Montgomery County sentinel. [volume] (Rockville, Md.) 1855-1974, 1962-09-27
Land Use Study
(Continued from PAGE Onel

ly south of downtown Rock.
VILE"
Establishment of a major de-
partment store, however, with
aggressive merchandising proce-
dures, the report stated, will
be "a great economic stimulus
to the business center of the
community and will enhance the
potential for variety of other
retail establishments. At the
same time, it was added, the
market for office space, as well
as other commercial and resi-
dental uses will be strength
ened.
If the mid-city area is rede-
veloped with a department store
the report said, success of the
accompanying retail complex
will depend entirely on success
Of the department store. If, for
any reason, "a department store
proved unsuccessful and the
anticipated volumes of shopper
traffic were not realized, the en-
tire complex will be affected"
The consultants added: there
presently exists in downtown
Rockville sufficient store area
to accommodate the volume ex-
pectancy of the area until 1867
unassisted by the attraction of
a department store.
Redevelopment of the mid
city area without a department
store involves less risk for Rock
vile, in that it would be based
primarily on business to be ex-
pected from nearby residents for
so-called convenience goods"
which residents, characteristical-
ly, prefer to purchase nearby,
the consultants said.
The study's recommendation
that development of the urban
renewal area be predicated on
location of a department store
in the retail complex is made
only If Rockville can obtain a
firm commitment" from a de-
partment store operator whose
ability and determination to be
successful has been demonstrat.
ed and give assurance that his
store in Rockville would be well
and effectively operated.
II the city's planning does
not include department
store installation, the consult.
ants pointed out, this would
not Obviate the need for i'm.
proving the retail attractive
ness of the area through con-
sOlidatiOn Of retail outlets, re-
mOval of obsolete structures
and incompatible uses, and
improvement of parking con.
ditiOnS."
In its recommendations, the
consulting firm tagged the de,
partment store location as an
area along Hungerford Drive
now occupied, in part, by Safe.
way and several recently estab
liShed stores.
1t appears from the report
that, after consideration of elm.
ination of traffic problems at
East Montgomery and Hunger
ford Drive; INSTALLATION of an
approach axis from Perry Street
extended north" and the con.
Sultants further statement that
mo economic reason persists for
maintaining East Montgomery
Avenue as a motor vehicle right
of way" that what the consult.
ants have in mind is an exten.
sive and sweeping mall to ex.
tend from the present Hunger.
ford and East Montgomery in.
tersection to Perry Street, with
boulevard-like approaches to the
proposed department store. This
would eliminate business houses
from East Montgomery to Mid.
die Lane and from Hungerford
to the present Perry Street.
The consultants point out,
however, that the department
store would not be developed
without consideration for the
stores oriented to North Wash.
ington Street"
| Among other things, the
consulting firm said downtown
Rockville also displays a good
market for office space and
pointed out that proximity to
the courthouse and other county
offices is of prime Importance"
Furth er recommendation is
made that inferior office space
be removed from the central
area" While some tenants will
feel they cannot afford the high
er rents, the consultantS said,
generally these represent oper-
atoms which do not require a
downtown location. Those that
derive advantage from being
downtown will find the i'm.
proved space to be worth the
extra cost"
| II, fI4 I