CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization
Estimated
Cost Time Frame
A. Public Works Funding Initiatives for Streetscapes
Transportation and Infrastructure
Priority: Support sidewalk
maintenance and connectivity.
A.1 Streetscape Plan: Complete on-going
Alisal District Streetscape Master Plan.
This project is in process and to be
completed by end of 2024, early 2025.
Public Works,
Community
Development
Funded Ongoing
TI 2.1.e – Implement Complete
Streets Improvements.
ED 1.4.a – Build Corridor
Maintenance Capacity of
Community and Business
Organizations
A.2 Streetscape Funding:
• Make streetscape improvements
following the Alisal Streetscape Master
Plan
• Purchase and install colorful accent
seating, planters, bike racks, trash
receptacles, and street lights
• Utilize the Clean California Grant to
plant new street trees
• Pursue new funding to implement the
Alisal Streetscape Master Plan project
for new construction, replacement
infrastructure, and maintenance. New
funding could include grants like the
“Clean California Grant”
Public Works,
Community
Development
Staff Time Short Term
ED 1.4 – Evaluate Potential
Revenue Streams to Support
Consistent Corridor
Maintenance.
(More detail on exploring
Business Improvement District
Funding solutions in section F)
A.3 Collect Funds for Streetscape
Maintenance:
• City staff to identify and improve
the collection of obligated funds
for streetscape maintenance with
outreach
• Utilize funds for planting,
maintaining and activating sidewalks,
public spaces
Public Works Staff Time Short Term
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IMPLEMENTATION
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization
Estimated
Cost Time Frame
TI 3.3 – Increase Street Tree
Coverage Throughout The
Alisal.
LU 7.1.j Use Durable and
Sustainable Plants and Materials
in New Public Spaces.
A.4 Plant trees following the Alisal
Streetscape Master Plan
• Implement Adopt-A-Tree and Adopt-
A-Block program
• Recruit community organizations
and individuals to participate with an
public awareness campaign
• Coordinate streetscape improvements
with Adopt-A-Tree Participants
Public Works,
Urban Forest
Division and
Economic
Development
Staff and
Volunteer
Time
Short Term
TI 1.2.b – Complete Sidewalk
Network and Keep Sidewalks in
Good Repair.
LU 5.5 Beautify and ‘Green’
Public Streetscapes Throughout
the Alisal with Wider Sidewalks,
Street Trees, and Green
Infrastructure.
GOAL ED 1. Improve the
Appearance and Cleanliness
of the Alisal’s Commercial
Corridors.
A.5 Implement the Alisal Streetscape Master
Plan Project.
Economic
Development
and Public
Works
Refer to
costs in
the Alisal
Streetscape
Master Plan
Short Term
A.6 Williams Road Streetscape
Improvements Design and Construction
A.7 N. Sanborn Streetscape: Improve the
visibility of district connections to help
unify the district core.
A.8 E. Alisal Streetscape: Activate the Heart of
the Alisal at E. Alisal Street and Sanborn
Road with streetscape improvements
that strengthen the business corridor
and extend the multi-use path along the
edge of E. Alisal Street.
A.9 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.
133
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization
Estimated
Cost Time Frame
B. Public Works Funding Initiatives for Plazas and Parks *All project costs have been estimated based on recent cost/square foot pricing available for comparable projects within the Northern- Central California region. The rough order of magnitude (ROM) range provided indicates a lower and higher level of amenities and material finishes, for each project type.
YAP 6.3 – Implement Regular
Maintenance of Parks and
Gathering Spaces in the Alisal.
B.1 Plazas and Parks Clean Up: City Staff to
identify and distribute obligated funding
for Park and Plaza maintenance, support
and programs for clean up, such as the
“Amor Salinas” and the Ambassador
program, led by community.
Public Works,
Community
Development
Staff and
volunteer
time
Ongoing
LU 5.6 Take Advantage of
Opportunities for Temporary
Open Spaces and Plazas.
B.2 Temporary Open Spaces: City to fund
temporary open spaces, including
design, implementation, maintenance
and removal.
Public Works,
Community
Development
$36,000 to
$270,000*
Short Term
YAP 6.1 – Develop Parks and
Gathering Spaces that are
Family-Friendly and Safe for
the Community.
B.3 Plazas and Parks in Focus Area Priority
1: Activate the gathering place on N.
Sanborn Road at the Bread Box
Public Works,
Community
Development
Funded
by Clean
California
Grant
Ongoing
LU 7.1 Reflect Identity
Through Design of the Built
Environment
B.4 Plazas and Parks in Focus Area Priority 2:
Design and construct an E. Market Street
Gateway feature with District Identity
and Public Art.
Public Works,
Community
Development
$100000 to
$300,000*
Short Term
ED 3.2.a - Create a Central
Meeting Place as the Corazon
of Alisal.
B.5 Plazas and Parks in Focus Area Priority 3:
Design and construct a new central plaza
near the intersection of E. Alisal Street
and Sanborn Road
Public Works,
Community
Development
$3,000,000
to
$6,000,000*
Long-Term
134
IMPLEMENTATION
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization
Estimated
Cost Time Frame
LU 5.4 Encourage a Diversity
of Public Open Spaces in the
Alisal.
B.6 Plazas and Parks in Focus Area Priority 4:
Design and construct a new community
space next to the creek and improve the
public park at the Division Street Site.
Public Works,
Community
Development
$1,200,000
to
$4,000,000*
Long-
Term
ED 3.2 – Create New and
Improved Existing Public
Spaces Along Alisal’s
Commercial Corridors.
B.7 Privately-held Public Space Program:
Identify privately held public space
opportunities and potential incentives to
encourage private development of public
spaces.
Community
Development
Staff Time Long Term
LU 7.3.b Revise Parking
Location and Design Standards
to Orient Buildings to the Street
and Add Nature to the Built
Environment.
B.8 Private Commercial Landscaping:
Encourage beautification of storefronts
with planters and planting on business
properties beyond public right of way to
complement future landscape. Encourage
the transformation of surface parking lots
and shared parking to better utilize land
for new gathering spaces.
Community
Development
Staff Time Long Term
GOAL YAP 6. Create and
Support a Diverse, Well
Maintained, and Culturally
Relevant Network of Parks and
Gathering Spaces.
B.9 Build Future Plazas and Parks: Utilize
existing public land or purchase new land
for public parks. Publicly fund the design,
and construction of future parks
Public Works,
Community
Development
$2,000,000
to
$5,000,000*
Long Term
Subtotal Short Term Project Costs for Plazas and Parks
Subtotal Long Term Project Costs for Plazas and Parks
$136,000-$570,000
$6,200,000-$15,000,000
*All project costs have been estimated based on recent cost/square foot pricing available for comparable projects within the Northern- Central California region. The rough order of magnitude (ROM) range provided indicates a lower and higher level of amenities and material finishes, for each project type.
135
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization
Estimated
Cost Time Frame
C. Public Policy Initiatives for Design Standards
LU 7.1.b Encourage Use of
Building Forms, Colors, and
Materials that Draw from the
Cultures in the Alisal
LU 7.1.c Work Closely with
Alisal Businesses and Residents
to Create Specific Design
Guidelines for Commercial
Corridors.
LU 7.2.g Signs and Awnings.
LU 7.2.h Commercial
Landscaping.
C1 Corridor Specific, Localized Design
Standards: Create criteria that integrates
the cultural design influences of the local
population into the architectural form,
building color, and signage.
• Revise the City code for design
standards to provide objective
design standard for the use of
bold and primary colors and allow
brighter, culturally relevant colors for
commercial buildings. Meanwhile,
reference colors that are shown as
guidelines in Chapter 3
• Allow neon signage in commercial
districts outside of downtown
• Encourage private business owners to
invest in commercial landscaping with
planters and planting along storefronts
to complement the future streetscape
Community
Development,
Business
Owners/
Landlords,
City Council
Included
as part of
the ADIMP
+ Staff
Time
needed
for policy
changes
Short Term
136
IMPLEMENTATION
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization
Estimated
Cost Time Frame
LU 7.2 Promote Best Practices in
Urban Design and Development
LU 7.2.b Horizontal and Vertical
Articulation.
LU 7.2.d Building Setback.
C.2 Commercial Design Standards: Review
and update existing City standards to
allow flexibility for businesses to reflect
cultural identity and respond to dynamic
trends in retail.
• Reduce existing 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
• 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
• 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
Included
as part of
the ADIMP
Ongoing
137
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization
Estimated
Cost Time Frame
LU 7.1.i Promote and Facilitate
Outdoor Dining.
C.3 Outdoor Dining Design Standards: Apply
the standards for outdoor dining for
Downtown, and modify if necessary, to
apply citywide.
Community
Development
Staff Time Short Term
LU 7.1.d Incorporate Crime
Prevention Through
Environmental Design (CPTED)
Principles Into Guidelines and
Development Regulations.
C.4 CPTED (Crime Prevention) Architecture
Design Standards: Create criteria that
requires removal of bars and signs of
defense, increases storefront visibility,
and requires beautification criteria in
front of stores.
Community
Development
$50,000* Short Term
LU 7.1.g Require Special Building
Design.
C.5 Landmark Architecture Design
Standards: Create criteria that requires
architecture at key intersections to be
designed with distinctive, landmark
architectural features and signage.
• 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
$50,000* Short Term
LU 7.2.f Building Details. C.6 Franchise Business Commercial Design Standards: Develop Standards to require
Franchise Businesses to adjust their
prototypical store design to reflect local
character and cultural influences.
Community
Development
$25,000* Short Term
Subtotal Design Standards Short Term Project Costs $125,000 *Budget is based on consultant fees to produce targeted amendments to existing standards (C.4, C.5, C.6) 138
IMPLEMENTATION
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization
Estimated
Cost Time Frame
D. Public Policy Modifications
LU 7.2.e Commercial/Mixed-Use
Ground-Floor Windows.
D.1 Code Enforcement for Storefront
Transparency: Dedicate staff time to
enforce code on storefront transparency.
Community
Development
Staff Time Ongoing
ED 1.3 – Incentivize Owners
and Merchants to Invest in
Property Maintenance and
Improvements.
ED 1.3.a – Establish a Façade
Improvement Program.
ED 1.3.b – Identify Blighted
Properties to Benefit From
Façade Program.
ED 4.2.b – Provide Education
and Outreach About Business
Requirements.
D.2 Establish a Façade Improvement
Program: Create program to enable
investment in Alisal commercial
storefronts.
• Identify and Prioritize specific
properties where investment will
create significant impact
• Support discussions between tenants
and landlords about investment in
storefront improvements
• Encourage businesses to hire local
designers with grants to assist
small business applying for Façade
Improvement Loans
• Educate small business owners
and local designers on regulatory
process, permits, licensing, and which
agencies are responsible for what
services for storefront improvements
Community
Development
Pilot has
been
funded
[$600,000]
+ Staff
Time
Ongoing
ED 4.1 – Continue Streamlining
and Simplifying the Business
Licensing and Permitting
Process.
ED 4.1.a – Simplify Regulatory
Processes.
D.3 Simplify and Streamline Business
Licensing and Regulatory Process
to improve storefronts: Provide
Informational handouts, reduce steps /
regulations / permits to make storefront
improvements.
Community
Development
Included
as part of
ADIMP
+ Staff
Time
Ongoing
139
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Estimated Cost Time Frame
Priority: Expand arts-
based partnerships and
programming.
D.4 Create a Public Art Management
Program: Create and maintain a
standing meeting to coordinate public
art initiatives spanning Planning,
Library and Community Services, and
Community Development
Library and
Community
Services,
Community
Development,
Public Works
Staff Time Ongoing
Priority: Expand arts-
based partnerships and
programming.
D.5 Expand eligibility of Public Art
Commission candidates: Remove
criteria requiring candidates to be a
“Practicing Art Professional” in order to
avoid potential conflicts of interest.
City Council Staff Time Short Term
YAP 4.1.a - Create the Alisal Arts
Action Plan.
D.6 Create the Alisal Arts Action Plan: Create
and maintain a master list that identifies
and prioritizes public art projects with
a time-frame for implementation. This
list can be used to communicate and
monitor progress and implementation.
Library and
Community
Services
Staff Time Ongoing
YAP 4.1.c Increase arts and
culture funding.
D.7 Public Art Maintenance: Budget a
portion of the recurring Public Art
Ordinance Funding for maintenance of
existing art.
Library and
Community
Services,
Public Arts
Commission
and City
Council
To be
determined
by City
Council
Short Term
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IMPLEMENTATION
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Estimated Cost Time Frame
GOAL YAP 4. Prioritize Arts
and Culture Investments to
Support Creativity, Expression,
and Beauty for the Alisal
Community.
D.8 Establish a Recurring Public Art Program. Library and Community
Services
Staff Time Short Term
D.9 Amend Public Art Ordinance to limit
recurring public art projects to new, local
artists.
City Council Staff Time Short Term
D.10 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
Funded
($150,000
allocated) +
Staff Time
Ongoing
LU 7.1.a Encourage Murals and
Other Artwork on Public and
Private Development.
D.11 Create a handout for putting up a mural
on the side of a business. Streamline and
clarify the process that includes Site Plan
Review.
Library and
Community
Services,
Community
Development
Staff Time Ongoing
ED 1.2.c – Promote Art in
Privately-Owned Spaces.
D.12 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
Staff Time Short Term
141
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Estimated Cost Time Frame
E. Investment in Corridor Branding
LU 7.1.c Work Closely with
Alisal Businesses and Residents
to Create Branding for
Commercial Corridors.
E.1 Further develop District Branding based
on ADIMP templates: More work can
be done to work with Alisal businesses
and residents to continue to adapt and
personalize corridor branding. Budget to
find a local artist or graphic designer or a
consultant art direction with community
artists.
Community
Development
$25,000
+ Staff Time
Ongoing
ED 3.1.a – Develop a District
Identity Theme
ED 3.1.c – Promote Alisal
Businesses.
LU 7.1 Reflect Identity
Through Design of the Built
Environment
E.2 Implement District Branded Banners and
Trash Enclosures: Continue to identify
places where district branding could be
applied. If pilot program is successful,
implement the next phase.
Create a Recurring Street Light Banner
and Trash Corral Art Program
Community
Development,
Library and
Community
Services
$15,000
+ Staff Time
Ongoing
ED 3.1.b – Use Social Media to
Promote Branding and District
Identity and Pride.
E.3 Implement District Social Media
Campaign: Promote using 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
$50-80,000
for creation
of the
campaign
$5-8,000 to
update
Short Term
LU 7.1.f Develop Wayfinding
Signs to Guide the Public in
the District and Promote Local
Businesses and Attractions.
E.4 Implement new Wayfinding Signage
using District Branding. Install
environmental graphics with district
branding improving wayfinding and
business promotion.
Community
Development
$180,000-
$275,000 to
design
Short Term
142
IMPLEMENTATION
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Estimated Cost Time Frame
LU 7.1.e Create Gateways to
Mark Key Entrances to the
Alisal.
ED 3.2.c - Create Gateway
Signage, Banners, and Murals.
E.5 Fund District Gateway Signs: Prioritize
funding for new public art project that
creates District Gateway signs. Budget
for community artwork and a sculptural
gateway sign.
Community
Development,
Public Works,
Library and
Community
Services
$20,000 to
$400,000
Seek private
partners
to sponsor
murals.
Short Term
Subtotal Corridor Branding Short Term Project Costs $300,000 to $750,000 143
CITY OF SALINAS Alisal District Identity Master Plan
Alisal Vibrancy Plan (AVP) Goals Alisal District identity Master Plan (ADIMP) Implementation Actions
Department/
Organization Estimated Cost Time Frame
F. Future BID Funding Initiatives
ED 1.4 – Evaluate Potential
Revenue Streams to Support
Consistent Corridor
Maintenance.
F.1 Consultant led Feasibility Study:
Consultant team determines if a BID
or NPO could realize the support
of the private sector stakeholders
and annual revenue generation to
create a meaningful difference in the
maintenance, safety, and promotion of
the district.
Economic
Development,
Community
Development
Local
Businesses
City Council
$40,000 to
$50,000
Short Term
F.2 Consultant led BID / Non-Profit
Organization Implementation - Design
BID Funding Structure
Economic
Development
$50,000 Short Term
F.3 City-administered BID with merchants
providing volunteer services.
Economic
Development
and Local
Businesses
$250,000 to
$400,000
Near Term
F.4 Self administered BID Annual Operating
Budget
BID $1,000,000
to $1,500,000
Long Term
Subtotal BID Funding Costs Short Term
City-Administered BID Annual Operating Budget, Near-Term Self-Administered BID Annual Operating Budget, Long-Term $90,000 to $100,000
$250,000 to $400,000
$1,000,000 to $1,500,000
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IMPLEMENTATION
CITY OF SALINAS Alisal District Identity Master Plan
Alisal District identity Master Plan (ADIMP)Implementation Actions Estimated Cost Summary of Estimated Costs
A Subtotal Project costs for Streetscape See Alisal Streetscape Master Plan
B Subtotal Short Term Project Costs for Plazas and Parks Subtotal Long Term Project Costs for Plazas and Parks
$136,000-$570,000
$6,200,000-$15,000,000
C Subtotal Design Standards Short Term Project Costs $125,000 D Subtotal Public Policy Modifications Staff Time and TBD E Subtotal Corridor Branding Short Term Project Costs $300,000 to $750,000 F Subtotal BID Funding Costs Short Term
City Administered Annual BID Operating Budget, Near-Term City Administered Annual BID Operating Budget, Long-Term $90,000 to $100,000
$250,000 to $400,000
$1,000,000 to $1,500,000
TOTAL SHORT TERM FUNDING $650,00 to $1,550,000
145