Retail is about sales, isn't it? If that's the case, why are shopping malls -- hyper-efficient money machines -- giving way to more traditional and "real" streetscapes? If you believe the media hype, that shoppers no longer seek enclosed, atmospherically controlled environments, then the Main Street resurgence is understandableSças a stage for human interaction, for conducting business, performing, mingling and, of course, for shopping.

But in the world's great shopping districts, the street never really left. These historic shopping streets have taught us many lessons about what works, and what doesn't. Recent projects have attempted the historically literal, contemporary and hybrid street environments. These projects mix history and invention, fact and fiction. But as the driver of the experience, urban design remains a constant in the more successful projects. Further, in successful developments, when you look at the plan, perhaps squinting just a bit, you can still see a clear retail diagram, anchors and in-line tenants.

It's Not an Overnight Phenomenon

The Main Street approach did not just appear overnight. It is a clear outgrowth of the ever-growing influence of the so-called new urbanism -- the planning principles of towns and town-making as applied to suburban and ex-urban development, and espoused by theorist practitioners such as Duany, Plater-Zyberk and Calthorpe. The new urbanist approach has grown pervasive, often underlying "smart growth" initiatives adopted by municipalities, counties and states. The State of Maryland for example, has such an initiative, and has been "grading" its counties on a yearly basis.

Although influenced by cities and urban areas, Small Town America is the primary wellspring for many of the new urbanism principles, and for Main Street character and scale in retail projects as well. The baby-boomers, who grew up in suburbia, rarely experienced a traditional downtown. Malls and strip centers provided a paltry substitute. Notwithstanding center court fountains and feature elevators, there was always a nagging sense of hollowness to the mall experience. Now matured with their own families, the boomers, while still entrenched in the ubiquitous American suburbs, nevertheless crave a sense of community and civic place that has for so long been lost in America's suburban landscape. Hand in hand with this desire comes a rejection of the sterility of the homogenous regional mall in favor of a "messy vitality," places with variety, combinations of offerings, styles and statements.

It's More Than Just Retail

Historic shopping streets grew over time. There exists a sense of happenstance, and although most new developments don't have that luxury, phasing in new projects can become a positive attribute, allowing broader diversity in uses, design and leasing strategy. The older shopping streets and districts were also more than just shops. They were at their core mixed-use in nature, with offices or residential spaces located above the retailers. This implies opportunities for separate developers to team on various components of a new project.

Ideally, civic and public functions -- such as a community center, branch library, daycare or city hall functions -- would also be interspersed throughout, providing a unique opportunity for the developer to work pro-actively with a community. Historically, within the retail mix, restaurants and caf s often interrupted the stores and kiosks cluttered the sidewalk at places, giving one pause. Venues such as clubs or movie theaters provided vitality late into the night, further extending the overlapping flow of people for different reasons at different times. This mix of uses and time-of-day attractions enhances the self-policing nature of such places, and people feel comfortable because they are not alone.

James Pett AIA is vice president of RTKL.


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