A Beach Club for the People

By Ann K. Williams
Staff Writer

January 12 -- Santa Monicans whose fantasies include lounging by a 1930’s tiled pool in the lap of old-style Hollywood luxury got one step closer to having their dreams come true Tuesday night.

That’s when the City Council approved the schematic plan for the renovation and transformation of the beach villa newspaper tycoon William Randolph Hearst built for his paramour Marion Davies.

The City is partnering with the State of California and the Annenberg Foundation, which put up $21 million for the project, to convert the run-down villa to the public use City officials envisioned in 1999.

Renderings of 415 PCH Beach Club courtesy of Douglas Jamieson & Frederick Fisher and Partners

If all goes as anticipated, the site will open to the public in three years.

“This is one of the most important public/private partnerships anywhere in the state of California,” said Leonard Albee, managing director of the Annenberg Foundation.

“I’m thrilled that (the design) reflects the history of the site and prior uses on the site,” said Council member Kan Genser. “We are in a very, very fortunate place here.”

The plan includes restoring the original pool and “North House” -- still standing, though damaged in the 1994 Northridge earthquake -- as well as adding new elements that will echo the original structures.

Amenities will include:

• The Julia Morgan designed pool featuring colorful tiles and marble paving.
  
• A pool house with a second story deck overlooking the beach,
  
• The rehabbed North House with historic features that include hand painted tiles and a crystal entry chandelier,
  
• An “Event House” with room for up to 200 guests, and an adjacent “Event Court” for outdoor gatherings,
  
• A beach recreation zone for volleyball, paddle tennis and children’s play equipment,
  
• The Back on the Beach café,
  
• Three parking lots, with a total of 280 spaces, and
  
• Landscaping that includes rows and groves of palms and other trees.

As always in Santa Monica, sustainability is a key word, and Lead Architect Frederick Fisher said he is planning with a silver Leadership in Energy and Environmental Design (LEED) certificate in mind.

Also as always, there were neighbors to appease as the council got ready to make their decision.

Several homeowners who live nearby said the plans for the facility would result in dangerous traffic, in a “homeless haven,” and violate Proposition S, a measure that prohibits “food service” outlets on the beach.

After listening to their complaints, Council member Bobby Shriver directed staff to meet “promptly” with Palisades Beach homeowners to make sure their concerns were addressed.

City Attorney Marsha Moutrie weighed her words carefully as she advised the council that the “stated purpose” of Proposition S is to “avoid proliferation of excessive hotel, motel and large restaurant development.”

Plans for 415 Pacific Coast Highway (PHC), as the project is known, allow for the possibility of a kitchen where group meals can be prepared for gatherings like wedding receptions, which might be allowed to rent out the Event House.

Traffic, parking and alternative transportation were discussed at some length.

“I see lots of lots,” Council member Kevin McKeown said. “One-half to one-third is surface parking.”

McKeown wanted to make sure that plans would include alternatives like shuttle buses for “people who can’t walk far, who don’t want to drive” to get to the facility.

Planners assured the council that the City is working with Caltrans to get a full signal installed at the entrance to 415 PCH.

Concerned that the City Council in their role as client might not have sufficient opportunities to evaluate the project, Genser added language to the motion that requires the planners to add an extra trip to the council for review this summer before final approval next fall.

Referring to the exterior of the new public library, Genser said that while he wasn’t saying its critics were right or wrong, the council as client should have more control over the plans as they evolve.

Now that the council has approved the schematic plans, the project will go before Planning Commission in February and the Landmarks Commission in March.

For further detail, see the January 10 staff report.