Open The Fulton Mall to Limited Traffic

Forty-two years after its completion, Fresno's Fulton Mall is at a crossroads. The revenues produced by the Mall district are anemic. Revenues rose briefly during the opening of the new stadium but have not risen since. The Mall is still a ghost town after 5:00 p.m. Real downtowns are active places well into the evening. Friday and Saturday evenings are usually the busiest time of the week for successful downtown areas; the Fulton Mall is the opposite.

The people who designed and supported the Fulton Mall had the best of intentions. They believed that the elimination of traffic would make the Mall a more pleasant place for shoppers and pedestrians. In hindsight, maybe a reduction in traffic rather than the elimination of traffic would have accomplished this goal.

This is not a new problem facing the Fulton Mall. A partial history of Fulton Street revitalization shows a slow but steady recognition that the original concept for the Mall, particularly as it prohibited limited vehicular traffic, no longer applies today.

1966 Fulton Mall opened with new paving, fountains sculptures, clock tower, and landscaping. The economic success was short-lived as department stores continued to move out and Fashion Fair Mall opened in 1969.

1989 The Development Department for the City of Fresno issued the Central Area Community Plan Summary. The Summary described a 400-page report developed by City staff and the Central Area Planning Task Force over a period of three years with the goal of creating "an inspiring environment conducive to new investments and economic growth." Special attention was given to the problems of the Fulton Mall District...."

1992 The Central Area Urban Design Strategy Final Plan prepared by the Ratkovich Company and Ehrenkrantz and Eckstut Architects proposed reopening the northern two blocks to traffic and retaining the southern blocks as an updated "casual" mall. This plan also proposed reconfigurations of downtown traffic, creation of an Uptown Arts District (which is currently being pursued), and relocation of the stadium to its present downtown location adjacent to Fulton Mall.

1999 At the urging of the Downtown Revitalization Task Force of the Fresno City and County Chamber of Commerce, a panel of professionals convened by the Urban Land Institute spent one week in an intensive review of the commercial downtown district assessing future options. The core of the study area was the Fulton Mall. In their review, the ULI panel noted that "The City has developed several plans for the Mall area's revitalization; however, lack of both consensus and a comprehensive marketing program have left this core area vacant and without an identity."

2001 The City's Redevelopment Agency retains ELS Architecture and Urban Design to provide market research and a new concept design for Fulton Mall and its surroundings.

2002 The ELS Concept Plan reestablishes the downtown blocks of Fulton as "Main Street". The plan proposes to restore the economic strengths of the original commercial street (limited traffic, with some on-street parking and nearby off-street parking.), and at the same time incorporate a full range of pedestrian amenities. These include: Adaptive reuse of historic structures for mixed uses; wide sidewalks and crosswalks supporting pedestrian activities; mature street trees; water and art features, with links to other districts; district identity supported by graphics and signage which build upon local history; and improved lighting including street lamps at pedestrian scale.

The ELS Concept Plan stressed the recognition among urban planners that Main Streets can play a key role in "green" sustainable policies: i.e., a return to people living and working in close proximity to retail, and office and entertainment uses. The report also recommended reopening Fulton Street to vehicular traffic which can support the economic vitality of commercial interests and allow the center of the city to be rediscovered and shared by the larger city population. Single narrow traffic lanes were recommended with 23 to 25 foot wide pedestrian sidewalks that preserve 85% of the existing trees, preserve all art pieces, and add water features, decorative lighting, landscaping and sidewalk dining opportunities.

The Council/Redevelopment Agency accepted the ELS Report but took no action at that time pending the hoped-for (but not realized) benefits of the new baseball stadium.

2002 The City Council and the City's Redevelopment Agency adopts Vision 2010: Downtown Fresno. The multi-year development plan for Downtown Fresno includes limited vehicular traffic on Fulton Mall with large pedestrian avenues.

2006 Mayor's Creative Economy Report issued calling for the revitalization of the Fulton Mall. Specific recommendations, however, are not provided.

2006 At my request, the Fulton Mall Working Group was established and a series of community meetings were held with significant community input. The general feeling at these community meetings was that we've studied and made many "plans" to revitalize the Mall, now we need to start implementing the plans.

2008 I asked, and the Council and City Redevelopment Agency agreed, to consider implementing the ELS Plan, particularly opening the Fulton Mall to limited vehicular traffic. The change in Administration (mayor and two councilmembers), however, leaves this reconsideration in doubt.

Will it be another 42 years before people finally realize that a closed Fresno's closed Fulton Mall is a poster child for Downtown failure?

Share your concerns with Councilmember Cynthia Sterling at 621-8000; Economic and Downtown Revitalization Director, Craig Scharton at 621-8350 ; or Redevelopment Agency Director, Marlene Murphey at 621-7600. Copies of the ELS Plan can be obtained by contacting Becky Klisch, City Clerk at 621-7650.

Coming attractions...
1) Whither the shrinking newspaper; 2) Reprise of the 2001 City of Fresno Opportunities and Solutions Summit

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