Laguna Beach’s iconic downtown Forest Avenue will turn into a pedestrian promenade by mid-June with art displays and outdoor places to eat and relax.
The “Promenade on Forest” approved by the City Council this week will cost the city about $248,703, including $10,000 for security. Coachella organizers Choura Events will be responsible for the setup and design.
The hope is having extra room outside for the street’s restaurants and merchants to use for customers to social distance will help with their recovery after weeks of being closed by the coronavirus shutdown.
Once lower Forest Avenue is blocked to cars, three dining decks with varying-sized tables and chairs will be created along with display space featuring merchandise from nearby retailers. There will be a spot for live music and art performances.
Adirondack chairs and market umbrellas will be mixed in and boxed Australian willows and bistro lights will complete the look.
The promenade, just across from Main Beach Park, will be open from 9 a.m. to 10 p.m. There will be onsite security and regular sanitation of dining facilities, display decks and the furniture.
Forest Avenue will be closed off from Coast Highway to Glennyere Street. Access will be blocked off by artfully decorated K-rails on one end and the city’s vintage yellow Laguna Beach lifeguard Jeep on the other. The Jeep will also display ocean safety information.
“The Promenade on Forest pilot program seeks to create an environment that allows for public social interactions with family and friends from a physical distance while allowing local businesses to reopen safely,” Assistant City Manager Shohreh Dupuis said.
In addition to the promenade, the council also streamlined the city’s temporary use permit process to help businesses throughout the city that want to use outdoor spaces and signage to promote their businesses. There will be no fees for the permit through Sept. 7.
To qualify, restaurant owners will need to submit plans on space use, including ideas for social distancing and sanitation.
Resident Michele Monda worried about the money spent on the pilot program.
“I don’t think anyone is looking at this creatively,” she said. “We need to tighten our belts. Why are we renting furniture, building platforms and benches. This is a Cadillac version of a mall. I’m all for this, but have we looked at scaling it back? Do we need to spend top dollar?”
In 2017, Park Avenue was temporarily turned into a downtown plaza to help attract more local support to the nearby businesses. Then, the city spruced up the 200 block of Park Avenue – a street adjacent to Forest – with plastic furniture, rosemary shrubs and magnolia and jacaranda boxes. At the time, residents complained about the location’s shabby look.
Local business owner Chris Keller said it was critical for merchants to get this support.
“We need to get all the help we can if we’re going to survive,” he said. “I’ve talked to locals, and they’re not ready to come back inside. But, they are all excited to go outside.”
