PURPOSE:

The purpose of this report is to outline findings made by the Magnolia Park focus groups.

BACKGROUND:

In October 2003, staff from the Community Development Department, the Burbank Water and Power Department, and the Burbank Chamber of Commerce met with the Magnolia Park Merchant Group to support, coordinate and help organize their holiday decorations. From these meetings, staff witnessed an exciting, proactive and enthusiastic group of merchants. While the holiday efforts were in the process, other CDD staff were in the process of filling vacancies on the Magnolia Park Community Advisory Committee. As both efforts were moving along side by side, staff saw an opportunity to conduct focus group meetings on the Magnolia Park area to determine the present situation and future needs for Magnolia Park. 

In November, CDD initiated the Magnolia Park focus groups.  The purpose was to determine the present situation and future needs for Magnolia Park as perceived and elaborated by key constituencies as they exist today.  The desired outcome was to achieve a roadmap that would lead the district through a series of steps that would allow it to fulfill its potential, developed by and for its own residents and businesses. All of the recommendations developed were formulated directly by residents and businesses, and have been tested against them in a final, all-encompassing focus session where findings were summarized and re-presented to them.

ANALYSIS:

Five focus groups were scheduled between October 20 and November 3, 2003, and consisted of approximately five attendees per session classified by key segments of the market: residents; retail merchants; commercial and office tenants; property owners; as well as Burbank residents who rarely go to Magnolia Park.  A total of 25 people attended these five sessions from 41 invitees.  Each session lasted around 2 hours. 

The following is a summary of the discussion points from the various focus groups including likes and dislikes and what community participants envisioned for the future.

Key findings, in their own words:

• Magnolia Park is first a neighborhood destination, then a city-wide draw, then a regional pull. That�s the way they like it.  They don�t want it to be a regional destination. They like the neighborhood feel

• The commercial district is the business extension of a neighborhood feel

• The focus groups love Magnolia Park, but know that it can be improved, and want to see it evolve

• The groups like the old fashioned, vintage, �hip� and retro feel. 

• The groups want the district to be full of one-of-a-kind tenants.  They strongly feel that the big national chains can go elsewhere

• The groups say they have all the right elements in place; the area just needs more retail and caf� density.

• The groups indicated that what they need is what they already have- but need more of it. 

Desired uses:

• Retail types: INDEPENDENTS, NOT NATIONALS

• Shopkeepers who love what they do

• Retail uses: FOOD is the biggest lack.  But NO FAST FOOD.

• More hip, vintage, retro retail

• Community serving uses such as video stores, hair salons

• Mixed-used �loft� type housing along Magnolia and Hollywood Way

• Entertainment, like Laemmle art house cinemas or bowling alley

• Overall they want, gathering points: places to see friends and meet new people

Retail examples:

• A great deli like Victors, Yonans (or Langer�s) like in the past

• White table cloth outdoor restaurants, like Marmalade

• A great 1950s diner

• A great ice cream store

• More independent coffee shops, NO Starbucks!

• A breakfast place/bakery

• A micro-brewery

• Men�s and women�s fashion retail

• Examples cited for new retailer direction: Twenty Gauge, Simply Coffee, Handy Market

General Recommendations:

• Establish a district structure to secure and manage �operations� and �marketing� funds such as a BID, P-BID or a hybrid thereof

• Develop Tenant Attraction Program

          Brainstorm a list of prospective tenants

          Create leasing packet

          Meet with prospective tenants

          Inventory all vacant spaces

          Work with landlords

          Market to brokers

• Work with landlords to convert film production space into more customer-friendly facades or to convert into retail

• Analyze mixed-use �loft� type housing opportunities along Hollywood Way and Magnolia

• Initiate a parking study that creatively analyzes all available inventory, and takes into account that most of the shoppers are local pedestrians

• Continue multi-year angle parking agreement with City

• Change zoning to allow for a more dynamic retail, restaurant and caf� mix

• Continue landscape and hardscape theming along main thoroughfares

• Devise a storefront face improvement program especially at street level.  Include offices.

• Launch several more �signature� events such as cruise nights or vintage car shows; a family night (like Montrose), and Chandler bikeway tie-ins.

CONCLUSIONS:

Five focus groups were conducted between October 20 and November 3, 2003, and consisted of approximately five attendees per session classified by key segments of the market: residents; retail merchants; commercial and office tenants; property owners; as well as Burbank residents who rarely go to Magnolia Park.  The purpose was to determine the present situation and future needs for Magnolia Park as perceived and elaborated by key constituencies as they exist today.  The desired outcome was to achieve a roadmap that would lead the district through a series of steps that would allow it to fulfill its potential, developed by and for its own residents and businesses. It is recommended that the findings of the focus groups be shared with the Magnolia Park Community Advisory Committee, and that staff return to the City Council with an action plan to carry out various recommendations.

FISCAL IMPACT:

No fiscal impact at this time.

RECOMMENDATION:

It is recommended that the findings of the focus groups be shared with the Magnolia Park Community Advisory Committee, and that staff return to the City Council with an action plan to carry out various recommendations.

EXHIBITS:

A         List of focus group attendees

Focus Group Attendees 

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