WESTFIELD MALL - THE NEW CENTURY CITY PLAN
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
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
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.
Century City planning commission approved the project
The project is now pending before the Los Angeles City