Assessment Overview

• In general, the residential properties are well maintained and well landscaped and are a community asset that should not be eroded
• Vacant stores, poor lighting, a perceived lack of safety and poorly landscaped parking areas at the Melrose Shopping Center discourage pedestrians and neighborhood shopping
• The lack of gateways, street trees and pedestrian scaled street lights along East Cheltenham Avenue contribute to a weak sense of place
• The wide cartway, limited parking, poorly maintained commercial buildings and high traffic speeds discourage use of East Cheltenham Avenue as a commercial destination
• There are a significant number of commercial establishments that could create a strong district at Oak Lane, 5th Street and Cheltenham Avenue
• The Cheltenham Township side and the City of Philadelphia side of Cheltenham Avenue both face the same dilemma of a slowly declining district. Cooperative partnerships should be explored.

Enhancement Opportunities

• Ideas for the Melrose Shopping Center:
• Renovate store facades throughout to enhance the visibility and quality of the center
• Coordinate the location of a new sign and bus stop area at Front Street
• Along Front Street build an outdoor café terrace with landscaping and neighborhood services such as post boxes and kiosks
• Plant trees along a pedestrian path through the parking lot to link CVS to the supermarket
• Introduce low planting, minimize curb cuts and improve the crosswalks along East Cheltenham Avenue and Front Street
• Improve commercial Cheltenham Avenue between Oak Lane and Oak Avenue to create stronger architectural unity and a more appealing district
• Along Cheltenham Avenue create a bikeway, install street lights and banners, plant a landscape median and street trees to define the identity of this district
• Reconfigure the intersection and parking at Cheltenham, Valley Road and Oak Lane to create a landscaped island and improve pedestrian safety
• Partner with Philadelphia to create coordinated physical improvements at Oak Lane, 5th Street and Cheltenham Avenue

Below are views of the draft plan.

Plan View of Melrose Shopping Center

Perspective of Melrose Shopping Center (looking north)

Perspective along Cheltenham Avenue (between 5th and Oak Lane)

Business Triangle at 5th and Oak Lane