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traditional malls that are inward facing, surrounded by a sea of parking, contain anchor stores with other chains (many of which can be purchased online). Mixed-use development, with residential supplementing retail is often part of reimagined malls These new developments tend to put a stronger focus on experiences, restaurants, walkability and the public realm. Overview of Recommended changes: Hamburg’s zoning code already has a McKinley Mall Area Incentives Zone (Article LVI). This is an overlay on top of the base zoning district to offer incentives to applicants that help implement the Town’s comprehensive plan goals. The zoning article provides a list of amenities and developer could provide. In exchange, the Town Board may provide a number of incentives that would help to make a project financially feasible (e.g., allowing mixed-use development, increased heights, etc.). The Town may also consider a cash payment in lieu of providing amenities. Given that there is already a district intended to facilitate redevelopment, it makes sense to make adjustments to this zone rather than create a new district. Adjustments should focus on specific elements that would be complementary to the SIA, which is approximately a mile to the south. It should be noted that zoning can help incentivize and facilitate the conditions for redevelopment, but there are a number of factors involved in whether a site gets developed, including a willing landowner, market conditions, etc. Zoning recommendations Sec. 280-398 Purpose and intent. In addition to referencing the Town’s Master Plan, it should also reference the Bills Stadium Impact Area Plan (2025) Sec 280-399 Area designated for incentives. The section references the Town’s Zoning Map, which does not seem to be posted online. The Town should confirm boundaries include surrounding parcels in addition the mall itself. Sec 280-400 Amenities for incentives which may be offered. o Additions to this list include: shuttle bus to SIA and stadium, athletic facilities, parks and open space, parking (as an accessory use) to SIA and stadium. o The first bullet “(1) The reuse/transformation of components of the McKinley Mall incentive area” is nebulous. This should be deleted or amended to capture the original intent. o The third bullet “(3) Road improvements” should be expanded upon to better capture what this means. For example, “Road improvements, including intersection improvements, widened sidewalks, crosswalks, bicycle facilities, or other complete streets improvements that facilitate multimodal travel.” 180 Charlotte Street • Rochester, New York 14607 • 585.334.1310 • fisherassoc.com 75