WeHo looks at opening up the Pacific Design Center to more tenants, visitors

You might actually have a reason to visit the Pacific Design Center in West Hollywood soon.

The Planning Commission will review proposed updates regarding the Pacific Design Center (PDC) Specific Plan during a public hearing tonight which would allow in a more diverse set of businesses and increase foot traffic in the unmissable yet oft-vacant complex on the city’s west side.

The changes, submitted by Pacific Design Center 1, LLC and represented by the law firm Latham & Watkins LLP, aim to adapt the center to modern market and tenant needs. These updates include adjustments to land use rules, parking requirements, and operational guidelines for the 1.57-million-square-foot property.

The PDC, located on a 14.2-acre site bordered by Melrose Avenue, San Vicente Boulevard, Huntley Drive, and Santa Monica Boulevard, includes three iconic buildings—the Blue, Green, and Red buildings—along with an art gallery, parking structure, and outdoor plazas. Since its development began in the 1970s, the PDC has primarily served as a hub for the design industry, featuring showrooms, offices, restaurants, and fitness spaces. The proposed updates would make the property more flexible for various uses while keeping its community focus.

One proposed change would remove the minimum size requirements for design showrooms, making it easier to lease spaces to other tenants. Currently, nearly 189,000 square feet of showroom space and 79,000 square feet of office space are vacant due to low demand. The updates would also allow new uses, such as medical research facilities, which are in high demand. Additionally, the plan would simplify the process for approving new uses, replacing vehicle trip caps with parking availability as the main factor for approval. The PDC’s 3,093 parking spaces are expected to handle the anticipated tenant mix.

The amendments propose updating parking rules to match the city’s zoning code. For example, the parking requirement for showrooms would drop from 0.9 spaces per 1,000 square feet to 0.5 spaces, while offices would need two spaces per 1,000 square feet for the first 25,000 square feet and one space per 1,000 square feet after that. Medical research facilities would require two spaces per 1,000 square feet. Outdated requirements, such as those for banquet and conference facilities, would also be removed, as they no longer align with tenant needs.

The plan would increase the number of allowable city-sponsored events at the PDC from 10 to 15 per year while keeping limits on large-scale events. Smaller gatherings with fewer than 2,500 attendees would remain unlimited, while events with over 2,500 attendees would stay capped at 15 annually. Events with more than 4,000 attendees would continue to be limited to four per year.

The PDC has evolved since construction began on the Blue Building in 1974. The Green Building was added in 1988, and the Red Building was completed in 2012. Over the years, the complex has adapted to changing industry trends, including a shift in 1998 when parts of the Blue and Green Buildings were converted from showrooms to offices. The new updates continue this evolution, focusing on current economic needs and future growth.

Environmental studies found that the proposed changes would not create significant new impacts. Even under a scenario where all vacant spaces were filled, including for higher-traffic uses like medical research, the PDC’s parking supply and traffic plans would accommodate the changes. The plan also includes adding 15,255 square feet of restaurant space and eliminating a requirement for the city’s transportation director to review certain applications.

Community benefits in the plan include discounted nighttime parking for up to 400 cars, free parking for city-sponsored events, and parking validations for businesses affected by construction. These measures aim to make the center more accessible while mitigating potential disruptions.

Public feedback has been mostly positive, with 30 letters and emails supporting the updates, citing potential economic growth and job creation.

The West Hollywood West Resident Association (WHWRA) wrote about the importance of making the PDC a fully occupied and vibrant center. The group believes the proposed changes, which remove restrictive land use rules, are necessary to achieve this goal.

Several residents, such as Matt Louchheim and Dawna Zeeman, echoed this sentiment. Louchheim, a resident of West Hollywood West, shared memories of visiting the PDC during his childhood and lamented its current vacancies. He views the amendment as essential to bringing vibrancy back to the center. Zeeman, a neighbor of the PDC, emphasized that the amendment would not only revitalize the complex but also create opportunities for diverse businesses and activities that would benefit the entire community.

David Reid, a long-time resident of the Tri-West neighborhood, shared his experience of seeing the PDC struggle with vacancies over the decades. He described the amendment as a sensible solution to modernize the PDC’s operations and align its use with current economic conditions. 

Business owners also lent their voices to the discussion. David Fanarof, owner of ZPIZZA on Santa Monica Boulevard, supported the amendment, citing his firsthand experience adapting to a changing business climate. Fanarof noted that the pandemic revealed the necessity of flexibility for businesses to survive and thrive. He described the vacancies at the PDC as a missed opportunity and argued that updating the Specific Plan would not only fill those spaces but also support nearby businesses that rely on daytime foot traffic.

Mark Heller, a resident of the Tri-West neighborhood, highlighted specific benefits of the amendment, such as the potential for Cedar-Sinai to use vacant spaces for laboratory operations. Heller pointed to the pandemic as a reminder of the importance of adequate medical infrastructure and described this potential tenant as a strong community asset.

Two public meetings in late 2022 and early 2023 allowed residents to discuss the plan, with about 20 attendees asking questions about environmental reviews and community benefits.

City staff have recommended that the Planning Commission approve the plan and send it to City Council for final approval. They argue the updates will help revitalize the PDC by modernizing its rules and providing flexibility for future uses while maintaining its role as a community and economic landmark. The City Council will make the final decision in the coming months.