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Planning Commission CITY OF LAGUNA BEACH COMMUNITY DEVELOPMENT DEPARTMENT STAFF REPORT AGENDA ITEM: No. 6 DATE: 10122108 TO: PLANNING COMMISSION CASE: Conditional Use Permit 08-30 APPLICANT: Melrose Place LOCATION: 361 Forest Avenue, Suite 101 (Landmark Plaza) APN (641-266-17) ENVIRONMENTAL STATUS: Categorically Exempt, Class 1 PREPARED BY: Martina Speare, Planning Technician (949) 464-6629 REQUESTED ACTION: The applicant requests approval to operate a retail store specializing in women's and girls' clothing and accessories at 361 Forest Avenue, Suite 101. BACKGROUND: On September 10, 2008, the Planning Commission reviewed the application for Conditional Use Permit 08-30 and continued the item to the October 8, 2008, Planning Commission meeting. The Planning Commission was concerned with the lack of uniqueness of the product line and requested that the applicant revise her application to show how the proposed merchandise would be distinct. The Planning Commission also requested that the applicant provide a detailed description and photos of the proposed merchandise and requested that the applicant collaborate with other stores in the downtown to verify that the proposed merchandise will not duplicate what is already existing. The September 10, 2008, Planning Commission minutes are attached in Exhibit B for reference. On October 8, 2008, the Planning Commission continued the application to October 22, 2008, at the applicant's request, because the applicant was unable to attend the October 8,2008 meeting. STAFF ANALYSIS: The applicant has revised the application and has described the proposed use as a women's and girls' (ages 7-14) clothing store specializing in clean, tailored, European and upscale clothing. The boutique will cater to the "mature, career-minded and sophisticated resident and visitor." The proposed distribution of merchandise remains at 80% clothing and 20% accessories. At the September 10, 2008, Planning Commission meeting, the applicant indicated that she could agree to a condition that 25% of the merchandise be private label clothing. The Planning Commission also suggested that the applicant increase the amount of girls' (ages 7-14) clothing to 30%. The applicant did not object to this but did not modify the Conditional Use Permit 08-30 October 22,2008 Page 2 application to reflect these suggestions. Therefore, staff has included conditions as agreed to by the applicant at the September 10,2008, meeting. The applicant did not indicate that she worked with the other stores in the downtown to compare the proposed merchandise; however, the applicant states that she has done extensive research and is proposing to carry merchandise that is not currently represented in the downtown. The revised application materials are attached in Exhibit A. The applicant is proposing a mix of merchandise that appears not to be currently available in the downtown. Currently, "tween" clothing is not readily available and the applicant is proposing to fill that void by offering girls' (ages 7-14) clothing. The other proposed merchandise is unique in that it will cater to the career-minded woman and will be sophisticated, tailored and classic and at least 25% will be private label clothing. Staff has concerns about enforcing these conditions because defining sophisticated, tailored and classic clothing is subjective. However, the photographs of the merchandise will assist in providing guidance to what is intended by the Commission. However, staff is not clear on whether casual clothing such as jeans, shorts and t- shirts are permitted, and if so, how much. Staff would suggest including a condition that a percentage of displayed women's clothing be specified for both categories. However, unless these types of clothing are segregated it will be difficult to enforce. The Downtown Specific Plan encourages independently-owned and operated businesses that offer unique merchandise because they enhance the village character of the downtown. The proposed use is consistent with the goals and policies of the Downtown Specific Plan, in that the use will offer a unique mix of merchandise, will not create a cumulative effect of similar uses and will maintain the balance of resident- and visitor-serving uses. RECOMMENDATION: Staff recommends that the Planning Commission approve Conditional Use Permit 08-30 subject to the conditions in the attached resolution. ATTACHMENTS: Exhibit A: Revised Application Exhibit B: 911 0108 Minutes Exhibit C: 911 0108 PC Staff Report Resolution Melrose Place, Women (& girls) will offer downtown Laguna Beach a unique lifestyle boutique, consisting of recognized brands, for mother and daughter. The proposed space will cater to the mature, career-minded and sophisticated resident and visitor. Melrose Place, Women will offer its clientele a tailored, clean, and price conscience product, with a small department store feel. The proposed use will continue to cater to the business-woman, who regularly shops at this location, seeking comfortable, practical and affordable outfits. See attached photos for exact descriptions, concept and brands. The girls department will consist of similar brands and cater to the 7-14 age range. Also, see attached Melrose Place would like to propose the use of a woman's and girls clothing, in replace of an existing women's CUP (04-45). This women's & girls store will consist of 80% clothing and 20% accessories. The proposed use WILL NOT be increasing the number of existing women stores in downtown Laguna Beach, only modifying an existing women's store. The proposed use will continue to maintain a balanced mix of uses that serves the needs of both local and non-local populations. We have found through extensive research, what we believe to be the best new products available in Laguna Beach, and NOT currently represented in any other store. We would like to continue the uniqueness that our men's stores have become well known for. We would like to cater to the spouses and daughters of our existing clientele, and create a lifestyle shopping experience for the entire family. RECEIVED Brands may change.. ..concepts and lifestyles don't. OCT 0 9 2008 City of Laguna Beach Zoning Division June 15,2008 To Melrose Place, Laguna Ted Baker, London would like to congratulate you for being a consistent buyer for the past 3 years, in Laguna Beach. You have demonstrated that you are high quality retailer and the Orange County local is very lucky to have you as a specialty store. We would like to offer you the exclusivity of our women's division. which has never been represented before, in Laguna Beach. Our women's division is of high- quality- fabrics and unique prints fiom Europe. We cater to the sophisticated and mature woman, who is looking for fashion. comfort and quality Our look can be transposed fiom office to dinner party, with the addition of our hand made accessories. We welcome you to visit our Los Angeles showroom, and view the new fall line. I can be reached at (21 3) 452-2990 Respectfully, Michael Cesena SM2 BCBG Max Azria and The Vault! - 'AT&T Yahoo! Mail' Page 1 of 1 BCBG Max Azria and The Vault! Wednesday, September 24, ZOOS 3:23 PM "rorn: "Tracy Engel~en"[email protected]> To: [email protected] Hi Gila, Thank you so much for thinking of BCBG Max Azria for your upcoming new store for women in Laguna Beach! I am thrilled at the prospect of doing business together and very much look forward to seeing you in a couple weeks to present you with the line. Congratulations again on opening yet another store. It is so exciting. Feel free to contact me anytime at my be1 Cheers, Tracy Tracy Engelien GGGGMAXAZRIAGROUF Account Executive - Specialty California Mart - Suite B571 p 323.476.4981 f 213.244.9140 [email protected]~rn Approved Women's Brandsb DKNY Ted Baker 3CBG 3uess? 'urr fuicy Couture IBS Iiesel teport Collection tebel Spirit WLCAGE The girls department wal consist of similar b211& and cater to 9 Pi4 ClIESEl I.A. SHOWROOM Dear Gila and Johnny, Congratulations on your newest location at the Beverly Center. We are very excited about out new partnership expanding into the kids division. As mentioned, our Diesel Adult store in the Beverly Center receives requests for Diesel Kids apparel daily, now you are so convenient for them to direct their business to, The store looks amazing, and is very ii~vitingfor kids of all ages, as well as those young at heart. The Beverly Ca-lterneeded a kids concept store for quit some time. We are very exdted to be apart of you success in both Beverly Center as well as the Mens locatiom. we hopeto expand our partnership with into your new Laguna Beach location, Diesel Kids is not present in any specialty childrens boutiques in LamaBeak zBFiiEl~ Diesel Kid adopted a free spirited attitude, enexgy and character. It is a unique European brand recogmized worldwide, We are confident that. this will be carried out h your potential new location in Laguna Beach, as your concept carries a uniqueness all its own. We wish you continue( Irene Terrones DIESEL Kids West Coast Sales 310-652-2322ext 200 irene terronesOdiese1.c 4. Conditional Use Permit 08-30 to allow a retail store specializing in women's and girls' clothing and accessories at 361 Forest Avenue, Suite 101. Commissioner Johnson stated that she asked that this item be pulled from the Consent Calendar because women's clothing stores were at a saturation point when the former Black and White store was approved. This store was allowed because it was viewed as unique. She did not believe this application was unique and thought the Commission should hear from the applicant regarding the proposed merchandise. After ascertaining that the applicant would be arriving at the meeting in a few minutes, the Commission temporarily continued the matter to wait for the applicant's anival.
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