The Velp Corridor is located north of Sunset Beach Road and west of USH 41/141. It includes all properties on the east side of Velp Avenue extending to USH 41/141. In recent years, some new offices near the intersection of Velp and Sunset Beach have developed. North of these new offices residential development exists. To the east, across Velp Avenue, the development character is decidedly residential. A Wisconsin Central Railroad line runs north-south through the center of the study area. The railroad bisects the properties on the east side of Velp Avenue.

Recommended Uses

Based on the market research presented in Chapter 2 and the existing residential development patterns to the east, it is recommend development include a mixture of:

· Professional offices (i.e., law, real estate, insurance, engineering);

· Small-scale home service businesses and offices (i.e. specialty home furnishing stores, paint stores, offices of interior designers and architect, etc.); and

· Small businesses catering to the needs of the local office workers and residents. Specifically, the following types of activities are recommended:

o pharmacies

o banks

o copy/office supply store

o dry-cleaners

o beauty saloons / barbers

o day care centers

o fitness facilities

All development in this area should have an exterior design character similar to the Historic Hamlet to tie these two theme areas together and advertise this Historic Hamlet from the visible areas of the USH 41/141 corridor. In this way, the Velp Corridor serves as a gateway to the Historic Hamlet. Pedestrian accessibility to and within this area is also very important.

 

 

Renovation to existing buildings and new construction within the Velp Corridor Area should utilize the Planned Commercial Zoning District to provide continuity in the design and establish the recommended theme. Architecture should include thematic references to strip commercial centers that tie into key architectural elements of the Historic Hamlet and the Highway/Community Service Areas.

· Building Design and Materials- Prototypical designs should include such architectural features as:

o Vertical wood board siding;

o Batten siding;

o Decorative asphalt and metal roofs;

o Storefront strip mall windows with mullion divisions and brick;

o Limestone and field stone exterior facade materials; and

o Awnings and overhangs to enhance storefronts.

Roof pitches should be consistent with structures in the Historic Hamlet. The commercial structures should incorporate roof pitches ranging from 8:12 to 12:12. Porches, overhangs and shed roofs should have shallower pitches of 4:12 to 6:12. Rooflines should incorporate cupolas, dormers, gable-end ornamentation or scalloping, finials and weather vanes.

Paint, stain and trim colors used should be in keeping with the existing and proposed Historic Hamlet buildings. Color palettes established for buildings at the turn of the century are usually in the ranges of dark reds, greens, browns and blacks. Orange and yellow and light pastels can be used as accent colors. Natural wood and exposed galvanized metal should be considered for major façade and roof treatments as well. Access to the existing and new commercial buildings should consider setbacks to incorporate landscaping and off-street parking lots in close proximity to the buildings. The following illustrations represent recommended architectural features for the Velp Corridor.

 

· Streetscape Elements- It is important that the architectural context and historic feel of the Historic Hamlet be carried through to the street furnishings of the Velp Corridor. The design of street furniture and amenities for the parking and pedestrian areas should reflect a unique theme, image and identity for the Velp Corridor . Specifically, historic theme-based light poles, fixtures, and street furniture should be incorporated into the parking and pedestrian areas. The use of colored and stamped concrete applied in areas to emulate Ashlar Stone should be provided on crosswalks, pedestrian sidewalks and building entrances. Entrance or "gateway" signage should be incorporated into the roadway geometry to announce to motorists and pedestrians that they have arrived at the Velp Corridor. Traditional signage materials of brick, wood, and stone should be considered for the gateway or entrance signage. The style and design of gateway signs should be the same as in the Northwoods, Historic Hamlet and Community/Highway Service areas..

· Landscaping Features- Landscape materials and species should be carefully selected to accentuate the character of the area and match with the existing plantings. Recommended species include but are not limited to:

o Spruce, pine and fir trees for border definition and wind block;

o Ash, Japanese tree lilac and locust trees for streetscape and parking lot applications where harsh conditions make it difficult for trees to grow properly;

o Honey suckle and lilac for screening;

o Magnolia, staghorn sumac and autumn brilliance serviceberry in applications where clusters of small ornamental trees are desired;

o Clematis and ivy should be used for creeping vine applications; and

o Small shrubbery installations should consider winterberry, hosta, mockorange and dogwood species.

Shrub roses, azaleas and rhododendrons can be considered, but should be used only in protected locations and as recommended by landscape professionals.

 

Community Amenities to Tie the Theme Together

There are several design features that can be used to contribute to a unified look and feel for the Town Center. These design features will help bridge the geographical and perceived gap between the four distinct themes of the Town Center.

· Entrance signage or "gateways" should be visible and welcoming to residents and visitors. The signage throughout the Town Center should be presented as subtle variations from a common design theme. The shape, size and location of the sign should be consistent and different construction materials should be used to accentuate the area of the Town Center where the sign is located. Sign materials for the Velp Corridor should incorporate the building materials described in the previous section. The Velp Corridor gateway and on-site business signage should play off of the standard sign shape used in the other areas of the Town Center, but be constructed of brick, wood, stone and metal.

· River Trail and Boardwalk- A trail system should be developed and utilized to help link pedestrians to the separate and distinct commercial zones within the Town Center. The trail system should use similar enhancement features present in each of the theme areas to help create a unified design theme. Trailhead structures, pavement, lighting, banners, signage and furniture should be selected to reinforce continuity. For additional information about the trail system, refer to chapter 4.

· Sidewalk improvement projects should consider integration of standard gray concrete with colored stamped or patterned concrete. Each commercial area of the Town Center should have a corresponding concrete pattern associated with it. For example, in the Velp Corridor the preferred pattern would be Ashlar stone. This concrete pattern should be introduced into sidewalks, cross walks, parking lot islands and building entrances. Standardization in colored pigment choices for the concrete should be considered and slight variation in the stamping patterns is expected. Texturing and finishing of the standard gray concrete surfaces should be uniform. Broom finishes, picture framing and trowel patterns are simple ways to add interest to concrete at relatively low cost.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

·Lighting fixtures should be selected for their application and thematic location within the Town Center. Fixtures will need to be different sizes, heights and wattages for their respective applications. Fortunately, several manufacturers produce fixtures that complement one another in certain applications. The Velp Corridor lighting needs will be greater than those in the Historic Hamlet, but the historic theme should prevail. Pole height, fixture size and wattage will vary with application. One common amenity that may be the same on all light poles is the application of banners, hanging pots, flag pole holders and festoon power outlets for lighted Christmas decorations.

 

 

 

· Landscaping and Buffers- Plant material selection along the trail system and among the four theme areas should help to unify the Town Center and soften the transition between the themes. Plants selected should be considered for their heartiness, maintenance characteristics, and should not hinder visibility or create a safety concern. Species described for each commercial zone should be considered for the transitional areas as well.

Given that the west side of Velp Avenue is primarily residential, development on the east side of Velp Avenue must include special landscaping considerations to provide adequate buffers. This is particularly important in parking areas to block the headlights of cars pulling into and out of spaces. Furthermore, landscaping should serve as a stormwater management tool to minimize the impact of development on adjacent properties. The planting of deciduous street trees in the right-of-way along Velp Avenue is recommended to enhance on-site landscaping provided by new businesses to visually soften this new commercial development from the adjacent residential neighborhoods.

This area acts as a buffer between the traffic on USH 41/141 and the residential neighborhoods to the west. The character of development in this area will need to be compatible with neighboring residential areas. Therefore, lighting, signage and landscaping considerations are of critical importance. Properties along the Velp Corridor also enjoy frontage along USH 41/141. This frontage provides an opportunity to establish businesses with a historic exterior design to draw potential tourists and visitors from the USH 41/141 corridor to the Historic Hamlet. The primary challenge to development is the railroad corridor that bisects through the area.

The recommendations presented in this chapter with respect to the appearance of development should serve as a guide for developers seeking to establish new businesses in the area. This chapter will serve as a supplement to the provisions outlined in the Town of Suamico Planned Commercial Zoning District.