Santa Monica Promenade Revitalizes Area Businesses

Nearly a year after its official opening, the Third Street Promenade in Santa Monica--once an aging eyesore of a bygone era--is becoming a bustling pedestrian-oriented entertainment center of the ‘90s.

Visitors can park in one of six garages with 3,000 spaces, walk along a three-block area to see a movie at one of more than 20 screens, eat at a fancy restaurant or snack at a burger joint, then browse through several bookstores. At the end of the night--as late as 3 a.m. on weekends--people are heading to a coffeehouse for an espresso.

“It has exceeded our wildest dreams in terms of generating a new social center for the city,” said Mayor Pro Tem David Finkel, who has observed the changes from his 4th Street law office. “It’s just amazing to see and feel the electricity of the people.”

The successful transformation of what was a nearly dead outdoor shopping mall along 3rd Street between Broadway and Wilshire Boulevard has occurred so quickly that a new road built through the promenade to accommodate one lane of traffic in each direction has been closed on Friday and Saturday nights to allow people to walk freely.

The promenade, with its movie theaters, restaurants, bars and shops, is being compared to what Westwood Village used to be like before becoming congested with traffic, plagued by a shortage of parking and overrun by rambunctious teen-agers.

“Where else can you go in West Los Angeles and walk around outside of Westwood,” said Barbara Tenzer, a commercial real estate broker for Sommer Broida Commercial Brokerage Co. “But even Westwood is a younger crowd. This is a real good mix of older people, young people and families.”

Herman and Millie Rosenstein, both 75 and Santa Monica residents for 10 years, take daily walks through the promenade.

Although both are concerned that it will become “yuppie ville,” they said they enjoy being able to walk at a slow pace and view the activity around the promenade.

“It’s fun,” Herman said.

It has been some time since anyone said the Third Street Mall, as it was once called, is fun.

The mall opened in the mid-1960s, when outdoor malls were the rage. It enjoyed modest success, despite a shortage of parking. The city tried to resolve the parking problem by building parking garages along 2nd and 4th streets, but dislocated many businesses on those streets.

The final blow to the mall came in the early 1980s, when Santa Monica Place, an enclosed shopping center with two anchor department stores, opened across the street from the mall.

After that, some merchants half-heartedly joked that the Third Street Mall attracted more transients than customers.

Efforts to revive the mall began in 1983, with construction beginning in May, 1988. Construction focused on public improvements along the street, since the buildings are all privately owned. The city issued $13 million in bonds, with $3 million to pay existing debt, $4 million for new parking spaces and $6 million for street improvements.

Property owners are paying off the bond over 30 years through an assessment district. For their money, property owners have 3,000 parking spaces in six garages along 2nd and 4th streets. Along 3rd Street, the city has planted palm and jacaranda trees, improved lighting, placed wrought-iron benches and trash receptacles and built small plazas with fountains and topiary dinosaurs in the middle of the street at each end of the three blocks.

Thomas H. Carroll, executive director of the Bayside District Corp., the nonprofit group that manages the promenade, said he is pleased with its early success and already is looking to add another 300 parking spaces by building more levels on existing parking structures.

“This is exactly what we wanted,” Carroll said. “We want to be a great walking street.”

Carroll said there are no statistics available on the number of people who visit the promenade, but on weekends the four garages between Broadway and Arizona Avenue are filled to near-capacity, and the two garages between Arizona and Wilshire are about 70% full, he said.

With the increase of visitors to the promenade, the number of transients who roamed the mall before the renovations were completed apparently has dwindled. Police officials say the visibility of beat cops who ride bicycles up and down the promenade and patrol the six garages also helps keep transients away.

Carroll and merchants on the promenade point to the opening of three movie theaters as the catalyst for the early success.

Cineplex Odeon was the first to open last October with a four-screen complex just north of Broadway. AMC Theatres followed in March with a seven-screen complex--which includes an indoor-outdoor cafe--on the promenade at Santa Monica Boulevard. Mann Theatres soon opened a six-screen theater across the promenade from AMC. A block away on 2nd Street, Laemmle Theatres operates a four-screen theater, which has been at that location for about 20 years.

Greg Rutkowski, an AMC vice president, said that more than 250,000 people have visited his Santa Monica 7 Theatres since it opened in March.

“The promenade has all the right chemistry,” Rutkowski said.

The large number of people attending movies has meant an increase in business for many merchants.

“The movies have played a major role in the success of the promenade,” said Jivan Tabibian, managing owner of Remi, an Italian restaurant next to the Cineplex Odeon.

Daniel Hendrickson, assistant manager of the Midnight Special Bookstore, which has been on 3rd Street for eight years, also said he has seen an increase in business.

“We used to close at 6:30 p.m., but now we stay open as late as 11 p.m.,” Hendrickson said. “There is a lot of late-night traffic.”

Teasers, in business for five years at its location just north of Santa Monica Boulevard, was a popular restaurant and bar even before the renovations. But owner Dan Ringwood said business has increased by at least 25% in the last year.

New businesses are waiting to open with anticipation.

“This is incredibly exciting,” said Irene Astrow, one of the owners of Yankee Doodles, a two-level, 28-table upscale billiard parlor scheduled to open on the promenade in mid-November. “We are there constantly. You can see the increase in the number of people each time.”

Another business hoping to take advantage of the mix of business on the promenade is the Los Angeles International Culinary Institute, which is scheduled to open early next year as a training center, as well as a restaurant.

“The location offers everything we are looking for,” said Raimund Hofmeister, president of the institute and executive chef at the Century Plaza Hotel. “We can help supply the abundance of restaurants in the area with apprentices, and from a student’s point of view, there are plenty of activities. This will add to the school as a sales point.”

Some merchants have become regular customers of businesses on the promenade. Budd Friedman, who owns The Improv comedy club on Santa Monica Boulevard between 3rd and 4th streets, said he and his wife had been going to movie theaters in Century City, but now go to the theaters on the promenade.

“I can’t believe how quickly it has developed,” Friedman said. “I can’t believe the difference in the neighborhood in a little over two years. This has become a destination area.”