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About the New Plan |
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Casden Properties proposes to build a new mixed-use, residential-retail project on the eastside of West Hollywood
at the Movietown Plaza site located on Santa Monica Boulevard between Fuller Avenue and Poinsettia Place.
It will consist of 294 market-rate condominiums, 76 affordable senior rental apartments plus a manager unit, 32,300
square feet of ground-floor neighborhood-serving retail uses and up to four levels of subterranean parking.
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Casden Properties, headquartered in Beverly Hills, is a leading developer of luxury residential
communities in Southern California. During the past 25 years, Casden and its affiliates have
developed or acquired 90,000 apartment units valued at more than $7 billion.
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Van Tilburg, Banvard and Soderbergh (VTBS), an award-winning architectural firm, will design the project.
The sophisticated architecture will integrate street-front retail uses and housing to create a mixed-use
project with a modern design that will transform the block into a more aesthetically pleasing and inviting area.
Design elements will include roof-top terraces, balconies, glass exteriors, internal walkways and sitting areas,
fountains, an outdoor pool and extensive landscaping.
To learn more about the architect, visit them at www.vtbs.com.
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VTBS's design calls for a unified development consisting of two 10-story buildings and two mid-rise buildings situated around
landscaped gardens and walkways. There will also be 32,300 square feet of ground floor retail space along Santa Monica Boulevard
for shops and possibly a restaurant or neighborhood market.
The mixed-use residential-retail buildings will replace an aging shopping center and large surface parking lot with a sophisticated,
contemporary project that will improve pedestrian activity, connect to the existing commercial corridor and generally enhance the
character of the surrounding area.
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Yes, Movietown Plaza is located within the Eastside Redevelopment Project area. The new, built-out Movietown is expected
to generate significant revenue for this redevelopment area. Economics Research Associates, an economic and fiscal
consulting firm, has estimated that the City would receive up to $1.7 million per year generated from the completed project.
Each year, over $1 million would go to the area's Redevelopment Agency fund, $500,000 to the Redevelopment Agency Housing Trust Fund
(set-aside for the development of other affordable units in the redevelopment area) and an estimated additional $150,000 to the City's General Fund.
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The affordable senior housing and mid-rise condo buildings fronting Santa Monica Boulevard would be 55
feet tall and then step up to 65 feet. The condominium towers located at the rear of the property would be 10 stories or 125 feet tall.
In addition to contributing to the city's housing stock, the project will generate significant property tax revenue for reinvestment
in the redevelopment area, further contributing to the ongoing efforts to re-energize the East Side of the city.
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This quality project will provide both market-rate condominiums and affordable rental housing for seniors on a major transit corridor, helping to address the city's housing shortage. It will improve pedestrian activity on Santa Monica Boulevard by adding street-front retail uses and incorporating design elements to encourage walking, attracting new life and activity to the area.
In addition to contributing to the city's housing stock, the project will generate significant property tax revenue for reinvestment in the redevelopment area, further contributing to the ongoing efforts to re-energize the East Side of the city.
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New Residences and Neighborhood Shops |
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It's too early in the process to determine what types of stores will be included; however, the project has
been designed to accommodate neighborhood-serving retail uses, including some restaurants.
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Casden and Trader Joe's have an established relationship at another Casden project and Trader Joe's
is interested in returning to a redeveloped Movietown Plaza. Casden is working to formalize that interest.
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The condominium units will primarily consist of two- and three-bedroom units, some of which may include two-story floor plans. Some smaller one-bedroom units will be provided as well as penthouse units with four bedrooms.
To respond to the city's housing goal of providing smaller affordable units, the senior units will be one-bedroom apartments. The affordable units will be comparable to the market rate units in terms of appearance, finished quality, and materials.
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Call the project hotline number at (877) 765-1380 or complete the Contact Us form to be added to the interest list for the condominiums.
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Parking and Traffic Circulation |
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Yes, the project will provide 866 parking stalls for retail visitors, residents and guests of the project in the
four-level primarily subterranean parking structure.
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Residential and retail traffic flows and parking areas will be physically separated. Secured
driveways on Fuller Avenue and Poinsettia Place will allow onsite queuing and provide vehicular access for condominium residents.
A separate, secured driveway on Poinsettia Place will provide access to the senior housing building, and retail traffic will
enter and exit the project site on Fuller Avenue only.
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The new Movietown has been designed to ensure that traffic entering and exiting the project will not overburden nearby residential streets, nor exacerbate current traffic congestion in the area. Project traffic will be directed north to Santa Monica Boulevard, away from neighborhood streets to the south.
Redevelopment of the property will remove all three of the existing entrances on Santa Monica Blvd. and
reconfigure site access with new entry points off Poinsettia Place and Fuller Avenue, improving traffic
flow and reducing traffic congestion on the boulevard.
The substantial reduction of commercial space and the inclusion of senior residential units, which makes
up a significant portion of the housing component, will minimize project-related traffic.
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Public Open Space and Green Elements |
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The proper dedication and distribution of public open space are essential to this project's design.
The new Movietown Plaza's public open space is concentrated in the northern portion of the site, enhancing the vitality of Santa Monica Boulevard, and will include: a mews traversing the property, a plaza on Santa Monica Boulevard, and landscaped sidewalks and walkways.
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Yes, the project will comply with the City of West Hollywood's Green Building Ordinance and will incorporate design,
construction and operation features that are environmentally responsive and energy efficient.
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Project Schedule and Construction |
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Casden is seeking approval of the proposed Movietown Specific Plan to amend the General Plan and change the zoning designation
to allow the mixed-use residential-retail project in the identified plan area. Other discretionary approvals may include a tract map
to subdivide the property and Affordable Housing and Development Agreements between Casden and the City.
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The project will be constructed in one, single phase. Construction will take approximately 24 months, and
it is estimated that the building will be ready for occupancy in 2012.
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