021726 EDA Agenda
Richfield Economic Development Authority
Agenda
February 17, 2026 -- 7:15 PM
Note: Meeting begins immediately following HRA Meeting
Richfield Municipal Center
Council Chambers
6700 Portland Avenue South
1. Call to Order
2. Roll Call
3. Open Forum
a. Participants can share their comments in person, by voicemail, or email, and may also request
to participate virtually. For more information on submitting comments, refer to the Economic
Development Authority Agenda and Minutes page on the City's Website.
4. Approval of the Agenda
5. Approval of Minutes
a. Approval of the minutes of the Regular Economic Development Authority Meeting of
November 17, 2025.
6. Presentations
7. Consent Calendar
Consent Calendar contains several separate items, which are acted upon by the Economic
Development Authority in one motion. Once the Consent Calendar has been approved, the
individual items and recommended actions have also been approved. No further EDA action on
these items is necessary. However, any EDA Commissioner may request that an item be removed
from the Consent Calendar and placed on the regular agenda for discussion and action. All items
listed on the Consent Calendar are recommended for approval.
8. Consideration of Items, if Any Removed From Consent Calendar
9. Public Hearings
10. Resolutions
11. Other Business
a. Consider approval of the Downtown Richfield Brand Identity & Style Guidelines and the
Placemaking Playbook.
12. Executive Director’s Report
13. EDA Discussion Items
14. Approval of Claims
15. Adjournment
Auxiliary aids for individuals with accessibility needs are available upon request. Requests must be made at least 96 hours in
advance to the City Clerk at 612-861-9739.
Includes Materials - Materials relating to these agenda items can be found in the EDA agenda packet located by the entrance. The
complete EDA agenda packet is available electronically on the City of Richfield’s website.
Page 1 of 50
ollECONOMIC DEVELOPMENT
AUTHORITY MEETING MINUTES
Richfield, Minnesota
Regular Meeting
November 17, 2025
Chair Vrieze Daniels called the meeting to order at 8:06 PM in the Council Chambers.
EDA Present: Chair Vrieze Daniels, Gordon Hanson; Mary Supple; Sean Hayford Oleary; John Young.
Staff Present: Melissa Poehlman, Executive Director; Julie Urban, Assistant Community Development
Director; and Michelle Friedrich, City Clerk.
2. ROLL CALL
Roll Call attendance was noted.
3. OPEN FORUM
Chair Vrieze Daniels gave instructions on how to participate in the open forum. No residents participated in
the public comment opportunity.
4. APPROVAL OF THE AGENDA
MOTION: made by Hanson, seconded by Supple to approve the agenda.
Motion carried: 5-0
5. APPROVAL OF MINUTES
MOTION: made by Young, seconded by Hanson to approve the Minutes of the Regular Economic
Development Authority meeting of August 18, 2025.
Motion carried: 5-0
6. PRESENTATIONS
None.
1. CALL TO ORDER
Page 2 of 50
EDA Meeting Minutes November 17, 2025
7. CONSENT CALENDAR
a. Consideration of an Amended Agreement with the Center for Energy and Environment to authorize
the budget for the administration of the Apartment Remodeling Program for 2026.
Executive Director Poehlman presented the consent calendar item.
MOTION: made by Supple, seconded by Young to approve the consent calendar item 7a.
Motion carried: 5-0
8. CONSIDERATION OF ITEMS, IF ANY, REMOVED FROM CONSENT CALENDAR
None.
9. PUBLIC HEARINGS
None.
10. RESOLUTIONS
None.
11. OTHER BUSINESS
None.
12. EXECUTIVE DIRECTOR’S REPORT
Executive Director Poehlman noted no report.
13. EDA DISCUSSION ITEMS
None.
14. APPROVAL OF CLAIMS
MOTION: made by Hayford Oleary, seconded by Supple, to approve claims for September, October and
November 2025.
Page 3 of 50
EDA Meeting Minutes November 17, 2025
U.S. BANK September 15, 2025
EDA Check #23755-23773 $27,427.43
TOTAL $27,427.43
U.S. BANK October 20, 2025
EDA Check #23774-13791 $62,736.70
TOTAL $62,736.70
U.S. BANK Month XX, 2025
EDA Check #23792-23804 $10,600.00
TOTAL $10,600.00
Motion carried: 5-0
15. ADJOURNMENT
This meeting was adjourned by unanimous consent at 8:09 p.m.
Date Approved: February 17, 2026
Erin Vrieze Daniels
EDA President
Michelle Friedrich Melissa Poehlman
City Clerk Executive Director
Page 4 of 50
Economic Development Authority Meeting 2/17/2026
Agenda Section: Other Business
Agenda Item: 11.a.
Report Prepared By:
Jan Youngquist, Economic Development Manager
Department Director:
Melissa Poehlman, Community Development Director
Item for Consideration:
Consider approval of the Downtown Richfield Brand Identity & Style Guidelines and the
Placemaking Playbook.
EXECUTIVE SUMMARY
The Economic Development Authority (EDA) hired CivicBrand, a consultant that
specializes in community branding, placemaking, and engagement, to develop a
branding and placemaking strategy for downtown. The objective of the project was to:
• Develop a branding and placemaking strategy that is rooted in, and informed by,
community engagement with a wide variety of stakeholders.
• Define a clear and distinctive place brand identity and include branding
guidelines for its use.
• Create an implementation plan that includes near and long-term strategies for
targeted marketing as well as placemaking projects and activities.
The project included extensive community engagement through a variety of methods,
including pop-up engagement, an online survey, focus groups, interviews, and a project
advisory committee, as well as small group sessions and a work session with EDA and
City Council members. Approximately 1,160 people provided feedback that informed the
project.
The project sought to build upon the existing physical infrastructure improvements and
focus on the experience of being downtown, acknowledging that the west portion of the
district includes recreational and natural amenities, and has seen newer development
and reinvestment, while the east portion includes older buildings, small local
businesses, and culturally diverse restaurants. Because the two areas are so different
and the railroad tracks create a physical and perceptual divide, the objective was to
celebrate their differences and layer in placemaking, identity, and connection to
transform downtown into a cohesive, walkable place that is inviting and reflects the
community.
The branding depicted in the Brand Identity & Style Guidelines document includes bright
colors and shapes that represent the diversity and vibrancy of Richfield. The Downtown
Richfield Placemaking Playbook (Playbook) includes a variety of interim and short-term
activations to test ideas and see what works (and what doesn't), as well as potential
permanent and long-term activations for the future. The Playbook is a framework and
collection of ideas, opportunity areas, and potential approaches that could be possible
Page 5 of 50
over time, rather than a rigid plan. The Playbook is intended to serve as a tool to guide
decisions, support collaboration, and position the City to pursue future grants,
partnerships, and private investments.
RECOMMENDED ACTION
By motion: Approve the Downtown Richfield Brand Identity & Style Guidelines and the
Placemaking Playbook.
HISTORICAL CONTEXT
• Planning for the Lyndale Avenue and 66th Street area as a downtown business
district area dates back to the early 1960s.
• In 1988, the Lakes at Lyndale Master Plan was adopted for the area to create a
thriving urban center.
• The Lakes at Lyndale Wayfinding Plan was developed in 2016, based on Lakes
at Lyndale branding. The plan has not yet been implemented.
• The 2040 Comprehensive Plan, adopted in 2018, expanded the downtown area
east to Nicollet Avenue.
• In September 2022, the Council adopted the 2023-2026 Strategic Plan (Strategic
Plan), which placed a priority on Community Development, identified a vibrant
downtown as a desired outcome, and recommended developing a downtown
strategy as a strategic initiative to support this outcome.
• The EDA was awarded a Business District Initiative grant from Hennepin County
in November 2024 to develop a downtown branding and placemaking strategy.
• The EDA entered into a contract with CivicBrand in April 2025 to lead the
branding and placemaking project.
• The community engagement phase of the project concluded in September 2025,
which included:
▪ Pop-up engagement at Lakewinds Coop.
▪ Online survey with 1,143 respondents.
▪ Two virtual focus groups with business owners, property managers,
residents, and representatives from the planning commission and a local
nonprofit.
▪ One-on-one interviews with a Council/EDA member, nonprofit executive
director, planning commissioner, and small business owner.
▪ Small group sessions with Council and EDA members.
▪ A project advisory committee consisting of City staff, a small business
owner, and representatives from Visit Richfield and the Arts Commission
that met five times to provide guidance and test ideas.
• CivicBrand presented initial branding and placemaking concepts to the Council
and EDA at a work session on October 28, 2025. Three branding concepts were
presented, and the Council and EDA chose to move forward with the concept
that is included in the final Brand Identity & Style Guidelines document.
EQUITABLE OR STRATEGIC CONSIDERATIONS OR IMPACTS
• The Strategic Plan identifies a vibrant downtown as a desired outcome,
developing a downtown strategy as a strategic initiative to support this outcome,
and proactively marketing downtown as an action step.
Page 6 of 50
• There are several small businesses owned by women and people of color in
downtown. Implementation of the branding and placemaking strategy is intended
to enhance the economic vitality and vibrancy of downtown, which will help
support these, as well as other businesses.
POLICIES (RESOLUTIONS, ORDINANCES, REGULATIONS, STATUTES, ETC.)
• The 2040 Comprehensive Plan guides the area around Lyndale Avenue/66th
Street/Nicollet Avenue as Mixed Use, with the intent of creating a downtown with
residential, commercial, office, and recreational opportunities.
• The 2023-2026 Strategic Plan places a priority on Community Development and
identifies a vibrant downtown as a desired outcome.
CRITICAL TIMING ISSUES
• The Contract between the EDA and CivicBrand expires on April 18, 2026.
• The project is funded by a grant from Hennepin County's Business District
Initiative Program. The grant expires on June 30, 2026.
FINANCIAL IMPACT
• The Hennepin County Housing and Redevelopment Authority awarded a $45,000
grant for the project to the EDA through its Business District Initiative Program.
• The EDA provided a $5,000 match to the grant, in addition to staff time, which
served as an in-kind match.
LEGAL CONSIDERATIONS
None.
ALTERNATIVE RECOMMENDATION(S)
• Approve the Downtown Richfield Brand Identity & Style Guidelines and the
Placemaking Playbook with modifications.
ATTACHMENTS
1. Brand Identity & Style Guidelines
2. Downtown Richfield Placemaking Playbook
Page 7 of 50
RICHFIELD, MNCLIENT
WINTER 2026DATE
CIVICBRANDAGENCY
BRAND IDENTITY & STYLE GUIDELINES
Page 8 of 50
BRAND IDENTITY & STYLE GUIDELINES
LOGO
A simplified version of the City of
Richfield logo is used to represent
“Downtown Richfield.” Use only in
the primary navy or cream colors.
Bicycle
Parking
RICHFIELD LAKE
Page 9 of 50
BRAND IDENTITY & STYLE GUIDELINES
LOGO
CLEAR SPACE
A clear space of one half of the
logo’s height should surround the
logo on all four sides.
ERRORS
Do not stretch, skew, or distort the
logo in any way. Do not use the logo
in an off-brand color, or add
graphic deffects. Do not place the
logo on a dark pattern or busy
photograph.
Page 10 of 50
BRAND IDENTITY & STYLE GUIDELINES
COLOR PALETTE
HEX: #2A3F4A
RGB: 42, 63, 74
CMYK: 83, 64, 52, 43
HEX: #F7F4E4
RBG: 255, 254, 244
CMYK: 0, 0, 4, 0
HEX: #D71F28
RBG: 215, 31, 40
CMYK: 9, 100, 98, 2
HEX: #825C55
RGB: 130, 92, 85
CMYK: 42, 62, 59, 23
HEX: #C0B0D3
RBG: 192, 176, 211
CMYK: 23, 30, 1, 0
HEX: #A8A636
RBG: 168, 166, 54
CMYK: 38, 24, 100, 2
HEX: #5A7B37
RBG: 90, 123, 55
CMYK: 68, 32, 100, 17
HEX: #F9B3A7
RGB: 246, 179, 167
CMYK: 0, 36, 27, 0
HEX: #D1DD26
RBG: 209, 221, 38
CMYK: 22, 0, 100, 0
HEX: #638BC8
RBG: 99, 139, 200
CMYK: 63, 39, 0, 0
HEX: #528573
RGB: 82, 133, 115
CMYK: 71, 31, 59, 9
HEX: #B9CFEC
RBG: 185, 207, 236
CMYK: 25, 11, 0, 0
HEX: #D81F8E
RBG: 216, 31, 142
CMYK: 10, 97, 0, 0
HEX: #F6D00E
RGB: 246, 208, 14
CMYK: 4, 15, 100, 0
When placing type over a color
background, ensure there is
enough contrast for legibility.
Page 11 of 50
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp
QqRrSsTtUuVvWwXxYyZz1234567890
BRAND IDENTITY & STYLE GUIDELINES
TYPOGRAPHY
EUROSTILE
Eurostile is used for all headings
and some sub-headings. Headings
are typically used in Eurostile Black
in all caps with a tracking of 10.
Sub-headings are typically used in
Eurostile Bold in normal case with
a tracking of 10.
Eurostile is available through
Adobe Fonts at
www.fonts.adobe.com/
fonts/eurostile
BAHNSCHRIFT
Bahnschrift is used for some
sub-headings and all body copy.
Body copy is typically used with
Bahnschift Regular at a tracking of
0. Subheadings are typically used
with Bahnscrift Regular or Bold in
all caps with a tracking of 75.
Bahnscrift is available through
Adobe Fonts at
www.fonts.adobe.com/
fonts/bahnschrift
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890
Page 12 of 50
BRAND IDENTITY & STYLE GUIDELINES
LOCATION TYPOGRAPHY
LOCATION TITLE
Eurostile Black is used in all caps
with a tracking of 10 for location
names, such as “Richfield Lake.”
LOCATION STREETS
Bahnschift Regular is used in all
caps with a tracking of 75 for
location streets (or other
landmark), such as “66th &
Woodlake.”
65TH &WOODLAKERICHFIELD LAKERICHFIELDLAKE66TH &WOODLAKE
Page 13 of 50
BRAND IDENTITY & STYLE GUIDELINES
PATTERN
Use with any combination of brand
colors at any rotation angle for
infinite variations. Do not place the
logo or any text over the pattern
unless it is contained within a
one-color solid shape.
In some instances a simpler (large
scale) pattern may be appropriate,
such as street paint applied
manually. This will ensure easier
application and maintenance.
Printed or digital applications allow
for a more complex (small scale)
pattern.66TH & LYNDALEPage 14 of 50
HELLO@CIVICBRAND.COMCONTACT:
Page 15 of 50
DOWNTOWN RICHFIELDPLACEMAKING PLAYBOOK
CLIENT
DATE
AGENCY
RICHFIELD, MN
WINTER 2026
CIVICBRAND
Page 16 of 50
BACKGROUND
2
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
The district benefits from a strong foundation of permanent public
infrastructure. Sidewalks, crosswalks, roundabouts, and recent street
improvements have created an environment that is technically walkable and
increasingly safe. As one participant summarized during engagement, “It’s
walkable, it’s just not walked.” From an infrastructure standpoint, many of
the big, difficult investments are already in place.
The challenge now is less about access and more about experience. Today,
the district functions primarily as a place for specific errands rather than a
place to explore or spend time. The existing mix of retail and services draws
people in for a purpose, but gives them few reasons to linger, wander, or
discover something unexpected. This is where the opportunity lies—shifting
from a district that is simply navigated to one that is interesting, welcoming,
and worth walking through.
Another defining condition is the physical and perceptual divide created by
the railroad tracks. One side of the district has seen newer development and
reinvestment, while the other is anchored by the HUB and more dated strip-
center infrastructure. At the same time, these older spaces support many
culturally significant restaurants and locally owned businesses that
residents value deeply. The opportunity is not to erase this character, but to
revitalize the district in a way that strengthens it, improving the public realm
and pedestrian experience without displacing the businesses that give the
area its identity and flavor.
Together, these conditions point to a clear direction: build on the district’s
strong infrastructure by layering in placemaking, identity, and connection.
Doing so can transform the area from a collection of destinations into a
cohesive, walkable place that invites exploration and reflects the community
it serves.
EXISTING CONDITIONS, CHALLENGES & OPPORTUNITIES
Page 17 of 50
BACKGROUND
3
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
This work was shaped through a collaborative, multi-layered engagement process
designed to ensure the outcomes reflect Richfield’s community, priorities, and
long-term goals. Rather than a top-down exercise, the process brought together
residents, businesses, City staff, elected officials, and the Economic Development
Authority to inform a shared direction for the district.
Engagement included a combination of strategy and listening tools, such as a
placemaking and brand audit, community survey, pop-up conversations with
residents, focus groups, interviews, and working sessions with City leadership.
A project committee provided ongoing guidance, helping test ideas, ground
recommendations in local context, and connect this effort to related City initiatives.
City staff, Council, and the EDA played an active role throughout the process,
ensuring alignment with broader policy goals, economic development priorities,
and implementation realities. This collaboration helped move the work beyond
ideas alone and toward concepts that are realistic, adaptable, and actionable over
time.
Together, these inputs created a well-rounded understanding of the district’s
opportunities, challenges, and potential. These insights directly informed the vision
and the Placemaking Playbook that follows, translating community input into a
flexible framework for future decision-making and investment.
ENGAGEMENT PROCESS
Page 18 of 50
BACKGROUND
4
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
The district will be a place
where connections happen
naturally and frequently —
between neighbors, local
businesses, cultures, and the
outdoors — creating a vibrant,
welcoming, and distinctly
Richfield experience.
VISION STORY
In the future, the district is no longer just a place to run errands — it’s a
place to linger, gather, and connect. People come here to explore locally-
owned shops, try diverse restaurants, and enjoy cultural events that reflect
Richfield‘s diversity and character. The district‘s lakes and trails provide
natural anchors for activity and relaxation, inviting both Richfield residents
and visitors to spend time in the district and experience an area that
balances charming neighborly character and urban accessibility.
The west side of the district, with its modern amenities, housing, and access
to nature, complements the east side’s culturally rich businesses and new
community spaces. Rather than forcing a single identity, the district
celebrates these differences, framing each side as complementary parts of
a larger, dynamic neighborhood. Over time, these connections create a
sense of cohesion, helping the district naturally emerge as a named place —
“Downtown Richfield” or another identity that reflects its character —
without losing the authenticity that makes it unique.
Growth and change happen deliberately and realistically, building
momentum through small wins that enhance the area’s culture, commerce,
and natural assets. Throughout, the district’s evolution remains grounded in
Richfield’s “Urban Hometown” spirit: modest yet urban, welcoming yet
distinctive, blending mid-century charm with a modern, diverse, and
inclusive community. Here, connections are at the heart of the experience.
This is where culture and community connect, and where every visit brings
people together in a place designed to belong.
Page 19 of 50
PLACEMAKING PLAYBOOK
Page 20 of 50
GUIDE
6
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
THIS PLAYBOOK IS INTENDED TO BE A SHARED FRAMEWORK, NOT A FIXED PLAN.
It is not a list of projects that must all be built, and it is not a rigid design standard or fully
realized master plan. Instead, it is a collection of ideas, opportunity areas, and potential
approaches that illustrate what could be possible over time.
Think of this playbook as a menu of options, not a set of instructions. The concepts that
follow are meant to spark ideas, build excitement, and show the range of ways placemaking
and branding could come to life across the district. Many of these opportunities would
require further design, refinement, and additional detail before becoming real projects.
Others may evolve, combine, or change entirely as conditions shift.
The value of a playbook like this is in creating shared direction. It helps the City, partners,
property owners, and businesses make more consistent place-based decisions while still
allowing room for creativity and experimentation. By testing ideas, starting small, and
learning what works (and what does not), the district can evolve naturally rather than trying
to get everything right at once.
Importantly, having a clear vision and set of ideas also helps build momentum.
It positions the City to pursue grants, partnerships, and private investment by showing that
there is a plan in place and that outside funding would be contributing to a broader,
coordinated effort rather than a one-off project.
Used this way, the playbook becomes a living tool—one that guides decisions, supports
collaboration, and adapts over time as the district grows and changes.
HOW TO USE THE PLACEMAKING PLAYBOOK
Page 21 of 50
GUIDE
7
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
Bringing the recommended
placemaking activations to life will
require a network of aligned partners.
This chart highlights organizations and
stakeholders who could help influence,
champion, implement, and/or sustain
key projects. This list should be treated
as a living resource that the City
continues to expand and refine over
time as new projects, partners, and
opportunities emerge.
PARTNERS & ROLES
#PLACEMAKING OPPORTUNITY COORDINATION
1 RICHFIELD LAKE GATEWAY •Property Owner
•Lakewinds Coop
•Arts Commission
•Economic Development
•Community members
•Parks & Recreation
2 RICHFIELD LAKE + WOOD LAKE ACCESS •Recreation
•Public Works
•Economic Development
•Planning
3 NEIGHBORHOOD THIRD PLACE
+ TRANSIT PLAZA
•Liquor Store
•Public Works
•Planning
•Economic Development
•Arts Commission (if the installation also
serves as public art)
4 66TH ST BICYCLE SPINE •Public Works
•Planning
•Economic Development
5 GROUND-BASED PEDESTRIAN WAYFINDING •Public Works
•Economic Development
•Community members
•Arts Commission
6 DISTRICT GATEWAYS •Public Works
•Planning
•Economic Development
7 BRIDGING THE TRACKS •Public Works
•Planning
•Economic Development
•Property owners if installation falls on
private property
•Arts commission for interim/tactical
installations
•Community members
8 THE HUB • Brixmor (property owner)
• Hub tenants
• Public Works
• Planning
• Economic Development
• Public Safety
• Recreation for programming & events
• Arts Commission (asphalt art)
• Community members
9 MOBILE COFFEE PILOT •Business Licensing/Environmental Health
•Property Owner
•Public Works
•Planning
•Economic Development
10 LAYERED WAYFINDING + EXPLORATION •Public Works
•Planning
•Economic Development
•Parks & Recreation
Page 22 of 50
GUIDE
8
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
PLACEMAKING OPPORTUNITIES
9
9
8
9
9
91
2
2
2
2
2
5
6647
73
5
5
5
5
1 RICHFIELD LAKE GATEWAY
2 RICHFIELD LAKE + WOOD LAKE ACCESS
3 NEIGHBORHOOD THIRD PLACE
+ TRANSIT PLAZA
4 66TH ST BICYCLE SPINE
5 GROUND-BASED PEDESTRIAN WAYFINDING
6 DISTRICT GATEWAYS
7 BRIDGING THE TRACKS
8 THE HUB
9 MOBILE COFFEE PILOT
10 LAYERED WAYFINDING + EXPLORATION
(multiple locations throughout the district)
Page 23 of 50
PLACEMAKING OPPORTUNITIES
9
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
This vacant parcel is highly visible near the
entrance to Richfield Lake Park, the
Lyndale Gardens Amphitheater, and
adjacent homes, making it well suited for
temporary, low-impact activation.
Improvements should be restrained and
respectful of nearby residents while
enhancing the experience of arriving at one
of Richfield’s most valued amenities.
Short-term opportunities include
temporary beautification and placemaking
ahead of future development, such as a
gateway mural, seasonal art, and
occasional food trucks or small-scale
events. These uses can help fill a missing
neighborhood amenity without creating
ongoing impacts.
While the property is privately owned,
partnership between the City and the
property owner could support interim uses
that activate the site, improve first
impressions at this key gateway, and
showcase its potential while maintaining
flexibility for future development.
MURAL
RICHFIELD LAKE GATEWAY
1
MURAL
Page 24 of 50
PLACEMAKING OPPORTUNITIES
10
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
Richfield Lake and Wood Lake are two of the
area’s most significant natural assets, yet
parts of the system can feel difficult to find,
navigate, or disconnected from the rest of
the district. While their tucked-away nature
contributes to a peaceful, reflective
experience, limited visibility can also lead to
underuse and uncertainty.
Subtle, low-impact improvements such as
clear signage, ground-based wayfinding, and
tasteful trail lighting can improve access
around Richfield Lake and strengthen the
connection between the two lakes.
Thoughtfully designed lighting can also
increase safety and comfort for residents
and visitors walking around the lake at night,
while preserving the area’s quiet,
contemplative character.
RICHFIELD LAKE + WOOD LAKE ACCESS
2
RICHFIELD LAKERICHFIELDLAKE PARK
RICHFIELDLAKE PARK
Page 25 of 50
PLACEMAKING OPPORTUNITIES
11
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
RICHFIELD LAKE + WOOD LAKE ACCESS
Bicycle
Parking
RICHFIELD LAKEAll for renewal and springtime they come.
Whitman’s scent memory, April, Lincoln’s death.
At a funeral, my mother wore a lilac sprig
on her lapel. My grandmother placed
a bursting bouquet in a Mason jar
starry petals slowly letting go.
Their clusters rouse us out of winter,
a stir of fragrant color. Poet Amy Lowell loved
their puffs of flowers hiding nesting birds.
When I say lilac, I can feel the heavy bloom
in my hand as I lift it, inhale.
I am transported to seasonal wonder~
catkins, birdsong, light, sweet, sweet light.
Lilacs #9
BY: DONNA ISAAC
All for renewal and springtime they come.
Whitman’s scent memory, April, Lincoln’s death.
At a funeral, my mother wore a lilac sprig
on her lapel. My grandmother placed
a bursting bouquet in a Mason jar
starry petals slowly letting go.
Their clusters rouse us out of winter,
a stir of fragrant color. Poet Amy Lowell loved
their puffs of flowers hiding nesting birds.
When I say lilac, I can feel the heavy bloom
in my hand as I lift it, inhale.
I am transported to seasonal wonder~
catkins, birdsong, light, sweet, sweet light.
Lilacs #9
BY: DONNA ISAAC
All for renewal and springtime they come.
Whitman’s scent memory, April, Lincoln’s death.
At a funeral, my mother wore a lilac sprig
on her lapel. My grandmother placed
a bursting bouquet in a Mason jar
starry petals slowly letting go.
Their clusters rouse us out of winter,
a stir of fragrant color. Poet Amy Lowell loved
their puffs of flowers hiding nesting birds.
When I say lilac, I can feel the heavy bloom
in my hand as I lift it, inhale.
I am transported to seasonal wonder~
catkins, birdsong, light, sweet, sweet light.
Lilacs #9
BY: DONNA ISAAC
All for renewal and springtime they come.
Whitman’s scent memory, April, Lincoln’s death.
At a funeral, my mother wore a lilac sprig
on her lapel. My grandmother placed
a bursting bouquet in a Mason jar
starry petals slowly letting go.
Their clusters rouse us out of winter,
a stir of fragrant color. Poet Amy Lowell loved
their puffs of flowers hiding nesting birds.
When I say lilac, I can feel the heavy bloom
in my hand as I lift it, inhale.
I am transported to seasonal wonder~
catkins, birdsong, light, sweet, sweet light.
Lilacs #9
BY: DONNA ISAAC
Temporary A-frame signage and
low-cost wayfinding can be used to
test improved access around
Richfield Lake and connections to
Wood Lake. These interim measures
can help gauge visibility, user
behavior, and traffic patterns before
committing to permanent signage or
lighting investments.
2
Existing poem posts can be updated and expanded with
the new branding to bring color into the environment and
provide an ongoing opportunity to showcase local talent.
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
This city-owned space near the liquor
store offers an opportunity to create a
small neighborhood third place with
public art, seating, and shade. With an
existing bus stop at this location,
improvements should focus on providing
comfortable, clearly public space for
transit riders and pedestrians.
The intent is to enhance the street and
public realm, not to make the adjacent
business a destination. Thoughtful, low-
key design can support everyday use and
strengthen this area as a shared civic
space.
NEIGHBORHOOD THIRD PLACE + TRANSIT PLAZA
3
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
66th Street functions as a key
bicycle corridor and presents an
opportunity to be branded as the
heart of Richfield’s bike network
and a defining feature of the district.
Branded maps, bike racks, repair
stations, and coordinated visual
elements can increase awareness,
improve usability, and strengthen
the corridor’s connection to the
district‘s brand.
66TH STREET BICYCLE SPINE
66th
LYNDALE
NICOLLET
PORTLAND
16TH AVE
OLIVER
CYCLE TRACK
4
66th
LYNDALE
NICOLLET
PORTLAND
16TH AVE
OLIVER
CYCLE TRACK
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PLACEMAKING OPPORTUNITIES
14
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
66 th
CYCLE TRACK
LYNDALE
NICOLLET
PORTLAND
16TH AVE
OLIVER
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66th
CYCLE TRACK
66TH STREET BICYCLE SPINE
4
A central kiosk could anchor the
route by highlighting this bicycle
spine while also showing how it
connects to Richfield’s broader bike
network, parks, and destinations
across the city.
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
Durable vinyl pavement decals offer a
subtle, flexible way to improve
pedestrian wayfinding across the
district. Applied directly to sidewalks
and paths, these printed street graphics
can gently guide people toward nearby
destinations, highlight amenities they
may otherwise miss, and improve the
overall walking experience without
adding visual clutter.
Used consistently in multiple locations,
these decals can function as a quiet, on-
the-ground wayfinding system. They
would be especially valuable around the
sculpture gardens, which are currently
well-loved but relatively hidden, helping
increase awareness and visibility while
preserving the area’s understated
character.
GROUND -BASED PEDESTRIAN WAYFINDING
WHERECULTURECONNECTS.
WOODLAKENATURECENTER
LYNDALEGARDENS
FOLLOW ME TO:
MADE TO MEET.POCKETPARK
5
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
The primary roundabouts present a
strong opportunity for gateway
branding and public art that
creates a clear sense of arrival
into the district. Large-scale,
durable artwork or signage within
the center of the roundabouts can
enhance beautification, reinforce
district identity, and contribute to
traffic calming.
Design solutions should account
for winter maintenance, including
snow plows, and comply with all
state and local sightline and safety
requirements.
DISTRICT GATEWAYS
6
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
Paired with coordinated street
banners along primary cooridors
(66th St, 65th St, Lyndale Ave, &
Nicollet Ave), these gateway
elements can extend the arrival
experience beyond the
roundabouts and help signal entry
into the district from multiple
directions, including near the
highway.
DISTRICT GATEWAYS
65TH &WOODLAKE
RICHFIELDLAKE65TH &PILLSBURYPOCKET PARK66TH & NICOLLET
WHERECULTURECONNECTS.
65TH &WOODLAKERICHFIELD LAKELAKE SHOREDRIVEWOOD LAKENATURECENTER66TH &LYNDALE
MADE TO MEET.WOOD LAKENATURE CENTERLAKESHOREDRIVE
6
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
The railroad crossing presents a key
opportunity to strengthen pedestrian
connections between the two sides of the
district. By treating crossings as welcoming,
unified places rather than barriers, the
district can better support easy, intuitive
movement across the tracks.
Public realm enhancements at
both 65th Street and 66th Street can establish
these crossings as clear points of connection.
This approach supports the evolution
of 65th Street as a quieter, more pedestrian-
oriented corridor, while also improving the
experience at 66th Street, which will continue
to function as the primary route for vehicles
and bicycles.
All design concepts and improvements will
need to account for railroad right-of-way
requirements, safety standards, and approval
processes related to placement and
materials.
BRIDGING THE TRACKS
7
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PLACEMAKING OPPORTUNITIES
19
DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
7
7
BRIDGING THE TRACKS
7
65th
The visual elements from the branded 66th
Cycle Track will naturally convey connection
across the railroad tracks at 66th St.
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
With no traditional downtown or main
street nearby, the area surrounding the
HUB represents one of Richfield’s
strongest opportunities to create
a human-scale gathering place. Today, a
large sea of parking serves a functional
purpose, but it also presents the chance
to evolve into a place that adds value to
visitors, tenants, and the broader
district.
By working collaboratively with the HUB
property owner, this area could become
a win-win activation that enhances the
customer experience for existing
businesses while beginning to establish
a stronger sense of place.
Improvements could range from
modest, tenant-serving amenities to
more ambitious activations that support
seasonal programming and community
life. Temporary steps can help test
ideas, build momentum, and
demonstrate long-term potential.
THE HUB
8
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
Small-scale, low-cost improvements
focused on comfort and usability for
people already visiting the HUB or
grocery store.
Examples may include added seating,
shade, planters, and informal
gathering areas that support a “third
place” experience without positioning
the space as a destination on its own.
THE HUB: INTERIM
(TENANT-SERVING)
7
LYNDALE
66th
CYCLE TRACK
NICOLLET
PORTLAND
16TH AVE
OLIVER
66TH & NICOLLET
WHERECULTURECONNECTS.
7
LYNDALE
66th
CYCLE TRACK
NICOLLET
PORTLAND
16TH AVE
OLIVER 4
8
EXISTING HUB TOWERS
PUBLIC SPACE
4 PEDESTRIAN PATH
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
THE HUB: INTERIM
(TENANT-SERVING)
8
66TH & NICOLLET
WHERECULTURECONNECTS.
66TH &NICOLLET
RICHFIELDVILLAGE66TH & NICOLLET
WHERECULTURECONNECTS.
The district branding can be applied
to parklets or other temporary
structures within the HUB site.
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
THE HUB: INTERIM
(TENANT-SERVING)
8
Inspiration Images
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
Expanded temporary activations that
begin to draw people intentionally to
the site while increasing amenities
that support comfort and usability.
This level could include a larger,
more defined central space, flexible
programming areas, food trucks,
pop-up events, or seasonal activities
that help the HUB function as a
destination while remaining adaptable
and reversible.
THE HUB: INTERIM
(DESTINATION-
ORIENTED)
7
7
LYNDALE
66th
CYCLE TRACK
NICOLLET
PORTLAND
16TH AVE
OLIVER
LYNDALE
66th
CYCLE TRACK
NICOLLET
PORTLAND
16TH AVE
OLIVER
66TH & NICOLLET
WHERECULTURECONNECTS.
66th
CYCLE TRACK
4
EXISTING HUB TOWERS
PUBLIC SPACE
4 PEDESTRIAN PATH
MARKET BOOTHS
8
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
THE HUB: INTERIM
(DESTINATION-
ORIENTED)
8
Inspiration Images
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
A full redevelopment of a portion of
the HUB parking area into a
permanent park and pedestrian
amenity could create a true civic
destination. While this level of
activation would be led by the
property owner and developer, it is
important to articulate as a shared
long-term goal. Earlier interim
activations can serve as proof of
concept and help inform design,
programming, and investment
decisions.
A relevant precedent is Hillcrest
Village in Dallas, TX, where
surface parking was transformed
into a walkable, people-centered
environment that supports retail
while functioning as a community
gathering place.
https://shopcompanies.com/
properties/hillcrest-village
THE HUB: LONG-
TERM (PERMANENT
REDEVELOPMENT)
8
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PLACEMAKING OPPORTUNITIES
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
With no local coffee shop currently
serving the district, there is an
opportunity to explore a pilot mobile
coffee concept such as an Airstream
or moveable coffee cart. Multiple
locations across the district could be
considered, allowing flexibility and
responsiveness to foot traffic patterns
and seasonal use.
Issuing an RFP for a temporary coffee
operator would help fill an immediate
community need while also serving as
a proof of demand. This approach can
test locations, hours, and customer
interest, creating a clearer pathway
for a future permanent coffee shop to
locate in Richfield. Examples of similar
RFPs from other cities are referenced
in the appendix.
MOBILE COFFEE PILOT
9
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
Richfield’s previous wayfinding plan
identified strong locations and strategies
for both vehicular and pedestrian signage.
These recommendations provide a
solid foundation, and the updated district
branding can be applied to many of these
identified locations to strengthen
consistency and recognition.
At the same time, wayfinding should not
rely solely on traditional signs. Many of
the opportunity areas outlined in this plan
also function as exploratory wayfinding.
Elements such as painted benches,
planters, ground graphics, and subtle
placemaking cues can combine
beautification with navigation, signaling
that there is something nearby worth
discovering and encouraging people to
explore the district more intuitively.
LAYERED WAYFINDING + EXPLORATION
City of Richfield Lakes at Lyndale District
Wayfinding and Sign System Programming and Design
Presented by Signia Design
February 28, 2017
10
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APPENDIX
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
The proposed vendor space — whether a coffee cart, trailer, Airstream, or small
retail space — is envisioned as a placemaking catalyst and business incubation
opportunity. It will help shift the district from a pass-through, errands-only area
into a place where people linger, connect, and experience community. With only
chain drive-through coffee currently available, a locally-owned operation would
bring a different kind of energy: human, social, and welcoming. By anchoring a
spot for gathering, conversation, and casual pauses, the space helps materialize
the brand’s emphasis on creating connections.
For more mobile setups (cart, trailer, Airstream, etc.), the vendor provides the
equipment, and the city provides a location at little or no cost. For a small retail
space, the city would secure and provide the space, either free, at reduced rent,
or via a revenue-sharing arrangement. In both cases, the goal is to remove
typical financial and logistical barriers associated with starting a brick-and-
mortar business, making it easy for a local entrepreneur to launch or test their
concept.
This intervention supports the larger strategy of creating a destination-oriented
district. The space gives people a reason to linger, connect, and engage with the
community, while also providing an accessible pathway for locally owned,
culturally diverse businesses to establish a presence. By anchoring activity in a
highly visible location, the project advances the district’s brand of connections,
community, and local character, while also serving as a practical step toward
incremental placemaking and longer-term district development.
MOBILE COFFEE PILOT:
IMPLEMENTATION
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APPENDIX
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
MOBILE COFFEE PILOT:
IMPLEMENTATION
ENVISIONED OUTCOMES
•Offers a low-barrier opportunity for locally-owned businesses to launch or test
concepts, whether in a mobile format (cart, trailer, Airstream) or a small retail space.
•Prioritizes culturally diverse or minority-owned businesses, helping support
inclusivity and affordability.
Social activation & gathering
•Transforms underused space into a social hub, giving residents and visitors a place to
meet, linger, and connect.
•Supports the district’s brand message of connections to people, culture, and place.
Place identity & character
•Reinforces the district’s identity through local ownership, cultural diversity, and
alignment with Richfield’s “Urban Hometown” character.
•Flexible design options allow the space to reflect mid-century cues, community
aesthetics, and neighborhood charm.
Incremental placemaking momentum
•Acts as a practical, visible step toward making the district a destination.
•Helps test demand and activate the district without waiting for large-scale redevelopment.
DESIRED OPERATIONS
•Consistent Schedule: Open most days of the week to establish a reliable presence
and encourage repeat visits.
•Peak-Hour Availability: Operate during key times for foot traffic (e.g., mornings,
lunch, weekends, and evenings when events occur).
•Unique & Local Concept: Offer a locally-owned, distinctive product or experience
that reflects Richfield’s culture, character, and community values.
•Flexible Seating: Provide at least small seating options for visitors (can be
temporary, movable, or modular) to encourage lingering and social interaction.
•Connectivity: Offer Wi-Fi access to support remote workers, casual meetings, or
socializing.
•Marketing & Promotion: Manage their own marketing and social media presence
while collaborating with the city on promotions and events.
•Community Partnerships: Engage with other local businesses for cross-promotion,
events, or collaborative offerings to strengthen district cohesion.
•Customer Experience & Service: Prioritize friendly, welcoming service that supports
the placemaking goal of creating a social and community-oriented space.
•Operational Reliability: Maintain cleanliness, safety, and compliance with city health
and operational requirements.
•Programming Participation (Optional but Preferred): Support small-scale community
activations or pop-ups (art, cultural events, live music) in coordination with the city
or placemaking partners.
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APPENDIX
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
Vendor Criteria & Priorities
•Must be locally-owned; preference for minority or
culturally diverse operators.
•Demonstrated operational readiness and business
sustainability.
•Ability to create a welcoming, community-focused
experience.
Space & Design
•Acceptable formats: cart, trailer, Airstream, small retail
space, or similar.
•Design should align with Richfield’s character: mid-century
touches, approachable aesthetics, and flexibility for small
events or seasonal use.
•Provide a plan for utilities, seating (if applicable), and
waste management.
Operations & Activation Expectations
•Minimum hours during peak community activity
(mornings, weekends, events).
•Encourage participation in placemaking programming
(art, pop-up events, cultural engagement).
Financial & Contractual Terms
•Affordable rent or revenue-sharing to reduce barriers for
local entrepreneurs.
•Contract term flexible to allow evaluation, renewal, or
scaling based on performance.
Maintenance & Stewardship
•Clear responsibilities for cleanliness, utilities, and
upkeep.
•Coordination with city and district partners for
community support and programming.
Monitoring & Evaluation
•Track performance (foot traffic, sales, community
engagement).
•Use feedback to refine future small-scale activations and
guide district development.
MOBILE COFFEE PILOT:
KEY GUIDELINES FOR
THE RFP
The selected individual or
business could be invited to enter
into a concession agreement with
the City. Among the various
rights granted to the selected
individual or business in the
Concession Agreement would be
an exclusive right to sell coffee
at [location].
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APPENDIX
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
MOBILE COFFEE PILOT:
RFP EXAMPLES
Request for Proposals
Vel R. Phillips Plaza
Food and Beverage Vendor Issued: February 20, 2024 Due Date: March 20, 2024 By 11:00 am CDT
1
REQUEST FOR PROPOSALS
Fremont County Administration Building
Coffee Cart Vendor
615 Macon Ave, Cañon City, CO 81212
Issued By:
Fremont County Board of County Commissioners
615 Macon Ave Room 105, Cañon City, CO 81212
REQUEST FOR PROPOSALS
Coffee Shop Concessionaire
Highland Park Metra Station
City of Highland Park, Illinois
Proposals are due November 14, 2022 at 12:00 p.m.
www.cityhpil.com
Questions – Contact in writing:
Erin K. Jason, Assistant City Manager
City of Highland Park
ejason@cityhpil.com
Operation and Management
of Mobile Concessions:2022
Request for Proposals
The Fund for Parks and Recreation in Boston
November 1, 2021
Kim Janey, Mayor
Ryan Woods, Commissioner
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APPENDIX
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DOWNTOWN RICHFIELD PLACEMAKING PLAYBOOK
For all placemaking applications,
refer to the Downtown Richfield
Brand Guidelines. This document
outlines the appropriate usage for
brand assets including logos,
typography, colors, and pattern.
BRANDING
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CONTACT HELLO@ CIVICBRAND.COM
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