Strand sees first business

The first business in the new Strand mixed-use, multi-story development near downtown Huntington Beach opened last week with long lines — due to free giveaways.

Forever 21, a junior’s apparel chain store, promised 200 free gift cards to the first people to enter the store Saturday morning; people drove from as far as Los Angeles, then waited in line for as much as six hours to have a chance at a gift card.

Three locals who work at Duke’s restaurant chose to visit the new retailer after the hordes departed.

“We heard people were lining up at 4 a.m. with blankets,” Stephanie Bosco said.

Also open is a new parking garage that offers 436 parking spaces within walking distance of Main Street. The garage entrance is at Pacific Coast Highway and Sixth Street.

Karen Diehl, a representative from the developer’s public relations agency, said the Active Ride athletic equipment and clothing store will open Saturday; Ra Sushi is slated to open Monday.

A CVS pharmacy, Rip Curl clothing retailer and Johnny Rockets diner are expected to open in January, Diehl said.

First approved by the City Council more than six years ago, the Strand mixed-use development also will be home to 32,000 square feet of office space spread over several floors, the majority of which is still available for lease.

The three-acre development offers 68,000 square feet of ground level retail and restaurant space; the Shorebreak Hotel, a 157-room luxury boutique property by Joie De Vivre Hotels, will occupy other parts of the upper levels after its May opening.

Other properties to open next spring include Merilee’s Swimwear, Zimzala Restaurant and New Zealand Natural Ice Cream.

Critics say the city has paid court to big developers, while ignoring aging infrastructure like dilapidated roads.

Proponents say the Strand and other developments like Pacific City will bring in tourist dollars to benefit the city, as well as add much-needed parking in the area.

“The Strand is a premier project in an outstanding location, a welcome addition to Huntington Beach. It will be a good urban investment, adding both jobs and to the community’s quality of life,” said John Given, a principal at the CIM Group.

For more information, visit atthestrand.com.

CANDICE BAKER can be reached at (714) 966-4631 or at candice.baker@latimes.com.