Hollywood's long-awaited turnaround is due to a number of factors, according to TrizecHahn's Malmuth. He cites the support of Goldberg, the general growth of the entertainment industry, and the formation of a business improvement district in a six-block area centering on Hollywood Boulevard from La Brea Avenue on the west to MacCadden Street on the east.
The business improvement district, known as the Hollywood Entertainment District Property Owners Association, plans to raise $3 million in the next five years. Most of that money will be spent on street improvements, beautification, security and marketing.
"We are trying to achieve a critical mass in Hollywood, not just in massive projects like the Egyptian Theater, but making a difference on the boulevard market banners, benches, street widening, lighting, special trash cans and benches little things that add up to a lot. After a while, you begin to see the changes," says Donna de Bruhl-Hemer, CRA project manager of the Hollywood Redevelopment Project Area.
A new emphasis is "in-fill retail," she added.
The sense of Hollywood as a one-of-a-kind location must be supported by merchants who are unusual, according to de Bruhl-Hemer.
"We don't want mall-type stores. We want unique venues where tourists can buy things they can't buy in Idaho," the redevelopment official said.
- TrizecHahn Centers announced plans for a 210,000 square-foot project for shops, restaurants, and a 12-screen multiplex theater operated by Mann Theatres on Hollywood Boulevard at Highland Avenue.
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