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HomeMy WebLinkAbout1995-10-17; City Council; 13357; Great American Main Street Award Application- CITY OF CARLSBAD - AGMDA BILL AB# /T 35 7 TITLE: MTG. /d-/7-45 Resolution of support for the Village Business Association’s Application for a Great American Main Street Award for the Village Redevelopment Area. DEPT. H/RED RECOMMENDED ACTION: DEPT. HD. &$w CITY Al-W. MG&$! CITY Adopt City Council Resolution No. 94-30g APPROVING support for the Village Business Association’s application for a Great American Main Street Award for the Village Redevelopment Area. ITEM EXPLANATION: The National Trust for Historic Preservation’s Main Street Center and Edward D. Jones and Company is sponsoring the 1996 Great American Main Street Award program. The program will recognize exceptional accomplishments in revitalizing America’s historic and traditional downtowns and neighborhood commercial districts. The competition is open to all communities in the United States or its territories regardless of size. Citizens of all towns and cities in the United States or its territories are eligible to submit an entry on behalf of their community’s downtown or neighborhood commercial district revitalization program. The Village Business Association would like to submit an entry to the Great American Main Street Program on behalf of the Carlsbad Village Redevelopment Area. A copy of the entry is attached for review by the City Council. The Village Business Association will also make a presentation to the City Council of the slide show which will be included with the entry. In order to submit the entry to the award program sponsors, the City Council must provide a resolution of support for the entry. This resolution will be included as part of the entry or application for the award. The entry/application is due to the sponsors by November 1, 1995. FISCAL IMPACT: There is no fiscal impact related to the recommended action by the City Council. EXHIBITS: 1. Resolution of Support for the Village Business Association’s entry into the Great American Main Street Award Program for the Village Redevelopment Area &~JL&~ 95’-30& 2. Application for Great American Main Street Award Program. - 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 CITY COUNCIL RESOLUTION NO. 95-302 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARLSBAD, CALIFORNIA APPROVING SUPPORT FOR THE VILLAGE BUSINESS ASSOCIATION’S APPLICATION FOR A GREAT AMERICAN MAIN STREET AWARD FOR THE VILLAGE REDEVELOPMENT AREA. WHEREAS, the City of Carlsbad, together with the Carlsbad Redevelopment Agency, made a commitment to revitalization of the Village Redevelopment Area in 1981; and, WHEREAS, the City of Carlsbad believes that the economic health and visual enhancement of the Village Redevelopment Area is crucial to the well-being of the entire City; and WHEREAS, the City of Carlsbad is extremely proud of the success the revitalization has had, and continues to have, on the Village Redevelopment Area. NOW, THEREFORE, BE IT HEREBY RESOLVED by the City Council as follows: A. B, That the foregoing recitations are true and correct. That the City of Carisbad wholeheartedly supports the submission of the entry developed by the Village Business Association for submission to the Great American Mainstreet Award Program. C. That the City of Carlsbad will continue to support programs and activities developed to enhance and revitalize the Village Redevelopment Area. //I I// , 1 t r l( 1; 1: 1: 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 CC Resolution No. 95-302 PASSED, APPROVED AND ADOPTED at a regular meeting of the City Council of the City of Carlsbad, California, held on the 17th day of October , 1995 by the following vote to wit: AYES: Council Members Lewis, Nygaard, Finnila, Hall NOES: None ABSENT: Council Member Kulchin ABSTAIN: None ALETHA RAUTEIj -2- - Nomination Form Villaae Redevelopment Area - Citv of Carlsbad COMMUNITY/NEIGHBORHOOD COMMERCIAL DISTRICT Diane Scheer CONTACT PERSON Co-Chairwerson TITLE Villaae Business Association BUSINESS/ORGANIZATION 555 Beech Avenue ADDRESS Carlsbad California 92008 CITY STATE ZIP (619) 434-6662 (619) 729-6662 DAYTIME TELEPHONE COMMUNITY PROFILE 63,126 (1990 Census) FAX 12 scruare blocks (approx. 200 acres) CITY POPULATION NUMBER OF SQUARE BLOCKS IN THE PROJECT AREA San Dieao, California Approximatelv 40 miles CLOSEST METROPOLITAN AREA DISTANCE TO CLOSEST METROPOLITAN AREA RELEASE AUTHORIZATION The undersigned gives the National Trust for Historic Preservation and Edward D. Jones & co. the absolute and unqualified right to use in whole or in part, in whatever manner the National Trust may desire, including (but not limited to) use for publicity, audiovisual presentation and/or promotion, any materials entered in the National Trust's Great American Main Street Awards Program. The National Trust for Historic Preservation and Edward D. Jones & Co. are hereby given permission to make any editorial changes and/or additions to the materials referred to in paragraph one above as they may deem necessary or desirable for production purposes. RELEASE AUTHORIZED BY (PRINT OR TYPE NAME AND TITLE) SIGNATURE - HISTORY OF THE REVITALIZATION PROGRAM Briefly outline the history of your community's downtown revitalization effort. Please tell us how and when the community made the decision to begin the revitalization process. Use only the space provided below. The Carlsbad Village Area has a colorful history dating back to at least the 1880s when the rail line linking San Diego and Los Angeles was constructed. The Village experienced early days of glory with the construction of large hotels and spas, but by the 1980s the area was beset with problems common to many older downtowns. Buildings were in many cases seriously dilapidated, competition from modern shopping centers had stolen much of the area's commercial vitality and lot sizes and patterns made new construction to current city development standards difficult and in some cases impossible. The appearance and atmosphere of the friendly "village by the sea" had become decidedly unfriendly in many spots, making it less than desirable and in many cases an unprofitable place in which to do business. In response to the problems facing the downtown area, the Carlsbad Housing and Redevelopment Commission began using the powers granted under California Redevelopment Law in 1981 to address blighted conditions and blighting influences within the Village Redevelopment Area. The 25-year Redevelopment Plan for the Carlsbad Village Redevelopment Area was adopted on July 7, 1981. Between 1981 and 1988, the Redevelopment Agency collected and spent over $5 million on public improvements, code enforcement, commercial rehabilitation, property acquisition and public parking lot construction. Initial beautification and revitalization projects included the fountain at State and Grand, new building fronts along State Street, sidewalks, landscaped street medians, coordinated street signs and the construction of five off-street public parking lots yielding 300 vehicle parking spaces at convenient locations. In 1988, a decision was made to continue the effort to improve the downtown streets and parking in an effort to redefine the village as a pedestrian-centered network, improve the safety and driveability of major streets, continue to encourage the spending of resident and tourist dollars in the area businesses and create a self-perpetuating balance in the overall economy of the Village. On April 5, 1988, the City sold $12 million in bonds for the express purpose of revitalizing the downtown area. Payments on the bonds are made with tax increment funds. The Redevelopment Agency designated $8 million for a comprehensive streetscape project on Carlsbad Boulevard and Carlsbad Village Drive. Approximately $4 million of the bond proceeds were used to finance the construction of a Senior Center. The Redevelopment Agency, however, has not, and will not, work in isolation. Partnerships were formed, and will continue to be formed, between the business sector, the public sector, civic organizations and community residents to complete revitalization projects which have been very successful to date. As an indication of the success, the assessed valuation of taxable property within the Project Area has increased from the base year value of $45,985,512 in 1982/83 to approximately $179,634,907 in 1994/95. Major development within the Village Redevelopment Area since 1981 includes: 1) Tamarack Beach Resort - 23 hotel rooms, 54 time share condos and 3600 square foot restaurant; 2) Village Faire - 70,000 square foot specialty shopping center; 3) Carlsbad Grand Office - 18,000 square foot professional office complex; 4) Elm Avenue Commercial - 6600 square foot professional office complex; 5) Gametowne - 3000 square foot commercial structure; and 7) Fish House Vera Cruz - 3300 square foot restaurant and fish market. There are also numerous examples of private rehabilitation of buildings within the Village Area which not only eliminated blighting influences from the Village but preserved historic structures. For example, within the last year, an abandoned retail building was completely rehabilitated and converted into a popular new Microbrewery and Restaurant. Also, the Village Business Association established a Village Farmer's Market in 1994 which is held within one of the public parking lots every Wednesday afternoon. Public Improvement/Capital projects in the area include the comprehensive Village Streetscape Project and a new Commuter Rail and Bus Transfer Station. KEY PARTICIPANTS Please list the major organizations and constituent groups that have been actively involved in the revitalization effort. Briefly describe the role of each. Use only the space provided below. City of Carlsbad - The City of Carlsbad has assisted, and continues to assist, in providing funding for various public improvement projects within the area and for providing legislative support for revitalization activities. City staff has assisted, and continues to assist, the Agency in implementing redevelopment projects within the area and maintaining existing facilities such as the public parking lots. Village Business Association - The Association has organized, and continues to organize, its membership in support of downtown revitalization and promotional efforts for the area. Such activities include advertising and special events as well as the dissemination of important information and the representation of downtown business interests before the Redevelopment Agency, City Council, and City Boards and Commissions. As stated previously, the Village Business Association sponsors the Village Farmer's Market which helps to draw people to the Village and creates a sense of community within the area. Carl&ad Redevelopment Agency - The Carlsbad Redevelopment Agency was formed in 1981 to eliminate blight and blighting influences from the Village Redevelopment Area and to initiate and/or facilitate general revitalization efforts within the area. Staff of the Agency works with residents, property owners, and business owners within the Village to implement programs and activities which result in blight elimination and revitalization. The Agency has been the primary funding source for all public revitalization activities and programs such as a facade improvement program, the streetscape improvements and the provision of public parking. Village Property Owners and Business Owners - These groups have been, and continue to be, responsible for funding their fair share of physical improvements and/or projects which affect the value of downtown properties. They have in the past, and will continue in the future, to carry out improvements to their properties and help to enhance the downtown shopping environment. They have helped to improve the area's competitiveness relative to other regional shopping areas. Village Residents - Residents have been, and continue to be, responsible for supporting the implementation of downtown improvements and/or projects which have benefit to the area. The residents communicate with the community leaders to ensure that problems within the area are being adequately addressed and to aid in the effort to create a Village that is "a comfortable place to be" and offers a variety of opportunities. San Diego Gas and Electric - SDG&E has provided funding for various projects which resulted in the undergrounding of electrical lines in the Village. This has had a very positive visual impact in the Village. North County Transit District - NCTD constructed a $2 million dollar transit station within the Village as part of their new Commuter Rail System which is designed to reduce traffic impacts on the local highway (Interstate 5). The station was recently awarded an "Orchid" award for its beautiful design and the manner in which it fits into the character of the Carlsbad Village Redevelopment Area. NCTD had a joint agreement with the Carlsbad Redevelopment Agency, City of Carlsbad and the County of San Diego for construction of this station. MAJOR ACHIEVEMENTS Please list and briefly describe no more than five major achievements, stressing the comprehensive nature of your community's downtown revitalization effort. Use only the space provided below. 1. Carl&ad Village Streetscape and Beautification Program - Nearly $10 million has been spent over the last 14 to 15 years in the Village Redevelopment Area on improvements to streets. To date, two major streets (Carlsbad Boulevard and Carlsbad Village Drive) and portions of three other streets (Roosevelt Street, State Street and Grand Avenue) were improved with landscaping, decorative sidewalks, streetlights, traffic signals, street furniture, a fountain and some artwork within the Village. These improvements resulted in improved driveability of the streets and significantly enhanced the visual appeal of the Village. The highly participative manner in which these projects were designed and implemented helped significantly in building a cohesive team of public and private interests in the Village. The Carlsbad Sea Wall is another very important multi-million dollar public improvement project which was constructed through cooperation between the City of Carlsbad and the State of California and has had a very significant impact am-&he visual appeal and attraction to the Village Redevelopment Area and the various ocean activities offered within the area. 2. New Construction Projects. As stated previously, there have been several substantial new construction projects within the Village Redevelopment Area since 1981. These projects represent nearly $20 million in private (and public) investment within the Village. These newly constructed buildings include time share and hotel units, restaurant space, specialty retail suites, office space, and a commuter rail and bus transfer station. If the redevelopment area had not been formed and revitalization efforts had not been initiated by the Redevelopment Agency, it is very likely that these projects would not have been constructed and that there would have been very limited investment within the area. These new construction projects are excellent examples of the positive private investment which occurs when there is a renewed interest and faith in an area such as the Village. The renewed interest and faith was created through the initiation of, and continued commitment to, revitalization activities within the Village such as the street improvements, beautification activities and provision of public parking. 3. Community Events. The Village Area has become a very attractive place to host community events such as the Carlsbad 5000, Carlsbad Triatholon, Village Fair, San Diego Marathon, Art and Antique Shows, Special Holiday Celebrations and the Farmer's Market. One of the goals of the Village Redevelopment Area is to create an area which has a strong civic character and provides for a place for people to come to be a part of important community events. This goal has been realized due to the variety of activities, as noted above, which are hosted each year. These activities bring thousands of people to the Village every year. 4. Facade Iup ovements to Counnercial Buildings. A number of historically significant buildings have been rehabilitated/renovated within the Village Redevelopment Area through private investment. These buildings include the old Twin Inns building which is now a restaurant known as Neimans; the Grant Commercial building on the northeast corner of Carlsbad Village Drive and State Street which offers very visually appealing retail suites; the old Wonderbread building on the southwest corner of Carlsbad Village Drive and Roosevelt Street (which is now a Restaurant/Microbrewery); the building on the southwest corner of State Street and Grand Avenue which was once a hotel and is now a retail/office complex with restaurant space; and the original train depot which has been converted to office and tourist service space for the Carlsbad Convention and Visitor Bureau. These commercial rehabilitation/renovation projects improved the Village by 1) helping to eliminate blighting influences; 2) preserving and reusing historically significant buildings; and, 3) representing a financial investment in the Village which encourages others within the area to initiate similar projects. 5. Public Parking Lots. Through the leasing and acquisition of property in the Village, the Redevelopment Agency has been able to provide five (5) public parking lots to date which offer over 300 free, public parking spaces for use by local businesses, customers, and tourists to the area. The Village was at a disadvantage for many years because there was inadequate parking available within the area due to the fact that many properties were developed years ago with either no or very little on-site parking. Customers/visitors to the area were required to rely on street parking which was limited. With the provision of these public parking spaces and more to come in future years, the Village can offer a more desirable environment for shopping, visiting or conducting business. ECONOMIC IMPACT Please describe the economic impact of the revitalization effort on your community. Use only the space provided below. Due to the variety of revitalization activities noted in the previous section, the assessed valuation of taxable property within the Project Area has increased from the base year value of $45,985,512 in 1982/83 to approximately $179,634,907 in 1994/95. This is an increase of approximately $133,650,000. Although there are no 1981 sales tax figures for the Village for comparison purposes, we know that the amount of sales tax earned has substantially increased over the years. The Village is currently earning approximately $630,000 per year in sales tax revenue for the City of Carlsbad. A major portion (34%) of this revenue comes from the restaurants within the Village. The Village has become a very popular destination for regional visitors, tourists and residents to dine. Guests can choose from a wide selection of food types and atmosphere within the Village. The vacancy rate for office and retail space within the Village has gone from 50% in 1981/82 down to its current rate of 8 to 10%. WHY SHOULD YOUR COMMUNITY'S REVITALIZATION PROGRAM WIN A GREAT AMERICAN MAIN STREET AWARD? Briefly summarize why you believe your community's revitalization program should win a Great American Main Street Award. How would you use the cash prize? Use only the space provided below. The Village of Carlsbad has a distinct visual identity that makes it unique and a memorable place with identifiable landmarks. It has an old world charm with an ocean twist. The Village has continuously strived for excellence through high quality, well- designed private development and public improvements. The Village has not compromised its high standards for success. The Village accommodates a wide range of land uses which creates a diverse mixture of services, retail shops, restaurants, professional offices, public facilities and residential opportunities. The Village has a strong civic character and provides a place for people to come to be a part of important and fun community events. The Village of Carlsbad is a comfortable and safe place to work, shop, visit and live. The Village demonstrates a welcoming attitude and a spirit of cooperation to new businesses and developers who are interested in becoming a part of the downtown area. Business owners and residents still greet each other with smiles and a hello as they come in contact with each other. Community leaders still meet at the local donut shop and the corner cafe to discuss politics and other important events and activities. We believe that in 1981 the Village was dying, but through revitalization efforts the area has been revived. It now provides an excellent example of a successful downtown and is deserving of the Great American Main Street Award. The Village Business Association would use the cash prize for activities which would further support revitalization activities, such as a special event to bring more people to the Village to experience the charm first hand.