Anaheim Puts Another Big Plan Into Play

ANAHEIM —  Just two days after announcing plans for a huge entertainment and sports complex surrounding Anaheim Stadium, city officials Friday said they intend to launch an effort to revitalize the mostly industrial district that rings the area.

The City Council on Tuesday is expected to hire Spectrum Group, the Irvine-based consultants who dreamed up Sportstown Anaheim, the city’s ambitious proposal for the property around the stadium. Spectrum will develop a master plan for the 1 1/4-square-mile area around the Big A, now made up primarily of industrial businesses, and some restaurants and retail establishments.

“It really is a special place,” said city Planning Director Joel H. Fick. “We’re looking at it as an economic development tool to assist property owners.”

City officials said a comprehensive plan to guide development and zoning decisions is needed because of the increase in visitors they expect Sportstown to bring to the area. The city has not secured funding for Sportstown and does not know when it would be built and at what cost.

“Now that the [Sportstown] study is nearing completion, it’s time to study the balance of the area,” said Fick.

The study would be launched at a historically active time for Anaheim, which is juggling several major developments and expansions.

In addition to Sportstown, officials are expecting an announcement within the next two months from Walt Disney Co., which is planning to build a new tourist attraction next to Disneyland.

The city is also planning a major expansion of its Convention Center, across the street from Disneyland. Next month, the City Council will be presented with designs for the project.

Some business and tourism leaders said Friday that they welcome the city’s next move.

“I think it represents a big improvement to the city,” said Jay Walton, governmental affairs manager of the Anaheim Chamber of Commerce, which “would wholeheartedly support a development of that type.”

The council will be asked to spend $337,844 for Spectrum Group to continue its work. The consultants would be given about nine months to complete a master plan and a report gauging the effect such a plan would have on the surrounding area.

“We look at this as a planning tool for very strong economic development in that area,” said City Manager James D. Ruth.

Ruth said the comprehensive studies would ensure future development projects will be consistent with the plan.

Spectrum Group President Daniel H. Young said another aspect of the group’s work will be developing links among the stadium area, Anaheim Convention Center and Disneyland. Young said the key to this is revitalizing the two-mile stretch along Katella Avenue between the stadium area and Disneyland.

“You’ve got two of the greatest locations and linking them would make it the miracle two miles of Southern California,” Young said.

Boundaries for the development area are Anaheim Boulevard, the city of Orange, the Santa Ana River and the Southern California Edison utility right of way near Cerritos Avenue.

Ruth said he has so far been impressed with Spectrum Group, which has been supervising the work of seven companies, including Jerde Partnership Inc., the firm that designed the popular CityWalk in Universal City and Fashion Island in Newport Beach.

“They demonstrated with Sportstown that they are creative, innovative and environmentally sensitive,” Ruth said.

On Wednesday, the city unveiled its proposal for Sportstown, a 159-acre sports, entertainment, retail and office complex. The project, which would be divided into five districts, would include a new football stadium, a renovated Anaheim Stadium, and a youth sports center called the Little a.

The complex would also include two hotels, restaurants, stores and a Western-themed area that would link the stadium area with The Pond, located a quarter-mile away.

The city’s plans to build Sportstown are not a foregone conclusion. They must still find a way to finance the ambitious project and have yet to disclose the projected cost of the complex. They must also attract a new National Football League team to replace the Rams in order to build a new football stadium.

Ruth said making the conceptual plans public would help attract investors.