In November of 2008, the City council placed a measure on the ballot asking the community to reconfirm the North Beach vision as established in 2005. The community majority voted to support the LAB’s revitalization of North Beach by bringing new amenities and community gathering spaces to the neighborhood.

Below are view simulations from the City’s view consultant, Headrick and Associates. Playa del Norte creates a large raised ocean front terrace with new views for the public to enjoy where only dirt and asphalt currently exists. These public park plazas include gardens with picnic benches, outdoor fireplaces, a small amphitheatre for acoustic concerts, cascading fountains, outdoor dining areas and kids areas.

Before and after images of Avenida Boca de la Playa in North Beach.

Before and after images of Avenida Pico and El Camino Real in North Beach.

After images of Playa del Norte project from the Casino.

In July 2008, City Council decided to put Playa del Norte (The North Beach Project) on the November 4th election as an advisory ballot. Your Yes vote on Measure W will let the CIty Council know ONE MORE TIME* that the community resoundingly wants Playa del Norte to be the community living room with public gardens and newly created ocean views, where currently lies an asphalt parking lot and unused empty dirt lots. As these are the only CIty owned parcels within North Beach, this is the ONLY City opportunity to act as a catalyst for revitalization in North Beach. Other parcels in North Beach are privately held, outside of City control, and have been languishing for decades. When Playa del Norte takes shape, it will be an inspiration to other owners to renovate their properties as well.

Playa del Norte will be a place for the community to gather, enjoy newly created ocean views, support local entrepreneurs and artists. Vote YES ON MEASURE W

 

* (Remember, CIty Council voted unanimously in 2006 for Little American Business (LAB) to begin designing a custom tailored, community oriented center to service residents per the City's Vision Document. Playa del Norte is a public/private partnership with the City of San Clemente.)

 

San Clemente Historical Society's Position on The Lab's Playa del Norte Project in North Beach

"The Society believes that The Lab's Playa del Norte project--- as currently proposed-- is the kind of human scale development that would respect nearby historic resources and encourage long-term preservation of our community's heritage in North Beach."

Mike Cotter, President, San Clemente Historical Society

San Clemente Chamber of Commerce Board of Directors Position on The Lab's Playa del Norte Project in North Beach

Supports a Yes on W vote!

October 7, 2008 Press Release, San Clemente Chamber of Commerce Board of Directors