BoltonMooresMIllLCI

Bolton / Moores Mill LCI

Bolton/Moores Mill

Livable Centers Initiative

Study and Concept Plan

City of Atlanta

November 26, 2002

Bolton/Moores Mill Livable Communities Initiative

Study and Concept Plan Project Team

Planning Team:

City of Atlanta

Felicia Moore, Council Member District 9

Beverley Dockeray-Ojo, MCIP, AICP, Acting Director,

Bureau of Planning

Flor Velarde, AICP, Principal Planner

Garnett Brown, Principal Planner

Chuck Shultz, Senior Planner

Stephanie Macari, Senior Planner

Consultants

Jordan, Jones & Goulding, Inc

Gibbs Planning Group, Inc.

JW Robinson & Associates

Community Members

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Shirley Franklin

Mayor, City of Atlanta

Atlanta City Council

Cathy Woolard

President of Council

Carla Smith

Debi Starnes

Ivory Young, Jr.

Cleta Winslow

Natalyn Archibong

Ann Fauver

Howard Shook

Clair Muller

Felicia Moore

C.T. Martin

Jim Maddox

Derrick Boazman

Ceasar Mitchell

Mary Norwood

H. Lamar Willis

Department of Planning, Development and Neighborhood Conservation

Charles Graves, Commissioner

Bureau of Planning

Beverly Dockeray-Ojo, Interim Director

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EXECUTIVE SUMMARY 4

EXECUTIVE SUMMARY

Livable Centers Program Goals

The City of Atlanta Bolton/Moores Mill Livable Centers Initiative (LCI) plan extends the City’s

efforts and initiative established by the Northwest Framework Plan of 2000. In February 2002,

the Atlanta Regional Commission awarded a LCI grant to the City of Atlanta to build upon the

efforts of the Northwest Framework Plan and focus pore specifically on creating a more detailed

comprehensive master plan for the area around the Bolton Road and Marietta Boulevard

corridors. The city hired Jordan, Jones and Goulding, in partner with Gibbs Planning Group and

JW Robinson & Associates, to assist with the development of the plan.

The goals of the Bolton/Moores Mill LCI are:

· To conduct a transportation enhancement study to create a circulation system, which

encourages pedestrian, bicyclists, and alternative modes of transportation.

· To create a range of housing choices and develop more opportunities for affordable housing.

· To reduce transportation demands and increase transit ridership.

· To utilize and capture green space taking advantage of the existing natural resources to create

open space and passive recreational opportunities.

· To create conditions to encourage pedestrian and bicycle traffic by providing streetscape

facilities in and between the corridor’s activity centers, single-family neighborhoods, and

schools.

· To create a quality, balanced environment by establishing policies to encourage mixed-use

activity centers that include affordable housing, neighborhood commercial, neo-traditional

residential, and interactive recreational facilities.

· To encourage community and stakeholder collaboration in development decisions.

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EXECUTIVE SUMMARY 5

Public Involvement

The Bolton/Moores Mill LCI public involvement effort was geared towards providing

opportunities for citizen input while generating dialogue, enthusiasm, and excitement for the

future of the community. The City of Atlanta led the public involvement process by creating a

stakeholders group representative of the areas neighborhoods, property owners, business owners

and public leaders. This task force was involved in a detailed and in-depth series of public

meetings designed to garner support for the direction of the plan. This facilitated the creation of

meaningful input because citizens gained a thorough understanding of the issues, options and

consequently, the difficult choices facing them. By communicating their concerns and desires to

the project team, citizens helped educate the project team staff on issues connected to the study.

Public involvement in the Bolton/Moores Mill LCI included several stakeholder meetings, a

public design workshop and a marketing strategy workshop. The public design workshop was

held in September 2002 and was the cornerstone of the public involvement effort. The workshop

employed a “hands-on” approach that resulted in key elements of the plan. The key elements are

the corridor master plan, the Marietta Boulevard shopping center plan, the transportation

improvement plan and a green space plan. Workshop participants were charged with aiding in

the implementation of the plan by becoming “plan champions.” Bob Gibbs of the Gibbs

Planning Group facilitated the final workshop. This workshop focused on building consensus

from the public as to the feasibility of the overall plan and to educate the public as to how the

plan can be achieved. All public meetings were well attended and provided a wealth of

information to the study team.

Transportation Improvements

A critical element of the LCI program is the implementation of projects that promote the

livability of a community. Using a consensus approach, the community compiled a list of

transportation projects that they believe will help their city achieve this goal, with the primary

focus being placed upon the Marietta Boulevard and Bolton Road corridors. Marietta Boulevard

is the primary thoroughfare through the area and as such, it is to receive an emphasized

streetscape treatment. By adding a traffic-calming median that can accommodate future transit,

an improved intersection with Bolton Road and wide sidewalks and a street furniture zone with

street trees to serve as a buffer between the large volumes and high speed of the traffic, Marietta

Boulevard can better serve the surrounding communities. The second most vital corridor to the

area is Bolton Road. This street will remain the neighborhood oriented street it is today with

specific improvements to the intersections to promote pedestrian mobility and traffic calming via

on-street parking, wide sidewalks, street trees and reinvested commercial nodes adjacent to the

sidewalks. Lastly, several new streets will be created and some existing streets closed to achieve

better connectivity at the intersection of both Marietta Boulevard and Bolton Road. These new

streets must incorporate significant traffic calming elements including narrow travel lanes, street

trees, sidewalks, cross walks and bulb-outs to ensure that traffic moves efficiently yet slowly

through the area. All of these transportation improvements together form the framework to

ensure that all future development is neighborhood-oriented and accessible.

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EXECUTIVE SUMMARY 6

Shopping Center Master Plan

The focal point of the plan includes the aged shopping center at Marietta Boulevard, Moores Mill

and Bolton Road. The redesigned site plan is a combination of slow-moving streets, residential

or mixed-use buildings with ground floor shops, restaurants and offices and pocket parks and

plaza spaces.

The neighborhood streets that connect through the area are tree lined, with on-street parking and

narrow lanes for automobile travel. These streets will accommodate vehicular travel, bicycle

connections and pedestrian crosswalks at intersections.

New buildings within the neighborhood will orient themselves to the streets with building

facades and pedestrian entrance fronting new sidewalks and all parking facilities located to the

side or rear of all buildings. The ground floor of these buildings will contain shops and similar

commercial uses with the floors above being dedicated to a variety of office or residential types

and styles.

Tying the streets and new buildings together is a well-connected system of sidewalks,

intersection crosswalks, parks, plazas and paths that strategically weave their way throughout the

corridor, providing greenery and beauty to the area as well as access to the surrounding

neighborhoods.

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EXECUTIVE SUMMARY 7

Next Steps

The LCI communities know that with the completion of this plan there still remains significant

work to be done. This plan is predicated on the need for in some areas, significant change.

Paramount to this effort is the coordination of infrastructure improvements to the shopping

center properties on the east side of Marietta Boulevard. In addition, the LCI neighborhoods

must be committed to assisting their local officials in establishing priorities, forming

partnerships, building consensus, securing funding and continually evaluating the plan.

Implementation

The implementation program outlines $13.4 million in infrastructure improvements that would

be necessary to realize the vision of the concept plan. This figure includes engineering and

design costs as well as construction costs for projects that are recommended to start construction

within five years. Funding for these projects will come from a variety of sources, some of which

are shown in the program, including the City’s 2000 Quality of Life Bond.

Part of the implementation program is the City’s initiative to amend the Future Land Use Map in

its Comprehensive Development Plan, followed by the rezoning of key segments of the study

area. The City will use its new “Quality of Life” zoning ordinances, which regulate urban design

to create functional districts characterized by pedestrian accessibility. The ordinances include: a

Live-Work district that allows light industrial, which is attractive to artists and craftspeople; a

Mixed Residential-Commercial district that promotes livability by allowing store-front retail to

exist on the street level of a residential building; and a Multifamily Residential ordinance

requiring apartment and condo developments to have a functional relationship with the street and

its surroundings. Efforts to change the land use map will begin upon adoption of this document.

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TABLE OF CONTENTS

1. INTRODUCTION ...........................................................................9

How This Plan Addresses LCI Goals ..............................................................................................9

Vision .............................................................................................................................................12

Goals of the Study ..........................................................................................................................13

2. METHODOLOGY & PROCESS ........................................................14

Defining Place................................................................................................................................14

Community Involvement................................................................................................................16

3. ASSESSMENT.............................................................................18

Background ....................................................................................................................................18

Location of study area ....................................................................................................................21

Property Ownership.......................................................................................................................23

History ............................................................................................................................................24

Transportation................................................................................................................................25

Land Use ........................................................................................................................................34

Demographics ................................................................................................................................35

Housing ..........................................................................................................................................37

Urban Design .................................................................................................................................44

4. ISSUES & OPPORTUNITIES..........................................................45

Moores Mill Shopping Center .......................................................................................................45

Corridor ..........................................................................................................................................49

Summary ........................................................................................................................................52

5. MARKET ANALYSIS .....................................................................53

Commercial Market Support..........................................................................................................53

Residential Market.........................................................................................................................55

6. RECOMMENDATIONS ..................................................................58

Vision .............................................................................................................................................58

Activity Centers ..............................................................................................................................58

Corridor Recommendations...........................................................................................................65

List of Recommendations...............................................................................................................66

7. IMPLEMENTATION.........................................................................70

Process and Phasing........................................................................................................................70

Implementation Program................................................................................................................78

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1. INTRODUCTION

How This Plan Addresses LCI Goals

Following are the LCI program goals established by the Atlanta Regional Commission:

GOAL: Encourage a diversity of medium to high-density, mixed income neighborhoods,

employment, shopping, and recreation choices at the activity and town center level.

This plan calls for higher density residential development at what is to be the Town Center of the

new neighborhood centered at the existing shopping center site located at the convergence of

Marietta Boulevard, Moores Mill and Bolton Road. The new Town Center will incorporate both

sides of Marietta Boulevard and will be the highest concentration of uses in the area. Uses will

be a mixture of office, commercial, retail and residential, with a series of sidewalks and open

spaces to tie all of the uses together. Along Marietta Boulevard south of the Town Center, the

corridor will accommodate mixed uses including light manufacturing to accommodate the future

growth of the light-industrial and mixed-use growth in the area. Bolton Road will preserve its

present form with significant reinvestment being targeted to improve the neighborhoodcommercial

nodes that currently exist in a dilapidated state at most of the streets intersections.

GOAL: Provide access to a range of travel modes including transit, roadways, walking and

biking to enable access to all uses within the study area.

As this neighborhood develops, a combination of private and public investments will create a

broad network of sidewalks, bike lanes, slow moving neighborhood streets, cross walks, paths

and trails and better access to the Chattahoochee River. Some of these elements get done

through private development with the guidance of zoning regulations. The remaining

infrastructure is implemented through the City of Atlanta public investment program targeted for

this area.

GOAL: Encourage integration of uses with transportation investments to maximize the use of

alternate modes.

The most significant transportation investment that can be leveraged within the area is the

potential transit alignment being studied for the area by the Georgia Regional Transportation

Authority. The studied transit initiative is considering the LCI area for potential alignments. If

such a facility were to be built in the area it could positively facilitate the implementation of this

plan in terms of redevelopment and capital investments. The transit alignment would also meet

many of the LCI programs goals of accessibility, connectivity and land uses. Secondarily, the

City of Atlanta has existing bond funds available for transportation and infrastructure

improvements. These funds must be leveraged to encourage the implementation of this plan in

strategic locations throughout the study area.

GOAL: Through transportation investments increase the desirability of redevelopment of land

served by existing infrastructure at activity and town centers.

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In the event that a transit connection were to be made, a destination for this facility musty be

located at the new Town Center located on the site of the existing shopping center on Marietta

Boulevard. The redevelopment of existing surface parking lots into a new mixed-use

development with new streets, sidewalks and public spaces, creates the perfect environment for

facilitating transit stations. As part of the Town Center development, a plaza/park space will

create a new front door for the area giving a presence onto Marietta Boulevard as well as serving

as a new transit station for the transit line. This park will serve as the amenity that spurs

development of the area and gives the area an identity.

GOAL: Preserve the historical characteristics of activity and town centers and create a

community identity.

The City of Atlanta has strong local examples of how to build off-of and recreate historical

characteristics within communities. The goal for this plan was to create a new identity, one that

was separate from downtown Atlanta and Buckhead, the larger commercial areas to the east and

south. This Town Center is to be a sort of Village Center, with neighborhood serving uses that

form a true community center for the surrounding neighborhoods. Building forms will be

pedestrian and urban leaving behind a neighborhood-commercial character.

GOAL: Develop a community-based transportation investment program at the activity and

town center level that will identify capital projects, which can be funded in the annual

Transportation Improvement Plan (TIP).

The public involvement process involved a diverse group of constituencies. All of them

however agreed upon the need for increased pedestrian and bicycle safety with particular focus

being placed at the area’s intersections. The project list included in this LCI Plan focuses on

increasing pedestrian and bicycle priority in the study area. The largest need for funding will be

the improved Moores Mill, Marietta Boulevard and Bolton Road intersection design. Once this

main intersection is addressed with funding, Bolton Roads key intersections also emerged as

having priority with the community for receiving improvements and enhancements.

GOAL: Provide transportation infrastructure incentives for jurisdictions to take local actions

to implement the resulting activity or town center study goals.

This plan identifies transportation projects that if funded through the LCI program will serve as

incentives for future redevelopment.

GOAL: Provide for the implementation of the RDP policies, quality growth initiatives and Best

Development Practices in the study area, local governments and at the regional level.

RDP policies and Best Development Practices were guiding policies in formulating the LCI plan

and are embraced by the City of Atlanta Department of Planning, Development and

Neighborhood Conservation as reflected in the City of Atlanta Comprehensive Development

Plan. Both RDP and Best Development practices will be incorporated, where appropriate into

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the comprehensive plan, land use plan and the zoning ordinance. The Urban Design Guidelines

contained in this report clearly reflect Best Development Practices.

GOAL: Develop a local planning outreach process that promotes the involvement of all

stakeholders; particularly low income, minority and traditionally underserved populations

The City of Atlanta has long been known for its outstanding citizen involvement. This project is

no different with the City leading the way through the Planning Department staff and City

Council representative. Doing so, they have successfully continued the public involvement

outreach begun with the Northwest Framework Plan and have folded the groups involved in that

process into this planning effort.

GOAL: Provide planning funds for development of activity and town centers that showcase the

integration of land use policy and regulation and transportation investments with urban

design tools.

The City of Atlanta will adopt new Land Use and Zoning changes to implement the

recommendations of this plan. In addition, the City will match its current funding mechanisms

with the itemized transportation recommendations to implement the full vision of the plan. All

City departments that have the responsibility for creating this new place will develop the

appropriate guidelines to make the vision of this plan become reality. This will primarily be

accomplished through the intersection improvements and the rezoning process, which once

applied to the area that will require future development to adhere to the criteria of the new plan.

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Vision

The task force created this vision for the Bolton/Moores Mill area on July 24, 2002:

· Large numbers of people living, working and playing within walking distance of a medium

density mixed–use transportation node

· A wider variety of goods, services and recreational facilities within the center

· Improved pedestrian circulation and a sense of community through the integration of multiuse

trails, parks and open space, and through connections to existing facilities

· Protected trees and reduced amounts of pavement

· Equity in access to services in the area

· A balanced ratio of jobs and residential units

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Goals of the Study

The task force outlined the following goals for the study on July 24, 2002:

· Encourage a diversity of medium to high-density mixed income housing areas, employment,

institutional, shopping, and recreation choices in the study area.

· Provide access to a range of travel modes including transit, roadways, walking and biking to

enable access to all uses within the study area and to connect to other Atlanta area walking

and biking trails.

· Encourage integration of uses with transportation investments to maximize the use of

alternate modes.

· Through transportation investments increase the desirability of redevelopment of land served

by existing infrastructure within the study area.

· Preserve the historical characteristics of the study area and create a community identity.

· Develop a community-based transportation investment program that will identify capital

projects, which can be funded in the annual TIP.

· Provide transportation infrastructure incentives for jurisdictions to take local actions to

implement the study goals.

· Provide for the implementation of the RDP policies, quality growth initiatives and Best

Development Practices, especially pertaining to the natural environment, in the study area.

· Develop a local planning outreach process that promotes the involvement of all stakeholders.

· Create a development plan that showcases the integration of land use policy and

transportation investments with urban design tools.

· Transform the study area from the worst pedestrian environment into the best pedestrian

environment in Atlanta.

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2. METHODOLOGY & PROCESS

Defining Place

“A sense of place”…we hear that phrase frequently today in relation to the places we live, work and

shop. But what exactly do we mean by “place?”

Place is created and felt when people can experience of connection with other people; when they

feel that the built structures around are appropriately sized and placed in relationship to what they as

human beings can see and do around them. Such places create a sense of belonging and simply by

their design say loudly, “this is a place that welcomes people.”

The sense of place is very important to activity centers because it attracts more shoppers, more

businesses, more workers and more money. It raises property values and, says the Urban Land

Institute, does away with the “throw-away suburb” syndrome.

To help the many LCI-area stakeholders focus on the meaning of “place”, the design team created a

set of guiding principles, which provided strong direction to the work that needed to be completed

during the charrette.

Pleasant

Is this a pleasurable area? A place must be enjoyable, memorable and desirable. There should never

be a significant amount of space within a place that is unpleasant to anybody whether it be in an

automobile driving through, at the bus stop, on the sidewalk, walking into an office building, eating

lunch in the park or looking out an apartment window to the street below. The entire experience of

the place as a whole must be one that is endearing.

Location

Is there a "there" there? All places have an identity, a distinction, a story to tell, a picture to take.

Wonderful places are always describable whether it be the architecture, the natural environment or

the uses in the area. And the most descriptive images possible are those that are positive. So to give

this area a real identity, to make it a real place, deliberate attention must be paid to the details such as

street trees, shop fronts, building articulation, park designs and other similar urban design elements.

Generally, people tolerate bad locations but embrace great locations. By making a true embraceable

place, the entire community benefits.

Accessible

Is it something that can be accessed? In other words, is it connected? Whether coming from

outside of the area or from within the area, the entire place must be easy to use. It should flow

from one corner of the place to the other. Streets must serve as seams that bring the entire place

together and not gashes that cut insurmountable barriers through the landscape. A walk or drive

from one end to the other should be fluid and smooth and unobstructed, making for a positive

experience.

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Cohesive

Does it all tie together? Each part of a place must complement the other. A person must know

with out question when they are in the place and when they are not. If they ever have any doubt,

they will turn back and not continue their progression through the place. And this is the death

knell of places. Places act like a single body. When one part of the place gets sick the rest will

soon follow if it is not corrected. Similarly, when a place becomes healthy, the remainder of the

place follows suit. By creating a unifying image and atmosphere, the entire area benefits and

becomes more sustainable as a whole.

Engaging

Does it stimulate me? Places offer its users stimulation. Through slow moving vehicular traffic,

large amounts of pedestrian sidewalk traffic, gently shifting street trees, constant refractions of

sunlight, outdoor vending, sidewalk cafes, park water fountains, large storefront windows with

merchandising inside, friends chatting on a park bench or a car parallel parking on the street are

all elements of a place that when experienced first hand are highly engaging. This is an

environment that draws people in. As engagement increases so does public usage and as public

usage increases so does the success of the place.

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Community Involvement

Jordan, Jones and Goulding chose to use the charrette model of community planning for the

Bolton/Moores Mill LCI study. “Charrette” is a French word meaning "wagon," used by

architecture students at the old Ecole des Beaux Arts in Paris. Students worked around the clock

to a deadline, even working on their designs as they rode on a wagon to class. Today some

design professionals refer to a charrette as an illustrated brainstorm.

Charrettes are one of the most productive community planning tools available today. They reap

success because bring citizens, public officials, planners and designer together for a very intense

period of problem solving. One of the greatest reasons for its success is that the charrette

becomes a forum for community collaboration and education. It provides a holistic approach

because it focuses on the many elements that make a community, its physical, economic and

even political landscape. The charrette process also provides an interactive learning process in

which professional planners and designer can learn about the community and the community can

learn more about their available choices in planning for the future. It is timely, cost-effective and

provides substantial documentation in the form of reports, renderings, and perspectives.

The Bolton/Moores Mill

Charrette

The Bolton/Moores Mill area

consists of three main study areas:

the shopping center site, the Bolton

Road corridor, and the southern

Marietta Boulevard corridor. The

goal of this charrette is to utilize

the elements of design to connect

these elements into a single image

for the area, to make it a “place”.

To accomplish this, we broke-out

into two separate tables to discuss

land use/urban design and

transportation respectively.

Throughout the charrette the two

tables presented their work in a “pin-up” of materials in an attempt get everybody together and

compare ideas and plans and slowly begin to merge all of the ideas and thoughts together.

Market Assessment Workshop

We worked as a team to incorporate all the ideas of the stakeholders, community, and focus

groups to come up with an overall master plan that would work best for this community. Bob

Gibbs of the Gibbs Planning Group then described the plan that was formulated during the

charrette in greater detail. Bob Gibbs gave an enlightening presentation to the group on this day

outlining current trends in housing, parking, and retail. He also explained the reasons for the

disappearance of the traditional Town Center, and why it is so popular again. Further, he

explained the importance of understanding each element involved, urban design, transportation,

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economics, and community involvement, and how each element must work together to enhance

the overall project. The group used this information to reassess and modify the current plan.

Follow-up Stakeholder Meetings

The follow-up stakeholder meetings were opportunities for presenting the final touch ups to the

drawings and a presentation of our recommendations for the community, stakeholders, and

clients. The presentation focused on the overall trend of retail areas, the importance of planning

for the future, and how to set short-, mid-, and long-term goals. The presentation also outlined

the recommendations that came out of the charrette process, what the main issues were, and how

we tried to incorporate the guiding principles and community input to arrive at viable solutions.

The presentation also discussed our ideas of how this project should be phased over time, what

the initial steps should be, what involvement was needed from the community, city, and officials.

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3. ASSESSMENT

Background

“The government and the market are not enough to make a civilization…There must also be a…

space in which bonds of community can flourish.”

Senator Bill Bradley

The United States is the first nation to grow at amazingly low densities across the American

landscape. For the latter half of the previous century, most Americans have lived, worked and

shopped in separate areas, and we have entered a new century with nearly all of our population

living on the landscape we call suburbia. One of the reasons Americans chose to spread out goes

back to our pioneer beginnings when everyone’s dream was a house surrounded by wide-open

spaces. The advent of the automobile kept us extremely mobile and allowed us to live a

considerable distance from where we worked. No longer did business and industry need to locate

near the railroad station. The car has become a significant part of our collective culture and

individual identity. The joy of driving, however, is not what it used to be and our inclination to

spread out and to rely on the car for our mobility has left us with a number of unintended

consequences.

Not only did the car allow us to work in one part of the region and live in another, it also spurred

the notion of separating uses – that is separating residential properties from retail and retail from

industrial and so on. It also opened the door for the regional shopping center. The first standalone

shopping center opened for business in the mid 1950’s outside Detroit. Today there are

more than 44,000 shopping centers in the US, covering vast acres with large one and two-story

buildings and amazing numbers of parking spaces. Over the past 20 years however, these

shopping destinations have lost their appealing glow and in many ways have become their own

worst enemy. Most shopping malls were built on comparatively inexpensive land with easy

highway access and a ready supply of low-wage workers. Today, as the hard infrastructure itself

is deteriorating, the traffic congestion, the inefficiency, and the visual blight of these centers are

forcing many centers to lose their competitive edge. These properties have also earned the

dubious designation, “greyfields.”

Greyfields, however, are perfect candidates for redevelopment. We generally think of

redevelopment as an activity that occurs in an old historic downtown. But suburban greyfield

redevelopment provides a number of opportunities for the communities in which they are

located. While these declining developments may, at first blush, appear to be eyesores, they

represent a unique opportunity for communities wishing to protect existing greenspace and to

reuse existing infrastructure. The challenge lies in transforming outdated infrastructure to meet

today’s needs.

People are drawn to places that make them feel good and reflect their own personal value

system. That is why a “man’s home is his castle.” People arrange the interior and exterior of their

homes so that they feel good, so that they feel safe, and so that their homes reflect something

about them as individuals.

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There is also another important factor in drawing people to a particular place and that is other

people. Human beings are exceptionally social creatures who strive to connect with one another.

Unfortunately, many of our outdated shopping centers miss the mark on both fronts. They have

been designed primarily for the convenience of the automobile; hence they are not conducive to

pedestrians, at least on the exterior. They are devoid of any character or sense of community.

And as they reach their period of decline they attract fewer and fewer people.

To breathe economic life back into these shopping corridors, communities across the country are

examining ways to turn these areas into true destinations, places that encourage walking, that

make transportation difficulties less onerous, places that foster a more enjoyable and convenient

experience. To do that they are looking back in history at a time when cities and towns took great

pride and care of their public spaces…courthouse squares, plazas, and the town green. They are

taking these simple elements and creating a town center, often out of the massive mall parking

lot. They are putting the needs of people before cars by ensuring that the street and sidewalk

network provide a pleasant pedestrian environment where people can actually cross the street on

foot to visit another retail establishment. They are combining retail with residential uses, offices,

and entertainment to create a true place, a “here” here that is no longer an anonymous strip

shopping center. And they are doing this with remarkable success. They are finding that by

creating unique character and sense of place they are able to reap the benefits of greater

visitation, higher rents, larger retail sales, and stronger real estate sales.

Much of the LCI area is in fact greyfield in character. Industrial properties line the Marietta

Boulevard through much of the area and many of these properties are becoming increasingly

underutilized. Several of the larger industrial uses have left the area leaving behind vacant

buildings and wasting properties. In addition, there are a growing number of industrial

properties being purchased as real estate investments to turn these properties into mixed-use,

commercial and/or residential developments.

The retail and industrial development along Marietta Boulevard has served the Bolton, Riverside,

and Whittier Mill community well for years. When it was built, the Moores Mill Shopping

Center provided needed shopping opportunities within the district. However, time, growth,

changes in tastes, buying habits, and decay has decreased some of the Shopping Center’s

usefulness. The area cannot continue to be the same type of retail and industrial area that it once

was. For the Bolton/Moores Mill area to continue to be viable and sustainable into the future, a

new archetype must be employed. It needs to evolve and redevelop into a human scale,

pedestrian friendly destination – a place with a character all its own; a different kind of place

than it was before, into the kind of place that the people of the community will want to spend

their time.

The improvements that must be made within the area have to be undertaken simultaneously on

multiple fronts – economic, design, community involvement, and transportation. Primarily, the

corridor must be a place people want to be. People want to be in places that are attractive, active,

safe, and most importantly, that have some economic purpose to exist. Creating a place that

fulfills an economic purpose is what defines any place as a destination unto itself. The Marietta

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Boulevard/Bolton Road corridor needs to be transformed into a true destination in order to

successfully redevelop.

Transportation, economics and urban design are all critical components of the redevelopment of

any area. A trend is beginning in greyfield redevelopment that is transforming declining

shopping center districts into viable town centers and declining industrial areas into vibrant

“live/work” districts. Much of the infrastructure is already in place, and these sites are usually

good fits based on transportation/transit accessibility, location advantages for housing, and

enough space to create a truly functioning activity center.

The JJG team feels that the communities that proactively adopt a new way of thinking about how

to redevelop these areas will be the frontrunners over the next decade of communities that are

economically successful and are known as special and inviting destinations around the country.

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Location of study area

The study area is located in northwest Atlanta along the southeastern bank of the Chattahoochee

River. The river to the northwest, a CSX rail line to the northeast, the CSX Tilford rail yard to

the southwest, the Norfolk-Southern Inman rail yard to the south, and the Whittier Mill

neighborhood to the west roughly bound it. It includes the length of Marietta Boulevard from

the river south to the rail line – at approximately Huff Road.

Figure 1: Study Area Boundaries

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Within the study area there are several discernable sub-areas:

A: The Moores Mill Shopping Center is located in the triangle created by Marietta Boulevard,

Bolton Road, and Coronet Way. Vacant shop fronts and an aged strip mall environment

characterize the existing shopping center site. Surrounding the entire site is a sea of surface

parking lots that remain unused for the most part. The shopping center is at the convergence of

Marietta Boulevard, Moores Mill and Bolton Road and as such form the heart of the study area.

B: The Bolton/Adams Crossing residential neighborhood is located southwest of the Moores

Mill Shopping Center and centered on the intersection of Adams Drive and LaDawn Lane. This

neighborhood has experienced massive reinvestment and new development over the past decade.

The current neighborhood is stable and has improved the economic status of the area because of

the higher values of the housing stock.

C: Crestlawn Cemetery is located along Marietta Boulevard south of the Moores Mill

Shopping Center. The Cemetery anchors intersection of Chattahoochee and Marietta Boulevard

and serves as the gateway into the Adams Crossing neighborhood.

D: The Hills Park residential neighborhood is located directly south of the cemetery and east of

the CSX rail yards. This neighborhood is experiencing lot-by-lot reinvestment. New housing

stock is being build to replace aged housing and vacant lots.

E: Southern Marietta Boulevard extends from the main part of the study area southeast of the

intersection of Marietta Boulevard with Chattahoochee Avenue. This portion of Marietta

Boulevard contains a large number of industrial facilities – many still in use and some now

vacant. However, recently several new mixed-use projects have been planned along the corridor

and the character of the corridor is rapidly changing from a heavy industrial strip to that of a

mixed use and light industrial area.

F: The R.M. Clayton Industrial Area is located northwest of Bolton Road and contains several

industrial uses, such as the R.M. Clayton wastewater treatment plant, the Lafarge corporation

cement plant, and an active landfill site. This area is directly adjacent to the Chattahoochee

River to the north and abuts the eastern edge of the Riverside neighborhood.

G: The Riverside neighborhood is north and south of Bolton Road between James Jackson

Parkway and the R.M. Clayton industrial area, and is centered on the intersection of Bolton Road

and Main Street. As with the Adams Crossing and Hills Park neighborhoods, Riverside is

experiencing continuing investment and stability. Empty lots are quickly infilling with higher

quality housing stock. The neighborhood directly abuts the Chattahoochee River and as such

provides an opportunity for a connection to any improvements targeted for the river. The

neighborhood is served by Bolton Road and has several neighborhood commercial nodes at

intersections along the street that have yet to experience the same investment and improvements

that the residential neighborhood industrial area has.

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Property Ownership

Property ownership is highly concentrated in the area, with only 10% of owners controlling 68%

of the total acreage in the study area.1 The following “Gini” chart in Figure 2 of ownership.

The following table shows the total holdings of the top ten property owners in the study area:

Table 1: Top Ten Property Owners

1 Excluding CSX and Norfolk Southern rail yards, and public right-of-way

Owner

# of Parcels Total Acreage % of Total

CREST LAWN MEMORIAL PARK 1 95.7 7%

CITY OF ATLANTA 1 65.7 5%

GENERAL SHALE PRODUCTS CORP 3 57.9 4%

GEORGIA POWER CO 2 47.6 3%

BLUE CIRCLE INC 6 43.2 3%

CHAMBERS OF GEORGIA INC 4 37.9 3%

CASH R M & SONS INC 13 36.4 3%

BOLTON PLACE ASSC LP 4 33.0 2%

[PRIVATE OWNER 1] 24 32.4 2%

[PRIVATE OWNER 2] 4 26.6 2%

Concentration of Ownership

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100

Cumulative Percentage of Owners

Cumulative Percentage of Acres Owned

Figure 2

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

History

The railroad lines that cross the area from the northwest to the southeast divide the study area

and have given the area its predominantly industrial character. The Norfolk Southern Inman

Yards and CSX terminals in the heart of the area became a location for heavy industry and

warehousing which developed close to the railroad tracks. This community was primarily the

industrial support area for the city and the region. Some of the industrial buildings have become

functionally obsolete, as the need for outside warehousing has changed over the years.

The Whittier Mill is a local reminder of a period of great importance to the history of Atlanta and

the Southeast. As the new south emerged from the ruin and chaos of civil war and

reconstruction, Atlanta became a regional symbol and center for economic rejuvenation. The

increasing railroads tied the Southeast to Atlanta, and both the region and the City to a national

market economy, as industries developed along the rail lines and near labor supplies.

Current trends however show that the area is on an upswing of sorts. Economically, the

neighborhoods of Adams Crossing, Riverside and Hillside are experiencing phenomenal

reinvestment and improvement. New single-family neighborhoods are currently under design to

continue the success already begun. In addition, the redeveloped Perry Homes site will provide

an additional 3,000 high-quality units to the area, further solidifying the image of the area as one

of prosperity and reinvention.

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Transportation

Three roadways provide primary access to the district from outside: Marietta Boulevard, Moores

Mill Road, and James Jackson Parkway. Marietta Boulevard receives traffic from the north

across the Chattahoochee River from Cobb County (Atlanta Road), and from the south from

downtown and Midtown Atlanta. Moores Mill Road, which terminates in the heart of the

district, receives traffic from the Buckhead area of Atlanta, and is a primary connection to

Interstate-75. James Jackson Parkway receives traffic from the north from Cobb County, and

from the south from the Bankhead area of Atlanta. Both Marietta Boulevard and James Jackson

Parkway are primary connections with Interstate-285.

The district receives a high degree of “through traffic” during peak hours. This traffic is caused

by trips traveling among three major origins/destinations: Cobb County, Buckhead, and Midtown

Atlanta. Much of this traffic passes directly by the Moores Mill Shopping Center.

Marietta Boulevard is a typical corridor with wide travel lanes and commercial uses adjacent to

the street while Bolton Road is a typical neighborhood street with narrow lanes and single-family

residences and neighborhood commercial uses located along it.

The district is also home to a number of large industries. As such, it also encounters a high

number of truck and heavy vehicle trips. Although no specific counts of trucks and heavy

vehicles have been done, residents report (and observations confirm) high truck volumes on

Marietta Boulevard, Marietta Road, Bolton Road, and James Jackson Parkway.

The area is also served by MARTA bus service. However, due to the infrequency of scheduled

service, we cannot consider bus service as currently providing a major means of access to the

district. There is currently no passenger rail service in the district.

The district is tightly bounded by the Chattahoochee River to the north, and rail lines on all other

sides. In addition, there is a severe “pinch point” between the northern end of the rail yards and

the industrial uses that line the riverfront. This severely restricts east-west travel within the

district. Due to these conditions, Bolton Road is a critical connector for providing transportation

among the various sub areas of the district.

The Northwest Connectivity Study (NWCS), an initiative of the Georgia Regional

Transportation Authority (GRTA), is considering potential routes and modes for increasing

connectivity along the corridor between Town Center in Kennesaw and central Atlanta. The

suggested alignments follow I-75/US 41, but have as strong alternatives the CSX rail corridor

and Marietta Boulevard/Atlanta Road. At community input meetings, GRTA and its consultants

have heard opposition from many neighborhood groups who are opposed to implementing transit

along I-75 or US 41. The Bolton/Moores Mill community is generally in acceptance of transit

coming through their area, and welcome the opportunity for greater connectivity and economic

development.

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Roadways

The existing roadway environment for the corridor is typified by large corridors that are

underutilized except for isolated incidents of congestion at peak hours of the weekdays. Marietta

Boulevard is excessively wide and where it intersects with Bolton Road and Moores Mill, it

leaves behind a confusing and often times dangerous intersection.

Bolton Road and Marietta Boulevard serve as primary corridors for moving traffic between Cobb

County and Downtown/Midtown Atlanta. In the morning hours, the flow of traffic on Bolton

Road and Marietta Boulevard is headed east and south. In the evenings the reverse commutes

send the traffic in the opposite directions of north and then west back towards Cobb County

along Marietta Boulevard and Bolton Road respectively. In addition, some of this traffic splits

onto Moores Mill to access the Buckhead district of the City of Atlanta.

The major roadways in the study area show a low to moderate number of trips per day. Table 2

gives the most recent number of average daily trips (ADT) on major roadways.2

It is important to note that the table does not represent levels of congestion, since it only

considers average numbers of trips over the course of 24 hours. In order to accurately gauge

roadway congestion, it would be necessary to determine the number of trips on each roadway

during peak periods. Observation confirms, however, that peak congestion is in fact highest on

Bolton Road during morning and evening rush hours. Marietta Boulevard and James Jackson

Parkway experience lower levels of congestion during peak periods. Generally, roadway

capacity is currently sufficient on both Marietta Boulevard and James Jackson Parkway.

Roadway (number of through lanes) Average Daily Trips (ADT)

(both directions)

ADT per

lane

Bolton Road, between Marietta Road and

Paul Avenue (2) 15340 7670

Bolton Road, between Moores Mill Road

and Marietta Boulevard (2) 11120 5560

Marietta Boulevard, between Coronet

Way and Chattahoochee Avenue (4) 21860 5465

Marietta Boulevard, between Bolton

Road and the Chattahoochee River (4) 20340 5085

Marietta Boulevard, between Carroll

Avenue and Huff Road (4) 15188 3797

James Jackson Parkway, between Bolton

Road and the Chattahoochee River (4) 12453 3113

Table 2: Average Number of Daily Trips on Major Roadways

2 Georgia Department of Transportation, 2001

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Intersections

Several roadway intersections in the district are substandard and could be greatly improved with

reconfiguration. These intersections are listed in Table 3. This table does not list conditions

relating to pedestrians and bicyclists, which are addressed in the following sections.

Intersection Conditions

Marietta Boulevard

@ Bolton Road & Adams Drive

6-way intersection is confusing to navigate.

Configuration and signalization contributes to

congestion.

Oblique crossings make turning movements difficult.

Inadequate turn lanes contribute to congestion.

Poor sightlines decrease safety.

Marietta Boulevard

@ Chattahoochee Avenue

Oblique crossings make turning movements difficult.

Bolton Road @ Marietta Road

High number of trucks making turning movements.

Narrow turn radii make truck turning movements

difficult.

Bolton Road @ Hollywood Road

Merging roadways and acute angles contribute to

roadway congestion.

Poor sightlines decrease safety.

Bolton Road

@ James Jackson Parkway

Excess capacity on James Jackson Parkway

encourages speeding.

Narrow turn radii make truck turning movements

difficult.

Table 3: Inadequate Intersections

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Access Management

Access management is particularly poor along the length of Marietta Boulevard and Moores Mill

Road. Multiple individual driveways create many points of conflict for automobiles making

turning movements into and out of destinations along these roads. There is very little interparcel

access – what exists is unplanned, confusing and dangerous.

Pedestrian Transportation

The pedestrian environment throughout the study area is inadequate, and does not attract “choice

users.”3

Sidewalks are absent throughout much of the district, particularly in the older residential sub

areas of the district. Along the narrower, less-traveled, neighborhood streets this should not be a

major concern since pedestrians can and do share the roadways with other transportation modes.

Several recent residential developments have included sidewalks, most notably in the Adams

Crossing area. These sidewalks generally do not extend beyond the limits of the immediate

development. As such, they do not facilitate pedestrian transportation to either the primary or

secondary activity centers of the district. The lack of sidewalks along major connecting streets

(such as Bolton Road and Hollywood Road) makes pedestrian travel to anywhere outside of

one’s immediate neighborhood difficult and dangerous.

Sidewalks exist in the immediate vicinity of the Moores Mill Shopping Center. They are

generally in poor condition. Along Marietta Boulevard, there is no horizontal separation

between pedestrian traffic and automobile traffic. High automobile speeds make walking along

this corridor extremely uncomfortable. The lack of street trees and ill-placed utilities in the

sidewalk area contribute to a hostile pedestrian environment.

Other deficits of the pedestrian environment are:

· Lack of access management creates too many conflict points between automobiles and

pedestrians.

· Street crossings are poorly marked and configured across obliquely angled streets. This

creates a situation where pedestrians are not only required to walk very long distances across

multi-lane streets, but also must walk at an angle to drivers’ sightlines. This creates a very

dangerous and inhospitable situation. Many crosswalk markings are of the “double parallel

stripe” type – these are difficult for drivers to see.

· Pedestrian signalization is very poor. Signals are located across multilane roadways and are

difficult to see. Crossing times are generally inadequate – especially for children and the

elderly.

3 An analog to “choice transit riders,” as opposed to “captive transit riders.” Choice users have multiple

transportation modes available to them. Captive users do not have a choice, and must use the infrastructure that

exists, regardless of its condition.

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

· Large parking lots located between the sidewalk and the building entrance present barriers to

pedestrians. Lack of inter-parcel access for pedestrians prevents direct access from one

destination to another, and requires navigating large parking lots on foot.

The following elements must be addressed to ensure pedestrian safety in the area:

· Access management to eliminate the dangerous location of and number of driveways and

curb cuts into and out of properties.

· Crossings must be well marked and visible allowing a clear point of crossing for pedestrians

crossing the areas streets and intersections.

· Signalization must be times better to make vehicle travel smooth and efficient while also

allowing adequate time for pedestrians to cross streets and intersections.

· Amenities such as benches, trash receptacles and streetlights must be provided to make the

walk along the areas corridors safe and attractive.

· Access to destinations (parking lots, inter-parcel access) must be better facilitated so that the

most direct and conflict-free path of travel is provided for pedestrians.

Bicycle Transportation

Bicycle transportation is poorly accommodated throughout the district. There are no dedicated

on-street or off-road bicycle lanes and roadway shoulders are generally too narrow to support

safe bicycle transportation. Bicycle parking facilities are absent, and roadway traffic speeds

make accessing the district by bicycle inhospitable and unsafe.

Although the residential densities at this point may not warrant dedicated bicycle travel lanes, it

is important to plan ahead for the growth that is planned for the area. As such, the following

items must be addressed in planning for future bicycle travel.

· Adequate Bike Lanes for fitting bikes and cars on the same street.

· Shoulder Widths wide enough to safely accommodate bike travel.

· Parking Facilities so that bicyclists can park their vehicles at destinations.

· Calmed Traffic Speeds that allow for safe bike travel.

Transit

The Metropolitan Atlanta Regional Transportation Authority (MARTA) provides bus service to

the Bolton/Moores Mill area. Five bus routes serve different parts of the district. All five routes

serve the Moores Mill Shopping Center.

1 Coronet Way

37 Loring Heights

44 West Wesley

58 Bolton

60 Hightower

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Transit Service Within the Study Area

Three of the current bus routes provide service within the study area. Route 60 Hightower serves

the length of Bolton Road from Hollywood to the Moores Mill Shopping Center. Route 1

Coronet Way serves Marietta Boulevard from the Moores Mill Shopping Center to

Chattahoochee Avenue. Route 58 Bolton has very sporadic service along Bolton Road from

James Jackson Parkway to the Moores Mill Shopping Center. Composite weekday bus

frequencies4 are given in Table 4.

Current service along either corridor is not frequent enough to avoid “schedule anxiety” and

schedules are not “clock face schedules.”5 This level of service is not sufficient to support

choice riders. Midday and Evening service levels are low enough to serve only captive riders.

4 For all bus routes that serve the indicated corridor.

5 A “clock face schedule” is where service is provided at regular intervals at the same number of minutes past the

hour (for example, 6:01, 6:21, 6:41, 7:01, 7:21, 7:41, etc.).

Average Frequency of Service (minutes)

Corridor Route(s) Morning

(7-9am)

Midday

(12-2pm)

Rush

(4-6pm)

Evening

(8-10pm)

Bolton Rd 58 Bolton

60 Hightower 17 30 20 60

Marietta Blvd 1 Coronet Way 24 40 15 60

Table 4: Average Composite Frequency of Service Along Major Corridors in the Study Area

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Transit Service to Destinations Outside the Study Area

From the Moores Mill Shopping Center, three routes serve major metro area destinations

(downtown Atlanta, Midtown, and Lindbergh Center). The remaining two routes serve minor

neighborhood destinations, and terminate at MARTA rail stations, but do not serve major

destinations. The table below summarizes service frequencies and travel times for access to

major destinations.

As with intra-district travel, service levels to major destinations outside of the study area are

poor, and will not support choice riders. Midday and Evening service levels are low enough to

serve only captive riders. No service at midday and in the evening to several major destinations

makes transit outside of the area much less useful.

All three of the routes above terminate at MARTA rail stations, from which a rider has relatively

quick access to nearby stations (Table 5). If one is willing to add a maximum of 15 minutes

additional travel time6, and if one is willing to take the first of the three routes that come along,

then composite service frequency to any of the above destinations is given in the table below:

6 15 minutes = average of 5 minutes wait time + maximum inter-station travel time of 10 minutes (between

Lindbergh Center Station and downtown Five Points Station).

Average Frequency of Service (minutes)

Destination/

Travel Time Route Morning

(7-9am)

Midday

(12-2pm)

Rush

(4-6pm)

Evening

(8-10pm)

Downtown

31 minutes

1 Coronet

Way 24 40 15 60

Midtown

30 minutes

37 Loring

Hgts 30 No service 24 No service

Lindbergh Center

27 minutes

44 West

Wesley 40 60 40 No service

Table 5: Average Frequency of Service to Major Destinations Outside the Study Area

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Table 6: Average Composite Frequency of Service to Major Destinations Outside the Study Area (Variable

Route)

One-way travel time would then be between 27 minutes (Route 44 to Lindbergh Center) and 46

minutes (Route 31 to downtown, then rail to Lindbergh Center Station). If one is willing to

tolerate a possible inter-mode transfer, variable routes, and variable travel times in return for

better frequency, then Morning and PM Rush “inbound” service is frequent enough to support

choice riders. The problem is that return service requires that the rider pre-determine their route,

and therefore provides only the lower frequencies of service given in Table 6. Unfortunately,

these complications (possible transfer, variable route, variable travel time, poor frequency of

service for “outbound” trips) together will discourage all but the most tenacious riders.

Average Frequency of Service (minutes)

Destination/

Travel Time Route Morning

(7-9am)

Midday

(12-2pm)

Rush

(4-6pm)

Evening

(8-10pm)

Downtown,

Midtown, or

Lindbergh

Center

27-46 minutes

1 Coronet

Way

27 Loring

Heights

44 West

Wesley

plus rail, if

necessary

10 24 7.5 60

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Taxi Service

Taxi service is available by advance arrangement. Costs within the study area and to/from major

destinations are given in the table below.

Table 7: Taxi Service Within the Study Area and to Major Destinations

As seen in the table above, taxi service is an available but expensive option for those who live in

the study area. It is much more reasonable for small groups traveling to/from the study area.

7 Standard Atlanta cab fare: $2.00 for the first 1/7th mile + 25¢ for each additional 1/7th mile + tip.

8 Moores Mill Shopping Center (Marietta Boulevard at Bolton Road)

Origin/Destination Distance Approximate

Travel Time

Approximate

Cost7

James Jackson & Bolton to/from

MMSC8 1.5 miles 6 minutes $5.25

Huff Road to/from MMSC 2.9 miles 12 minutes $8.25

Midtown to/from MMSC 7.1 miles 17 minutes $16.00

Downtown to/from MMSC 9.2 miles 18 minutes $19.00

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Land Use

The Bolton/Moores Mill district contains a wide variety of land uses: Industrial, Commercial,

Residential, and Utilities. It also is home to Crestlawn Cemetery -- one of the largest cemeteries

in the City of Atlanta.

The current land uses in the area are predominantly Industrial, with Mixed-Use along the

Marietta Boulevard corridors and Single-Family being preserved within the existing

neighborhoods. The current Land Use and Zoning maps, as shown below, are recently adopted

recommendation of the Northwest Framework Plan. The market analysis shows that, as with

most urban areas, this part of Atlanta is underserved. It shows a void for 557,000 s.f. within the

trade area, but again, this is not a regional site.

Two land uses are generally underrepresented in the district, however – high-density residential

and open space. The latter is unusual, since Crestlawn Cemetery is the largest single parcel in

the district. However, it is mostly inaccessible to district residents. In addition, the area along

the Chattahoochee River, which could serve as a major park and greenspace for the district, is

essentially inaccessible due to intervening industrial uses.

The following table shows the breakdown of current land uses in the district.

Land Use

SIC

Number of

Parcels

Total

Acreage

Percentage

of District

0 Unknown 53 184 12.46%

1 Residential 916 396 26.86%

2 Industrial 12 27 1.83%

3 Industrial 5 10 0.70%

4 TCU 20 55 3.72%

5 Commercial 127 159 10.75%

6 Service 63 211 14.28%

7 Recreation 2 7 0.48%

8 Agriculture 1 1 0.04%

9 Vacant 383 365 24.70%

Unknown 53 62 4.18%

Total 1635 1476 100.00%

Table 8. Land Uses in the District

Integration of land uses is poor, with many single-use sub areas.

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Demographics

The primary trade area is estimated to have 38,300 residents in 2002, with a projected increase to

46,050 people by 2007 (a 3.1% annual increase)9. The number of households in the primary

trade area is projected to increase at a slightly higher rate of almost 4%, from 16,300 in 2002 to

19,600 by 2007, due to the fact that much of the growth will be from in-migration of new

residents as opposed to an internal increase in population. The primary trade area is comprised

of a mixture of social and economic characteristics and represents a mix of incomes, background

and lifestyles, but one that is separated between the northern and southern portions of the trade

area.

Median household income is $55,200, with almost 16% of the households recording incomes

below $15,000 annually, another 9% making between $15-25,000 and 55% making $50,000 or

more. Most of the higher income areas are found in the northern portion of the primary trade

area, in the Buckhead and Vinings communities.

Median age for the primary trade area is 30.1 years, indicating a very young population overall.

The areas in the northern portion of the primary trade area tend to be more mature, while the

typically the younger population is located in the southern half of the primary trade area.

While the southern portion of the trade area has a stronger ethnic orientation, a higher percentage

of renter-occupied units, and a higher housing vacancy rate, the majority of the trade area in

2000 had been living there a minimum of 3.5 years. However, as the rejuvenation of the area

and its transformation from an industrial region to a vibrant place to live and work continues, the

number of newcomers into the area is expected to increase. Similarly, some of the areas

currently exhibiting lower incomes should see a slight rise in median income levels. For more

detail, refer to Exhibits F and I in the Appendix.

The secondary trade area is experiencing modest growth, with a projected population increase

under 1% annually between 2002 and 2007, raising the population level from 101,200 to 103,600

people. Households are projected to increase in number from 40,400 to 41,300 households

during the same time frame. The slower growth in the secondary trade area is attributable to the

fact that a significant portion of it lies on the Westside of Atlanta, where there is little available

land for new housing and growth is stable.

The secondary trade area includes a diverse collection of communities, including the Westside of

Atlanta, southern Smyrna and portions of Buckhead. As would be expected, the social and

economic make-up will vary significantly between communities. Overall, the secondary trade

area is young, with a moderate income level. Median age is 32.7 years; median household

income is $42,900 and 44% of the population makes over $50,000 annually (conversely, 29% of

the population makes less than $25,000 a year).

9 Source: Claritas, Inc. with additional data supplied by the Atlanta Planning Department.

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

The following table compares selected demographic characteristics for the total trade area

(combination of the primary and secondary trade areas) with those for the Atlanta Metropolitan

Statistical Area (MSA), Fulton County, the City of Atlanta and the State of Georgia:

As indicated in the above

table, the Bolton/Moores

Mill LCI total trade area has

a lower income level than the

Atlanta MSA and Fulton

County, but it is higher than

that for the City of Atlanta

and on par with the State of

Georgia. The total trade area

is younger than the Atlanta

MSA, county and the state,

but equal to the city.

Demographic

Characteristics

Total Trade Area City of

Atlanta

Atlanta, GA

MSA

Fulton

County

State of

Georgia

Median Household

Income

$46,400 $39,200 $59,400 $55,900 $47,400

Percent Incomes $50K+ 47% 41% 59% 55% 48%

Persons per Household 2.33 2.29 2.69 2.44 2.64

Median Age (Years) 32.0 32.4 33.1 33.0 33.6

Table 9: Comparison of Selected Demographic Characteristics

Sources: U.S. Census Bureau and Claritas, Inc.

Figure 3 The above chart compares the Atlanta Regions Cost of Living

with other U.S. Metropolitan areas. While Atlanta is above the national

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Housing

The Regional and Citywide Picture

Overall, the Atlanta metropolitan area continues to be one of the strongest housing markets in the

country. Of the 34,000+ homes sold in the Atlanta market in 2001, 71.6% were resales, 8.8%

were condominiums and 19.6% were new homes. The demand for reasonable housing in the city

has allowed Atlanta to become one of the leading markets for condominiums, town homes and

lofts in the nation. These units consist of both new and redeveloped facilities.

Table 10: Home Ownership Cost Increases for Atlanta

Monthly Ownership Costs,

Primarily Mortgage

1990

2000

Change

Growth

United States $994 $1,085 $91 9.2%

Georgia $994 $1,038 $44 4%

Metro Atlanta $1,158 $1,170 $12 1%

Cobb County $1,247 $1,280 $33 3%

DeKalb County $1,110 $1,123 $13 1%

Fulton County $1,284 $1,596 $312 24%

Gwinnett County $1,265 $1,197 -$68 -5%

Atlanta (city) $1,005 $1,318 $313 31%

Source: Census Bureau Supplemental Survey 2000, Census 1990

Jackson Trace Town homes (90

town homes) and The Peaks

(214 apartments in a gated

community) are two of the

many developments currently

under construction that will be

served by the Bolton/Moores

Mill LCI. A summary of

planned developments is found

in Exhibit M in the Appendix.

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Percent of monthly income to pay homeownership

expenses, primarily mortgage

Less than

25%

25-50% More than 50%

United States 61% 30% 9%

Georgia 63% 28% 9%

Metro Atlanta 62% 29% 9%

Cobb County 63% 27% 10%

DeKalb County 59% 32% 10%

Fulton County 58% 27% 14%

Gwinnett County 67% 27% 6%

Atlanta (city) 53% 32% 15%

Non-Atlanta Fulton County 55% 30% 15%

Table 11: Comparison of Homeownership costs as a percentage of income by geography

Source: Census Bureau Supplemental Survey 2000, Survey 1990

Figure 4: As depicted above, the high land costs and lack of available land create a higher proportion of

multifamily homes within the City of Atlanta.

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Table 12: Housing Rental Rates for the Atlanta Region

Median Gross Rent 1990-2000 1990 2000 Change Growth

United States $603 $612 $9 2%

Georgia $584 $632 $48 8%

Metro Atlanta $713 $758 $45 6%

Cobb County $775 $825 $50 6%

DeKalb County $744 $757 $13 2%

Fulton County $646 $734 $88 14%

Gwinnett County $778 $821 $43 6%

Atlanta (city) $569 $634 $65 11%

Source: Census Bureau Supplemental Survey 2000, Survey 1990

Over the past decade, Georgia is the only state east of the Mississippi River to have recorded a

population growth rate higher than 25%. The Atlanta region contributed two-thirds of the state’s

growth and is the 11th fastest growing region in the country (Las Vegas is first at 83.3% followed

by Naples, Florida at 65.3%).

Regionally, DeKalb and Fulton Counties have shown the lowest growth rates, at 12.4% and 19%,

respectively between 1990 and 2000. The counties within Metro Atlanta displaying the

strongest levels of growth include Gwinnett (54.2%), Cobb (29.2%) and Cherokee (57,7%)10. It

is anticipated that Atlanta, with no natural boundaries, will continue to grow, as long as people

are willing to contend with water restrictions and longer commutes11. In-migration has been a

major source of Atlanta’s growth and has typically been chosen because of its strong job growth,

diverse industry base, relatively affordable housing, pleasant climate and other lifestyle factors.

There has been a significant level of housing development occurring within the study area.

There are currently over 3,000 planned housing units being developed within the primary trade

area, including a redevelopment of the demolished Perry Homes, Senior Assisted Living Center,

and adaptive reuse of industrial buildings into artists lofts and condominiums.

In terms of housing type, the City of Atlanta has a higher proportion of its housing stock

represented by multifamily units than any other segment of the Atlanta region. However, it also

has one of the lowest levels of mobile home units in the market. These figures are not surprising,

given the higher densities within the City limits, higher and costs and other related factors. A

summary of the breakdown of housing types across the region, as supplied by the Atlanta

Regional Commission is depicted below.

10 Source: U.S. Census Bureau 2000 census, 1990 census.

11 According to both Bart Lewis, chief of the Atlanta Regional Commission and Douglas C. Bachtel demographer at

the University of Georgia, as quoted in the Atlanta Journal-Constitution article “Will Atlanta Stop Growing?”,

March 23, 2001.

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Housing Units by Structure Type: April 1, 2000

Single Family Multifamily Mobile Homes

Total Units Share (%) Units Share (%) Units Share (%)

Atlanta Region 1,373,058 926,416 67.5 416,682 30.3 29,960 2.2

Cherokee 54,874 47,408 86.4 2,918 5.3 4,548 8.3

Clayton 88,106 57,454 65.2 26,815 30.4 3,837 4.4

Cobb 247,494 174,745 70.6 67,694 27.4 5,055 2.0

DeKalb 265,093 169,006 63.8 95,473 36.0 614 0.2

In Atlanta 13,600 9,915 72.9 3,671 27.0 14 0.1

Outside Atlanta 251,493 159,091 63.3 91,802 36.5 600 0.2

Douglas 36,263 27,184 75.0 5,556 15.3 3,523 9.7

Fayette 33,996 29,680 87.3 2,466 7.3 1,850 5.4

Fulton 357,646 195,905 54.8 160,658 44.9 1,083 0.3

In Atlanta 177,316 83,038 46.8 93,691 52.8 587 0.3

Outside Atlanta 180,330 112,867 62.6 66,967 37.1 496 0.3

Gwinnett 218,247 165,180 75.7 47,887 21.9 5,180 2.4

Henry 45,555 38,548 84.6 3,786 8.3 3,221 7.1

Rockdale 25,784 21,306 82.6 3,429 13.3 1,049 4.1

City of Atlanta 190,916 92,953 48.7 97,362 51.0 601 0.3

Table 13

Proposed/Planned Housing Developments

Northwest Atlanta

Development Name Houses Apartments Condos Townhouses

Senior

Housing Studios Total

Perry Homes 100 579 80 759

Rockdale 1250 1250

Bradford Chase 106 106

Sutton-Jordan 140 140

Jackson Trace 90 90

Parkview at Bolton 81 19 100

Chattahoochee Lofts 200 174 374

Dupont Commons 162 62 224

Brantley/Spink 40 40

The Peaks 214 214

Totals 1593 993 174 317 220 0 3297

Table 14

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BOLTON/MOORES MILL LCI

The City of Atlanta, while continuing to grow, with the Census Bureau reporting a 5.7% increase

in population for the city between 1990 and 2000, has seen only a modest increase in income

levels during the same time period, especially in comparison to the balance of the Atlanta region.

However, the current trend of revitalization that is occurring in the city should increase the

income levels by both attracting higher income residents into the area and providing employment

opportunities for current city residents.

Figure 4: The above chart compares the median household incomes of areas around the Atlanta region and

the nation. The City of Atlanta displays the highest proportion households earning less than $30,000

annually and one of the lowest levels of incomes over $100,000.

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Median Household Income Growth

2000 Median Household Income 2000 1990 Change Growth

United States $41,349 $40,350 $819 2.02%

Georgia $40,666 $39,134 $1,532 3.91%

Metro Atlanta $49,963 $48,614 $1,349 2.78%

Cobb County $56,857 $55,688 $1,169 2.1%

DeKalb County $49,007 $48,169 $838 1.74%

Fulton County $41,266 $40,425 $841 2.08%

Gwinnett County $57,551 $58,683 -$1,132 -1.93%

Atlanta (city) $30,189 $30,037 $152 0.50%

Source: Census Bureau Supplemental Survey 2000, Census 1990. Adjusted for inflation and published in the

Atlanta Journal-Constitution.

Housing in the Study Area

Demographic information of the Bolton/Moores Mill LCI indicates a consistent growth during

the next five years. Currently there are 5,000 new housing units under construction or are

currently planned. This represents a twenty-two percent (22%) increase over the current housing

unit total of 23,198. The subject area is expected to experience a population growth of 6.7%

during the next 5 years with an increase of 6.6% in number of total households.

Most of the household growth that is projected to occur will be among households age 45 to 54

years old. This age group is projected to increase by 1,292 or 20.9% within the next five (5)

years. Households in the age ranges between 45 and 54 years old tend to be predominantly

homeowners and are often in the trade-up housing market, reflecting the higher incomes they

enjoy in their peak earning years. The significant growth expected in these age ranges will

primarily demand owner-occupied housing production

Another age grouping that is projected to grow in the Bolton/Moores Mill LCI is the older senior

age groups, age 85 and older. Households in this age range tend to rent with greater frequency as

their age, and they increasingly look for alternative housing options to meet their life-cycle

housing needs. Census data indicates that this age group should see an increase of 17% or 92

individuals.

The age ranges expected to experience household level declines over the next five years are

primarily in the 34 and younger age ranges. An expected 2.1% decrease is expected in the 18-24

years age grouping. The 24 to 34 year grouping should see a 1.4% loss. Households in these age

ranges rent with much greater frequency than middle age households. Households in these age

ranges also tend to represent a majority of the first-time homebuyers. Despite the expected

decline in the number of younger households, a full 82.6 percent (25% newcomers and 57.6% 5

years or less) of the current households have moved into the area within the last 5 years or less.

The Bolton/Moores Mill LCI appear to be an attractive location for younger or new households.

This trend is expected to continue.

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Another significant change is in the racial composition of the population. The African-American

or black population will grow slightly from 51.9% to 53.4% within the next 5 years. Other

minority populations are expected to grow dramatically. The percentage of Hispanics will rise by

30.5%. The Asian population will also increase by 36.2%.

Most significant is the black population projected population increase. The black population is

expected to comprise 2,397 of the projected increase of 3,167 in area population within the next

five years.

The population is predicted to continue increasing during the next 5 years (6.6%). Additionally

the number of households will continue increasing (9.2%) due in part to an increase in singleperson

households. Single person households are projected to increase by 13.7%. Single person

households are generally rentals. Single family attached or more specifically, rental properties

are projected to comprise 47.9 percent of the housing market.

The study’s housing demand estimation primarily focuses on the demand side or increases in

population and households. Other factors, supply-side factors, have been omitted. The “other

factors” refer to new housing consisting mainly of unoccupied housing and the creation of

dwellings in structures not originally intended for residential use.

With a current 5,000 new housing units currently under construction or planned and a projected

3,267 households needed within the next five years; supply may slightly outpace demand. If the

decrease of vacant units from 2,558 units to 2,520 units is due to the rehabilitation of these

vacant homes, excess supply may be exacerbated. Median incomes suggest a market for higher

end rental units and single family housing in the $190,000 to $200,000+ range.

CITY OF ATLANTA

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BOLTON/MOORES MILL LCI

Urban Design

For any place to be successful and cohesive it must have a strong urban design fabric. The study

area is severely lacking in strong urban design characteristics. A healthy urban design

environment is directly tied to the overall success of the area including the environmental,

economic, transportation and social well-being of the area as a whole.

Strong urban design attracts users to the area thereby improving the economic environment of

the businesses, shops and retailers in the area. Strong urban design brings buildings close the

streets and wide sidewalks causing passing vehicles to slow speeds and drive cautiously. Quality

urban design brings people out of their homes and shops to interact with each other on the

streets, sidewalks and plazas of the area. Good urban design provides for an abundance of street

trees, parks and open spaces to keep the area clean and green. All of these elements together

make for a cohesive and sustainable place. Unfortunately, within this corridor there is a severe

lack of quality urban design elements.

The following factors typify the area from an urban design perspective:

· Commercial uses are low-scale, single-story and aged.

· The corridors are not oriented towards pedestrians with buildings surrounded by parking lots,

a crumbled or non-existent sidewalk infrastructure and virtually no greenery or open space

available.

· Street trees are non-existent.

· Buildings are oriented to parking lots and provide no sidewalk/pedestrian entrances.

· Intersections are confusing and dangerous making them unattractive gateways into the

neighborhoods and corridors.

· Litter and trash line the streets and properties of the corridors making for an unappealing

experience.

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BOLTON/MOORES MILL LCI

4. ISSUES & OPPORTUNITIES

The Bolton/Moores Mill area presents many issues to be addressed. However, it also contains a

commensurate number of opportunities upon which this plan can build. This section addresses

the issues and opportunities that were uncovered from site visits, public workshops, interviews,

and examination of existing data. It discusses issues and opportunities in two sections – the first

relates to the localized Moores Mill Shopping Center area, the following section discusses the

issues and opportunities that pertain to the corridor as a whole.

Moores Mill Shopping Center

The Moores Mill Shopping Center area is the center of much activity – most of that activity is

commercial and industrial – and almost all of it is automobile-oriented. What the area does not

have is a defined and functional “activity center.” As the Bolton/Moores Mill area continues to

grow and mature, and as its residential populations increase, the need for a primary activity

centers that provides for neighborhood and civic vitality will become increasingly acute.

Characteristics of an Activity Center

Older malls and strip retail are being challenged by e-commerce that will continue to affect their

profitability. More and more, when people go out, they would rather spend their time and money

in activity centers -- areas that provide opportunity for face-to-face human interaction. In order

to achieve that interaction, an activity center needs certain attributes:

An activity center should not be comprised of giant buildings, connected by wide arterial

streets, with land uses clearly segregated. Rather, they need a variety of closely spaced land uses

with human scale blocks, interconnected walkable streets, and legible public spaces.

An activity center should be a destination -- a place where people can come for a variety

of different activities that are closely spaced and within walking distance of one another. The

roads connecting these land uses should be interconnected and pedestrian-friendly.

An activity center shouldn’t close when it gets dark, but rather, it should contain land

uses that allow for a constant presence of people throughout the day, such as nightlife and

neighborhoods

A Primary Activity Center: Moores Mill Crossing

The primary activity center serves as the heart of the corridor and the heart of the Bolton/Moores

Mill district. New stores, cafes, stroll-able streets and avenues, frequented parks and plazas, and

urban village-style building forms all work together to give this activity center an unmistakable

identity as the district’s bustling new central place.

The area that is currently bounded by Marietta Boulevard, Bolton Road, and Coronet Way

constitutes the new Moores Mill Crossing – the primary activity center. It is this area where the

majority of the district’s commercial resources are currently located. Through its transformation

into a “village center,” the area will continue its role as a commercial center -- only it will be

stronger than ever before. By mixing complementary uses such as office and residential with

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BOLTON/MOORES MILL LCI

commercial uses and by implementing a grid network of streets, this commercial core will thrive

and sustain itself for generations to come.

Key Issues

There are several issues involving the current Moores Mill Shopping Center area. The first issue

concerns the land uses. The current zoning ordinances reflect the planning trends of the 1980s,

which encouraged developers to build large, strip center developments. The neighborhood

residents, businesses and property owners today desire a mix of land uses that are interconnected

by an effective street network and capable of circulating pedestrians through a friendly

environment. The current zoning ordinances do not accurately reflect this desire.

The second main issue concerns the physical appearance of the Moores Mill Shopping Center.

The shopping center has a “dated” look that residents do not find appealing. The shopping

center also does not have any distinguishing characteristics that define it. The Moores Mill

Shopping Center could be anywhere in America; there is no reason to believe that you are in a

special place when you are there. The challenge here is to create a unique, pedestrian-friendly

environment that will attract shoppers to the area by offering a variety of activities. This is also

an opportunity to make this area a place that stands out in the American landscape.

Land Use Issues

The area lacks sustainability.

There is no mix of land uses – residents would like to see more high-end restaurants, office

space, housing, specialty shops, nightlife, and entertainment.

The center is surrounded by defunct industrial uses.

The shopping center has outdated look and needs to be updated

The shopping center land is underutilized and has not developed its full capacity

Additional residential is needed to support the viability of attracting new commercial uses to the

area.

Transportation Issues

The shopping center is surrounded by high-speed roads and inadequate, confusing intersections.

It cannot be reached safely on foot or by bicycle.

Multiple, angled cross streets require crosswalks that are extremely long and unsafe to navigate.

Large turn radii at corners allow cars to turn corners at high speeds, endangering crossing

pedestrians and bicyclists, and increasing crossing distances.

Once it is reached, the shopping center is inhospitable and unsafe for pedestrians, due to a lack of

human-scaled inter-parcel access paths.

Multiple drive-through restaurants create wide zones of automobile-pedestrian-bicycle conflict.

Multiple, closely spaced ingress/egress points of the shopping create too many potential

automobile conflicts.

There is too much parking at the shopping center.

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High-speed truck traffic along Marietta Boulevard creates an unsafe and inhospitable

environment.

Bus service is poor.

Poorly lit crosswalks at intersections without signaled left turn are unsafe for pedestrians.

Urban Design Issues

There has been no control over the overall design, which has grown in a hodgepodge manner.

Building design does not foster a sense of place or a sense of community.

Gateway elements are non-existent for attracting users to the corridor and greeting those who

pass by the area on a daily basis.

Neighborhoods are not connected to the shopping center area.

There are no greenways and bike/pedestrian trails.

A major transit transfer point at the shopping center is poorly equipped to serve bus riders with

necessities or amenities.

Economic Development Issues

A major void exists in meeting the current market demand for the area

The ugly environment of portions of the corridor discourages reinvestment and redevelopment

A key leader or champion is needed to cause change and rally support for change

Key Opportunities

The time is right for change. The market exists for massive improvement and growth in the

retail sector. Office and residential are primed to be supported as well. The City of Atlanta

additionally has ready-to-go sources of funding to implement extensive transportation and

intersection improvements to the area. Funding also exists for beautification efforts through the

construction of plaza spaces, sidewalks and landscaping throughout the area. A possible transit

connection through the area is also seriously being considered which could be a source of new

investment and accessibility to the area as well.

Perhaps more importantly as an asset to the area is the overwhelming existing community

support for the vision of this plan for change. The adjacent neighborhoods want change and are

willing to support the change they have envisioned for their community. This by in gives the

area the final push it needs to make its transition from that of an aged strip commercial

environment to that of a new vibrant Town Center for the area.

Mixed use activity center to anchor community

Transit center for bus

Intermodal transit center for bus and rail

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BOLTON/MOORES MILL LCI

Land Use Opportunities

Many property owners and managers are committed to revitalization of the area.

Large parcels of land exist to accommodate high valued developments

The aged infrastructure of buildings can easily accommodate replacement or reuse

City-owned land on Bolton could be used for recreation or transit facilities.

Transportation Opportunities

Low traffic volumes mean traffic calming devices can be implemented with relative ease

A proposed transit connection lessens the need for excessive road widths for moving people

The City of Atlanta already has ready the funding sources in place for improvements in the area

Urban Design Opportunities

Large right-of-ways on Marietta Boulevard allow for meaningful streetscaping to happen

The zoning districts needed to implement pedestrian buildings forms, sidewalks, street trees,

reduction of curb cuts and a quality storefront appearance already exist with the Quality of Life

zoning districts

The reworked intersection and new streets provide an opportunity for creating gateways into and

out of the area

Economic Development Opportunities

The volumes of traffic on Marietta Boulevard are larger than any other street in the area allowing

commercial development to focus on this street and on this property

The proposed Tax Allocation District can be a source of funding for many of the site

improvement needed to create the Town Center

Existing City of Atlanta funds can be leveraged to make the improvements needed for the Town

Center

Market data shows that the site is prime for a minimum of 200,000sq of additional commercial

or retail development

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BOLTON/MOORES MILL LCI

Corridor

Key Issues

There are three main issues that face the Marietta Boulevard/Bolton Road corridor: 1) land uses

and development patterns, 2) automobile traffic speeds and patterns, and 3) lack of easily

accessible goods and services.

The first key issue is that land uses in the district are segregated and development has proceeded

in an automobile-dependent manner. This causes distances among uses to be greater than

pedestrians can easily walk, and prevents a “critical mass” of destinations to be located within

close proximity of one another. This development pattern requires access by automobile.

The second key issue concerns automobile traffic and the impact is has on the district. Marietta

Boulevard is designed as a highway as it traverses the district. The design of Marietta Boulevard

encourages high-speed traffic along its entire length. This makes travel by any other

transportation mode uncomfortable, inconvenient and, in many places, dangerous. It also

discourages automobile drivers from stopping and support local businesses. Poor intersection

design – particularly at Bolton Road and Marietta Boulevard – directly exacerbates this problem.

Confusing turning movements by automobiles, exceedingly long and dangerous crosswalks, and

the lack of any dedicated bicycle facilities all make the area inhospitable for all persons –

regardless of their transportation mode.

The final key issue is that there is a lack of conveniently located retail businesses that supply the

necessary goods and services that any district needs to function. The district is home to fast-food

businesses, gas stations, and a small variety of other stores. However, it is lacking many basic

goods and services that residents need and desire on a frequent basis – grocery stores, dry

cleaners, barber shops/hair salons, repair shops, restaurants, and others. In addition, the retail

establishments that do exist are scattered and difficult to reach from the less centrally located

neighborhoods in the district.

Land Use Issues

Access to goods and services in surrounding areas is severely impeded due to the district’s many

boundaries (rail yards, rail lines, the Chattahoochee River, creeks, and wetlands).

A relatively large proportion of scattered, active industrial uses do not contribute to

neighborhood cohesiveness.

The nearby landfill, waste treatment plant, and cement plant are unattractive and do not

contribute to neighborhood cohesiveness.

The district needs a better mix of land uses that incorporate greenspace and help reduce

vacancies.

There is a lack of park space in the area.

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Transportation Issues

Although several industrial trip “generators” have since relocated, a high volume of industrial

truck traffic along the district’s main thoroughfares creates safety issues, contributes to noise

problems, and makes the area uncomfortable for carrying out day-to-day activities.

A moderately high volume of commuter traffic to and from Cobb County and other destinations

causes congestion problems and make neighborhoods less desirable.

Traffic speeding occurs on major roads in the area.

The “hard boundaries” that surround the district (rail yards, rail lines and the Chattahoochee

River) make connectivity with surrounding districts extremely difficult.

Transit service is poor, both within the district, and in providing connections to major

destinations.

The lack of inter-county transit coordination precludes any bus routes to Cobb County. Vinings,

Smyrna, are Cumberland Mall/Galleria are important destinations, and are as close or closer than

Midtown and Downtown Atlanta.

The lack of access control and inter-parcel access along Marietta Boulevard, making automobile,

pedestrian, and bicycle travel more dangerous than necessary.

There is a lack of street connections among both local and major streets.

The intersection of Marietta Boulevard and Bolton Road is very congested during peak hours. It

is also a “blind intersection” that is difficult for drivers to navigate.

There is a high volume of school-related traffic on Adams Street.

James Jackson Parkway north of Bolton Road is particularly dangerous for bicyclists and

pedestrians.

Key intersections do not have pedestrian crosswalks or signalization.

Urban Design Issues

Pedestrian and bicycle routes are unplanned and dysfunctional.

Lighting is poor and oriented exclusively toward automobile traffic.

Signage is generally automobile-oriented.

Commercial development has occurred in an uncoordinated manner. Destinations do not relate

to one another.

Parking lots abut sidewalks throughout the district, making walking difficult.

Overhead utility lines are unsightly and contribute to haphazard look of the district.

Economic Development Issues

Quality of existing merchants is generally low

Vacant and under-utilized properties create image of blight

Community Issues

A substantial indigent and homeless population in the area acts as a barrier to pedestrian traffic

and redevelopment.

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BOLTON/MOORES MILL LCI

Key Opportunities

There are several key opportunities in the Bolton/Moores Mill area. Unused rail corridors, the

possibility of secondary activity centers, and the district’s positioning directly between major

activity centers are all opportunities to be exploited.

Rail lines surround the district. In one sense this is a major issue and challenge for the

developing area. The fact that many of these rail lines are unused or abandoned, however, also

presents several opportunities. Unused rail lines can be converted into multi-use trails that serve

to connect areas for pedestrians and bicyclists, and provide unique recreational opportunities.

They can also be converted into roads that increase district connectivity. Another particularly

compelling opportunity is that unused rail corridors can be converted into truck routes to help

divert industrial truck traffic off of Marietta Boulevard, Bolton Road, and Marietta Road.

Another key opportunity for the district is the possibility of reviving several former

neighborhood centers, and creating others. While Moores Mill Crossing will serve as the major

activity center for the Bolton/Moores Mill district, three secondary activity centers (or

“neighborhood centers”) can serve the more immediate and day-to-day needs of the area’s

districts. These neighborhood centers are located along Bolton Road at Marietta Road,

Hollywood Road, and James Jackson Parkway. Smaller-format retail and civic uses (such as the

Agape Center) can provide location anchors and landmarks for the existing and emerging

neighborhoods. They can also provide much of the district’s residential population with services

and goods that are within walking distance. Neighborhood children (and adults) should be able

to easily bicycle to these small centers. They can also serve as convenient locations for transit

service. The Bolton Marietta Road center will serve the emerging Adams Crossing and Hills

Park neighborhoods, the Hollywood Road center will serve the Bolton and Riverside

neighborhoods, and the James Jackson Parkway center will serve the planned community at that

intersection and the Whittier Mill neighborhood, and will also provide services for passers by as

they travel to and from Cobb County. These neighborhood centers would be fairly equally

spaced along Bolton Road/Marietta Boulevard at ½-mile intervals and would benefit from the

inter-neighborhood access that would result from being connected by a common thoroughfare.

A third opportunity is that the district, while its boundaries make it practically an enclave, is also

the convergence point for many major routes. South Cobb Drive from Cobb County, Atlanta

Road from Smyrna, Moores Mill Road and DeFoors Ferry Rd from Buckhead, and Marietta

Boulevard from downtown and Midtown Atlanta all converge into this one fairly compact

district. In addition, five existing MARTA bus routes also converge into the district. A primary

activity center in the heart of the district could benefit from the economic opportunities and the

vitality that could result from this convergence.

Land Use Opportunities

Mixed, more intensive land uses can provide much-needed neighborhood vitality and additional

opportunities for neighborhood-oriented goods and services.

There is a demonstrated market for redevelopment in the area.

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Planned greenways along the Chattahoochee River and multiple existing creeks and wetlands

could provide unique recreational opportunities if appropriate access is provided.

The area is one of the oldest in Atlanta, and contains many historic sites, such as the Whittier

Mill neighborhood, original Trolley Barn, and others.

Proximity to the redeveloped Perry Homes neighborhood (West Highlands development) could

increase economic development opportunities and transit opportunities.

The defunct Hartsfield Incinerator property can serve as a resource for the community.

Crestlawn Cemetery is the highest point in the City of Atlanta, affords magnificent views of the

city skyline, and could serve as a community destination.

Transportation Opportunities

There is good opportunity to create and enhance street connections and greatly increase

pedestrian and bicycle accessibility.

The district could be served by future northwest transit connections from downtown and

Midtown Atlanta to destinations in Cobb County.

The linear nature of much of the district provides opportunities for good transit service.

An unused CSX rail right-of-way could provide direct access to Moores Mill Crossing from the

Adams Crossing neighborhood.

Ample existing right-of-way on many roadways should increase the ability to implement

roadway solutions.

Urban Design Opportunities

Existing district boundaries provide good opportunities to establish gateways to the area, define

district identity, and enhance neighborhood cohesiveness.

A possible extension of the Silver Comet Trail through the district could add access and

recreational opportunities to the area.

Several historic structures (such as the old Masonic Lodge at Bolton Road and Marietta Road)

can serve as neighborhood landmarks and focal points.

Targeted increases in density and mixed-use development can decrease crime and increase safety

by putting more “eyes on the street.”

Economic Development Opportunities

Market analysis suggests viability for more quality merchants and services

Investment in physical improvements would go a long way to attract such businesses

Summary

The challenge created by these key issues and opportunities is to make the district into a well

connected series of streets that interconnect a variety of land uses in an efficient way for both

pedestrians and cars to travel through. Due to the congestion in the area and the series of lowerend

stores, the corridor is rapidly losing business to other shopping areas, which offers shoppers

more variety, higher-end shops, and less congestion.

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

5. MARKET ANALYSIS

Commercial Market Support

As is typical in urban areas, the trade areas for the Bolton/Moores Mil LCI are underserved in a

number of retail categories. Based on the level of existing retail compared to the overall

spending power of the area, there is a void of over 620,000 s.f. of retail. However, due to the

access afforded the Bolton/Moores Mill LCI site, space constraints, and the fact that a significant

proportion of the total trade area population (73%) lies beyond the primary trade (and therefore

typically more than 3 miles away), it is not recommended that the site be used for a regionallevel

development, rather that it serve as a primarily neighborhood oriented mixed-use corridor.

The new Activity Center area can support up to 276,000 s.f. of new retail space over the next

five years, assuming the existing retail is demolished and the center begins anew. The new

center can be developed in one of two potential scenarios, a conservative model and a more

aggressive scenario. It is assumed that the number of residential units developed on site will not

be of a level significant enough to increase the supportable square footage, but rather will allow

the retail operators to achieve a higher sales performance level. If it is decided any other retailers

along Bolton Road are to remain outside the Moores Mill Center, it is highly recommended that

they be upgraded to reflect the changing dynamics and positive community atmosphere sought as

part of this initiative.

25-Year Growth Projections

2,002 2,007 2,012 2,015 2,017 2,022 2,027

Square footage of new

commercial

102,500

112,000 122,380 133,723 146,117 156,031 166,927

Number of new employees 513 560 612 669 731 780 835

Number of new residents

(Primary Trade Area)

38,300

46,050 55,368 66,572 80,043 88,469 98,870

Number of new housing units

(Primary Trade Area)

16,300

21,300 23,550 25,800 28,050 30,300 32,550

Number of new residents

(Secondary Trade Area)

101,200

103,600 106,057 108,572 111,147 113,575 116,062

Number of new housing units

(Secondary Trade Area)

40,400

41,300 42,220 43,161 44,122 45,032 45,962

Table 15: 25-Year Growth Projections

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

When all currently planned housing in the area is completed, the new Activity Center located

near the existing shopping center site will support the following12:

· 65,000 s.f. junior department stores,

such as Stein Mart or TJ Maxx

· 13,000 s.f. apparel categories, including

o 3,500 s.f. women’s apparel

o 1,500 s.f. men’s apparel

o 8,000 s.f. unisex apparel

· 60,000 s.f. full-service grocery store

· 33,500 s.f. foodservices, including

· 13,000 s.f. restaurants with liquor

· 14,000 s.f. family restaurants (no liquor),

such as Bob Evans, or Denny’s

· 6,500 s.f. of fast foods,

such as a deli or Church’s

· 4,500 s.f. specialty foods,

such as cookies, ice cream, coffee or tea

· 5,500 s.f. of appliances/electronics

· 4,000 s.f. convenience store,

which includes a newsstand

· 14,000 s.f. pharmacy, such as

Walgreen’s

· 1,500 s.f. florist

· 20,000 s.f. hardware store

· 13,500 s.f. furniture

· 7,500 s.f. home furnishings/décor

· 2,000 s.f. laundry/dry cleaning

· 2,500 s.f. music

· 1,500 s.f. optical

· 2,500 s.f. personal service

· 3,000 s.f. pet supplies

· 5,000 s.f. sporting goods

· 2,500 s.f. toy/hobby/collectibles

· 3,500 s.f. video rental (500 s.f. increase)

· 5,000 s.f. service retail (500 s.f. increase)

· 6,500 s.f. entertainment/recreation,

such as karate or a dance studio

It has been identified that a primary economic development target in phase I should be a fullservice

grocery store. Not only would a convenient, accessible grocery store provide a sorely

needed amenity for the existing district residents, but also it would greatly enhance the

12 Retail Market Analysis, Gibbs Planning Group

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

residential desirability of the district. The other critical function of a grocery store will be to

anchor the first phase of commercial development at the Moores Mill Shopping Center. Such an

anchor tenant will allow other, smaller uses to come in and occupy the site – assured that there

will be adequate traffic to provide enough retail sales.

There are several locations within the Phase I development area that are appropriate for a grocery

store anchor. Perhaps the ideal site is at the northeast corner of the site, at the corner of Moores

Mill Road and Coronet Way. This site is located on the “coming home” side of Marietta

Boulevard, and would be directly accessible from several major routes. It also would provide

maximum flexibility in site design – allowing for an initial parking lot, while providing an

opportunity for densification of the overall site over time.

Encumbrances on several parcels in the existing Moores Mill Shopping Center portion of the

Phase I site (such as long-term leases) may make the location of a grocery store on the south side

of Marietta Boulevard preferable. This can be easily accommodated within the depth the Phase I

area, and the site will still be accessible from multiple major routes.

It is imperative that this center be a signature quality development, with pedestrian friendly

sidewalks, storefront parking, and a mixture of uses to help support the retail. There should be

residential development, both around the retail, and above where feasible. There should also be

office space above the retail, which may include the service retail and entertainment/recreation

categories identified in both scenarios. There should also be greenspace within the center.

While civic uses are not absolutely necessary, something that generates traffic and promotes a

civic sense of pride, such as a library or city offices, can be of great benefit to the overall success

of the development.

Residential Market

Residential development should not be strictly upscale development. In order to create a true

mixed-use community, the housing should include a mixture of income levels. No less than 20%

of the housing should be affordable housing, with this option being indistinguishable from the

market rate housing. The end result of this development should not be to displace the current

residents of the area, or turn the area into a place that becomes unaffordable for people who

currently live there. As the historic HUD developments have taught us, segregating people based

on income does not improve their situation, but rather makes them feel even more isolated from

the rest of society. Further, the fire fighters, police officers, teachers, waitresses (among others)

who work within the study area and trade areas should be able to afford to live there.

As stated previously, the Atlanta market is slightly above the national average in terms of the

cost of living index and the costs of homeownership have risen steeply within the city limits.

While it goes without saying that the urban revitalization that has been occurring is a benefit to

the city, in order to truly be beneficial, it needs to improve the lives of all residents, not merely

the wealthy.

CITY OF ATLANTA

BUREAU OF PLANNING

BOLTON/MOORES MILL LCI

Demographic information of the Bolton/Moores Mill LCI indicates a consistent growth during

the next five years. Currently there are 5,000 new housing units under construction or are

currently planned. This represents a twenty-two percent (22%) increase over the current housing

unit total of 23,198. The subject LCI is expected to experience a population growth of 6.7%

during the next 5 years with an increase of 6.6% in number of total households.

Most of the household growth that is projected to occur will be among households age 45 to 54

years old. This age group is projected to increase by 1,292 or 20.9% within the next five (5)

years. Households in the age ranges between 45 and 54 years old tend to be predominantly

homeowners and are often in the trade-up housing market, reflecting the higher incomes they

enjoy in their peak earning years. The significant growth expected in these age ranges will

primarily demand owner-occupied housing production

Another age grouping that is projected to grow in the Bolton/Moores Mill LCI is the older senior

age groups, age 85 and older. Households in this age range tend to rent with greater frequency as

their age, and they increasingly look for alternative housing options to meet their life-cycle

housing needs. Census data indicates that this age group should see an increase of 17% or 92

individuals.

The age ranges expected to experience household level declines over the next five years are

primarily in the 34 and younger age ranges. An expected 2.1% decrease is expected in the 18-24

years age grouping. The 24 to 34 year grouping should see a 1.4% loss. Households in these age

ranges rent with much greater frequency than middle age households. Households in these age

ranges also tend to represent a majority of the first-time homebuyers. Despite the expected

decline in the number of younger households, a full 82.6 percent (25% newcomers and 57.6% 5

years or less) of the current households have moved into the area within the last 5 years or less.

The Bolton/Moores Mill LCI appears to be an attractive location for younger or new households.

This trend is expected to continue.

Another significant change is in the racial composition of the population. The African-American

or black population will grow slightly from 51.9% to 53.4% within the next 5 years. Other

minority populations are expected to grow dramatically. The percentage of Hispanics will rise by

30.5%. The Asian population will also increase by 36.2%.

Most significant is the black population projected population increase. Of the projected increase

of 3,167 in area population, the black population is expected to comprise 2,397 of that increase

within the next five years.