HomeMy WebLinkAboutPCD 2022-02-07 Item 1B - Discussion - Wayfinding Plan (Signage)City of Tukwila
Allan Ekberg, Mayor
INFORMATIONAL MEMORANDUM
TO: Planning and Community Development
FROM: Brandon Miles, Business Relations Manager
CC: Mayor Ekberg
DATE: January 31, 2022
SUBJECT: Wayfinding and Gateway Signage for the City
ISSUE
Briefing on creation of a wayfinding and gateway signage plan for the City.
BACKGROUND
In 2017, the City completed its brand development, focused on how the City would promote itself
to tourists, both day and night. As part of the brand development, the City completed an in-depth
"Tukwila Brand Fieldwork Report." This report was completed by a tourism expert who visited
the City and experienced it as a tourist, providing input on the City's strength and areas of
improvement for attracting and retaining tourists.
One of the categories under the Fieldwork Report was regarding "Navigation, Wayfinding, and
Signage." Under this section, the City was ranked as needing major improvement in areas
regarding city gateway signs, vehicular direction, and pedestrian directional signage (see below).
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INFORMATIONAL MEMO
Navigation, Wayfinding and Signage
First impressions start at the entrances to the city, and appearances really count when it comes to enticing,
visitors and the economic wellbeing they can bring to places. Visitors are attracted to, and spend more time in.
places that are attractive, clean, welcoming, and well maintained.
Signage and navigation systems serve vital' roles. They Mom, guide, and motivate travelers, They are also
important in shaping the identity of a place through their style, design o colors, lettei Mg, content and
placement. Access to visitor information in the form of brochures, maps and personal advice is critical to visitor
satisfaction, extending a visitor's length of stay in the community and whether or not they return.
Assessment Comments
Main Freeway signage
Adequate WSDOT signs are adequate. Improvements ‘vill be
identified in a detailed sovayfinding assessment.
City Gateways ,Major Improvement
Tukwila and Southcenter gateways do not stand
out and do not provide a welcoming sense of
"place" for visitors.,
Vehicular Directional
Pedestrian Directiona
Major Improvement Directional signs that guide visitors through
Southicenter are inadequate and dated.
Major improvement
integrated pedestrian level signage across the
district does not exist and would be beneficial in
several areas.
Business Signage Minor Improvement
Businesses feel that people can't find them
because of .signage restrictions. The team did
notice that at times some business .signs ereWhard
to see due to their design or size, and others were
partially obscured. A coordinated, integrated
approach here - where possible would help.
Map Displays/ Kiosks
Major Improvement Display map kiosks/ directories featuring all Of
Southcenter do not exist and would be very useful
at key points in the district.
Soutitsicle Seattle Visitor
Information CenteriDesk
Excellent [ Min
Improvement
Excellent tourist information and booking service,
lVith friendly and helpful staffing. It Is located near
one mall entrance only and without more
prominent promotion throughout the Ina could
easily be missed.
Hotel Guest Information Major' improvement
Racks
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Hotel tourism brochure racks seem to only include
material on Renton and Beirevue but nothing' on
Tukwila, except a Westfield Southcenter. limited
content, double -sided page promoting 'Seattle's
Best Shopping'.
INFORMATIONAL MEMO
DISCUSSION
The Lodging Tax Advisory Committee (LTAC) has expressed a desire to create a Wayfinding and
Gateway Signage Plan for the City. Signage is a valuable tool in the City's branding efforts. As
people leave tourist destinations, such as the Mall, Starfire Sports, or the Museum of Flight, it is
important that the City reinforce that these destinations are in Tukwila. The Plan would not
involve actual installation of signage. The plan would provide a detail framework of signage that
could be installed in the future. It would show locations, by type of signage, construction plans,
and estimated costs of installing specific signs.
The Plan would also be branded, specifically in the City's tourist areas, such as the Southcenter
District, near Starfire Sports, and near the Museum of Flight. The existing signage in the City's
Southcenter District has no uniformity, nor is there specific direction on what type should be
installed where. Several signs are outdated, such as signs that reference King County along the
City's trail system.
Attached with this memo is a document entitled, "What is Community Wayfinding?" The
document discusses the benefits and suggested process for creating a Wayfinding and Gateway
Signage Plan for cities and towns. Depending on the scope, the creation of a Plan for the City
could cost between $50,000 and $100,000. As a point of reference, the City of Burien completed its
Wayfinding and Gateway Signage Plan focused on just its downtown core, with a cost of $48,750.
LTAC has expressed support for using lodging tax funds to pay for the creation of the Plan.
As part of the Plan, the City would need to determine the overall geographical scope of the
project, for example do we also examine signage in residential areas or Tukwila International
Blvd? Staff's initial recommendation is that we would do the entire City. Note, that in residential
zones and at City facilities in commercial zones, the tourist brand likely would not be used. Even if
the City does not know what the overall design of signs in residential zones should be,
understanding where signs could go would be valuate as the City completes future capital
projects.
Paying for the future signage could include a mix of courses, including lodging tax funds, included
in capital construction costs of projects, or as part of the City's regular maintenance of existing
signage.
FINANCIAL IMPACT
Creation of a Wayfinding and Gateway Plan could cost between $50,000 and $100,000, likely using
lodging tax funds.
RECOMMENDATION
Discussion Only. Staff would like to issue an RFQ/RFP to finalize cost. Once a final scope of work is
determined, staff will go through the lodging tax application process to obtain funding.
ATTACHMENTS
• Document entitled, "What is Community Wayfinding?"
• Wayfinding and Gateway Signage Plan PowerPoint Presentation.
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Community Wayfinding is the art and science of moving people through a city,
town or region to desired locations within them using a number of visual cues
including, but not limited to, guide signage, place identification, visual landmarks,
space planning and various forms of experiential graphic design.
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Guides Visitors to Key Places
It gets people to where you want them more efficiently.
Brings Awareness to Other Places
Destinations on guide signs expose places to visitors who may
otherwise miss. Encourages extended stays.
Reassures, Reduces Stress
When visitors see well maintained signs, they are reassured knowing they
are on the right path and in a safe area.
Stimulates Economic Growth
When guided to destinations and parking, visitors spend less time in cars and more
time in your retail areas and attractions. Business owners feel supported. Many
new residents who open businesses were once visitors who were impressed by a
positive place experience and a pro business environment.
Reduces Sign Clutter
New signs replace redundant layers of old signs, they consolidate messaging
onto fewer signs and improves the visual environment.
Fixes Broken Systems
The process of evaluating existing signage exposes missing signs, gaps in
messaging and signs that contradict one another.
Connects
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When you integrate a community's brand within the design of a wayfinding
system, it not only guides people to and through places, it serves as a
highly effective brand delivery mechanism.
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Supports the Brand
When the essence of your brand is echoed in the physical environment, it enhances
a visitor's perception and links your marketing communications with your place.
Knits Parts of the Community Together
Consistent graphics in wayfinding signage serve as a visual catalyst that helps to
unite segmented areas and districts into one organized region.
Turns a Designation into a Destination
Brand supportive wayfinding celebrates the unique character of the community
and transforms it into a unified memorable experience.
Raises Community Pride
When a brand is supported throughout a community, a stronger sense of
place is felt by residents and raises their pride knowing they are part of a
unique community.
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Wayfinding sign systems vary in size and complexity. Depending on your
community's density and geographical size, a wayfinding sign system can be as
simple as a few guide signs on Main Street or as complicated as a comprehensive
program with landscaped gateways, district demarcations, several levels of
vehicular and pedestrian guide signs, kiosks, directories, interpretive signs and
trailblazers. Each unique program incorporates a combination of device types that
are customized to perform within a specific environment.
Gateways
Gateways welcome visitors into your community or
district. They make that critical first impression that
tells people they are entering a great, successful place.
Place gateways in areas that show the best your
community has to offer.
Vehicular Guides
Vehicular guide signs are very important in a
wayfinding system. They guide cars to the places
people seek through routes you want them to travel
and to parking nearest to destinations.
Pedestrian Guides
Pedestrian guide signs help people find destinations
within a reasonable walking distance. They encourage
people to explore and guide them to businesses who
may not have Main Street exposure.
Trailblazers
Trailblazers are small, usually iconic signs that mark
bike or pedestrian paths. This group often includes
site markers or interpretive graphics. When used as
pedestrian trail markers, they can also serve as visual
references for emergency personnel responding to
911 calls by including locator numbers.
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Information Kiosks & Directories
Information kiosks are structures or monuments that
include information about a place. Typically they
display an area map and key destinations within
walking distances. Covered versions offer shelter from
the elements and may include brochure dispensers
and interactive displays. Monuments require less
space and serve more as directories.
Identity Signs
Streets, government facilities, parking lots, parks and
public venues need to be clearly identified in order for
all the dots of a wayfinding system to connect.
Regulatory
Rules and Regulations are typically placed near
entrances to parking areas and public places. They
control behavior for the purpose of public safety and
to protect property and the environment.
Banners
Banners are a relatively inexpensive way to enhance
an environment. They can support a city brand,
create a sense of place or arrival, demarcate a district,
celebrate seasons, or promote events and venues.
Message Centers
Also known as LED signs or electronic message
boards. These displays are computerized electronic
visual communication devices that can be
programmed to target specific audiences.
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Interpretive
Interpretive signs tell stories about a place. They are
used to communicate a specific message to visitors
and to connect them with the environment. They
inform, educate, and entertain.
Public Art
Public art such as murals, sculptures, architectural
accents and other creative expressions enhance an
environment and serve as visual orientation signals.
Landmarks
Landmarks are visible elements in the environment
that serve as spatial reference points helping people
navigate through an environment. They can be
public art, landscaped green -ways, public plazas,
roundabouts, fountains, clock towers and iconic
buildings.
Street Paving and Crosswalks
Applying special paving treatments to intersections
and crosswalks help define pedestrian areas, improve
the visual appeal of a district and help pedestrians
and drivers with spatial orientation. They help to
demarcate districts, public gathering places, and town
centers. They also cue drivers to slow down.
Street Furniture and Fixtures
Street furniture and other fixtures such as public
benches, street lamps, trash receptacles and
signposts add character to an urban environment and
encourage people to congregate.
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The Design budget will take care of planning, system design, bid documentation
and production oversight. Design fees are based on several factors such as
population size, quantity of destinations, range of sign types and aesthetic
expectations. Here are very broad budgets to give you a general
idea on what to plan for:
Small To n: $40,000 to $50,000
Medium Sized City or Large Do,,/,/nto,,/,/na $60,000 to $75,000
Large City or Region „/,/ith Multiple Communities: $75,000 to $100,000
A Fabrication budget will take care of permitting, fabrication and installation.
Depending on the size of the community, quantity of signs, infrastructure/ground
conditions, wind load requirements, material types and travel distance, costs could
range dramatically. Here are some very general estimates:
Small To n: $150,000 to $300,000
Medium Sized City or Large Do,,/,/nto,,/,/na $500,000 to $1,000,000
Large City or Region „/,/ith Multiple Communities: $1,000,000 to $2,000,000+
*These budget figures are very broad and are not intended to be firm recommendations. Instead, they are intended to
serve as a starting point when considering a wayfinding program. There are many factors that determine what a budget
should be for the specific needs of a given community. A qualified designer and fabricator should be engaged to help
determine budgets for specific needs.
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Managing a community wayfinding project can be a challenge. There are lots
of things to consider. How do I find a qualified designer? What is the process?
How long will it take? Who do I need on my team? How can I get public buy -in?
How do I get DOT approval? How do I manage who and what gets included on
which signs? How do I find a qualified sign contractor? How can I get the
most bang out of my limited budget? The following is a summary of our
recommended seven step process:
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Get Organized
If you haven't already assembled a wayfinding steering committee, this is an
important first step you need to take before anything else. Managing a wayfinding
program is complicated and time consuming. Once you have evaluated the need
and decided to launch a wayfinding initiative, begin assembling your steering
committee which will be comprised of a small, dedicated group of individuals who
are vested in the successful creation of a community wayfinding program.
Include someone from the governing body such as an administrator or city
manager. A public works director is good to have on the team as well. You'll want
to include a representative from a downtown development organization, someone
from your local tourism group and chamber of commerce. Include a city planner,
a representative from the Department of Transportation and a leader from an
economic development association. Also consider including key business leaders,
a representative from your branding or marketing department and at least one
person from the residential community.
You'll need to appoint a team leader who will serve as a steering committee point
person and program organizer. The team leader will act as a conduit between
outside stakeholders, the public, the program designer, the fabricator and other
consultants who are linked to the wayfinding initiative.
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Hi re a Qua] if led Waylinding Designer
Make sure you hire a qualified wayfinding designer. A good resource for candidates
is the Society for Experiential Graphic Design (segd.org). Most qualified design
firms who specialize in wayfinding, belong to this organization. If you reach out to
SEGD, they'll notify their members about your project.
You'll want to know how long a designer has been in business and if they have
experience with similar projects. Look at their samples of built programs and
consider their design quality and diversity of style. They should have a good
understanding of branding and fabrication. How concise is their methodology?
How well do they respond? Do they demonstrate an understanding of your
community's culture, history and objectives or do they respond with a cookie -cutter
answers and solutions?
Issue a Request for Qualifications (RFQ) ahead of a Request for Proposal (RFP). This
will allow you to evaluate bidders' qualifications and pair down finalists who will be
invited to provide a cost proposal.
Once you have a designer on board, make sure there is no scope overlap with
other consultants like architects, engineers and planners — all of which might
include elements of wayfinding in their services.
. Site Assessment & Planning
Before visiting the site, the designer will need to get their ducks in a row. They
should prepare a detailed project schedule. Work with them to create a site visit
itinerary. When the designer comes to town, the first thing on the itinerary should
be a morning kick-off meeting with your steering committee. Reconfirm the plans
and timing for the visit, talk about the objectives and challenges.
Pull a large site plan out mark it up with notes and highlight program specifics such
as points of arrival, districts, traffic flow, pedestrian areas and destinations. This
working document will be used throughout the visit and kept by the designer as a
reference when they create the assessment report.
After the kick-off meeting, take the designer on a guided tour of the project area.
This will give them a perspective from the resident's point of view. Then they
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should go out and explore on their own. This will
give them a perspective from the first time visitor's
point of view.
For the next day or 2, the designer will interview
several stakeholders to collect additional information,
opinions and needs. Stakeholders should represent a
wide sample of your community.
Before the designer wraps things up and leaves
town, recap their visit and discuss their findings
and possible solutions. The designer will return to
their office, distill the collected data and develop
their analysis. They will consolidate their findings in
an Assessment Report. The report should include,
at a minimum, reaffirmation of the program's
objectives, a summary of stakeholder interviews,
field observations and general conditions, a study of
traffic flow, arrival points, destinations and decision
points, photo documentation and recommendations.
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1111 Concept Generation
Once the assessment report has been approved. The designer will start generating
concepts. We recommend that after the designer has had a chance to do some
rough schematics, they will host a working charrette with your team to brainstorm.
It's important that your team be part of the creative process. This will give the
designer an early nudge in the right direction before they invest a lot of time
developing concepts.
Depending on your scope and the availability of
the designer, host a public workshop before the
concepts are fully developed. This will give the
designer additional design cues and will also give
your residents an opportunity to voice their ideas
and concerns. This is great first step in gaining public
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consensus and will mitigate possible negative reactions to the eventual unveiling
of the final program. With input from the charrette and public workshop, the
designer will develop 3 to 4 wayfinding concepts. The main objective is to explore
a range of directions based on collected information and the current brand.
Select a rept
The ultimate goal for this phase, is to identify a
single concept to be refined into a final design.
Sometimes there are 2 concepts that are equally
preferred. To help evaluate the finalists, you'll want
to get estimates of probable costs from one or more
fabricators. Either build or create Photoshop mock-
ups that will show you which design works best in the real environment. One
concept should be chosen for further development.
4,111 Design Development
The designer will develop the chosen concept into
its final family. Concurrently, the wayfinding plan
will be developed to include sign locations and their
proposed messages.
Have the designer go out in the field with one or
more of your team to record the exact location of each sign with a photograph,
GPS or GIS coordinates and a visual reference to the sign type.
41111 Documentation
The designer will prepare 4 documents. These
documents with the RFP, become the bid documents.
The designer will prepare design intent drawings
which will include scaled elevations, sections, details
and specification call outs; a message schedule will
be created to catalogue each sign type, its message
and general location reference; a location plan is
generated from the approved version of the online (Google) working plan.
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In some cases a sign removal plan is created to identify signs that must be
removed prior to the installation of new signs. If the quantity is minimal, these
can be indicated on the location plan. The designer should help you with written
program (technical) specifications in the form of CSI Section 101400 Signage
Specifications. These will be inserted into the RFP. All templates and production -
ready art should be produced before the fabrication contract is awarded.
6. Bidding
When you are ready to look for qualified sign contractors, you'll want to issue a
Request for Qualifications (RFQ). This will allow you to pre -qualify respondents
in order to streamline the management process and to focus your attention on
sign contractors who you know are up to the task. You will want to know how
many years they've been in business, are they experienced with similar projects?
Look at their sample programs, consider their fabrication quality. Check on their
standing with Dunn and Bradstreet and the Better Business Bureau. Require that
they be fully bonded. Ask if they will be jobbing out any of the project and if so,
what part? As with the designer, do they demonstrate an understanding of your
community and objectives or do they respond with vague answers and solutions.
You may or may not elect to issue both an RFQ and RFP. For the sake of this
guideline, we will continue from the RFP.
Allow bidders 3 to 4 weeks to respond with their proposals. Give them a week to
submit questions. Post the answers as an addendum on your website or issue them
to all bidders at the same time.
Once you collect the bids. Compare them with
one another. Select the best 3 or 4 and see how
they line up. Interview shortlisted candidates and
make an award based on a reasonable price,
thoroughness, experience and how you intuitively
feel about them.
IIIIIIIII . Fabrication and Installation
Start things off with a meeting with the fabricator, designer and members from
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the steering committee. Review the details of the project, and make sure everyone
is on the same page. Set communication protocols and go over roles, deliverables
and the project time -line.
Fabricati
In about 3 to 4 weeks the fabricator will submit
their shop drawings. The designer will review them
for compliance with the design intent drawings
and the contracted scope of work. Upon approval,
the fabricator will proceed to prepare and submit
product, material and paint samples which will also
be reviewed by the designer. For the next couple of
months, the fabricator will be building the system. At about the 70% completion
point, the designer should inspect the products at the fabricator's facility to catch
any last minute flaws that can be corrected before they're delivered to the project
site. If the designer can't get to the fabricator's shop, then detailed progress photos
should be studied.
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Just before installation, the fabricator should be
on site to mark the sign locations with low profile
surveyors stakes. If installation is scheduled for a
complete install, the process should take between
3 to 5 weeks, depending on the magnitude of your
program. In many cases installation is phased over
time, sometimes over a period of months or in annual increments.
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After each phase of installation, the designer will inspect the products in place
and assess their condition. If the install is deemed complete and there is no need
to make corrections, the designer will advise you to issue final payment to the
sign contractor.
Mai tal iy the System
Now that your branded wayfinding system is in place, a maintenance plan should
be adopted. As part of their contract, the sign contractor should supply you with
maintenance methods for the various materials used in the program. Someone
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from your team or a designated city employee should conduct an annual inventory
of all signs in the system and fill out a conditions report. If signs need to be cleaned
or repaired, this should be done immediately. If you keep your system looking like
new, it will tell visitors you are a successful community and your brand will continue
to work for you.
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Wayfinding and
Gateway Signage Plan
Planning and Economic Development
March 16, 2020
Wayfinding and Entry
Signage
Why?
What are the Existing
Conditions?
What would be the next
steps?
Wayfinding Signage
Benefits of Wayfinding Signage
Guides Visitors to Key Places
Brings Awareness to Other
Places.
Reassures, Reduces Stress
Stimulates Economic Growth
Reduces Sign Clutter
Fixes Broken Systems
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FLORIDA
1A E COUNTY
(R
ELCOME
Wayfinding Signage
Branded Community
Wayfinding Signage
Supports the "Brand"
Knits Parts of the
Community Together
Turns a designation into a
destination.
Raises community pride.
Properties
Website
Mobile Site
Apps
Newsletters
Emails
Social Handles
Vehicles
Physical
Signage
Consumer Engagement
Social Mentions
Social Shares
Reposts
Reviews (Yelp)
Search Engine Optimization
Stories in the News/PR
Advertising
TV commercials
Radio spots
Print ads
Direct Mail
Display/Mobile Banners
Online Video
Paid Social Promotion
Bloggers/Influencers
3rd Party Emails
Search Engine Marketing
Paid Content/Native
Sponsorships
Paid Yelp
Gateways
Vehicular Guides
Pedestrian Guides
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Information Kiosks
and Directories
• Trailblazers
• Identity Signs
• Regulatory
• Banners
• Message Centers
• Interpretive
• Public Art
• Street Paving and
Crosswalks
Existing System
Broken
Not Unified
Missing Key Elements
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First-time Observations
As a first-time visitor, Tukwila-Southcenter presents as an industrial city, with confusing masses of
shopping and dining establishments. It's impersonal and cold. It's easy to get lost driving around the
shopping district. At night, lighting is inadequate and adds to the feeling of uncomfortableness.
There are cars everywhere and no perceivable housing.
Whatever sense of place or warmth is tied to the familiar, brand-name retailers and restaurants. With no
downtown per se, Tukwia's identity is ikely driven by these establishments.
Tukwila has a lot going for it in terms o' activities that may be missed by a visitor's initial observations.
Many of the family -friendly places are outside of the core shopping area.
It's easy to see why the name "Tukwila" has an identity problem. The freeway signage alternatively lists
"Tukwila" or "Southcenter." It really wasn't clear if you were entering or visiting Tukwila as a city or
whether Southcenter itself is a city, let alone a major shopping district.
Given the scale and complexity of options within the area, there is a lack of signage and well-designed
maps and directories. This problem holds particularly true for accessing the Southcenter shopping precinct
itself, as well as navigatirg in and around the key Westfield Mall which lacks sufficient directories, readily
understandable and functional maps, and related navigational aids. As web feedback states, 'it is easy to
get lost'.
Navigation, Wayfinding and Signage
First impressions start at the entrances to the city, and appearances really count when it comes to enticing
visitors and the economic wellbeing they can bring to places. Visitors are attracted to, and spend more time in,
places that are attractive, clean, welcoming, and well maintained.
Signage and navigation systems serve vital roles. They inform, guide, and motivate travelers. They are also
important in shaping the identity of a place through their style, design, colors, lettering, content and
placement. Access to visitor information in the form of brochures, maps and personal advice is critical to visitor
satisfaction, extending a visitor's length of stay in the community and whether or not they return.
Assessment Comments
Main Freeway Signage
Adequate \'VSDOT signs are adequate. Improvements will be
identified in a detailed wayfinding assessment.
City Gateways Major Improvement
Tukwila and Southcenter gateways do not stand
out and do not provide a welcoming sense of
"place" for visitors.
Vehicular Directional Major Improvement Directional signs that guide visitors through
Southcenter are inadequate and dated.
Pedestrian Directional Major Improvement
Integrated pedestrian level signage across the
district does not exist and would be beneficial in
several areas.
Business Signage Minor Improvement
Businesses feel that people can't find them
because of signage restrictions. The team did
notice that at times some business signs were hard
to see due to their design or size, and others were
partially obscured. A coordinated, integrated
approach here — where possible would help.
Map Displays/ Kiosks
Major Improvement Display map kiosks? directories featuring all of
Southcenter do not exist and would be very useful
at key points in the district.
Wayfinding Signage Plan Development
Organize
Site Assessment and
Planning
Concept Generation
Design Development
Documentation
6. Bidding (deferred)
Fabrication and
Installation (deferred)
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Wayfinding Signage
Costs for Plan Creation
$50K to 100K (subject to scope)
Public Outreach
Geographical Limit
Lodging Tax Eligible
Burien, $48,750
Focused only on Downtown
Burien.
Wayfinding Signage
Advisory Committee
LTAC Member(s)
Arts Commission
Public Works
Parks Department
Community Development
Business Reps
Paying for the Signage
Lodging Tax Funds
Grants
Through 0/M Activities
Capital Improvement Projects
Exaction on Redevelopment
Private Contribution
Other
Wayfinding Signage
Next Steps
Brief LTAC
Brief City Council
Recruit for Advisory Committee
Select Consultant
RFQ/RFG
Secure Funding from LTAC/City
Council
Wayfinding Signage
Questions?