Figure 30
There is nothing more important to the success of downtown than the success of Lincoln Square. The largest property downtown, and a centerpiece of downtown’s retail activity, integration of the mall into the fabric of downtown, and enhancement of it as a retail attraction, is critical if the vision of this plan is to be attained.
Lincoln Square Mall and UrbanaLinking to
the Vision
Lincoln Square Mall is privately owned and the owners
are free, within the limits of zoning and any other covenants, to
address a host of directions. However the success of downtown,
and most likely, the success of the mall, requires the owners to
join with other downtown property owners to address the vision of
this plan. That vision is to create a strong distinction from
other shopping areas in the region and strive to create a niche
for downtown Urbana. The vision is also focused upon making
downtown Urbana a people place with an “urban feel”
that is a center for the community. It is this vision that is
typically missing from newly developing suburban marketplaces.
Lincoln Square Mall owners could address this vision by developing plans that cost-effectively address internal and external physical improvements that would “update” the mall and would better establish a linkage with the rest of downtown. Specifically, its plans should address:
There is good reason for the City and mall ownership to continue to work together to identify what can best be done to make the mall an even greater asset for its ownership and for downtown. Considering or testing ideas like those outlined in this plan, together with continuing to work towards attracting new investments through local and regional marketing initiatives could help Lincoln Square emerge as a more viable component of downtown.
Community Retail CenterAlong with the retail component of the mall, Lincoln Square in many respects serves as a community center for Urbana and the surrounding area. Many residents regularly visit the mall to attend events such as toy exhibitions, antique shows, health fairs, holiday events and much more. Programmed events at the mall continue to be successful and generate foot traffic that result in increased sales for the retail stores. These events and exhibitions should continue and be increased throughout the year in order to keep Lincoln Square Mall as an active part of downtown.
Public Market
The idea of a Public Market as described in the Niche Market
Initiative on page 51-52 should be considered within Lincoln
Square Mall. One of the most successful events for all of
downtown Urbana is the Farmer’s Market which operates in the
mall parking lot every Saturday morning from May to November.
The Farmer’s Market brings thousands of people out in search
of fresh produce, flowers, baked goods and homemade arts and
crafts. Many market patrons and vendors alike have indicated a
desire for more indoor market opportunities during winter months
and perhaps on weekdays. The location, design and
function of Lincoln Square Mall creates an opportunity to
accommodate a public market of some determined scale and function.
Offering market goods and other food and dining opportunities
within the mall is also consistent with the goals of this plan to
create a food and entertainment niche for downtown.
The idea of a public market in Lincoln Square Mall can range from a small number of kiosk vendors in the main corridors or with leased space within available space in the mall. A likely concentration of public market type of activities would be near the existing food court area where visitors would enter from either Green Street to the west or Broadway Avenue to the north. Figure 30 illustrates how physical improvements to the mall coupled with the presence of public market uses would create an inviting atmosphere to the mall and potentially attract shoppers multiple times a week.
Figure 30a