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  City of Langley

Langley is located in the Lower Mainland/Vancouver area, just east of Surrey. With a growing population of approximately 20,000 people and access to many services, Langley is a "complete compact community". This community has undergone a revitalization process to counteract the effects of nearby suburban malls on the traditional downtown area, and to plan for new growth while maintaining its identity as an historic and country style community.

The following information has been extracted from the City of Langley Downtown Revitalization "From Concept to Reality" and was provided by the Development Services Department of the City of Langley. Italicized passages are direct quotes.

Page Contents

The Vision

To create a well defined downtown business core with a distinct identity and foster an upper end retail marketing image to serve as a destination shopping centre to the surrounding communities.
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City of Langley

 The Action

 

  1. Re-election of four Councillors and the election of two new Councillors and a new Mayor.
  2. A Roundtable discussion with downtown property owners.
  3. Formation of the Downtown Langley Merchants Association.
  4. A new planner joined the City's Development Services team.

Brief Historical Context

 

Downtown Langely originated with a cluster of homesteads at the junction of Smuggler's Trail (Glover Road) and Yale Road (Fraser Highway). This spot was later named Innes Corner after Adam and William Innes who settled there in the 1870's. The area thrived as a commercial hub for the surrounding agricultural activities.

Transportation access made the Langley Prairie the commercial hub of the surrounding region. In 1910, The BC Electric Railway between New Westminster and Chilliwack was built through the Langley settlement to carry produce to the Vancouver market. Construction of the Fraser Highway in the 1920's and the Patullo Bridge across the Fraser River in 1937 contributed to this steady growth.

In the 1950's residents of Langley Prairie community grew upset that this regional and commercial and business centre was not receiving its share of services. On March 15, 1955, this area suceded from Langley Prairie and the City of Langley was established.

After enjoying nearly 25 years as the shopping and service centre for the surrounding rural and agricultural areas, downtown Langely faded as commercial activity moved northeast to the thriving Willowbrook area. Langley City would follow the trend of many other North American cities with a major shopping mall constructed on the outskirts of town.

Downtown Revitalization Strategy and Process:
"From Concept to Reality"

 

Contents of the Downtown Revitalization Strategy document (Each section is described below.)

The Beautification Scheme
In the early 1980's, the City of Langley initiated a downtown revitalization effort focused primarily on beautification.

Beautification Elements
Sidewalk paver installation, decorative street lighting and tree lighting intended to create an attractive atmosphere in the downtown core.

Limited Success
Langley City's downtown of the 1980's and early 1990's was characterized by vacant stores, low leasing rates and a general lack of consumer confidence. Many buildings were in disrepair, unable to compete with larger shopping centres on the outskirts of town.

Single Dimensional Program
This Downtown Revitalization effort capitalized on available provincial funding and left a significant inventory of civic improvements which would later provide a valuable base from which to build.

However, like most other downtown revitalization efforts throughout the Province, it did not incorporate significant organizational and marketing components. In short, it represented a single-dimensional program and did not prevent the exodus of commercial activity to the Willowbrook area.

"Business people were happy with the improvements but it didn't stop businesses from closing."

Political and Community Support
Decline of Downtown Emerges as a Political Issue
Throughout the 1980's the issue of downtown revitalization rarely enered the local political arena in a significant way. There was no deep-rooted political or community support. By 1993, vacancy rates has reached nearly 50% and leasing rates were a dismal $6-7 per square foot.

1993 City Election
In the 1993 municipal election, Langley City residents re-elected four Councillors and elected two new Councillors and Mayor. For the first time, Council met as a unified group to discuss goal setting - downtown revitalization was at the top of the list.

"It was the first time that Council had conducted a goal setting session and what emerged was a really strong desire to make a difference, particularly in the downtown. We agreed that since the taxpayer's pocket was the only place the money would come from, whatever decisions we made about downtown revitalization would have to be practical and long-serving."

Consultation with Downtown Property Owners
Soon after taking office, Council surveyed downtown property owners and working people. Following a round table meeting of more than 80 people, it became clear that the four major issues were marketing, working together, developing a theme or identity for downtown, and parking. Four committees were struck to address each of these topics, and were later merged under one umbrella - the Downtown Langley Merchants Association.

"When the Council invited us to a round table discussion, we knew there was commitment from the City to downtown revitalization."

Political and Community Support:
The second effort to revitalize the downtown area was initiated by City Hall, and well supported by downtown merchants and business owners. The enthusiastic response from the merchants resulted in the formation of committees, and ultimately in the creation of the Downtown Langley Merchants' Association. With these partnerships a relationship building phase had begun, as City Council was getting to know the downtown business people better and establishing trust.

New Director of Development Services Hired
After retiremment of the City's Planner, Council began to look for someone to bring their concepts of revitalization to reality. Gerald Minchuk joined the City as Director of Development Services in the Spring of 1994.

Downtown Revitalization: A New Approach

Unique Elements
Downtown Langley, like most historic cities has a unique social, economic and architectural elements. These elements have deteriorated over time due to regional development patterns and the emergence of the shopping mall in the 1970's with its associated consumer shopping habits and preference.

Revitalization Philosophy
The key to a successful revitalization program is to recognize and borrow techniques employed in the shopping mall environment, but to adapt and modify them to fit downtown Langley's distinct characteristics. Downtown Langley, with its diversity, history, individuality, atmosphere, and pedestrian links to surrounding neighbourhoods, belongs to Langley City residents in a way that a conventional mall cannot.

To reverse the commercial decline, Langley City required a practical and comprehensive approach to Downtown Revitalization. One devoted to creating inviting pedestrian spaces, erecting approporiate signs, encouraging compatible new buildings, improving building facades, organizing and nurturing strong relationships with merchants and, perhaps most importantly, using all of the above to promote downtown business.

The Stakeholders in Downtown Revitalization
Downtown Property Owners
Business Owners, Manages and Employees
City Council
Development Services Department
Downtown Langley Merchants Association
Development Industry
Langley City Residents

The Revitalization Strategies

Establish External Funding
The Downtown Revitalization Program was initiated under the auspices of the Ministry of Municipal Affairs Downtwown Revitalization Program. The program made funding available to local governments for Concept Plan development and Facade Improvements programs.

Select External Consultants - Robert Inwood of Mainstreet Consulting

Create an Identity
Consensus among busisness community, staff and Council that the City should avoid "theme" type of revitalization and focus on developing the downtown core based upon the principles of the shopping mall through contemporary design principles based on custom designed and built streetlight fixtures, signage, gateway features, special use structures and pedestrian amenities, coupled with consistent facade improvements.

Utilize shopping mall principles to build upon Langley City's history, diversity, individuality, atmosphere and pedestrian amenities, and pedestrian links to surrounding neighbourhoods.

Develop a Concept Plan
The Concept Plan repsresents a general guide and blueprint for rejuvenation of Langley's downtown area. It was developed by Mainstreet Consultants in consultation with all stakeholders. Several public meetings and Council workshops were held. The primary components of the Concept Plan were identification of civic improvements and development of Facade Design Guidelines.

Make Civic Improvements
$2.5 million dollars earmarked for a variety of civic improvements including road/streetscape improvements, pedestrian pathways, pocket parks, public spaces, boulevards, landscaping, streetlights, signs and special use structures, etc.

Streetlights are one of the most dramatic and highly visible features in any downtown and their style can set a tone for the entire area.

Establish Design Guidelines/Facade Improvement Program
(contact Langley City for specific details)

Vision Statement: "To establish a visual, unifying motif through the creation of a unique pattern of vertical structural elements within the downtown area. Coupled with individual building facade renovations, a high quality visual setting will be developed... and allow a new high end retail and service industry to evolve."

Legislative Framework
Municipal Act [now Local Government Act] Requirements

(contact Langley City for details)

A Multi-Faceted Downtown Revitalization
(Contact Langley City for more information on each of these topics.)
Parking and Traffic Management
Fraser Highway Declassification and One-way System
Downtown Langley Merchants Association
Marketing and Promotional Initiatives
Downtown Revitalization Committee Formation
Property Acquisition and City Projects
Development Bylaws and Procedures
Multi-family Residential Densification Study
Relocation of Community Police Station
Marketing
Regional Town Centre Status

Successful Revitalization Strategies--Quantitative Evidence

Assessed Value
One of the goals of Downtown Revitalization is to positively influence property values. Land assessments in Langley's commercial core are reportedly up some 30-40% for certain properties. Recognizing the importance of empirical evidence, staff are working towards a historical comparison of property assessments in the Core Commercial Area.

Leasing Rates
Leasing Rates have reportedly risen from $5-6 per square foot in the early 1990's to $12-15 per square foot. Perhaps more importantly, building owners and managers are becoming more successful in negotiating 3-year leases as opposed to the month-to-month leases of years past.

Vacancy Rates
Prior to the implementation of the Revitalization program, several CRU's in the downtown had sat vacant for years. Today, nearly all of the retail space in the downtown has now been leased. Local realtors have pressed to fulfil the demand as prospective commercial tenants recognize Langley's strategic location between the Lower Mainland and Fraser Valley. A number of large financial sector anchors have recently left the downtown. However, this is due more to the changing structure of that industry than anything else.

Increased Sales Revenues
Council has received postive feedback from most downtown merchants with respect to increased sales. The challenge will be to sustain this growth.

"Our sales increased 17% in 1997 and we noticed they jumped most dramatically right after the Highway changed to one-way. We've seen people here we haven't seen for four or five years."

Optimism
There is undoubtedly a renewed optimism among Langley residents and merchants alike. As mentioned earlier, downtown Langley belongs to these people in ways that a mall never will.

"We thought about Surrey but it didn't appeal to us. In Langley the rent was good, our demographics showed that it was a central location, and the one-way street an expanded parking was tremendous. Downtown is really a pleasant place."

Pedestrian Flavour to Downtown
Perhaps the most remarkable transition in downtown has been the successful reintroduction of pedestrian traffic. People now feel safer moving along and across Fraser Highway an the city is slowly but surely developing a nightlife feel.

Destination Specialty Retailing
Downtown Langley is on the verge of blossoming as a destination specialty retail centre. Several niche retailers, like Opus Art Supplies based out of Granville Island, have already made the move. This trend is expected to continue with implementation of the the Business Retention and Recruitment Strategy.

Challenges to Successful Implementation
Rely on residents as much as consultants
Concept Plan Budgeting
Prioritizing
Absentee Landlords
Transition
Property Taxes
External Economic Factors
Public Awareness
Vandalism
Lack of Provincial Assistance
Changing Retail Industry
Sustaining Committment

The Future of Downtown Revitalization
Additional Civic Improvements
Building Facade Improvements
Marketing
Civic Complex
Downtown Parking and Traffic Flow
Parking Inventory and Awareness
Public/Private Partnerships
Undeveloped Opportunities

Final Thoughts
Relationships are Key
An Ongoing Process
Taking Action

Specific Examples of the Downtown Revitalization Strategy

 

In addition to policy changes, the Council took steps to strengthen the city identity through the design of a new logo, colour scheme, signage, and the establishment of an annual community day with the goal of "Promoting Pride City Wide".

Improvements were made to recreation programs and the renovation of the Douglas Park Recreation Centre.

Public meetings were held in school to bridge the gap between residents and City Council and City Staff.

Marketing strategies to promote Langley as a "Complete Compact Community", along with the production of economic development literature.

The Downtown Langley Merchants Association organized a festival, Arts Alive, which attracted several thousand people.

Council had built a plaza at the original Innes Corners site. This created a focal point for the downtown area, and sent a message to the community that the Council was committed to downtown revitalization.

An external consultant, Robert Inwood of Mainstreet Consulting Associates, was contracted to develop a downtown concept plan.

During the development of this plan, Council has the opportunity to purchase another focal point for the downtown area, McBurney Lane. This further added to the city's ability to mold a new core area.

The result of Inwood's work complemented the efforts of the 1983 beautification plan, adding a unifying motif with strong vertical structures and a specific colour scheme.

The plan was accepted by Council in the fall of 1995, and was given a budget of $2.5 million.

Eight Key Business Strategies outlined by the City of Langley

 

(The City of Langley Business and Retention and Recruitment Strategy. Waugh Research. 1997)

Strategy: Develop a Central Theme
Objective: Position the City of Langley's commercial shopping centre area by developing a central theme to be used in advertising by all area businesses.

Strategy: Improve Awareness of Retail/Service Outlets Selection
Objective: Increase trade area resident's awareness and understanding of the number, variety and selection of retail and service businesses located in the City of Langley's commercial shopping area, thereby increasing the number of trade area residents using the shopping area.

Strategy: Develop Joint Downtown & Niche Marketing Opportunities
Objective: Strengthen City of Langley's commercial shopping area businesses through the use of shared-cost aid advertising.

Strategy: Change Attitudes Regarding Parking
Objective: Develop an awareness campaign to debunk the myth that there is not sufficient parking in the shopping area.

Strategy: Provide Retail & Service Industry Training
Objective: Increase the availability of professionally trained, customer-focused staff for work in the retail and service sectors.

Strategy: Develop Niche Markets
Objective: Develop retail/service niches based on existing business mix and attract additional complementary retailers/service outlets to the City of Langley's commercial shopping area in an effort to strengthen the area's offerings.

Strategy: Develop Recruitment Information Package
Objective: Assist in the attraction and selling of the City of Langley's commercial shopping area as a viable location for business expansion, by providing market details in a professionally designed package.

Strategy: Develop Vacant Property Database
Objective: To assist property owners to locate and attract businesses which fit the needs of the City of Langley's commercial shopping area and its customers.

Contact the Community:

City of Langley
5549-204th Street
Langley, BC V3A 1Z4
tel: (604) 530-3131
fax: (604) 530-4371