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BUSINESS CALENDAR <br />C. <br />COMMISSIONER COMMUNICATION DISCLOSURE (REGARDING AGENDIZED <br />PROJECTS) <br />None noted <br />WORK STUDY SESSION <br />1~ <br />Review of Sion Program for Main Place Mall <br />(Vince Fregoso) <br />1 <br />1 <br />Vince Fregoso, Senior Planner introduced Mr. John Goodwin, Vice President of <br />Development -Westfield Corporation, Inc. who introduced Kurt Utterback, <br />General Manager of the Westfield Shoppingtown (Main Place Mall). <br />Mr. Goodwin presented an overview of the signage program for the Westfield <br />Shoppingtown (Main Place Mall). <br />Mr. Goodwin identified the location of their malls, the need to cluster their malls, <br />the results of studies that have been done on mall shoppers and the occupancy <br />of the Main Place Mall. He also cited three tenets of the brand strategy: (1) <br />quality retail -how the staff is trained; (2) exceptional customer experience - <br />directing customers to stores, obtaining coupons for sales, Kiddie Kruzzers; <br />family lounge, and (3) community connection. These tenets are used to increase <br />sales and mall occupancy. Marketing, advertising and publicity have made <br />Westfield awell-known brand. <br />The presentation reviewed the existing location of monument, pylon and wall <br />signs throughout the mall, and the parking garage as well as proposed directional <br />signs. <br />Commission inquired about the size of monument markers, and the location of <br />markers within the mall to identify the tenets. Discussion ensued regarding <br />branding campaign, materials of the signage and the types of designs <br />Commission noted businesses that have vacated: Barnes and Noble, Rubel <br />Jewelers and Williams-Sonoma. Westfield stated they control the interior tenants <br />not the exterior anchors. <br />Commissioner Cribb stated the mall and architecture are unique and are a city <br />landmark. He noted concern that the mall appears to be downscaling while the <br />city is up-scaling, the need to attract an upscale restaurant, and that the name of <br />Santa Ana has been deleted. Commissioner Cribb recommended the concept of <br />an outside firm reviewing the signage proposal for the mall. <br />Commissioner Sinclair noted Westfield signage is red/black, and inquired if there <br />were plans to change the colors of the mall. She also inquired about freeway <br />signage, would it be a reader board-facing the freeway. <br />Commissioner Nalle inquired about how malls and their tenant mix are <br />established. Mr. Goodwin indicated that both in-house personnel and <br />consultants are utilized. <br />Commissioner Lutz noted that the mall used to be third out of all county malls <br />and asked about its current ranking. Mr. Goodwin stated that the mall dropped to <br />#6 in Orange County. Mr. Goodwin stated competition is with all retail stores <br />within the area. <br />Chief Assistant City Attorney Kaufman asked if the anchor tenants have seen this <br />sign design. Mr. Goodwin stated that the anchor tenants have not seen the new <br />sign package but are aware of their intent. <br />Planning Commission Minutes 2 July 12, 2004 <br />