Whither Whole Foods?

Whole Foods Market, Time Warner Center, Manhattan

Today Curbed LA noted that the future location of a Whole Foods Market in "the eastern part of Hollywood" has become "the cocktail party conversation/conjectural item du jour." The rumors surrounding the arrival of the upscale grocer are indicative of the ongoing revitalization occuring in greater Hollywood. Although redevelopment in the area has been largely successful, Hollywood's compelling story is constantly eclipsed by the better-publicized "renaissance" in Downtown.

As recently as 10 years ago, the neighborhoods of Hollywood weren't desirable, with some of the most blighted and crime-infested streets in the entire city. Parts of East Hollywood were affected during the 1992 riots when several buildings burned to the ground. The decline had been disastrous for the area, once considered a fashionable suburb and the former home of numerous broadcast facilities and a business district that rivaled Downtown's.

Fortunately, there was hope for Hollywood. The City established two redevelopment areas in greater Hollywood and the Los Angeles County Metropolitan Transportation Authority (Metro) built the Red Line subway through the heart of the district. Sadly, Metro initially did more harm than good, as shoddy construction practices created a sink hole on Hollywood Boulevard near Barnsdall Park and caused the stars along the "Walk of Fame" to buckle.

Redevelopment efforts were tied to the new subway stations, creating the city's first truly transit-oriented districts. The most expensive and bally-hooed project, the massive Hollywood & Highland, is a retail/entertainment complex that includes a Renaissance Hotel and the Kodak Theatre (home to the Academy Awards). The center stumbled by initially orienting itself to tourists exclusively but is slowly bouncing back by offering stores for local residents such as the recently-opened Virgin Megastore.

Further east in the central district, Sunset & Vine includes a Borders Books, other shops and restaurants, and dozens of apartments. Nearby are The Dome, a retail and entertainment center built around the iconic Cinerama Dome, and the Amoeba Music superstore.

In East Hollywood, the Hollywest Promenade at Hollywood and Western includes Ralphs, Ross, several stores and restaurants, and a tower of senior apartments. Across the street, the Metro Hollywood Apartments lies atop the subway station and includes street-level retail. A few blocks away, the Views at 270 project brought affordable apartments and a Walgreens to a run-down property that included a porno movie theatre.

Regretably, this revitalization has entailed a degree of gentrification. The "new" Hollywood has attracted a large number of young professionals who favor walkable, transit-accessible neighborhoods (including yours truly). Rents have risen rapidly, a volatile situation evidenced by the crowds of people waiting in line to apply for the affordable units at Views at 270 last spring. While many neighborhoods are still "rough around the edges," the talk about Whole Foods speaks of a new era in Hollywood, proof to many residents that area has finally "arrived."

While the interest from chains like Whole Foods, Borders, Ralphs, and Virgin Megastore is somewhat flattering, the influx of new retailers threatens many locally-owned small businesses; to wit, the demise of Aron's Records. Urban redevelopment and "revitalization" creates negative externalities for existing residents and business owners that must be recognized and mitigated.

Having tried to explain the "why," I will move on to the question of "where." Last month I reported on the "Save the Derby" effort, which is fighting to prevent the redevelopment of the former Brown Derby restaurant at Los Feliz and Hillhurst. The following rendering of Adler Realty's proposal for the site clearly shows Whole Foods as an anchor:

Rumor has it that Whole Foods was scared away from the site after witnessing vehement opposition at a town hall meeting. If Whole Foods wants to be in Hollywood, there's a good chance the company will find another (less controversial) location.

Curbed LA reports that Whole Foods may land near Hollywood and Vine. A Red Line stop, the Pantages Theatre, Sunset & Vine, and The Dome are all nearby, and a major transit-oriented development featuring an upscale W Hotel is in the works. While this location is in a thriving area, it is not as near affluent neighborhoods as the Los Feliz site.

The second location mentioned by Curbed LA is a "hot tip" from "the guy behind the seafood counter at the Whole Foods at 3rd & Fairfax": Hollywood and Western. I happen to live very near this intersection, one of the new transit-oriented nodes developed within greater Hollywood. I doubt that the grocer will open in my neighborhood.

The only possible site for the store is the northwest corner of Hollywood and Western, which is targeted for redevelopment by the City's Community Redevelopment Agency (CRA). Here's a photo I took in June:

While the property could contain a higher-density mixed-use project with some retail, it seems too small to accomodate the parking and loading areas necessary for a large grocery store. There's already a Ralphs across the street and two other supermarkets (Food 4 Less and Farm Fresh Ranch Market) are a few blocks away. Within a mile are also a Mayfair Market and a Jons Marketplace. While each of these stores is oriented to a different clientle, economics dictate that the local market would be over-saturated if served by so many grocers.

A store at Hollywood and Western would be easily accessible to the region's wealthier residents in Los Feliz and the Hollywood Hills, an advantage over a location near Hollywood and Vine. I could be wrong on this one; it should be interesting to see how the Whole Foods saga plays out.