Yesterday, a beautiful Sunday (low humidity, mid-seventies), I traveled to Franklin's Shoppes at Wyndham Village to see how this relatively new component of the local "social ecosystem" was being utilized on such a perfect day.
The answer? Let's just say that all that were missing were tumbleweeds.
ABOVE: Ferch's in Franklin.
Blame the economy? The fact is, at that very hour (about 5pm), while the Shoppes at Wyndham Village version of Ferch's Malt Shoppe was completely customer-free, the original Ferch's in Greendale (see photo below, taken 45 minutes later) was bustling with people - as is typical - inside and out.
Two Ferch's on the same sunny afternoon. What's the difference?
I saw vehicles come and go from Target at the Franklin Shoppes complex on a fairly regular basis. From the looks of it, these were all fairly joyless excursions; single-purpose errands for practical necessities (though one guy came out with a flat-screen TV and a huge smile). Everyone took straight-line courses from their vehicle to the Target entrance and back again. Occasionally you would see someone emerge with a coffee cup, having stopped at Target's in-store Starbucks.
ABOVE: Ferch's in Greendale.
A different story at the original Greendale Ferch's. There is a shaded, building-enveloped courtyard; on this afternoon, every table save one or two were occupied. Young
families, elderly couples, groups of teens, etc., all shared this comfortable
space and casually interacted. People walked between the courtyard tables and the adjacent park and coffee shop (the small neighboring stores were mostly closed for the day), stopping periodically to greet neighbors and acquaintances. And almost everyone I passed said hi to me as well.
An adjacent park, welcoming "outdoor room" courtyard environment, pedestrian- and bike-friendly
local streets, and attached neighborhood make Ferch's of Greendale a vibrant public space. And commercially lucrative.
Back at Wyndham Village, I noticed a couple of random benches on islands in the asphalt sea. I sat on one for a while -- long enough to contemplate exactly where I was. Why would anyone want to sit right here, in the middle of... nothing? What would bring a person to this particular bench in a strip mall like this, so obscenely out of synch with any sense of human scale?
Benches?
Judging by the quizzical looks emanating from the windows of vehicles whizzing past me, I was not the only one wondering what I was doing there.
ABOVE: Ghost town.
I walked the entire Shoppes complex via the exposed strip of sidewalk; no enclosing "street wall" of mature trees and/or buildings to create a comfortable walking environment. I was the lone person on foot in the entire area for the entire period of my visit; again, cars passed me and looked me over as though I was dressed at the lead guitarist for KISS (which I was not). Needless to say, no one said "hi." After all, what the heck was I doing there?!?!
No, the people of Greendale are not inherently friendlier than the people in Franklin. This is an example of how our built environment creates us as much as we create it. Build formless, uninspiring, unwelcoming commercial spaces and you create single-purpose destinations that discourage the sorts of interaction and "lingering" that is crucial to the success of local (i.e. non-big box) businesses -- and, by extension, you strangle local economic livelihood. Who's in a hurry to lease space here as opposed to any other anonymous strip mall?
By contrast, Greendale offers a superior physical environment that attracts people whether or not they need to shop. The small, locally-owned businesses benefit, and a real community is maintained.
More on this later ...
More photos at:
Shoppes at Wyndham Ghosttown - a set on Flickr:
It might have been interesting to see the Greendale Ferch's at the time "Anon" describes above; Monday evening, still light out, perfect temperature -- the park right next door, a neighborhood in safe walking distance, etc. I don't imagine a "ghost town," do you?
And, yes, we can be relieved that Wal-Mart -- whose location on 27th Street is shabbily maintained at best -- is not there.
The point is, the interlocking conditions I described in my previous post contribute to a vibrant public space that is not subject to "spurts" of 10 people or so who arrive for a single purpose and then get back in their car and leave. There is nothing of use anywhere near the Shoppes at Wyndham Village's Ferch's; it's an imitation of a replica -- where the Greendale Ferch's is explicitly designed to evoke long-departed downtown "malt shops," it works because it is part of a network of pre-planned civic and commercial amenities that rise above the level of a single developer's desire to "do a deal." The Franklin Ferch's duplicates the decor, the menu, the signage, but ignores everything else that makes for a regular flow of people in and around their site.
It's a poor site plan, driven, evidently, by the rigid requirements of Target. That vast frontage of asphalt parking is nonnegotiable for a reason; Target (and most big boxes) manipulate their site plans to discourage relationships with other commercial buildings in proximity.
So, while the Shoppes at Wyndham Village's (apparently abandoned) website claims...
... it is abundantly clear by a cursory glance at the site plan above that this is little more than a standard Target big box location with out-buildings; nothing will cross that red border up there, even though extending structures along Lover's Lane to nearly meet Target would have created a much more useful, interconnected space.
Go there while the weather is perfect and sit on a "decorative bench" in the treeless, open expanse and see if you don't feel like asking yourself, as I did, "what am I doing here?" It's practically hostile space.
"Thoughtfully planned"? No, this is the sort of character-free development that used to pop up near highway interchanges and still do as part of "Edge City" developments, which are "placeless" concentrations of business, shopping, and entertainment outside a traditional urban area in what had recently been a residential suburb or semi-rural community. Think Bluemound Road in Brookfield.
But this is right in the middle of Franklin, across the street from a subdivision full of McMansions. Wholly inappropriate to its surroundings because it was designed as though situated right off I-94.
I should also point out that when I looked in the windows of the outbuilding where the Sport Clipz "haircut place" sign is (see below), I saw an empty shell; there aren't even partitions delineating interior spaces. We're talking about frameworks and facades over dirt and gravel, not commercial spaces ready for occupancy.
Target will do just fine. But how do you generate more commercial growth when little or no care appears to be taken in creating a physical environment that is conducive to commerce and integrated into its surrounding community?
But we lose much more than commercial opportunities when we allow -- and even encourage -- development that is so ludicrously out of human scale. As Stacy Mitchell writes in her book, Big Box Swindle:
UPDATE: Greg Kowalski at Franklintoday.com speculates on possible new Shoppes at Wyndham Village tenants based on MidAmerica Real Estate's web site.They've updated their Wyndham Hills listing and PDF flier to replace Sendik's with Pick n' Save - could the other notations indicate actual pending tenant announcements?