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WESTFIELD MALL - THE NEW CENTURY CITY PLAN

 

 

THE ISSUE

 

When Westfield Malls wanted to expand and revitalize its Mall on Santa Monica Boulevard (one of the most over-developed areas in California) in 2008, it turned to Burnside & Associates to lead its community outreach program aimed at persuading the residents in the Century City area to express their support.

 

 

THE SOLUTION

 

Our firm developed an outreach program to solicit the views of the community, explain the proposed project, and to respond to residents' concerns about traffic congestion, construction noise and dislocations, insufficient parking, building glare and shading impacts, and excessive height/footprints of the new buildings.

 

Our state-of-the-art communications program for Westfield featured a website, a door-to-door outreach program to speak to residents, as well as Coffee meetings for neighbors and events for undecided residents.  Visitors to the Century City Mall were greeted by a Burnside associate whose mobile cart had a mock-up of what the renovation would look like, an invitation to explore the new shopping, dining and entertainment features at the new Mall, and had an opportunity to pose questions.

 

The outreach program resulted in the generation of hundreds of endorsement cards and letters of support for the new project.  More than 200 community members showed up to the Los Angeles City Planning Commission meeting to speak in favor of the project in November 2008.

 

 

THE RESULT

 

Century City planning commission approved the project conditionally.  The project is now pending before the Los Angeles City Council.