Mayor and Council Hears About Parking At Pumphrey’s; Reviews New City Logos And Taglines (Mayor And Council Meeting 10-25-2010)
Oct 26, 2010 6:05 - 22 Comments
As usual, the Mayor and Council meeting on Monday provided information on a wide range of topics and issues. Here’s a quick review to keep you informed. This is not a comprehensive report (looking back, we decided that some of our recaps were as little long). It just hits the key points.
City Manager’s Report
City Manager Scott Ullery gave a brief report: First, he reminded us that we are now in the second week of the seasonal leaf collection schedule.
He also reported that it looks like the long worked-on project to attract Choice Hotels to bring their headquarters to Rockville is coming to fruition. Choice has signed a letter of intent with the City, with Montgomery County, and the State of Maryland to move from their Silver Spring location to Middle Lane and Rockville Pike across from the Metro station. It’s anticipated that they will bring 475 employees and lease 130,000 square feet. (Corrected employee number.)
Mayor Phyllis Marcuccio also gave a quick report: She reminded us of the USA engineering and science festival on the Mall last weekend and said “it was spectacular, an incredible display of science and engineering from everywhere.” The Rockville Science Center joined with the Maryland Science Center to have a booth.
The mayor also reported that she and Councilmember Bridget Donnell Newton attended the meeting of the Maryland Municipal League meeting over the weekend. She said it looks like we may get highway user money back (no formal announcement but “things are looking good”).
Councilmember Piotr Gajewski reminded us that a new sculpture has been installed in Town Square at N. Washington and Beall Ave.
Annual Holiday Drive Kicks Off
The meeting started off with a proclamation of the commencement of the City’s annual Holiday Drive. Every year for 35 years, the City has sponsored an annual Holiday Drive to provide food baskets, gift certificates and toys to needy Rockville families for the Thanksgiving and December holidays. Student representatives from local schools received a collection box to use in their school food drives to collect food for Thanksgiving. This year Julia Walsh from Robert Frost Middle School, Kaitlin Ritchie and Pavan Ranguchar (sp?) from Thomas Wootton High School, Max Edwards and K.K. Mulholland (sp?) from Christ Episcopal School, Ethan Millstone from Lakewood Elementary, and Adrian Menodza from Maryvale Elementary School accepted the boxes.
Last year, 577 Rockville families received a Thanksgiving food basket and 92 seniors were treated to a Thanksgiving dinner. In December, 548 families were served by the Holiday Drive; 1390 children received new toys or gift cards and 159 households without children received a gift card for groceries. The Family Sponsorship program matched 56 families with sponsors who provided gifts tailored to each family member’s specific needs.
City Branding Report
The City has contracted with two firms, Return on Investment / Community Retail Catalysts (ROI/CRC) to conduct a comprehensive branding study. (Disclosure: I was a member of the committee that reviewed initial responses to the city’s RFP.) At this meeting, representatives from that firm presented some possible logos and taglines for Rockville, as a follow up to an initial report on branding research in August.
All of the possibilities are rooted in a core statement that is based on ROI/CRC’s research:
“Rockville is justifiably regarded as one of America’s top, small cities for work, for play and for life. It is the upscale and highly educated, business-friendly home to some of the nation’s and the world’s most prominent biomed and technology companies and blessed by proximity to the resources of the world’s most powerful city, Washington, D.C. And Rockville is a city that remembers and reveres its roots, its commitment to citizen-centric public service, to the planet and to the connectivity of its neighborhoods and residents.”
Without further ado, here are the options:
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“The World Class City That Feels Like Home”
This is the tagline they recommend. They feel it best exemplifies that Rockville is a leading small city that has held on to the intimate physical and social characteristics that give it a true, hometown look, feel and appeal.
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“Find The Good Life In A Great City”
This tagline was developed to invite people to come to Rockville to investigate and discover how the good life can be found in a city with a great physical, environmental, cultural offerings, with great access to Washington, D.C.
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“Get Into It”
The phrase “Get into it” is both an invitation and a recommendation to find out more about the City and encourages exploration of what Rockville has to offer.
Councilmember John Britton said he preferred the thirds option (“get into it”) because it left a great deal to the imagination and because the design was not conservative. He also said he did not think the strategic positioning statement captured what it is that makes Rockville so wonderful. “It is limiting,” he said.
Mayor Marcuccio said she shared some of Councilmember Britton’s opinion on the third logo option, but only to a certain extent. She liked that the fleur de lis was incorporated into the logo. But, she does not like the “R” nor the tagline “get into it.” She also shares the sense that the strategic statement is “too elitist. . . . There are people here who just go along every day and enjoy the facilities that we have here.”
Councilmember Gajewski said he liked all three designs. He, too, was drawn to the last one. “We’re not getting into this exercise every three years. I am looking to get 20 years of life out of this.” He said he is looking at what will speak most to “today’s ten year old. Twenty years from now.”
Councilmember Mark Pierzchala asked the question, “Who is the audience?” (The answer: Residents, business owners, business employees, adjacent markets, people looking to expand or open a business.) He also pointed out that some of the taglines seemed to him to be wordy.
The Mayor and Council will consider the options, and decide what kinds of revisions are appropriate.
Meanwhile, though, the art work and taglines will be made available to the public (through Rockville Reports and otherwise) for input.
Public Hearing On Parking At Pumphrey’s
After a quick break, the meeting moved to a public hearing on the question of allowing Pumphrey’s funeral home to build a parking lot on its land.
Rockville Central editor Cindy Cotte Griffiths wrote an article that lays out the basic issues very well. They part of that article is:
Pumphrey’s Funeral Home has filed a Zoning Text Amendment to install a parking lot on the land they own next to the funeral parlor on West Montgomery Avenue. . . .
On their website, the Pumphrey family details the family’s long history in Rockville. Six generations have been involved with the business. In the 1830′s William Ellican Pumphrey, a Rockville cabinetmaker, began making coffins. Then in 1854, he entered the undertaking business on Main Street in Rockville. During the 1920′s, funeral services were held in chapels and viewing rooms but the Pumphrey family believed they should be held in a “comfortable, homelike atmosphere”, so in 1928 Pumphrey purchased the large home at the corner of Williams Street and West Montgomery Avenue where Pumphrey’s still operates.
Then four years later in August of 1932, Rockville changed the zoning code and made the Funeral Home a Nonconforming Use. Although the business has been permitted to continue operating, if it should cease operation for more than three months, it would lose the ability to operate a funeral home on the site.
Currently Pumphrey’s has 17 parking spaces with access off Willams Street and they would like to have 47 surface spaces in addition to the two inside their garage. They admit that under current zoning requirements they should have 52 spots but to a great extent, this would alleviate the problem.
On Wednesday, September 29, 2010, the Planning Commission considered the Zoning Text Amendment to allow the expanded parking. Through their attorney, the next door neighbors, Mr. and Mrs. Bowen, sent a letter of opposition to the text amendment. The City Staff recommended the denial of the text amendment because it would perpetuate a nonconforming use in a residential zone. The Planning Commission voted 3-2 to recommend denial with Commissioners Callistein and Pakulniewicz opposed and Commissioner Trahan absent.
In a presentation at the beginning of the hearing, representatives for Pumphrey’s pointed out that, in addition to being a “nonconforming use,” the Pumphrey’s site has also been designated as an important historic resource. They feel this should add reason for favorable consideration.
A number of neighbors testified against the proposal, pointing out that the request may set a bad precedent (in one witness’s words, “eviscerating” current policy), and the unfairness of placing a parking lot right next to the neighbors’ home, directly under their master bedroom.
Other neighbors, however, support the parking lot, as a means of relieving the heavy parking along Williams Street, and adding safety for mourners, who currently have to walk sometimes great distances to get to viewings.
Susan Prince, president of the West End Citizens Association, testified that, at a recent meeting of WECA, very balanced comments were made and a straw vote taken, with a result 25 for, 20 against, 5 abstentions. Given the close vote, WECA chose not take an official stand, but instead simply report the straw vote.
The record will be held open for three weeks for further comment, until November 5.
Thanks for that recap and it was quite comprehensive!
I would like to highlight this part:
“[Ullery] He also reported that it looks like the long worked-on project to attract Choice Hotels to bring their headquarters to Rockville is coming to fruition. Choice has signed a letter of intent with the City, with Montgomery County, and the State of Maryland to move from their Silver Spring location to Middle Lane and Rockville Pike across from the Metro station. It’s anticipated that they will bring 175 employees and lease 130,000 square feet.”
This conflicts with information in the Washington Post, which suggested that moving the headquarters could involve some 400 workers. It also contains a bit more detail AND says a hotel will be part of the plan:
http://www.washingtonpost.com/wp-dyn/content/article/2010/10/22/AR2010102205926.html?wprss=rss_business/capitalbusiness
“The likely destination is an office building proposed by developer Foulger-Pratt. Foulger-Pratt teamed with another developer, Reston-based Duball, which could build a hotel nearby in what is now a parking lot in front of a Regal Cinemas movie theater. Marc Dubick, a Duball principal, said bringing Choice to Rockville would further advance the area’s ongoing redevelopment, especially if it were twinned with a Cambria Suites hotel, one of the company’s more stylish brands.”
I am sure I am not alone in thinking that there are many, many vacant areas of land and already built buildings that perhaps could have fit the bill better than packing a hotel and office complex in the Regal parking lot-which is, after, already a working and usually full parking lot. I know there were plans approved previously for a hotel that were recently given an extension due to the economy. I have a lot of questions about this, including that “incentives” where offered to Choice to relocate here, and perhaps in that particular spot.
Thanks Theresa. The correct number is indeed 475. I misheard in the meeting.
Thanks! I was thinking maybe just part of the operations were moving. So was there any discussion about whether this was the best site?
No, Theresa, no discussion of location other than “across from Metro station.”
goodbye parking @ the theater, hello 14-18 story monstrosities
Duball gave a presentation @ WECA a few years ago as a courtesy but said approximately that they paid 35 million and it was going up
I’m confused as to the exact site that Choice is planning to occupy. Is it the lot directly across the street from the Regal theaters, or as the article seems to indicate, on the north side of E Middle Ln at the corner of Rockville Pike? Regardless, I think it will be interesting to see the plans for the building if it’s new. I hope they build in excess parking to make up for the capacity that will be lost by removing the current surface parking lots. Their garage will hopefully satisfy all their demand, and offer some additional spaces for Town Center customers.
I would also be interested in understanding exactly what “incentives” the City offered to Choice. I’m sure in these tough times that we’re not giving away the kitchen sink or anything, but hopefully it was of an appropriate scale and will be redeemed (and then some) by any new revenues.
I actually had a full post on the Choice announcement on Monday:
http://rockvillecentral.com/2010/10/choice-hotels-is-moving-to-town-center.html/
In their press release, the Governor, County Executive, and Mayor stated it was 400 current employees with an additional 75 to be hired once they have the additional space in Rockville Town Center.
Also, as confirmed by the WBJ in this piece, they are not disclosing where the offices will be located at this time — so any talk about the location is speculation.
It’s true Choice is specifically not revealing exactly where they plan to be. That said, City Manager Ullery did say “across from the Rockville Metro station” in his report so maybe that provides some informal guidance.
Doug-absolutely my point on the incentives. Thank you. The Gazette story said some $4 million was involved from various sources:
http://www.gazette.net/stories/10272010/rocknew221259_32546.php
“Global hotel franchise chain Choice Hotels International is planning to relocate its headquarters from Silver Spring to Rockville next year — thanks to efforts over the last two years by the county, state and City of Rockville and more than $4 million in incentives.
To help retain Choice Hotels in Maryland, and assist the company with its relocation, the state, county and city are providing $4.3 million in conditional loans and grants that are contingent upon job creation at the new headquarters. In addition, the company is eligible for state, county and city tax credits, including the county’s New Jobs Tax Credit, and could also receive Tax-Exempt Recovery Zone Facility Bonds.”
The Washington Post story I linked to is specific as to the “likely” location and quotes Duball. I believe they own that lot. The incentives appear to have been discussed inclosed sessions of the Mayor and Council meetings, if you review recent agenda items.
The Mayor is quoted as saying:
“Rockville Town Center is the ideal location for Choice’s headquarters,” said Rockville Mayor Phyllis Marcuccio. “Choice Hotels will benefit from and contribute to the growing vitality and vibrancy of Rockville’s downtown. The City is thrilled with the company’s desire to relocate here, and welcomes Choice with open arms.”
How many elementary school-age children will these 400 employees contribute to Rockville’s overcrowded schools?
How much extra traffic congestion will those 400 employees contribute to the already-crowded Rockville roads?
Oh, come now, we optimists know those employees will live outside the Beall catchment area and will conscientiously take Metro to work, thus adding no new students or traffic to the area.
*pops bubble*
Actually, odds are good that many will indeed live outside the area, if not the city (could they afford to live here?), but the proximity to Metro will hopefully enable a substantial number of employees to use Metro to and from work.
people may indeed move from silver spring because that drive could kill you on a daily basis. the current location in SS isn’t near a metro, so the employees may be used to simply driving to work and parking in their own lot (for free).
driving to the SS metro, paying to park and paying to take the metro will add up. our garages being a cheap $65 a month is actually an incentive to have people drive (a disincentive to be green!).
I view the decision by Choice Hotels International to relocate their headquarters to Rockville as a 100% win for Rockville. The state, the county, and the City of Rockville all contributed to an incentive package. Yet, the net financial outcome for Rockville (and the state and county) will be hugely positive when all is said and done. This is the case when considering just the direct benefits such as increased property tax and not counting the hard-to-estimate indirect benefits such as increased employment and increased viability of Town Square / Town Center. But we know these indirect benefits will also be there. If we didn’t offer incentives, we wouldn’t be considered. This is just the nature of the game now. We’re in a competitive and uncertain economic climate, and yes, Rockville needs to compete and should compete vigorously for development and jobs that suit us, and this is it.
Choice’s decision will result in the short-term in construction jobs. Longer term, it brings 475 high-quality office and professional jobs to Rockville including 75 new positions. And, it will bring these jobs to the right location, right across from Metro and near our shops. Will some or many Choice employees drive? Of course, and they can help fill up our garages that are costing us plenty.
The Choice headquarters site already has site-plan approval and in an area envisioned for office development. If I were a Town Square / Town Center merchant, I would be loving this news, because we’re talking about employees with a good deal of discretionary income.
More broadly and into the future, I see the need for Rockville to further diversify economically. By this I mean private-sector investment and jobs because government employment in the federal, state, county, and city will be stagnant, at best, for a long time. I don’t see a huge impact on our schools by this news, and in any case, it looks like MCPS is coming around to address our school overcrowding.
Finally, I see this news as a vote of confidence for our City from a well known and highly regarded private-sector company.
I asked Rockville Economic Development, Inc. (REDI) for some factual information that I used in composing this comment. REDI played a key role over the years in helping to bring about this good news, and I thank them very much.
Mark Pierzchala, Rockville Councilmember.
“The Choice headquarters site already has site-plan approval…”
mark, thanks for your comments. i do understand the need for incentives but wonder why they had to be kept out of the public eye-at least at this point. i also was struck by your statement that i quoted above. if true, then why is the exact location still a secret?
at what meeting was this approved and can your provide a link? thank you.
The exact site of the headquarters is not secret. It is on the corner of 355 and Middle Lane. It is the hotel location that has an undecided, not secret, location.
We had 3 or 4 executive session meetings at which the incentives were evaluated and discussed at length, and agreed by Mayor and Council. These took place at various points over the last several months.
“I don’t see a huge impact on our schools by this news, and in any case, it looks like MCPS is coming around to address our school overcrowding.”
Wow, that’s a stunning reversal - simply blithely dismiss the issue in one sweep of the hand.
Yes, I know I sound like a broken record when I refuse to accept a contemptuous defeat of Bealls Grant II on the basis of a handful of potential schoolchildren being characterized as a threat to the safety and integrity of the entire community. But the hypocrisy is just heartbreaking. As a resident of BGI, when I’ve seen myself and my fellow tenants and their children compared to “raw sewage” in testimony before the Mayor and Council, it’s terribly difficult to forget that kind of horrible slander. For the community to expect us to simply accept that insult, and for them to turn around and open other development with open arms and “no questions asked”, is just unbelievable.
And I won’t stop reminding people of the vicious things that have been said and the blatant lies that have been told, and of the acquiescence of those members of the council and the Mayor who sat back and cheered on a mob mentality.
thanks, but you said there was “site plan approval” already. can you elaborate on that?
Theresa D-the site for the Choice Headquarters building is called Rockville Metro Plaza. Foulger-Pratt is the developer. The site plan included approval for a total of three office buildings, only the first of which, Rockville Metro Plaza I, has been built. Foulger does not need a new site plan to build II and III-they were approved as part of the original plan.
Erik, thanks for elaborating on the details about the site plan approval.
Temprance, you’re not going to see a huge immediate influx of people moving into Rockville as a result of the new hotel site. It will be 2013 before the building is ready for move in. It’s an office building, not a residential building. The CIP news given to us by MCPS is all to the good, The building of a whole new elementary school, and possible additions at 3 others is a huge step towards alleviating overcrowing. I know there are several steps before this all happens, but that is what we’re working for.
Theresa, I inquired as to why the details of the incentive are not made available. The overall size of the package is known. But because we (the City, the County, the State) is in continual competition with other jurisdictions for economic development, if the details were made known, that would give competing locations valuable information about how to win the next opportunities.
RE the Rockville Metro Center site plan-the original use permit was approved in 1999, and the current governing preliminary development plan, pdp2004-00008, was approved in 2004.
thank you eric and mark. temperance, you are not alone in your sentiments.
It should be presumend that the majority of the new 400+ workers are going to be driving and not using Metro to get to Rockville Town Center. As regular riders of the Metro know, costs increases and service issues have made driving a much more attractive option for most commuters not headed to downtown DC.