INGLEWOOD DOWNTOWN DEVELOPMENT PLAN

Inglewood, CA: 2009

RSAUD developed a revitalization plan for the City of Inglewood for its economically faltering 4-block long downtown corridor. The plan called for a market-driven, brand-savvy approach that was based in identifying programs, partners and precedents. The programming was based on a combination of recent market analyses conducted by the City, as well as by community feedback (desires, etc.). Partners included commercial investors as well as cultural organization that would have a natural affinity with the specific program scenario, while precedents were used to identify similar revitalization models that provided "lessons for success" that were similar to and would best insure the viability of the chosen narrative/identity program. This included the development of an "image-bank" which conveyed the specific ambience, identity and uniqueness that was being sought.

The scope of work included identifying "opportunity sites" such as vacant storefronts and lots, parking and corner lots, and historic sites--along with outdoor programs such as chess park, amphitheatre, reading garden, open air market to activate them. A set of quick and easy practices by which to transform the identity of the area were also proposed--from graphics to temporary window displays and lighting. The plan also identified short, medium, and longer term strategies by which to implement the plan immediately and sustain/grow it over time. The final product was not a conventional master plan but a 3-part book that was part branding program, part marketing brochure, and part business plan. The branding program outlined the larger vision/scenario, the uses, events and activities connected with the brand, and illustrated how the brand should be conveyed visually, in differing conditions (storefronts, empty lots, etc.) within the district. The marketing document was meant to provide the City with an idea of how to use the identity program in order to publicize to and attract merchants, investors and visitors. Written with the team’s economics consultant, the business plan consisted of a calculated but flexible economic growth strategy built on leveraging smaller/shorter term investments toward larger/longer term ones.

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