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Chandler W. Lee <br /> Revised February 5, 1987 <br /> Page 2 <br /> <br />UNDERSTANDING OF STUDY OBJECTIVES <br /> <br />The City of Pleasanton is currently in the process of putting <br />together a specific.plan for the downtown area. The downtown <br />specific plan area is bounded roughly by Bernal Avenue on the <br />south, First Street on the east, Stanley Boulevard on the <br />north and the County Fairgrounds on the west. The specific <br /> <br />plan will have three major components: 1) urban design; 2) <br />traffic and circulation; and 3) land use. The market study <br />will relate specifically to the land use component of the <br />plan, quantifying the market potential for retail/commercial <br />uses and identifying the City actions that could be taken to <br />improve the market conditions for the types of retail/commer- <br /> <br />cial uses that would enhance the downtown area. It will be <br /> <br />important to maintain a working linkage between the market <br />study and the traffic and circulation study, we believe, <br />because our experience has shown that parking and circulation <br />are critical elements for maintaining and enhancing the <br />competitive advantages of downtown retail and commercial <br />uses. <br /> <br />The broad question the market study must answer is: "What <br />will the market support in downtown given likely future <br />income and demographic characteristics of the population and <br />resident attitudes toward downtown?" Within the broad frame- <br />work of market potential, the City will also want to know <br /> <br /> <br />