Chapter 2: Vision, Goals & Objectives

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1 Chapter 2: Vision, Goals & Objectives

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3 Chapter 2: Vision, Goals & Objectives Table of Contents Introduction The Visual Character Survey Highest Scoring Images Top 10%, Average of 3.0 or Higher Lowest Scoring Images Bottom 10%, Average of -2.5 or Lower Highest Standard Deviation Images with the Least Consistent Scoring Lowest Standard Deviation Images with the Most Consistent Scoring High and Low Scoring Images by Category Downtown Development Housing Mix Highway 37 & Highway 67 Development S.W.O.T. Analysis Strengths and Weaknesses Opportunities and Threats Vision Statement Goals and Objectives

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5 Introduction The Baseline Analysis (Chapter 1), provides a foundation for this 2009 Comprehensive Plan. It does this by outlining facts about Mount Vernon that need to be considered; facts which pertain generally to demographics, housing and land use characteristics. This chapter also provides a foundational element for this Plan, but in a very different way. This Vision, Goals & Objectives chapter outlines the vision of the City that will be pursued as a result of this Comprehensive Plan, in the form of a Vision Statement, goals, and objectives. What should the future hold for Mount Vernon? What should the City be like in the year 2020 or 2030? These are the key questions that this chapter addresses. The vision for Mount Vernon that is described within this 2009 Comprehensive Plan will help shape and direct growth and development for the next ten years and beyond. In order to do this effectively, this Plan should be premised upon a share vision of what Mount Vernon should become as it grows, attains its anticipated build-out configuration, and becomes an increasingly mature, livable and sustainable City. In order to create this shared vision, numerous meetings with the Steering Committee were held. City leaders and the public were also asked to provide input via two community workshops, at which citizens participated in a Visual Character Survey (VCS) and a Strengths, Weaknesses, Opportunities, and Threats (S.W.O.T.) Analysis. The first section of this chapter describes the results of the VCS, and the second section discusses the S.W.O.T. The third section outlines the vision for Mount Vernon, established through succinct and encompassing vision statement. The final section outlines specific goals and objectives that provide a basis for the comprehensive planning process. This chapter creates a vision for this comprehensive planning effort, as well as for the City of Mount Vernon in general. This is also the chapter upon which many of the recommended actions and implementation efforts of Mount Vernon s 2009 Comprehensive Plan will be based. Vision Statement Mount Vernon is a caring community committed to excellence and quality of life, aspiring to be the community of choice for ourselves, our children, and future generations beautiful, clean, vibrant, and safe. We will strive to preserve our heritage, our friendly hometown atmosphere, and celebrate the diversity of all our citizens. City of Mount Vernon, Texas Page 2-1

6 The Visual Character Survey A Visual Character Survey (VCS) is a technique where respondents are asked to score a series of photographs (images) based on what they find to be visually preferable. The images illustrate various aspects of the developed environment. Although it is not necessarily scientific, the VCS is an effective method of receiving attitudinal, aesthetic-based input, since the survey allows respondents the ability to view real-world examples of developed areas and elements. The Visual Character Survey that was developed specifically for Mount Vernon was primarily the result of issues identified by the Steering Committee toward the beginning of the comprehensive planning process. The following subjects were presented in the VCS: Downtown development Housing mix Highway 37 and Highway 67 development Interstate 30 development Respondents were asked to rate 137 images that related to these subjects according to the scale shown in Figure 2-1. Figure highly strongly somewhat NEUTRAL somewhat strongly highly DISLIKE and/or INAPPROPRIATE LIKE and/or APPROPRIATE Respondents were asked to consider several questions about each image as they rated them: Do I like or dislike the image? By what value do I like or dislike it? Is it appropriate or inappropriate for Mount Vernon? In evaluating the results of the VCS, the average score of each image is used. Also, the standard deviation was taken for each image, which measures how widely responses are dispersed from the average value. The VCS was given at the Steering Committee meeting on August 28, Overall high and low scoring images are shown first, followed by the highest and lowest standard deviation and the highest and lowest scoring images compiled by the subject headings previously listed. The following are the results of the VCS. City of Mount Vernon, Texas Page 2-2

7 Highest Scoring Images Top 10%, Average of 3.0 or Higher Images with average scores ranging from 3.3 to 4.2 comprised the top ten percent of overall images. Images showing development with quality design (e.g., landscaping, green space, building design, etc.) and materials scored well. No images from the Highway 37 and Highway 67 category were included in the top ten percent of overall images. Image #12 Downtown Development Average Score: 4.2 Image #32 Housing Mix Average Score: 4.0 Image #2 Downtown Development Average Score: 3.8 Image #40 Housing Mix Average Score: 3.6 City of Mount Vernon, Texas Page 2-3

8 Image #121 Average Score: 3.6 Image #22 Housing Mix Average Score: 3.5 Image #122 Average Score: 3.4 Image #123 Average Score: 3.4 Image #124 Average Score: 3.4 Image #9 Downtown Development Average Score: 3.3 City of Mount Vernon, Texas Page 2-4

9 Image #15 Downtown Development Average Score: 3.3 Image #43 Housing Mix Average Score: 3.3 Image #118 Average Score: 3.3 City of Mount Vernon, Texas Page 2-5

10 Lowest Scoring Images Bottom 10%, Average of -2.5 or Lower Images with average scores ranging from -2.7 to -4.2 comprised the bottom ten percent of overall images No images from the Highway 37 and Highway 67 category were included in the bottom ten percent of overall images. Eight of the 13 images were of, four of Housing Mix, and one of Downtown Development. Image #112 Average Score: -4.2 Image #4 Downtown Development Average Score: 4.0 Image #136 Average Score: -3.9 Image #109 Average Score: -3.9 City of Mount Vernon, Texas Page 2-6

11 Image #106 Average Score: -3.7 Image #116 Average Score: -3.4 Image #111 Average Score: -3.4 Image #52 Housing Mix Average Score: -3.4 Image #108 Average Score: -3.3 Image #130 Average Score: -2.7 City of Mount Vernon, Texas Page 2-7

12 Image #78 Highway 37 and Highway 67 Development Average Score: -2.7 Image #33 Housing Mix Average Score: -2.6 Image #85 Average Score: -2.5 City of Mount Vernon, Texas Page 2-8

13 Highest Standard Deviation Images with the Least Consistent Scoring Standard deviation is a calculation used to determine consistency within a group or range of scores. No standard deviation, meaning total agreement among all respondents, would be indicated with a score of 0.0. Generally, standard deviation scores of 2.1 and above are considered to be high, or fairly inconsistent. The most disagreed upon image is that of a Wal-Mart in the category. Each of the four categories is represented in the images with the highest standard deviations. Image #129 Avg. Score: 0.6 Std. Deviation: 3.37 Image #135 Avg. Score: 0.1 Std. Deviation: 3.35 Image #37 Housing Mix Avg. Score: 0.8 Std. Deviation: 3.23 Image #82 Highway 37 & Highway 67 Development Avg. Score: -0.7 Std. Deviation: 3.27 City of Mount Vernon, Texas Page 2-9

14 Lowest Standard Deviation Images with the Most Consistent Scoring Standard deviation is a calculation used to determine consistency within a group or range of scores. No standard deviation, meaning total agreement among all respondents, would be indicated with a score of 0.0. Generally, standard deviation scores ranging from 0.1 to approximately 2.0 are considered to be low, or fairly consistent. The most agreed upon image is that of quality landscaping screening a business use. Several monument signs with stone and quality landscaping received a high positive score. Quality design and materials consistently scored well. Image #123 Avg. Score: 3.4 Std. Deviation: 0.84 Image #87 Highway 37 & Highway 67 Development Avg. Score: 2.8 Std. Deviation: 0.92 Image #9 Downtown Development Avg. Score: 3.3 Std. Deviation: 0.95 Image #26 Housing Mix Avg. Score: 2.9 Std. Deviation: 0.99 City of Mount Vernon, Texas Page 2-10

15 High and Low Scoring Images by Category As stated previously, there was a wide variety of image types shown in the Visual Character Survey (VCS). The following results show the highest and lowest scoring images according to each category. Downtown Development Landscaping and trees scored well, along with green space and parks. Windows with awning or canopies received high scores. Pedestrian-friendly spaces were preferred, while areas that are not pedestrian-friendly scored poorly. Highest Scoring Image #12 Downtown Development Average Score: 4.2 Image #2 Downtown Development Average Score: 3.8 Lowest Scoring Image #4 Downtown Development Average Score: -4.0 Image #14 Downtown Development Average Score: -2.1 City of Mount Vernon, Texas Page 2-11

16 Housing Mix Non-masonry homes scored well. The majority of brick homes was scored positively, but consistently lower than non-masonry homes. Several homes and lots of moderate size scored well. Manufactured housing scored poorly. Highest Scoring Image #32 Housing Mix Average Score: 4.0 Image #40 Housing Mix Average Score: 3.6 Lowest Scoring Image #52 Housing Mix Average Score: -3.4 Image #33 Housing Mix Average Score: -2.6 City of Mount Vernon, Texas Page 2-12

17 Highway 37 & Highway 67 Development Pedestrian-friendly spaces scored well. Quality materials received high scores. Signage that depicts clutter or that appears overwhelming scored poorly. Highest Scoring Image #75 Highway 37 & Highway 67 Development Average Score: 3.0 Image #72 Highway 37 & Highway 67 Development Average Score: 2.9 Lowest Scoring Image #78 Highway 37 & Highway 67 Development Average Score: -2.7 Image #85 Highway 37 & Highway 67 Development Average Score: -2.5 City of Mount Vernon, Texas Page 2-13

18 Quality development was scored well, particularly quality landscaping. Images of industrial uses scored poorly. Landscaping as screening may be an important factor to consider. Highest Scoring Image #121 Average Score: 3.6 Image #123 Average Score: 3.4 Lowest Scoring Image #112 Average Score: -4.2 Image #109 Average Score: -3.9 City of Mount Vernon, Texas Page 2-14

19 S.W.O.T. Analysis A strengths, weaknesses, opportunities, and threats (S.W.O.T.) analysis is a technique used to identify issues within a City. Strengths and weaknesses identify a variety of aspects that currently impact the community both positively and negatively. Opportunities and weaknesses refer to the future of the community. It is important to note that some characteristics, such as growth for example, could easily fall into more than one category. In fact, depending on the point of view, growth could be considered a strength, weakness, opportunity, and threat, all for the same community. Strengths and Weaknesses Through open discussion, the Comprehensive Plan Steering Committee and several community members identified the following characteristics in Table 2-1 as current strengths and weaknesses of Mount Vernon at the present time. It is encouraging for the City that more strengths were identified than weaknesses, which indicates a positive outlook and level of satisfaction among residents. Table 2-1. Strengths Interstate 30, Highway 37 Land along interstate Lakes Schools and scholarships Community pride and volunteerism History and V.I.P. Cultural amenities Low unemployment and good wages Trees and vegetation, nature preserve Financial institutions Retirement/bedroom community County seat Proximity to Metroplex 4B EDC Hospital Relatively low crime rate Climate Small-town feel Airport and railroad access Open-minded Council Don Meredith Bed + Breakfasts/Resorts/Tourism Northeast Texas Community College in Mount Pleasant and Texas A&M at Commerce Proximity to Pilgrim s Pride corporate headquarters, Texas Utility mine, Lucent Lowe s distribution center Diverse ethnic composition Weaknesses Outdated and inadequate infrastructure No infrastructure plan for 40 acres along interstate Litter and poor property maintenance Courthouse and square maintenance Lack of downtown retail and retail space Lack of sit-down restaurants with diverse dining options Low median income, little disposable income Lack of recreational opportunities (skate park, pool; youth-oriented activities) Lack of economic development opportunities from lake Lack of family-oriented destinations on the square Lack of diverse housing opportunities (type and quality) Struggling college-graduate retention rate, struggle to attract/retain educated workforce City of Mount Vernon, Texas Page 2-15

20 Opportunities and Threats The Steering Committee and public also identified the characteristics they perceive to be positive opportunities for the future of Mount Vernon and those which could threaten the future of the City, shown in Table 2-2. Again, optimism for the City s future was demonstrated, as more opportunities were identified than threats. Recognizing the threatening characteristics is extremely important because only by distinguishing such characteristics as a threat can the City properly plan for and alleviate any negative impact the threats may cause. Table 2-2. Opportunities City Lake Park Undeveloped land along interstate is an opportunity for quality development Vacant acreage is an opportunity for quality development Existing buildings on the square Capitalize on small-town feel, promote community events Develop comprehensive marketing plan Promote and extend hospitality Past preservation and slower-paced growth is an opportunity for quality development WPA walkways intact Make Mount Vernon beautiful, reinvent the association Attract retirees (walkable, retiree-oriented uses, medical, assisted living and stage options, high quality RV facilities at interstate) Possibility of railroad expansion 2 Franklin County industrial properties inside City Limits Potential for annexation Threats Losing identity Low quality development Wrong type of interstate development, need to find a balance between downtown and interstate development and create a niche Losing high-quality school system as result of fast growth Deteriorating housing stock Lack of community support/cohesion/commitment/buy-in City of Mount Vernon, Texas Page 2-16

21 Vision Statement A vision communicates the reason for existence, the purpose behind planning, and the overall goals and objectives of a City from long-range planning and development perspective. The primary benefit of visioning is that it clarifies how a community will approach its critical planning, development, and growth issues. With the clarified approach that visioning provides, the resulting Comprehensive Plan will address the future of the City in a manner that is reflective of the community s interests. The vision statement for a community should succinctly and vividly describe the community as it will ideally exist in the future. A vision statement spells out goals or values at a high level. The vision promotes what the City should become in the future. Also, it communicates the overall purpose of the community and what the community values. The original vision statement had been developed by the City Council, and was modified during a Steering Committee and public workshop meeting to better represent today s vision for the future. Vision Statement Mount Vernon is a caring community committed to excellence and quality of life, aspiring to be the community of choice for ourselves, our children, and future generations beautiful, clean, vibrant, and safe. We will strive to preserve our heritage, our friendly hometown atmosphere, and celebrate the diversity of all our citizens. City of Mount Vernon, Texas Page 2-17

22 Goals and Objectives Mount Vernon has taken an important step in guiding its future with the decision to undertake the comprehensive planning process. One of the main purposes of this chapter of the Comprehensive Plan is to state clear goals for the City and to identify specific directions that should be taken to achieve such goals. It is the goals and objectives established herein that determine the focus of the Comprehensive Plan recommendations contained within subsequent chapters. These statements have been divided or grouped by the various Comprehensive Plan chapters. It should also be noted that many of the goals and objectives represent items that are not only intended to be addressed by the Comprehensive Plan, but also by the City on a longterm and on-going basis. Goals and objectives are created to define what the City wants to accomplish. Goals are broad ideas, and objectives are more specific or tangible steps to achieve the goals. For example, a housing goal could be to provide a diverse range of housing choices. A corresponding objective of this goal could be to encourage housing types suitable for senior citizens. The goals and objectives are identified within this chapter, but relate to the five recommendation chapters: Future Land Use, Thoroughfare, Infrastructure, Housing Strategies, and Parks, Recreation and Open Space Plans. City of Mount Vernon, Texas Page 2-18

23 GOAL 1: Grow in a balanced and efficient manner Objective 1.1 Objective 1.2 Objective 1.3 Objective 1.4 Objective 1.5 Objective 1.6 Objective 1.7 Objective 1.8 Establish land use policies that support appropriate enhancement of the Downtown and quality development of the Interstate 30 area, and promote the unique character of each. Encourage smart growth principles to help ensure the City s future sustainability. Prioritize potential growth areas within the City. Encourage infill development to take advantage of existing infrastructure and promote effective utilization of existing structures, especially in the Downtown area. Create a zoning district for Downtown which encourages the appropriate mix and types of uses. Continue efforts to instill a stronger sense of civic pride by encouraging involvement in public decision-making and soliciting regular citizen input. Develop a thoroughfare plan to ensure efficient and desirable connections between major arterials and other thoroughfares. Continue coordination with the Texas Department of Transportation (TxDOT) and the Ark-Tex Council of Governments (ATCOG) on key state and regional roadway projects impacting Mount Vernon and its ETJ. GOAL 2: Develop a variety of housing choices Objective 2.1 Objective 2.2 Objective 2.3 Objective 2.4 Objective 2.5 Ensure that the variety of housing units is compatible and complementary to surrounding land uses. Ensure diversity of housing needs by encouraging a variety of lot and housing sizes and designs, and develop incentives for residential development. Promote home ownership and long-term residency. Wherever possible, retrofit neighborhoods with pedestrian connections and access to open space. Develop housing for a full-life cycle community. GOAL 3: Enhance quality of life, and maintain small town charm Objective 3.1 Objective 3.2 Objective 3.3 Continue to proactively address property maintenance issues (e.g., litter, courthouse and square, neighborhoods). Promote the image of Mount Vernon as a full-life cycle community by encouraging appropriate development, such as safe, walkable neighborhoods and staged medical care. Encourage the development of recreational opportunities throughout the community, particularly focusing on youth-oriented activities. City of Mount Vernon, Texas Page 2-19

24 Objective 3.4 Encourage unique retail development that is pedestrian-oriented and connects to adjacent neighborhoods. GOAL 4: Promote tourism industry Objective 4.1 Objective 4.2 Objective 4.3 Objective 4.4 Objective 4.5 Objective 4.6 Objective 4.7 Develop a comprehensive tourism marketing plan. Consider a high-quality RV park along Interstate 30 (possibly near the reservoir) or another appropriate area. Advertise and promote cultural amenities and bed & breakfasts. Create gateways at principal entry points into the City, and develop a design theme that is used throughout the community to create a sense of unity, identity, and cohesion for both residents and visitors. Establish ways in which the City can honor its history and use it to bolster civic pride. Become a destination City with unique points of interest to offer visitors recreational and cultural opportunities. Evaluate feasibility of new motel. GOAL 5: Plan for expansion and renovation of existing infrastructure Objective 5.1 Objective 5.2 Objective 5.3 Implement USDA plan for replacement of 1927 water lines. Develop capital improvement plan for replacement of 1927 sewer lines. Establish maintenance objectives for water, waste water, streets and drainage. Water: Provide adequate, safe and appealing (noncorrosive and nonscaling) drinking water to community. 5.3a Upgrade water treatment plant and distribution system to meet current and future demands. 5.3b Annual investment to operate and maintain water treatment plant, storage tanks, and distribution system. Wastewater: Protect public health and the environment in a manner consistent with local, state, and federal regulations. 5.3c Upgrade wastewater treatment plant and collection system to meet current and future demands. 5.3d Annual investment to operate and maintain wastewater treatment plant, collection system, and lift stations. Streets and Drainage: Provide safe and pleasant commuting experience for individuals and businesses. 5.3e Improve quality of existing paving surfaces. 5.3f Improve drainage to prevent road flooding. City of Mount Vernon, Texas Page 2-20

25 Objective g Annual investment to maintain pavements and drainage structures. Provide infrastructure along the north side of Interstate 30 for expanded retail/commercial use. GOAL 6: Promote economic development and job creation/attraction Objective 6.1 Objective 6.2 Objective 6.3 Ensure Mount Vernon has a diversified tax base through a balance of residential and non-residential land uses. Continue to pursue and encourage the establishment of new businesses in Mount Vernon, thereby creating increased and diversified employment opportunities. Investigate possibility of railroad expansion and attraction of new businesses which utilize the railroad. GOAL 7: Establish design standards Objective 7.1 Develop high quality building standards for Highway 37 and Interstate 30. Objective 7.2 Promote high quality development along north side of Interstate 30. Objective 7.3 Improve appearances of storefronts in the Downtown area. Objective 7.4 Identify roadway design standards in conformance with a functional street system classification. GOAL 8: Ensure the provision of a balanced park and open space system for the enjoyment of Mount Vernon residents Objective 8.1 Objective 8.2 Objective 8.3 Objective 8.4 Objective 8.5 Objective 8.6 Objective 8.7 Provide new and different recreational opportunities for all age groups. Provide a community swimming pool and bathhouse. Promote and enhance recreational opportunities at City Lake for city and county residents as well as visitors from outside Franklin County. Acquire 10+/- acres for a neighborhood park in the eastern region of town. Actively promote tourism based recreational opportunities throughout Franklin County and to plan park and open space developments in a manner that provides economic benefits to the community. Develop a maintenance program which will address maintenance schedules, park equipment replacement funds, and maintenance for additional parks as they come online. Forge partnerships with public and private organizations for the development, operation and maintenance of future recreational facilities. City of Mount Vernon, Texas Page 2-21

26 Objective 8.8 Objective 8.9 Encourage the Mount Vernon ISD to continue its practice of allowing public use of its outdoor recreation facilities during non-school hours. Ensure that all park facilities meet the most current safety guidelines and accessibility standards. GOAL 9: Identify, protect and preserve quality natural open spaces for unstructured recreational activities, inherent aesthetic value and protection of valuable ecosystems Objective 9.1 Objective 9.2 Objective 9.3 Objective 9.4 Continually research the viability of developing trail systems along creeks, flood ways, and utility easements that will link public and private recreational facilities, neighborhoods, and school campuses. Be proactive in the acquisition and protection of unique natural open spaces throughout the City of Mount Vernon. Limit development in natural open spaces in order to minimize adverse effects on valuable ecosystems. Address natural open space needs when developing active recreational facilities to provide citizens with well balanced recreational experiences that include both active and passive opportunities. City of Mount Vernon, Texas Page 2-22