Renovation Proposal for Shopping District OKd

The San Fernando City Council has approved the design concept for a $1.5-million renewal of the city’s deteriorating downtown shopping district.

The council delayed action on actually spending the money.

The project, using a “mission-style” theme, would entail repairing sidewalks, landscaping of parking lots and decorating street corners.

In a presentation to the council on Monday night, the project’s designer likened the completed San Fernando Mall--with vine-covered trellises, brick crosswalks and stucco facades with arches and awnings--to the fashionable Santa Barbara shopping district.

Merchants complained about several aspects of the plan during a 2 1/2-hour hearing. The council voted to approve only the mission theme. It did not commit city money to the project but asked the city’s staff to prepare a building schedule and financial analysis.

Use Redevelopment Funds

Under the plan the city would use mostly redevelopment funds to pay for landscaping, sidewalk furniture, bus shelters, small plazas and trellised walkways. Individual property owners would pay for any facade improvements they decided to make.

Council members and several merchants expressed skepticism about established business owners investing thousands of dollars just to change their stores’ outside appearance.

“San Fernando isn’t Santa Barbara,” said Ralph Harper, a former San Fernando mayor whose law office is on the mall.

“Before we commit funds, we have to have a commitment to the plan from merchants,” said Councilman James B. Hansen.

One merchant, Ed Levine, owner of a men’s clothing store, told the council that he believes many merchants, including him, would make improvements if there were a city commitment to revitalize the area.

“Those that decide not to renovate are going to look sad,” Levine said. “If there are poor merchants, the public will throw them out.”

Malls Diverted Business

The downtown district, a 45-acre storefront shopping area centered on San Fernando Road between San Fernando Mission and Brand boulevards, has deteriorated since the early 1970s. That was when enclosed shopping malls in many areas began siphoning off customers and population shifts brought lower-income residents downtown.

Now the San Fernando Mall is an unattractive mishmash of bridal shops, furniture and appliance stores, jewelry stores and clothing stores. The businesses have a “below-average level” of merchandise and efficiency, according to a city report. It’s also marred by graffiti, poor landscaping and confusing signs.

City Administrator Donald E. Penman told the council that aesthetic improvements alone are not the answer for the downtown district. “But how do you go out and try and develop a marketing strategy to bring in new business when you have a visual impression that the area is declining?” Penman asked.

Councilman Roy Richardson pushed for quick approval of the renovation.

“Unfortunately, this area has been neglected for more than 10 years,” he said. “We’ve got crummy stores right now. The only way to attract a higher quality merchant is to present a better face. . . .

“If we don’t do this now, we might as well forget about the business district in San Fernando.”