Copyright2007CityofParamount,California
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Hynes-Clearwaterwasafive-square-mile chunkofSoutheastLosAngelesCountythat, atitspeak,wasoneofthenation’slargestdairy producersandtheworld’sbiggestreceiving pointofhay.Hometomorethan25,000 cows,thecommunitydid$1millionworthof businessamonth–$150,000fromcream alone.
Thebusinessdistrictofthisagriculturalcenter wasfoundalongParamountBoulevard,the streetthatlaterprovidedanameforthe incorporatedcityHynes-Clearwaterbecamein 1957.Asthedairiesthrived,sodidthebanks, grocerystores,pharmaciesandrestaurants downtown.
Butthe1960sand‘70sbecameatimeoftransitionformanytownsinLosAngelesCounty. InParamount,thetransformationpresenteda numberofproblems.Thedairiesweremoving outtoruralareas,takinglargeportionsofthe localworkforce(andlocalconsumers)with them.Meanwhile,nearbycitieswerebuilding suburbanhousingdevelopmentsandregional shoppingmalls.Thesmallmerchantsof ParamountBoulevardsufferedfromthecompetitionbadly;manyclosedorleft.
Inaddition,manyoftheusesreplacingthe dairylots,suchasautowreckageyardsand construction-relatedenterpriseswereproneto blight.Thecombination-relatedenterprises
werepronetoblight.Thecombinationof merchantflightandindustrialsprawlcreateda cityonthevergeof–andinsomecasesover theedgeof–urbandecay.
Cityleadersknewthatactionwasrequiredto keepParamountfromfallingbeyondrepair.A redevelopmentAgencywasformedin1973to createfinancingoptionsfortherevitalization ofneglectedsectionsoftownlikethedowntowndistrict.
Whenfocusingondowntown,theCityfaceda dauntingdecision:Doyourefurbishwhat’s thereorstartoverfromscratch.Inthiscase,
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Betweenthepost-waryearsandthe1960s, Paramountwasathrivingtownthatevolved fromamajoragriculturalcentertoasuburb withanindustrial,commercialandresidential base.
But,aswithmanyLosAngeles-area“rust belt”cities,bythe1980sblight,flightand othersocialillshadravagedParamount, leavingadeteriorateddowntowncorridorand causingthefederalgovernmenttodeclarethe Citya“disastersuburb.”
TheCitymovedforwardwithinnovative planning,hardworkandredevelopment efforts,andbythe1990s,Paramount’sdowntown(asseentoday)hadcometoreflectthe transformationthatwastakingplaceacrossthe entirecommunity.
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NORTHWEST CORNEROF PARAMOUNT BOULEVARD AND JACKSON STREET
SOUTHWEST CORNEROF PARAMOUNT BOULEVARD AND JACKSON STREET
BEFORE
NORTHEAST CORNEROF PARAMOUNT BOULEVARD AND JACKSON STREET
PARAMOUNT BOULEVARD NORTHOF JACKSON STREET
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theexistingbuildingstockwasunattractiveandrundown.Also,atthetime,popularretailersusuallywere lookingfornewconstruction.Sowithonemighty swoop,theolddistrictofthreecityblockswastorn down.Continuingitssensitivitytomerchantsand propertyowners,theCityprovedverygenerouswhen buyingpropertiesorrelocatingbusinesses.Allaffected partieswereeitherwillingsellersoroptedtostayand participateinthenewdevelopmentoftheCity.
Bythemid-1980s,TownCentersEastandWesthad opened,anddowntownParamountwasonitswayagain tobecomingavibrantbusinessdistrictservinglocal residentsandworkers.Anditspositiveinfluencehas spilledovertomanyotherpartsoftheCity,with tangibleresults:the1990ssawretailsalessoarby49%. Duringthatsameperiod,thesalesincreaseforallofLos AngelesCountywasonly24%.
TheParamountPondwasacreativesolutiontotwothorny problemsintheCity’sdowntown–thelackofatrue publicplazaandtheexistenceofavacantlotthatresisted yearsofdevelopmentefforts.Bymakingthefirstmove andcreatinga“there”there,theCitynotonlyprovideda unique,relaxingandartisticspaceforthecommunity, butalsoattractedthreenew,successfulrestaurants,which subsequentlyhavemadethePondanevenmorepopular placeforthecommunity.
ThePondislocatedoneblockfromtheiceskatingrinkbuilt byFrankZamboniin1940,wherehelaterinventedthe worldfamousZamboniIceResurfacingMachine.ThePond hasbecomeanintegralpartofthedowntownandtheCity –acelebrationofParamount’srichiceskatinghistorythat willserveasanassetlongintothefuture.
Paramount’s“civiccenter”wasapatchworkthathaddeveloped overanumberofyears.CityHallwasbuiltin1963,thecounty libraryin’68andthecommunityhospitalthreeyearslater.These threeentitiesprettymuchstoodindependentlyofeachother,had noconnectivetissue,saveforalarge,unattractiveparkinglot.
Allthischangedin2004whentheCivicCenterwas“unified.”Itis nowabeautifulbotanicalgardenspreadoveranacrewithasystem ofwalkingpathsthattraverseanintricatedesignofnative Californiandrought-resistantplants,flowersandshrubs.Avisitorto CityHall,enteringonthenewCivicCenterDrive,passesanelegant rowofCanaryIslanddatepalmsandisbroughttoadramatic
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fountaincascadingintoapondfullof koiandbloominglilies.Spreadthroughoutthecolonnadeoftheplazaitself–whichislinedwithMexicanfanpalms, crapemyrtlesandtiputrees–aregroups ofbenches,andthevisitor,choosingto strollorsitandrelax,isserenadedby recordingsfeaturingasoothingmusical style.Asecondfountain,withdancing waterschoreographedbycomputer, bookendstheplaza.
Now,theheartofthecitysymbolizes thecreativeenergythatdefinesthe characterofParamount.It’salsoan attractiveassetusedandenjoyedby residentseveryday.
“HayTree”Named StateHistoricalLandmark
TheentireblockthatcontainstheCivicCenterandhospital playedanimportantroleintheCity’shistoryasadairyand hayleader.BackinthedayswhenParamountwasknownas Hynes-Clearwater,hugetrucksloadedwithhaydroveinto towneverymorning,anddairyfarmersfromfarandwide wouldcometobuythefeedfortheirherds.Thisareawas thelargestreceivingpointforhayinthecountry.
Oneofthebiggesthaydealersinthestate,Western ConsumersFeedCompany,haditsheadquartersinabrick buildingthatstillstandsadjacenttotheCivicCenter.Next toWesternConsumerswasa50-foot-high,120-year-old camphortreethat’sbeencalledthe“HayTree”foraslongas anyonecanremember.Eachdaythehaydealersintown wouldgatherunderitsbranchesandsetthecommodity’s price,whichwasthensenttothemarketsinNewYork,and consequentlyquotedallaroundtheworld.
Asanimportantvestigeoftheregion’spast,theParamount HayTreewasrecognizedbyCaliforniaasStateHistorical LandmarkNo.1038.Thesiteisgracedbymetalcowcutouts andstacksofhaytoaffectionatelyrecallthescene,andis plantedwithrowsofwheat-likeflax.
Citieswithlargeindustrialsectorssometimes allowthemselvestobecomedefinedbythis aspectoftheircomposition.Toooften,the imagethatdevelopsisoneofneglect,asthe streetsandpublicspacesbegintomirrorthe harsherelementsofheavyindustry.
Findingitselfonjustsuchapath,Paramount actedtohalttheslide,believingthateven anurbanmanufacturingcentercouldcontain thefinerelementsofasuburbanplanned community.Bymakingaconsciousdecisionto improvetheCity’sappearance,cityofficials hopedtoraisethebarandspursimilaractions elsewhere.Byredevelopingitsownpublic
facilitiesandspacesfirst,theCitywasprovidinganexampleforprivatedevelopersto follow.
Overtime,avarietyofcarefullydevised programswereputintoplacetore-shape thetown’slook.Frominstalling15acresof landscapedtrafficmediansthroughouttheCity to“hiding”unsightlypropertieswithdecorativewalls,theseinnovativeplanningideas weregroupedasanaward-winningprogram called“ParamountImpressions.”Thecomponentsofthe“ParamountImpressions”program arehighlightedonthefollowingpages.
EverymajorboulevardintheCityhasbeenenlivenedwithlandscapedtraffic medians,oneofthedesigntoolsthathavetransformedParamount’sappearance.
Over$2.5millionofprivateandpublicimprovementsaccompaniedthe constructionoftheHome Depot,inspiringthecreationofanewbusiness corridor.
Therearefewsights–orsites–asdishearteningtolookuponasthetrashstrewnsymbolofeconomicstagnation, thevacantlot.Butwhatsomeviewasa pariah,Paramountseizedasanopportunity.Inanimaginativeapproach,theCity entersintono-costleasingagreements withthepropertyownerstolandscape thelotsforuseassmallparks,accepting liabilitywhilethelandisinthepublic domain.Theownerretainstherightto sellandisrelievedofon-goingmaintenanceheadaches.
Onvacantlotswherethemini-park conceptisinappropriate,theCityinstalls polyurethane,Kentucky-stylefences, whichlendthelotsarural,country meadowfeel.Then,inasaluteto Paramount’sdaysasthehayanddairy capitalofAmerica(usingatouch inspiredbyChicago’spopular“Cowson Parade”),thelotsareaccentedwith life-sizecutoutsoffarmanimals,creatingplayfulurbanspacesalongcity thoroughfares.
Utilityandrailroadcorridorscrisscrossingacitypresentaspecialopportunity forblightedconditionstofester.These openscarsofdirtandweedsoften receiveonlysporadicmaintenanceand arefencedofffromthestreetwithchain link.InParamount,thatwasn’tacceptable.WorkingwithSouthernCalifornia Edison,theL.A.DepartmentofWater andPower,andtherailroads,theCity secured15-footsetbacksattheserightsof-way,builtberms,decorativefencing andhardscape,andlandscapedwith flowersandshrubstohidetheblight.
17UTILITY/RAILROAD SETBACK IMPROVEMENTS
6EDISON
4RAILROAD
7L.A.DEPT. OF WATER &POWER
Inmanycitieswithlarge,agingindustrial sectors,timehasledtoaslow,almostimperceptibledeterioration.Thiskindofdeclineis notrare,butgreateffortsmustbetakento avoidit.Sadly,inmanycases,notenoughis done.Buildingsfallintodisrepair.Windows remainbrokenandfreshcoatsofpaintnever getapplied.Often,crimeratesarehigherin theseareasbecausetheenvironmentalmost encouragesanti-socialbehavior.
Beforeyouknowit,the“bunkermentality” hassetin,whichtaintsevennewconstruction. Developerseschewsuchtouchesaslandscap-
ing,sinceittakesuplotcoverageandrequires maintenance,and“nobodycaresabouttrees andgrasshereanyway.”Windows–tokeep frombeingbroken–areeliminated.Architectural flourishesarefrowneduponasgraffitimagnets.
Thetypeofdownwardspiralhadbegunin Paramount.Butwiththesameresolveitdisplayedimprovingpublicspaces,theCity focusedonthreeareastorevitalizeitsbusiness sector:designguidelines,commercialrehabilitation,andcodeenforcement.
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TheBianchiTheatreselevenscreenmultiplexwasaleadingplayerinParamount’seconomicrejuvenation.UsingtheCity’sarchitectural designguidelines,thedevelopmentincorporatedsuchtouchesasfountains,decorativewallsandlandscapingalongtheadjacentboulevard.
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Specificarchitecturaldesignguidelines weredevelopedthataimfortheupscale lookof“higherend”communities. These,alongwithaDesignReview Boardthatenforcestheguidelinesduringtheplanningstage,counterperceptionsthatan“oldrustbelttown”will acceptjustaboutanything.InParamount, substandardprojectsdon’tgetbuilt.
Walmart,forinstance,openeditsfirst SoutheastLosAngelesCountystorein Paramount.Thecompanyleftbehind itsstandardutilitarianbuildingdesign andfollowedtheCity’sdesignguidelines,thustyingthebusinessintothe “Paramountlook.”
Themostrecentdevelopmentintown, TheHomeDepot,openedinFebruary 2002.Thesite–anotherCitygateway–
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Workingcloselywithdevelopers,theCitylaysoutaclearsetofdesignguidelinesthatincludefeatureslike largesetbacks,generouslandscaping,publicartdisplaysandarchitecturalflourishes.Theseresultinprojects liketheoneshownabove,whichisprimarilywarehousingspacebuilttoresembleaqualityofficebuilding.
TheCityencouragesunique,attractivearchitecturefornewdevelopments,aswiththeJackintheBoxandElPollo LocothatopenedrecentlyalongareinvigoratedAlondraBoulevardonthewestendoftownnearTheHomeDepot.
COMMERCIAL REHABILITATION
PROJECTS SINCE 1985:260
PUBLIC INVESTMENT:$7 MILLION
PRIVATE INVESTMENT:$2.5 MILLION
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Inadditiontostandardurbaninfillprojects,tearingdownoldhomestobuildnew ones,theCityhastakenadvantageofindustrialsitesthathaveeithercloseddownor moved.WiththeCity’shelp,forinstance, oldpetroleumbusinesseswerereplacedby anattractivecondominiumcomplex.Across thestreet,whathadbeenadesolatepipe yardisnowatractofsingle-familyhomes builtbyKaufmanandBroad,oneofthe country’slargestresidentialdevelopers.And soithasbeenwithmanysimilarparcels throughoutParamount.Architecturaldesign guidelinesforthesenewprojectshelp ensurestylisticcompatibility.
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RESIDENTIAL REHABILITATION PROJECTS SINCE 1990:346
PUBLIC INVESTMENT:$3.85 MILLION
PRIVATE INVESTMENT:$1.23 MILLION
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Forexistinghomes,theCityhasprogramsavailabletoimproveproperties andincreasevalues.TheResidential RehabilitationProgramgivesqualifying homeownersgrantstomakeanynumber ofstructuralandcosmeticimprovements. Aseparateprogramoffersre-batesfor roofreplacements.Since1996,roof rebatesworthnearly$50,000havebeen providedtohomeownersthroughout town.
Arathernovelapproachtostopping urbanblightinresidentialneighborhoods –specificallyintheformof chainlink–isParamount’sWhitePicket FenceProgram.Again,theCitycontributesamajorportionofthepurchase andinstallationcosttoreplacefrontyard chainlinkfences.Thenew,sturdy polyurethanefencesarerustandgraffiti resistant,don’tneedpainting,andserve notonlytoimproveneighborhood appearanceandpropertyvalues,but communitypride,aswell.
TotopoffParamount’seffortsattransforming itsphysicalenvironmentandenhancingthe standardoflivingforresidents,theCityhas putaspecialemphasisonestablishinga publicartprogram.Thishastakenmany forms,fromthelife-likebronzesculpturesat theParamountPondtotheconstructionof aseriesoffountainsonstreetcornersand entrypointsthroughouttown.Twenty-six
sculpturesgraceParamount,andalongtheLos AngelesRiverthreeplayfulmuralsofaquatic creaturesfroliconthelevee,biddingwelcome tomotoristsenteringtown.
Withitscalminginfluenceandliberatingeffect onthehumansoul,artisnotjustanembellishmenttotheCity’slandscape;itbecomesa fundamentalcomponentoftheenvironment.
Aspartofanongoingefforttobeautify theCity’sentrypoints,Paramounthas paintedthreelargemuralsontheleveeof theLosAngelsRiver.ApodofwhalesfrolicwhereeastboundAlondraBoulevard enterstheCity.Aschoolofsharks,witha groupoforangeGaribaldi,traverse theeasternembankmentfor300feetat SomersetBoulevard.AndatRosecrans Avenueagroupofseaturtleshasjoined theparade.
Thisprojectisalsoanexampleofthe cooperativespiritbetweenParamountand otheragenciesongatewayimprovements. TheCityworkedwiththeLosAngels CountyPublicWorksDepartmentandthe U.S.ArmyCorpsofEngineerstomake thesemuralshappen.
StreetsandSidewalks
Toupgradepublicspaces,suchasstreetsandparks,
Constructingbeautifullylandscapedtrafficmediansonmajor improvethelookofthecommunity,instillresidentpride,boulevardsmakesasignificantandinstantimprovement.Use andalso“raisethebar”fordesignelementsrequiredof decorativeconcreteorpaversatintersections.Planttrees privatedevelopers. whereverpossible.Enhancecityentrypointswithdistinctive signageandotherdecorativetouches.
PocketParks
ALittleBitCountry
UtilityandRailroadCorridors
Totransformblightedvacantlotsintomini-parks.To
Enterintono-costleaseagreementswithlotownerstoutilizethe increaseparkspaceinbuilt-outurbancitiesatverylow lotaspublicspacewhileitisonthemarket.Stressthatownerwill cost.Involvesnoacquisition. berelievedofallmaintenanceheadachesforthelot.Usually requirescitytoassumeliabilityforlotwhileitisinpublicdomain.
Toprovideotheraestheticenhancementstomitigatethe
Removeanychainlinkandinstallpolyurethane,Kentucky-styleor blightedappearanceofvacantlotswherethemini-park picketfencingaroundlot.Lotimmediatelytakesonaruralfeel. conceptdoesn’twork(duetospacelimitations, Artistictouches,suchasanimalstatuesorcutouts,haybales,etc. contaminationissues,etc.).Decorativetouchesarevery canbeusedtomakethelotlooklikeapastureormeadow. inexpensiveandaddcharacterandapurposetothelot.
To“disguise”uglyutilityandrailroadcorridorsonmajor
Workwithappropriateutilitytolease,obtainaneasement,or boulevards.Utilitycompaniesusuallyleasetheir otherwisesecure15-footsetbacksattheserights-of-way.Install easementareastofarmingorstorageusesandhavefew, landscapedberms,decorativefencingandhardscape.Landscape ifany,developmentstandards.Sincetheeasementsare withflowersandshrubstohidetheusesintheutilityeasements. oftentimesverywideswathsofland,theseunsightlyuses canhaveamajornegativeimpactontheadjoining streetscape.
DesignGuidelines
CommercialRehabilitation
Toestablishstrict,specificarchitecturaldesignguidelinesAconsultantishelpfulhere.Withcommunityinput,ifnecessary, thataimfortheupscalelookofhigher-endcommunities.developdesignguidelinesfornewcommercial,andifdesired, Toensurehighqualitynewdevelopment.Towork residentialdevelopment.Guidelinesshouldbeflexibleandallow againstthetendencyofdeveloperstooffertheleast forchangesandnewideas.Themaingoalisjusttoensurethat expensiveandmostuninspireddesignsbasedonlow enhancedarchitecturalelementsbecomeapartofthedesign expectationsfromthecommunity. requirements.Forexample,dimensionalroofmaterial,orwindow bandingandotherpopoutstoprovideinteresttoanotherwiseflat façade.
Toremodelandrevitalizeexistingcommercialand
ARedevelopmentAgencyishelpfulhere.Createarebateorloan industrialpropertiesonmajorboulevards.Toprovide programtoofferincentivestoolderbusinessesalongmajor designconsistencyandkeepmajorcitycorridorslooking corridorstoremodel.Useanarchitecttodrawarenderingordoa clean,attractiveandup-to-date. photoenhancementshowingthepropertyownerwhatthefinished productcouldlooklike.Makepersonalvisitstobusinessestopitch theprogram.AdvertisethroughtheChamberofCommerce.
CodeEnforcement
Tocreateanexpectationinthecommunitythata
HireCodeEnforcementOfficerstoenforcepropertymaintenance minimumlevelofpropertymaintenanceisrequiredand codes.Officersshouldbewellinformedofothercityprogramsthat expected.Topreventaslowslideintoblightordecay. mightbeabletohelphomeownerorbusinessownerwith Tomaintaintheappearanceofthecity. maintenanceissues.AstrongcommitmentbytheCityCounciland buy-infromthecommunity,aswellasflexible,matureCode EnforcementOfficerswhocanexercisediscretioninthefield,are necessaryforasuccessfulcodeenforcementprogram.
ResidentialRehabilitation; Toremodelolderhomesthatareaneyesoreinthe
Offerloansorgrantstohomeownerstofixupdilapidatedhouses.
RoofRebates neighborhood.Toassistlow-incomeresidentswith Focusimprovementson“curbappeal”itemssuchaspaint,stucco, propertyimprovements.Toprovideanincentivefor roofs,landscaping.Fundingsourcesmaydictatethisprogramcan homeownerstousehighquality,dimensionalroofing onlybeofferedtolow-to-moderateincomeresidents.Grant materialsinsteadofflat,20-year.asphaltshingle. programstendtobemoresuccessfulthanloanprograms,and,in theend,lessworkforthecity.Offerrebatestohomeownerswho arereroofing,conditionedupontheirusing30or40year dimensionalroofingmaterial,ortile.
WhitePicketFences
PublicArtProgram
DowntownPlaza
Toreplacechain-linkfencesinresidentialfrontyardswithProvideaneconomicincentive,suchasagrant,tohomeownersto sturdy,attractivewhitepicketfences.Toimprovethelookremovefrontyardchainlinkfencingandreplaceitwithan ofresidentialneighborhoodsatverylittlecost. attractivewhitepolyurethanepicketfence.Thisprogramworks bestwhenthecitytargetsanentireneighborhoodandhasfences installedonthemajorityofhomesonastreet.Instantlychanges thelookoftheentireneighborhood.Tendstosoftenthelookand distracttheeyeawayfromless-than-manicuredhomes.
Toenhancethelookofthecity.Tosoften“concrete
Ifpossible,establishanartfeeformajordevelopments.These jungle”lookofbuilt-outcity.Togiveresidentssomethingfeesarefoundinmanycities.Usethefundstopurchaseart pleasanttoviewandenjoy.Tocreateasenseofculture piecessuchassculpturesorfountains,andplaceinstrategic inthecommunity. locationsthroughoutcommunity.Dependingonthecommunity,art programscanbeeasyorhard.Ouradviceistokeeptheselection processassimpleaspossible.You’llsoonlearnthateveryoneis anartcritic.
Toprovideapublicspace“anchor”tothedowntownandRequiresaconsciousdecisiontoforegosomepotentialretail createauniqueenvironmentinthedowntownareato spaceinexchangeforadevelopmentthatwillcreatea“paseo” helpattractkeytenants. typeatmosphere,drawingpeopleintothedowntownwhomaynot otherwisecome.Hopefully,theywillshop.
“Thereismuchthislittlecitycanteachits neighborsaboutpersonalresponsibility, respectforothers,optimism,enthusiasm,risktaking,trustandgenerosityofspirit.”
LongBeachPress-Telegram, “LessonsfromaLittleCity,” March31,1997
“Inthisoncerundownandgang-riddenoutpostsouthofLosAngeles,thenewwhite picketfencesborderingfrontyardsonstreet afterstreetarejustonesignofacitywide makeoverthatisaspervasiveastheplummetingcrimerate.”
NewYorkTimes, “ACityClimbsOutoftheDoldrums,” March26,2002
“Thecityhasgonefromdangeranddecayto flowerbedsandStarbucks.”
KCETChannel28,“LifeandTimes,” April8,2002
“Justasimpressiveasthenewsaccounts,and insomewaysmoreso,wasabookletput togetherbythecitydescribingimprovements ...Youhavetoseethemtoappreciatethe changesinParamount,eitherbypayingavisit orbrowsingthroughphotosof‘before’and ‘after.’”
LongBeachPress-Telegram, “PackagefromParamount:ASuccessStory WorthRetelling,”May6,2002
“TheLosAngelesRiver’sconcrete-linedchannelscansummonbleakimages...Butthe southeastLosAngelescityofParamountis offeringadifferentperspectivewitharainbow ofthreemuralspaintedontheriver’slevees...” LosAngelesTimesMagazine,“RiverofDreams: TheCityofParamountHasaVisionThing,” October27,2002
“Today,Paramountisknownforpocketparks andpicketfences...nolongeramodelof suburbanblight...”
LosAngelesTimes,Editorial, April26,2004
“TaketheParamountBoulevardexitnorth fromthe91Freewayoneofthesedaysand you’llseewhatwemean.Atfirsttheboulevardisdingyandsorry-looking,butwhenyou crosstheborderintothecityofParamount you’llbestruckbythedifference:trees,landscaping,nicelookingbuildings,anewlyreconstructedciviccenter,whitepicketfencesinthe residentialareas,pocketparks,andsome whimsicalcardboardcowsproppedupona vacantlot.”
LongBeachPress-Telegram, “ACitywithAttitude;Paramount,Success ComesfromaNon-simplisticApproach,” October19,2003