Richfield's piece-by-piece renewal plan

There are landmark Richfield businesses on Penn Avenue between Hwy. 62 and 68th Street, if drivers slow down long enough to find them.

There's Fireside Pizza, celebrating its 50th anniversary next year. The Homestead Pickin' Parlor, which has drawn bluegrass fans from around the country for almost 30 years. Lariat Lanes, where rumor has it Mick Jagger goes to bowl when he's in town. And Hub Hobby, where hobbyists can find everything from model trains to Legos.

But the buildings are old, and the street feels tired. Many drivers go faster than they should. Parking lots tend to be small, and sometimes parked cars block sidewalks. That doesn't encourage walking on a street that's already daunting to pedestrians because there is no buffer between sidewalk and street.

Richfield has considered redeveloping the area twice in the past 30 years, only to drop the idea because land acquisition costs were so high. Now, rather than wholesale razing of blocks to make way for new buildings, the city is aiming at revitalization that's driven mostly by existing businesses. A zoning hodgepodge -- multifamily housing, industrial and commercial -- would be replaced by the single classification "mixed use." As blocks redevelop, the city would build new sidewalks, plant trees and add other public amenities.

For Rich Thompson, owner of Fireside Pizza, it can't happen fast enough.

"If they don't do something, Fireside Pizza will relocate," he said. "We've outgrown the area. Everything is so old and small here. It can't keep up with us."

The city will unveil its proposed master plan for the area at "Penn Fest" on Sunday. There will be live music, games for kids and, playing off the link to the Penn/66th Street business district, 66-themed specials, such as a dozen roses for $6.66 or a pack of baseball cards for 66 cents.

"We want people to know what's going on here," said David Gepner, who built seven townhouses near the area and lives in one of them. "This is not redevelopment as such. The hope is that there will be revitalization ... a mix of businesses, pedestrian- and bike-friendly, and something that has some character."

Last year, the city surveyed residents about what they thought of the Penn Avenue strip. Almost half had a "somewhat favorable" impression, while almost a third said they had an unfavorable impression. About 70 percent had shopped there in the past year. Among those who hadn't, the biggest reasons were because the area wasn't convenient or lacked things of interest.

Karen Barton, Richfield community development manager, said that while the corridor includes strong businesses that draw loyal customers from around the Twin Cities, a marketing study shows there is too much retail. Some small buildings see continual turnover. As one of Richfield's key commercial areas, she said, the area needs a better mix of housing and business. Tom Rublein, a homeowner who served on an advisory group that began meeting last fall and included businesspeople, property owners and residents, agreed.

"We have some businesses that have been there 50 years," he said. "But you look at things and think, we have to brighten this up, make it more vibrant for the neighborhood and community."

Urban designer Bruce Chamberlain of Hoisington Koegler Group of Minneapolis helped develop the plans. He said developers and businesses already are interested in at least three blocks.

"There's real energy for change," he said. Discussion has centered on a mix of multifamily housing and small independent businesses, he said. Among the ideas that have been floated are a craft or artists' district where artists live near studios and shops, and a market plaza that includes food and music outlets.

The city has been talking to Metro Transit about a park-and-ride station near Hwy. 62 that would have a large bike area. Penn Cycle's original store is located nearby, and nearby streets are being adapted for bike traffic.

Affinity for the area

Thompson, of Fireside Pizza, doesn't want to move. He lives in Richfield and says it reminds him of the small town he grew up in. But his portion of Penn Avenue "looks like a distressed area," he said. And with only 112 seats in his restaurant and about a dozen parking spots, he said it simply isn't feasible for him to remain at the location as things are.

"People will wait 30 or 45 minutes to get in in the summer, but they won't wait in the wintertime when it's 10 below zero and there's no place to park," Thompson said. "I can't make all my money in the summer."

Marv Menzel, founder of the Pickin' Parlor, also wants change. He thinks the area is run down, and his business is scattered in three different spots in a strip mall.

"It's been a good location, and we've been a destination for people," he said. "I would like to stay in the neighborhood because people know where to find us ... but having our own building would be advantageous."

While the advisory group has united businesspeople such as Menzel and Thompson, Barton said some others are not so enthusiastic or are burned out from previous debates about what to do with the area. But she thinks that this time, something will happen.

"I think the majority of businesses in there would be excited to see revitalization," she said.

Mary Jane Smetanka • 612-673-7380