Downtown Art & Entertainment District

In November 2009, the City Council / Redevelopment Agency directed staff to begin promoting Maryland Avenue as a "downtown art and entertainment district” to encourage the clustering of theatres, music clubs, comedy clubs, art galleries and similar uses. Such art, entertainment, and cultural districts are common in many cities, and provide a focus for nightlife and visitor trade. These districts generally have a concentration of theatres, nightclubs, art galleries, music clubs, concept stores, and other venues for live entertainment in addition to spin-off restaurants and bars. The Maryland Avenue corridor was identified by the Agency as the location to promote a focused downtown arts and entertainment district. This two-block district includes the Exchange and Marketplace developments, the associated public parking garages, and a number of vacant properties that create an opportunity for a coordinated re-tenanting and development strategy. The district is anchored at either end by civic and cultural venues - the Alex Theatre to the north and the Central Library and future Museum of Neon Art (MONA) at the south.

At the October 26, 2010 meeting, the Council/Agency directed staff to develop the following legislative incentives and code amendments to facilitate and promote this district

1. Amendments to Development Agreements with the Exchange and Marketplace - Amend Owner Participation Agreements (OPA) and Disposition and Development Agreements (DDA) for The Exchange, Mann Theatre, and Marketplace to allow for types of uses desired within the district, which many currently be prohibited.

2. Downtown Specific Plan Amendments - Minor amendments to the DSP are necessary to implement the proposed district and to designate Maryland Avenue between Harvard and Wilson, the Art and Entertainment District.

3. Conditional Use Permits (CUP) - Draft a set of pre-approved conditions applicable to district CUP requests to allow for coordinated enforcement and administration.

4. Parking Incentives - Explore strategies to minimize parking demands, such as in-lieu fees, universal valet, and shared parking policies.

5. Creative Sign Ordinance - A creative sign ordinance, consistent with goals of the proposed art and entertainment district, could be created for Glendale.

6. District License Procedures - The success of an entertainment district will rely heavily on the reputation and skill of the operators and promoters of the district venues. In order to ensure basic minimum standards of quality and professionalism, cities known for their entertainment venues (West Hollywood) have a program to license and monitor operators and promoters. A licensing program similar to this can be applied to Glendale to ensure a safe and successful entertainment venue.

Other Incentives - A variety of incentives and opportunities exist for the district such as a façade and tenant improvement program and fast track plan check.

March 8, 2011 - Joint City Council & Redevelopment Agency
Amendments to the Downtown Specific Plan, Zone Text Changes, Title 5 amendments related to the Downtown Art & Entertainment District, resolution establishing new fees associated with Creative Signs and Special District Licensing, Agency motion approving economic development incentives
Agenda
Staff Report

February 16, 2011 - Planning Commission
Miscellaneous revisions and minor cleanups
Agenda
Staff Report

November 17, 2010 – Planning Commission Study Session
Expansion of Urban Art requirements for installation of public art
Agenda
Staff Report
Presentation
Minutes

October 26, 2010 - Joint Meeting of the Glendale City Council and Glendale Redevelopment Agency
Staff request for direction on the art and entertainment district
Agenda
Staff Report
Presentation
Minutes

November 3, 2009 - Joint Meeting of the Glendale City Council and Glendale Redevelopment Agency
Staff request for direction and feedback on creating a "downtown entertainment district"
Agenda
Staff Report
Presentation
Minutes

Art & Entertainment District Renderings
Downtown Specific Plan
Downtown Mobility Study