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Being Alive People with HIV/AIDS Action Coalition,
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323.874.4322
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Entéra - the Artist
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805-565-9492
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323-937-2122
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Out of the Closet Thrift Stores
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323-848-9760
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Melrose project needs zone amendment
06/03/2012
By WeHo News staff, West Hollywood, California


Artist concept of the 8711 Melrose showroom.

A development at the corner of Melrose Avenue and San Vicente Boulevard, next to West Hollywood’s new parking garage/library is up for a public hearing tonight at city council in order to gain a zone text amendment.

The project, at 8711 Melrose Avenue, is an approximately 23,045 square-foot, two-story (with partial third story) commercial structure designed as retail and wholesale design showrooms.

The project would also include a 9,677 square-foot outdoor terrace that would be designated as wholesale design showroom for outdoor furnishings.

The project requires a Zone Map Amendment to include the property within the Avenues Bonus Overlay Zoning District.

The Planning Commission approved the project at its May 3 meeting, but neighbors and some commissioners oppose granting this project special status under the new “Avenues Bonus” passed by council as part of the General Plan.

According to the staff report, the project requires a zone text amendment and zone map amendment to establish The Avenues Bonus Overlay Zoning District and include the property within the Overlay.

The project also codifies The Avenues height and density bonus as established by the General Plan 2035.

At the Planning Commission meeting in which the zone text amendment got recommended to council, Commissioner Donald Deluccio raised concerns about approving one project and thereby giving “blanket approval to all of the property on Melrose Avenue,” something he does not support.


Artist concept of the 8711 Melrose showroom showing the rooftop sales floor and pool.

Former Planning Commissioner and West Hollywood West Residents Association member (former president) Lauren Meister also expressed concerns about the approval of the zone text amendment.

She told WeHo News, “The Avenues Bonus is supposed to only be allowed ‘on specific parcels based on the parcel’s characteristics, including size, location on the corridor and relationship to residential areas immediately adjacent to the parcel.’”

In addition, she noted, projects in the bonus area are, “also supposed to provide a public benefit.”

To her, the only public benefit comes from the fact that the project stands in front of the WeHo Parking garage, and, “will block the view of the massive and quite ugly garage when looking from the east.”

Her complaints focus on the fact that, as she said, “we were led to believe that the City was going to develop a "specific plan" for Melrose. Had they done so, I would have said that the 8711 Melrose project would be an appropriate place for a height and density bonus -- as long as the bonus was within reason and the use compatible with the Avenues.

“However, since the City did not do a specific plan for Melrose… approving a height and density bonus for this project, as they did with 8564-90 Melrose… sounds like spot-zoning.” 

The implementation chapter of 2035 West Hollywood General Plan calls for the creation of a Greater Melrose Triangle Plan, however, that plan is in the beginning stages and will not be completed for another year.

The applicant, Jason llloulian, has had an application for construction pending before the City for several years, awaiting the adoption of the General Plan so he could take advantage of the bonuses offered under it.

According to the staff report, “the applicant did not anticipate needing to wait another year or more for approval of the Greater Melrose Plan before moving forward with this project, and so the applicant applied for a Zone Text Amendment to implement the Avenues Bonus,” which at the same time will “set forth the criteria for utilizing the Avenues Bonus.

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