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North Carolina S'ala Liorary
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TARBORO, NORTH CAROLINA
CENTRAL BUSINESS DISTRICT STUDY
North Carolina State Library
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TARBORO, NORTH CAROLINA
CENTRAL BUSINESS DISTRICT STUDY
The preparotion of this report, was financially aided through a
Federal grant from the Urban Renewal Administration of the
Housing ond Home Finance Agency, under the Urban Planning
Assistance Program authorized by Section 701 of the Housing
Act of 1954, as amended.
PREPARED FOR:
THE TOWN OF TARBORO
MAYOR - DR. E. L. ROBERSON
ENGINEER - B. F. HELMS
MANAGER - W. B. HOWARD
PLANNING COMMISSION
CHAIRMAN - TOM B. GRAINGER
SECRETARY - PEYTON BEERY
MEMBERS - DR. JOHN W. WHALEY
ROBERT McCRARY
F. P. JENKINS
J. C. MARROW
WILLIE HARRELL
STANLEY VICK
JOHN LONG
W. ERNEST PRICE
RUDOLPH SEXTON
TOWN COUNCIL
MEMBERS - C. FRANK ALFORD
A. B. BASS
HERMAN CREECH
GRAHAM HARRIS
CURTIS B. LEGGETT
C. W. MAYO, JR.
L. C. SHOOK
JOHN UMPHLET
PREPARED BY:
DEPARTMENT OF CONSERVATION AND DEVELOPMENT
DIVISION OF COMMUNITY PLANNING
ADMINISTRATOR - GEORGE J. MONAGHAN
SPECIAL PROJECTS SECTION
HEAD - JOHN H. VOORHEES
PLANNER - JERRY M. TURNER
DESIGN PLANNER - GAY BRANTLEY
DRAFTSMAN - LESLIE DELONG
DRAFTSMAN - BOB JORDAN
TECHNICIAN - JACKIE GURLEY
SECRETARY - GLENDA YAR80R0UGH
DATE _ September, 1964
Rendering of County Courthouse Square by
David Hall & Associates, Raleigh, North Carolina.
PRICE $1.00
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TABLE OF CONTENTS
PAGE
INTRODUCTION 2
THE CENTRALBUSINESS DISTRICT OF TARBORO TODAY
Site Characteristics 3
Trade Area 4
Retail Sales 4
Major Functions 6
Traffic Characteristics 10
Parking Characteristics 10
Appearance 12
THE CENTRALBUSINESS DISTRICT OF TARBORO TOMORROW
Space Requirements 13
Planning Objective 14
Preliminary Plan 14
Traffic & Parking 18
Pedestrian Way 18
Courthouse Square 19
Tree Planting 21
APPENDIX
Consumer Survey 25
Merchant Survey 32
Digitized by the Internet Archive
in 2010 with funding from
State Library of North Carolina
http://www.archive.org/details/tarboronorthcaroOOnort
INTRODUCTION
INTRODUCTION
This report presents a Preliminary Plon for the future development
of Torboro's central business district. In Tarboro as in nearly every
city and town across the nation, the problems of revitalizing the central
business district or CBD's os city planners refer to them, ore a matter
of growing concern.
Today, because of good highways and short distances, central business
districts ore losing business to modern outlying shopping centers. In
these shopping centers there are plenty of parking spaces, new buildings
with attractive store fronts and well lighted interiors. Signs are con-
trolled and relate to each other and to the building size. Often there
are landscaped areas with trees, flowers, fountains and sculpture.
On the other hand, most central business districts are a product of the
past, with congested streets, old buildings, inadequate off-street
parking, a run-down appearance and no landscaping.
This study will analyze the characteristics of Torboro's central business
district in order to determine their adequacy and to propose a preliminary
plan for future development.
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THE CENTRAL BUSINESS DISTRICT
OF TARBORO TODAY
SITE CHARACTERISTICS
TRADE AREA
RETAIL SALES
MAJOR FUNCTIONS
TRAFFIC CHARACTERISTICS
PARKING CHARACTERISTICS
APPEARANCE
SITE CHARACTERISTICS
In 1760 there was no system o( roads through North Carolina and no
modern means of locomotion, so that when frontiersmen moved up the
Tar River in order to find farmlands and establish homes, they built
their town on the banks of the river.
Today, Tarboro's central business district is still located close to
the original site of the town on the banks of the Tor River.
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The site is a flot area some 40 feet above the surface of the river so
that except for the bridge at the end of Main Street there is no visual
or functional relationship to it. The only place where the river is visible
is from the bridge.
The Tar River often floods during heavy rains, but the central business
district is high obove this level. However, water does collect in the
flood plain and in the two droinage creeks, Hendricks Creek to the
west and East Tarboro Canal, which limit development in those districts.
On the western side of the central business district running parallel to
Albemarle Street is the Atlantic Coastline Railroad.
Only o few of the streets in the central business district provide
through access to other parts of the town because of the river to the
south and the railroad and creeks to the west.
As in most old cities, streets have been laid off in a gridiron pattern.
Most of the traffic moves along Main Street (U.S. Highway 64) which
corries traffic across the river and eost to the coast.
Tarboro's major area of development has been to the north of the Tar
River, north and west along U.S. 64, so that the central business district
is not in the center of the town. The small town of Princeville has
developed on the south side of the river.
TRADE AREA
A survey of Tarboro merchants indicated that 57 percent of their dollar
receipts come from the 8,411 residents within the town limits. The
remaining 43 percent comes from persons living within Tarboro's trading
area.
Assuming that people will usually trade in the largest place that is
easily accessible to them, outlines a trading area for Tarboro which
covers approximately half of Edgecombe County and small parts of
Halifax, Martin and Pitt counties. This trading area includes such
small communities os Conetoe, Speed, Pinetops, Palmyra, Hobgood,
Hamilton, Oak City ond Hossell. This area is primarily agricultural
and has an estimated population of 15,000 residents.
Tarboro merchants in a recent survey estimated that 33 percent of
their dollar receipts came from persons residing within Edgecombe
County and 10 percent from the other counties.
Persons living in Tarboro and within its trading area are attracted to
shop in other neighboring cities where there may be a wider selection of
shopping goods and specialty items not readily available in Tarboro.
These larger cities are Rocky Mount, which has a population of 32,147
and is locoted 16 miles west, Wilson with a population of 28,753 located
26 miles southwest and Greenville with 22,860 persons located 25 miles
southeast.
H<kUF«OC
Tarboro customers indicated that they made approximately 75 percent
of their purchases in Tarboro, but went to the larger cities primarily
for clothes, automobiles, furniture and oppliances. Rocky Mount was
the city mentioned most often where individuals shopped.
A survey of customers indicated approximately 80 percent banked, went
to doctors and lawyers and repaii shops in Tarboro. Tarboro was lowest
in its ability to attract persons to the town for entertainment.
tlOCRY /^OUNT
-TAREOPjO
C»«.tE>J\/lULE
TARBORO RETAIL SALES (1»58)
RETAIL SALES
The volume of retail sales in Tarboro rose from 10.5 million in 1948
to 12.9 million in 1958. Although this is a 23 percent increase, when
adjusted for inflation it only represents an increase of 2 percent.
During the some time Tarboro's share of the retail sales within Edge-
combe County decreased from 40 percent in 1948 to 33 percent in 1958.
This can be attributed to the nearby location of Rocky Mount, better
roads, more cars and the continuing competition for the consumer's
dollar.
SALES AS A PERCENT OF TARBORO TOTAl
Food Slotos 25.1%
There were 110 retail trade establishments in Tarboro according to the
1958 census of business or approximately 21 percent of all those within
the County. These establishments accounted for approximately 33 percent
of the retail soles which took ploce within the County.
Establishments selling automobiles, drugs, other retail products and
gasoline, accounted for sales above 33 percent.
TARBORO SALES AS PERCENT OF
COUNTY SALES BY CATEGORY
Apparal
Fumlturi
Emlng
27.6S
49.ex
45.8%
31.5%
35.2%
48.7%
17.1%
14.5%
19.2%
TARBORO.N.C.
CENTRAL BUSINESS DISTRICT
EXISTING. LAND USE
PRIMARY TRADE ftgg WHOLESALE 8 STORAGE
SECONDARY TRADE REPAIR
CONVENIENCE TRADE MANUFACTURING &
CONSUMER SERVICES INDUSTRIAL SERVICES
ADMINISTRATIVE, TRANSPORTATION
FINANCIAL, a ADVISORY RESIDENTIAL
SOCIAL a CULTURAL [~~| VACANT BUILDING
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MAJOR FUNCTION
The central business district of Tarboro provides 4 generalized major
functions or activities to the surrounding population - retail shopping,
wholesale trade and storage, office and residentiol. These activities
are contained by the open spaces of the Town Commons to the north
and the river to the south.
The retail shopping area is where customers may do comporison shopping
for clothes, general merchandise and specialty goods. This area is
located along Main Street from Church to Granville Street.
The wholesale trode and storage area which includes agricultural
supplies, and utilities is located on either side of Albemarle Avenue.
Administrative, financial and odvisory services are located in a diagonal
pattern across the north side of the central business district. This in-
cludes the central offices of the Carolina Telephone and Telegraph
Company in which 350 people are employed.
Residences hove located in the area to the eobt along St. Andrew Street,
but are gradually moving out of town.
The mop on the opposite page shows how each building in the CBD is
being used. These uses are defined ond total areas tabulated on the
following page.
PRIMARY RETAIL - Primary retail shopping areas are generally lo-
cated in the Central Business District or in large regional shopping
centers. These trade establishments sell low bulk comparison and
speciality items. Primary retail establishments can be broken down
into two categories: 1) stores which generate their own trade such as
department stores and variety stores and 2) opparel shops, shoe stores,
jewelry stores, and similar establishments which are economically
dependent upon the pedestrian traffic generators -- department stores
and variety stores -- (or supplying potential customers.
SECONDARY RETAIL - Secondary retail establishments usuolly sell
"high bulk" items such as furniture, appliances, home furnishings,
automobiles, farm equipment, hardwore, lumber, building materials and
similar goods. Merchandise in secondory trade establishments is
relatively expensive and seldom purchased by the individual customer.
Due to the expensive cost of secondary trade goods, the customer is
generally willing to travel longer distances to compare merchandise
between widely separoted competing establishments. As a result,
secondary retail establishments do not have to locate in close proximity
to each other; instead, they often locate at independent locations along
major streets or highways. In many instances, these establishments
locate in areas which adjoin the Central Business District.
CONVENIENCE RETAII Convenience retail establishments merchan-
dise goods commonly referred to as "convenience goods." They sell
merchandise such as food, drugs, and gasoline which are purchased
frequently. Establishments selling these goods generally serve a smaller
market area than do either primary trade or secondary trade es-
tablishments. They are frequently located in outlying neighborhood
shopping areas in order to be as near as possible to their customers.
Food stores and gasoline stations generally do not prosper in the
intensively developed core of the CBD since they require locations
with convenient access.
ADMINISTRATIVE, FINANCIAL, AND ADVISORY SERVICES - Ad-
ministrative, financial, and advisory services include offices or es-
toblishments performing either the management or administrative duties
of government, business, and welfare agencies or providing monetary and
professional services for the community. These include doctors' offices,
lawyers' offices, accountants' offices, banks, the city hall, the post
office, and similar uses.
CONSUMER SERVICES - Consumer services include establishments
providing services to the person. Establishments such as restaurants,
barber shops, theaters, pool halls, hotels, newspaper offices, telephone
offices, and similar uses ore included.
CULTURAL AND SOCIAL SERVICES - Culturol and social services in
the Central Business District include churches, libraries, and similar
uses.
INDUSTRIAL SERVICES AND MANUFACTURING ~ Industrial service
and manufacturing activities include all establishments engaged in
manufacturing processes and all related industrial services.
WHOLESALE TRADE, REPAIR SERVICES, STORAGE - This category
includes all wholesole activities, mechanical repair services and
enclosed storage.
TRANSPORTATION - Transportation establishments provide for the
conveyance of passengers and freight from ploce to place.
VACANT FLOOR SPACE - The vacant floor space category includes
all buildings or portions of buildings which were not being devoted
to any use. Floor space being used only on a part-time basis was
considered as occupied floor space. All storage space, either possive
or active, was considered as occupied floor space.
CENTRAL BUSINESS DISTRICT FLOOR SPACE
Adm., Fin., & Adv. Services
Primary Trade
Secondary Trade
Convenience Trade
Consumer Service
Vacant
Repair
207,000 - square feet
72,000 - square feet
59,000 - square feet
41,500 - square feet
34,000 - square feet
31,000 - squore feet
16,500 - square feet
Sub Total
461,000 - square feet
Manufacturing & Industrial Service
Social and Cultural
Wholesale and Storage
27,500 - square feet
23,000 - square feet
219,000 - square feet
Total
730,000 - square feet
TRAFFIC CHARACTERISTICS
Since Main Street is the major street into which all traffic bound for
the central business district flows and because it carries U.S. 64 traffic,
it is usually filled with cars. Cars block traffic as they maneuver to
back into parallel parking spaces on either side of the street and the
general flow of vehicles backs up behind the traffic lights located at
every intersection. Main street presently carries more than 7,000 vehicles
during a 24 hour period. The generally accepted standard for such a
street is only 6,000 vehicles.
A new by-pass for U.S. 64 Is presently being programmed which will
divert through traffic off Main Street. It is to be located outside the
town limits to the west of Tarboro and there will be very easy access
into the central business district on both St. James and Wilson Streets.
TRAFFIC VOLUMES MAP
(NUMBER OF CARS PER DAY)
PARKING CHARACTERISTICS
Finding a parking space in Tarboro is usually a problem. And often
when a parking space is found it is not conveniently located. There are
approximately 1,000 parking spaces in the central business district of
which 575 are unmetered time controlled spaces along the curb, 241 ore
for private use in off street lots and 227 for customer use in off street
lots. There are no lots for public parking. A number of the existing
spaces ore too far away from center of town to be desirable, while
some of the others closer in are unpaved and unlighted, with clutter
surrounding them. Who could expect these to be used by the lady
shoppers of Tarboro. On the north side of town employees of Carolina
Telephone and Telegraph absorb oil possible spaces.
Modern methods of estimating parking requirements are by means of
ratios of building floor space to parking space. Under this method there
is presently about a 1 to 1 relationship. The Home Builders Council's
standard for shopping centers is 1 square foot of floor space to 3 square
feet of parking space so that under this ratio there would be a present
deficiency of approximately 2,000 spaces. If it is assumed that the
central business district needs half the parking spaces of a shopping
center then there would still be an existing deficiency of 500 spaces.
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APPEARANCE
There is no consistent character or appearance to Tarboro's central
business district. This is true even though there are a number of new
buildings. The stimulating effect of the new courthouse, municipal
building and one or two stores is lost because of their settings. The
courthouse is a very large building which con never be seen as a whole
because it is set so close to the street. In addition to this <t faces
onto the back end of a parking lot and Main Street stores. Several of the
newer stores find themselves surrounded by older buildings which are
not attractive, with a wide variety of canopies or awnings, and signs.
The visual image which remains in one's memory is not distinguishable
in any positive way from any other North Carolina commercial district.
It all comes out as a sort of nondescript gray area. However, there
are several small assets, one of them being the few trees that line
St. James Street, These add their natural beauty to soften the bleakness
of the buildings. Unfortunately, the little area of ivy with the large
oak tree next to the Post Office has disappeared. This was one of the
most pleasant areas within the whole downtown, ond should have been
preserved, not destroyed.
THE CENTRAL BUSINESS DISTRICT
OF TARBORO TOMORROW
SPACE REQUIREMENTS
PLANNING OBJECTIVE
PRELIMINARY PLAN
TRAFFIC & PARKING
PEDESTRIAN WAY
COURTHOUSE SQUARE
TREE PLANTING
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SPACE REQUIREMENTS
Before designing the preliminary plon, it is necessary to estimate the
omount of additional space which will be needed in the future for the
expansion of existing businesses and establishment of new ones.
Building space requirements for the future will be determined by a
number of different variables such as the population and growth
characteristics of the trading area, changes in income or shopping
habits of consumers, changes in the patterns of retailing and the
initiative and actions of businessmen to make Tarboro's central
business district more competitive with neighboring cities.
There are no specific locational trends for new development within
the central business district. The new city hall and county courthouse
are the newest building additions. The courthouse is generating
building activity in the immediate vicinity for office space. In regard
to commercial structures, Clorks Department Store on Main Street has
expanded into another section of its building. Rose's Variety Store has
a new building and there have been improvements in the post to Marrow-
Pitt Hardware and Williams' Variety Store. These building activities
do not indicate ony new trend of growth in Torboro except that Main
Street is still the major street in the centrol business district on which
commercial establishments wish to be located.
Mony of these new structures have been built because of the ob-
solescence of existing buildings rather than any large new demand being
created by population.
Past population trends indicate that Tarboro's population is not in-
creasing significantly. However, since 1960 a number of industrial
plants have moved into the planning area increasing the number of
people employed in manufacturing.
This report will assume that the growth of the central business district
will be directly related to the population increase planned for In the
Tarboro Lond Development Plon, which provided an estimated population
for the Town and planning area of 13,000 people. Over a 10 year period
this would approximate a 3 percent Increase so that this study will
assume that floor space requirements should be planned for 138,000
square feet. The merchants surveyed indicated they were presently
planning on increasing floor space by 28,000 square feet. In direct re-
lationship to this floor space requirement is the requirement for off-
street parking which should be expanded to take care of the existing
deficiency and keep up with future needs which means providing a
minimum of 845 additional parking spaces or a total for the central
business district of approximately 2,000 spaces.
PLANNING OBJECTIVES
Torboro's central business district should be planned so that it will
become an integral part of the everyday life of the town. There is no
reason to believe that Tarboro will be anything but a small town for
many years to come. For this reason, it should plan it's growth ac-
cordingly. To imitate large metropolitan techniques in its growth pattern
would be out of character.
One of the major ottributes of small cities is a sense of scale, in that
buildings are related to man and that nature follows him right into his
environment. For this reason, trees and planting should be developed in
the central business district to provide o greater balance with buildings
and to create a more intimate scale. Tree plantings would provide a
sense of uniformity and help to visually tie the area together. Certainly
the functional necessities of the automobile should be recognized but
they should not dominate the development of the central business di strict.
Automobiles should either be moving on the major streets or parked in
off-street parking lots which are readily accessible to shopping areas.
The central business district should be developed in an attractive
manner. There should be improvements in store fronts, signs, street
lighting and oil the other gimmicks which decorate stores. In small
cities, signs have limited value as stores have regular customers and
everyone knows where each store is located.
And lost, Torboro's central business district should be so developed
that it provides a specific identity in which local residents may hove
pride and visitors will appreciate and remember. It should attempt to
complement the traditional architecture and materials of the past with
contemporary designs in order to make a richer visual environment.
PRELIMINARY PLAN
The preliminary plan for the future development of Tarboro is primarily
concerned with providing a more efficient and attractive relationship for
the different functions occurring in the central business district.
The proposed improvements relate to those actions which the Town
should initiate in contrast to decisions made by private property owners.
The Town should be concerned about the development of the streets and
the major circulation system for traffic, for the development of off-street
parking in order to get congestion off the streets, for the construction of
sidewalks, installation of street lights, trees and landscaped areas.
The Town should also take the initiative to provide the guide lines and
regulations along which private property owners might improve their
store fronts, and provide complementing signs and possibly even
canopies.
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TARBURU.N.U.
CENTRAL BUSINESS DISTRICT
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BUILDINGS TO BE REMOVED
FUNCTIONAL AREAS
^^ RETAIL SALES
nZZA OFFICES
^ WHOLESALE AND INDUSTRIAL
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TRAFFIC AND PARKING
There ore no major changes or re-routing of traffic in the proposed
traffic circulation system for the central business district (with the
exception of the closing of St. Andrews Street in front of the court-
house). As already noted, the new bypass will toke through traffic off
Main Street. However, in the future, it might be necessary to take
parking off Main Street as it will continue to be the most heavily
traveled street.
Off-street parking has been proposed to the rear of the stores facing
Main Street. Since most of the traffic will be moving along Main Street
these areas will be easily accessible by side streets and entrances.
Off-street parking areas hove been located so that they are convenient
to all the different parts of the central business district.
Attractive pedestrian walkways have been proposed in eoch block leading
from the parking spaces to the shopping area on Main Street.
PEDESTRIAN WAYS
Except for the new brick sidewalks around the courthouse the standard
concrete pavement throughout the centrol business district does not
contribute to the Town's appearance.
It is proposed that new standards for sidewalks be adopted throughout
the downtown area, especially for Main Street. These sidewolks should
be widened so that there is room to develop a landscaped setting for the
area. The sidewalk itself could be constructed of concrete with a grid
pattern of brick, quorry tile, or stone poving. The combination of these
materials will provide o greater variety and help integrote the traditional
brick with the modern concrete.
Widening the sidewalk area will provide adequate space for landscaping
and planting along the street edge. It is importont to have street trees
and planting to soften the cold face of buildings and help bring the
natural beauty of the Town right into the central business district.
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MAJOR CIRCULATION SYSTEM
SIDEWALK GRID
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COURTHOUSE SQUARE
One of the most important aspects of the preliminary plan is the proposed
creation of "Courthouse Square". At. present time, the very beautiful
new courthouse is located in such a manner that visitors passing along
Main Street would never know it existed. Such an investment in time,
money and talent should not be hidden on the back streets of Tarboro.
It is proposed that "Courthouse Square" be created running from Main
Street to the front of the courthouse. Unfortunately two large buildings
would hove to be purchased and removed, but this would more than be
worth the investment in creating a beautiful orea which would create a
vista from Main Street to the entire front of the building. Also St.
Andrews Street, for the one block in front of the courthouse would have
to be closed to automobile traffic.
"Courthouse Square" would have a number of advantages in addition to
a beautiful site for the courthouse. It would provide a useful shopping
and civic areo. The Squore could be used for many different community
and county activities. There could be art shows in the Spring when
people want to get outside; band concerts in the Fall when high school
football is in the air and choir groups from local churches at Christmas.
But most important "Courthouse Square" would become an identifying
feature of Tarboro which people all over North Carolina would remember
and many come to visit.
The proposed plan for "Courthouse Square" is designed to help blend
the traditional and the modern. Our lives ore filled with a rich heritage
from the past and with the exciting explorations in contemporary design.
There is no reason to isolate these facts, but to try and bring them
together in such a manner that they complement each other ond thereby
create a more exciting environment. We can not go back to the days of
Williamsburg, but we can remember them. To attempt to construct all
buildings in this manner would be only an act of poor imitation. It is
necessary to preserve as much of the past which is valuable visually
and to create new and modern building forms to complement them.
TREE PLANTIKG
A tree planting program for the Tarboro central business district should
be adopted. The few trees that already exist there are very pleasant and
all efforts should be made to preserve and add to them.
Trees should be selected which fit the area in which they are plonted.
Only certain small trees whose roots do not seriously affect utilities
and whose size does not eventually cause danger to neighboring
buildings and overhead utilities, should be used in street planting.
Larger trees may be selected for planting within "Courthouse Square,"
or other open, larger areas.
Trees may be planted in the ground within the sidewalk area by taking
out a square (usually 4 feet) of the concrete paving. A neater more
attractive planting is accomplished when the soil around the tree is
covered with some material, brick, cobblestone, river pebbles - set in
a sand base. The drawing below shows cobblestones around a tree .
Trees may also be planted in large containers. These are available in
many shopes and materials - concrete, wood, fiber gloss, all of which
seem to work well.
The accompanying list and illustrations provides a possible selection.
PERSPECTIVE
331
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CONCRETTE PLANTING
COMTA.)NCR
21
SMALL TREES
A. Ilex cassine - Cassine Holly
Height 15 - 20 feet, Spread 8 - 10 feet
This pyramidal shaped tree is evergreen with fine textured foliage.
Molti-trunked specimens should be used as they appear more
interesting than the trees with single trunks. The Cassine holly has
a medium growth rote.
B. Lagerstroemia indico - Crepe Myrtle
Height 20 - 30 feet. Spread 10-15 feet
This handsome small tree has dull green foliage appearing in the
spring, which turns a burnished copper in the fall. Throughout the
summer, upright clusters of flowers, (pink, red and white) create a
profusion of color. The sculpture- 1 ike appearance of the trunk and
bark makes the crepe myrtle interesting oil year, even in the winter
after the leaves are gone. The crepe myrtle is reosonobly fast
growing, relatively free from disease and is long-lived. This is one
of the best all round small street trees for eastern North Carolina.
C. Prunus caroliniano - Carolina Cherrylourel
Height 20 - 30 feet. Spread 15 - 20 feet
This beautiful small tree has the advontage of being an evergreen,
or holding its leaves all year round. The lustrous, dark evergreen
foliage forms a small symmetrical tree with a heavy round crown.
Numerous small white flowers form in the spring and black berry-
like fruits develop later. The Cherrylourel is relatively free of
insects and disease.
LARGE TREES
D. Acer florinanum ■ Southern Sugar Maple
Height - 40 - 60 feet. Spread 20 - 30 feet
The Southern Sugar Maple has medium-textured, dork blue-green
foliage which turns a brilliant yellow in autumn. Lacy yellow flowers
appear in the spring on this long-lived disease free tree. Although
it is 0 slow grower, it is an excellent street tree.
A
E. Ginkgo bilobo - Ginkge Maidenhair tree
Height 50 - 75 feet. Spread 30 - 40 feet
The spreading and drooping horizontal branches of the Ginkgo hove
dull, green, leathery foliage which turns to a beautiful yellow in the
autumn. The mole variety of the Ginkgo is preferred for ornamental
plantings due to the ill-smelling green fruits dropped by the females
in late summer. The long lived Ginkgo is rather slow growing but
survives under almost any conditions.
F. Quercus lourifolio darlington - Darlington Laurel Oak
Height 60 - 80 feet. Spread 30 - 34 feet
The Darlington Laurel Oak has lustrous, green leaves which create
a brood, dense, round-topped crown. This oak is a rapid grower and
makes an excellent street tree. It has the additional advantage of
being evergreen, with small willow like leaves.
G. Plotanus ocerifolio - London Plane Tree
Height 50 - 100 feet. Spread 25 - 70 feet
This tree is very similar to the sycamore and is a fine tree for city
street plontings. The London Plone Tree is round-headed with wide
spreading open branches. The trunk is creamy colored with mottled
grey splotches; The large maple like leaves ore light green and
create a very dense foliage.
G 22
DESIGN FEATURES
T "T L I this new contemporary b
^^Ij^^^^^^T^^l^J^ I f°' pedestrions are locot
I flf/ I 11 I I II III t [_ parking to Main Street.
"Courthouse Square" is not the only landscaped area which is provided
within the plan. A small park-like area has also been provided adjacent
to the municipal building which would help create a better setting (or
contemporary building As mentioned earlier small walkways
d within each block leading from the off-street
At the end of Trode Street the present recreation facilities have been
expanded to indicote a marina for the storage of local boats and a water
front recreation area, with possibly a restaurant in conjunction with the
-T I r
'^ ^nf^^^ ^ [^"^^T^^ ^J I Kiosks or information
II II taL/rt-a ll ' \_ throughout the Town,
public.
centers could be placed in strategic locations
These could display notices of interest to the
The Town for some years has been considering new lighting for Main
Street. The Preliminary Plan proposes that the central business district
be developed along two characteristics; 1) thot planting be developed
so thot it will appear as a delightful town shopping area and soften the
appearance of buildings and 2) that the traditional ond modern aspects be
so related as to complement each other.
If this is the recognized purpose then the Town should not consider
putting the large mercury vapor lights which completely drown every-
thing in light, but should attempt to select several different types of
lights. In some areas there should be high standards so that lights
would cover intersections, while along the sidewalks there should be
lights at a lower level which would illuminate the sidewalks.
23
^
g:
,aMiet«(
.r
APPENDIX
CONSUMER SURVEY
MERCHANT SURVEY
f
CONSUMER SURVEY
APPENDIX A
CONSUMER AND MERCHANT SURVEYS
The Tarboro Planning Commission and Chamber of Commerce conducted
a survey of people who shop in the central business district and of the
merchants who have their stores located there. The purpose was to
question a cross-section of the people who live in Tarboro and its
trading area to learn their shopping habits and their opinions of the
central business district's .effectiveness as a shopping and service
center. These questionnaires were distributed during the Spring of
1964, and the replies give some indication of favorable and unfavor-
able conditions. There were 378 replies to the consumer questionnaire
and 17 replies to the merchant questionnaire.
Question 1 - Where do you buy most of the following items?
Under each type of purchase, the four communities receiving the
largest number of replies are listed. Besides Tarboro, as anticipated.
Rocky Mount leads in nearly all categories. Convenience items such as
food and drugs are purchased mainly in Tarboro. Fewer purchases of
expensive, high bulk items such as automobiles and farm equipment are
ma d e in Ta rbo ro .
REPLIES
Type of
Number
Type of
N uir
lb e r
Pur cha s e
0_f
Replies
Percent
Purchase
Of
Re
ip 1 i es
GROCERIES
FURNITURE AND
Ta rbo ro
305
8 0%
HOME FURNISHINGS
Rocky Mount
23
67o
Ta rbo r o
256
Wilson
4
1%
Rocky Mount
6 4
G r e en V i
He
0
0%
Wilson
6
Others
48
13%
G r e en V i 1 1 e
Others
16
32
6 87c
17%
1%
5%
9%
WEARING APPAREL HARDWARE AND AP-
Tarboro 312 72% PLIANCES
Rocky Mount 86 20% Tarboro 264 73%
Wilson 8 2% RockyMount 60 17%
Greenville 4 1% Wilson 7 2%
Others 24 5% Greenville 2 1%
Others 28 7%
AUTOMOBILES FARM EQUIPMENT
Tarboro 201 62% Tarboro 86 69%
Rocky Mount 46 14% Rocky Mount 15 12%
Wilson 7 2% Wilson 3 2%
Greenville 4 1% Greenville 3 2%
Others
69
21%
Others
18
15%
LUMBER AND BUILDING
SUPPLIES
MEDICINE AND DRUGS
Tarboro
217
80%
Tarboro
287
79%
Rocky Mount
22
8%
Ro cky Mount
23
6%
Wilson
4
2%
Wilson
4
1%
G r eenv i 1 1 e
3
1%
Greenville
3
1%
Others
24
9%
Others
INSURANCE
46
13%
Ta rbo r o
279
7 4%
Ro cky Mo un t
46
12%
Wilson
6
2%
Greenvil le
2
1%
Others
42
11%
-25-
Question 2 - Where do you visit the following people or places most?
Services such as the hospital, bank, lawyers and repair shops are
frequented most in Tarboro. Eating places and amusements are provided
mostly in Rocky Mount. Only 46 percent of the replies indicated that
persons visited Tarboro for entertainment reasons.
REPLIES
Type of People Number
Typ e of Peop 1
e Number
Or Places Of
Rep lies
Percent
Or Places
Of Replies
Percent
DOCTOR
DENTIST
Tarboro
302
7 57o
Tarbo ro
288
7 6%
Rocky Mount
46
11%
Rocky Mount
45
12%
Wilson
4
1%
Wilson
22
6%
Gr eenvi lie
9
2%
G r eenv i 1 1 e
4
1%
Others
43
11%
Others
19
5%
HOSPITAL OR CLINIC
EATING 6. DRINKING PLACES
Ta rbo ro
305
80%
Tarboro
277
68%
Rocky Mount
35
9%
Rocky Mount
88
22%
Wilson
6
2%
Wilson
14
3%
Greenvil le
7
2%
Gr eenvi lie
12
3%
Others
26
7%
Others
18
4%
BANK
ENTERTAINMENT
PLACES
Tarboro
299
82%
Tarboro
173
4 6%
Rocky Mount
20
5%
Rocky Mount
121
3 2%
Wilson
5
1%
Wilson
38
10%
Gr eenv i 1 1 e
3
1%
Gr eenvi lie
22
6%
Others
41
11%
Others
22
6%
LAWYER
REPAIR SHOPS
Tarboro
213
8 5%
Tarboro
267
80%
Rocky Mount
18
7%
Rocky Mount
45
10%
Wilson
2
1%
Wilson
5
2%
Greenvil le
1
1%
Gr eenv i 1 1 e
1
1%
Others
17
6%
Others
22
7%
-26-
Question 3
Do you live in Tarboro?
Yes
No
Number o f
Rep lies
260
118
Percent of
Total
68%
3 2%
If you do not live in Tarboro, write the name of the community in which
you live.
REPLIES
Commun i t y
Ro cky Mo unt
Wilson
Gr eenvi lie
Others
Number of Replies
18
1
0
90
Percent of Iota I
16%
1%
0%
83%
How many miles is this from Tarboro?
REPLIES
Distance
Und er 5 miles
5 to 10 miles
10 to 15 miles
15 to 20 miles
Ove r 20 miles
Number of Replies
25
25
40
12
Percent of To ta 1
23%
23%
3 6%
11%
7%
The majority or 68 percent of the persons filling out the question-
naires lived in Tarboro. As shown above, the largest number or about
83 percent of those not living in Tarboro came from communities scatter-
ed throughout Edgecombe and the surrounding counties. The majority of
the persons included in this 83 percent came mainly from Bethel, Conetoe,
Fountain, Macclesfield, Pinetops, Speight Forest, and surrounding rural
areas. One person indicated he lived in Scotland Neck and two persons
Indicated Rob er t sonv i 1 1 e . There were 19 other communities excluding
Rocky Mount and Wilson from which 27 persons came.
The third and final part of the question deals with the actual
mileage or distance between these communities and Tarboro. There were
110 replies to this portion of the question out of a possible 118.
About half of these persons stated that they lived within 10 miles of
Tarboro and 83 percent indicated they lived within 20 miles.
Question 4 - How often do you come to downtown Tarboro?
The greatest number of replies indicated they made daily visits to
Tarboro probably because they worked there. Only 13 percent or 49 replies
showed less frequent visits to Tarboro. No response indicated visits to
Tarboro only several times a year.
Frequency of Visits
Daily
2 or 3 times a week
Once a week
One e a mon t h
Several times a year
This is the first time
REPLIES
N
umb er
of Re
Pl
ies
329
31
15
3
0
0
Percent of Tota I
8 7%
8%
4%
1%
0%
0%
Question 5 - How many years have you come to shop in downtown Tarboro?
The majority or about 63 percent of the 378 replies have been
shopping in Tarboro for ten years or longer, while 138 persons have
shopped for either 5-10 years, 1-4 years, or 1 or less years.
Number of Years
10 years or longer
5- 10 yea r s
1-4 years
1 or less years
REPLIES
Number of Replies
232
68
53
17
Percent of Total
63%
18%
14%
5%
Question 6 - Approximately what percentage of your total shoppin;
spending, not counting groceries, do you consider that you do in
Tarboro ?
REPLIES
Percentage of Shopping Spending Number of Replies
Less than 25 percent 54
Between 20 & 60 percent 118
Over 60 percent 196
Percent of Total
15%
3 2%
53%
Over half or 53 percent of the 368 responses to this question
designated the respondents purchase over 60 percent of all their shop-
ping goods except groceries in Tarboro. Thirty-two percent spend
between 20 and 60 percent of their total shopping spending in Tarboro,
Only 15 percent spend less than 25 percent of their shopping income
in downtown Tarboro.
Question 7 - Can you usually find the merchandise you need or are
looking for?
Number of Replies Percent of Total
Yes
No
289
75
7 9%
21%
Of the 364 replies to this question, 289 or 79 percent of the
respondents stated that they could find the merchandise they were
s eek ing .
Question 8 - How do you rate downtown stores with regard
REPLIES
Number of Replies
WINDOW DISPLAYS
Exce 1 1 ent
Good
Fair
Poor
No Op in io n
STORE FRONTS
Excellent
Good
Fa ir
Poor
No Op in ion
18
181
135
25
15
5
116
181
64
11
5%
48%
3 6%
7%
4%
1%
31%
48%
17%
3%
-28-
10
3%
175
4 7%
145
3 9 7.
29
87o
12
3%
1
1%
29
87o
79
2 27o
165
4 67o
82
237o
How do you rate stores from the standpoint of:
Number of Replies Percent
CLEAN, WELL LIGHTED INTERIORS
Excellent
Good
Fair
Poor
No Opinion
RESTROOM FACILITIES
Exce 1 1 en t
Good
Fair
Poor
No Op in ion
How do you rate sales personnel?
COURTEOUS AND HELPFUL
Excellent
Good
Fair
Poo r
No Opinion
PERSONAL APPEARANCE
Excellent
Good
Fair
Poo r
No Opinion
KNOWLEDGE OF PRODUCTS
Excellent
Good
Fair
Poor
No Opinion
QUALITY OF MERCHANDISE
Excellent
Good
Fair
Poor
No Op in ion
SELECTION OR VARIETY OF MERCHANDISE
Excel lent
Good
Fair
Poo r
No Opinion
69
208
79
12
6
47
244
67
4
7
30
187
113
30
6
30
219
89
1 1
15
147
129
52
6
187o
5 67,
21%
3%
2%
13%
6 6%
18%
1%
2%
8%
51%
3 1%
8%
2%
8%
62%
2 5%
3%
2%
5%
42%
3 7%
15%
1%
Only 7 percent rated downtown Tarboro stores, personnel, and
merchandise as excellent. On the other hand, just 12 percent rated
them as being poor and 4 percent had no opinion. The majority of
the replies rated the downtown stores as "good" in regard to window
displays, store fronts, clean, well lighted interiors, rest room
facilities; the sales personnel as courteous and helpful, their per-
sonal appearance or knowledge of products; and merchandise, both in
quality and variety. Approximately 30 percent feel conditions are
only "fair".
-29-
Question 9 - Of the improvements listed below which do you think
should be incorporated in downtown?
REPLIES
Type of Improvement Number of Replies Percent
More Parking 313 82.8%
Improve Store Fronts 181 47.9%
Provide Public Restrooms 177 46.8%
Stores Open One Night 143 3 7.8%
Pedestrian Mall 123 32.5%
Covered Sidewalks 82 21.7%
Shrubs Planted 45 11.9%
Trees Planted 27 7.1%
The majority of respondents checked those items with which
they had experience with, parking being the almost unanimous choice.
Improving store fronts, providing public restrooms, keeping the stores
open one night, and having a pedestrian mall are the other improvements
most frequently requested in that order. There was only limited inter-
est in covered sidewalks, and planting shrubs and trees. This may be
because they are unfamiliar with them in a downtown area and because
they provide some of the more intangible values.
Question 10 - Considering traffic congestion, your ability to find a
parking place, the appearance of stores and the selection of merchan-
dise in downtown Tarboro stores, what suggestions do you have for im-
proving downtown Tarboro?
Response to this question was very enthusiastic. Every possible
kind of community improvement was indicated. In many instances, re-
spondents took time to write a full page of comment concerning their
thoughts and feelings about Tarboro. Many suggestions were indicated
by more than one person.
REPLIES
Suggested Improvement Number of Replies
Adequate Parking 54
More Specialty Stores 55
Downtown Cafeteria 49
Modernize Downtown Stores 19
More Recreational Facilities 19
More Variety in Merchandise 19
Occupancy of Vacant Stores 16
Decrease in Loitering 14
Clean up River Bridge Area and Put Up Lights 13
Repair Sidewalks 12
Downtown Grocery Store 11
More Courteous Store Personnel 11
Downtown Medical Doctor 7
Better Quality of Merchandise 4
Installation of Parking Meters 4
Rerouting of Traffic Around Tarboro's CBD 4
Lower Store Rent 3
Downtown Dentist 2
More Advertising 2
Branch Post Office in North Tarboro 1
Establishment of YMCA and/or YWCA 1
Downtown Mortician 1
No Op in ion 19 5
Total 515
-30-
Some of the other suggestions of interest are as follows:
Reduce the price of gas to 31. 9<; per gallon. -
Use the Henry Ford idea, "find out what the people want and give it
to them . "
Better traffic control from city limits to city limits on Main Street.
Better zoning for off-street parking.
Continual planning to prepare for the forecasted 25% increase in vehi-
cles in operation predicted by 1975-
Change the name of Main Street back to the original name, that of St.
George Street.
Renovate from end to end or rebuilt it, especially the old "jottem
down" type stores like those on Lum and Abner shows.
Do something to Albemarle Avenue.
Put a traffic light at the intersection of Wilson and Albemarle Streets
Everyone should smile and speak when meeting another person on the
street, whether they know them or not.
A sign erected to welcome visitors and customers to Tarboro,
Lower the prices of merchandise to compete with Raleigh and other
places in eastern North Carolina.
Washthewindowsinvacant stores.
Provide restrooms for negroes.
Establish book and music stores-
No parking on Main Street.
Arrange store counters so that they are not as close together.
Implement city improvements by dealing with the "tight-fisted money
bags in Tarboro."
The words of one of the respondents summarizes the results of
the Tarboro Consumer Survey. "These are not criticisms that are
written here, only suggestions for improvement. Every town can al-
ways stand improvement, just like people."
-31.
MERCHANT SURVEY „ .
Results of the Merchant Questionnaire
In addition to the use of a questionnaire to measure the con-
sumers' opinion of downtown Tarboro, the Tarboro Plan-ang Board dis-
tributed questionnaires prepared by the Division of Community Plan-
ning to gauge the opinions of the merchants
Question 1 - Do you own or lease your present business area?
Number of Replies Percent of Total
Own their building
2 1 1 7o
Leasetheirbuilding 15 897,,
Question 2 - Estimate the approximate percentage of your total dollar
receipts in 1963 received from customers living:
Percent of Dollar Sales
Within the Tarboro City Limits 57%
Outside Tarboro but within Edge-
combe County 33%
Outside of Edgecombe County
10%
After averaging the percentages listed in each category by the
merchants, the results showed an estimated 57 percent of the total
dollar receipts received by the downtown Tarboro merchants came from
within the Tarboro city limits, while 33 percent came from an area
outside Tarboro but within Edgecombe County. Only 10 percent of the
merchants' total dollar receipts were received from consumers outside
of Edgecombe County.
Question 3 - Number of employees working in store or office (includ-
ing owner, clerks, salesmen, etc.)
One hundred eighty-five employees worked in the 17 stores includ-
ed in the survey .
Question 4 ~ How many of these employees regularly drive a car to work?
Ninety-four employees drove a car to work, or 51 percent of the
total employedt.
Question 5 - How many off-street parking spaces do you provide for?
Owner and Employees 8 4
Customers 103
The 11 merchants responding to this question, 6 short of the num-
ber answering questions 3 and 4, indicated they provide 84 off-street
parking spaces for themselves and their employees and 103 spaces for
their customers.
If we assume the 6 merchants now answering this question do not
provide any spaces, 10 of their employees automatically do not have
off-street parking spaces which means some of these people will proba-
bly park on Main Street, thus, contributing to the parking problem.
One consumer stated, "it is very discouraging to drive down the street
looking for a place to park and see someone run out of a store and
either move a car upward or backward to hide the policeman's chalk
mark." The same person even went so far as to say, "there would be no
parking problem if the merchants and clerks would stop parking in front
of their stores." Although this is an oversimplification of the park-
ing situation in downtown Tarboro, it does indicate that the merchants
should make available more off-street parking space for their employ-
ees so that customers could more readily find a parking place-
Question 6 - Do you feel that the present supply of parking spaces in
the downtown area is adequate for present needs? Yes 1 No 1 6
Only one of the merchants felt that there was currently suffi-
cient parking space in the downtown area. The remainder, 16, stressed
the need for more parking.
Question 7 - How can parking be improved?
There were 9 replies to this question. They are summarized as
foil ows :
1) More off-street parking and better control of the present parking
spaces ;
2) Installation of parking meters and establishment of municipal park-
ing lots;
3) Prevention of merchants, clerks^ lawyers, bankers, doctors, etc,
from using controlled parking space all day;
4) One hour parking on Main Street and for an additional two blocks
on either side of Main Street.
Question 8 - How much floor space do you presently occupy? 7 5,154
s quar e feet.
There were 16 replies to this question. A total of 75,154 square
feet is the expanse of floor area occupied by the Tarboro merchants
answering this question.
Question 9 - Does your business have any plans for expansion within the
next two years to five years?
Yes 5 No 9
How much additional floor space will you build? 28,500 square
f eet .
How many additional employees will you employ? 1 8
Of the 14 replies to this question, five plan to build additional
floor space, an estimated total of 28,500 square feet. This is an in-
crease of approximately 35 percent.
Question 10 - Would you be willing to contribute financially (in propor-
tion to your direct benefit) to provide off-street parking for customers
in downtown Tarboro?
Number of Replies Percent of Total
Yes 6 43 7o
No 8 5 7%
Question 11 - Would you be willing to form a special assessment district
to provide off -street parking?
Number of Replies Percent of Total
Yes 7 587o
No 5 427o
■ 33-
Question 12 - Who do you feel should provide off-street parking facil-
ities?
The City J_2
Private Enterprise i.e., business establishments 6
Merchant Cooperative Corporation 3
Organization of a downtown assessment district 4
There were 25 answers to this question. Many of the merchants
felt that there were several methods of solving the parking problem.
Twelve or 48 percent of the merchants indicated the city should
provide off-street parking facilities whereas the remainder or 52
percent Indicated either private enterprise, 6 merchant cooperation
corporation, 3 or a downtown assessment district, 4.
In questions 10, 11, and 12, there appears to be a genuine
interest and willingness on the part of over half of the downtown
Tarboro merchants participating to provide off-street parking facil-
ities for their customers.
Question 13 - Has the development of new shopping centers In the
suburbs of Tarboro had an adverse effect on your business?
Number of Replies
Percent of Total
Yes
No
4
11
26
74
Perhaps other shopping centers have not affected Tarboro mer-
chants to a great extent yet, but with several of the consumers
stating, "it's almost impossible to find a parking place, and when
you do, one hour parking certainly does not allow enough time to
shop, I had rather go to shop elsewhere than have to move my car
every hour , "
Question 14 - If you were establishing a business for the first
time, would you locate where you are presently located?
Number of Replies Percent of Total
Yes
No
1 1
4
74
26
)uestlon 15 - When you do expand, will you do so:
Number of Replies Percent of Total
On the present site
Downtown
Community shopping center
in Ta r bo ro
Other
29.4
23 . 5
5.9
17.6
There were 13 replies to this question, Nine or 69 percent
Indicated they would either locate on their present site or on
another lot downtown.
Question 16 - Major problems that confront Tarboro's Centr.il Business
District now. Check in the box to the right if you consider the factor
a major problem.
Lack of a full variety and
selection of goods.
Inadequate customer facilities
such as restrooms, lounges,
lunch counters, etc.
Store appearance and facilities
generally out of date and un~
appeal ing .
Inconvenient opening and closing
hours.
Lack of effective leadership.
Absentee ownership
Uncooperative city government.
Inadequate street lighting.
Number of Replies Percent of Total
4 23 .5
6 35.3
23 .5
11 o8
17.7
There were 29 replies to this question. The majority felt that
store appearance and facilities generally out of date and unappealinj
contributed to the downtown area's problem^
Question 17 - Indicate what actions should be taken in downtown Tar-
boro to best meet the needs of present and potential customers.
Only 9 persons answered this question. The suggestions are as
foil ows :
1) A better merchant organization and more cooperation;
2) More off-street parking;
3) Installation of parking meters;
4) Plant trees and shrubs;
5) Use attractive garbage cans;
6) Provision of public restrooms and restaurants for
customers and visitors;
7) Decrease loitering on Main Street;
8) Have same opening and closing hours by all merchants;
9) Occupy empty stores;
10) Modernize old buildings;
11) Enlarge selection of merchandise and have competitive
prices to keep shopper in Tarboro; etc.
Question 18 ~ Please indicate below your judgement or the major pro-
blems that confront Tarboro's downtown shopping area. Check those
factors you consider a major consideration.
Numb er of Replies Percent of Total
Physical deterioration of down-
town buildings.
Inadequate number of off-street
parking spaces.
Congested downtown streets.
Congested street leading to down-
town .
Poor appearance of downtown build-
ings and streets.
16
7
7 0.6%
9 4,1%
41 .2%
3 5.3%
4 7.1%
Similar to comments listed throughout both the consumer and
merchants surveys, an inadequate number of off-street parking spaces
were again indicated by 16 merchants, almost 100 percent, as the
major problem confronting Tarboro's Central Business District. Next
in order of frequency mentioned were the physical deterioration of
downtown buildings and the poor appearance of downtown buildings and
streets. Finally, traffic congestion in both downtown streets and
streets leading to downtown was shown to present a major problem by
13 me r chant s .
It is to be noted that questions 16, 17, and 18, in the merchants
opinion questionnaire have answers which correspond very closely to
those dealing with similar aspects in the consumers' ques t ionnar ie ,
questions 8, 8, and 10. The correlation in replies of both the mer-
chants and consumers indicated that there is a general consensus of
opinion on the major problems confronting Tarboro's Central Business
District. The following appear to be the major concerns:
1) Inadequate number of off-street parking spaces;
2) Store appearance and facilities generally out of date and un-
app ea 1 ing ;
3) Inadequate customer facilities such as restrooms, lounges,
lunch counters, etc.;
4) Lack of a full variety and selection of goods;
5) Inconvenient opening and closing hours by the stores;
6) Traffic congestion on downtown streets and streets leading
to down town .
-36-
STATE LIBRARY OF NORTH CAROLINA
3 3091 00747 9231