Brooklyn's Progress
April/May 2006

BY HAROLD EGELN

The bustling Fulton Street Mall area, Brooklyn's central shopping hub which ranks as New York City's third largest business district, is headed for a makeover. The “Fulton Street Mall: New Strategies for Preservation and Planning Report,” was announced at a forum sponsored by the Municipal Art Society (MAS) at the Urban Center in Manhattan.

“Our main goal was to examine this area through many different lenses including the area's history, cultures, architecture, economics and the community,” said Vicki Weiner, Preservation Specialist, Pratt Center for Community Development who is also one of the plan's two authors.

Fulton Mall has been a pulsating shopping hub since the 1920’s. It houses new store fronts and designated landmark buildings like Macy's, formerly an Abraham and Strauss building, and the Rothchild Building. 

The plan is the result of a year-long study sponsored by the Downtown Brooklyn Council and Fulton Mall Improvement Association. The mall spans eight city blocks and estimates show about 100,000 people pass through the 200 plus retail stores on the mall daily. The mall’s thriving and diverse economy is centered around a mix of established independent stores that hock home goods, clothing and jewelry among other things; and retail chains like Cingular, Macy’s, Forever 21 and Foot Locker.

“We wanted an idea of how the mall was really being used, so we had a team survey over 300 people on the streets,” explained Randy Mason the second author of the plan, who is also an Associate Professor of Architecture at the University of Pennsylvania and partner in the firm Minerva Partners.

With the help of students from nearby Pratt Institute, business and property owners, as well as residents were interviewed.

Of the mall's shoppers and visitors, the study found 77% live in Brooklyn and 32% go there on a daily basis.

When the mall began functioning in its current form in the 1970’s, its wide sidewalks and the two lane street were fitting. It was never intended as a public space to include recreation and events. But, 71% of those surveyed say the time has come. The idea of creating space to accommodate cultural and other events is now included in the master plan for the mall.

The plan maps five strategies:

• Facade improvement, building conservation and new building design. While identifying anchor buildings, contemporary and innovative façade designs have to be included.
• Better utilization of upper floors. Currently most of the upper floors in existing buildings are underutilized or unused. Ideas include using the space for residential, student and artist occupancy. This would draw on the current student population in the area, perhaps creating a "universal dorm."
• Promote current retail themes. These would include the contemporary urban wear and hip-hop styles that are according to Weiner said, is "uniquely Brooklyn."
• Improve public areas and enhance side streets for cultural events and entertainment.
• Engage the neighborhood's residents, businesses and shoppers. The plans authors believe a diverse group of stakeholders should be involved in development projects.

"The strategic plan unveiled today shows a direction. This report is the first step," Michael Burke, Director, Downtown Brooklyn Council. "The mall is already one of the most successful in the nation."

Retail space on the mall currently goes for about $200 per square foot. Al Laboz of United American Land, LLC and Chairman, Fulton Street Mall Improvement Association says landlords need more incentives to make the plan work. One idea being floated is a ten-year tax abatement freeze on real estate at the mall.

“This could help create the 24/7 mall usage that we're looking for under this plan,” said Laboz, who also called for the inclusion of the City Landmarks Commission to preserve the historic buildings on the mall.

“The Plan serves as a good balance. It will open new worlds while keeping a balance of the old and the new," said Judith Saltzman, LI Saltzman Architects. She cited similar areas where it has worked, such as Manhattan's 14th Street, the Pratt Center area and the Lower East Side.

For more information on "Fulton Street Mall: New Strategies for Preservation and Planning Report," visit http://www.prattcenter.net/ or call the Pratt Development Center at 718-636-3486.