Category Archives: Revitalization

Building a Prosperous Hollywood

Hollywood has always been associated with new ideas. If you think about the early entertainment industry that located here, it was all about creativity and creating stories that would be compelling.

Here we are 100 years later, and creativity continues to rule in Hollywood, even as the entertainment industry undergoes a major transformation due to new technologies that are opening new opportunities. And so, it is logical to assume that Hollywood would be one of the places in Southern California popular with the new media and tech industry.

One example of the draw that Hollywood has become for new start-ups is with our shared workspace providers. The first to come to Hollywood was We Work, which opened its first Los Angeles location here in Hollywood in 2011. They will be opening their third Hollywood facility on Vine Street this fall. Among their 1,900 Hollywood “members” are entrepreneurs, freelancers, start-ups and small businesses. They provide work space for businesses, ranging from one employee up to 100 employees. Many of these entrepreneurial and tech start-ups may over time grow significantly – creating a lot of jobs. In addition to We Work, other shared workspace concepts have invested in Hollywood, including Neuehouse at Columbia Square, and HClub, which will open next year in the former Redbury Hotel. We expect this critical mass of new businesses to have a profound effect on Hollywood going forward.

One of the exciting new companies that has located in Hollywood is Pavemint – a company that is rolling out its app and services this month. The company relocated from Houston to Los Angeles in 2015, finding a home in a historic building on Hollywood Blvd. Today, they have 40 full and part-time positions.

Probably, the easiest way to understand this company’s model is as the “Airbnb” for parking. Their goal is to unlock the inventory of parking spaces in Los Angeles through a peer-to-peer marketplace.

For the past two years, they have worked on refining their app to work seamlessly for those looking for parking spaces. At the same time, they have been building up an inventory of parking within Los Angeles. Although not the first parking app to hit the market, Pavemint already has the largest peer-to-peer parking network in the U.S.

They chose Hollywood as their base for several reasons: first, they were able to find cool office space on Hollywood Blvd.; second, Hollywood was centrally located, and finally, Hollywood has a parking problem. They are continuing to expand their inventory of parking spaces here and throughout L.A., and later expect to expand to other cities.

This is a job-creating concept that wouldn’t have even been imagined a few years ago.

We want to continue attracting cutting-edge, creative companies like Pavemint to Hollywood and to have them grow here. In order to do so, we need to build an environment that is conducive for these growing firms, with incubator shared working spaces available to get them started and then an inventory of additional office space to grow into, workforce housing, shopping, easy transit access and entertainment. And we need to preserve the “cool” factor of Hollywood.

What is noteworthy is that a lot of what is occurring in Hollywood has happened organically, without a lot of “priming” from the government. Where the government must step in is to provide the services and security needed to keep this an attractive business location. That means being business friendly, addressing issues such as homeless encampments and providing needed services for mentally-ill homeless persons, which I’ll address in a future column.

Hollywood is well positioned to truly become a live-work model for the entire region. If we can demonstrate how to make this work successfully here, we can show other communities the way to facilitate growth and prosperity.

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Leron Gubler has been serving as the President and CEO of the Hollywood Chamber of Commerce for the past 25 years. His tenure since 1992 continues to oversee the great comeback story of Hollywood.

Hotel Complex is a Dream for Hollywood Jobs

When one thinks about the visionaries who made Hollywood what it is today, there are a lot of candidates to consider: Sid Grauman who dreamed up the picture palaces and movie premieres, C.E. Toberman, who built most of the grand buildings on Hollywood Blvd. and made the Hollywood Bowl a reality, the Chandler family and their associates who put the huge Hollywood Sign on Mt. Lee, Johnny Grant, who built the Hollywood Walk of Fame into an international icon – the list could go on and on.

And in fact, the list continues to grow. Last week, the long-awaited Dream Hotel opened its doors – the culmination of a 10-year dream by Richard Heyman and Grant King of the Relevant Group. These two gentlemen looked at a very nondescript stretch of Selma Avenue just west of Cahuenga and imagined something no one else saw – a thriving entertainment complex.

Their original vision was to convert an old industrial building into a hotel and to activate the adjacent derelict alley with restaurants. Over the years, that vision grew. They now envision up to four hotels within a two-block area. This is a case study in “place-making” if ever there was one. The two partners envision a vibrant neighborhood something akin to the Meat Packing District in New York. Looking at what they have already created, we can only imagine what another three hotels might do for that neighborhood.

What is especially noteworthy is that the new hotel and the four adjacent restaurants have created 700 jobs. That is significant in a stretch where the previous structure on the site probably provided less than 10 jobs. Not only do the venues provide employment, but they will also offer new entertainment opportunities for Hollywood residents, and will act as a magnet, drawing guests from throughout Los Angeles. It will help to perpetuate Hollywood’s image as the entertainment center of Los Angeles.

If you talk with Grant and Richard, they will tell you of the many challenges they faced to make their dream a reality. When they couldn’t get financing locally for the project, Grant went to China where he successfully raised the needed funding.

They simply did not take “no” for an answer. They wanted to bring the “A-game” to Hollywood, and they did. Besides Dream Hotels, they brought in the Tao Group, one of the most successful restaurant groups in the nation. These unique restaurants in the Dream Hotel complex are already receiving rave reviews, so be sure to check out Tao, The Highlight Room, Beauty & Essex, and Luchini.

When you visit the Dream, you will agree that it will be catalytic not only for that stretch of Selma Avenue, but for Hollywood in general. This type of project perpetuates the excitement about the revitalization of Hollywood. I often speak with developers who remark that they can feel the energy here and that they want to be part of it. They have heard through word of mouth that things are happening in Hollywood. When they come to visit, they experience it.

Hollywood did not become the name synonymous with the film industry by thinking small. It has always been associated with “dreamers” – but dreamers who made things happen.

As the Hollywood Chamber of Commerce, we congratulate Richard and Grant on their success and express our appreciation for their faith in Hollywood. We can hardly wait to see their next project.

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Leron Gubler has been serving as the President and CEO of the Hollywood Chamber of Commerce for the past 24 years. His tenure since 1992 continues to oversee the great comeback story of Hollywood.