Downtown Lovelock Community Visioning Workshop #2 - Creating a Vision for the Downtown Corridor
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Downtown Lovelock
Community Visioning Workshop #2
Creating a Vision for
the Downtown Corridor
December 11, 2020, 1–5p
Zoom Meeting
Outcomes, Agenda, Roles and Rules
First DraB Vision The facilitators presented a first draft of the vision themes (yellow circles) surrounded by a description of each theme (blue boxes). The content was summarized from community feedback in the Virtual Tour, the first community visioning workshop Nov. 30, 2020, and the post-workshop survey.
First DraB Five Bold Steps The group consolidated the vision themes (yellow circles) and focused in on the best descriptions of each theme (blue boxes). Immediate action steps (orange) were identified. Supports are listed to the left (green) and challenges to the right (brown).
Bold Steps Discussion Several good ideas for longer-term actions arose and were captured above. The group felt Lovelock’s success relied on creating reasons for people to come to Lovelock. The surrounding great outdoors was seen as a strong draw.
Appendix
Important Pre-Work for Session #2
(Posted online on Friday, Dec 4th and filled over next few days)
Envisioning Lovelock …
Bearing in mind the values & attributes, what is your vision for a vibrant, sustainable, resilient downtown core
in Lovelock?
001 I envision the resurrection of Loverslock with banners along Main Street leading to the park. Along Main Street the addition of
tourist friendly businesses - an artist/crafter's mall where locals may place their locally made products for sale, flower
shop/nursery, at some point a wedding chapel. Marketing and advertising centering around Loverslock. A small business
incubator would also be beneficial. Beautification and strategic placement of things like planters, chairs, etc. Seasonal changes
would be amazing as well.
002 A small but attractive down town with a modernized but historic feel and advanced technology including high speed internet.
I think comparison statistics, ideas and pictures from other small but successful town would be helpful. A welcoming attitude
towards newcomers
003 Refreshed and rebuilt structures with a core theme (TBD) to emphasize the history of Lovelock and its paths forward ... similar
construction materials, building designs, color palette, etc.
004 There are a number of opportunities available for downtown. But it will require private money and someone with a vision that
makes financial sense for them. The exits/onramps at the north and south end of town are worthless for business purposes.
The center town on and off ramps are the only ones that should be focused on and there should be a focus on having
something on the other side of the tracks that will inspire people to park their cars, get out and eat, drink and shop in that
area. To that end there needs to be sufficient parking, a setting for people to want to stop. Moving the museum to that exit is
an idea that won't happen, but it would be a good anchor to start this in downtown. We also need to focus on the uniqueAppendix page 2
history of Lovelock and Pershing County...we have connections to Mark Twain, Emelia Earhardt, Edna P., the only operating
round courthouse in the United States (How can you expect to get a square deal in a round courthouse) and the world land
speed record was actually set in Pershing County...yet few, if any, of our attempts to hook people off the freeway focus on
those things. In short, we have a number of reasons for people to want to stop here and we don't use them properly for that
purpose. That is where we need to start.
005 I think it would be wonderful to see a visual revitalization for the downtown business area for both vacant and current
occupied businesses. I also think attraction of new small businesses or opportunities to see occupancy in the main area is key.
There are so many great things in existence, in progress or as potential - I would just love to see that realized in the core of
town.
006 Mixed-use buildings/zonings. High density side-by-side building development with street facing storefronts along Main & the
portions of Cornell within 4 blocks of Main. Parking on street and on the back halfs of blocks (parking lots should not face
Main or the first 4 blocks of Cornell in order to create the vibrancy).
007 New Businesses that will maintain the property, and give the people of Lovelock a place to shop without having to go out of
town. We used to have places to buy clothing, a pharmacy that didn’t try to rip the local people off, and places to eat, etc. This
was a vibrant community at one time and needs to be again.
008 We need to use what resources we have in place. A successful campaign to attract people to outdoor activities centered on
Lovelock would include using the surrounding open spaces to attract off road racers, triathlon runners, chukar hunters, bird
watchers, and all things that gain the interest of the active outdoor enthusiast. A 100 mile off road race track centered on
Lovelock using existing BLM public lands would be an attraction for everything from foot races to motorcycle or car races. The
resource Lovelock needs to have all these new businesses succeed that people want is more customers and the only thing we
have to attract those customers is our natural resources. Mining, farming take care of themselves. The creation of events like
off road racing could be easily accomplished with a little cooperation between government and private industry.
009 Because Lovelock does not have a resident population sufficient to sustain and grow businesses, it is imperative the traveling
public becomes the main driver for prosperity. To that end Lovelock must be able to entice those people off the interstate and
have them return.
010 activity or water park for the kids...I mean a small area with fountains from the ground to run through, buckets that tip and
dip, art sculptures, ropes they can pull to dump water...interactive type activities (so they secretly get exercise and fresh air).
Central covered area for Weekend craft activities and such.
011 I believe that we need to market the community and the downtown as a place for visitors FIRST. Everyone whines about not
having enough traffic coming off the interstate. It's impossible to own a small business in our community by depending onlyAppendix page 3
on the locals as their customers. Don't market for the locals, they cannot provide enough support, we have to grab the visitors
and entice them to stop/spend here.
Vibrant - add color and interest. Beige is not a color. Put some "frosting on the cake", whether it is flower baskets, benches or
some other items. All the business owners should get into the habit of taking care of their patch of the sidewalk (sweep, clean
their windows, pick up trash). Open your curtains and create some wonderful window displays to entice people to come in.
How do tourists know they want to come in if you aren't showing them a snippet of what you have to offer?
Mood lighting. When it's dark the town looks closed for business. Again, dress your windows and add some lighting for the
afterhours. People might come back to visit during open hours because they saw your awesome display the night before.
Sustainable/Resilient - create the interest that gets the visitors into the downtown core. Continue to use and broaden the
Lock Your Love Campaign. Add fun surprises for the visitors to find (like a fun photo op, interactive art, some amazing
food/beverage venue).
012 Complimentary businesses, ease of access, effective signage
An actual "open for business" attitude rather than the 'when I get around to you" used by a few of the long standing local
businesses.
A large flexible building capable of varied and multiple uses with a commercial grade kitchen
013 My vision is a downtown that provides what people need whether locals or visitors while they are downtown. Food, car
charging, recreation, entertainment, and services. This vision provides reasons other than tourist attractions for visitors to
come to downtown Lovelock.
People like options for food - we have a couple already - maybe add one or two a little more specialized, e.g. ethnic, pastries,
deli, sports bar, or combinations. Electric cars are going to be the standard someday - instead of parking meters, charging
stations. People, plug in, and then recreate or get the services they need. Health services such as body care, e.g. hair, nails,
massage, dental, physical health screening/urgent care, mental health care, e.g. counseling, yoga, and physical fitness (rec.
center). We have some hair and dental but maybe these could expand with more patronage. Other services might include
auto maintenance, e.g. electric car maintenance, car washing service, and business support, e.g. internet, copier/printer/fax,
and work space/pods, e.g. table and media hookups for one or a small group. Recreation could include sports games (rec
center), bowling, historic displays, information, and tours, dancing, shooting sports, swimming - year round, and a
walking/biking path (rent-a-bike or hybrids?). Entertainment such as summer theater, game arcade for kids or a
movie/gaming center with individual, couple, family, and small group media pods (e.g. isolating barriers, big screen, localized
sound or bluetooth headsets. When I try to envision a future Lovelock, I think of the movie Back to the Future.Appendix page 4
014 My vision for downtown Lovelock is to keep our western feel and perhaps choose a central theme with the idea of drawing
people in to our community. It needs to be vibrant with shops and activities. Following our theme we could have murals and
perhaps statues pertaining. There needs to be friendly activities and places to visit. Overall clean up and attractiveness need
to be achieved. We want places for locals as well as tourist to be able to meet and enjoy. Empty buildings need to be
addressed and encouraged to participate. Love should be spoken here as it relates to our town name and ties into lock your
love. Hearts used as vouchers, etc.
015 Cute little Mom & Pop stores that are supported by the local economy as well as having a reputation throughout Northern
Nevada for theme based activities - Christmas Town, Halloween Celebration, Special Large Scale events such as a major craft
fair or something similar to the Genoa Candy Fair. Need to have a few major enterprises that will also bring in the public to
help support the "Mom & Pop" businesses.
Bearing in mind the values & attributes, what is your vision for reuse, re-development and infrastructure needs
in the Lovelock Downtown Corridor?
001 As mentioned, the core of Lovelock needs to be of "best use" and serve those that will be visiting Lovelock as well as those
who call it home. Retail, food and beverage would be ideal. Infrastructure design should be coordinated and possibly replicate
a historic view of Lovelock.
002 Again, highspeed internet, rezoning to allow multiple use, for instance apartments upstairs, shops and restaurants downstairs.
003 Reuse--emphasize history
Redevelopment--refresh and rebuild
Infrastructure--shops, community gathering areas, pool
004 Parking
Reasons to Park
Public and private investment to make that happen.
005 While tragedy has struck some of the beauty in historic buildings, I think there is opportunity as a Phoenix to rise above. New
construction, new opportunity or remodeling of those challenges really has the opportunity for a planned action in the
downtown corridor. These open spaces leave an opportunity to plan what can come next to make a long-term viable, diverse
area for business.Appendix page 5
006 Change the zoning for Main and for Cornell within 5 blocks of Main, to allow mixed land uses along Main and Cornell such as
ground floor commercial/retail uses with second story office/residential. Limit office/residential uses to second floor and
above in this area except for offices open to walk-in foot traffic (i.e. real estate brokerage office). All ground floor uses need to
be oriented to walk-in pedestrians in order to create vibrancy. Outlying parts of Cornell beyond the first 4 blocks from Main
should allow apartments (not single family homes) and retail/commercial/office uses on all floors, phasing out single family
homes along Cornell through attrition over time.
The burn block in particular presents a major redevelopment opportunity. The remaining buildings on the block as they stand
currently obstruct that opportunity however. Allowing them to remain in their present uses/conditions will result in
piecemeal construction of the vacant lots on the block at best, and a less than optimal outcome as a result. The Depot is an
important building for Lovelock and should either be relocated to another block or opened up for retail/commercial (non-
office) use if (and only if) it can become part of an integrated redevelopment of the entire block. In its current office use it
misses an opportunity to invite traffic beyond Chevron and McDonalds in to downtown, and it will prevent optimal
redevelopment of the block. The other buildings on the block should be demolished due to their blighted condition. All lots on
the block should be assembled into a common ownership in order to allow a major mixed use development to take place,
which would reinvigorate all of Downtown.
007 Anything but the mess we have now. Get it cleaned up, sell to new businesses, and insure that the property is maintained by
the business owners. (Have you been into Family Dollar lately? What a filthy mess!). Also private property needs to cleaned up
and maintained in this town. AND the people who own RVs and motor homes need to find a place to park them that is NOT on
the street. This used to be illegal.
008 Infrastructure and development will only happen in the downtown corridor when it becomes profitable to do so. Government
can do little to change the lack of customers for Lovelock businesses other than to cooperate with those businesses when a
need is identified. You can suggest a French restaurant should open or a new cable internet system should be installed but it is
foolishness and naïve to think that can happen when the customer base does not exist to support such an endeavor.
Government can streamline its processes to make jumping through their hoops easier. Government can give access to public
lands for events like they give access for grazing or mining. Yet government cannot effectively create businesses.
009 Business that is tourist oriented, unique and with an inviting atmosphere. Store fronts that have a universal theme and
products that entices folks to return and bring their friends. The gateways (105-107) must be inviting. Today they are distinct
distraction.
010 Good food with outdoor dining, outdoor shopping, things to catch tourists eyes...what makes Lovelock special (history,
location, people present and past)??? Books, coffee, gathering place for friends & familyAppendix page 6
011 Cohesive look that incorporates some of the historic design of the last few remaining buildings from the early 1900's era
(brick, transom windows over the doors) Examples are the bank building and the old Sierra Pacific Building. I would be okay
with a metal building if the street facing facade had the older character incorporated into the appearance.
I don't mind the modern Conex type of construction either... at this point our community is so blah that any type of eye-
catching construction would be an improvement. My least favorite buildings/properties on Main Street are Family Dollar and
Chevron's casino. (Although, Chevron does have some beautiful rose bushes and their grass is always green)
I would like to see a whole block redevelopment approach to the burned block. I envision mixed use residential and
commercial space, at the minimum 2 story (3 story would be fun) buildings to add interest to the skyline and maximize the
density of the downtown. Some roof-top businesses or balconies so that visitors can get up high to see the surroundings and
our amazing NV sunsets would be fun.
I would love to see a commercial kitchen space for either a pop-up diners/restaurants or as an incubator for a restaurant to
get them started and then they move on to another location in the community after a designated time period.
I think retail space needs to be flexible, with various sized spaces available. If a business is strictly office work, don't place
them at street level (put them up a level). Keep street level spaces available to businesses that have strong foot traffic.
Parking... see if we could add spaces for parking parallel to the train tracks. Don't waste our few building sites on parking. Add
more street parking if need be.
012 A more realistic approach to curing the failing structures on the main thoroughfares that are slowly and steady declining
rendering them unrentable un-occupiable.
013 For my vision, we need the electrical infrastructure for charging stations, a large area and structure for a rec center, and other
updated but stylish structures to house the needed services. Dedicated walking/biking paths. I could foresee a public/private
partnership for the car charging services but possible, the rec center would need to be a public service with possible
partnerships with philanthropic and corporate sponsors.
To get visitors to make use of downtown Lovelock, they would need to know what is available specifically to help them
recover from and continue their travels and for locals, they need would need the economic means to partake of the services
available. This last point needs people to see Lovelock as having desirable features such as the aforementioned services,
quality schools, and quality housing. Middle and higher-income people need to make Lovelock their home.
014 I just submitted some ideas of a future Lovelock which provides services to support people's physical, mental, and technical
needs, but one area I missed was providing services for spiritual well-being. Maybe prayer/meditation stations - places of
peace and tranquility by virtue of the setting, e.g. quite, semi-isolated, maintained for natural beauty, or tailored to variousAppendix page 7
religions, e.g. Christian, Muslim, Hindu, Native American. A spiritual reading center/station with religious and meditation
literature available on a borrowed basis. While people wait for their cars to charge, they can seek spiritual support.
015 We need a total refacing of the downtown area. A central theme or look that is carried consistently throughout the
downtown. Virginia City has a frontier look - what is our look? Cute little outdoor cafes - right now we have a "Hodge Podge"
very old and dilapidated look! Our downtown looks like it died 30 years ago and someone forgot to bury it.Appendix page 8 00 Zoom Screen—Participants —Dec. 11th Screenshot taken at 1:16p, as the meeting began.
Appendix page 9
01 How are we?
With all that is going on, How are YOU this Friday afternoon as you enter this Strategic Visioning Process?
001 Enthused
002 Fine
003 I'm am top shelf!
004 Just fine, thank you very much!
005 Excellent. Thanks for asking
006 I'm doing great. Thank you for asking.
007 TGIF !!
008 I have been very busy so a little tired this afternoon, but overall I'm doing well and happy to be healthy.
009 I am fine. We are being careful. Lots going on.
010 Working hard - and ready for the weekend!
011 Good Afternoon, Heidi, Mayor Giles and Ted Bendure here in the Round room. We are great and excited to continue working
on our vision for the Downtown Corridor.Appendix page 10 02 Visions of Lovelock in 5 Years (Graphic derived from previous workshops, interviews, and online submissions) Add 3-8 (max) of your highest priority vision descriptions (i.e. blue stickies) VISION THEME: Attractive downtown. Historic values retained along with modern amenities.
Appendix page 11
001 Consistency in building facades (not random)
Retain open spaces around the town/no junkyards!
Retain the “rural look”
Modern look with historic reference
Courthouse park and playground
“One stop light” town
Keep historical value (depot and courthouse)
Flower baskets, benches
002 Make buildings look more attractive and welcoming. No run down or vacant buildings.
003 occupied complementary business
004 City must come up with prescribed building codes to meet the agreed to theme ... how do you develop that theme
005 Upgrade Buildings/ rehab for occupation, landscaping, bandstand in front of courthouse, banners/lighting/murals/"frosting"
VISION THEME: Mixed-use Commercial/Residential
001 Ground floor commercial/retail. 2nd story office/residential.
New small businesses
Outdoor dining
Retail/ Restaurants
Urban style and density/ walkable
002 Large building flexible in utilization for lower floors
003 Bank building was a great example of mixed use, would like to see more of the mixed use.
VISION THEME: Local businesses, local spenders
001 Depot retail downstairs
Services: health, beautyAppendix page 12
Internet Café
Small pharmacy
002 get local business owners to develop and agree to theme; then go for grant to support the refresh
003 kids ask for more entertainment and activities downtown / recreation / regular consistent hours
VISION THEME: Revived as a Traveler's respite (pit stop)
001 Museum
Auto charging stations
Vintage shops and feel
Easy parking!
002 staffed visitor center with maps, direction, handouts
003 themed businesses to get travelers to stop, art, quilt, brewery/wine, BBQ, crafts, Lovers Lock Plaza (expansion of activities)
VISION THEME: Many things to do: families, locals & travelers - Entertainment
001 Swimming pool…summer draw
Skateboard park, walking path, etc.
Senior Center/ Library
Town park and splash pad
Spiritual reading center
002 Year round (splash pad would be summer only) new enclosed swimming pool
003 Arts/cultural events, Lovers Aloft, Car Show, wine walks, movies in the park, Ghost Walk (expand the events) , street festivals,
FESTA
VISION THEME: Cultural Events
001 "Dynamic, Multi-use spaces for gathering."Appendix page 13
Meeting venue with commercial kitchen (locals, weddings)
Rec Center
Wedding chapel
Murals popular in large and small cities
Flower shop/nursery
Lovers Lock campaign brought to life
002 This is second highest, but need chamber or businesses to lead
003 FESTA (have other entities put on events)
VISION THEME: Attractive to artists & creatives - Gateway to Burning Man
001 Artist/crafter's mall selling locally made products
Central covered area for crafts
Seasonal events & decor
Quaint, Quirky
002 Burning Man might be no more
003 artists in residence programs, promote local artisans with shops, interactive art on Main Street or the community,
VISION THEME: Connected to the outdoors beyond town
001 Outdoor gear rental or store
002 Visitor center as resource
003 Highest priority: this is our best hope or angle we have to attract visitors to the downtown and the rest of the
county/community Connected trail from downtown to 7 Troughs, cave and the Black Rock -- need the BLM and the local
tourism/hospitality businesses to get behind this category...also need an active chamber of commerce
004 advertising, (breakdown to "car", 4x4)Appendix page 14
VISION THEME: tbd (if you have a description you'd like to see, but no vision theme accommodates it, add a
suggested new vision theme here)
001 market the viability of building homes in Lovelock, market to TRIC and Fernley companies coming in to Nevada. Downtown
needs customers
002 better communicationAppendix page 15 03 "What I See Built in 5 Years" Poll Which of these visions, if built in five years, are most likely to result in a thriving downtown corridor? (11 participants chose 10 items) Item Checks Percentage of Voters Make buildings look more attractive and welcoming. No run down or vacant buildings. 8 ||||||||||||||||||||||||| 73% Ground floor commercial/retail. 2nd story office/residential. 6 ||||||||||||||||||| 55% Visitor center as resource 6 ||||||||||||||||||| 55% Modern look with historic reference 5 |||||||||||||||| 45% Year round (splash pad would be summer only) new enclosed swimming pool 5 |||||||||||||||| 45% Keep historical value (depot and courthouse) 5 |||||||||||||||| 45% Auto charging stations 4 ||||||||||||| 36% Murals popular in large and small cities 4 ||||||||||||| 36% Vintage shops and feel 4 ||||||||||||| 36% Internet Café 4 ||||||||||||| 36% Outdoor dining 4 ||||||||||||| 36% staffed visitor center with maps, direction, handouts 4 ||||||||||||| 36% Lovers Lock campaign brought to life 3 |||||||||| 27% Outdoor gear rental or store 3 |||||||||| 27% Wedding chapel 3 |||||||||| 27%
Appendix page 16 Retail/ Restaurants 3 |||||||||| 27% Artist/crafter's mall selling locally made products 3 |||||||||| 27% occupied complementary business 3 |||||||||| 27% New small businesses 3 |||||||||| 27% Retain the “rural look” 3 |||||||||| 27% Consistency in building facades (not random) 3 |||||||||| 27% Courthouse park and playground 2 ||||||| 18% Meeting venue with commercial kitchen (locals, weddings) 2 ||||||| 18% Skateboard park, walking path, etc. 2 ||||||| 18% Large building flexible in utilization for lower floors 2 ||||||| 18% Easy parking! 2 ||||||| 18% Seasonal events & decor 2 ||||||| 18% Retain open spaces around the town/no junkyards! 2 ||||||| 18% Depot retail downstairs 2 ||||||| 18% Central covered area for crafts 1 |||| 9% Museum 1 |||| 9% Rec Center 1 |||| 9% Services: health, beauty 1 |||| 9% Urban style and density/ walkable 1 |||| 9% “One stop light” town 1 |||| 9% Swimming pool…summer draw 1 |||| 9% Town park and splash pad 1 |||| 9% Senior Center/ Library 0 | 0%
Appendix page 17
Flower shop/nursery 0 | 0%
Quaint, Quirky 0 | 0%
Small pharmacy 0 | 0%
Flower baskets, benches 0 | 0%
Spiritual reading center 0 | 0%
Total Checks 110Appendix page 18
04 BOLD Steps Brainstorm
What BOLD steps do you recommend?
001 tear down bank building
002 Clean up burn area
003 clean up debris, combine lots
004 get rid of the remaining burnt block
005 Create events to attract visitors and center them on Lovelock. Bike racing, off road racing, triathlons, Hunting, rodeo,
whatever.
006 Creating outdoor recreation facilities/courses to bring in tourists. Market to development/construction companies the
viability of bringing housing and businesses to Lovelock.
007 Find a developer willing to build housing. Only with more customers does the majority of what is talked about in this meeting
happen.
008 zoning, multi-use rezoning of the area, (6-8 month project for zoning), marketing of everything (housing, retail current/future
options, tourism opportunities), possibility of city purchasing land to put some lots together for development,
009 Downtown cleanup. Grounds, structures and general appearance.
010 Expand services at the Depot (visitors plus locals) and operate hours to meet demand
011 City driven 'building' code effort, to align building styles for a more cohesive 'look'. Virginia City code ... all buildings have to be
in a Victorian look, as an example. Santa Barbara CA all buildings have a Spanish colonial look
012 City of Lovelock needs to combine commercial/industrial adjacent lots that are owned by the same individual. To eventually
create lot sizes that fit modern commercial needs. Or improve exits 105 and 107 so that not one owner controls the best
commercial space in Lovelock.
013 Need to establish a Redevelopment District for the downtown area. Need to work with current business owners & establish a
consensus on the theme or look of the down town area & then establish city building codes & building commercial & esthetic
codes.Appendix page 19 014 Development of bike paths leading all the way to Rye Patch Reservoir. Tie Lovelock hospitality to Rye Patch recreation. 015 Begin a Rec center project - scope out, determine feasibility, seek funds
Appendix page 20
05 Supports & Challenges
What are the big challenges to overcome?
001 Lack of Chamber of Commerce
002 Population, housing, availability of land
003 Community engagement
004 active chamber of commerce
005 local human capital...people/organization to take lead or champion role
006 Creating more customers for business in the corridor.
007 Apathy of local businesses and the longtime residents, resistance to change, absentee land owners, availability of correct type
(size, zoning) of property, access to the community from interstate,
008 zoning that supports current and future property owners
009 There's a lot of old blood and older grudges here. I'd say that effects community engagement pretty intensely.
What supports are ‘moving with us’ to help us succeed?
001 Brownfields Program
Cleanup of burn pile
Interested and folks that support revitalization of the downtown corridor, the Town, the County
002 Community Engagement
003 Lovelock Revitalization Association
004 Executive Director PCEDA
005 Increased commercial development surrounding Lovelock.
006 willingness of govt. orgs to move forwardAppendix page 21
007 Projected employment of more than 500 new jobs in the county. Lots of wide open spaces in the county. A large interstate
population driving by the town all the time. Generally friendly local government.
008 pro growth government,
009 good relationship between city, county, school, PCED
010 A massive shift to "work from home" coupled with access nearby to high(est) speed internet, in a beautiful natural
environment.Appendix page 22
06 Closing Thoughts / Takeaways
What are you taking away from our visioning meeting?
001 Opportunities and challenges revealed.
002 More work to be done
003 A better understanding of the variables affecting the process of improving downtown Lovelock and a sense of a possible path
forward to achieving improvement. Also an appreciation for the talented and dedicated people trying to help the community.
004 Thank you everyone for allowing me to participate! Thank you everyone for your attention and helpful facilitation.
005 the need for something or someone to break up the "chicken-egg" logjamYou can also read
