NOHO PROPOSAL: THE ARTS COME FIRST.

Byline: Kerry Cavanaugh Staff Writer

North Hollywood's burgeoning arts community should be developed into a full-fledged cultural and theater district that would serve as an economic anchor for the east San Fernando Valley, planning experts recommended Friday.

The findings, released by the nonprofit Urban Land Institute, said the Community Redevelopment Agency should invest money in buying up property for theaters and creating streetscapes and other quality-of-life projects for the 750-acre area. Retail and office developers would be attracted to the area, ensuring its financial success, and housing developments would follow.

The head of the CRA, which joined the Metropolitan Transportation Authority in funding the $110,000 study, concurred with many of the institute's recommendations.

``We need to have a collaborative, cohesive vision,'' said Robert ``Bud'' Ovrom, the former Burbank city manager appointed last March to head the CRA. ``There is no overall vision, and it's just a knee-jerk reaction to each developer that comes in.''

After 25 years of redevelopment proposals that never went anywhere, officials say North Hollywood is on the verge of a renaissance, with residential and commercial developers drawn to the transit hub created by the Metro subway station and terminus of the Orange Line busway. The MTA also wants to team with a developer to build a cultural and entertainment anchor on vacant property near the subway station.

``It's going to happen, so you better get your arms around it and do it in a planned way,'' said Frank Sparicio, a institute consultant, who warned that pursuing the wrong projects could diminish the artsy, eclectic and unique character that could make North Hollywood a destination.

Among the projects that consultants were concerned about was the Oasis, a $100 million arena for sports, concerts and entertainment events. ULI panelists said the project was not right for the NoHo redevelopment area.

Oasis developer Mark Steele said he wasn't discouraged by the institute's failure to endorse his 9,000-seat arena, and still plans to submit his proposal to the CRA and MTA next week.

``I'm taking the ULI suggestions and discussing how the Oasis could help achieve some of the goals of the ULI study,'' Steele said.

Local arts proponents were thrilled with the institute's focus on extending the arts district, especially a suggestion that the CRA create a foundation to buy small independent theaters that otherwise might lose their leases as real estate values climb.

``It is important that we don't go the way of the Melrose theater district, in which theaters were driven out by high rents,'' said Edmund Gaynes, who runs the Valley Theatre League and owns several theaters in the NoHo Arts District. ``That's one of the main potential crises we face here.''

Nancy Bianconi, who runs the NoHo Theater and Arts Business Collaborative, was thrilled with the institute's focus on a pedestrian-friendly retail, business and residential community that could provide the foot traffic needed for the arts district to flourish.

``The physical development of real estate has to go hand in hand with the arts district,'' Bianconi said.

``If (visitors) come to NoHo, it should be a true arts experience. But if they don't feel safe or it doesn't look as nice as other areas, then they'll go to other areas.''

The institute will publish its study in a few months. CRA and MTA officials said they will begin drafting a five-year development plan before considering any major proposals for the 12 acres owned by the transit agency.

``Primarily, we want to use the land so that we'll get a lot of riders out of it,'' said MTA chief Roger Snoble, adding that the agency was willing to wait for the right project for the area as suggested by the ULI experts.

``They've given us a lot of tinder to start a fire with,'' he said.

Kerry Cavanaugh, [phone]

kerry.cavanaugh(at)dailynews.com

NOHO STUDY HIGHLIGHTS

These are highlights of the Urban Land Institute study of the North Hollywood Redevelopment Area:

--Arts and culture should be the character and selling point of the area. Toward that end, the Community Redevelopment Agency and Metropolitan Transportation Authority should adopt design guidelines to control development and retain the area's bohemian character.

--The MTA and CRA should develop a marketing team to lure and pursue office space tenants, a hotel and appropriate developers.

--The CRA should preserve small theaters and add a half-dozen larger theaters, along with art-house cinemas, music venues and restaurants.

--The CRA should spend more money on median landscaping, street enhancements, cultural developments and other quality-of-life improvements, rather than on subsidizing apartment developers.

--The CRA should use the 1 percent it receives from developers to fund art programs to establish a nonprofit foundation that could buy small theaters, which might otherwise be threatened as property values and rents increase.

--The Los Angeles Unified School District should develop an arts magnet high school.

--The project should consolidate the subway stop, busway stop, bikeways and all transit elements into a central transit station.

--Office towers and a hotel close to the transit center should be developed, as well as retail shops on the ground floor and wide sidewalks to allow street trees and outdoor seating.

--Lankershim Boulevard traffic should be slowed. Visitors should be directed into smaller garages, instead of a big central garage.

--More green space and pocket parks should be added.

--A proposed sports arena would not conform with the artsy character of the area.

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NOHO STUDY HIGHLIGHTS

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750-acre North Hollywood Redevelopment Project