Occoquan Riverfront Revitalization

DRAFT



Occoquan Riverfront Revitalization
Action Strategy
Occoquan, Virginia
















Prepared by the National Park Service, through the Potomac American Heritage River Initiative, with assistance from the Town of Occoquan, Friends of the Potomac and the Northern Virginia Regional Commission.



Revised 7-22-03





Table of Contents


1) Introduction

2) Discussion Results
Values
Issues & Matters of Concern
Goals & Vision
Priority Projects

3) Recommendations

4) Next Steps


Appendix A—Attendees/Contact Information



Introduction


In March 2003 the Mayor and Town Council of Occoquan, Virginia, with the assistance of the U.S. Army Corps of Engineers, requested the National Park Service to help local leaders revitalize the Occoquan River corridor. The National Park Service, in partnership with the Friends of the Potomac, provides technical, financial and information assistance to local governments and private groups through the Potomac American Heritage River Initiative (AHRI). The Potomac was designated an American Heritage River through a Presidential Executive Order in 1998.

Representatives from NPS and the U.S. Army Corps of Engineers (COE) and the Friends of the Potomac met with the Town of Occoquan’s Mayor and Town Council on April 8, 2003 to discuss the Potomac American Heritage River Initiative and possible assistance to the community. The Town Council unanimously agreed to make a formal request to NPS for assistance.

On May 7 and 21, 2003 Town leaders held work sessions with Glenn Eugster and April Croft, NPS, National Capital Region; Dan Nees, Friends of the Potomac, and Doug Pickford, Northern Virginia Regional Commission to begin to develop a draft revitalization strategy for Occoquan and its waterfront.

The goal of the work sessions was to develop a specific plan of action to help local Occoquan elected officials carryout community initiatives using public and private resources. The resulting strategy seeks to conserve important quality of life, recreational, ecological, historical, and economic values; respond to major issues and concerns; develop new strategies to pursue priority projects; and discover new sources for partnerships and funding.
Discussion Results

The Mayor and Town Council were led through a discussion process, called RIVERWORK, and asked a series of questions as a way to develop a framework for the draft strategy. The following information reflects the notes taken during these discussions.

A) Occoquan Values: What are the natural, historic, cultural, recreational, tourism, economic and other values that are important to you and your community? What is unique about your community? What values do you consider important to retain and sustain?

Historic heritage
Face the river!
Use the riverfront for boating
Quaintness
Village-like character
Close to I-95 and Washington DC
Stepping back into the past
Low crime/safety
The setting-the river, proximity to DC, historic character, brick sidewalks, gaslights, a cultural mix of shops and restaurants
Shops are artistic and artesian-a unique shopping niche


B) Issues & Matters of Concern to Occoquan: What are the problems and issues that concern you about Occoquan and the community’s future?

Lack of adequate parking
Empty marina is an eyesore, splits the town
No lodging in the town
So many projects are in progress; competing for scarce resources
Land needed to store pipe for pipeline construction
Pipeline construction schedule is bound by the craft show event dates
Need funding-where do we get it?
Overbuilding. Town is changing from single family homes to townhouses
Lack of good restaurants
No restroom facilities after 5:00 p.m.
Traffic in the morning, especially on Washington Street. It’s a cut-through. Traffic back-ups make it hard to get out of town.
The parking formula allocation for new development needs to be changed.
Ebenezer Baptist Church, an historic structure, might sell their land and building. Afraid it will be torn down.
Concern that Post Office will close and move delivery service to Woodbridge, VA. Post Office currently serves an unofficial meeting place.


C) Occoquan Goals & Vision: What are you trying to accomplish? What is your vision for Occoquan? What does success look like?


1) Strategic-Business Plan
Strategic plan needs to be in place before an overall business plan can be prepared.
Need to link strategic and business plans to the five years plan-which is almost ready.

2) Community Infrastructure
Rebuild infrastructure
Focus on the river

3) Economic Development and Tourism
Riverwalk
Mill Street overlook, tie to riverwalk
Walking trail
Amphitheater
Fish hatchery with trout
Buy the marina and make it a town center, like Manassas has. Include a Farmer's Market and an ice rink, etc.
Move Post Office to generate rent.
Consider senior housing with private slips on riverfront.
Build-it for people to come and enjoy it.
Draw people to the Town so they will spend money
Tourism is a necessity if you want a thriving community

4) Beautification and Historic Preservation
Preserve, protect and enhance historic character and riverfront
Re-build Mill-probably a replica
Historic markers
Maintain quaint village atmosphere with a far less ‘seedy’ waterfront
Has to satisfy historic district and building review board.
Complete the gas light and brick-paving project


D) Priority Projects for Occoquan: What are three priority, or “keystone,” projects that will help achieve your community’s goals and objectives? Specifically, what are the core elements (projects, activities, events, etc.) that are critical to the initial success of your vision/goals?

1) Create a Occoquan Riverwalk

Extend the boardwalk and improve facilities for transient boaters including dockage, transient dock, pump out, restrooms and showers and a dockmaster.

2) Sustain Occoquan’s Businesses and Tourism
Continue the two annual craft shows. The shows generate 60% of the Town’s budget and reduce taxes, but costs for the shows are increasing
Strategically increase marketing and public relations: Put money toward promoting the Town. Keep supporting local business and restaurants. Needs to be better communication between Town and merchants.
Contribute to Fairfax Water Authority and Prince William County for leveling proposed bandstand area.

Create lodging, preferably upscale
Complete the Town Annex project
Storage for maintenance and offices upstairs
Include a “buy a brick” program to seek contributions for paving stones that could recognize donors.

3) Increase Access to and Preservation of Occoquan’s Heritage

Keep the walking bridge, but ensure there are funds to maintain the bridge.
Secure approval/funding for a clear, rather than solid, barrier on the new bridge
Complete the gas light and brick-paving project
Restore the Mill. Build a replica of the Mill as an example of the Town’s heritage, include Native American Dogue Village

Options for Discussion

1. Identify Additional Sources of Funding and Revenues

Convene a Workshop to Identify Funding Sources: Hold a one-day work session for local leaders and federal, Commonwealth, regional governments, and private sector service providers to: 1) describe local priority project needs; and 2) identify sources of government and private sector assistance. Contact: Glenn Eugster.

Use EPA’s Brownfields Program to Revitalize Key Parcels: Investigate Brownfields site status for key Occoquan properties with EPA. The EPA defines brownfields as ‘abandoned, idled, or underused industrial and commercial facilities where expansion or redevelopment is complicated by real or perceived environmental contamination.’ EPA’s Brownfields Initiative is an organized commitment to help communities revitalize such properties both environmentally and economically, mitigate potential health risks, and restore economic vitality to areas where brownfields exist. Contact: Dale Medearis

Prepare a Business Plan: Work with Friends of the Potomac to develop business plans for key projects. Friends of the Potomac is able to provide technical assistance with projects related to economic and business development and implementation. They assist businesses and communities in developing strategic outlines and business plans. Their work focuses on working with communities on specific programs and initiatives and identifying information and resources necessary for program implementation. Contact: Dan Nees

Seek VA-HUD Special Projects Funding: Work with Congressional Offices to investigate VA-HUD Special Project funds for one of the priority projects for FY 2004 funding. Contact: Glenn Eugster.


2. Create a Occoquan Riverfront Revitalization Fund:

Create an endowment fund: Create an Occoquan Riverfront Revitalization Endowment Fund dedicated to riverfront restoration and improvements, trees, education, general beautification, signage, etc. Publicize the Riverfront Revitalization effort in tandem with the events that raise funds for the Town. Create opportunities for visitors and townspeople to make philantrophic donations through website, collection boxes in stores, restaurants, etc. Contact: Glenn Eugster.

Float a Bond: Conduct a town referendum to float a bond for the Revitalization Fund. In Virginia, Occoquan has the legal ability to issue bonds for up to 18% of their combined assessed property value. In 2000, the Town’s total assessed property value (both residential and commercial) was almost $73 million providing it with the capability of accessing more than $13 million in bond revenues. However, this would probably require a tax increase to pay for the residual. Another avenue is to institute a special assessment that would be earmarked specifically for the riverwalk. The Town would ‘tax’ or charge a fee that would be eliminated after completion of the project. Contact: Doug Pickford.

Sell the Occoquan Film: Partner with David Eckert to sell his film “Reclaiming Our Water: The Occoquan River Watershed” in Occoquan and the region to publicize the community and raise funds. The film would be sold in local stores with a portion of the proceeds dedicated to the Occoquan Riverfront Revitalization Fund. Contact: Glenn Eugster.


3.Create a Occoquan Riverwalk

Recruit a Buyer: Mari Lou Livingood at the Marina Operators Assn. of America indicates that some technical assistance assistance to market the marina property is available from her organization. For example, the marina property could be posted on MOAA’s Messages newsletter to attempt to find a buyer from outside the region. Contact: Glenn Eugster.

Work with the Property Owner: Arrange a meeting with local officials, NPS, the Friends of the Potomac, and the owner of the town’s marina to discuss marketing the vacant property in targeted marina-related publications such as Boatyard Today or Dock Age and as a historic preservation development opportunity through the National Trust for Historic Preservation. See Whitehaven Hotel website for an example of this approach, www.bnblist.com/md/whitehaven_hotel/. Contact: Glenn Eugster

Partner with Friends: The Friends of the Potomac is willing to assist with the development and purchase of the marina property. The objective is to facilitate the purchase of the property by an entity that shares the vision of the community on sustainable waterfront redevelopment and could be addressed in an effective strategic business plan. Contact: Dan Nees.

4. Sustain Occoquan’s Businesses & Tourism

Open a Temporary Riverfront Revitalization Center: Gain access to one of the vacant businesses in Occoquan and create a temporary Occoquan Riverfront Revitalization Center to make the public more aware of Occoquan’s heritage and assets, and the Revitalization Strategy, fundraising efforts. The center could be staffed with volunteers and used to provide information on plans for the Town, existing businesses, history, area and regional attractions, etc. Contact: Glenn Eugster.


Join the East Coast Greenway: The East Coast Greenway is a recreational hiking and biking trail that links public lands, and create recreational opportunities, between Maine and Florida. The Town should make all efforts to be on the East Coast Greenway. The East Coat Greenway route between Mt. Vernon and Richmond has yet to be identified. Contact: Karen Votava, East Coast Greenway Alliance. For information see: http://www.greenway.org/

Make Occoquan a Gateway to the Potomac Heritage National Scenic Trail: The Town of Occoquan is poised to become a "gateway" to the PHNST. Occoquan may be recognized in a variety of collateral pieces as a location where trail users can gain access to the trail, learn more about the trail and heritage in the corridor, and benefit from various food and recreation services. Although it’s a years away from establishing "physical" connections to the PHNST in Prince William County, the Town should keep abreast of these activities and explore ways to get informational kiosks established in the Town. Contact Don Briggs, Potomac Heritage National Scenic Trail, Tel: 304-535-4016. For information see: http://www.nps.gov/pohe/

Potomac Water Trail: Efforts are underway to create a series of water trails on the Potomac River and its tributaries. The Occoquan River links together a number of important access sites, parks and natural, along its flow to the Potomac River. Creating or joining a water trail could link the Occoquan to other important regional recreation and nature-based tourism attractions. For more information see: http://www.dcr.state.va.us/prr/trails.htm

Chesapeake Bay Gateways: The NPS Chesapeake Bay Office provides grants to communities to develop physical and program links between places within the Chesapeake Bay watershed. These grants help communities to allow people to more easily explore, understand and help conserve the Bay and its related resources. Occoquan’s strategic location, existing water services, and proposed revitalization projects would make it a likely candidate for grant funds and recognition as a “Gateway”. Contact: Jonthan Doherty, NPS, Chesapeake Bay Program Office, 1-800-YOUR BAY. For more information see: http://www.baygateways.net/

Tourism marketing/public relations plan: Develop a tourism marketing/public relations plan to better publicize the town and attract desired types of visitors while addressing Occoquan’s lack of lodging, minimal parking, lack of transient boat slips and lack of interest in mass tourism, i.e. motorcoaches, etc.

1.Create a marketing and public relations theme for Occoquan that promotes its unique characteristics. Develop a new brochure that goes beyond a description of town merchants and encourages visitors to visit Occoquan when visiting other regional attractions. In addition to shopping and dining, feature recreational (hiking, biking, boating, camping, fishing, etc.) options, historical and cultural sites, self-guided walking tours, and annual events, etc.

2. Upgrade Occoquan’s website to include more valuable information such as:
a) introductory description of town that answers the question-Why should I take the time to go there?
b) more detailed event information including descriptions times and exact locations
c) driving time and directions from nearby regional cities
d) specialized itineraries: Recreation, Heritage, etc.

3. Add links to other appropriates sites such as the Virginia Tourism Corporation, www.virginia.org; Potomac Heritage National Scenic Trail, www.nps.gov/gwmp/vapa/pht.htm; etc.

4. Develop a media relations strategy that includes developing a relationship with travel editors
in the region, drafting and disseminating specially themed press releases (Families, Lovers, Holidays, Cultural and Historical, Outdoor Enthusiasts, Revitalization Fund), etc. to publicize the town.

Parking options: Identify possible ways to make more resident and visitor parking available. Consider evening and weekend visitor parking use with daytime and weekday businesses like banks, the Post Office, etc.

Shuttle service: Develop a trolley or small shuttle service to pick up visitors from nearby hotels, marinas and attractions.

Partnerships: Use voluntary relationships with other governments or private organizations to advance the mission of the Town, as well as the partner, by working collaboratively with others to achieve congruent and overlapping objectives

1. Form Partnerships with Hotels: Since there is no lodging, Occoquan could form partnerships with neighboring hotels. Provide them with brochures to include in their brochure display cases, create links to their websites, etc.

2. Partner with Non-Profits: Develop partnerships with the numerous non-profits focusing on the Potomac and the region including Friends of the Potomac, the Potomac Heritage Partnership, www.potomacheritage.org/; and the Potomac Conservancy, www.potomac.org. etc. Provide them with information on things to do and see for inclusion in their brochures and on their websites.

3. Partner with the VA Tourism Corporation: Work closely with the Virginia Tourism Corporation to publicize additional information on the town. For example, attend travel trade shows to meet with tour operators/travel agents and meeting planners: encourage them to consider Occoquan as part of their itineraries for small group tours.

4. Partner with the NOVA Visitors Consortium: Investigate new marketing/partnership opportunities with the NVRC/Northern Virginia Visitors Consortium (NVVC), which is comprised of the The Prince William County and Manassas Convention and Visitors Bureau, and the Convention and Visitor Bureaus from the Cities of Alexandria, Fairfax and the Counties of Fairfax, Arlington and Loudoun. Currently, the Town of Occoquan is included in their collateral materials as a site to visit for shopping and heritage resources, however many new opportunities exist. Contact: Doug Pickford

(a) The current NVCC tourism marketing campaign is focusing on the establishment of three trails - golf, heritage and shopping. The golf trail promotion is presently underway with substantial advertising occurring in the New York, Philadelphia, Baltimore, Pittsburgh and Richmond markets. The next heritage trail initiative, the Northern Virginia Heritage Trail, will be launched this fall and the shopping trail in time for the holidays. The "passport" is essentially a map that includes all three trails on it. Occoquan could be included on both the Heritage and shopping trails. The town could to take advantage of this promotion through either their own marketing (at the visitors center and possibly during their festivals) or by other means.

(b) The NVVC is also developing a new website. This website will be incorporating a "smart mapping" technology that will allow visitors to identify and create itineraries based on their individual preferences. Occoquan will be included in this information and should benefit from this exposure. The Town may want to explore ways to provide links from other sites to the NVVC site or other promotional activities to highlight their involvement in all of these tourism-related efforts.

(c) Civil War Trails: One of NVVC’s first initiatives was to develop collateral material (a guide and subsequent advertising) highlighting the civil war history in the region. Subsequently the state (and now Maryland has joined in as well) decided to become involved in marketing all of the civil war sites in a more coordinated manner through the development of the Civil War Trails campaign. This has been quite successful and has been spun off as a public/private venture. If the Town has any civil war history, they may be able to try and become a site along the trail.



5. Beautification and Historic Preservation

Route 123 Bridge: Work with the Northern Virginia Regional Commission transportation representative to contact Congressional Offices and ask for assistance with clear highway screening and traffic issues. Contact: Doug Pickford.


5. Next Steps
This information has been prepared for review and comment by the Mayor and Town Council. Once elected officials have completed their review a meeting will be scheduled to discuss revisions to the strategy and next steps.

Appendix A – Meeting Attendees

Occoquan Meeting May 7, 2003

Claudia Cruise Admin. Clerk
W. Harry Ervin Town Engineer
Win Frank Treasurer
Robert Bendall Town Attorney
Patricia M. Conway Mayor
Dr. Jim O’Connor Vice Mayor
Bobbie Frank Council Member
Dr. Chris Hardy Council Member
Dan Nees Friends of the Potomac
Doug Pickford NVPDC
Glenn Eugster NPS – NCR
April Croft NPS – NCR


Occoquan Meeting May 21, 2003

Claudia Cruise Admin. Clerk
W. Harry Ervin Town Engineer (left early)
Win Frank Treasurer
Patricia M. Conway Mayor
Dr. Jim O’Connor Vice Mayor
J.P. Cunha
Bobbie Frank Council Member
Dan Nees Friends of the Potomac
Doug Pickford NVPDC
Glenn Eugster NPS – NCR
April Croft NPS – NCR
Ann Financial Committee
Pamela Kunwin


Assistance Team Contact information:

Glenn Eugster, Assistant Regional Director, National Park Service, National Capital Region Partnerships Office, Tel: 202-619-7492, E-mail: glenn_eugster@nps.gov

April Croft, Project Manager, NPS-NCR, Tel/Fax: 202-544-4324, e-mail: abcroft@erols.com

Dan Nees, Executive Director, Friends of the Potomac, Phone: 301-495-6699, Fax: 301-495-9229, Cell: 301-466-9964, dannees@earthlink.net

Doug Pickford, Director, Environmental and Heritage Resources, Northern Virginia Regional Commission, Voice: 703.642.4623, FAX: 703.642.5077, email: pickford@novaregion.org