City Manager Lamont Ewell said he was impressed with the way in which Macerich involved the community as it went back to the drawing board.
“This seems to be reflecting what this community said it was more interested in seeing, so I’m happy they have dealt with it in this manner,” Ewell said.“But ultimately, the council will have to look at this objectively and decide if it meets the needs of the city.”
As far as experts in retail are concerned, a renovated Santa Monica Place is a necessity when talking about the economic vitality of the city.
When the Frank Gehry-designed mall opened in 1980, it was a crown jewel of retail with it’s glass-ceiling, waterfall and other decorative touches, however, as the years passed, the mall, purchased by Macerich in 1999, had become outdated when compared to the new “lifestyle”shopping centers that combined retail with housing for a more urban feel, much like the promenade. “(Santa Monica Place) definitely needs to be upgraded. It’s kind of dumpy,” said George Whalin, founder of Retail Management Consultants.
A renovated mall would likely attract more shoppers, helping Santa Monica remain competitive with newly renovated malls in Century City and West Los Angeles.
That means more sales tax revenue to fund city projects and services, Whalin said.
“There is a massive population on that side of town that does not want to drive west of the 405 (Freeway) who could be served by a new shopping center,”Whalin said.“A renovation will be good for both the stores, the shoppers and the community.”
Macerich is looking to attract an eclectic mix of retailers and restaurants to better serve residents, who have asked for more affordable options,particularly when it comes to everyday wear.
“Even with the great retail on Main Street, Montana (Avenue) and the Third Street Promenade, there is still a lot we can do to service the needs of residents,” Young said.
Diana Gordon, a co-founder of the Santa Monica Coalition for a Livable (SMCLC), which sued City Hall to gain access to communications between city staff and Macerich during the first proposal, praised the mall operator for reaching out to residents the second time around, but also put Macerich on notice that they will continue to be monitored throughout the process.
“That is music to a lot of residents’ ears,” Gordon said of the new concept. “There are still some open issues, such as what type of environmental review the city will require... but the process has opened up dramatically.”
Originally published in the Santa Monica Daily Press print edition on March 6, 2007. Read the original PDF.