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CCS JM F \CCSADMN\SHARE\BEACH\415_PCH\SR415 WPD
City Council Meeting
July 22, 1997 Santa Monica, California
TO Mayor and City Council
FROM City Staff
SUBJ ECT Recommendation to Conduct a Public Planmng Process to Develop
a Recommendation for Site Use of 415 Pacific Coast Highway, Including the
Establishment of a Workmg Group, and to Authorize the City Manager to
Negotiate and Execute a Contract with Moule & Polyzoldes for Planning
Services
INTRODUCTION
ThiS report provides Information about the proposed planmng process to develop a viable
use or uses for 415 Pacific Coast HIghway which conSiders the historic nature of the Site,
fiscal reahtles. and the need for public access and commumty benefit The report
recommends that the City Council endorse establishing a Working Group to facIlitate the
planning effort, select two Council members to serve on the Working Group, and direct
each of the commiSSIons that have oversight responsibility for the project area to select a
representative from ItS members These Include the Planmng CommIssion, Architectural
Review Board, Landmarks Commission, and Recreation and Parks Commission The
report also recommends that the City CouncIl authorize the City Manager to negotiate and
execute a contract with the urban desIgn firm of Moule & PolyzOIdes for planning services
In an amount not to exceed $80,605
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BACKGROUND
The project sIte IS a five acre beach parcel located north of the Santa Monica Pier at 415
Pacific Coast Highway Designed by the noted architect Julia Morgan, the onglnal
structures were constructed C 1928 as the beach side estate of actress Marron Davies
The site consisted of a large main house, several guest houses, pool and court areas and
seasIde cabanas and dressing rooms
The only anginal structures remaining are the fence/retaining wall adjacent to Pacific
Coast Highway, the tiled sWimming pool, and the "North House" which was a guest house
Vanous structures and amenities added by subsequent owners and operators mclude
cabanas, shower and locker rooms. receptIon and banquet room. commercial kitchen,
paddle tennis, basketball and volleyball courts, restroom faCIlities and adjacent parkmg lots
The North House was designated a City Landmark In 1980, the entire site was recognIzed
a Site of Hlstonc Interest In 1987 With particular Interest cited In the North House, the pool.
and the front fence
The property was sold In the 1940's to a pnvate party and converted to a hotel and beach
club The State purchased the property In 1960 Under the Beach Operating Agreement
With the State, the City of Santa MOnica operated the property and leased It as a beach
club, the Sand and Sea Club A proposal In the late 1980's for a hotel With some
community faCIlities was defeated In a CitYWide referendum, Proposltlon S. which limited
hotel and restaurant development In a new beach overlay district
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When the City assumed responsibIlity for the site In 1991, the facIlity was suffenng from
deferred maintenance and dId not meet a number of bUilding and safety codes The City
made capital Improvements and repairs to the facIlity to ensure access for the disabled and
code compl1ance In public use areas The cabanas and the North House were closed due
to code violations and dIsrepair For two years the City operated the site as a public use
summer beach facIlity and rented the banquet and reception areas to pnvate parties and
groups on a year-round baSIS A long term planmng process for the sIte was set to begm
In January of 1994
DISCUSSION
1997 Earthquake Damage and Disaster Funding Status
The January 17th Northndge Earthquake changed the course of events as the faCIlity
suffered extensive damage Emergency repairs have been made to secure the roof of the
North House and the retammg wall along PaCifiC Coast Highway The entire faCility has
been 'red tagged" and IS currently closed to the public
The City has applied to the Federal Emergency Management Agency (FEMA) for funds to
repair/restore the property The process has been slow and complex There are currently
14 Damage Survey Reports (DSR's) regarding the site that are either under appeal or for
which the approved mlmmal fundmg amounts are In dispute The City has requested
Architectural and Engineering funds for structural analysIs, costs estimates, and
preliminary plans to document the estimated $7 million cost for repair to restore the faCIlity
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to beach club use The FEMA process IS further complicated by the historical review
process involving FEMA, State Office of Emergency Services (DES), and State Historic
Preservation Office (SHPO) At this time the potential for obtaining slgmflcant federal
disaster funds appears limited
Working Group Planning Process
DUring the Budget Study Session In June, staff Indicated that It would return to the Council
In July to recommend the formation of a Working Group to facilitate the public planning
process to develop a viable use or uses for this valuable public asset A working group
model provides an effective and effiCient means to ensure public partiCipation and review
of complex economic/fiscal and land use Issues The earthquake damage and associated
high costs for repairs, the difficultIes of the disaster fundmg process, the limitations on
development under the current zOning, and the Importance of public access are all factors
which require a public process based on sound analysIs and a shared VISion Over the
course of the site's histOry, many constituenCies have developed -- former beach club
members, beach sports groups, and coastal access advocates Many mqUlrles have come
to the City for private development or public/private partnerships The planning effort must
clearly define the goals for the Site, relYing on an analysIs of the Site, ItS opportumtles and
Its constraInts The working group format allows for a compressed time frame to develop
and evaluate alternative scenarios for the site and to seek public feedback
Staff recommends the working group be comprised of two City CounCIl members and one
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member of each of the commiSSions that has review and approval authority over the
project site These Include the Planmng Commission, Architectural Review Board,
Landmarks Commission, and Recreation and Parks CommIssion
Consultant Selection Process
As mdlcated above, there were plans to initiate a long-term planning process at the time
of the Northndge Earthquake As staff proceeded to secure the bUilding and determine the
range and costs of repairs, a concurrent effort to procure master plannmg consulting
services moved forward Staff proceeded With a two-step consultant selection process
during the summer of 1994 In August, the City InVited more than seventy-five firms to
submit qualifications In preparation of a short-list of finalists who would be InVIted to submit
detailed proposals Twelve firms submitted Statement of QualificatIons which were
revIewed by an Interdepartmental selection commlttee comprised of representatives from
Community and Cultural Services. Environmental and Public Works Management, and
Resource Management departments SIX firms were inVited to submit proposals In October,
1994 Followmg review of the proposals and Interviews With the consultant teams, the
selectIon committee recommended the firm Maule & PolyzOIdes
Moule & Polyzoldes IS a leader In the field of urban deSign Strengths of the firm Include
expenence In conducting feaSibIlity studies and developing adaptive reuse plans for histOriC
properties The Moule & Polyzoldes team Includes strong economic consulting expertise
that wIll be key to the analYSIS
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At the tIme Maule & Polyzoldes were selected, the CIty's efforts to secure federal disaster
funds became protracted and the availability of FEMA funds was unknown Given the
level of uncertainty, It seemed premature to engage m an extensive public process for the
use of the site Rather than hire Maule & Polyzoldes for the full scope of work
contemplated In the RFP, staff entered Into a purchase order agreement for a preliminary
analYSIS of the Site, Including opportunities and constraints
Staff recommends that Moule & Polyzoldes be retained now to support the efforts of the
working group, Identify Issues, site opportunities and constraints, and faCIlitate the public
participation process
The tIme frame for the plannmg process IS mtended to move qUickly. With the working
group meetmg frequently With staff and the consultant dunng September and October of
1997 to allow for a goal-setting workshop In November ThiS Will be followed by alternative
scenariO evaluation and publiC feedback, With a final site use recommendation presented
to the City CounCil In March, 1998 The cost for the consultant plannIng services IS not to
exceed $80,605
FINANCIALlBUDGET IMPACT
No budget appropriation IS necessary Funds for the consultant contract are available In
Account 11-740-511-20094-8900-99520, Rehabilitation of 415 PCH, which has a balance
of $320,471
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RECOMMENDATION
Staff recommends that the City Council take the following actions
1 Authonze the City Manager to negotiate and execute a contract with Moule &
PolyzOldes for planning servIces In an amount not to exceed $80,605
2 Endorse the establishment of a Working Group to faCIlitate the public planning
process to develop recommendation for site use of 415 PacIfic Coast Highway and
select two of Its members to serve
3 Direct the Planning Commission, Architectural ReView Board I Landmarks
Commission, and Recreation and Parks Commission to each select a
representative from Its members to serve
Prepared by Barbara Stinchfield, Actmg Director
Judith Meister, Beach Manager
Department of Community and Cultural Services
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