Little Saigon’s Woes Spelled Out in Report

Language differences and parking problems are key issues preventing Little Saigon from attracting shoppers beyond a core of Vietnamese Americans, according to a new Westminster-sponsored marketing survey.

The survey confirms what many city officials and merchants said they have heard through anecdotes. And it reinforces the need to do more if the business district is to become a tourist attraction, officials said.

“There’s a desire to broaden the appeal and still retain the unique cultural characteristics of the area,” said Don Anderson, the city’s community development director.

The city polled more than 800 residents this summer about their shopping habits, finding that Little Saigon primarily attracts Vietnamese Americans. About 82% of residents from other ethnic groups said they never shop in Little Saigon; only 5% said they shop there weekly or daily.

In written responses, residents said Little Saigon lacked enough English signs and speakers. Many cited concerns about parking on weekends, security and cleanliness in restaurants and streets.

The survey was conducted in conjunction with a police department study on perceptions of crime and safety in Little Saigon. Police Chief James Cook, who helped spearhead both segments of the survey, recommended several measures:

* Little Saigon merchants should use more English in their advertising and sponsor cultural activities to draw more customers from various ethnic groups.

* Cleanliness should be emphasized in the restaurants, streets and shops.

* More free parking should be provided on weekends. The city is considering plans to build a parking structure.

Also, city officials this week recommended hiring a Ventura architectural firm for $87,290 to draft a vision for renovating Little Saigon. The firm, Mainstreet Architects & Planners Inc., submitted the second highest bid of five companies competing for the contract.

Dao Minh Doan, a senior principal of Mainstreet, told the City Council his firm’s goal would be to work extensively with community members to help funnel their many ideas into a unified vision of what the future Little Saigon should look like.

“The end product is not our product, our ideas--it is the community’s ideas,” Doan said.

City Council members said they would study the contract proposal further before making a decision.