North Embarcadero Development Plan
By Joanne DiBona
North Embarcadero Development Plan A few days ago, I stood on the terrace of the San Diego Convention Center and watched the action and excitement as thousands of San Diegans poured into the center to view the popular International Auto Show.
The bayside promenade was bustling with activity. Families with children, joggers, and seniors out for a stroll joined automobile aficionados, businesspeople and out-of-town convention delegates on the bayside promenade. As far as the eye could see in either direction, the esplanade was filled with people from all walks of life enjoying themselves on this picturesque walkway.
I couldn't help thinking how far we've come in the past decade--owing in no small way to the changes brought about by the needs of our visitor and convention industry. What was a true urban wasteland in the early '80s is now the beautiful Embarcadero Park South, a lush and truly breathtaking landscape teeming with activity, entertainment, and fun for visitors and residents alike.
We now have the opportunity to help create a similar scenario in the northern part of our Embarcadero. In mid-March, the California Coastal Commission will meet to consider the North Embarcadero Alliance Visionary Plan--a plan whose components will change the face of San Diego's waterfront between Seaport Village and Lindbergh Field.
This visionary plan is the result of a synergistic and creative effort of the Unified Port District, the City and County of San Diego, the Centre City Development Corporation and the U.S. Navy. All five agencies had a hand in planning and designing a new vision for the North Embarcadero area. If approved, this development will create a one-of-a-kind waterfront experience that will attract visitors from around the world--while giving San Diego residents yet another scenic area to enjoy year-round.
In addition to the exciting Midway Carrier Museum, some thirteen other projects are part of this plan--projects that will deliver a true "city" environment to San Diego's north harbor, creating an atmosphere and ambiance similar to San Francisco, Seattle and Vancouver.
Let's imagine what the North Embarcadero would look like if the dream for the visionary plan is realized. Among the many improvements proposed is the elimination of one lane on Harbor Drive between Grape Street and Pacific Highway which will create a 25-foot-wide pedestrian zone along the esplanade--an area that will beckon visitors to enjoy a stroll along the bay and partake in a variety of pleasant experiences along the way.
Plans to create a community park in the space now utilized by the County Administration Building parking lot would replace the seemingly endless view on asphalt we see now with a belt of verdant green and create yet another recreational area for residents and tourists alike.
The Visionary Plan also calls for the expansion of the San Diego Maritime Museum, which would also include a new dock to berth additional vessels. This would allow the museum to expand its educational outreach program and to house more and larger exhibits. The renovation and expansion would set off the majestic tallship Star of India, placing it in a maritime setting that would complement its magnificent physical presence while bringing alive San Diego's colorful maritime history.
If built as planned, a 600-800 room hotel property and an office building will spark new life in the area. We've seen it happen in the Gaslamp Quarter and along the Embarcadero Park South. The building of new hotels and business complexes bring in that "critical mass," visitors and residents who, by their sheer presence, generate new business and activity in an area--retail stores, restaurants, entertainment venues, etc.
Plans also call for the modernization and expansion of the cruise ship terminal at the B-Street Pier to accommodate the new generation of cruise ships, some of which carry up to 3,100 passengers.
Why is a newer, larger terminal so critical? While San Diego ranks 12th in size among the 18 North American ports engaged in the cruise industry, it is currently the second fastest-growing cruise port. In 1997, San Diego's existing 35,000-square-foot terminal handled 68 cruise ships and 9,500 passengers. Last year, those numbers skyrocketed to 104 calls and 144,000 passengers.
Financially, each ship has a significant economic impact on San Diego every time it calls. For instance, each time Holland America's Statendam pulls into our port, it generates $350,000 in revenue for San Diego businesses. Multiply that by the 20 stops it makes here during its cruise season, and we are looking at a whopping $7 million economic impact on our region.
Just imagine how much these cruise passengers would spend on a revitalized Embarcadero North. Cruise dollars would flow into maritime museums and entertainment venues, bayside restaurants, and retail shops selling everything from San Diego t-shirts and souvenirs to designer clothing and works by local artists. A proposed combination retail and parking facility on the old Lane Field site would immediately attract cruise passengers as they disembark. Some would make their way into Little Italy, where they could enjoy the ambiance of an ethnic neighborhood while spending even more dollars on local products and services.
It would be foolish thinking indeed to downplay or underestimate the tremendous impact increased cruise ship activity would have on San Diego's economy.
Having seen such revitalization projects work their magic in San Diego in the past, we can only encourage all parties involved in the plan to move forward enthusiastically and expeditiously to make this dream a reality.
Some have suggested that we should not divert our attention to the North Embarcadero while the redevelopment of East Village and a completion date for the Ballpark remain uncertain. While these projects are indeed important to our industry and our community, they should not detract us from moving forward with the North Embarcadero Visionary Plan as part of our relentless efforts to revitalize San Diego's urban core.
All of these projects are part of a bigger puzzle which, when completed, will create a downtown San Diego whose natural beauty, cosmopolitan ambiance, and variety of attractions will combine to make it a paradise for residents and visitors alike. There is no doubt in my mind--we can, and should, have it all!
