Bringing Back Broadway

View / Download the 2009 Year-In-Review, an overview of the second year of our ten-year plan for Bringing Back Broadway™

When we kicked off the initiative in January 2008, standing on the stage of the beautiful Los Angeles Theatre, there were some who may have doubted the momentum would last. In fact, momentum has not only lasted, it has increased and continues to build.

Some may have wondered if the plan would have enough support or be able to show enough tangible results to survive – since so many plans before this one have not. In fact, Bringing Back Broadway has had a stellar first two years of accomplishments, laying the foundation for our ten-year plan.

Bringing Back Broadway enjoys widespread support – from Washington DC to City Hall, to our downtown community and the number of people involved with various aspects of Bringing Back Broadway increases everyday.  What we have achieved thus far speaks volumes about what we will be able to achieve in the coming years.

We surpassed many of our own planned milestones in 2008 and 2009, while learning lessons from the efforts of other cities – and the initiative has grown, evolved and continued to build consensus and momentum – because Broadway’s time is now. 

And this is just the beginning.  There is no doubt, the first two years of Bringing Back Broadway have set the stage for what we will strive to achieve in the coming years, as Bringing Back Broadway continues to evolve, grow and succeed. 

PROGRESS & MILESTONES

STREETSCAPE & INFRASTRUCTURE IMPROVEMENTS The Historic Broadway Streetscape and Infrastructure Improvement Plan and the Broadway Entertainment Community Design Overlay District project are important components of Bringing Back Broadway.  Both projects are intended to improve the appearance, enhance the identity, promote the pedestrian environment and spur economic development of the Broadway corridor.  It is a tragedy that the infrastructure of one of our city's oldest and most historic districts is literally collapsing, and this plan will address those challenges. A new Broadway streetscape and infrastructure improvement plan will provide Broadway with a better, safer and more beautiful pedestrian and transit experience while maintaining the sense of place, history and restored beauty that Broadway deserves.“The streetscape plan boldly prioritizes people over vehicles, provides much-needed infrastructure support and major improvements to a street that has been neglected for far too long, while providing a showcase for the Downtown L.A. Streetcar and the revitalization of the Historic Broadway Theatre District” said Councilmember José Huizar. Melendrez Design Partners has completed the design for the Broadway Streetscape Master Plan.  The final design concepts were shared with the public at an open house attended by more than 100 stakeholders on November 24, 2009This event culminated a nearly one-year long process of community input and design.The process began with the Broadway Streetscape Walk on Feb. 27, 2009, where participants visited numerous interactive stations set up along Broadway to discuss topics such as Green Streets, Street Design, Character/Historic Influence, Transit Stations, Design Palette, Paseos/Open Space, Curb Extensions/Crossings and Pedestrian Safety and Comfort. Participants at the February event were also encouraged to bring along cameras to document things they wanted to see addressed in the plan. Input from the Broadway Walk was used to devise a range of options regarding street configuration, transit station design, signage and street furniture, which were presented for public input at a subsequent public meeting in May. On May 27, 2009, a Project Open House was held to discuss both the Broadway streetscape plan and the Entertainment Overlay Zone & Design Guide.  Nearly 200 members of the community attended to consider initial design options for public right of way areas, including street configuration, use of sidewalks, pedestrian lighting, street furniture, transit stations and other elements which enhance the historic character and serve pedestrians and transit riders in order to narrow the options for the refinement of a preferred design. The community was also asked to discuss draft design overlay zone ideas for guiding private development, and create a cohesive look for design, lighting, signage and facades and encourage/support/incentivize entertainment and cultural uses for private properties on Broadway.Feedback at the May workshop provided the design team with input needed to narrow down the range of concepts to a single design, which was refined throughout the summer.  Traffic studies were conducted on both the proposed 3-lane and 4-lane configurations for Broadway, as well as a one-way southbound option. On Tuesday Nov. 24, more than 100 community members gathered at The Exchange Building in Downtown's Historic Core to review and provide Melendrez Design Partners with input on the Broadway Streetscape Master Plan, which is part of Councilmember José Huizar’s 10-year plan to revitalize Broadway.ELEMENTS OF THE STREETSCAPE PLANThe Streetscape Plan calls for sidewalk and basement reconstruction where basements extend out under current sidewalks, which are collapsing in places. Widened and reinforced sidewalks, with a reduction in traffic lanes, will provide for greater pedestrian comfort and security on one of the city’s busiest pedestrian streets. Curb extensions will provide space for comfortable, real-time transit stations for bus and streetcar users as well as for ticket kiosks and tourist/visitor areas. On-street parking and loading will support Broadway’s small business merchants and provide a buffer between pedestrians and traffic along Broadway.  Original engineering drawings of the very first Broadway streetlamps have been uncovered and the new streetscape plan calls for streetlamps made from the original, authentic design.  Transit stations, bike racks, wayfinding signage and other features are also highlighted in this design.  Trees and plantings will be added to offer green elements to the street (supported by a storm water retention and recycling system).BUDGET, TIMELINE & NEXT STEPS The estimated cost for the project, which would span Broadway from 2nd to Olympic, and would include basement reconstruction under existing sidewalks (see below) is estimated at approximately $30-million. The next steps for the streetscape plan include environmental review, city adoption procedures and a "dress rehearsal" of the streetscape plan conducted temporarily in paint and planters before construction begins. The implementation process for the final streetscape plan design will include review by the Cultural Heritage, Planning & Public Works Commissions, the City Council Planning & Land Use Management Committee and City Council.Completion of the streetscape plan is intended to coincide with construction of the streetcar line which will connect historic Broadway with L.A. Live on one end and the Bunker Hill/Music Center area on the other by 2014.

BASEMENT RECONSTRUCTION - PREPARING FOUNDATIONAL INFRASTRUCTURE FOR THE STREETSCAPE PLAN

ENTERTAINMENT OVERLAY & DESIGN GUIDE

The Broadway Entertainment Overlay Zone and Design Guide provides design, sign, and historic lighting guidelines to support entertainment and cultural uses on Broadway. The Urban Design Guidelines and Historic Lighting Element developed in past years through consulting contracts are being updated and written into policy for official adoption.

The CDO working group met twice monthly (often more) through 2008 and early 2009 to develop the overlay zone and design guidelines, taking into consideration previously developed plans, urban design and lighting design guidelines, existing codes, Secretary of Interior standards for rehabiliation of historic structures, and the newly adopted Downtown Design Guidelines.
 
A Delegation of more than 50 people traveled to the San Diego gaslamp entertainment zone in August 2008 to tour downtown San Diego and speak with the leaders who developed this district.  We learned how they used planning tools to make that district thrive.  Broadway is a different place, but we are using many of their ideas - and expanding upon them - here. The overlay guidelines are also responsive to community input gathered during Community workshops held in 2009.
A Public Hearing was held on the Entertainment Community Design Overlay on Wednesday June 10, 2009. The project was approved by the City Planning Commission on July 9, 2009 and was considered by the City Council Planning & Land Use Management Committee in summer 2009. The Entertainment Community Design Overlay was reviewd by City Council and adopted in September 2009 and became effective in October 2009.

    STREETSCAPE DESIGN VISUALIZATION

CLICK HERE to view the streetscape final design visutalization as presented on November 24, 2009

    ADDITIONAL STREETSCAPE MATERIALS

PARKINGWe're working hard to increase parking options for Broadway to support increased activities in the theatres, upper floors and along the streetfront.  We're also working to ensure that existing parking is maximized and made available when Broadway's patrons will need it, especially at night. Spring 2008 - MICLA financing identified for Broadway parking in City of LA budgetMarch 5, 2008 – Councilmember Huizar introduced a motion to create a City Task Force for Broadway parkingApril 1, 2008 – Council authorized the formation of the Broadway Parking Task ForceSpring / Summer 2008 – Broadway Task Force convened, reviewed existing parking studies, parking & loading needs in the area and planned Statement of Interest processSept. 12, 2008 – Broadway Task Force issued statement of Interest (SOI) request seeking owners interested in selling property or partnering for a mixed-use Broadway parking facility. October, 2008 – Statement of Interest responses were received, compiled and reviewed by the task forceNovember - December 2008 – based on SOI process responses, historical considerations and previous City / CRA parking efforts and studies in the area, sites for potential acquisition identified by City parking task force and a report was prepared for council and committee.Jan. 28, 2009 – Council Transportation Committee heard Broadway Parking Task Force Report (Click Here for report).  Feb. 10, 2009 - Council authorized the Broadway Parking Task Force (C.F. 08-0533) to negotiate the acquisition of scattered properties on South Broadway between Sixth and Eighth Streets for construction of parking facilities, requests Letter of Intent from theatre owners adjacent to intended parking, and authorizes the use of MICLA financing as mentioned in 2008-9 budget for use in 2009-2010 towards acquisition of land and construction.March 2009 - Broadway Parking Task Force identified a preferred site for a proposed BBB Parking Project by consolidating the following parcels: APN: 5144003014, 5144003013, 5144003012, 5144003023, and 514400302324.Spring & Summer 2009 - Appraisals were conducted and neogitations began on properties.October 21, 2009 – Councilmember Huizar introduced a motion identifying parcels intended for acquisition and the amount needed in MICLA funding for acquisition.October 22, 2009 – Letter of Intent received from the Delijani Family regarding intent to fully restore and operate Los Angeles and Palace Theatres if adjacent parking / loading is provided. Nov. 22, 2009 – Report from Economics Research Associates / AECOM finds that this proposed parking & loading facility would provide broad and significant positive economic impacts to the City of Los Angeles in terms of job creation, tax revenue, and catalytic impacts on revitalization in the area - benefits to the City which extend far beyond the simple provision of additional municipal commercial parking.
This is due to the Project's unique location and ability to provide critically important loading facilities for theatrical and event use of the currently commercially inactive Los Angeles Theatre as well as adjunct support for the Palace Theatre. Both the Los Angeles and Palace Theatres, which are treasured historic landmarks at the local and national level, have been closed to the public with few exceptions for many years. Both the Los Angeles and Palace Theatres will be fully historically restored and reactivated as entertainment venues as a result of this Project, per a Letter of Intent from the theatre owners.
According to the ERA report, this Broadway Parking & Loading Project is expected to significantly catalyze economic development along Broadway and in the historic core of downtown, by creating 335 construction jobs, 160 permanent jobs related to theatre and garage operations, representing nearly $25 Million in associated earnings. 300-500 additional commercial jobs are expected to be created related to commercial space reactivation in a portion of the currently one million square feet of vacant commercial space along Broadway. The report projects that the project will generate $1.1 Million annually in off-site spending related to theatre uses and will create 45 new filming days in the City of Los Angeles. Additionally, the City of Los Angeles is expected to achieve $518,000 annually in tax revenues.Pershing Square garage parking policy has been confirmed as reserved for commercial use, and the nightly rate at Pershing Square has been extended to 2:30am in order to encourage use of the garage for evening and latenight activities.Cost studies underway for installing Pershing Square garage elevator at 6th & Hill. Wayfinding signage / kiosks to make Broadway more accessible from garage.

STREETCAROnce a distant dream, the streetcar effort is right on track, and we intend to ride a streetcar downtown by 2014.  Visit L.A. Streetcar Inc. for specific details on the streetcar program, and to support the effort. 

A streetcar feasibility study has been completed.  Route options have been discussed publicly, and preliminary engineering studies are underway. Discussions are beginning about a Benefit Assessment District which will be necessary for the private component of project funding.  Environmental assessment is due to begin in the coming months.  The Downtown L.A. Streetcar will connect downtown's entertainment and cultural destinations.  L.A. Live on one end of downtown and the Bunker Hill / Music Center area on the other wil serve as the bookends with Historic Broadway as the spine for the approx. 3.5 mile couplet route.Los Angeles Streetcar Inc., a non-profit coalition of property owners and downtown leaders has been formed to raise private funds for partnership in designing, planning & implementing a downtown streetcar system, using Portland/Seattle as the model for this public-private partnershipA workshop to discuss route options was held in July 2009. More than 200 people submitted public comment and the response continues to be overwhelmingly positive. A Streetcar delegation to Portland & Seattle included two dozen downtown leaders to speak with Portland and Seattle leaders about how their streetcar systems were developed – and to learn from their experienceBringing Back Broadway, Reconnecting America and CRA/LA Co-Sponsored the Los Angeles National Streetcar Conference was held in May 2008, the largest event of its kind in the U.S. Experts from across the country discussed streetcar funding, planning and implementation. A streetcar design workshop was held in August 2008 at The New LATC where more than 120 people attended the all-day event. Discussion revolved around 6 options for how a Broadway streetcar could integrate with the Broadway streetscapes; how to best connect to other transit; make the best of use pedestrian paseos between Broadway and adjacent streets; options for mixed-use maintenance facility Additionally, we remain active with the METRO Regional Connector project to ensure connectivity to Broadway and the Streetcar and to advocate for a significant Broadway-oriented multi-modal station

MARKETING & ECONOMIC DEVELOPMENTMarketing Broadway's assets and assisting its existing and new businesses, property owners and patrons is an important aspect of the initiative.  Broadway is the heart of downtown and we're finding ways to ensure Broadway gets the support it needs.

We have celebrated several new Broadway business openings in former vacant spaces.The Historic Downtown Retail initiative has sponsored workshops to assist small businesses with getting set up – or finding ways to stay put and run a growing, successful business.
More than $100-Million in private investment & renovation is planned and / or underway along Broadway.We celebrated the re-opening of the Million Dollar Theatre, offering a unique, multi-cultural programming venue after many years of being closed and not being used as an entertainment venue.Several programmers and entrepreneurs are considering long-term leases at other theatres.Several film festivals have chosen Broadway to feature movie premiers.During the holidays in 2008, Red Line hours of operation were increased to 3am on weekends during the holidays to increase employment and tourism using transit. Program funded by private sector, coordinated and assisted by Bringing Back Broadway. Late Night Downtown DASH service also implemented.  We plan to implement the program again in 2010.In this tough economic climate, we have worked closely with the City's Community Development Department to make $150-million dollars in federal loans available to property owners who want to renovate their buildings (upper and / or lower floors) so that their plans for renovating their buildings do not have to stop as our economy experiences hardship. Normally, the program acts as a subordinate lender, requiring traditional capital up front, but due to the current economic situation, we worked with CDD to make these federal funds available as a primary loan to help assist Broadway.Comprehensive retail and commercial space building inventory survey is being conducted.A workshop held for property owners to discuss historic tax credits and other state / federal incentive programs, as well as architectural option for reuse and reactivation of spaces.

COMMERCIAL REUSE ORDINANCE Per Councilmember Huizar's motion, in October 2008, the Bringing Back Broadway Commercial Reuse Task Force will develop a Commercial Reuse Ordinance and incentives to encourage the reuse and reactivation of vacant upper floor space and assist with ground floor changes of use and filling of vacancies. More than 1-million sq. feet of commercial space is vacant in upper floors of Broadway and not all buildings are suitable for adaptive reuse to housing. Current ground floor retail vacancy at 15-20%.  Mom & Pop shops are discouraged from opening businesses on Broadway because of difficult change of use process faced in in historic and older high-rises. The Task Force will assist historic core projects with case management and provide financial incentives to stimulate reuse in area.

The task force has convened both, the private and public sectors, for joint meetings, and 8 working groups have been formed.
Current conditions, challenges and future goals are being discussed, and a roadmap for policies, procedures and incentives are being developed through the working groups.