1. Exploring Main Street
Borough of Bradley Beach, NJ
Prepared For: Borough of Bradley Beach and
Bradley Beach Master Plan Committee
October 9, 2012
A Community Planning Assistance project, American Planning Association, NJ Chapter
ECONOMIC AND REAL ESTATE ANALYSIS FOR SUSTAINABLE LAND USE OUTCOMES™

3. EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Table of Contents
e Project………………………………………………………….…5
Main Street Challenges………………………………………………..7
Sustainable Principles for a Downtown………...……………………..11
Local Precedents for Main Street……………………………………...12
Main Street, Bradley Beach: What is this Place? ..................................13
Opportunities for Main Street………………………………………..14
Next Steps ….……………………………………………………….23
4WARD PLANNING LLC Page 3

5. EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
e Project
e Borough of Bradley Beach will begin its periodical re-examination of the municipal master plan in
2013. e process will include a review of land use trends and patterns in the community, and °
opportunities for change. One of the community’s key challenges is maintaining the long-term viability of
the Main Street corridor, which includes the downtown district. Exploring Main Street is a brief, two-week
community exercise that serves as a preface to the master planning process. e exercise included two
B
public meetings in August 2012, hosted by the Bradley Beach Master Plan Committee, and facilitated by D
4ward Planning, a land use economics and planning firm. e first meeting explored with participants
new ideas and opportunities for the Main Street corridor. e second meeting presented those
opportunities in a series of recommended goals and strategies. is report is a product of those meetings. C
E
Bradley Beach Borough is .7 square mile community, located in coastal Monmouth County. e Borough
is bordered on the east by public beaches (A), and anchored on the north and south ends of town with
two lakes (B). e year-round population in Bradley Beach is approximately 5,000 people, which swells A
to 20,000 during the summer season. e Bradley Beach rail station (C) is located in the downtown
district, and provides commuter service to local and regional destinations, including New York City. e °
Borough’s Main Street is also known as Route 71 (D), and is a 16 mile state highway that runs close to the
shore. e major east-west corridor in Bradley Beach is Brinley Avenue, (E) which intersects with Main B
Street in the center of downtown.
Miles
0 0.1 0.2
Parcel Boundaries
Parcel Boundaries
Bradley Beach, NJ
Source: ESRI; Original in Color; July 2012
is project was made possible through the Community Planning Assistance Program, sponsored by
the American Planning Association, NJ Chapter. e Program connects communities in need of
planning assistance with volunteer land use professionals for a brief 1-2 week community workshop.
More information about this Program is available at www.njplanning.org.
4WARD PLANNING LLC Page 5

7. EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Main Street Challenges
e Value of Downtowns
Downtowns and Main Streets have historically been the vibrant centers of communities. As a central gathering place for social and civic activities,
businesses, shops and services, the downtown is integral to a community’s heritage, economic development and sense of place. But downtowns
have been suffering for decades, resulting from profound changes in the retail industry and suburban growth. Highway and corridor commerce
on the periphery of downtowns have drawn customers and investors away from Main Street. Unable to compete with the suburban amenities of
parking, high-volume consumer traffic, and large discount stores, the downtowns are left with an oversupply of commercial space, vacant
storefronts, reduced pedestrian activity and an overall loss of vitality.
Re-visiting the Downtown model
e good news is that recent demographic changes are seeing a renewed interest in downtowns, as places to live, work and shop. Studies have
shown that young middle- and upper-class individuals and families, are returning to downtowns and cities to enjoy the unique style of living that
centers around active public places, diversity and walkability. But revitalization does not happen without a thoughtful, planned approach to
redevelopment. at approach includes a diversity of shops and businesses, a supportive business community, and a redevelopment strategy that
entails public and private partnerships, arts and entertainment, civic activities, and a commitment to a safe, attractive environment.
4WARD PLANNING LLC Page 7

9. EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Main Street Challenges
Main Street is a delightful, walkable downtown...
….with a central park, movie theater, bowling alley, railroad station, historic homes and numerous shops and businesses.
4WARD PLANNING LLC Page 9

10. EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Main Street Challenges
Main Street is a delightful, walkable downtown…but it has its challenges:
Auto-oriented buildings in the downtown
district with street-facing parking lots
Underutilized properties
Non-descript building types
Lack of retail on the west side
An undefined retail district with vacant
shops and low residential density
And, in the north end, a lack of character,
with large areas of asphalt and
underutilized properties
4WARD PLANNING LLC Page 10

11. EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Sustainable Principles for Main Street, Bradley Beach
Today’s model for Downtowns and Main Streets requires a market-savvy approach, an engaging public realm, and easy access to all modes of
transportation. e following planning concepts and principles are a useful tool for implementing this model and identifying revitalization
opportunities for Main Street, Bradley Beach.
PLACE TYPE
Market Savvy: Encourage growth that optimizes land value and market conditions, and provides a
diversity of business types
Mixed-use Development: Provide residential housing in mixed-use developments that increase foot
traffic and provide a stable customer base
Destination Place: Create a sense of arrival through gateways and branding
PUBLIC REALM
Good Urbanism: Encourage building form that provides visual interest and creates an “outdoor
room”
Dynamic Streetscape: Provide amenities for a safe, comfortable and engaging pedestrian experience.
Arts and Culture: Include public art, cultural arts activities and entertainment for both community
residents and visitors
MOBILITY
Connectivity: Provide for safe and legible circulation for pedestrians, cyclists and drivers
Wayfinding: Provide signage and landmarks for orientation and circulation
Transit Options: Encourage the use of public transit
4WARD PLANNING LLC Page 11

12. EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Local Precedents for
Main Street
Nearby towns of Manasquan and
Belmar offer local examples of
downtown development that are also
suitable for Bradley Beach. With a
renewed interest in downtown living,
mixed-use buildings (upper left)
provide shops and customers
(residents) for Main Street.
Specialty retail, such as apparel and
novelty shops (upper and lower
right), is an important element of
downtowns, providing destination
places for residents and visitors.
Historic buildings add to the
character of downtown and should
be incorporated into redevelopment
strategies. Former single family
structures can provide continued
residential uses on the upper floors,
with commercial uses on the ground
floors.
4WARD PLANNING LLC Page 12

13. EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Main Street, Bradley Beach – What is this Place?
Main Street has a variety of building types, uses, streetscape characteristics and parcel sizes that define three distinct
sub-areas, or districts. e importance of recognizing these separate place types is to coordinate revitalization
strategies that closely the details that are visible on the
To see all match the needs and opportunities of each district. While the three areas are similar to the
screen, use the "Print" link next to the map.
Borough’s current zoning districts, we have intentionally avoided boundaries in this report, pending further study.
However, we offer new names and potential uses to reflect comments generated during the public meetings, current
field conditions, and potential opportunities.
e potential visions and redevelopment opportunities for each of these three districts begins on the following page.
Civic and Entertainment District
Downtown District
Professional and Residential District
Map data ©2012 Google -
4WARD PLANNING LLC Page 13

14. To see all the details that are visible on the
screen, use the "Print" link next to the map.
EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Residential and Professional District (South End)
Looking Ahead
e south end of Main Street is a quiet, tree-lined section of downtown with offices, professional services, a
variety of residential types and some retail uses. Historic, single family homes are well-maintained and contribute
to the character of the area. is district should continue to serve both residential and commercial (office and
services) uses. Retail uses should be limited, to help increase demand in the downtown district, and minimize
potential conflicts with single-family homes. Building design guidelines should be adopted to discourage blank
walls and non-descript features, by incorporating architectural features from the vernacular (historic) structures. Map data ©2012 Google -
Place Type Opportunities
1. Encourage the continued use and preservation of single-
family homes through zoning and design guidelines.
2. Limit future retail uses in this district, to increase the
demand in the downtown district. 1
3. Enhance the southern gateway with flowers, plantings,
public art or other markers.
4. Adopt design guidelines for future building types that
incorporate architectural features from local historic
structures, and provide transparency and visual interest.
(Image shown is contrary to this guideline.)
4
4WARD PLANNING LLC Page 14

15. To see all the details that are visible on the
screen, use the "Print" link next to the map.
EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Residential and Professional District (South End)
Public Realm Opportunities
6. Require future buildings to be brought to the street, or the
“build-to” line, to frame the sidewalks and other public
spaces and create the effect of an “outdoor room”.
Map data ©2012 Google -
7. To maintain a safe and attractive pedestrian experience,
encourage existing parking lots to be landscaped, and
prohibit future parking lots along Main Street.
8. Continue to provide street trees and plantings in this
southern end of Main Street.
8
Mobility Opportunities
9. Provide wayfinding signage for direction to the downtown
district, Bradley Beach train station, municipal offices, and
other public destinations.
10. Pursue a study of bicycle routes, bicycle facility needs and
signage.
9 10
4WARD PLANNING LLC Page 15

16. To see all the details that are visible on the
screen, use the "Print" link next to the map.
EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Downtown District (Central Area)
Looking Ahead
e Downtown District is an attractive, walkable, tree-lined section of Main Street centered around a community park
and the Bradley Beach train station. is is the core area of downtown Bradley Beach. A variety of building types and
sizes offer retail shops, services, restaurants, auto-oriented businesses, and municipal offices. Vacant storefronts and the
lack of foot traffic even during summer months, are evidence that the current downtown model needs to be revisited.
Map data ©2012 Google -
e priority objective for this district is to bring people back into downtown – through new Main Street residences, and
business and entertainment that attract other community residents and visitors. e municipal offices occupy a valuable
piece of Main Street that, if relocated, could free up land for residential development with commercial ground floor
uses. Other properties could also be redeveloped to include residences on upper floors. e downtown district should
include a variety of retail uses – neighborhood convenience and specialty shops - on both sides of the street to create a
dense core of shopping and dining opportunities. Continued attention to the streetscape, park and programmed public
uses will maintain the district’s unique character and provide an enjoyable destination place.
Place Type Opportunities
1. Encourage a variety of retail uses as ground floor uses, including
neighborhood convenience, restaurants and specialty shops.
2. Explore opportunities to relocate auto-oriented services to the
north end of Main Street and redevelop the properties as
pedestrian-oriented uses.
3. Require minimum and maximum heights for buildings,
permitting two and three story structures in mid-blocks and up to 1
four stories on corner lots.
4. Develop a branding strategy based upon input from businesses
and the community.
4WARD PLANNING LLC Page 16

17. To see all the details that are visible on the
screen, use the "Print" link next to the map.
EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
To see all the details that are visible on the
screen, use the "Print" link next to the map.
Downtown District (Central Area)
Place Type Opportunities
5. Redevelop the municipal site as a four-story residential complex
with ground floor commercial. Relocate the municipal offices to
the north end of Main Street. Map data ©2012 Google -
6. Redevelop underutilized one and two-story properties to three
stories, with ground floor commercial and residential uses on the
upper floors.
Redevelopment Potential on
Downtown Main Street *
• 2-.5 acres to 5 acres of (re)
developable property
• Potential residential density of 25-40
units per/acre
• Potential 50 - 200 new residential
units
• Ground floor potential for retail and
commercial uses
* Numbers are estimates and provided for
discussion purposes only
5
Municipal offices in the downtown district
occupy valuable property that could be
redeveloped as mixed-used development.
Imagery ©2012 DigitalGlobe, GeoEye, USDA Farm Service Agency, Map data ©2012 Google -
4WARD PLANNING LLC Page 17

18. To see all the details that are visible on the
screen, use the "Print" link next to the map.
EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Downtown District (Central Area)
Downtown District (Central Area)
Public Realm Opportunities
1. Require future buildings to be brought to the street, or the “build-to”
line, to frame the sidewalks and public spaces and create an “outdoor
room” effect.
Map data ©2012 Google -
2. Require parking lots to be landscaped as a condition of site plan
approval, or construction permit. Prohibit any new parking lots in the
district to maintain the pedestrian-oriented environment.
3. Strategically place litter receptacles in the park away from the view of
Main Street.
4. Renovate the water memorial fountain in the park and provide direct
access from Main street.
1
,
2
2 3
, ,
4WARD PLANNING LLC Page 18

19. To see all the details that are visible on the
screen, use the "Print" link next to the map.
EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Downtown District (Central Area)
Downtown District (Central Area)
To see all the details that are visible on the
screen, use the "Print" link next to the map.
Public Realm Opportunities
6. Provide additional pedestrian access points to the
park from Main Street.
7. Develop a cultural arts program for public art and Map data ©2012 Google -
programmed events and activities.
6
,
6
,
4WARD PLANNING LLC Page 19
Imagery ©2012 DigitalGlobe, GeoEye, USDA Farm Service Agency, Map data ©2012 Google -

20. To see all the details that are visible on the
screen, use the "Print" link next to the map.
EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Downtown District (Central Area)
Mobility Opportunities
1. Provide wayfinding signage for directions to the cinema,
municipal offices, Bradley Beach rail station and other public
destinations.
Map data ©2012 Google -
2. Consider redesigning the park access to and from the rail
station as a community gateway.
3. Pursue a study of bicycle routes, bicycle facility needs and
signage to determine appropriate safe and functional bicycle
route system.
4. Develop design alternatives to the rail and bus connections on
Memorial Drive in the vicinity of the Bradley Beach rail station, to
maximize the utility of the transit options and protect public safety.
1 2
4WARD PLANNING LLC Page 20

21. To see all the details that are visible on the
screen, use the "Print" link next to the map.
EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Civic and Entertainment (North Area)
Looking ahead
Just north of the Bradley Beach municipal building, Main Street transitions from a traditional downtown character into a
commercial corridor with larger building footprints and auto-oriented uses. While there has been recent private investment in the
area, the expanse of parking lots, few trees and vegetation, and spotty property maintenance, has underscored the need for a new Map data ©2012 Google -
vision with both short-term and long-term planning strategies.
Bradley beach, nj - Google Maps
e success of the existing bowling alley and the potential for relocating municipal offices to this district offers a theme of civic and
entertainment uses, to be complemented by improved streetscape conditions, landscaping, and building and property maintenance To see all the details tha
screen, use the "Print" lin
requirements.
Place Type Opportunities
1. Define the new place type as civic and entertainment, and encourage
compatible uses.
2. Relocate the Main Street municipal offices to this district.
3. Accent the northern tip of Main Street as the gateway to Bradley Beach
with flowers, plantings, public art and/or other similar materials.
2
,
Imagery ©2012 DigitalGlobe, GeoEye, USDA Farm Service Agency, Map da
4WARD PLANNING LLC Page 21
https://maps.google.com/

22. To see all the details that are visible on the
screen, use the "Print" link next to the map.
EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Civic and Entertainment (North Area)
Public Realm Opportunities
1. Require parking lots of new (and expanded)
developments to be landscaped and maintained as a
part of site plan approval and/or the construction
permitting process. Look for opportunities to improve Map data ©2012 Google -
existing conditions. 1
2. Provide pedestrian amenities around civic and ,
entertainment facilities, such as benches, flower boxes,
planters, and litter receptacles.
3
,
3. Install street trees along both sides of Main Street for
micro climate control and the aesthetics of the
corridor.
Mobility Opportunities
4. Provide wayfinding signage for directions to the
cinema, municipal offices, Bradley Beach station
and other public destinations.
5. Pursue a study of bicycle routes, bicycle facility
needs and signage.
4 5
4WARD PLANNING LLC Page 22

23. EXPLORING MAIN STREET, BRADLEY BEACH
[Project Name] October 13, 2012
October 13, 2012
Next Steps
4ward Planning has prepared the visions, guidelines and redevelopment strategies in this report to assist the Borough of Bradley Beach in its
upcoming master plan re-examination process. e report presents opportunities that should be further studied and discussed with residents,
business owners and other stakeholders. We have outlined the following suggested “next steps” for the Borough to pursue in its master
planning process and Main Street revitalization program.
Short-term Strategies
Further explore the opportunities in this report during the Master Plan Re-Examination Process, in addition to other community planning
issues
Develop a visioning strategy with residents, business owners and other stakeholders
Identify underutilized parcels on Main Street for possible redevelopment
Conduct a real estate market analysis to identify market trends, gaps and opportunities for Bradley Beach
Explore the variety of options for redevelopment and financing
Update the Master Plan to reflect the recommendations in the Master Plan Re-Examination Plan
Prepare/Adopt Zoning Revisions and Design Guidelines
Identify and implement streetscape improvements
Work jointly with county and transportation agencies to design alternatives to the rail and bus connections on Memorial Drive in the
vicinity of the Bradley Beach rail station.
Long-term Strategies
Proceed with land assemblage and redevelopment
4WARD PLANNING LLC Page 23

24. General & Limiting Conditions
4ward Planning LLC has endeavored to ensure that the reported data and information contained in this report are complete,
accurate and relevant. All estimates, assumptions and extrapolations are based on methodological techniques employed by 4ward
Planning LLC and believed to be reliable. 4ward Planning LLC assumes no responsibility for inaccuracies in reporting by the client,
its agents, representatives or any other third party data source used in the preparation of this report.
Further, 4ward Planning LLC makes no warranty or representation concerning the manifestation of the estimated or projected
values or results contained in this study. is study may not be used for purposes other than that for which it is prepared or for
which prior written consent has first been obtained from 4ward Planning LLC. is study is qualified in its entirety by, and should
be considered in light of, the above limitations, conditions and considerations.
For more information, please contact:
Todd Poole
267.480.7133
tpoole@landuseimpacts.com
Linda B. Weber, AICP, PP
267.480.7133
lweber@landuseimpacts.com
ECONOMIC AND REAL ESTATE ANALYSIS FOR SUSTAINABLE LAND USE OUTCOMES ™