By Philip Haldiman
Twitter: @PhilipHaldiman

Peoria residents could start seeing a lot more activity near the intersection of Cotton Crossing and Grand Avenue.

The Peoria Planning and Zoning Commission has given its blessing to the 125-acre Peoria Place, a proposed development that today is home to a medical center, but in the future could be bustling with residents living, working and playing in the area.

This site has been largely vacant for a while, with an approved planned area development zoning governing how the land can be used. The council is scheduled to consider it June 16, amending the PAD for more appropriate uses.

Previously the land had been planned for predominantly residential, but Real Estate Development Officer Scott Whyte said the new plan introduces a larger range of non-residential uses in the parcels adjacent to Grand Avenue to ensure their highest and best use. The remaining parcels that are on the west side of Whitney Drive are designated for a variety of residential uses, he said. The updated PAD also includes a revised circulation pattern focusing on pedestrian uses.

The proposal is part of the city’s economic development push to showcase a number of premier sites to attract developers for new commercial and retail in Peoria.

The city has its sights set on Peoria Place as a mixed use employment center.

Mr. Whyte said updating the PAD has been a three year journey, working toward transitioning Peoria Place from vacant parcels into an exciting horizontal development. 

“For the longest time this property was not being pursued for development for a whole host of reasons. So getting the property owner interested and motivated towards development was really the first step and how we did that was by creating a whole development program for the site including market-based data, demographic data, land uses, etc. to make the case that this property can be positioned into a mixed use development that includes employment generating uses,” Mr. Whyte said.

The Peoria Place site is made of a number of parcels and was initially zoned as a planned area development in 2006, envisioning a higher density town center flanking Cotton Crossing with a mix of office and commercial uses. But about 80% of the PAD was residential.

The economic downturn in the late 2000s stalled the project and it was subsequently acquired by Highland Capital.

An anchor attraction

In 2018, Parcel 8 was purchased by Maricopa County to allow for the development of a Maricopa Integrated Health Systems medical facility, now renamed Valleywise Comprehensive Health Center - Peoria.

Mr. White said with the construction of the facility on 20 acres, expected to open next year, it is estimated 320 staff will service a daily volume of about 255 patients and visitors.

Mr. Whyte said securing MIHS for the site was a turning point in the development of Peoria Place and will be a big contributor to its success.

“This was a huge plus in terms of bringing the anchor tenant to the development,” he said. “It started with MIHS. They were looking and Peoria Place was the perfect place for them. It was just good timing. That got a lot of people’s attention. Once construction began, it changed the perception of what Peoria Place could be.”

Developer interest

This proposal is unique in that it is a city-proposed initiative.

Mr. Whyte said the city can originate the land use and general plan amendment entitlements and acquire the land to reposition parcels in areas in need of revitalization.

Since July 1, 2018, the total amount spent to date on the Peoria Place PAD amendment/entitlement process is about $159,000.

It is all for the purpose of moving forward strategic development on key parcels in the city, he said.

“Sometimes we need to take the initiative to do the work that makes a case for a property owner's attention, and that’s what we did. We did the research, crunched the numbers, looked at the data and came up with a plan, and then pitched it to the property owner,” he said. “Then we can start down the path of entitlements.”

Mike Schwab, principal designated broker at Land Advisors, said it has truly been a collaborative effort with the city that has evolved over time. And there has been interest in parcels from a number of parties.

Mr. Schwab represents Peoria Place property owner, Highland Capital.

“When the property was originally zoned PAD in 2006, there was a big carrot running around called Ottawa University and that’s why there was so much multi-family along Grand Avenue. So now we’ve reduced that from between 200 and 400,” he said. “And there is interest. The only parcel we don’t have activity on is parcel six, the commercial mixed use. But we anticipate that will come given Valleywise.”

Schools

City officials said property owners within 600 feet of the site and registered HOAs within one mile were notified of the rezoning. There were 19 attendees at a meeting for public outreach regarding the project, Sept. 25, 2019.

PUSD governing boardmember Monica Ceja Martinez said there needs to be better communication from the city to the school board when it comes to new developments within the city. New developments, especially large ones like Peoria Place, can lead to overcrowded schools, transportation issues and boundary changes for the school district.

These decisions from the city have intentional and unintentional consequences, she said.

“In the three years I have been a governing board member, I have not received one invite, flyer or packet of information about decisions like this that were being made affecting our most vulnerable residents — our students,” she said. “In my experience, the city makes the decisions and the district is left picking up the pieces. For example, high density development can end with no schools for our children to go to. Empty promises are left to the consumer, that is, the city of Peoria residents. There is a lack of outreach and partnership within our community and district.”

Looking ahead

Officials hope the updated PAD will serve as a gateway into Old Town Peoria, which has revitalization plans underway.

City councilwoman Vicki Hunt said the city has worked long and hard to get to this point in developing Peoria Place, and the updated PAD will serve as a win-win for both the developer and the city.

When built out, Peoria Place will enhance the entire area of Old Town, she said.

“It will bring families who will enjoy the art, restaurants, and other amenities that are provided in and around Old Town. The PAD also calls for smart development of some light industrial that will bring tax dollars to Peoria. And, one of the important issues for the residents already living in the area, when built out it will do away with the yearly blight of tumbleweeds,” Ms. Hunt said.

“I envision a happy blend of residents and small businesses that will thrive in this area and bring life to Old Town. They will contribute actively to the vitality of the arts and other amenities in south Peoria. Needless-to-say, I have been actively working to get Peoria Place revitalized since 2005. It is exciting to see all of the city’s work coming to fruition.”

Philip Haldiman can be reached at 623-876-3697, phaldiman@newszap.com, or on Twitter @philiphaldiman.

Philip Haldiman
Senior News Editor | Peoria
@PhilipHaldiman

phaldiman@iniusa.org

Meet Philip
Haldiman is an award-winning journalist who most recently took first place for investigative reporting in 2023 from Arizona Newspapers Association. He joined Independent Newsmedia, Inc., USA, in 2015, covering Sun City West his first year. Since 2016, he has covered the city of Peoria. Prior to coming to INI, he was a reporter with The Arizona Republic for seven years, covering numerous cities throughout the Valley. Before that, he was a freelance writer.

Community: Haldiman spearheads the Peoria Independent Hometown Heroes Awards program, honoring local individuals and businesses that give back to the community. He has hosted local candidate forums over the years and is a member of the Society of Professional Journalists. Haldiman also served as a member of the Journalism Program Community Advisory Board at Glendale Community College. Outside journalism, Haldiman served as a member of the city of Peoria Complete Count Committee for the Census, 2019-2020. Lastly, he has served as a member of his HOA governing board since 2021.

Education: Arizona State University with a BA in Journalism and Mass Communications and a BA in Theater. 

Random Fact: Haldiman is a fourth-generation Arizonan as well as wrote and produced an autobiographical comic book about his time spent in Hollywood and his life as a cult film star.

Hobbies: He enjoys hiking Arizona’s mountainous landscapes and is currently working on a play for the stage.