NOLA L. SARKISIAN
Staff Reporter
Two tiger-headed mannequins in the window seem to stand guard over the newly opened Heaven 27 boutique.
Considering its location on Yucca Street once one of Hollywood’s most notorious centers for drug deals a little extra security might not be a bad idea for the shop, which is co-owned by Sophia Coppola, daughter of film director Francis Ford Coppola.
But Coppola and fellow owner Stephanie Hayman, both 27, are convinced that the street is on the rebound. They opened their store two months ago with the hope of creating a trendy destination off the beaten path.
“We didn’t want to be part of Beverly or Melrose surrounded by 100 other boutiques or other eyesores. People think (Yucca) is an underground thing and it’s cool to come here,” Hayman said. “We haven’t had any problems and we know people will seek us out.”
It’s another example of an ongoing renaissance that’s taking place in portions of Hollywood. While much of the attention has focused on high-profile projects, such as the Hollywood and Highland development, other areas are slowly attracting interest from retailers and investors.
What’s happening on Yucca is especially striking because the area has long been plagued with crime. As far back as the early ’90s, more than 200 property owners formed the Yucca Corridor Coalition, which took steps to improve the street, ranging from installing three surveillance cameras to hanging banners reading, “Do Drugs, Go to Jail.”
The group also was instrumental in erecting barricades to divert the stream of motorists who made quick stops in the neighborhood to buy drugs. The barricades created one-way streets to stop cars that were exiting Highland Avenue off the Hollywood (101) Freeway.
Still, there continue to be precautions. Customers at Heaven 27 are buzzed in through a security door to the 500-square-foot shop, which features cubicles of neatly folded T-shirts, sweaters and underwear. Prices are not low: Skirts go for $85, dresses for $95, and an exclusive Parisian line called A.P.C. features handbags for $80, jeans for $110 and denim jackets for $160.
“You need something different to stand out from the competition in terms of location and ambience. You need to have a story to tell to justify your high price points,” said John Tronson, partner with brokerage Ramsey-Shilling Co. “The area’s on the comeback, but it’s got that allure or risk. It’s not a bad move.”
Though lease rates have been rising in the area, and now run from $1.40 to $1.80 per square foot, they remain a bargain compared with, say, Robertson Boulevard’s $6 per square foot range.
Neighbors of Heaven 27 say that being located on the fringe has its benefits.
Capezio has sold dance shoes, tights and costumes for the past 40 years at the corner of Yucca and Vine. During the past decade, sales have consistently increased. And last year, the shop completed a $100,000 expansion, from 600 to 2,800 square feet.
“It’s a show of faith in the area. Our corporate company wanted us to move to the Westside, and I fought to remain in this location,” said Capezio manager Maria Hall. “We’re a destination shop. People know we’re here.”
City officials cited the Halifax Building at 6376 Yucca as one example of the success at improving the neighborhood. Years ago, drug sales were prevalent and many of the 79 small apartments were overcrowded, according to Roxana Tynan, Hollywood economic director for Councilwoman Jackie Goldberg.
With the help of Westwood-based O.N.E Co., a developer of affordable housing, the building was converted to 46 units, each with up to four bedrooms.
“It’s now a very good, peaceful development. It’s all leased to people earning less than 50 percent of the median income,” said Mary Jane Waggle, the company’s chief financial officer.
Such efforts throughout Hollywood have helped produce a 65 percent drop in crime in the area, said Tynan. “Yeah, you can still find drug dealers, but the difference is night and day. You have an awakening community that is in constant contact with us. Problems don’t fester, they’re immediately identified and resolved.”
The improvement is attracting businesses like Heaven 27 and TV is OK Productions, which moved from Beverly Boulevard to a 7,000-square-foot building three years ago.
Harry Arends, a company producer, said he was drawn to buy the building because of the area’s freeway accessibility. “It’s convenient to my house and to our vendors in North Hollywood and Burbank,” he said. “Why not work near where you live?”
