> ## Content Index > Fetch the complete content index at: https://www.smdp.com/llms.txt > Use this file to discover other available public pages before exploring further. # Developers learn to play nice - URL: https://www.smdp.com/developers-learn-to-play-nice/ - Published: 2007-06-22T15:00:00.000Z - Updated: 2026-10-24T01:15:03.000Z - Author: Kevin Herrera - Tags: Government & Politics, Downtown, #archive-import *Owners of Santa Monica Place, Travelodge decide to support each other’s local projects* CITY HALL Plans to rip the roof off Santa Monica Place and make it into an open-air shopping center received two significant endorsements this week — one from the Planning Commission and the other from a local hotel operator who was poised to oppose the remodel. Michael Farzam,whose family operates Santa Monica Beach Travelodge and Pacific Sands Motel on Ocean Avenue, was prepared to speak out against the mall project because its owners, Macerich Co., had come out against plans his family has to tear down their two aging hotels and replace them with a new one. Officials with Macerich expressed concerns about the planned hotel being too tall at the permitted 45 feet and would, therefore, block one of the few remaining views of the Pacific Ocean, views which Macerich is relying on to help attract shoppers to a third floor dining area featuring upscale restaurants and traditional, cheap eats. At present, the food court is located on the first floor of the mall. Macerich, which is based in Santa Monica, wrote a letter to city officials in 2005 opposing the Farzam family’s plans to increase the total number of units at the two hotels, widely considered to be one of the few moderately priced hotels in Downtown. The Convention and Visitors Bureau has often called for more moderately-priced rooms to cater to tourists on a budget, as well as business travelers. Following that letter,an attorney for the Farzams went on the offensive, framing the issue as a modern day David and Goliath. The two parties have since held discussions and finally came to an agreement on Wednesday, just hours before Macerich was to present its concept plan for Santa Monica Place to the Planning Commission. The two parties have agreed to be supportive of one another and to collaborate on ways to make both projects successful. “We have decided to be neighborly and support one another in doing what is best for the city and the community,” said Farzam, who seemed relieved as he stood outside the City Council Chambers on Wednesday, waiting for his chance to speak before the commission and offer his support for Macerich. “We are going to work with them in finding ways to reduce heights,” Farzam said, mentioning such methods as installing smaller air conditioning equipment and lowering a parapet. The agreement only makes sense for the two neighboring parties, said Bob Aptaker, vice president of development for Macerich. By having two strong projects, it will only make the area that much better. Having an ocean view “is important to our setting,”Aptaker said,“and we would like to have as much of an ocean view as we can.” With the agreement in place, the Farzams plan to move forward with their development and hope to have a draft environmental impact report completed by this summer. Once completed, the new hotel will feature 164 rooms instead of the current 87, with 300 parking spaces — 100 more than what is required, to help with the shortage of parking in downtown, Farzam said. As for Macerich, one of the largest mall operators in the nation, the Planning Commission meeting was a success as they received the endorsement of commissioners, who, despite having some reservations, seemed enthusiastic about the remodel, calling it a “world class” concept that would indeed create better synergy with the Third Street Promenade. Members praised Macerich for its community outreach and willingness to come before the commission, even though it didn’t have to under the law since the project is not a significant remodel under development standards. Commissioner Terry O’Day said jokingly that Macerich had done so much outreach that he was “sick of hearing about”the project. “Their team has been everywhere in the community,” O’Day said. Suggestions by residents are reflected in every aspect of the project, from the relocation of the food court and the type of retail that will be housed there, to the use of green building principals that will make the mall more environmentally friendly. “I think it was clear to me that the plan we have is a good fit with what the community expected and a good fit with downtown,” Aptaker said. “I think the commission really got that everything we did with the community outreach really made an impact and had an influence on the design of this project. That really hit home.” Some commissioners had concerns about wind and whether or not people would enjoy eating on an outside deck or if their food would be blowing off their plates. Macerich officials said they have hired a wind consultant to determine ways of protecting diners from the elements. There was also a lot of comments about Macy’s and whether or not the department store is going to remodel its location at the corner of Fourth Street and Colorado Avenue, an important intersection in light of the Civic Center redevelopment plan and efforts to place a light rail terminus at the old Sears auto shop. Commissioner Julie Lopez Dad called the Macy’s building an “albatross,” and urged Macerich to continue putting pressure on the department store chain to make improvements. Macy’s officials could not be reached for comment. Randy Brant, senior vice president for Macerich, said he has “tried like hell to embarrass” Macy’s into remodeling their building. Macerich recently purchased the land underneath Macy’s, but the department store still owns the building and has a long-term lease. “We will continue to put pressure on them,” Brant said, “and there is a good chance they will do something.” ![](https://storage.ghost.io/c/55/9f/559f9abc-8372-4a2e-8c2d-27386da4e363/content/images/2026/10/062207-01_01.jpg) *Originally published in the Santa Monica Daily Press print edition on June 22, 2007.* [Read the original PDF.](https://s3.us-east-1.amazonaws.com/smdp%5Fbackissues/062207.pdf?ref=smdp.com)