Portland Neighborhood Commercial Market Area Comparisons

The St. Johns/Lombard Plan is a comprehensive area plan for the St. Johns town center and North Lombard main street areas in Portland, Oregon. One of the key goals of the plan is revitalization of the St. Johns and Lombard Street commercial areas. Commercial areas in St. Johns and along Lombard Street appear to be underperforming. There are vacant storefronts, and the range of goods and services being offered is limited and does not meet neighborhood needs and desires.

Market area characteristics, including population, income, and household size and composition, affect the performance of commercial districts. To better understand this relationship, the Portland Bureau of Planning conducted a comparison study of several Portland neighborhood commercial districts. For the comparison, a one-mile radius circle was drawn around each commercial center to approximate the area’s state or primary market area. Demographic information and land use and transportation data from each area within the circle were collected and analyzed.

The study revealed differences between areas in factors that may affect commercial district success. The comparison showed that the St. Johns and Lombard Street areas have less population than many of the other places. The two areas also have lower median household incomes and larger household sizes than do several others. As a result, the St. Johns and Lombard Street state market areas may have less buying power and potentially different spending habits than some other areas. These factors could contribute to the type and amount of services offered in the community. In addition to state market characteristics, other factors, such as market image and type and mix of uses, contribute to commercial district success.

To foster commercial district revitalization, the plan’s implementation strategy includes land use changes to enhance the market area. The plan provides more opportunities for housing in and near the retail core areas and in nearby residential areas. It also offers an opportunity to further expand the market area in St. Johns. A currently underutilized employment area near the Willamette River may evolve into an area with more activity and a broader mix of land uses including housing. This area offers riverfront and view amenities that can attract development to further support the St. Johns commercial area.

The map author wishes to acknowledge Barry Manning, Lori Hill, Marguerite Feuersanger, Troy Doss, and Gary Odenthal.