Millions Of Investment Dollars Pouring Into Lake Elsinore

Lake Elsinore City Council approved several development and improvement projects Tuesday night representing millions of investment dollars by outsiders into the city.

The full council agenda featured several key projects, including a design overhaul of the Lake Elsinore Outlets, a new 7-Eleven on historic Main Street in downtown, construction of 76 new homes in the Summerly residential development near The Diamond Stadium, and moving some overhead power lines along Lakeshore Drive underground.

City Council didn’t push the items through, however. Discussion lasted for hours, and council members held tough on some development standards.

7-Eleven

With a 5-0 vote, council members greenlighted the 7-Eleven project proposed on the 1.13-acre site of the now-closed Union 76 gas station located at 515 N. Main Street. 7-Eleven, which is in escrow on the property, plans to demolish the existing structure and construct a new 3,010-square-foot building and gas station. The design will complement the architectural style of historic downtown: A red brick façade and green trim are being incorporated to match City Hall located a few blocks down the street.

The existing fuel pumps and canopy at the site will be retrofitted.

Council members were concerned about the large pylon sign that has long stood on the property. The towering white landmark with the big circular sign had the word “Gas” emblazoned on it in bright, red lettering. When the gas station closed down, a giant white wrapper was eventually placed over the sign, much to the dismay of residents and business owners who couldn’t decide which was worse, a gas monument at the city’s gateway or a sheath disguising it.

7-Eleven will use the circular sign to market its famous green, orange, red and white logo. Directly beneath the retailer’s trademark will be a large City of Lake Elsinore sign, which is yet to be designed by the city.

During Tuesday’s meeting, council members tried to sway 7-Eleven to pay for the sign in total, but a company representative said that would be a deal breaker.

The cost of the sign is estimated at approximately $4,000, according to city officials.

In the end, the city imposed a demand on the retailer: pay for the installation, utilities and any special permitting on the sign, and the city will pay for design and fabrication, as well as ongoing sign maintenance.

The city also imposed a condition that 7-Eleven pay for rod iron fencing with brick pilasters around the property. It’s unclear whether Caltrans will squash that demand – the property sits adjacent to the 15 Freeway.

Lake Elsinore Outlets

Council members also unanimously approved resolutions that pave the way for a design overhaul of the Lake Elsinore Outlets. The $5 million renovation calls for super-sized graphics to be hung at the mall, including along the 15 Freeway and Collier Avenue, to attract visitors. Additionally, shade areas for lounging and "hanging out" would be installed at the center, landscaping and water sculptures would be implemented, and portions of the aging mall are being demolished to create more inviting entrances.

While council members embraced the refurbishment, they expressed some concern about the signage, worrying that advertising content could be construed as “distasteful” if not kept in check.

Dozens of supersized signs are proposed under the redesign, which Mayor Bob Magee referred to as “a signage program on steroids.” According to Lake Elsinore City Attorney Barbara Leibold, the city can’t dictate what’s depicted on the signs.

Athena Property Management currently manages the mall and was tapped by Lake Elsinore Outlets owner Mohr Affinity LLC to come up with a refurbishment concept. Athena in turn hired HTH Architects of Los Angeles for the job.

Michael Garner, president of Athena, assured council members that attracting shoppers and new retailers to the mall is the primary objective of the new design, and offensive signs are not part of that marketing program.

There was also concern expressed by council members that there are “no hooks” binding the mall’s owner to complete the refurbishment, although one building at the center has already been torn down and another leveling is expected soon.

Ultimately, council members conditioned their unanimous approval of the overhaul with a “phasing plan” to monitor progress on the refurbishment, and they incorporated language into their yes vote that mandates periodic review of the supersized signs.

It is expected Mohr will have the overhaul completed by Spring 2014.

76 New Homes

Council members did breeze through discussion of resolutions unanimously approving the building of 76 new homes in the Summerly housing tract near The Diamond Stadium. The single-family homes will range in size from approximately 2,100 to 2,550 square feet. The designs will be one- and two-story construction featuring three different architectural styles.

Council members pushed for conditions that ensure the homes are attractive from all four sides, not just the front.

City Manager Grant Yates in his recent budget presentation estimated that about 800 new homes will be built in the city during the 2013-14 fiscal year that began July 1.

Underground Utilities

Southern California Edison will help the city rid itself of some overhead power lines, and the new look should start to take effect in 2015.

Under a resolution unanimously approved Tuesday night, the city will use money from the giant utility as allocated under Tariff Rule 20A to move overhead lines underground on Lakeshore Drive, between Mohr and Chaney streets.

The project cost is expected to be approximately $1.3 million.