About Brookfield: 2020 Master Plan: Section 8: Pedestrian/TOD Subarea Plans

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When first developed, the areas around the Brookfield Station, Hollywood Station, and the Eight Corners were designed for pedestrians—wide sidewalks, buildings constructed to the street, large display windows and other traditional façade features, few curb cuts, and easy access to transit.

As time has passed, the changes made to traditional main street commercial districts to facilitate the use of the automobile as the primary mode of travel in Brookfield and across the country have eroded these high quality pedestrian-oriented areas, often with the result of empty sidewalks and vacant storefronts.

This chapter focuses on restoring the pedestrian friendly elements within the areas around the Brookfield Station, Hollywood Station, and the Eight Corners to create vibrant and active pedestrian-oriented commercial districts. It is divided into four sections, of which the first three discuss the subareas, including existing conditions and proposed redevelopment plans.

The Design Guidelines, located in Appendix C – Design Guidelines, will assist the Village in achieving revitalization of the pedestrian oriented areas by shaping redevelopment and new construction within the subareas.


The three Subareas are all located on collector streets within the Village. The Brookfield Station Subarea is bounded by Grant Avenue to the north, Arden Avenue to the east, Southview Avenue to the south and Sunnyside Avenue to the west. The station is at the corner of Brookfield Avenue and Prairie Avenue in the center of this study area. The Hollywood Station is about half a mile east along Brookfield Avenue. The heart of this Subarea is on Brookfield between Rosemear and Woodside Avenues. This core is surrounded to the north and south by a predominantly single-family residential neighborhood. The Eight Corners is half a mile northwest from the Brookfield Station, along Grand Boulevard. The street boundaries for this Subarea are Monroe Avenue to the north, Park Avenue to the east, Lincoln Avenue to the south, and Madison Avenue to the west.


Meeting 1 - April 29, 2004

This meeting served as an opportunity for the consultants focusing on the three pedestrian subareas to introduce themselves and for the residents of Brookfield to learn more about this phase of the 2020 Master Plan process. Held at the Village Hall, over eighty people attended and each participated through a variety of consensus building activities. Upon entering the meeting, residents were asked to complete two surveys. The first, “Where do you shop?”, created a snapshot of where Brookfield residents shop on a weekly basis. The second, “What is missing from the Subarea?”, allowed residents to select from a broad list of businesses and services those that they would most like to see in the Brookfield Station, Hollywood Station, or Eight Corners areas. This exercise helped determine the ideal mix of uses in each Subarea.

Image Preference Survey

An Image Preference Survey or IPS was the primary activity of the evening. During this exercise, residents reviewed images from both within and outside of the community and were asked to rate them positively or negatively on a scale of –5 to +5. The images focused on the public rights-of-way (streets, sidewalks, bicycle facilities, streetscape, and traffic calming) and potential building types (single use, mixed-use, residential, and commercial), height, and façade materials. Both positive and negative examples of each were shown. After individually rating the images, the participants discussed what they liked and did not like in the images. These opinions were later paired with the numerical score to help determine the types of development and enhancements that are desired in each of the three subareas.

Strength, Weakness, Opportunity, and Threat Analysis

The evening concluded with the participants identifying the strengths, weaknesses, opportunities, and threats (SWOT) to redevelopment in each Subarea. The results of the SWOT analysis were compiled and prioritized at a later meeting. The detailed results of these surveys are in Appendix D – Pedestrian Oriented Public Meeting Summary.

Meeting 2– May 13, 2004

The second meeting on the pedestrian subareas was a charrette or an intensive design workshop in which participants created a shared community design vision. The activities focused on finding the common interests among attendees and charting a recommended course of action. Participants were divided into nine tables for this activity and everyone was encouraged to actively provide input by expressing him or herself both verbally and graphically.

Each table reviewed only one of the three subareas. Participants were asked to locate, on a map, the Subarea’s existing uses, such as transit stations, Village Hall, and residential buildings. Next, they were asked to demarcate potential redevelopment sites, including areas such as parking lots and vacant buildings. Building upon this base information, the third and fourth activities asked the participants to map future uses, both general (residential, mixed-use, or commercial development) and specific (as determined from the “What is missing from the Subarea?” survey from the previous meeting), and locations for physical enhancements and improvements. Items located in this latter category included streetscape enhancements, bicycle facilities, and wayfinding signage.
The approximately seventy participants prioritized the results of the SWOT analysis first performed at the meeting held on April 29. This helped to further narrow the focus and determined which Subarea assets should be highlighted during the redevelopment process. Selected results from the charrette and the complete prioritized SWOT analysis can be found in Appendix D – Pedestrian Oriented Public Meeting Summary.

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