Pro North Beach Vision Coalition

The North Beach Vision Plan was published in 2004 and unanimously adopted by City Council.  It was created by an appointed panel of citizens, government officials and the public.  The Vision Plan pointed out that North Beach is a very unattractive northern gateway to San Clemente.  The Vision Plan suggested that North Beach's renewal could be jump started through a cultural and entertainment center.  It identified an underutilized parking lot and vacant City-owned property as an asset that could attract a development partner.

City Council moved immediately to implement the North Beach Vision plan. They solicited proposals for North Beach development on the City-owned property.  After an open and competitive process the City Council selected LAB Holding (Little American Business) as its development partner. Of the three finalists, the LAB proposed the smallest project and was the only developer to offer to pay for the land.

Planners from the LAB held public meetings and refined their design over a period of two years. As they finalized their plans a City-wide advisory election was held (Measure W) in which the public endorsed the LAB's Playa del Norte.

The Playa del Norte plan provides for a cultural-entertainment center based on restaurants and small culinary shops.  The development includes 50% open space park and 50% buildings.  The grade level of the entire area is elevated above present level of the asphalt parking lot to create ocean view plazas and park-like areas at approximately the same level as the Ole Hanson Beach Club.

Most of the parking in the area, including the beachfront parking lot, is preserved.  It is supplemented by additional parking on the eastern side of El Camino Real.