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SR-410-001 (22) '1/0/00/ \D- f:.. APR 2 6 lq88 C/ED:EDD:TSDC Council Meeting: Santa Monica, California April 26, 1988 ~ / '.) 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 - 1 - lO-A APR 2 6 19BB 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 - 2 - 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 - 3 - 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 - 4 - 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. - 5 - 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 - 6 -