SR-906-000 (25)
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JAN] U 2006
EPWM: \Share\ST AFF REPORTS\FY 05-06\01_1 0\415PCH.doc
City Council Meeting: January 10, 2006 Santa Monica, California
TO: Mayor and City Council
FROM: City Staff
SUBJECT: 415 Pacific Coast Highway Rehabilitation and Adaptive Reuse Schematic
Design
Introduction
This report recommends that the City Council, as the client, approve the proposed
schematic design for the rehabilitation and adaptive reuse of publicly-owned property at
415 Pacific Coast Highway.
Backqround
The site located at 415 Pacific Coast Highway (415 PCH) is a five-acre historic property
located on Santa Monica State Beach. The property was originally developed by William
Randolph Hearst for Marion Davies in the 1920's with several structures designed by
renowned California architect, Julia Morgan. The site is now owned by the State of
California and, pursuant to a recently executed long-term operating agreement with the
State, the City of Santa Monica is responsible for all site improvements, maintenance and
operations. The City is required to operate the site consistent with the goals for public use
articulated in the 415 PCH Reuse Plan that was adopted by the City Council in 1999.
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The property was seriously damaged in the 1994 Northridge Earthquake. Since that time,
the site has been the subject of a multi-year community planning process that culminated
in the receipt of $21 million in grant funds from the Annenberg Foundation in December of
2004. At that time, the City Council authorized staff to enter into the necessary legal
agreements with the State of California and the Annenberg Foundation in order to
implement the vision and goals articulated in the Reuse Plan.
On June 28, 2005, the City Council approved a Design-Build Agreement (8491) with
Pankow Special Projects in an amount not to exceed $3,000,000 for pre-construction
services. The design-build team includes design architect Frederick Fisher and Partners,
landscape architect Mia Lehrer Associates, historic consultant Historic Resources Group,
and project artist Roy McMakin. The scope of pre-construction services consists of
schematic design and design development phases and includes surveying, estimating,
scheduling, value engineering, and all associated services. The City Council also
authorized staff to (1) proceed with community review activities, (2) return to Council at
completion of the schematic design phase for approval as client and (3) subsequently
return at the completion of the design development phase for approval of the proposed
guaranteed maximum price and activation of the construction phase of the design-build
contract.
On July 28, 2005, a public open house was held to reintroduce the public to the site and
the intended approach to rehabilitation. Feedback was encouraged and comments were
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considered as the project progressed to the next stages. Approximately 80 community
members participated in this informal kick-off event.
On October 1 and 2, 2005, a community workshop was held on-site with approximately 120
community members attending over the course of two days. The first day consisted of a
formal presentation of the emerging schematic design by the design-build team and
rotating break-out sessions focusing on neighborhood impacts, historic elements and
design and community access and activities. The following day, the project team
presented a synopsis of public comments from the previous day and offered a detailed
response to how specific issues and themes could be addressed. A summary of
community input is included as Attachment 1.
An online lie-workshop" also provided the public with periodic updates on the project's
status, including notes from the public workshops. The interactive website has allowed
the public to review the emerging design, post comments and provide feedback as the
project proceeds.
Presentations on the status of the project have also been made to City advisory bodies
including the Arts Commission, Commission for a Senior Community, Disabilities
Commission, Landmarks Commission, Recreation and Parks Commission, and Social
Services Commission. In addition, input was received from the staff and Boards of the Pier
Restoration Corporation and Santa Monica Convention and Visitors' Bureau. Reaction to
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the emerging design concepts from these bodies has been consistently positive and
supportive. Input has focused primarily on the need for a high level of community access
(physically and programmatically), an intense interest in the history of the site and how it
will be interpreted through site design and cultural programming, and a desire to see a high
level of maintenance and security on the site.
The City's Recreation and Parks Commission took formal action on October 2, 2005, in
support of the project design, requesting that the design team explore the following areas:
. Connecting the Ocean and beach to site;
. Considering the parking lots as a shared use opportunity and as a connector to
bring people onto the site;
. Providing exceptional stewardship for the environment and meeting or possibly
exceeding the standards for LEED Silver certification;
. Considering the comfort of the public throughout the design;
. Considering issue areas currently not in the scope of the project (i.e. cleanup ofthe
Palisades Bluffs);
. Continuing to focus on the recreational uses of the site;
. Designing for alternative modes of access to the site; and
. Continuing to respect the historic preservation of the site as the design evolves.
The City's Disabilities Commission and Commission for a Senior Community expressed
the need for universal accessibility for persons with a disability and for senior citizens -- a
goal also expressed by the Annenberg Foundation and incorporated into the work of the
design team. On October 10th, 2005 the Landmarks Commission expressed their
comments regarding the emerging design based upon the presentation made at the two-
day workshop. The Commission expressed that the massing of the Event House not
detract from the views of the North House and that materials for new construction be
compatible with those of the North House without mimicking them. They also expressed
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support for and a keen interest in the development of the interpretive plan for elements for
the site.
To encourage the involvement of neighbors adjacent to 415 PCH, mailings invited neighbor
participation in all community meetings. In addition, staff has met individually with several
adjacent neighbors at their request. An invitation has been extended to the Palisades
Beach Road Property Owners' Association to discuss specific neighbor concerns
expressed during the community workshop including site security, vehicular access to and
from the site, and City operations and maintenance. A meeting is scheduled for January
3, 2006.
The project team has also met with CAL TRANS, California Coastal Commission, California
State Parks and the State Office of Historic Preservation. State Parks staff have reviewed
and approved the proposed schematic design and requested additional review during
design development to ensure consistency with Federal and State historic preservation
guidelines. The Annenberg Foundation has received regular updates and recently formally
approved the proposed schematic design.
Discussion
Proposed Rehabilitation and Adaptive Reuse Schematic Design
The design of 415 PCH is guided by the goals of the 1999 Reuse Plan. The plan envisions
an exciting public gathering place intended to:
. Preserve the history of the site
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. Encourage a "light touch" on the site
. Create a community-oriented destination
. Provide public recreation activities
. Increase public access to the beach
· Create a range of uses
. Encourage diverse users
. Provide year-round use
. Link to the regional open space network
In response, the proposed schematic design is conceived as a series of interrelated indoor
and outdoor spaces that, together and in various combinations, accommodate the many
cultural and recreational uses envisioned for the site. The public open spaces embrace
both the historic elements (the North House and the Pool) and new facilities (the Entry
Pavilion, the Event House and the Pool House) in order to balance the cultural history of
the site with the new opportunities that such a unique oceanfront location offers.
Attachment 2 to this report presents the proposed schematic design materials, reflecting
the significant design elements proposed for the project. The site will be identifiable from
Pacific Coast Highway by the reconstruction of a perimeter fence and a row of
Washingtonian Palms along its boundary. Visitors will be welcomed at the Entry Pavilion
that will provide visitor orientation, public restrooms and an entry point to the entire site.
From this point, visitors enter the controlled public pool area or enter the site's public open
spaces -- the beach to the west and the event spaces to the east. At this point, the historic
North House will be revealed in the distance.
The Pool and Pool House. Located just to the north of the Entry Pavilion, the historic Pool
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will entice users with its sense of history. The Pool (designed by Julia Morgan and
displaying colorful tiles reminiscent of designs at Hearst Castle) and the surrounding
marble paving will be retained and rehabilitated. The historic concrete deck pavers with tile
inserts will be removed to accommodate the pool's rehabilitation and replaced in kind. The
Pool deck will provide areas for chairs and chaise lounges. A new children's water play
area will be located north of the Pool and surrounded by a built-in bench and railing. The
new Pool House is sited to the east of the Pool, marking the location of the original
mansion's ocean-facing fayade. This new two-story structure recalls both the physical and
formal stature of the mansion and its specific relationship to the Julia Morgan-designed
pool. A new colonnade framing the shaded deck area is reminiscent of the spatial quality
and architectural scale of the original multi-story porch.
The first floor of the Pool House accommodates changing rooms, lockers, equipment
storage and office functions. The second level provides a viewing deck providing an ocean-
viewing experience similar to that offered by the upper floor balconies of the original
mansion. The second-floor Community Room will be used for informal recreation during
peak community use periods and as an event area accessible from the Event House at
other times during the year.
Beach Boardwalks and Recreation Area. The beach area to the west is defined and
organized by two main boardwalks providing universal access and pedestrian circulation.
The north-south alignment of the prominent Beach Walk follows the historic 1921 mean
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high tide line and historic bulkhead; the east-west alignment of the Ocean Walk provides
access to the existing bike path. Beach volleyball, paddle tennis courts, and a small
beach concession building will be located at the north end of the beach area and, to the
south, a children's play area will include play equipment and rubber safety surface paths
providing universal access to all equipment. Showers and foot washes will be located at
the north and south entrances to the beach from the parking lot, the restroom area, and
the intersection of the Beach Walk and Ocean Walk.
The Event House and Event Court. The new Event House is designed to accommodate
up to 200 guests at public and private functions. Its location takes advantage of the view
of the North House and the beach and distant ocean to the west and south. An expanse of
glass sliding doors encourages circulation and creates functional relationships between the
inside and out. Event House amenities include an Event Room, a catering kitchen,
restrooms, and elevators for access to the second level Pool House viewing deck and
Community Room.
The Event Court, centrally located between the North House and Event House and just
east of the Beach Walk, is a paved area shaded by a grove of trees, providing
opportunities for viewing and seasonal picnicking. The west edge of the Court will be
defined by a seat wall/railing, providing a physical transition for visitors from the more
expansive beach areas to the more intimate and structured spaces to the east. A solid wall
at the east side of the Event Court will act as a sound buffer from Pacific Coast Highway.
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The North House and Terrace Garden. The historic North House will undergo
rehabilitation, conforming to local, State and Federal historical preservation guidelines.
Character defining spaces, spatial relationships, and features will be retained and
preserved. Rehabilitation of the North House's interior floor plan, arrangement of spaces,
built in features such as cabinetry and stair rails, and applied finishes including the
decorative marble fireplace surround, hand painted bathroom tiles, and crystal entry
chandelier are collectively important in defining the historic character of the building. Minor
modifications will be made to interior walls to accommodate the .installation of an elevator
for ADA accessibility and the demolition of a wall on the second level that currently divides
two bedroom spaces. A moveable partition wall installed at the original wall's location will
allow for the flexibility of a larger meeting room to be created. The ground level will be
dedicated to interpretative and cultural programming for visitors, meeting spaces, a small
kitchen and other office functions. The upper level will provide space for meeting rooms,
opportunities to view the ocean and associated support spaces. The Terrace Garden,
located immediately to the west of the North House, will provide an intimately scaled
location for small outdoor gatherings.
Beach Cafe. The existing cafe will be retained with no increase in height or square
footage. It will be provided with a new take-out window oriented to the Beach Activity area
to the north east of the Cafe.
Traffic. Parkina and Circulation. Approximately 280 parking spaces will be provided on two
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lots connected by the existing frontage driveway along the eastern edge of the site. Total
parking demand includes 162 existing spaces for public beachgoers which will remain plus
the incremental project demand. Shared parking between beachgoers and site users is
assumed. Vehicular access to the site will be provided from Pacific Coast Highway into the
existing driveway at the south parking lot (Lot 1 ON). Once on-site, vehicles will be directed
to park in either the south lot or north lot. Vehicles parking in the north parking lot will exit
the site from an exit-only driveway at the north end of the site and vehicles parking in the
south lot will be able to exit the site at the south driveway. Access to the site for emergency
vehicles will be provided from driveways at both the north and south lots. The intersection
of Lot 1 ON and Pacific Coast Highway has been identified as having a significant impact in
the Draft EIR. A full traffic signal is proposed as a mitigation measure which would fully
mitigate the impact. Staff is working with CAL TRANS regarding the implementation of this
measure. Pedestrian and bicycle access to the site will be provided via the existing bike
path. City staff is also considering the feasibility of providing shuttles to the site at peak
periods.
Securitv Measures. Given the intense public use of Santa Monica's beach areas and the
proximity of the site to the Palisades Bluffs, the proposed design locates buildings and
other improvements to maximize open lines of site and to minimize opportunities for
undesirable activities. Video cameras will be installed to help monitor site activities with
viewing monitors located in the staff offices located in the Entry Pavilion. Targeted lighting
will be utilized to help eliminate dark, concealed locations and the installation of fencing in
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selected areas will help to secure the area. In addition, the City's operating plan will include
onsite staffing, including night-time security, and close coordination with the Santa Monica
Police Department and City Attorney's Office on enforcement issues.
Sustai nabi I ity
The project will incorporate a number of sustainable features with the goal of attaining a
LEED Silver rating. Plant materials will be selected for coastal zone compatibility and
minimal irrigation requirements. Design strategies involving water efficiency measures,
selection of materials with high recycled content and no or low VOC's, dual flush toilets,
waterless urinals, use of natural light and ventilation, and solar water heating for the pool
will help the project reach this goal.
Interpretative Program
Preliminary guidelines have been established for interpretation on the site, responding to
the high level of interest from community members in the site's history and its local and
regional context. In addition to input gathered through the community design workshops
and presentations, a Content Workshop was conducted in December, involving some 15
content experts including local historical and conservancy groups. In keeping with the
overall project goals, the emerging interpretative program for 415 PCH will promote a "light
touch" on the site and will be fully integrated and coordinated with the architectural,
landscape, and signage design as well as with the public art. Elements integral to the
design - such as the location of the Beach Walk at the 1921 mean high tide line, the
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outline of the Ocean House in the parking lot, the colonnade at the Pool House and its
historic reference, and aspects of the public art - organically embody an interpretive intent.
With respect to interpretation, three primary types of users have been identified: the day
recreational user; the user on site for an event; and a small number of specialized users
(for example, those interested in film history, local beach and regional park context, or the
architecture of Julia Morgan). To respond to these three user groups, the project will
develop three modes of interpretation: 1.) "discoverable moments" will connect the user to
places of interest throughout the site and will be specifically intended to be multi-
generational in nature to appeal to all age groups; 2.) program "platforms" that will be
incorporated in the project design, to be used operationally for artist involvement, lectures,
film presentations, performances, costumed interpretation, and other evolving opportunities
and will offer a variety of viewpoints, of interest to both casual and dedicated users; 3.)
"alternate" media, including print publication, web site content, and walking tour podcast
downloads, will satisfy more detailed information and interpretation needs. In addition,
some form of "organizer" will tie together the basic information and story of the site in one
highly accessible location.
Public Art
As an integral part of the design team, artist Roy McMakin has participated in developing
the overall design approach for the site to ensure that the many layers of history at this site
are reflected in the design and sense of place. Development of art elements is ongoing
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and will be presented to both the Arts Commission and Public Art Committee as design
development details emerge.
Environmental Review
In accordance with the California Environmental Quality Act (CEQA), a Notice of
Preparation (NOP) for the Environmental Impact Report was issued on February 11,2005.
On March 3, 2005 a public scoping meeting was held and approximately 25 people
attended. On November 8,2005 the Draft EIR was published for a 45 day public review
period which closed on December 22, 2005. The comments that were received at the
scoping meeting and in writing during the required review periods related to the following
major issue areas: traffic, circulation and access; lighting; noise; land use related to
compliance with Beach Overlay District zoning requirements (Proposition S); design
including the treatment of the historic structures and compatibility of new construction;
fencing and security; construction impacts; and operational issues related to the proposed
uses on the site. City staff and Rincon Consultants" Inc., the City's environmental
consultant, are preparing the Final Environmental Impact Report which will be considered
by the Planning Commission for certification in February 2006. In that the project includes
Federal grant funding, the City is also in the process of preparing environmental
documents in accordance with the National Environmental Policy Act (NEPA).
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Next Steps
Following approval of the schematic design by the City Council, the project will be taken to
the appropriate discretionary bodies for formal approvals. Required approvals include
those by the Planning Commission for certification of the Final Environmental Impact
Report, Development Review and Conditional Use Permits, and consideration of a
variance for the height of the fence along Pacific Coast Highway; and Landmarks
Commission for a Certificate of Appropriateness. The Arts Commission and its Public Art
Committee will review and approve the public art component. Additional reviews will be
provided by the Annenberg Foundation, California State Parks, the State Office of Historic
Preservation, the California Coastal Commission, HUD and CAL TRANS.
City staff will return to the City Council in fall of 2006 at the completion of the design
development phase for approval of the proposed guaranteed maximum price and
activation of the second phase, GMP Amendment of the design-build contract. At the same
time, an operating plan and proposed management model will be presented for Council
review. Construction is scheduled to commence in early 2007.
Budqet/Financiallmpact
There is no budget impact associated with the City Council action recommended in this
report. Pursuant to the design-build contract, construction cost estimates are being
performed by Pankow Special Projects and reviewed by City staff and the Annenberg
Foundation throughout the pre-construction phase. Refined cost estimates will influence
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final design development decisions including construction type, specific materials and
finishes, and final square footages of outdoor deck and landscaped areas and ancillary
spaces. Construction funding from the Annenberg Foundation and HUD has been
appropriated in the FY 2005-06 Capital Improvement Program Budget.
Recommendation
Staff recommends that the City Council, as the client, approve the proposed 415 Pacific
Coast Highway rehabilitation and adaptive reuse schematic design.
Attachments: 1: October 1-2, 2005, Summary of Community Input
2: Schematic Design Plans
Prepared by: Craig Perkins, Director,
Anthony Antich, P.E., City Engineer
Lauren Friedman, A.I.A., City Architect
Department of Environmental and Public Works Management
Barbara Stinchfield, Director
Karen Ginsberg, Assistant Director
Department of Community and Cultural Services
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415 PCH Community Workshop
October 1 and 2, 2005
Staff Report 1/10/06: Attachment 1
The following is a summary of comments received, sorted by discussion group, along with the
corresponding response from the Project Team. Repeated comments have been consolidated.
DESIGN I PROGRAM
Comment
Program/Activity
The site should be designed for year-round use
and have revenue-generating programming.
There should be evening activities for seniors -
ballroom dances or other indoor/outdoor events.
Offer an inexpensive membership option, like the
old Sand & Sea Club.
The site should have educational uses. There
should be a film program, perhaps with a Marion
Davies theme.
There should be performances on site, providing
an opportunity for the community to enjoy small
cultural events.
There should be a public art/cultural performance
space.
The program should be focused on beach uses,
site history and family recreation. Night
uses/cultural events should be secondary.
The site should have meeting rooms for community
use.
Pool
The site should incorporate a second pool. The
existing pool is not big enough to accommodate
multiple uses, such as swim lessons.
The plan should consider the possibility of making
a small pool that can be accessed by the physically
disabled - maybe a ramp in the pool would allow
for water therapy for adults as well as children.
The project will need year-round lifeguards on site.
What about the pool that was associated with the
North House - will it be recreated or restored?
BanqueVEventFacilftffis
The site needs a use that will create ongoing
revenue in order to maintain the site over the long-
term. Emphasis of the site seems to be focused on
outdoor use, with not enough flexibility for indoor
use. A larger event building might provide more
flexibility.
How tall can the banquet facility be?
Response
The Project Team discussed a wide range of
potential uses for the site, including recreation
activities such as volleyball and swimming, and
events such as weddings and conferences.
A day pass is being considered that will allow users
to reserve parking and use of the pool area for a
day.
These suggestions will be explored as the program
plan develops.
The Design Team presented floor plans of the North
House, including small meeting rooms that will be
available for community use as well as revenue-
qeneratinq events.
A second large pool for year-round use is not part of
the 1999 City-Council adopted Reuse Plan. A
smaller children's wading pool has been included as
part of the emerging design and will be ADA
accessible. The Design Team will explore the
feasibility of installing an ADA lift at the historic pool.
Year-round lifeguard staffing for the site is being
considered.
The status of the pool at the North House is
unknown and under investigation. The design
proposes an interpretive element, such as a sunken
garden, at this spot.
The capacity of the proposed banquet facility is
based on the 1999 Reuse Plan adopted by the City
Council. At the workshop, requests from the public
for a larger banquet facility were balanced by
requests from the public for a smaller banquet
facility. The optimal size of this facility will continue
to be explored as the Emerging Design develops.
The height of the new banquet building will be lower
than the height of the existing North House.
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Staff Report 1/10/06: Attachment 1
A successful banquet facility needs adequate The basement of the North House will be primarily
storage. How much will be provided? dedicated to storage. Additional storage space is
included in the program requirements for the
banquet facility and will continue to be explored as
the design develops.
Why is the banquet facility located so close to The Design Team presented an overlay sketch and
PCH? Will the noise issue be solved? discussed site zoning constraints. Additional public
comment received included moving the building
slightly to the west to overlook the pool deck, or
lowering the floor level of the building to mitigate
noise. Acoustical studies will be conducted as the
design progresses.
"Back On the Beach" needs to be upgraded and Some upgrades of the beach cafe facility are
should have sun protection outside. included in this project.
The entry to the banquet facility needs to be closer The entrances to all event locations on the site are
to the main entrance. being refined to consider ease of use by the public.
Visitor Experience
The site needs to be welcoming. What will the The Design Team presented an overlay sketch and
initial visitor experience be like? discussed the entry sequence and major gateways
of the plan. Additional public comment included a
de-acceleration lane along PCH, opening the
driveway at the north parking lot and improved
signage. A traffic signal study and signage design
are included as part of this proiect.
Noise on site: There should be a buffer/barrier for An acoustical study will be conducted.
outdoor spaces and buildings should be
soundproofed.
A reservation system for facilities will prevent This will be explored as the program plan is
people from overwhelminq the site. developed.
Design
The site needs shade. The Design Team noted the many species of palm
and large specimen trees proposed for the site,
noting that many typical shade trees would not be
suitable for the harsh beach environment. Shade
structures are also being considered.
The site needs to be identifiable, have a better The Design Team presented an overlay sketch and
presence on PCH. discussed the row of palms proposed along PCH as
a mirror to the palms along the Palisades bluffs. The
parking sequence, visitor drop off and proposed
traffic signal will also help highlight the site and its
entry. The Team is also considering reconstructing
the historic fence along the east side of the site.
There should be more volleyball courts Some participants noted that additional recreational
facilities should be included in the design. The Team
will continue to examine this as the design
proqresses.
Incorporate green standards The project is required to earn a LEED Silver rating.
The Design Team should make sure the site is truly All elements of the site will meet ADA requirements.
accessible to people with disabilities. Need to make
sure the North House is ADA accessible.
The site should have Wi-fi capability. This is being considered.
The site needs adequate support/office space. Staff offices are beino included.
Can portions of the Locker Building be used in the The Locker Building is not classified as an historic
new design? structure and its current location is problematic in
terms of balancinq the use of the site.
The North House should include a fireplace and a The original fireplace will be restored and first floor
reading room. common areas can serve a variety of community
activities.
The team did a qreat iob with the emerqinq desiqn. Thanks!
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Staff Report 1/10/06: Attachment 1
COMMUNITY IMPACTS I USES
C
R
omment esponse
Traffic / Access / Parking
The site needs a signal - maybe a traffic signal will The project budget includes costs for installation of a
actually make PCH safer. traffic signal at the entrance to the site. The
placement of a signal is under the jurisdiction of
CalTrans and will require their review and approval.
A traffic study will be conducted.
Will there be too many cars trying to access the The capacity of the site will be explored further as
site from PCH at the same time? the operational program is developed. A reservation
system for certain parts of the site would help
manage the amount of cars trying to access the site.
A traffic signal would also aid in queuing on PCH.
The Environmental Impact Report will contain
detailed information regarding parking and traffic
impacts.
Users need alternate ways (bus, trolley, foot bridge Many participants expressed the need to
from Palisades) to access site. accommodate alternate forms of transportation to
the site, in part to reduce traffic impacts on PCH.
Alternate forms of transportation will be considered
as part of the traffic study. A pedestrian bridge from
the Palisades is outside the scope of this project.
City staff will explore the option of bus/shuttle
service to the site.
The project needs plenty of bicycle parkinQ. Bike parkinQ will be included.
The City needs to add a walking path next to beach The beach bikepath is outside the scope of this
bike path. Redesign of the beach bikepath is a project. The goal of improving beach pathways is
major opportunity. included in the City's Parks and Recreation Master
Plan.
The project needs to maintain parking for beach The existing available public beach parking will not
use. be reduced and will be addressed by the project's
Environmental Impact Report.
What will the hours of operation of parking be? Hours of public beach parking will most likely remain
the same, sunrise to sunset. Hours of operation on
the site itself will be proposed as the Operations
Plan is developed.
Safety & Security
Beach safety & adequate lifeguard presence is The City will be working with the County Lifeguards
critical. Can people just come up from the beach regarding the need for expanded beach lifeguard
and use the facility? coverage. Beach goers will be able to use the
amenities provided by the project, especially the
sand and play areas, the garden areas, food
services and visits to the North House.
Security, vandalism will be big issues. With more The Design Team presented sketch overlays
people using the site, there needs to be additional depicting how various areas of the site will be
bike and beach patrols, as well as fencing to make secured with fencing. When complete, on-site
sure most of the site is secure. staffing will provide coverage in addition to various
security measures that will be implemented.
Enlivening the site with year-round public activities
should be a deterrent to unlawful camping and
vandalism. The design's security features will
continue to be refined and a lighting study will be
conducted. The Police and Fire Departments will be
involved in the review of the project as the
programming and operations plans develop.
Opportunities for additional fencing will continue to
be explored as the desiQn proQresses.
The more the site is used, the safer it will be. The project design will consider how to activate all
areas of the site.
Fire pits can be a draw and an operational hazard. If included, permanent fire pits would only be in
controlled areas.
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Staff Report 1/10/06: Attachment 1
Noise
The site should not have any loud uses - no Some participants expressed concern regarding
concerts/amplified music noise, loud music and trash generated by large-
scale events and suggested that smaller
Can walls on either side of the property be put up, performances or events would be ideal for the site.
or can parking lots be designed as noise buffers to Noise impacts will be addressed in the project's
lessen impacts on neighbors? Environmental Impact Report, and will continue to
be kept in consideration as the design and program
plan develop.
Light
The project needs to consider the possibility of light A lighting study will be conducted to explore the
pollution from night time uses. impacts of lighting on the area surrounding the site.
Results of the lighting study will be incorporated into
the desiQn.
Homeless
How can we prevent the site from being a draw for Increased activity and use of the site as well as
the homeless? onsite staffing will be deterrents to unlawful
camping.
A public beach facility has more difficulty The site is a State-owned public facility, managed by
addressing homeless problems than private beach the City of Santa Monica, and is subject to the rules
facilities. and regulations established by the State and the
City regardina public use.
Maintenance
Need to filter and manage storm water, run off and Engineering consultants will be studying the site and
pollution onsite - make sure there is no impact to needed mitigations.
neiQhbors
Need to h,;1Ve a long-range maintenance plan that Appropriate maintenance needs will be factored into
is adeauate to the site. the operations plan.
HISTORIC PRESERVATION
C t
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ommen esponse
Sand and Sea Club
Why is the period of significance the "Marion The interpretative program for the site will include all
Davies Period"? What about the last 50 years and aspects of the site's history - from the early 1920's to
the Sand & Sea Club? the present.
Design
The view of the North House is too obstructed. Can The Design Team presented an overlay sketch and
the banquet facility be set back further? discussed how the views differ dramatically based
on where an individual is located on site. The Team
is considering design alternatives to address this
concern.
What will the building aesthetics be? Will they be Many different opinions were aired on this subject.
tied to the historic palette of the site? The aesthetic The Design Team discussed the importance of not
design of the pool house should reflect the historic creating a false history by copying the original
design of the mansion/North House. architectural style. The design of new structures is
required to be "compatible" with the North House.
Interpretive Elements
Can the North House be used as a museum? The interpretative program will include detail how the
North House can be used to "tell the story" about the
site and its siQnificance.
Preservation lectures should be held on site. This will be explored as part of the interpretative
. proQram.
4
SCApp~ ~
JAN ,_ u~f>
CCSADMIN:\415PCH011006suppl.doc
Council Date: January 10, 2006
Santa Monica, California
Supplemental Staff Report
To:
Mayor and City Council
From:
City Staff
Subject:
Transmittal of Information Regarding Operating Revenue and Expenditure
Projections for 415 Pacific Coast Highway
Introduction
In response to a request by a Councilmember, the following provides the most recent
projections for operating revenue and expenditures for 415 Pacific Coast Highway (415
PCH).
Background
The 415 PCH Reuse Plan, adopted by the City Council in 1999, outlined an economic
model that would generate net operating revenue to offset, in part, the costs of
maintaining the site for broad public access. Specific revenue-generating components
included revenue from public parking, beach concessions and meeting room and
special event facility rentals. The economic assumptions outlined in the Plan pointed to
a goal of financial self-sufficiency, while acknowledging the possible need for a City
subsidy to support the significant public benefits of the project. The attached preliminary
projections are consistent with this model and based on general community use
assumptions that will be refined as the project goes forward.
JAN 1 0 ZOU6
S~IIm."i&t ~or~
<'c::l
.
Discussion
The attached preliminary projections provide several options for Year 1 (start-up year)
and Year 2 based on assumptions regarding seasonal schedule, the number of special
events permitted, the rate structure (reduced versus standard rental rates), the mix of
special events (meetings and social functions) and specialized community recreation
programs offered. In all scenarios, general public use of the site and its facilities are
predominant. The projected costs do not include a deferred maintenance or capital
project reserve which will also be required and will be considered as project planning
proceeds.
In Year 1, the primary operational focus is projected to be implementation of the public
recreation program and visitor services. These components do not generate net
operating revenues as is typical of the City's recreational facilities. Accordingly, Year 1
requires a significant operating subsidy. The projections conservatively assume that
Year 1 operations will include some special event rentals (an average of 4 events per
week in the Event House and smaller events in the North House) but not at a level that
provides revenue offsets for all fixed event management costs or overall site
maintenance.
In Year 2, the projected subsidy is reduced under each of four scenarios. Option 4
presents a "break-even" scenario that provides for the highest level of public recreation
programming while also assuming the highest level of special events (an average of 8
events per week in the Event House).
Conclusion
The attached preliminary projections indicate that the project, as proposed, can be
operated consistent with the economic assumptions of the Council-approved Re-Use
Plan and the proposed Schematic Design, while providing adequate flexibility for
refinements as the detailed operating plan for the site is developed.
Prepared by:
Barbara Stinchfield, Director
Department of Community and Cultural Services
Attachment:
Preliminary Projections - 415 PCH Operations Financial Summary,
1/10/06
Preliminary Projections - 415 PCH Operations
Financial Summary (1/10/06)
Net Operating Revenue Year 1 - Low Year 1 - High Year 2 - Low Year 2 - High
Option 1: Event House- SO/50 reduced/standard meetings/North House -SO/50 reduced/standard mtgsjPool -
Closed winter
Parking $ 255,114.00 $ 255,114.00 $ 255,114.00 $ 255,114.00
North House $ (42,775.00) $ (42,775.00) $ (42,775.00) $ 42,775.00)
Event House $ (244,190.00) $ (83,085.00) $ 263,290.00 $ 422,755.00
Pool, Recreation & Site
Management $ (590,778.00) $ (590,778.00) $ (590,778.00) $ (590,778.00)
Concession Stands $ 68,500.00 $ 68,500.00 $ 68,500.00 $ 68,500.00
Total $ (554,129.00) $ (393,024.00) $ (46,649.00) $ 112,816.00
Option 2:Event House- 25/75 reduced/standard meeting/North House -40/60 reduced/standard split /Pool -
Extended fall/spring weekends
Parking $ 255,114.00 $ 255,114.00 $ 255,114.00 $ 255,114.00
North House $ (31,645.00) $ 31,645.00) $ (31,645.00) $ (31,645.00)
Event House $ (244,190.00) $ (83,085.00) $ 263,290.00 $ 422,755.00
Pool, Recreation & Site
Management $ (635,243.00) $ (635,243.00) $ (635,243.00) $ (635,243.00)
Concession Stands $ 68,500.00 $ 68,500.00 $ 68,500.00 $ 68,500.00
Total $ (587,464.00) $ (426,359.00) $ (79,984.00) $ 79.481.00
Option 3 Event House- 50150 reduced/standard meeting/ North House -25/75 reduced/standard split/Pool -
Year round weekends
Parking $ 255,114.00 $ 255,114.00 $ 255,114.00 $ 255,114.00
North House $ (14,950.00) $ (14,950.00) $ (14,950.00) $ (14,950.00)
Event House $ (244,190.00) $ (83,085.00) $ 263,290.00 $ 422,755.00
Pool, Recreation & Site
Management $ (701,674.00) $ (701,674.00) $ (701,674.00) $ (701,674.00)
Concession Stands $ 68,500.00 $ 68,500.00 $ 68,500.00 $ 68,500.00
Total $ (637,200.00) $ (476,095.00) $ (129,720.00) $ 29,745.00
Option 4: Event House-25/75 reduced/standard meeting/ North House -20/80 reduced/standard split/Pool -
Year round weekends with dailv lap swim
Parking $ 255,114.00 $ 255,114.00 $ 255,114.00 $ 255,114.00
North House $ (9,385.00) $ (9,385.00) $ (9,385.00) $ (9,385.00)
Event House $ (244,190.00) $ (83,085.00) $ 263,290.00 $ 422,755.00
Pool, Recreation & Site
Management $ (737,918.00) $ (737,918.00) $ (737,918.00) $ (737,918.00)
Concession Stands $ 68,500.00 $ 68,500.00 $ 68,500.00 $ 68,500.00
Total $ (667.879.00) $ (506,774.00) $ (160399.00) $ (934.00)
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