HomeMy WebLinkAboutAgenda_P&Z_11.18.2013Notice of Meeting for the
Planning and Zoning Commission
of the City of Georgetown
November 18, 2013 at 5:30 PM
at Georgetown Public Library, Friends Room 402 W. 8th St. Georgetown, TX 78626
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Regular Session
(This Regular Session may, at any time, be recessed to convene an Executive Session for any purpose
authorized by the Open Meetings Act, Texas Government Code 551.)
A Policy Development/Review Workshop - Presentation and Discussion regarding the City of
Georgetown Downtown Master Plan Update – Matt Synatschk, Historic Planner; Laurie Brewer,
Assistant City Manager.
B Adjournment
CERTIFICATE OF POSTING
I, Jessica Brettle, City Secretary for the City of Georgetown, Texas, do hereby certify that this Notice of
Meeting was posted at City Hall, 113 E. 8th Street, a place readily accessible to the general public at all times,
on the ______ day of __________________, 2013, at __________, and remained so posted for at least 72
continuous hours preceding the scheduled time of said meeting.
____________________________________
Jessica Brettle, City Secretary
City of Georgetown, Texas
SUBJECT:
Policy Development/Review Workshop - Presentation and Discussion regarding the City of Georgetown
Downtown Master Plan Update – Matt Synatschk, Historic Planner; Laurie Brewer, Assistant City
Manager.
ITEM SUMMARY:
This is a joint meeting of the Historic and Architectural Review Commission and the Planning and Zoning
Commission to review the initial Draft Downtown Master Plan, being presented by the city consultant,
Nore Winter.
The Downtown Master Plan is the framework for new development and redevelopment in the Downtown
Overlay District, which encompasses a 40-block area around the Courthouse Square. The plan guides
street and streetscape projects, wayfinding signs, public infrastructure, new development, and
redevelopment.
The update of the 2003 Downtown Master Plan started with public meetings in August and September of
this year. Final adoption of the plan is scheduled for February 2014.
Downtown Master Plan Update Project Schedule:
November 19: Downtown Master Plan update final draft
December: Implementation plan
January 2014: Present Plan to Planning and Zoning Commission and City Council
February 2014: Final adoption of Downtown Master Plan update
FINANCIAL IMPACT:
SUBMITTED BY:
Matt Synatschk, Historic District Planner
ATTACHMENTS:
Description Type
DRAFT Downtown Master Plan 2013 for review Backup Material
i
DOWNTOWN MASTER PLAN UPDATE
CITY OF GEORGETOWN, TX
DRAFT VERSION | NOVEMBER, 2013
ii
City of Georgetown | Downtown Master Plan Update
CREDITS
CITY OF GEORGETOWN
CITY COUNCIL
George Garver, Mayor
Patty Eason, District 1
Keith Brainard, District 2
John Hesser, District 3
Steve Fought, District 4
Jerry Hammerlun, District 5
Rachel Jonrowe, District 6
Tommy Gonzalez, District 7
Former Council Members
Troy Hellman, District 2
DOWNTOWN MASTER PLAN ADVISORY
COMMITTEE
Phillip Baker, Arts and Culture Board
Anna Eby, Historic and Architectural Re-
view Commission
Bob Johnson, Parks and Recreation Board
David Kellerman, Main Street Advisory
Board
Linda Nix, Library Board
Roland Pena, Planning and Zoning Com-
mission
Georgene Richaud, Convention and Visi-
tors Bureau Board
Tim Todd, Housing Board
CITY STAFF
Paul Brandenburg, City Manager
Laurie Brewer, Assistant City Manager
Jackson Daly, Executive Assistant
Matt Synatschk, Historic Planner
Jennifer Bills, Housing and Community
Development Block Grant Manager
Kimberly Garrett, Parks and Recreation
Director
Shelly Hargrove, Main Street Manager
Keith Hutchinson, Public Information Of-
ficer
Eric Lashley, Library Director
Cari Miller, Convention and Visitors Bu-
reau Director
Mark Miller, Transportation Services Man-
ager
Paul Pausewang, Support Services Man-
ager
Andrew Spurgin, Planning Director
Mark Thomas, Economic Development
Director
SPECIAL THANKS
A special thank you to all the Downtown
Overlay District property owners, tenants
and interested persons who participated
in the workshops and public hearings dur-
ing the planning process.
CONSULTANTS
Winter & Company
1265 Yellow Pine Avenue
Boulder, CO 80304
(303) 440-8445
Urban Advisors, Ltd.
1211 NW Glisan Street
Portland, OR 97209
(503) 248-4030
iii
TABLE OF CONTENTS
INTRODUCTION .................................................................1
PLAN BOUNDARY 1
MASTER PLAN UPDATE 3
PROGRESS SINCE ORIGINAL MASTER PLAN 3
THE PURPOSE 6
THE PLANNING PROCESS 6
DOCUMENT ORGANIZATION 7
1-EXISTING CONDITIONS ....................................................9
HISTORIC OVERVIEW 9
POLICIES AND PLANS AFFECTING DOWNTOWN CHARACTER 11
OPPORTUNITIES AND ISSUES 12
2-FRAMEWORK STRATEGY ...............................................29
A VISION FOR DOWNTOWN 29
A MARKET STRATEGY 30
THE FRAMEWORK STRATEGY 32
ACTIVITY CENTER CONCEPT 38
3-DEVELOPMENT STRATEGY.............................................43
CHARACTER AREAS 43
DEVELOPMENT PROTOTYPES FOR DOWNTOWN 50
OPPORTUNITY AREAS 59
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City of Georgetown | Downtown Master Plan Update
4-PEDESTRIAN & BICYCLE CIRCULATION & STREETSCAPE
DESIGN ...........................................................................73
PEDESTRIAN CIRCULATION ROUTES 73
SIDEWALK DESIGN 77
CROSSWALKS AND INTERSECTION DESIGN 81
STREETSCAPE STRATEGY 84
5-AUTOMOBILE CIRCULATION & PARKING .........................87
AUTO CIRCULATION 87
PARKING 93
6-GATEWAYS, WAYFINDING &
PUBLIC SIGNS .................................................................99
GATEWAYS 99
WAYFINDING & PUBLIC SIGNS STRATEGY 102
7-PARKS, OPEN SPACE & PUBLIC ART ............................109
PARKS AND PLAZAS 111
PUBLIC ART 113
1
Introduction
INTRODUCTION
Georgetown is a community of more than
50,000 located approximately 26 miles
north of Austin. Known for its rich his-
tory, Georgetown has over 180 homes and
buildings listed on the National Register
of Historic Places and was the recipient
of the Great American Main Street Award
in 1997, the first Texas city ever so rec-
ognized.
PLAN BOUNDARY
The plan boundary follows that of the
Downtown Overlay District, which was
adopted by City Council in 2001. It also
includes the 9-block Historic Overlay Dis-
trict surrounding the courthouse square.
The Downtown and Historic Overlay
Districts define an area in which special
design guidelines apply for many types of
improvements. In terms of permitted land
uses, the boundary is the same as that
designated as the Mixed Use Downtown
(MU-DT) zone in the Unified Develop-
ment Code (see Chapter 5 of the UDC for
permitted uses.) This boundary is used
for the Downtown Master Plan because it
includes all of the properties that have the
potential to redevelop with a mix of uses,
including a variety of commercial uses,
as well as residential. The planning area
is framed by established neighborhoods,
which the comprehensive plan envisions
remaining stable residential places.
Over the past ten years the City of Georgetown has worked diligently
to implement the vision of the Downtown Master Plan (Plan), which
seeks to maintain the city’s unique character while maximizing op-
portunities for economic development and for enhancing the quality
of life for its residents. While many decisions have been made and
new development has occurred in Downtown, it is time to update
the Plan. Many original master plan ideas are still valid and con-
tinue to be supported, while others have changed due to various
reasons. The Downtown Master Plan Update of 2013/2014 seeks to
provide an updated framework for the citizens of Georgetown to use
in planning for the future of the downtown through the year 2030.
Note that this plan establishes
policies for the Downtown Over-
lay District only, as shown in the
Plan Boundary. In some cases,
maps within the document include
diagrams that extend beyond this
area, for the purposes of illustrat-
ing functional relationships with
adjoining neighborhoods. This does
not mean that policy ideas from the
Downtown Overlay District should
extend beyond the boundaries and
into those areas.
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City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
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MAP 1 | PLAN BOUNDARY
LEGEND:
Downtown Overlay District Boundary
Historic Overlay District Boundary
3
Introduction
MASTER PLAN UPDATE
In the past 10 years, Georgetown has
been quite successful in preserving his-
toric resources and promoting economic
development downtown, particularly in
the blocks framing and adjacent to the
historic courthouse. A new library and arts
center add to the civic and cultural pur-
pose of downtown and new restaurants,
retail and wineries have helped enliven
and enrich the downtown experience.
New townhomes have also presented
new housing options. Pedestrian circula-
tion and trails, a major component of the
original Master Plan, have improved and
each year new capital improvements are
made to accommodate more pedestrian
activity downtown.
Even with recent success, downtown still
faces some challenges that could threat-
en its competitive advantage. It lies in a
corridor of other communities that can
attract desirable businesses by offering a
“small town” atmosphere. If Georgetown
fails to maintain the character of its down-
town core and enhance its vitality, then
its competitive edge in a broader arena
of regional economic and community de-
velopment could be diminished.
The city has therefore taken the initia-
tive to update their master plan to stay
competitive. The ideas presented in this
document, the Downtown Master Plan
Update, are for a future character, one
that is not yet realized, but that can eas-
ily be achieved if City, County, and busi-
ness leaders put forth a concerted effort
towards implementation. All of the recom-
mendations in this plan are designed to
work together, in a cohesive urban design
system.
PROGRESS SINCE ORIGINAL
MASTER PLAN
Since the adoption of the 2003 Master
Plan, the citizens and staff of Georgetown
have utilized the document as intended
and numerous projects have been initi-
ated as a result of the planning effort.
Even through a national economic reces-
sion, the City of Georgetown was able to
make smart investments and emerge as
a community with momentum focused on
advancing quality of life. The numbers
speak for themselves: in 2002, the city’s
valuation was approximately $2.4 billion
and by 2013 the tax base was approxi-
mately $4.7 billion. Sales tax generation
went from $3.54 million in 2002 to $8.84
million in 2013. The overall bond rating for
Georgetown is scored at an AA+.
The city utilized economic development
tools to directly and indirectly impact
many projects. Both public and private
investment has occurred. Some of the
notable projects are listed on the follow-
ing pages.
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City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 1, 2013
E. 2nd St.
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th St.
E. 8th St.
E. 9th St.
E. 10th St.
E. 11th St.
E. University Ave.
W. 4th St.
W. 5th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
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MAP 2 | PROGRESS SINCE 2003
LEGEND:
Downtown Overlay District Boundary
New Public Project
New Private Project
New Private Business
New Public Streetscape
El Monumento
JailJusticeCenter
Parking Structure
Townhomes
Tamiro Plaza
Monument Cafe
New Central Library Courthouse Renovation
Art Center Public Parking Lot
New Retail Center
5
Introduction
PUBLIC INVESTMENT
• Justice Center, County Jail and Public
parking structure (4th Street & Rock
Street)
• Georgetown Central Library (8th Street
and Forest Street)
• Public Parking Lot (9th Street and Main
Street)
• Streetscape improvements (mainly
along Austin Avenue and Main Street)
• Signage and wayfinding improve-
ments (throughout downtown)
PRIVATE INVESTMENT
• Two Rivers Residential Development -
not in the study area, but influential to
downtown resurgence (Austin Avenue
& San Gabriel Village Blvd.)
• Downtown Art Center (9th Street &
Main Street)
• Grape Creek and Georgetown Winer-
ies (downtown square)
• El Monumento restaurant (2nd Street
& Austin Ave.)
• Ruby K’s restaurant (8th Street &
Church Street)
• Thundercloud Subs restaurant (9th
Street & Main Street)
• Gumbo’s restaurant (downtown square)
• The Hollow restaurant (downtown
square)
• Hummingbird Hollow retail (9th Street
and Austin Ave.)
• Union on 8th event center (8th Street
and Myrtle Street)
• Just for Kids retail (downtown square)
• The Escape retail (downtown square)
• The Southern Hippie retail (8th Street
& Main Street)
The new Central Library serves as a community icon
and destination.
New restaurants such as Thundercloud Subs,
Monument Cafe and Gumbo’s have helped enliven
downtown.
6
City of Georgetown | Downtown Master Plan Update
THE PURPOSE
The purpose of this document is to illus-
trate the overall vision of the downtown
and enable the city, property owners and
citizens to make informed, strategic de-
cisions about future developments and
enhancements. It is a tool to guide policy
decisions rather than mandate them. Both
the public and private sectors used the
original document and it has proven to
be a framework for investment for both
parties.
The updated plan details a downtown
framework system and identifies the ele-
ments that interface most closely with it:
new development, pedestrian circulation
and streetscape design, wayfinding sys-
tems, parks and open space, and circula-
tion and parking.
Finally, this plan is based on three funda-
mental elements for a successful down-
town Georgetown:
1. It is a pedestrian-oriented place.
2. It is the heart of the city.
3. It is the economic center for the
entire business community.
THE PLANNING PROCESS
The City of Georgetown sponsored the
development of this plan and established
an Advisory Committee, comprised of
staff members and heads of local boards
and commissions, who helped establish
basic goals and objectives.
Community participation was a key part of
the planning process. Residents, property
owners, business and civic leaders par-
ticipated in a series of public workshops.
These included a design charrette, which
allowed participants to illustrate their vi-
sions for downtown. Attendees helped
identify key issues, goals and objectives
and created key concepts for redevelop-
ment. Information from previous planning
efforts, community workshops, commit-
tee reviews and on-site observations also
inform the plan recommendations.
A series of community workshops helped identify
key issues, goals and objectives for the Master
Plan Update.Residents, property owners, business and civic
leaders came together to discuss critical issues.
7
Introduction
DOCUMENT ORGANIZATION
The plan is organized in eight topic areas:
1. Existing Conditions
• Reviews guiding city policies
• Notes opportunities and issues
2. Basic Framework
• Explains and illustrates the com-
prehensive vision for downtown
3. Development Strategy
• Introduces the character areas
• Introduces new development pro-
totypes
• Introduces development scenarios
for key opportunity areas
4. Pedestrian and Bike Circulation and
Streetscape Design
• Recommends priorities for pedes-
trian improvements
• Recommends sidewalk and cross-
walk enhancements
• Provides hierarchy of design ele-
ments
5. Automobile Circulation and Parking
• Recommends circulation improve-
ments
• Provides parking strategy
6. Wayfinding and Public Signs
• Identifies locations for wayfinding
and public signs
• Provides recommendations for
sign design improvements
• Recommends design solutions for
accenting important gateways
7. Parks and Open Space
• Identifies sites for new parks, pla-
zas and open space in downtown
• Public art placement
8. Implementation Strategies
• Identifies funding mechanisms
• Identifies criteria for setting priori-
ties
The Downtown Master Plan Update
incorporates several illustrations
that demonstrate design concepts.
These include sketches of some
specific development opportunities.
Note that the sketches illustrate
how the principles would be applied
to these situations, but they do not
dictate that the sites are to be de-
veloped as shown.
8
City of Georgetown | Downtown Master Plan Update
9
1-Existing Conditions
HISTORIC OVERVIEW
Georgetown was founded in 1848, and
named county seat of Williamson County
that same year. At that time the “town”
was little more than an undeveloped tract
overlooking the confluence of the North
and South San Gabriel Rivers. Founding
father George Washington Glasscock do-
nated 173 acres of land which was quickly
surveyed and marked off in a uniform grid
of lots and blocks and offered for sale at
a public auction on July 4, 1848. This grid
system of development, with a central
public square donated for governmen-
tal purposes, is typical of county seats
throughout the state.
Farming the surrounding land appeared to
be the principal endeavor of most George-
town families at this time according to
census records of 1850. Other occupa-
tions listed in the census records were
merchant, trader, grocer, hotelkeeper, and
lawyer. Commercial and mercantile estab-
lishments were concentrated in the center
of the community around the square. The
expanded labor force included a com-
paratively large number of blacksmiths
in addition to a tanner, gunsmith, wheel-
wright and millwright, each serving a criti-
cal need in the settlement activities of the
young town.
It was not until 1857 that a courthouse
stood in its designated central loca-
tion. Official county business was origi-
nally conducted beneath an oak tree two
blocks southeast of the square, at the
intersection of 9th and Church Streets
(now Founder’s Park.) Next, a log building
located on the east side of Main Street
across from the square, and later a wood
frame residence served as the courthouse
before a two-story, rubble stone building
was erected on the square in 1857.
The last two decades of the 19th century
brought great and lasting changes to the
appearance of Georgetown. It was a time
of robust economic development activ-
ity and physical expansion. Having been
established as the home of Southwestern
University in the late 1870s and tied into
a rapidly expanding railroad network in
1878, it was apparent to all that the county
seat of Williamson County had a promis-
ing future.
Arrival of the railroad facilitated expanded
retailing activities as well. Local mer-
chants could stock their stores with prod-
ucts from regional and national manufac-
turing centers. Downtown Georgetown
became an important commercial center
for the surrounding area, which supported
widespread agricultural and ranching
pursuits. First floor storefronts were de-
This chapter of the Downtown Master Plan Update acknowledges
recent success and documents existing opportunities and issues
that were compiled from the public process. This chapter lays the
foundation for ideas presented in subsequent chapters of the plan.
1-EXISTING CONDITIONS
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City of Georgetown | Downtown Master Plan Update
voted primarily to retail activities with the
second floors utilized for residential and
more commonly, professional occupa-
tion. Attorneys were particularly attracted
to available spaces with close proximity
to the courthouse.
Once the construction boom began, it
swept throughout the central business
district and lasted into the early 20th
century. The county constructed its fourth
courthouse in 1879, a stylized example of
the French Second Empire style designed
by architects Preston and Ruffini. This
high Victorian structure was deemed too
small in the early 1900s and razed to allow
construction of the present structure in
1910. The current courthouse, visible for
miles in all directions, is a restrained ex-
ample of Beaux Arts Classicism, designed
by Austin architect Charles Hall Page.
When completed, the imposing structure
featured terra cotta pediments with base
relief carving and a terra cotta balustrade
encircling the roof. These decorative ele-
ments were removed from the structure in
1965 to relieve potential safety hazards.
Though the boom period ended in the
early 20th century as the population de-
clined slightly between 1910 and 1920,
this robust Victorian era left its mark
on the city. The growth trend resumed
in 1930, but setbacks from the Depres-
sion, World Wars, and a regional drought
weighed heavily on the local economy. Fi-
nancial activities in this agricultural region
became decidedly conservative and the
face of downtown Georgetown changed
very little until later in the 20th century.
The advent of the automobile and result-
ing increased mobility of the local popu-
lation, coupled with the development of
regional shopping centers and malls in
nearby Austin, caused a tremendous de-
cline in downtown Georgetown retailing
in the 1970s and early 80s. In response,
concerned citizens and property own-
ers entered into the Texas Main Street
Program in 1982. The program was very
successful and resulted in the restoration
of the majority of buildings on the square
and revitalization of the downtown. The
program was enabled because of the prior
designation of the Town Square Historic
District in 1975 which had helped bring
attention to preservation in the area. In
1997, Georgetown was named a “Great
American Main Street City.” The district
was expanded in 1999 and encompasses
the eight blocks that surround the historic
courthouse and the block on which it was
built, which make up the square.
The continued success of the Main Street
Program and historic district is appar-
ent, which has enabled restoration of the
courthouse and other historic downtown
buildings to bring back a sense of heri-
tage. The mixed use designation of the
UDC, Downtown Overlay District designa-
tion and design guidelines and the 2003
Master Plan all followed suit to set forth
a modern vision for the future of George-
town.
Downtown has indeed revitalized and
is growing. Recent success has raised
Georgetown’s competitive edge as a
desirable place to start a career, raise
children and retire.
11
1-Existing Conditions
POLICIES AND PLANS
AFFECTING DOWNTOWN
CHARACTER
Reinvigorating the area as the heart of
the community is well established in ex-
isting policies and studies. Background
materials that relate to the Downtown
Master Plan include the Downtown and
Old Town Design Guidelines (2001), Uni-
fied Development Code (2003), 2030
Comprehensive Plan (2008/09), Future
Land Use Plan (2010), and the Market
Study for Downtown District (2011). Major
policy documents that relate to this plan
are described below.
DOWNTOWN AND OLD TOWN DESIGN GUIDELINES
The Downtown and Old Town Design
Guidelines outline proper treatment
and design options for historic and
modern properties in downtown. They
were adopted in 2001 as one of the first
products spurred by a commitment to the
continued redevelopment of downtown.
The guidelines include detailed standards
about preserving historic resources, new
construction, additions and signs.
UNIFIED DEVELOPMENT CODE
The Unified Development Code permits a
mix of uses in the downtown. In addition,
a special provision in the code establishes
an overlay district to the downtown area.
The Downtown Overlay District (DO) is
intended to provide for the protection of
the aesthetic and visual character of the
Square and downtown Georgetown. All
development, except for ordinary main-
tenance and repair within the Downtown
Overlay District, is reviewed in accor-
dance with the adopted Design Guidelines
by the Historic and Architectural Review
Commission, who reviews the location,
character, and appearance of proposed
development, renovation or redevelop-
ment activity.
According to Section 4.06.010(C)(2), Gen-
eral Review Criteria:
• The proposed work complies with the
Design Guidelines;
• The integrity of an individual historic
structure is preserved;
• New buildings or additions are de-
signed to be compatible with sur-
rounding historic properties; and
• The overall character of the Downtown
Overlay District is protected.
The UDC implies that the downtown
should serve as the shopping and busi-
ness center of the City and surrounding
area. Intensive use of land is encouraged
including more residential uses, public
parking and pedestrian-friendly design, to
provide an active live/work environment.
2030 COMPREHENSIVE PLAN
The 2030 Vision Statement supports pro-
moting and revitalizing the downtown by
stating:
“In 2030, Georgetown is a growing city, recog-
nized throughout the region and the nation as
a premier community of choice by virtue of its
exceptional livability; proud historic heritage;
welcoming, engaging people; safe neighbor-
hoods; variety of well-paying jobs; excellent
public schools; vibrant arts and cultural offer-
ings; and well-planned infrastructure, transpor-
tation, and public facilities...”
12
City of Georgetown | Downtown Master Plan Update
OPPORTUNITIES AND
ISSUES
The existing opportunities and issues fac-
ing downtown were identified in a number
of public meetings, on-site inspections
and focus group sessions. In these meet-
ings, attendees participated in several
exercises designed to discuss the state
of downtown Georgetown and elicit public
opinion on the future of the downtown.
Their observations are included in this
section.
BASIC FRAMEWORK OF DOWNTOWN
Downtown is organized in a grid system,
with the courthouse square at its center.
The South San Gabriel River winds along
the northern and western edges of down-
town, establishing a distinct boundary.
Well-established residential neighbor-
hoods frame the southern, western and
eastern edges of downtown, which make
up the key users of downtown.
Flanking Interstate 35, north and west of
the river, lie commercial properties, ho-
tels, auto-oriented commercial centers,
as well as multifamily housing.
University Avenue lies along the southern
edge of downtown. Automobile access
from the east and west is primarily along
that street. The major north-south street,
Austin Avenue, establishes a linear quality
to key circulation patterns and land uses.
Austin Avenue also provides automobile
access from the north, crossing the San
Gabriel Rivers.
FRAMEWORK OPPORTUNITIES
• The downtown core is clean, pedes-
trian-friendly and safe
• The downtown core has an “urban,”
vs. “suburban” character
• The Town Square Historic District of-
fers historic downtown charm
• The North and South San Gabriel Riv-
ers provide opportunities for open
space and views
• Healthy, close-in neighborhoods
abut the downtown core
• Southwestern University is close by
• Government offices are downtown
• The Central Library serves as a down-
town anchor
• The Palace Theater is an entertain-
ment amenity
• The Historic Courthouse is an icon
for the county
FRAMEWORK ISSUES
• University and Austin Avenues remain
auto-dominated.
• Connections to the rivers and across
them to outlying neighborhoods and
amenities is lacking.
• Pedestrian circulation and ameni-
ties are discontinuous.
The Courthouse Square has historic charm and is
pedestrian-friendly and safe.
13
1-Existing Conditions
1 inch = 1,000 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th
S
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E. 8th St
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E. 9th St
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E. 11th St.
E. University Ave.
W. 3rd St.
W. 4th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
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www.winterandcompany.net
MAP 3 | EXISTING CONDITIONS
LEGEND:
Primary Access Route
Recreational Landmark
Downtown Overlay District Boundary
E. 10th St.
W. 7th St.
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W. 13th St.
W. 14th St.
W. 15th St.
W. 16th St.
W. 17th St.
E. 13th St.
E. 14th St.
E. 15th St.
E. 17th St.
San Gabriel Village Blvd.
Morrow St.
Spring St.
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To West Georgetown & Sun City To GeorgetownHigh School
To I-35Austin/Dallas
To I-35/Austin
To SouthwesternUniversity / Hwy 130
Southwestern University
Snyder AthleticFields
GeorgetownElementary
School Fields
ChurchSteeple
VFW Park
McMasterAthleticComplex
San GabrielPark
GeorgetownRecreationCenter
RiveryPark
RiveryTownCrossing
El Monumento
Blue Hole Park
Historic Cemetery
Justice Center Visitor’s Center
Williamson CountyCourthouse
City Hall
The WilliamsonMuseum
Palace Theater
Georgetown Library
Grace Heritage Center
GeorgetownArts Center
Water’sEdgeApartments
Historic Bridges
Two RiversApartments
14
City of Georgetown | Downtown Master Plan Update
MARKET CONSIDERATIONS
Downtown is in a state of growth. George-
town’s population is predicted to increase
15.5 percent by 2017, adding another
7,000 or more residents in a short amount
of time. The largest growth in population
is predicted for ages 55 and older, and
young families with children. National
trends indicate that these cohorts are
seeking more active lifestyles in urban
environments with cultural, recreational,
shopping and dining opportunities within
walking distance of where they live.
The Main Street Program has helped re-
vitalize the downtown core, particularly
around the courthouse square, by build-
ing partnerships, promoting a positive
image, offering design assistance and
identifying new market opportunities.
MARKET ISSUES FOR DOWNTOWN
While notable successes have resulted,
downtown still faces a variety of chal-
lenges. The downtown has worked hard
to establish a local market niche, but it
still lacks basic services that could attract
more downtown living, such as grocery/
food, health and personal care and home
furnishing stores. Instead, the city’s out-
lying commercial areas offer these ser-
vices, which compete with downtown. In
addition, office uses sometimes outbid
retailers for street level space. While of-
fice uses are certainly desired downtown,
when they occur on the street level, they
can create gaps in the pedestrian-oriented
shopping experience, which has negative
effects on retail businesses that lie off of
the square and depend upon passing foot
traffic. Downtown also does not properly
capitalize on its diverse target markets.
MARKET OPPORTUNITIES FOR DOWN-
TOWN
The economic vitality of downtown de-
pends upon a diversity of users, which
helps to protect the area from the im-
pacts of a potential decline in any one
segment. Luckily for Georgetown, it al-
ready includes a diverse resident group.
From young families to Sun City retirees
to Southwestern University college stu-
dents, the downtown has a unique op-
portunity to target a wide range of groups.
Those who work in offices downtown are
another special market niche, as well as
people who come downtown for city and
county government business. Visitors to
the area, who seek out cultural attrac-
tions, historic resources and specialty
shopping, should also be a part of the
market.
Commercial
Opportunity exists in the appeal of the
historic character of downtown to attract
more residents from the outlying region,
for specialty shopping, dining and en-
tertainment. A new conference center
(The Rivery) and special events such as
downtown festivals and sporting events
(Southwestern) will also add to commer-
cial market opportunities for downtown.
While downtown does serve a range of
markets, gaps exist in the services of-
fered to some segments of the population.
New efforts have been made to support
students at nearby Southwestern Univer-
sity, such as Burger University, a Town/
Gown committee and football events
on the square; however, this user group
could still use more focus. There also is
not enough of a critical mass of specialty
retail to secure downtown as a strong
tourist-oriented market.
15
1-Existing Conditions
A continuing dilemma is the lack of con-
sistent hours of operation and limited
services in the evenings. The square is
said to feel “closed” after dinner hours
and residents would like longer hours and
more supportive uses that activate the
downtown longer. This in part is a result
of a low resident population within the
district itself that would patronize evening
businesses, as well as the lack of a critical
mass of uses that would support busi-
nesses being open in the evening hours.
Finally, commercial market opportuni-
ties exist to provide basic services to
existing and future downtown residents.
The likelihood of developing high quality
residential will be limited without these
additional amenities. The following is a list
of preferred retail and dining businesses
voiced by the public:
• More restaurants (including walk-in
fast food)
• More outdoor dining
• Groceries, including natural foods
• Bakery
• Brewery
• Clothing, including men’s clothing
• Variety / drugstore
• Mail and shipping service
• Computers and electronics
• Cinema
• Art and photography galleries
• Furniture stores
• Specialty stores (card shops, music,
hand crafts)
Professional office
Downtown is well established as a center
for professional offices, particularly those
who provide services to individuals and
businesses. Attorneys, architects and
accountants are among those who have
offices in the area, and they are mainly lo-
cated in transformed single family homes
within the district. Some “high tech” of-
fices also exist, but in limited numbers,
which is another market segment that is
not addressed as much as it could be.
Recent trends nationally and in the region
show that many smaller technology-ori-
ented businesses will locate in a down-
town when floor plate size is adequate and
sufficient telecommunications access is
available.
Office users need wiring and mechanical
systems to support a range of users. The
following amenities should be provided
for downtown offices:
• wiring for local area networks
• cable networks
• satellite communications
• wide area networks
• high-quality electrical supplies with
filtered current and surge protection
• enough electrical outlets to allow the
free movement of partitions and office
groups
Typical floor plates to allow open offices
start at 10,000 square feet of usable
area. In some cases, existing buildings in
downtown Georgetown can be adapted to
meet these new standards, but will require
special assistance to do so. Tamiro Plaza
is an example of a new, modern answer to
mixed use with professional offices.
16
City of Georgetown | Downtown Master Plan Update
Georgetown must also provide amenities
in the area that make working downtown
attractive. New office users want access
to restaurants and cafes that may be
open late, banks or ATM facilities, and
an attractive location. For this reason,
developers elsewhere in the country have
been successfully locating new offices in
downtown mixed-use projects that create
a lively retail environment.
market that can have a positive affect on
the downtown. A market for senior hous-
ing downtown exists, as well, which is not
met adequately.
Cultural
In addition to the market segments for
retail, there may be a larger market op-
portunity for cultural uses, including ad-
ditional arts spaces and meeting facilities.
The Georgetown Arts and Culture Board,
along with the Main Street Program, have
been successful in stimulating public art
throughout downtown as well as promot-
ing new art venues. The new Art Center
certainly contributes to this market op-
portunity and similar uses in the area
should continue to be supported so that
the synergy of these places can work in
favor of each other. Community com-
ments accentuate the desire to add more
arts and culture throughout downtown,
although a more detailed market study
would be needed to determine if George-
town can serve a broader population base
that these uses require. The recent wine
recruitment program could help boost the
viability of more cultural uses.
Successful cultural special events that
should continue to grow, include First
Fridays on the Square, hosted by the
Downtown Georgetown Association, and
Music on the Square, every other Friday
night, hosted by the Convention and Visi-
tor’s Bureau.
Residential
A market opportunity for housing also ap-
pears to be un-met. Such housing could
be accommodated in upper story apart-
ments of mixed-use buildings or newly
constructed townhouses, duplexes and
apartments. Nationally, trends demon-
strate an interest in urban living when the
appropriate amenities are in place. These
include attractive streets, parks, dining,
entertainment, and employment oppor-
tunities. Young professionals and empty
nesters are major parts of this market,
although many families also enjoy this
life style choice, especially in communi-
ties such as Georgetown where close-in
neighborhoods are attractive and good
schools are nearby. Finally, retirees and
senior citizens that reside in assisted liv-
ing facilities are also a potential housing
Tamiro Plaza is a modern example of mixed use with
professional offices.
17
1-Existing Conditions
Tourism
There have been recent efforts to better
market downtown’s venues to a larger
audience through the Main Street Pro-
gram, Visitor’s Center and Williamson
Museum. Guided tours of the restored
historic courthouse are given on Fridays
and Saturdays and various self-guided
walking tours are available at the Visitor’s
Center on the town square. The wineries
also contribute to the tourism sector and
should be expanded. However, more tour-
ism opportunities should be marketed,
such as the Shotgun House Living His-
tory Museum, Williamson Museum, Blue
Hole Park, Grace Heritage Center and
the new Art Center. Downtown could also
benefit from more interpretive markers to
highlight the history and attract heritage
tourism.
MARKET ISSUES AND OPPORTUNITIES:
• Downtown needs to extend its hours
of activity, such that it is active with
commercial uses during the day and
night.
• Downtown should appeal to a wide
mix of market segments.
• Downtown needs more restaurants
and nightlife to enliven evening ac-
tivity and serve its diverse resident
groups.
• Downtown needs more professional
office space to activate downtown
daytime businesses.
• Downtown needs to expand housing
options to support and encourage
more downtown activity and general
service needs.
• Downtown needs small performance
and art spaces to expand cultural and
entertainment offerings.
• Downtown needs to expand tourism
opportunities.
Guided tours of the historic courthouse are given
on Fridays and Saturdays.
More detail about market opportunities
is provided in the Urban Advisors, Ltd.
study, Preliminary Market Overview for the
Georgetown Study Area.
18
City of Georgetown | Downtown Master Plan Update
DEVELOPMENT PATTERNS
Downtown Georgetown is generally de-
fined by the Downtown Overlay District,
which is identified on all maps presented
in this document by a heavy black line.
Within this district, a variety of commer-
cial, institutional and residential uses are
permitted.
In general, the greatest concentration of
development is around the courthouse.
The intensity of use diminishes in outlying
blocks to the east and west and along the
Austin Avenue corridor at its northern and
southern limits. Transition areas, where
the Downtown Overlay District meets
existing residential neighborhoods, have
been an area of contention as some area
residents feel the allowable downtown
overlay zoning disrupts the quaint resi-
dential character of abutting neighbor-
hoods. Specific exercises were used in
public workshops and focus groups to
establish the residents’ areas of concern
and wishes for future uses and building
types. While it is generally agreed upon
that more intense uses are needed down-
town in order to support the vision, new
uses and buildings should be context-
sensitive and “good neighbors” no matter
where they are located. More discussion
on the transition zones is provided in
Chapter 3.
Governmental and institutional uses
Downtown remains a focus of governmen-
tal services, which is an important facet
of the city center character that should be
maintained. While some city services have
been relocated to outlying areas, impor-
tant components remain downtown but
are scattered. A long-range goal should
be to refocus city offices that serve the
public directly in the core area.
A concentration of county offices is also
found downtown, most of which is located
in the Williamson County Justice Center,
which establishes an activity anchor in the
northwest section of the business district.
The county continues to be a key stake-
holder in downtown and their commitment
to downtown should be fostered. The
county should look at new opportunities
that fit their needs, as well as contributes
to the overall downtown vision.
Other institutional functions are located
downtown, most notably churches along
the eastern edge. These form a transition
into the residential neighborhood and
provide a range of services, including
childcare, and youth-oriented activities.
They also help to fulfill some needs for
meeting and assembly space. While the
future expansion of these churches may
raise issues about the preservation of
nearby historic houses and the need for
additional parking, there are benefits to
their growth and they should be recog-
nized for the positive contribution that
they bring to the downtown and the com-
munity as a whole.
19
1-Existing Conditions
Commercial land use
Commercial uses are scattered through-
out downtown. There has been a modest
increase in retail and dining within down-
town, as well as professional office space.
Many existing buildings and tenant spac-
es have been remodeled to accommodate
new uses. Former single family residences
have been transformed into professional
office space in outlying blocks from the
square, which provide a pleasant transi-
tion to the residential neighborhoods.
This level of activity is good and continues
to be desired. More intense mixed-use
development should be supported in the
future, especially along Austin Avenue,
to help bring a more diverse commercial
sector offering and desired urban form to
Georgetown.
Residential land use
The expansion of residential uses down-
town is an issue that relates to the viability
of the service retail, dining and entertain-
ment uses, which are a part of the vision
for the area. While a mix of uses exists in
the downtown, more housing is needed to
help support these uses and to establish
a secure, active feeling for the area both
daytime and night.
There are some loft spaces and apart-
ments located in the upper stories of
some downtown buildings, but many are
unoccupied and need to be rehabilitated.
New townhomes within the district and
upper-scale multifamily units just out-
side the district have begun to respond
to this land use gap. In general, there are
insufficient amenities, such as parks and
service-oriented businesses, to attract
people to live in the core as well as a
“critical mass” of residential units in close
proximity to one another.
New townhomes and small lot single family homes
have begun to respond to the residential land use
gap in downtown and are very successful.
Property Ownership
Downtown properties are owned by a di-
versity of groups and individuals, which
reflects the tradition of small-scale en-
trepreneurial activity. Some exceptions
of larger holdings do exist, most notably
lands owned by the city and the county.
Aside from these large holdings, the task
of assembling properties into a parcel
large enough for efficient redevelopment
could impede improvements in the area.
Map #4 on the following page identifies
city and county owned properties in the
downtown. Individual parcels are also
indicated.
Monument Market is a high-end, all local goods
market that offers produce and specialty food,
beer and wine.
20
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 2nd St.
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th St.
E. 8th St.
E. 9th St.
E. 10th St.
E. 11th St.
E. University Ave.
W. 4th St.
W. 5th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
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www.winterandcompany.net
MAP 4 | CITY AND COUNTY OWNED PROPERTIES
LEGEND:
County-Owned Property
City-Owned Property
Downtown Overlay District Boundary
21
1-Existing Conditions
General character and identity
While the town square conveys a distinct
identity, the remainder of downtown lacks
focus, in terms of built character and iden-
tity. Retail tends to diminish away from the
square, and outlying blocks have a mix of
low intensity uses. Some new develop-
ment has added value to the character
and identity outside of the square, but
has happened intermittently and not been
well connected via continuous pedestrian
upgrades and streetscapes. This lack of
identity is an impediment to desired de-
velopment prototypes.
PEDESTRIAN CIRCULATION AND TRAILS
Pedestrian circulation is well established
around the square and some upgrades
have occurred along Main Street and
Austin Avenue, as recommended in the
original Master Plan, but they are not con-
tinuous. As a result, outlying businesses
miss a lot of potential pedestrian foot
traffic. This discontinuity of clearly de-
fined, safe and comfortable sidewalks is
a significant impediment to development
and economic activity in general.
In many blocks, no sidewalks exist and
the entire front of the property is allo-
cated to pull-in parking. In these areas,
no safe place exists for pedestrians, and
ill-defined parking may cause issues and
impede smooth traffic flow. The city’s
recent efforts to improve the pedestrian
realm, most notably along South Main
Street, has been a huge success. Better
walkability and use of the upgraded public
parking lot (9th & Main) have generated
more activity along Main Street.
Crosswalks are another concern, espe-
cially at busy intersections, where pe-
destrians lack crossing signals. This has
an affect upon the willingness of patrons
and employees to park in outlying areas,
which further impacts short-term parking
supply around the square.
A recreation trail exists along the banks
of both the North and South San Gabriel
Rivers, which is an important amenity.
However, its location is not identified for
downtown users and connections to the
trails from downtown are not apparent.
While job protection is desired, the downtown core
does not serve as the best long-term location for
low intensity, auto-oriented uses.
DEVELOPMENT PATTERN ISSUES AND
OPPORTUNITIES:
• Governmental offices located down-
town is good, but they should be
concentrated to further maximize
their benefit.
• Commercial uses are thriving, but
downtown could benefit from more
intense uses that reach a diverse
market segment.
• Recent higher density residential de-
velopment in and around downtown is
successful and should continue to be
implemented.
22
City of Georgetown | Downtown Master Plan Update
The aesthetic design of sidewalks down-
town is also an issue. Around the square,
an all-brick paving design is used. This
establishes an attractive, high quality
experience, but may be costly to extend
throughout the downtown. While it is de-
sirable to establish a sense of continuity
in the downtown, it would be costly to
extend an all brick pattern to outlying
areas. In addition, the downtown could
benefit from distinguishing sidewalk de-
signs based on their use and hierarchy. An
issue, therefore is how to create a balance
between visual continuity and the distinct
identities of individual areas and to do so
in a cost-effective manner.
The city has allocated $50,000 per year
for placing power lines underground in the
downtown. This program is an important
asset that should be continued.
Public art also contributes to a positive
pedestrian experience. The existing pub-
lic art program, which is run by the Arts
and Culture Board, has helped escalate
the quality of the pedestrian environment
and should be continued. Numerous
contemporary sculptures can be found
surrounding the downtown square which
provide a nice juxtaposition to the more
traditional bronze statues.
PEDESTRIAN SYSTEM ISSUES AND OP-
PORTUNITIES:
• Sidewalks are deteriorated or miss-
ing in outlying areas of downtown,
which hurts business.
• Handicap accessibility is limited.
• Signage is lacking for downtown
amenities and public restrooms.
• More trash and recycling receptacles
are needed.
• More public art to enhance the walk-
ing experience is needed.
• More trees and landscaping are
needed.
• Continue program to relocate over-
head power lines.
• Austin Avenue crosswalks are unsafe
because of the lack of signalized
crossings.
• Pedestrian scaled lighting in outlying
blocks is lacking.
• More bicycle racks are needed.
• A bike rental program would promote
bicycling downtown.
Sidewalks are missing in
areas of downtown and
overhead power lines are
unsightly.
More bike racks are
needed downtown.
23
1-Existing Conditions
AUTOMOBILE CIRCULATION
While convenient automobile access into
downtown is an important consideration,
and a certain degree of “busy-ness”
in motorist traffic helps to animate the
area, it should not constrain pedestrian
activity. Achieving a balance, especially
where through-traffic is concerned, is a
key concept.
Reallocating Austin Avenue from a state
highway to a local street has helped
automobile circulation and volumes im-
mensely. While Austin Avenue traffic has
improved, it is still seen as a major barrier
between the east and west sides of down-
town. A more defined streetscape with
trees, landscaping, on-street parking and
other amenities would help to reduce the
scale of the street. More traffic or pedes-
trian-activated signals along the corridor
could also help facilitate slower speeds
and invite pedestrian activity, which
would contribute to the overall sense of
identity and entrance to downtown.
University Avenue, the main east-west
entrance into town, continues to be a
concern. Its auto-oriented uses promote
high traffic volumes and speeds which
makes it very unpleasant to walk along.
New sidewalks and streetscaping should
be proposed for this corridor.
One special asset to note is the fact that
all downtown streets are two-way. This is
generally a positive element for promoting
retail development and is an asset to be
maintained.
AUTO CIRCULATION ISSUES AND OP-
PORTUNITIES:
• Austin and University Avenues con-
tinue to be auto-dominated and un-
comfortable for pedestrians.
• More signalized crossings on Austin
Avenue are needed.
• Re-routing I-35 traffic to Austin Av-
enue could benefit auto circulation.
• More public transit options are
needed.
Austin Avenue (top) and University Avenue (bottom)
both carry high traffic volumes and are unpleasant
for pedestrians to walk along.
24
City of Georgetown | Downtown Master Plan Update
PARKING
Parking downtown is provided in a variety
of on-street and off-street configurations
(see Map #5.) The classic comments about
lack of sufficient parking arise in George-
town, as it does in most communities of
this size. However, survey results suggest
that most people only find downtown
parking to be an issue at peak times and
most people will walk at least four blocks
to get to their destination once parked.
To some extent, additional parking may
be needed and a public parking struc-
ture with a retail component is desired.
But first, the community should confirm
that existing parking resources are used
to their highest potential. A recent staff
parking count suggests that within a two
to three block radius of the courthouse,
there are approximately 1,270 spaces.
However, a more detailed parking inven-
tory could be useful to evaluate potential
growth impacts on parking supply.
In some cases, off-street lots are re-
stricted for use by individual businesses
and their patrons. Others are public, but
not well identified. These lots and their
restrictions should be made apparent
through proper signage and pedestrian
links should be enhanced. Effective
management of on-street parking is an
improving, but continuing issue. Close-in
spaces are restricted to three (3) hours to
insure short-term turnover for customers.
Programs to encourage employees to park
farther away are still cited as being less
effective than they should. A key issue is
the lack of a formal parking district, which
could address management and enforce-
ment of existing parking resources and
construction of new facilities.
A special issue is the relationship of
parking to development density. Ideally,
parking would be concentrated in mul-
tilevel structures, to reduce the amount
of land area that is allocated to it. This
then permits more intensive development
of preferred uses on nearby parcels. The
dilemma is that construction costs of
structured parking are high and current
land values may not justify it when as-
sociated with market rate development.
In almost every community of this scale,
structured parking must be developed
through a district mechanism (more dis-
cussion on parking districts is discussed
in Chapter 5,) to overcome these costs.
In time, the benefit to the community is
realized through increased value and eco-
nomic activity. This means that structured
parking must be addressed more as a
policy decision rather than a short term
cost/benefit question. It is in essence an
economic development strategy.
PARKING ISSUES AND OPPORTUNI-
TIES:
• Existing surface parking lots are not
clearly marked and accessible.
• Surface parking lots take up valuable
land.
• Public parking is not evenly dispersed
throughout downtown.
• Time limits for parking are not strictly
monitored.
• Employee parking should be limited
to nearby off-street surface lots to free
up convenience (on-street) spaces for
customers.
• A public parking structure and park-
ing district could increase develop-
ment opportunities.
25
1-Existing Conditions
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 2nd St.
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th St.
E. 8th St.
E. 9th St.
E. 10th St.
E. 11th St.
E. University Ave.
W. 4th St.
W. 5th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
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San Gabriel Village Blvd.
www.winterandcompany.net
MAP 5 | EXISTING PARKING RESOURCES
LEGEND:
Public Parking Lot
Private Parking Lot
Downtown Overlay District Boundary
3-hour On-Street Parking
26
City of Georgetown | Downtown Master Plan Update
The bridge over the South San Gabriel River could
be enhanced to become an apparent gateway into
downtown.
GATEWAYS, SIGNAGE AND WAYFINDING
Many of the resources of downtown are
well-kept secrets. To the infrequent user
and visitor, even the location of downtown
as a whole may be a question. A Wayfind-
ing and Signage Master Plan was created
in 2005 and numerous signs around town
were implemented as a result of it. How-
ever, the program ceased shortly after it
was implemented and so downtown still
lacks proper signage and wayfinding in
many areas. The public recommended
sprucing up the signs with better graphic
appeal, perhaps incorporating something
like the poppy icon to bring a local iden-
tity to them. Residents also desired more
interpretive signs around town.
Gateways provide a sense of “arrival” to
a destination or place. Major gateways
into downtown have been identified as
the intersection of University Avenue and
Austin Avenue to the south and at the
historic bridges crossing the San Gabriel
Rivers to the north. These areas still lack a
sense of arrival and should be enhanced.
GATEWAYS, SIGNAGE AND WAYFIND-
ING ISSUES AND OPPORTUNITIES:
• There are only a few signs along auto-
mobile routes that tell motorists where
destinations are. Most of these signs
are too close to the destination itself
and do not help with wayfinding.
• Signs to and from downtown parks
and surrounding hike and bike trails
are limited.
• Signs along river trails and urban trails
are needed that tell pedestrians where
downtown resources are located.
• Coordinated signs to locate parking
facilities are needed.
• No directories are provided in parking
lots for pedestrians.
• Gateways are not clearly marked, so
it is not apparent that one has entered
downtown.
The signage program should be reimplemented and
improved with better graphics.
27
1-Existing Conditions
PARKS & OPEN SPACE
The courthouse square remains the most
important piece of open space downtown.
It is a symbolic focus, as well as the loca-
tion for many events. In addition, portions
of some streets are occasionally closed to
accommodate festivals and market days.
These are important assets.
Blue Hole Park, located at the edge of
downtown on the South San Gabriel River,
is a wonderful amenity, although the pe-
destrian connections to it for downtown
users are not well developed or defined.
The new trail along the western edge of
the district, flanking Scenic Drive, will im-
prove connections to the park, but more
connections and visibility are needed, as
well as more active uses along the park
to increase safety.
Founder’s Park is historically significant,
but residents complain that the size of
it is too small to be actively used. Other
park space is limited. The downtown lacks
a sufficient amount of plazas and green
spaces to attract the diversity of users
that is desired. This is particularly an issue
for providing amenities that downtown
residents would seek. Even providing
sufficient playground space for day care
services is an issue. Providing sufficient
space for larger outdoor events is also a
need.
PARKS & OPEN SPACE ISSUES:
• More public art is needed.
• More shaded plazas with seating is
needed.
• Downtown lacks space for festivals
and events.
• Outdoor amenities for families and
children such as tot lots/playgrounds
are lacking.
• Blue Hole Park is a wonderful ame-
nity, but not successfully marketed as
such.
Blue Hole Park should be better promoted and pe-
destrian connections to it and the river trails from
downtown should be improved.
Founder’s Park is a wonderful amenity, but is too
small to be actively used.
28
City of Georgetown | Downtown Master Plan Update
SUMMARY OF ISSUES AND OPPORTUNITIES
The recent and projected growth of the
City of Georgetown presents great oppor-
tunities. In response, the issues as out-
lined in this chapter, need to be addressed
and a sustainable vision must be guided.
The issues facing the long-term success
of downtown can be summarized into
the following eleven general statements.
These “summary statements” form the
basis for key strategies in this plan. This
plan addresses these issues and recom-
mends appropriate actions for improving
them.
1. While the square is an attractive
place to do business, activity dimin-
ishes just past the four primary block
faces. The intensity of uses in these
outlying areas should be built up and
redevelopment of under-utilized land
should be promoted.
2. Georgetown should cater to its di-
verse population and market segments
while also attracting outsiders through
cultural offerings and heritage tourism.
3. There is a strong need for more basic
services, retail, restaurants and enter-
tainment venues, and for businesses to
stay open longer.
4. There is a need for more downtown
residential development to help sup-
port the retail and commercial uses.
5. The pedestrian system is good
around the square, but it erodes once
away from it. While some recent im-
provements have been made, the sys-
tem as a whole is still unconnected.
Priorities for downtown sidewalks need
to be made and implemented.
6. Traffic volumes and speeds along
Austin Avenue, as well as the lack of
marked crossings, discourage pedes-
trian activity.
7. Parking that is currently available
is not clearly marked and managed to
the extent possible and excess surface
parking lots take up valuable land for
redevelopment.
8. Some downtown assets are not well-
known and others are not used to their
potential levels.
9. There is a lack of signage to lead
visitors into the downtown and to sur-
rounding amenities.
10. The primary gateways into down-
town (University/Austin intersection
and San Gabriel River bridges) should
be enhanced to provide an identity
and awareness that one is entering the
downtown.
11. The downtown lacks formal parks
and plazas with amenities for all ages.
29
2-Framework Strategy
A VISION FOR DOWNTOWN
Downtown should remain the heart of the
community, with an even more vigorous
economy and diversity of offerings. It
should be the center of specialty retail,
dining and entertainment. In the business
sector, it should maintain a key position
in professional services and establish it-
self as a focus of high technology firms,
especially innovative start-ups.
Downtown also should strengthen its role
as the center of government, with major
concentrations of city and county offices
in the form of a Municipal Center as well
as some state and even federal workers.
In addition, it should be the cultural center
of the city. Museums, galleries and per-
formance venues should thrive here and
the central library should continue to be
a key activity center. Conferences from
the Rivery should bring regional residents
to downtown, and festivals and outdoor
markets should continue to add accent to
daily life here.
Downtown also should be an affordable
place for people to live. In that regard,
new housing should be developed that
caters to “urban” markets.
HOW WILL THE DOWNTOWN APPEAR?
With the implementation of this plan,
downtown will be an exciting, attrac-
tive place to work, live and visit. As one
approaches the downtown, one sees
established residential neighborhoods
that are well maintained, and that are
easily accessible to downtown. Within
the downtown district itself development
along the edges of these established
neighborhoods blends, with compatible
buildings housing services for downtown
residents. In some areas townhouses and
apartments/condos create a transitional
edge between single-family homes and
the commercial core.
People of all ages come downtown to
make use of many community facilities,
including youth and senior centers, the-
aters, outdoor parks and plazas. Visitors
find their way about through a series of
custom-designed signs that are attrac-
tive and easy to understand. Outlying
signs highlight entry into the city core.
Gateways into downtown are apparent
and the feeling that one has entered a
special place is recognized. As one nears
parking facilities, it is easy to find parking
lots by following other specially illustrated
The Downtown Master Plan Update is based on a framework of
organizational concepts that should guide investment in the area.
All of the components of the plan build on these general pre-
cepts. This chapter presents a summary of all of the components
of the plan as they would work in concert in a basic framework.
These are then explained in more detail in subsequent chapters.
2-FRAMEWORK STRATEGY
30
City of Georgetown | Downtown Master Plan Update
signs. One can park in a landscaped lot
that is screened from pedestrian view by
storefronts and other buildings or in a
well-designed, multi-level parking struc-
ture with retail to activate the ground floor.
Landscaped sidewalks invite pedestri-
ans to walk comfortably for four or more
blocks while they conduct their business,
visit with friends and check out entertain-
ment venues. Sidewalks are extended
throughout the downtown and crosswalks
with special decorative paving identify
key intersections and enhance safety.
The east and west sides of downtown are
seamlessly connected with an attractive,
pedestrian-friendly atmosphere along
Austin Avenue, where pedestrian-activat-
ed crosswalks make crossing it more safe
and convenient.
At the western edge of downtown near
the library, a Municipal Center includes
a new city hall and various city service
offices. The northern portion of Austin
Avenue has redeveloped with a mix of
retail, office and residential buildings.
Within the historic district, buildings are
restored to a functional beauty. Numerous
institutional facilities provide services for
those who live, work and visit downtown.
In the southern portion of downtown, a
mix of offices, retail and residential uses
have filled out vacant lots and helped to
create a pedestrian-friendly environment.
In the core area, street level storefronts
are occupied by specialty retail establish-
ments, including clothing, gifts, galleries,
housewares and furnishings. Restau-
rants, theaters and youth activity centers
enliven this mix of customer-oriented
activities.
With more people living in the downtown
core, streets remain active into the eve-
ning, such that the area genuinely func-
tions as a twenty-four hour place—busi-
ness and cultural activity during the day
and evening and residential throughout
the night. Citywide residents and visitors
enjoy using the downtown’s evening busi-
ness hours and entertainment venues.
A MARKET STRATEGY
The vision for a vital downtown is based
on some key market-driven principles.
These provide opportunities for strength-
ening the core. This renaissance must
concentrate on enhancing the core with
a mix of uses, including higher density
residential, commercial and cultural at-
tractions.
The downtown revitalization strategy fo-
cuses on several key market segments:
1. City Residents
The spending power of many Georgetown
residents is comparatively high. Taking
advantage of this disposable income
is important for downtown. Expanding
the market of people that want to live in
the core will help. Residents of Sun City
and other established neighborhoods
throughout the city are also part of the
general market.
2. Downtown Workers
New venues are needed for innovative
technology-based enterprises. Goods
and services targeted at this group should
be expanded.
31
2-Framework Strategy
A special target group consists of gov-
ernment employees who work down-
town. Providing coffee shops, cafes and
personal services are among the uses
that will appeal to this group. While this
segment is well established, it does not
patronize downtown businesses as much
as it could.
3. Regional Visitors
Regional visitors with sufficient dispos-
able income will come downtown for
specialty retail, restaurants, cultural at-
tractions and special events if the setting
is appealing and access is easy. This in-
cludes those who come for performances
and festivals as well as conferences. Busi-
nesses that cater to visitors also should
be expanded.
4. Heritage Tourism
Heritage tourism, a growing national
movement, includes travel to natural, his-
toric and cultural attractions and focuses
on historical authenticity, accessibility
and local involvement.
Heritage tourism balances visiting inter-
esting places with preservation of history
and the built environment. Georgetown is
well positioned to expand its market to
include those visitors interested in visiting
a historic Texas city.
Downtown, therefore, should be designed
to appeal to this group. The Visitor’s Cen-
ter is a wonderful asset that promotes
this type of tourism with special flyers,
guided tours and advice. The wineries
have also helped elevate heritage tourism
in Georgetown. Promoting other heritage
icons like Blue Hole Park and the Shot-
gun House Museum is desired. Gifts and
other specialty retail, entertainment and
exhibits should be available.
5. Students
Georgetown is home to the oldest char-
tered institution of higher learning in the
state: Southwestern University. With an
enrollment of nearly 1,400 students, the
university provides an opportunity for
businesses to address students’ needs
and interests. Expanding the dining and
entertainment venues, as well as other
goods and services that appeal to this
group is a priority.
6. Senior Citizens
Services that cater to independent se-
nior citizens who choose to live within
walking distance of downtown are also
encouraged. These include services such
as cleaners, drugstores and restaurants,
as well as cultural opportunities, com-
munity services, churches and medical
practitioners. Living downtown could be
a very attractive housing opportunity for
this market segment that makes up nearly
25% of Georgetown’s population.
7. Urban Dwellers
For the first time in post-World War II his-
tory, city centers are growing faster than
their suburban counterparts. Nationally,
cities of this size are demonstrating that
approximately 4% to 6% of area residents
would choose to live downtown if high
quality housing is provided in an enriched
environment with sufficient amenities.
People considered “empty nesters” and
“young professionals” are among those in
this group that should be targeted to help
enliven downtown.
32
City of Georgetown | Downtown Master Plan Update
THE FRAMEWORK STRATEGY
Downtown should be strengthened by
providing safe connections for pedestri-
ans, offering adequate parking for both
local and tourist traffic, enhancing the
visual character and encouraging devel-
opment of key “opportunity areas.” All
of this can and should be accomplished
while respecting its heritage. Map #6 on
the following page illustrates this basic
strategy.
MAJOR FRAMEWORK STATEMENTS
The following statements and their intents
are described to explain the major themes
for this plan. Each element is described
in more detail in later chapters. They all
relate to Map #6 on the following page.
1. Strengthen and expand the pedes-
trian-oriented core.
While enhancing the pedestrian environ-
ment throughout downtown is a general
goal, a key concept is to expand the area
in which the appeal to pedestrians is the
strongest. Conceptually, the expanded
pedestrian-oriented core would extend
an additional block and a half, or approxi-
mately one-eighth of a mile radius in each
direction from the historic courthouse.
(This area is shown in yellow on the map.)
In some cases, specific existing devel-
opments and abutting land uses would
modify the actual layout of this area, but
diagrammatically, this should be consid-
ered to be a larger city center.
2. Frame the pedestrian-oriented core
with four anchors of activity that will
attract pedestrian circulation beyond
the traditional retail center.
At the northern edge of the pedestrian-
oriented core lies the Monument Café and
Tamiro Plaza, which offer a mix of uses
that currently draw pedestrians from the
courthouse square. More development
should follow in this direction, continu-
ing north along Austin Avenue to the
river, while also activating Rock and Main
Streets as well. A pedestrian-activated
crossing signal is proposed at 4th and
Main to allow for better pedestrian cir-
culation. Concepts for how development
might occur are shown in more detail in
Chapter 8.
At the western edge of the core lies the
new central library, which currently serves
as an activity center. Existing government
facilities should be reconfigured and ex-
panded into a Municipal Center at this
location to further anchor this area and
draw people from the downtown core.
This would include city offices, council
chambers and municipal court, an arts
(performing or fine) space, flexible meet-
ing rooms, an outdoor events space/park,
and structured parking.
Along the eastern edge, a collection of
churches and a new events center, Union
on 8th, serves as an informal anchor. Re-
development of the old post office, once
city offices relocate, and Grace Heritage
Center would be a part of this anchor as
well.
33
2-Framework Strategy
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th St.
E. 8th St.
E. 9th St.
E. 10th St.
E. 11th St.
E. University Ave.
W. 4th St.
W. 5th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
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www.winterandcompany.net
MAP 6 | BASIC FRAMEWORK STRATEGY
LEGEND:
Close-in Gateway
Courthouse Square
Development Anchors
P
P
P
Primary Circulation Axis
Enhanced Pedestrian Core
Opportunity Areas
Active Frontage
Traffic Signal
Proposed Pedestrian Signal
P Public Parking
34
City of Georgetown | Downtown Master Plan Update
Finally, the southern edge should be
defined by new mixed-use development
that would include retail, office and resi-
dential. This could include the redevelop-
ment of the blocks around 10th Street and
Austin Avenue, where a new pedestrian-
activated signal is proposed. New devel-
opment should orient to Austin Avenue to
create a more pedestrian-oriented place.
Other infill development in the “southeast
quadrant” is proposed to further activate
this area and link downtown to University
Avenue.
3. Define the immediate entrances into
downtown with signs and landscaping.
“Gateways” should be established at key
points along Austin Avenue. They would
incorporate design elements that convey
the theme for downtown and should fit
within a hierarchy of wayfinding signs and
landscapes. Other wayfinding signs and
landscaping should be installed at key
intersections.
4. Enhance the pedestrian experience
by clearly identifying routes and mini-
mizing the impact that automobile traf-
fic has on the area.
Pedestrian ways, trails and streets should
be considered in a broader context. They
are a means of circulation that strengthen
business centers and link neighborhoods.
Therefore, roadways, sidewalks and trails
should be coordinated in a comprehensive
hierarchical system that assures continu-
ity of circulation, especially for pedestri-
ans and bicyclists. Installing streetscape
improvements throughout the area will
help, as well as pedestrian-related signs,
such as ones that indicate walking dis-
tance or time to certain destinations.
5. Improve access for visitors by clear-
ly identifying preferred auto routes that
direct traffic to parking areas and avoid
primary pedestrian routes.
It is important for all users to know the
most convenient route to their destina-
tion. Signs that identify these routes, as
well as the location of parking lots and
other regional attractions are necessary.
Re-implementing a town-wide sign sys-
tem, with design improvements, would
greatly aid both downtown entities and
other local facilities and attractions.
6. Bolster the mix of land uses and ser-
vices to meet the needs of the primary
markets using downtown.
Providing an active environment for peo-
ple to work, live and visit is no easy task.
A diversity of employment opportunities
should be provided to encourage a diver-
sity of people, ages and income levels.
Doing so means that a wide variety of
personal services are necessary to meet
the needs of these people.
7. Promote active frontages along Aus-
tin Avenue and certain other areas of
the downtown core to ensure a vibrant,
pedestrian-focused downtown.
Encouraging new development to include
active ground-floor uses in targeted ar-
eas of downtown will help to create the
sense of identity and desired vision for
downtown. Currently, the blocks directly
facing the square are the block faces in
downtown that include a majority of active
frontages. This vision would help extend
this building type and uses into outlying
areas as well.
35
2-Framework Strategy
8. Provide the management to maxi-
mize the benefits of the design im-
provements that are proposed.
Establish a Retail Recruitment Program to
target specific businesses and industries,
and strengthen marketing and events pro-
gramming. Implement a heritage tourism
plan and facilitate compatible develop-
ment projects.
DOWNTOWN AS A DESTINATION
Downtown Georgetown should retain its
role as the community’s center. Retail
uses, government services, county of-
fices, professional offices, cultural, art
and entertainment facilities, support ser-
vices, and residential uses should com-
bine to create the mix that is downtown.
Improved parking and pedestrian systems
should support access to these features.
EXPANDED ACTIVE GROUND FLOOR USES
Those blocks that are focused on the
courthouse square serve as a destination
in their own right because of the historic
setting and because most ground floor
spaces are occupied by active uses, such
as retail or restaurant space. Expanding
concentrations of active ground floor uses
like specialty and service retail, dining and
entertainment will help position the entire
downtown as an exciting place, distinct
from regional suburban mall models.
A MIX OF USES
In the blocks surrounding the expanded
pedestrian area, a mixture of uses should
also occur. This would include some ad-
ditional retail but also professional offices
and housing. In addition, a variety of hous-
ing products including apartments above
commercial, townhouses and multi-plex
units should be built.
Mixed-use development occurs in two
forms: In the first, uses are mixed “hori-
zontally” on a site; for example, a com-
mercial building may be located at the
front of a parcel, with a residential struc-
ture in the rear. The second type of mixed
use is “vertical,” in that two different uses
are stacked, one on top of the other. The
traditional commercial storefront, with
retail at the street level and an apartment
above, is an example. Both of these types
of mixed-use projects may occur in the
downtown study area.
Many communities face conflicts between
encouraging mixed-use developments
downtown and what their land use regula-
tions allow. The City of Georgetown has
had the foresight to provide such op-
portunities for mixed-use developments
throughout the whole of downtown in its
Unified Development Code.
Key uses to be promoted are:
• Mixed-use development, which incor-
porates housing with commercial
• Institutional uses, including city gov-
ernment and cultural venues
• Specialty retail, dining and services
• Professional offices, especially on
second floor levels
• Arts and cultural facilities
• Residences in relatively compact,
moderate-density forms.
36
City of Georgetown | Downtown Master Plan Update
URBAN DESIGN SYSTEMS
Urban design systems should be coordi-
nated to achieve this plan’s objectives.
Among these are: circulation systems for
pedestrians, bicyclists and automobiles,
as well as street design, public informa-
tion, parks and open space.
Urban design system improvements to
be made include:
• Enhancing the pedestrian experience
• Extending streetscape elements be-
yond the historic core
• Expanding and enhancing parks and
open space in downtown
• Balancing auto circulation with other
circulation and functional require-
ments for pedestrians
• Improving the use of existing parking
resources and developing new parking
such that it will stimulate construction
of other desired uses
• Re-implementing a cohesive wayfind-
ing and signage system
PEDESTRIAN SYSTEMS
Pedestrians circulate throughout down-
town using the grid of sidewalks that frame
the city blocks. Enhanced sidewalks exist
in the Town Square Historic District and
in some locations along Main Street and
Austin Avenue. The city has been quite
aggressive with previous pedestrian cir-
culation systems and this plan will build
on top of those recommendations to offer
priority treatment and updated designs.
Pedestrian system enhancements to
be made include:
• Improving connections from major
pedestrian destinations to public
parking.
• Enhancing streetscapes to link parks,
plazas and other public open spaces.
• Enhancing connections between the
downtown and Southwestern Univer-
sity.
• Enhancing pedestrian connections to
the river trails to access residential
and overnight accommodation es-
tablishments across the South San
Gabriel River.
STREETSCAPE ELEMENTS
Streetscape enhancements, which are
very successful, have been provided for
the Town Square Historic District and
along portions of Main Street and Aus-
tin Avenue. The enhancements include
decorative paving, ornamental street
lights, benches, waste receptacles, signs
and plantings. These landscape and fur-
niture palette elements are organized in
a hierarchical system that relate to the
pedestrian circulation recommendations,
in which the intensity of the landscape
elements reflects the level of pedestrian
use planned for each sidewalk. Included
are additional landscaping and sign sys-
tems that expand the existing streetscape
system and direct users to the retail core.
PARKS AND OPEN SPACE
Parks and open spaces help establish a
network that relates to both the built envi-
ronment and the pedestrian systems that
connect them. Public open spaces also
serve a wide range of downtown users and
should provide a diverse range of venues
for activities, events and recreation. The
downtown needs more of such park space
in order to attract new residential and
commercial uses.
37
2-Framework Strategy
AUTOMOBILE SYSTEMS
The character of the streets downtown
greatly influences the type of develop-
ment that will occur and therefore they
should be planned to help create distinct
neighborhoods and not be perceived as
thoroughfares. That is, street designs
should focus on improving access into
the core, not through it.
Automobile system enhancements
should include:
• Basing street improvements on up-to-
date data and coordinated planning.
• Avoiding widening any streets in the
downtown. Instead, consider reducing
street sections by widening sidewalks,
adding parking or bicycle lanes.
• Providing pedestrian-controlled cross-
walks at key intersections on primary
pedestrian routes.
• Providing a coordinated sign system
to direct traffic efficiently.
PARKING SYSTEMS
The City and County should coordinate a
system of parking structures and surface
lots within downtown and manage them
in an aggressive fashion to promote high
utilization rates. Parking coordination and
management is a major public investment
strategy that could set the stage for pri-
vate investment. This includes physical
improvements, in the parking facilities
themselves, enhanced pedestrian con-
nections to them, and ongoing marketing
and promotions. Additional public parking
facilities should be planned in conjunc-
tion with key development projects as
well. Existing downtown facilities such as
churches could also be targeted for inclu-
sion in a parking district as they are prime
candidates for shared parking.
While new parking structures are sug-
gested as a part of this plan, there are a
few basic principles to keep in mind. First,
the city and county should actively man-
age current parking resources. Second, a
clear understanding is needed of who the
users are and of their needs. The actual
demand for additional parking may be less
than expected.
Parking system enhancements should
include:
• Enhancing streetscape connections to
and enhancing landscapes in existing
parking facilities.
• Instituting a parking district to effec-
tively manage parking resources.
• Installing appropriate signage to direct
autos to parking and pedestrians to
their destinations.
HISTORIC RESOURCES
Historic buildings are a major part of what
makes downtown a unique destination. In
fact, this genuine heritage is often what
developers try to recreate in newer retail
developments that compete with busi-
nesses downtown. Strengthening the role
that these important buildings play is a
fundamental part of the basic framework
strategy.
The historic courthouse located in the
heart of downtown is a special asset to
the community, and its preservation is
critical. Williamson County should con-
tinue to rehabilitate it and promote its
significance through guided tours. Private
rehabilitation efforts should also be con-
tinued. Owners are encouraged to follow
city, state and federal guidelines in order
to be eligible for incentives.
38
City of Georgetown | Downtown Master Plan Update
Existing building codes can have mea-
surable impact on rehabilitation projects.
When extensive rehabilitation work is
planned for an older building, it may trig-
ger code compliance actions that may in-
crease costs and/or significantly alter the
historic character of the building. Inroads
have been made by city agencies around
the country that address this issue. Many
cities have adopted Guidelines for the Re-
habilitation of Existing Buildings, formerly
the Uniform Code for Building Conser-
vation (UCBC). This document contains
guidelines for preserving existing build-
ings while achieving appropriate levels
of safety. It discusses repairs and altera-
tions, change of occupancy, enforcement
and permits, historic buildings, life-safety
requirements for existing high-rise build-
ings, accessibility, energy conservation,
and more. It may be adopted as a code
or used as a guideline.
Historic resource enhancements
should include:
• Develop a heritage tourism program.
• Provide grants and loans for the reha-
bilitation of historic resources.
• Study the benefits of offering tax re-
bates for appropriate rehabilitation of
historic buildings.
• Install interpretive markers throughout
the downtown.
• Make use of special historic building
code provisions that are available.
DESIGN CHARACTER
Overall, buildings throughout downtown
should have a sense of “relatedness” in
their design character, while at the same
time allowing room to express individual
variations in details and styles. Within
the historic district, buildings should
more closely relate to the older traditional
buildings. Outside the historic district,
buildings should relate at a basic level,
in terms of building to the street edge,
being of a human scale and creating a
pedestrian-friendly context, as stipulated
in the Downtown and Old Town Design
Guidelines.
ACTIVITY CENTER CONCEPT
One special concept is to organize devel-
opment around a series of “activity cen-
ters.” This is based in part on recognizing
the function that the historic town square
has played, in which the courthouse and
its surrounding lawn have served as a
generator of pedestrian traffic as well as
a venue for events. The success of those
blocks immediately on the town square is
partly due to the focus of activity given the
historic courthouse itself. The courthouse
serves as a central anchor for wayfinding
and community activities.
Expanding this concept to the outlying
blocks around the courthouse is the goal,
in which a series of other activity centers
is established, each with a distinct iden-
tity and unique combination of uses. Map
#7 illustrates this concept.
39
2-Framework Strategy
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 2nd St.
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th St.
E. 8th St.
E. 9th St.
E. 10th St.
E. 11th St.
E. University Ave.
W. 4th St.
W. 5th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
Au
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www.winterandcompany.net
MAP 7 | ACTIVITY CENTERS
LEGEND:
Primary Activity Center(Courthouse Square)
Secondary Activity Center
Downtown Overlay District Boundary
Support Area
El Monumento Cafe
Justice Center
Proposed Municipal Center
Proposed New Gateway Activity Employment Center
Public Parking with Proposed New Retail
Neighborhood Church and Event Center
Monument Cafe / Tamiro Plaza / Proposed New Development
Proposed Reuse of Historic Williamson County Jail
Proposed New Mixed Use Development
40
City of Georgetown | Downtown Master Plan Update
Providing community focal points for
development will strengthen the overall
civic, cultural and business environment
in downtown, and will also provide “mini-
destinations” that help to reduce the scale
of downtown.
Each activity center should include uses
that will attract people to downtown and
encourage pedestrian activity. They also
should include opportunities for outdoor
spaces where people can gather.
The Activity Centers should be:
1. El Monumento Cafe
2. Historic Williamson County Jail Re-
use
3. Monument Café/Tamiro Plaza/New
Development
4. Justice Center
6. New Municipal Center/Festival Street
6. New Mixed Use Development at 10th
and Austin
7. New Gateway Activity at University
and Austin
8. New Public Parking Structure with
Retail Wrap
9. Neighborhood Church & Event Center
EL MONUMENTO CAFE
This city icon already acts as an activity
center in its own right. Improved trail con-
nections to the river trails and pedestrian
connections along Austin Avenue will
further activate this area. New modest
liner buildings could be built along Austin
Avenue on this property to help frame and
activate the street.
PROPOSED REUSE OF HISTORIC WIL-
LIAMSON COUNTY JAIL
The block containing the historic William-
son County Jail, built in 1888, offers an
opportunity to build on the heritage tour-
ism strategy. Re-purposing the old jail at
4th and Main Streets was a very popular
idea proposed by community residents.
Some ideas for reusing the jail consist of
a Bed and Breakfast, Art Gallery, Museum
or Visitor’s Center. The addition to the
jail should be demolished to re-enact the
original setting, and a park-like setting
should surround the jail.
El Monumento terrace helps establish an activity
center focused on the river.
The historic jail is envisioned as redeveloping into
a bed and breakfast, art gallery, museum or similar
use to benefit the public and activate this area of
downtown.
41
2-Framework Strategy
MONUMENT CAFÉ/TAMIRO PLAZA/
PROPOSED NEW DEVELOPMENT
Indicated as one of the major activity
centers in the Framework Strategy, this
intersection at 5th and Austin already
includes increased activity due to Monu-
ment Café and Tamiro Plaza. New mixed-
use development on the northern corners
of the intersection should further activate
this area.
PROPOSED MUNICIPAL CENTER AND
FESTIVAL STREET
This site is also proposed as a major activ-
ity center in the Framework Strategy. It lies
between Rock Street and Martin Luther
King, and is centered along 8th Street. The
existing civic icon is the central library. In
the long term, this area should develop
as a campus for city offices. The street
would be designed as a flexible space,
to be closed for festivals and markets, to
complement activities around the court-
house square. A few build-out scenarios
are proposed in Chapter 8.
The Monument Cafe and Tamiro Plaza have added
a new level of energy north of the square. New
development north of the 5th & Austin intersection
will help further activate this area.
JUSTICE CENTER
The Justice Center acts as a civic activity
and employment center. It is important to
locate commercial uses that serve Justice
Center employees to help enliven this area
with daytime activity.
The new jail and justice center acts as a civic activ-
ity and employment center.
The central library and old police station are envi-
sioned as becoming part of a new municipal center
centered around 8th Street, which will be a flexible-
use festival street for special events.
42
City of Georgetown | Downtown Master Plan Update
PROPOSED NEW MIXED USE DEVELOP-
MENT AT 10TH AND AUSTIN
Another major activity center as pro-
posed in the Framework Strategy is the
intersection of 10th & Austin. This area
has potential to redevelop into more ur-
ban buildings of 2 to 4 stories that frame
Austin Avenue and extend the character
of the courthouse square south.
PROPOSED NEW GATEWAY ACTIVITY
AT UNIVERSITY AND AUSTIN
This area is well suited for commercial
development because of the high traffic
this intersection experiences. Primarily,
the street edge should be defined by a
storefront wall along Austin and Univer-
sity. A small entry plaza/park or expanded
pedestrian zone would be included at the
corner(s). This site should also include an
important visual link to help guide visitors
towards the downtown. The building use
is not as important as the provision for
landscaping and directional signage. The
new retail center at the northwest corner
of the intersection is a good example of
development orienting to the street.
PUBLIC PARKING WITH PROPOSED
NEW RETAIL
The southeastern block of 9th and Main
includes a public parking lot. The long-
term vision for this block would be to
redevelop into a public parking structure
that is wrapped with a retail component
to activate Main Street.
NEIGHBORHOOD CHURCH AND EVENT
CENTER
This area is designated as the major
eastern activity center in the Framework
Strategy. The churches that are clustered
in this area form an anchor for the eastern
edge of the downtown and the new Union
at 8th Event Center will help enliven this
area with small local events. These uses
would be enhanced with extension of
sidewalks, redesign of some on-street
parking and perhaps development of a
small park. These facilities have some
open space associated with them, which
should be preserved to the extent fea-
sible.
The new retail center at the northwest corner of the
intersection is a good example of how new develop-
ment should orient to the street.
The existing parking lot at 9th and Main Streets
should redevelop into a public parking structure
with a “wrap” of retail uses fronting Main Street.
43
3-Development Strategy
CHARACTER AREAS
The Character Areas are:
1. Downtown Core
The retail, dining and entertainment des-
tination of Georgetown and Williamson
County.
2. Downtown North
A residentially-focused mixed-use area
with housing, offices and other retail
venues.
3. Government Center
The civic spine for the community.
4. Downtown South
A commercially-focused mixed-use area
with retail, offices and some housing.
The development strategy for downtown is composed of a set of char-
acter areas, development prototypes, and development opportunity
areas. The character areas suggest concentrating uses and special
features within certain areas of downtown. Development prototypes
explore a variety of new building and site configurations for new
downtown development. These are broad concepts that could apply
to any particular site or block. The development “opportunity areas”
are located within the character areas, and show different scenarios
of how redevelopment could occur over time. Focusing development
into these character and opportunity areas will help establish a “criti-
cal mass” of desired uses and urban form. A Transition Zone is also
indicated, which overlaps with the designated character and oppor-
tunity areas. For all new development, it is important that develop-
ment be consistent the Downtown and Old Town Design Guidelines.
3-DEVELOPMENT STRATEGY
The goal of this chapter is to pro-
vide an overall, long-term vision
for new development in the study
area. Many variables will determine
how new development actually oc-
curs, and it should be noted that
while multiple scenarios are shown,
other development scenarios are
certainly possible as well. Redevel-
opment will not happen overnight
and therefore phasing will be an
important consideration. Property
ownership, infrastructure improve-
ments, financing options and other
incentives/drawbacks will deter-
mine the evolution of downtown
development.
44
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th St.
E. 8th St.
E. 9th St.
E. 10th St.
E. 11th St.
E. University Ave.
W. 4th St.
W. 5th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
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MAP 8 | CHARACTER AREAS
LEGEND:
Downtown Core
Downtown North
Government Center
Downtown South
Opportunity Areas
Transition Area
45
3-Development Strategy
DOWNTOWN CORE CHARACTER AREA
While the success of the block faces im-
mediately surrounding the historic court-
house is evident, expanding this historic
urban form and atmosphere into more of
the surrounding blocks will strengthen
downtown’s role as a regional shopping
center and destination. Specialty retail,
dining and entertainment venues should
be present to position the downtown core
as an exciting place distinct from regional
suburban shopping centers. Generally,
everything within a block and a half of the
historic courthouse is termed the “Down-
town Core” in this plan. The Downtown
Core is shown in red on Map #8.
KEY FEATURES
This area retains the best definition of a
retail-oriented street edge surrounding
the Town Square Historic District. It has
a collection of historic buildings that pro-
vide interest and is served by on-street
parking. The existing streetscape ame-
nities consist of brick pavers, benches,
decorative lights with banners and way-
finding signs. It is, by far, the most active
part of downtown.
DEVELOPMENT RECOMMENDATIONS
This area should strengthen as the spe-
cialty shopping and dining destination for
the county; it should be entertaining and
highlight the unique qualities of a down-
town shopping experience, including
shops, restaurants and specialty stores.
Office space and apartments on upper
floors should be promoted that will help
energize this area and support the street
level businesses. Existing historic assets
should be preserved whenever feasible,
and be adapted to a new uses as needed.
Surface parking should be kept to a mini-
mum and landscape standards should
be applied whenever they do occur that
will maintain an attractive street edge for
pedestrians.
RECOMMENDED PROJECTS
• Promote individual retail store reha-
bilitations through the Main Street
Program.
• Facilitate adaptive reuse of historic
buildings and redevelopment of va-
cant lots.
• Continue to promote the historic sig-
nificance of the courthouse through
guided tours and allow flexible use of
the interior space (Georgetown His-
torical Society, Arts & Culture, etc.)
• Continue outdoor activities in the
square, including the Poppy Festival,
Christmas Stroll, Market Days, First
Fridays and Music on the Square.
• Promote new activities such as a
Farmer’s Market or Wine/Art Walk.
• Stage small outdoor arts venues.
• Continue to promote dining and spe-
cialty retail businesses, such as the
wineries.
• Promote development of downtown
living and professional offices on
upper floors.
• Promote development of more cul-
tural facilities and entertainment
venues.
• Continue to improve pedestrian cir-
culation with upgraded, continuous
and accessible sidewalks with a higher
level of streetscapes than other parts
of downtown.
46
City of Georgetown | Downtown Master Plan Update
DOWNTOWN NORTH CHARACTER AREA
The neighborhood north of the downtown
core along Austin Avenue is positioned
to orient development towards the South
San Gabriel River, which was a popular
theme at community workshops during
the downtown planning process. Doing so
will engage the river with the downtown
environment as an actively used ame-
nity. Main and Rock Streets should serve
as popular pedestrian and bike routes
that link to the river trails and therefore
new development should orient to those
streets as well as Austin Avenue. The
Downtown North Character Area is shown
in purple on Map #8.
KEY FEATURES
This area consists primarily of residential
structures that have been converted to
commercial uses as well as vacant lots.
New commercial and mixed use buildings
such as El Monumento, Monument Café
and Tamiro Plaza have helped activate
this area and draw more people to the
river; however continuity of circulation
and a distinct identity are still lacking.
The river, including historic Blue Hole
Park, provides a wonderful amenity, but
it is not tapped into as a major resource
for downtown at the moment. The historic
Williamson County Jail also is located
in the Downtown North Character Area,
which could be repurposed as a commu-
nity-wide amenity in a way that supports
heritage tourism initiatives.
DEVELOPMENT RECOMMENDATIONS
This area is envisioned as a new “urban
village,” where a mix of moderately higher
density single family and multifamily infill
housing should be promoted, much like
the Two Rivers project north of the river.
Office space and restaurants are also en-
couraged for this area, as well as mixed
use projects that overlook the river. New
development opportunities also exist
along Austin Avenue to help create a more
pedestrian-friendly environment along
the corridor. Chapter 8 explores develop-
ment ideas for the Austin Avenue North
Opportunity Area, which is highlighted in
a dashed yellow line on Map #8.
There is an opportunity to provide a stron-
ger pedestrian connection to the river
trails along Main and Rock Streets and
from the bridge. From the bridge, a stair
and ramp leading to the trail below and
an overlook area should be considered,
to provide a direct connection to the river
trail. This would be an amenity that would
aid in the marketing of development along
Austin Avenue, and would be especially
appealing to visitors. This also could in-
clude interpretive markers, which would
be a key element in a heritage tourism
program. Upgrading the sidewalks along
Rock and Main Streets should also occur
to promote pedestrian access from down-
town to the river trails.
RECOMMENDED PROJECTS
• Retail along Austin Avenue
• Repurpose the historic jail
• Hotel or Bed and Breakfast
• Restaurants
• Multifamily housing
• Law and professional offices
• Neighborhood-based services, in-
cluding day care
• Neighborhood parks
• Amphitheatre at the river’s edge
47
3-Development Strategy
GOVERNMENT CENTER CHARACTER AREA
Three government centers have emerged
in the history of downtown’s develop-
ment. One is around the historic Wil-
liamson County Courthouse. A second
is comprised of the various city offices,
police department and fire department,
scattered throughout the downtown area.
The last is the Williamson County Justice
Center located to the northwest of the
downtown core. Map #4, City and County
Owned Properties, illustrates this current
distribution of governmental office space.
The Government Center Character Area is
identified in blue on Map #8.
The City has relocated some of its office
space to areas outside of the downtown
area. This decentralization of space weak-
ens the role of downtown as the govern-
ment center. In time, those offices that
are oriented to serving the public should
return to downtown. The Police headquar-
ters have outgrown their current space in
the historic Light and Water Works build-
ing and are relocating in late 2013. This
provides opportunity for city offices to
relocate into this iconic building, creating
a civic synergy with the central library.
KEY FEATURES
The area defined as the Government Cen-
ter currently is home to the police depart-
ment, justice center, county jail, public
library a number of law office buildings
and support services. There are also sev-
eral lots that are used for parking. These
existing buildings and undeveloped lots
form the basis of a potential municipal
center. This area is prime for redevelop-
ment, especially surrounding the new
library, which is a prominent civic space
for the community and could help pull the
downtown core energy to this area.
DEVELOPMENT RECOMMENDATIONS
City government functions should be con-
solidated into a single Municipal Center
anchoring the western edge of downtown.
Chapter 8 explores ideas for a consoli-
dated Municipal Center surrounding the
new library with new buildings and re-
purposing old buildings such as the old
library and Light and Water Works build-
ing. The City should look into extending
the Downtown Overlay District to include
the old library and the block south of the
old library housing the GCAT building, as
these blocks would be used as part of
the Municipal Center. Special attention to
design and building use should be given
to areas abutting the existing west-side
residential area, as to not disturb the
residential character of that area. Chap-
ter 8 explores development ideas for the
Municipal Center Opportunity Area, which
is highlighted in a dashed yellow line on
Map #8.
RECOMMENDED PROJECTS
• New City Hall (potentially phased,)
housing city offices, Municipal Court
and Council Chambers
• New public plaza/amphitheater, festi-
val street and park
• New public parking structure (could be
phased from surface lot to structure)
• Flexible meeting space
• Incubator space for start-up busi-
nesses
48
City of Georgetown | Downtown Master Plan Update
DOWNTOWN SOUTH CHARACTER AREA
The area south of the downtown core
along Austin Avenue and University Av-
enue is an important “service” area for the
primary retail and entertainment focus of
the Downtown Core. Today, it has many
buildings that have a strip commercial
character, but the future should be more
urban, with buildings constructed to the
street edge and continuous sidewalks
accommodating pedestrian activity. The
Downtown South Character Area is identi-
fied in green on Map #8.
KEY FEATURES
University Avenue is a major point of
access into the downtown and the his-
toric Old Town neighborhood from the
interstate. It does not provide, however,
a strong image for the downtown experi-
ence. It is not pedestrian-friendly. This
southern portion of Austin Avenue has
followed this auto-dominated pattern.
Sidewalks are lacking with the exception
of the new retail center on the northeast
corner of University and Austin. New
sidewalk upgrades have occurred along
Main Street in this area, which has helped
elevate the character and identity of this
area.
This area includes a mix of traditional
commercial storefront architecture, tran-
sitional business uses and one-time resi-
dences that have been converted to com-
mercial uses. Some of these houses are
still primary residences. A recent adaptive
use project, the conversion of Wesleyan
Retirement Center to office space, has
demonstrated the potential for larger
companies to locate in the downtown
when adequate space is available. At the
same time, more services are needed in
this area to cater to this employment base.
DEVELOPMENT RECOMMENDATIONS
Commercial uses that support the sur-
rounding residential neighborhoods are
encouraged to locate in this area. A mix
of retail and office space should be pro-
vide with new buildings that are located
at the street edge with parking to the rear
are preferred. The eastern, western and
southern edges, should continue to serve
as a transition to the abutting neighbor-
hoods.
Development along Austin Avenue and
University Avenue should be the most
intense uses. The intersection of Univer-
sity and Austin should be enhanced as
a pronounced “gateway” into downtown
with signage and landscaping. Chapter
8 explores development ideas for the
Southeast Quadrant Opportunity Area,
which is highlighted in a dashed yellow
line on Map #8.
RECOMMENDED PROJECTS
• Mixed-use buildings with retail on the
ground floor along Austin Avenue
• Restaurants
• Multifamily housing
• Professional offices, including start-
up incubator space
• Neighborhood-based services, in-
cluding day care
• Neighborhood parks
49
3-Development Strategy
DOWNTOWN TRANSITION AREA
The area shown in gray on Map #8 in-
dicates an area of transition between
the Downtown Overlay District and the
surrounding residential neighborhoods.
An area of special consideration is the
“transition area” that exists around the
periphery of downtown. Here, develop-
ment that is compatible in design with
abutting residential uses is especially
important. Providing places that serve
residents nearby is also key and measures
to mitigate impacts of new uses should
be a priority.
While providing streetscape amenities
should occur throughout downtown to
enhance the appeal of streets for pedes-
trians, it is also important to do so in this
transition area, where sidewalks are to
be enjoyed by neighborhood residents
as well as downtown users. In the private
sector, it is important to include small
plazas or courtyards that residents may
use and to provide pedestrian connec-
tions among buildings to invite interaction
along these edges.
Compatible building designs that draw
upon residential forms, have variation in
massing, and maintain view opportuni-
ties and pedestrian circulation through
blocks should be particularly welcomed.
There may also be opportunities to add
more moderate density residential uses
in the form of townhouses and duplexes
in some lots presently zoned residential
that abut the mixed use context of the
downtown zone.
DEVELOPMENT RECOMMENDATIONS
Some compatible redevelopment, such as
repurposing existing single family homes
into professional offices or restaurants,
has already begun and is particularly wel-
comed by the abutting residents. In addi-
tion, new construction of townhomes and
small lot single family homes have been
built, which help increase the density of
downtown and provide new housing op-
tions, and are welcomed by the commu-
nity. Other transitional uses such as Bed
and Breakfast establishments, profes-
sional offices and light commercial uses
may be considered in this area as long as
their architecture is context sensitive and
responds to the surrounding residential
character and their business hours and
uses are limited in hours and intensity. For
example, a late night bar with live music
and an outdoor patio would not be an ideal
use for the transition area.
RECOMMENDED PROJECTS
• A bed and breakfast or boutique hotel
• Multifamily housing of 2-3 stories
• Townhomes, duplexes and small lot
single family homes
• Professional offices
• Neighborhood-based services, in-
cluding day care
• Small parks, plazas and courtyards
50
City of Georgetown | Downtown Master Plan Update
DEVELOPMENT PROTOTYPES
FOR DOWNTOWN
In order to remain competitive, downtown
should offer a range of building types and
site configurations that can help to estab-
lish a pedestrian-oriented environment
and accommodate desired uses. This in-
cludes projects of moderately increased
densities, of two to four stories (where
view protection policies and the UDC
Code permit.) Recent trends in successful
downtowns include mixed-use projects,
which incorporate retail, professional of-
fices and residential together. These uses
may be distributed horizontally across a
property, or they may be stacked verti-
cally.
New development will happen in different
fashions. In some cases, a whole block
might redevelop at once if it is individually
owned or parcels are assembled. In other
instances, single property owners within a
block might decide to redevelop on their
own. This is called “infill” development. In
any case, development that helps to de-
fine the street edge with features that are
appealing to pedestrians is a major goal.
New development in the transition zone,
or properties along the border of the
Downtown Overlay Zone, should be com-
pliant with the guidelines established in
the series of workshop activities. These
areas will most likely redevelop in a piece-
meal fashion, one property at a time. This
incremental, small-scale type of develop-
ment is ideal for those edges to blend the
commercial with the residential.
The prototypes presented on the follow-
ing pages reflect development successes
in other communities that can serve as
models for new development in downtown
Georgetown. Note that many of these also
reflect a response to the local context in
terms of building materials, scale and de-
sign character and that literal translation
of some of these projects to Georgetown
may not be appropriate. Each of these
projects does, however, demonstrate
principles of compatible infill that would
apply when adapted to the local setting.
The following new development proto-
types are likely to occur throughout the
district:
1. Commercial Infill
2. Mixed Use Infill
3. Horizontal Mixed Use Block
4. Vertical Mixed Use Block
5. Moderate Density Residential
6. Transitional Infill
7. Parking Structure with Retail Wrap
51
3-Development Strategy
Diagram illustrating a commercial infill develop-
ment and parking scenario.
Comm
e
r
c
i
a
l
Comm
e
r
c
i
a
l
Surface
Parking
Commercial infill development could occur in one or two stories, depending on the location and zoning
requirements, but should orient to the street and activate the sidewalk.
COMMERCIAL INFILL
The following images are of new commercial buildings that are constructed in the
core and on the edges of traditional downtowns. They reinterpret traditional design
elements with a “contemporary” feel. Parking is usually provided on-site in a surface
lot configuration, but is subordinate to the building and pedestrian.
52
City of Georgetown | Downtown Master Plan Update
Diagram illustrating a mixed use infill development
and parking scenario.
Surface
Parking
Retai
l
Office
o
r
R
e
s
i
d
.
Resid
e
n
t
i
a
l
Mixed use infill from 2 to 4 stories could occur in the downtown and should respond to their surrounding
context.
MIXED USE INFILL
These images show how a mixed use building can be incorporated into a larger block
within a single parcel or group of parcels. These buildings should respond appropri-
ately to their surrounding context with similar mass and scale. The ground floor should
include an active use to animate the sidewalk while the upper stories could be office
or residential uses. Parking is usually provided on-site in a surface lot condition or
shared amongst neighboring properties in a parking structure.
53
3-Development Strategy
Comm
e
r
c
i
a
l
Comm
e
r
c
i
a
l
Resid
.
Resid
.
Surface
Parking
Diagram illustrating a horizontal mixed use block
development and parking scenario.
A horizontal mixed use block incorporates a mixture of uses within a single block, but the uses are iso-
lated. For example, a small grocery store might be located on a prominent corner with an office building
or multifamily residential units surrounding it.
HORIZONTAL MIXED USE BLOCK
Horizontal mixed use is where various uses are provided on a block, but each use is
isolated within an individual building. This configuration is useful when multiple uses
on a site is desirable, but a vertically mixed-use building is not financially or logisti-
cally feasible.
54
City of Georgetown | Downtown Master Plan Update
Diagram illustrating a vertical mixed use block de-
velopment scenario.
Vertical mixed use blocks tend to be larger in mass and scale. Stepping back upper floors, as shown in
some of these examples, is one way to reduce the scale of the building from the street level. Parking is
generally located underground or in a structure.
VERTICAL MIXED USE BLOCK
A vertical mixed use block is usually more intensive than a horizontal mixed use block,
often requiring underground or above-grade structured parking to accommodate the
on-site needs. These examples show how vertical mixed use development can be suc-
cessfully integrated into a historic downtown with similar form and massing as historic
buildings, but with a contemporary feel.
55
3-Development Strategy
New residential prototypes of moderate density should be added to the downtown district. Stacked flats,
apartments, rowhouses, townhouses, duplexes and small lot single family homes are all ways too accom-
plish additional density in a manner that is responsive to the context of downtown.
Diagram illustrating a moderate density residential
development and parking scenario.
MODERATE DENSITY RESIDENTIAL
Downtown Georgetown could benefit from an increase in residential density within the
downtown core. These prototypes express ways to accommodate higher density within
a downtown context. Parking could be provided in a surface lot condition, tucked
under the building or in attached or detached garages.
56
City of Georgetown | Downtown Master Plan Update
NARROW LOT WIDTH
In some areas of Georgetown, especially along South Austin Avenue, narrow lot widths
will pose a challenge for intensifying the parcel and still being able to provide parking
on-site. One solution to increasing intensity while providing parking is to offer a multi-
story building with “tuck-under” parking. This allows the “front” side of the building,
facing the prominent street edge, to include a narrow depth retail use and the “back”
side, facing an access drive, to include parking on the ground floor that is covered by
the upper floors of the building. Another solution, as shown in the diagram below, is
to include an urban, mixed use building along the street edge with carriage houses, or
small apartments, behind the mixed use building that include parking on the ground
floor in a tuck-under condition with the housing units on the upper floor(s).
Diagram illustrating a narrow lot width development
and tuck-under parking below carriage houses.
Tuck-under parking can be provided with secure
garage doors (for residential) or open-air (for com-
mercial)
57
3-Development Strategy
Diagram illustrating a transitional infill development
and parking scenario.
Transitional infill architecture should blend the commercial feel of downtown with the surrounding resi-
dential neighborhoods.
TRANSITIONAL INFILL
Development along the edges of the Downtown Overlay District should be sensitive
to the existing established residential neighborhoods. These examples show how new
development can positively contribute to both a downtown context and a neighbor-
hood context.
58
City of Georgetown | Downtown Master Plan Update
PARKING STRUCTURE WITH RETAIL WRAP
Structured parking is mentioned several times in this plan and is anticipated for down-
town as the density increases. If the structure flanks a significant street, it is important
to “wrap” the parking structure with an active use to animate the sidewalk and make
the walking experience to and from more destinations more pleasant.
Diagram illustrating a parking structure with retail wrap scenario.
In locations where space is limited, active uses can
be “inserted” into the parking bays, which serve to
activate the sidewalk, but some parking may be lost
on the ground floor.
Whenever feasible, a building “wrap” that abuts
the parking structure and adds activity to the street
edge is desired.
59
3-Development Strategy
Automobile Access and Parking
Automobile access and visibility is ideal,
as this area is located along Austin Av-
enue, the city’s main north-south spine.
An existing public parking lot, owned by
the city, exists on the northwest block of
5th and Austin. Any development propos-
als should take into account replacing
these existing spaces. Some blocks in this
area could take advantage of topography
to create a parking deck with upper and
lower entrances. Any large parking areas
on these sites should be planned such
that they can help to serve the historic
district as well. All parking should be lo-
cated to the interior of parcels and should
be well landscaped per design guidelines.
OPPORTUNITY AREAS
The Opportunity Areas are:
1. Austin Avenue North
Development scenarios for Austin Avenue
from approximately 5th Street to the river.
2. Municipal Center
Scenarios for relocating and consolidat-
ing city offices downtown in a campus-like
environment.
3. Southeast Quadrant
Development scenarios for the area along
Austin Avenue from 10th to University and
along University from Austin to Myrtle.
AUSTIN AVENUE NORTH OPPORTUNITY AREA
A key development opportunity exists
along Austin Avenue from 5th Street to
the river (see Map #9.) New development
in this area will help build on the momen-
tum of recent projects (Monument Café,
Tamiro Plaza, Townhomes, and El Momu-
mento) and develop a stronger northern
gateway and connection from the river to
downtown.
Basic Objectives
Any development on these blocks should
be knit into the surrounding downtown
context and should serve to extend Austin
Avenue as a pedestrian-oriented street
by adding retail activity at the sidewalk
edge. Residential prototypes are ideal in
this area, especially in the transition areas
adjacent to Old Town. New development
in this area should also strengthen Main
and Rock Streets as major pedestrian
spines to the river from downtown.
A public parking lot exists on the northwest block
of 5th & Austin, across from Monument Cafe.
Pedestrian Connections
Pedestrian connections across Austin are
weak and many blocks lack basic side-
walks. Austin Avenue should be enhanced
with improved crosswalks and preferen-
tial treatment for pedestrian crossings at
intersections. At least one pedestrian-
activated signal should exist between
2nd and 7th Streets. Connections to other
amenities in the area, such as Blue Hole
Park and the Courthouse Square should
be provided.
60
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
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E. University Ave.
W. 4th St.
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MAP 9 | OPPORTUNITY AREAS
LEGEND:
Austin Avenue North
Civic Center
Downtown Overlay District Boundary
Southeast Quadrant
61
3-Development Strategy
Edges to Abutting Neighborhoods
Edges to abutting neighborhoods should
be considered. The eastern side lies
along Main Street and is flanked by the
established residential neighborhood of
Old Town. Development should be sensi-
tive along this edge. Residential functions
will be most appropriate, to serve as a
transition into the residential context. The
county Justice Center frames the western
edge, along Rock Street. This edge could
work well as a service-oriented side for
some development scenarios, such as
parking.
OVERALL ADVANTAGES:
• Good automobile access
• Many blocks include large, assembled
properties
• Ability to engage river as major devel-
opment amenity
• Builds off of recent development mo-
mentum
• New retail could serve employees from
Justice Center during daytime
OVERALL ISSUES:
• High traffic volumes and speeds im-
pede pedestrian flow across Austin
Avenue
• Institutional use on the western edge
could limit the ability to stimulate
nearby redevelopment for residential
• Residential neighborhood along the
eastern side is a sensitive edge
• Austin Avenue in this area has a sig-
nificant grade change, limiting retail
building prototypes (would have to be
stepped) and willingness to walk long
distances.
DEVELOPMENT SCENARIOS
With these basic planning principles in
mind, two alternative scenarios are il-
lustrated to demonstrate potential devel-
opment that would be compatible with
the objectives of this downtown plan. In
these scenarios, the area is developed
with a combination of vertical mixed use
buildings (retail at the street level and pro-
fessional offices and residential above),
purely residential buildings, one-story
retail buildings and lodging uses. New
open space is proposed to support the
area as well.
The existing townhomes along Main Street, flanking
Old Town, is a good example of a way to transition
into the residential neighborhood while densifying
downtown.
62
City of Georgetown | Downtown Master Plan Update
Scenario A – Mixed Use Development
In this scenario, Austin Avenue includes
a mixture of commercial and residential
uses. More intense development of 3-4
stories is placed closer to the square,
while 1-2 story buildings would be pres-
ent further from the square and along the
transition edges. Two new parks are pro-
posed: one at the historic jail site (which
includes an addition and repurposed use)
and one at the western terminus of 2nd
Street, which would move the existing
detention into an underground tank with
access points. A new pedestrian-activat-
ed signalized crossing is provided at 4th
Street in this scenario, which connects
into the new hike and bike trail along the
river to the west. A large mixed-use de-
velopment is proposed at 2nd Street east
of Austin to help activate the river trails.
Key Features:
• Urban buildings frame Austin Avenue.
• A mixture of residential uses, includ-
ing apartment/condos, townhomes
and small lot single family homes are
provided.
• Two new parks provide passive open
space for residents to enjoy.
• The historic jail is repurposed as a Bed
and Breakfast, museum or other use
with a proposed compatible addition.
• A new mixed use development and
large plaza is proposed across Austin
Avenue from El Monumento.
• The historic bridge over the South San
Gabriel River includes an expanded
sidewalk with an overlook area and a
grand staircase and ramp connecting
into the existing trails on either side of
Austin Avenue.
Existing
Building
3-4 Story
Mixed Use
1-2 Story
Commercial Residential Parks Plazas
Austin Avenue North Opportunity Area - Scenario A
MonumentCafe
Tamiro Plaza
TownhomesOld Jail
El Monumento
63
3-Development Strategy
Scenario B – Mixed Use Development
with Hotel
In this scenario, Austin Avenue includes
a mixture of commercial and residential
uses and numerous existing buildings
are retained. A hotel is placed at 2nd and
Austin, across from El Monumento, which
engages the river with a terraced land-
scape and small stage for performances
or special events such as weddings. Some
existing buildings are repurposed such as
the historic jail and adjacent county office
building. A park is provided at the historic
jail and above the existing detention fa-
cility at 2nd and Rock. New pedestrian-
activated crossings are proposed along
Austin Avenue at 5th Street and mid-block
between 3rd and 4th Streets.
Key Features:
• Urban buildings frame Austin Avenue.
• A mixture of residential uses, includ-
ing apartment/condos, townhomes,
multiplexes and small lot single family
homes are provided.
• Two new parks provide passive open
space for residents to enjoy.
• A new terraced park at the river’s edge
provides open space and a venue for
outdoor entertainment.
• The historic jail is repurposed as a Bed
and Breakfast, museum or other use
with a proposed compatible addition.
• A new hotel brings lodging into down-
town.
• The historic bridge over the South San
Gabriel River includes an expanded
sidewalk with an overlook area and a
grand staircase and ramp connecting
into the existing trails.
Existing
Building
3-4 Story
Mixed Use
1-2 Story
Commercial Residential Parks PlazasHotel
Austin Avenue North Opportunity Area - Scenario B
MonumentCafe
Tamiro Plaza
Townhomes
Old Jail
El Monumento
64
City of Georgetown | Downtown Master Plan Update
MUNICIPAL CENTER OPPORTUNITY AREA
The Municipal Center opportunity area
lies along West 8th Street and is framed
by Rock Street on the east and West Street
on the west. It is envisioned as a new
municipal center for city government and
related services that builds off the synergy
from the popular new Central Library.
Basic Objectives
The focus of this development would be
a new city hall that would accommodate
key administrative and service functions
in one central location. Ideally, offices
that are presently distributed downtown
as well as in outlying areas would relo-
cate there, although some could remain
in satellite locations within walking dis-
tance. The existing police station build-
ing, which is a historic resource, would be
retained and repurposed when the police
headquarters are relocated. The old li-
brary building could also be retained and
converted into a civic or arts use. A se-
ries of new, connected walkways, plazas
and small pocket parks would help serve
employees and the larger public as well.
Automobile Access and Parking
Automobile access for this area is pro-
vided by 8th Street from Austin Avenue
or by MLK Street. Parking for the library
and surrounding buildings is currently
provided per individual site with overflow
parking provided across 8th Street from
the library on land owned by the county.
A parking structure is envisioned for the
long-term in this area to serve govern-
ment facilities as well as businesses in the
area. However, an interim solution might
be to use the existing county land for an
upgraded surface parking lot that could
be flexible in use.
The existing police station should be retained and
repurposed when the police headquarters relocate.
The existing overflow parking lot on county land
could serve as an interim surface parking lot until
a parking structure is built.
Pedestrian Connections
Pedestrian connections from the court-
house square to this area are weak. Al-
though a signalized intersection exists
at Austin and 8th which makes crossing
Austin Avenue quite easy, sidewalks along
8th Street to the library are deteriorating
and not handicap accessible. These side-
walks should be a major priority for the
city to improve access from the square
to the library and the potential future mu-
nicipal center. One concept that is carried
over from the previous master plan is to
develop 8th Street from Rock to Martin
65
3-Development Strategy
Luther King Street as a “festival street”
that can be closed off to autos for street
fairs, farmer’s markets, and other spe-
cial events and performances. Another
pedestrian corridor that is recommended
in each of these scenarios is the Forest
Street right-of-way. Restoring this as a
pedestrian connection between 7th and
8th Streets will be consistent with new
development in the area and provide a
focal point for the library’s main entry
and spine.
The Forest Street right-of-way should be preserved
for a pedestrian spine, which would provide a view
corridor to the central library’s main entry and
spine.
Edges to Abutting Neighborhoods
Edges to the abutting residential neigh-
borhood to the west should be consid-
ered. Buildings proposed along these
edges should serve as a transition into
the residential area and be compatible in
mass and scale. Commercial and retail
uses could be sprinkled into the civic
buildings to help serve these residents as
well, much like the cafe at the library does.
OVERALL ADVANTAGES:
• Provides a centralized location for city
government offices such that services
are convenient to patrons.
• Creates a focus of activity for the west-
ern edge of the downtown.
• Creates additional outdoor space for
general public use as well as for spe-
cial events.
• Supports job creation and economic
development programs.
OVERALL ISSUES:
• North side of 8th Street is currently
primarily owned by the County and
would require a land swap or purchase
in order to develop city hall in this
location.
• South side of 9th Street includes
smaller parcels that might be more
difficult to place large, civic uses on.
• Reusing existing buildings would
save time and money, but would still
separate government uses that might
function better together.
DEVELOPMENT SCENARIOS
With these basic planning principles in
mind, three alternative scenarios are il-
lustrated to demonstrate future oppor-
tunities for a new municipal center: one
that orients civic space along 8th Street
to the north, one that orients along 9th
Street to the south, and one that orients
to the west along MLK Street. Each sce-
nario suggests future development for the
county and surrounding private properties
as well to illustrate the overall vision of
this plan. In one scenario a future city hall
is proposed on existing county property,
which would need to be negotiated. Par-
ticipation from the county is encouraged
and future county uses could fit in with
the theme of a municipal center.
66
City of Georgetown | Downtown Master Plan Update
Scenario A – Municipal Center North
In this scenario, a new city hall is proposed
north of the library to bring a true civic
presence to 8th Street. Another building
is proposed just west of city hall on 8th
Street, which could serve the county or
private development. This area could be
temporarily used as a surface parking lot
until a parking structure is developed. The
existing police station and old library are
kept and reused as municipal center and/
or commercial space. A parking structure
is proposed at the southwest corner of
8th and Rock Streets, which would serve
the municipal center and surrounding
businesses. It would include a small retail
component on the ground floor facing 8th
Street to help activate the sidewalk. New
private development is proposed north
of 8th Street along Rock Street as well to
help strengthen Rock Street as a pedes-
trian corridor. A series of connected pub-
lic walkways, plazas and pocket parks are
provided throughout, with the main focus
on 8th Street, the Forest Street spine and
behind the library.
Key Features:
• New City Hall north of Central Library
• Retain and reuse old library building
and police station
• Festival Street along 8th Street
• Series of connected public walkways,
plazas and pocket parks that could
transform into event spaces
• New public parking structure at 8th
and Rock Streets
Existing
Building
3-4 Story
Mixed Use
1-2 Story
Commercial
Municipal
Center
Parks
Plazas
Parking
Structure
Municipal Center North Opportunity Area - Scenario A
Library
GCAT
Old Library
Old Police Station
67
3-Development Strategy
Scenario B – Municipal Center South
In this scenario, city offices would remain
dispersed in separate buildings but would
be consolidated within walking distance
of one another. City offices would move
into the old police station and GCAT
buildings with additional space provided
in an addition to the GCAT building and a
new U-shaped building just south of the
old police station. A parking structure is
proposed at the southwest corner of 8th
and Rock Streets, which would serve the
municipal center and surrounding busi-
nesses. It would include a small retail
component on the ground floor facing
8th Street to help activate the sidewalk.
New private (or county) development is
proposed north of the library along 8th
Street to enclose the proposed festival
street space. This area could be tem-
Existing
Building
3-4 Story
Mixed Use
1-2 Story
Commercial
Municipal
Center
Parks
Plazas
Parking
Structure
porarily used as a surface parking lot
until the parking structure is developed.
A series of connected public walkways,
plazas and pocket parks are provided
throughout, with the main focus along 8th
and 9th Streets.
Key Features:
• City Hall is dispersed among existing
buildings and one new building south
of old police station
• Old library is reused as commercial
space.
• Festival Street along 8th Street
• Series of connected public walkways,
plazas and pocket parks that could
transform into event spaces
• New public parking structure at 8th
and Rock Streets
Municipal Center South Opportunity Area - Scenario B
Library
GCAT
Old Library
Old Police Station
68
City of Georgetown | Downtown Master Plan Update
Municipal Center North Opportunity Area - Scenario A
Existing
Building
3-4 Story
Mixed Use
1-2 Story
Commercial
Municipal
Center
Parks
Plazas
Parking
Structure
Scenario C – Municipal Center West
In this scenario, a new city hall is pro-
posed on the old library block. This new
building would become the civic anchor
to 8th Street and the Municipal Center
campus. It would allow city offices to
be consolidated into one building. The
old police station would be retained and
repurposed, perhaps with city uses as
well. A new parking structure would be
provided at 10th and MLK Streets and
would serve the Municipal Center and
surrounding businesses. It would include
a building “wrap” of city government of-
fices as well. New private (or county) de-
velopment is proposed north of the library
along 8th Street to enclose the proposed
festival street space. This area could be
temporarily used as a surface parking lot
until the parking structure is developed.
A series of connected public walkways,
plazas and pocket parks are provided
throughout, with the main focus on 8th
and MLK Streets.
Key Features:
• A new City Hall is proposed on the old
library block
• Festival Street along 8th Street
• Series of connected public walkways,
plazas and pocket parks that could
transform into event spaces
• New public parking structure at 10th
and MLK Streets
Library
Old Police Station
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3-Development Strategy
SOUTHEAST QUADRANT OPPORTUNITY AREA
The Southeast Quadrant opportunity area
lies along Austin and Main Streets from
9th Street to University Avenue. This area
along Austin is in dire need of redevelop-
ment and pedestrian prioritization. Main
Street has recently been upgraded with
pedestrian facilities and is quite pleasant
to walk along. New development could
help energize this area and accent it as a
major gateway into downtown.
Basic Objectives
Any development in this area should be
carefully knit into the surrounding down-
town context and should serve to extend
Austin Avenue and University Avenue as
pedestrian-oriented corridors by adding
retail activity at the sidewalk edge. New
development in this area should also
strengthen Main Street as a major pedes-
trian spine.
Automobile Access and Parking
Austin Avenue provides good automobile
access, but because of high traffic vol-
umes and relatively high traffic speeds,
it effectively divides the area into two
halves. An existing public parking lot,
owned by the city, exists on the northeast
block of 10th and Main. Each scenario
proposes to replace the existing surface
lot with a public parking structure that in-
corporates ground floor retail along Main
Street, a concept that has been previ-
ously explored. Any large parking areas on
these sites should be planned such that
they can help to serve the historic district
as well. They should be located to the in-
terior of parcels and be well landscaped.
Pedestrian Connections
Pedestrian connections across Austin
are weak and many blocks lack basic
sidewalks. Austin Avenue should be en-
hanced with improved crosswalks and
preferential treatment for pedestrian
crossings at intersections. At least one
pedestrian-activated signal should exist
between University and 8th Streets. Main
Street has been upgraded with pedestrian
amenities in this area and should continue
to be the focus for new development in
order to accent the priority the city has
placed on it.
Austin Avenue in this area lacks basic sidewalks
and marked crossings.
Sidewalks and pedestrian amenities along Main
Street in this area have been upgraded and should
continue to be the focus for new development.
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City of Georgetown | Downtown Master Plan Update
Edges to Abutting Neighborhoods
Edges to abutting neighborhoods should
be considered. East, west and south of
this opportunity area lie existing residen-
tial uses and/or single family homes that
have been converted into commercial
uses. Development along these edges
should be sensitive to the existing build-
ing form and uses.
Some single family homes have been converted
to commercial offices in this area, which provide
for smooth transitions into the abutting residential
neighborhoods.
OVERALL ADVANTAGES:
• Good automobile access and visibility
• Opportunity to create a distinctive
gateway and image for downtown
• New retail could serve employees from
medical office building at University
and Church during daytime
OVERALL ISSUES:
• High traffic volumes and speeds im-
pede pedestrian flow across Austin
Avenue
• Residential neighborhood along the
eastern side is a sensitive edge
• Parcels could be challenging to as-
semble for large redevelopment op-
portunities
• Narrow lot widths could be challenging
for urban prototype development
ALTERNATIVE DEVELOPMENT SCE-
NARIOS
With these basic planning principles in
mind, two alternative scenarios are illus-
trated to demonstrate potential develop-
ment that would be compatible with the
objectives of this downtown plan. In these
scenarios, the area is developed with a
combination of vertical mixed use build-
ings (retail at the street level and profes-
sional offices and residential above) and
one-story retail buildings. Many existing
buildings in the opportunity area are
retained. A new plaza and pocket park
is proposed at the First Texas Bank of
Georgetown site to celebrate the beau-
tiful existing trees on that block. Other
open space is provided within individual
developments.
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3-Development Strategy
Scenario A – Infill Development
In this scenario, new development care-
fully considers property ownership and
building age and integrity. It retains many
existing buildings, although the uses may
change over the years. It provides a bal-
anced urban form with new, multi-story
urban buildings as well as smaller-scale
infill buildings. It provides a prominent
gateway at University and Austin. A new
public parking structure is proposed
where the existing lot exists with a “wrap”
of retail uses to activate Main Street.
Some parcel widths are constrained in this
area. A solution for these sites is proposed
which allows for “tuck-under” parking to
exist on the ground floor with a retail edge
along Austin or University and commercial
office or residential uses could then be
located on the upper level(s).
Key Features:
• Infill development throughout op-
portunity area, carefully considering
property ownership and existing build-
ing inventory
• Parking structure with retail wrap lo-
cated at the northwest corner of 10th
and Main Streets
• New plaza and pocket park at 10th
and Austin
• A pedestrian-activated signalized
crossing at 10th and Austin
Southeast Quadrant Opportunity Area - Scenario A
Existing
Building
3-4 Story
Mixed Use
1-2 Story
Commercial
Parks
Plazas
Parking
Structure
Church
Church
Bank
Georgetonian
Retail Center Dos Salsas
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City of Georgetown | Downtown Master Plan Update
Scenario B – Mixed Use Block Devel-
opment
In this scenario, new mixed-use block
development is proposed that would
require assembling key properties be-
tween Austin Avenue and Main Street.
This scenario would greatly intensify the
area with both residential and commercial
activity and help frame Austin Avenue as
a pedestrian-oriented street, as well as
greatly intensifying Main Street. It would
provide a prominent gateway at University
and Austin that includes a small park on
the corner. A new public parking structure
is proposed where the existing lot exists
with a “wrap” of retail uses to activate
Main Street. Many new buildings incor-
porate courtyards or plazas that provide
outdoor amenities for the building users.
Key Features:
• Large-scale block redevelopment
along Austin Avenue
• Parking structure with retail wrap lo-
cated at the northwest corner of 10th
and Main Streets
• New plaza and pocket park at 10th
and Austin
• A pedestrian-activated signalized
crossing at 10th and Austin
Southeast Quadrant Opportunity Area - Scenario B
Existing
Building
3-4 Story
Mixed Use
1-2 Story
Commercial
Parks
Plazas
Parking
Structure Church
Bank
Georgetonian
Retail Center
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4-Pedestrian & bicycle Circulation & Streetscape Design
Presently, sidewalks are still intermittent
in the downtown, with substantial gaps in
the overall system. This discontinuity in
the pedestrian system is a major impedi-
ment to development of a healthy retail
sector and it also negatively affects the
ability to attract offices and residences
into the area. The sidewalk system should
be extended to all block faces within the
planning area. Priorities for constructing
sidewalks are shown on Map #10.
PEDESTRIAN CIRCULATION
ROUTES
Pedestrian ways, bike trails and streets
should be considered in a broad context.
They should facilitate non-motorized cir-
culation that strengthens business cen-
ters and link neighborhoods. Therefore,
roadways, sidewalks and trails should be
coordinated in a comprehensive system
that assures continuity of circulation for
pedestrians and bicyclists.
Links for pedestrian and bike circulation
between downtown development an-
chors are defined in the basic framework
strategy. These links should be enhanced
to connect established improvements
to nearby neighborhoods. Connections
should also be expanded to regional trail
connections.
In recent years, the City has constructed new sidewalks and enhanced
existing ones in the historic core with brick pavers, lighting, benches,
signs and plantings. This has established a distinct and attractive im-
age around the square. In addition, the city has been working diligent-
ly to implement pedestrian and streetscape improvements elsewhere
throughout downtown as recommended in the original master plan.
This chapter seeks to update the pedestrian and bicycle circulation
needs throughout downtown and offer priorities for implementation.
4-PEDESTRIAN & BICYCLE CIRCULATION
& STREETSCAPE DESIGN
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City of Georgetown | Downtown Master Plan Update
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Georgetown, TX
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E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th St.
E. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
W. 4th St.
W. 5th St.
W. 6th St.
W. 8th St.
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MAP 10 | PEDESTRIAN PRIORITIES
To Southwestern University
To San Gabriel Park
Blue Hole Park VFW Park
LEGEND:
Existing Open Space
Proposed Open Space
Downtown Overlay District Boundary
Existing Sidewalks (Good Condition)
1st Priority Sidewalk Upgrades
2nd Priority Sidewalk Upgrades
3rd Priority Sidewalk Upgrades
Trail Connections to Downtown
Signalized Intersections(Existing & Proposed)
75
4-Pedestrian & bicycle Circulation & Streetscape Design
1. Establish priorities for upgrading
sidewalk conditions in downtown.
Priorities for upgrading sidewalks in the
Downtown Overlay District are shown on
Map #10. The first priority (shown as a
dotted blue line) should be “connecting
the dots” within the historic overlay dis-
trict, extending sidewalks along Austin
Avenue south to University, improving
University Avenue at the major intersec-
tions, and connecting seamlessly to the
library and future Municipal Center. The
second priority (shown as a dotted red
line) should be to “connect the dots”
within the opportunity areas, connect to
Southwestern University via 7th Street,
and link into the San Gabriel River trails at
various locations. Finally, the third priori-
ties (shown as a dotted brown line) fill in
all the missing links within the Downtown
Overlay District, including more connec-
tions to the San Gabriel River trails. Some
of these block faces have sidewalks that
exist, but are in poor condition or have
significant grade change issues that need
to be addressed. Others do not have side-
walks at all.
2. Enhance sidewalks and crosswalks
to establish a sense of hierarchy in pe-
destrian routes.
The primary routes that pedestrians are
expected to use the most should receive
hierarchy for signage and sidewalk im-
provements. Map #11 details the level
of sidewalk designs that should be used
downtown in order to establish a hierar-
chy of primary, secondary and tertiary
pedestrian routes. Within this hierarchy,
the amount of decorative paving used
varies, in response to the levels of use
anticipated. The city has already begun
implementing upgrades as a response
to the 2003 Downtown Master Plan. This
Update recommends new improvements
and priorities based on the most recent
analysis, community input and new down-
town development.
3. Strengthen the functionality of the
pedestrian and bicycle systems.
The pedestrian system is a complex net-
work of sidewalks, paths, trails, alleys,
and crosswalks. Lighting, benches, waste
receptacles, bicycle racks and signs ac-
company the pedestrian systems. These
components should be assembled in vari-
ous ways, from block-to-block to respond
to specific conditions. Expanding the pe-
destrian system “kit of parts” throughout
much of the downtown will strengthen
the role pedestrians play in Georgetown’s
economy.
The pedestrian system should include:
• Plazas, parks and other places to rest
and refresh,
• Directional signs and wayfinding de-
vices tailored to the pedestrian and,
• A series of destinations that make
downtown a fun place to explore at all
times during the day, week, and year.
The city has begun to implement upgrades to pe-
destrian infrastructure based on recommendations
from the 2003 Master Plan.
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City of Georgetown | Downtown Master Plan Update
4. Provide trail connections to and from
the downtown core for pedestrians and
bicyclists.
The City of Georgetown’s Parks and
Recreation Department has an expansive
trails system in and around Georgetown.
Connections to these trails to and from the
downtown area should be provided. Prior-
ity should be given to trail improvements
that would link downtown to outlying
neighborhoods. Of particular importance
are the trails found along the banks of the
North and South San Gabriel Rivers.
Trail improvement actions:
• Provide clearly defined paths between
the river and downtown.
• Install markers as important parts of
these regional trail connectors.
• Study the feasibility of providing
pedestrian connections across both
the North and South forks of the San
Gabriel River, that are separate from
those used by automobiles.
• Study the feasibility of adding a can-
tilevered sidewalk with a look-out
area to the historic bridge over the
South San Gabriel River with a grand
staircase and accessible ramp to the
existing trail.
5. Coordinate bicycle circulation as a
system.
Bicyclists do use the many regional trails
in and around Georgetown. Strengthen-
ing the linkages to the downtown and
improving signage to key destinations will
improve the role in which this user group
plays in the economy. This includes link-
ing existing and planned trails, as well as
providing designated routes for bicyclists
on some streets. Map #11 indicates sug-
gested on-street bicycle routes within
downtown. (Bicycle routes are indicated
with signs and do not necessarily mean
that bikes have their own dedicated lanes.
Shared streets are often a part of this
system.)
Bicycle system actions:
• Bike routes should be clearly defined.
• Bike routes should be implemented
to provide continuity of access from
outlying areas to the downtown.
• Bicycle racks should be provided at
activity centers.
6. Provide clearly defined pedestrian
routes between the downtown and
Southwestern University.
An important asset to the community and
market for the downtown businesses is
the student body at Southwestern Uni-
versity. Clear and safe pedestrian routes
should be provided. The most popular
route from Southwestern to downtown is
7th Street, which has been labeled as a
2nd level priority and is shown as a sug-
gested bike route to serve students. Note
that this particular pedestrian connection
should be well lit as an extra measure of
security for those students who travel this
route at night.Look for more opportunities to provide pedestrian
connections across the rivers.
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4-Pedestrian & bicycle Circulation & Streetscape Design
University connection actions:
• Improve walking conditions to the
university with new sidewalks, where
conditions permit.
• Install decorative lighting and direc-
tional signs along the route.
• Improve crosswalks as indicated on
the intersection improvements plan.
7. Provide a physical pedestrian con-
nection between the downtown and
the west bank of the South San Gabriel
River.
Providing better connections from apart-
ment complexes and overnight accom-
modations located to the north of the river
from downtown is an important action.
Presently there are no convenient routes
for these residents and visitors to walk
to the downtown, which is conveniently
close. Because connections are less at-
tractive, these residents may be more
inclined to patronize other commercial
areas of Georgetown.
River connection action:
• Study the feasibility of installing a
pedestrian bridge across the river to
link downtown with development to
the west.
SIDEWALK DESIGN
To help guide pedestrian activity in and
around the downtown, four types of
sidewalk designs are recommended. The
designs range from basic scored concrete
to routes with brick pavers, benches and
decorative lighting to help establish the
hierarchy of the pedestrian system. Map
#11 illustrates where these different levels
of sidewalk design should occur.
Decorative paving should be used stra-
tegically, to express a visual theme for
downtown. Decorative paving should
denote special activity zones, such as
intersections and pedestrian crossings,
street furniture areas and public plazas.
The decorative paving design proposed
in the sidewalk typologies that follow
are based upon those developed for the
Town Square Historic District. The basic
approach here is to expand these exist-
ing elements into the surrounding blocks.
In some areas of intense pedestrian activ-
ity, decorative paving should be installed
throughout the entire intersection. This
will help to identify these intersections
as places of major pedestrian use and
will establish the downtown as a strongly
pedestrian-oriented area.
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City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
W. 7th St.
E. 8th St.
E. 9th St.
E. 10th St.
E. 11th St.
E. University Ave.
W. 4th St.
W. 5th St.
W. 8th St.
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MAP 11 | SIDEWALK AND CROSSWALK DESIGN
To Southwestern University
LEGEND:
Type C Crosswalk
Downtown Overlay District Boundary
Level I Sidewalk
Level II Sidewalk
Level III Sidewalk
Type A Crosswalk
Type B Crosswalk
Designated Bike Route
Ro
c
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S
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4-Pedestrian & bicycle Circulation & Streetscape Design
LEVEL I SIDEWALK
In this classification, the entire sidewalk
is constructed of brick paving, in order to
indicate its high level of pedestrian use.
These sidewalks offer the highest level
of pedestrian enhancement. This design
is currently in place on the four blocks
facing the Courthouse Square and along
Main Street from 5th to 10th Streets. It
should be continued along 8th Street from
the courthouse to the new library and
proposed Municipal Center festival street.
KEY FEATURES
• Brick paver laid in a herringbone bond
• Brick paver bands on both sides of
central pavers, laid in a stack bond
(use of both single and double bands
of these accent bricks are seen)
• Concrete band (curb and gutter) on
street side of pavers
• Tree and flower planters
• Decorative lights, benches and waste
receptacles
• A 10’ width is preferred in Level I.
LEVEL II SIDEWALK
This sidewalk has a band of brick pavers
at the outside edge of the walk. The re-
mainder of the walk is finished concrete,
scored in 2-foot square modules. This
provides texture and interest in a more
economical manner, and helps to distin-
guish these streets from those that are
all brick.
KEY FEATURES
• Modular pavers along the sidewalk
edge, laid in a common bond
• Concrete bands (curb and gutter) on
street side of pavers
• Tree and flower planters
• Decorative lights, benches and waste
receptacles
• An 8’ width is preferred in Level II.
Level I sidewalk Level II sidewalk
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City of Georgetown | Downtown Master Plan Update
LEVEL III SIDEWALK
In this classification, the sidewalk is con-
structed of scored concrete, in the 2-foot
square module. Brick pavers would be
used for accents, at special seating areas
or corner landscape features. These side-
walks can either be installed detached
from the street and separated by a land-
scaped planting strip or attached to the
street with a concrete curb and gutter.
Installation is dependent upon the exist-
ing streetscape character along the block.
KEY FEATURES
• Scored concrete in 2-foot modules
• Decorative lights, benches and waste
receptacles should be installed on the
7th Street route to Southwestern Uni-
versity, which is one route designated
for this application.
• A 6’ width is preferred in Level III.
LEVEL IV SIDEWALK
In this classification, the entire sidewalk
is constructed of scored concrete. These
sidewalks may be installed as detached
from the street and separated by a land-
scaped planting strip or they may be at-
tached to the street with a concrete curb
and gutter. Installation depends upon the
existing streetscape character along the
block.
KEY FEATURES
• Scored concrete sidewalk
• A 6’ width is preferred in Level IV.
Level III sidewalk Level IV sidewalk
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4-Pedestrian & bicycle Circulation & Streetscape Design
SIDEWALK IMPLEMENTATION
A key issue in downtown is how a con-
sistent sidewalk layout can occur when
irregular setbacks exist and parking var-
ies from diagonal to perpendicular to
parallel. On-street parking configurations
are described in Chapter 5 and should be
consulted in conjunction with this chapter
for establishing a cohesive street design
and sidewalk system. Because of varied
conditions throughout downtown, each
situation must be considered on a case-
by-case basis.
The sidewalk system may be extended
incrementally, as properties redevelop.
When this occurs, the site should be eval-
uated to determine which sidewalk layout
is most appropriate, taking the use of the
property and the setback of the building
into consideration. Wherever feasible,
pull-in parking that obstructs pedestrian
flow should be eliminated or redesigned.
Sidewalks with curb and gutter should
then be installed, and on-street parking
should be re-established.
While incremental construction of the
sidewalk system is possible, a preferred
alternative is to construct several blocks
of sidewalks at one time. In order to do
so, an improvement district should be
considered, as described in Appendix A.
ACTIONS
• Develop an improvement district to
construct sidewalks. (See Appendix A
for potential funding tools.)
• Construct sidewalks in a phased pro-
gram, as described in Map #10.
CROSSWALKS AND
INTERSECTION DESIGN
Safe street crossings are essential for a
vital pedestrian-oriented environment.
Crosswalks should be clearly identified
and ample space should be provided to
allow groups of pedestrians to cross.
Attractive crosswalks are especially im-
portant in encouraging downtown patrons
to use off-street parking lots. Because
sidewalk amenities and pleasant street
crossings enhance the walking experi-
ence from these locations, they can help
to reduce traffic congestion and relieve
demand for on-street parking spaces.
There are few pedestrian crossings along
Austin Avenue and signalized intersec-
tions only occur at 2nd, 7th, 8th and Uni-
versity. Austin Avenue is seen by many as
effectively cutting the downtown in two,
due to high traffic speeds and traffic vol-
umes. While there are striped crossings
at most major intersections, these are not
safe due to turning traffic and the dis-
tance of the crossings. Routes between
destination points are not well defined or
marked either.
Pedestrian-controlled signals at 4th and
10th Streets are proposed to increase the
safety for pedestrians, as well as help to
clearly identify the preferred routes that
pedestrians should take. This means mov-
ing away from “timed” traffic lights which
are quite popular but which only encour-
age high speeds that are not appropriate
through a pedestrian environment.
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City of Georgetown | Downtown Master Plan Update
In response to the varying levels of use
of intersections within Georgetown, a
range of crosswalk designs should be
employed. Many of the intersection de-
signs include the use of decorative pav-
ing to more clearly identify the crossings,
establish visual continuity and enhance
the pedestrian experience downtown.
Intersection typologies are identified on
Map #10.
The following intersection design catego-
ries should be used:
TYPE A INTERSECTION
In this classification, the intersection is
constructed of decorative paving, in order
to indicate its high level of pedestrian use.
These intersections offer the highest level
of pedestrian enhancement and provide
the strongest identity for crossings in the
downtown area. In some cases, the exist-
ing curb line and corner radius should be
retained, but in some special conditions,
corners of sidewalks may be expanded
to protrude into the parking lanes to pro-
vide additional area for street furniture
and plantings, similar to those around
the square.
The advantage of using expanded corners
on sidewalks is that they prevent illegal
parking at pedestrian crossings where
visibility would otherwise be impaired,
and they make it easier for pedestrians
to be seen by motorists before entering
the crosswalk. The expanded corners also
effectively reduce the crossing distance
for pedestrians, thereby improving pedes-
trian safety. The radius of the expanded
corner should also be designed to facili-
tate turning for large delivery trucks.
KEY FEATURES
• Decorative paver at corners
• Decorative paver in center of intersec-
tion
• Scored concrete crosswalks
• Pedestrian controlled crossing signals
Type A intersection
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4-Pedestrian & bicycle Circulation & Streetscape Design
TYPE B INTERSECTION
In this category, either decorative pav-
ers or scored concrete is used within
the sidewalk boundaries at corners. The
crosswalk areas are defined by scored
concrete. The “paver” treatment is de-
pendent upon the type of sidewalk des-
ignation for the intersection and should
be consistent.
KEY FEATURES
• Decorative pavers at corners
• Scored concrete crosswalk
Type B intersection
TYPE C INTERSECTION
Type B intersections include a band of pavers with
scored concrete crossings.
Type C intersection
In this category, scored concrete is used
within the sidewalk boundaries at corners
only, while the crosswalk areas are de-
fined by conventional stripes. This level of
intersection design is appropriate in areas
of lower crossing conflict.
KEY FEATURES
• Striped crosswalk
• Scored concrete corners
Type C intersections include a striped crosswalk.
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City of Georgetown | Downtown Master Plan Update
TYPE D INTERSECTION
In this category, intersections appear as
conventionally designed. No upgrades or
enhancements are necessary.
INTERSECTION IMPLEMENTATION
ACTIONS
• A series of intersections should be
constructed at one time, as a set, such
that one of the key pedestrian routes
is completed. These may be financed
as a part of the city’s capital improve-
ments program, or through a special
improvement district. These tech-
niques are described in the appendix.
• As an initial step, detailed designs
must be developed, based on the con-
ceptual sketches provided in the plan.
STREETSCAPE STRATEGY
Streetscapes refer to elements that com-
plement pedestrian circulation. Elements
include benches, trash receptacles, light-
ing, public art, trees and landscaping.
The design recommendations for side-
walks and crosswalks are based on hier-
archy of how much they are currently used
in addition to their anticipated future use
based on new development and destina-
tions. The streetscape strategy should
also relate to this hierarchy with varied
design and content based on its location
within downtown.
STREETSCAPE KIT OF PARTS
The Town Square Historic District has sev-
eral streetscape features that give it a dis-
tinct identity: street trees in grates, period
lighting fixtures with banners, decorative
paving and landscape elements at several
corners. While these elements contrib-
ute to an identity for a few blocks in the
downtown, extending these elements into
the surrounding blocks would enhance
the overall pedestrian experience. The
design and treatment should help create
a more pleasant downtown experience,
and help identify the downtown area as
a cohesive, inviting place to work, live,
shop and conduct business.
Different combinations and materials of
street furniture should be placed in the
two sub-areas of downtown to distinguish
the historic core from the surrounding
areas of downtown.
85
4-Pedestrian & bicycle Circulation & Streetscape Design
Downtown District
Street furniture outside of the historic
district, but within the Downtown Over-
lay District, should continue to use black
metal slat benches and waste recepta-
cles, along with the historic acorn street
light design. These should remain simple,
without use of hanging baskets. This will
provide a subtle distinction between the
two areas.
The courthouse square has implemented this
streetscape strategy, but the surrounding blocks of
the historic district are lacking formal streetscape
elements.
Portions of area 2 have incorporated the black metal
streetscape furniture, which should be continued.
Street furniture throughout the historic district
should continue to use wood slat benches and
waste receptacles.
Street furniture in area 2 should use black metal
slat benches and waste receptacles.
FURNITURE COMBINATIONS
Historic District
Street furniture within the historic district
should continue the use of the wood slat
benches and wood slat waste recepta-
cles, along with the historic acorn street
light design. Ornamental hanging flower
baskets and banners should be used
within the historic district.
86
City of Georgetown | Downtown Master Plan Update
PUBLIC ART
Public art should be a part of the
streetscape enhancement program. As
such, it may be integrated into sidewalks,
street furnishings and signage. A few con-
temporary sculptures, such as Growing
Old Together (shown to the right,) have
been wonderful additions to the George-
town streetscape around the square and
library. A new effort to wrap utility boxes
with artwork has also been initiated down-
town, which positively contributes to
the streetscape. These efforts should be
continued.
When public art is to be part of the
streetscape, it should be designed to
complement the basic urban design
principles set forth in this plan. That
is, it should help to reinforce the visual
continuity of the downtown at large,
while also expressing the distinguishing
characteristics of the different character
areas that are envisioned. It also should
be consistent the hierarchy of sidewalk
and intersection designs and should be
compatible with the palette of paving
materials and street furniture that are set
forth in the plan.
Public art in a broader sense should also
be installed in plazas and other gathering
spaces. A description of range of types of
public art to be used in downtown appears
in Chapter 7.
TREES AND LANDSCAPES
The hot and humid Georgetown climate
needs to be considered when designing
trees and landscapes for the downtown.
Shade is highly desirable and therefore,
more street trees were a popular recom-
mendation in public meetings. Integrating
Contemporary sculptures have added to the down-
town streetscape and should be continued.
more shade into the streetscape by plant-
ing more trees will increase the willing-
ness of patrons to walk longer distances.
Street trees should be installed in mid-
block locations wherever possible. How-
ever, in some cases, room may only exist
at corners where expanded “bulb-outs”
provide additional room.
One particular treatment for new street
trees that should be considered is the use
of Silva Cell technology. Urban conditions
do not allow for the best tree life due to
constrained conditions and compacted
soil, which constrain air and water. The
Silva Cell is a modular underground frame
that uses lightly compacted soil volumes
to support larger tree growth. It also man-
ages stormwater efficiently at the same
time.
87
5-Automobile Circulation & Parking
In many ways, auto traffic and some
level of congestion is a good sign that
downtowns are thriving. There needs to
be a balance between healthy levels of
automobile traffic and the ability and ap-
peal to walk along it at the same time.
Automobile access should focus on being
efficient and convenient to bring people
into downtown. A hierarchy for streets
should be established, just as it was for
sidewalks, in order to direct automobile
traffic most efficiently.
Parking should also be convenient, as
congestion is often caused by people
driving around looking for places to park.
While several locations are shown for po-
tential parking structures (see Map #12,)
it is important to remember that it is not
necessary that they all get built. This
study provides several possible locations
for structures as they relate to the over-
all proposed urban design framework so
that the city has options to consider. Any
parking structure should happen in con-
junction with other future development.
AUTO CIRCULATION
The network of streets should be well or-
ganized and hierarchical. On-street park-
ing configurations, curbs and sidewalks
should be consistent to help organize the
street system and therefore help the flow
of auto circulation. A few street designs
and layouts are proposed on the follow-
ing pages for the most common street
right-of-ways in downtown. In general,
improvements should follow the same
prioritization as sidewalks from Chapter 4.
AUSTIN AVENUE
Downtown Georgetown is bisected by
Austin Avenue. While much effort has
been put into turning it from a state high-
way to a local street, it still is seen as a
barrier. Traffic flow has improved, espe-
cially because interstate business route
traffic is diverted, including large trucks.
However, the character along the corridor
is still auto-dominated along some por-
tions and does not lend itself to foot traf-
fic. Instead, pedestrians use other routes
or hop in their cars to cross it.
Parking and automobile circulation are always popular topics for
downtowns. Citizen concerns in Georgetown have to do with high
traffic volumes and speeds, specifically along Austin and University
Avenues, and proper designation of and access to public parking.
Many community members were unaware that so many public park-
ing lots exist downtown, as they are not properly designated as
such with signage. They community also thought that pedestrian
safety and comfort should not be compromised for traffic flow.
5-AUTOMOBILE CIRCULATION &
PARKING
88
City of Georgetown | Downtown Master Plan Update
1 inch = 1,000 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th
S
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E. 8th St
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E. 9th St
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E. 11th St.
E. University Ave.
W. 3rd St.
W. 4th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
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www.winterandcompany.net
MAP 12 | OVERALL CIRCULATION
LEGEND:Primary Auto Route
Downtown Overlay District Boundary
E. 10th St.
W. 7th St.
.t
S
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E. 13th St.
E. 14th St.
E. 15th St.
E. 17th St.
San Gabriel Village Blvd.
Morrow St.
Spring St.
Will
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Inter
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Secondary Gateway
Primary Gateway
Destination
North San G
a
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R
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Riv
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y
B
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d
.
(Future) Primary I-35 Gateway Secondary Auto Route
Existing Trail
Planned Trail (2013)
Proposed Trail
Primary Pedestrian Zone
To West Georgetown & Sun City To GeorgetownHigh School
To I-35Austin/Dallas
To I-35/Austin
To SouthwesternUniversity / Hwy 130
Southwestern University
McMasterAthleticComplex
Water’sEdgeApartments
Blue Hole Park
Two RiversApartments
San GabrielPark
GeorgetownRecreationCenter
RiveryPark
RiveryTownCrossing
Future Conference Center
VFW Park
CourthouseLibrary
89
5-Automobile Circulation & Parking
The historic bridges crossing the North
and South San Gabriel Rivers should be
modified to accommodate pedestrians
better. These bridges are assets that fit
into an overall heritage tourism opportu-
nity that would have positive benefits to
the city’s economy if properly promoted
as part of a historic tour experience.
The primary role of Austin Avenue should
be to serve downtown circulation. This
includes pedestrians as well as motorists.
First and foremost, Austin Avenue should
be engineered to support the vision for
development of the downtown as outlined
in this plan. This includes wide sidewalks,
streetscape designs, on-street parking
and pedestrian crossings. As an initial
action, pedestrian crossing problems
should be minimized by providing better
signs, installing pedestrian-controlled
crossing signals and constructing “tex-
tured” crosswalks in prominent locations
that encourage slower speeds.
Recommendations for Austin Avenue
(80’ ROW):
• Two narrow (11’) travel lanes in each
direction
• Parallel on-street parking (8’) on either
side of the street (except between 7th
and 8th streets where the existing
condition - diagonal parking along the
courthouse side - should be kept.)
• 10’ sidewalks on either side of the
street
• Consistent placement of street trees in
grates, decorative lighting, streetscape
clusters and signage.
• New buildings should be built to the
property line, as the UDC suggests.
• Textured crosswalks at key intersec-
tions
• Downtown-sensitive speed limits
10’8’11’11’11’11’8’10’
80’ R.O.W.
TLTL TL TL P SPS
Au
s
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A
v
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.
TL = Travel Lane
P = Parking
S = Sidewalk
Bu
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Bu
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90
City of Georgetown | Downtown Master Plan Update
MAIN STREET
Main Street curb, gutter and sidewalk has
been recently upgraded from University
to 9th Street. The following design rec-
ommendations build off of the work that
has already been completed. Main Street
should therefore include two travel lanes
(one in each direction) and an asymmetri-
cal on-street parking configuration with
one side being diagonal and the other
side being parallel. The diagonal parking
should be placed in the northbound direc-
tion from University Avenue to the Square
and in the southbound direction from 2nd
Street to the Square. If residential uses
exist on both sides of Main Street, then
the traditional neighborhood street con-
figuration (parallel parking on both sides)
should be used.
Street trees should be placed consistently
and depending on the adjacent building
form and use, could either be placed in
grates, or in a tree lawn. Main Street lends
itself to smaller scale buildings than Aus-
tin Avenue and therefore could include
mid-block pedestrian walkways to break
up the rhythm of the block and offer ad-
ditional pedestrian access points.
Recommendations for Main Street
(70’ ROW):
• One travel lane (12’) in each direction
• Parallel on-street parking on one side
and diagonal parking on the other side.
• 10’ sidewalks on either side of the
street
• Consistent placement of street trees
in grates or a tree lawn.
• Decorative lighting, streetscape clus-
ters and signage as needed.
• Textured crosswalks at key intersec-
tions (refer to Chapter 4.)
10’8’12’12’18’10’
70’ R.O.W.
TLTL P SPS
Ma
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S
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Bu
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WalkwayWalkway
TL = Travel Lane
P = Parking
S = Sidewalk
91
5-Automobile Circulation & Parking
7TH & 8TH STREET (FROM CHURCH TO ROCK)
One unique street section includes diago-
nal parking on both sides of the street.
This condition should occur on 7th and
8th Streets within the historic district
from Church to Rock Streets where the
right-of-way supports this configuration.
This additional parking will help support
the downtown retail core. This configura-
tion already exists, for the most part, but
sidewalk conditions are sub-par in this
location and need upgraded.
The street should be redesigned with new
curb, gutter and sidewalks. Sidewalks
should be upgraded and grade issues re-
solved. A wide, 10-foot sidewalk should
be provided and street trees should be
placed consistently in grates. Refer to
Map #11 for actual sidewalk design rec-
ommendations.
Recommendations for 7th & 8th Streets
(80’ ROW):
• One travel lane (12’) in each direction.
• Diagonal parking on both sides of the
street.
• 10’ sidewalks on either side of the
street.
• Consistent placement of street trees
in grates.
• Decorative lighting, streetscape clus-
ters and signage as needed.
• Textured crosswalks at key intersec-
tions (refer to Chapter 4.)
10’18’12’18’10’
80’ R.O.W.
TLTL P SPS
12’
7t
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&
8
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TL = Travel Lane
P = Parking
S = Sidewalk
92
City of Georgetown | Downtown Master Plan Update
NEIGHBORHOOD STREET
Another common street configuration in
downtown includes a 60-foot right-of-
way. This is typical of a neighborhood
street. Uses along these streets could be
commercial or residential.
The configuration includes a 12-foot
travel lane in each direction and parallel
parking on either side of the street. Street
trees should be placed consistently and
mainly in a tree lawn, although if a more
urban condition is desired for commercial
uses, tree grates could be used as well.
Refer to Chapter 4 and Map #11 for actual
sidewalk design recommendations.
Recommendations for Neighborhood
Streets (60’ ROW):
• One travel lane (12’) in each direction.
• Parallel parking on both sides of the
street.
• Either a 6’ sidewalk with a 4’ tree lawn
or a 10’ sidewalk with trees in grates.
• Decorative lighting, streetscape clus-
ters and signage as needed.
10’8’12’12’10’
60’ R.O.W.
TLTL P SPS
8’
Bu
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d
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Bu
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Walkway
TL = Travel Lane
P = Parking
S = Sidewalk
93
5-Automobile Circulation & Parking
PARKING
There is some perception that more
parking is needed downtown. However,
truly successful downtowns are ones in
which parking spaces are in high de-
mand because the activities there attract
large numbers of users. That means that
parking demand is related to the quality
of businesses, services and amenities
in the area that attract users. Parking
strategies for downtown also must be
carefully considered in terms of the im-
age they convey. The “urban” experience
involves walking, albeit with limitations
of climatic conditions in mind. Nonethe-
less, if Georgetown’s downtown is to be
the preferred choice in the region, parking
must be subordinate to the mix of uses
that is envisioned.
When considering the need for more
parking, the first step is to assure that
the existing parking resources are being
used to their maximum efficiency. The
variables to consider are: the number
of spaces available, the convenience of
their location, the ability of users to find
them and the policies used to manage
turnover. This includes the charge for
parking, which is primarily an indication
of high demand to be nearest to goods
and services provided.
While there are a number of existing park-
ing lots in Georgetown (see Map #5), the
connections between them and points of
activity are weak. In addition, little has
been done to mitigate their visual impact,
except for the city’s lot at 9th and Main.
They should be buffered from the public
right-of-way with landscaping or other
appropriate design elements.
The public parking lot at 9th and Main is
an example of an improved surface lot
design. Landscaping made the use of this
lot more attractive, and in combination
with the streetscape improvements that
enhance the connections to this lot, has
resulted in a parking resource that is much
more actively used and is more highly vis-
ible to the public.
In addition there is a question as to where
the owners and employees of local busi-
nesses and public agencies park during
business hours. Without designated em-
ployee parking, or a charge for on-street
parking, employees take prime on-street
spaces which reduces spots available for
patrons.
On-street parking also plays an important
role. Most on-street parking in the down-
town is provided in both diagonal and
parallel layouts. In many places, these
have generous time limits. For example,
the area bounded by 6th and 9th Streets
and Rock and Church Streets includes a
3-hour maximum time limit for on-street
spaces. With these permissive policies,
it is difficult to shift employee parking to
outlying areas.
The map on the following page shows the
locations of existing parking lots and the
one county parking structure that is avail-
able for public use. Recommendations
for potential locations for a new parking
structure are illustrated. Perhaps one or
two of these might get built over time in
conjunction with new development; this
plan does not assume a need for four or
more public parking structures in down-
town. A detailed parking study would be
helpful to examine existing needs and
ideal locations.
94
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th St.
E. 8th St.
E. 9th St.
E. 10th St.
E. 11th St.
E. University Ave.
W. 4th St.
W. 5th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
Au
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www.winterandcompany.net
MAP 13 | PROPOSED PARKING STRATEGY
LEGEND:
Existing Public Parking Lot
Existing Parking Structure
Downtown Overlay District Boundary
Potential Locations for New Parking Structures
2.5-minute Walk
Primary Auto Access
Secondary Auto Access
5-minute Walk
95
5-Automobile Circulation & Parking
PARKING FACILITIES
In general, there are three basic types of
parking facilities that may be considered
in downtown Georgetown: surface lots,
parking decks and parking structures.
Each type of facility has features that are
appropriate for different applications.
Surface lots can be stand-alone park-
ing facilities (e.g., the City block-sized,
asphalt-covered lot), or parking lots at-
tached to a specific commercial building
(e.g., beside an office building). They are
used when expense is a concern, visual
aesthetic expectations are low, or when
the dedication to parking is not long-term.
A parking deck is a simple structure of
only two levels, with the lower level con-
structed into the grade of the site. This
will frequently allow the two levels of the
deck to be accessed from the street by
separate driveways, if the topography
slopes sufficiently to do so (as is the case
for many blocks in downtown), without the
added expense of constructing ramps to
connect the levels. The fundamental de-
sign principle for a deck is that the street
edge be designed to provide interest to
pedestrians. In the simplest model, the
edge of the deck would be screened with
decorative railings or plantings. In more
elaborate models, the perimeter of the
deck is animated with commercial space.
Parking structures generally have two
to four levels of parking with at least
one ingress and one egress point. Also,
many communities now require a parking
structure, which is otherwise an unat-
tractive addition to the streetscape, to be
“wrapped” with retail spaces to activate
important street edges.
PARKING ISSUES AND OPPORTUNITIES
How future parking facilities are devel-
oped is an important element of the Down-
town Master Plan. There are a number of
considerations that should be factored
into parking planning and development.
• Think of parking as a utility (i.e.,
it provides a service that customers
use) and not as a land use. Viewing
parking from this perspective makes
one ask the question of “where should
parking be located to best serve de-
mand?” This also means setting limits
on its use, either through time limits or
charging for this service.
• Take a systems approach to view-
ing parking decisions. This requires
that all parking structures, lots and
on-street spaces be viewed together
to evaluate how well they are serving
overall demand. A systems approach
evaluates how well the facilities func-
tion together, and whether they are
integrated so that customers know
where to go to find the next lot if the
first one they go to is full. Parking
facilities should be located so that
they form a loop within the downtown
such that traffic around the courthouse
square itself is avoided when access-
ing parking (i.e., to the extent pos-
sible). It also should be well marked
and be accessible. Signage that notes
the location of additional nearby lots
also should be installed.
• Combine other uses with new public
facilities whenever possible. Multi-
ple-use parking facilities that include
parking are preferred from an urban
design perspective because they are
more attractive than just a single-use
96
City of Georgetown | Downtown Master Plan Update
parking facility. They are desirable
from the public’s point of view because
they can often park closer to their
destination.
• Design a public parking facility to be
flexible in use so that it might serve
as a temporary event space for down-
town festivals or events. Designing a
surface parking lot as an “event space”
is an example.
• Locate a new public parking facil-
ity where it will serve the broad-
est range of users and not just one
specific commercial site. Generally,
a parking facility that is flanked by
commercial uses in many directions is
preferred over a facility that is on the
edge of the downtown.
• Ensure that new public facilities
have enough spaces not only to meet
the expected demand from the com-
mercial or civic uses the facility is ex-
pected to support but also to provide
“extra” parking spaces for use by other
developments in the area.
• Manage parking resources to en-
courage downtown workers to park
in lesser-congested areas, to free
up close-in parking in the more inten-
sively used areas for customers.
• Seek opportunities to share park-
ing. For example church parking lots
sometimes lie vacant much of the time
that businesses are open. Sharing
these spaces is more efficient and can
result in cost savings to all.
PARKING DISTRICT
A parking district is a tool used by many
communities to provide for an adequate
supply of well-managed parking in a cost-
effective manner. In a district, funds are
generated by a dedicated mechanism,
usually an assessment program or a tax
increment financing action. (These meth-
ods are described in Appendix A.)
In either case, an income stream is
established that can be used to finance
construction, maintenance and opera-
tions of parking facilities. Parking districts
are particularly useful in small cities for
the financing of structured parking, which
otherwise would not be cost effective to
build. By voting to establish a parking
district, businesses and property owners
within the boundary of the district are
able to create public parking facilities that
make more efficient use of land, thereby
facilitating redevelopment of individual
parcels. Having a parking district is also
a useful promotional tool, in that users
understand that major public parking fa-
cilities exist and that a reasonable supply
will be available. In a parking district, en-
forcement can be managed in a focused
manner. Issues of employee parking and
time limits can be addressed as well.
Modern-day technology can also be used
to support programs such as a parking
district, where a phone application could
be developed to identify parking locations
and availability.
97
5-Automobile Circulation & Parking
RECOMMENDED ACTIONS
While there are a number of significant
parking projects being discussed for de-
velopment in the downtown, it is not nec-
essarily clear that three (or more) separate
parking structures are currently needed
for a community the size of Georgetown.
When it does become clear that additional
off-street parking is needed in the down-
town, the following concepts should be
considered.
1. Develop parking structures and lots
to service all four quadrants of down-
town.
Parking near the downtown core would
benefit travelers coming to government
offices and patrons of retail and dining
opportunities and downtown workers dur-
ing the daytime. City and County planners
should resist the temptation to put surface
lots throughout the downtown area, since
these lots do little to enhance the urban
landscape.
Locating parking facilities in the four
quadrants of downtown would service
most of the downtown area. One way to il-
lustrate this concept is by drawing circles
around proposed parking locations that
represent a distance that a pedestrian can
comfortably walk in two to five minutes
(see Map #12.)
If developments at these locations are to
be successful, they should be compre-
hensive, with initiatives to revitalize prop-
erties around all corners of the intersec-
tion. The strategy should be to stimulate
development with a mix of uses. These
should include retail and office functions,
but should be anchored with accommoda-
tions and housing development.
2. Coordinate a wayfinding and sign
system that directs visitors and locals
to parking lots.
Clearly identify routes to parking that
minimize potential conflicts with primary
pedestrian routes.
3. Clearly identify the lots with a uni-
form graphic design.
This should have a distinctive image that
is unique to downtown and should be eas-
ily readable. See also Chapter 6: Wayfind-
ing & Public Signs.
4. Create pedestrian-friendly edges
with landscaped edges and interiors
of the lots.
This encourages the use of these parking
facilities. See also the Design Guidelines
for the Downtown Overlay District.
5. Confirm the distribution and quantity
of projected parking needs.
Additional parking is likely to be needed in
the downtown as development increases
the density of uses. While this plan iden-
tifies possible locations for new parking
structures, the estimates of required new
parking need to be refined as the plans
for new development and redevelopment
downtown materialize.
6. Establish a parking district to effec-
tively manage public parking.
A district would help manage parking as
a “utility” that is provided by the City and
County, as well as some private sources.
It should be regularly inventoried, its use
should be managed and monitored, and
it should have a coordinated, comprehen-
sive signage system.
98
City of Georgetown | Downtown Master Plan Update
A key part of a parking district is enforce-
ment. This includes the use of metered or
time-limited parking spaces.
Employees should be encouraged to park
in outlying parking lots or structures and
walk into downtown. If this is too much of
an inconvenience, then the City or County
should consider an employee satellite lot
with shuttle service.
ACTIONS:
• As an initial step, the city should initi-
ate a parking study to establish how
many parking spaces exist, if they are
being used to their fullest capacity,
and if a parking structure is feasible
to construct and where.
• The existing county property north of
the library should be developed into
a public surface parking lot, much
like the one on 9th & Main Streets, to
serve the area until a parking structure
is built.
• Construction of structured parking
facilities should be undertaken by a
downtown parking district program.
TRANSIT OPPORTUNITIES
Currently there are no public transit facili-
ties in Georgetown. Community members
are interested in a number of different
transit opportunities. These range from a
shuttle or trolley that circulates through
the downtown, to the possibility of a pas-
senger rail line being established between
Georgetown and Austin.
These opportunities should be kept in
consideration during the development
of the plan recommendations. Potential
transit stops are not located on the frame-
work map, but could be integrated into the
plan on an as-needed basis. Future stops
should be located by activity centers and
at key sites. If a rail line were to be de-
veloped, links between the depot or end
point of the train and the downtown would
need to be investigated further.
99
6-GATEWAYS, Wayfinding & Public Signs
GATEWAYS
Close-in gateways to downtown are still
not well defined and therefore it is not
overly apparent when one has entered the
downtown. Prominent gateways are iden-
tified in this plan and need to incorporate
an identity for the city.
The primary source of entry into the his-
toric downtown from the interstate is cur-
rently by way of University Avenue, which
runs on an east-west axis. This approach
forces automobiles to have to turn at the
intersection of University and Austin Av-
enues. However, this intersection is not
pronounced and therefore is easily over-
looked. Another issue, which is confusing
to users, is that the City of Round Rock
also has a University Avenue exit off I-35.
The city has recently begun dialogue
about the potential to re-sign the George-
town I-35 exits to direct visitors to enter
from the north and south, rather than from
the west, or University Avenue. This would
include a primary northbound exit from
the new service road to Austin Avenue and
a primary southbound exit from Williams
Drive to Austin Avenue.
Doing this would draw in traffic on a
north-south axis, which would provide
direct access to downtown. It also pro-
vides natural wayfinding opportunities by
offering vistas of the historic Williamson
County Courthouse dome, which naturally
informs people that they are approaching
a destination and approximately how far
they have to reach it.
Regardless of the I-35 exiting strategy,
there are two identified major gateways
that should announce the entry into
the downtown district that are currently
missed opportunities. They are the inter-
section of University and Austin and the
bridge over the South San Gabriel River.
Downtown Georgetown has a strong base of local users as well as
seasonal tourists and visitors. Many first-time visitors, and those
who only visit downtown infrequently, do not know how to get to
downtown or where individual destinations are once they do arrive.
Providing a highly visible, and distinctive wayfinding system is an
essential component of a downtown plan. In response to original
master plan recommendations, the city adopted a Wayfinding and
Signage Master Plan in 2005 and subsequently installed several
wayfinding signs downtown. However the program ceased shortly
afterward, so the system remains incomplete. Prominent thresholds
into downtown should also be celebrated as iconic “gateways.”
6-GATEWAYS, WAYFINDING &
PUBLIC SIGNS
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City of Georgetown | Downtown Master Plan Update
NORTHERN GATEWAY
The northern gateway is identified as the
historic bridge over the South San Gabriel
River. There are opportunities to create
a significant identity here. Public com-
ments suggested the idea of cantilever-
ing a wider sidewalk on either side of the
bridge to accommodate pedestrians bet-
ter. This new sidewalk could incorporate
a “look-out” area with benches and other
amenities to provide views up and down
the river and overlooking the trails (also
refer to Chapter 3 North Austin Avenue
opportunity area concepts.) The existing
trails could then be accessed by a grand
staircase and ramp. The stair access
point could be a pronounced architectural
element that would accent the threshold
into downtown and therefore significantly
pronounce this area as a “gateway.” Other
ways to pronounce this area as a major
gateway is to provide lighting, perhaps
incorporated into the existing bridge rail-
ing, and to significantly landscape the
area just south of the bridge as one enters
downtown.
A “look-out” area could be incorporated into a new
sidewalk over the South San Gabriel to celebrate
views up and down the river.
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6-GATEWAYS, Wayfinding & Public Signs
SOUTHERN GATEWAY
The southern gateway is identified as
the intersection of University and Austin
Avenues. This intersection is currently
a missed opportunity to pronounce the
major entry into downtown as something
special.
The designs shown here propose incorpo-
rating iconic pylons, or vertical elements,
on the northern corners of the intersec-
tion (or possibly at all four corners.) Also
included, is a pronounced sign or banner
across Austin Avenue that says “Down-
town Georgetown.” This would serve as
the threshold to downtown and an iconic
reminder that one has entered a special
place.
Other streetscape and landscape im-
provements should be made along each
block face of the intersection to make it
more pedestrian-friendly and inviting and
new building should be encouraged to ori-
ent to the streets and intersection.
The intersection of University and Austin should
include a prominent gateway sign over Austin
Avenue and include streetscape and landscape
improvements.
University Ave.
Au
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.
New
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New
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A simple banner with overhead festival lighting can
serve as a gateway.
A well designed sign that includes similar elements
as the overall signage system could help accent a
unique identity for downtown.
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City of Georgetown | Downtown Master Plan Update
WAYFINDING & PUBLIC
SIGNS STRATEGY
Georgetown’s current signs begin to con-
vey a distinct image for the downtown,
but the program needs to be re-activated
because more signs are needed for the
wayfinding strategy for downtown to be-
come truly effective.
The public critiqued the existing wayfind-
ing signs, saying that a more unique iden-
tity is needed. Community members ex-
pressed ideas about adding graphic icons
such as an historic courthouse dome or
poppy emblem to signage or changing the
color scheme to be more vibrant. Moving
forward, there may be ways to use the
already implemented signs while sprucing
up the design of new ones. The important
thing is to propel the existing system, not
start over.
Georgetown should also consider inte-
grating technology into new signs. Includ-
ing QR codes on pedestrian signs that
sync to the city’s smart phone applica-
tion, or direct interested users to other
information on the internet would be use-
ful. Other ideas about interactive kiosks
throughout downtown, especially around
the square, were also expressed through
the public process. This type of technol-
ogy could allow user interaction through
touch screen options and would also al-
low information on upcoming events to be
updated in real time.
The wayfinding and public signs strategy
should include the following components:
• Identification signs at major entries
into the Downtown.
• Vehicular signs that lead autos to key
community resources and public park-
ing and improve overall circulation.
• Pedestrian signs that orient users with
maps of downtown, give information
about a particular place, or note the di-
rection and walking distance or time it
takes to walk to a specific destination.
In order to accomplish this, a three-
tiered system of wayfinding should be
established. Map #14, illustrates the lo-
cations for the following “levels” of sign
design and information.
All signage designs shown herein
are to be used for design intent
only, and are not intended to be ex-
actly replicated. Actual sign designs
should be bid on and reviewed by
the City.
Vehicular and Pedestrian Signs, are
as shown in the Wayfinding and Sig-
nage Master Plan of 2005 as devel-
oped by Barbendure Design Group.
103
6-GATEWAYS, Wayfinding & Public Signs
1 inch = 1,000 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th
S
t
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E. 8th St
.
E. 9th St
.
E. 11th St.
E. University Ave.
W. 3rd St.
W. 4th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
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www.winterandcompany.net
MAP 14 | WAYFINDING & SIGNAGE STRATEGY
LEGEND:
Primary Auto Route
Level III Pedestrian Sign
Downtown Overlay District Boundary
E. 10th St.
W. 7th St.
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W. 13th St.
W. 14th St.
W. 15th St.
W. 16th St.
W. 17th St.
E. 13th St.
E. 14th St.
E. 15th St.
E. 17th St.
San Gabriel Village Blvd.
Morrow St.
Spring St.
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Landscaped Gateway
Major Gateways
P
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To I-35Austin/Dallas
To I-35/Austin
To SouthwesternUniversity / Hwy 130
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104
City of Georgetown | Downtown Master Plan Update
LEVEL I SIGNAGE-
IDENTIFICATION
Provide large signs in combination with
landscaping and streetscape elements
at key locations to call out the entry to
the City of Georgetown. This level of sig-
nage should be placed at predominant
intersections or locations along major
vehicular routes into the city. They should
be designed with a grand appearance and
large enough text to be read at higher
traffic speeds.
Level I Signage Plan
St
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Planting Strip
Sidewalk
Planting Area
Sign
Bench
Sign
Level I Signage Elevation
105
6-GATEWAYS, Wayfinding & Public Signs
LEVEL II SIGNAGE – VEHICULAR SIGNS
This level of signage is the majority of
what has been implemented since the
2003 Master Plan. These signs provide
information to help visitors locate broad
resources within downtown. These signs
are located in close proximity to the actual
site and consideration for turning and en-
try points should be integrated into circu-
lation framework actions. Consideration
should be given to redesigning them for
higher visibility and identity.
There are different levels within the ve-
hicular signage package, as identified in
the Signage and Wayfinding Master Plan.
Vehicular Directional
These signs are larger to accommodate
higher speeds of vehicles. They should
be placed on major arterials, such as
University and Austin Avenues. The text
on vehicular directional signs should be
generic, such as to direct visitors to “park-
ing,” “shopping,” or “historic downtown”
as opposed to identifying specific busi-
ness names.
Vehicular Trailblazer
These signs should also be used on major
arterials. These allow single destinations
to be called out, such as “post office” or
“courthouse.”
Small Vehicular Directional
These signs should be placed on minor
arterials within downtown. They include
similar content as the larger signs, but
can be smaller in scale based on lower
traffic speeds.
Vehicular Directional Sign - major arterials
Vehicular Trailblazer Sign - major arterials
Small Vehicular Directional Sign - minor arterials
EXISTING WAYFINDING
DESIGNS
106
City of Georgetown | Downtown Master Plan Update
LEVEL III SIGNAGE- PEDESTRIAN DIRECTORIES
This level of signage should be provided
where the highest level of foot traffic is an-
ticipated. Therefore, placement of these
signs should coordinate with Map #11 in
Chapter 4. As in the vehicular category,
there are multiple levels of design within
the pedestrian signs. Refer to the Signage
and Wayfinding Master Plan for more de-
tailed information.
Pedestrian Directory
Provide orientation maps at key gathering
points in the downtown. Areas such as
parking facilities, government offices and
other key pedestrian destinations should
provide maps of downtown that identify
important civic, entertainment, dining,
emergency and personal facilities.
There is potential to make these signs
interactive through the use of high-tech-
nology. These signs could use touch-
screen technology to engage the user and
provide more detailed information when
prompted. Local advertising could be in-
tegrated into the system as well.
Pedestrian Interpretive
These signs should be used to iden-
tify significant buildings or events/places
within downtown. These signs could help
elevate the heritage tourism sector that
has been mentioned throughout this plan.
Pedestrian Trailblazer
These signs are intended to notify pe-
destrians of a singular destination. These
signs could also indicate the distance to
or time it takes to walk to certain destina-
tions to give people comfort in walking to
such places.
Pedestrian Directory Sign - major destinations and
pedestrian ways
Pedestrian Interpretive Sign - historic locations
Pedestrian Trailblazer Sign - major pedestrian ways
EXISTING WAYFINDING
DESIGNS
107
6-GATEWAYS, Wayfinding & Public Signs
LANDSCAPED GATEWAYS
In conjunction with the information pre-
sented through the different levels of
signage, landscaped gateways should
also be constructed at key traffic decision
points. These should serve as “previews”
of downtown and all should have a con-
sistent landscape scheme that is asso-
ciated with the downtown streetscape.
Close-in downtown entries and gateway
points, such as at the intersection of Uni-
versity and Austin and the San Gabriel
River bridges, should be identified with
coordinated directional signs, distinct
landscape elements, iconic urban design
gateway elements and clear pedestrian
crossings.
RECOMMENDED ACTIONS
Installation of the major gateways and
wayfinding system should have high prior-
ity, because it yields substantial benefits
for reasonably low investment costs. Ini-
tial funding may come from the city’s CIP
program, although a more comprehensive
system could be better accomplished with
an improvement district, using tax incre-
ment financing and assessments.
1. Implement improved designs at the
major gateways into downtown, as
recommended in throughout this plan.
Designs for gateways should incorporate
notions of the public wayfinding sign
system, as well as incorporate a familiar
landscape palette and perhaps include
notable public art installations.
2. Improve sign design with a consis-
tent image that will celebrate George-
town’s unique identity.
The city should re-implement the signage
and wayfinding plan, but with refined de-
signs that provide a unique identity for
Georgetown.
3. Implement a consistent and cohesive
signage package for downtown.
Secure funds to assure that a complete
signage package can be implemented. A
well-designed, cohesive signage program
will make visitors feel at ease could boost
tourism and therefore, economic develop-
ment.
108
City of Georgetown | Downtown Master Plan Update
109
7-Parks, Open Space & Public Art
Outside of the courthouse square lawn,
only a few plazas and one small park ex-
ist in downtown Georgetown today. These
are used daily as places of rest and also
serve as the location for festivals and
other productions. While many success-
ful events are orchestrated downtown,
such as the Poppy Festival, Christmas
Stroll, Market Days on the Square, First
Fridays, and Concerts on the Square,
there is a need for enhanced venues for
these and future events. The challenge in
creating a variety of places such as these
is that many of them are used only for
limited periods of the year. While space
is needed for large ceremonial events at
times, on many other days, such space is
not required and, if developed to be used
exclusively for such uses, will be empty at
times. In response, the city should provide
some spaces that can flex with differing
use requirements throughout the year.
Parks provide recreation opportunities for
residents and visitors and enhance the liv-
ability of the community. Parks within the
city center should serve the Georgetown
community at-large, regional residents
and visitors, as well as downtown dwellers
and employees.
The green lawn that surrounds the historic
courthouse building should continue to
be actively promoted and used as open
space in the downtown. While it is cur-
rently used this way for events like Market
Days and Concerts on the Square, these
efforts should be continued and expanded
to bring other users downtown. Visual and
performing art venues would work very
well in this grand, central space.
The following parks, plazas and open
spaces should be added to the downtown:
• Large plaza(s) for organized events
• Playground for children
• Passive green space to serve nearby
residents
• Small outdoor space for modest as-
semblies
• Performance space for outdoor con-
certs and for other cultural events
• The farmer’s market should be brought
back downtown and in an enhanced
venue that can be adapted to market
days but also can serve other pur-
poses at other times
This chapter provides recommendations for the expansion of new
parks, plazas and open space that serve the many user groups target-
ed for downtown. Providing parks and open space that accommodate
different types of activities is essential to the vitality of downtown
Georgetown, especially if it is to serve as an active place for resi-
dents as well as customers, workers and visitors. Public art should
also be rigorously incorporated to the downtown landscape to make
Georgetown memorable and accent its focus on arts and culture.
7-PARKS, OPEN SPACE & PUBLIC ART
110
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
November 7, 2013
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th St.
E. 8th St.
E. 9th St.
E. 10th St.
E. 11th St.
E. University Ave.
W. 4th St.
W. 5th St.
W. 6th St.
W. 8th St.
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www.winterandcompany.net
MAP 15 | PARKS AND OPEN SPACE STRATEGY
LEGEND:
Existing Open Space
Proposed Open Space
Downtown Overlay District Boundary
2.5-minute Walk
Existing Trail
Planned Trail
5-minute Walk
Proposed Trail
To Southwestern University
To Old Town Park
To San Gabriel Park
To North San Gabriel Trail
Blue Hole Park VFW Park
Courthouse Square
Monument Cafe
Founders Park
Edwards Park
School Playground
Historic Jail
Municipal Center Park
Chautauqua Park
Proposed Park/Plaza
Proposed Neighborhood Park
Proposed Pocket Park & Plaza
111
7-Parks, Open Space & Public Art
PARKS AND PLAZAS
A series of new parks and plazas are pro-
posed for the Downtown Overlay District.
Each park/plaza listed should be open to
the public and be flexible to accommo-
date for special events. In addition to the
public parks/plazas listed, new develop-
ment should also incorporate semi-public
and private open space for tenants and
building users to enjoy. The following is
a list of proposed parks and plazas from
north to south:
TERRACE AND/OR PARK ON THE RIVER
A terrace or park overlooking the South
San Gabriel River on the site just east of
the Austin Avenue bridge should be incor-
porated as it redevelops. This open space
could be part of a nice restaurant, resi-
dential development, hotel or other but
regardless of the building use, the space
should be open to the public. A small riv-
erside amphitheatre or performance area
could bring events down to the river.
be activated by new residential uses that
are proposed for the area, as well as
county employees from the nearby Jus-
tice Center. This park is proposed in the
current location of the district stormwater
detention area, which would need to be
reconfigured into an underground tank.
The terrace and/or park on the river could include
a small riverside amphitheatre or performance area.
PROPOSED POCKET PARK AND PLAZA
The block where First Texas Bank sits, at
10th and Austin Avenue includes signifi-
cant trees that should be saved. There is
an opportunity to create a small pocket
park and plaza at the northwest corner of
10th and Austin, where the new crosswalk
is proposed, which would help activate
this area of Austin Avenue while keeping
the existing building and trees.
A new neighborhood park with playground should
be provided to support new residential uses.
NEIGHBORHOOD PARK
A small neighborhood park with a play-
ground is proposed at the western termi-
nus of 2nd Street. This new park would A pocket park and plaza along Austin Avenue could
help activate this area.
112
City of Georgetown | Downtown Master Plan Update
OLD JAIL PARK
A portion of the block that contains the
historic jail building could be developed
as an interpretive park, with markers ex-
plaining the history of the site. This also
could serve as an amenity for the adjacent
neighborhood.
MUNICIPAL CENTER PARK
A park should be developed in conjunction
with the proposed municipal center. This
should be designed to serve as an amenity
for the library and for use during festivals.
It could include a small amphitheater for
outdoor concerts or performances and
should also include an area for a small
playground or “tot lot” for children.
FESTIVAL STREET IN THE MUNICIPAL
CENTER
One effective means of providing flexibil-
ity in open space is to design a parking lot
or a street such that it can be converted
into a plaza for special events. To do so,
decorative paving, trees, shrubbery and
ornamental lighting should be provided.
In addition, utility hookups should be in-
stalled to accommodate use of electrical
equipment and water.
8th Street between Rock and Martin Luther King
Streets is proposed as a “festival street” where
downtown farmer’s markets and other events could
be held.
8th Street between Rock and Martin Luther King Streets is proposed as a “festival street” where downtown
farmer’s markets and other events could be held.
More flexible space is needed downtown to accom-
modate a range of public events.
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7-Parks, Open Space & Public Art
PUBLIC ART
Public art can help to establish a unique
identity that cannot be copied elsewhere
and it can contribute to a special image
beyond conventional streetscape ele-
ments. Public art may include individual
art objects that are installed in gateways
to downtown, along sidewalks and in as-
sociation with public buildings. It also
may include spaces or sites that can ac-
commodate performances and other cul-
tural events. Other art installations may
incorporate decorative painting, murals
and modifications to street furniture that
provide surprise and delight in the urban
setting. In most cases, the City should
seek out professionally executed public
art installations.
Art works in public areas can provide
a means of personalizing downtown
Georgetown, by creating unique “place
makers.” Freestanding sculpture, wall
murals and decorative sidewalk mosaics
are some examples of familiar public art
media. Other more unusual forms may
include wind, water and even plant ma-
terials. A series of such art installations
can add accent to the downtown’s fabric
while also challenging a new awareness
on behalf of viewers.
Art in public places should be defined
broadly to include a wide range of media
and experiences. Public art installations
in the downtown should include the fol-
lowing types:
ART SITES
These sites should be installations that
are strategically located to serve as ac-
cents in the community, such as at gate-
ways into the downtown or as focal points
in public parks. In general, art sites should
consist of objects placed in or integrated
into the urban environment.
STREETSCAPE ART
These installations should be designed as
integral components of the streetscape
elements. In these cases, the artist would
“customize” or reinterpret conventional
features of a streetscape design. For ex-
ample, an artist might design a special
decoration for a selection of public plant-
ers, or reinterpret a bench or bike rack
design as art.
Art sites are strategically located to serve as ac-
cents to the community
Streetscape art should be designed as integral
components of the streetscape elements.
114
City of Georgetown | Downtown Master Plan Update
PERFORMANCE OR EVENTS SITES
These include small plazas or amphithe-
aters designed to accommodate perfor-
mances.
SCULPTURE GARDENS
Sculpture gardens are small spaces like
plazas or courtyards that incorporate
a series of sculptures. These are to be
enjoyed as passive outdoor spaces used
for leisure, relaxation and contemplation.
One area in Georgetown that has been
envisioned as such a space is the “alley”
behind the row of buildings just south of
the courthouse, on the block between 8th
and 9th Streets and Austin and Main.
ART PARKS
These are sites where artists would be
commissioned to develop an entire site
as an art installation that would be con-
sidered a part of the parks system. An art
park could expand on a theme, such as
an interpretation of the city’s agricultural
heritage. In some cases, the artist could
collaborate with landscape architects or
other design professionals to develop the
art parks.
Actions:
• Adopt a policy to allocate a percent-
age of construction costs for public
buildings to public art.
• Adopt an incentive program for private
individuals to donate or loan art to be
used in public places.
• Develop a process for evaluating and
selecting public art for the downtown.
Art parks are sites where artists are commissioned
to develop an entire site as an art installation (art
credit: Joe McGrane - Longmont, CO)
City of Georgetown, Texas
SUBJECT:
Adjournment
ITEM SUMMARY:
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