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title about us Cruise Ship Terminals -Long Beach Cruise Ship Terminal, California, USA

Downtown Long Beach Retail Action Plan & Retailer Recruitment Strategy

Downtown Long Beach Retail Action

After an international competition conducted in the fall of 2002 Talbot Consultants International Inc have recently been awarded the contract for developing a “Retail Action Plan” for Downtown Long Beach’s main street, Pine Avenue. The objective is to provide a retail linkage between Carnival Corporation's new Long Beach Cruise Terminal at the RMS Queen Mary and Developers Diversified Realty Corp’s (DDR) new waterfront project, The Pike at Rainbow Harbour (to the south) and DDR’s redevelopment of the Long Beach Plaza Mall site to their new CityPlace project (to the north).

Since the early 1900’s, Pine Avenue and the surrounding core of Downtown Long Beach have served as a destination for visitors and shoppers alike. Now, at the north end of Pine Avenue, the CityPlace project will include 450,000 square feet of retail, including a Wal-Mart, Nordstrom’s Rack, Ross Dress for Less, Albertson’s and Sav-On. On the south end of Pine Avenue, DDR is developing the Pike at Rainbow Harbour, a 350,000 square foot retail/entertainment complex complete with a 15-screen, state of the art, movie theatre, Sega Gameworks, and over a dozen national and regional restaurant tenants. In addition to these projects, over 1,000 market-rate residential units are under construction in the Downtown, with more than 2,000 units planned. In the interim, some Pine Avenue restaurants remain successful, while retail is struggling. Key retail real estate remains vacant in this core area.

Downtown Long Beach Retail Action

As Downtown Long Beach’s revitalization continues to grow within the retail, commercial, and residential sectors, it becomes apparent that a more critical mass of people and services will build within the Downtown core. As a result, the Downtown Long Beach Associates (DLBA) and the City of Long Beach are committed develop a retail strategy to effectively plan and manage this growth, taking advantage of the synergy of the Downtown market by retaining Talbot Consultants International Inc. to create a “Retail Action Plan” and an “over-arching” retail recruitment strategy, providing a framework for further retail growth and attraction based on current and future Downtown conditions. The tasking is to include:

  • Conducting in-depth market analysis including relevant market and consumer data.
  • Assessing the current retail climate with appropriate input from Downtown merchants, property owners and other interested parties.
  • Allowing public input through workshops and/or targeted surveys.
  • Understanding the property inventory as related to the site selection criteria of retailers.
  • Determining retail sectors that are underserved in the Downtown, recommending feasible sectors for recruitment, and providing a “hit list” of suggested retailers.
  • Developing short and long-term strategies for retail recruitment and retention.
  • Addressing a vision for Downtown retail at both the macro and micro levels.
  • Communicating and building consensus on these strategies with the Downtown retail community.
  • Creating a step-by-step implementation process, detailing retail recruitment protocol.
  • Educating a retail recruitment “swat team”, including DLBA and City staff, and members of the local real estate and financial community, on implementation of strategy.

Extracts From Other Articles

From the Cruise Critic News:

Kings Wharf

Carnival Corp.'s new cruise terminal at Long Beach offers a refreshing alternative to the boring wait and long lines that mar most embarkations. The $40 million facility handled its first embarkation from the new terminal Monday after the Ecstasy disembarked passengers for the last time at the World Cruise Center at the Port of Los Angeles in San Pedro. The Elation, Carnival's other Los Angeles-based ship, also will use Long Beach starting Sunday. The new terminal is built next to the Queen Mary, a historic liner built in 1936 that is now permanently docked in Long Beach ............. Passengers can check in at the Carnival Lounge aboard the Queen Mary after 8 a.m. on embarkation day, then while away the hours touring the ship, browsing the shops on and outside the Queen Mary, sipping a cappuccino or even visiting the aquarium or other sites on the Long Beach waterfront. ............. The 30,000-square-foot terminal is located in a geodesic dome that once housed Howard Hughes' wooden Spruce Goose aircraft. Passengers can check in at 30 desks in the terminal. ............ The pier is long enough to handle just about any cruise ship afloat today.

new cruise terminal at Long Beach

From a Statement issued by Carnival Corporation:

Carnival Corporation's new Long Beach Cruise Terminal at the Queen Mary will welcome its first cruise ship when Carnival Cruise Lines' 70,000-ton Ecstasy sails from the $40 million facility April 14, 2003. The new terminal will initially serve as the homeport to two 2,052-passenger Carnival "Fun Ships".

According to Carnival President Bob Dickinson:
"The new Long Beach Cruise Terminal at the Queen Mary is among the most technically advanced cruise facilities in the world, setting new standards in terms of convenience, efficiency and spaciousness. Carnival is very proud to be a part of the Long Beach community and ....... also contribute significantly to the local economy."

The new facility takes up nearly half of the existing Geodesic Dome, which once served as the home of the Spruce Goose seaplane owned by Howard Hughes, and offers easy access to nearby tourist attractions such as The Aquarium of the Pacific, Shoreline Village, and Rainbow Harbor.

"Retail Action Plan” for Downtown Long Beach’s main street - Talbot Consultants International Inc.

(Long Beach’s main street, Pine Avenue has been one of the projects where TALBOT CONSULTANTS INTERNATIONAL INC. has provided consulting services for the retail action plans. For more details on this and how we can help you, please contact us at info@talbotconsultants.com )


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