City of Cedar Falls Comprehensive Plan

CEDAR FALLS COMPREHENSIVE PLAN

To support the provision of diverse, affordable housing, the development concept provides space for both single family residential and medium/high density multi- family homes. As mentioned above, all new housing types can be kept more af- fordable by building in infill areas or adjacent to existing development, where in- frastructure provision is most cost efficient. A diverse range of affordable housing is critical to supporting a diverse workforce, and is supportive of the “Cedar Falls 2020” goal to “encourage housing opportunities for all family circumstances.”

COMMERCIAL AND INDUSTRIAL GROWTH

The development concept in chapter 9 provides diverse sites for commercial de- velopment, ranging from neighborhood commercial nodes throughout the city, to a new community commercial node at University Avenue and Union Road. Provid- ing these sites is one step in the “Cedar Falls 2020” goal to “provide fully developed land and infrastructure improvements for Cedar Falls’ businesses to expand.” A di- verse range of commercial/industrial uses are accommodated under the future land use plan. Commercial diversity encourages citizens to shop in Cedar Falls, by pro- viding a range of shopping and service options, whether they’re looking for small stores walking distance from home or regionally-sized stores a short drive away. Neighborhood commercial nodes can strengthen the economic vitality of residen- tial neighborhoods by providing focal points of activity and accessible shopping for daily needs. The development concept also anticipates growth in existing industrial areas, primarily on the southwest and southeast areas of Cedar Falls.

Providing diverse spaces for commercial and industrial businesses is an important step in encouraging new employment and shopping opportunities for Cedar Falls residents. New businesses translate to increased tax revenue, which allows Cedar Falls to maintain high quality public amenities, which in turn attracts more busi- nesses and residents. New businesses can also help existing business by strength- ening the overall commercial environment.

However, it’s important to note that new commercial and industrial growth is most beneficial to existing businesses and the town at large when it is focused on target markets. As noted in chapter 1 of this document, Cedar Falls has a number of areas in which it already has a strong economic presence. In retail, for example, Cedar Falls attracts spending in motor vehicle dealers, hobby stores, and foodservice (Ta- ble 1.19). Building on existing strengths is smart for several reasons. For one, when multiple businesses providing a similar good or service locate near each other, they can have a stronger pull in attracting customers than any one business could achieve on its own. This rationale is part of the logic behind shopping malls and downtown districts, but it can also be applied to free-standing businesses located near each other. Customers looking for a certain product will be more drawn to an area that has multiple sellers, since they have a greater assurance of finding what they want. The same principle can apply to industrial/office growth. An information technology firm, for example, may be attracted to a city that already has several IT firms since the city’s workforce will be IT-focused, and the firm will be able to find trained workers. In addition to building up existing strong markets, towns can also prosper when they accommodate potential partners for existing businesses. For ex- ample, a new manufacturing plant could be attracted to a town because one of its major materials suppliers is already located there, or a local farmer can prosper by

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