PPD 599 Final Project Memo

March 24, 2009 at 6:43 am Leave a comment

To:  Chris Steins, steins@urbaninsight.com
From:  Amanda Bromberg, amandabromberg@mac.com
Subject:  PPD 599, Final Project Case Study Proposal
Date:  March 23, 2009

The purpose of this memo is to present the specifics of my final project case study for PPD 599. This proposal will lay the groundwork for my research and next steps for the project.

Project:
The project I have chosen to investigate is Napa Redevelopment Partners’ Napa Pipe development. This 154-acre property located in south Napa County is occupied by large industrial buildings and is currently zoned for industrial uses. The proposed multi-use development seeks to remedy major challenges facing Napa County: California’s Housing Requirement must be met and there are not enough reasonably priced home for the 21,000 inbound commuters that work in Napa County each day. This proposed development, however, is extremely controversial, as Napa County has been an agricultural preserve since 1968 and the state has continually pressured the county to build more affordable housing to meet its housing requirements.

The website “A Home for Napans” http://www.ahomefornapans.com  clearly lays out the proposed project, the challenges it faces, and the history of the site, as well ways to get involved in the development process.

Research and Interviews:
A detailed examination of the above-mentioned site, as well as press related to the controversial project will set the stage for my interviews. Because Napa Pipe is so controversial, the developer, Napa Redevelopment Partners, hired Davies Public Affairs to mitigate the negativity surrounding the project and to garner support from the community and county stakeholders. I hope to discuss with the following individuals the project and the use of the website in propelling the project forward:

1. Sasha Boghosian – Senior Project Manager, Davies’ Real Estate Practice
2. A project manager from Napa Redevelopment Partners
3. A Napa County or City official

Significance for Planning/Policy:
This case study will hopefully reveal a best practice in online community engagement for controversial planning and real estate development projects.

Proposed Project Outline:

• Project Introduction

• The case for community engagement via the web
o Overview of interviews

• Website Explanation
o Screenshots from “A Home for Napans” http://www.ahomefornapans.com
o Comparison between “A Home for Napans” and the Cornfields-Arroyo Seco Specific Plan website http://cornfieldsla.googlepages.com/index

• Project Significance
o How has this online component affected the Napa Pipe development?

• Conclusion
o How can all planning and real estate development projects utilize the web, even if they are less controversial than the Napa Pipe project?

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