SR-410-001 (17)
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Council Mtg. 7/27/82
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Santa Monica, Cal ifornia
TO. Mayor and City Council
FROM: City Staff
SUBJECT- Chamber of Commerce Mall Report
The Chamber of Commerce Mall Imp roverPent COfTlfTl i ttee requested an opportun i ty to
address City Council regarding the Third Street Mall. The attached correspondence
provide a history to this subject for your background.
The City has addressed many of the Cha~ber's concerns--some remain unresolved.
The Department of Community & Economic Development has included a speCific goal
of "... IMproving theMall...."in the FY 82-83 budget.
P repa red by
Mark Tlgan
MT mh
Attachf'1ents
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JUL 2 7 1982
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May 5, 1982
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Mr. John H. Alschuler, Jr.
City Manager
City of Santa Monica
City Hall, 1685 Main Street
Santa Monica, Cal~fornia 90401
Dear John,
MALL REVITALIZATION PLAN
Four years ago,when final approval was passed for the erection of Santa
Monica Place, the urgency of res 01 ving. --.the ever growing pr-oo lems of the Hall
took on a new realism and urgency. Since the Mall Improvement Committee 1n the
Chamber of Commerce was formed in 1978, we entertained no less than seven
proposals and/or studies:
1. People Mover Concept for the Mall
2. Arroyo Group Study
3. Watt Industries
4. Alan Indictor Proposal
5. Carl Worthington Proposal
6. Galper/Baldon Associates Proposal
7. The Keyser Marston Associates Study
During the four years most of these studies and proposals were presented to
the various Santa Monica City Administrations. However, todate no effort has
been made to in1tiate any programs and our final hopes lie with the current
City ~anagement S1nce they have shown a sincere concern for the welfare of the
Mall. Our proposal consists of three phases:
Phase I is to be implemented 1mmedLately by the City through mandates and
ord~nances;
Phase II is short-range implementation to be completed no later than
within 12 months. Financing for Phase II would be through a Mall Assessment
District, People Mover Funding and any other Government funding that can
be obtained;
Phase III is our hope for continued successful expansion of Santa Monicals
economy by fully utilizing its recreational industry) asset and potential.
(Continued)
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Mr. John H. Alschuler, Jr.
City Manager
City of Santa Monica
(2)
Hay 5; 1982
PHASE I: IMMEDIATE IMPLEMENTATION
Part 1. Alley Ways and Park~ng Structures:
a) Alley lighting on private property
bJ Private property painted and sign~ng
c) Alley clean-up
d) Re-direct alley traffic
e) painting and signing of parking structures
f) Parking structure operation turned over to a
prLvate agency
g) Re-surfacing of alleys
PHASE I: n1MEDIATE IMPLE}1ENTATION
Part 2. Studies Needed:
a) What impact a monoraLl people mover would have
on the Mall?
* cost to build
* cost to operate and maintaLU
* revenues it would generate
* factor as an attract~on to draw people
b) wbat impact diagonal metered parking on the Mall
will have?
* cost to build
* cost to operate and maintain
* revenues it would generate
* factor as an attractLon to draw people
c) Hhat impact re-landscaping will have?
* cost to build
* cost to operate and maintain
* revenues it would generate
* factor as an attraction to draw people
d) Options and the feasLbility of garage access
to the Mall through private property?
* cost to acquire
* cost to build
* cost to operate and maintain
* revenues ~t would generate
* factor as an attraction to draw people
e) What funding is ava~lable?
* people mover
* parking access
-}: redevelopment
* mall landscaping
-}: alley re-surfacing
* lighting
* secur1ty
(Continued)
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Mr. John. H. Alschuler,
c~ty Manager
city of Santa Monica
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(3)
Hay 5. 1982
PHASE I: UlMEDIATE nfPLEMENTATION
Part 3. Establishlng a Timetable for Implementation
and Co~plet~on of all phases:
a) Time limit on studies
b) Time 11mit on bids
c) Time limit on plans
d) Time 11mit on construction
PHASE II: SHORT-R&~GE (Within 6 months to 12 months)
Part 1. People Mover:
a) Monorail system built on the Mall with garage access
to stations.
b) Supplemental ground surface people mover In the form
of shuttle buses or trams.
PHASE II: SHORT-~~GE (Within 6 months to 12 months)
Part 2. Mall Improvement:
a) Lighting
b) Hardscape/Landscape
c) Garage access
d) Security
e) Name and identity change
PHASE II: SHORT-KANGE (Within 6 months to 12 months)
Part 3. Mall Management:
a) Establlshment of a Mall corporation.
b) Establishing an assessment district
c) Hiring a Mall Xanager
PHASE III: LONG-RANGE
Part 1. People Mover:
Expanding the monoral1 system to a loop that would
connect wlth major hotels. the Pier. Main StreetJ
the Civic Center) Santa Monlca Place and the Mall.
Part 2. Parking:
Expanding parklng in the downtown area and civic center.
Part 3. Investigate feasibility of turning Qperatlon and
management of certain segments of Santa ~onicaJ such
as the Pier, to proven ent1ties experienced specialist
in recreational management.
(Continued)
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Mr. John H. Alschuler~ Jr.
City I1anager
City of Santa Monica
(4)
Hay 5, 1982
We look forward to your immediate attention and action on behalf of Santa
Monica Downtown future since time has now run out.
JUl: IDS
tSpectfuIIY submitt~d, __
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oseph L. Miko, Chairman
MALL IMPROVEME~"T COMHITTEE
SANTA MONICA AREA CHAMBER OF COMMERCE
CITY OF
SANTA MONICA
CALIFORNIA
OFFICE OF THE CITY MANAGER 393-9975. ext 301
1685 Mam Street, Santa MOUlCa, Cahiorma 90401
June 8, 1982
Mr. Joe Miko, Jr.
Chairperson, Mall Improvement Committee
Santa Monica Area Chamber of Commerce
1460 Fourth Street
Santa Monica, CA 90401
Dea r Joe
The purpose of this letter is to provide you with an update on the subject
of Mall Revitalization. As you know, the revitalization of the downtown
pedestrian mall remaIns a hIgh priority for the City's administration. I
have instructed the Director of Community and Economic Development to
proceed with not only immediate plans to implement some short term solutions,
but also to develop a consistent and practical long range strategy in close
cooperation With your Mall Improvement Committee. One of the early steps
weill be taking in that regard is a sensitizing of the City CounCil to
the issues related to the downtown mall. Along those lines, we have
scheduled your presentation before City CounCil for July 27, 1982. I hope
this is convenient for you and other Mall lmprove~ent Committee members.
In specific response to your letter of May 5th, we intend to take immediate
actions towards cleaning up the alleys and redirecting alley traffiC.
Simultaneously, we will be pursuing a City'ordinance requiring security
lighting to be provided by the owners, to City specifications, in the
alleyways. We will proceed On this step after receiving a formal request
fro~ the Chamber for such an ordinance. We are also exa~ining the possibility
of a design ordinance for the Mall which would cover signage and facade
treatment. In regard to the parking structures, a study is now underway
to examine the feasibility of turning these structures over to private
operation. The results of this will be available at our July meetIng. In
the meantIme, we will ~rim whatever landscaping is necessary to better
expose the signage on the City garages.
The City holds generally the same view as the Chamber in regard to further
study of the Mall. We believe it is time for some action, and we are
taking steps in that direction. Nonetheless, there is one component of
your letter with which we do not agree. The idea of the monorail systems
is unrealistic. Experience has shown elsewhere that these systems are not
very cost effective.
Mr. Joe Miko, Jr.
-2-
June 8, 1982
Short and task-specific studies may be conducted on an lias neededll basis
to complement staff capacity as we proceed with the program. We think
that specific Mall program could be ready by mid-summer and a third party
critique completed by fall. Some of the prel iminary thinkIng on that
development program for the revital ization of the Mall includes many of
your suggested ideas such as a Mall restoration-type corporation, assess-
ment district, hiring a corporation manager, opening up some streets, and
linking the rest of the uses in downtown such as the Pier and Santa MonIca
Place to the Hall through shuttle buses, pedestrian connections, etc.
In short, Joe, we1re gearing up to address many of your concerns and we
intend to begin some action items immediately. The key to this whole
process, as live i nd i cated before, IS your Ma 11 Improvement Comml ttee
cooperation and its continuity of policy positions.
In partnership we can proceed on this worthwhile objective of improving
both City as a whole and the downtown Mall. We feel time has not run out.
JHA MT:mh
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