MAGNOLIA BOULEVARD IMPROVEMENTS AND MEDIA CITY CENTER MALL VALET AGREEMENT

PURPOSE:

To consider a request by Burbank Mall Associates, LLC, to modify Magnolia Boulevard to accommodate a dedicated drop-off, pick-up lane in conjunction with an encroachment agreement for valet parking.

 

BACKGROUND:

 

Project Location: The proposed street improvements are to be constructed on the north side of Magnolia Boulevard between First Street and Third Street. The Media City Center Mall is located at 201 East Magnolia Boulevard. The proposed valet parking location would be on the east and west sides of the intersection of San Fernando Boulevard and Magnolia Boulevard.

 

Project Description: This project is part of larger plan for improving the Media City Center Mall. The applicant, Burbank Mall Associates, LLC, is in the process of entering into a lease agreement with P.F. Chang�s to occupy an existing retail space fronting on Magnolia Boulevard. The establishment of P.F. Chang�s is consistent with the existing entitlements for the Media City Center Mall. In conjunction with the P.F. Chang�s improvements, Burbank Mall Associates, LLC, is proposing to provide valet parking for the benefit of visitors to the mall. As such, the applicant has requested to enter into an encroachment agreement with the City to utilize a portion of the Magnolia Boulevard right-of-way for valet parking operations.

 

Additionally, the applicant has requested to make improvements within the City right-of-way to create dedicated pick-up and drop-off areas that can be utilized for valet parking activities as well as bus passenger loading and unloading activities. Specifically, the applicant has requested to bulb out the sidewalk at the corner of Magnolia and Third Street and at the intersection of Magnolia and San Fernando Boulevard to create exclusive loading/unloading lanes. This portion of the project will require the construction of new curbs, gutters, and pedestrian ramps, the relocation of an existing MTA bus stop, and, potentially, the relocation of the traffic signals at the intersection of Magnolia Boulevard and San Fernando Boulevard. The existing intersection configuration at Magnolia Boulevard and First Street, including the dedicated right turn lane from westbound Magnolia Boulevard to First Street, will be retained.

 

The applicant has also begun investigating the possibility of additional modifications to the mall building. However, those modifications are not a part of this project and would require separate approval.

 

Current and Past Development of the Site: The Media City Center Mall, since originally approved as Planned Development No. 89-4, has been amended four (4) times by the City Council. As a result of these amendments, the project has undergone significant changes in scope and description.

 

Media City Center Mall Entitlements

On September 19, 1989, the City Council approved Planned Development No. 89-4 authorizing the construction of a 41 acre project including the Media Center Mall, IKEA, three multi-level parking garages, and four office buildings. This approval specified the amount and type of development for each parcel. The regional mall building, excluding the theaters and anchor tenants, was approved for 401,518 square feet (260,987 adjusted gross square feet) of development at a parking ratio of five (5) spaces per 1,000 square feet. An additional 43,012 square feet (27,957 adjusted gross square feet) of mall shops were approved for Phase II on the abutting parcel, which would connect the mall to a fifteen (15) story office building.

 

On September 25, 1990, the Council approved the first amendment to the project to allow increased square footage for a number of proposed uses, including the AMC theaters within the mall, and established an option for the second phase of development that would allow Bullock�s (Macy�s) to be developed in lieu of the fifteen (15) story office building. This approval also lowered the parking requirement for the retail uses from 5 spaces per 1,000 square feet of adjusted gross floor area to 4.63 parking spaces per 1,000 square feet of adjusted gross floor area. This amendment increased the gross floor area of the regional mall building to 419,566 square feet but reduced the adjusted gross floor area to 243,242 square feet. Additionally, as part of the Bullock�s option, an additional 47,415 square feet (37,839 adjusted gross square feet) of mall shops, connecting the regional mall to the Bullock�s, was entitled.

 

The second amendment, approved on April 20, 1993, allowed additional retail uses as an alternative to the office uses established in the original approval. This amendment modified the type and scope of development permitted on parcels other than the Media Center Mall proper, including Circuit City and Office Depot. Each of these other parcels has separate parking from the regional mall.

 

The third amendment to Planned Development No. 89-4, approved on October 18, 1994, allowed additional areas that had been dedicated to office space to be utilized as a mixed use office/retail/restaurant/fitness center/theater complex (i.e. Barnes and Noble, Comp USA, AMC 6, etc.). Additionally, this amendment increased the amount of theater space in the mall by 11,974 square feet, reducing the floor area of the regional mall to 407,772 square feet (231,268 adjusted gross square feet).

 

The fourth amendment, approved in 1997, allowed Macy�s to occupy an additional 12,500 square feet in the first floor for furniture sales and stock area. The approval of this amendment was based, in part, on a parking study that showed a surplus of parking for the complex as a whole.

 

Current Buildout

Generally, Planned Development No. 89-4 has been built out to the limits specified in the project approvals and development agreements with one exception. The regional mall shops, all of the mall shops with the exception of the anchor tenants, Sports Chalet, and the theaters, are entitled for 297,064 square feet of adjusted gross floor area. Currently, the mall is developed with 250,255 square feet of adjusted floor area for mall shops. Thus, there is an existing balance of 46,809 adjusted gross square feet of area that is entitled to be developed.

 

Media Center Mall � Floor Area for Regional Mall

(Excluding anchor tenants and theaters)

 

	Original PD	1st Amendment	2nd Amendment	3rd Amendment	4th Amendment
Regional Mall	401,518 gsf (260,987 agsf)	419,566 gsf (243,242 agsf)	419,566 gsf (243,242 agsf)	407,772 gsf (231,268 agsf)	407,772 gsf (231,268 agsf)
Mall Shops (Phase II)	43,012 gsf (27,957 agsf)	90,427 gsf (65,796 agsf)	90,427 gsf (65,796 agsf)	90,427 gsf (65,796 agsf)	90,427 gsf (65,796 agsf)
Total	444,530 gsf (288,944 agsf)	509,993 gsf (309,038 agsf)	509,993 gsf (309,038 agsf)	498,199 gsf (297,064 agsf)	498,199 gsf (297,064 agsf)

 

Street Classifications: Magnolia Boulevard is designated a Major Arterial. Magnolia Boulevard generally has an 87 foot right-of-way between First Street and Third Street. The width of the right-of-way increases at First Street to accommodate and additional turning lane that was required as part of the original approval for Planned Development No. 89-4. The right-of-way along this portion of Magnolia Boulevard is presently improved with three (3) westbound traffic lanes and two (2) eastbound traffic lanes. Additionally, at the intersection of Magnolia Boulevard and San Fernando Boulevard, an exclusive left turn lane is provided to assist with the transition from westbound Magnolia to southbound San Fernando. No other portion of Magnolia Boulevard in the City includes three (3) westbound lanes.

 

ANALYSIS OF PROJECT:

 

Design Characteristics: The proposed project will eliminate one westbound traffic lane on Magnolia Boulevard between Third Street and First Street, modifying the flow of both vehicular and pedestrian traffic.

 

Vehicular Traffic

As it was discussed in the project description, the applicant is proposing to install bulb out at the intersections of Magnolia and Third Street, and Magnolia and San Fernando Road.  This would separate the outside lane from through traffic and create a buffer zone for those vehicles waiting for the valet pick up or drop off.  The proposed reduction of the lanes should not impact the capacity of this road, since it is not anticipated that future growth in vehicular traffic in this area will be significant.  The existing exclusive westbound right turn lane in westbound direction of Magnolia approaching First Street, as well as any other turning movement in this area will not be impacted with this project.

 

Pedestrian Traffic

The proposed lane reduction along Magnolia Boulevard reduces the width of Magnolia Boulevard at its intersections with San Fernando Boulevard and Third Street by approximately twelve (12) feet. Reducing street widths at intersections reduces the distance that pedestrians must cross and makes them more prominent and visible to drivers, literally taking the road back from the driver and giving it to the walker. As such, it is commonly utilized as a means of improving pedestrian linkages. The reduction in street width at San Fernando and Magnolia will be particularly beneficial as it will create a pedestrian linkage between the retail uses of the mall and the retail, entertainment and dining available in the Village District.

 

Bus Shelters

The project proposes to relocate and consolidate two (2) bus shelters into one. Presently, there is a bus shelter located to the west of the intersection of Magnolia and San Fernando and a second shelter located to the west the intersection of Third and Magnolia. Loading and unloading activities for these shelters is presently conducted from a traffic lane.

 

As proposed, the bus shelters would be consolidated into one shelter located approximately 132 feet west of the current shelter at Third and Magnolia. Unloading and loading activities for the new shelter would be conducted using the proposed loading/unloading lane, removing the buses from general traffic flow. The relocation of these facilities requires final approval of the Los Angeles County Metropolitan Transportation Authority (MTA). The MTA has reviewed the preliminary plans and is amenable to the proposal.

 

Valet Operations: The proposed valet service is to be available to all patrons of the mall. As proposed, patrons would drop off vehicles in west of the intersection of Magnolia Boulevard and San Fernando Boulevard and pick up vehicles east of the intersection. The applicant intends on establishing a particular area of one of the parking garages in which the valet service would park vehicles. The specific location and size of the valet area is to be determined by the applicant based upon needs of individual tenants and demand for the service. The applicant has requested to be able to operate valet services between the hours of 11:00 a.m. and midnight daily.

 

The drop-off area for the valet service is 180 feet in length, allowing for nine to ten vehicles to be stacked without interfering with traffic flow. The pick-up area is approximately 100 feet in length, allowing for stacking for between five and six vehicles. Additionally, behind the pick-up area, there is an additional 156 feet of unspecified drop-off area that could be utilized to stack an additional seven to eight vehicles without interfering in bus passenger loading/unloading activities or traffic lanes.

 

Relationship to Burbank Center Plan: The Burbank Center Plan was adopted by the City Council in June 1997. The Burbank Center Plan was created as an economic revitalization plan that addressed long range land use and transportation planning for the downtown area.

 

The mall property is located within the Media City Center area of the Burbank Center Plan. While the plan did not make any formal changes to land use in the mall, it did establish land use policies as a guide for any future development of mall area. The policies are as follows:

 

-         To retain regional draw through the provision of diverse shopping and entertainment activities;

-         To maintain a pedestrian friendly environment that is inviting to the patrons of the adjacent Burbank Village area;

-         To encourage the development of outdoor dining in a unique atmosphere;

-         To encourage pedestrian nightlife between the Burbank Village and the Media City Center Mall.

 

While the front of the mall building is located at the intersection of San Fernando and Magnolia, the parking structures are on the back side of the mall, away from Downtown. By providing valet parking opportunities along Magnolia Boulevard, more people are likely to utilize the front entrance to the mall, particularly with restaurant uses, including outdoor seating, at the front entrance. Likewise, the decrease in street width at the two intersections, encourages additional pedestrian traffic into the front entrance of the mall from the Village.

 

The introduction of a restaurant, such as P.F. Chang�s, is also consistent with the policies of the Burbank Center Plan. P.F. Chang�s proposes to include an outdoor dining area along Magnolia Boulevard. The introduction of this dining area will break up the current architecture of the mall building, enhancing the pedestrian character of the mall. Furthermore, an upscale restaurant, such as P.F. Chang�s, is complementary to the other entertainment and retail uses in the Downtown Burbank.

 

Environmental Status: Any discretionary action taken by the City is subject to review pursuant to the California Environmental Quality Act (CEQA). Pursuant to CEQA, a project is defined to be �the whole of an action, which has a potential for resulting in either a direct physical change in the environment, or reasonably foreseeable indirect physical change in the environment.�

 

The subject request involves construction within the public right-of-way to remove a traffic lane and create a loading/unloading lane and the establishment of valet services within the newly created loading/unloading lane. However, pursuant to CEQA, the proposed Mitigated Negative Declaration also addresses, to the extent possible based upon information currently available, subsequent projects that may be related to this project.

 

As a result of this requirement, the Mitigated Negative Declaration documents potential impacts from the remodel of the first floor of the mall from traditional mall shops to larger, �big box� retailers, an action that would likely require an amendment to Planned Development No. 89-4 and the Development Agreement related thereto. The analysis of this portion of the project is based solely on conceptual information provided by the applicant. Should an application be received for this portion of the project, the application will be reviewed for conformance with the project description reviewed in this Mitigated Negative Declaration and, if necessary, additional environmental documentation will be prepared.

 

The Mitigated Negative Declaration finds that, with mitigation measures, the project will not have a significant impact on the environment.

 

Fiscal Impact: All of the proposed improvements are to be funded and/or constructed by the applicant.

 

CONCLUSION:

It is staff�s assessment that the proposed modifications to Magnolia Boulevard and the proposed encroachment and valet agreement are consistent with the policies of the Burbank Center Plan and will not constitute a significant impact on traffic in the vicinity. Furthermore, it is staff�s assessment that the proposed project will improve the synergy between the Downtown and the Media City Center Mall, improving pedestrian linkages and increasing the usage of the front entrance of the mall.

 

RECOMMENDATION

Staff recommends that the City Council adopt the proposed Mitigated Negative Declaration and approve the proposed Street Improvement Agreement and the proposed Encroachment and Valet Parking Agreement.