SOUTHWEST SECTOR DEVELOPMENT AT HARVARD SQUARE
by
David Kuang-yu Fang
B. Arch., Chun-yuan College, Taiwan, China
1972.
(Hon.)
M. Arch., University of California, Berkeley,
1975.
Submitted in Partial Fulfillment of the Requirements for the
Degree of Master of Architecture in Advanced Studies
at the
MASSACHUSETTS INSTITUTE OF TECHNOLOGY
June, 1977
Signature of Authc
Department of ArchLe6 ure, 12 Wy, 1977
Certified by
Eduardo F. Catalano, Professor of Architecture,
Thesis Supervisor
Accepted by
Eduardo F. Catalano, Chairman,
Departmental Committee for Graduate Students
JUN 9 1977
44AOftRISS
I
SOUTHWEST SECTOR DEVELOPMENT
AT
HARVARD SQUARE
DAVID KUANG -YU
FANG
2
ABSTRACT
SOUTHWEST SECTOR DEVELOPMENT AT
HARVARD SQUARE
David Kuang-yu Fang
Submitted to the Department of
Architecture on May 12, 1977, in partial
fulfillment of the requirements for the
degree of Master of Architecture in
Advanced Studies.
The Southwest Sector development area
has been for the past ten years what
might be best described as an urban bat-
tleground.
The Holiday Inn, the JFK
Memorial Library and Museum were proposed
to be built there once. Since then the
City of Cambridge has not been able to
put together a comprehensive development
plan for the site.
In this study, a plan is proposed for
the future development of the 17 acre
The work of this
site
at Harvard Square.
study is divided into four main sections:
Research The main emphasis of this research is an investigation of the urban
forms, urban context of Harvard Square,
and the potential of the Southwest Sector
in terms of social, economic, and political significance. It is an attempt to
develop a feasible program for the Southwest Sector development at Harvard Square.
Site Analysis This is to emphasize the
physical characteristics of the site
and the surrounding environment by using
drawings to indicate important aspects
of the orientation, views, exposures,
circulation, and urban fabrics in relation to a pedestrian scale.
Program The program is meant to be a
synthesis of the research, reflecting
the viability of each use in terms of
past and present trends and the forecast
opportunities of the Southwest Sector
development. Also, the program suggests
basic square footage allocations for
each use.
Physical Design One physical design has
been developed to exemplify the findings
of the research and the guidelines of
the program. It includes the proposed
land use, ground floor circulation, below-grade parking, and basic residential
design for the Southwest Sector development at Harvard Square.
Thesis Supervisor:
- I A
Eduardo F. Catalano
Professor of Architecture
3
ACKNOWLEDGEMENTS
I would like to thank the following
people for their assistance in helping
me to accumulate the information necessary for the completion of this study:
Robert A. Bowyer, Cambridge Community
Development Department.
John Hawes, Harvard University Planning
Office.
Libby Ellen Rigby, Harvard University
Planning Office Library.
Richard Easler, Frank Keville and Steve
Muduck, Transportation Department,
Charlestown.
John Ohara, Civil and Design, Engineering Department, Charlestown.
Members at Monacelli Associates, Gladstone Associates.
Professors and friends at Harvard G.S.D.
Urban Design Studio Group, Spring of 1977.
Thanks to the Graham Fund for partial
financing of the research model and
necessary photos making.
I also am greatly indebted to my
friends Hui-tzu Wang, Mei Wang, Lin-ching
Hsia and Professor Tunney Lee for their
encouragement and revision of my attitude towards the research.
The appearance of this thesis is with
the help of editing and reading by my
friends Regan H. Downing, Becky C. Turner and I-fong Wong.
I would especially like to thank Dr.
Diane J. Schweitzer for taking good care
of my health. And of course, I thank
Professor Eduardo F. Catalano for his
constructive criticism and guidance.
4
TABLE OF CONTENTS
INTRODUCTION
I.
II.
III.
IV.
Background
Urban Context
Elements of Physical Form
Movement and Activity
GUIDELINE FOR THE DEVELOPMENT OF
THE SOUTHWEST SECTOR
I.
II.
III.
IV.
V.
I.
II.
III.
IV.
V.
VI.
21
41
Retail Market Indicators
Office Market Indicators
Residential Market Indicators
Quality Hotel Market Indicators
Summary of Market Findings
DEVELOPMENT PROGRAM AND PHASING
IMPLEMENTATION CONTROL
84
I. Special Assessment Districts
II. Public Parking Facilities
Background
Development Objects
Pedestrian Circulation
Parking
Urban Design Criteria
ECONOMIC AND MARKET ANALYSIS
I.
II.
III.
IV.
V.
5
58
Land Use Policies
Urban Form
Open Space and Pedestrian Movement
Parking
Service and Goods Movement
Public Transportation
CONCLUSION
89
APPENDIX
92
5
structure does not produce the character
INTRODUCTION
of the Square, it does provide the setI. Background
ting in which street-life, interactions
What is the role of the physical en-
of people, and an infinite variety of
vironment in creating the character of
activities can flourish.
Idenfification
Harvard Square?
and understanding of those aspects of
What are the physical consequences of
the urban structure which are essential
trying to deal with high levels of traf-
in producing this setting is imperitive
fic congestion, inadequate parking and
if proper criteria for growth and change
pedestrian inconveniences?
are to be established.
Given the magnitude and number of
As Harvard Square has grown from a
these issues and the nature of the exist-
neighborhood center to a city center,
ing structure, can future growth and
the nature of its stree-life has been
change be guided to insure that an unique
altered.
The intense street-life of
district is enhanced rather than de-
today is increasingly attractive because
stroyed?
it provides for human interactions and
Through urban design investigations
physical contacts on a pedestrian scale.
and surveys, Harvard Square has an iden-
However, a paradox now exists: as the
tifiable urban structure.
Although this
Square becomes more attractive to those
6
beyond its immediate environs and as at-
In order to guide the ongoing deve-
tempts are made to accomodate new and
lopment, alternatives to these trends
larger scale developments, the essential
must be identified; investigations must
structure of the Square's physical set-
be undertaken to determine ways of re-
ting may well be destroyed and with it
gulating these pressures, and new forms
the very street-life and character which
must be developed to be compatible with
was its attraction.
For example, the
the existing structure, yet fulfill the
trend toward highrise buildings and mul-
criteria imposed by contemporary forces.
ti-level parking facilities may well be
As the basis for these investigations,
of such a magnitude and form that the
several issues have been identified on
pedestrian environment will be over-
the following pages along with proposed
whelmed.
And, as corporate groups re-
place individual proprietors, the resulting commonplace facilities and merchandisers will d lute the existing distinctiveness of the area.
These and similar
strategies for their resolution.
II. Urban Context
The City of Cambridge has its origins
in Harvard Square where the community of
th
Newtowne was founded in the 17-- century.
changes could drastically alter the
As the town expanded, certain land uses
character of the Square over the next few
tended to concentrate in identifiable
years.
sectors -
goods and services in the cen-
7
Today, this
ter, academics (Harvard University, etc.)
the Harvard Square area.
in the northeast, and residential in the
central core is largely commercial, but
west.
The southern sector was left lar-
in continuity with its past, it has main-
gely undeveloped until a scarcity of land
tained the same focal point and is sur-
and an increase in land values in the
rounded by the same but now fully deve-
century made its use more attrac-
20tive.
Harvard University built residen-
loped residential and academic sectors.
Although their uses have greately changed,
cies to the east of Boylston Street, the
the neighboring Commons and the Charles
MBTA built its storage yards to the west.
River District are now, more than ever,
The area in which the MBTA station
and Kiosk now stand, at the intersection
of Boylston Street and Massachusetts
Avenue, became the focal point for the
developing City.
All major roads radi-
the important natural resources of the
area.
(Illustrations pp. 8-10.)
Harvard Square now faces severe pressures for redevelopment, not only in the
southwest sector but in the core as well.
ated out from this intersection, forcing
It is crucial to establish guidelines
most traffic to and from Cambridge to
and controls over future development to
pass through it.
The activity generated
insure the compatibility of the old and
It is also necessary to formu-
by this continuous traffic was vital to
the new.
the development of the central core of
late a public sector design concept from
8
HARVARD SQUARE &
THE CITY OF CAMBRIDGE
0
j---e
1mIle~
9
I/
HARVARD
10
11
which a specific improvements program
northwest sector is not as clear because
may be derived.
the change in building form is less ab-
A. Sectors
rupt and pedestrian passages to the sector are multiple.
The existing sectors should be reinforced and the Southwest Sector should
be developed in such a way as to contain
Harvard Square is composed of four
rather than extend the core.
This will
sectors surrounding a commercial core.
provide an envelope in which the core
Three of the four sectors, which have
can change over time without losing its
a stable land use, are homogeneous and
identity as a cohesive retail district.
distinctive in form, and are consequently
The abrupt transition between the core
strong in identity.
The fourth sector,
and the eastern sectors should be mainThe change of building form be-
to the southwest, is presently underde-
tained.
veloped. The edges of the northeast and
tween the core, the northwest and the
southeast sectors are clear, and accesses
southwest sectors may be less abrupt;
to these sectors are limited to specific
however, commercial land use should not
pedestrian and vehicular entries.
The
distinction between the core and the
extend beyond Story Street above Mt. Auburn Street and only limited expansion
12
should be allowed south toward the River.
coverage should be comprehended with
B. Retail Area
increasing density as a unified and identifiable whole.
C. Focus
The present size and shape of the retail core is critical to its character. A
person can walk through and experience
The commercial core has a single focus
the entire area in a short period of
at the location of the Kiosk and MBTA
time; he can be exposed to all of its
entrance.
activities, and to the surrounding land
present vehicular and pedestrian move-
use and building forms as well.
ment patterns, commercial frontage and
As a
This focus is reinforced -by
result, the area can be easily under-
building forms.
stood.
a means of orientation and as a place in
This ease of comprehension rein-
forces the sense that the core has a
which activity can be concentrated.
With the development of the Southwest
unique identity.
Commercial development in the southwest sector should be contiguous with
the existing retail core.
A focus is essential as
Ground
Sector, there could evolve a new focus
which would compete with the present focus.
This duality could dilute the in-
13
tensity of activity and reduce the clarity of orientation.
There is a need,
core by pedestrian ways, landscape treatments and building developments so that
therefore, to change the form of the
their uses may become extensions of the
existing focus from a point around which
core activity rather than isolated
all activity evolves, to a line which is
events.
reinforced by multiple activities and
III. Elements of Physical Form
which connects the Southwest Sector to
The physcial form of Harvard Square is
the whole.
the product of incremental growth and
D. Charles River and the Common
unplanned development.
The resulting
juxtaposition of small-scale buildings
of different historical periods and
styles of architecture produces a variTo the north and south of the core
are two important natural resources the Cambridge Common and the Charles River.
At present, these resources are
gated building fabric.
Today, redevelopment is more likely
to occur on a larger scale than in the
past.
Because of economic factors, re-
not being connected or related to the
development may produce buildings of a
core in any significant way.
bulk and height which are potentially
These areas should be linked to the
incompatible with the existing structures.
14
To insure that the physical characteristics of Harvard Square are enhanced,
coverage and open space configurations.
B. Walls and Objects
a number of efforts are required.
A. Building Density
Within the commercial core, contiguous buildings create extended walls which
In the core, all buildings are contiguous.
They cover nearly the entire
range in height from two to six stories
and in length up to 1,000 feet.
The
lot and leave only the streets as open
walls provide the visual continuity with-
spaces.
in the core, the spires and cupolas
The sectors, on the other hand,
are composed of separate buildings.
Be-
serve as reference points from the core.
cause the form of the buildings differs
These reference points help to visually
from sector to sector, the resultant
define the limits of the core area.
open spaces are varied and distinctive
Economic pressures inherent in new
in shape from open spaces in the core.
development will tend to favor high-rise
Redevelopment of the core and altera-
construction which will break the con-
tions to the surrounding sectors should
tinuity of the wall-and-object relation-
maintain the existing building ground
ship.
Existing wall configurations
15
EXISTING
WALL CONFIGURATI
16
should be extended and more fully deve-
both the open spaces and channels should
loped at the pedestrian scale, and a
be maintained and extended into the
zone of maximum height of 60 - 80 feet
should be maintained.
Economics of de-
,Southwest Sector.
Vehicular movement
should be reordered so that the spaces
velopment can be achieved and the full
may be converted to predominantly pedes-
floor-area ratio can be met while ad-
trian use.
hering to these criteria.
D. Tunnels and Niches
occasionally in Harvard Square, walls,
C. Squares and Channels
Within the core, the extended walls
awnings, streetscape and sidewalk condi-
create two distinct spatial conditions.
tions work together to produce physical
Where the walls are parallel, the street
enclosures of the pedestrian walks which
space is defined as a channel.
can be characterized as tunnels.
These
Where
channels, in turn, lead to triangular
this occurs, pedestrian activity is en-
open spaces which are formed by a series
hanced.
of curved walls.
The pattern of vehicu-
A more literal form of pedes-
trian tunnels is the through-block pas-
lar movement through these triangular
sageways at Holyoke Center and 44 Brattle
spaces, commonly referred to as Squares,
Street.
leaves islands of unusable land.
windows, parks and street cafes occur
The dimensional characteristics of
Niches such as doorways, shop
along the tunnels at random.
Streetscape
17
These diffe-
elements such as lights, signs, benches,
Harvard Square movement.
parking meters and trash cans, although
rent forms of activity and movement work
in somewhat chaotic order, are found
together to create the dynamic quality
continuously along the edge of the tun-
of the core area, but at the same time
nel.
Canopies such as trees, awnings,
overhead signs and marquees occur intermittently and reduce the scale of the
sidewalk enclosures.
Unfortunately, at
produce conflicts and congestions.
Intensive vehicular movements passing
through and circling within the core is
the principle cause of conflict.
Re-
present the elements necessary to form
structuring vehicular movements could
the tunnel and encourage pedestrian ac-
increase pedestrian safety and reduce
tivity are not orderly or properly de-
congestions, but at the same time could
signed to capitalize on the potential
diminish the intensity and dynamic qua-
assets of this concept.
lity.
IV. Movement and Activity
to be separated in this restructuring, it
Bright storefronts, flashing lights,
If vehicles and pedestrians are
is very important that the resulting
sidewalks crowded with people, peddlars,
vehicle-free areas be redesigned to en-
street musicians, moving cars, singly
courage an increase in activities and to
and doubly-parked cars and delivery
foster pedestrian interaction so that
trucks are all familiar components of
the dynamic aspect of the Square is
18
strengthened rather than diminished.
The design should go beyond the inser-
A.
Pedestrians
Pedestrian movement in Harvard Square
tion of a few trees and benches, and in-
parallels the principal and secondary
vestigate the potential which might re-
roadways and occurs on through block
sult from the reconfiguration of build-
passages.
ing forms, as well as the reorganization
ticular pedestrian way is a function of
of development parcels.
its proximity to the focus of the core,
If the environment in and around Har-
The nature of use along a par-
the type of commercial frontage and the
vard Square is to be maintained and pro-
number of access points, the width of
tected, traditional attitudes toward
walkways, and the density of develop-
parking and transportation must be
ments above the commercial level.
changed.
Harvard Square can no longer
With the development of the Southwest
accomodate all those who wish to drive
Sector, a primary pedestrian network
to the Square and park in or around it.
should be created to connect that sector
A comprehensive system of vehicular move-
with the focus of the core.
ment, parking and services must be de-
existing pedestrian ways should be con-
veloped in concert with an improved and
nected to form a closed circuit.
expanded public transportation system.
block movement should be developed as a
New and
Through
19
more important part of the total pedes-
ed in the sectors or adjacent to them,
trian network.
and local traffic destined for Harvard
B. Vehicular Traffic
Square should diverted to these accomo-
At present, traffic moving through
the Square to points beyond and traffic
with Harvard Square destinations flow
dations.
C. Parking
Most public parking in Harvard Square
together in patterns which circle vir-
is on-street curb parking,
tually all blocks within the core.
is inefficient, disruptive, and environ-
This
This system
pattern creates congestion, confusion,
mentally harmful.
and conflicts in the heart of the core.
parking in this way should be more appro-
On-street parking increases traffic in-
priately used.
terruption and inadequate parking acco-
The land taken up for
Short-term parking should be accomo-
modations cause repeated movements with-
dated by a system of multiple-use garages
in the core.
which are located within walking distance
The two vehicular movement patterns
should be separated.
Through movement
should be channeled clearly and directly,
with minimum turning options.
Short-
term parking facilities should be locat-
of the core.
Vehicular access to the
garages should be from peripheral roadways and not from roads passing through
the Square.
Long-term parking should be
located outside the core and should be
20
connected to it by pedestrian ways.
D. Services
In many places, the delivery of
goods to the commercial core contributes to vehicular congestion and conflicts with pedestrian activities.
There is inadequate space for parking
and unloading, and a lack of order as
to where and when the deliveries are
made.
In the Southwest Sector, a system of
service roads and adequate loading docks
should be developed.
Where off-street
facilities cannot be provided in the
core,
time and frequencies of deliveries
should be regulated by a management
system.
21
GUIDELINE FOR THE DEVELOPMENT OF THE
SOUTHWEST SECTOR
The purpose of this section is to
outline a set of criteria relevant to
the future development of a large tract
of land in Harvard Square identified as
the Southwest Sector.
All these criteria
have been derived from numerous studies,
evaluations of proposals, and community
responses in consultation with the Harvard Square Development Task Force, Har-
vard University, The Community Development Department of the City of Cambridge,
and the Monacelli Associates.
I. Background
A. Boundaries
The Southwest Sector of Harvard Square
is
the area of land bounded by Mt. Auburn
Street to the north, Boylston Street to
22
Fronting along Mt. Auburn
the east, Memorial Drive to the south,
the FMI site.
and a western border running north-south
Street are the Craigie Apartments owned
roughly in the alignment of Gerry Street.
by Harvard University, the Cronin Res-
In this area,
taurant, and the Harvard Motor Hotel.
on the site of the existing
MBTA yards, the JFK Memorial Library was
C. Site Conditions
once to be built.
1. Topography
The site is relatively flat, sloping
B. Parcel Ownership
The total site area is approximately
17 acres.
Three quarters of the area is
from a height of + 27.5 feet on Mt. Auburn Street to a low of + 19.6 feet on
presently owned by the Massachusetts Bay
Memorial Drive.
transportation Authority (MBTA), and is
slab at the train yard is at an elevation
subject to the control of the General
of + 12.0 feet and requires sump pumps,
Services Administration.
Parcels com-
An existing concrete
the water table being generally at an
prising the western edge of the site were
elevation of + 13.0 feet.
assembled by four owners: Harvard Trust,
2. Soil Conditions
Dupree Associates, Inc., Trinity Realty
The site is underlain by a series of
Trust and Kanavos Enterprises (FMI).
subsoils typical of the Boston Basin and
Now Trinity Realty Trust has development
of Cambridge along the Charles River.
control of the Harvard Trust site and
These include fill over marsh deposits
23
underlain by sandy beach materials,which
System.
in turn overlay a substantial thickness
installed by the City of Cambridge under
of Boston Blue Clay.
Eliot Street and can serve as the major
The clay is
under-
A new 24" water main has been
lain by a relatively thin layer of gla-
feeder for any future developments.
cial fill overlying shale or slate bed-
4. Zoning
rock.
In general, the layer of marsh
deposits starts at Bennett Street and
increases in thickness towards Memorial
Drive.
The site falls under three zoning
districts as indicated on the next page:
0
The bedrock floor slopes steeply
Office District - west of University
Road.
Permits business and profes-
across the site from an approximate
sional offices and multi-family
elevation of 60 feet beneath the inter-
dwellings.
section of Boylston and Eliot Streets
BB
FAR is 3.0.
Business B District - north of Ben-
to an elevation of 120 feet at Memorial
nett Street between Eliot Street and
Drive and University Road.
University Road.
(Resources:
HUGH STUBBINS AND ASSOCIATES, INC., and
MBTA.)
3. Utilities
A 24" relief connection is planned
as part of the MDC Charles River Relief
ness.
For general busi-
FAR is 4.0.
C-3 Residence C-3 District - area bounded
by Bennett, Eliot and Boylston
Streets, Memorial Drive and University Road. Designated for multi-
24
family dwellings.
FAR is 3.0.
II. Development Objectives
A proposal for a "Harvard Square Over-
According to the Harvard Square Com-
lay District" that would unify the zon-
prehensive Policy Plan, the development
ing of the entire area was not enacted
pattern of the Southwest Sector should
by the City Council.
be a mixed-use development which seeks
Present height limitations, floor
to do the following things: establish a
area ratios, and allowable densities ex-
scale and character of development which
ceed those recommended by the Harvard
provide an identity for the Southwest
Square Comprehensive Policy Plan.
Sector while remaining consistent with
5. Existing Buildings
the general character of the Harvard
Ttere is
no building on the site
of
Square area, serve as the principal re-
historic value or exceptional aesthetic
source for the growth of the commercial
merit requiring mandatory preservation.
core, and respect its neighbors - the
However, for reasons of economics the
Charles River, the Harvard Houses Area,
Craigie Apartments and the Harvard Motor
and the residential pattern of "Neigh-
Hotel have been kept and renovated in
borhood Ten".
this study.
All other buildings and
structures would be removed.
tions pp. 25-30.)
(Illustra-
A. Relation to Traffic and Service
Systems: Circulation Objectives
The Southwest Sector of Harvard Square
25
V"WOWIO-
4 wFp
V
U
27
co~
SOUTHWEST SECTOR
0
28
Lzz
Sn
(FZLIITh
_
z
0
-----
PARCEL LIMITS
""""""""""'
DEVELOPMENT
LIMITS
SITE PARCELS
29
............... HM ......
LOOSE SAND AND GRAVEL
MT. AUBURN
BENNET
MEMORIAL DRIVE
Ii
2n
GROUND WATER TABLE EL. 13
FILL
-20
30
40
SOIL CONDITION
AT SECTION A-A
0
100
200
30
EBB
-1
3c
yuenr
EXISTING ZONING
31
is surrounded by a mix of uses: small-
B.
Surrounding Roadways and Access
Locations
scale residential to the west, retail
Three principal roads surround the
and commercial to the north, institutions
Southwest area: Mt. Auburn to the north,
to the east, and the river front to the
Boyleston Street to the west, and Memo-
south.
rial Drive to the south.
The present
Vehicular assesses, roadway alignvehicular movement pattern is shown on
ments, and capacities are of major conthe next page.
cern in the Southwest area.
The princiThe Harvard Square traffic problems,
pal objective is to establish a separate
such as through traffic,students, MBTA
and independent roadway and service syssubway patrons, etc.,
are less signifi-
cant than fundamental
structural
tem within the Southwest area that will
problems.
not conflict with the peripheral traffic
Both the historic street development
flow, the pedestrian movement within the
pattern and the current street network
site, or the pedestrian linkages to adjacent areas.
make the Harvard Square area the cross-
Interfaces should be
roads of Cambridge, as most major streets
limited to those performing a needed
in the City lead to or through Harvard
function,
i.e.,
taxi access to pedestrian
Square.
areas, auto drop-offs, etc.
The pattern of thirteen radiating
32
streets may permit the motorist to get
-
Deviations of the road alignment from
to Harvard Square with ease; however, it
the existing rights-of-way will re-
is very difficult to get through Harvard
quire the taking of private properties
Square.
at substantial costs and legal nego-
Nearly 42 percent of all auto-
mobile trips made to Harvard Square are
made by persons going to work and an
tiations.
-
that the above-grade future develop-
additional 11 percent of the trips are
made to attend school.
Below-grade alignment almost requires
ment be known so that adequate struc-
About 55 percent
of the trips to Harvard Square are ones
tural designs can be made to accomo-
which require either all-day or long-
date the loads.
term parking.
Significantly less than
-
A below-grade roadway would require
10 percent of the trips within Cambridge
an agreed upon, overall plan for park-
are made by public transportation. (Re-
ing below-grade, and development above
sources: Transportation Planning Office,
grade, so that access could be pro-
Traffic Department, Cambridge,and Mona-
vided for both entries and exits.
celli Associates.)
(Illustration p. 33.)
The following are some strong consi-
-
A roadway at grade and the required
loading and service areas would con-
derations which will influence the
sume a significant amount of land more
choices of road alignment:
appropriately used for pedestrian cir-
33
HARVARD SQUARE
AVERAGE
DAILY TRAFFIC VOLUMES
34
culation.
In addition, 'it will be
Detailed designs of the internal pe-
difficult to avoid vehicle-pedestrian
destrian system will result from the ul-
service conflicts.
timate uses and from the physical design
III. Pedestrian Circulation
The Harvard Square Comprehensive Po-
criteria.
If vehicle-free areas are to
be developed, it is important to provide
licy Plan outlines three major objectives
the proper type and amount of uses along
for pedestrian circulation in the South-
them so that an appropriate level of dy-
west Sector:
namic activity will take place.
-
-
-
Each
Clear pedestrian linkages should be
pedestrian area may well have a pro-
made to the surrounding areas, and a
grammed goal: to be a lively way for
principal pedestrian access should be
shopping, to be a gathering place for
developed to Brattle Square through
events, or to be restful, with land-
the Eliot Street area.
scaped areas and a more residential at-
Pedestrian and vehicle circulation
mosphere.
should be separated if possible.
goal is to develop an inter-connected
The area should focus on an open space
system of pedestrian paths.
adaptable to a variety of outdoor
IV. Parking
activities.
In any case, the paramount
The Southwest Sector is the only location where parking can be built without
35
table.
demolishing an existing active use.
At present there are about 800 parking spaces in the Southwest area.
The
The feasibility analysis conducted by
The Community Development Department and
program suggested by the Task Force ana-
their consultants, Cambridge Seven Asso-
lysis allows for ultimately 700-900 pub-
ciates, indicates that it may be feasible
lic spaces to be built to replace pri-
from both physical and financial stand-
vate spaces vulnerable to new develop-
points to put parking below grade.
ment and additional parking to meet the
HUGH STUBBINS AND ASSOCIATES' study also
needs new development generates.
indicates that below-grade parking ap-
The City would like to achieve a
significant number of municipal public
The
pears possible.
The City is the only body in the ap-
spaces in the course of developing the
propriate financial position to build
Southwest area.
parking, especially by using the joint
From the studies which have been made,
venture parking concept such as the one
it appears that parking underground,
proposed for Nutting Road but larger in
while expensive, could work if
area.
-
-
It must be kept in mind that the
The quantity were large enough, and/
City does not own any land in this area
or
and it may not be feasible to buy the
It did not extend below the water
land at market value, build parking
36
structures and lease spaces at a realis-
the parking business, since the de-
Trinity Realty Trust has made
mand seems to be there if the price
tic rate.
just such a proposal and believes it
is right, but this is a high-risk
would work and that they would do it if
option.
they did not have to compete with adja-
not opt to build public spaces, the
cent on-grade parking lots.
City would have lost the opportunity
Through Monacelli's and STUBBINS'
If the private developers do
for many years to come.
Therefore,
researches, the City has three basic
this option, "Do Nothing", is not re-
options:
commended.
B. Continue Pursuit of Joint Venture.
A. Do Nothing.
Just let the on-grade lots exist
The continue pursuit of joint develcp-
until the parcel is developed and
ment concept will take time,
requires that parking be accomodated
staff, and financial resources to re-
for the development only as called
solve the deals.
for in the Zoning Code.
This option
committed
Afterwards, it would
take funds to build the facilities.
would ultimately deplete the only
However, given the past record of
large public parking resource which
achievement, this option seems to
exists.
It may prove financially
feasible to some developer to get into
present little hope unless a true
commitment is made.
37
C. Take Property for the Public Purposes
and Build Parking.
Fund program, is that the City provides parking for the commerical dis-
The City may do this if it can show
tricts.
the real public need.
A reliance on the private
The fact is
sector to build parking would mean a
that the need exists and that the
change of policy.
If that were done,
City should seriously consider this
the Zoning Code should be altered and
option.
Now is the time when propera mechanism to insure adequate quan-
ty in the Southwest Sector can be
tity and location of parking in the
taken with minimum negative impact or
future should be prepared.
creation of personal hardship.
Therefore,
option C by itself is
Under this option, a garage belowvery possible and is the one most
grade could be built with ground floor
amenable to positive action.
And the
retail or community service accomodamost important thing is that this
tions.
It could be located in such a
could be the catalyst to create deve-
way as to present the minimum visual
lopment.
disturbance and yet be close to the
V. Urban Design Criteria
commercial area.
At present, the imA. Height, Scale, Bulk, Density
plicit parking policy of the City,
The Policy Plan has suggested that a
through its Zoning Code and Parking
height limit of 60 to 80 feet be set on
38
the Harvard Square commercial area.
The
come-entrance feeling to the Southwest
range of height was derived from the pre-
area along Boylston Street and to the
cedent of major buildings in
entire Harvard Square area. To the north
the area and
the general acceptability of the scale
which they create.
In the Southwest
along Mt. Auburn Street, the developed
height had better be established as not
area, special consideration must be gi-
over 60 feet.
ven to the related elements of form,bulk,
ror the scale of the Brattle Street
open spaces, orientation, and transi-
block so as to establish a dense but
tions, in order to propertly judge the
not overpowering edge of Mt. Auburn
effective height of a project.
Street.
There are three locations in the
It is the intent to mir-
To the west, abutting the small-
scale residential development, a maximum
Southwest area where height is of spe-
of six stories, preferably less, should
cial concern.
be held.
To the east, along Boyl-
If the residential scale of
soton Street, the height limit of deve-
development is maintained at the western
lopment had better not exceed the cor-
edge, heights may be increased in the
nice height established by the Harvard
interior of the Southwest area without
University Houses Area.
Indeed, height
ill effects.
Along the north edge of the
along that edge had better keep the rhy-
park, a maximum of 80 feet might be ac-
thm and harmony, so as to create a wel-
ceptable; however,
the variety in building
39
form and the opportunities to capture
height, material, and form had better be
view and sunshine for the central area
institutional in character, yet capture
of the site should be considered.
the scale of the traditional Harvard
Scale, Bulk and Density: these three
Houses to the east and keep the continu-
aspects of building form are interrelated
ity with the entire Southwest Sector
as they may apply to any location in the
development.
Southwest area.
Analysis of the exist-
B. Orientation, Sunlight, Views
To the south it should capitalize on
ing zoning shows that in each of the
suggested parcel developments nearly 100
the view of the River, the park, and on
percent of the allowable FAR can be
the southern exposure.
achieved.
should have maximum frontage to the
The development in the South-
Apartment units
west area also needs to indicate that the
south, balconies and yards should be de-
bulk, density and scale should be such
signed as an integral part of the project.
as to respect and harmonize with the
C. Physical Form and Materials
There are two basic principles in-
abutting development as it now exists.
The scale of the Kennedy School of Go-
volved here:
vernment and Institute of Politics should
-
The design of future projects needs
be such as to help frame the entrance to
to complete and harmonize with the
Harvard Square from the River.
Square, and
Its
40
-
Consideration of the whole as more
important than its individual parts.
Traditional use of brick, concrete,
and modular construction is the major
objective.
41
ECONOMIC AND MARKET ANALYSIS
I. Retail Market Indicators
(Resources: Gladstone Associates; The
Community Development Department,
City of Cambridge; The Harvard Square
Task Force; and as indicated in the
text.)
(See Appendix, pp. 92-108.)
A. Past and Present Trends
Retail sales trends in the Boston
Metropolitan Area have shown healthy increases in the major relevant retail categories (i.e., shoppers'goods, convenience goods, and eating and drinking establishments) in both the 1963-1967 and
the 1967-1972 periods.
On the other
hand, comparable retail sales trends for
the nine cities and towns in the Harvard
Square market area experienced actual
42
declines - in real dollar terms -
for
1.5 percent, and for convenience goods
shoppers and convenience goods and had
was minus 2.4 percent - in other words,
only a modest gain in the eating and
an actual decline in real dollar sales.
drinking category.
This reflects the
Through the Charles G. Hilgenhurst
declining retail market share of the
Associates' study, the estimated 435,000
older metropolitan core shopping dis-
sq. ft. of retail space in the Harvard
tricts over the last ten years as com-
Square Market Area was, in turn, subdi-
pared to the growing importance of sub-
vided in accordance with the census de-
urban shopping locations with convenient
finition of shoppers goods, convenience
highway assesses.
goods, and miscellaneous stores.
Retail sales data for the Harvard
Speci-
fically, approximately 230,000 sq. ft.
Square major retail center, as estimated
(close to 53 percent) of the total retail
by the Office of Economic Development
floor space in Harvard Square contained
and Manpower of the City of Cambridge,
shoppers goods merchandise; about
again bear out the relative stability
130,000 sq.
and modest growth in retail sales in
area carried convenience goods; and the
the urban centers.
remaining 75,000 sq. ft. (or 17 percent)
This is especially
true between 1967 and 1972 when the annual growth rate for shoppers goods was
ft.
.
(30 percent) of the floor
offered miscellaneous goods or services.
Comparing the estimates of floor
43
area to the 1972 retail sales data, it
creased markedly over the last ten to
appears that Harvard Square merchants
fifteen years, while the number of lar-
sell, on the average, approximately
ger shoppers goods and convenience goods
$150 of goods/services per square foot
outlets has remained relatively stable
of floor space annually.
The produc-
over the same time period; finally, there
tivity factors for shoppers goods and
was an actual decline in the number of
convenience goods were approximately
retail businesses performing personal
$190 and $110 per square foot, respec-
repair and other miscellaneous services.
tively.
The high sales volumes are not
Through the above quantitative and
uncommon for desirable CBD locations and
qualitative observations on the retail
in fact, are necessary to justify high
mechanics of Harvard Square, a forecast
rent levels, taxes, and land costs.
of potential retail sales was made based
The change in the total number and
on an estimate of increased purchasing
types of retail establishments in Har-
power, which resulted from growth in the
vard Square over time is indicative of a
number of households and real income in
qualitative change in the retail "charac-
the market area, and estimates of future
ter" of Harvard Square.
expenditure patterns for different types
The number of
eating and drinking establishments and
"trend-setting" specialty stores in-
of retail goods by regional consumers.
44
B. Shoppers Goods Retail Development
Opportunities
percent of
shoppers interviewed (evi-
dence of the healthy inflow in retail
A survey of both merchants and shop-
sales) were divided between residents of
pers in Harvard Square was made by Glad-
other more distant cities and towns in
stone Associates in order to define the
the Boston Metropolitan area, and tourmarket area from which Harvard Square
ists from outside of the Metropolitan
retailers are presently drawing trade.
region.
Survey results from "visitors" in the
A forecast of additional supportable
Square show that approximately 50 per-
shoppers goods retail space in Harvard
cent of shoppers interviewed came from
Square is closely related to the pending
either Cambridge or Boston.
These areas
public policy decisions which will have a
were then defined as the "Primary Market
direct bearing on the overall retail cliArea".
A secondary market area was de-
mate.
Accordingly, the forecast is stated
lineated, consisting of the surrounding
below in terms of two broad categories:
cities and towns (including Brookline,
The "modest growth" category is enviNewton, Watertown, Belmont, Arlington,
sioned for the Square if the present
Somerville
and
Medford) from which an
"specialty" retail environment is mainadditional 25 percent of the Harvard
tained in Harvard Square (i.e., no
Square shoppers come.
The remaining 25
"chain" or department stores); conti-
HARVARD SQUARE
COMPARISON GOODS RETAIL MARKET AREA
46
nued high rents/land prices require
would assume a broadening of the mar-
high sales productivity per square
ket either geographically and/or by
foot of floor area; and if present
the types of goods and services of-
levels of traffic and parking accomo-
fered, primarily through development
dations are maintained, at minimum.
of a major new increment of retail
space in the Square (bringing in both
Under these conditions, there appears
new outlets and department store-type
to be only a minimal demand for addigoods and services, and providing a
tional shoppers goods retail space,
"critical mass" which broadens the
approximately 10,000 to 20,000 sq.ft.,
Square's market area and depth); the
over
the
next 10 years.
More speexpansion category would also assume
cifically, it is anticipated that a
the provision of adequate parking and
projected increase, between 1975 and
reasonable access and egress over and
1985, of approximately $8 to $10 milbelow the present levels of service.
lion in retail sales in Harvard Square
will be absorbed primarily in current
If this category is the case, then it
spaces, to offset the pressure of in-
will expand the Square's penetration
creasing productivity requirements.
into the primary and secondary market
areas, as well as make a modest pene-
-
In contrast, the "expansion category"
47
tration of a tertiary market area.
Under the status quo conditions, total
In specific terms, an increase of
supportable square footage for conveni-
perhaps $35 to $45 million in retail
ence goods is expected to remain rela-
sales would be possible -
tively stable, with modest increases in
resulting
in a corresponding increase in sup-
convenience goods sales and a very mode-
portable floor area of up to 100,000
rate increase of approximately 5,000 sq.
sq. ft. (and implicitly, holding down
ft. of supportable space.
rapid rent increases in current re-
of 2,000 households in the expansion
tail space in the Square).
category results in an increase of appro-
C. Convenience Goods Retail Development
Opportunities
The addition
ximately $1.5 million in sales and a net
gain of an additional 15,000 square feet
Forecasts of supportable convenience
of retail space over current levels.
retail areas, similar to the above analyIn short, analysis of the two catesis, also take into account two distinct
gories above, which representing the
categories, the "status quo" conditions
likely extremes of future residential
with little significant new residential
developments, illustrates a limited podevelopments in the Square; and expansion
tential for new convenience goods retail
resulting from the addition of 2,000 new
development, with a maximum of perhaps
housing units in the Primary Market Area.
15,000 square feet.
From a practical
48
viewpoint, this estimate of new conveni-
Metropolitan region is distributed as
ence space would likely be exceeded in
follows: 60 percent in downtown Boston,
the form of eating and drinking estab-
30 percent in Route 128
lishments, which have a regional rather
areas, and 10 percent in the inner sub-
than a local draw.
Food and drug stores
-
outer suburban
urbs, which was defined as areas within
will characterize most future conveni-
a five-mile radius of Kenmore Square
ence space expansion in Harvard Square
but excluding downtown Boston.
as a direct function
of
new residen-
Thus,
inner suburban locations (such as
tial development which may occur.
Cambridge) represent only a minor
II. Office Market Indicators
share of the Metropolitan office market,
A. Past and Present Trends
and most of these office spaces are in
Between 1960 and 1974, an annual ave-
single purpose buildings - such as is
rage of 1.2 million sq. ft. of new major
found in Technology Square and the State
office space was constructed in the Bos-
Street South development in North Quincy.
ton Metropolitan Area; in the last five
In the City of Cambridge, a more de-
years, moreover, the annual average has
tailed inventory of office construction
been on the order of two million sq. ft.
by year, based on building premit data,
According to detailed surveys by the
Ryan Elliot Company, office space in the
indicates an average annual construction
level of approximately 120,000 square
49
feet between 1961 and 1975.
In contrast
the City's average new space occupied,
to the Metropolitan trends, the peak
55,000 square feet per year.
years of office space development in
Square, new office occupancy has been
Cambridge were in the early and mid-
evenly divided between competitive and
1960's, primarily as the result of the
non-competitive facilities, while in the
development of Technology Square; since
balance of the City a major share of
1971 an average of only 80,000 square
recent office demand has derived from
feet of new office space has been built
competitive space occupants.
annually in the City of Cambridge.
Recent obsorption trends in Cambridge
office facilities -
from 1972 to the
In Harvard
Rent levels in the competitive office
space surveyed generally ranged from
$7.00 to $9.50 per square foot of gross
present - indicate that the Harvard
leasable area.
Square area has captured nearly 50 per-
nants - such as the Polaroid Corporation
cent of the Cambridge office market
in Technology Square - have long term
during this period.
Specifically, new
office occupancy has averaged nearly
26,000 square feet per year in each of
Some non-competitive te-
leases at $6.25 to $6.75 per square foot.
B. Forecast of Office Demand
On the Metropolitan level, the demand
the last three years in the Harvard
for new office construction is a function
Square portion of Cambridge, or half of
of the expected growth in employment be-
50
tween 1975 and 1985 within those occu-
ponents, an allocation of 10 to 15
pations and industries (such as profes-
percent was estimated to accrue to the
sional, managerial, clerical, finance,
inner suburban region.
services, etc.) which are generally
an annual demand ranging from 170,000
considered "office using".
to 250,000 square feet of office space
Based on de-
Specifically,
tailed forecasts by occupation and in-
is expected in the coming decade in the
dustry of future employment growth by
inner suburbs of which Cambridge is a
the Massachusetts Department of Employ-
part.
ment Security, an estimated annual in-
Within this office market framework,
crease of approximately 6,200 office-
the Harvard Square area could reasonably
using employees will be derived for the
capture 8 to 10 percent of the inner
1975-1985 period.
suburban office development potential.
Within the Boston Metropolitan Area,
This would result in an annual absorption
an aggregate demand for new office space
ranging from 13,000 to 25,000 square
of approximately 1.7 million square feet
feet, a conservative estimate consistent
annually is expected between 1975 and
with recent absorption levels.
1985.
Subdividing the Metropolitan office
demand into its expected geographic com-
The principle variables affecting
future development of office space in
the Harvard Square area are
51
Appropriate land costs and building
of larger tenants may occur as the mass
economics;
transit service to the Square is im-
-
Site availability; and
proved.
-
A resolution of parking/circulation
III. Residential Market Indicators
issues in the Square, including the
A. Past and Present Trends
-
replacement of present parking spaces
During the 1960's, an average of
to be lost, the location of off-street
9,000 new dwelling units were added an-
parking facilities, and the amount of
nually to the Boston Metropolitan region.
new all-day parking spaces to be al-
The Metropolitan Core Area and the City
located to servicing new office de-
of Cambridge captured only a minor por-
velopments.
tion of this new construction with 770
New office spaces are likely to be
and 242 units per year, respectively -
evenly divided between single purpose
and only approximately 30 new units were
and general occupancy space, consistent
constructed in the Harvard Square section
with past trends in the Square.
Most
new occupancy will likely be of a spe-
of Cambridge.
For the Metropolitan region, the te-
cialized nature, such as smaller profes-
nure characteristics of housing, between
sional offices, quasi-public institu-
owner and renter occupants, were evenly
tional users and the like.
Some influx
split.
In contrast, in Harvard Square,
52
In the non-student apartments,
the City of Cambridge, and the Metropoli-
cluded.
tan Core Area, new housing was virtually
tenants tended to be primarily young
entirely for rental occupancy.
Unit
singles and couples iwth professional
types tend to be oriented toward smaller
jobs, many of whom worked in either
households, with efficiency and one bed-
Cambridge or nearby portions of Boston.
room apartments predominating, and a much
There are relatively few older couples
smaller number of two and three bedroom
and retired persons in these apartment
units available.
projects, particularly in locations
Rent levels, on the average, range
from $200 to $240 for efficiencies, and
$240 to $285 for one bedroom units though a number of one bedroom units were
offered at $300 to $325.
Rents for the
close to Harvard Square.
B. Residential Development Opportunities
A forecast of aggregate housing demand for the Harvard Square market area
through 1985 was made from the following
few two and three bedroom units ranged
three elements: a net increase in the
around $330 to $335 and $450 to $525,
number of households, replacement needs,
respectively.
and an allowance for vacancy.
In terms of tenant types, there was a
An annual average of approximately 900
clear distinction betwene buildings in
new housing units is expected within the
which students were allowed or were ex-
Metropolitan Core Area between 1975 and
53
1985, a level very comparable to the experience of the 1960's.
On the Metro-
Square area, around $50-$60 per square
foot, in addition to the limited number
politan regional level, an aggregate
of available sites and premium construc-
demand of 11,000 to 13,000 new dwelling
tion costs resulting from poor soil con-
units per year for the next ten years is
ditions, will limit the development of
expected, which is also very consistent
sufficient housing units to fully meet
and even slightly more conservative than
potential housing demand.
the 1960-1973 trends would indicate.
IV. Quality Hotel Market Indicators
An aggregate demand for 1,400-2,700
new dwelling units can be anticipated in
A. Past and Present Trends
New construction of quality hotel
the Harvard Square area over the next
facilities averaged approximately 230
decade, according to an estimate by the
rooms in the Boston-Cambridge area be-
Gladstone Associates.
However, of this
tween 1960 and 1973.
Most of this actiOver-
quantity, it is reasonable to expect that
vity occured in the early 1960's.
only 300-500 units would appear to be
all, the City of Cambridge captured ap-
supportable at rent/price levels high
proximately 25 percent of the new con-
enough to offset the high land values in
struction of quality transient facilities
the immediate Harvard Square area.
In
another way, the high land values in the
in the Boston-Cambridge area between 1960
and 1973.
54
A survey of the quality transient fa-
in hotel demand is expected in the City
cilities in the City of Cambridge showed
of Cambridge through 1985.
that the City-wide occupancy rate was
Square area can reasonably be expected
approximately 75-77 percent.
Hotels in
The Harvard
to capture approximately between 25 and
Cambridge rely primarily on university-
50 percent of this increased demand.
related and other business visitors as
Resulting development potential would be
well as tourists for their trade; on the
from 80 to 160 rooms for the ten-year
other hand, conventions do not play a
period.
major role except as "spillover" from
The completion of the new Hyatt Re-
Boston when hotels there are fully occu-
gency Hotel on Memorial Drive with 500
pied.
luxury rooms is one factor which affects
B. Forecast of Development Potentials
the expected demand in Harvard Square;
Based upon the current occupancy le-
the problem associated with the proposed
vels in excess of the breakeven point of
360-room Holiday Inn at Nutting Road is
70 percent and an expected increase in
a further indication of the limited mar-
demand for quality rooms of 4 percent
ket for hotel development at present.
annually, which reflects an increase in
The Holiday Inn was intended primarily
tourists, commercial visitors, and con-
to serve the increase in the number of
ventions; a total increase of 320 rooms
tourists that would have been generated
55
with the locating of the Kennedy Museum
A. Retailing
in the Southwest Sector; however, the
Future development of significant
subsequent erosion of this important
amounts of additional retail facili-
support makes the prospects for deve-
ties in the area will be conditioned
lopment of this facility very dim.
primarily by the Square's future ability to absorb additional vehicles
The possible development would be a
and pedestrians, and to provide ade-
university-affiliated overnight lodging
or hospitality facility.
quate parking space.
Like Prince-
ton's Princeton Inn and Dartmouth's
-
The future retail expansion is likely
Hanover Inn, such a property would pre-
to consist primarily of speciality
sumably attract some university-related
goods and services outlets, similar
business and alumni visitors to the Har-
to the present activities in the area.
vard Square area.
Up to 100,000 square feet of added
V. Summary of Market Findings
specialty retail space is supportable
With respect to market-oriented land
in Harvard Square over the next de-
uses in the Harvard Square area, the
cade, if parking and vehicular circu-
market study identified the following
lation and access are provided to
conditions.
serve regional consumers.
Pedestrian
56
environment improvements will also be
C. Offices
desirable and important in establish-
-
Harvard Square is rapidly becoming
ing and maintaining this unique re-
one of the prestigious office loca-
gional appeal.
tions in the Metropolitan Area.
-
B. Housing
However, larger employers report in-
Up to 2,000 housing units could be
creasing problems and employee dis-
absorbed in the Harvard Square area
satisfactions with the Square's diffi-
over the next decade.
cult access/parking situation.
However, given high land costs and
poor soil
-
If parking and access problems could
be solved, up to 250,000 square feet
conditions in the area,
it is expected that only 300-500
of new office space might be absorbed
dwelling units can be absorbed in
in the area by 1985.
this period at the expensive rent
D. Hotels
levels or sales prices dictated by
-
No significant demand for a net addi-
current development economics in the
tion of new hotel rooms is
anticipated
Harvard Square area, unless major
in the area, due to the current room
amounts of assisted housing are de-
availability and nearby current ex-
veloped in the area.
pansion.
57
-
However, a university-affiliated
"College Inn" could be quite successful in the area.
(See Appendix for tables and illustrations relating to retail development potentials, office space availability, consumer surveys, etc.)
58
DEVELOPMENT PROGRAM AND
PHASING
I. Land Use Policies
The development pattern of the Southwest area should be a mixed-use development, which can be divided into four
areas
(illustration
p.
59):
A. Commercial Area
Mixed-use developments should be encouraged in the Commercial Area within
the Southwest Sector.
The following
uses and activities are appropriate in
that part of the area: office space,
restaurant and cultural-entertainment
facilities, housing, small hotel, general merchandising, retailing, and parking facilities.
Harvard University, when building
facing the commercial core, should be
80103S
co
0
-q
0
z
C/)
6SI
IS3MHiAOS
60
encouraged to construct a mixed-use de-
as to avoid consuming large amounts of
velopment, combining institutional uses
valuable urban land.
and economic development activities in a
C. Riverfront Area
manner which would represent an integra-
The part of the present MBTA yards
tion with the commercial core.
facing Memorial Drive and the Charles
B. Central Area
River should be devoted to an open park-
The most appropriate activities for
this part of the Southwest area between
the Commercial Area and the Riverfront
like area.
D. Nutting Road Area
Mixed-use development is appropriate
Area are medium density housing, acade-
in this area and should act as a transi-
mic facilities, and open space/plaza.
tion between the Commercial Area and the
Residential developments should be
residential development to the west.
It
permitted to have some sites facing the
should be primarily medium-density, re-
park in the Riverfront Area, without
sidential development with only a limited
creating a visual or physical barrier
amount of small-scale office space.
between the Charles River and the Harvard Square area.
Tax-exempt institutional developments should be relatively compact so
To achieve a transition from commercial to residential areas, it is suggested that office spaces be in the eastern part of this area, and oriented
61
toward the Commercial Area; and apart-
walkway.
ment buildings be located to the west
II. Urban Form
and south of the present Nutting Road.
Offices in the Nutting Road Area had
In order to provide a connection to
the existing business district, and to
better be oriented toward relatively
avoid creating a development pressure on
small firms.
the residential neighborhoods to the
The office space had bet-
ter be oriented away from the Charles
west and the Harvard Houses to the east,
River and toward the Commercial Area,
the more intensive development activity
with a facade treatment of office space
should be located in the commercial Area
being as compatible with a residential
and the Central Area.
character as is feasible.
Pedestrian
Meanwhile, it
should be sympathetic to the park-like
entrance to offices from Mt. Auburn
character of the Riverbank and to the
Street and Nutting Road is appropriate.
height and scale of the buildings pre-
Without representing an expansion of
commercial activities into the Nutting
sently on Memorial Drive.
The continuity of brick as the domi-
Road Area, a limited number of small-
nant building material used along the
scale retail shops and restaurants would
Riverfront had better be maintained.
be appropriately located at the ground
Toward the Commercial Area, other mate-
floor and along the main pedestrian
rials could be considered but the scale,
62
durability,
texture, and color which are
front should provide for a broad spect-
achieved by the use of brick should be
rum of age groups and user groups, and
prime criteria for judgement.
should include different types and
III. Open Space and Pedestrian Movement
sizes of spaces,such as small sitting
The presently undeveloped Southwest
areas, large grassy areas, and some
area provides an outstanding opportunity
hard surface areas for group events and
to create a primarily pedestrian environ-
temporary exhibitions.
Pedestrian walkways should provide
ment within the area, in which pedestrians should be separated both verti-
connections to other parts of the South-
cally and horizontally from vehicles.
west Sector and to the Harvard Square
The open space system in the Southwest area should serve as an important
area.
-
Three categories are suggested:
Main Pedestrian Way
element in organizing the relationships
An important pedestrian way through
among the four areas; provide a transi-
part of the commercial area, along
tion from commercial to residential
part of Eliot St. and Brattle St.
and academic uses nearby; and provide
leading to the Kiosk area in Harvard
a focal place which is an important
Square.
open space in its own right.
The open space located in the River-
-
(See "SITE Access" p. 63.)
Secondary Pedestrian Ways
Pedestrian ways on a more intimate
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64
-
scale should be developed, one west-
tem which is scaled to pedestrian even-
erly along Nutting Road to connect
ing activity should be installed.
with Story Street, the other passes
total system of paving of pedestrian
by Craigie Apartments and the Harvard
ways utilizing more textured materials
Motor Hotel, crossing Mt. Auburn St.
such as brick or stone should be in-
through the middle of the Brattle-
stalled under a public improvement pro-
Story block leading to Brattle St.
gram.
Walkways
sidered as an amenity.
Various walkways and paths, connect-
ground floor set-back, canopies, and
ing the Charles River, Memorial
veranda should be provided to allow
Drive, the Nutting Road area, Mt.
continuous pedestrian circulation under
Auburn St.,and the Harvard Houses
cover.
A
Weather protection should be conA system of
Focal places should be located at
should be made.
The elements of streescape (lighting,
the proper places.
These are spaces
signs, paving, canopies, trash recep-
large enough to accomodate the varied
tacles, mail boxes, seating areas,
activities, which may constitute an end
kiosks, outdoor merchandise containers,
in themselves, rather than a space which
and so forth) should be organized into
one passes by or through.
a unified concept.
actviities here are exhibitions, small
A new lighting sys-
Appropriate
65
street fairs, small concerts, public
of
speeches, public services, or simply
-
regular use;
passive sitting and outdoor enjoyments.
Niches should be scattered in the
Southwest Sector.
-
About 230 existing legal curb parking spaces;
Those are small
places which occur adjacent to side-
About 550 illegal parking spaces in
-
About 700 legal spaces in off-street
walk or walkways and accomodate various
lots due to new building development;
special pedestrian-related functions
and
such as eating, vending, sitting, small
exhibits, etc.; these cannot occur without impeding movement.
Numerous niches
-
Curb-side parking spaces
(temporary)
that will result from the construction, and particularly the related
of varying sizes and characters should
traffic detours of the extension of
be encouraged.
the Red Line rapid transit in Harvard
IV. Parking
Square.
A. Existing Conditions
The construction of 1,500 new public
Even if no new parking spaces are
parking spaces in off-street garages is
provided, the number of existing parking
referred to as a replacement parking
spaces in Harvard Square could be reduced
program that provides no net increase in
by nearly 1,500 spaces due to elimination
parking spaces, and is seen as a mini-
66
C. Alternate Modes of Transportation
mum effort to be undertaken.
Suggestions for alternate modes of
B. General Policies for Parking
1. Provide a sufficient amount of parking
transportation are
to enable the Harvard Square commercial
1. Encourage increased use of public
area to retain and enhance its position
transportation;
in the City's economic system without
2. Encourage walking by locating new
forcing it to become increasingly depen-
housing within reasonable walking dis-
dent upon the automobile.
tance;
2. Provide off-street parking primarily
3. Improve bicycle routes and storage;
for replacement parking and to meet the
4. Designate specific bicycle routes in
municipal essential requirements for new
the Harvard Square area, provide physi-
development.
cal improvements to make such routes
3. Control the amount of parking so that
safe,
public transportation remains an attrac-
of bicycle storage facilities to the
tive alternate mode of travel.
convenience of the riders.
4. Provide off-street parking garages and
5. Encourage car-pooling.
gradually replace much of the curb-side
6. Provide a specific amount of parking,
parking.
consciously set the rates for use of
(See "Existing Parking",
p.
67.)
attractive and relate the location
parking facilities, according to their
67
II
CD,
z
0
C')
0
mo
EXISTING PARKING
68
location and the time of day or night, to
achieved.
encourage a "turnover" of parking for
V. Service and Goods Movement
shoppers and buyers near the commercial
Deliveries and the movement of goods
area; make parking charges more expen-
is the lifeblood of commerce.
sive than public transportation; encou-
sent haphazard service and goods move-
rage car pools by offering rebates for
ment practices, as symbolized by the
multi-occupant cars; discourage all-day
double-parked truck blocking a street,
parking.
or by the sidewalk blocked to pedestrians,
Parking for the occupants of housing,
commercial, or other developments in the
Southwest Sector can be accommodated in
the same parking garage as municipal
parking.
Parking garages constructed in
The pre-
are unsatisfactory to the general public
and costly to the businesses.
In the Southwest Sector, there should
be established an integrated loadingservice system which minimizes conflicts
the Southwest area, regardless of the
between pedestrians and traffic movement
owner or developer of such facilities,
in the area; all new individual develop-
should be designed in manner to promote
ments should be required to be connected
multiple parking occupancy so that the
to that system.
most efficient around-the-clock use of
take place entirely within the area's
expensive parking facilities can be
loading-service system, and not on the
Service-loading should
69
boundary streets, such as Mt. Auburn St.
Cambridge, and Arlington Center, as
or Boylston St.
part of the first phase of construc-
Furthermore, to investigate the fea-
tion.
The first phase would cost
sibility of small off-street freight
$315 million.
transfer and delivery stations and stor-
become available, perhaps in the 1980's,
age in the area, possibly in conjunction
the Red Line might be extended to
with off-street parking, to reduce the
Arlington Heights, or possibly through
frequency of deliveries, and to permit
Lexington to a terminus at Rt. 128.
deliveries to businesses to be made dur-
Subsequently, when funds
At present, most of the bus and
ing off-peak hours should all be consi-
trackless trolley lines terminate at
dered.
the Harvard Square station.
VI. Public Transportation
tem of bus routes, designed many years
As presently planned Line D-2, the
That sys-
ago, permits easy transfer to rapid
northwest extension of the Red Line,
transit trains.
would proceed from Harvard Square in a
tension of the Red Line, about half of
tunnel directly up Massachusetts Avenue,
the bus lines now coming into Harvard
with a station at Porter Square, and
Square could either be eliminated or
thence to stations at Davis Square in
routed into new rapid transit stations
Somerville, the Alewife area of West
along the Red Line extension.
However, with the ex-
The re-
70
maining bus lines should be reoriented
-
Central Area - specialties commercial
to a new system which provides better
space, office, open plaza,
crosstown service in Cambridge.
second/third floor retail, institu-
A. Proposed Land Uses
tional facilities, below-grade park-
According to the Policy Plan, the
ing.
Riverfront - open-space park.
general land uses in the Southwest
-
Sector Development are
B. Program
-
The Commercial Area - mixed use; ap-
Program for the new Southwest Sector
propriate activities include office
Development is
space, restaurants and cultural-en-
-
Retail space: 75,000 sq. ft.
tertainment facilities, housing,
-
Office space:180,000 sq. ft.
motel, small-scale general merchan-
-
Residential: 350 units.
disers, retailing, and some under-
-
Institutional:100,000 sq. ft. for
as follows:
phase 1 construction.
ground parking facilities.
-
first,
Nutting Road Area - office space,
-
Parking: 1,300 spaces.
ground-level retailers, conventional
-
Park: 5.06 acres.
apartment buildings, owner-occupants
Through investigation of Program for
or family-type residentials with
the John Fitzgerald Kennedy School of
underground parking.
Government, which was prepared by Har-
71
vard University in August, 1976, certain
-
Under Phasing, section A, 4:
findings should be stated here for fu-
"The MBTA may use the Pedestrian
ture Southwest Sector development:
Connector and the west portion of
-
the Park for parking, construction
Under Site Requirements section C,
Parking:
be provided on this site.
August, 1984
Require-
(8 years after legis-
ments for parking will be met from
lation).
the University's overall pool or
must be kept open for access to the
from participation in a parking
completed portion of the Park."
structure in the Related Facilities
-
staging and interim transport up to
"No parking spaces are to
-
The Pedestrian Connector
Under Harvard Futures:
development."
"Fortunately, Harvard has no need of
Under Phasing, section A, 3:
the remainder of its site at this
"The MBTA may use the Bennett Street
time and can accept the MBTA require-
Yards until alternative storage and
ments more easily than the rest of
maintenance facilities are found...
the site.
The MBTA must vacate the site by
be made to ensure the MBTA does va-
February, 1979 (2 1/2 years after
cate the site in 8 years."
legislation)."
However, every effort must
72
While the dates are written into law,
if the MBTA runs into delays in moving
the buses off Bennett Street or the Red
land to be used here must be invested
to the Harvard Square area as a WHOLE.
The remodeling and rehabilitation of
Line extension has construction or poli-
the Craigie Apartments and Harvard Motor
tical delays, clearly the target will be
Hotel could be Phase I development for
viewed as flexible by the State.
the Southwest Sector. Suggestions are to
Phasing for the Southwest Sector De-
reuse the basement and backyard as com-
velopment seems to be greatly influenced
mercial space at Craigie Apartments; and
by the Red Line extension and MBTA bus
to remodel the first and second floors
routes.
However, for Harvard to build
of the Harvard Motor Hotel to be a com-
Phase I 100,000 sq. ft. of the School
mercial, small office space; and to create
of Government and Institute of Politics,
one level below grade retail environment
now is the very moment to urge Harvard
to emphasize the outdoor space feeling
to "ADD-IN" below grade parking facili-
with a street cafe on Craigie's backyard
ties there.
As stated in previous sec-
tions, the inadequate parking is the most
across the pedestrian walkway.
Phase II starts from the Nutting Road
serious factor which might totally block
Area to build underground parking, first
the future Harvard Square Development.
floor retail,
Therefore, every single square inch of
ing units.
small offices and 180 hous-
73
Phase III: hoping that the Red Line
scale, and use the hierarchy of main and
extension and MBTA bus routes are fi-
secondary pedestrian ways, walkways, and
nished around 1984, the extension of
veranda, plaza/open spaces to create
development in the Commercial Area, of-
identities and continuity along the
fice, retail, housing in the Central
whole site.
Area, and the Riverfront Area park
A physical design has been developed
could all start to build after the un-
(illustrated pp. 74-83) to exemplify the
derground parking has been finished.
findings of this research and the guide-
Then, in Harvard's Phase II, 200,000 sq.
lines of this program.
ft. of the School of Government and Institute of Politics could start to link
the Phase I into the development as a
whole.
The new development here should maintain the characteristics of Harvard
Square urban forms and urban context as
those described in previous sections.
However, the total development should
be emphasized as being on a pedestrian
74
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PROPOSED PARKING
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1. COMMERCIAL
2. RESIDENTIAL
3. INSTITUTIONAL
4. CRAIGIE APARTMENTS
5. J.F.K. MEMORIAL PARK
SITE PLAN & GROUND FLOOR PLAN
2I
76
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84
IMPLEMENTATION CONTROL
Some tools and mechanisms should be
considered in any efforts to formulate
a specific process for controlling future development in the Harvard Square
area.
I. Special Assessment Districts
An increasingly popular vehicle for
financing public area improvements, such
as the proposed pedestrian circulation
plan for the Harvard Square area, is the
creation of special assessment districts.
Such districts are created from those
properties which would benefit directly
from certain public expenditures, and a
special tax assessment over and above
the community's normal real estate taxes
is levied on these properties to finance
85
the proposed improvements.
II. Public Parking Facilities
Such districts have been particularly
The most important factor which might
popular as a means of financing pedes-
influence the future development at Har-
trian shopping mall areas.
vard Square is parking.
One of the
Limited parking
largest of these is Nicollet Mall in
and congested vehicular and pedestrian
Minneapolis, Minnesota.
circulation systems are the area's cri-
Its approximate
cost of $3,000,000 was financed by two
tical urban design, economic, and social
special assessment zones, with 80% of
planning constraints.
the cost being financed through proper-
tinued encouragement of retail goods and
ties in zone I, which included all sites
services and entertainment establishments
directly abutting the actual pedestrian
is desirable, it will be necessary to
mall, and 20% of the cost assumed by pro-
improve the area's supply of parking
perties in zone II, those sites lying
spaces.
within one block of the mall.
The important distinction in the ap-
Also, if the con-
Typically, revenue bonds have been
used to finance downtown parking develop-
plication of this assessment is the le-
ments, with many communities creating
gal statutory authority to levy, assess
parking authorities whose bonds are
and collect taxes, rather than asking
guaranteed by parking revenues from fa-
for voluntary contributions.
cilities controlled by the authority.
86
In some municipalities, parking autho-
on their property in lieu of providing
rity revenue bonds have been issued with
full parking facilities under the zon-
additional backing, including income
ing requirements applicable to their
from other city-owned properties or the
site.
full faith and credit of the municipa-
on an annual basis and are used to pay
lity.
the debt service on the general obliga-
Another tactic utilized by parking
These assessments are charged
authorieite is the loan of low-cost bond
tion bonds issued to construct parking
revenues to private parking facility
facilities to provide the parking space
developers, as has been done in the City
not made available by the property
of Baltimore, Maryland, for instance.
owners.
Parking facilities in some municipa-
A particularly interesting variation
lities have been established through
of this special assessment concept which
special assessment districts, described
may offer specific promise for the Har-
above.
The assessments are typically
vard Square area is the purchase of park-
used to guarantee revenue bonds or to
ing authority bonds by developers and
subsidize parking rates in commercial
property owners in lieu of providing re-
areas.
For example, Montgomery County,
quired parking on their site.
This me-
Maryland, requires developers or pro-
chanism has been used quite successfully
perty owners to pay an ad valorem tax
by various California communities and
87
has been quite useful in encouraging new
ing 100 parking spaces for his proposed
but small-scale development on small
development could either spend the
sites which would not typically offer
money on his own site, if an acceptable
an acceptable design solution for on-
design solution were available, or
site parking.
could purchase $700,000 worth of park-
In lieu of providing on-site parking
required by current zoning, the develop-
ing authority bonds and retire these.
This process offers particularly in-
er can purchase and retire bonds from
teresting potential for the Harvard
the local parking authority, equivalent
Square area.
in value to the construction cost which
perty owners to provide their own off-
would have been incurred to provide the
street parking is unrealistic for many
number of parking spaces that otherwise
of Harvard Square's small parcels, and
would have been required on-site.
will only encourage assembly of larger
For
However, requiring pro-
example, the parking authority may have
sites - contradicting the goal of re-
previously built (or be planning the
taining as much as possible of the
construction of) a parking garage in the
area's small-scale amenity.
vicinity of the site with an average
a hybrid arrangement which allows for
cost of $1,000 per parking space (owing
the use of certain public agency advan-
to soil conditions). A developer requir-
tages (such as site assembly and lower-
Therefore,
88
cost borrowing) but which is financed
principally by those property owners who
both contribute to the present problem
and would benefit most from its solution,
would offer an appealing solution for
this very significant constraint on
Harvard Square's future social and economic viability.
89
CONCLUSION
A broad array of competing social
and economic forces clash in the Harvard
Square area at present.
It is likely
that economic interests will eventually
over-ride many other goals, and the
Square may easily experience either increasingly dense urban development, if
the area's parking and traffic circulation constraints can be resolved; or
slow stagnation and physical decline, if
these access and egress constraints remain, forcing commercial users to seek
alternative, more accessible, locations.
Zoning alone is not likely to effectively guide future change -
such static
ordinances, buffeted by competing interests, do not typically stand up under
90
dynamic pressures for change over time.
ful application of more traditional pro-
Rather, the empirical evidence is that
cedures, including zoning.
the zoning process is more likely to be
What is needed in Harvard Square
a legislative articulation of economic
is a unique response to a unique situa-
interests and objectives at a particular
tion - at the very frontier of the
point in time - a compact which can
state of the art of controlling and in-
readily be renegotiated as the regulated
fluencing community change.
economic forces change.
lation of a broadly accepted set of
What is required, and what the estab-
The formu-
policy goals was a start in this direc-
lishment of the Harvard Square Develop-
tion, since few communities have yet
ment Task Force apparently recognized,
found the energy and will power to en-
is an intelligent, sensitive and complex
gage in such a demanding multi-paritci-
balancing of these competing forces.
pant process.
Not all parties will be fully satisfied;
This policy statement needs to be
compromise is implicit, otherwise pro-
moved forward, however, into a carefully
longed conflicts will frustrate the
constructed plan which reflects these
realization of balanced change.
New
policy goals; then into a pragmatically
community development tools and pro-
managed implementation process which
cesses will be required, as well as art-
accepts change and seeks to sensitively
91
alone, no matter how carefully monitored,
guide it rather than fight it.
In summary, it should be recognized
is unlikely to be sufficient, and yet
that the Harvard Square area is in the
little else is presently available. For-
process of significant changes - and is
tuitous chance may intervene, and change
likely to be as different in ten years
within the present controls may well be
from its present condition as it is dif-
compatible and desirable.
ferent today from its condition ten
will be most reassuring to the future of
years ago.
Whether this emerging form
and content will be compatible with the
Policy Plan goals is unknown.
But with-
out further work to translate these
goals into action, there is no particular reason to expect such a favorable
chance event might be achieved by active
guidance of those dynamic forces at work
in the community.
The future is uncertain, change will
occur, and there is insufficient guidance
at present toward that future.
Zoning
However, it
Harvard Square to be able to rely on
vocal citizens' interest and participation in planning for it.
92
APPENDIX
The fourteen tables and two illustrations which comprise this Appendix
relate to the section on Economic and
Market Analysis
(pp. 41-57).
93
SUMMARY FORECAST OF RETAIL DEVELOPMENT POTENTIALS
STATUS QUO vs. EXPANSION SCENERIOS
1975 - 1985
Retail Square Footage
StatusQuol)
Expansion
2
Shoppers Goods )
Supportable Space (1985)
180,000- 240,000
350,000
Less Present Inventory (1975)
230,000
230,000
Potential New Development
0.- 10,000
120,000
Convenience Goods3)
Supportable Space (1985)
100,000- 140,000
110,000- 150,000
Less Present Inventory (1975)
130,000
130,000
Potential New Development
0- 10,000
0- 20,000
1) Assumes Harvard Square maintains its present vitality and market strength, and continues
to serve the market it has developed over the last decade - without substantial physical
changes which would allow for major expansion of present retail plant.
2) Includes general merchandise, apparel, furniture, books and stationery stores.
3) Includes food, drug and eating and drinking.
Source: Gladstone Associates.
ESTIMATED SUPPORTABLE CONVENIENCE GOODS RETAIL SPACE
HARVARD SQUARE AREA, 1975
Primary Market Areal)
Secondary Market Area2)
10,200
30,000
$15,000
$14,400
$115,040
$432,000
Number of Households
Estimated Mean Income4)
Aggregate Income (000's)
Percent Spent on
Convenience Goods5)
20.1
20.1
Potential Convenience
Goods Sales (000's)
$31,163
$86,832
Estimated Harvard Square
Capture
Harvard Square Conv.
Retail Sales (000's)
Productivity Factor
Supportable Convenience
Retail Sq. Footage
Total
15- 20%
5- 7%
$4,674
$4,342
$6,078
$2,254
$11,270
$6,233
$3,078
$15,389
$115/SF
$115/SF
$115/SF
$115/SF
40,640
37,760
52,850
19,600
26,760
98,000
133,810
54,200
1) Includes census tracts 3536, 3537, 3538, 3539, 3540 and 354.1.
2) Includes the balance of Cambridge and census tracts 1 and 8 in Allston.
3) Estimated at 20 percent.
4) In constant 1974 dollars.
5) Includes expenditures for food, drug and eating and drinking.
Source: Gladstone Associates.
Inflow3)
94
ESTIMATED SUPPORTABLE SHOPPERS GOODS RETAIL SPACE
95
HARVARD SQUARE AREA, 1975
1975
Primary Market Area 1
Secondary Market Area2)
Number of Households
251,600
140,700
Estimated Mean Income 4)
$14,300
$2,631,090
$3,597,880
$2,631,090
Aggregate Income (000's)
Inflow3)
Total
Percent Spent on
Shoppers Goods5)
Potential Shoppers
Goods Sales (000' s)
15.3
15.3
$550,475
$402,557
Estimated Harvard Square
Capture Rate
Potential Harvard Square
Sales (000's)
Productivity Factor
4 - 5%
2 - 3%
$22,019
$8,051
$5,306
$35,376
$27,524
$12,077
$6,988
$46,589
$200/SF
$200/SF
$200/SF
$200/SF
110,095
137,620
40,255
60,385
26,530
176,880
34,940
232,945
Supportable Shoppers Goods
Retail Sq.
Footage (S.F.)
1) Includes Cambridge and Boston.
2) Includes Brookline, Newton, Watertown, Belmont, Arlington, Somerville and Medford.
3) Estimated at 15 percent of total sales.
4) In constant 1974 dollars.
5) Includes expenditures in general merchandise, apparel, furniture, book and stationery stores.
Source: Gladstone Associates.
96
ESTIMATED SUPPORTABLE CONVENIENCE GOODS RETAIL SPACE
HARVARD SQUARE AREA, 1985
1985 (to new residential units)
Pr imary
Market
Area')
Secondary
Market
Area2)
1985 (Expansion Scenario)
New Primary
Total
Previous Total
Market Residents
10,500
31,000
2,000
$20,850
$1R,350
$20,850
$218,925
$568,850
$41,700
Percent Spent on Convenience Goods5)
20.1
20.1
20.1
Potential Convenience
Goods Sales (000's)
$44,004
$114,339
$8,382
15-20 %
5- 7
Number of Households
Estimated Mean Income
Aggregate Income (000's)
Estimated Harvard
Square Capture
Harvard Square Conv.
Retail Sales (000's)
Productivity Factor
Supportable Convenience
Retail Sq. Footage
$6,601
$8,801
$150/SF
44,010
58,670
%
15-20%
$5,717
$3,080
$15,398
$15,398
$1,257
$16,655
$8,004
$4,201
$21,006
$21,006
$1,676
$22,682
$150/SF
$150/SF
$150/SF
$150/SF
$150/SF
$150/SF
38,110
53,360
20,530
28,010
102,650
140,040
102,650
8,380
11,173
111,030
151,200
1) Includes census tracts 3536, 3537, 3538, 3539, 3540, 3541.
2) Includes the balance of Cambridge and census tracts 1 and 8 in Alston.
3) Estimated at 20 percent.
4) In constant 1974 dollars.
5) Includes expenditures for food, drug and eating and drinking.
Source: Gladstone Associates.
New Total
140,040
p.'
97
HARVARD SQUARE
COMPARISON GOODS RETAIL MARKET AREA
98
ESTIMATED SUPPORTABLE SHOPPERS GOODS RETAIL SPACE
HARVARD SQUARE AREA, 1985
1985 _Present Equilibrium)
Secondary
Market ~)
r-Kea2)Inflow3)
Total
Area I)
Primar
Market
Market
Area I
1985 (Expansion Scenerio)
Secondary Tertiary
Market
Market
6)
Inflow)
Area
Area2)
Primary
Number of Households
253,1 00
147,300
--
253,100
147,300
313,000
--
Estimated Mean Income4)
$18, )00
$23,600
--
$18,000
$23,600
$23,500
--
$4,555, 300 $3476,280
--
$4,555,800
$7,355,500
--
Aggregate Income (000's)
Percent Spent on
5
Shoppers Goods )
Potential Shoppers
Goods Sales (000's)
15. 5
15.5
$706,149
$538,823
15.5
$706,149
$3,476,280
15.5
$538,823
15.5
$1,140,102
Total
--
--
Estimated Harvard Square
Capture Rate
4- 5%
Potential Harvard Square
Sales (000's)
$28,246
$35,307
$10,776
$16,165
$6,886
$45,908
$60,555
$49,430
$20,575
$8,750
$8,750)
$87,50)
$9,083
Productivity Factor
$250/SF
$250/SF
$250/SF
$250/SF
$250/SF
$250/SF
$250/SF
$250/SF
$250/SF
112,985
141,230
43,105
64,660
27,545
36,330
183,635
242,220
197,700
82,300
35,000
35,000
Supportable Shoppers Goods
Retail Sq. Footage (S.F.)
7%
2 - 3%
4%
1) Includes Cambridge and Boston.
2) Includes Brookline, Newton, Watertown, Belmont, Arlington, Somerville and Medford.
3) Estimated at 15 percent of total sales.
4) In constant 1974 dollars.
stores.
5) Includes expenditures in general merchandise, apparel, furniture, book and stationery
6) Estimated at 10 percent of total sales.
Source: Gladstone Associates.
0.8%
--
350,000
DISTRIBUTION OF SHOPPERS INTERVIEWED BY PLACE OF RESIDENCE
HARVARD SQUARE, AUGUST 1975
Primary Market Area
Harvard Square
Balance of Cambridge
Boston
Subtotal
Total
Saturday
Mid-Week
Place of Residence
99
Number
Percent
Number
Percent
Number
Percent
14
16
12
42
16.7
19.0
14.3
50.0
10
16
15
41
12.8
20.5
19.2
52.5
24
32
27
83
14.8
19.7
16.7
51.2
3
4
4
4
2
4
1
22
3.5
4.8
4.8
4.8
2.3
4.8
1.2
26.2
2
1
4
1
1
4
4
17
2.6
1.3
5.1
1.3
1.3
5.1
5.1
21.8
5
5
8
5
3
8
5
39
3.1
3.1
4.9
3.1
1.9
4.9
3.1
24.1
1
2
1.2
2.3
-0-0-
0.0
0.0
1
2
0.6
1.2
Secondary Market Area
Brookline
Newton
Watertown
Belmont
Arlington
Somerville
Medford
Subtotal
Balance of Metropolitan Area
Everett
Lexington
Lincoln
1
1.2
-0-
0.0
1
0.6
Melrose
Weston
Quincy
Cohasset
1
1
1
-0-
1.2
1.2
1.2
0.0
-0-0-01
0.0
0.0
0.0
1.3
1
1
1
1
0.6
0.6
0.6
0.6
Weymouth
-0-
0.0
2
2.6
2
1.2
Randolph
Subtotal
Outside Metropolitan Area
-07
13
0.0
8.3
15.5
2
5
15
2.6
6.5
19.2
2
12
28
1.2
7-3
17.3
Total
841)
100.0
781)
100.0
1621)
1) Does not include 5 respondents whose place of residence was not reported.
NOTE: Percentages may not add precisely due to rounding.
Source: Survey by Gladstone Associates.
100.0
ESTIMATE OF RETAIL SQUARE FOOTAGE
HARVARD SQUARE AREA
100
SUMMER 1975
Retail Space
Type of Retail Space
Amount (S.F.)
Percent
Shoppers Goods1 )
230,000
52.9
Convenience Goods?)
130,000
29.9
75,000
17.2
435,000
100.0
Miscellaneous3)
Total
1) Includes general merchandise, apparel, furniture, book and stationery stores.
2) Includes food and drug and eating and drinking establishments.
3) Includes liquor, antique, sporting goods, jewelry, fuel and ice, florist,
cigar, camera, gift and other miscellaneous stores.
Source: Gladstone Associates and Charles G. Hilgenhurst Associates survey.
101
SUMMARY OF RETAIL SALES TRENDS
BOSTON METROPOLITAN AREA
1963 - 1972
Average Annual Change
1967-1972
1963-1967
Percent
1963
1967
1972
Amount
Percent
Amount
Shoppers Goods 2 )3
Convenience Goods )
$22,319
11,542
$35,662
14,049
$38,425
12,373
$3,336
627
14.9
5.4
$553
-335
1.5
-2.4
Eating and Drinking
NA
NA
NA
NA
NA
NA
NA
$107,959
94,937
39,800
$141,892
84,481
36,732
$134,213
95,510
47,137
$8,483
-1,364
-767
7.9
-1.4
1.9
-$1,535
1,206
2,081
-1.1
1.3
5.7
$912,963
801,732
333,639
$1,008,746
785,742
371,456
$879,194
771,060
391,731
$23,946
-3,997
9,454
2.6
-0.5
2.8
-$25,910
-2,936
4,055
-2.6
-0.4
1.1
$1,611,738
1,740.067
556,948
$2,004,532
1,780,931
648,068
$2,248,451
2,009,981
792,914
$98,198
10,216
22,892
6.1
0.6
4.1
$48,783
45,810
28,969
2.4
2.6
4.5
Harvard Squarel2
City of Cambridge
Shoppers Goods
Convenience Goods
Eating and Drinking
4
Harvard Square Market Area )
Shoppers Goods
Convenience Goods
Eating and Drinking
Boston Metropolitan Area
Shoppers Goods
Convenience Goods
Eating and Drinking
1) Major Retail Center Number 2.
apparel and furniture.
2) Includes book and stationery stores in MRC only, and general merchandise,
3) Includes eating and drinking in MRC only.
Newton and Medford.
4) Includes Cambridge, Boston, Brookline, Somerville, Watertown, Arlington, Belmont,
Source. U. S. Census of Retail Trade, Major Retail Centers; Office of Economic Development and Manpower;
Gladstone Associates.
ESTIMATED OFFICE SPACE CONSTRUCTION BY YEAR
102
CITY OF CAMBRIDGE, 1961 - 1975
Year
Amount of Office Space
Constructed (Gross Area in S.F.)
1961
36,000
1962
38,600
1963
351,500
1964
212,900
1965
12,500
1966
206,200
1967
50,400
1968
132,500
1969
125,000
1970
228,500
1971
91,500
1972
94,600
1973
27,200
1974
89,400
1975
119,000
Total
1,815,800
Annual Change
1961 - 1965
130,000 S.F.
1966- 1970
148,520 S.F.
1971 - 1975
84,340 S.F.
1961 - 1975
121,053 S.F.
1) Building permit data has been presented on the basis of either actual or expected year of completion.
Source: City of Cambridge, Buildinq Department, Building Permit Data; Gladstone Associates.
103
RECENT OFFICE SPACE ABSORPTION LEVELS
MAJOR OFFICE BUILDINGS
CITY OF CAMBRIDGE
1972- 1975
Occupied Office Space (S.F.)
Average Annual Change
Percent
1972
1975
Amount
107,500
214,600
322, 100
145,200
254,600
399,800
12,567
13,333
25,900
381,800
447,200
829,000
460,600
26,267
457,000
917 ,600
3,266
29,533
6.9
0.7
3.6
489,300
661,800
1,151,100
605,800
711,600
1,317,400
38,833
16,600
55,433
7.9
2.5
4.8
Harvard Square
Competitive
Non-Competitive
Total
11.7
6.2
8.0
Balance of the City
Competitive
Non-Competitive
Total
CtyTotal
Competitive
Non-Competitive
Total
Source: Gladstone Associates.
OFFICE DEVELOPMENT POTENTIALS
104
HARVARD SQUARE AREA
1975- 1985
Annual Average
Metropolitan Office Demand (S.F.)
Share Accruing to nner
Suburban Regionl I
1975- 1980
1980- 1985
1,740,000
1,650,000
10- 15%
10- 15%
174,000- 261,000
165,000- 247,000
8- 10
8- 10
13,900- 26,100
13,200- 24,750
10 Year Total
16,950,000
10- 15%
Inner Suburban Development
Potentials (S.F.)
Percent Capture at
Harvard Square
Harvard Square
Development Potentials (S.F.)
1) Within a 5-mile radius of Kenmore Square excluding downtown Boston.
Source: Gladstone Associates.
1,695,000- 2,542,000
8- 10
135,600- 254,250
105
PRIMARY CAMBRIDGE CORE
-
__
buff
dedhomiio
quincy
chse
Westwood
brainHree
norw
REAtLMndolph
igo
SQnghRE
eymouth
norh
lbtoo
Walpole
norfolk
honover
nmrshfoeid
hoo
HARVARD SQUARE
RESIDENTIAL MARKET AREA
ebrk
"
AGGREGATE HOUSING DEMAND
106
HARVARD SQUARE MARKET AREA
1975- 1985
Annual Averae, 1975 - 1980
1
Net Change
In Households Replacement
Total
10
710
2,540
70
4,410
1,370
6,720
4,450
160
540
Secondary Market Area4)
2,150
Tertiary Market Area5)
Metropolitan Total
Primary Market Area3
Vacancy
Adjustnent2)
Annual Average, 1980- 1985
Net Change
InHouseholds
1)
Replacement
2)
Total
Adjustment'
20
1,100
540
540
4,760
3,000
2,540
100
5,640
150
5,930
4,420
1,370
160
5,950
230
11,400
7,960
4,450
280
12,690
1) Estimated conservatively at 0.5 percent of the 1970 year-round housing stock, thereby taking into account future losses to
the housing stock due to demolition,;, conversions and mergers.
2) To insure adequate flexibility and functioning of the housing market, an adjustment of 3.5 percent of household change is
added; this reflects an average tolerance of 5 percent vacancy in the rental market and 2.5 percent in the sales market.
3) Includes the following cities and towns: Cambridge, Arlington, Belmont, Somerville and Watertown.
4) Includes the Boston-Brookline urban core and the north, northwest and western suburbs.
5) Includes the north shore, south shore and southwestern suburbs.
Source: Gladstone Associates.
HOUSING STOCK TRENDS
107
BOSTON METROPOLITAN AREA, 1960-1970
Year Round Housing Units
1960
Average Annual Change
1970
1960- 1970
Number
Percent
Number
Percent
1,312
8,635
202
1,T4-9
12.9
85.1
2.0
16 .0
1,054
9,084
298
10,436
10.1
87.0
2.9
100.
-26
45
10
29
-2.0
0.5
4.8
0.3
7,708
26,545
980
35,233
21.9
75.3
2.8
10 0
6,990
29,421
1,237
37,648
18.6
78.1
3.3
100.0
-72
288
26
242
-0.9
1.1
2.6
0.7
39,435
57,943
2,467
99,845
39.5
58.0
2.5
10.0
39,123
65,889
2,597
107,609
36.4
61.2
2.4
106.
-31
795
13
777
-0.1
1.4
0.5
0.8
402,745
367,723
30,147
800,6675
50.3
45.9
3.8
16 0.
542,003
407,668
31,055
890,756
50.7
45.8
3.5
150.6
4,929
3,994
91
9,014
1.2
1.1
0.3
I~T
Number
Percent
Harvard Square
Owner Occupied
Renter Occupied
Vacant
Total
City of Cambridge
Owner Occupied
Renter Occupied
Vacant
Total
1
Cambridge Core Area )
Owner Occupied
Renter Occupied
Vacant
Total
Boston Metropolitan Area2 )
Owner Occupied
Renter Occupied
Vacant
Total
1) Includes the following cities and towns: Cambridge, Arlington, Belmont, Somerville and Watertown.
2) Includes Millis and Sherborn which were added to the Boston SMSA in 1963.
Source: U. S. Census: Gladstone Associates.
HOTEL DEVELOPMENT POTENTIALS
108
HARVARD SQUARE AREA
1975- 1985
Source of Demand
Present under-supply of rooms in
Cambridge assuming 70% occupancy
as breakeven point
Number of Rooms
50
Increase in visitor levels estimated
at 4% of current demand annually
Total Hotel Demand
270
320
Share Accruinq to Harvard Square Area
25 - 50%
Harvard Square Development Potentials
80- 160 rooms
Source: Gladstone Associates.
109
BIBLIOGRAPHY
1. Bruce Campbell & Associates
HARVARD SQUARE TRAFFIC AND PARKING STUDY
Bruce Campbell & Associates, Boston,
1962.
2. Cambridgeport Community Corporation
CAMBRIDGE, HARVARD SQUARE AND THE
KENNEDY MEMORIAL
Cambridgeport Community Corporation,
Cambridge, 1974.
3. Cambridge Historical Commission
OLD CAMBRIDGE
Cambridge Historical Commission, Cambridge, 1973.
4. Cambridge Planning Board
HARVARD SQUARE PARKING STUDY
Cambridge Planning Board, Cambridge, 1950.
5. Cambridge Redevelopment Authority
HARVARD SQUARE, BLOCKS DEVELOPMENT
PROFILES
Cambridge Redevelopment Authority, Cambridge, 1968.
6. Gladstone Associates
HARVARD SQUARE AREA ECONOMIC/MARKET
ANALYSIS
Gladstone Associates, Rhode Island, 1975.
7. Harvard Graduate School of Design
NUTTING ROAD DEVELOPMENT
Harvard Graduate School of Design, Cambridge, 1976.
8. Harvard Square Urban Ecology Study
HARVARD SQUARE PLANNING WORKBOOK
Harvard Square Urban Ecology Study, Cambridge, 1975.
110
9. Harvard Square Task Force
THE HARVARD SQUARE COMPREHENSIVE POLICY
PLAN PRELIMINARY DRAFT
The Sub-Committee on Policy Planning of
the Harvard Square Task Force, Cambridge,
1974.
10. HUGH STUBBINS AND ASSOCIATES, INC.
SOUTHWEST SECTOR HARVARD SQUARE
HUGH STUBBINS AND ASSOCIATES,
INC., Cam-
bridge, 1975.
11. Harvard University Planning Office
LONG RANGE PLANNING INVENTORY, POLICIES
AND RECOMMENDATIONS, 1975
Harvard University Planning Office,
Cambridge, 1975.
12. Harvard University Planning Office
PROGRAM FOR JOHN FITZGERALD KENNEDY
SCHOOL OF GOVERNMENT
Harvard University Planning Office,
Cambridge, 1976.
13. Monacelli Associates
HARVARD SQUARE PALNNING AND DESIGN
ANALYSIS
Monacelli Associates, Cambridge, 1976.
14. Monacelli Associates
HARVARD SQUARE COMPREHENSIVE POLICY PLAN
Monacelli Associates, Cambridge, 1976.
15. Monacelli Associates
INVESTIGATIONS IN URBAN DESIGN, HARVARD
SQUARE
Monacelli Associates,
16. Planning and Development Department,
City of Cambridge
Cambridge, 1974.
STATUS OF HARVARD SQUARE PARKING PROGRAM
Planning and Development Department, City
of Cambridge, Sept. 1973.
111
17. Planning for People Committee
HARVARD SQUARE FOR PEOPLE IMPROVEMENT
PLAN
Planning for People Committee, Cambridge,
1970.
18. Robert Gladstone and Associates
HARVARD SQUARE,
DEVELOPMENT IMPACT STUDY
Robert Gladstone and Associates,
ton, D. C., 1968.
19. Sverdrup and Parcel and Associates,
Inc.
Washin-
RED LINE EXTENSION, HARVARD SQUARE
EXTENSION TO ARLINGTON HEIGHTS, 1975
Sverdrup and Parcel and Assoicates, Inc.,
1975.
20. Symmes, Mainie & McKee, Inc.
PROPOSED UNDERGROUND GARAGE, CAMBRIDGE
COMMON FEASIBILITY STUDY.
Symmes, Mainie and McKee, Inc., 1972.