The Berks Economic Partnership (now Greater Reading Economic Partnership), requested that local architectural firms contribute conceptual designs to assist with defining the existing commercial corridor from Penn Avenue in Wyomissing to Penn Street in downtown Reading. Along with helping to identify corridor limits, the work was to isolate specific sites and building interests along the corridor that best represent priority development opportunities. K&KA created a 3-D planning model for a 3.5 mile distance of Business Route 422 along which three distinctive commercial districts were delineated. Several sites with varied attributes were analyzed and schematic conceptual designs for each were created. Large scale graphic signage representing the various districts and Penn Avenue and Penn Street branding were coordinated with Partners Design.

The corridor forms an assemblage of residential, commercial, entertainment, and financial zones, vital to the economic, social, and cultural well-being of greater Reading. Three districts distinct in character, function, and purpose, are formed by the naturally occurring breaks in the flow of the vehicular traffic plan, topography, and municipal borders. Their varied character forms a unique stretch of commerce that is complimentary and mutually dependent; a picturesque suburban boulevard, a traditional Main Street retail district, and a potentially vibrant urban core. Sasaki Associates of Boston was subsequently commissioned to complete a thorough “Corridor Development Plan.” The Sasaki study utilized the corridor database established by K&KA.