MAZZEO 2020: An Economic Development Action Plan

1 MAZZEO 2020: An Economic Development Action Plan April Anderson Lamoureux with Jessica Casey, Anderson Strategic Advisors, LLC & Brian A. Joyce, Joyce Law Group November 2013 1 MAZZEO 2020: An Economic Development Action Plan November 2013 Executive Summary MAZZEO 2020 is an Economic Development visioning project and Action plan to help the Town of Randolph to attract more businesses and jobs to the MAZZEO Drive and Route 139 Corridor, and to enhance the commercial tax base of the Town. The Town engaged an Economic Development and legal team, comprised of a joint venture of Joyce Law Group and Anderson Strategic Advisors, LLC, to complete three specific tasks. First, the consultants guided the community through a public visioning process for the MAZZEO Drive Corridor. Creating an online web portal, and using social media, online surveys, visioning sessions, email, and meetings with interest groups, the consultants embarked on an aggressive campaign to solicit community participation in the public visioning process.

2 These visioning sessions revealed consensus among participants about the priorities for reuse of the area. Second, the consultants conducted a comprehensive demographic study of Randolph and five comparable communities, and a SWOT (strengths, weaknesses, opportunities, threats) analysis of Randolph s Economic position. The consultants also investigated the market potential of the MAZZEO Drive Corridor for redevelopment and job creation. These investigations yielded details about Randolph s Economic strengths and weaknesses that will inform planning for redevelopment along MAZZEO Drive and beyond. This information will likely serve as a tool for the community to inform other Economic Development planning for years to come. And third, using the information gathered above, the consultants developed an Economic Development Action strategy for the MAZZEO Drive Corridor that offers detailed recommendations on how the Town may attract private investment and new jobs to the area.

3 The project area originally ran from the Stoughton line on MAZZEO Drive to the Chase & Sons property, however Chase & Sons is a single-owner property that is currently in use and the stretch between Chase & Sons and the next commercial property includes a large swath of residential properties. Therefore, to remain focused on the task of redeveloping MAZZEO Drive, the investigation and analysis largely focused on the commercial area from the Stoughton Line to the Not Your Average Joe s Plaza. At the conclusion of the investigation, the consultants determined that MAZZEO Drive is ripe for redevelopment as a strong retail corridor. Additionally, the Town of Randolph is well positioned to accept job growth in manufacturing, healthcare and social assistance, and retail in other areas of the community.

4 The details of the investigation and an Economic Development Action plan are outlined in the following report. 2 MAZZEO 2020: An Economic Development Action Plan November 2013 Contents Executive Summary .. 1 Public Engagement and Visioning .. 3 MAZZEO 2020 Project Website .. 3 Public Visioning Sessions .. 5 Community Survey .. 6 Social Media and Other Electronic Communications .. 10 10 Randolph Demographic Snapshot .. 11 Demographic Characteristics .. 11 Household Income .. 17 Workforce .. 18 Employment .. 21 Market Assessment .. 23 Economic Development Action Plan .. 24 MAZZEO 2020 Redevelopment Strategies .. 24 Randolph Economic Development .. 27 Conclusion .. 29 3 MAZZEO 2020: An Economic Development Action Plan November 2013 Public Engagement and Visioning The Town of Randolph prioritized public engagement as part of the MAZZEO 2020 Project and the project team utilized a variety of strategies to meet the Town s expectations.

5 MAZZEO 2020 Project Website The MAZZEO 2020 Project Website ( ) was launched in September 2013 and received more than 2,700 visitors to the site over 90 days. The website served as the main portal of information on the MAZZEO 2020 Project, including news and events, project map, community surveys, and a blog to recap various events for those unable to attend. The primary language of the website was English, however a clearly marked translate button made the site available in Vietnamese and Haitian Creole as well. A media release was issued in early September and carried by the Patriot Ledger and Wicked Local Randolph announcing the project and launch of the new website. Fliers advertising the website and scheduled visioning sessions were distributed in English, Vietnamese and Haitian Creole at the Literacy Jamboree, to St.

6 Bernadette s Church, and at area businesses along MAZZEO Drive and elsewhere in Town. Letters were mailed to each of the land owners along the MAZZEO Drive Corridor asking for their participation in this effort. In September 2013, the website included a brief survey about the interests of the community. Over a period of three weeks, 124 respondents answered three basic questions as follows: 1. Which of the following best describes your reason for interest in this project? 37% responded I care about what is happening in my town responded I care about new tax revenue to fund schools & other community services 4 MAZZEO 2020: An Economic Development Action Plan November 2013 2. What kind of Development would you like to see along MAZZEO Drive and the Route 139 Corridor? responded Retail shops responded Mixed Use (any combination of two or more of the above) 3.

7 How did you hear about this project? The answers to this question are evenly divided, which demonstrates that the multi-channel communications strategies were effective. 37% responded Newspaper/Media 5 MAZZEO 2020: An Economic Development Action Plan November 2013 responded Other responded Town Website responded Public Meeting Public Visioning Sessions There were two public visioning sessions held for MAZZEO 2020 on Saturday, September 28th from 2:00-4:00pm at the James M. Hurley Senior & Veterans Center at 16 Fencourt Avenue, and Wednesday, October 2nd from 7:00-9:00pm in Chapin Hall of Randolph Town Hall at 41 South Main Street. Regretfully, attendance at the visioning sessions was low. Approximately 35 attendees participated in the two events. Despite the low attendance, those who did attend the sessions represented a mix of concerned residents, residential abutters and local officials.

8 The visioning sessions revealed that the participating residents feel that redevelopment of MAZZEO Drive presents a number of opportunities to improve existing conditions in the area, including traffic conditions and pedestrian access and mobility, and would enhance opportunities for revenue generation that would benefit the community. These sessions also revealed that the participating residents are generally positive about the opportunities for redevelopment along MAZZEO Drive. 6 MAZZEO 2020: An Economic Development Action Plan November 2013 Community Survey Scheduled to coincide with the public visioning sessions, a Community Survey was launched in late September on that asked more specific questions about the future of MAZZEO Drive. The Community Survey was intended to engage residents who were unable to attend the visioning sessions, and provide Randolph residents with a variety of ways to engage in the process.

9 A second media release was issued to encourage participation in the Community Survey, and it was covered by Wicked Local Randolph. Over six weeks, 83 respondents answered eight questions as follows: 1. What brings you to MAZZEO Drive now (check all that apply)? responded Post Office responded Restaurants responded Movies/Entertainment 2. How often do you visit businesses along MAZZEO Drive each month? responded 1 to 4 times responded 5 to 10 times 7 MAZZEO 2020: An Economic Development Action Plan November 2013 3. Do any of the following activities/services require you to leave Randolph? (choose all that apply) responded Other Shopping responded Doctor/Medical Care responded Entertainment/Cultural Activities 4. If added to MAZZEO Drive, what types of businesses would you be likely to visit?

10 (choose all that apply) 8 MAZZEO 2020: An Economic Development Action Plan November 2013 responded Restaurants responded Other shopping responded Entertainment/Cultural activities responded Grocery shopping 5. What concerns you about redevelopment along MAZZEO Drive? (choose all that apply) responded Traffic concerns (congestion, speed, etc.) responded Impact on residential neighbors 9 MAZZEO 2020: An Economic Development Action Plan November 2013 6. Please rank the issues most important to you when thinking about the redevelopment of MAZZEO Drive. (1 = Most important) The two issues considered most important by the highest number of respondents were Resolve traffic congestion at and Bring tax revenues to the community at The two issues considered second most important by the highest number of respondents were Bring jobs to the community at and Resolve traffic congestion at 20%.