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SR-410-001 (17) C~h Council Mtg. 7/27/82 l/ / () - ?JtJ; lJ-A ~,,~ ;002 v j L ~~ i~U 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 1 j- P< JUL 2 7 1982 e ,,\ 0 \ 1('. ..... ~'--'-, - 1 . "/' 'i;'.: -, ..- . --. ~ ~~~....~.... "" F'~'$' ~-':--- </; (-;~-..;,."".~;.. .~- -=::J...-t_ ~~. _ r-. - _-r-::....~ i 8~~-~ 7 -~-- j ~~.~- ..../J r --- J ,r, -" ( OF -r r ~ ....5'rf- i{~N -- .-' -; 1" /' e /" May 5, 1982 '- ':' ," .....\"":"- CO 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) ~; ,.,>~... t~ ;1.--"1 ~ ~~- , '" ",CCRE~'-EO ~i=- I~:; t~:e f..--=....~..:; 'J;-;,...'-' -';r,l 6"1... "\-9.3; Q 14.'31 i::..,:tn .:::.,-eet. Sj--.t(.~ ~.... )'j:ca. C3ilfD"':~ICi 2C.L01 0 (21.3~ 393-Q825 oI1iE'~i ~~_-.:.:.:~ -~------ ---- --- II.' __= --- -------- e e .: .. 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) / "./- Mr. John. H. Alschuler, c~ty Manager city of Santa Monica eJ e (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) ./ . /- /' / .F- . e e 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, __ , ~V:)J~--- 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 ..