Mission San Jose Commercial Strategy Study FINAL (web)

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Mission San Jose Commercial Strategy Study FINAL (web)

Mission San Jose Commercial Strategy StudyFor the City of Fremont, CaliforniaMay 14. 2019TABLE OF CONTENTS1.Executive Summary32.Characteristics of the

Mission San Jose Commercial Strategy Study FINAL (web)e Mission San Jose Town Center43.Background54.Market and Retail Overview75.Summary of Strengths, Weaknesses. Opportunities,and Threats (SWOT)166.Strat

egies to Positively Impact Mission San Jose17A.Primary Commercial Area Master Plan18B.Mission San Jose Identity25c. Leasing/Merchandising Plan26D.Impr Mission San Jose Commercial Strategy Study FINAL (web)

ove the Public Realm27E.Ohlone College316.Implementation Strategies337.Study Conclusions38Appendix: Strengths. Weaknesses. Opportunities,and Threats (

Mission San Jose Commercial Strategy Study FINAL (web)

SWOT) Analysis40Consultant TeamJane Lin. Urban Field StudioFrank Fuller, Urban Field StudioHeidi Sokolowsky. Urban Field StudioChristine Firstenberg.

Mission San Jose Commercial Strategy StudyFor the City of Fremont, CaliforniaMay 14. 2019TABLE OF CONTENTS1.Executive Summary32.Characteristics of the

Mission San Jose Commercial Strategy Study FINAL (web)otrvnerc/al Strategy Studyhttps://khothuvien.cori!1.EXECUTIVE SUMMARYThe Urban Field Team was selected to complete a Commercial Strategy Study to exam

ine the opportunities and constraints to commercial revitalization of the Mission San Jose I own Center, with a special emphasis on improving retail, Mission San Jose Commercial Strategy Study FINAL (web)

restaurants, and entertainment options within the district.As described in Section 2. the Mission San Jose Town Center is an existing business distric

Mission San Jose Commercial Strategy Study FINAL (web)

t, generally located along Mission Boulevard, between St. Joseph Terrace and Pino Street, anchored by the historic Mission San .Jose church and museum

Mission San Jose Commercial Strategy StudyFor the City of Fremont, CaliforniaMay 14. 2019TABLE OF CONTENTS1.Executive Summary32.Characteristics of the

Mission San Jose Commercial Strategy Study FINAL (web) the adjacent East Bay hills. It is a fairly wealthy, diverse, and well educated community. Ohlone College is part of the village, as are many educati

on related businesses. However, the commercial viability of the Mission San Jose Town Center is challenged by being geographically located at the edge Mission San Jose Commercial Strategy Study FINAL (web)

of a market area and by heavy traffic on Mission Boulevard, its main commercial artery.The development of the Commercial Strategy Study was informed

Mission San Jose Commercial Strategy Study FINAL (web)

by a walking tour of the area, interviews with stakeholders, and a two-day workshop to develop strategies for commercial success. The process is docum

Mission San Jose Commercial Strategy StudyFor the City of Fremont, CaliforniaMay 14. 2019TABLE OF CONTENTS1.Executive Summary32.Characteristics of the

Mission San Jose Commercial Strategy Study FINAL (web)arid retail viability of the Mission San Jose I own Center. I ho analysis considered strengths, weaknesses, opportunities, and threats (SWOT). A summa

ry of the SWOI analysis is included in the Appendix A.Section 4 of this report is a Market and Retail Overview of the Mission San Jose Town Center. On Mission San Jose Commercial Strategy Study FINAL (web)

e of the major challenges to the commercial success of the area isits low population density and geographic position up against tho 1 ast Bay hills. A

Mission San Jose Commercial Strategy Study FINAL (web)

very large portion of its customer market is to lire west with limited clientele to the oast. I tetail centers further west are more central to the t

Mission San Jose Commercial Strategy StudyFor the City of Fremont, CaliforniaMay 14. 2019TABLE OF CONTENTS1.Executive Summary32.Characteristics of the

Mission San Jose Commercial Strategy Study FINAL (web)retailors do not consider Mission San Jose as a target market because customers would have to drive past similar retail stores to get there. Other are

as of retail, such as the nearby Ohlone Village Shopping Center, located on Washington Boulevard at Luzon Drive, directly compete with Mission San Jos Mission San Jose Commercial Strategy Study FINAL (web)

e's clientele, rhe Mission San Jose Town Center also lacks a cluster of tenants for retail synergy, includes physically obsolete retail spaces, and ha

Mission San Jose Commercial Strategy Study FINAL (web)

s not adapted as macro retail market trends have evolved. Even though the population is relatively wealthy and educated, the estimated growth in the n

Mission San Jose Commercial Strategy StudyFor the City of Fremont, CaliforniaMay 14. 2019TABLE OF CONTENTS1.Executive Summary32.Characteristics of the

Mission San Jose Commercial Strategy Study FINAL (web) is difficult.The Urban Field Team identified strengths, weaknesses, opportunities and threats to the Mission San Jose Commercial Area, which are summ

arized in Section 5 and in the Appendix The learn also identified various strategies that would belter position the district tor commercial success. I Mission San Jose Commercial Strategy Study FINAL (web)

ho strategies are described in more detail in Section 6Section 7 covers the Implementation Strategies to consider. Il lakes both public and private f

Mission San Jose Commercial Strategy Study FINAL (web)

unding to make any of the strategies a reality. Creative funding mechanisms are necessary to implement strategies desired by the community.

Mission San Jose Commercial Strategy StudyFor the City of Fremont, CaliforniaMay 14. 2019TABLE OF CONTENTS1.Executive Summary32.Characteristics of the