A new study suggests that downtown Millwood has good potential for retail growth and suggests that it needs stronger branding.

The preliminary findings were submitted by Project for Public Spaces (PPS) to New Castle town officials and released to the public on Friday. The intent of the study, which the town board approved last fall, is to eventually create a hamlet plan for revitalizing Millwood, similar to what is currently being done for downtown Chappaqua.

PPS starts off by noting that Millwood has several challenges, such as the spread out nature of its existing retail, which is interspersed with land that has industrial use. The power lines that cut through the hamlet, along with proximity to other shopping downtowns, are also cited as factors.

"The key to the future economic success of Millwood's traditional downtown core lies better connections and a stronger sense of identity," the research firm suggests.

Convenience & Potential

So what can Millwood do to attract more shoppers and become a destination? For one thing, PPS looks at the region's shopping patterns, analyzing "trade areas" close to the hamlet based on proximity. The primary trading area centers rough around the hamlet and western New Castle, a secondary area that branches out to Mount Kisco, Chappaqua, Briarcliff Manor and Ossining, and a tertiary area that stretches throughout much of central and northwestern Westchester County. Getting customers from these areas could be done by having specialty businesses, including larger retail, dining and entertainment, PPS explains, as well as shops that are strong in convenience.

Demographics findings - Millwood is seen as an affluent hamlet with large numbers of people who are working age - also leads PPS to suggest that stores focusing on service and convenience as opposed to price can do well.

Major existing downtowns for which Millwood residents, as well at West Enders, seek out include Ossining, Briarcliff Manor, Mount Kisco and Chappaqua.

"Millwood is the closest retail destination to its entire primary trade area - which is comprised of wealthy households with substantial spending power," the study states. "With the right business mix and community amenities, Millwood could become the daily retail district of choice for residents in the primary trade area and beyond."

Among the amenities PPS stresses to capitalize on include the North County Trailway, the bike trail that takes up the former Putnam rail line's right of way. The PPS report writes about how the trailway can become a community anchor and help Millwood in creating a strong identity. The firm goes on to explore case studies, as local as the Rivertowns in southern Westchester and as far away as other states, to note the economic impacts of trails.

Public Input

Officials from PPS state that they met last October with members of the Millwood Task Force to find out which hamlet issues they care about. Topics that came up included creating a Millwood identity, finding out what businesses want, expanding businesses, enlarging the commercial tax base, better parking and improving walkability. Each of these were taken into account for a Millwood study, PPS wrote. Task Force members also suggested from possible new uses for downtown, including a library, clothing, professional offices and convenience retail.

Supervisor Susan Carpenter noted that the study is "a very preliminary report," and there will be public input. She and fellow town board members could take the early study up for discussion at their work session on Tuesday, which is at 7:45 p.m. at New Castle Town Hall in Chappaqua.

Going foward, the town could opt to retain PPS for a Phase II, which include a community workshop to get public feedback, looking at affordable changes that can be implemented quickly, surveying merchants and pedestrians, and again meeting with Task Force members. After that there would be a Phase III, which includes a draft report containing recommendations, based on feedback from Phase II. More meetings with the task force, town officials and the public would be held, with a final report including writings and sketches.

A copy of the preliminary study is attached here as a PDF file.