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~;,Yof City Council Report
Santa Monica
City Council Meeting: August 10, 2010
Agenda Item: ~-~~
To: Mayor and City Council
From: Eileen Fogarty, Director, Planning and Community Development
Subject: Discussion of Development Agreement Concept Plans for AMC Theater
Project at 1318-1320 Fourth Street
Recommended Action
Staff recommends that the City Council:
1. Discuss the applicant's Development Agreement
to initiate the Development Agreement negotiation
2. Provide direction for negotiating potential public
redevelopment, and design alternatives identifie
and staff.
Executive Summary
Concept Plans and direct staff
process;
benefits, parameters for site
d by the Planning Commission
The applicant, AMC Entertainment Inc. & Metropolitan Pacific Capital Inc., proposes
that the City. consider a Development Agreement to construct a new twelve-screen
multiplex cinema at the site of Downtown Parking Structure No. 3. The subject property
is located in the Bayside Commercial Zoning District (BSC-2) and the "Downtown Core"
General Plan land use designation. The proposed project consists of the following key
components:
Construction of an approximately 83,000 SF theater building which includes twelve
auditoriums/screens; approximately 2,167 theater seats; an approximately 2,100 SF
retail tenant space; and an interior restaurant/lounge space that will be available to
theater patrons as well as open to the public.
Removal of 324 parking spaces in Parking Structure No. 3 (demolish structure).
Reduction of a total of approximately 1,597 theater seats in two other AMC-operated
venues in the Downtown (this may include the closure of the AMC Broadway 4 and
reconfiguration of the AMC 7). This will result in a total of 570 net new theater seats
in the Downtown.
This Development Agreement is principally requested because the proposed massing of
the new structure would not comply with zoning code development standards
addressing building stepbacks and building volume envelope requirements above 30'-0"
in height. These modifications are necessary to address the unique building volume
requirements needed for cinema development, the desire to comply with the District's
maximum allowable height (56'), and the need to develop auditoriums with state-of-the-
art technology that accommodates IMAX and 3-D screenings. As discussed more fully
in this report, while the revised schematic project design incorporates a number of
pedestrian-oriented design elements, the proposal would require modification to current
zoning development standards within the context of Development Agreement
negotiations.
It is also anticipated that the applicant will request more sign area allotment for the
project's forthcoming sign program due, in part, to the cinema, retail, and restaurant
uses proposed as part of the AMC Theater project on site. Accordingly, potential
modification to some provisions of the sign code is anticipated, also in the context of
Development Agreement negotiations.
The initial concept rendering is shown on page 6 of this report along with the applicant's
revised concept plans presented to the Planning Commission on June 16, 2010.
Additionally, the conceptual plans were presented at a public workshop, attended by 25
people, on April 12, 2010. Staff, the community, and the Planning Commission have
provided the applicant design input, which will guide future plan revisions. Specifically
design comments have been focused primarily on the following issues:
• Development of a consistent architectural concept for the proposed building that
is well-integrated throughout the building's design and reinforced by the
building's materials, colors, and signage.
• Ensuring that the proposed theater is compatible, with the mass and scale of the
surrounding neighborhood and enhances the pedestrian environment along
Fourth Street.
The following is a summary of key issues recommended for consideration by the City
Council in its discussion of the proposed Development Agreement and its formulation of
direction to staff and the applicant regarding the proposal:
• Consider whether the proposal is consistent with the City's goals for Downtown
development; the neighborhood context; and the LUCE vision for the Downtown
District.
• Consider how the schematic project design fits into the overall streetscape and
whether it responds to its neighborhood context.
Identify potential negotiation points and/or public benefits that would be appropriate
for the broader neighborhood and community.
Background
On November 13, 2007, the City Council authorized the solicitation of proposals to
redevelop the City-owned site of Parking Structure No. 3 into a mixed-use project which
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would include a cinema. At the meeting of September 8, 2009, Council provided the
authorization to enter into exclusive negotiations with AMC Entertainment Inc., in
partnership with Metropolitan Pacific Capital Inc., to develop and operate a multiplex
cinema on the site of Parking Structure No. 3. At that meeting, Council directed
Housing and Economic Development Department staff to move forward with the cinema
proposal without providing parking on the site. City Council direction was based on the
following factors:
With implementation of the Downtown Walker Parking Study (2009)
recommendations discussed by City Council on September 8, 2009, there will be
sufficient parking availability to support the demolition of Parking Structure No. 3
and its replacement with a cinema.
Providing parking on the site would require a much taller structure than what is
currently proposed.
Providing parking on the site would interfere with the pedestrian-orientated
design of the proposed cinema.
Providing parking on the site would discourage the pedestrian activity that occurs
when significant destinations and primary parking resources are not co-located.
At this time, the City and the applicant have executed an Exclusive Negotiating
Agreement (ENA) to develop and operate a multiplex theater at 1318-1320 Fourth
Street, property that is owned by the City. During the term of the ENA, the applicant will
seek discretionary entitlements for the project that will be subject to review pursuant to
the California Environmental Quality Act (CEQA); the City, Redevelopment Agency, and
the applicant will negotiate a ground lease.
A development agreement is a contract between the City and a developer that
authorizes the type and amount of development that may occur within a specific period
of time. Development agreements are typically used to provide developers with
guaranteed development rights in exchange for public benefits. A development
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agreement must comply with the General Plan, but can establish different development
standards than provided by zoning regulations.
A development agreement can provide greater latitude to advance local planning
policies compared to the Development Review Permit process. While a development
agreement is an alternative to the standard development approval process, in practice it
is similar to other public review processes where the City Council makes the final
decision with the exception that the City Council has more discretion in imposing
conditions and requirements on the proposed project since Development Agreements
are adopted by ordinance-and are negotiated contracts.
Discussion
Applicant's Project Description
The applicant proposes that the City consider a Development Agreement to redevelop
the project site with an approximately 83,000 SF theater building (AMC Santa Monica).
The applicant's concept includes 12 screens and 2,167 seats. Consistent with Council-
adopted criteria for development of astate-of-the-art cinema at the site of Parking
Structure No. 3 including preservation or a modest increase to the total number of
cinema seats in Santa Monica, the proposed project will result in only a modest
increase in the total number of cinema seats. AMC currently operates three other
cinema sites in the Downtown and proposes to close the AMC Broadway 4 cinema and
remodel the AMC 7-plex with reduced seating capacity.
With the loss of 1,124 seats from the proposed closure. of the AMC Broadway 4 and the
473-seat reduction from remodeling the AMC 7-plex, the net gain in seats is projected to
be 570, an increase of approximately 10 percent over the total number of existing seats
in the Downtown District, which is currently 5,519 seats. While the closure of the
Broadway 4 is not the only means for ensuring consistency with Council's direction on
this matter, the applicant has indicated that it is currently in discussions with the landlord
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regarding how the Broadway 4 will be closed prior to operation of the new AMC Santa
Monica.
Upon completion of the proposed theater complex, there would be a total of
approximately 6,089 theater seats in the Downtown District.
Features of the proposed AMC Santa Monica concept include IMAX and 3D technology,
a restaurant and lounge that can be accessed by the general public as well as AMC
patrons, enhanced food and beverage service with specialized food areas, additional
ground-floor space that could be leased to an unaffiliated retail or restaurant
establishment, reserved seating, 50-inch theater seating platforms for additional leg
room, and state-of-the-art digital projection technology and theater sound systems.
Community Benefits
Potential community benefits preliminarily identified by City staff include the following
points that would be included in discussions with the applicant once the Development
Agreement negotiations have commenced:
• Require some auditoriums to be available for use by community groups during
certain day and/or at non-peak attendance times.
• Require auditoriums be available for use during the American Film Market (AFM)
or other film markets or festivals that may be hosted in Santa Monica.
• Provide public art at the project site (1318-1320 Fourth Street) and/or at the
existing AMC 7-plex located at 1310 Third Street.
• Establish and implement a Transportation Demand Management program for
employees to reduce the number of vehicle trips associated with the project and
to encourage alternative forms of transportation to and from the project.
• Commit to a certified LEED project.
The applicant has also indicated that AMC expects to expand its Commuter Expense
Reimbursement Account program to be used for both the AMC 7 and the proposed
theater to encourage the more economical use of public transportation. This program
allows AMC employees to request reimbursement for public transportation costs
through the use of pre-tax dollars.
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Based on feedback from the Planning Commission, City Council, and community
regarding Development Agreement project parameters and negotiations, City staff will
identify additional public benefits for potential implementation in conjunction with the
proposed AMC Theater development.
Review of Schematic Building Design
Since November 2009, City Planning Division staff has conducted early concept review
and worked with the applicant to refine the schematic design prior to bringing the
proposal forward to the community, Planning Commission, and City Council. Key
elements of the initial design (shown below) included a curving, two-story transparent
glass fagade on Fourth Street, a projecting glass-enclosed elevator on the primary
elevation, and a significant amount of exterior signage.
Staff focused its design comments primarily on seeking a building design that better
responds to its unique Santa Monica context, and one that incorporates stronger
pedestrian orientation. The following is a sample of comments previously provided to
the applicant:
• It is not clear how the curved facade responds to its urban context; consider
simplifying the design concept and/or employing a design strategy to break up
the floor-to-ceiling glass expanse on the primary elevation.
• The scale and form of the proposed elevator enclosure is not consistent with the
composition of the facade or the surrounding streetscape.
6
Original schematic design AMC Theater
• The overall size of proposed signage is excessive and needs to be placed at the
pedestrian's level. Please reevaluate the signage program and pay particular
attention to the scale of signage, ensuring visibility for the pedestrian and
placement so that each element is well integrated with the overall design concept
for the fagade.
In response to staff's initial comments, the applicant has made significant
enhancements to the schematic building design and has expressed a willingness to
continue to work with staff, the community, Planning Commission, and City Council to
further develop and refine these concept plans. The revised renderings, shown above
and on page 8, are the result of the applicant's efforts to further study the surroundirig
built environment and better integrate into the design the proportions, forms, and
materiality of Santa Monica's Downtown District, in particular on Third and Fourth
Streets.
The resulting progress sketch and renderings, .overall, represent a positive
enhancement in the compatibility. of the schematic design given the scale, proportions,
materials, and rhythm of solids and voids found in the architectural context of Santa
Monica's Downtown. Specifically, the perceived mass and scale of the building has
been reduced by reinforcing the ground floor of the building, and the design
incorporates linear proportions that are more consistent with the pattern of pedestrian-
oriented storefronts found along Downtown streets.
7
Revised schematic design AMC Theater
The revised progress sketches will continue to be refined with feedback from the
community, Planning Commission, and City Council. City staff has also identified the
following areas for further study and revision and will continue to work with the applicant
following the Development Agreement float-up process:
• In order to further enhance the effort already made to reduce the elevation's
perceived mass and scale, the base of the building needs to be more strongly
defined and first floor horizontal elements need to be reinforced.
• The roofline and proposed tower element need further study and refinement.
• The automated ticket area still appears unresolved; please explore opportunities
to enhance this area and/or relocate it inside the lobby.
Downtown Parking Program and Removal of Parking Structure No. 3
The Downtown Parking Program, adopted by City Council on February 28, 2006, set
forth an ambitious program to add 1,712 new public parking spaces to the Downtown
supply. The Program recommended that before embarking on the construction of new
parking facilities,. the City should evaluate current parking occupancies and projected
parking demand. As a result, the City hired Walker Parking Consultants to evaluate
current parking demands, anticipated parking demands, and financing options.
The Walker Parking Study, which was considered and endorsed by City Council on
September 8, 2009, recommended that the City implement a variety of measures to
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Revised schematic design forAMC Theater
better manage its parking resources in the Downtown, including improved parking
pricing strategies, incentives for better occupancy of underutilized public and private
parking facilities and enhanced operational, technological and informational strategies.
Several key measures recommended in the study are already underway. An
interdepartmental working group has prepared an implementation plan and has been
working closely with various stakeholders, including the Bayside District Corporation.
On February 23, 2010, the Council discussed priorities for a phased approach to
implementing specific actions to further the goals and recommendations set forth in the
study. These priorities included adjusting meter and parking structure pricing; expanding
transportation demand management programs, and developing agreements and new
signage for public use of private parking facilities. The initial round of new parking
pricing strategies are now in effect.
Walker projected that full implementation of the pricing strategies would effectively
increase the availability of spaces in existing Parking Structures 1 - 6 and 9. The
increased availability created by management strategies could more than cover the
small increase in demand for parking over the next several years, projected by Walker
based on the amount and type of new development undergoing planning-review in the
Bayside District.
The removal of 324 spaces in Parking Structure 3 as a result of the AMC theater project
would be replaced with the reconstruction of Structures 1 and 6, which are anticipated
to provide a net increase of approximately 450 spaces. Progress on Parking Structure 6
is currently underway, with adesign-builder on board and currently in the. design stage.
Structure 6 is scheduled for completion before the AMC theater project construction.
Parking Structure 1, which is within one block of Parking Structure 3, would likely
undergo reconstruction after the completion of the AMC theater project, creating a
short-term shortfall in spaces. The Downtown Parking Strategy addresses interim
conditions while parking structures are demolished and before replacement resources
are built. The strategy is designed to ensure that there is adequate customer parking
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during the interim periods when parking has been reduced, while also addressing the
needs of monthly parkers. Monthly parking permit-holders would be shifted to the
available parking resources at the Main Library and Civic Center Parking Structure in
order to free up parking spaces for customers in the core- of the Downtown. If
necessary, shuttles could enhance monthly parkers' access to the outlying parking
resources. As an additional interim mitigation measure, staff proposes to create new,
interim parking resources on the City-owned properties on Fifth Street.
Alternatively, City Council could ask staff to evaluate the benefits of constructing a new
parking facility on the City-owned properties on Fifth Street, just east of the AMC theater
project and south of Arizona Avenue. This project would be consistent with the
strategies in the Downtown Parking Program and could precede or be in lieu of
reconstructing Parking Structure 1, and possibly even Parking Structure 6. Rather than
disrupt the existing facilities, Structure 1 (and possibly Structure 6) could be seismically
retrofitted and remain to serve the public as they currently exist. The Fifth Street site
provides a better footprint for an efficient parking system, either below or above ground,.
and would be more cost effective per space to build than constructing the net new
spaces on the smaller sites of Parking Structures 6 and 1. The City's Fifth Street site is
in a good location to provide parking for the AMC Cinema and replace the parking
currently located in Parking Structure 6. Access to the site from 5th Street, via the 5th
Street I-10 Freeway off-ramp, also diverts traffic from 4th Street, which is heavily used
by Big Blue Bus as a primary transit thoroughfare. Staff will prepare recommendations
with respect to parking opportunities on the City-owned property once the Exposition
Light Rail operational impacts to Fifth Street have been. addressed.
In addition to recommended management strategies, the Walker Study notes that
implementation of the LUCE and the Expo light rail could further change parking
conditions downtown. An advantage of the alternative strategy of building parking on
City-owned property on Fifth Street is that it gives the City greater flexibility in the future
to either add capacity by reconstructing Structures 1 or 6 or, if the spaces are not
needed, to reuse the parking sites for other uses.
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Zoning Ordinance & General Plan Consistency
Bayside Commercial District & Project Development Standards
Development standards in the Bayside Commercial Zoning District (BSC-2) have been
established to support a concentration of retail, entertainment, office, and housing uses
in addition to complementary uses such as hotels and cultural facilities, while providing
for development that maintains a sense of human scale and pedestrian-oriented
character.
Cinemas are permitted in the zoning district with a Conditional Use Permit. The
maximum height permitted is 56'-0" (four stories) with a maximum allowable Floor Area
Ratio (FAR) of 3.0. The proposal's approximate 54'-0" building height (excluding the
proposed architectural tower roof projection) and approximate 2.8 FAR complies with
Zoning Ordinance development standards.
However, as noted earlier, the proposed massing of the theater structure would not
comply with zoning code development standards addressing building stepbacks and
building volume envelope requirements above 30'-0" in height. More specifically,
Bayside Commercial District standards (SMMC 9.04.08.15.060) require that new
buildings be stepped back at a 36.9 degree angle measured from the horizontal above
30 feet in height. Additional Project Design and Development Standards (SMMC
9.04.10.02.040) in the zoning code establish building volume envelope requirements
that require a 9'-0" average setback for any portion of a structure between 31'-0" and
35'-0" in height and an 18'-0" average setback between 46'-0" and 56'-0" in height.
Due to the unique building requirements for cinema development, a larger building
volume envelope than what is currently permitted by code would be required. By
eliminating the requirement for upper level building stepbacks above 30'-0", the project
design would comply with the maximum allowable building height of 56'-0" and still
accommodate auditoriums with state-of-the-art movie screens utilizing IMAX/3-D
technology and stadium-style seating. While the proposal will require modification to
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the development standards outlined above pertaining to building volume and upper level
stepbacks, the project will comply with other Bayside Commercial District and general
project design and development standards, including those that address the building's
relationship to street frontage and require ground floor levels to be designed with
pedestrian orientation.
Finally, while detailed signage information is not yet required, it is anticipated that. the
applicant will request more than the code-allowed 150 SF of sign area for the project.
The parameters for this request would be evaluated during Development Agreement
negotiations.
Consistent with the City's formal design review process, the Architectural Review Board
will be required to review and approve the final building design, materials, colors, and
signage for the project
Bayside District Specific Plan
The proposed AMC Theater is consistent with Bayside District Specific Plan Policies
4.1.1 and 4.1.3 which support retail and other complementary uses on or near the Third
Street Promenade as necessary to maintain a vibrant downtown environment and
provide for the development of uses necessary to maintain the economic viability of the
Bayside District, including entertainment facilities such as theaters.
Consistency with the Land Use and Circulation Element (LUCE)
The LUCE Downtown District land use designation supports the area as a thriving,
mixed-use urban environment for people to live, work, be entertained, and be culturally
enriched. The Downtown District designation capitalizes on Downtown being the
terminus of the Expo Light Rail with a station planned for Fourth Street and Colorado
Avenue, located within walking distance of the subject property.
The LUCE encourages development that will capitalize on Downtown as an already
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transit rich environment, in particular the presence of major bus routes on Fourth Street.
As well, the LUCE vision for the Downtown District addresses the provision of parking:
"A parking management approach for the Downtown, the Expo Light Rail station
and the Civic Center areas, and potentially the Beach and Oceanside Districts
utilizes a shared pool of parking resources, creating a true shared parking
district, which balances variable parking demand and economic return. This will
require an optimal mix of investment in new parking, coordinated management of
existing parking, access improvements and transit augmentation."
With respect to land uses, Downtown District Policy D7.1 encourages a broad mix of
uses that create dynamic activity in both the daytime and evening hours including retail,
hotels, office, high-density residential, entertainment and cultural uses in the Downtown..
Downtown District Policy D1.2 encourages the construction of new or rehabilitated
movie theaters in the Downtown to assure that these entertainment venues are
competitive in the marketplace.
Finally, the Downtown District's Land Use Parameter Policy D8.3 states that buildings
should be constructed with a variety of heights, architectural elements and shapes to
create visual interest along the street.
The proposed AMC Theater will create a new entertainment venue in the Downtown
that will contribute to the visual quality of the Fourth Street streetscape. The project is
also a use that will generate activity and enhance the pedestrian environment, in
particular during the evening hours.
Planning Commission Action
The Planning Commission conducted a public hearing on this proposal on June 16,
2010 and July 21, 2010. Based on input from staff, the applicant, and the public, the
Planning Commission unanimously voted to recommend that a Development
Agreement be formally initiated. Individual Planning Commissioners also provided a
variety of comments and recommendations for staff and City Council consideration
including proposed community benefits, enhancements to the architectural and interior
13
design, incorporation of an access point to the alley at the rear elevation, and a request
for more detailed interim parking plan information to be provided during the review
process. A complete list of Planning Commissioners' comments is .provided in
Attachment B.
Public Outreach & Community Meeting
City staff has begun the public outreach process to inform the neighborhood and
general public about the proposed project. Specifically, on April 12, 201.0 Planning staff
held a community workshop at the Ken Edwards Center to discuss concept plan,
schematic design, and to discuss background regarding the Council's action with
respect to the removal of Parking Structure No. 3 and the City's Downtown Parking
Program.
Comments from the public meeting were primarily focused on issues regarding parking
in the Downtown, site and building design, and operational issues related to the
range/variety of films that will be shown and the affordability of ticket prices. A complete
list of public comments is provided in Attachment C.
Staff has received correspondence (see Attachment D) and approximately a dozen
telephone inquiries regarding the AMC Theater proposal; the majority of public
comments are in support of the development of a new theater but include concerns
about the demolition of Parking Structure No. 3. More information is needed regarding
the provision of replacement parking in the immediate area.
Finally, notices of the April 12th community meeting, June 16th and July 21St Planning
Commission, and August 10th Council discussions were mailed to all owners and
residential and commercial tenants of property located within a 500-foot radius of the
project and published in the Santa Monica Daily Press at least ten consecutive calendar
days prior to the hearings..
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Environmental Analysis
CEQA review is not required for the purpose of a preliminary discussion of the feasibility
of a potential project and the appropriateness and potential public benefits of a
Development Agreement for the site (State CEQA Guidelines Section 15262).
Environmental analysis will be completed and circulated for public review prior to
consideration of the formal Development Agreement application by Planning
Commission and City Council.
Financial Impacts & Budget Actions ,
Direction to proceed with Development Agreement negotiations will have no budgetary
impact. If the eventual AMC Theater development is approved and moved forward,
there will be cost and revenue impacts to the City. Such impacts will be detailed as part
of the Council's consideration of a lease agreement for the property.
Staff costs for the Development Agreement process are paid from application fees.
There is a wide range of public benefits that the developer will be required to provide
pursuant to the Development Agreement negotiations. There are no anticipated
financial or budgetary impacts to the City in conjunction with the direction to proceed
with Development Agreement Application negotiations.
Prepared by: Roxanne Tanemori, AICP, Senior Planner
Approved:
Forwarded to Council:
Eileen Fogarty
Director, Planning and Community
Development Department
.~
Rod Gould
City Manager
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Attachments:
A. Preliminary Concept Plans for AMC Theater
B. Summary of July 21, 2010 Planning Commission Discussion
C. Summary of April 12, 2010 AMC Theater Community Meeting
D. Public Correspondence
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Attachment A
Preliminary Concept Plans for AMC Theater
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Executive Summary
Revised Design Concept for the Development of a Theatre at 1320 4`h Street, Santa Monica, CA
Design
Designed with a 40-foot high glass storefront, the theatre's
facade is influenced by the surrounding environment while
offering maximum transparency into the theatre from
Fourth Street. This unique facade also features an old style
marquee and an upper level setback which results in a
second story outdoor terrace. Although the theatre
measures 54 feet in height from street level to the top of
the building, this setback breaks the monotony of large
expanses of blank walls most commonly associated with
traditional theatres. An entire lower level of auditoriums
is tucked below street level to further reduce the theatre's
perceived height and allow the theatre to 'fit in' with its
surrounding environment. With four separate retail
entrances on street level, the building is designed to
invigorate and activate Fourth Street while still creating
the perfect backdrop for Hollywood premieres. A LEED
certifiable building, AMC's theatre design will also
conserve energy by utilizing natural daylight entering
through a skylightlocated above the building's atrium.
Theatre Specifications
e 54 feet above grade with 28 foot excavation
• 83,000 square feet
• 12 Auditoriums (largest 440 seat, smallest 100 seats)
0 2,167 seats (Reserved Seating)
o All Digital projection with IMAX and ReaID (3D)
Technologies, Main IMAX Auditorium over 4 stories
tall
• Largest screen 70'w X 37'h, smallest screen
33'w X 18'h
• Sound systems with up to 12 channels of discrete
channels of uncompressed audio
Amenities
• MacGuffins full service restaurant and lounge with
hot and cold menu selections, gourmet candy, coffee,
popcorn and healthy snacks
e Second Level, rooftop terrace
• On-line reserved seating and ticket purchase
• Automated ticket kiosk for pick-up and purchase
service
• Extra wide 26" chairs on 50" platforms (4 inches
deeper than industry standard), elevated 21 inches
above the preceding row
Programming
• First run films, including premieres
o Live (Met Opera, etc.) and Store-and-Forward
(concerts, independent productions, etc.) events
• AMC Select, a program dedicated To the best
specialty films
• Sensory-Friendly films
Downtown Santa Monica Theatre Reconfiguration
• Net additional of 570 seats to the downtown Santa
Monica market
Exterior Daytime Rendering 1
Exterior Daytime Rendering 2
Auditorium #1
IMAX°
440 Seats
20
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1
Retail Tenant
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Entry Level Plan
lower Level Plan
Upper Level Plan
Interior Rendering 1
Interior Rendering 2
Interior Rendering 3
Attachment B
Summary of July 26, 2010 Planning Commission Discussion
The Planning Commission conducted a public hearing on the AMC Santa Monica
Development Agreement proposal on June 16, 2010 and July 21, 2010. Based on input
from staff, the applicant, and the public, the Planning Commission unanimously voted to
recommend that a Development Agreement be formally initiated.
Individual Planning Commissioners also provided the following .comments and
recommendations for staff and City Council consideration:
Project Concept
• Anew, state-of-the-art theater will be an enhancement to the City's .Downtown;
some Commissioners expressed concern that the theater would be more
appropriate located on the Third Street Promenade or Fifth Street; other
Commissioners expressed support for the proposed Fourth Street location.
Community Benefits
• Provide bicycle parking at the site for employees and customers.
• Provide funding for additional bicycle parking in other Downtown areas.
• Transportation Demand Management Program needs to be aggressive and include
measures required for AMC's other locations in the City.
• AMC should provide customers/patrons incentives to use public transit.
• Community groups/non-profits should help shape the program that would allow for
occasional community use of AMC'g auditoriums.
• LEED Silver Certification.
• Provide funding to the local school district.
Proiect/Site Design
• Overall design concept and design details need to be elevated to create ahigh-
quality design that is worthy of Santa Monica.
• Design needs further refinement: more distinct frontages should be developed for
the theater, restaurant, and retail spaces.
• The roofline needs to be studied further and the volume of the atrium needs to be
reduced.
Interior design needs to better reflect the local character of Santa Monica and
Southern California; the interior lobby and other interior areas need to be high-
quality designed and finished spaces.
The rear, alley elevation needs to be improved to incorporate a pedestrian access
point to create connectivity between Fourth Street, the alley, and the Third Street
Promenade.
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• The rear, alley elevation needs to be further studied with the principles of the "Art
Alley Concept" taken into consideration.
• Delivery and trash compacting/staging area will need to be carefully planned.
Parking/Circulation and Environmental Review
• Project description to be studied during environmental review (CEQA) needs to
include information about the City's interim parking plan for the Downtown.
• The City's interim parking plan to address the loss of the 324 spaces in Parking
Structure No: 3 needs to be worked out and part of the project description.
• The businesses located in the alley behind the project site need to be considered
when during the environmental review process [including construction effects].
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Attachment C
Summary of April 12, 2010 AMC Theater Community Meeting
City staff hosted a community meeting at the Ken Edwards Center on April 12, 2010 to
present and discuss the AMC Theater Development Agreement Concept Plans;
approximately twenty-five members of the public attended.
The following is a summary of comments provided at the community meeting:
Project Concept
• New, state-of-the-art theater is a key component to the vitality of the Downtown; this
project is supported by the Bayside District Board and will be a significant and
important opportunity for the City.
• Theater redevelopment has been a key issue for years in the Downtown; the AMC
proposal will be beneficial to the surrounding. businesses on Fourth Street and bring
movie-goers back to Santa Monica.
• It would beneficial to the Downtown for the AMC Theater to go through the approval
and construction process as quickly as possible.
• The new theater will be positive for the community, though the details of the project
and parking still need to be worked out.
• Concern was expressed that information was withheld from the Planning
Commission staff report regarding the closure of the Broadway 4 Theater and that
the legalities of the process for review, and Conditional Use Permit provisions/terms
of use at the Broadway 4 site have not been accurately presented.
Proiect/Site Design
• Several members of the public expressed a preference for the original design
concept because it is more contemporary, visually interesting, and stands out on the
block.
• Several members of the public expressed a preference for the revised design, noting
that it fits in better on the block and does not overwhelm the streetscape in
comparison to the initial design concept.
• The project design needs to be better developed on the rear elevation to activate the
alley since it is heavily used by pedestrians; design must incorporate principles of
four-sided design and address the alley and the pedestrians/users of the alley.
• Concern was expressed about the overall amount of development/building mass on
the site.
• Theater site on Fourth Street feels disconnected from the Third Street Promenade.
• Applicant needs to show expanded street views of project.
• Pedestrian-oriented design with storefronts and main entrance at street will enhance
the neighborhood.
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• Support was expressed for AMC's retention of the Ficus -trees on the sidewalk
adjacent to the parcel
• A question was raised regarding how earthquake/seismic safety and egress will be
addressed in the project design since a number of auditoriums are proposed below
grade.
Operations
• AMC. needs to provide affordable ticket prices for senior citizens and for families.
• Concern was expressed that a limited number of first-run films will be shown and/or
there will not be a sufficient diversity of films being shown (e.g., one new film being
shown in four auditoriums).
• There is interest in the "AMC Select" concept for showing off-beat/low-budget films
in larger auditoriums in Santa Monica, either in the new AMC Santa Monica or in an
existing AMC venue Downtown.
Parking/Circulation
• Significant concern was expressed about the loss of parking spaces in Parking
Structure No. 3: the public needs more information about how, when, and where
replacement parking will be implemented to ensure that businesses, restaurants,
and offices in the area will not be impacted.
• The City's Downtown parking program has identified opportunities for valet,
employee parking, and additional parking in other locations.
• Replacement parking needs to be built before the theater commences operation..
• Parking is already a problem in the area due to current visitors/business volumes,
Downtown construction, and the Farmer's Market.
• New theaters need easily-accessible parking; has the drop in Downtown movie
attendance been influenced by a perceived lack of easy access to parking (direct
access from theaters to on-site garages)?
• City and developer need to carefully study pedestrian and vehicle circulation/flow
around the theater site. Apick-up/drop-off area will need to be included on- or off-
site so traffic will not be impeded on Fourth Street.
• Site on Fourth Street will make the theater easily-accessible by public transit.
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