Pro North Beach Vision Coalition

The North Beach Vision is part of the City of San Clemente’s “Downtown Vision and Strategic Plan” as adopted in 2004.  This plan was the product of many months of study by business, civic and community leaders.  It calls for a transformation of the North Beach District into an attractive northern gateway to our City.  The plan envisions revitalization of our underutilized North Beach area by developing tasteful recreational and cultural amenities in an area currently dominated by asphalt.

How is the North Beach Vision being implemented?

In 2005 the City solicited proposals for a public/private partnership and evaluated various North Beach concepts.  In 2006 the City Council unanimously selected The LAB Holding as its partner in creating a commercial cultural center.  The LAB’s proposal featured a low visual impact design featuring Spanish Colonial architecture and open space.  The LAB held public workshops and continuously refined its design resulting in Playa del Norte.

Playa del Norte features view corridors, parks and sitting areas with 50% developed and 50% open space. The commercial space will support restaurant and food-oriented retail shops to make North Beach a new destination for San Clemente residents.  Playa del Norte designers worked with City and Coastal Commission staff to make sure their design fulfills a seaside visitor serving purpose. 

Are historic buildings being preserved?

North Beach’s prominent historic buildings include the Ole Hanson Beach Club, the Casino and the Miramar Theater.  The Ole Hanson Beach Club is a City-owned recreational facility.  Until 25 years ago the Miramar and Casino were entertainment venues but the area could not support their continued operation.  These buildings have been vacant for many years and have fallen into a visible state of disrepair. 

The North Beach Vision does not foresee the removal of these structures but instead encourages their revival through economic revitalization of the area.  In fact, The LAB purchased the Casino in 2009 and now hosts special events at this historic venue.

Playa del Norte's success will provide critical mass for all North Beach businesses and provide a foundation for future growth.  It will encourage businesses to once again take root in the vacant historic buildings.  It also provides a commercial anchor for the northern terminus of the Beach Trail to serve as a bookend to the Pier Bowl District.  Most important it transforms North Beach into an attractive Northern Gateway to San Clemente.

What about parking?

Playa del Norte incorporates a comprehensive parking plan that exceeds City Code requirements for previous shops and restaurants.  The parking plan results in no net loss of public parking for beach and Metrolink users. 

The City will build and operate all parking facilities in order to collect the substantial revenue (estimated $1.4 million/year).  A comprehensive North Beach Master Parking Plan covers all possible parking requirements through 2035. 

Will there be less parking available in close and level proximity to the Ole Hanson Beach Club?

No, this is misinformation. The project actually provides the same amount of parking, but closer to the Beach Club entrance.  It also creates new handicap spaces. 

What about traffic?

The City commissioned a Master Traffic Plan that studied traffic flow through North Beach. It considers traffic conditions under full anticipated build out. The Master Plan has been adopted by the City Council and will be implemented in concert with Playa del Norte.

Will views be blocked?

Playa del Norte is a low intensity development consisting of one and two story buildings. View corridors from major streets such as Avenida Pico are not impacted. Strategic placement of setbacks and parks ensures that the Ole Hanson Beach Club is not encroached upon.