Our Laguna: Open for Business meetings find favor with community

Some city officials think Laguna gets a bad rap for being business averse. So much so that improving customer service at City Hall for new businesses has become a priority.

Recommendations of the council’s Long Term Business Assistance Task Force have been implemented to assist new businesses in getting started and properly establishing themselves so they can prosper.

“We did a study on what businesses residents wanted and which ones already open that they liked,” said Councilwoman Elizabeth Pearson, task force co-chair with Councilwoman Toni Iseman. “Coast Hardware was No. 1 for its customer service.”

“We worked with the Visitors Bureau to develop neighborhood maps and with the Chamber of Commerce on ways to recruit and retain businesses that would succeed in Laguna,” she added.

Another recommendation was a forum at which potential business owners could ask questions in an informal atmosphere where they would feel more at ease.

Dubbed “Open for Business” by task force member and long-time Planning Commissioner Anne Johnson, the forum was supported by the Policies Subcommittee, chaired by architectural designer and contractor Gregg Abel.

It is considered a winner.

“I think many people who have been in Laguna a long time and wanted to open a business felt it was a difficult process,” Pearson said.

Open for Business has helped them.

“No applications for conditional use permits have been turned down in 2 1/2 years because the applicants understand how to work with the city within the guidelines to assure approval,” Pearson said.

All businesses in Laguna need a business license. Some need conditional use permits, depending on the zone where the business is to be located. Zones have approved uses, such as light manufacturing in the M-1A zone in Laguna Canyon, and conditional uses — hence the permit.

Ninety potential business owners have attended Open for Business meetings to learn how to untangle the red tape. Not everyone came away happy, but a lot of them did.

According to a survey of 29 participants, 23 found the forums to be beneficial.

Susan Elliott was a computer programmer for more than 30 years, but she always yearned for an outlet for her creative side. In her spare time, she painted lamps, made jewelry and sewed skirts out of crocheted tablecloths.

“But I kept telling my husband that I wanted to open a store — and I didn’t even know how to operate a cash register,” said Elliott, a resident for 19 years and mother of Will, 19, and Irene, 22.

She went to an Open for Business forum, where she learned about the HIP District, rough between Thalia and Diamond streets, along South Coast Highway and Glenneyre St.

It was at the forum that Elliott met Stephanie Schwartz.

“Stephanie told me she wanted to open a woman’s clothing store,” Elliott said.

The Elliotts bought the 1950s building at 1175 S. Coast Hwy. designed by mid-century architect Gregory Ain and divided it. Elliott opened Twigs in one half of the building, stocking it with gifts, costume jewelry and vintage décor. Schwartz opened Isla in the other half, but later moved to another location.

However, Open for Business isn’t just for newbies.

“Even though we have been in business in Laguna for 50 years, I learned some new things at the meetings,” said June Fong, owner of Fong’s Imports on South Coast Highway and other properties.

She attended two meetings and at one of them met a man who talked about opening a new business. A year later he came into the Fongs’ store and discussed a vacancy in one of their properties with Art Fong.

“He’s in business and doing very well,” June Fong said.

Scott McIntosh had sold his partnership in Nick’s when he attended two forums.

“I wanted to see if there had been any changes since we opened Nick’s,” said McIntosh, owner of Assada Laguna on South Coast Highway.

There were.

“I felt the city was more willing to help,” McIntosh said. “The people there had a posture of trying to help and it was appreciated. We were able to sit down and talk about problems. It was informative.

“We celebrated our first anniversary Wednesday. It has been a very good year.”

Open for Business has been “open for business” for almost three years — long enough to have a track record.

Participants were surveyed and forum coordinator Johnson presented the results to the City Council at the July 17 meeting.

Most of the 29 responses were positive.

Twenty-three participants said the forums were beneficial; six said they weren’t.

Location of the meetings at the Third Street Community Center and the times got the best response. Twenty seven respondents said both were very convenient and 26 said the meetings should be continued.

“Initially, I questioned if there would be any the efficacy,” said Planning Commissioner Rob Zur Schmiede. “But as I have told Anne Johnson, I have been converted. I drank the cool aid and I am a believer.

“This is the sort of program that could be written up in Western City, the magazine of the League of California Cities as a case study.”

Zur Schmiede was impressed by the variety of proposals: “Everything from stand-up paddleboards to a tea room that served pastries.”

He was also impressed with the community participation.

Johnson said she had never been turned down by members of the community, such as architects, chamber of commerce members and business owners who have been invited to join the panel.

She also expressed admiration for the participation of City Planner Monica Tuchscher, who helped the Planning Commission organize the survey.

“She has been the glue that has held everything together,” Johnson said.

Based on the survey and Planning Commission’s willingness to participate, Johnson recommended the forums be continued. Nobody disagreed.

OUR LAGUNA is a regular feature of the Laguna Beach Coastline Pilot. Contributions are welcomed. Call ( 714) 966-4618 or email coastlinepilot@latimes.com with Attn. Barbara Diamond in the subject line.