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Project roadmap for 2016 and beyond

This project is funded by Councilmember Joe Buscaino and led by LA-Mรกs in partnership with the Wilmington community.

TABLE OF CONTENTS Background And Process


Community Findings


Potential Strategies


Potential Resources


Next Steps


BACKGROUND & PROCESS What is on Avalon? To enhance the safety, experience, and vibrancy of Avalon Boulevard between Harry Bridges & I Street, On Avalon is an effort to engage the Wilmington community in a strategic conversation about the future of its commercial corridor. To provide new opportunities for community input, three pilot projects were developed – each featuring physical installations and programming. Together, these pilot projects demonstrated how low-cost solutions and new partnerships have the potential for high-impact and long-term change. Based on feedback collected over the course of the summer and fall of 2015, this Project Roadmap provides an overview of community values and priorities, as well as potential solutions for new improvements and programs along Avalon Boulevard.


Project Timeline

ON AVALON Phase 1: Project Roadmap mAy 2015 Strategic Planning










dECEmBEr Phase 2: IMPLEMENTATION january 2016 Project development February

Trash Cans


Street Lighting






BuSiNESS makeover

BuSiNESS COncierge


Why is this project important?

5 Avalon Boulevard was once the commercial heart of Wilmington. Although this corridor continues to have businesses and a customer base, its popularity has diminished. Wilmington residents have concerns regarding the lack of activities and safety along the boulevard, especially south of Anaheim Street. The goal of this project is to reimagine and realize an Avalon Boulevard that reflects the needs and wants of Wilmington residents and businesses. In doing so, Avalon Boulevard can reinstate its status as the economic and social core of Wilmington, strengthening community ties while catalyzing economic development at the service of its residents.

who is involved?

This project was commissioned by the Office of Councilmember Joe Buscaino representing Council District 15 and led by LA-Más, a cross disciplinary non-profit community organization that is design oriented and policy driven. This project featured partnerships with a variety of community partners including the Wilmington Chamber of Commerce, Clean Wilmington, I Heart Wilmington, Wilmington Art Walk, and a handful of small businesses along the corridor - most notably Santa Luna Restaurant, Hojas Teahouse & Cafe, Maya Restaurant, Home & Treasures Thrift Store, and Design Upholstery. As part of the Mayor’s Summer Youth Hire program, LA-Más hired two local youths – Eric Lederhos and Osvaldo Garcia – who served as Avalon Ambassadors for the first two pilot efforts.



How did we do this?

Creating a community vision and action plan requires meaningful collaboration and engagement. This project reflects the belief that planning, research, and design are themselves community endeavors. By relying on both experts in the field and community members working together, meaningful and long lasting solutions can be realized. To ensure the process was inclusive, a bilingual project website – www.onvalon.com - served as a way for community members to stay up to date with the project. All events included English and Spanish interpretation and translation. Over the course of six months, there was a two-part process of 1) research and 2) community engagement. LA-Mås collected a large amount of diverse responses and opinions on what residents would like to see (and would not like to see) on Avalon Boulevard. Below is an overview of the two initiatives:

1. RESEARCH: Getting to Know Wilmington Residents and Avalon Boulevard Starting in May of 2015, LA-MĂĄs conducted over a dozen stakeholder interviews, met with many residents and visitors along Avalon Boulevard, and recorded direct observations on the street. The majority of stakeholder interviewees served as members of the informal Advisory Committee, providing strategic feedback and community outreach throughout the course of the project. Additionally, an open house at Wilmington Town Square Park in July 2015 gave community members the chance to come out and meet the On Avalon team and provide general thoughts on their priorities for the future of Avalon Boulevard. These research methods helped inform the design and implementation of the ensuing community engagement strategy.



2. COMMUNITY ENGAGEMENT: Pilot Projects & Events to Test Ideas Starting in July of 2015, the discussion of what the community would like to see on Avalon Boulevard was further expanded. LA-Mรกs designed three pilot projects to activate the corridor with temporary uses and programs. These physical installations and community events served as the platform for structured feedback and casual conversations about potential physical and programmatic interventions along Avalon Boulevard. Pilot 1 - Landscaping + Small Businesses A temporary installation in front of the Wilmington Municipal Building consisting of over 80 teal planters filled with native drought-tolerant plants and trees demonstrated the impact of beautifying the street. LA-Mรกs designed and built the planters; Clean Wilmington helped to acquire and maintain the plants. To unveil the installation, a small business open house and walking tour led by the Avalon Ambassadors highlighted businesses that Wilmington residents and visitors might not always notice. Teal markers with stenciled icons were also created to help highlight the businesses to those passing by. As a follow up, several small business spotlights were shared on the project website to connect locals with their neighborhood businesses. This effort opened a discussion on how permanent business indicators and facade improvements could highlight the many excellent businesses along the boulevard. In addition, the installation inspired conversations about the potential of additional landscaping and street furniture to improve the pedestrian experience.


How did we do this? (CONT.)

ON AVALON Pilot 2 - Lighting + Programming After hearing significant feedback at the Open House and Pilot 1 that more street lighting was a necessity to increase safety and evening activity along Avalon Boulevard, LA-Más designed temporary lighting solutions. Solar powered, motion sensored lights, along with LED rope lights, lit up the Wilmington Municipal Building and its adjacent parking lot. To complement this increase in lighting and spur evening activity, an outdoor movie screening featured the film “The Book of Life”. The event was especially popular given the free and delicious food prepared by members of I Heart Wilmington and snacks and drinks from Santa Luna and Los Tres Cochinitos. Many residents commented that they would like to see the Granada Theatre reopened or some other form of movie entertainment brought back to Avalon Boulevard. To that end, this event represented a form of programming that is both feasible and desired in the long term. In addition, the pilot demonstrated that lighting is one way to increase the sense of safety along Avalon Boulevard. Pilot 3 – Sidewalk Amenities + The Arts Inspired by the comments from the first two pilot projects, an installation of a dozen sidewalk silhouettes presented potential amenities for the street, including benches, landscaping, wayfinding signage, bicycle racks, and more. Participants were asked to imagine the future of Avalon Boulevard by providing input on the types of sidewalk amenities that could activate the street. A further source of inspiration came from local docent Monica Garcia Massey’s 10-minute talks on the history of Avalon Boulevard and pop-up dining by Hojas Teahouse & Café serving snacks and drinks. To help realize a complete street transformation, an art workshop led by Robert Jones of the Wilmington Art Walk invited aspiring artists of all ages to create artworks that will inspire the graphic design of future amenities on Avalon. This design will be used in future branding opportunities, including corridor signage, trash bins, street banners, etc. Community members voted for their favorite design at the end of the evening. This dynamic event in an otherwise dark and sleepy part of Avalon Boulevard provided a great foundation for the inaugural Wilmington Art Walk that took place a few weeks later. The sidewalk silhouettes represented the range of physical infrastructure that can help incentivize private investment and new businesses.



COMMUNITY FINDINGS The following key values and priorities are a direct reflection of findings from the community research and engagement processes.



ON AVALON The sense of pride and commitment in Wilmington by its residents is palpable and distinct. There are many multi-generational residents that have chosen to remain in the community. As a result, it’s not uncommon for a civic leader to have significant experience in the community in which they were raised. For example, it is almost expected, rather than uncommon, that someone like Rudolph Mendoza, an alum of Banning High School, is now principal. Central to this sense of pride is Wilmington’s deep history, intertwined with the history of the port and physically evident in local landmarks like the Banning Museum and the many historic buildings lining Avalon Boulevard. Wilmington residents honor this history – with port activities and community events - and remain loyal to the past and present culture. Avalon Boulevard represents a unique opportunity to envision and develop a street that Wilmingtonians are proud of because it is rooted in the authentic history and culture of the community.

Socio-economic Diversity

Wilmington may be known for its history of well-paid longshoremen and a port that has created decent middle-income jobs. However, there is also a large low-wage blue-collar community present in Wilmington. While many Wilmington locals, especially those with higher spending ability, leave to San Pedro, Carson, and Torrance for food and entertainment, there are also many Wilmington locals that support the many mom and pop businesses throughout Wilmington. Alma Ortiz, the visionary behind Hojas Teahouse & Café, notes that her customer base reflects the full diversity of the community - from regulars who stop by every day to the single mother who saves enough to frequent Hojas once a week. Hojas Teahouse represents a space that is open and inviting for all of Wilmington; a place where the community comes together, rather than a dividing line between classes and cultures. As Avalon Boulevard evolves, it is important for community diversity to support local small business and perhaps help them grow so that they can serve all of Wilmington while drawing new visitors from neighboring communities and beyond.


Physical diversity

13 Avalon Boulevard occupies a distinctly central location in Wilmington, both physically and culturally. Oriented north-south, it operates as the economic and circulatory spine of Wilmington, with the highest concentration of businesses and historic buildings in the stretch between C and Opp St. The corner of Avalon and Anaheim, the busiest and most pedestrianoriented locale on Avalon Boulevard, is within a mile of a large majority of Wilmington residents and notably the community center and port access at Banning’s Landing. This proximity represents a great opportunity to draw increased visitors to the corridor and surrounding landmarks. The historic nature of many properties along Avalon Boulevard is a resource that, if enhanced and highlighted, could serve as a new and historically rooted image of the community’s commercial core. Additionally, high traffic counts on Anaheim St, Avalon Boulevard, and the Pacific Coast Highway represent an opportunity to capture pass-through traffic that may not typically stop. If successful, local businesses will have access to a larger customer base. Similarly, the walkability and relative affordability of the homes surrounding Avalon Boulevard could provide a competitive advantage for business to tap into local labor and a built-in customer base. The diversity of embedded uses further makes Avalon Boulevard unique. Industrial businesses intermixed with commercial and residential uses often result in less active storefronts and vacancies south of F Street. The result is lower traffic counts, a less friendly pedestrian experience, and increased opportunity for nuisance activities. There is great opportunity to build on the industrial legacy along Avalon Boulevard with enhanced connections to Banning’s Landing, future port investments, and the recently completed Wilmington Waterfront Park.


Improved Safety

ON AVALON The theme that was the most pervasive and prevalent is the issue of safety. In many cases, the negative perception of safety is informed by the absence of infrastructure and the presence of nuisance activities. Issues: • Vagrancy • Vandalism • Graffiti + trash • Marijuana shops* • Lack of lighting • Property crime Community-proposed solutions: • Increased police patrol • More special events • More small businesses • More street lights, especially string lights *Led by Council District 15 and in partnership with LAPD and the City Attorney’s office, many marijuana shops have been closed and only one remains open as of January 2016.

More Businesses

Many residents expressed the need for more retail variety and more shops in general on Avalon Boulevard. In order to encourage Wilmingtonians to stay in the neighborhood for their entertainment and shopping needs, and to draw visitors from neighboring communities and beyond, the following retail services are encouraged to open along Avalon: Food: • Sit down chain restaurants (Denny’s, Coco’s, Carols, Applebee’s, Chili’s, Red Robin) • Fast-food restaurants (Chick-fil-A, Chipotle) • Craft food (brewery, coffee shop) • General food categories: healthy options; late night options • Weekend brunch restaurant Retail: • Clothing stores • Family friendly stores • Home goods stores Entertainment: • Art galleries • Bowling alley • Movie theatre • Youth center Miscellaneous: • Beauty school • Culinary school • Boutique hotel


Sense of Place


Along with the need to feel safer on Avalon Boulevard, residents also expressed a need for an increased presence that celebrates Wilmington’s unique character. Suggestions fall into two categories: Physical Improvements: • Murals by local artists that highlight Avalon’s rich history • Improve industrial storefronts, many of which are blank metal sheets • Street banners that welcome locals and visitors alike • Parklets to enhance public space for people to socialize in • Building facade improvements to create a strong corridor identity • Way-finding signage that highlights historic sites and local points of interest • Enhancements to the southeast corner of Avalon/Anaheim Programmatic Activities: • Corridor branding/visioning • Programming for youth and students • Reopening the Granada Theatre for movies and entertainment • Outdoor seating in front of restaurants • Artistic community space • Restaurant week, also known as ‘Taste of Wilmington’ • Physical activities, such as 5K bike/walk, monthly bike rides




Complete Street Experience

17 In order to enhance the pedestrian experience along Avalon Boulevard, residents chose a variety of improvements they would like to see on the sidewalk. The feedback from Pilot 3 prioritized these investments: • • • • •

Sidewalk dining Bicycle racks Street trees Lighting Potted plants

While there are painted bike lanes on Avalon Boulevard, many complained that the heavy traffic and large trucks that use the street make it unsafe to ride. The following strategies can create a more bike friendly environment: • Parking protected bike lanes • Custom decorative bicycle racks • Bicycle amenities like sidewalk air pumps or tool stations

POTENTIAL STRATEGIES This section outlines a full range of potential strategies divided into broad categories of business support, corridor identity, and street improvements. Often, suggestions for improvements focus on general beautification. Although important, the research and community engagement process highlighted broader issues, such as the need for economic growth and business support, that require a combination of physical and programmatic interventions. Overall, these strategies are informed by the broad range of community feedback and selected for their high impact and feasibility. Some require city leadership, but most can be led by community leaders and organizations. It is important to note that all the strategies presented work best if implemented together. Although each strategy can be pursued on its own and funding restraints require phasing, we encourage a range of strategies from each category.



Business Support Starting a business, or even expanding an existing business, can be a stressful and overwhelming process with red-tape and confusing information. The solutions outlined in this section seek to provide economic development support that prioritize local businesses and remove barriers to entry or expansion. These strategies help create a vibrant corridor on the street and inside the walls of the businesses.


Small Business Concierge Service

Business Makeover Support Program


To incentivize new businesses to open up on To enhance the facade of existing businesses Avalon and to support existing businesses in to help promote both a corridor and expanding their services. individual identity.


A business concierge service would provide a range of wrap-around services for continuous engagement, including information regarding vacancies along the corridor, developing relationships with disengaged property owners, financial resources, community marketing, etc. for those who want to open up a new business or expand their existing business.

A comprehensive effort to enhance facades along Avalon Boulevard can support existing small businesses who have limited presence on the storefront level. A private or public fund could offset costs for potential improvements, including building lighting, awnings, signage, etc. Businesses are expected to contribute some level of investment, either in time or funding.


Encourages local entrepreneurs to consider Avalon Boulevard as the site for their business by providing accessible and affordable (if not free) advice; minimizes barriers to starting a new business; supports expansion and growth of existing businesses; makes it easier for entrepreneurs to become the first ‘new business’.

Builds corridor identity; encourages Wilmington to shop locally; spurs economic development along the corridor by attracting new customers to stores and attracting new businesses to fill the vacancies along the street.


• L.A. City Business Source Center • LA-Más

• Economic & Workforce Development Department • LA-Más


Pop-Up Incubator Space


On Avalon Business Map

Property Business Improvement District (PBID)

To minimize initial risk for opening up To highlight existing businesses along Avalon To establish an ongoing source of funding a permanent storefront along Avalon Boulevard for both locals and visitors alike. for physical and programmatic services Boulevard. geared to support businesses along Avalon Boulevard. A business map that can be a print-out and also posted at the Wilmington Municipal Building and other strategic locations. This business map could also serve to supplement a larger wayfinding system.

Define Avalon Boulevard between C and I street (or beyond) as a business improvement district to fund projects for cleaner streets, façade improvements, corridor marketing, street security, etc.

Promotes and educates locals interested Builds corridor identity by highlighting in starting their own business; encourages businesses that are not easily recognizable or identifiable; increases the customer base for economic development. small businesses.

Improves essential services to ensure a safe, clean street that otherwise could not be funded; encourages increased commercial activity.

Use a vacant store as an incubator space that will provide a low cost way for entrepreneurs to test their business concepts. These popup businesses will also receive business advising as a way to inspire locals to become entrepreneurs.

• I Heart Wilmington • Wilmington Improvement Network • Wilmington Chamber of Commerce

• Wilmington Chamber of Commerce

• Wilmington Chamber of Commerce



Corridor Identity Building corridor identity is a process that requires both physical and programmatic improvements. This combined effort will help create a brand for downtown Wilmington and Avalon Boulevard that is identifiable for visitors and residents alike and draws attention and economic development to the area.


Relocate on Avalon


To bring attention to Avalon Boulevard by To create an easy and supportive system for relocating existing cultural events to the organizing an event on Avalon Boulevard. corridor.


Based on the feasibility of relocating recurring community events, identify potential locations along Avalon Boulevard. For example, explore whether the Farmer’s Market on L Street may be viable on one of the cross streets south of Anaheim St. or in the Wilmington Town Square Park.


Helps redefine the area as a destination Removes barriers for community events for people to go to; supports the business as a way to inspire community building, economy along the corridor. creativity and activity.


• Council District 15 • Wilmington Chamber of Commerce • Wilmington Farmer’s Market

Event Organizing 1-2-3

In partnership with Council District 15, create a simple step-by-step guide that details how to make a special event happen. A great example is the inaugural Wilmington Art Walk, in which the city helped to waive street closure fees and provided resources such as generators, tables, chairs, etc.

• Council District 15 • Mayor’s Innovation Team


Monthly on Avalon


Bike Trains

On Avalon Pole Banners

To establish a regular series of activities that To jump start a bicycling culture that is safe To build corridor identity in a physical and will draw people to Avalon and support the and social. visual manner. existing small businesses located there. Local organizations can rotate sponsoring events at the Municipal Building parking lot, at the Wilmington Square Town Park, or on the street. This could include organizing an Avalon walk, bike ride, Taste of Avalon, etc.

Local organizations can collaborate to program monthly rides; pop-up bike shops, bicycle safety classes, and sale of affordable helmets at farmer’s market. Local ‘bike train’ routes and schedules can be established for students to ride safely to and from schools.

By using the graphic icon inspired by the Pilot 3 design competition on pole banners, a corridor identity is visually created. The graphic icon must be unique to Avalon Boulevard, while being representative of Wilmington. This graphic icon could start on the pole banners but simultaneously adorn other improvements.

Creates community momentum and activity Changes cultural attitudes towards bicycling; along the corridor; adds to the sense of facilitates more bicyclists and make those destination. who already bike safer and more confident bicycling on Avalon Boulevard.

Signifies to drivers, bicyclists, and pedestrians the entrance or length of downtown Wilmington; builds a cohesive corridor identity that can lead to economic activity in the area.

• • • •

• Wilmington Chamber of Commerce • Council District 15

Wilmington Neighborhood Council, Wilmington Chamber of Commerce I Heart Wilmington Council District 15

• • • •

LA County Bicycle Coalition C.I.C.L.E Eastside Ryders Mujeres Unidas



Corridor Identity Building corridor identity is a process that requires both physical and programmatic improvements. This combined effort will help create a brand for downtown Wilmington and Avalon Boulevard that is identifiable for visitors and residents alike and draws attention and economic development to the area.


Wayfinding Signage


To encourage pedestrian and commercial To highlight the creativity of Wilmington activity along Avalon Boulevard south of I locals by providing an ongoing opportunity street while telling the story of the corridor for art display and interaction. through targeted branding and publicity.


Signage that identifies businesses, landmarks, public spaces and cultural centers, and distances and time required to get there using different modes of transit. Embedded in the signage is a corridor branding strategy that could highlight the historic and quaint character of Avalon Boulevard.


Enhances community identity, enhances Invites locals to visit Avalon Boulevard visibility of local points of interest; improves regularly; highlights the creative talent in mobility and access to locations by way of Wilmington. bike and foot.


• Avalon Arts & Cultural Alliance

Wilmington Art walk

Building on the very successful inaugural Wilmington Art Walk along Avalon Boulevard, Council District 15 should continue to support this event with street closures and equipment. A monthly or quarterly Art Walk that allows for local artist to set up booths, coupled with food and entertainment will ensure that locals and visitors alike continue to visit Avalon Boulevard and recognize it as a hub of artistic activity.

• I Heart Wilmington • Avalon Arts & Cultural Alliance





Street Improvements Physical street improvements can beautify Avalon Boulevard, promote a cleaner street and create a more welcoming environment for its customer base. Improvements of this nature require both city leadership to spearhead these projects and assistance from community partners to support the design and maintenance of these improvements.


Street furniture


To promote pedestrian and social activity by To visually enhance and beautify the street, creating spaces to sit and enjoy the boulevard. encouraging pedestrian and commercial activity along the boulevard.


Install benches and seating at bus stops and in front of restaurants. Additionally, parklets in strategic locations in front of transit and dining/entertainment can support this effort.

Install drought-tolerant plants and trees in tree-wells, planters, and in front of businesses. Explore the creation of a Property Business Improvement District to including landscaping improvements.


Increased activity along Avalon Boulevard leads to a street that is safer through “safety in numbers” and “eyes on the street”; the more people and activity along Avalon Boulevard, the safer and more enjoyable the street will become.

Creates a more pedestrian friendly environment; encourages a cleaner, less vandalized street; helps draw attention to businesses.


• Wilmington Chamber of Commerce • Council District 15

• Clean Wilmington • Green Education, Inc.





Trash bins

Bike Amenities

To create a safer Avalon boulevard that is a To allow residents and business owners to To add more bike amenities, such as air pedestrian oriented environment even after maintain a cleaner street. pumps, decorative bike racks, bike corral, dark. etc, to the corridor. Residents especially wanted lighting along the corridor similar to San Pedro’s Tivoli string lights. To that end, adding string lights at nodes along the boulevard, most notably, at Anaheim, F and C St, is a sound first step. It will be important to design a lighting strategy that is different to San Pedro and unique to Wilmington.

Both high-tech and traditional trash bins can help promote a cleaner street. Examples range from solar-powered trash bins to customized off the shelf trash bins that can be made available by Big Belly or the Mayor’s Clean Street Initiative. These pedestrian amenities also serves as a branding opportunity.

Decorative bike racks add to the sense of place. Bicycle parking, air pumps and fix-it stations will incentivize residents to use the bicycle as a viable mode of transportation.

Creates a sense of place and sense of safety; A cleaner street; enhanced sense of place with Encourages active transportation and the use motivates activity on the street at night. featured local art on the body of the bins. of transit.

• Council District 15 • Department of Water & Power • Bureau of Street Lighting

• Council District 15 • Department of Sanitation • Big Belly Bins

• Department of Transportation • L.A. County Bicycle Coalition • Council District 15



Street Improvements Physical street improvements can beautify Avalon Boulevard, promote a cleaner street and create a more welcoming environment for its customer base. Improvements of this nature require both city leadership to spearhead these projects and assistance from community partners to support the design and maintenance of these improvements.


Protected Bike Lanes


To enhance the bicycling experience by To highlight the creativity of Wilmington locating the bike lane in-between the locals by providing opportunities for art sidewalk and parking lane. installations and display.


To be among the first communities in the city to welcome parking protected bike lanes, community support is essential. In order to garner support, we suggest a traffic study by LADOT and a marketing initiative to get businesses on board. The new parking protected bike lane on Reseda Boulevard in Northridge is an example to explore.

Council District 15 and other organizations can sponsor murals and other art installations that represent historical and present day Wilmington. By potentially using the format similar to the Pilot 3 design competition, this can also serve as an opportunity for community building and artistic training.


Increases safety for both drivers and cyclists alike; reduces CO2 emissions; calms traffic; provides a safe, equitable transportation opportunity for those who cannot afford a car.

Highlights the creative talent in Wilmington; builds corridor identity and sense of place; invites locals to visit Avalon Boulevard regularly.


• Council District 15 • Department of Transportation

• I Heart Wilmington • Avalon Arts & Cultural Alliance

Arts on Avalon



POTENTIAL RESOURCES Resources to implement any of these strategies will need to consider both funding sources and organizational leadership. With this roadmap as a guide that features a cross-sector of leadership support, the next step is implement.





33 Private, public, and non-profit resources – coupled with in-kind donation of labor, space, and materials – will be essential. The city can start by offering a combination of funding sources that apply for different projects (such as Community Development Block Grant, Street Furniture Revenue Fund, Mural Fund, and more). There are key opportunities to increase resources by creating the following government enabled systems: Enhanced Infrastructure Finance District, Community Revitalization Investment Area, or Property Business Improvement District. However, the Wilmington community – of private residents, community-based organizations, and local foundations – also have a role to play. The following funding resources should be considered: • • • • • • • •

Organizational Leadership

Wilmington Neighborhood Council Port of Los Angeles Oil refineries community benefits funds Wilmington Chamber of Commerce United Way of Greater Los Angeles Harbor Community Benefit Foundation Community Development Block Grant Local companies: • Juanita’s Foods • SA Recycling • Fastlane Transportation, Etc.

With Council District 15’s ongoing commitment to Wilmington, this office can be counted on to expedite, waive or discount fees and permits. There are key opportunities to increase resources by creating the following government enabled systems: Enhanced Infrastructure Finance District, Community Revitalization Investment Area, or Property Business Improvement District. However, the support of local government only goes so far. The community organizations and local leaders of Wilmington – many of whom are reflected in the Advisory Committee - will also need to identify specific projects to champion. Specific roles includes: • • • • • •

Project management Program development Maintenance partner Fundraising for project gab Ensuring community support Fiscal sponsorship

NExt Steps In order for Avalon Boulevard to become a popular destination for Wilmington residents, a strong partnership between residents, businesses, community leaders, local organizations, and city agencies should be established. Due to constrained resources, only a limited number of projects are initially feasible, but by leveraging partnerships and pooling resources, we can do more for Avalon together than apart. Intended as a living document, this roadmap will serve as a guidebook and action plan for future investments. To stay updated, visit www.onavalon.com




Roadmap Unveiling

37 A draft of this roadmap was presented to the community in early December 2015 in partnership with the Wilmington Chamber of Commerce’s annual holiday mixer. LA-Mås provided an overview of community values and priorities, as well as potential solutions for new improvements and programs along Avalon Boulevard. At the Roadmap Unveiling, the potential strategies were displayed on large boards , and divided into the categories of business support, corridor identity, and street improvements. In addition, four specific strategies – also known as special projects - proposed by Council District 15 were outlined in further detail. Community members were asked to provide feedback on these special projects and sign up for those they were interested in spearheading or supporting. Comments received were supportive overall, and in several cases it was noted that new decorative lighting should be unique to Wilmington (and not mimic the San Pedro Tivoli lighting) and that when installing the new Big Belly trash bins long-term maintenance capabilities should be considered.

Ongoing Invitation to Participate

Of the 18 strategies listed, Council District 15 is committed to implementing these four projects on the following page. For the remaining 14 strategies, this document serves as an open invitation to the Wilmington community to spearhead these initiatives through creative partnerships and innovation. Some of these efforts require city leadership, but most can be led by community leaders and organizations. With a commitment from Council District 15, any community interest to adopt any of the strategies listed here will result in support that could include expediting permits, leveraging City services, advertising regionally, etc. To find out the status on any project, find out who is working on which projects, or sign up for a project, please e-mail info@onavalon.com.


Council District 15 Special Projects

ON AVALON After careful consideration, the following four projects will be moving forward in 2016. They represent a range of strategies that together will achieve meaningful impact given limited funding resources. With funding support from Council District 15, these strategies will be implemented by 2017.

Small Business Concierge Service To incentivize new businesses to open up on Avalon and to support existing businesses in expanding their services, the Small Business Concierge Service will provide a range of wraparound services, including information regarding vacancies along the corridor, financial resources, community marketing, etc. for those who want to open up a new business or expand their existing business. The service will encourage local entrepreneurs to consider Avalon Boulevard as the site for their business by providing accessible and free advice, minimizing barriers to starting a new business, and supporting expansion and growth of existing businesses. LA-Mรกs will initiate this project with the intention of having these services integrated into a long-term, ongoing operation for the community.

Business Makeover Support Program To enhance the facades of existing businesses by promoting both a corridor and individual identity, the Business Makeover Support Program will be a comprehensive effort to improve facades and storefronts along Avalon Boulevard. The primary goal is to support existing small businesses who have limited presence on the storefront level. A special fund will offset costs for potential improvements, including building lighting, awnings, signage, etc. The program will enhance the corridor identity, encourage Wilmington to shop locally, and spur economic development along the corridor by attracting new customers to stores while also attracting new businesses to fill the vacancies along the street. LA-Mรกs will initiate this project by partnering with a long time business beloved by the community. To ensure future scalability, a list of a la carte services will be established for all improvements.



Decorative Street Lighting To enhance the safety of Avalon Boulevard and promote a pedestrian oriented environment after dark, string lighting will be strung strategically along Avalon Boulevard from Harry Bridges to I St. The string lighting will enhance the sense of place and sense of safety along Avalon Boulevard and inspire increased activity on the street at night by creating a more festive and inviting atmosphere. As the lighting will contribute to the identity of the corridor, it will be important to install string lighting in a manner that is different than the crisscrossing in San Pedro. A unique set of lighting design for Wilmington is a clear request made by community members.

Two Types of Trash Bins To help eliminate litter along Avalon Boulevard, trash bins will be added to Avalon Boulevard from Harry Bridges to I St. The trash bins will be a combination of the Mayor’s Cleaner Streets trash bin program and Big Belly’s solar powered trash bins – with the latter having the inaugural foot pedal feature. The Big Belly bins will be the first pedestrian amenity to include the community inspired graphic revealed at the Wilmington Art Walk.

On Avalon

Since the Big Belly trash bins provide a dual service of sidewalk amenity and corridor branding, it will be especially important to ensure that these bins are maintained. Unlike the broken and faded trash bins in the Port of Los Angeles, Council District 15 will make sure there is a long term, ongoing maintenance plan for the two types of trash bins.

Acknowledgements Office of LA City Councilmember Joe Buscaino Jenny Chavez, Chief of Staff Gabriela Medina, Wilmington Field Deputy David Roberts, Economic Development & Planning Director Rebecca Liu, former Planning Deputy

LA-MAs Andrew Sieger, Project Manager Helen Leung, Community Manager Elizabeth Timme, Strategic Advisor Ross Hansen, Fabrication Manager Sal Vargas, Fabrication Designer Stacey Rigley, Graphic Designer Nikki Polizzotto, Sr. Engagement Fellow Cameron Robertson, Engagement Fellow Tiffany Swift, Engagement Fellow Rachel Lindt, Engagement Fellow Alyssa Lopez, Outreach Fellow

Avalon Ambassadors Eric Lederhos Osvaldo Garcia

Advisory Committee Rick Cruz, Avalon Arts & Culture Alliance Shana Cruz, Avalon Arts & Culture Alliance Donna Ethington, Clean Wilmington Cesar Guerrero, United Way Nancy Hernandez, landscape expert Dan Hoffman, Wilmington Chamber of Commerce Robert Jones, I Heart Wilmington Monica Massy, docent & real estate agent Diana Medel, I Heart Wilmington Russell Mohberg, Regatta Capital Cecilia Moreno, Port of Los Angeles, Wilmington Neighborhood Council Alma Ortiz, Hojas Teahouse & Cafe Alberto Ramirez, Wilmington Improvement Network Anabell Romero-Chรกvez, Wilmington Neighborhood Council Gordon Snead, South Bay Community Center Robert Trani, United Wilmington Youth Foundation Adrian Morales Veliz, Economic & Workforce Development Department

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