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HomeMy WebLinkAbout07/08/02AGENDA ADJOURNED REGULAR MEETING HERMOSA BEACH CITY COUNCIL Monday, July 8, 2002 — 7:10 p.m. Hermosa Beach Community Center, Room 4 710 Pier Avenue, Hermosa Beach MAYOR Kathy Dunbabin MAYOR PRO TEM Sam Y. Edgerton COUNCIL MEMBERS Michael Keegan J. R. Reviczky Art Yoon CALL TO ORDER PLEDGE OF ALLEGIANCE ROLL CALL CITY CLERK Elaine Doerfling CITY TREASURER John M. Workman CITY MANAGER Stephen R. Burrell CITY ATTORNEY Michael Jenkins 1. PRESENTATION OF SPECIFIC RECOMMENDATIONS FOR IMPLEMENTATION OF ECONOMIC DEVELOPMENT REVIEW COMMITTEE REPORT a. JOE MARK, CHAIRMAN 2. CITY COUNCIL DISCUSSION OF PROJECTS FOR IMPLEMENTATION OF ECONOMIC DEVELOPMENT REVIEW COMMITTEE RECOMMENDATIONS. CITIZEN COMMENTS ADJOURNMENT 1 City Of Hermosa Beach Economic Development Review Committee Final Report April 23, 2002 A Strategic Plan For The Future STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE * INTRODUCTION* The Hermosa Beach Economic Development Review Committee (EDRC) is pleased to present its "Strategic Plan" — our plan to give direction to our City leaders and sustain Hermosa Beach's evolution into a high quality, pedestrian- oriented, and citizen -prioritized village. This document summarizes the key elements of the EDRC's recommendations and is presented to the City Council for its consideration. The Committee was created by the City Council in April 2001 and was charged with developing a series of citizen - generated recommendations for desired changes and goals for the City of Hermosa Beach. Those recommendations were to be centered on insuring Hermosa Beach's long-term economic good health, maintaining our quality of life and preserving our unique personality. The recommendations in this document set forth a series of public actions and private opportunities. This plan is more strategic in nature and less of a specific Master plan. Detailed physical planning will follow as necessary and appropriate. In addition, this plan explains the background and basis for the Committee 's recommendations. The first section of the document explains the overall reasons behind the Committee 's conclusions, then discusses specific functional issues: circulation, retail, office and housing, and parking. The second half of the document summarizes the specific recommendations within their general central city physical areas or "Districts"(which we propose and have presumptuously named!) -- the Beachfront / Core Business District [BCBD] (which encompasses the beachfront, the Plaza, Hermosa Avenue and Pier Avenue (upper & lower); the Civic / Park District (the Community Center, Civic Center, Greenbelt, Hermosa Valley School, Clark Field and Valley & South Parks and associated recreational and public service facilities); the PCH Business Corridor (Pacific Coast Hwy.) and the Hermosa Hills / Prospect Square District (Hermosa Beach east of PCH and lower Aviation Blvd.). Although categorized in this way, the plan and recommendations were developed taking into consideration the City as a "Collective, Integrated Whole ". The process to develop the plan was multifaceted to . ensure that all views were considered. The broad-based, entirely volunteer membership (listed below) represents residents, homeowners, the business community, city administrators & staff, local sports organizations and educators. Many members have expertise in Urban and Economic Development, Research, P.R. & Marketing, Municipal Funding, Real Estate, Recreation, Entertainment and Architectural Design. In all, over the last year more than 40 Hermosa Beach citizens met regularly contributing their time, knowledge and efforts to research and develop this plan. We feel that this truly "citizen -generated" plan not only complements and expands on the courses of action proposed by earlier consultant generated studies such as the R/UDAT, the Downtown Implementation Plan and the Circulation / Parking Study, but is also a major step in moving the process forward to realize our community's goals of keeping Hermosa Beach economically secure and a wonderful place to live and raise families. The Economic Development Review Committee: Chair— Joe Mark Co -Chair Steve Burrell Members: Darlene Blaney Tim Ferguson Helly Langen Jeni Rae Roger Bacon Earl Feys Jean Lombardo Betty Ryan Sol Blumenfeld Judy Garland Tony Lombardo Larry Peha Jude Bond Alana Handman Dick McCurdy Charles Reinagel Bob Byren Jack Harlan Kathy McCurdy Andre Sharp Steve Cannella Geoff Hirsch Bob McEachen Mike Schweid Andy Clifton Peter Hoffman Carla Merriman Phil Simovich David Cohen Chris Howell Robin Moore Pete Tucker Larry Daniels Steve Hunt Ron Neuman Gary Wayland Roxana Davidson Michael Keegan Julie Oakes Jim Deutsch Rick Koenig Susan O'Keefe Kathy Dunbabin Mike Lacey Richard O'Reilly 4/15/02 * Sources and substantiation, see attached. • STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE * KEY ELEMENTS * This document summarizes the key elements of the recommendations of the EDRC. The citizen -based ERDC has been gathering vast amounts of research data, community concerns, ideas and recommendations. We conducted an in-depth investigation of several comparable coastal communities -- communities perceived as well balanced, with adequate economic bases to support them long term and capable of meeting the ambiguities of the general economy, communities with diversified and thriving business districts, adequately supported infrastructure and a, by and large, satisfied citizenry. The information you are about to read is a result of many months of sincere effort on the part of many dedicated citizens, city staff and city officials. That same ongoing community involvement will be key in implementing the Plan. During the collection, planning and design process, the committee developed seven core principles that would guide the process through completion. Those seven directives kept all of the efforts focused on a comprehensive strategy for addressing the issues and opportunities facing Hermosa Beach. You will find these directives throughout the text of this document. Some of the directives speak to the overall function of the study area. Others address issues found or to be addressed in each district. Guiding Principles 1. Hermosa Beach is a community first and a guest destination second. 2 Integrate the Beachfront/Core Business District with surrounding districts and residential areas. 3. Preserve Hermosa Beach's character, maintain our uniquenesses and where possible, build on them. 4. Celebrate and protect our greatest assets: the beach, our community and our "Quality Of Life". 5. Acknowledge the PCH Business Corridor, the Civic / Park and Hermosa Hills / Prospect Square districts and adjacent residential areas as integral parts of the city by establishing clearly defined pedestrian, transportation and communal connections with the Beachfront / Core Business District. 6. Enhance the Core Business District, PCH Business Corridor and Prospect Square business districts by assuring a mix of mutually supportive uses, providing clear design & development criteria, developing incentive and support programs, as well as emphasizing a human scale for any new development. ;7. Balance the need for efficient vehicular circulation with the city's vital pedestrian character through appropriate traffic calming measures and adequate off-street parking. 4/15/02 2 * Sources and substantiation, see attached. STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE * CONCLUSIONS * The Beachfront / Core Business District belongs to the entire city. Citizens view it as their "living room" regardless of whether they live downtown, near downtown, or elsewhere in the city. Research from successful downtown revitalization efforts show that residents and businesses citywide realize tangible economic and social benefits when a downtown area thrives. Hermosa Beach has many strengths, including proximity to the Beach, its public spaces, recreational and cultural facilities. In some respects Hermosa Beach's Core Business District enjoys a generally healthy environment, especially for selected restaurants, entertainment and clubs and some retail such as clothing and specialty shops. Yet, its tenant mix is perceived by many as unbalanced, limited, directed more to the visitor than the community. The area has a strong history, a nice pedestrian feel, and small town scale. However, in other respects, the district has a very challenging and fragile economic climate. It certainly has the potential to become much more. The same can be said for the PCH Business Corridor and Prospect Square districts. The departure of major auto dealerships presents a challenge to our city'stax base as well as a once -in -a -generation opportunity for master planned redevelopment. Realizing this potential requires that the varied interests within the community continue to build trust with each other and reach agreement on the future direction for Hermosa Beach comprehensively and in detail. Of primary interest to ourcitizens is that of "Balance": a balance of goods and services for local patrons versus guests -- a balanced mix of mutually supportive uses -- a balance . between a business's draw on community services versus its contribution to the community's well-being a balance of quality -of life and necessary services. The goal of transforming the Core Business District into a stable, market -balanced, high quality pedestrian village that is accessible to all its citizens is broadly supported -- it is the bedrock of common ground in the community! The Beachfront is a wonderful part of Hermosa Beach, as are our parks and theater. Public events are well supported and attended, and people often speak of taking out-of-town guests to visit our Beachfront, a Little League or Soccer game, or attending the Community Theater, and enjoy the surrounding amenities. However, their huge potential public benefits and roles are not fully realized because of limited access and , parking, underutilized properties, etc. A commitment to a major increase in visual and pedestrian access to the beach, our parks, schools and community services, and the introduction of an intra -city transportation system are the kind of big picture, strategic ideas that can transform Hermosa Beach. Hermosa Beach's limited geography (approximately 1 square mile), moderate climate and close-knit community encourage community pedestrian and public transportation linkages. The linkages will help create a Hermosa Beach "Downtown" that remains active, desirable and accessible to all of its citizens and guests 365 days a year. Hermosa Beach is comprised of interconnected components, each linked and responsive to the other. Some of these connections are not currently well developed or defined. Hermosa Beach must be developed and implemented as an integrated package. Dealing with any of the components or districts in isolation from the whole significantly increases the likelihood that Hermosa Beach will fall short of the excellence that is within reach. Circulation Network Hermosa Beach has many positive pedestrian features. The small block grid pattern, plus the Strand, Hermosa - Pier - Gould and Prospect Avenues, and the Greenbelt are the foundations of this comfortable pedestrian environment. However, there are many unrealized pedestrian opportunities and, in some cases, unaddressed problems. For example, the strong pedestrian 4/15/02 3 * Sources and substantiation, see attached. • S STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE features of the Greenbelt, a corridor which extends throughout the entire city, does not easily support wheeled transportation (bicycles, skates, strollers, etc.); linkages between the Downtown, Clark Field, Valley and South parks, Hermosa View and Hermosa Valley schools, the:Hermosa Hill district, PCH and the proposed Prospect Square area have limitations; some streets are challenging for a pedestrian to cross; and many existing sidewalks are too narrow and/or in poor repair, or don't exist and handicapped access is inconsistent and intermittent. The ` opportunities for pedestrian/cycle travel through and within downtown are limited. The current circulation system emphasizes the needs of the automobile at significant expense to pedestrians. The mixture of cars and pedestrians/cyclists, particularly on Valley/Ardmore, is neither attractive nor safe. This seriously restricts connections between the surrounding neighborhoods and the downtown, as well as movement within the city. The EDRC believes it is realistic to manage current and anticipated traffic volumes on Pier Avenue; Hermosa Avenue, Valley/Ardmore, Aviation and PCH in a way that better meets pedestrian needs, while retaining cars needed to support a healthy retail environment. Through thoughtful implementation, this can be accomplished without creating detrimental diversion or adverse impacts on adjoining neighborhood streets. Eliminating or significantly reducing traffic on downtown streets is not the goal; improving pedestrian safety and circulation is. Traffic needs to be slowed, calmed, and better managed in order to improve pedestrian safety. Community mass transit, transit riders and a transit plan are important elements of a successful downtown, both today and in the future, plus, they are environmentally friendly. Retail Uses Many involved in the planning process to date have stated a desire to create significantly more local -serving retail businesses in the downtown core. The lack, or limited number of, unique furniture boutiques, art galleries, upscale men's and women's wear and service businesses, and the recent closing of the Either Or Bookstore are some of the most frequently cited examples to support this point of view. The potential buying power near the downtown is substantial. The average household income, which exceeds $92,000 within a three-mile range of the downtown, is significantly higher than the national average. * It should be possible to make local -serving retail thrive in Hermosa Beach. The influx of families should accelerate and support the process of strengthening existing retail and attracting new retail. The core business area is currently served by clubs, restaurants and art galleries, some of which are doing acceptably financially, and small 'mom and pop' retailers, many of which are struggling. The reasons include: - Low sales, - High rents, - Limited store hours, - Lack of adequate parking, - Lack of similar or complementary retail - Lack of a critical mass of customers and related problems. Customers are choosing to shop elsewhere, including in nearby regional shopping centers and neighboring downtowns. There are key opportunity sites for retail (e.g., corner locations, older under-utilized properties, etc.) that are underdeveloped at this time. The types of uses and activities that get value from a beachfront environment and access include restaurants, housing, hotels, and "destination -retail" specialty shops that depend more on name recognition and less on pass-through vehicular traffic. Most retail uses do not benefit from, or need, direct beachfront access. Shops continue to rely on traffic. 4/15/02 4 * Sources and substantiation, see attached. STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE The Upper Pier Avenue area (Monterey to PCH) is an important part of BCBD retail. Its existing retail tenants provide some of the needed local -serving businesses (e.g., grocery, pharmacy, restaurants, sports shops, book stores). It is important to preserve these uses, which serve as key "anchors" in Hermosa Beach. However, limited parking, space limitations, the challenge of paying higher rents in a remodeled building, competition for space from higher -paying tenants and competition from stronger markets limit the ability to expand convenience retail. The introduction and/or expansion of a balanced, more diverse retail mix promotes more local resident (family) use, market stability and increases the city's economic base. It also offsets and diminishes the sometimes negative and overshadowing aspects of a single dominant business sector. Both by location and historic use, the Core Business District (Pier Avenue from the Beach to PCH and Hermosa Avenue between 8th & 16th Streets); the PCH Business Corridor (Pacific Coast Hwy. From 190th Street (Herondo) to Longfellow), Prospect Square (Aviation Blvd. Between Prospect & PCH) and some neighborhood commercial become the logical targets to provide more opportunities for both specialty and local & regional -serving -retail. New retail should be encouraged while maintaining strict design standards that retain and support the quaint historic, small town feel of the community. Some properties need to redevelop at higher intensities to make it economical to provide better retail space and support. The income from upper story uses often is what makes redevelopment economically feasible. A large percentage of the cars on Pacific Coast Highway are commuters traveling through the downtown to other destinations. More of these commuters need to be converted to shoppers in order for the PCH Corridor to thrive. The recent vacancies provided by. the loss of the Pacific Porsche/Audi dealership and the impending BMW move present some large-scale redevelopment opportunities. Office & Housing Office uses have the following general characteristics: • Strong economic viability and demand - although the market is cyclical, office space currently has a very low vacancy rate • Provide good paying jobs, some of which may be held by Hermosa Beach residents • Generally require larger building 'floorplates' with large amounts of square footage on a single floor (although this is not true for smaller tenants such as professional services) • Office generates more peak hour vehicle trips, has higher parking requirements (usually about 3 parking spaces per 1,000 square feet of floor area), and taller floor -to -ceiling heights • Provide consistent weekday traffic necessary to sustain nearby restaurants and service businesses. Housing uses have the following general characteristics: • Strong economic viability - at least equal to office uses in today's Hermosa Beach market • Generally require smaller building floorplates than office buildings • Generally have a more varied and articulated exterior design than office buildings • Generate fewer vehicle trips and parking requirements per square foot (usually 1 to 1.5 parking spots per unit or about 1.5 spaces per 1,000 square feet, which is roughly half that of office) • Shorter floor -to -ceiling heights • Support local serving retail better than office • Provides "eyes on the street" year-round, "24-7," promoting safety • Provides foot traffic during non -business days and hours that promote vitality when the downtown might otherwise be less active • Occupants have a vested interest in the quality of life issues There are currently 13,850 units of housing within a one -mile radius of downtown Hermosa Beach, and over 70,000 housing units within a three mile market area. * The general conclusion from these comparative characteristics is that the upper floors of development in the core area of downtown Hermosa Beach might be better considered for mixed use (live/work and/or housing) and not just office space. 4/15/02 •5 * Sources and substantiation, see attached. • • STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE There are specific locations where exceptions make sense (such as the Prospect Square and PCH Business Corridor districts, and local -serving smaller office spaces in the BCBD). Parking Successful retail requires an adequate supply of parking that is convenient and affordable. On -street parking and nearby parking facilities with good access are critical for retail success. Centralized, shared parking facilities are more effective and` efficient than requiring each facility to provide its own off-street parking. This concept is also applicable where multiple parking needs (residential / commercial / recreational) compete. The city should play a leadership role in providing parking in the downtown and outlying areas that is consistent with these principles. 4/15/02 6 * Sources and substantiation, see attached. STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE * RECOMMENDATIONS * Beachfront / Core Business District (Dl) Celebrate our. beachfront setting by orienting the community to the beach. Enhance the core area of downtown by.assuring a mix of mutually supportive uses as well as a pedestrian scale for any new development. The Beach, Pier & Strand Hermosa Beach's "Sense Of Place" 1. Establish major increases in visual and pedestrian access to the beach. This should include several prominent and identifiable connections extending west to the beach from points throughout the city. The beachfront should feel and function like an integral and easily accessible part of the city. 2. Continue and expand improvements to the Pier and central Strand Area with funding in place to enhance the entry to Hermosa Beach Pier. The Council should consider aesthetic and functional improvements to this section of downtown to make it more distinctive. Specific improvements and/or considerations may include: A wider community -gathering place at the pier head, more trees and landscaping. • Install low level, low profile lighting along pier and strand to facilitate safety without encroaching on the magnificent view. Consider adding distinctive features (artistic or functional) to make our Pier head area unique (e.g., "sails", "surfboards", sculptures, . permanent sand castings, etc.). The introduction of signage along the Strand describing Hermosa Beach's historic events and celebrations. • Implement plans for independent (meandering) bike path on beach side of The Strand. • Create green space adjacent to sand beaeh. • Developing day use mooring/landing facilities on the Pier. • Adding a water taxi service. • Designate "no fishing" zone at end of pier. 4 Automobile access to the Beachfront should be limited to access to and from the parking facilities. 5. Emphasize the use of pedestrian and public transportation linkages and remote parking facilities. The Plaza & Core Business Area: Hermosa Beach's "Town Square" 1. Design the core with a Main Street "quaint" and historic character while ensuring economic feasibility. 2. Provide better seating and more bike racks throughout the area to serve local employees and potential customers who bike to downtown. Sidewalk restaurants may also feature expanded patios and multiple levels. 3. Plant additional trees and colorful flowers in median along Hermosa Ave. to complement lower Pier Ave. redevelopment. 4/15/02 * Sources and substantiation, see attached. 7 • ! STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE 4. Land uses in the core area, including The Strand, to be encouraged, promoted (and protected) should be: a. Retail, restaurant, hotel, housing, office, and civic uses b. Only retail uses and other generators of pedestrian traffic allowed on the ground floor of all buildings; no offices, housing or drive-through businesses allowed c. Primarily housing, hotels, some office uses or live/work units on the upper floors 5. Substantially increase the retail floor'area in the core area. 6. Plan and facilitate redevelopment at key opportunity sites, including: a. Existing parking lots A (NWC Hermosa Ave. & 11'h Street) and behind Beasties (SWC Manhattan Ave. and 14th St.) in conjunction with the adjacent commercial properties. 7. Zoning standards. Continue the current height requirements with minor refinements: a. Institute Overlay or "Special Project Area" designations to properties within the designated commercial zone defined by the Strand and Hermosa Avenue and 8`" and 1641 Streets in order to control and define future development. b. For the area west of Valley Drive and fronting on Pier -Avenue: i. Consider mixed-use development (office or live/work units on the upper floors). ii. The total height is no greater than one foot taller than if the building were two floors of office over retail; and iii. A step back is required on the third and upper floors. 8. Re -design Pier Avenue (and Hermosa Ave. where applicable). to provide for and enhance safer pedestrian movements and provide additional green space in downtown area: a. Increase sidewalk width on both sides the street while retaining on street parking; b. Install curb extensions (bulb outs) on lower and upper Pier Avenue and Hermosa Avenue. Widening or flaring allows for parquettes with trees, landscaping, street art and benches on a pedestrian Scale. c. Consider widening parkways adjacent to the moving lanes of traffic to allow for landscaping and trees to frame and enhance the beauty of the surrounding stores. d. Institute appropriate traffic calming measures e. Introduce mixed parallel & angle parking to break-up or randomize visual impact. f. Pay particular attention to high quality pedestrian crossing at Pier and Hermosa Avenues to encourage a safe connection to the Plaza and beach. g. Include interesting landscaping and structures such as sculptures, fountains, park )benches and map/information signs and kiosks. h. Study the inclusion of bicycle lanes. i. The City should retain ownership of all existing rights-of-way. 8. Introduce special markers and signage to identify, provide directions and promote local amenities, historical sites, events, parking, etc. 9. Emphasize and encourage the use of pedestrian and public transportation linkages, the utilization of remote parking and riding the tram. 4/15/02 * Sources and substantiation, see attached. 8 STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE Parking Facilities The City should take a strong leadership role in ensuring adequate core area and beachfront. Consideration should be given to developing a parking strategy for that leverages public investment in parking to: - encourage shared parking - target the addition of key community -desired uses in the core - promote quality design - generate revenue Areas to consider: parking in the the downtown 1. Prohibiting future surface -parking lots in core. 2. The redesign or development of public parking facilities at Hermosa Ave. andl la' Street and Manhattan Ave. 14th Street (behind Besties) and upper Pier Ave. a. Decking lot behind Besties (SWC 14th & Manhattan Ave.). 3. Converting the alley north of Pier Avenue, between Bard and Sunset, into public parking to service stores on upper Pier Avenue. 4. Looking for other shared parking opportunities with adjacent uses. 5. Strongly consider limiting or, when possible, eliminating the use of "Compact Car" parking. They are generally ignored by the public and are more prone to increase the aggravation level than alleviate parking congestion. 6. Incorporating additional public restroom facilities. The foregoing could provide expanded parking service to serve new and existing retail and employee needs in the core and beachfront as well as off -set the loss of on -street parking supply from right-of-way changes. If they are not provided in connection with the redevelopment of adjacent properties, parking should be provided elsewhere in or immediately adjacent to the core. Parking requirements for some or all retail uses in the core and beachfront should be eliminated within the context of a parking strategy that accomplishes these goals. Specific uses to target and methods for leveraging the parking investment to be determined in future phases. Uses other than retail within the core should continue to provide their own onsite parking, although shared parking between multiple properties is encouraged. Prior to implementing changes described above 1. As part of the final design process for the changes to Pier Ave. and Hermosa Ave., assess the specific impacts of the narrowing of Pier Avenue in surrounding neighborhoods. a. Include a plan to mitigate any traffic impacts. Include an assessment of the impacts on the neighborhood. b. Conduct workshops in each neighborhood to review the recommendations. 2. Within six months to one year after changes to are implemented, monitor and evaluate the impacts of the narrowing on cut - through traffic and speeding in the adjacent neighborhoods and coordinate with the neighborhoods to address impacts. 3. Conduct a preliminary technical assessment of neighborhood in the near term. 4/15/02 * Sources and substantiation, see attached. • STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE Civic / Park District (D2) Acknowledge the Civic / Park District as an integral part of .the community by establishing clearly defined pedestrian connections with the core area and the beachfront. Establish (through policy) a "friendly" connection of Civic / Park District (with no net loss of park land) to the downtown and to other districts and surrounding neighborhoods. Prohibit blank walls facing the greenbelt; enhance pedestrian connections and access by adding appropriate walkways and paths, and use design to help blend the transition from the adjacent uses. 1. Restore Community Center facade to highlight the city's major example of historic architecture, as well as the entrance to our community. 2. Consider incorporating park -front exposure and access into ongoing Civic Center remodel and landscape design. 3. Study the need for safer pedestrian crossings on Valley/Ardmore at Gould and Pier Avenues, 8th and 2nd Streets. These are real hazard areas for pedestrians, joggers, school children and motorists, especially during peak hours and special events. 4. Create crossover Left turn lanes and install traffic lights or control system at the intersection of Valley/Ardmore and Pier Avenue to facilitate passage. 5. Pay particular attention to creating and expanding a pleasant pedestrian environment; including improving accesses and east/west crossings and possibly adding a firm, durable surfaced walkway/bikeway along with the current path through the Greenbelt. 6. Evaluate constructing a parking structure below the existing Community Center Skate Park/Tennis courts/parking lot to accommodate the Civic Center, Community Center, Library, adjacent retail and Visitors. Thiswould provide much needed added parking for the area, as well as dramatically improve traffic flow and generally safer driving conditions by eliminating undersized and obstructive parking along Ardmore Ave.. at the intersection of Pier Ave. 7. Ensure that Valley and South Parks and Clark Field retain their function as active parks, with activities for all ages of user and activities that extend into the evening hours. Present and future residents of housing on all sides of the parks (and Greenbelt) should understand that these active uses take precedence over concerns they may have over conflicts with residential uses. 8. Encourage the use of the Greenbelt as a major north / south corridor to access other parts of Hermosa Beach. Hermosa Hills /Prospect Square District (D3) As with the Civic / Park District, promote community identity and inclusion of the Hermosa Hills area by establishing a "friendly" connection of with the Beachfront / CBD and other districts. Establish (through policy) a "friendly" connection of the "Hermosa Hill" area with other districts through enhanced pedestrian connections, by adding appropriate walkways, paths and crossovers, and the introduction of community public transportation access. 4/15/02 * Sources and substantiation, see attached. - 10 STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE A revitalization program for "Prospect Square" (Aviation Blvd from PCH to Prospect Avenue) with a focus on mixed-use development, is sorely needed to support local residents and to stimulate area reinvestment. Recommendations relating to the intersection of Aviation & Prospect and the abutting Hermosa Hill residential areas are as follows: 1. Any new commercial development in this area, including mixed use where applicable, should be urban in character to promote a better integration with the core area. 2. Encourage local -serving uses such as grocery, service, restaurants and banking as it redevelops. 3. Encourage retail uses and similar pedestrian -generating activities on the ground floor of all buildings along Aviation 4. Develop programs to provide sufficient off-street parking on Aviation to support retail an where appropriate, mixed use tenancy to enhance the pedestrian environment. 5. Use design and incentive programs to help make the "neighborhood" center. transition to a viable 6. Enhance the intersection of Aviation & Prospect as a "Gateway" to Hermosa Beach. 7. Consider introducing a vehicular roundabout, median or similar traffic -calming program at the intersection of Aviation Blvd. and Prospect and to Aviation Blvd. west to PCH, to control/reduce traffic/speeds. 8. As with the Beachfront / CBD and other districts, consider planting additional trees, colorful flowers and general landscaping to complement redevelopment and to associate area with the whole community. 9. Zoning standards. Continue the current height requirements with minor refinements: a. For the area west of Prospect and fronting on Aviation, allow mixed-use development if: i. The upper floors are exclusively office, housing or live/work units; and ii. It is designed within the current height limits; and iii. A step back is required on the third floor. 10. Encourage development programs to promote underground and/or shared parking opportunities. Maintain existing on - street parking while attempting to minimize and/or eliminate existing surface parking lots. 11. Where possible, increase sidewalk widths and reduce travel lanes in each direction on Aviation Blvd. PCH Business Corridor (D4) A comprehensive revitalization program for Pacific Coast Highway is sorely needed to stimulate area reinvestment and to support and maintain local businesses. Take advantage of commercial activity in the larger market. Surrounding private and public -supported redevelopment presently underway will draw a great deal of interest from national retailers, commercial developers, restaurants and hotel operators. Given the time required for planning, demolition, construction and other project activities, Hermosa Beach can promote its own opportunities to the same group of investors seeking access to our market. And, given the likely traffic impact 4/15/02 11 * Sources and substantiation, see attached. . . • STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE of these projects on our streets, our city should negotiate access to parking structures and shuttles that serve visitors to our downtown. Skechers USA Headquarters - a 57,000 -square foot project on the edge of northeast Hermosa Beach - will be one of the only class A+ office buildings in the immediate market. Given the likely change of land use on the South Bay BMW site, Hermosa Beach should leverage the Skechers project to attract a similar class 'A' corporate neighbor. Skechers' headquarters will draw a large number of visitors as well as weekday customer traffic. This should make the BMW site attractive for competitive / complimentary office use as well as hotel or restaurant investment. The Pacific Porsche/Audi and VW property located at 2nd Street and PCH represents another important redevelopment opportunity. Studies should be conducted to determine the most appropriate use(s) for this site, possibly emphasizing uses that compliment and enhance the current retail, commercial and housing uses on the south end. The introduction of medium -scale office development and the related parking facilities, used primarily on weekdays, creates a potential parking resource for future evening / weekend and special events customers in Hermosa Beach. Special attention must also be given to the impacts and opportunities of the nearby "Heart Of The City " redevelopment project to our south. 1. Consider expansion and/or acquisition of multiple parking areas to accommodate and/or enhance existing or to -be -developed public and private use; including off -hours use by adjacent residential. 2. Consider deceleration lanes along Pacific Coast Highway, both north and south bound, at specific intersections to identify and facilitate convenient right -turn movements to public and private commercial/retail parking. 3. As applied to the BCBD and other districts, consider planting additional trees, colorful flowers and general landscaping in median and in front of businesses to complement redevelopment and to relate the business corridor to the rest of Hermosa Beach. 4. Preserve, or institute were applicable, the designation of the area as a "Commercial" district while allowing limited housing subject to the following guidelines and limitations: a. Ensure that design guidelines are consistent with the character and image of the district; b. Housing should be a limited percentage of any project, and allowed only on the residential bordering edges. b. Housing will be designed within the current height limits. 4/15/02 * Sources and substantiation, see attached. 12 STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE Environment & Image Quality of life" has a very strong and definable meaning in Hermosa Beach and must be given proper consideration when developing programs and policies. Our research demonstrated strong and preferable differences between communities that directed their attention to creating an environment for their citizens first and to tourists and guests second. "Preservation" - Communities that preserve, protect and enhance their heritage and natural and unique resources, are attractive precisely for that reason. Recognize Quality of Life as a Core Business Asset. People from throughout the region continue to choose Hermosa Beach as their ideal place to live, work, invest, socialize or vacation. This appeal results in large part from the attractive lifestyle, strong public safety record, and clean streets and beaches that our city offers. Future commercial activities and developments should preserve or enhance the elements that make. Hermosa a preferred destination for these groups. Communities with diversified and thriving business districts, adequately supported infrastructure and a, by and large,, satisfied citizenry will always be "a nice place to visit." The tourists and guests will follow. 1. Create "Gateways" to the city at Pier & PCH, Herondo (190th) & PCH, Artesia & PCH, Longfellow & PCH, Aviation & Prospect, etc., as a sign of pride and an invitation to all. 2. Create and/or enhance public open spaces and access through, pathways, differing landscaping, such as flowers, planters, and flowering trees (not all green!), the introduction of fountains and waterscapes, land maintenance, etc. a. Consider a "Green Thumb" program such as offering local businesses and residents trees, planters, flower pots, etc. at no cost, requiring them only to provide maintenance of the items or the option, for a small fee, of city provided maintenance. 3. Preserve and enhance views and landmarks. 4. Develop and implement or, if such exist, enforce comprehensive, citywide Property Maintenance Standards & Guidelines for both commercial and residential properties. Development & Design In general, for large developments and/or extended streetscape or district -wide projects, overly structured elements should be limited. Research indicated that retail areas that drew a predominantly "local" population had a distinctly different feel - a random arbitrariness, an un -structured feel. Analyze proposed new developments in the context of their impact, of their land use change, parking, open space, density, and on a broader context, how a specific "project" fits into the overall city-scape, goals and objectives for long range development within the particular land use area. 4/15/02 * Sources and substantiation, see attached. Emphasize "Theme" and focus elements. Introduce street furniture, gardens and art to public areas to accentuate human scale and ease. Include interesting landscaping and structures such as sculptures, fountains, park benches and signage. Consider underground utilities, citywide. 13 . • STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE Apply Overlay or "Special Project Area" Zoning in partnership with landowners. Achieving the "highest and best use" for such sites is often problematic, as prospective developers try to assemble lots owned by multiple parties with varied goals. This situation, rather than the master, planning of several sites, can result in more intensive use of individual parcels leading to more neighborhood impact. Enhanced value of individual land parcels can result through the inclusion of lots in an overlay zone. Zoning can respect a landowners' right to sell or lease parcels, while still conferring the potential benefits of lot assembly. In navigating a course toward desirable commercial projects while respecting Hermosa Beach landowners, our Council and commissions can play a constructive role of guidance and support. One such goal would be the creation of a standing City Architectural Advisory Board or Commission. Marketing & P.R. The overall goals of the marketing and PR program would be to create awareness and a positive perception of Hermosa Beach among residents and visitors and all other target audiences in order to support and increase economic development as well as community involvement. The following EDRC recommendations would help to achieve the above goals: - Develop and implement. a full-scale and in-depth promotion and marketing program that clarifies Hermosa Beach's image, positioning and creates awareness through an integrated marketing communications campaign; including such vehicles as PR, website, events, advertising, logo, signage, kiosks at hotels, etc. community "identity." - Promote Hermosa Beach as versatile — a city that has a lot to offer families, married couples, singles, professionals, seniors, tourists. Highlight beach and recreation, nightlife, location, excellent schools, good restaurants, Comedy Club, events such as the Fiesta and Surf Festival, Hermosa Beach Playhouse, a cultural arts center, walking atmosphere, Sunrise Assisted Living, the WAVE; Jo77 on Thursday evenings; community oriented programs and facilities — Little League, AYSO, parks, fields, etc. - Promote Hermosa Beach as a tourist/resort destination for both domestic and international visitors. - Develop a coherence to Hermosa Beach's visual and historic character -- promoting a sense of - Establish and implement a marketing program to: a. Persuade residents to support our local businesses and services through promotions and consistent updates and news on plan's progress. b. Promote new non-residential development in the city and to attract major regional and national named companies to locate their businesses in Hermosa Beach. c. Identify "Beneficial" Business types, community serving retail or enterprise and initiate steps to develop preferred tenant criteria and attract and retain preferred merchants. d. Leverage Hermosa Beach's artistic heritage to attract economic development through the entertainment and cultural arts industries. Establish film office in Hermosa Beach to promote HB and attract film studios. e. Encourage businesses that provide the following benefits: 4/15/02 * Sources and substantiation, see attached. 14 • STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE 1. Strong appeal to local market 2. High sales tax or transient occupancy tax potential. 3. Provide expanded customer base for current business community 4. Identify businesses with high revenue potential. 5. Low impact on residential quality of life. Commission a Business Advocacy Group to market Hermosa Beach's opportunities, to pursue business development goals and market their community. Chambers of commerce, private foundations, business improvement districts, visitors' bureaus, and neighborhood improvement districts have all been called upon to advise the City Council and promote business opportunities. A professional PR/ marketing/travel destination agency, or third -party PR firm, could be employed to augment promotional activities and to implement marketing plan. - Combine Chamber of Commerce Offices with Historical Society Displays and a Future Surf Museum. It would draw in more visitors who could familiarize themselves with Hermosa Beach's business community. The chamber office could fulfill the roles of a traditional visitors' bureau and business promoter, while the museums would provide an audience for our messages. - Address market perceptions that the current moratorium on new restaurants is a citywide moratorium or that it relates in some way to restricting permits for alcoholic beverage service. Note: The City Council took the first major marketing step -when it constituted the EDRC and gave notice to the retail and development communities of Hermosa Beach's intent and willingness to do business. And, a reciprocal interest has been demonstrated by the inquiries some committee members have received from prospect tenants and businesses requesting information and/or considering locating or expanding to Hermosa Beach. In General Hermosa Beach must have a complete, comprehensive and up-to-date "Master Plan" for the entire city. A Plan in which parking, the Plaza, public access, building development,; redevelopment, public services and all other areas of concern to a city are integrated and evaluated each to the other, with its Citizens in mind. The City needs to: Develop a citywide general and/or district specific design criteria, use/design/standards, differentiating between public and private owned property; paying `attention to detail' in areas such as: curb and sidewalk design, landscaping, identifying or defining distinctive neighborhoods throughout the city with themes (e.g., Shakespeare, Sand, Hill, etc.). Develop a public transportation system to enhance public rights-of-way and use by expanding or creating pedestrian/bike paths throughout the city as an incentive to walk or ride and to support and tie the community together. Develop a master plan for traffic, parking, loading, taxi parking and staging and other business impacts in conjunction with infrastructure improvements, incorporating additional public restroom facilities, utility under grounding and projects that contribute to community needs. Take the lead to pursue partnerships and joint development opportunities to finance and construct parking and other public facilities. Explore joint development agreements with landowners, the granting of long-term easements on city property, conversion of bordering non-commercial lots for development, or the sale of surplus city property to expand unified landholdings, a process made easier with the flexibility of larger parcels. 4/15/02 * Sources and substantiation, see attached. 15 • • STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE Investigate available alternate funding programs, such as Main Street USA (Fed program re: funding, design, promo, maintenance, etc.), and Grants for Urban Beautification available through the Federal Department of Housing and Urban Development (HUD) to pay for streetscape improvements, the construction of new landscaping, planters, and street lighting, etc., as well as State and County programs. Consider instituting zoning and improvement programs such as Planned Unit Development (PUD), Special Parking/Assessment Districts and/or a Local Redevelopment Agency to control '*"'a'`' appropriate and compatible development. Implement a citywide parking requirement / use plan. Areas to be investigated are: remote parking; multiple use applications (daytime shopping — nighttime residential) and a public/private "employee" parking / shuttle transportation plan, maintaining street front parking for shoppers. City departments need to incorporate specific "future planning" sessions into their scheduled maintenance and operations meetings. They need to become more pro- active. Consider instituting new programs such as Sidewalk Cafe Standards and Procedures Policy to promote and regulate outdoor dining, and Preservation Credits to promote restoration and preservation. Fulfill goals of the R/UDAT Study and Downtown Implementation Plan by extending pedestrian retail district to upper Pier Avenue and the under grounding of utilities on upper Pier Avenue now scheduled. Consider temporary or permanent municipal use of the Hermosa Pavilion for parking, community meetings, Art exhibitions, municipal administrative facilities, civic club headquarters and city offices. Special consideration should be given to making the EDRC (or a comparably constituted commission) permanent, convening twice a year to evaluate, update and oversee implementation of the City's Master Plan. Once this Strategic Plan, or amenable portions thereof, have been adopted, consider retaining professional planning consultants, commercial/retail design and marketing advisors, redevelopment experts, and Grant specialists to assist in the formulation of redevelopment programs, policies and plans. * SUMMARY * The conclusions and recommendations described in this document represent the work effort of a very diverse group of Hermosa Beach citizens - neighborhood leaders, historians, developers, bankers, retailers, property owners, main street enthusiasts, and others that love Hermosa Beach. The process began, as it does in so many communities, with controversy. Over the past year, the EDRC has forged a remarkable process of trust and interaction. Personal agendas, while not gone, have melted down, while the desire for holistic and comprehensive solutions to economic revitalization continues to gain more and more support from the entire team. Many, if not most, of the recommendations were reached with unanimous support. The Economic Development Review Committee encourages the City Council and the citizens of Hermosa Beach to approach this opportunity as they have - determining what is in the best interest of Hermosa Beach and its citizens and how all the parts can be understood and resolved simultaneously. We encourage your involvement and look forward to discussions together about our future: 4/15/02 16 * Sources and substantiation, see attached. STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE Next Steps The adoption of some or all of the proposals as set forth in this Strategic Plan. Followed by a scheduled program for their implementation. Many of the strategies identified in this plan may become projects and each will carry a life of their own. A multi -faceted, citizen based commission similar in structure to the EDRC should continue to be employed by the Council to provide oversight, give direction and maintain momentum towards implementing this strategic plan; and to ensure that each project achieves the vision of keeping Hermosa Beach a quality of life community. "People live in Hermosa because they want to" 4/15/02 * Sources and substantiation, see attached. '17 STRATEGIC PLAN HERMOSA BEACH ECONOMIC DEVELOPMENT REVIEW COMMITTEE • Special Credit and Recognition For their extraordinary contributions, we would like to give special thanks to: Hermosa Beach city staff — Collection and organization of meeting and materials Charles Reinagel — Research & Demographics Adelphia Communications — Video Presentation Greg Wyatt — Production Alan Dunn — Coordination Dennis Colonna — Video Voice-over Robin Moore — Video Production Management Chris Miller — Photography Hermosa Beach Education Foundation & City Parks & Rec. Dept. Photography City Of Hermosa Beach — Archive Photography Jim Lissner — Video recording of meetings for community access television Michelle Mark — Presentation oversight and "Photo Shop" 4/15/02 * Sources and substantiation, see attached. 18 HERMOSA BEACH CHAMBER OF COMMERCE AND VISITORS BUREAU vezp •dile, '604a. _iftends A Promaio the He ` osa Beach ,. y Condi i ', y the ,Boipos4 BekhfchOn.ber pf Corifirtierce February A, 2002 1007 Hermosa Avenue .. Hermosa Beach, California 90254:® (310) 376-0951 o,. FAX (310) 798-2594 HERMOSA BEACH CHAMBER OF COMMERCE AND VISITORS .BUREAU February 26, 2002 Honorable Kathy Dunbabin, Mayor City of Hermosa Beach 1315 Valley Drive Hermosa Beach, CA 90254 RE: Request for permits for 2002 Memorial Day and Labor Day Fiesta's Members of the Hermosa Beach Chamber of Commerce and Visitors Bureau met last month with Councilmembers Michael Keegan and Art Yoon, who comprise the Fiesta Committee liaison between the City and the Chamber: We have reached an agreement that the Fiestas are an important funding mechanism for the Chamber, which unlike other South Bay Cities, receives no funding from. the City of Hermosa Beach. We take pride in our financial independence as the "voice of business", and believe that in our dual role as a Visitors Bureau, Fiesta helps our local restaurants, hotels, and merchants gain exposure with an audience of 120,000 each three-day weekend. In this the 30 year of Fiesta, it is. also worth noting that our downtown merchants have come to count on these two holiday weekends as important sources of annual revenue. In terms of funding, the Chamber has also contributed heavilyto the bottom line of local service organizations and charities. The two Fiestas gross about $60,000 (before expenses) for such groups as the Historical Society; Lifeguards, Rotary, Kiwanis, Sister Cities, St. Patrick's Day Committee, Knights of Columbus, and the Boy Scout Troop 860. The Chamber donates about $17,000 worth of space on the venue to thesegroups, as well as to the Hermosa Beach Police and Fire Departments to promote their community activities each year. All profits go directly to charity. The City of Hermosa Beach profits from the Fiestas each year by $11,550,in the "in -lieu $25 dollar temporary business licenses that we levy on the 270 vendors from out of town: These monies go into the City's general fund. The 39 spaces used by Hermosa businesses already have Hermosa Business Licenses, so they are not included in the 270 In -Lieu Fees paid to the City. The only waivers we ask for each year, as a non-profit organization, are those fees for Application, Banner, Amplification, as well as pavinz the. actual hourly rate for Police, Fire, and Public Works, rather than the commercial rate char'ed for profit making organizations We also request $4000 in City Transportation Funds (the Wave Bus) and permission to use Mira Costa's parking lot forvendors to park their vehicles. 1007 Hermosa Avenue,. Hermosa Beach,` California 90254 • (310) 376-0951 • FAX (310) 798-2594 Last year, there were three residents who complained to Council that. the Fiestas increase the parking problems on downtown residential streets. Art Yoon and'Michael Keegan were aware of,this complaint, and together we decided that the Chamber could work to prevent non-resident parking by printing signage for "Resident Parking Only - Permits Required" on festival weekends. We would merely request that Public Works help by posting thesesigns from 8'.Street to 14 Street, and Hermosa Avenue to Valley Drive. This way, residents who complain that they'cannot entertain guests because of the parking shortage may obtain Visitors Permits and will be able to find parking more easily. As well, 'the City can increase revenues from ticketing parking violators. Another good idea from Michael Keegan was for the Chamber to approach Gene Shook, the developer of the Pavillion on PCH, and ask if the Chamber could rent the 360 available parking spaces. We could easily shuttle these passengers to Pier and Manhattan :Avenue. Every year, we :promote and publicize that FREE event parking and that a Shuttlebus .' Service is available to and from the event from the TRW Lot R-2 at Sepulveda and Doolittle Streets from 7:30 a.m. to 7:30 p.m. This is a -.huge lot, and the four 60 - passenger shuttles run every 20 minutes. We promote parking and map information on our Fiesta Hermosa Website, as well as in all advertising, press releases, andon our recorded 24 hour Fiesta Information Line. The Chamber has also provided "NO EVENT PARKING" signs for the shopping centers of Ralph's and Vons so that their parking :and sales revenues are not impacted. The Hermosa Beach Chamber of Commerce and Visitors Bureau is proud that we have never had any problems with crowd control or crime, and that we can proudly introduce our town to so many, visitors who will return to patronize our restaurants and shops time and time again.: This kind of exposure is good for business, and good wholesome fun for ' the entire family. As we approach our 31st year of this .biannual" event, we respectfully submit our request for both Fiestas in 2002 to the City Council for your consideration. Sincerely, J. Travers Devine, Vice Chair/Special Events Carla Merriman Executive Director • • 34 Local Merchants with Booths in Fiestas Aardvark Trimitive Mex Art Lelands Just for Fun Treasure Chest Splash Lily Pad Floral Design Trilogy Spa Ashley's Deli and Market Re:Style Granny Takes a Trip Greekos Comedy and Magic Club JK Jewelry Seymour Jewelers Michelle's High Five Boutique Little High Five Hawthorne Savings Sunglass Hut Sunglass Addiction The Beach Shop Spyder II Pier Surf Hermosa General Store Nations Travel Paisanos Scorpio Beachy Keen AR Salon 2 Doors Down Fernandos Hair Strand PG Weavers 5 Hermosa Home -Based Businesses Participating in Fiesta Baguo Handicrafts Athena Designs John Post Photography Ken Klade Watercolors The Eclectic Collector • Non -Participants on the Fiesta Venue Non -Participants include 13 restaurants, a gym, a dry cleaners, shoe repair, a Karate studio, and two banks. Cafe Boogaloo Club Sushi Fish Grotto C'Est La Vie Italy's Little Kitchen Northwest Real Estate The Yard Rose Cleaners Sushi Sei Karate New Orleans Cafe Key's Shoe Repair Bank of America Citibank Brewski's Il Boccaio Cantina Real Hennessey's Light House Patrick Molloys Sharkeez Sangria Roberts Liquor BEACH DRIVE nW a j"e1627163‘163Z103,160 �62+I4871",l dili(,0+I L1J " ne min+I„+I„+I7++In+I7almlril MAIN STAGE OtTRASH 000000000® IMO n7716765n4n3n1m (n /r+ u.la10011 w�.1+15nr;55(.1f (1r1045551r511341 w1a1(m lae lFOeI .1+r1+6e1+34J+a+1+r1+111+r I+nl+rl+al+rlSrl+al gal +rl+ahrin+Jsuln7) m6Js Ii51st41+ulsul5ulnolso+l+oal+o7l+oal+r++i+oal +rI5m SOUTH HERMOSA AVENUE 934 - 900 BEER GARDEN 444 444 444 444 FOOD PAVILLION 444 444 11II B OF A 638 600 615 614 613 611 611 601 607 606 605 604 603. 601 600 COMEDY AND MAGIC CLUB ALLEY FIRE 22 21 20 19 18 17 16 15 14 13 12 11 10 09 oe 07 06 05 04 03 02 01 111 I 0 FIRE vk LOWER PIER AVE RESTROS 200 - 228 120Iemlaceleo3l Ieo61 300 - 336 0• CONTE COMPOUND PARKING LOT LOT. 'B' pn J3r13r1'°41646J606J3e7 I4 14(44010414a I4r14o7 ?Ij+0+Ism 16' I2IasIsla I$4J 410 140410 141114141415 14161 t3' 4011 o=000000o moom 500 - 538 NORTH HERMOSA AVE POO What the Fiesta Brings to Hermosa Beach...Besides Art! In addition to it's role as an advocate for business and travel to Hermosa Beach, the Hermosa Beach Chamber of Commerce and Visitors Bureau sponsors the renowned Fiesta on both Memorial Day and Labor Day weekends. This year marks the 31st year of the Fiesta, and we're looking forward to showcasing our city and unique downtown area. The Fiesta has become a town tradition, having been founded by a group of downtown artists in 1972. When the event expanded and became too large for the group to handle, the Chamber of Commerce became the official sponsor of the Fiesta. Recognizing the important need to continue the event for promotion of the city and its downtown business district, the Chamber accepted the event as part of its mission. Throughout the years, the event has continued to create a positive image for Hermosa Beach. Benefits to the City It is estimated that approximately 90,000 to 120,000 people attend each of the two Fiestas. That's almost a quarter of a million people visiting our city, and returning throughout the year to revisit retailers and restaurants. The positive economic impact of the Fiestas is substantial, with thousands of dollars spent not only on those two weekends, but throughout the year. In addition to creating a powerful economic stimulus for sales tax revenues, the Fiestas create a positive image for Hermosa Beach, and provide an important civic duty for the business and residential community. As well, the Chamber collects a $25 fee from each of the almost 435 out-of-town vendors in our two Fiestas, and pays this money to the City of Hermosa Beach, totaling $22,000. Sales tax from each item sold is also paid to the city, and helps enlarge the community's fiscal resources. Benefits to the Business Community Businesses located on the Pier Avenue/Hermosa Avenue venue are allowed free space to sell their wares if they are Chamber members. Three years ago, a poll of artists and vendors provided the Chamber with the following information. Each of the 435 artists and vendors participating in our two Fiestas were accompanied by an average of three people. They spent an average of $65 per person in Hermosa Beach businesses during each three-day event. This amounts to a total of 1,305 people, who spent a total of $84,825 at local businesses, restaurants, grocery stores, and hotels. Visitors to the Fiesta not only patronize the crafters and local businesses during the three- day weekends, but often return throughout the year, stimulating the local economy annually. Many visitors have commented that they first heard of Hermosa Beach 4nd visited it because of the Fiesta. This provides a residual benefit of returning visitors who continue to stimulate the economy. Benefits to Non -Profit Groups During the Labor Day and Memorial Day 2001 Fiestas, the Hermosa Beach Chamber of Commerce and Visitors Bureau donated $55,000 in revenues and in-kind contributions to local charities such as the Hermosa Beach Historical Society, the Boy Scouts of America Troop 860, Rotary Club, 1736 House, Kiwanis, St. Patrick's Day Parade Committee, and the town's Police, Lifeguard, and Fire Departments. These charities have come to count on the money they make during our two Fiestas as part of their annual operating budgets. Public Safety Benefits On Memorial Day and Labor Day weekends, many beach cities are forced to increase the number of police officers on duty to handle large and often unruly crowds. This is not the case in Hermosa Beach. Fiesta requires no additional officers, and the Chamber pays for the officers who patrol the venue. The cost savings to the city for these two three-day weekends is substantial. As well, the Fiesta is not an unruly event, and fewer complaints to law enforcement and emergency services are received on Fiesta weekends than on any other holiday weekend. Benefits to the Community Prudent fiscal management of Fiesta revenues has been enough to sustain a full-service Chamber of Commerce throughout the year. The Chamber provides community, demographic, and commercial information, maps, and business referrals free of charge in response to hundreds of inquiries each year. As a Visitors Bureau, the office provides 1,300 referrals to local hotels and restaurants each year. The Chamber operates a website that lists local businesses, services, and community information free of charge. And most importantly, the Chamber represents the needs and concerns of our business community to the City Administration. Hermosa Beach Fiesta 2002 Memorial Day Weekend Saturday -Sunday -Monday, May 25, 26, 27, 2002 GENERAL INFORMATION IMPORTANT NEWS! Vendor booths/displays DO NOT have to be taken down and removed at the end of the day Saturday and Sunday. Vendors must secure display or booth set ups and/or remove valuable items when the show closes on Saturday and Sunday evenings. Security will be provided after 8 pm to monitor displays and booths set ups, Vendor property is left at vendor's risk. The Chamber assumes no liability for lost or stolen property. Show Sponsor: The Hermosa Beach Chamber of Commerce and Visitor's Bureau Hours: Open to the public from 10 am to 6 pm Saturday, Sunday, and Monday. Vendors must be set up all three days. Exhibits must be set up by 9:30 am each day. Space is forfeited if not set up by 9:30 am. Detailed instructions for space set up are included in the conformation packet mailed to vendors after acceptance into show. Location: Next to the beach downtown on the Pier Plaza; along Hermosa Avenue between 10th Street and 13th Street and Pier Avenue from Hermosa Avenue to Manhattan Avenue. Eligibility: The Hermosa Beach Fall Festival is open to art and crafts. Our goal is to present a show with variety in media and price range. Mass manufactured items are not considered original. A jury will determine eligibility based on quality, diversity, presentation and originality (as shown in the photographs) in comparison with other applicants within your category. Each medium is limited to insure a well balanced, aesthetically pleasing and interesting shown. The Chamber reserves the right to limit the number of applicants for any one type of item and reserves the right to change or substitute spaces. In case of a qualifying tie, the entry with the earliest postmark will be chosen. Application does not guarantee acceptance into the show. Space Fees: Artists / Non -Food Vendors: Cost is $440 per space per show plus a non-refundable $25 jury fee and the City of Hermosa Beach $25 vendor fee for each show. No commission is collected. The total fee of $490 for each show must be paid by cashier's check or money order (no other checks accepted) and must accompany the application. Make cashier's check or money order payable to Hermosa Beach Chamber of Commerce and Visitor's Bureau. Space Sizes: Each space is a minimum of 10 feet wide and 10 feet deep. Maximum booth and/or display height is 7 feet. Fire Department personnel inspect the venue daily to monitor compliance with space dimensions. Fees are the same for all spaces. How To Apply: Submit 6 photos (not slides) of your work for the art jury. One of the photos must show the display you will use at the show. Quality photos are essential for proper judging. All • artists/crafters applying must submit photos even if they have previously participated in this event. Send a business -sized, self-addressed, stamped envelope with 75 cents return postage for mailing of the jury committee results to kou. Art jury results (acceptance or non-acceptance into the show) will be mailed at least 4 weeks prior to the show if application is submitted by deadline date. Application Deadline: Memorial Day Weekend Event: Application must be received by May 10, 2002. All applications must include a cashier's check or money order only. No other checks will be accepted. Applications paid by personal check WILL be returned to sender which delays processing. All participants must have a temporary or permanent resale license. (See below for details on obtaining a Seller's Permit) Do not send applications by certified or registered maiL It will delay processing of your application. Entries received after May 10 must include a non-refundable $35 late fee (cashier's check or money order only). Conformation / Refunds: Jury results (acceptance or non-acceptance into the show) will be mailed at least 3 week prior to each show. Space assignments and a map of venue will be included with notice of acceptance into the show. If it is necessary to cancel, a $35 fee will be deducted from your entry fee. Refunds must be requested in writing and submitted to the Hermosa Beach Chamber of Commerce and Visitor's Bureau. Notification requesting the refund can be made by fax or letter. Fax or letter must be received by the Chamber by 4 pm on May 10 for the Memorial Day Show. No refunds will be processed without written request. No telephone or verbal requests for refunds will be accepted. All refund requests must be directed to the Chamber. No refunds will be made (even with written requests) if request is received after May 10s` for the Memorial Day Show. This is an outdoor event. There are no refunds in case of inclement weather, acts of nature, acts of war, or restrictions by governmental agencies or other conditions beyond the control of the Chamber. Space Assignments: Space assignments and a map of the venue will be included in the conformation packet upon acceptance into the show. Space numbers will be clearly marked on the street. Merchants permanently located within the venue area have first priority for one space in front of their business and are allowed to sell items customary sold in that business throughout the year. Their merchandise is not subject to art jury requirements. Space assignments are made on a first come basis with consideration given to overall arts and crafts. The Chamber reserves the right to limit the number of spaces for any one particular type of goods and/or services and reserve the right to change or substitute vendor spaces, thereby maintaining the diversity and quality of the Hermosa Beach Fiesta. Display Requirements: Placards with exhibitor names and spaces numbers will be distributed on Saturday morning following set up. Placards must be displayed each day at the back of the booth in the center, approximately 6 feet from the ground, facing the entrance to the booth. Placards must be re -used each day. Do not discard placard. An additional fee may be charged to provide duplicate placards. Placards are designed to help customers locate vendors easily. Space only is provided. Exhibitors are responsible for providing their own setup and all other materials. Exhibitors are responsible for setting up their own displays. Volunteers and staff are not available to assist with setting up displays. Exhibitors should bring carpet or Astroturf since all spaces are curbside. This will not only protect merchandise, but will also enhance your display. Merchandise may not project into walkways or onto sidewalks. Merchandise, display equipment, boxes, containers or any other items will not be allowed to remain on sidewalks after set up. Items remaining on sidewalks after 10 am may be confiscated. The Chamber assumes no responsibility for items confiscated as a result of the aforementioned situation. Merchandise should be displayed as colorfully and tastefully as possible. No stolen merchandise, fire arms, ammunition, alcoholic beverages or drugs are allowed on the show site. Regulations: The Chamber reserves the right to remove any exhibitor anytime before or during the show in case where: The exhibitor is guilty of improper conduct; Work is improper for family viewing; An exhibitor hinders or encumbers another display or another persons ability to properly exhibit; An exhibitor attempts to sell work other than what was juried and accepted into the show based on photographs submitted with application. Exhibitors and/or merchants are strictly prohibited from allowing any other vends to sell goods from their assigned space. The Chamber obtains a permit from the City of Hermosa Beach for event sponsorship. The Chamber therefore assumes responsibility for liability, product oversight, and space management. Any exhibitor, merchant, or vendor whom does not comply with space regulations regarding use of space by other sellers will be required to vacate the entire space and/or immediately provide a certificate of insurance with $2 million liability naming the Chamber of Commerce and the City of Hermosa Beach as additional insured. Taxes / Insurance / Licenses: A valid California State Board of Equalization Seller's Permit number must be obtained prior to the first day of the show. Exhibitors must collect and report sales tax. Exhibitors are required to have a temporary or permanent resale license which may be obtained from the California State Board of Equalization, 680 W. Knox Street or P.O. Box T, Torrance, CA 90250-0270 (310) 516-4300, or from the office in your area. Resale licenses are audited on site by the State Board of Equalization. There is no charge for temporary permit. A $50 deposit may be required from the State for out-of-state applicants. A $25 City of Hermosa Beach Vendor Fee is required. Exhibitors are responsible for their own liability and workers compensation insurance. Electricity: Spaces with electricity are limited and must be requested when application is submitted. There is a $35 charge for electricity. A request for electricity does not guarantee that it can be provided. Musical tapes or CD demonstrations must be played at a volume that is acceptable to neighboring vendors. The Fire Department requires cords to be a commercial grade and taped down. Parking: All vendor vehicles must be unloaded and immediately removed from Fiesta venue prior to booth set up. All vehicles must be removed from venue by 9:30 am and driven to the designated vendor parking area or vehicles will be towed. All exhibitors must park in the offsite exhibitor parking area. NO EXHIBITOR PARKING IN PUBLIC CITY LOTS. No parking in alleys. This regulation is strictly enforced. If you park on private property, in alleys OR IN CITY PARKING LOTS you will be ticketed and towed. ALLEYS AND LOTS WILL BE MONITORED ALL DAY EACH DAY. • Hermosa Beach Memorial Day Fiesta 2002 Memorial- Day Weekend — Saturday -Sunday Jvtonday, .7vlay 25, 26, 27, 2002 .Arts & Crafts 'Vendor .Application Please PRINT Clearly Business Name Artist/Crafter's Name Address City State Zip Day Phone ( ) Fax Phone ( ) California Resale # $440.00 Fee for each space # of Spaces Requested @ $440.00= $ $ 25 Non-refundable jury fee For one or two spaces @ $25 = $ $25 City Vendor Fee For EACH space @ $25 = $ $35 Electricity Fee (if requested) For one or two spaces @ $35 = $ $35 Non-refundable Late Fee For one or two spaces @ $35 = $ II TOTAL AMOUNT ENCLOSED: $ Prior to deadline, total should be $490, not including electricity; if electricity is required, add $35, totaling $525. Previous participant in this event? 0 Yes 0 No (No particular space is guaranteed Area may be re -mapped and some spaces re -assigned prior to event) Category of items: 0 Jewelry 0 Clothing 0 Ceramics 0 Paintings 0 Photography 0 Glass (Please check one) 0 Sculpture 0 Metal 0 Woodwork 0 Leather 0 Other Remember to include the following items along with this completed application: O Six (6) photos of your work, including one (1) showing booth display and set up. O A self-addressed stamped envelope large enough and with adequate postage to return photos. O A self-addressed business size envelope with 75 cents return postage for jury results. O Application fee (cashiers check or money order only) made payable to: Hermosa Beach Chamber of Commerce. I have read this application completely, I understand, I agree to pay and hereby submit this application. This payment minus the juryfix, will be refunded ifmy application is not accepted. I understand that the Hermosa Beach Chamber ofCommerce has the right to accept my application and ifso, I will be notified in writing and the application fee of $490 showwfil bereSunded.Ifaccepted, I will participate at my own risk and not hold the City ofHenn saBeach or Hermosa Beach Chamber ofCommerce, or any ofits agents or representatives, liable for loss or damage. IfI do not comply with the event regulations, I understand that I may beremoved form the show with out recourse. Signature Date / / 1007 Hermosa Avenue Hermosa Beach, California 90254 —' (310) 376-0951 — Fax (310) 798-2594