Today, the Montgomery County Planning Department, a segment of The Maryland-National Capital Park and Planning Commission (M-NCPPC), unveiled the preliminary recommendations for the Friendship Heights Sector Plan to the Montgomery County Planning Board. Last week, the planning team shared these insights with local residents at two events, collectively attended by more than 150 individuals. The sector plan focuses on downtown Friendship Heights, covering the commercial areas along Wisconsin Avenue reaching River Road, which includes the GEICO headquarters property, along with sites in the Village of Friendship Heights and Chevy Chase Village. For further details, view the plan boundary.
For more information, watch today’s Planning Board presentation or review the preliminary recommendations staff report.
The Montgomery Planning staff received a variety of inquiries and feedback regarding the preliminary recommendations from both the Planning Board and the general public. The team will now move forward in crafting the Working Draft, which is the first formal draft of the sector plan, and will present it to the community and the Planning Board this summer for further input.
“These foundational recommendations will pave the way for a more vibrant and interconnected Friendship Heights, emphasizing thoughtful redevelopment, diverse and affordable housing options, and community spaces that foster social interaction,” stated project lead Atara Margolies. “We are committed to refining these ideas in collaboration with community members and stakeholders to ensure the plan aligns with our shared priorities and aspirations.”
Major Preliminary Recommendations
Land Use and Zoning
- Implement a framework for building heights that concentrates taller structures at the intersection of Wisconsin and Western avenues, ensuring smooth transitions to adjacent residential areas.
- Promote the redevelopment of various sites within the plan area, including large parcels along Wisconsin Avenue and the GEICO headquarters property.
- Encourage new developments to offer essential neighborhood amenities that are currently lacking.
Housing
- Broaden and diversify housing options by boosting the overall housing supply, promoting a variety of unit types close to transit, and ensuring availability for renters, families, seniors, and individuals with disabilities across all income levels.
Urban Design
- Develop an urban environment that prioritizes walkability and connectivity, placing buildings near the street, activating ground floors and public areas, enhancing streetscapes, improving directional signage, and expanding pedestrian and cyclist routes throughout the area.
Transportation
- Consider extending the MD 355 Flash bus rapid transit (BRT) South route to cover Friendship Heights and allocating one lane for travel in each direction.
- Enhance pedestrian and bicycle connectivity and safety across the plan area, particularly on Wisconsin Avenue and River Road.
Parks and Public Spaces
- Upgrade existing parks to improve accessibility and engage users, while creating new links from existing public parks—such as Brookdale Neighborhood Park—to the downtown area.
- Establish new parks and public spaces that foster active recreation, social interactions, and places for relaxation.
The preliminary recommendations also include considerations for community amenities, environmental sustainability, and the preservation of historic sites.
Community Involvement
Throughout the initial phase of development, the Friendship Heights Sector Plan team executed numerous community engagement activities, both in-person and online. Through workshops, virtual meetings, online surveys, and many discussions with community members, property owners, business owners, and residents, the team has connected with over 1,500 individuals since fall 2024. The sector plan website features recordings of community workshops and events, along with the Engagement Report.
Key Insights
Community feedback supports the idea of welcoming additional residents to Friendship Heights, arguing that growth could bolster the existing retail corridor. However, there are apprehensions regarding increased density and traffic. Key points collected from the community include:
- The necessity of diverse, affordable housing options particularly for seniors, young families, and first-time buyers.
- Concerns regarding pedestrian safety, advocating for safer sidewalks, protected bike lanes, better-lit intersections, and improved lighting.
- The importance of enhancing green spaces in future projects while preserving current parks, trees, and open areas.
- The demand for new community amenities, such as a cinema, library, and arts center, as significant priorities among stakeholders.
The staff will continue to engage with the community for further feedback on these preliminary recommendations in the coming months.
Overview of the Friendship Heights Sector Plan
The Friendship Heights Sector Plan is a significant initiative aimed at shaping the future of one of Montgomery County’s most vibrant urban landscapes. Building on the foundation laid by the 1998 Friendship Heights CBD (Central Business District) Sector Plan and informed by the findings of the 2024 Friendship Heights Urban Design Study, this updated plan embodies a thorough understanding of the community’s changing needs. Developed through extensive public outreach and detailed assessments of the public spaces, the Urban Design Study illustrated both the strengths that characterize Friendship Heights and the challenges that must be addressed for its ongoing success.
This new sector plan aims to establish a forward-thinking vision for the next 20 to 30 years, directed at creating a more integrated, livable, and sustainable Friendship Heights. Strategies will encompass land use, transit-oriented housing, enhancements to parks and public areas, improvements to transportation, climate action initiatives, and the safeguarding of natural and historic assets. Together, these elements will form a cohesive strategy for a thriving urban space that caters to residents, workers, and visitors alike.
At the core of the plan are four primary objectives. Firstly, the plan aims to strengthen existing connections and introduce safer, more accessible routes for walking, cycling, or riding between Friendship Heights and nearby neighborhoods. Secondly, it envisions an enriched network of parks and public spaces that facilitate social interactions, recreational activities, and peaceful retreats. Thirdly, the plan seeks to enhance the Wisconsin Avenue corridor as a bustling center for economic activity and growth. Lastly, resilience is a top priority, focusing on strategies that equip the community to adapt to and mitigate the effects of climate change.
Residents are encouraged to remain engaged throughout the planning process. To stay updated on progress, milestones, and opportunities for participation as the vision for Friendship Heights unfolds, sign up for Montgomery Planning’s Friendship Heights e-letter.
