T ECHNICA L ASSISTA NCE PA NEL REPORT

Identifying and
Branding the
Pike District
MONTGOMERY COUNTY, MD
SPONSORED BY:
White Flint Downtown Advisory Committee
March 2930, 2016

ABOUT ULI WASHINGTON

A DISTRICT COUNCIL OF THE URBAN LAND INSTITUTE
ULI Washington is a district council of the Urban Land Institute (ULI), a non-

profit education and research organization supported by its members.

Founded in 1936, the Institute today has over 30,000 members worldwide representing the entire spectrum of land use planning and real estate development disciplines working in private enterprise and public service. As the pre-

eminent, multidisciplinary real estate forum, ULI facilitates the open exchange

of ideas, information, and experience among local, national, and international

industry leaders and policy makers dedicated to creating better communities.

ULIs mission is to provide leadership in the responsible use of land and in cre-

ating and sustaining thriving communities worldwide. ULI Washington carries

out the ULI mission locally by sharing best practices, building consensus, and
advancing solutions through educational programs and community outreach
initiatives.

ABOUT THE TECHNICAL ASSISTANCE PANEL (TAP) PROGRAM

The objective of ULI Washingtons Technical Assistance Panel (TAP) program

is to provide expert, multidisciplinary, and objective advice on land use and

real estate issues facing public agencies and nonprofit organizations in the
Metropolitan Washington Region. Drawing from its extensive membership

base, ULI Washington conducts one and one-half day panels offering objec-

tive and responsible advice to local decision-makers on a wide variety of

land use and real estate issues, ranging from site-specific projects to public

policy questions. The TAP program is intentionally flexible to provide a customized approach to specific land use and real estate issues. Learn more at
washington.uli.org/TAPs.

Bob Youngentob

Lisa W. Rother

President, EYA

ULI Washington

Chair, ULI Washington

Executive Director

Richard Perlmutter

Deborah Kerson Bilek

Panel Committee

ULI Washington

Chair, Technical Assistance

Managing Member, Argo

Director of Community Outreach

Table of Contents
ULI WASHINGTON PANEL & PROJECT STAFF

ACKNOWLEDGEMENTS 3
EXECUTIVE SUMMARY

BACKGROUND AND SCOPE

Panel Assignment

BRANDING THE PIKE

10

CREATING A PLACE

15

Celebrate the Intersections

15

The Subtle Power of Streetscape

18

IMPLEMENTATION 19
CONCLUSION 22
PANELISTS 23

ULI Washington
Panel & Project Staff
PANEL CHAIR

Bryce Turner
BCT Architects
Baltimore, MD

PANELISTS

Sarah Barr

Laura Hodgson

Bob Peck

Washington, DC

Washington, DC

Washington, DC

Hickok Cole Architects

Jon Eisen

The Eisen Group

Washington, DC

Marta Goldsmith
Form Based Codes
Institute

Washington, DC

Louis Berger

Susan Ingraham
Bell
Planning and Zoning
Consultant

Arlington, VA

Camessia Johnson
BCT Architects
Baltimore, MD

PROJECT STAFF AND REPORT AUTHORS

Deborah Kerson
Bilek

Rebecca Hertz

Outreach

Bethesda, MD

Director of Community
ULI Washington
Bethesda, MD

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

Senior Associate
ULI Washington

Gensler

Brant Snyder
Lowe Enterprises
Washington, DC

Acknowledgements
ULI Washington is deeply grateful to a number of people who worked to make

this TAP successful. In particular, Brian Downie, the Chair of the White Flint
Downtown Advisory Committee, courted, scoped, and tirelessly researched

background for this study. He exhibited tremendous commitment to seeing this

project through to completion, ensuring high quality throughout the entire pro-

cess. Ken Hartman, Director of the Bethesda-Chevy Chase Regional Services

Center, and Carolyn Chen, Manager of the White Flint Downtown Advisory
Committee, provided top-notch support in advance of, throughout, and after

the Panel occurred. ULI is also especially grateful to Bill Carey, Director of
Donor and Community Relations at Strathmore, for his generous hospitality.
Additionally, Dee Metz, White Flint Implementation Coordinator in the Office

of the Montgomery County Executive, and Nkosi Yearwood, Planner with the

Montgomery County Department of Planning, provided excellent background

information, and were both available to answer questions throughout the

Panel. ULI Washington also extends its thanks to all the members of the White

Flint Downtown Advisory Committee for their support and for bringing ULI in to
study this interesting and germane topic.

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

Executive Summary
The White Flint area of Montgomery County is located 20 miles from downtown Washington, DC. The area is characterized as a suburban, car-oriented,

strip mall centered place. The term White Flint means different things

to different people, and there are varying interpretations of its boundaries

and neighborhoods. When this TAP was commissioned, The Pike District
intended to refer to the commercial corridor along Rockville Pike, between

Grosvenor-Strathmore Metrorail station to the south and the Rockville City

limits, just south of the Twinbrook Metrorail station. The boundaries, however,

are fluid and could encompass more in the future as the Pike District identity
continues to grow.

The stretch of Rockville Pike that comprises the Pike District study area presents a suburbanyet slowly urbanizingenvironment that possesses the

infrastructure and basic utilities in support of prime living, working, and leisure

activities in Montgomery County. The anticipated levels of future development

in the area will change this environment. The Panels task was to evaluate how

these changes will create a more viable and unique place. As increasing den-

sity and diversity arrive on Rockville Pike, the Panel investigated the kinds of
character-defining elements that would make Rockville Pike memorable.

According to the Panel, there is no need for a giant sign or an arbitrary moniker to create a sense of identitythese elements have a limited lifespan and

can feel inauthentic. Instead, the Panel encouraged the sponsor to enhance
the civic realm, and view the new primary, secondary, and tertiary streets as

foundational assets that can create a sense of identity and place through the

intersections they create. The Panel asserted that the areas identity must

evolve over time to include this vertical and horizontal growth.

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

The Panels foundational recommendation is to formulate a broad strategy for

branding the area that allows for its identity to evolve as the area changes. The

central tenet of this strategy is to celebrate the areas intersections as anchors

for the study area. Reclaiming this public realm will necessitate creative ways

to embrace both vehicular and pedestrian activity at the intersections. The

Panels main rendering includes taking a standard intersection and making it

art-like by embracing the power of colorful pylons as multi-functional elements.

These pylons, which should be at least 2030 feet high and illuminated at night,

would serve multiple uses contemporaneously: as gateways; as maps; as informational kiosks; as places to hang streetlights, street signs, and other graphics;

and as charging stations for smartphones and other similar devices.

Implementing the recommendations of this Panel requires public and private

support and investment. The Panel emphasized that public/private partner-

ships will be necessary to create an identity for the area, and formalizing a
mechanism to coordinate private investment so that the areas developers can

work in concert with each other will be critical.

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

Background and Scope

The White Flint area of Montgomery County is located 20 miles from downtown

Washington, DC. The area is often characterized as a suburban, car-oriented,

strip mall centered place. The term White Flint means different things to
different people, and there are varying interpretations of its boundaries and

neighborhoods. As a result, an effort is currently underway to create a clear,

new identity for the area. The core of the study area is the commercial corri-

dor centered on Rockville Pike (MD-355) and the White Flint Metrorail station.
Boundaries of the area are fluid. Generally, northward, the study area extends

just south of the Twinbrook Metrorail station, which borders the Rockville

city limits. Southward, the study area extends to the Grosvenor-Strathmore

Metrorail station. While Eastern and Western limits for the study area are not

easily delineated, they generally span to mile away from Rockville Pike in

either direction, with Rockville Pike serving as the seam of the study area. The

two primary points of reference are the limits of the master plans in the White

Flint Sector Plan and the White Flint 2 Sector Plan.

The name White Flint has many historical references. In the 1970s, the White
Flint Mall was built as an upscale, automobile-oriented suburban shopping

experience. In 1984, the Washington Metropolitan Area Transportation

Authority (WMATA) system opened a Red Line Metrorail station in the

area and named it White Flint. In 2010, the County approved the White

Flint Sector Plan. It covers 430 acres generally bounded by the CSX railroad tracks, Montrose Parkway, Old Georgetown Road, and the White Flint

Mall site, all within a -mile radius around the White Flint Metrorail station. Recently, the County applied the name White Flint to its White Flint 2

Sector Plan, which is projected for approval in early 2018. The White Flint 2
Sector Plan area is adjacent on the north to the White Flint Sector Plan area

and covers approximately 290 acres in a horseshoe shape on either side

of Rockville Pike. It includes the office buildings along Executive Boulevard

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

I KE
EP

TWIN
BROO

L
VIL

K PA
RKW

CK
RO

AY

THE WHITE
FLINT AREA OF
MONTGOMERY
COUNTY

TWINBROOK
METRO STATION

AI

XR

CS
LW

P AR

AY

E
DRIV
WN
KLA

ROLLINS AVENUE

AY

PARKW

SE

MONTRO

RANDOLPH ROAD
NE

MONTROSE ROAD

BEL

Y
ROAD
TOWNE

BLVD

EXECUTIVE

EET
STR

RKWA

OSE PA

MONTR

This map illustrates

the White Flint Area
of Montgomery
County. The red area
illustrates the limits
of the White Flint
Sector Plan, and the
blue area illustrates
the limits of the
White Flint 2 Sector
Plan. Image source:
Sponsor Briefing
Materials.

OWN

EORGET

OLD G

ROAD
MARINELLI ROAD

ROC

LE

KVIL

WHITE FLINT
METRO STATION

PIKE
X
CS

NICHOLSON LANE

OLD

GEO

RGE

TOW

ROA

AY

ILW

RA

STRATHMORE AVENUE

TUC

KER

NL

AN

KVIL

270

MA

ROC

ROUTE

LE

SPUR

PIKE

GROSVENOR
METRO STATION

LEGEND
LIMIT OF WHITE
FLINT SECTOR PLAN

OL
D

LIMIT OF WHITE
FLINT 2 SECTOR PLAN

GE

UT

OR

RO

GE

ROCKVILLE
CITY LIMITS

27

WN

TO

UR

SP

AD

RO

200'

400'

800'

west of Hoya Street, the shopping centers along Rockville Pike north of
Montrose Parkway, and the light-industrial and commercial uses along

Parklawn Drive south of Randolph Road.

The study area is in the midst of transition, and is on the precipice of change.
Master plan revisions, substantial investments, and changing residential,

employment, and consumer preferences have triggered redevelopment in the

White Flint area. Walkable mixed-use development, including residential, restaurant, and high-end retail uses, are starting to emerge along Rockville Pike.

Furthermore, the County is undertaking major road projects to improve the

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

street grid and transportation options within the area. The State, in partnership
with the County, has initiated formal planning for the Maryland Route 355 Bus

Rapid Transit (BRT) line that will run on dedicated median lanes in Rockville

Pike through the White Flint area. The County is also completing a series of

studies and improvement projects for dedicated bike lanes.

The White Flint Sector Plan established two advisory committees to positively

influence the evolution of White Flint. The White Flint Downtown Advisory

Committee (DAC), which was created by the Montgomery County Council and
serves as the sponsor of this TAP, advises the County departments on public

services in the White Flint area. The White Flint Implementation Committee

consults on efforts to promote implementation of the White Flint Sector Plan.

Additionally, the private sector and community stakeholdersincluding the

White Flint Partnership, Friends of White Flint, homeowner and condominium

owner associations, property owners/developers, and transit-oriented devel-

opment advocateshave all taken action at various times, and under various
circumstances, to promote a walkable and interconnected community.

The urbanization of this traditional suburban retail destination has led to a

series of efforts to reinvigorate the study area. In 2014, as one segment of

ongoing work to reimagine the areas identity, property owners and developers

initiated a creative effort to determine a preferred name for the area. The pro-

cess culminated in a wide-ranging public charrette. In that charrette, the Pike

District was the name clearly preferred over all others presented to the charrette participants.

When this TAP was commissioned, The Pike District intended to refer to the
commercial corridor along Rockville Pike, between Grosvenor Metrorail station
to the south and the Rockville City limits, just south of the Twinbrook Metrorail

station. The boundaries, however, are fluid and could encompass more in the
future as the Pike District identity continues to grow.

PANEL ASSIGNMENT
The White Flint DAC approached ULI Washington to conduct a TAP that
would help to develop concepts for visibly and distinctively identifying the

Pike District. In particular, the White Flint DAC is interested in solidifying a

new brand identity for the Pike District, establishing entry points to the area,

and communicating major amenities that would attract people as the Pike
District evolves.

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

The Panel was asked to address the following questions:

1. The Pike District includes portions of many roadways, among them

Rockville Pike, Old Georgetown Road, Montrose Parkway, Executive
Boulevard, and Nicholson Lane, as well as the Bethesda Trolley Trail
all of which carry traffic in and out of the Pike District. How can these
entry points be used to delineate and communicate the access points
to the District?
2. What would be an effective concept for design and application of wayfinding signage inside the Pike District? This wayfinding signage should
be designed to be useful for drivers, pedestrians, bicyclists, and public
transit riders.
3. The Pike District has a hierarchy of streets and other transportation
facilities; chief among them are Rockville Pike and the White Flint Metrorail station. Can scalable streetscape design criteria be developed to
enhance the street cross sections in the White Flint plan that apply to
Rockville Pike, to the area around the White Flint Metrorail station, and
to other primary streets in the study area?
4. The Pike District will eventually include a large number of open spaces
both public and private. What design elements could be incorporated so
that these open spaces are clearly and effectively integrated within the
Pike District?
5. The Pike District is a large area that includes a number of sub-areas
Metrorail stations, commercial neighborhoods, and large redevelopments (such as Pike & Rose, North Bethesda Center, the White Flint
Mall site, etc.). Similarly, several large developers individually control
a number of large tracts within the Pike District. It is anticipated that
these developers will operate, market, and maintain their large tracts,
including the new street grids within them, as private, mixed-use developments. Given this, what broad recommendations are there for delineating sub-areas and integrating them within the larger Pike District
umbrella?
6. The Pike District will be redeveloped over an extended time frame. For
instance, redevelopment in the White Flint Sector Plan area will be well
along before the White Flint 2 Sector Plan is even approved. Given this
broad timeline: a. How can the recommendations of this TAP be used to
influence the overall redevelopment of the area? b. What consideration
should be given to phasing the implementation of entry points, wayfinding, and streetscape?

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

Branding the Pike

Any branding effort requires analyzing what exists

on the ground today. The stretch of Rockville Pike

that comprised the study area is a suburbanyet

slowly urbanizingenvironment that possesses
the infrastructure and basic utilities in support

of prime living, working, and leisure activities in

Montgomery County.

But the anticipated development in the area will

change this environment. The Panels task was
to evaluate how these changes will create a more

viable and unique place. As increasing density

and diversity arrive on Rockville Pike, the Panel

investigated the kinds of character-defining elements that would make Rockville Pike memorable.

Rockville Pike is a primary collector street and

major thoroughfare. It is a multi-lane, two-directional road that connects areas north and south,

east and west. Because the 1.2-mile study area is

The Panel initially divided the 1.2-mile stretch of
Rockville Pike into 3 zones, or mini nodes. The
redevelopment of the land in each zone will contribute
to transforming the identity of Rockville Pike.
Image Source: ULI Washington.

large and the intent is to support walkable environments, the Panel divided the area into three main

zones that stretch north-south along Rockville

Pikeupper, middle, and lower. Each zone is
approximately 4/10 of a mile, which constitutes a

15-minute walk. Within each zone, there is enough

land area to create a mini node within the study

area, and the rezoning and expected development

will support the transformation and revitalization of
these mini nodes into three small villages.

10

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

It is likely that each zone will see increasing pedestrian traffic as develop-

ment comes to the area, but inter-zone travel would see a different dynamic.

Traveling between zones would likely involve using a car or riding the future
BRT or bikeshare system that is planned for the corridor.

Each zone contains one or more primary intersections that are a result of the

existing east-west roads that cross Rockville Pikesuch as Nicholson Lane,

Marinelli Road, and Old Georgetown Road. These cross streets contribute to

creating a perpendicular road system across Rockville Pike. The panel empha-

sized the importance of these intersections as civic space that could be greatly

enhanced. The Panel also acknowledged that some of these intersections

might serve as possible locations for future BRT stations.

These primary intersections are joined by secondary intersections along

Rockville Pike. According to the Panel, as new developments come to

Rockville Pike, these secondary intersections may vary from how they look

todaynew roads may be built, old roads may remain, or even disappearbut
nonetheless, these secondary intersections create more opportunities for auto
and pedestrian movement across and through the study area.

Secondary intersections on Rockville Pike

add an opportunity
for people to interact
with Rockville Pike as
they move through the
area. Image Source:
ULI Washington.

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

11

Furthermore, the Panel acknowledged that the sector plan calls for additional
roads to be added to the study areaboth north-south and east-west. This
sets the stage for secondary and tertiary road systems that will eventually sur-

round Rockville Pike. The Panel emphasized the importance of this growing
infrastructure: the resulting intersections will be long-lasting and create a new
civic realm, which presents a unique placemaking opportunity.

Tertiary streets to
specific buildings,
parking, loading,
and servicing are
planned for the study
area. These added
streets, parallel
to Rockville Pike,
enhance the number
of intersections
and present unique
branding and placemaking opportuities
for the study area.
Image Source:
ULI Washington.

12

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

As the study area grows to accommodate increasing infrastructure, each zone

will need to support a unique placemaking anchora cluster of similar civic,

commercial, or institutional usesthat will drive traffic and bring character to

the area. The Panel emphasized that the character of each zone will change
over time, and consequently, it is imperative that any overarching identity for
Rockville Pike have the ability to evolve as well.

Each zone will have

its own unique character that is driven by
the redevelopment
of the land within it.
The primary and secondary intersections
that populate each
zone are the foundational elements
for creating identity.
Image Source:
ULI Washington.

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

13

According to the Panel, there is no need for a giant sign or an arbitrary mon-

iker to create a sense of identitythese elements have a limited lifespan and

can feel inauthentic. Instead, the Panel encouraged the sponsor to enhance
the civic realm, and view the new primary, secondary, and tertiary streets

as foundational assets that can create a sense of identity and place through
the intersections they create. As increasing numbers of people start to move

through this infrastructure, new opportunities abound for creating a civic realm
that celebrates the burgeoning changes expected for Rockville Pike.

The Panel also emphasized that expected activity along Rockville Pike
will transform the way it is used today, and so any identity strategy must be
designed to evolve as well. Currently, visitors to the area are accustomed to

driving along Rockville Pike, pulling into a surface lot, and departing their car

for their final destination on the Pike. Over the next 1025 years however,

Panelists contended that the majority of retail development will occur parallel
to and behind Rockville Pike. As a result, visitors will instead frequent the sec-

ondary roads that are adjacent to Rockville Pike, as these are the spaces that
are expected to house critical masses of new uses.

While Rockville
Pike will continue to
serve as the major
thoroughfare, development activity will
expand eastward and
westward from the
Pike over time, which
will contribute to
changing and evolving boundaries. In
this image, the blue
shading on either
side of Rockville Pike
broadly illustrates
activity around
Rockville Pike, while
the green shading illustrates the
anticipated direction of this growth
and activity over
the medium term.
The yellow shading
illustrates long-term
growth on either side
of Rockville Pike.
Image Source:
ULI Washington.

14

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

Creating a Place
CELEBRATE THE INTERSECTIONS
Recognizing that big change is coming to Rockville Pike, the Panels founda-

tional recommendation is to formulate a broad strategy for branding the area

that allows for its identity to evolve as the area changes. The central tenet of this
strategy is to celebrate the areas intersections as anchors for the study area.

Reclaiming this public realm will necessitate creative ways to embrace both

vehicular and pedestrian activity at the intersections. At the vehicular level,

where all modes of transportation are traveling fast and the scale requires

grandeur, the Panel recommended embracing pylons, or large upright struc-

tures, that can serve a multitude of uses: navigational, whimsical, artistic, and
technological. These creative uses of illumination and color can make pylons
interactive at all hours of the day. At the pedestrian level, employing light and
color at crosswalks can render intersections more whimsical and interactive.

These basic ingredients served as the foundation for generating visual ideas

about how intersections can be celebrated and branded in a way that ren-

ders the study area memorable and unique. According to one Panelist,
Authenticity comes through the public realm, and comes organically, over

time. Recognizing that influential developers along Rockville Pike will

likely be branding their own developments through marketing, signage, and
other elements, Panelists encourage the sponsor to differentiate from this

In Austin, TX at one
of the citys busiest
intersections, blue and
green polka dots that
are painted on the street
provide curb extensions
that create safe space
for pedestrians. These
artistic improvements
also create a unique way
for people to interact with
the civic space. Image
credit: www.citylab.
com/design/2016/01/
polka-dots-help-pedestrian-reclaim-space-in-austin/433749/.

approach in order to avoid causing competition and confusion. Instead, cre-

atively reclaiming the public space provides an overarching sense of identity

that can unify the entire study area in its present state and as it grows.

The Panels rendering includes taking a standard intersection and making it

art-like by embracing the power of colorful pylons as multi-functional elements. These pylons, which should be at least 20-30 feet high and illumi-

nated at night, would serve multiple uses contemporaneously: as gateways;

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

15

The pylon at
Symphony Park in
Las Vegas, Nevada
uses color and
illumination so that
it is interactive all
the time.
Photo credit: www.
lasvegas360.com.

as maps; as informational kiosks; as places to hang streetlights, street signs,

and other graphics; and as charging stations for smartphones and other sim-

ilar devices. Looking to Denver as an example, Panelists recommended that

the pylons could extend along the corridor, decreasing and then increasing

in size until they reach a crescendo of height and gravitas at the next major

intersection. This placemaking progression enables both vehicle passengers

and pedestrians the ability to contextualize where they are headed, while also
signaling that they are experiencing something different.

Furthermore, adding LED lighting to sidewalks, enhancing crosswalks in

all directions, and raising the road level at the intersections signal to both
pedestrians and auto-travelers that they are crossing something different and
unique. Such elements also calm traffic and will reduce speeds throughout the

study area. Building all of these design and functional elements into one civic
space will have innumerable benefits, and will result in making the intersection truly unique and memorable. Coordination with the proposed BRT system
would be critical to unifying and augmenting the area.
Denvers 14th Street
Redevelopment
Project includes
monumental pylons
that serve as wayfinding, placemaking,
and informational
kiosks throughout
the heart of downtown Denver. Image
source: arthousedenver.com/portfolio/14th-street-redevelopment/.

16

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

Authenticity comes through the public realm,

and comes organically, over time.
JON EISEN, ULI WASHINGTON PANELIST

This rendering captures several ideas for celebrating how the intersections in the study area
can reclaim the civic space and build identity. Large pylons serve a multitude of uses, chief
among these uses are placemaking archways, and meeting destinations, as well as pragmatic pillars on which street lights can hang and phones may be charged. Image Source:
ULI Washington.
IDENTIF YING AND BR ANDING THE PIKE DISTRICT

17

THE SUBTLE POWER OF STREETSCAPE

As the connective tissue that ties together the growing activity nodes,

Rockville Pike is the spine of the study area. Currently, the study area suffers from a confused identitythe same location in the study area might be

referred to as White Flint, North Bethesda, or Rockville. Knowing that the

areas identity will grow organically, and understanding that public resources

are limited, the Panel formulated strategic recommendations for investing in

the areas streetscape as a way to further brand it and reinforce its identity as
the area evolves.

Investing in a streetscape is a subtle yet powerful way to create a sense of

place. Panelists pointed to several examples of nearby neighborhoods that

recently shifted from relative anonymity to places of great investment and

foot traffic. For instance, the H Street Corridor in northeast Washington, DC

which also spans approximately 1.2 mileswas an area that did not see much

new development until the announcement and subsequent planning for the
District streetcar. Adding transit facilities and widening the areas sidewalks

were two public investments that spurred a change in the areas sense of
place, which consequently led to developer private-sector investment.

The Yards, in southeast Washington, DC, is presently only 30% built out, but

its programming, its park, and its signage give the area a unique identity within
the broader Navy Yard neighborhood.1 In each of these neighborhoods, invest-

ing public resources in streetscape provided a sense of identity that accel-

erated private sector development. Panelists emphasized building a unique

and memorable sense of place where one otherwise does not exist need not

be heavy-handed, and can instead be a light touch that slowly works to

change the publics perception.

The Yards Park in

Washington, DC
demonstrates an
area where identity
has evolved over
time due to placemaking, streetscape,
and investment in
public spaces. Photo
Credit: Forest City.

Panelists acknowledged that the ability to invest it the streetscape on and

around Rockville Pike may depend on the future plans for the BRT system,
and could therefore take a long time. Panelists therefore recommended a
series of short-term, supplemental, and low-cost enhancements that will have

long-lasting effects on enhancing Rockville Pike. Some of these enhancements include: wide and well-designed sidewalks, wayfinding signage for all

modes, lighting, public art and street furniture, well-designed BRT stations,

appropriate signal timing, functional and whimsical crosswalk design, and

landscaping.

1 The Yards Park was a 2013 ULI Open Space Award Winner. To learn more, visit http://uli.
org/awards/yards-park-2013-urban-open-space-award/.

18

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

Implementation
Implementing the recommendations of this Panel requires public and private
support and investment. The Panel emphasized that creating and affirming an

identity for the area will necessitate a public/private partnership. Furthermore,

formalizing a mechanism to coordinate private investment so that the areas
developers can work in concert with each other will be critical.

Often, a Business Improvement District, or BID, can serve the role of centralizing private investment and assist in building and marketing an identity for

an area. Establishing a BID that is dedicated to serving the study area would
be optimal. The Panel acknowledged, however, that there may be hurdles to

creating a BID, and that establishing such a formal body could be a timely
and burdensome endeavor. Until a BID is formed, the Panel recommended

empowering the White Flint Partnership as the main entity that would convene
local private stakeholders in the immediate term.

The White Flint Partnership can carry out typical BID-like activities, such as
unified maintenance, security, marketing, programming, and oversee efforts

that unify the area, including holding area property owners accountable for

implementing development according to existing sector plans and design

guidelines. The Panel suggested exploring how property covenants and other
similar mechanisms can keep developers accountable to remaining consistent
with the overall vision for the area. The White Flint Partnership could also take
on tasks that go beyond those of a typical BID, such as coordinating shuttle

service that would provide internal circulation to the various nodes within the
study area.

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

19

In addition, the White Flint Partnership should be charged with raising pri-

vate funds, advocating for public funds, and advocating with State and County
authorities to support public amenities that prioritize the nodes along Rockville
Pike. While the White Flint Partnership works to establish a formal BID, it can

continue to convene local stakeholdersincluding neighborhood groups, res-

ident associations, and business ownersto solicit input on connecting the

public realm of the study area.

And finally, the White Flint Partnership should explore ways to creatively proThe Golden Triangle
BID in Washington,
DC oversees landscaping throughout
the year along
Connecticut Avenue,
NW, including this
programmable light
installation that
changes color as it
cascades down the
street. Image source:
goldentriangledc.
com/initiative/connecticut-avenue-median-lights/ .

gram the study area through the use of public art. The Panel pointed to several
successful examples of BIDs throughout the region as models. The Golden

Triangle BID, for instance, hosts several initiatives that bring art and community events to downtown Washington, DC.

The Crystal City BID in northern Virginia has integrated art through its Art

Walls program, where color and character are whimsically infused throughout
Crystal City. Crystal Wings, an art project that was on display from August
2014 through June 2015, featured painted wings on construction fences by artist Colette de Batz Miller. This artwork engaged people in different ways, and
allowed for imaginative interactions with the space.

Visitors to Crystal City interact with the #crystalwing Angel Wings Project. This
unique artwork serves as a great example for how to program a construction fence
in an inviting and whimsical way. Image source: www.crystalcity.org/artful/art-walls/
numcrystalwings-global-angel-wings-proje.

20

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

Continuity of public policy is

the most important contribution
that the County can make to the
community over time.
SUSAN BELL, ULI WASHINGTON PANELIST

Coordinating private investment must be paired with public support.

Montgomery County, which serves as a regulator, a decision-maker, a policy

setter, and a convener of the public, plays a critical role in building an identity

for the study area. According to the Panel, the County should continue its strong

role in implementing sector plans, particularly the established design guidelines,

which incorporate best practices in urban design and placemaking. County staff

should also work to collaborate and involve staff and decision-makers from the

City of Rockville. The boundary between these jurisdictions is contained within

the study area, and as the area evolves over time, enhanced cooperation will be
an important part of creating a seamless identity for area visitors.

The County must also continue to build public support and goodwill for the
study area by leveraging established partnerships. Additionally, the County
must prioritize public investment in the civic realm. Allowing these intersections

to flourish through prioritized investment will set the stage for success for the

entire study area. Finally, the Panel emphasized that continuity in implementa-

tion of public policy is necessary for success, and encouraged the County to
stay the course over the long-term to see this plan to fruition.

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

21

Conclusion
Above all else, the Panel advocated that establishing an areas identity must
be organic in order to be authentic, and asserted that the identity of the study

area will evolve over time. As anticipated development projects and infrastruc-

ture investment become reality, the look and feel of the area will change, and
its identity will follow.

The Panel viewed Rockville Pike as a seamnot a borderto an area that is

braced for tremendous change, and warned against selecting and promoting

an arbitrary name to create a sense of identity. Instead, the Panel favored a

broad strategy that brands the area through celebrating its intersections as
anchors for reclaiming civic space. In this way, the areas identity can grow

organically and authentically. Streetscape, placemaking, and other light touch

approaches can be used to foster a sense of identity, and empowering the

White Flint Partnership to carry out BID-like activities can set the stage for pub-

lic and private sector collaboration. Montgomery County, along with the City of
Rockville, also plays a critical role in ensuring implementation stays on task.

Above all else, the Panel acknowledged that the study area falls within

Montgomery County, a healthy and resource-rich jurisdiction. The Countys

assets, including the its sector plans, zoning code, design guidelines, and

transportation plans, combined with the areas history of stakeholder support,

provide a strong foundation for building success.

22

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

Panelists
Bryce Turner, CHAIR

President and CEO, BCT Architects

Baltimore, MD

Bryce Turner is the President and CEO of BCT Architects. A registered architect in twenty U.S. states, he has directed the design of projects in five countries within Europe, North America, and Asia, and is a major force in obtaining entitlements and approvals for the firms complex retail, commercial and

mixed-use projects. Mr. Turner frequently testifies before public commissions

and agencies regarding the merits of the firms mixed-use projects, and is an

asset to a development team. Prior to joining BCT, Bryce was a Vice President
with Development Design GroupBaltimore.

Mr. Turners achievements include mixed-use and retail buildings at National

Harbor in Prince Georges County, (MD), Pike & Rose (MD), Pentagon Row
Retail Renovation (VA), Downtown Silver Spring, (MD), Lockwood Place Retail,

Baltimore (MD), Amerces (Istanbul, Turkey), East gate Complex (Harare,

Zimbabwe), and Belvedere Square, Baltimore (MD). Mr. Turner has served as

Chair of the Urban Land InstituteBaltimore (ULI) from 2002 through 2007.
As Chair, he tripled membership, added new programs; and created con-

sensus-building strategies in redeveloping communities that enabled greater

density in urban areas and inner suburbs. In 2007, Mr. Turner received a
Governors Citation for transforming ULI Baltimore and for Reality Check

Plusa 2005 program focused on proposed population and job growth

strategies across Maryland that aligned with quality growth principles. In

2011, Former Governor Martin OMalley appointed Bryce to the Maryland
Sustainable Growth Commission.

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

23

Today Mr. Turner speaks nationally and regionally about the importance
of redevelopment for the revitalization of urban and suburban communities;

and advocates for greater mixed-use density near existing infrastructure

and transportation hubs. Mr. Turner is a Board Advisor to the University of

Maryland Real Estate School and sits on the Boards of the Maryland Family
Network, Higher Achievement, Charles Street Development Corporation and
ULI, Washington Advisory Committee. A member of the Greater Baltimore
Committee (GBC) and former Chair of the GBC Built Environment and
Sustainability Committee, Mr. Turner is a 1980 graduate of Virginia Techs

College of Architecture and Urban Studies. He has completed various graduate business courses at Loyola of Maryland.

Sarah Barr

Associate Principal and Creative Director, Hickok Cole

Washington, DC

Sarah Barr is an Associate Principal and Creative Director for Hickok Cole

Creative. Ms. Barr joined Hickok Cole in 2004, and has over 15 years of experience in design leadership and creative strategies for print, electronic media

and environmental graphic design. She has won numerous industry awards

and has spoken to regional and national audiences about brand value and

strategy. In her years with the firm, she has collaborated with the marketing
team and professional staff to launch several, award-winning, highly successful creative campaigns.

An artist at heart, Ms. Barr received her BA with Honors in Studio Art from
the University of Mary Washington. Prior to joining Hickok Cole Architects,

Ms. Barr was a design consultant with Beveridge Seay, Inc., an identity and
branding consultancy in Washington, DC, where projects included work for
national and international corporations such as ExxonMobil Corporation and
US Airways.

Hickok Cole Creatives current roster of projects include branding and market-

ing for The Hepburn Grand Apartment Residences (Lowe) in Kalorama and
First Potomacs Redland in Rockville, MD. Recent past projects include the
comprehensive rebranding of Washington REITs Silverline Center in Tysons.

Jonathan B. Eisen

Managing Principal, The Eisen Group

Washington, DC

A native of Washington, DC, Jon Eisen enjoys the history of his hometown,

as well as the constantly evolving cities where he does his work. Across the
United States, Mr. Eisen has contributed to more than 60 mixed-use projects.

24

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

Trained as an architect and urban planner, Mr. Eisen works with private developers, universities and municipal officials to create specialand success-

fulplaces. He is currently leading the planning, architecture and strategy

for developments in Maryland, Virginia, DC, Pennsylvania, Delaware, Florida,

Washington, North Carolina, Oregon, New Jersey, Kansas and Colorado.

National Harbor, Crown Farm, Crystal City Revitalization, Reston Town Center
Phase II, Bethesda Row, Park Potomac, Crocker Park and The Village of
Valley Forge all bear his handiwork.

At TEG, Mr. Eisen has had a hand in more than 20 million square feet of
mixed-use planning, architecture and development consulting. Earlier in his

career, he worked on such large scale projects as the U.S. Holocaust Museum
in Washington DC, Mizner Park in Boca Raton, Colorado Center in Denver and

Channelside in Tampa, Florida. He also counsels developers, land owners,

universities, cities and towns, providing them with market analyses and clearheaded thinking about development possibilities in their sites and municipalities. Washington, DC officials recently engaged Jon to scrutinize and recommend improvements to its aging commercial districts across the entire city.

Mr. Eisen speaks regularly at local and national industry conferences and

before government gatherings. He sits on a National Council with the Urban

Land Institute and is on the board and teaches for the College of Architecture
and Real Estate at the University of Maryland. Whenever he travels, he continues to study and photograph the physical elements of municipal life that

contribute to urban vitality. As managing principal of TEG, Mr. Eisen leads the

company, particularly in the planning, entitlements, market analysis, architecture development consulting and sustainability. From his long experience, Jon
has gained considerable expertise in creating great places.

Marta Goldsmith

Principal, MVG Consulting LLC

Washington, DC

Marta Goldsmith has over 30 years of experience working with nonprofit, cor-

porate, and governmental organizations on issues relating to real estate and

land use, intergovernmental relations, and organizational development and
operations. She is a highly accomplished executive and forward-thinking

leader experienced in strategic planning, program development, and project

management, both domestically and internationally.

From 2 013 2 015, M s. Gol ds mith s er ve d a s s eni or ad vis er to the

Commissioner of the Public Building Service, General Service Administration.
In this role, she led special projects, which integrated PBS business lines and
interfaced with the private sector.

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

25

Prior to joining GSA, Ms. Goldsmith served as the chief operating officer of

the Institute for Transportation and Development Policy (ITDP), where she was
responsible for day-to-day operations of the New York-based headquarters

and field offices in six countries. In this capacity, she oversaw a staff of 85 and
a budget of $9 million supervising strategic planning, fundraising and development, communications, finance and administration, and human resources, and
global contracts.

In 1989, Ms. Goldsmith joined the staff of the Urban Land Institutean inter-

national research and education organization that promotes best practices in

real estate development and land usewhere she held progressively senior
management positions, for more than 20 years. Her accomplishments at ULI
include growing ULIs Advisory Services program to twenty assignments

annually; leading the creation of ULIs first international program; creating

and growing ULIs community outreach program to become one of the most

visible and effective programs in the organization, operating in more than 40

district councils, worldwide; creating a new award program for urban open
space; and significantly increasing foundation grants to the organization.

Prior to joining ULI, Ms. Goldsmith worked at the intersection of federal, state
and local governments with the National League of Cities, the U.S. Conference

of Mayors, the State of FloridaWashington Office, and the Southern

Governors Association.

Committed to community service, Marta has served on several volunteer

boards and committees. These include her tenure as founding president of

the Temple Sinai Assisted Housing Foundation of Temple Sinai Congregation
in Washington, DC, where she also served as deputy treasurer; serving on

the Advisory Board of the Real Estate Associates Program, which provides

internships for young minority professionals in the real estate industry; and

serving on the board of arts organizations such as Young Audiences, DC and

the Theater Lab School of the Dramatic Arts.

Ms. Goldsmith was awarded a three-year W.K. Kellogg National Leadership

Fellowship and enjoys sharing her knowledge and experience as a teacher

and mentor. She has lectured at the University of Virginia and Harvard
University, where she earned her masters degree in city planning.

Laura Hodgson

Urban/Transportation Planner, Louis Berger

Washington, DC

Laura Hodgson is native of Montgomery County and an urban planner with

close to ten years of experience in urban planning. Ms. Hodgson joins the

26

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

panel with experience working with the built environment, planning regulations,
real estate development principles, design, land use, urban planning, architecture, and transportation.

Ms. Hodgson currently works in the transportation planning group at Louis

Berger, a multi-disciplinary planning and engineering company where she

focuses on land use and multi-modal transportation planning. Ms. Hodgson

has supported visioning and planning projects involving large community

events or advisory committees for local community plans; analyzed transportation systems across the Washington, DC, area and recommended

improvements to accompany future planned development; and developed or

refined multiple transportation management plans for naval installations in the
Washington, DC area.

Prior to Louis Berger, Ms. Hodgson worked as an urban planner and designer

at RTKL, an international architecture and planning firm. Her work included

development of master plans for planned communities and mixed-use developments, planning and schematic design of realistic redevelopment scenar-

ios of downtown catalytic projects, and development of design guidelines for

urbanizing suburban areas. Many of the projects she worked on included

Transit Oriented Development (TOD) sites, which complemented her interest in transit and transportation systems highlighted in her Masters Capstone
project, Factors Influencing Implementation of Light Rail Transit in Suburbs.

Ms. Hodgson has been involved with ULI Young Leaders Groups and various
volunteer committees for over five years. Ms. Hodgson earned a Bachelor of

Architecture degree from Virginia Tech and a Masters degree in Urban and
Regional Planning also from Virginia Tech.

Susan Ingraham-Bell

Planning and Zoning Consultant

Arlington, VA

Susan Ingraham-Bell is an independent planning and zoning consultant. She

provides planning and land use policy guidance, evaluates zoning issues, and

provides expert testimony in land use cases to local government and private
clients. Recent projects include preparation and review of zoning text amendments as part of a zoning ordinance rewrite, planning consultant to a coun-

ty-wide community facilities study, chairing a citizen-developer working group

to review office parking policy (adopted December 2013), and providing planning and land use advice to an affordable housing nonprofit regarding properties in their portfolio.

IDENTIF YING AND BR ANDING THE PIKE DISTRICT

27

Ms. Bell is the former Director of Arlington Countys Department of Community

Planning, Housing and Development (DCPHD). Prior to becoming Director, Ms.

Bell served as the Countys Zoning Administrator for 10 years. She is a mem-

ber of the Urban Land Institute and has served on the Executive Committee of
the Washington District Council for several years. She also is a member of the
National Trust for Historic Preservation and a Lifetime member of Leadership

Arlington. Ms. Bell holds a Masters in Urban and Regional Planning from

George Washington University and a Bachelors Degree in political science and

American Studies from Dickinson College in Carlisle Pennsylvania

Camessia D. Johnson

Architectural + Graphic Designer, BCT Architects

Baltimore, MD

Camessia Johnson is an Architectural and Graphic Designer at BCT

Architects. Working at BCT has given Ms. Johnson the opportunity to work on
a variety of design projects including mixed-use, retail, multi-family housing,

adaptive-reuse, master planning, and environmental graphics. She also has

hands on experience working with nonprofit groups, providing pro-bono design

consulting and branding for local community organizations.

In May 2014, Ms. Johnson earned her Bachelor of Science in Architecture and

Environmental Design from Morgan State University, from which she graduated cum laude. She was honored as one of four recipients of the inaugural
AIA Baltimore Future Architects Resources (FAR) Scholarship in 2014. She

now serves as Chair of the FAR Committee and focuses on increasing student
awareness and appreciation of the built environment while exposing local elementary and middle school students to career paths in architecture and design.

Ms. Johnsons passion for art, culture, community sustainability, education,

advocacy, and youth outreach motivates her to inspire others to become more
knowledgeable about careers in design and to become confident leaders early
in their academic and professional careers.

Bob Peck

Principal, Gensler
Washington, DC

Bob brings tremendous professional experience and industry expertise to his

dual roles as a Leader of Genslers Firmwide Government Practice and the

Southeast Region Director of Consulting. Mr. Peck served for eight years as
Commissioner of the U.S. General Services Administrations Public Buildings

Service, responsible for design, construction, leasing and management for

28

T E C H N I C A L A S SI S TA N C E PA N E L R E P O R T

more than 375 million square feet of space housing more than 1.1 million
employees with an annual budget of more than $9 billion.

Mr. Peck has been a land use attorney, commercial real estate mortgage banker and broker and has also served as President of the Greater
Washington Board of Trade and Vice President for Public Affairs at the

American Institute of Architects. He received his B.A. cum laude with distinction in economics from the University of Pennsylvania and his J.D. from Yale

Law School. A Gensler Principal, Mr. Peck has been a visiting Loeb Fellow
at Harvard Universitys Graduate School of Design and a visiting lecturer at
Yale College. An Honorary Member of both the AIA and American Society of

Landscape Architects, in 2012 he received the AIA Thomas Jefferson Award

for Public Architecture.

Brant Snyder

Vice President, Lowe Enterprises Real Estate Group, Inc.

Washington, DC

Brant Snyder is a Vice President with Lowe Enterprises, focusing on Lowes

residential development and acquisition efforts in the Washington, DC Region.

Mr. Snyder manages the development of The Hepburn, a 195-unit residential

building adjacent to the historic Washington Hilton hotel.

Mr. Snyder previously served as a Development Manager at Madison

Marquette, where he focused on the development and capitalization of The

Wharf, a 3.2m square foot mixed-use development transforming Washington,

DCs Southwest Waterfront. Mr. Snyder was a key member of the deal team

responsible for securing a $220MM equity investment from PSP Investments,

a Canadian pension fund. Mr. Snyder also oversaw the development of Parcel
4 at The Wharf, comprised of 112 waterfront condominium units, 150 apartments and 66,000sf of retail. Prior to Madison Marquette, Mr. Snyder served

as a Vice President at McWilliams Ballard, the largest new-home sales and

marketing company in the Mid-Atlantic, where he oversaw the sales and marketing of over 2,000 units of market rate and affordable housing.

Mr. Snyder grew up in Alexandria, Virginia and currently resides in

Washington, DC with his wife and son. He is an active member of ULI, cur-

rently serving as Chair of ULI Washingtons Young Leaders Group and is a

graduate of ULI Washingtons Regional Land Use Leadership Institute. He
earned a Bachelor of Science in Business Administration, majoring in Finance

from Georgetown Universitys McDonough School of Business and Masters of

Science in Real Estate Development from Columbia University.

ULI Washington
2001 L Street, NW, Suite 200
Washington, DC 20036
Phone: (240) 497-1919
Fax: (240) 497-1818
www.washington.uli.org