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Southeast Plan's heart gets airing Commercial center would be a nice place to stroll By JESSICA SMITH Shoppers mill around storefronts, cafe patrons sit on outdoor patios, lush green parks beckon children and a creek runs through it all. That's the vision for a planned commercial center in southeast Medford that funnels into the undeveloped hillsides to the east, where more than 10,000 people are expected to live in the next 20 years. To get involved What: Community members get a final chance to talk with consultants about plans for a commercial center off Barnett and North Phoenix roads. The project is part of the city's Southeast Plan. When: 7 tonight Where: Scottish Rite Lodge, 955 N. Phoenix Road The ambitious Southeast Plan aims to reduce traffic and make better use of the 1,000-plus acres set aside in the Urban Growth Boundary by blurring the lines between commercial and residential neighborhoods, consultants said. Lennertz and a team of planners worked this week with city leaders, east-side land owners, transit officials and others to develop more than a dozen concepts for the proposed 46-acre "Village Center" that is the heart of the Southeast Plan, at Barnett and North Phoenix roads. Architects presented several design options to landowners Wednesday that call for tree-lined sidewalks, a series of small shops and a few larger retail sites, park lands along Larson Creek, an elementary school, a post office, a bank and a transit station. "I think they're bringing in a balance to the plan," said Carol Musser of Medford, who owns property in the proposed commercial center. "I find these concepts inviting. You won't mind walking through (the development) because it will be a pleasant experience." The intensive three-day workshop wraps up tonight at 7 with a meeting intended to give the public a better understanding of where the project is headed and provide consultants with feedback on the project designs. Although the plan is still in the idea phase, consultants say the concept is a throwback to pre-World War II developments. "You could walk to the corner store and you could walk to the park then," said Bill Lennertz, an architect heading up the project. But, he added, "this plan's not just about nostalgia. It's functional." Key to the success of the development is its ability to keep people from traveling to west Medford for goods and services, according to a national retailing consultant. The best way to accomplish that goal -- while maintaining livability in southeast Medford -- is through a "main street" design that mixes commercial, residential and public uses, said Bob Gibbs of Gibbs Planning Group in Detroit. "The big picture is a neighborhood center. We don't ever see this working as a regional retail site," Gibbs said. Even so, Gibbs' firm analyzed the regional retail market and found that the proposed Village Center could pull in $14 million a year from people who live within two miles. Annually, those folks spend about $900 million in the region, Gibbs said. Although some developers say there's potential for building up to 250,000 square feet worth of retail space in the Village Center, Gibbs suggests planners start small. In the 46-acre commercial area, Gibbs proposes planning for 60,000 square feet of retail space and 15,000 square feet for offices. Missing from the commercial planning efforts are details about future housing projects, which developers say is vital to the success of the Village Center concept. "That's what is going to make this whole thing work -- people," said Mike Mahar of Mahar Homes. Developers own land in the area, but projects have been put on hold while officials seek solutions to traffic congestion at the Barnett Road freeway interchange. But city planners opened the door to developments that aren't expected to significantly add to the congestion, approving Mahar's plan to build 267 homes on 67 acres at Cherry Lane and North Phoenix Road. A public hearing on that project is scheduled for May 25. Meanwhile, consultants on the Village Center plan are expected to present preferred design alternatives to the Medford City Council in June during a public hearing. A final plan is expected in mid-July, consultants said. Today's Edition : News | Sports | Business | Weather | Tempo | Classifieds Mail Tribune Copyright � The Mail Tribune 2000, Medford, Oregon USA