Stamp of Approval
by David Zimmerle
Jul 21, 2010 | 1317 views | 36 36 comments | 3 3 recommendations | email to a friend | print
A rendering that includes just part of the Playa Del Norte Project. This structure will be the pavilion entry at Avenida Pico and Calle Deschecha. Courtesy rendering
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Debate ran high through Monday night and into the early morning hours of Tuesday in a special City Council meeting regarding the Playa Del Norte project. Just before 2 a.m. Tuesday, following nine hours of presentations and input from more than 70 speakers, San Clemente’s City Council decided it was time to move forward with both a 55-year lease/sale and revitalization of land in North Beach.

With the community polarized on the plan and facing off from different corners on the subject, the approval of the project rested on a defining 3-2 vote as the decision to move forward with LAB Holdings $18 million project ultimately came down to a “yes” vote by Mayor Jim Dahl.

After four years of planning and constant retooling of the project with Costa Mesa’s LAB Holdings, the Playa Del Norte project is a nearly 50,000 square-foot commercial development that will offer new restaurants, office space, and places to shop on the Triangle Site that is an area mostly used for public parking. The development will also extend into two other nearby plots owned by the city—the Marblehead site and a lot that runs next to El Camino Real.

“I think this project is more of a vision and a partnership than a dollar deal,” Mayor Dahl said at Monday’s meeting. “It’s got heart and soul. We’ve missed a lot of real opportunities in this city in the last 30 to 40 years. However, I wholeheartedly support the project and think it’s time to move forward.”

Opponents said the project was too big and not right for the beach-front area. “The views of the Ole Hanson Beach Club are being hijacked by this project,” said Ricardo Nicol, who two weeks ago proposed an alternative “green” plan that created a park in the area.

But council members Lori Donchak and Joe Anderson also supported development of Playa Del Norte.

“This project offers a substantial community benefit and a build-up where small businesses can thrive,” Donchak said. “It maintains more than 40 percent of open spaces and is now one-third of the original proposed size. Plus, this particular partnership with LAB Holdings is one of incredible accommodation. I also like how the project takes a substantial burden off the pier bowl and how it will ultimately be of an incalculable benefit to surrounding businesses.”

“We selected LAB [Holdings] because they offered a smaller project that they downsized,” Anderson said. “It’s pedestrian friendly, offers adequate parking and a beautiful entrance to the city with new and impressive public views. It’s also going to bring about more catalytic energies in the North Beach area, and it’s not just a fast-buck build-and-flip operation.”

Both council members Bob Baker and Wayne Eggleston were against the development of the project, citing it was too risky to build in the current economic climate and really disrupts something that does not need fixing within the community.

“While other cities are being conservative with their money we are doing the exact opposite,” Eggleston said. “This plan is not the original plan people voted on with Measure W and we really need to focus on what’s broken and fix it, not what’s not broken. We need to focus on places like the Miramar [Theater] and uniting this community. We have to figure out what our priorities are because this is a slippery slope we are going down. The project is a substantial risk in this type of market and we as a city do not have a lot of success at completing projects.”

Though Baker saw nothing wrong with the developer, he too said the project was not a right fit for the community.

“Is LAB paying for parking? No. Are we getting fair market value for the property?

No. Fair market value for the property is $9.1 million and we’re also going to have our taxpayers pay $4.1 million in developers costs,” Baker said. “This whole thing is about money to me, and we’re selling this property at the worst possible time.”

After several appraisals, a $1 million to $2 million figure was reached regarding the amount of money the city may end up receiving from LAB Holdings in the sale of the property.

When Tuesday’s approval was finally announced, LAB’s Shaheen Sadeghi seemed exhausted and relieved.

“We’re obviously thrilled,” Sadeghi said. “I think everyone that’s for this project is excited that we’ve reached this point. To get here has been pretty grueling. I think that once people feel it and see the amenities it has to offer when it’s built they’re going to like it even more. And for the people that didn’t see this vision and were against it, I think they’ll eventually come around.”

Business owners near the site also had mixed emotions. For example, Ichibiri Japanese Restaurant owner Yuji Yamada expressed concerns as to how his business would ever entice customers at its 1814 North El Camino Real location with the future construction.

“My business has gone down 30 percent in this economy,” Yamada said. “I’m worried it will fail, not bringing in the customers we need because of the surrounding construction.”

Jayce Springer, a representative for the restaurant also honed in on the problems that may arise due to construction and on two other points.

“People will begin to use our restaurant for overflow parking in the end and I think it’s going to be really difficult for people to cross PCH in order to get to North Beach,” Springer said.

However, some in the community feel this project is on point with what San Clemente needs in offering a better option for a gateway to the town.

“Council members, I urge you not to get caught up in overanalyzing this thing,” Jim Everett said. “This town needs this project and those who voted for it still support it 100 percent. I even think if we had to do it all over again, Measure W would win today.”

There was even a light-hearted approach from one in the audience who wanted to see the project pass. Brenda Kinsman offered her own rousing rendition of musician Joni Mitchell’s classic “Big Yellow Taxi,” singing “We want paradise, they want a parking lot.”

Project critic Charles Mann even submitted a 22-page letter that offered legal challenges to the project’s environmental-impact report. City Attorney Jeff Oderman then went on to review the document, but did not find any objections that would dull the project.

Even with the Tuesday’s vote, the project faces more scrutiny. A second reading of ordinances will be reviewed during the regular City Council meeting slated for August 17. Also, the Disposition and Development Agreement (DDA) has yet to be worked out, while final approval for the project must still be garnered from the California Coastal Commission.

One day removed from the decision, Dahl reflected on another issue that offered both positive and negative input from the community. “The Marblehead project was the same kind of situation,” Dahl said. “It took a long time to decide on and definitely divided the community. But we moved on and these things are never without controversy. Either way, we as council members all try to make the wisest decisions for the community, and though we may differ in our opinions, at the end of the day we’re still all friends.”
comments (36)
« nouseforaname wrote on Wednesday, Aug 11 at 08:29 AM »
I think SC SUNSHINE is upset that they have no facts to support any of their opinions.

How is Ichibir supposed to revamp when their sales are already down?

The fact that the Mirimar has been in decline for MORE than 20 years should be more the reason to want to see it cleaned up.

SCSUNSHINE why don't you even answer Marcus question about the culinary expectations for PDN. Does Anyone know what will be in this empty building once built? Will it be chain style establishments or purely local? Or will it be a mix of the two?

LL can't clean up the Mirimar it is private property but surely the Sadeghi's could make something happen since they are in Escrow to buy the building?

LL bothers you because she speaks about all the nastly little aspects of this project you wish the public wouldn't hear about.

Your only real rebuttle ever is.. It's great, nothing to see here folks it's a dream... move along.. don't think for yourself..
« scsunshine wrote on Tuesday, Aug 10 at 04:20 PM »
Interesting finish LL. Apparently you don't appreciate Linda Sadeghi. Some personal problem maybe? You seem to get particularly nasty when it comes to the Sadgehi's. You don't seem to have any appreciation for the people in SC who live here and don't agree with you on Playa del Norte. In fact, you get downright vicious. So your happy little ending seems pretty insincere.

Also, no shaming anyone into cleaning up their businesses, that shouldn't be necessary. They should be doing it out of pride already. When Playa del Norte goes in just wait and see how fast Ichibiri starts giving their business and building a little TLC. It is a beautiful building that they have really let slide.

Cleaning up the Miramar? Where you been? It has looked like that for 20 years, getting worse every day and I don't see you out there with your happy little face cleaning it up. Get a bag and get to work. You could have been doing it years ago instead of just complaining which is what you seem to like to do best.
« lttlelindsey wrote on Thursday, Aug 05 at 12:50 PM »
Seriously Kelpa... This frustrates me too. Furthermore it just frosts my hide when they say that some how this will shame the other business owners into cleaning up their act. How on Earth will diverting more business away from the current proprietors with more choices going to create revenue for the existing guys to remodel with? How will driving away customers during the construction of this project generate the financial ability to not only maintain business but move beyond that to allow for restoration?

The truth is it won't. What it will do is drive them out of business. That is what they are hoping for and the final vision for the project. Go back and watch the council meeting on the 19th and listen to Linda Sadeghi speak. She is calm and gentle in her words until she slips in a snide comment about the tower at Ichibiri. Her tone changes to vicious as she jabs a 20 plus year business owner because he opposes her plan for N. Beach.

I urge you people to put your pride aside and see the truth. We all want better for North Beach I don't know one person who does not. This is a slippery slope. We can accomplish great things in N. Beach but it does not have to come at this cost.

The Sadeghi's are working tirelessly because this is a priceless piece of land. These people are smart business men and women.

Ask yourself this. If the Sadeghi's are so vested in SC and care so much to fix up N. Beach why are they not investing in removing the weeds from the Mirimar while they are in Escrow? Because they need it took look as terrible as possible. It is a business move, a sneaky one.

Open your eyes we do not have to do this. This is not our ONLY option.

In my dream of dreams I envision the Miramar a bustling place. I see the lot at N. Beach mirroring Calafia a place to park at the beach intertwined with park like aspects, perhaps one small cafe. I want to see Playa Del Norte across the street next to it's parking and a bridge like Dana Point that pulls the two together. I see the beach side as a historic hub and it's more modern sister across the street. What a grand entrance that would be.

Instead we have decided on cramming a very large scale project in between out already existing historic buildings. The "Blithe” of the Miramar and the empty lot still remaining. A dirt hill on the other side latticed with parking lots, families struggling to cross the street safely. The elderly limited to a small hand full of spots trying to traverse a dirt path down from the other side. And all of this at a cost to the city and the loss of our greatest resource, our publicly owned land.

We can find the answer. There is a way to have our cake and eat it too. WE can unite this city with a glorious future without a major gamble.

Lets revitalize N. Beach and still keep our integrity. I know we CAN!

Ps when you see me gathering signatures please refrain from yelling at me I am a very kind person who appreciates everyone. Introduce yourself and lets make SC GREAT!
« kelapa wrote on Thursday, Aug 05 at 11:41 AM »
"business attracts business" - ?

Reality check:

http://www.northbeachgreenalternative.com/Site/Commercial_Space.html
« scsunshine wrote on Wednesday, Aug 04 at 11:54 PM »
Know what is interesting? The owners of Kayloni's is FOR Playa del Norte. They had pro Measure W signs up. In fact, with the exception of Ichibiri, all the businesses adjacent to the project are for it!!! Why, you ask? Well, just like on Del Mar, business attracts business. One restaurant is fine, two is better and three gives you options, you are more likely to go where there are more things to do. The businesses in North Beach understand that. Why not Icibiri's? Interesting. I think their business is not doing well (I don't go there, used to, wish I could, and would if they would give it a good scrub, clean the carpets, trim the landscaping, it has been pretty dumpy for a long time!)they already don't legally park their restaurant and may be afraid that they will have to meet the parking requirement just like everyone else.
« marcus.smith628 wrote on Thursday, Jul 29 at 04:07 PM »
Read it for yourselves people.

http://san-clemente.org/sc/Meetings/CityCouncil/Packets/Download/OldPackets/07-19-10/07-19-10 RPT4 - City and LAB Financial Transaction.pdf

« bstintrstsc wrote on Thursday, Jul 29 at 02:40 PM »
I like Kaylani more. I actually choose Kaylani over all the coffee shops in town. Kaylani rocks!
« marcus.smith628 wrote on Thursday, Jul 29 at 01:53 PM »
I would like to know what they plan to put in this building. I heard they may put in a new starbucks.
« lttlelindsey wrote on Thursday, Jul 29 at 01:35 PM »


There is a beach cafe next to the trail. It s called Kaylani... You need somehting more substantial??? How about Ichibir?

You can go sit by the beach now.

« scsunshine wrote on Thursday, Jul 29 at 10:38 AM »
Nothing wrong with living in Talega. Sorry you get sniped at for it. Marblehead is slated for an outlet mall and housing. Not the same thing as the community serving Playa del Norte. I will not be going to the outlet mall if it ever gets built (hope not)but I will want to hang near the beach at a cafe after my run on the beach trail. Not surfing too much anymore but love to be by the beach whenever I can. This will give me another place to go, the pier is cool, but overrun. BTW: the parking will be just fine for the beach, the trail and Playa del Norte. I will be parking once and using all three. Cool, huh?
« talega2002 wrote on Tuesday, Jul 27 at 04:58 PM »
maybe the city should finish Marblehead first before they start another project. It doesn't make sense to move the parking lot to put a store there. I park there with my family and go to the beach. hopefully I can sign and get this on the ballot.

I agree the Miramar does need fixing first.

I might need to change my username.
« NoNorte wrote on Tuesday, Jul 27 at 04:32 PM »
When will Marblehead be done?

When we re plant the Wild tomatoes !!!

STAY IN TALEGA!

« NoNorte wrote on Tuesday, Jul 27 at 04:30 PM »
OH HELL NO!

This Playa Del Norte Project is yet another coffin nail in our beautiful beach town! Why the HELL do we need this? WE DONT and we dont want it either! Build a Lake out in Talega and make Lakefront shopping for those idiots!

I am offering my FREE TIME to anyone who wants to help fight this!!

Rocky Neidhardt - bigrocdoc@hotmail.com

Have you ever been to the LAB?

It SUCKS!!!
« johnnyrockit21 wrote on Tuesday, Jul 27 at 04:15 PM »
But Lindsey...I need a place to drop off the botoxed trophy wife and spoiled little brats when they get bored of the cookie cutter house, xbox, wii, and inground pool. We are bored of the same old beach, restaurants and coffee shops. Oh well, off in my Benz (or maybe the SUV?) I go to buy some true religion jeans and affliction t-shirts so the wifey and kids still think I'm cool.
« lttlelindsey wrote on Tuesday, Jul 27 at 03:12 PM »
Marblehead is a bankrupt dirt hill covered in degrading fences and rotting tractors.

You people sound like fools. Getting 1-2 million dollars when we should be getting at least 6 and being thrilled about it is ridiculous especialy if your smart enough to understand that the land value will only increase. Now that equity will be the LABS and we will be on the loosing end.

I'm done commenting on this board. You people are idiots. Cowards who hide behind an alias spurting lies and slander. I'm going outside and getting more signatures. People are lining up to sign the referendum packets, I can barely keep up.

The people of San clemente deserve the truth.

And lastly! Why the hell do you have to shop and eat at the beach. GO shop and eat and then go to the beach. How spoiled are you pompas jackasses! And if you absolutely have to see the ocean while you eat, when did driving 10 miles up the coast become an inconvenience?

And for those of you who rallied the children to speak at the City Council meeting they all sounded like a bunch of spoiled nit wits. Stating how they are so bored and have nothing to do at North Beach. These kids raised by the same idiots that have nothing else in there lives but shopping and eating.

North Beach is not dangerous! Here is a direct quote from Linda Hamm the Staff assistant for the San Clemente Sheriffs.

"I do not feel it is a dangerous place. Only concern would be the transients that loiter around the beach lot and 7-11. This is common in any beach community. The deputies are familiar with the transient population and patrol the areas often. This is my opinion, hope it helps."

Linda Hamm

Staff Assistant

949-361-8229

Lastly shops and restaurants do NOT fight crime. If that were the case every major city would be free of crime.

Later,

Lindsey Halvorson

PS hopeforsc you are right I was gone in 2008 it is called furthering my education.

« talega2002 wrote on Tuesday, Jul 27 at 01:21 PM »
when will the Marblehead project be done? I was looking forward to that.
« johnnyrockit21 wrote on Tuesday, Jul 27 at 12:37 PM »
The Marblehead project turned out fantastic, restaurants and small business are thriving in SC and the city is going to get a whole 1 - 2 million dollars for prime real estate. This should be great!
« scsunshine wrote on Tuesday, Jul 27 at 09:09 AM »
I guess I picked this moniker because I wanted to separate myself from the doom and gloomers. We have enough of that with our weather right now. I don't live in Talega but don't resent them in anyway and hope they aren't gone due to the financial downturn. That is a tragety, don't hope for it because it will help your side. Sad.

I need to ask someone who knows exactly, but Measure W was part of an election not a special election. That is where the cost increases come from.

I love our little city (not so little anymore) and I love this little project. It really is small and fits the community just right! The architecture is amazing. I want to be sitting in a cafe looking at the sunset. I guess I am going to have to wait at least four years, but I will wait impatiently.
« mariposa101 wrote on Tuesday, Jul 27 at 07:48 AM »
A reminder that 13,734 people voted NO.

N. Beach, N. San Clemente and South East San Clemente voted NO and won for their districts.

Talega did vote a strong Yes on this. 2 years later, and much financial hardship all around, many of them might be gone. how the times have changed due to the economy. The Tax and spend times need to change. In this case the spend and sell project. Spend the parking funds and sell the city owned public land that we all like to park at.

Where does the $200k referendum cost come from? what source? $75k was the last referendum cost that I could find. please share your source for your fact.
« hopeforsc wrote on Monday, Jul 26 at 09:43 PM »
Little Lindsay,

You need to be a better detective. I have been HopeforSC since mid 2008 and have told people who I was. Guess they didn't tell you because you weren't living here then.

We Voted YES to Playa del Norte in 2008.

Don't sign the referendum that will cost taxpayers $200,000 as a special election. They are saying $7000 but that is only if it's a general election and the next one is in 2012. What a joke.
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