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Sellwood-Moreland Adopts Main Street Design Guidelines

Press Release by PDX Main Streets - May 25, 2020

Sellwood-Moreland Adopts Main Street Design Guidelines

On May 20, 2020, new Sellwood-Moreland Main Street Design Guidelines were unanimously adopted by the Sellwood Moreland Improvement League (SMILE) Board of Directors. These advisory guidelines are intended to clarify community goals for design in the core commercial main street area including SE Milwaukie and SE 17th, SE 13th, SE Bybee, and Tacoma.


"Main streets are the lifeblood of Portland's neighborhoods and local business districts. We can learn a lot about good design by studying how a good main street creates community," said Heather Flint Chatto, Director of PDX Main Streets. “We find that with tools for neighborhoods to establish a vision and develop their priorities for the future, communities are better able to communicate with designers and developers. When development fits local guidelines, there is often greater acceptance of growth because it fosters sensitive infill that fits the area’s goals and is respectful of their unique identity.”


The guidelines are an educational tool that highlights local design and building patterns, identifies community design preferences, and documents a vision for an evolving community with vibrant main streets and an enhanced streetscape. These advisory guidelines can help support more compatible, aesthetically harmonious growth while adding needed housing, services and streetscape improvements as the neighborhood evolves. Learn more about the design guidelines at www.pdxmainstreets.org/sellwood-moreland. Read More...


The guidelines were developed by representatives from the SMILE Land Use Committee, the Sellwood-Moreland Business Alliance (SMBA), donated support from PDX Main Streets and technical support from design consultants Forage Design, and Qamar Architecture & Town Planning. The year-and-a-half-long public process included public workshops and walking tours, community surveys, outreach at local markets, studying local design patterns, outreach by SMILE list serves, Nextdoor postings, participant lists, Facebook and Instagram, articles in the news, and through SMBA outreach lists. Read More...

Portland Residents Chime in on Design Overlay Talk

by Kent Hohlfeld, Daily Journal of Commerce

DJC Oregon_Portland Residents Chime in on Design Overlay Talk – Division Design advocates for infill that reflects better compatibility and context weigh in on new Design Overlays and the City’s Design Overlay Zoning Assessment (DOZA).
Daily Journal of Commerce, February 24, 2017

DOZA - The Good, the Bad, and the Ugly

By Midge Pierce, The Southeast Examiner, May 2017 

DOZA – The Good, The Bad, and The Ugly. With 80% growth targeted in so-called town centers, the work of SE’s Division Design Initiative to encourage attractive, appealing new-builds and repurposing takes on new urgency and relevance. Recommendations made by DDI are well-reflected in DOZA proposals about scale, setback, aesthetic patterns, compatibility with physical characteristics of neighborhoods and pedestrian-friendly public spaces. The Southeast Examiner, May 2017