Principle 4: Be a good neighbor by ensuring that the building can attract new development to East Market Street and positively reach out to adjoining neighborhoods.

There are two major considerations when evaluating the potential for the arena to be a good neighbor – understanding signage and thinking carefully about protecting Chinatown.

The proposed arena design will be able to have signage with advertising up to 10 times larger than what Market Street currently allows.  Will Times Square-scale signage and brightness levels contribute to a lively mixed-use district that attracts residents?

And if we are able to successfully create a mixed-use community on Market Street, how can we work in parallel to apply zoning and historic preservation protections to Chinatown to support thoughtful cultural preservation and mitigate displacement?

Figure 1: Times Square

Figure 2: Times Square

Previous

Next

How have other cities done this?

The Preservation Alliance of Greater Philadelphia rightly points out that Philadelphia’s Chinatown has withstood a long history of urban renewal and development pressures. This arena project is another pressure point stressing this neighborhood's sense of place and cultural identity. So, as this project appears to be moving forward, the key will be finding ways to work with the City and the developer to manage the coming change in a way that is both equitable and sustainable. In this instance, the City of Philadelphia is handing over a great deal of site-specific control to the developer. Considering this, it is not unreasonable that the adjacent community and the citizens of Philadelphia at large insist to their elected officials that there are ways to incorporate good design into the project to ensure that the development functions as a good neighbor. There are two areas where citizen voices can make an impact – thinking more creatively about signage and the building’s street presence, and instituting regulations that can help protect the Chinatown neighborhood.

In terms of signage, there are opportunities for 76Place to incorporate signage that can create a sense of place, can be a source of pride, and be a welcoming feature for visitors, fans, and residents. The current signage plans evoke a version of a glitzy, glowing Times Square -- a giant zone of glaring advertisements. Why not reframe the approach to signage? Utilize multi-media experiences and cutting-edge technologies to create a more collaborative social space and a dynamic facade. The walls can incorporate vintage Sixers and Philly signage, player and resident images, awards and recognitions, and sports themed graphics. Examples of innovative digital installations in Bangkok, Las Vegas, and Chicago lend some inspiration as to ways to think outside of the box when it comes to signage and advertising. It is worth reiterating that the arena facade will set the scene and will define a new sense of place on Market Street. So, take this opportunity to define that sense of place and make it evocative of the City of Philadelphia -- not evocative of a product up for sale.

Another essential component for the arena to be a good neighbor centers on instituting meaningful regulations that will protect the physical quality of the Chinatown neighborhood. The Preservation Alliance has explored the idea of establishing a Municipal or Tiered Historic District where properties within a historic district cannot be altered or demolished without the review and approval of the Philadelphia Historical Commission. In addition, a Neighborhood Conservation Overlay is a zoning tool overseen by the Planning Commission that allows neighborhoods to set standards for materials, setbacks, massing and height of new developments. But the urban fabric is about more than the physical, it is also about the social structures that create a neighborhood. To preserve the cultural assets that define Chinatown, it will also be essential to carefully consider ways to support businesses and housing. Developing programs to support and incentivize local, long-standing, independent businesses plus expanding financial programs to incentivize affordable housing creation, historic preservation, and adaptive reuse are key to establishing the safeguards that will allow the Chinatown community to manage change, reduce the risk of displacement, and slow gentrification.

Figure 3: Crown Fountain at Millenium Park

Figure 4: Crown Fountain at Millenium Park

Previous

Next

​What to know

The proposed arena’s emphasis on large-scale signage, limited integration with a large-scale vision for Market East, and lack of meaningful connection to Chinatown will impede the area’s potential for strengthening a mixed-use neighborhood that supports both residents and visitors.

Unprecedented Signage Size and Brightness: Pending City Council legislation would allow an unprecedented amount of signage for the arena—surpassing even the expansive signage allowances for the Fashion District. Current renderings only show a “urban experiential display” along Market Street and several other digital signs all featuring the 76ers logo, but the proposed bill vastly increase the allowable signage from what is shown and would permit these signs to serve as commercial billboards. Unlike properties like the Fashion District, the arena wouldn’t be required to fund additional public improvements to offset the impact of their digital billboards.

The bill would allow up to 25,000 square feet of signage along Market Street and 11,000 square feet each along 10th and 11th Streets. Individual signs could be as large as 10,000 square feet. This introduces Times Square-level signage to Market East, overpowering the streetscape and reducing the area’s appeal for future development. Furthermore, the city’s efforts to gain control of Market Street from PennDOT would exempt the street from existing standards and remove restrictions on bright, full-motion signage that could distract drivers. This introduces potential motorist and pedestrian safety concerns, particularly with large, brightly lit digital displays along a heavily trafficked corridor.

Figure 5: Existing Signage at the Fashion District 

Figure 6: Existing Signage at the Fashion District 

Figure 7: Arena Signage or Commercial Billboard? 

Figure 8: Allowable signage under new legislation 

Previous

Next

Potential Visual and Economic Impact on Market East: Without clear limits on brightness or size, this signage-heavy approach could push Market East toward an advertising hub rather than a mixed-use corridor. This could limit the neighborhood’s appeal to Philadelphia residents and local businesses and diminish Market East's potential appeal as a place to live and work. While the arena may bring more commercial space to Market East, the existing design’s inattention to civic spaces and the quality of the public realm, could lead to reduced foot traffic outside of event hours and create lack of continuity along with broader goals for revitalization.

Community Disconnection and Concerns about Inclusiveness: The proposed arena does not include design elements that could bridge Market Street with Chinatown, such as culturally reflective signage or community gathering spaces. Large-scale advertising and event-focused design elements may inhibit the development of smaller, local businesses or crucial cultural spaces that typically thrive in more neighborhood-oriented settings like Chinatown. By not incorporating design elements or spaces that reflect Chinatown and Philadelphia’s overall identity, the arena project misses the opportunity to act as a cultural gateway. These decisions risk making the arena feel isolated from both Center City and Chinatown, rather than part of a larger, cohesive district. With expansive allowances for private, branded signage and limited public improvements required, the project does not fully commit to creating inviting, accessible public spaces that could benefit the public beyond event days.

Questions we should be asking

• Can the signage be right sized to ensure it doesn’t negatively affect current and future residents, since attracting new residents is key to the success of Market Street in the long term?

• Should the City continue to pursue a swap of control over Market St. with PennDOT or abide by its existing controls? It is important to note that the ramifications of this swap would then allow the city to approve larger and brighter signage.

• What would an electronic billboard of new allowable size look like at all times of day and how would it affect pedestrians and drivers as well as residents and guests? Does the city want signage of the size and type found in Times Square along East Market Street? Or can lighting and signage be more elegantly incorporated into the form of the building?

• Can the city proactively apply zoning and historic preservation protections to Chinatown to allow for thoughtful planning for cultural preservation?

• What would be the design standards for an electronic billboard controlling the types of advertising and imagery allowed?

Best Practices

With foresight and commitment, 76Place can become a sophisticated development that is also a good neighbor.

Signage innovations utilizing new technologies could create a distinctive marquee that enhances the arena’s architecture, establishes a sense of place, and becomes a point of pride. Being a good neighbor means understanding context and exploring ways to incorporate signage, along with building materials, massing and form, that responds to and engages with the surroundings rather than putting forth a profusion of bouncing advertisements that attempt to replicate the buzz of Times Square.

But being a good neighbor is also about behavior. It means being respectful and considerate and it means taking the time to understand the needs of community. The Chinatown neighborhood is an important, vibrant cultural and ethnic community. A successful arena development will take the time to support the preservation of the community ensuring it remains a viable Philadelphia neighborhood. This could be achieved by supporting policy interventions aimed at ensuring stability, but it could also be achieved through design interventions such as creating a civic gateway to Chinatown that celebrates the people, the businesses, the place, and the culture. The Preservation Alliance has stated that Chinatown’s predicament is that the neighborhood’s backyard is the City’s front yard. Encouraging 76Place to think about Chinatown as the arena’s front yard presents an opportunity to more fully honor Chinatown as an historic and important city neighborhood.