Zoning changes contemplated as mixed-use makes its debut.

THE future of Beverly Hills zoning may be taking shape on a short stretch of Wilshire Boulevard.

Over the course of a third of a mile between Beverly and Doheny drives, activity has picked up on three large, long dormant properties. The sites, stalled because of community opposition and the downturn in the economy, could also provide a test for broadened zoning regulations.

Two have been targeted for mix-use residential and commercial projects, bringing new combinations to a city whose zoning ordinance has long held to the separation of the two. All but 10 percent of Beverly Hills is zoned for residential use, and there is no mixed-use ordinance on the books.

Leading the way is the 88-apartment, 40,000-square-foot office project under construction at Wilshire Boulevard at Crescent Drive.

Developed by J.H. Snyder Co., the Crescent Beverly Hills project needed special approvals, and that process has contributed to an effort to broaden the development mix. A city council committee is reviewing potential changes to the zoning code and is expected to make its recommendations to both the full council and planning commission shortly.

"We need to create zoning that will enhance the character of the driving and pedestrian experience there without disrupting the quality of life for the adjacent residents," said City Councilwoman Linda Briskman, a former member of the city's Planning Commission.

"Having projects like these on the books is proving that mixed-use is the way to go," said Bob Safai, a principal at real estate brokerage Madison Partners. "Ground-floor retail has been an Achilles' heel in other markets, but with the big demand for retail in Beverly Hills it will be a bigger profit center."

The stretch of Wilshire Boulevard in Beverly Hills is home to Ferrari, Maserati and Lexus dealerships, continuing a longstanding automotive history for the area.

One of the rust businesses in the vicinity was the Beverly Hills Speedway, which ran just below Wilshire Boulevard at Beverly Drive. Built in 1920, the 1.25-mile oval track, also known as the Los Angeles Speedway, operated until 1924, when it was razed to make way for the Regent Beverly Wilshire, completed in 1927.

Wilshire Boulevard east of Beverly Drive developed as a less upscale counterpoint to the city's ritzy commercial center. It was populated by professional services and the cafes, barbershops and other retailers that served them.

In the 1980s, those uses were pushed out as "Beverly Hills went through a glitzy period," according to Patrick McMahon, an area resident and manager of restaurant Kate Mantilini.

Douglas Chrismas, who owns the Ace Gallery at 9430 Wilshire Blvd., has embraced the push to diversify the zoning mix.

"The Snyder project and others will bring residents to the heart of Beverly Hills," he said. "Having residential and stores below makes for an activity center that humanizes the area."

Protective of its quality of life, the community surrounding the project initially balked at the original plan for a supermarket.

"Neighbors didn't want supermarket traffic and big trucks making deliveries in the early morning, so we went back to the drawing board," said Jerry Snyder, the firm's chief executive.

The entitlement process, he said, "was a piece of cake. It only took four years."

Traffic remains a concern, and two other large projects in the offing would add to both diversity and traffic flow.

A long-awaited environmental impact report for a five-story luxury hotel, between North Canon and Beverly drives below Dayton Way, is due next month. The developer, Phoenix-based Athens Group, plans to build a 228-room hotel topped by 10 condominium loft units. After the EIR is reviewed, it will be subject to a 45-day public comment period.

A few blocks east, at 9200 Wilshire Blvd., U.K.-based Elias Properties has acquired a vacant lot that had been tied up by another developer since 2001. That developer wanted to build a 133-room luxury hotel but was unable to secure financing. Ellas, said Brian Dunne, a vice president at Grubb & Ellis Co., who represented the seller, are taking a different tack.

"A commercial building with a car showroom is one of the many possibilities," he said. A decision is expected by mid-October.