Member Spotlight: Samuels & Associates - Abe Menzin
November 13, 2017
Over fifteen years ago, Samuels & Associates embarked on a journey to transform an area of the Fenway from an industrial neighborhood, dominated by surface parking and automotive service uses, into a vibrant mixed-use community. Today, the word “Fenway” is not only associated with the baseball park and the surrounding brownstone neighborhoods, but also with a new 
mixed-use and entertainment destination for many Bostonians looking for unique culinary, entertainment, and shopping experiences. Since their arrival to the area, the real estate development company has acquired over a dozen parcels and has executed ground-up or redevelopment of many of them, including retail, office and residential uses. Samuels & Associates’ Senior Vice President of Development and A Better City Board Member, Abe Menzin, met with A Better City Assistant Planning Director Irene Figueroa-Ortiz to share his company’s recipe for transformative placemaking. Abe, a real estate developer with a background in engineering and finance and a passion for transit-oriented development, explained that at the core of great placemaking is a long-term commitment to building a community and establishing strong relationships with residents, local community groups, and institutions. The real estate group approaches land development as a project of “third places” –an industry term used to describe social spaces outside of work and home. For his team, it is not just about commercial or residential development but about carefully crafting the spaces in between both, the places where people meet others and connect with the city. As their masterplan architects, Elkus Manfredi Architects has played an important role in helping them shape their public realm vision.
So, how have Samuels & Associates implemented this notion of third spaces in the Fenway?
Activating storefronts: Lively storefronts made for active, walkable, and well-trafficked streets. After the company purchased its first parcels and underused properties in the late 1990’s one of their first interventions was to activate vacant storefronts with temporary uses. A gas station became Boston’s first Tasty Burger. A vacant tire warehouse building on the current site of the Van Ness building was temporarily repurposed with short-term neighborhood retail uses, including a popular farmers market. Samuels & Associates hadn’t built out the masterplan yet, but they were already enhancing the quality of life of the community by providing access to fresh food and commercial activities. The design of the storefront and streetscapes were a significant area of focus throughout the design process of the recently completed Van Ness project. Abe recalls that “We worked very hard to enhance the streetscapes on all side of the project by hiding the loading and service areas within the project. We also pushed our second and third floor tenant (an urban Target) to create transparency and activity at the street through large picture windows, which is very unconventional for a large department store”. This intention of fostering urban life guides how the company selects commercial tenants for their new buildings. Diversity in the selection of retail tenants is an important placemaking strategy for the company, as the tenant mix determines who visits the neighborhood and what happens in its streets. Samuels & Associates aims for a diverse and inclusive selection of interesting local tenants, connecting them to retail spaces that lead to a better street life.
Embracing the past: Repurposing industrial buildings adds to the urban character of the neighborhood and builds on what was already there. Most recently the company initiated a multi-phase redevelopment of the Landmark Center, now known as 401 Park, and commenced plans to retrofit the complex and repurpose its parking lot by converting it to a 1.1 acre park. Among those plans is to transform a corner of the building previously occupied by a big-box retail tenant into a food hall operated by Time Out Market. This concept will introduce the experience of a year-round food market, populated by the best area Chef’s within a dramatic historic architecture framework, and with strong connections through the food hall to the outdoor park. The arrangement has proven to be very successful in Lisbon, where Time Out operates their first food hall. The new public park will replace the parking lot in front of the food hall, offering an outdoor civic space to be enjoyed during summer days, and will be home to a skating rink during the winter. These retrofit projects promise to transform the public realm in the area, creating socially engaging spaces and a gathering space for the district.
Commissioning Public Art: Samuels & Associates often works with Goodman Taft, an art curatorial and advisory firm, and local partners to install world-renowned public art projects to Fenway. The firm views public art as an important connection to the rich cultural heritage of the Fenway and envisions a time when the district will become an extension of the nearby museum district, linked together by the Emerald Necklace.
This fall they unveiled a permanent public art installation called “Plaza (Arcade)” by the world-renowned Brazilian artist, Alexandre da Cunhaa. The public art pieces are located in the corner plaza of Pierce Boston. Now, they are in the process of selecting another very significant permanent art piece for the planned public park at 401 Park. “We would like to see public art prominently displayed throughout the Fenway.” Abe expressed.
Vast changes have arrived to Fenway in a short period of time, with promises of more to come. Abe enjoys leading the large interdisciplinary teams that shape these transformations. He believes in the societal and environmental benefits of urban infill developments and is proud to represent a firm with a deep-commitment to invest in the local community and create great places for all Bostonians.
Authored by: Irene Figueroa Ortiz, Assistant Planning Director
ifigueroa@abettercity.org
