Attachment B - Staff Report - GPA-PV-1-21-2.pdf

GENERAL PLAN AMENDMENT 
STAFF ANALYSIS 
September 28, 2021 
Application: 
GPA-PV-1-21-2 
Applicant:       
 John H Berry, The Hampton Group 
Owner: 
Bell 166, LLC 
Representative:         
    Nick Wood, Esq., Snell & Wilmer, LLP 
Location: 
Southwest corner of Scottsdale Road and Bell Road 
Acreage: 
2.56 acres 
Current Plan Designation: 
Industrial (2.56 acres) 
Requested Plan Designation: 
Mixed Use (Commercial / Commerce / Business 
Park / Residential 15+ dwelling units per acre) (2.56 
acres) 
Reason for Requested Change: 
Minor General Plan Amendment to allow multifamily 
residential and commercial uses.  
Paradise Valley Village Planning 
Committee Date: 
October 4, 2021 
Staff Recommendation: 
Approval 
FINDINGS: 
1) The companion rezoning case, Z-12-21-2, proposes development that is
consistent in scale and character with land along the Scottsdale Road corridor.
2) The Mixed Use (Commercial / Commerce / Business Park / Residential 15+
dwelling units per acre) land use designation will permit new zoning to be applied
to the site that maximizes opportunities within the Paradise Valley Village along
two major arterial streets with existing transit options.
Attachment B

Staff Analysis 
GPA-PV-1-21-2 
Page 2 
 
 
3) The Mixed Use (Commercial / Commerce / Business Park / Residential 15+ 
dwelling units per acre) land use designation will establish compatible uses within 
a designated Major Employment Center. 
 
BACKGROUND 
 
The subject site is located at 
the southwest corner of 
Scottsdale Road and Bell 
Road. The site is occupied by 
a single-story commercial 
building, and surface parking 
areas. The current building is 
partially vacant. The 
companion Rezoning Case 
No. Z-12-21-2 is a request to 
allow PUD zoning for 
multifamily residential and 
commercial uses on the 
entirety of the site.  
 
Currently the site has a land 
use map designation of 
Industrial. The requested land 
use map designation Mixed use 
(Commercial / Commerce / 
Business Park / Residential 15+ 
dwelling units per acre) will allow for alternative housing choices in the area as well as 
nonresidential uses and to provide consistency with the Kierland corridor. Recent 
development suggests the Scottsdale Road corridor is evolving to a mixture of housing 
choices and commercial uses. The proposed land use map change will serve as a 
continuation of the proposed land use designations to the south of the subject site.  
 
This General Plan Amendment proposes a Mixed Use land use map designation of 
Commercial / Commerce Park / Residential 15+ dwelling unit per acre. This Mixed Use 
designation will allow commercial, commerce park and residential land uses to locate on 
the site. Maps of the existing and proposed General Plan Land Use Map designations 
can be found attached to this report.                                     
 
 
 
EXISTING CONDITIONS AND SURROUNDING LAND USES 
 
There is one existing commercial building on the southwest quadrant of the site. The 
table below provides a summary of the surrounding General Plan (GP) Land Use Map 
Aerial Map, Source: City of Phoenix Planning and 
Development Department

Staff Analysis 
GPA-PV-1-21-2 
Page 3 
 
 
designations, existing land uses and zoning.  
 
Location  
GP Land Use  
Existing Land Uses 
Zoning  
North 
(across 
Bell Road) 
Parks/Open Space – 
Publicly Owned 
Canal and Hotel 
R1-14 and C-2  
South  
Industrial 
Convenience store  
C-2 
East 
(across 
Scottsdale 
Road) 
Mixed Use 
Neighborhoods/Regional 
Use District 
Commercial 
office/shopping center 
Planned 
Regional Center 
(PRC) (City of 
Scottsdale) 
West  
Industrial  
Retail  
 
C-2 
Surrounding Land Use Designations, Land Use and Zoning 
 
The site falls within the boundaries of the 
Maricopa Association of Governments 
designated Desert Ridge/Kierland major 
employment center and City of Phoenix 
designated employment center. Providing 
additional housing options in close 
proximity to the nearby workforce will add 
to the sustainability of established office 
space and commercial uses built around 
the Desert Ridge/Kierland Major 
Employment Center.   
 
 
 
 
 
 
 
 
RELATIONSHIP TO GENERAL PLAN CORE VALUES AND PPRINCIPLES 
 
• CONNECT PEOPLE AND PLACES CORE VALUEOPPORTUNITY SITES; 
OPPORTUNITY SITES; LAND USE PRINCIPLE: Promote and encourage 
compatible development and redevelopment with a mix of housing types in 
neighborhoods close to employment centers, commercial areas, and where 
transit or transportation alternatives exist. 
 
Major Employment Center Map, Source: City of Phoenix Planning & Development Department

Staff Analysis 
GPA-PV-1-21-2 
Page 4 
 
 
The proposed request supports the proposed development that is compatible in 
scale and intensity with the surrounding area. The development is located in a 
mixed-use corridor where adjacent properties are residential or commercial. The 
site also sits on the corner of two Major Arterials. The concentration of people 
within an Employment center and near employment uses and transportation 
corridors promotes the sustainability of nearby commercial uses. Further, the 
opportunity to add additional housing choices is consistent with the goals of the 
Housing Phoenix Plan. 
 
• CONNECT PEOPLE AND PLACES CORE VALUE; CORES, CENTERS AND 
CORRIDORS; LAND USE PRINCIPLE: Locate land uses with the greatest 
height and most intense uses within village cores, centers and corridors 
based on village character, land use needs, and transportation system 
capacity. 
 
The proposed land use map amendment would facilitate the opportunity for 
additional residential and commercial development adjacent to existing transit 
lines and within a corridor that has supported additional height and intensity.   
 
• CELEBRATE OUR DIVERSE COMMUNITIES AND NEIGHBORHOODS CORE 
VALUE; DIVERSE NEIGHBORHOODS; LAND USE PRINCIPLE: Include a 
mix of housing types and densities where appropriate within each village 
that support a broad range of lifestyles. 
 
The request facilitates additional residential options adjacent to major arterial 
streets and in close proximity to Kierland Commons and the larger Scottsdale 
Road corridor. 
 
CONCLUSION AND RECOMMENDATION 
 
Staff recommends approval of GPA-PV-1-21-2 as filed. The request aligns with the 
goals and polices of the General Plan and will result in a land use designation that will 
continue to support surrounding uses while maximizing the property’s location in a 
transportation corridor.   
 
Writer 
 
David Simmons 
September 28, 2021 
 
Exhibits  
Sketch Maps (2 pages)

SCOTTSDALE RD
71ST ST
BELL RD
APPLICATION NO:
VILLAGE:
APPLICANT:
COUNCIL DISTRICT:
ACRES:
EXISTING:
PROPOSED CHANGE:
GPA-PV-1-21-2
2.56 +/-
2
John H Berry, The Hampton Grou,p Inc
Paradise Valley
Mixed Use (Commercial/Commerce Park/Residential 
15+ du/ac ( 2.56 +/- Acres)
Industrial ( 2.56 +/- Acres)
SCOTTSDALE RD
71ST ST
BELL RD
Proposed Change Area
Industrial
Parks/Open Space - Publicly Owned
GENERAL PLAN AMENDMENT
X
X
X
X
X
CITY OF PHOENIX
PLANNING & DEVELOPMENT DEPARTMENT
200 W WASHINGTON ST
PHOENIX, AZ 
85003
(602) 262-6882
Proposed Change Area
Mixed Use (Commercial / 
Commerce Park / Residential 15+ du/ac)

SCOTTSDALE RD
71ST ST
BELL RD
APPLICATION NO:
VILLAGE:
APPLICANT:
COUNCIL DISTRICT:
ACRES:
EXISTING:
PROPOSED CHANGE:
GPA-PV-1-21-2_BW
2.56 +/-
2
John H Berry, The Hampton Grou,p Inc
Paradise Valley
Mixed Use (Commercial/Commerce Park/Residential 
15+ du/ac ( 2.56 +/- Acres)
Industrial ( 2.56 +/- Acres)
SCOTTSDALE RD
71ST ST
BELL RD
Proposed Change Area
Industrial
E E E E E
E E E E E
E E E E E Parks/Open Space - Publicly Owned
GENERAL PLAN AMENDMENT
X
X
X
X
X
CITY OF PHOENIX
PLANNING & DEVELOPMENT DEPARTMENT
200 W WASHINGTON ST
PHOENIX, AZ 
85003
(602) 262-6882
Proposed Change Area
Mixed Use (Commercial /
Commerce Park / Residential 15+)