California Centers

JAN 2018

California Centers Magazine serves retailers, developers, shopping center owners, investment sales brokers and tenant representation firms throughout the state of California.

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Page 24 of 36

22 California Centers Magazine | January/February 2018 C C media, artist partnerships like the Shepard Fairey mural, block parties and more." District La Brea has undergone sig- nificant improvements that highlight each of the 11 buildings' unique char- acteristics, including wood truss ceil- ings, exposed bricks and steel beams and distinctive storefronts. As hard as it is to turn spaces that formerly housed printing shops and automobile dealerships into a creative collective of retail, dining and office showrooms, it's even harder to trans- form a retired cruise ship and its sur- rounding area into a thriving district. But that's exactly what Urban Com- mons is doing in Long Beach. The privately held real estate in- vestment and development firm has assumed the 66-year master lease of the historic Queen Mary, which is docked in Long Beach Harbor. Urban Commons is currently underway on a multi-phased transformation that will include a $15 million renovation of the entire Queen Mary, as well as the development of an all-inclusive enter- tainment destination on the 65 acres of surrounding waterfront land. "Urban Commons envisions Queen Mary Island to be an all-inclusive wa- terfront entertainment destination that will pay homage to the Golden Age of the luxury liner while bringing to life a thoughtfully curated collection of music, entertainment, dining, retail and adventure offerings," says Dan Zaharoni, chief development officer of Urban Commons. "Queen Mary Is- land will truly be the first-of-its-kind entertainment destination in Southern California." Queen Mary Island will feature a 2,400-foot-long waterfront boardwalk accentuated by shady green spaces, art-inspired outposts and gardens that lead to several retail boutiques, dining concepts and an outdoor amphithe- ater. The project will also house the first Urban Adventure in North Amer- ica. This 150,000-square-foot, multi-ac- tivity concept will contain as many as 20 sports and adventure activities. Like Madison Marquette, Urban Commons is dedicated to preserving the area's heritage while ushering its uses into the next era of retail. The pe- destrian- and bike-friendly passage- ways will be lined with interactive ki- osks that detail the ship's long history. "The Urban Commons team has been fascinated by the ship's history for years, and we were immediately intrigued when the opportunity arose to become part of the Queen Mary's fu- ture," Zaharoni says. "We recognized the tremendous potential to enhance the draw of this special location and create a real entertainment destination in the heart of Long Beach. We see this as a once-in-a-lifetime opportunity for our team to ensure the Queen Mary's next 80 years are as bright as the past 80. With urban architecture seamless- ly complementing the ship's glorious past, we're bringing a piece of history into the future." The efforts don't end when the boardwalk does, however. The firm is also modernizing the Queen Mary's interior spaces, including the 346 original first class staterooms and nine suites, with an anticipated grand opening of 2023. The ship will receive new carpeting, modern lighting and refurbished millwork consistent with the Queen Mary's original design. Urban Commons and architect Gensler will also turn their attention to the vessel's public spaces, event spac- es and restaurants. They plan to create new social hubs at each end of the ship that will attract Millennial audiences. Technological advancements will fur- ther play a role in the interior reno- vations as Urban Commons develops creative solutions that attract today's tech-savvy guests. "Urban Commons realizes that mixed-use developments need to dou- ble as an entertainment attraction to entice larger audiences, especially Mil- lennials," Zaharoni notes. "With the rise of ecommerce and delivery ser- vices, it has become harder to attract consumers to shop, dine and engage locally. We understand the importance of creating an all-encompassing expe- rience for the community." The Queen Mary will soon have its own island and adventure park. A new Nordstrom offers manicures, but no merchandise. Fred Segal is design- ing your Mother's Day bouquet along- side your jeans. An old printing shop on La Brea will now fix those pants you ordered online. LA may be the place of dreamers, but these shopping center owners and brand concepts are embracing the new retail reality in La La Land and beyond in 2018. CC Nordstrom Local is a 3,000-square-foot store that offers several services, including in-store pick-up of online orders. The store is located near Melrose Avenue on Melrose Place.

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