This document proposes a capital improvements plan to enhance the Richmond Liberty Trail with permanent trail markers, trailhead kiosks, and supplementary signage. It begins with an introduction to the trail's origins and existing conditions. Market analysis of tourism in Richmond finds that heritage tourism is a major driver. The plan then outlines a vision, goals, and objectives to implement aesthetic upgrades in phases. Cost estimates total $1.2-2.5 million to install 20 kiosks, 70 large markers, 461 small markers, and 191 signs. An implementation matrix schedules the phases over 5-10 years.

1. THE RICHMOND
LIBERTYTRAIL
Heather Ashline
Master of Urban & Regional Planning Program
L. Douglas Wilder School of Government & Public Affairs
Virginia Commonwealth University
Spring 2015
Capital
Improvements Plan

2. Introduction

3. LibertyTrail Creation
Created in April, 2013
LibertyTrail Committee
 Greater Richmond Chamber
 City of Richmond Department of
 Economic & Community Development
 Richmond RegionTourism
 TheValentine Richmond History Center

4. Existing Funding
Greater Richmond Chamber
Private Donations
 Cash
 In-Kind
 Volunteers
 Media

5. The Clients

6. Purpose
Regional Identity
Permanent Markers
Supplementary Signage
Multi-ModalTrailheads

7. Existing
Conditions
Temporary Markers
6.2 Miles (10k)
50 Historic Sites
No Formal Parent
Organization

8. LibertyTrail Route

9. Richmond
Downtown Plan
“[Downtown improvements should]…celebrate
and promote Richmond’s history with an
aggressive historic preservation program and a
coordinated system of history trails,
museums and interpretive sites.”
-Richmond Downtown Plan, 2009-

10. Richmond Downtown
Plan

11. Recent Developments
Richmond SlaveTrail
Addition of Permanent Markers and Informational Signage to the Richmond Slave
Trail (2013)

12. Recent Developments
Virginia CapitalTrail
Richmond Riverfront Portion of the CapitalTrail to be completed by Fall 2015

13. Recent Developments
World Cycling Championships
Arrival of the UCI Road World Championships

14. HeritageTourism
“Traveling to experience the
places, artifacts, and activities
that authentically represent the
stories and people of the past.”
-National Trust for Historic Preservation-

15. HeritageTourism
Best Practices

16. New Urbanism
“…urban places should be
framed by architecture and
landscape design that celebrate
local history, climate, ecology,
and building practice.”
-Charter of the New Urbanism, 2001-

17. Walkable Urbanism
“While the physical and social
rewards of walking are many,
walkability is perhaps most useful
as it contributes to urban
vitality and most meaningful as
an indicator of that vitality.”
-Jeff Speck, 2012-

18. Wayfinding
Best Practices

19. The Boston FreedomTrail
Master Plan

20. Constitutional WalkingTour
of Philadelphia
Master Plan

21. Approach & Methods

22. Plan Overview
Proposed Improvement Locations
Supplementary Signage
Trailhead Kiosks
Permanent Trail Markers

23. Market Analysis

24. VirginiaTourism
Industry
 $21 billion Industry
 24 thousand jobs
 City of Richmond 3rd most visited inVirginia
 Heritage tourism ranked among top reasons to visit
Virginia

25.  Median household income between $75,000 and $150,000
 Majority report an average household size of 1 individual
 Visitors most likely to stay for less than 1 week
 Day trips are the second most common trip length
 Visiting friends and sightseeing are the two most common
reasons for visitingVirginia
Visitor Profile

26. Study Area Overview

27.  53 % live in the City of Richmond
 47 % live outside of the city
 37 % live and/or work Downtown
 Most likely to dine or engage in cultural activities while
downtown
Public Outreach

28. Attendance by District

29. Preferred Method ofTransportation
While in Downtown Richmond
0%
10%
20%
30%
40%
50%
60%
70%
Walking Driving Bicycling Public Transportation

30. Drivers of activity

31. “Establishments operating in sectors
which are traditionally highly impacted
by tourism activity.”
-Fretchling & Horvath, 1999-
“…factor[s] which draw tourists away
from their customary environment”
-Lew, 1987-
ATTRACTIONS
KEY ESTABLISHMENTS

32. 0% 10% 20% 30% 40% 50% 60% 70% 80%
The Library of Virginia
Virginia State Capitol
American Civil War Center
Museum of Confederacy
The Valentine
The Holocaust Museum
St. John's Church
Richmond Region Visitor Center
Maggie Walker House
Poe Museum
John Marshall House
2012 2013
Attendance by
Attraction

33. ComfortableWalking Distance
Popular Attractions

34. TopTourism Industry
Sectors
Arts & Entertainment
• Performing Arts, Spectator
Sports & Related Industries
• Museums, Historical Sites &
Similar Institutions
• Amusement, Gambling &
Recreation
Food & Beverage
• Full Service Restaurants
• Limited Service Eating
Places
• Drinking Places
• Food & Beverage Stores
Retail
• Sporting goods, hobby, book
& music stores
• General merchandise stores
• Miscellaneous store retailers
• Electronics & appliance
stores
• Building material & garden
equipment and supplies
dealers
• Health & personal care
stores
• Clothing & clothing
accessories stores

35. Location of Key Establishments
By Industry Sector
ComfortableWalking Distance
Key Establishments

36. Determining PrimaryTrail Sections
Intersection of Proximity to Key Establishments + Attractions
 Implementation should be targeted:
 High-traffic areas
 Proximal to drivers of activity
 Near existing or planned multi-modal infrastructure

37. Walkability Assessment

38. Strengths

39. Weaknesses

40. Proposed Designs

41. Design Approach
Existing
Conditions
Stakeholder
Engagement
Inspiration
Case Studies

42. Established Signage

43. EstablishedTrail Markers

44. Trailhead Kiosk Inspiration

45. Trailhead Kiosk Design
Inspiration
Alexandria,VA Lacrosse,WI

46. ProposedTrailhead
Kiosks
 Placed at strategic locations
in each district
 District history & Sites
 Wayfinding
 Activity Promotion &
Sponsor Information

47. Trailhead Kiosk
In Context
Location: Public parking besideThe CarpenterTheater at CenterStage

48. PermanentTrail Marker Preferences

49. PermanentTrail Marker Design Inspiration

50. Proposed PermanentTrail Markers  Large: 24” diameter
 Small: 12” diameter
 District logos included in the
designs
 Space for sponsor
information

51. Trail Marker
In Context
Location: St. Paul’s Episcopal Church

52. Supplementary Signage Inspiration

53. Supplementary Signage Design Inspiration

54. Proposed Supplementary Signage
 Columnar Base
 Vertical Layout
 AdditionalWayfinding
 Activity Promotion
Supplementary
signage should
facilitate accessibility
for populations with
limited mobility

55. Supplementary Signage
In Context
Location: St. John’s Church at the intersection of East Broad Street and North 24th Street

56. Goals &Vision

57. PlanVision
“The inclusion of tangible enhancements
along the LibertyTrail route will serve to solidify
the trail’s regional identity as well as further
connect Richmond’s historic assets.
Aesthetic improvements along the trail route will
be the first step in creating an asset for the City
of Richmond which is appealing to visitors and
local residents alike.”

58. Goal 1:
Implementation of aesthetic trail enhancements
will be completed over the course of several
phases.

59. Identify appropriate phases of implementation.
OBJECTIVE 1.1:
City of Richmond Capital Improvement Program FY 2014-2019

60. Determine accurate traffic levels by district
OBJECTIVE 1.2:
Popular “Friday Cheers” concert series hosted byVenture Richmond
Image Source: Erin Barton, 365richmondva.wordpress.com

61. Examine pricing options
OBJECTIVE 1.3:
Location of public parking lots in Downtown Richmond
Image Source: RideFinders

62. Goal 2:
The LibertyTrail Committee will garner support for
trail enhancements from key stakeholders and
potential investors.

63. Determine the most effective methods for generating external funding
OBJECTIVE 2.1:
Virginia CapitalTrail signage funding options
Image Source:TheVirginia CapitalTrail Foundation

64. Renew interest in the advantages of the LibertyTrail
OBJECTIVE 2.2:
TheValentine History Center offers guided tours along the trail route in
conjunction with other community events

65. Keep stakeholders and investors informed
OBJECTIVE 2.3:
Example of a formalized web presence
Image Source:The Boston FreedomTrail Foundation

66. Goal 3:
Ensure that the LibertyTrail is accessible to a
variety of populations

67. Enhance accessibility for populations with limited mobility
OBJECTIVE 3.1:
Image Source: U.S. DOT Designing Sidewalks andTrails for Access Best PracticesGuidelines

68. EngageYouth
OBJECTIVE 3.2:
School buses parked outside of HistoricTredegar

69. Ensure that self-guided tours are user-friendly
OBJECTIVE 3.3:
TouristTracks provides specialized audio walking tours for cities throughout the United Kingdom
Image Source: http://www.tourist-tracks.com/tours/Canterbury.html

70. Cost Estimations

71. EstimatedCost
Base Cost per Unit
Simple Installation
Complex Installation
Total Cost per Unit (20%
Contingency)
Proposed Number of Units
Total Estimated Cost
$3,995
$1,000
$5,000
$5,994-$10,794
20
$119,880-$215,880
Trailhead Kiosks

72. EstimatedCost
Base Cost per Unit
Simple Installation
Complex Installation
Total Cost per Unit (20%
Contingency)
Proposed Number of Units
Total Estimated Cost
$293
$1,000
$2,500
$1,552-$3,352
70
$108,640-$234,640
LargeTrail Markers

73. EstimatedCost
Base Cost per Unit
Simple Installation
Complex Installation
Total Cost per Unit (20%
Contingency)
Proposed Number of Units
Total Estimated Cost
$200
$1,000
$2,500
$1,440-$3,240
461
$663,840-1,493,640
SmallTrail Markers

74. EstimatedCost
Base Cost per Unit
Simple Installation
Complex Installation
Total Cost per Unit (20%
Contingency)
Proposed Number of Units
Total Estimated Cost
$531
$500
$2,000
$1,237-$3,037
191
$236,267-$580,067
Supplementary
Signage

75. Total Cost Estimation
Item Estimated Cost
Trailhead Kiosk
LargeTrail Marker
+
SmallTrail Marker
+
Supplementary Signage
+
Total
$119,880-$215,880
$108,640-$234,640
$663,840-1,493,640
$236,267-$580,067
$1.2 m - $2.5 m

76. Implementation Matrix

77. Phase I Phase II Phase III Phase IV PhaseV
Focus Marketing
24” Permanent
Markers Installed at
Each Stop
24” Permanent
Markers Installed at
Each Intersection
Installation of
Trailhead Kiosks &
Supplementary
Signage
12” Permanent Trail Markers
Installed Along the
Remainder of the Trail Route
Implementation
Time Frame
1-3 years 3-5 years 3-5 years 5-7 years 6-10 years
Phase Estimated
Cost
Dependent upon marketing tactics $77,600-$167,600 $31,040-$67,040 $356,147-$795,947 $663,840-$1,493,640
Associated
Objectives
• Identify appropriate phases of
implementation
• Determine accurate traffic
levels by district
• Examine pricing options
• Determine the most effective
methods for generating
external funding
• Renew interest in the
advantages of the Liberty
Trail
• Keep stakeholders and
investors informed
• Enhance
accessibility
for
populations
with limited
mobility
• Engage youth
• Ensure that self-
guided tours are
user-friendly
N/A N/A

78. Conclusion
Providing increased access to historic assets allows visitors and residents
alike to reflect upon their shared history.The City of Richmond is well known
as a city founded on its history, and it is essential that this foundation be
understood. Efforts such as the Richmond LibertyTrail are essential to realizing
this greater goal.
The inclusion of amenities such as permanent trail markers and wayfinding
signage along the LibertyTrail route is the first step
in engaging the community and solidifying the trail’s regional identity. It is
critical that stakeholders in these initial improvements remain involved and
enthusiastic so that the trail may be utilized for expanded purposes in the future.

79. Thank you!

80. Sources
• AMW DimensionalArt (2006). Metals for Indoor andOutdoor Art. Retrieved from
http://www.dimensionsthruart.com/
• California State Parks (2008). Materials and Processes for Outdoor Interpretive Signs. Retrieved
from http://www.parks.ca.gov/
• Chmura Economics andAnalytics (2014). TourismWorks forVirginia. Retrieved from
www.vatc.org.
• EASIAnalytic (2014). Amusement Index, 2014. Retrieved from www.simplymap.com
• EASIAnalytic (2014). Culture Index, 2014. Retrieved from www.simplymap.com
• EASIAnalytic (2014). Restaurant Index, 2014. Retrieved from www.simplymap.com
• TNSTravels America. (2014). CentralVirginia RegionTravel Profile, 2013. Retrieved from
www.vatc.org.
• TNSTravels America (2014). Travel Profile toVirginia, 2013. Retrieved from www.vatc.org.
• U.S.Travel Association. (August, 2014). The Economic Impact of DomesticTravel onVirginia
Counties, 2013. Retrieved from www.vatc.org.
• University of Delaware Institute for PublicAdministration (August, 2010). Healthy Communities:
TheWalkability AssessmentTool. Retrieved from http://www.ipa.udel.edu/

81. Sources
• Barnett, J. (2011). A Short Guide to 60 of the Newest Urbanisms. Planning, 77(4), 19-21.
• Charter of the New Urbanism. (2001, January 1). Retrieved November 4, 2014, from
http://www.cnu.org/charter
• The Constitutional Foundation (2005). “The ConstitutionalWalkingTour of Philadelphia Master
Plan”.
• Cultural HeritageTourism. (2011, January 1). Retrieved November 4, 2014, from
http://www.culturalheritagetourism.org/
• Goody, Clancy (1995). “The FreedomTrail Study for a RenewalVision.” Developed by Goody,
Clancy and Associates for the Boston National Historic Park.
• Speck, J. (2012). Walkable city: how downtown can save America, one step at a time. NewYork:
Farrar, Straus and Giroux
• UrbanWayfinding Planning and Implementation Manual. (2013, January 1). Retrieved November
4, 2014, from
http://www.thesignagefoundation.org/Portals/0/UrbanWayfindingPlanningImplementationMan
ualWebsite.pdf