as they
too will provide shade during the hottest
months. Additionally, they could effectively
define a specific zone within the district.
Example: Elderberry (Sambucus racemosa)
(Photo on right by Josh Williams, on left by El Nativo
Growers, Inc.)
Example: Western Redbud (Cercis occidentalis)
(Photos by Arbor Day Foundation)
Example:Emerald Sunshine Elm (Ulmus davidiana var.
japonica ‘Emerald Sunshine’) (Photos by Urban Forest
Nursery)
Example: California Alder (Alnus rhombifolia) (Photo
on right by Palm Bob, top left by Evgeniya, bottom left by Vista Concept)
Example: California Buckeye (Aesculus californica)
(Photo on right by Garden in the Hills, on left by
Eugene Zelenko)
Example: Chinese Pistache (Pistacia chinensis ‘Red
Push’) (Phot on right by Water - Use it Wisely, on left by Planting Tree)
72 73
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Opposite page: A collection of existing
storefronts in the Alisal neighborhood.
Storefronts are a big part of the district’s
identity and visitor’s experience. (Photos by
Urban Field)
The storefronts along commercial corridors are
a significant part of the district’s identity. These
privately owned and operated businesses are a well-
used asset to the greater community and a core
element of the Alisal’s identity.
Storefront Design
Guidelines
3.1 STOREFRONT DESIGN
GUIDELINES FOR ALISAL
BUSINESSES.
Alisal Vibrancy Plan’s Goal ED 1.2 is to
establish tailored design guidelines to
improve the appearance, create district
identity, and increase safety.
Design guidelines are a critical planning
and urban design tool that regulates
storefront appearance, building colors and
materials, window treatments, security
measures, landscaping, and signage.
Implementing enhanced design guidelines
for Alisal’s major corridors will strengthen
the overall appearance and character of the
district. The design guidelines provided
in this chapter encouraging renovations
and new construction that strengthens
the spirit and aesthetic of the Alisal. These
design guidelines focus on the design of
retail environments in the commercial
corridor and have been crafted with the
input of property owners, merchants, and
community stakeholders to ensure their
feasibility.
3 74 75
STOREFRONT DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan BEFORE
AFTER
The collection of storefronts in the
Alisal exhibit a range of architectural
expression that make it hard to identify as
a cohesive place. Yet it is a unique place
with its own character that should allow
for personalization in creating authentic
character.
Small businesses along the business
corridors of the Alisal are encouraged
to individually improve the appearance
and cleanliness of the corridors through
upgrades to their storefronts. To help with
that, the City of Salinas is implementing
a Façade Improvement Program to
incentivize owners and merchants to
invest in property maintenance and
improvements.
3.2 FAÇADE IMPROVEMENT
PROGRAM
The Facade Improvement Program
assists small business with funding to
improve the appearance and functionality
of storefronts along major corridors in
the Alisal. The program funding has the
potential to be a catalytic investment in the
neighborhood and increase foot traffic in
the business corridors. The program would
help improve the perception of Alisal’s
business corridors and revitalize the district
with simple improvements like paint and
signage.
The Alisal Vibrancy Plan
(AVP) identified goals,
policies to improve the
appearance and cleanliness
of Alisal corridors. Funding
has been granted to
re-establish the façade
improvement program
that incentivizes property
owners and merchants to
improve their storefronts.
The first half of this chapter introduces
the Façade Improvement Program, and
the second half of this chapter provides
Storefront Design Guidelines, applicable to
all businesses, regardless of participation in
the Façade Improvement Program.
Inspiration
Prior to California’s elimination of
redevelopment agencies, the City funded a
successful façade program (Jazz Up). Using
this program, several Alisal businesses
benefited from fresh paint, new signage,
and better lighting. Unfortunately, without
the City’s redevelopment agency, funding
for the façade improvement program
ceased.
The City and community based business
associations should work together with
businesses and property owners, financial
institutions and foundations to secure new
funding including loans and grants to re-
establish a façade improvement program.
To develop this new program,
staff researched the former Salinas
Redevelopment Agency Façade
Improvement Program and other
jurisdictions to identify best practices
and successful program models. Cities
researched included Gilroy, Escondido,
Santa Cruz, and Long Beach. Staff worked
with representatives from Grow America
(formerly the National Development
Council) and vetted program concepts with
the Salinas United Business Association
(SUBA) and with the Small Business and
Economic Recovery Task Force, which
includes representatives from SUBA,
Salinas Chamber of Commerce, Central
Coast Small Business Development
Center, El Pajáro CDC, Salinas City Center
Improvement Association and small
business owners.
3.2.1. FA ÇADE IMPROVEMENT
PROGRAM OBJECTIVE
The objective of the façade improvement
program is to improve the perception of the
Alisal commercial corridors, encouraging
the retention of existing businesses,
increasing property values, tenant stability,
and lease rates for commercial properties.
The investment in storefronts has a
transformative impact on the appearance,
economic vitality, and community pride of
a neighborhood or commercial district.
The purpose of creating storefront
design guidelines is to bring consistency
to the Alisal business districts and
elevate the identity and attractiveness of
neighborhood as a shopping destination.
Design can also improve the appearance
of each individual storefront, the customer
experience for each business, and the
durability of the building.An example of Façade improvements that can achieve through painting and signage enhancements. (Photos
by the City of Santa Cruz Economic Development
Office)
Storefront design guidelines focus
on cultural expression and customer
experience with signage, color, exterior
walls, windows, security, shade, lighting,
and outdoor spaces.
Neighborhood/Cultural Authenticity vs.
Generic Design
The aesthetics of local, small businesses are
a critical part of the Alisal district’s identity.
The Alisal is a unique place with cultural
significance in the community’s daily life.
Each business contributes to the cultural
expression of the Alisal with the goods that
are serve the cultures of the neighborhood,
the names of family members on the
signage, and with design that attracts the
local market.
However, the appearance of storefronts on
the corridor seem to have inconsistency
with each other and with the greater City
of Salinas. Small businesses typically
adapt older buildings to new uses and big
businesses apply their standard design
without any flourishes. The experience
of the business district as a whole from a
visitors perspective is that it is both eclectic
amongst the smaller businesses and plain
for the bigger businesses.
Yet, the desire for more consistency
does not mean that design of storefronts
should be regulated to look the same.
Buildings should stand out from each other
otherwise they begin to look generic and
indistinguishable from other places.
The design guidelines in this chapter
were written with the intension to strike a
balance between encouraging authenticity
and allowing authentic expression to
thrive, and providing a baseline for
consistency with the ability to design with
personalization.
The enhancement of storefronts is
an opportunity to express the unique
character of the neighborhood and invite a
positive impression.
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STOREFRONT DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
3.2.2. FA ÇADE IMPROVEMENT
PROGRAM GOALS
DISTRICT IDENTITY GOALS
The goals for the façade improvement
program are to strengthen the perceived
identity of the neighborhood by:
• Strengthening Authentic Character:
Improvements should allow
individuality and cultural expression that
genuinely reflects the tenants and the
neighborhood identity. It is important
that the unique, authentic, non-generic
character of the Alisal is retained and
enhanced. Design guidelines presented
in this chapter provide flexibility for
expression.
• Making Community Pride more Visible:
A well-maintained and aesthetically
pleasing environment can instill a sense
of pride among residents. Community
members are more likely to engage in
the upkeep of their surroundings when
they see positive changes occurring.
• Enhancing Aesthetics: One of the
primary goals is to improve the visual
appeal of buildings. This can involve
repairs, repainting, and architectural
enhancements that contribute to a
more attractive streetscape. Many of
the buildings are aging and investment
in Façade improvements are an
opportunity to express district identity.
BUSINESS IMPROVEMENT GOALS
There are also business improvement goals
for the façade improvement program,
including:
• Stimulating Economic Development: A
well-maintained and visually appealing
commercial district can attract more
customers and businesses. As a result,
a façade improvement program can
stimulate economic development by
making the area more desirable for
investment and commerce.
• Increasing Business Attraction
and Retention: A visually appealing
storefront can attract customers
and help businesses thrive. Façade
improvements can contribute to the
retention of existing businesses and
attract new ones.
• Increase in Property Values: The
improvement of building Façades can
contribute to an overall increase in
property values in a community. This is
beneficial for property owners and can
lead to a positive economic impact for
the entire neighborhood.
SAFETY GOALS
The façade improvement program can also
address more practical matters, such as:
• Public Safety: Improving the visibility
and condition of building façades can
contribute to public safety by creating
well-lit and well-maintained spaces.
This can deter criminal activity and
enhance the overall sense of security.
• Compliance with Codes and Standards:
Façade improvement programs are
an opportunity for building owners to
bring their properties into compliance
with current building codes and safety
standards. Minor improvements can
be made without more extensive
compliance, though the scope of
improvement should include necessary
safety requirements.
• Equity: The goal is to make the program
as accessible to all businesses in need as
possible.
3.2.3. FAÇADE IMPROVEMENT
PROGRAM ADMINISTRATION
The Community Development Department
is charged with administrating the
façade improvement program. Staff will
advertise the program, collect applications,
announce awards, and track selected
winners.
Applicable Business Corridors
The Façade Improvement Program will
provide financial assistance for enhancing
the physical appearance of storefronts
along the corridors within the Alisal
along E. Alisal Street, E. Market Street, and
Sanborn Road. The collective improvement
of these business corridors will improve the
economic vitality of area.
Applicable Retail Types
Storefront design guidelines were written
primarily for small shops on the major
retail corridors of the Alisal, but can also
apply to franchised businesses of larger
corporations (e.g. CVS, Mi Pueblo, La
Princesa, Food Co, Starbucks, and Bank of
America).
Façade Improvement Funds
The Façade Improvement Pilot program
will provide design assistance grants and
interest free forgivable loans for storefront
improvement projects. Design Assistance
Grants and Forgivable Loans are limited
to one of each per business/property
owner. Façade improvement funds will be
awarded on a first come, first served basis
for qualifying projects. Continuation of the
program is subject to sufficient funding as
appropriated by the Salinas City Council.
ELIGIBLE IMPROVEMENTS
Program funds are reserved for the
improvement of building exteriors rather
than simple routine maintenance. Grant
proceeds must be used for labor and
materials directly related to the façade
improvements. The types of improvements
that will be considered for the program
include:
• Removal of gates, bars, or metal
covering windows.
• Anti-graffiti window coating
• Security lighting
• Exterior mandatory Title 24 energy
upgrades
• Exterior painting
• Exterior wall repair (including siding,
new elements, and architectural details)
• Signage removal, repair, or replacement
• Repair, replacement, or installation of
awnings, windows, doors
• Installation of new entry doors that meet
ADA accessibility requirements
• Installation of display windows
INELIGIBLE IMPROVEMENTS
• Tools may not be purchased with grant
funds, but tool rental is allowable.
• Improvements to the streetscape
in front of businesses are ineligible
because there is a separate streetscape
improvement project underway for the
major corridors in the Alisal.
(While it is not covered in the façade
improvement program, adding
permanent landscaping, street trees, and
outdoor dining is encouraged where
appropriate.)
• Public art/ Murals are ineligible because
they involve a separate process and
potentially other funding.
(While it is not covered in the façade
improvement program, adding public
art and murals is encouraged where
appropriate.)
• Vacant lot improvements are ineligible
for the façade improvement program.
• Parking lot improvements are ineligible
for the façade improvement program..
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STOREFRONT DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 3.1: STOREFRONT IMPROVEMENTS PROGRAM TABLE
Interested applicants should contact City staff to set up an Informational Meeting about façade improvement grants
and loans. (These meetings can occur after typical business hours, if requested).
If there is a desire to move forward, the applicant can hire a local designer with a Design Assistance Grant to help complete an application for a Façade Improvement Loan.
City Staff reviews the applications with the business owner, discuss the scope of work, determine timeline and review the remaining process for the loan.
Funds will be reserved upon approval of a completed
application, including scope of work and timeline. At that time an agreement will be signed between the applicant
and City to reserve the funds and make a match.
After Planning Approval and Building Permit Approval are completed, half the funds can be awarded so that the work can begin.
After the work is completed, receipts for the remaining amount need to be submitted to receive the grant funds in full.
PROCESS OF OBTAINING A GRANT OR LOAN
The process for obtaining a façade improvement grant
has been streamlined to make it more accessible.
BEFORE
AFTER
Relative Cost
Included in Façade
Improvement
Program?
Notes about
Existing
Applicable
Standards
Permits
Required
Signs &
Awnings
Exterior
Painting
Exterior
Windows and
Doors
ADA
Related
Improvements
Sidewalk
Outdoor
Dining
Landscaping Murals
$ $ $$$ $$$ $$ $ $
Encouraged
but not eligible
Encouraged
but not eligible
Sign
Permit
Master Sign
Plan (for
multiple
signs)
See Sign
Ordinance
Standards
(Sec. 37-50.530)
Standards for
exterior building
color apply to
building exterior,
roof and awnings
Energy,
transparency,
and accessibility
standards apply
Accessibility
requirements
that apply
See Public
Art Ordinance
Standards
(Sec. 5-01.)
Must be
coordinated
with future
Streetscape
Design
Standards
Currently only
part of the pilot
program in
Downtown
Building
Permit
Site Plan
Review
No Permit
Required
Outdoor
Dining Permit
Sidewalk
Encroachment
Permit
Maintenance
Plan and
Agreement
Site Plan Review
and Permit
Site Plan Review
Maintenance
Plan and
Agreement
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STOREFRONT DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
3.3 SIGNAGE DESIGN
GUIDELINES
3.3.1. SIGNAGE AND DISTRICT
IDENTITY
Signs are a welcoming feature for visitors
and represent a sense of pride for residents.
Signage in the Alisal is highly diverse in
shape and format, which is generally a
good thing for district identity.
For small businesses, signage is an
important design element that can be
used to create a dramatic presence even
when the building structure is simple or
unadorned.
Signs contribute significantly to the
visual identity of neighborhoods, often
expressing social, political, cultural and
economic values of the people who live
and work there.
Signage is a direct message to visitors
and locals alike about who is in the
neighborhood. Signs often include family
names, district names, and words in the
languages of the community.
This is especially visible on hand painted
signs, where signage can be a form
of commercial art. Painted signs have
distinctive, original fonts and artwork that
add a human touch to the commercial
environment.
The variety of fonts, names, and languages on
small businesses help create a sense of place and
distinctively Alisal identity. (Photo by Urban Field)
Each business contributes to the authentic cultural expression of the Alisal neighborhood. Currently, the collection of storefront design seems eclectic and inconsistent. A more coherent district identity can be achieved by following design guidelines in this chapter and standards in the zoning code when making storefront improvements. (Photo by Urban Field).
3.2.4. PILOT PROGRAM
The Façade Improvement Program will be
piloted as a test for the implementation of the
full program. This is an opportunity for the
City, property owners, and tenants to address
known issues that were collected during
outreach. Here are known issues that should be
considered as the program continues to evolve:
• It is hard for small businesses to keep their
storefronts updated. Small businesses
owners spend most of their time keeping
their businesses operating. However, the
collective improvement of businesses along
the corridor can make a big difference in
attracting customers to the area.
• There are financial challenges to making
storefront improvements. Neighborhood
businesses generally operate on a tight
margin, so it is a challenge to self-fund
improvements and possibly a challenge to
match loans. The evolution of the façade
improvement program should consider the
fiscal capacity of the community and should
seek more funding when it is available or
consider how to make loans available with a
smaller requirement to match.
• Coordination with landlords may be
needed. Tenant improvements take
discussion and negotiation amongst the
tenants and landlords. Where it is helpful,
City Staff can help tenants coordinate with
landlords.
• The process of obtaining approval
seems daunting. Storefront
improvement applicants may not have
the experience to design solutions,
solve the technical aspects to meet
current building requirements, and
navigate the permitting process. While
staff in the Community Development
Department can help clarify the
current rules and requirements for
business improvements, there is likely
more assistance that is needed to
complete an application for the grant
and/or the necessary permits to make
improvements.
3.2.5. DESIGN ASSISTANCE
There are many professionals in the
community that can assist small businesses
improve storefronts. Local architects,
designers, color consultants, landscape
designers, engineers, and contractors can
help small business owners, landlords,
and operators with the process. These
professionals can help small businesses
navigate the technical aspects of storefront
improvements, improve the overall design
(and incorporate district identity and
cultural expression), help with the process
of obtaining permits, and increase the
chances of implementing changes.
Franchisees of chain businesses, which are a significant part of the business district, should also consider adding something unique to the standard corporate design to
distinguish the identity of the Alisal district. (Photo by Taco Bell Corp.)
3.3.2. EXISTING SIGNAGE DESIGN
STANDARDS
The City of Salinas has existing signage
design standards that apply to façade
improvements.
• Sign Regulations can be found in
Zoning Code Section 37-50.530.
Regulations address the placement, size,
materials, and messages on signage.
• Signage Sign Permits and Master Sign
Plans are required. See the Commercial
Exterior Signs Checklist.
• Highlight: Window transparency
requirements apply. (Typically a 25%
maximum for covering windows with
signage).
3.3.3. SIGNAGE DESIGN STANDARD
AMENDMENTS
This plan recommends potential
amendments to signage standards to
enhance district identity.
• Incorporate local culture into national
chain signage. Encourage franchisees
of national chains to feature unique
elements drawn from local examples
in the neighborhood to highlight local
cultural distinctiveness.
ͦ Encourage references to local
culture, historic, and natural
features.
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STOREFRONT DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan This metal sign includes cutout letters and internal
lighting with LED lighting to save energy. (Photo by
Gary Dollar).
The lettering includes a simple set of colors that are
complementary to the color of the building. (Photo by
La Otra Taqueria Escuela, Los Angeles, CA)
This window signage leaves space around the edges
and places text at the pedestrian eye-level. (Photo by
La Otra Taqueria Escuela, Los Angeles, CA)
Individual standing letters are up lit in front of a
textured exterior background to create a dramatic
effect. (Photo by Jaime Navarro)
It is preferred that external lighting illuminates building signage, rather than internally lit dimensional signage. (Photo by Besito Mexican Restaurant, Huntingdon,
NY).
• Encourage more Special Signs. Design
signage that attracts people to take
photos of it to show that they are in the
Alisal.
• Allow for more signage types - like
neon. Amend the sign ordinance to
allow currently restricted signage types,
like neon, to enhance all business
districts.
• Creating a Design Review Path for
Unique Signs. Consider allowing
exceptions to the sign ordinance
through a design review process for
unique signage to be included.
3.3.4. INVESTMENT IN A LANDMARK
SIGN
Currently, there are few landmark signs
that acknowledge “East Salinas” or the
“Alisal” as a the common name of business
district. Imagine a postcard for the Alisal
business district featuring a marquis sign
that says “Alisal”.
For many other districts, this type of sign
often a blade sign that is part of a theater or
bowling alley, but it could be a part of any
business. More landmark signs with the
names of the district could help reinforce
the identity of the district name. The City
could potentially invest in new landmark
signage through Public Art Funding.
3.3.5 GENERAL SIGNAGE DESIGN
GUIDELINES
Signs should be architecturally integrated
with their surroundings in terms of size,
shape, color, texture, and lighting so that
they are complementary to the overall
design of the building and are not in visual
competition with other signs in the area.
The general guidelines for signage have to
do with:
• Conveying sign messaging clearly and
legibly
• Complementing signage with their
surroundings
• Locating and designing signage so that
it doesn’t visually compete with others
• Designing signage to be weather
resistant and durable
SIGNAGE MATERIALS
• Select signage materials that create a
sense of uniqueness and quality.
• Hand painted signs are encouraged.
• Painted signage on windows
following the maximum transparency
requirements is allowable.
• Avoid vinyl signage. Replace vinyl
signage where possible.
• Using cast or fabricated metal
dimensional graphics for letters
(individual standing letters) and logos
are encouraged.
SIGNAGE LEGIBILITY
Design signs for legibility:
• Use contrasting colors to the
background that the signage is placed
against.
• Tip: The use of a light colored letter
against a dark background lends to it
seeming larger. Light letters tend to
come forward, where dark letters tend to
recede.
• Create balance between text and
graphics.
• Leave space around the edges.
• 30% to 40% of the sign should avoid
text or graphics for legibility.
• Keep the border width and distance
from the edge proportional to the size
of the sign. Larger signs should have
wider borders spaced further from the
edge of the sign.
SIGNAGE COLORS
• Use a simple set of colors. It is
recommended that 1-3 colors are highly
effective for signage.
• Some colors are not complementary.
Pay attention to how contrasting colors
on the sign itself can impair legibility.
Use the ADA guidance on colors as a
reference.
• Design signage to complement
exterior paint colors.
SIGNAGE LIGHTING
• Use external or halo lighting to
illuminate building signage and
storefront signage in lieu of individually
lit dimensional or channel letters.
• Be aware of glare on signage when
illuminated. While light backgrounds on
signage is visible, they can create glare
when lit.
• With internally illuminated channel
letters, use an LED type lighting source
in lieu of fluorescent lighting.
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STOREFRONT DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan ADA colors are chosen for color blind people to easily
read. A high contrast is preferred.
Primary Signage
is oriented to
the street.
Secondary
Signage is
oriented to
pedestrians
Window Graphics
can not cover
more than 25% of
the window.
FIGURE 3.2: SIGNAGE TYPES
SIGNAGE VIEWING DISTANCE
Design signage so it can be read from the
street as a pedestrian and from a moving
vehicle. These two experiences are
addressed by these three types of signage.
• Primary signage refers to signage on the
exterior of the building facing the street.
Primary signs are those that are seen
from the greatest distances, and often by
cars traveling at higher speeds. Primary
signage is typically viewed for a short
length of time and must make a positive
impact quickly.
• Secondary signage includes vertical
blade signs that are aimed at the
pedestrian. Pedestrian signs are viewed
for a greater period time and can
contribute to the customer experience.
The quality of the sign fabrication can
convey the quality of store products or
experience being offered.
• Permanent window graphics are also
aimed at the pedestrian. However, these
are often accompanied by other non-
permanent signs (fliers, product signs).
The amount of window graphics is a
standard that regulates visibility into the
store and limits competing messages
and sign graphics.
PRIMARY SIGNAGE DESIGN GUIDELINES
• Keep the sign content simple. Too much
text is difficult to read from a car or at
a distance. Use only a few words and
focus on the business name and brand.
• Use building colors strategically to focus
the customer’s attention on the signage
and service. Use colors to draw the eye
into the most important features.
• Distinctive fonts should be both creative
and easy to read from a distance. Bold
fonts against a simple backdrop are the
most effective.
• Visibility of signs at night must compete
with many light sources - focus
attention on the letters in the sign name,
avoid white light boxes that create glare
for drivers
• Avoid visual clutter - give the business
name visual space from other signs and
façade elements that may compete for
the customer’s attention.
SECONDARY SIGNAGE DESIGN
GUIDELINES
• Pedestrian signs are most effectively
mounted perpendicular to the flow of
foot traffic and below 12 feet in height.
• An 8-foot clearance should be preserved
if the sign is mounted above a sidewalk.
• Pedestrian signs can be smaller - 12-18
inches in height to 24 inches in length.
• Window signs should reflect the fonts
and colors used on the primary sign but
can include additional detail such as
services or specialties provided.
• Pedestrian signs should not obscure
visibility into the store. Avoid putting
up banners or advertisements over the
storefront window.
• Avoid visual clutter - be selective
about how many signs are used at the
pedestrian level. It is better to attract
customers into the store to view the
products inside the store rather than out
on the sidewalk.
STOREFRONT TRANSPARENCY
GUIDELINES
• Window signs, whether temporary or
permanent, shouldn’t take up more than
25% of the window area. This allows for
transparency into the business.
• Clear the amount of signage to clarify
the identity of the shop.
• Limit the number of signs, posters, fliers
or other non-permanent messaging on
a storefront.
• Put the best merchandise behind the
window instead of temporary signage,
posters, and fliers.
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STOREFRONT DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 3.3: BUILDING COLORS FIGURE 3.4: COLOR COMBINATIONS Base Color
Secondary Accent Color
Primary Accent Color
Secondary Color
Use colors to focus attention on signage and
architectural features such as trim, awnings, and
building accents.
Base Color
Accent Color
Secondary Color
Base Color
Accent Color
Secondary Color
Base Color
Accent Colors
Secondary Color
Base Color
Accent Colors
Secondary Color
Base Color
Primary Accent Color
Secondary Color
Base Color
Primary Accent Color
Secondary Color
3.4 EXTERIOR COLOR
GUIDELINES
3.4.1. EXISTING EXTERIOR
COLOR STANDARDS
The City of Salinas has existing
exterior color standards that apply
to façade improvements. They apply
to the building exterior color, roof,
awnings, and finer exterior details,
such as roof flashing, rain gutters,
downspouts, vents and other roof
protrusions.
The predominant architecture along
the corridors of the Alisal is typically
minimal, but can be brought to life
with color and decoration.
Existing Color Standards require
subdued colors on the body of a
structure with bright or bold colors
generally limited to architectural
details and window and door trim.
Existing Color standards discourage
garish or overly bold colors. Colors
shall have a compatible color
scheme (including the roof color).
3.4.2. COLOR COMBINATIONS
For storefront exteriors there are base colors and
accent colors.
BASE COLORS
The base color should apply to the majority of the
building. Using a neutral base allows accents and
features to stand out. Choose a base color that has
some neutrality to it.
• Allow the natural color of materials such as
stone or brick to dominate the majority of
façade surface as its base color
• The color does not have to be tan or beige.
• Neutral base colors are less prone to fading and
can cover most of the building cost effectively.
ACCENT COLORS
Accent colors focus attention. However, if there
are too many accent colors, or if colors are too
strong or distracting, the view of the business can
be overpowered by color.
• Complimentary vibrant colors can be used on
architectural features such as trim, awnings,
and building accents.
• Consider contrasting light and dark tones of a
similar color family
• Reserve vibrant colors for use as an accent
which can be more easily repainted on a
frequent basis.
• Consider using the accent color scheme that
coordinates with façade colors.
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STOREFRONT DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Base Color
Accent Colors
Secondary Color
Base Color
Accent Colors
Secondary Color
Base Color
Accent Colors
Secondary Color
Base Color
Primary Accent Color
Secondary Color
Base Color
Accent Colors
Secondary Color
Base Color
Accent Colors
Secondary Color
The dark background with bright pink font provide
good contrast and clear legibility.(Photo by La
Michoacana Purépecha).
The decorative paint around the sign is effective
in drawing the eye to it. (Photo by Lynn Trimble,
Hyperallergic).
FIGURE 3.5: BOLD BASE COLOR COMBINATIONSBOLD BASE COLORS Because colors are an important part of
cultural expression, it is recommended
that the requirements for exterior colors be
amended to allow a wider variety of colors.
The expression of Mexican, Latinx, and
Hispanic culture includes vibrant bright
colors in contrast to subdued, earth tones,
beige, and neutral tones.
A wider range of deeper and darker tones
of base colors are commonly found as
attractive contributions to successful
commercial districts.
See the next page for some examples
of bold base colors combinations with
selected secondary colors that reflect the
wider interpretation of color standards that
allow for cultural expression.
The bright colors on this façade are an expression of
culture. (Photo by Urban Field)
Bright pinks, oranges, and yellows can be pleasing if
used in a complimentary manner amongst neighbors.
(Photo by Urban Field)
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STOREFRONT DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Module could be
expressed with a
dividing feature
Storefront and
canopy zone
by tenant
Unifying elements distinct from the tenant
storefronts can be used across the building to
create a coherent sense of place.
Storefront system
should be consistent
in type but may vary in
layout.
Canopy may
extend across
façade modules
The building
base should be
expressed in
quality finishes
and durable
materials
Primary Signage
Zone
FIGURE 3.6: MULTI-TENANT BUILDING STOREFRONT DESIGN
The outdoor seating, trellis, and landscaping provide a unique feature on a busy intersection. (Mi Casa Grill, El Cerrito, CA, photo by Urban Field).
3.5 STOREFRONT DESIGN
GUIDELINES
3.5.1. EXISTING STOREFRONT
DESIGN STANDARDS
The City of Salinas has existing
design standards that apply to façade
improvements. See City codes for full
details. For reference, here is a non-
exhaustive list of applicable standards and
permits:
• Lighting standards and types.
• Awnings and Canopies standards.
A building permit is also needed for
awnings and canopies.
• Standards and procedures for murals on
private property that follow City Code
Sec. 5-01. Public Art Program
Recommended Changes
• Reduce style-based design standards
so that local businesses can more fully
express their authenticity.
• Outdoor sidewalk dining standards
(currently only applicable in the
Downtown Salinas Area) for a Sidewalk
Cafe Encroachment Permit should
be allowed citywide and modified to
accommodate a wider range of sidewalk
types.
3.5.2. STOREFRONT DESIGN
GUIDELINES BETWEEN
ADJACENT STOREFRONTS
• Create consistency with signage types,
landscaping, and base colors.
• Between storefronts of different
businesses, encourage variation in
treatment of storefront design through
architectural details and materials to
differentiate buildings from one another
and create variety.
• Consider the design of neighboring
buildings, not to emulate, but to
compliment color and materials of other
buildings within the same block..
• Use neutral colors for the non-tenant
surfaces of multi-tenant buildings to
allow tenants to use vibrant colors to
draw attention to individual shops.
• Use separated canopies to maintain
individual tenant identities.
• Enhance the difference between tenants
by allowing differentiated secondary
colors that compliment primary
colors for each tenant in multi-tenant
buildings.
3.5.3. DESIGN STOREFRONTS
WITH UNIQUE FEATURES AT
INTERSECTIONS
• Encourage the design of special
features on business exteriors at
major intersections with public art,
a blade sign, unique landscaping,
outdoor seating, or a taller architectural
features to serve as a landmark at the
intersection.
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STOREFRONT DESIGN GUIDELINES
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Improve the appearance of blank walls on side streets
with murals, like this example from the Lake Street
Council’s Building Improvement Grant Program,
Minneapolis, MN.
These colorful planters and plants add an attractive
feature for pedestrians and serve to beautify the front of a small business with plants at this business in
the Mission (photo by Xueer lu and Kelly Waldron of
Mission Local).
Minimize the visibility of security by using window
security film and lighting. (Photo by nj_datenight on
Instagram)
3.5.4. DESIGN FOR PEDESTRIANS
• Support a pedestrian-friendly
environment with windows and
landscaping that faces the sidewalk.
• Design façades facing the major and
residential streets to be inviting and
conducive to pedestrian activity.
• Use clear or spectrally selective glazing
such as Low-E glass so that customers
can easily see into the store.
• Provide comfortable and safe pathways
for pedestrians. Keep entryways,
sidewalks, exterior walls and public
rights-of-way clear of for-sale items.
These items present safety hazards.
• Consider providing customer amenities,
such as outdoor seating in the form of
benches, chairs and tables
• Consider installing simple canvas
awnings with a valance face not to
exceed ten (10) inches over windows
and entries.
• Do not conceal building features such
as pilasters/transom windows with
awnings/canopies.
• Consider using planters instead of
fences.
• Fencing the front of the storefront is
highly discouraged.
• If needed, use decorative fencing or a
short seat wall that is less than 3 feet
high with a landscaped buffer.
3.5.5. MINIMIZE THE APPEARANCE
OF SECURITY
• Use window security films instead of
security bars, and remove security bars
where possible. Security bars are a sign
of defense, and invite the perception
of crime. Window security films are
affordable and are engineered to be tear
resistant and strengthen glass to prevent
break-ins without being visible.
• When necessary for security, use roll-
down grille type in lieu of roll-down
door. Open slat-type roll-down grilles
are more transparent than opaque
grilles.
• Locate the horizontal and vertical
grille tracks to fit within the storefront
opening, and without protruding
beyond the surface of the wall.
• Locate building entrances so they are
accessible to the largest number of
pedestrians
• Design building storefronts to allow for
transparency between the inside and the
outside and minimize the presence of
blind corners.
• Orient façade detailing and highest
quality materials closest to the
customer’s pathway.
BEFORE
AFTER
3.5.7. TREATMENT OF
FAÇADES FACING ADJACENT
NEIGHBORHOODS
• Treat building façades facing residential
streets and parking lots with architectural
detail and emphasis similar to façades
facing major streets.
• Where the parking areas are located
across a public alley, treat the entire
building façade facing the alley with the
similar architectural details and emphasis
found in the main street building façade.
• Where off-street parking occurs, adequate
complementary lighting should be
provided.
3.5.8. TREATMENT OF FAÇADES
FACING SIDE STREETS
• Improve the appearance of blank walls
on the sides of buildings by wrapping
architectural details from the front façade
around the corner, adding murals, or
vertical landscaping.
• Organize non-architectural building
elements such as mechanical louvers and
ventilation grilles to fit within the overall
building design and away from the front
façade as much as possible.
• Locate satellite dishes, antennas, and
mechanical structures in the rear roof
spaces away from public view.
• Screen trash areas with an enclosure or
permanent landscaping.
• Incorporate display window lighting
and lighter interior colors to illuminate
storefronts at night and to enhance
natural lighting during the day.
• Use coordinated design to illuminate
architectural features, entries, sidewalks,
parking, signage and alleys.
• Choose materials that are resistant
to wear along sidewalks and at the
storefront entry.
3.5.6. ADD/MAINTAIN STOREFRONT
LANDSCAPING
• Install permanent landscaping
and irrigation systems for any new
landscaping.
• Maintain existing landscaping.
• Remove tired landscape elements.
94 95
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Opposite Page: This is an example mock-up
of posters for the application of one of three
concepts developed as a pilot for the Alisal
District Graphic Identity. When effectively
applied, the use of a graphic identity helps
to strengthen the visibility of a place to the
community outside the area, and reflect a
sense of pride to those within it.
Neighborhood brands have been used by districts all
over the world to describe themselves and distinguish
their identity from others in the area. The process
unearths the essence of a place, which is often multi-
layered.
District Graphic
Identity
The purpose of creating a district graphic
identity is to help communicate the unique
qualities and strengths of a community to
the rest of the world. While effective district
identities create external awareness, they
still need to be authentic and inclusive to
have meaning. Sometimes a neighborhood
brand is hard to distill into one thing. For
that reason the community identity needs
to have some structure but be allowed
to evolve. This chapter documents a
community exercise in choosing a district
graphic identity and a framework for
implementing and evolving it.
4.1. WHAT IS GRAPHIC
IDENTITY?
A graphic identity system typically includes
a logo, a family of colors, fonts, and
sometimes repetitive elements such as
patterns that can be applied to add another
layer of specificity.
This system can be applied to a wide range
of places in the public streetscape—on
buildings, on bridges, on utility boxes, as
signs, as part of installations, and on street
banners. It should be applied in a consistent
manner within the district to make it clear
that you are in “The Alisal.”
4 96 97
DISTRICT GRAPHIC IDENTITY
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 4.1: DIGITAL LOGO CONCEPTS4.2. GRAPHIC IDENTITY
CONCEPTS
4.2.1. DESIGN INTENT BEHIND
GRAPHIC IDENTITY CONCEPTS
The development of district graphic themes
identified some of the core values from the
Alisal Vibrancy Plan (AVP). Specifically, the
Vision Salinas Core Value of “an inclusive,
diverse, and welcoming city where all
people can thrive”.
The core values are important, and also
somewhat abstract. It was understood
that there were many things that the
community values and many different
stories to highlight from the past while
not excluding visions for the future. The
graphic identity options proposed were
designed to frame community artwork,
quotes, and images that are representative
of community expression.
The intention behind each of the options
was to create a “platform” or “vessel” to
incorporate multiple narratives and visibly
elevate community pride, while also
providing some consistent elements to tie
the graphic identity together.
4.2.2. GRAPHIC IDENTITY CONTENT
With a framework set, the next step will
be to continually consider what the
community contributes to make it their
own. The definition of Alisal is not fixed,
and there are multiple opportunities for
people in the community to define it.
• Past: There are a lot of different cultures
that have been part of Alisal’s past.
The history of the Alisal area includes
Indigenous Ohlone Costanoan Esselen,
Filipino field laborers, Latinos, Braceros,
Okies, Japanese flower growers, Chinese
and Korean merchants, and people from
multiple cultures. There are many stories
that can inspire the district identity.
• Present: There is a thriving agricultural
community in Alisal and great artists,
important figures, and events that could
be highlighted. References to the fields,
greenery, surrounding mountains, and
nature are also representative of Alisal as
a setting and place.
• Future: Messages of hope and narratives
about future aspirations can also fill the
“frames” created by the Graphic Identity.
Most importantly, the graphic identity
needs to reflect a sense of pride.
To be effective, and in recognition
of the future iterations of district
graphic identity, the following
guidelines were identified:
• The colors should be bright and
vibrant
• The colors should be distinctive
from local high school colors.
• The font should be legible, unique,
and distinct from other font logos.
• The text should be in English and
Spanish.
• The internal graphics and ideas
should be changed routinely.
4.2.3. DISTRICT LOGO CONCEPTS
Concept 1: Building Blocks
One block is just a block. Multiple blocks and you
have structure, strength, and protection. Many
blocks and you have a neighborhood, a community.
The Alisal is a rich tapestry, woven together from the
diverse people and vibrant cultures. The blocks, in
all their various forms and combinations, symbolize
these different facets of the community.
Concept 2: The Grove
“Alisal” doesn’t just mean “alder tree” in Spanish
but a grove of them. A place where alder trees
are abundant and grow together. Just like the
thriving community of people in the Alisal. The
logo represents a grove of trees as seen from above.
The sunburst at its center speaks to the power and
strength in numbers. In community. The “A” of
“ALISAL” represents a tree/individual. These trees/
individuals come together to form the “grove”—a
symbol of strength, pride, natural beauty, and
stability.
Concept 3: Facets
This option amplifies the wonderfully diverse and
multi-dimensional layers—culture, history, ideas,
and spirit—of the Alisal. A mosaic identity made
of, for, and by the multifaceted community—
specifically a monogram “A” that has a three-
dimensional quality and reflects the many layers of
the community’s personality and spirit.
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DISTRICT GRAPHIC IDENTITY
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
4.2.4. GRAPHIC IDENTITY
APPLICATIONS
The graphic identity can be applied
to banners, as a gateway symbol, and
designed as part of posters that share the
quotes and stories of the community,
photos of people, and art created by the
community.
Graphic identity can also be integrated
into posters, worn on t-shirts and hats, and
made into stickers.
Banners are a powerful way to identify the neighborhood and could include event-related information or feature local artists.
Signs at key neighborhood entry points could proudly identify the Alisal as a gateway symbol.
FIGURE 4.4: CONCEPT 1 - BUILDING BLOCKSFIGURE 4.2: STREET BANNERS FIGURE 4.3: GATEWAY SIGNAGE
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DISTRICT GRAPHIC IDENTITY
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan FIGURE 4.5: CONCEPT 2 - THE GROVE FIGURE 4.6: CONCEPT 3 - FACETS 102 103
DISTRICT GRAPHIC IDENTITY
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan The graphic design concepts for district identity were shared widely through an online survey, at the design workshop, and at numerous pop-ups. There were three options to choose from. The image above is from the design workshop (Photo: Urban Field).
Trash receptacles are also highly visible at the
pedestrian level and could include art and the graphic
throughout the district.
Pilot project fabrication proofs (April 2024)
Banners are a powerful way to identify the
neighborhood and could feature local artists.
A variety of colors on banners can bring color to the
streetscape and create a sense of place.
4.3 COMMUNITY SURVEY
In order to elicit what the community
wanted, the project team created three
concepts based on various elements of the
Alisal’s history and community to test ideas
and gather feedback. The three options
are shown on the opposite page. The
graphic identity for the Alisal was vetted
through a survey, in focus groups, and
during a design workshop. The feedback
mostly favored Option 1, but also included
elements of option 2 and 3.
The results showed that Concept 1
resonated most with the community
because of its multi-cultural appeal, “papel
picado look,” and lively colors. Concept
3 was also liked for its vibrant colors.
Concept 2 appealed to those who liked the
references to nature and simplified look.
The refinement of Concept 1 is shown here as an initial neighborhood graphic. While this is the second iteration of the graphic, it is anticipated that the graphic may evolve over time.
4.4 GRAPHIC DESIGN PILOT
PROJECT
To demonstrate this proof of concept,
Concept 1 was developed further to
respond to comments and applied to street
banners and trash enclosures on major
corridors in the Alisal.
It is important to note that graphic identity
can evolve over time and that there are
many opportunities for the community to
contribute to the expression of the graphic
identity.
Alisal Graphic Identity Standards were
created on a website to provide guidance
on how to apply the graphic identity by
providing the elements of the Alisal brand
(logo, color, pattern, typography) and
standards on how to use those elements.
The website allows users to download logo
and pattern assets from the site directly.
FIGURE 4.7: REFINED CONCEPT 1
104 105
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Opposite page: Here is an example of public
art in the Alisal neighborhood. This mural is
located beneath Highway 101 overpass along
East Alisal Street in Salinas. (Photo by Jay
Dunn, The Salinas Californian)
Public art is a way for the Alisal community to express its values, culture, and identity. The stories that public art can tell highlight the history of the area, its people, and define its identity.
Public Art for
the Alisal
5.1. CITY OF SALINAS PUBLIC
ART POLICIES
The City of Salinas is a community with
many local artists. The process for selecting
public art is relatively young. Public Art in
the City of Salinas is overseen by the Public
Art Commission which was established
soon after the City Council approved a
Public Art Program Ordinance (Chapter
5. Article 1 Public Art Program) in 2017. A
strategic plan for Public Art was adopted in
2020, which is known as the Salinas Public
Art Master Plan (PAMP). The PAMP lays the
groundwork for public art over the next
10 years and provides the overall vision,
goals, and policies that define the process,
roles and responsibilities, artist selection,
and guidelines for public investment,
maintenance and upkeep for public art.
City staff from the Library & Community
Services Department and the Community
Development Department administrate the
program.
Local artists (directly living in the Alisal)
contribute significantly to the cultural
vibrancy and identity of the community by
telling the neighborhood story through art.
5 106 107
ALISAL ARTS ACTION PLAN
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan The funds for multiple murals on freeway infrastructure came from the Caltrans Clean California Program. Future funding from the City of Salinas will add to greater collection of public art in the Alisal. These two complementary murals on East Market Street feature a young girl sitting with a blue and polka dot toy horse next to the river (top) and a woman with her life-size blue and polka dot horse (bottom), telling the story of the past and its connection to the present and future. (Photos by Luis Alejo)
PUBLIC ARTS
MASTER PLAN
VISION (PAMP)
The City of Salinas will
reflect on its rich history
while looking toward
the future through
bold, visionary art. The
public art program will
foster unity, inclusivity
and intergenerational
connection through the
celebration of the City’s
diverse, hardworking,
and culturally vibrant
community. Public art
in Salinas will serve to
inspire and support
residents, especially the
youth, through positive,
meaningful messages and
the creation of opportunity.
Fundamentally, public art
will solidify Salinas as an
exciting place to live as well
as a destination for arts and
culture.
It was revealed in public outreach that there
are challenges that both artists and staff
face with public art implementation.
These include:
• The feeling that there are limited
opportunities to participate in art
projects
• Unfamiliarity with the application
process
• Limited funding for art projects
• The need to calibrate the internal and
formal process at the City level
• Challenges with large scale, public art
installations
• Lessons learned about the durability of
materials
• And upkeep of public art, once installed
The program is still young, but has now
received a bigger commitment of annual
funding and will grow in the near future.
The ideas in this chapter take a few steps
(out of many) to suggest ways to bring
more public art to strengthen the identity
of the Alisal.
.
5.1.1. PAMP PUBLIC ART PROGRAM
GOALS
It is important to build off of the PAMP
Goals to:
• Establish a legacy of arts and culture
in the community for the current
generation of residents as well as those
to come.
• Strive for a geographically equitable
distribution of visual and performing
arts.
• Utilize art as an avenue for bringing
people together and honoring the
stories of the land and people of
Salinas, especially those that have been
historically underrepresented.
• Establish a high standard for creative
and technical excellence.
• Support the growth of a broader arts
and culture movement throughout the
City and encourage unity within the arts
community.
• Utilize art as a tool for promoting
community and economic
development.
• Develop an art program that is receptive
to new ideas and has the capacity to
evolve over time.
5.1.2. ALISAL DISTRICT PUBLIC ART
GOALS
To strengthen district identity, the goal is
to assemble a collection of public art in the
Alisal that:
• Creates a visual impact.
• Highlights aspects that make the Alisal
unique.
• Develops a sense of pride and ownership
over public spaces.
• Represents historically excluded
communities.
• Frames the multiple identities of the
Alisal Community.
• Tells meaningful stories forging more
mutual understanding.
• Showcases the talent of local artists from
the Alisal.
• Works with local Alisal art and culture
groups, programs, and spaces.
• Provides an opportunity for youth
involvement, education, and personal
growth for the community.
• Has a positive and transformative effect
on Alisal’s vitality and neighborhood
environment.
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ALISAL ARTS ACTION PLAN
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan There are many opportunities to promote positive connections and honor the past, present, and future of the East Salinas community through public art. The stories are abundant, like this Día de los Muertos ofrenda in the Alisal. (Photo by City of Salinas).
5.2. PUBLIC ART FUNDS
City of Salinas. The Municipal Art Fund was
initially funded solely by a 0.5% reserve of
capital improvement projects (CIP). In 2023, the
City Council began a new annual designation
of $100,000 and increased the percentage of
completed CIP from 0.5% to 1% to give public art
ongoing support into the future.1 Funding supports
visual and performing arts and includes permanent
art as well as events. This investment will be
essential to building the collection of public art in
the City of Salinas and cultural offerings.
Other Public Agencies.
It is important to acknowledge investment in
public art in the Alisal from outside the area
through programs by other levels of government
and resources. For example, Caltrans procured the
services of the Arts Council for Monterey County,
which is a 503(c) nonprofit, to facilitate the selection of artists and mural design for the Clean California
State Beautification Program. These two entities
have a funding structure and public art selection
process that is separate from the City of Salinas.
Private Funds.
Public Art can also be funded privately through
commissions, purchase, or donation in the public
realm. Even if a piece of art is funded privately, the
location and installation of public art must follow
the City Municipal Code and be considered by the
Public Art Commission.
1 At the February 2024 Public Art Commission meeting,
the Library and Community Services department gave an
update regarding this. Recording of the meeting is available via thesalinaschannel on YouTube starting at 59:17 minutes.
5.3. CURATORIAL FRAMEWORK
The PAMP provides a curatorial framework
for evaluating public art projects, that
includes the following:
1. Emphasize time and place; art should
consider the past, present, and future of
Salinas.
2. Consider aspects that make Salinas
unique, including its strong agricultural
presence, youthful and diverse
population, and the juxtaposition of its
urban nature and rural context.
3. Promote positive values, including
connection, diversity, education,
family, and safety.
4. Provide an opportunity for telling
meaningful stories and promoting
mutual understanding.
5. Showcase the talent and creativity of
Salinas by focusing on local artists,
while employing visiting artists where
appropriate.
To enhance the curatorial framework for
the Alisal, the following list includes top-
ranked ideas preferred by the community
for what public art should represent.
Values
• Hard working
• Close knit
• Generosity
• Creativity
• Family
• Future thinkers
A mix of various cultures
• Diversity/ Multi-ethnic
• A place for everyone
• Mexican Americans
• Filipinos
• Japanese
• Chinese
• Okies
Immigrant Pride
• Farm workers
• Salinas’ rich labor history
• Street vendors
• United Farm Workers history
Stories about places
• Hebbron Heights
• The former old pueblo of the Alisal
• Closter Park
• Carr Lake
Stories about people
• Joe Kapp “The Toughest Chicano”
• Musicians
• Historic figures like William Hartnell,
James Bardin, etc.
• Famous Boxers
• Low Rider History
The Environment
• Salinas Valley (and Mountains)
• Agriculture, Farm Fields, Salad bowl of
the world
• Nature
• Monarch Butterflies
• Animals, Eagles
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ALISAL ARTS ACTION PLAN
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan This mural on East Alisal Street was created 15 years ago by Jesús León and Arturo Bolaños. La Neta Murals’ artists Arsenio Baca, Sea Sevilla, Avelino Sanher, Gerardo Zambrano and Natalia Corazza restored the murals to their original state and added murals to wrap the previously unpainted areas of the underpass with original mural themes. The mural restoration and additional murals were funded by the CalTrans, Clean California Murals Project. (Photo by Luis Alejo).
Some public realm
improvement projects
can be an opportunity for
community building.
This example of a mosaic mural
above was created by volunteers at
Hogan Middle School in Vallejo, CA.
The community worked to design
and install the mosaic as part of an
educational opportunity.
5.4. PUBLIC ART FORMS
District Identity is experienced through
permanent art installations in the public
realm. There are many possible types of
art that can be featured to express District
Identity, including:
• Murals: A growing collection of murals
can be found on public and private
buildings and structures throughout the
Alisal neighborhood. Murals in public
view involve an existing process for
approval and installation. Refer to the
zoning code or ask the Community
Development Department for guidance.
• Decorative mosaics: Mosaic ceramic
walls are an opportunity, like murals, to
decorate public and private buildings
and structures, as floor treatment, wall
treatment, or in decorative ways (e.g. on
bench seating) in public spaces. While
this is an opportunity for public art,
maintenance of decorative mosaics is
currently a concern at the City.
• District/Gateway Signs: A decorative
sign that spells out “Alisal” could be
used to establish district identity in the
neighborhood. These could be placed
at the entrances or in the center of the
neighborhood. A series of landmarks
or decorative signs could also unite
gateways to the area and define the
limits of the Alisal/ East Salinas area.
• Landmark Sculptures: A landmark
structure (or series of landmarks) could
be located next to a major street corridor
to help orientation within the district.
• Banners: Public art could be displayed
on banners along streets.
• Painted Utility Boxes: Efforts to paint
utility boxes found along Alisal corridors,
should continue in new locations or
refresh existing ones. Using the boxes to
reinforce a repeating graphic is one way
create a sense of unity for a corridor.
• Graphics on Garbage Cans: The panels
on City standard garbage cans could be
replaced as needed to serve as a canvas
for public art. Panels can either be
painted directly or wrapped with artwork
to make public art visible along streets at
the pedestrian level
• Plaques or monuments: Plaques or
monuments that tell the story of the
neighborhood could be integrated into
the landscape, buildings, or stand on
their own.
• Performance Stages: Consideration
should be given to potential event
spaces or stages in public spaces to host
performing arts.
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ALISAL ARTS ACTION PLAN
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Sanchez
Elementary
Martin Luther King
Jr.
Academy
Bard Blades
School
Cesar E. Chavez
Elementary
La Paz
Middle
School
Alisal
High School
Fremont
Elementary
Bardin
Elementary
Hartnell College
Los Padres
Elementary
El Sausal
Middle School
Frank Paul
Elementary
School
Sherwood
Elementary
School
Sanborn Rd
Sanborn Rd
Williams Rd
E Alisal St
E Alisal St
E Market St
Highway 101
Railroad Tracks
Closter Park
Laurel
Heights Park
Cesar Chavez Park
Natividad Creek Park
Upper Carr
Lake
Salinas Fairways
Golf CourseGene
Robertson
Park
Potential Locations
for Public Art
FIGURE 5.1: POTENTIAL LOCATIONS FOR PUBLIC ART 5.5. PUBLIC SITE SELECTION The potential locations for public art
projects in the Alisal could include, but are
not limited, to:
Bridges
• Train Tracks at E. Front and E. Market
Street
• Train Tracks at E. Alisal Street
Gateways
• E. Alisal Street at Griffin Street and/or
Kern Street
• Market at Kern Street and/or Merced
Street
• John Street between Griffin Street and S.
Wood Street
• Wood Street at Highway 101 off ramp
• Market Street at Highway 101 off ramp
• S. Sanborn Road at Fairview Avenue
• E. Alisal Street and S. Sanborn Road
• E. Laurel Drive at Upper Carr Lake and/or
Sanborn Road.
Historic places or landmarks
• Bread Box Recreation Center
• César Chávez Library
• Firehouse Recreation Center
Along roadways
• E. Market Street
• E. Alisal Street
• N. Sanborn Road
• Williams Road
• E. Laurel Drive
Medians or traffic islands
• E. Alisal Street and Skyway Blvd.
Open spaces / Public Parks
• Carr Lake
• Natividad Creek Park
• César Chávez Community Park
• La Paz Park
• Closter Park
At local schools
At the discretion of the Salinas Unified
School District and other public
institutions.
Community centers, likke the Bread Box Recreation Center, are desirable locations for public art projects. (Photo by City of Salinas)
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ALISAL ARTS ACTION PLAN
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
5.6. TOP 6 PUBLIC ART
PROJECTS
The Alisal District Identity Master Plan
recommends the following six projects to be
considered for funding.
1. District/Gateway Signage: This project
could include multiple large free-standing
letters that spell ALISAL located at district
gateways and in central places that are
frequently visited and easily viewed. The
location of the sign should also consider
photos of people standing in front of the
lettering.
A gateway sign, like the example (top) for Puebla could also be created at the heart of the Alisal. (Photo: Adobe Stock)
2. Trash Panel Art: This project could be
established as a recurring project for
artwork to be applied to panels of trash
cans.
Trash panel art can serve as a pedestrian-level canvas for public art and culture. The Alisal program could follow build on a program for trash panel art in Downtown Salinas.
(Photo by the City of Salinas)
3. Street Banners: This project could be
established as a recurring project for
artwork to be applied to banners.
Street banners are an opportunity for emerging artists to be involved with temporary public art. The City of Mississauga’s program is shown (bottom left). (Photo by Tori Lambermont)
4. Utility Box Painting: This project should
follow streetscape improvements to
refresh existing utility boxes and decorate
any new streetscape infrastructure.
Utility boxes (bottom left) can also serve as a pedestrian-level canvas for public art. (“City Life” utility box at Water and River Streets, Santa Cruz, photo by Ted Silveira)
5. Wall Art: This project could be established
as a recurring project for artwork to be
applied as murals or mosaics to enhance
district identity in the Alisal.
A series of murals could be a recurring art project throughout the Alisal. The mural pictured (top left) is on the back wall of the Monterey County Health Department on E. Alisal Street. (Photo:
Urban Field)
6. Monuments: Monument sculptures in
unique forms can highlight local history
and also serve as a new recognizable
district feature for wayfinding and
orientation. Monument projects could
include multiple locations.
Monuments, with memorable themes, could also be used as landmarks throughout the neighborhood. The sculpture “Hat in Three Stages of Landing” (right) is located in Sherwood Park, Salinas, CA (Photo by Claes Oldenberg).
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ALISAL ARTS ACTION PLAN
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
5.7. PROCESS FOR MANAGING
AND MAINTAINING PUBLIC
ART
5.7.1. PRIVATELY FUNDED ART ON
PRIVATE PROPERTY
The process to gain approval for privately
funded art on private property involves
multiple stakeholders and must include
Site Plan and Development Review
Applications.
The applications require:
• Permission from the land owner on
which public art is installed.
• An artists statement on how the artist
was selected and the artist’s experience
with public art installation.
• A design statement including how the
design was selected and a sketch of the
design.
• A scaled plan of where the public art will
be located to provide a sense of how big
the public art project will be.
City Staff in the Community Development
Department can advise on how to submit
an application. Once applications are
submitted, City Staff will review before
presenting it to the Public Art Commission.
As an overview, the purpose of review is to:
• Ensure art contributes to the overall
district identity in a coherent way.
• Check how it integrates with the site that
its on and immediate environment.
• Review the design of the art piece
and how it complies with the Public
Art ordinance. (For example, art can
not include words or text, symbols,
regulatory markings, or disorienting
patterns. Refer to the Public Art Code for
more information.)
• Consider how the art is installed and
maintained.
• Ensure the durability of the materials
and installation.
• Evaluate the proposed budget to
complete the project and allocation of
budget to ongoing maintenance.
5.7.2. ROLES INVOLVED IN THE
PUBLIC ART PROCESS
City Staff’s Role in Strengthening District
Identity through Public Art
City staff from Library and Community
Services and the Community Development
Department must coordinate to administer
public art.
In order to meet the goals of the PAMP and
to strengthen district identity, staff should
coordinate to:
• Maintain a recommended list of public
art projects by location, including a
general time frame for prioritization and
preliminary costs.
• Manage proposals for privately funded
art projects and donations of art that are
visible in public spaces.
• Issue and managing Calls for Art for City-
funded projects.
• Advise applicants on the process of
gaining public art project approval.
• Encourage local artists to submit
proposals to Calls for Art
• Develop resources for better
understanding the application processes.
• Present proposals for public art to the
Public Art Commission.
• Managing agreements for approved
public art projects.
• Address maintenance needs for public art.
City Council’s Role in Strengthening
District Identity through Public Art
City Council reviews the proposals for
feasibility, maintenance, and operations.
Local Artists’ Role in Strengthening
District Identity through Public Art
Local artist are the ones who make the most
visible contribution towards the content,
expression, and implementation of the
district’s identity through the art they create.
Generally, there are several roles that a local
artist can play in the public art process.
Artists are not required to serve all roles.
• Idea Generator: The artist provides a
concept or an original idea but does not
execute it, and remains involved to direct
it.
• Art Interpreter: for community based
public art projects, the artist serves as
a collaborator, interpreter, visionary,
teacher, mentor, and liaison between
client and community.
• Installer: The role for this artist is to install
the art in place.
• Promoter: The role of local artists, often as
part of a larger community organization,
promotes the greater appreciation for the
arts within the community to perpetuate
the recognition of public art in the
community and to other broader art
markets.
Here is a list of what is considered in
the selection of artwork, per the city’s
municipal code:
• Consideration of the origin of the
art of the residence of the artist, with
preference to Salinas-based artists;
however, this is followed in order by
art which originates in and artists who
reside within Monterey County and the
Tri-County area.
• Representation of a broad variety of
tastes within the community and the
provision of a balanced inventory of
public art to insure a variety of style,
design, and media throughout the
community that will be representative of
the eclectic tastes of the community;
• Experience of the artist in working on
comparable projects.
• Evaluation of equity and diversity in
ethnicity, gender, geographical location/
origin, subject matter, scale, medium,
and style elements.
• Ease of maintenance.
• Originality or the artwork and copyright
infringement laws.
Refer to Art in Public Places Policies &
Procedures Manual in the Public Art Master
Plan for additional consideration items of
the selection of artists and artwork.
Public Arts Commission Role in
Strengthening District Identity through
Public Art
The role of the Public Arts Commission is
to:
• Encourage high quality public art that
meets the goals of the PAMP.
• Pursue ongoing grants and partnership
opportunities.
• Review proposals and public comments
collected about proposed projects.
• Consider which public art projects to
pursue, given public funds available.
Community/General Public
The selection of public art involves the
general public through public comment
with a public notice. Best practices for
sharing public art include providing mock-
ups, preferably on site, an online survey,
and opportunities to meet with the artists at
pop-up events.
The selection of future artwork involves the greater Alisal community. Outreach, like this pop-up, is an essential
part of choosing public art. (Photo by City of Salinas) 118 119
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CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
5.8. ART SELECTION
CONSIDERATIONS
Here are some questions that local artists
and the Public Art Commission selection
committee should consider when
preparing a proposal.
COMPLIANCE
Does the artwork comply with the City of
Salinas Public Art Program requirements ?
Specifically, in terms of using:
• Words or text (including artists
signatures)
• Symbols or icons such as flags, logos,
symbols, anatomy, or commercial
symbols.
• Markings that look like regulatory
signs.
CULTURAL RELEVANCE
Is the artwork relevant to the Alisal’s values,
culture, and people? How closely does
the proposed artwork meet the goals and
vision of the community?
ACTIVATION
How does the project serve to anchor and
activate public space?
• Is the size and mass of the project
appropriately scaled for the site?
• Are there adjacent features that could
overwhelm or compete with the scale
of the project? Features could include
the scale of the site or adjacent
architecture, large retail signage,
billboards, etc.
• Is the project located near high levels
of pedestrian traffic and circulation
paths? Does the project enhance the
pedestrian streetscape experience?
The selection of future artwork is based on a variety of factors including relevance to the goals and vision of
the community and the ability of the work to anchor
and activate public space. The mural pictured above is
one of three from the Clean California Murals Project.
It is located on Sanborn Road on the Highway 101
overpass. (Photo by Luis Alejo)
SELECTING MULTIPLE ARTISTS
Has this artist been awarded a project
before?
In order to reach as many local artists as
possible, projects that are funded on a
recurring basis (annually or seasonally, e.g.
street banners) should be limited to new,
local artists (defined as an artist who lives in
Salinas and who has not received funding
for the same project before). Recurring
art projects can give local artists a chance
to become more involved in public art-
making, as they are often more suitable
to artist/community collaborations than
larger permanent public art works.
Recurring art programs provide valuable
opportunities for training emerging artists
or those unfamiliar with the public-art
commissioning process. Recurring public
art projects often have smaller, more
manageable budgets, often less rigorous
contracting procedures, more flexible
deadlines, and offer artists more options in
terms of appropriate materials.
These programs also enable communities
to become actively involved in identifying
and encouraging their own emerging
artists; these artists, in turn, can nurture the
creativity of others.
DISTRIBUTING PUBLIC ART
THROUGHOUT THE ALISAL
Does the placement of this project meet
the goal of fairly and equitably distributing
public art throughout the district?
CONSTRUCTIBILITY AND
MAINTENANCE
Can the project be built and installed as
proposed? Is there enough expertise and
experience to successfully implement the
project? What kind of maintenance does
the project require?
• Is funding for installation and
maintenance considered as part of
the proposal?
• The proposed artwork may look great
on paper and in theory, but can it be
built? Proposals of public art must
include an installation plan. Are there
installation needs that should be
coordinated in public spaces?
• How does the project accommodate
the constraints of the existing
physical site? Does the project block
windows or entranceways, or obstruct
normal pedestrian circulation? How
does it look at night?
• How will the project withstand public
intervention and vandalism? How
will the project age with the outdoor
environment?
The view of artwork at night and its ability to withstand weather are two of the practical considerations about the physical needs of the artwork that are an important part of the art selection process. Using the right materials during installation and a plan for maintenance are essential to the longevity of public art. (Photo by City of Salinas) 120 121
ALISAL ARTS ACTION PLAN
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
5.9. MAINTENANCE AND
CONSERVATION
Maintenance and conservation of public
art are critical aspects of ensuring the
longevity, integrity, and aesthetic appeal of
artworks displayed in public spaces.
Public art, which includes sculptures,
murals, installations, and other forms, is
often exposed to environmental elements,
wear and tear, and potential vandalism.
Proper maintenance and conservation
practices help preserve the cultural and
artistic value of these artwork pieces for the
enjoyment of the community.
Ongoing maintenance and conservation
of public artwork is incorporated into the
proposal process and agreement between
the City and Artist, so that the Public Art
Program and the City do not become
burdened with the possibility that a work
of art will fall into disrepair, damaged, or
vandalized.
5.9.1. MAINTENANCE PLAN AS PART
OF PUBLIC ART PROPOSALS
Public Art in the community should
look well cared for to contribute to the
cultural vibrancy and identity of their
surroundings. This can be better achieved
by adopting a comprehensive approach to
maintenance and conservation. Including
a Maintenance Plan as part of proposals of
public art is a best practice to ensure that a
project will remain in good condition for
years to come.
The preparation of a maintenance program
may require mentorship from Public
Works, trades people, and other artists.
Collective knowledge of how materials
weather and which exterior finishes are
appropriate for outdoor use or resistant to
graffiti or vandalism, protective coatings
and the appropriate hardware needs to
be shared. If damage should occur, a plan
should be in place to either repair it or
remove it per PAMP deaccession and legal
considerations.
5.9.2. MAINTENANCE PLAN
COMPONENTS
The Maintenance Plan for proposals of
public art should consider the following
items:
Responsible parties for maintenance
• Identify responsible parties for
maintenance.
• Schedule regular inspections to identify
signs of deterioration, damage, or
vandalism to the surface, foundation, or
structural components of the piece.
• Seek guidance from professional
conservators or restoration specialists
for more intricate conservation work.
• Follow industry standards and ethical
practices in conservation.
This mural is peeling because a primer was not used
before applying exterior grade paint and sealant. The
mural was restored by Evergreene Architectural Arts
(Photo by Brooke Beare.)
Cleaning and Maintenance Techniques
• Provide a statement regarding the
materials from which the project is
fabricated.
• Include instructions on the appropriate
cleaning methods based on the
materials used in the artwork and which
cleaning practices to avoid that might
cause harm to the artwork.
• Establish an emergency response plan
to address immediate threats such
as vandalism, accidents, or natural
disasters with procedures to mitigate
damage.
Documentation
• Maintain documentation, including
photographs and written records, to
track the condition of the artwork over
time.
• Document interventions or
conservation work performed.
Budget and Funding:
• Allocate sufficient resources in the
budget for ongoing maintenance and
conservation efforts.
• Explore grant opportunities and
partnerships to support conservation
projects.
Protective Coatings
• Apply protective coatings to artworks to
shield them from environmental factors,
UV radiation, and pollutants.
• Ensure that coatings are compatible with
the artwork’s materials.
Vandalism Prevention
• Design the artwork to be hardened to
vandalism using anti-graffiti coatings or
secured mosaic tiling.
• Implement strategies to prevent
vandalism, such as increased lighting,
surveillance, or community engagement
initiatives.
• Engage the community in the
preservation efforts by raising awareness
about the value of public art and the
need for its care.
• Encourage community members to
report any issues or concerns.
• Repair vandalized components promptly.
Secure Mounting and Foundations for
Sculptures and Free Standing Monuments
• Ensure secure and stable mounting or
foundations to prevent structural issues.
• Regularly inspect mounts or foundations
for signs of wear or damage.
Removing Art
• Outline the conditions that warrant the
removal of the art piece from public
space.
A maintenance plan should be put in place when
public art and improvements are proposed to maintain
and restore public art if vandalized. (Photo by City of Salinas)
122 123
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Opposite page: A scene from the installation of a
Clean California mural at the Market Street Highway
Underpass. (Photo by the City of Salinas)
This chapter summarizes the next steps needed to
implement the Alisal District Identity Master Plan.
Implementation
6 6.1. IMPLEMENTATION
STRATEGY
The implementation of public realm
improvements throughout the Alisal
district will be a long-term undertaking.
The implementation strategy builds
on existing momentum from related
planning efforts and funding sources.
This section provides a summary of
recommended actions for decision
making.
6.1.1. INITIAL TACTICAL ACTIONS
The Alisal community has been integral
in creating the vision for the future of
their district. The community outreach
process revealed frustration at a lack of
visible progress within the public realm.
Progress is underway on several initial
tactical actions to improve the public realm.
These include:
• Initiation of the Trash Can Artwork
“Wrap” program to bring public art to the
streetscape.
• Initiation of the Street Banner program to
brand major corridors.
• New paint for light poles to refresh and
enliven the streetscape.
• Refreshed paint for crosswalks to improve
safety.
• Initiation of a program to plant trees in
empty tree wells
• Implementation of Community Clean Up
Programs at Carr Lake and Natividad Creek
• Ongoing Public Art Events using Public Art
Funding
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CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan
CLEAN CALIFORNIA
The city received grant funding through
Clean California for near-term, tactical
public realm improvements at the Bread
Box (see chapter 2), tree planting on East
Alisal Street, and to pilot a trash can “wrap”
program.
Empty tree wells on East Alisal Street will soon be filled with new trees with the Clean California program funding. (Photo by SWA)
Paint and banners can lift up the public realm. The example above shows the improvement of streetlight poles before and after new paint and banners. (Photo from the City of Brisbane) The ongoing maintenance of district appearance involves the community through clean ups and beautification programs. (Photo by Mark Anderson)
The Clean California grant will fund the pilot of district branding to wrap street furniture, like these trash receptacles in Downtown Salinas, on major corridors in the Alisal. (Photo by SWA)
District branding can be reinforced with banners and posters throughout the Alisal neighborhood, like these examples from Vancouver, BC, Canada. (Photo from Be Heard Vancouver,
Vancouver’s Downtown Association)
District identity can found in temporary public art, like the sidewalk chalk designs drawn in intersections during events like Cyclovia. (Photo from City of Salinas)
TACTICAL DISTRICT IDENTITY ACTIONS 6.1.2. FOCUS AREAS PRIORITIES Focus areas identified within each
identity zone, represent one category of
improvements within the public realm.
Focus area each include a welcome marker
at a gateway or central gathering place,
such as a park or plaza for the community.
The order of prioritization of these
improvements is based on the intention of
distributing improvements throughout the
Alisal to each of the identity zones.
Given the limited public funds, private
investment or public-private partnerships
will be necessary to fund some of these
projects.
1. North Sanborn Road at the Bread Box
Activation + Gathering Place
2. East Market Street Gateway
Graphic Identity / Public Art
3. East Alisal Street + Sanborn Road
Intersection + Central Plaza
4. East Market Street at Division Street
Site
Creek Restoration + Public Park
FIGURE 6.1: FOCUS AREAS
Public art, paint, street furnishings, and
trees are all tactical actions that have
a significant visual impact in public
realm without being a big investment in
time and money. It is also a way to test
improvements at a lower upfront cost
before more significant investment is made
in permanent improvements in the future..
Tactical actions also ensure that the
community sees benefits to their public
realm in a shorter timeframe, while the
city works toward securing funds for larger
investments in focus areas and corridors.
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6.1.3. CORRIDOR PRIORITIES
The four primary corridors that define the
Alisal district are East Alisal Street, East
Market Street, Sanborn Road, and Williams
Road. These connect the different identity
zones, and create a framework for the
entire district.
Investments in corridor improvements
require a significant public investment, and
can involve complex utility coordination.
The Alisal District Streetscape Master
Plan will develop concepts for each of
the primary corridors, incorporating the
recommendations and proposed toolkits
presented in this document.
The concept level streetscape improvement
plans will be used to secure grant funding
for future implementation.
This proposed prioritization of the corridor
improvement areas aims to balance
investment across zones, and create a
unified street network to better serve the
entire Alisal district.
6.1.4. POLICY AMENDMENT
The actions include improvements to the
public realm, including corridors and open
spaces, the façades of businesses on major
corridors, the pilot of a district logo to test
district graphic identity, and public art.
The implementation actions also include
recommendations of policies.
There are some implementation actions
that would require policy amendments to
be considered, including further revision
the 2006 Color Ordinance to allow for
more cultural expression through a wider
range of acceptable paint colors (See
Implementation Action 3.2).
6.1.5. PROCESS IMPROVEMENTS
In some cases, implementation actions
involve process improvements, such as
setting up a recurring meeting between
departments for managing public art (see
Implementation Action 5.1).
6.1.5. LONG-TERM PROJECTS
While many implementation actions can
be executed within the next few years,
some actions need more time to complete.
Long term actions, such as making
streetscape improvements, will take place
over multiple projects and years (see
Implementation Action 2.3).
1. Williams Road Streetscape
Utilize Grant Funding Recieved
2. E Alisal Streetscape
Activate the Heart of the Alisal
3. N Sanborn Streetscape
Improve District Connections
4. E Market Streetscape
Expand the Heart of the Alisal
5. E Alisal Streetscape
Extend Multi-Use Path Along Edge
6.2. IMPLEMENTATION TABLE
The actions listed in the implementation
table (on the following pages) help strengthen
district identity in the Alisal.
The Implementation Table references the
Alisal Vibrancy Plan (AVP) Goals and ties the
Alisal District Identity Master Plan (ADIMP)
Implementation Actions to them. The table also
indicates which department or organization
may be involved. Whether it is the City Council,
a City Department, the general community, or
private parties.
A timeframe is offered for the action, though
that is anticipated to change as stakeholders
consider future prioritization of these actions
based on financial, human, and technological
resources available.
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Department/
Organization Time Frame
Public Realm Improvements
2.1 Transportation and Infrastructure
Priority: Support sidewalk
maintenance and connectivity.
Address sidewalk maintenance, sidewalk network,
connectivity, and complete streets in the Alisal
District Streetscape Master Plan
Public Works,
Community
Development
Ongoing
2.2 LU 5.5 Beautify and ‘Green’ Public
Streetscapes Throughout the Alisal
with Wider Sidewalks, Street Trees,
and Green Infrastructure.
Pursue funding to implement the Alisal Streetscape
Master Plan project on an annual basis.
Public Works,
Community
Development
Short Term
2.3 TI 2.1.e – Implement Complete
Streets Improvements.
Make streetscape improvements following the Alisal
Streetscape Master Plan. Plant trees and plants,
purchase and install colorful street furniture, and
implement the ideas in the plan.
Public Works,
Community
Development
Long Term
2.4 ED 1.4 – Evaluate Potential
Revenue Streams to Support
Consistent Corridor Maintenance.
Improve the collection of obligated funds for
streetscape maintenance with outreach.
Public Works Short Term
2.5 ED 1.4.a – Build Corridor
Maintenance Capacity of
Community and Business
Organizations
Explore the options for funding streetscape
maintenance.
Public Works Ongoing
2.6 ED 1.4.c – Evaluate Business
District Funding Structure for
Long-Term Sustainability.
Explore different types of district assessments
for funding streetscape maintenance with an
economic development strategist.
Economic
Development,
Public Works
Short Term
2.7 TI 1.2.b – Complete Sidewalk
Network and Keep Sidewalks in
Good Repair.
Establish a district assessments to fund streetscape
maintenance.
Economic
Development,
Public Works
Long Term
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Time Frame
2.8 Priority: Plant street trees. Utilize the Clean California Grant to plant new street trees.
Public Works Ongoing
2.9 TI 3.3 – Increase Street Tree
Coverage Throughout The Alisal.
Promote and encourage the Adopt-A-Tree and
Adopt-A-Block program for street tree maintenance
with a public awareness campaign.
Public Works
and Economic
Development
Short Term
2.10 LU 7.1.j Use Durable and
Sustainable Plants and Materials in
New Public Spaces.
Pair the Adopt-A-Tree and Adopt-A-Block program
with future streetscape improvements.
Public Works,
Urban Forest
Division
Long Term
2.11 YAP 6.3 – Implement Regular
Maintenance of Parks and
Gathering Spaces in the Alisal.
Support and expand programs for clean up, such as
the “Amor Salinas” and the Ambassador program.
Public Works,
Community
Development
Ongoing
2.12 LU 5.6 Take Advantage of
Opportunities for Temporary Open
Spaces and Plazas.
Create future temporary improvement projects. Public Works, Community
Development
Ongoing
2.13 YAP 6.1 – Develop Parks and
Gathering Spaces that are
Family-Friendly and Safe for the
Community.
(Focus Area Priority 1) Activate the gathering place
on N. Sanborn Road at the Bread Box
Public Works,
Community
Development
Short Term
2.14 LU 7.1 Reflect Identity Through
Design of the Built Environment
(Focus Area Priority 2) Install an E. Market Street
Gateway with District Identity and Public Art
Public Works,
Community
Development
Short Term
2.15 ED 3.2.a - Create a Central Meeting
Place as the Corazon of Alisal.
(Focus Area Priority 3) Create a central plaza near
the intersection of E. Alisal Street and Sanborn Road
Public Works,
Community
Development
Long-Term
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Department/
Organization Time Frame
2.16 LU 5.4 Encourage a Diversity of
Public Open Spaces in the Alisal.
(Focus Area Priority 4) Restore the creek and
improve the public park at the Division Street Site.
Public Works,
Community
Development
Long-Term
2.17 LU 5.5 Beautify and ‘Green’ Public
Streetscapes
Williams Road Streetscape: Utilize grant funding
received to improve the streetscape on Williams Rd.
Public Works Short Term
2.18 GOAL ED 1. Improve the
Appearance and Cleanliness of the
Alisal’s Commercial Corridors.
E. Alisal Streetscape: Activate the Heart of the Alisal at E. Alisal Street and Sanborn Road with streetscape
improvements that strengthen the business
corridor.
Public Works Short Term
2.19 LU 5.5 Beautify and ‘Green’ Public
Streetscapes
N. Sanborn Streetscape: Improve the visibility of
district connections to help unify the district core.
Public Works Short Term
2.20 GOAL ED 1. Improve the
Appearance and Cleanliness of the
Alisal’s Commercial Corridors.
E. Market Streetscape: Expand the heart of the Alisal
with streetscape improvements that strengthen the
business corridor and relate to the district identity
along the E. Alisal Street business corridor.
Public Works Short Term
2.21 LU 5.5 Beautify and ‘Green’ Public
Streetscapes
E. Alisal Streetscape: Extend the multi-use path
along the edge of E. Alisal Street.
Public Works Short Term
2.22 GOAL YAP 6. Create and Support
a Diverse, Well Maintained, and
Culturally Relevant Network of
Parks and Gathering Spaces.
Utilize existing public land or purchase new land
for public parks. Publicly fund the design, and
construction of future parks
Public Works,
Community
Development
Long Term
2.23 ED 3.2 – Create New and Improved
Existing Public Spaces Along
Alisal’s Commercial Corridors.
Encourage private land owners to create new
privately owned, public spaces. Or, Partner with
a private entity to fund, design, construct and
maintain future parks.
Private land
owners
Ongoing
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Time Frame
Storefront Design Guidelines
3.1 LU 7.1.c Work Closely with Alisal
Businesses and Residents to Create
Specific Design Guidelines for
Commercial Corridors.
Continue to adjust and adapt the design guidelines
for district identity for Commercial Corridors
developed in Chapter 3.
Community
Development
Ongoing
3.2 LU 7.1.b Encourage Use of Building
Forms, Colors, and Materials that
Draw from the Cultures in the
Alisal.
Revise the 2006 Color Ordinance that restricts
colors to earth tones to allow small businesses
to use brighter, culturally relevant colors for
commercial buildings. Meanwhile, reference colors
that are shown as guidelines in Chapter 3.
City Council Short Term
3.3 LU 7.1.d Incorporate Crime
Prevention Through
Environmental Design (CPTED)
Principles Into Guidelines and
Development Regulations.
Remove bars (and signs of defense), remove signage
from windows (for visibility), and provide awnings
and planters (for beatification) in front of stores to
show a sense of ownership and surveillance.
Community
Development
Ongoing
3.4 LU 7.1.g Require Special Building
Design.
Encourage new development at intersection
corners to include a special feature with public art, a blade sign, or a taller architectural feature to serve as a landmark at the intersection.
Community
Development
Long Term
3.5 LU 7.1.h Develop Active Ground
Floors.
Improve the visibility of activity through the design
of storefront windows.
Individual
Business
Owners
Ongoing
3.6 LU 7.1.i Promote and Facilitate
Outdoor Dining.
Apply the standards for outdoor dining for
Downtown, and modify if necessary, to apply
citywide.
Community
Development
Short Term
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Department/
Organization Time Frame
3.7 LU 7.2 Promote Best Practices in
Urban Design and Development
Reduce old style-based design standards so that
local businesses can more fully express their culture
and authenticity as a local business and more easily
adapt to retail trends.
Community
Development
Ongoing
3.8 LU 7.2.b Horizontal and Vertical
Articulation.
Encourage a limited amount of variation in
treatment of storefront design between storefronts
of different businesses through architectural details
and materials to differentiate buildings and tenants
from one another and create variety.
Maintain consistency amongst tenants of the same
building or amongst businesses along the same
block with signage, primary color tones, or through
the treatment of landscaping to create a connection
between neighbors and the greater commercial
corridor.
Community
Development
Ongoing
3.9 LU 7.2.d Building Setback. Continue to require new commercial buildings locate at the street edge on major corridors to
reinforce the street wall, except where public spaces
for gathering are provided.
Community
Development
Short Term
3.10 LU 7.2.e Commercial/Mixed-Use
Ground-Floor Windows.
Enforce window transparency requirements to
maintain visibility of activity along ground floor
commercial spaces.
Community
Development
Short Term
3.11 LU 7.2.f Building Details. For franchise businesses, be sensitive to the authenticity of the neighborhood culture and
character and make references to nearby relevant
architecture and scale to reinforce the district
identity and appear less generic.
Community
Development
Short Term
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Time Frame
3.12 LU 7.2.g Signs and Awnings. Allow neon signage in commercial districts outside of downtown.
Community
Development
Short Term
3.13 LU 7.2.h Commercial Landscaping. Encourage private business owners invest in commercial landscaping with planters and planting
along storefronts to complement the future
streetscape.
Business
Owners
Ongoing
3.14 LU 7.3.b Revise Parking Location
and Design Standards to Orient
Buildings to the Street and Add
Nature to the Built Environment.
Encourage the transformation of portions of surface
parking lots into plazas.
Explore shared parking solutions to better utilize
land and allow for new gathering places.
Community
Development
Short Term
3.15 ED 1.3 – Incentivize Owners and
Merchants to Invest in Property
Maintenance and Improvements.
ED 1.3.a – Establish a Façade
Improvement Program.
Create program requirements, rules and guidelines,
an application form, and grant agreement template
for a Façade Improvement Program and initiate the
Façade Improvement Program.
Include both grants for design assistance and
forgiveable loans for making improvements.
Community
Development
Short Term
3.16 ED 4.1 – Continue Streamlining
and Simplifying the Business
Licensing and Permitting Process.
ED 4.1.a – Simplify Regulatory
Processes.
Clearly state the regulatory process in a handout.
Work on reducing the confusion, number of steps,
and number of regulations that applicants must
respond to and the number of permits that need to
be obtained to make storefront improvements.
Community
Development
Short Term
3.17 ED 1.2.a – Expand Current Design
Guidelines.
See Chapter 3 for expanded design guidelines
related to district identity in commercial corridors.
Community
Development
Ongoing
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IMPLEMENTATION
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Time Frame
Branding for Commercial Corridors
4.1 LU 7.1.c Work Closely with Alisal
Businesses and Residents to
Create Branding for Commercial
Corridors.
In regards to branding, the process that resulted
in three preliminary graphic design identities was
central to the community outreach. More work
can be done to work with Alisal Businesses and
Residents to continue to adapt and personalize the
graphics.
Community
Development
Ongoing
4.2 ED 3.1.a – Develop a District
Identity Theme.
Now that a graphic brand for the Alisal has been
created, design and install Pilot Graphics for
Banners and Trash Enclosures.
Continue to identify places that they are applied on
other elements in the public realm.
Community
Development
Ongoing
4.3 ED 3.1.b – Use Social Media to
Promote Branding and District
Identity and Pride.
Now that a graphic brand for the Alisal has been
created, begin to apply it to social media.
Note: the development of the brand included
a brand guide that should be widely shared to
establish consistency in brand usage.
Community
Development
Short Term
4.4 ED 3.1.c – Promote Alisal
Businesses.
Fund, create, and install applications of Alisal
district branding to reinforce the recognition of the
Alisal business district.
Community
Development
Short Term
4.5 LU 7.1.f Develop Wayfinding Signs
to Guide the Public in the District
and Promote Local Businesses and
Attractions.
Integrate branding into district wayfinding signage
to help guide visitors to the business district.
Community
Development
Short Term
4.6 ED 3.1 – Invest in Branding the
Alisal as a Cultural, Art, and Retail
Destination Through Promotional
Materials, Social Media, and Events.
Find ongoing funding streams to support the
applications of the branding for the business
district.
Community
Development
Short Term
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Time Frame
3.18 ED 1.3.b – Identify Blighted
Properties to Benefit From Façade
Program.
Encourage all to apply for the facade improvement
program with a campaign led by a business
ambassador.
Prioritize the award of funds to businesses that have
not made an improvement in more than five years.
Support discussions between tenants and landlords
about investment in storefront improvements.
Community
Development
Short Term
3.20 ED 4.2.b – Provide Education
and Outreach About Business
Requirements.
Encourage businesses to hire local designers with
grants to assist small business applying for Façade
Improvement Loans.
Provide opportunities to train small business
owners and local dessigners on regulatory
process, permits, licensing, and which agencies
are responsible for what services for storefront
improvements
Community
Development
Ongoing
136 137
IMPLEMENTATION
CITY OF SALINAS Alisal District Identity Master PlanCITY OF SALINAS Alisal District Identity Master Plan Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Time Frame
Public Art
5.1 Priority: Expand arts-based
partnerships and programming.
Create and maintain a standing internal staff
meeting for Library and Community Services,
Planning, and Community Development to
coordinate the management of Public Art Program.
Library and
Community
Services,
Community
Development,
Public Works
Ongoing
5.2 Priority: Expand arts-based
partnerships and programming.
Increase the eligibility of Public Art Commissioner
candidates by allowing “interested parties”,
to replace the requirement of “practicing art
professional” to avoid potential conflicts of interest.
City Council Short Term
5.3 YAP 4.1.a - Create the Alisal Arts
Action Plan.
Generate a list of desired public art projects that
includes a general time frame and prioritization.
Draw ideas from the Public Art Master Plan and
recommended public art projects in Chapter 5.
Issue and manage Calls for Art from this list.
Library and
Community
Services
Ongoing
5.4 YAP 4.1.c Increase arts and culture
funding.
City Council has recently established recurring
funding for public art.
Include funding for maintenance of existing art as
part of every cycel for funding public art.
City Council Ongoing
5.5 GOAL YAP 4. Prioritize Arts and
Culture Investments to Support
Creativity, Expression, and Beauty
for the Alisal Community.
“promote creative expression in
the community and showcase the
work of local artists.”
Establish a Recurring Public Art Program. Amend
Public Art Ordinance to limit recurring public art
projects to new, local artists.
Create an Application Assistance Program for
Artists that are interested in applying to Calls for Art, Requests for Proposals (that require qualifications)
and Community Grants.
Library and
Community
Services,
Community
Development,
Public Works
Short Term
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Time Frame
5.6 LU 7.1 Reflect Identity Through
Design of the Built Environment
Create a Recurring Street Light Banner and Trash
Corral Art Program
Community
Development,
Public Works
Ongoing
5.7 LU 7.1.a Encourage Murals and
Other Artwork on Public and
Private Development.
Create a handout for putting up a mural on the side
of a business. Streamline and clarify the process
that icludes Site Plan Review.
Library and
Community
Services
Short Term
5.8 LU 7.1.e Create Gateways to Mark
Key Entrances to the Alisal.
Create gateway signs (standing letters or other
painted signs) as the highest priority public art
projects.
Library and
Community
Services,
Community
Development,
Public Works
Short Term
5.9 ED 1.2.c – Promote Art in Privately-
Owned Spaces.
Create a program to encourage the creation of more
murals on blank business walls. Actively identify
locations for places that can enhance the visibility
of district identity and encourage businesses to
install murals with application assistance and
potentially funding through a future source.
Library and
Community
Services,
Community
Development,
Public Works
Ongoing
5.10 ED 3.2.c - Create Gateway Signage,
Banners, and Murals.
An Alisal business district banner pilot project is
underway.
Seek private partners to sponsor murals.
Find a source of funding, possibly through the
business improvement district, to support gateway
signage, banners, and murals for the business
district.
Library and
Community
Services,
Community
Development,
Public Works
Ongoing
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