The Orange Avenue Corridor Specific Plan - City of Coronado

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larger than 1,000 SF to serve tenants wishing to expand. This is evidenced in part by the instances of street level retail shop space being occupied by potential office users; however, this segment is dominated by real estate agents and financial service firms and is not considered a deep pool of prospective tenants. There is not a significant demand for new office buildings within the Plan area but the City should consider facilitating periodic infusions of office space in mixeduse buildings as warranted by market conditions. Housing Market Overview The majority of housing stock within the Plan area is concentrated between Second and Sixth Streets. It consists primarily of for-sale condominiums and rental properties in various multi-unit configurations. Plan area housing products vary widely with respect to age, style, density, and orientation to Orange Avenue. There are very few detached housing units within the Plan area, however, attached housing values in the Orange Avenue corridor are strong at approximately $317/SF. The rental housing market is also quite strong and demand for units is high. According to local leasing agents, units within the Plan area are much sought after by prospective renters. Most units are one- and two-bedroom units, typically with 1 bath. Average rents for 2 BR/1 BA units range from $800 to $1,200 per month and 2 BR/ 2 BA units rent for between $1,000 and $1,300 per month. Reported vacancy within the Plan area is quoted as zero by local leasing agents. Three-bedroom units are rare and can rent for between $1,750 and $2,200 per month in proximity to the Plan area. Lodging Market Overview The City of Coronado is recognized as a world-class resort destination with the Hotel Del Coronado as its anchor. The majority of Coronado’s lodging properties are located along Orange Avenue or are close to the boundaries of the Plan area. According to estimates prepared by APPENDIX 4 – MARKET STUDY SUMMARY Page 124 the Coronado Visitors Bureau, approximately one million visitors come to Coronado each year. The lodging market is supported primarily by three main segments of the visitor market -- tourists, groups, and the military. The Hotel Del Coronado caters largely to groups and, to a lesser extent, tourists. The mid-market and economy lodging facilities are supported mainly by tourists and spill-over from the group market segment. The more affordable properties report that the military segment currently comprises about 50% of their business, as Coronado military installations have increased activity and personnel in relation to the events of 9/11 and ongoing overseas conflicts; however, this percentage has historically been lower. Despite the high occupancy figures typically achieved in Coronado, the introduction of new room supply into Coronado is unlikely due to several limiting factors, including: • Lack of encouragement from City government. • Lack of available sites • Numerous hotel projects planned for Downtown San Diego. • Slow population growth. Summary of Assets and Constraints that Affect Land Uses This section summarizes the aspects of the Plan area and the City of Coronado that either support or constrain the market conditions affecting various land uses. The key assets and constraints are summarized as follows: Assets • High Incomes – Household and per capita incomes in Coronado are very strong, as compared with comparable incomes for the San Diego region. ORANGE AVENUE CORRIDOR SPECIFIC PLAN
These factors indicate that Coronado residents have above-average amounts of disposable income to spend on goods and services. • Strong Demand for Housing – The Plan area is surrounded by dense rental and multi-unit for-sale housing. The Orange Ave. corridor between Second St. and Seventh St. consists primarily of housing. Demand for units in the Plan area is very high and vacancy is practically non-existent with many property owners/managers maintaining lengthy waiting lists of applicants looking for Coronado housing. • Access/Views of the Ocean and Bay – Coronado offers visitors and residents excellent access to both San Diego Bay and the Pacific Ocean, each within almost a “stones throw” from the other. The narrow Coronado peninsula separates the tranquil bay from the crashing surf at the white-sand Coronado Beach, recently rated as the second-best beach in the country by the TravelChannel. Views of the water and the San Diego skyline are wonderful. • Hotel Del Coronado – The Hotel Del Coronado is recognized throughout the world as a landmark resort destination. Its one-of-a-kind historic architecture and location on Coronado’s white-sand beach have established the hotel as an anchor of not only Coronado’s lodging market but also of San Diego County’s lodging market. • Strong Military Presence – Coronado is home to two major military installations, the Naval Amphibious Base (NAB) and NASNI. The base-related workforce is estimated at approximately 35,000, inclusive of enlisted, officers, and civilian workers. Although the military bases provide top-quality on-base retail and services to enlisted and retired military personnel, spill-over demand from the military for services is a positive economic generator for the City. • Small-town Ambience – Despite its reputation as a major tourist destination and a key west-coast military installation, Coronado is a small town in terms of population. It has retained its small-town atmosphere by concentrating its commercial uses in a pedestrian-oriented corridor reminiscent of a time before malls when shopping was a pedestrian exercise concentrated in a business district. The Orange Avenue corridor’s small storefronts, wide sidewalks, and low buildings have preserved a small town ambience and an inviting pedestrian scale. Constraints • Small Population Base and Isolated Geography – Coronado’s population base is relatively small in comparison to other cities in the region. The City’s ability to compete for retail sales in a trade area beyond Coronado is hampered by is physical separation from San Diego/South Bay proper which, in turn, limits the City’s potential to attract a broad range of national retail tenants. The City’s population growth is stagnant and, at least with respect to retail sales potential, the enlisted and retired military personnel are considered absent because they primarily utilize on-base retail as opposed to Orange Ave. retailers. • Competition from On-base Retail – The only large format retailer in Coronado is the U.S. Military. The Navy Exchange at NASNI offers approximately 100,000 square feet of shopping comparable to a Wal-Mart or Target, inclusive of a food court and other amenities. The NASNI Exchange is the eighth largest Navy Exchange worldwide in terms of sales volume. The NAB offers an additional 20,000 square feet but does not provide the range of goods and services found at NASNI. Adjacent to the NASNI APPENDIX 4 – MARKET STUDY SUMMARY ORANGE AVENUE CORRIDOR SPECIFIC PLAN Page 125
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Orange Avenue Corridor Specific Pla
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Orange Avenue Corridor Specific Pla
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F. CONTEXT/GENERAL PROJECT CONSIDER
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LIST OF TABLES Table IV-1 COMMERCIA
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Chapter I INTRODUCTION The Specific
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Figure I-2 Limited Vicinity Map Cha
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B. BACKGROUND Coronado’s distinct
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Coronado’s approximately 60,000 S
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Figure I-6 Generalized Existing Lan
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Chapter 9: Infrastructure This non-
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“What are Coronado’s strongest
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• October 31, 2002 The Committee
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The Village Theater holds special m
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military for services is a positive
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• Continue sidewalk and streetsca
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When used in this Specific Plan, th
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B. REVIEW OF PROJECTS B.1. Purpose
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Permitted Minor SUP Prohibited Loca
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Treatment (non-toxic Light coating/
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Industry (sculpture, Handicraft-typ
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D. PERMITTED USES D.1. Community Se
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. Formula Retail (see Section G. Fo
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E.7. Transportation a. Parking Stru
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H. FORMULA FAST FOOD H.1. Purpose T
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J. OFF-STREET PARKING J.1. Purpose
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trator shall provide written interp
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Chapter V R-4 MULTIPLE-FAMILY RESID
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of the width or depth of the lot, r
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three feet and need not exceed five
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projects out at least 6 feet from t
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Chapter VI COMMERCIAL ZONE DESIGN C
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Photo 10: Maintain Downtown as a fr
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character of the building and the s
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C.3. Facade Treatment a. The use of
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a. The use of clear glass on the fi
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a. Building heights shall relate to
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Photo 21: Potted plants and paving
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appears welcoming to pedestrians. c
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. Avoid hard-to-read, overly intric
Page 81 and 82: Photo 32: Signage on valence flap a
Page 83 and 84: Photo 37: Adella Plaza Photo 36: Po
Page 85 and 86: J.2. Public Art c. Freestanding art
Page 87 and 88: K.3. El Cordova Complex Photo 45: E
Page 89 and 90: Street trees provide much needed sh
Page 91 and 92: This R-4 Zone shares the commercial
Page 93 and 94: a. New multiple family residential
Page 95 and 96: should embrace Coronado’s village
Page 97 and 98: Photo 70: Attractive alleyways incl
Page 99 and 100: Chapter VIII MOBILITY, WAYFINDING A
Page 101 and 102: Improved Transit. Properly configur
Page 103 and 104: D. BICYCLING/PEDESTRIAN CIRCULATION
Page 105 and 106: E.2. Directional Signage Visitors a
Page 107 and 108: Figure VIII-8 Parking Study Area Ch
Page 109 and 110: Figure VIII-10 On-Street Parking In
Page 111 and 112: the parking requirements of this Sp
Page 113 and 114: C. WASTEWATER SERVICE D. STORM DRAI
Page 115 and 116: Figure IX-1 Wastewater System Chapt
Page 117 and 118: Figure IX-3 Storm Drainage System C
Page 119 and 120: APPENDIX 1 GLOSSARY OF TERMS Alter
Page 121 and 122: glare, and which by reason of high
Page 123 and 124: APPENDIX 2 LIST OF LOCATIONS FOR PH
Page 125 and 126: APPENDIX 3 GENERAL PLAN CONSISTENCY
Page 127 and 128: with the listed discussion items of
Page 129 and 130: • Coronado’s share of 20-24 Yea
Page 131: strongest potential to succeed in t
Page 135: Row 1 Row 2 Row 3 Row 4 Row 5 “Ou
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The Orange Avenue Corridor Specific Plan - City of Coronado

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