1. Borough of Somerdale
CooperTowne Center
(formerly Lion’s Head Plaza)
Redevelopment Project

2. Background
 Developed – 1988
 52 Acres
 230,000 S.F.
 Two Anchors:
 Caldor
 Foodtown
Kennedy Blvd.

3. Economic Analysis
 History:
 Assessment
 1988: $10.5 Million
 1994: $8 Million
 1999: $10.3 Million
 2005: $7 Million

4. Economic Analysis
 History:
 Local Tax Revenue
 1988: $80,453
 1994: $86,159
 1999: $90,423
 2005: $69,860

5. Economic Analysis
 Jobs:
 1988: 300
 2005: 100

6.  Population: 5,192*
 4.6% Decrease 1990-2000
 2% Decrease 2000-2010
 9.3% Decrease 2000-2025
 Employment*
 4% Decrease by 2025 (80 jobs)
 Housing**
 Median Housing Price:
 Somerdale: $97,700
 Camden County: $111,200
Demographic Analysis
*Source: DVRPC
**Source: US Census 2000

7. Conclusion
 High Vacancy/Declining Tax
Revenue
 Job Loss
 Population Decline
 Limited Housing
 Municipal Action

8. Municipal Options
 Do Nothing
 Fill Space As Is
 Creative Solutions
 Increase Value
 Public Amenities
 Improve Quality of Life

9. Municipal Tools
 Greyfields Grant
 Redevelopment Designation
 Development Guidelines and Standards
 Tax Increment Financing
 Payment In Lieu Of Taxes (PILOT)

10. Vision Plan Project Team

11. Project Implementation Team

12. Preliminary Redevelopment Design
Issues / Constraints
• Poor Access / Rt. 30
Traffic Light

13. Preliminary Redevelopment Design
Issues / Constraints
• Poor Access / Rt. 30
Traffic Light
• Poor Highway Visibility:
Location and Elevation

14. Preliminary Redevelopment Design
Issues / Constraints
• Poor Access / Rt. 30
Traffic Light
• Poor Highway Visibility:
Location and Elevation
• Underutilized Site

15. Preliminary Redevelopment Design
Issues / Constraints
• Poor Access / Rt. 30
Traffic Light
• Poor Highway Visibility:
Location and Elevation
• Underutilized Site
• Out-Moded Design:
Lack of Architectural
Character

16. Preliminary Redevelopment Design
Issues / Constraints
• Poor Access / Rt. 30
Traffic Light
• Poor Highway Visibility:
Location and Elevation
• Underutilized Site
• Out-Moded Design:
Lack of Architectural
Character
• Topography / Wetlands
Constraints

17.  NJ DEP Permitting
 Coordination – Magnolia
 Coordination – Owners
 Parcel Assemblage
Other Challenges

18. Opportunities
 Geographic
 Route 295: (2
miles)
 PATCO Speedline
(1/2 mile)
 Borders Route 30
 Kennedy
Boulevard – Main
Street

19.  Economic*
 Retail: 1 Million Square Feet
 Market-Rate
Townhomes/Condos: 120 units
annually
 Age-Restricted
Townhomes/Condos: 80 units
annually
*WHP Market Feasibility Study
Opportunities

20.  Lion’s Head Site
 Underutilized/Adjacent Parcels
 Utility Infrastructure and Capacity
 Linkage-Town Hall via Kennedy Boulevard
 Transportation Linkages
 NJ Transit Bus Routes
 PATCO Speedline
 Redevelopment Designation
 January 2003
Opportunities

21. Public Visioning Forum

22. Existing Conditions – Vision Plan Goals (2005)

23. Existing / 2005 Implementation 2008 - 2012
1 Underutilized Retail Center
(Lions Head Plaza)
-230,000 sq ft , 70% vacant
Mixed Use Center (CooperTowne Center)
- Retail, plaza spaces
- Market Rate Town Homes
- COAH Apartments
- Completed or Under Construction
2 Underutilized, Wide Industrial Road
(Kennedy Boulevard)
Parade Route
- Anchored by CooperTowne Center & Borough Hall
- Infill development along route
- Partially Complete-Balance Under Construction
3 Defunct Park along Industrial Road Revitalized Park and New Community Center
(2015/16)
4 Inaccessible Wooded Area & Creek
(Cooper Creek)
CooperTowne Waterfront Greenway
(2016/17)
5 Route 30 Strip Retail Highway
(White Horse Pike)
Sign & Architectural Standards, Traffic Calming
Complete
Implementation Plan (2008 - 2017)

24. Area Analysis 1: CONTEXT
Context - 2 Sq. Miles:
Magnolia
• Municipalities
Somerdale
Voorhees
Cherry Hill
Lawnside
• Landmarks
Lion’s Head Plaza
Somerdale Park
School
Somerdale Borough
Hall
Echelon Mall
PATCO - Ashland
Station“The Coliseum”
Lion’s Head
Plaza
Somerdale
Park School
Somerdale
Borough Hall
Echelon Mall
Ashland
Station
“The Coliseum”
Cooper River

25. Area Analysis 2: TRANSPORTATION
Major Roads:
White Horse Pike (Rt. 30)
Evesham Road
Burnt Mill Road
Somerdale Road
NJ Transit:
PATCO - Ashland Station
- ½ Mile From Focus Area
Traffic Lights / Major
Intersections:
NJ Transit Bus Routes
Focus Area:
Evergreen Avenue
Crestwood Avenue
Lion’s Head Redev. Area
- 51.98 Acres
Washington Avenue

26. Area Analysis 3: LAND USE
Lion’s Head
Plaza
Ashland
Station
Somerdale
Borough Hall
Echelon
Mall
Land Uses:
Retail
Residential
Civic/Public
Industrial
Wetland/Forest

27. Area Analysis 4: NATURAL AREAS
Natural Areas:
Wetlands
Forest
Public Parks

28. Area Analysis 5: SCALE
Pedestrian Nodes:
• Lion’s Head Plaza
• Somerdale Borough
Hall
• Echelon Mall
• PATCO - Ashland
Station
Lion’s Head
Plaza
Somerdale
Borough Hall
PATCO -
Ashland
Station
Echelon
Mall
• Circle Radius = ¼” Mile

29. 1. “Incremental” Approach
 Improve Existing Center
Preliminary Redevelopment
Design Concepts
2. “Outside the Box”
Approach
 Create a Mixed-Use
Center/Weighted Residential3. “Major Retail Center”
Approach
 Increase Retail Ratables / Reduced
Residential

30. Preliminary Redevelopment Design
Local Models
Lion’s Head Plaza
Downtown Haddonfield “The Promenade”

31. Preliminary Redevelopment Design
National Models
Mashpee Commons, MA

32. Preliminary Redevelopment Design
National Models
Winter Park, FL

33. Design Concepts / Public Input
+
Existing Retail Transformed to CooperTowne Center

34. Existing Retail Transformed to CooperTowne Center

35. Parade Route to Borough Hall
Existing Retail Transformed to CooperTowne Center

36. CooperTowne Center – Implementation (Big Box Anchor)

37. Today:2005:
‐
CooperTowne Center – Implementation (Main Retail Center)

38. Today:2005:
CooperTowne Center – Implementation (Main Retail Center)

39. $6 million CooperTowne COAH Units
CooperTowne Center – Implementation (Affordable Housing)

40. $24 million CooperTowne Village –
122 market rate town homes
CooperTowne Center – Implementation (Market Rate
Housing)

41. Before
After
$1.5 Million Kennedy Boulevard Streetscape
Landscaping and Parade Route
CooperTowne Center – Implementation (Main Street
Creation)

42. Building programming &
recreational uses from
community input:
• Skate park
• Amphitheater
• Bocce Ball
• Horse Shoes
• Playground
• Community Gardens
• Soccer
CooperTowne Center – Implementation (Park & Community
Center)

43. Potential:Existing:
CooperTowne Center – Implementation (Cooper Creek
Greenway)

44. The All New
CooperTowne
Center
Market Rate
Affordable
Business District
Big Box
Small
Retail
&
Restaurant
Main Street
Parks

45. Job Creation
 Jobs:
 1988: 300
 2005: 100
 2014 : 800

46. Projected Revenue Model
 Commercial
 Assessment
 367,000 S.F. @ $100/S.F. = $36,700,000
 Residential
 Assessment
 122 Units @ $200,000/Unit = $24,400,000
 30 Units (COAH) = $6,000,000
 Total Assessment = $67,100,000
2005 Assessment - $ 7,000,000
2017 Projected - $67,100,000
Projected Increase - $60,100,000

47. Projected Revenue Model
 2004 Tax Revenue - $251,300
 2017 Projected Tax Revenue Total
 Residential & Commercial - $2,645,600
Projected Incremental Tax Revenue = $2,394,300

48. Secrets of Success
 Established & Followed a Detailed Master
Redevelopment Plan that was Flexible & Allowed
Change
 Hired an Architect/Planner to Develop the Plan
 Engaged the Community at the Outset to Develop
the Plan
 Committed to an individual or firm to spearhead
Economic Development
 Retained the original Administration throughout the
10 year process

49. Thank You!