SR-410-001 (22)
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C/ED:EDD:TSDC
Council Meeting:
Santa Monica, California
April 26, 1988
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FROM:
The Mayor and City council
Third Street Development Corporation Board
TO:
SUBJECT: New Santa Monica Mall street Name and Alley Names and
Approval of a Change in Name for the Third Street
Development Corporation
INTRODUCTION
This report recommends that the City Council adopt a resolution
of intention to change the street name Santa Monica Mall to a new
name, Third Street Promenade, along with a change in the alley
names West Mall Court and East Mall Court to Second Court and
Third Court respectively. This report also recommends that the
ci ty Council approve a change in the corporation I s name Third
Street Development Corporation to a new name, Bayside District
Corporation. In addition, the report provides City Council with
information regarding the new District wide name of "Bayside
District" and transmits to Council the new District logo.
BACKGROUND
Third street in Santa Monica was the center for shopping in the
downtown. It was paved over in 1965 and named Santa Monica Mall.
Although initially realizing some success, the Santa Monica Mall
languished throughout the 1970 's.
In 1980, the Santa Monica
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Place Mall was opened across the street from the Santa Monica
Mall.
In 1984, the Santa Monica City Council created the Third street
Development Corporation. This non-profit corporation was charged
with developing and implementing a plan for revitalizing the
Santa Monica Mall.
After two years of planning, with all sectors of the community
involved, the Third street Mall Specific Plan was adopted in
August of 1986. During this phase, the name Third Street Mall
was used instead of Santa Monica Mall because of the confus ion
with the name Santa Monica Place Mall.
Following the adoption of the design in mid-198?, the Third
street Development Corporation formed a c01nmi ttee to work on a
name for this newly designed facility.
What became clear was the need for an area-wide name for the
District which included the six parking structures and Second and
Fourth streets. This would allow the revitalization efforts
along Third street to be promoted equally throughout the entire
District. Focusing on the immediate zone of improvements, a name
for the new design of Third Street was also needed.
Although several names were considered, there was a strong desire
to adopt a District-wide name that incorporated the ocean
proximate location, thus, the name "Bayside Districtll was agreed
upon by the committee members. II Bays ideJl is more special and
memorable than JlDowntownll or "City Center". The district itself
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is also smaller than the formal boundaries of the downtown or the
Central Business District.
The immediate area along Third street was named Third street
Promenade because of the grand walking environment that was being
created. The inclusion of "Promenade" in the name reflects the
unique nature of the street in comparison to Second and Fourth
streets. By retaining the Third Street identity, the name also
makes sense geographically. Finally, it eliminates confusion
with Santa Monica Place Mall, which the public identifies as "the
Mall", and the common usage of the word "mall" has come to mean
large, enclosed structures with many shops.
Likewise, the renaming of the alleys and officially designating
them as an address to which the post office can deliver mail was
considered by the committee. It was believed that "First Court,
Second Court, Third Court, and Fourth Court" accurately give the
locations of the alleys, as opposed to the current usage, which
is "First Court, Mall Court west, Mall Court East, and Fourth
Court" . The names are simple, they do not involve the word
"mall", nor are they prejudicial to the Third street Promenade.
The designation of the alleys as formal addresses to which the
post office can deliver mail will aid in the development of the
150 feet deep parcels fronting the promenade, a goal which is
consistent with the Specific Plan. The City Council must
formally designate these courts as addresses in order for the
postal carriers to service them at those addresses. currently,
offices with ally front entrances receive their mail on the
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street or mall side of the parcel. This becomes confusing to
their clients and also creates problems for those businesses
which do not have easy access to a street or mall mailbox.
On November 9, 1987 I the name committee agreed upon the names
Bayside District and Third Street Promenade along with the new
alley names. These names were discussed and adopted by the Third
street Development Corporation on November 19, 1987. At that
time, again wi th much discussion, the Board adopted a
recommendation to City Council that the Corporation's name be
changed to the Bayside District Corporation, in order to equally
promote all locations in the assessment district.
DISTRICT LOGO
The name committee which was comprised of representatives of
owners, merchants, Board members, design consultants, and City
and TSDC staff, also served as the logo design committee. The
logo to be designed would become a part of the overall
graphics/signage program being developed by ROMA and their sign
consultant.
After a comprehensive RFP and selection process, the firm Nexus
Graphics was COMmissioned by the TSDC to produce an applicable,
attractive and vibrant symbol for the "Bayside District." The
quality of their symbology was superior to any of the proposers,
and their previous logo designs were as individual as the
companies or items they represented. Nexus Graphics is also a
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tenant on the Promenade and the committee felt they would
understand the area best.
starting with 20 preliminary logo designs developed by Nexus, in
November of 1981, the alternatives were narrowed to three choices
and at the January 28, 1988 TSDC Board Meeting, the logo and its
colors were adopted (see attachment).
The logo symbology represents the setting sun, the ocean, and the
buildings with their setbacks. It has a southwest flavor
consistent with the geographical location and Santa Monica
heritage. The logo does not have a slick, "corporate" feel but
is a simple and elegant design. From a marketing and promotions
standpoint, it works well in black and white as well as in a
number of colors, and works just as well in a small size as it
would within a larger logo diameter. Finally, the logo is a
memorable one which could be repeated over and over in a variety
of mediums.
In February the City-wide signage program was brought before
City Council, where it was suggested that the City-wide signs be
reviewed by Roma Design and the TSDC logo committee so as to not
duplicate efforts or produce conflicting sign programs. This was
accomplished in March with some color adjustment and then the
approval of the TSDC Board at their March 24, 1988 Board Meeting.
The TSDC and ROMA have met with the Citywide signage consultants
and agreed upon the placement of both signs in a way that will
facilitate navigation and also establish the separate, special
identity of the District.
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RECOMMENDATION
It is respectfully recommended that the City Council:
1. Direct the City Attorney to prepare a resolution of intention
to legally adopt the new Third Street Promenade street name,
and the new alley names of Second Court and Third Court, and
notify affected property owners and tenants and set a public
hearing.
2. Approve a change in the corporation name Third Street
Development corporation to the new name Bayside District
Corporation.
Prepared by: Thomas H. Carroll, Executive Director
Third street Development Corporation
tsdcnam
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