Westside leaders see world of opportunity in public-private sector partnerships.

Undaunted by dwindling resources and pressure from constituents to spend less, Westside civic and business leaders may be some of the best examples of the modern-day optimist, as they pursue a course for creating a better community. By seeking opportunities to unite private funds with public improvements, a host of recent Westside public-private sector projects are prime examples of the kind of partnerships that can be created if only local, state and national leaders will explore new innovative approaches toward maximizing available resources.

These mutually-beneficial partnerships ultimately can result in community improvements once thought impossible, had leaders not sought new paths. Whether it is a stroll down the popular Third Street Promenade in Santa Monica, a day at the Santa Monica Pier with the kids, or easy freeway access to the airport or to a great work-out at the Spectrum Club at Howard Hughes Center, Westsiders are reaping the benefits of a business community which knows how to work hand-in-hand with governmental bodies and agencies in order to provide a quality lifestyle for Westside residents.

This teamwork approach was utilized at Howard Hughes Center where a public and private sector partnership was formed between Caltrans and Summa Corporation, the project's developer.

Together they will complete construction of freeway ramps in late July of 1994, making it one of the only projects in the state with such direct access. The northbound on- and off-ramps on the San Diego (405) Freeway leading into the project is a prime example of a regional improvement that benefits not only the master-planned Howard Hughes Center business environment, but also the Westside community.

Funded by Summa Corporation, the $15 million freeway project is a significant addition to the local infrastructure, improving access to local communities and to Los Angeles International Airport. It also includes a sound barrier to mitigate freeway noise concerns of local residents, the modification of existing ramps, the widening of the freeway as it crosses Centinela, and the extension of Howard Hughes Parkway.

Through funding construction of these regional improvements, Howard Hughes Center will become the most freeway accessible project on the Westside and the public will gain a much-needed regional improvement at no cost to them.

As part of an overall community partnership program, Howard Hughes Center provides more than improved roadways to the community. The project is supplying amenities and beautification as well. In a private sector joint effort with Talla Management, the Spectrum Club was constructed at Howard Hughes Center. Both parties strongly believed there would be a demand for such a facility in the area, and their supposition has proven to be correct. Memberships at the club have surpassed expectations, and the fitness center serves the neighboring communities as well as project tenants.

Summa Corporation also solely-funded a twelve-acre linear park running along the southeast edge of the Howard Hughes Center development. This park is one of the best examples of xeriscaping on the Westside, featuring more than 60,000 plants including over 600 trees representing some 70 species. Forty species of eucalyptus are represented, some of which are quite rare in North America.

There are other numerous ideas that have become reality as a result of public-private joint-initiatives. About five years ago, one of the most significant and popular Westside developments came about as a result of a public-private sector partnership. Through the efforts of the Bayside District Corporation, a Santa Monica City - funded agency created to revitalize the nine-block Bayside District, the old Santa Monica Outdoor Mall, an under-utilized piece of prime property, became the phenomenally successful Third Street Promenade.

In fact, since opening in September of 1989, the three-block open air pedestrian retail and entertainment street is now home to trendy shops, gourmet restaurants, casual outdoor cafes, specialty retail stores, bookstores, art galleries, a gym, clubs and three first-run cinemas. Additionally, the development has become a destination point bringing over 100,000 people to its retail and community events and festivals and 5,000-8,000 customers to its successful farmers' markets each week.

Here, a $10.5 million renovation provided landscaped plazas, shaded park benches, leasable kiosks, banners, topiary dinosaur fountains, lighting and parking. This investment by the city has also attracted various other investments as private companies have poured more than ten times what the city invested into additional improvements in this area. Further, it continues to generate millions of revenue dollars for the city through retail sales taxes and business licenses.

Santa Monica's civic center is the site of another progressive plan for improving the Westside. This private-public sector partnership includes the City of Santa Monica, Los Angeles County, and the Rand Corporation, who desires to upgrade facilities and more appropriately utilize land resources within the Civic Center area. Comprised of 45 acres of land, 26 of which are within public ownership and approximately 15.8 acres are owned by the Rand Corporation, the site is centrally located, but isolated and underutilized.

The Civic Center improvement issue was recently brought to ballot and received the support of Santa Monica's citizens. Victorious were Proposition D and Proposition E, which resulted in the adoption of the new Santa Monica Civic Center Specific Plan and a resolution of the Santa Monica City Council to amend the land use and circulation elements of the city's general plan.

The Civic Center currently consists of Santa Monica City Hall, Civic Auditorium, Courthouse, Rand Corporation facilities, boarded-up hotels slated for demolition, surface parking and wide lawns. The new plan calls for a mix of uses within a public-oriented setting.

Proposed improvements include redefining Main Street within the Civic Center site, extending the Palisades landscape, meeting the city grid, an improved Civic Auditorium, a City Hall Square, a Viewing Tower, a Civic/Cultural Park, and a Circle along Main Street. Also, on the drawing board for this area is a public building site designated for a child care center and community, cultural and/or recreational facility and a mix of private residential and commercial uses as well as improved parking and vehicle, bicycle and pedestrian circulation.

The Westside has benefited from gentrifying the Santa Monica Pier by the Santa Monica Pier Restoration Corporation, a not-for-profit company formed by the City of Santa Monica to develop and manage the 9.5-acre pier. The pier has already undergone restoration of the substructure, decking, and the national landmark Pier Carousel Building with public funding.

Now that this is in place, private-sector developers are being selected to lease and improve areas including a 70,000-square-foot Fun Zone, reconstructed playland arcade and municipal fishing pier/harbor facilities including the new Mariasol restaurant and the renovated 1916 Billiard's Building housing the S. M. Pier Seafood market/restaurant, Rusty's restaurant and soon to be opened Ash Grove entertainment club.

A revamping of the amusement area is currently underway with a $10.5 million investment on the part of Santa Monica Amusements, a partnership of private developers. It will include twelve rides -- six family/adult rides and six rides oriented toward children. In addition, it will include a 6,000-square-foot food court, fifteen games of skill, a roller coaster and an 85-foot-high Ferris wheel.

The pier improvements also include expanding parking, the widening and restriping of several intersections and new ingress and egress to adjacent parking areas. Construction on a new police substation on the pier is expected to commence soon.

According to some sources, the Westside has gained a reputation as the "Capital of Hip," and at the same time has become a popular area among both locals and tourists seeking enjoyment. By creating win-win situations for local residents, government leaders, developers of commercial and retail real estate projects within the Westside area are wise to the benefits which can be realized through public-private sector partnerships.

Government leaders may feel budget restrictions are a signal to stop improving, but as has been the case for these progressive Westside communities, it may just be a sign to look for other partners who can provide needed resources. It is fortunate that these leaders preferred to view the glass as half full, as it has led to some of the area's most exciting and innovative improvements.

Audrey Hodges is senior account executive for Macy + Associates in Venice, California.