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Home My WebLink AboutJUNE 15, 2004 MINWKSHOP CITY OF VIRGINIA BEACH "COMMUNITY FOR A LIFETIME" CITY COUNCIL ,SQpSHSn al;gCy 4 oaf"' I)q MAYOR MEYERA E OBERNDORF,At-Large 0 lf� '.C5 VICE MAYOR LOUIS R.JONES By d -District4 t ��IF :2 MARRY DIEZEL, . enville Ol ' ic U •4 \�'� .-,Y MARGARET EOREC , llo D Dimity I REBAS.MACLANAN,RoseRose Hall-District 3 RICHARD A. MADDOX Beach District 6 '� �� a --;� - JIM REEVE, to- °. PETER PETER W SCHMIDT,At-Large RON A.VILLANUEVA,At-Large ROSEMARY WILSON,Al Large CITY LL BUILDING I JAMES L WOOD,Lynnhoven-0uhct 5 2401 COURTHOUSE DRIVE VIRGINIA BEACH, VIRGINIA 23456-8005 PHONE'(75(757)7) 427-430 .3 FAX7)426-5669 JAMES K.SPORE City Manager E MAIL CtycndLvligw.omn LESLIE L.LILEY, Attorney ROTH HODGES SMITH MMC,City Clerk 15 JUNE 2004 VOLUNTEER GARDEN PRESENTATION 3:00 P.M. CITY COUNCIL INVITED: SECOND PHASE DEDICATION I. CITY MANAGER'S BRIEFINGS - Conference Room - 4:00 P.M. A. VIRGINIA MARINE SCIENCE MUSEUM Lynn Clements, Director, Museums and Cultural Arts B. LASKIN ROAD/30TH STREET GATEWAY Dean Block, Director, Public Works coNSIA B Cy 4 r:r04111;' Mr / ` MINUTES VIRGINIA BEACH CITY COUNCIL Virginia Beach, Virginia 15 June 2004 Vice Mayor Louis R. Jones called to order the CITY COUNCIL WORKSHOP for the City Manager's Briefing re Virginia Marine Science Museum (name to be changed to "Virginia Aquarium and Marine Science Center), in the Council Conference Room, City Hall, on Tuesday, June 15, 2004, at 4:00 P.M. Council Members Present: Harry K Diezel, Vice Mayor Louis R. Jones, Richard A. Maddox Jim Reeve, Peter W Schmidt, Ron A. Villanueva and James L. Wood Council Members Absent: Meyera E. Oberndorf [Accompanying Donald Maxwell to Berlin,GermanyreEconomicDevelopment] Margaret L. Eure [Plane delayed in New York City] Reba S. McClanan [Out of the country babysitting her grandson allowing her daughter to teach] Rosemary Wilson [Entered: 4:05 P.M.] Prior to the City Council Workshop, City Council members attended the Second Phase Dedication of the Volunteer Recognition Garden,back of City Hall Building#1. Councilman Wood presented a bronze plaque to representatives of the sponsor-Home Depot,for$10,000 supply of stone pavers and beautiful flowers. - 2- CITY MANAGER 'S BRIEFING VIRGINIA MARINE SCIENCE MUSEUM 4:00 P.M. Lynn Clements, Director - Museums and Cultural Arts, advised the Virginia Marine Science Museum Brand Evolution has been a concerted effort encompassing the Virginia Marine Science Museum staff, Virginia Marine Science Museum Foundation, College of William and Mary School of Business Administration MBA field study project, the Virginia Beach Convention and Visitors Bureau and Barker, Campbell and Farley. Ms. Clements introduced the following members in attendance: Alice Scanlan Director of Communications Virginia Marine Science Museum Virginia Marine Science Foundation Robert C Fort Chair -Marketing Committee Vice President-Public Relations Norfolk Southern Railway Thomas E. Frain! Vice President Gene Loving Treasurer Art Webb President Barker, Campbell& Farley Greg Ward Senior Account Executive Barker, Campbell& Farley Ms. Clements cited the objectives: Build awareness and increase paid attendance Define a potent brand that speaks with a unique and compelling voice to our target audiences and translates across all media June 15, 2004 - 3 - CITY MANAGER 'S BRIEFING VIRGINIA MARINE SCIENCE MUSEUM Key Conclusions The Museum has evolved over the last twenty(20)years and its name and brand positioning should follow suit Tourism plays an important role in driving visitation to the Museum Virginia Marine Science Museum's brand should integrate with the Virginia Beach Tourism brand The Museum has evolved... Grown to encompass interactive learning opportunities and hundreds of thousands of gallons of aquariums and live animal habitats A leader in marine animal conservation efforts and research The Museum is an integral part of the Virginia Beach community Hosts over 600,000 visitors a year Responds annually to over 400 marine animal strandings along the Virginia coast Educates more than 100,000 students a year Winter whale watch boat trips have contributed to Virginia Beach becoming a Winter destination Serves as leading authority on marine animals found along our coast Provides over 15,000 educational programs a year Tourism plays an important role in Museum visitation... 'Half of the Museum's yearly attendance occurs during the one hundred(100) days of Summer There is a correlation between room nights occupied at the beach and Museum attendance The VMSM is the most popular attraction for Virginia Beach's Summer overnight visitors June 15, 2004 - 4- CITY MANAGER 'S BRIEFING VIRGINIA MARINE SCIENCE MUSEUM Art Webb, President-Barker, Campbell and Farley, advised with all of the outbound marketing on behalf of Virginia Beach via the Conventions and Visitors Bureau, in order to maximize budget, it makes sense to integrate the brands of the Virginia Marine Science Museum, as well as the duties of Conventions and Visitors Bureau. Integration of the brands... Substantial out of market media in support of the tourism brand Virginia Marine Science Museum is a "must see"attraction that should maintain its own identity even as its brand promise parallels tourism marketing Extensive research conducted to understand emotional connection visitors have with Virginia Beach also has applications to the Museum visitor Core Come to Virginia Beach. You will immediately feel the water wash away the stress that's resulted from following other people's agendas. Pursue your desires.Be whom you wish. Do what's important to you. Come back to live in Virginia Beach "Live the Life" Robert C. Fort, Chair -Marketing Committee, advised the Virginia Marine Science Museum has a good "brand", but the concentrated efforts revealed the Museum has evolved into more than just"a Museum. The new name: Virginia Aquarium &Marine Science Center. Accurately communicate all that the Museum has been and strives to be in the future -evolved into more than just a Museum Highlights the live animals which are the most attractive asset Supports the goal of Conservation through Education Coincides with a$25-MILLION Capital Campaign Ms. Clements and Mr. Fort unveiled the new logo and name for the Virginia Marine Science Museum: Virginia Aquarium & Marine Science Center Mr. Fort advised the Virginia Aquarium is a Life Experience. June 15, 2004 -5- CITY MANAGER 'S BRIEFING VIRGINIA MARINE SCIENCE MUSEUM A Life Experience Makes a direct, emotional connection with the consumer Promises a highly memorable experience Alludes to the visitor both experiencing various life forms at the Aquarium and experiencing the wide range of personal emotions one may have while there - tranquility, relaxation, excitement and connection Ms. Clements advised the the name Virginia Aquarium and Marine Science Center is not actually trademarked, but Barker, Campbell and Farley bought the website addresses. Alice Scanlan, Director of Marketing, issued a release to the community organizations advising of the planned name change. 150,000 gallons more water exhibits are being added. T-shirts hearing the new name were distributed. June 15, 2004 - 6- CITY MANAGER 'S BRIEFING LASKINROAD/30 rx STREET GATEWAY 4:20 P.M. The City Manager introduced E. Dean Block, Director of Public Works, to discuss the Laskin Road Gateway,Project 2-076, which improvements are to 30`h and 3? Streets. E.Dean Block advised this presentation will be a reprise of the March 6, 2004, City Council Briefing with information relative the current status and issues desiring City Council's guidance. Current Status Resort Advisory Commission (RAC) voted on February 26, 2004, to endorse one-way pairs (eight in favor and five abstentions) Presented to City Council on March 9, 2004 Presented to the Resort Retailers Association on April 15, 2004. The Resort Retailers Association's recent correspondence indicated their preference for a two-way scenario. Citizen's Information Meeting held May 19, 2004 (54 Citizens registered- 19 comments) —85%in favor —47%in favor of one-way pairs —53%in favor of two-way pairs —Other concerns include parking on Laskin Road, architectural consistency and environmental impacts Private utility relocations and environmental permit coordination ongoing Anticipated construction start for 30`h Street-Early 2005 Anticipated construction start for 31'Street-Fall 2005 3d"Street First phase of construction Maintain existing 60'right-of-way/expand to 70'*with private development Two (2) lanes eastbound, one lane westbound No on-street parking Continuation of Ocean Walk Aesthetic upgrades and increased landscaping Mr. Block displayed Illustrative Design Concepts of the Plan: ads Street Corridor - Prototypical Redevelopment The illustration depicts a building, which will vary in height, landscaping and the narrowing of three(3)traffic lanes to a minimal level of eleven(ll)feet. Opportunities of an additional five (5)feet on either side of the traffic lanes provide a very nice walking area. June 15, 2004 - 7- CITY MANAGER 'S BRIEFING LASKINROAD/30 TN STREET GATEWAY 31"Street Second phase of construction, includes Laskin Road Phase II, CIP 2-165* Expand right-of-way to eighty-eight(88)feet Two-lanes westbound, one lane eastbound Limited on-street parallel parking Aesthetic upgrades and increased landscaping * Laskin Road Phase II runs from Oriole Drive and splits at Farm Fresh. It is funded by the Virginia Department of Transportation (VDOT), but administered by the City The 3? Street Corridor illustrative design concept plans depicted more separation between the pedestrian and the curb line. Gateway Treatments Create feeling of`Arrival" Beginning of enhanced upgrades Enhanced aesthetics at Little Neck Creek to create "Bridge"effect Mr.Block displayed the illustrative design Concept Plans:31"Street Gateway and Corridor Redevelopment at Little Neck Creek Crossing(One Way Pair Traffic Pattern Option). Mr. Block referenced the two-way approach down Laskin Road, which will require a signalization of the Intersection. in order to make this traffic flow occur. One-Way Pairing Why discuss? Not simply about traffic flow Goals/Vision Growth in tourism Access for residents Healthy neighborhoods Redevelopment New gateways New attractions/venues Mass Transit)/pedestrian-friendly areas Transportation - Where does it fit? Virginia Beach is a "Drive- To"City Bring people to the Oceanfront,park, then use transit Current traffic system is dysfunctional Over congested/inefficient Unattractive streets Limits of transit System not flexible Does not support goals June 15, 2004 - 8- CITY MANAGER 'S BRIEFING LASKIN ROAD/30 r"STREET GATEWAY One-Way Pairing (Continued) More cars are coming Challenge:Design traffic management systems to support vision while providing capacity and flexibility Dedicated transit lanes Calm traffic through design Recognize budget limitations Minimize asphalt/improve aesthetics Adequate parking close-in Support gateways Encourage redevelopment The logic of one-way pairing on the new corridor is very persuasive when issues are examined in a systematic basis. Recommendations/City Council Directions Approve the Laskin Gateway design features presented Provide direction on one-way or two-way pairs Provide authorization to acquire right-of-way. Future Steps Resolution to start the acquisition of right-of-way will be prepared Two resolutions for the Laskin Gateway traffic flow will be prepared: one-way pairs and two-way pairs Finalize design based on City Council's direction Mr. Block displayed a model simulating the one-way pairing between Atlantic Avenue and the split on a Saturday afternoon in May. Both historical and up-to-date traffic counts are projected on an afternoon in May. This model depicts the traffic/lows relating to a one-way approach.Synchronized signals improve the flow of traffic. For purposes of traffic calming, the City has reviewed additional build-outs on 30th Street as one comes around Baltic Avenue thus allowing a further narrowing of the street. Mr. Block displayed the two-way flow at Pacific Avenue. Mr. Block displayed the parallel parking on 31" Street. This parallel parking acts as a buffer between the pedestrian and the traffic and a safe way of controlling more traffic. These models encompass the parking garage and hotel, expecting a 1-1/2%per year growth in traffic. The right-of-way will be equally taken (14 feet on each side). With the right-ofway, a better pedestrian environment remains and has been designed so many buildings are taken. The 5 feet on 30'Street would be acquired as redevelopment occurs. June 15, 2004 - 9- CITY MANAGER 'S BRIEFING LASKIN ROAD/30 rN STREET GATEWAY Mr. Block advised this project includes Laskin Road Phase II(six-laning of Laskin fano Oriole Drive on in). Laskin Road Phase I is a Virginia Department of Transportation (VDOT)project,runs from that aforementioned point westward and goes up First Colonial,Laurel Lane in that direction and down to 1-264 going the other direction. There is also a project to improve the intersection,completing the 6-laning of that section of First Colonial. The City has made clear their displeasure with the 6-year plan to VDOT There are on-going negotiations and information will be provided as the entire roadway Capital Improvement Program (CIP) must be reviewed. This information re one-way and two-way pairing(Laskin Road/30th Street Gateway) with the simulated model shall be presented to the Retailers Association. A Briefing will provide all affected parties the information. A Public Hearing shall be scheduled for a future City Council Session. • June 15, 2004 - 10- Item IV. ADJOURNMENT Vice Mayor Louis R.Jones DECLARED the Special Formal City Council Session ADJOURNED at 5:07 P.M. 6, 1.4•4., _ .±_ ._ Beverly O. Hooks, CMC Louis R. Jones Chief Deputy City Clerk Vice Mayor 'uth Hodges Smith, MMC Meyera Oberndorf City Clerk Mayor City of Virginia Beach Virginia June 15, 2009