Putting Make It Charlotte on the Map: Innovating Use for Street-Level Urban Space
Case
Teaching Notes
Supplementary Resources
Abstract
Lindsey Braciale and Jason Wolf wanted to determine the best use of a vacant 3,200-square-foot street-level commercial space in Charlotte’s Uptown district. The nonprofit formed by Braciale in 2015, Make It Charlotte, had the goal of increasing opportunities for upward economic mobility for members of the Charlotte community. In a 2014 study by Harvard/UC Berkeley, Charlotte was ranked the lowest in large metropolitan areas for upward economic mobility. The commercial space under consideration was close to many highly frequented and populated Uptown locations. In addition, the space was connected to another property owned by Wolf. Braciale and Wolf desired to be creative with the space while supporting Make It Charlotte’s goals. A proposal for space use was due next week to the board of Make It Charlotte, as the space had sat vacant for over a year. What was the answer?
This case study is provided in this Sage Business collection primarily as a basis for classroom discussion or self-study and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case study is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
© 2026 Sage Publications, Inc. All Rights Reserved.
Resources
The row-head of the table reads: Use of space activity, nearby points of interest. There are 6 columns with heads as attributes of the physical space. A note on the top reads: Directions: In the boxes below, write down notes or ideas for use of space that coincide with the combination of the attribute of the physical space and the nearby point of interest.
Appendix A. Blank Morphological Analysis Grid for Students

The column is labeled as idea and addition description or details of idea, if needed. The rows are labeled potential use 1, potential use 2, potential use 3, till potential use 10. A note on the top reads: After you complete the activity above (where no idea is a bad idea), generate a list of potential uses of space below.

The main row heading of the table reads: Use of space activity, nearby points of interest. The other row-heads under this main heading are listed as follows:
- light-rail stop and bus center within two blocks,
- large event locations (convention center, spectrum center, NASCAR Hall of Fame),
- uptown Charlotte Main Business Hub of 80,000 people daily,
- future mixed-use development (1,243 housing units),
- use this area to capture additional ideas or notes not directly tied to any relationships above.
The main column heading of the table reads: attributes of the physical space. Other column-heads under this main column heading are listed as follows:
- 3,200 open square feet.
- Full bar in open space.
- Connected to potential coworking space.
- Same owner space (church and offices) opportunities.
- Street level with access doors.
A note on the top reads: Directions: In the box below, write down notes or ideas for use of space that coincide with the combination of the attribute of the physical space and the nearby point of interest.
Appendix B. Example Partially Completed Morphological Analysis Grid for Students

The column is labeled as idea and addition description or details of idea, if needed. The rows are labeled potential use 1, potential use 2, potential use 3, till potential use 10. A note on the top reads: After you complete the activity above (where no idea is a bad idea), generate a list of potential uses of space below.

A note on the top reads: Directions: In the boxes below, write clown notes or ideas for use of space that coincide with the combination of the attribute of the physical space and the nearby point of interest.
The main row heading is use of space activity, nearby points of interest. The data for the specific row and column head is as follows:
Row-head: Light-rail stop and bus center within two blocks, The following is the data under different column-heads:
- Column-head: 3,200 open square feet. Data is (1) Proximity to the light rail and bus stop could attract commuter traffic. (2) The large open space could be used for purposes such as markets, restaurants, shops, where people could pick up things on their way to work or home.
- Column-head: full bar in open space. Data is (1) The full bar serves as a great backdrop for events or restaurants or food stalls. (2) Could serve for uses beyond a bar.
- Column-head: Connected to potential coworking space. Data is (1) Uses could be designed to address the needs of the commuters using the coworking. space. (2) Opportunity for pre-or post-working model (before or after primary job).
- Column-head: Same owner space (church and offices) opportunities. Data is (1) The same owner allows the space to be utilized for hosting larger events. (2) Event could occur either before or after primary work hours for commuters.
- Column-head: Street level with access doors. Data is (1) Can include signage that commuters can see (2) People can directly walk into the building. Makes the space more attractive for foot traffic or even people using the adjacent parking lots.
Second row-head: Large event locations (Convention Center, Spectrum Center, NASCAR Hall of Fame). The following is the data under different column-heads:
- Column-head: 3,200 open square feet. Data is (1) The convention center and the Spectrum center bring in large crowds from all over the nation (2) The large open space could be used for purposes such as markets, restaurants, shops. Customize based on event.
- Column-head: Full bar in open space. Data is (1) The full bar serves as a great backdrop for events or restaurants or food stalls. (2) Social gathering options for before or after events.
- Column head: Connected to potential coworking space. Data is (1) Options for temporary use of coworking space for travelers. perhaps tied to use of larger space.
- Column-head: Same owner space (church and offices) opportunities. Data is (1) Rental of church space by organizations attending events can lead to connections and use of 3,200 sq ft open space. (2) Opportunity to connect Church and open space via a hallway. Can help to connect potential museum use.
- Column-head: Street level with access doors. Data is (1) The convention center and the Spectrum center bring in large crowds from all over the nation. (2) People can directly walk into the building. Makes the space more attractive for foot traffic or even people using the adjacent parking lots.
Third row-head: Uptown Charlotte Main Business Hub (80,000 people daily). The following is the data under different column-heads:
- Column-head: 3,200 open square feet. Data is (1) 80:000 working professionals nearby, so the space works for hosting after-work social events or lunch restaurants. (2) People can pick things up on the way home or way to work. (3) Direct linkage of use to permanent facility supporting the working community, like a team-building facility.
- Column-head: Full bar in open space. Data is (1) Bar supports the use of people coming in and out and seeing where to find things they need. (2) Could be a cash register or checkout location. (3) Opportunity to add stools for seating options.
- Column-head: Connected to potential coworking space. Data is (1) Opportunity to attract people who are both already working somewhere and those who do not have a physical work location.
- Column-head: Same owner space (church and offices) opportunities. Data is (1) If an option was employed to attract use by outside organizations and businesses, the church space allows for much larger groups. (2) If a market or similar was established, this allows for overflow space.
- Column-head: Street level with access doors. Data is (1) Ease of finding the space. (2) Use of space to advertise so people coming to and from work can see the signage.
Fourth row-head: Future mixed-use development (1,243 housing units). The following is the data under different column-heads:
- Column-head: 3,200 open square feet. Data is (1) Creates more commuters walking to the central business area passing the space.
- Column-head: Full bar in open space. Data is (1) People living in the area may be open to using the space for social and congregation use.
- Column-head: Connected to potential coworking space. Data is (1) Attraction of coworking space to people who live nearby creates an opportunity for additional coworking access options either included in fee or as extra.
- Column-head: Same owner space (church and offices) opportunities. Data is (1) May work that the open space has a temporary use, and the church space has permanent use (e.g.: museum).
- Column-head: Street level with access doors. Data is (1) Neighbors passing space many times may be more likely to go inside and explore.
Fifth row-head: Use this area to capture additional ideas `notes not directly tied to any relationships above.
- Column-head: 3,200 open square feet. Data is (1) Large space can be linked to different forms of exercise, yoga, and meditation.
- Column-head: Full bar in open space. Data is (1) The bar has a raised area and backdrop that can be used for displays.
- Column-head: Connected to potential coworking space. Data is (1) Coworking space can have links to more private uses in the open space.
- Column-head: Same owner space (church and offices) opportunities. Data is (1) The idea of overflow space or meeting space that can be linked and connected to the open space is a great opportunity.
- Column-head: Street level with access doors. Data is (1) People can easily come and go with multiple access points.
Appendix C. Example Completed Morphological Analysis for Instructor

The column is labeled as idea and addition description or details of idea, if needed. The rows are labeled potential use 1, potential use 2, potential use 3, till potential use 10. A note on the top reads: After you complete the activity above (where no idea is a bad idea), generate a list of potential uses of space below. The data in the table are as follows:
Potential use 1: A career development and placement center, potential weekend resume workshop.
Potential use 2: A thrift shop, perhaps add a virtual interview room for those who buy items there or for rental.
Potential use 3: A pop-up restaurant and or bar.
Potential use 4: Weekend fresh or farmers’ market.
Potential use 5: A yoga and meditation studio.
Potential use 6: An exhibition studio displaying arts and other local goods.
Potential use 7: Weekday lunch food stalls, potentially already set up. Facilitating ease of use for vendors and food trucks to bring in items.
Potential use 8: A coffee shop, perhaps a different model that provides private meeting areas and access to local arts or vendors.
Potential use 9: An event center, both linked to coworking space and for private use.
Potential 10: A team-building center, perhaps with different activates that can rotate through use (escape room: indoor mini golf).

This case study is provided in this Sage Business collection primarily as a basis for classroom discussion or self-study and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case study is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
© 2026 Sage Publications, Inc. All Rights Reserved.
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