3 ｜ Yonsei-roTransit Mall Projects

1｜Cheonggyecheon Stream Restoration

2｜Dongdaemun Area Regeneration with the DDP

3｜Yonsei-ro Transit Mall

Balanced development Improvement of city image & city brand value with design policies

Qualitative Development with investing Human Resource, Community and region

-Balanced development of regions - Promoting Environmental-friendly

Administration

- Overall Reorganization of Public Transportation System

- Paradigm shift to Pedestrian-friendly Transportation Policies

- Creative Governance and Management - Urban Renaissance Master Plan for Downtown - The Realization of Environmental-friendly Seoul - Promoting Design Seoul Policy

- Sustainable Welfare

- Concentrated investment in Education

- Enhanced Support for Childcare, Superannuation - Reinforcement of balanced development

- Building a Foundation of Pluralistic Welfare - Building a Foundation for Global Social-Innovation - Open Government for Seoulites

- The “Sharing City Seoul” Project

- Fighting Violence against Women: a Safer City for Women Project - Citizen-oriented Balanced Development

- Public Safety and Environmental Health Policies - Enhanced exiting Industrial Competitiveness - Creating Jobs

- Railroad and Pedestrian Friendly Traffic system

- One Less Nuclear Power Plant(Seoul Sustainable Energy Action Plan) - Revitalization of Urban Agriculture and Green city

2002. 7. 1 - 2006. 6. 30 2006. 7. 1 - 2011.8.26 2011. 10. 27 - Now

Terms

Major Policies Policy Direction

Policy Changes over the Last 10-15 Years

The 3rd popularly- elected Mayor Lee Myung-bak

Deteriorating physical conditions in Seoul

3rd mayor Lee Myung-bak

4th mayor Oh Se-hoon

5th·6th mayor Park Won-soon

- Cheonggyecheon Stream Restoration (2002-2005)

- Dongdaemun Area Regeneration with the Dongdaemun Design Plaza (2006-2014)

- Yonsei-ro Transit mall (2010-2014)

Three Demonstration Projects

Cheonggyecheon Stream

• Project extent of implementation:

The 5.84km segment from a point on the Cheonggyecheon Stream Road

• Length of implementation: 3 years (2002 - 2005)

· One of the biggest slums of Seoul in the 1950s and 60s

· Small factories around the stream worsened the water quality

· Traffic problems emerged with the sharply increasing population

in 1973

· The old structure continuously threatened the public safety

· The area under the expressway turned into a slum

· The city allocated a large budget to repair the highway every year.

Cheonggyecheon Stream in the past

9

1. The restoration should be reviewed over the longer term, considering the gravity of the issue.

2. Traffic problems and funding issues.

1. The old structure threatens the public safety.

3. The city allocates a large budget to repair the highway every year.

4. Preserve the ecosystem and cultural heritage.

2. The area under the expressway turned into a slum.

Highly contentious during Seoul’s

third popular mayoral election. Restore the Stream

Repair vs Restore

4 Key Objectives

Balanced growth within Seoul Restoring

the environment

Enhancing Safety Preserving

the cultural heritage

Forming Partnership Cheonggyecheon

Commercial Rights Protection Committee

Cheonggyecheon Citizens Committee

Cheonggyecheon Restoration Headquarters

Forming Partnership with Stakeholders for Conflict Management

· Taking charge of restoration-related plans.

· Deciding to operate a special negotiation team anticipating that the merchants would be the main opponents.

· Providing expertise on various issues:

- land use plans

- restoration strategies - culture plans

- traffic management schemes after restoration and measures for redeveloping the city centre.

A Triangular Governance

Restoration Headquarters

Research Group Citizens Committee

· An official channel to collect the opinions and concerns of the public with regard to the restoration project.

· Determining the direction of the

restoration project.

Inclusive Governance & Strong Leadership

Cheonggyecheon Resident and Merchant Council

• Resident representatives, City and District councilmen, Merchant representatives, Experts, and Civil servants

• Communication channel between the City and the Merchants

Not a part of Triangular Governance

• Noteworthy that this council was not a part of the triangular governance to preserve its forward momentum

• SMG showed no negligence in hearing from the merchants and incorporating their concerns

 While a key to success of the project was to establish an inclusive governance structure, strong will on the part of the political leadership also played a part

 These two important qualities, strong leadership and inclusive governance, were balanced

in the Cheonggye-cheon restoration project, and in time, led to the desired outcome

Conflict Management with Merchants & Street Vendors

Negotiation with the Merchants

- More than 4,000 meetings were held in various forms between city officials and the merchants

- Specialty shopping district for the Cheonggyecheon shop owners and expected about 7,000 out of 62,000 businesses would relocate

- shopping complex in a 297,520㎡area, and allocate 39,669㎡for the Cheonggyecheon merchants

Negotiation with the Street Vendors

• Financial and administrative support for

businesses that relocated to the new complex

- Counselling Centre for Street Vendors, with free vocational training and counselling

- Provide better parking management for trucks and minimize the inconvenience to freight transport

• Utilized part of the Dongdaemun Stadium as a folk

flea market to accommodate the Cheonggyecheon

street vendors

30.9%

27.7%

12.5%

11.9%

7.1%

5.2%

3.7% 0.5%

0.5%

Stroll

Event Date Participation Ambulatory

Corridor Shopping

ExerciseSightseeing Ecological Experience

School Activity

Implementation Results

Implementation Results

Implementation Results

• Project extent of implementation:

Near the Dongdaemun or Great East Gate

• Length of implementation:

7 ½ years (2006 - 2014)

Dongdaemun Area with the DDP

· A manufacturing hub in the 1960s and 1970s with sewing factories and fashion industries

· After the 3

industrial revolution, manufacturing sector weakened

· Approximately 20% of the shopping malls in the area vacant in 2003

· Some recorded 50% of the vacancy

in 1978 in 1978

in 1973

Dongdaemun Area in the past

Creating a City for “ The Creative Class”

• Seoul: Design Industry as a key to enhance city competitiveness

• Broadcasting, Movie, Gaming, Finance, and Fashion Industries, at the DDP

• Establish the foundation which would enable the private sector to grow

• “The Creative Economy is driven by the logic that seeks to fully harness—and no longer waste—human resources and talent.”

— Richard Florida, The Rise of the Creative Class - Revisited: 10th Anniversary Edition

DDP’s Vision

1. Creative design industries

2. A strategic base for design industries

3. A global design-knowledge exchange system 4. An international platform for designer’s network 5. A hub of cultural and art activities

6. A Korean tourist landmark

7. A sense of place for “creative environment”

Key Initiatives and Strategies

Dongdaemun Stadium

To demolish the Dongdaemun Stadium and build a design

Complex

1. The city would transform the Dongdae- mun Stadium into a focal point of the Dongdaemun area regeneration

2. A project to build a world-class fashion and design cluster in the Dongdaemun area

To preserve the Dongdaemun Stadium

1. The stadium had a historical

significance and symbolic meaning from its inception in the Japanese colonial era

2. It was the first modern sports facilities of Korea

3. Existing shop owners had to relocate to other areas upon introducing the DDP in the area

Preserve vs Demolish

Various

conflicts groups

1. Existing merchants

- Merchants in the Dongdaemun traditional market and street vendors

- Shop owners in Dongdaemun Stadium

- Shop owners in the underground shopping center

2. Korean athletic circles

3. Cultural heritage conservation group

Stakeholders Partnership

1. SMG

2. Design Seoul Headquarters

SMG

Conflict management among interested parties

Conflicts

• Demand to preserve historic sites and artifacts found near Dongdaemun Stadium - Preserve Hanyang City Wall

- Hadogam (a military training barrack of Joseon Dynasty) remains

- Igansumun (2-hole sluice gate) - Historic artifacts

• Restore or relocate the historic sites and create a exhibition hall in DDP

- Hanyang City Wall: partially restored - Hadogam remains: partially relocated

- Igansumun: partially restored and opened to public access by changing the original design of DDP

- Historic artifacts: preserved in an exhibition hall in the DDP park

Resolutions (Persuasion)

Cultural Heritage Group

Korean Athletic circles

• Demand to build new ballparks

• Demand to register Dongdaemun Stadium as a cultural heritage of Korean modern history

• Build seven alternative ballparks

• Preserve symbolic parts of the stadium (lighting towers), relocate the flame holder, and build a memorial hall in DDP

Merchants in Dongdaemun Folk Flea Market

• Demand to relocate the flea market

• Demand to provide marketing support • Create a new Folk Flea Market and legalize the street vendors

• Provide marketing support

Shop owners in Dongdaemun Stadium

• Demand to relocate their business sites - to the underground shopping center in DDP - to the underground shopping center

near the subway station

Street vendors

business near the stadium • Create a place for street stalls

• Designate business hours and support standardization of the stalls

• Relocate the shops to other shopping centers including a shopping mall in the Dongdaemun area and underground shopping centers at subway stations

• Provide loan support

Shop owners in the underground shopping center

• Demand to relocate their business sites • Relocate the shops to the underground shopping center at the nearby subway station

Clothing product sales at a shopping mall

in the area grew by more than 10%.

Overall mall vacancy dropped by 2 to 4%.

Surrounding restaurants and retail shops

witnessed an increase in sales of 5 to 10%

Implementation Results

On average, 24,000 individuals visit the DDP every day

The number of station passengers

Walking population

increased by more than 20%

after the opening of the DDP

Implementation Results

1. Nurturing design industries

2. Revitalizing tourism

3. Better Conflict Management

4. Developing a new system to manage construction

Implementation Results

Implementation Results

Yonsei-ro Project Area

• Project extent of implementation:

The 550m segment on Yonsei-ro and the 450m segment of Myeongmul Street

• Length of implementation: 4 years (2010 – 2014)

in 2012

Yonsei-ro in the past

Pedestrians

Cyclists Pedestrians

Cyclists

Pedestrians Cyclists

(Users Pay Principle)

Aggressive management of demand

[Past] Individual Transport [Present] Public Transport [Future] People-first Transport

Paradigm Changes in Transport Policy

35

PEOPLE , sharing, and the environment: 3 core values, 11 promises

- Build a PEOPLE-centered transport environment where pedestrians and cyclists come first.

- Reduce the traffic accidents/incidents and ensure mobility for the disadvantaged (limited access to

transport)

’

Vision & Direction of Transport Policy

Modal Share

(Green Transport)

70.5% (2010) ▶80%(2030)

Area Covered

by Green Transport

14.7%(2010) ▶ 30% (2030)

Sidewalk Space per Person

1 ㎡/person(2010)▶ 2 ㎡/person(2030)

Transport Policy Goal, Seoul Transport 2030

People

Double the pedestrian walk space and bicycle trails (1 ㎡ →2 ㎡,

Reduce traffic fatalities to 1/6 present rate

(430 →70)

Facilities for those with limited access to transport

100% coverage (75% →100%)

Transport Policy Index

Reducing demand for private cars by improving public transit and walkability in the transit mall district

1. Manage transportation demand

2. Enhance the public transit experience

3. Improve the pedestrian environment

Limiting the use of passenger cars while enhancing the timeliness, speed, and frequency of public transit

Creating a sense of place attractive to pedestrians with pedestrian-friendly urban designs

Overall visions for the transit mall

Criteria for the Selection of Transit Mall Candidate Locations for Seoul

Selection Criteria The density of shops

The size of large facilities that induce walking The density of car dependent facilities

Walking population per day

Deviation of daily walking population The width of sidewalk

The number of bus routes The number of subway stations Traffic volume of private cars Traffic volume of all the cars

The number of parking spaces available

The traffic impact on the whole transport network of Seoul

Of the 10 candidate location finalists, the City of Seoul chose Yonsei-ro for its pilot

Selection of the Yonsei-ro Transit mall

㎞/h

Key objectives and strategies for the transit mall

· Seoul Metropolitan Government

· Seodaemun-gu

· Resident

· Shop owner

· Police Agency

· KEPCO

··· ···

Conflict management among interested parties

Dept. of Transportation Policy

Dept. of Traffic Operation Dept. of Cultural Policy Dept. of Founding &

Dept. of Traffic

Administration

Seodaemun Police Agency

Mapo

Police Agency

Shinchon Prosperity Committee

Seoul

Federation of Environmental Movement

Yonsei University Yonsei Study Body

41

Governance for Yonsei-ro Transit Mall

Conflicts

• Business downturn due to limited vehicle access

• Congestion of nearby road networks due to detour

• Demand for large public parking lots

• 80% or more of congestion from vehicles simply passing through;

only a small number of cars come into the area

• More pedestrians means more business opportunities (domestic/int’l examples)

• Cultural events, other measures to draw more people into the area

• Traffic countermeasures (i.e., detour, new intersection)

• Results of traffic simulation

• Enough available parking space after studying parking lots in the Sinchon area

• A deal reached with Hyundai Department Store to open the Store to local vendors at night (discount)

Resolutions (Persuasion)

Business (Shop owners)

Hyundai

Department Store

• Reduced revenues due to reduced access

• Demands for a new intersection in front of the Store

• Issues arising from creating a new intersection

• Extra access route suggested: allow left-turns at intersection

Seoul Metropolitan Police Agency

• Concerns of congestion when new crosswalk and intersection is installed in front of Yonsei

University and Severance Hospital

• Straight/left-turn signals removed for cars coming out of Yonsei University to simplify/synchronize with the signal sequencing system

• System installed to prevent queueing inside the new intersection

• Local business association to be present at the traffic safety facility review to argue for necessity to promote business in the area

Street Vendors (Stalls)

• Demanded to remain at their locations after transit mall is built

• Demanded a new intersection

KEPCO

distribution boxes ^• KEPCO persuaded by legal advice that it is more appropriate for KEPCO to pay for the move

• Allowed to move after securing another site

• The gu district office, local business association, and street vendors formed a council to work on the management

Conflict management among interested parties

A satisfaction survey with 1,000 citizens and 300 visitors to the Yonsei-ro mall a 70% satisfaction rate, an increase of 58 percentage points from the

previous survey.

Specifically, the majority of respondents showed satisfaction regarding road safety. Before the transit mall opened, pedestrians and vehicles had to share narrow, crowded streets.

Others felt positively about improved aesthetic values and convenience in taking public transit.

Traffic accidents decreased by 35%

in 6 months

Total Jan.-Jun, 2013

Jan.-Jun, 2014

Change (%)

Total 48 29 19 -34.5

Yonsei-ro 16 11 5 -54.5

Side roads 32 18 14 -22.2

Source: https://seoulsolution.kr

The number of bus users increased

Daily bus users (on average)

Total January February March April May

2013 54,974 10,799 10,665 11,278 10,937 11,295 2014 61,089 10,751 12,013 12,992 12,312 13,021

Change (%) +11.1 -0.4 +12.6 +15.2 +12.6 +15.3

43

Implementation Results

•

Implementation Results

Implementation Results

Citizen Participation over the last decade led to Seoul Plan 2030

2002-2005 Cheonggyecheon Stream Restoration

2006-2014 Dongdaemun Area Regeneration with the DDP

2010-2014

Yonsei-ro Transit Mall

2011-2014 2030 Seoul Plan

2000 2005 2010 2015