Promenade3.0
Part 1: Needs Assessment Report
14 February 2019
2Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Table of Contents
Part 1: Needs Assessment Report
I. Introduction
A Project Purpose
B. Design Process
C. How To Use This Document
D. Relevant Plans & Reports
II. Context
A. Region
B. City
C. Downtown
D. Site
III. Physical Conditions
A. Furnishings
B. Vegetation
C. Signage & Artwork
D. Paving
E. Drainage & Utilities
F. Pavilions & Facades
IV. Public Space & Public Life
A. Methods
B. Insights
V. Project Goals
VI. Improvement Menus
A. Long-term Improvements
1. Social Spaces
2. Vegetation
3. Architecture
4. Infrastructure
B. Near-term Improvements
1. Pilot Projects
2. Retrofits
3. Events
C. Goals / Improvements Survey
VII. Appendix
(Part 2: Concept Plan forthcoming in Summer 2019)
3Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Project Credits
Design Team:
Rios Clementi Hale StudiosDesign Lead
Bob Hale, Creative DirectorNate Cormier, Managing Studio DirectorPeter Emerson, Senior Project DesignerGraham Sandelski, Project DirectorBertilla Baudiniere, Designer
KPFFCivil Engineering
Thomas Gsell, Principal Civil EngineerAstrid Theeuwes, Associate Civil EngineerJames Rice, Civil Engineer
Gehl PeoplePublic Life & Activation
Blaine Merker, Partner, Managing US DirectorSofie Kvist, Project ManagerAlex Schuknecht, Urban Designer
MGAC Cost Management
Rick Lloyd, Lead Cost Estimator
City of Santa Monica:
City CouncilGleam Davis, Mayor Terry O’Day, Mayor Pro TemporeAna Maria JaraKevin McKeownSue HimmelrichGreg MorenaTed Winterer
Planning CommissionMario Fonda-BonardiNina FrescoJason PerryRichard McKinnonLeslie LambertAmy Nancy AndersonShawn Landres
Promenade 3.0 Task Force Gleam Davis, MayorNina Fresco, Planning CommissionBarbara Kaplan, Architectural Review BoardTherese Kelly, Architectural Review BoardLeslie Lambert, Planning CommissionShawn Landres, Planning CommissionRobert Resnick, Property Owners RepresentativeScott Schonfeld, DTSM BoardJohannes Van Tilburg, DTSM Board
City StaffRick Cole, City ManagerKatie Lichtig, Assistant City Manager
Planning & Community DevelopmentDavid Martin, DirectorAlan Loomis, City Urban DesignerPeter James, Principal Planner
Public Works DepartmentSusan Cline, DirectorRick Valtes, City EngineerCurtis Castle, Principal Civil EngineerJoshua Carvalho, Civil EngineerTom Shabazi, Civil EngineerMatthew Wells, Public Landscape ManagerJose Aguilar, Promenade Maintenance Supervisor
Downtown Santa Monica, Inc.:
DTSM Board of DirectorsJulia Ladd, ChairPatricia Hoffman, Vice ChairJuan Matute, Vice ChairScott Schonfeld, Vice ChairBarry Snell, Vice ChairRob Rader, Secretary/Treasurer Katie Lichtig, Board MemberBruria Finkel, Board MemberJohannes Van Tilburg, Board MemberJoshua Gilman, Board MemberEric Sedman, Board MemberTara Barauskas, Board MemberMichele Aronson, Board Member
Downtown Santa Monica, Inc. StaffKathleen Rawson, Chief Executive OfficerSteven Welliver, Deputy Chief ExecutiveNick Efron, Public Space ManagerBenjamin DeWitte, Research & Data ManagerMackenzie Carter, Director of Marketing & Comm.
Public Space Public Life Survey Volunteers & StaffJay BenjaminMichele BiagioniRoberto CabezasGary CooperAnthony De LaireSara FauldsMatt FoleyLauren FrankShannon HeffernanLatoya JamesMichael McAleveyIhab MankaryousChristy MoodyPrincess NewsomBruce PierceJennifer SchabAndy ServellonShruti ShankarJoyce ShelbyPaul ThompsonBarbara TenzerSaige Washington
I.Introduction
5Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Project Purpose
The Third Street Promenade’s roots date back to the 1960s when three blocks of Third Street were converted into a pedestrian mall. The second iteration of the Third Street Promenade that we see today was constructed in the late 1980s. Since then, it has attracted visitors and tourists from around the nation and throughout the world and has been a driver in the success of Santa Monica’s local economy. These days, many other revitalized shopping districts and open-air malls provide direct competition to the Promenade. After almost three decades, the Promenade’s success needs to be sustained with refreshed infrastructure and amenities. These improvements constitute a Promenade 3.0 and will allow it to continue to flourish and remain relevant for visitors and residents.
6Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Design Process
Part 2: Concept PlanPart 1: Needs Assessment Report
Dec Mar JulFeb
The first part of this project, summarized in this Needs Assessment Report, provides a comprehensive analysis of the physical and social conditions of the space and establishes a clear set of project goals. It also includes a menu of permanent improvements and temporary pilot projects and events that can help achieve the project goals.
• ReviewExistingPlansandReports• ConductFieldSurveyofPhysicalConditions• ConductPublicLifeAssessment• DefineProjectGoals• PrepareImprovementsMenu• SummarizeinNeedsAssessmentReport• ShareFindingswithStakeholders
The second part of the project, to commence in March 2019, will involve the design of three alternative scenarios for redevelopment of the Promenade. Each scenario will be evaluated against the project goals and global benchmarks. With continued input from stakeholders, the preferred program, configuration, and character will be incorporated and refined in draft and final concept plans.
• Prepare(3)ImplementationScenarios• EvaluateScenariosAgainstProjectGoalsand Global Benchmarks• PrepareDraftConceptPackage• PrepareFinalConceptPackage• PresentConcepttoStakeholders
7Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
How To Use This Report
The most critical feedback you can provide will be to confirm or refine the project goals in Section V and identify which improvements in Section VI you believe will have the greatest impact to achieve these goals as we consider implementation scenarios in the second part of the project.
In this report, you will find:
• Section I introduces the purpose, planning process, and past studies.
• Section II provides context for the project at a range of scales. Who are our competitors regionally? What are the other community landmarks in and around Santa Monica? And how does Third Street Promenade contribute to the daily life of Downtown Santa Monica?
• Section III details the physical conditions of the Promenade today. In what kind of shape is the paving, furnishings, infrastructure, and vegetation? What role
does public art, signage and architecture play in the life of the Promenade?
• Section IV summarizes the findings of the first Public Space and Public Life Assessment on the Promenade. Who is visiting the Promenade and when? Why do they choose to stay or move along? What are we missing in terms of activation and programming?
• Section V lists the goals for the project based on the physical and social conditions identified above and the broader goals of the City of Santa Monica.
• Section VI is a menu of long-term improvements for the Promenade, as well as near-term pilot projects and event-based activities that can achieve the project goals. There is also a worksheet in the report and online where you can add to the project goals and help prioritize improvements.
8Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Relevant Plans & Reports
The Downtown Community Plan
City of Santa Monica, July 2017
Third Street Promenade 3.0
Shook Kelley Workshop, April 2018
Placemaking and Design Workshop
MIG Workshop, May 2018
- Guidelines for increasing public space and sidewalk
- Strategies for a pedestrian and transit oriented neighborhood
- The signature sidewalks concept proposes four new streetscapeprojects(DowntownStreetManual)
- Increase the amount of public spaces through a network of interconnected courtyards, plazas woven together through improved streets, sidewalks and pathways
- Increase public places at a more intimate scale
- Increase green landscaped spaces which are in short supply
- Integrate new and existing public spaces and privately-owned public spaces into a cohesive network
- DTSM has a well-established behavior pattern
- Not a mall and needs to keep evolving
- Not living up to its full economic potential
- Let go some elements to make space for progress
- Change the shopping center lexicon and to embrace the existing downtown environment
- Focus on a strategic retail position
- Conduct substantive changes, bold, controversial and visionary
- Make the Promenade a place for the community
- Honor the history of the Promenade
- Explore options for altering the curb-cuts
- Consider shifts in mobility
- Create a space for all ages and abilities
- Foster a clear connection with ocean/pier
- Adress zoning issues that limit potential
- Consider focusing residential uses along the 1200 block to establish a unique community character
9Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Relevant Plans & Reports
Retail Trends 2018
Kosmont Retail NOW!, May 2018
Destination Perception Study
Coraggio Group, June 2018
- Study of Millenials economy
- Analysis of population and income
- Analysis of city, county, population by age
- Major shopping centers map by gross leasable area
- List of issues Third Street Promenade is facing
- Pier and beach, primary assets
- Value of DTSM is threatened by stagnation
- Not enough activity to talk about
- Challenges related to safety and cleanliness
- Decline in small local business
- Develop and maintain a sufficient open space system so that it is diverse in uses and opportunities and includes natural function/wildlife habitat
- Implement land use and transportation planning and policies to encourage walking, bicycling and the use of existing and future public transit systems
- Targets for 2020 : 80% of new or replaced, non-turf, public landscaped area and non-recreational turf area
Sustainable City Plan
City of Santa Monica, 2014
II.Context
11Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
When Third Street Promenade was last reimagined, in the late 1980s, it was one of the only major outdoor retail destinations in the region. As illustrated at left, shoppers today have many more options and of course the entire retail landscape is changing as more and more purchases are made online. Retail districts that thrive today succeed by creating an authentic experience that draws people together. Kevin Kelley calls this the “Bonfire Effect,” and it is critical to the future of Third Street Promenade.
Regional Retail
Retail
Palisades village125 000 sq ft
Santa Monica Place520 000 sq ft
Main Street
Universal City Walk
Monta
na
Abbot Kinney
Colorado Blvd, Pasadena
Third Street Promenade210 000 sq ft
Westfield Century City
1.3 M sq ft
The Grove600 000 sq ft
Beverly Center880 000 sq ft
Platform50 000 sq ft
Hawthorne Plaza835 000 sq ftThe Point
115 000 sq ft
South Bay Galleria 960 000 sq ft
Malibu Country Market90 000 sq ft
10 miles
5 miles
3 miles
The Village 500 000 sq ft
The Commons at Calabasas215 000 sq ft
Galleria / Americana1.8 M sq ft
Row DTLA200 000 sq ft
Citadel700 000 sq ft
Major freeways
Shopping streets
Expo Line
Los Angeles
Santa Monica
12Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Westside Attractions
Westside attractions
Trails
Retail street
Major freeways
Neighborhoods
Green spaces
Schools
Expo line
Will Rogers Sate Historic Park
Los Leones Canyon Trailhead
Palisades Park
Monta
na
Annenberg Community Beach House
Eames Fondation
Palisades Village
Getty Villa
Rustic Canyon
Temescal Canyon Park
Santa Monica Pier
Venice Beach
Venice Canals
Marina del Rey
Runway at Playa Vista
Ballona C
reek
Sunset Park
Expo Line
Sunset Blvd
Monta
na Ave
Wils
hire B
lvd
Pico Blvd
Ocean Park Blvd
Santa Monica Blvd
San Vicente Blvd
Pico
Mid-City
Northeast
UCLA
WestwoodCentury City
Baldwin Hills
Culver City
Wilshire Montana
North of Montana
Ocean Park
Main Street
Abbot Kinney
Third Street
Ballona Wetlands Ecological Reserve
Santa Monica residents and visitors have a wide range of destinations to choose from for compelling natural, cultural, and social experiences. Situated beside the Santa Monica mountains and the Pacific Ocean, outdoor adventures from hiking and biking to surfing and sunbathing abound. The Santa Monica Pier, Venice Beach, and Tongva Park offer lively attractions and amenities. The extension of the Expo Line to Downtown reinforces the role that Santa Monica plays as a recreational asset for all of the LA metropolitan area. How can Third Street Promenade differentiate itself as a place for community gathering?
2 miles
1 miles
13Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Downtown Daily Life
Bike routes
Bus route
Expo line
DTSM boundary
Green spaces
Major redevelopment sites
Existing public space
Daily life destinations
Santa Monica State Beach
City Hall
Tongva Park
to Crescent Bay Park
Palisades Park
Reed Park
Courthouse
Santa Monica Theater
to Main street
Santa Monica Pier
Annenberg Community Beach House
Public Library
Santa Monica Place
History Museum
Santa Monica High School
Santa M
onica B
lvd
Colo
rado A
ve
Downtown Santa Monica Metro
Pico Blvd
Ocean Ave
4th street
PCH
6th street
Lincoln Blvd
to Montana Ave
Wils
hire B
lvd
Downtown Santa Monica is home to 4,400 residents and more than 2,300 businesses. Third Street Promenade is part of the daily life of residents and workers who come to eat, shop, work, and relax. Predominantly residential areas border Downtown to the northwest and northeast. Palisades Park and the 10 Freeway frame the other sides. New development sites are changing the mix of Downtown. People have many options to get around Downtown and arrive at the Promenade. Many nearby destinations such as the Santa Monica Pier are also encouraging people to pass through Downtown.
14Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Public Realm Network
Views
Expo Line
Districts
Public space improvement
Proposed project sites
Privately owned public spaces
Existing improved sidewalk
Existing alley
Proposed location of parklets
Existing hardscape public space
Existing green space
Proposed green spaces
Existing art scramble
Proposed art scramble
Bike share
Parking
Santa Monica State Beach
Tongva Park
Palisades Park
Santa Monica Pier
Bro
ad
wa
y
Sa
nta
Mo
nic
a B
lvd
Ari
zon
a B
lvd
Wil
shir
e B
lvd
1200 1300 1400
Downtown Santa Monica Metro
Third Street Promenade is part of a network of public and semi-public space on the southwest edge of Downtown. It works together with surrounding streets, parks, alleys, plazas, and paseos to offer an enhanced urban experience. Connections between the Promenade and other public realm assets should be strengthened. How should the three blocks of the Promenade respond differently to their adjacent land uses? And what related improvements, such as on Arizona Blvd, could enhance the overall public realm network?
III.Physical Conditions
There are no permanent places to sit on
the 1200 block.
16Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Furnishings — 1200 Block
ConcretePlanter(4)
LightPolew/Speakers(12)
LightPolew/Speakers&Cameras(10)
BikeRack(20)
TrashReceptacle(10)
WaterStation(1)
Bollard(10)
TheExperimentInstallations(20)
1201
1202 1212 1218 1222 1228 1232 1242 1248 1254 225
Fo
otl
oc
ker
Vacant
Flig
ht
20
Fo
ot
Ac
tio
n
Cla
rks
Sh
oe
s
Avo
ca
do
Bu
rn F
itn
ess
Ba
na
na
Re
pu
blic
1212
Ch
ipo
tle
J. C
rew
Old
Nav
y
Ca
bo
Ca
nti
na
Se
ph
ora
Ch
am
ps
Vacant
Vacant
Vacant
Vacant
Clu
b M
on
ac
o
Re
sto
rati
on
Ha
rdw
are
Dr.
Ma
rte
n
Vacant
Tesl
a
Restaurant
1215 1225 1227 1231 1237 1241 1251 1253 301
Hydraulic bollards would improve ease
of access as well as safety.
17Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Furnishings — 1300 Block
ConcretePlanter(4)
LightPolew/Speakers(14)
LightPolew/Speakers&Cameras(10)
BikeRack(16)
TrashReceptacle(12)
WaterStation(1)
Bollard(8)
Telephones(7)
Chair(13)
Bench(10)
VendorCart(5)
1311
1310 1312 1318 1324 1334 1338 1340 1348 13501344 1354 225
Ga
p
Bo
dy S
ho
p
Ba
rne
y’s
B
ea
ne
ry
Mu
ji
Ma
de
we
ll
Ske
tch
ers
Lo
rio
n
Vacant
Su
nsa
tio
ns
Silve
rla
ke
Ra
me
n
Vic
tori
a’s
S
ec
ret
Ad
ida
s
AM
C
Ste
fan
o’s
Co
ffe
e B
ea
n
Ath
leta
Joh
nn
y R
oc
ke
t’s
Ske
tch
ers
Su
ng
lass
Hu
t
Su
pe
rdry
Za
ra
Vo
lco
m
Die
sel
Ca
rlo
’s B
ake
ry
Sta
rbu
cks
Fre
sh F
oo
ds
Oa
kle
y
Tra
ste
ve
re
Ste
ve
Ma
de
n
Vacant
Ab
erc
rom
bie
&
Fit
ch
Vacant
Hu
mm
us
Ba
r
Bo
ba
rito
Ga
lle
ry
1315 1319 1325 1331 1339 1343 1351 301
Corridor
Underutilized site furnishings take up
valuable space on the Promenade.
18Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Furnishings — 1400 Block
ConcretePlanter(4)
LightPolew/Speakers(12)
LightPolew/Speakers&Cameras(10)
BikeRack(17)
TrashReceptacle(16)
WaterStation(2)
Bollard(12)
Telephones(3)
Chair(18)
Bench(9)
VendorCart(3)
1401 1413
14281428 1416 141814121408 144414361432 1446 1452 227
Ste
ak N
Sh
ake
Lu
lule
mo
n
Ma
c
Rip
Cu
rl
AM
C
Bib
ibo
p
Su
nsa
tio
ns
Bra
dle
y
Me
llv
ille
We
tze
l’s
Pre
tze
ls
Pu
zzle
Zo
o
Le
vi’s
Tilly
’s
An
thro
po
log
ie
Vacant
Ac
tive
Urb
an
O
utf
itte
rs
Gu
ess A
ldo
Pa
csu
n
Alo
Bru
xie
Ch
illi B
ea
ns
T-M
ob
ile
Lu
sh
Co
tto
n O
n
H&
M
Pin
kb
err
y
Ca
fe C
rep
e
Pa
pyru
s
Vacant
Vacant
Vacant
Lu
cky
It’s
Su
ga
r
Ap
ple
Fo
reve
r F
law
less
Lid
s
1415 1425 1425 1429 1431 1437 1453 Corridor
1201
1202 1212 1218 1222 1228 1232 1242 1248 1254 225
Fo
otl
oc
ker
Vacant
Flig
ht
20
Fo
ot
Ac
tio
n
Cla
rks
Sh
oe
s
Avo
ca
do
Bu
rn
Fit
ne
ss
Ba
na
na
Re
pu
blic
1212
Ch
ipo
tle
J. C
rew
Old
Nav
y
Ca
bo
Ca
nti
na
Se
ph
ora
Ch
am
ps
Vacant
Vacant
Vacant
Vacant
Clu
b M
on
ac
o
Re
sto
rati
on
Ha
rdw
are
Dr.
Ma
rte
n
Vacant
Te
sla
Restaurant
1215 1225 1227 1231 1237 1241 1251 1253 301
Seasonal flowers offer a much welcome
splash of changing colors.
19Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Vegetation — 1200 Block
SmallJacaranda(#)
MediumJacaranda(#)
LargeJacaranda(#)
MexicanFanPalm(#)
Turf Area
Seasonal Planting
ContainerPlants(2)
1311
1310 1312 1318 1324 1334 1338 1340 1348 13501344 1354 225
Ga
p
Bo
dy S
ho
p
Ba
rne
y’s
B
ea
ne
ry
Mu
ji
Ma
de
we
ll
Ske
tch
ers
Lo
rio
n
Vacant
Su
nsa
tio
ns
Silve
rla
ke
R
am
en
Vic
tori
a’s
S
ec
ret
Ad
ida
s
AM
C
Ste
fan
o’s
Co
ffe
e B
ea
n
Ath
leta
Joh
nn
y R
oc
ke
t’s
Ske
tch
ers
Su
ng
lass
Hu
t
Su
pe
rdry
Za
ra
Vo
lco
m
Die
sel
Ca
rlo
’s B
ake
ry
Sta
rbu
cks
Fre
sh F
oo
ds
Oa
kle
y
Tra
ste
ve
re
Ste
ve
Ma
de
n
Vacant
Ab
erc
rom
bie
&
Fit
ch
Vacant
Hu
mm
us
Ba
r
Bo
ba
rito
Ga
lle
ry
1315 1319 1325 1331 1339 1343 1351 301
Corridor
Palm trees are an iconic part of
the promenade landscape.
20Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Vegetation — 1300 Block
SmallJacaranda(#)
MediumJacaranda(#)
LargeJacaranda(#)
MexicanFanPalm(#)
Turf Area
Seasonal Planting
ContainerPlants(#)
1401 1413
14281428 1416 141814121408 144414361432 1446 1452 227
Ste
ak N
Sh
ake
Lu
lule
mo
n
Ma
c
Rip
Cu
rl
AM
C
Bib
ibo
p
Su
nsa
tio
ns
Bra
dle
y
Me
llv
ille
We
tze
l’s
Pre
tze
ls
Pu
zzle
Zo
o
Le
vi’s
Tilly
’s
An
thro
po
log
ie
Vacant
Ac
tive
Urb
an
O
utf
itte
rs
Gu
ess A
ldo
Pa
csu
n
Alo
Bru
xie
Ch
illi B
ea
ns
T-M
ob
ile
Lu
sh
Co
tto
n O
n
H&
M
Pin
kb
err
y
Ca
fe C
rep
e
Pa
pyru
s
Vacant
Vacant
Vacant
Lu
cky
It’s
Su
ga
r
Ap
ple
Fo
reve
r F
law
less
Lid
s
1415 1425 1425 1429 1431 1437 1453 Corridor
There are a variety of planters along the
promenade.
21Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Vegetation — 1400 Block
SmallJacaranda(#)
MediumJacaranda(#)
LargeJacaranda(#)
MexicanFanPalm(#)
Turf Area
Seasonal Planting
ContainerPlants(#)
1201
1202 1212 1218 1222 1228 1232 1242 1248 1254 225
Fo
otl
oc
ker
Vacant
Flig
ht
20
Fo
ot
Ac
tio
n
Cla
rks
Sh
oe
s
Avo
ca
do
Bu
rn F
itn
ess
Ba
na
na
Re
pu
blic
1212
Ch
ipo
tle
J. C
rew
Old
Nav
y
Ca
bo
Ca
nti
na
Se
ph
ora
Ch
am
ps
Vacant
Vacant
Vacant
Vacant
Clu
b M
on
ac
o
Re
sto
rati
on
Ha
rdw
are
Dr.
Ma
rte
n
Vacant
Te
sla
Restaurant
1215 1225 1227 1231 1237 1241 1251 1253 301
Art on the promenade consists entirely
of permanent and stationary works.
22Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Signage & Artwork — 1200 Block
PublicArt(4)
LightPoleDecoration(10)
LocalizationSignage(3)
RegulationSignage(3)
TemporarySignage(3)
InformationPlaque(5)
1311
1310 1312 1318 1324 1334 1338 1340 1348 13501344 1354 225
Ga
p
Bo
dy S
ho
p
Ba
rne
y’s
B
ea
ne
ry
Mu
ji
Ma
de
we
ll
Ske
tch
ers
Lo
rio
n
Vacant
Su
nsa
tio
ns
Silve
rla
ke
R
am
en
Vic
tori
a’s
S
ec
ret
Ad
ida
s
AM
C
Ste
fan
o’s
Co
ffe
e B
ea
n
Ath
leta
Joh
nn
y R
oc
ke
t’s
Ske
tch
ers
Su
ng
lass
Hu
t
Su
pe
rdry
Za
ra
Vo
lco
m
Die
sel
Ca
rlo
’s B
ake
ry
Sta
rbu
cks
Fre
sh F
oo
ds
Oa
kle
y
Tra
ste
ve
re
Ste
ve
Ma
de
n
Vacant
Ab
erc
rom
bie
&
Fit
ch
Vacant
Hu
mm
us
Ba
r
Bo
ba
rito
Ga
lle
ry
1315 1319 1325 1331 1339 1343 1351 301
Corridor
Temporary signage should be made
permanent and integrated with a
complete wayfinding strategy.
23Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Signage & Artwork — 1300 Block
PublicArt(5)
LocalizationSignage(2)
RegulationSignage(4)
TemporarySignage(1)
InformationPlaque(4)
1401 1413
14281428 1416 141814121408 144414361432 1446 1452 227
Ste
ak N
Sh
ake
Lu
lule
mo
n
Ma
c
Rip
Cu
rl
AM
C
Bib
ibo
p
Su
nsa
tio
ns
Bra
dle
y
Me
llv
ille
We
tze
l’s
Pre
tze
ls
Pu
zzle
Zo
o
Le
vi’s
Tilly
’s
An
thro
po
log
ie
Vacant
Ac
tive
Urb
an
O
utf
itte
rs
Gu
ess A
ldo
Pa
csu
n
Alo
Bru
xie
Ch
illi B
ea
ns
T-M
ob
ile
Lu
sh
Co
tto
n O
n
H&
M
Pin
kb
err
y
Ca
fe C
rep
e
Pa
pyru
s
Vacant
Vacant
Vacant
Lu
cky
It’s
Su
ga
r
Ap
ple
Fo
reve
r F
law
less
Lid
s
1415 1425 1425 1429 1431 1437 1453 Corridor
Regulation and localization signage are
part of two separate graphic identities.
24Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Signage & Artwork — 1400 Block
PublicArt(5)
LocalizationSignage(2)
RegulationSignage(4)
InformationPlaque(6)
Decomposed granite is not
recommended as a top dress for the
tree wells.
25Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Paving Conditions — 1200 Block
DisparityofPavementColors(Diagrammatically ShownasDifferentColorsonPlan)
CracksinPavementatUtilityBox(TypicalCondition, Diagrammatically Shown as onPlan)
OldFurnitureAnchorage(TypicalCondition)
Concrete Patch
1201
1202 1212 1218 1222 1228 1232 1242 1248 1254 225
Fo
otl
oc
ke
r
Vacant
Flig
ht
20
Fo
ot
Ac
tio
n
Cla
rks
Sh
oe
s
Avo
ca
do
Bu
rn F
itn
ess
Ba
na
na
Re
pu
blic
1212
Ch
ipo
tle
J. C
rew
Old
Nav
y
Ca
bo
C
an
tin
a
Se
ph
ora
Ch
am
ps
Vacant
Vacant
Vacant
Vacant
Clu
b M
on
ac
o
Re
sto
rati
on
Ha
rdw
are
Dr.
Ma
rte
n
Vacant
Te
sla
Restaurant
1215 1225 1227 1231 1237 1241 1251 1253 301
Pavement needs to be able to handle
the weight of maintenance and
emergency vehicles.
26Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Paving Conditions — 1300 Block
DisparityofPavementColors(Diagrammatically ShownasDifferentColorsonPlan)
CracksinPavementatUtilityBox(TypicalCondition, Diagrammatically Shown as onPlan)
OldFurnitureAnchorage(TypicalCondition)
Concrete Curb Repair
1311
1310 1312 1318 1324 1334 1338 1340 1348 13501344 1354 225
Ga
p
Bo
dy S
ho
p
Ba
rne
y’s
B
ea
ne
ry
Mu
ji
Ma
de
we
ll
Ske
tch
ers
Lo
rio
n
Vacant
Su
nsa
tio
ns
Silve
rla
ke
R
am
en
Vic
tori
a’s
S
ec
ret
Ad
ida
s
AM
C
Ste
fan
o’s
Co
ffe
e B
ea
n
Ath
leta
Joh
nn
y R
oc
ke
t’s
Ske
tch
ers
Su
ng
lass
Hu
t
Su
pe
rdry
Za
ra
Vo
lco
m
Die
sel
Ca
rlo
’s B
ake
ry
Sta
rbu
cks
Fre
sh F
oo
ds
Oa
kle
y
Tra
ste
ve
re
Ste
ve
Ma
de
n
Vacant
Ab
erc
rom
bie
&
Fit
ch
Vacant
Hu
mm
us
Ba
r
Bo
ba
rito
Ga
lle
ry
1315 1319 1325 1331 1339 1343 1351 301
Corridor
Removing the curbs will provide
numerous operational and accessibility
benefits.
27Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Paving Conditions — 1400 Block
DisparityofPavementColors(Diagrammatically ShownasDifferentColorsonPlan)
CracksinPavementatUtilityBox(TypicalCondition, Diagrammatically Shown as onPlan)
ADA Curb Ramp without Truncated Domes (TypicalCondition)
0” Curb Face at Pedestrian Crossing
1401 1413
14281428 1416 141814121408 144414361432 1446 1452 227
Ste
ak N
Sh
ake
Lu
lule
mo
n
Ma
c
Rip
Cu
rl
AM
C
Bib
ibo
p
Su
nsa
tio
ns
Bra
dle
y
Me
llv
ille
We
tze
l’s
Pre
tze
ls
Pu
zzle
Zo
o
Le
vi’s
Tilly
’s
An
thro
po
log
ie
Vacant
Ac
tive
Urb
an
O
utf
itte
rs
Gu
ess A
ldo
Pa
csu
n
Alo
Bru
xie
Ch
illi B
ea
ns
T-M
ob
ile
Lu
sh
Co
tto
n O
n
H&
M
Pin
kb
err
y
Ca
fe C
rep
e
Pa
pyru
s
Vacant
Vacant
Vacant
Lu
cky
It’s
Su
ga
r
Ap
ple
Fo
reve
r F
law
less
Lid
s
1415 1425 1425 1429 1431 1437 1453 Corridor
1201
1202 1212 1218 1222 1228 1232 1242 1248 1254 225
Fo
otl
oc
ker
Vacant
Flig
ht
20
Fo
ot
Ac
tio
n
Cla
rks
Sh
oe
s
Avo
ca
do
Bu
rn
Fit
ne
ss
Ba
na
na
Re
pu
blic
1212
Ch
ipo
tle
J. C
rew
Old
Nav
y
Ca
bo
Ca
nti
na
Se
ph
ora
Ch
am
ps
Vacant
Vacant
Vacant
Vacant
Clu
b
Mo
na
co
Re
sto
rati
on
Ha
rdw
are
Dr.
Ma
rte
n
Vacant
Te
sla
Restaurant
12151225 1227 1231 1237 1241 1251 1253 301
Lighting should not be
supported by trees.
28Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Drainage & Utilities — 1200 Block
Re
pla
cin
g a
gin
g s
torm
line
s,
se
we
rs a
nd
wa
ter m
ain
s m
ay
be
a
ne
ce
ss
ity.
29
Pro
me
na
de
3.0
— P
art 1: N
ee
ds
As
se
ss
me
nt R
ep
ort
14 F
eb
rua
ry 2
019
Dra
ina
ge
& U
tilities —
130
0 B
loc
k
1311
1310
1312
1318
132
413
34
133
813
40
134
813
50
134
413
54
22
5
Gap
Body Shop
Barney’s Beanery
Muji
Madewell
Sketchers
Lorion
Vacant
Sunsations
Silverlake Ramen
Victoria’s Secret
Adidas
AMC
Stefano’s
Coffee Bean
Athleta
Johnny Rocket’s
Sketchers
Sunglass Hut
Superdry
Zara
Volcom
Diesel
Carlo’s Bakery
Starbucks
Fresh Foods
Oakley
Trastevere
Steve Maden
Vacant
Abercrombie & Fitch
Vacant
Hummus Bar
Bobarito
Gallery
1315
1319
132
513
31
133
913
43
135
13
01
Corridor
Lack of functioning irrigation
provides an opportunity to
tie into the City’s purple pipe
system for future planting
improvements.
30Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Drainage & Utilities — 1400 Block
1401 1413
14281428 1416 141814121408 144414361432 1446 1452 227
Ste
ak N
S
ha
ke
Lu
lule
mo
n
Ma
c
Rip
Cu
rl
AM
C
Bib
ibo
p
Su
nsa
tio
ns
Bra
dle
y
Me
llv
ille
We
tze
l’s
Pre
tze
ls
Pu
zzle
Zo
o
Le
vi’s
Tilly
’s
An
thro
po
log
ie
Vacant
Ac
tive
Urb
an
O
utf
itte
rs
Gu
ess A
ldo
Pa
csu
n
Alo
Bru
xie
Ch
illi B
ea
ns
T-M
ob
ile
Lu
sh
Co
tto
n O
n
H&
M
Pin
kb
err
y
Ca
fe C
rep
e
Pa
pyru
s
Vacant
Vacant
Vacant
Lu
cky
It’s
Su
ga
r
Ap
ple
Fo
reve
r F
law
less
Lid
s
1415 1425 1425 1429 1431 1437 1453
Corridor
1201
1202 1212 1218 1222 1228 1232 1242 1248 1254 225
Fo
otl
oc
ker
Vacant
Flig
ht
20
Fo
ot
Ac
tio
n
Cla
rks
Sh
oe
s
Avo
ca
do
Bu
rn F
itn
ess
Ba
na
na
Re
pu
blic
1212
Ch
ipo
tle
J. C
rew
Old
Nav
y
Ca
bo
Ca
nti
na
Se
ph
ora
Ch
am
ps
Vacant
Vacant
Vacant
Vacant
Clu
b M
on
ac
o
Re
sto
rati
on
Ha
rdw
are
Dr.
Ma
rte
n
Vacant
Tesl
a
Restaurant
1215 1225 1227 1231 1237 1241 1251 1253 301
31Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Pavilions & Facades — 1200 Block
Food & Drink Retail Entertainment Health & Wellness Vacant
1311
1310
1312
1318
132
413
34
133
813
40
134
813
50
134
413
54
22
5
Gap
Body Shop
Barney’s Beanery
Muji
Madewell
Sketchers
Lorion
Vacant
Sunsations
Silverlake Ramen
Victoria’s Secret
Adidas
AMC
Stefano’s
Coffee Bean
Athleta
Johnny Rocket’s
Sketchers
Sunglass Hut
Superdry
Zara
Volcom
Diesel
Carlo’s Bakery
Starbucks
Fresh Foods
Oakley
Trastevere
Steve Maden
Vacant
Abercrombie & Fitch
Vacant
Hummus Bar
Bobarito
Gallery
1315
1319
132
513
31
133
913
43
135
13
01
Corridor
32
Pro
me
na
de
3.0
— P
art 1: N
ee
ds
As
se
ss
me
nt R
ep
ort
14 F
eb
rua
ry 2
019
Pa
vilio
ns &
Fa
ca
de
s — 13
00
Blo
ck
Fo
od
& D
rink
R
eta
il
En
terta
inm
en
t
He
alth
& W
elln
ess
Va
ca
nt
140
114
13
142
814
28
1416
1418
1412
140
814
44
143
614
32
144
614
52
22
7
Steak N Shake
Lululemon
Mac
Rip Curl
AMC
Bibibop
Sunsations
Bradley Mellville
Wetzel’s Pretzels
Puzzle Zoo
Levi’s
Tilly’s
Anthropologie
Vacant
Active
Urban Outfitters
Guess
Aldo
Pacsun
Alo
Bruxie
Chilli Beans
T-Mobile
Lush
Cotton On
H&M
Pinkberry
Cafe Crepe
Papyrus
Vacant
Vacant
Vacant
Lucky
It’s Sugar
Apple
Forever Flawless
Lids
1415
142
514
25
142
914
31
143
714
53
Corridor
33
Pro
me
na
de
3.0
— P
art 1: N
ee
ds
As
se
ss
me
nt R
ep
ort
14 F
eb
rua
ry 2
019
Pa
vilio
ns &
Fa
ca
de
s — 14
00
Blo
ck
Fo
od
& D
rink
R
eta
il
En
terta
inm
en
t
He
alth
& W
elln
ess
Va
ca
nt
IV.Public Space & Public LifePublic Life is the social activity that takes place in everyday public spaces - on streets, in parks and plazas, and in the spaces between buildings. It is what a collective group of people create when they live their lives outside of their homes, workplaces and cars.
Visitors interact with the public spaces of Third Street Promenade in ways that are unique to its location, and much insight about its design can be gained by studying patterns of daily life on and near the street. Studying public life allows the social life of Third Street Promenade to be understood in the context of Downtown Santa Monica, while identifying important insights about its strengths and weaknesses by comparing this data with similar pedestrian streets around the world. This section includes information gathered throughvolumecountsofpeoplemoving(animportanttaskthathasbeensupplementedherewithdatafromdigitalsensors)andprovides a snapshot of how people use the space, who visits, why and how often they visit, and how they arrived. The following insights about public life provide a glimpse of what’s working and locate opportunities for improvement.
35Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Public Life Survey Methods
A group of volunteers were deployed over two days during the height of the 2018 holiday shopping season to record patterns of public life.
From 10am to 10pm on Thursday, December 13th and 8am to 10pm on Saturday, December 15th, observational surveyors recorded volumes of people moving, including which ‘mode’ (foot,bike,etc.)theywereusing;theageandgenderofpeoplemoving;andtheactivities,posture,ageandgenderof people staying on each block. Intercept surveyors also tasked visitors with an anonymous survey that asked a variety of questions relating to users’ experience of and relationship to the space, and their demographic information. Below are some of the findings and insights from this survey.
Mode of People Moving Age + Gender of People Moving
Intercept SurveysStationary Activities
36Promenade 3.0 — Part 1: Needs Assessment Report 14 February 2019
Public Life insights for Third Street Promenade:
Third Street Promenade knows retail
Third Street Promenade attracts a young and diverse audience
People come from all over the world, but mostly from nearby
Santa Monica is a hub for active mobility
The space is so successful that nobody stops to stay
The people that do stop, stop where they are invited
Third Street could be a Third Place
It is a strong spine that could be a part of a strong network
1
2
3 7
8
5
6
4
Yet it lacks local retail offerings
This should be leaned into!
And they want more than just shopping
But there are opportunities to invite for more well-rounded patterns of daily life
This could mean that people are overwhelmed by the crowds. It could also mean that there aren’t enough invitations to stay
And this varies from block to block
People who spend a long time on Third Street Promenade should be met with amenities that encourage them to stay in public space
There is room for activity to spill beyond Third Street Promenade, AND there are opportunities to borrow from the successes of surrounding streets
Top Related