Restaurateurs, shop owners and locals are calling the recently created Promenade on Forest in downtown Laguna Beach a resounding success.
So the City Council agreed to keep the lower part of Forest Avenue closed and the decorated outdoor area in place for socially distanced dining and shopping through January.
The council also agreed to spend $119,000 to continue the contract with the vendor supplying the furniture, umbrellas and tables and to pay for ongoing cleaning and security for the area. Council members also asked city staffers to look into what it would take to make the promenade a permanent city fixture.
“I’d like to encourage all of us to go down there,” Councilman Peter Blake said. “It’s our town square. This isn’t just for the businesses and restaurants; we’re the ones who will love the promenade for the rest of our lives.”
There are six dining decks with umbrellas and varying-sized tables and chairs, a spot for live music and virtual art performances and locations where retailers can display merchandise. Decorative lighting enhances the promenade experience in the evenings.
Masks are required and are given out to visitors who come without one. The promenade is open from 9 a.m. to 10 p.m. every day.
In a survey given to 500 promenade visitors since June, the majority gave the pilot project – meant to be a lifeline to businesses struggling from the coronavirus shutdowns – a thumbs-up. More than 96% of those responding indicated outdoor dining in Laguna Beach was necessary; 87% said they liked the promenade’s layout and 85% were in favor of the area’s amenities and furnishings.
The survey also found that most visitors spent less than $100 and that nearly 60% who visited were locals.
In a separate survey to business owners, it appeared the promenade has helped deflect some losses brought about by the pandemic.
Several retailers, galleries and restaurants reported strong sales for June, Assistant City Manager Shohreh Dupuis told the council.
One business said it had better sales in June than it did for the same time in 2019. Another said 95% of its sales came from the promenade in June. And a third business reported that 60% of its July business came from promenade visitors.
“It’s renewed the city’s downtown,” said Paul Puma, a 35 year resident. “It’s something that needed to be done. It’s the silver lining to COVID.”
Another speaker, Bill Hoffman, said he was also a local tour guide. “It’s fun to see people just strolling down Forest,” he said, adding that the historical buildings lining either side of the street create an outdoor room.
“Forest Avenue has never looked so beautiful,” Hoffman said. “It gives residents a reason to go downtown. Many of us would like to see it permanent.”
