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1999-01-21 CITY OF ENCINITAS ACTION MINUTES OF REGULAR COMMITTEE MEETING TOURISM & MARKETING COMMITTEE January 21, 1999 Present: S Cameron, S McCloud,D Holz, S Holder, D DeCordova, R Gossard, B Kennedy, P Davis, D Clark, G Taylor, C Cupples, K Kuest, P Norby, D Hare, R Mance, A Beletsis, F Caldwell, G DeWitt, G Tucker, A Lawrence, ) Duval, L Harris, S Shaw, C Marvin, K Richter, B Halliday, S Aceti, J Cunningham, E Engert, C Wells, J Stocks, R Griffith, M Kellogg, B Thornburg ISSUE DIRECTTON/ACTION ITEM # 1 Approved. Approve Minutes of January 7, 1999 meeting. ITEM #2 Sean McCloud, President of the Property Owner's Association of the Cedros Design Guest Speaker: Sean McCloud, Cedros Avenue Disirict, shared insights from the creation of the Cedros Design District in Solana Beach. In 1986-87, the City of Solana Beach and the Cedros Design District property owners entered into a 60% (City) / 40% (Property Owners) redevelopment bond, to create a pedestrian oriented shopping district; that included sidewalks and undergrounding utilities. The 40% assessment was added to the property owner's annual assessment. In 1991-92, property owners entered a partnership with the City to create a"Special Commercial District", incorporating design plans into the City's general plan and zoning docuxnents, allowing property owners to have clear guidelines. Since 1992, 125,000 sq. ft. have been redeveloped. The artisans and craftspeople already had an identity. Now they had something to unite them. Mr. McCloud emphasized using materials on hand to create an efFect for design and implementation. With vision, the goal is to achieve an effect for less money. Translate expensive solutions into practical ideas. It takes 2 to 4 people to put up some money. There is a total of 300,000 sq. ft. of cornmercial space, with 25 property owners. A Business Improvement District was created, and owners assessed themselves 10 to 15 cents a foot. A total of $55,000 was raised by property owners with the City matching funds 2 to 1 for $110,000. Incrementalization is important. The first plzase, installing arches, was designed ta achieve the largest impact for the least money. The arches cost $42,000. A Merchants Association is an integral part of success. Establish direct communication between merchants, property owners and the City. The Merchants Association creates brochures, produces direct mailings and hosts 2 to 4 key events per year, such as the Cedros Jazz Festival and an Italian Art Festival. Work to keep a specific tenant mix with a stable tenant base. Ensure that new tenants will be consistent with the group. Implementation is a continuing process. Cedros needs more parking and eating areas. ITEM #2 (cont) The Cedros Design District has a 1% vacancy rate. There has been a 250% growth in sales Guest Speaker: Sean McCloud, Cedros Avenue tax siiice 1992 -1994. A two or three level parking structure is planned, keeping retail shops along the street front. Two- stop signs have been installed to control traffic, and two speed hnmp crosswalks are planned. The demogaphics show 50% are local customers and 50% are tourists. ITEM #3 Dave DeCordova gave a brief overview of the Hwy 101 Revitalization plan. The primary Discussion of Hwy. 101 Corridor Revitalization goals are to improve public safety and traffic circulation, while enhancing the small town pedestrian environment in keeping with a historical theme. Irmplementation of the plan will include; sidewalks, curbs; gutters, pop-outs at the D& E and D& F Street intersections, and also mid-block to encourage pedestrian activity and slow traffic. A landscaped median, street trees and ornamental lighting are planned. Angled paxking is to be maintained with more spaces added. Left-turn pocket lanes will be added. The original concept was to change from 41anes to 2 lanes. A traffic consultant is looking at alternatives. One option would be 4lanes with a left turn lane and parallel parking. Another option would be to have 2 southbound lanes and 1 northbound lane. Street enhancements include banners, flowerpots and pedestrian level lighting. Thera will be sidewalk enhancements and an "Encinitas" sign. Some suggestions included: stop lights to keep traffic moving in the mornin& angled parking on Second Street to create more parking, also angled parking on side sireets. A traffic analysis report is due soon to compare the benefits and drawbacks of each alternative. Sid Shaw suggested angled parking on one side of Hwy 101 and parallel parking on the other side. Deputy Mayor Holz, stated a large parking facility is needed. This meeting will serve as a catalyst to look at the bigger picture. We need to become a working group with members from DEMA and property owners to become a driving force. ITEM #4 None. Oral Communications ITEM #5 a) Capital Ixnprovement Projects for 101 Corridor Agenda Items for FutLare Meeting: b) Discussion regarding Downtown Parking c) Review and Consideration of a New Proinotional Brochure d) Discussion/Set-up Ad Hoc committees ITEM #6 Thursday, February 4, 1999 at 8 a.m. Next Meeting: Adjotarrunent Adjourned at 9:10 a.m.