California Apparel News

To park or not to park? That is the question California officials are asking retailers as they explore turning prime outdoor shopping streets into pedestrian-only zones where cars are off-limits.

The scenario is currently playing out on Main Street in Huntington Beach, Calif., where a growing mix of vehicular and pedestrian traffic has come to a boiling point.

Yet the pedestrian way of life is a move being looked at in several other cities across the country, as well as in Canada.

Main Street in Huntington Beach is home to some of the world’s most famous surf shops, such as Huntington Surf and Sport and Jack’s Surfboards, among others; swimwear boutiques, including Diane’s and Merrilee’s; vintage clothing stores; and independent chains such as The Closet and American Apparel.

On summer days, weekends and during events such as this month’s U.S. Open of Surfing, Main Street can host an overwhelming throng of pedestrian and car traffic, challenging the patience of shoppers and motorists alike.

With two major mixed-use projects underway in the immediate area, Huntington Beach is considering closing Main Street to traffic as a possible solution. On June 5, the city approved forming a task force of city officials, residents and members of the downtown business improvement district to explore the variables and pros and cons of such a move. They will meet weekly to help define the future of the popular thoroughfare.

New equation

While pedestrian-centric shopping is the current in-thing in retail planning, most developments are either built from the ground up or are a redevelopment of an enclosed shopping center.

Along with conversion of older malls and new developments, there are now close to 150 outdoor lifestyle shopping centers in the United States, according to the International Council of Shopping Centers.

Taking cars out of the equation has been a rare move, but it’s being considered more often.

In the mid-1980s, Santa Monica went pedestrian with its Third Street Promenade, now a model for outdoor retail concepts. In the late-1990s, Hermosa Beach, Calif., closed off a section of Pier Avenue to cars to create an outdoor shopping area.

Now, other Southern California cities such as Laguna Beach, Dana Point and Huntington Beach are looking to enhance pedestrian walkways to improve business and safety.

For the most part, the transformations have been successful, although Santa Monica went through several renditions before perfecting its promenade.

On Main Street in Huntington Beach, most retailers support the idea, but as one clothing retailer said, there is some opposition.

“The restaurants would be hurt the most,” said the retailer, who wished to remain anonymous. “Most of the other [businesses] support it.”

“I can’t imagine the retailers not supporting this,” said Diane Biggs, owner of Torrance, Calif.–based Diane’s Swimwear, a 15- store chain. Its top-performing store is on Huntington Beach’s Main Street.

“People [shoppers] are a better asset than cars. It’s a great idea,” Biggs said. “This street is so congested. Come here on any weekend and see how long it takes you to drive down Main Street.”

Biggs has more invested in her Huntington Beach store than others because she owns the building, which is another reason she is so supportive of the pedestrian mall. “Just closing off the area to cars isn’t enough,” she said. “You have to take advantage of it. There could be a nice boardwalk area with fountains, trees and landscaping.”

Kristina Perez of Carmen Parks Boutique said a promenade would also increase visibility. “The way it is right now, it’s like a conveyor belt of people going back and forth right past your store,” she said. “Without any cars, our storefronts would be more visible.” Perez suggested that a pedestrian mall could be enhanced with upscale kiosks.

Walking route

The Main Street retail area is at the hub of Huntington Beach’s downtown business district and near the pier. It extends from Pacific Coast Highway to Orange Avenue.

The pedestrian walkway would eliminate about 40 parking spots, which may not appear to be a lot, but would have significant impact considering the area’s density. There also is the matter of revenue lost from removing parking meters, a city official said. But a couple of parking structures in the immediate area could absorb some of the lost parking.

Also, two major mixed-use projects under development nearby could help.

Los Angeles–based CIM Group has broken ground on The Strand, a $90 million retail center on Pacific Coast Highway that will bring upscale stores such as Victoria’s Secret and Urban Outfitters to downtown, along with a 100-plus-room boutique hotel. The retail project would have 470 underground parking spaces.

And Newport Beach, Calif.–based Makar Properties is working on Pacific City, a 27- acre, $500 million oceanfront development that will feature a retail boardwalk and 500 condominiums.

These developments, as well as other parking structures, are expected to absorb the lost parking space if the pedestrian mall comes to fruition.

To get a handle on pedestrian malls, Huntington Beach officials recently took a field trip to Santa Monica’s Third Street Promenade to study the concept and get an idea of what its Main Street could become.

The city’s task force is meeting weekly, and an assessment will be made in August to determine the next step, which may include a City Council vote. There’s no timeline on if or when closing Main Street would occur, said Nova Punongbayan of the city’s economic development department.

Pedestrian-mall concepts have benefited retailers in other areas. Ten years ago, Hermosa Beach closed off part of its main retail street, Pier Avenue, to auto traffic as part of a redevelopment project. “It’s been successful for us,” said City Manager Steve Burrell.

Burrell said the city was currently testing another concept by narrowing a separate portion of Pier Avenue from four lanes to two and possibly reconfiguring the parking stalls and widening the sidewalks.

Carla Merriman, executive director of the city’s Chamber of Commerce, said the narrower lanes could provide frontage for storefronts and improve navigation for shoppers.

In Orange County, cities such as Dana Point also are working on improvements. The city is developing a Town Center Plan, which would widen sidewalks, incorporate landscaping and set lower speed limits in retail zones. The plan should be adopted by the end of the year, a city planner said.