Creating Place: Transforming a Vehicular Corridor to a Walkable Main Street

Since 2005 the City of DeSoto has envisioned creating a main street for their community. Previous planning efforts identified opportunities for such a district however minimal development or progression occurred to fulfilling that vision for the community. In 2018, as part of their capital improvement programing, the city identified a portion of Hampton Road that needed to be reconstructed due to aging infrastructure and deteriorating pavement and bridge structures. The one-mile corridor spanning from Pleasant Run to Belt Line Road was envisioned to be their “downtown” for the community and city leadership was determined to moving the vision forward. In 2019, Halff Associates, Inc was engaged to begin bringing leaderships vision to reality and designing the destination that everyone desired. Creating that “place” however requires multiple pieces to work together in unison to execute and achieve a built environment for people to enjoy.

Creating Place Through Streetscape Design: The starting point for creating great environments for people is to create sufficient room where people can socialize comfortably. In most cities this means reclaiming the space that was taken by cars. Hampton Road is currently classified as an arterial corridor connecting communities and residents on the southside of the city through the heart of DeSoto to HWY 20. At a posted speed limit of 45 MPH, the current four-lane configuration was not conducive to a pedestrian first environment the city desired. Through an extensive engagement and educational process, support for a lane reduction and creation of a “complete-street” was ultimately approved by citizens and city leadership. A streetscape master plan was completed establishing a pedestrian and multi-modal first environment with an enhanced public realm that created opportunities for people to gather and socialize in a safe and welcoming environment.

Creating Place Through the Built Environment: To capitalize on investments, the city would be making along Hampton Road, establishing a character and unified physical environment for new development was vital to the long-term prosperity and economic investment from private developers. The development of a “character-based” development code was identified as the regulatory tool required to ensure predictability and unified development along the entire corridor. The character code compliments the public realm improvements and standards established during the streetscape master plan process and extends those social spaces and streetscape elements into the private development. Pedestrian Linkages and mobility spines between the public realm and private development were identified to ensure a pedestrian circulation network was achieved throughout the entire corridor.

Creating Place Through Economic Incentives: Utilizing one of the many tools in economic toolbox, the City of DeSoto is creating their first Tax Increment Reinvestment Zone (TIRZ) to incentive and support short- and long-term private investment throughout the corridor. The city is dedicating over $35 million dollars towards new public improvements along Hampton Road and required the creation of the TIRZ to provide financial support to the public investment but more importantly creating the tools to support incentives for private development. Utilizing this economic tool supports long term investment along the corridor and incentives private development to match the vision of the community through the physical and built form of private development.

Creating Place Through Branding: Establishing a defined brand for a district enhances the perception of “place” and brings excitement and visibility to attract new investment. Focusing on a community’s history, culture, and community character creates and identity that incorporates the true D.N.A.  of a community and is authentic to the place that people destined to love, cherish, and visit often.

This session will educate participants on the process the City of DeSoto has taken to achieving their dream of creating a main street for their community when one is not currently present. The panel of speakers will discuss the process and lessons learned to achieving the city’s goal of creating the SoHa District for their citizens and attraction of new visitors to their community. Creating a Main Street from nothing takes time, dedication, passion, and vision, and most importantly unity. Learn from members of the city and design team on how the City of DeSoto will continue to rise as they chart a path for their future.