LUMBERYARD LOGS: Keeping the ‘there’ in downtown

***FOR THE RECORD: Cindy Frazier’s May 30 Lumberyard Logs column, “Keeping the ‘there’ in downtown,” should have stated that the former location of the Big Dog store and current rug merchant is on Ocean Avenue.***

Are changes needed in the Downtown Specific Plan? To hear some major landlords tell it, the rules that guide development in the downtown area between Cliff Drive and Legion Street are too restrictive, too subjective and not conducive to successful business operations.

Members of the Laguna Beach City Council and Planning Commission, and a number of community members and press, recently took a walkabout of the downtown in preparation for a discussion of what, if anything, to change about the plan. It was a great opportunity to see the downtown through the eyes of those whose job is to try to make the area work for residents, retailers and restaurateurs. That’s a tall order.

One thing Planning Commissioner Norm Grossman took pains to point out was that a reported glut of vacancies — especially in larger spaces — was a myth. We walked past some larger retail spaces that are currently vacant — the former Stylistic Intervention and the former Crystal Image — and Grossman made sure we knew that, although still cavernous and lonely, both spots are leased.

“That will be another art gallery,” he said of the large storefront that used to house a much-missed stationery store. The “Stylistic” spot will be a realty office, opened by another planning commissioner, Bob Chapman.

The large space on Broadway that housed Big Dog men’s wear — which the commission and council had turned down as a proposed Jack’s Surf and Sport shop — is now occupied by a rug merchant. Why rugs instead of surf togs? Credit that decision to the specific plan’s requirement that businesses not be “formula-based.”

“Formula-based” is a code word for “chain store,” but since the city cannot legally outlaw chain operations, officials use the other term (although they have a tendency to slip now and then). And Grossman was quick to point out that a Pomodoro, a bona fide “chain” if there ever was one, was welcomed into the fold with its Laguna-esque Forest Avenue eatery that has neither the look nor feel of a “formula.”

This effort to ward off “formula-based” businesses is a real sticking point for larger property owners like Sam Goldstein, who has been trying to place new businesses in the former Jolly Roger building — the Heisler Building — a major edifice he owns on South Coast Highway.

Goldstein has gotten approval for a Tommy Bahama men’s store on the ground floor, but couldn’t sell the city on a Fred’s Mexican Restaurant on top. Fred’s, we understand, was considered too liquor-intensive, as well as “formula-based.” It remains to be seen how “non-formulaic” Tommy Bahama will be.

Goldstein, who calls the Downtown Specific Plan by that most pejorative term “rent control,” says the city “is depressed-looking, sad and tired.” Goldstein wants more public parking and isn’t pleased the city takes most of its parking revenues to beef up its general fund.

He gets some sympathy from Grossman and other planning commissioners, some of whom would like more leeway for buildings in terms of height and parking requirements.

Broadway

On the walk, Mayor Jane Egly joined Grossman in the call for a better Broadway. Grossman would like “an overall vision” for the street, which is a major artery but still has some interesting buildings which are overshadowed by the level of traffic it supports.

Egly would like the street to be “more pedestrian-friendly.” Hear, hear!

Another problem for building owners is the designation of Ocean Avenue as a “resident-serving” street. Sure, if you mean it serves the population of residents who like to duke it out in bars night after night.

I innocently asked Grossman what he thought about the idea of Forest Avenue as a pedestrian-only area, and his face lit up.

“It could work,” he said. But merchants would have to be able to put their wares out on the sidewalks to compensate them for the loss of nearby street parking.

Ah, parking. That’s always the rub.

Residents underserved?

While businesses feel the crimp of city policies, Laguna Beach may really be short-changing its residents. So says City Councilman Kelly Boyd, who grew up in Laguna and runs one of the most established establishments in town, the Marine Room Tavern.

Boyd thinks folks here ought to be able to buy regular stuff — like dress shirts and street shoes — instead of the T-shirts and flip-flops that are offered on every other corner.

In times gone by, “you could buy things here,” Boyd said at the round table meeting of the council and planning commission that followed the walkabout.

“Who do we want to serve, the residents or tourists?” he asked, then answered himself. “Residents should be the priority. How do we become more resident-serving? We used to have a men’s clothing store and a stationery store. That’s nice to have.”

These comments led to an interesting discussion of modern-day economics.

“You’ll never have another stationers,” Grossman said. “Staples will deliver. It’s an economic reality.”

Chapman noted that smaller retailers “may want to come, but may not be economically viable” in Laguna Beach.

To this, Boyd replied that the city’s own policies on parking “turn people away.” He especially noted that many retailers grouse at being required to pay fees to the city in lieu of providing parking spaces — which the city simply holds onto, never building the parking to serve the businesses.

‘Old-fashioned’ downtown

Councilwoman Cheryl Kinsman says she wants “an old-fashioned downtown” where people work — and shop. “Professionals are the lifeblood of a downtown, and we need to encourage office space,” Kinsman said.

Councilwoman Elizabeth Pearson is leery about tampering with the Downtown Specific Plan, on which she worked.

“It does work,” she said. “We wrote it 10 years ago, and people are always saying to me, ‘Yours is the best city in Orange County,’ because it’s different from anywhere else. Even the chains don’t look like chains.”

Pearson does think downtown may be getting a little out of hand in terms of entertainment, a complaint that led to the torturous hearings over the Ocean Avenue Brewing Company’s dance permit.

And she makes the point that, since Ocean Avenue has stopped being a “resident-serving” street, city planners “shouldn’t pretend that it is.”

Serving residents serves visitors

Councilwoman Toni Iseman’s take is probably the most all-encompassing. While agreeing with “everything” she heard, Iseman thinks that what makes Laguna appealing to visitors is the feeling that “there’s a there there.”

“People want to experience downtown as if they live here,” Iseman said. “It needs to be resident-serving and appealing to visitors.

“Whose town is this?” Iseman added. “The citizens of Laguna Beach would be heartbroken if they lost downtown, and if we change uses, rents could get out of control and we could lose businesses.”

Mayor Egly thinks downtown is just fine as it is.

“I shop in Laguna, and Laguna meets my needs,” she said. “We are doing a good job, but we should balance and tweak it. Parking needs to be explored. There need to be alternatives.”

Kimberly Stuart, a landscape architect and Chamber of Commerce board member, sees all of downtown as one shopping district, like a mall, and thinks it could be even more pedestrian-friendly and all-serving. “I hope residents don’t get relegated to one area,” she said.

Former City Clerk Verna Rollinger chimed in with the view that “If we don’t maintain our uniqueness, we’re lost.”

Village Laguna member Barbara Metzger said she was “shocked” at the idea that height limits might be increased. “Laguna Beach could be ruined,” she said.

Dennis Myers, a member of the Parking, Traffic and Circulation Committee, said his group is tackling the parking issue with a strategic plan, and that adding more residential units to the downtown could be the key to keeping it resident-serving.

Interesting stuff.

CINDY FRAZIER is city editor of the Coastline Pilot. She can be reached at (949) 494-2087 or [email protected]