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Target Report: New Store Will Make Traffic, Parking Better

By Jorge Casuso

If you thought the proposed Target store in the heart of downtown would worsen already bad traffic and parking problems, think again.

The three-story store will only make things better.

That's the conclusion of a six-page report by Crain & Associates recently released by Target, which is proposing to build a 125,000 square-foot store with 572 parking spaces on the corner of 5th Street and Santa Monica Boulevard behind the Toys 'R Us store.

"The recognition of existing traffic and parking problems in downtown Santa Monica should not be construed as a need to prohibit additional development in the vicinity,' according to the report.

"Quite the contrary, a densely developed area such as the project vicinity is the ideal location for increased retail and commercial uses, for although heavy, traffic in such areas is concentrated and allows for higher efficiency in parking and traffic management programs."

The traffic and parking woes downtown are not primarily due to too many vehicles or a dearth of parking spaces, but to a lack of coordinated traffic signals and lack of information on available parking, according to the report.

"The existing traffic signal system within the downtown area does not provide sufficient coordination to allow efficient traffic flow, nor is it equipped to respond in real time to changing traffic conditions," the report found. The problem is "exacerbated by what is undoubtedly the root of the traffic congestion in the downtown area - lack of information on available parking."

Rather than contributing to the downtown traffic and parking burden, the store should be seen as "a 'springboard' for ideas and programs which can be implemented on an area-wide basis to relieve congestion," the report said.

The ideas and programs, many of which the city already is exploring, include:

· Upgrading traffic signals to coordinate signal operations and optimize traffic flow.
· Improving the operations of the six city-owned public parking structures by monitoring the occupancy and efficiently directing visitors to available parking.
· Use information from parking structure monitors and traffic signal coordination programs to inform visitors of alternate routes to avoid congestion.

The report also suggests ways to reduce traffic by adding mass transit and providing remote parking facilities, measures already being planned by the city.

"Densely populated areas or highly concentrated business/retail centers provide excellent opportunities for mass transit use, as origin/destination locations are close together," the report said. "Office employees may dine, shop, bank, or run other errands all without having to drive."

The report concludes that the proposed Target store can "energize pedestrian activity, enhance bus ridership, and reduce traffic by providing additional opportunities for area employees to shop without driving."

The traffic report comes three months after Target released a survey showing strong resident support for a branch of the moderately priced retailer in the heart of downtown.

Conducted in December by a well-known local research firm, the survey - which is a cornerstone for a community-based lobbying campaign by the Minnesota-based company -- indicates that seven out of 10 Santa Monica residents favor the store.

The proposed Target store promises to be a key issue in the November race for four open City Council seats.

Supporters contend the Target store will provide a much-needed affordable department store to help fill the gap left by the demise of Hensheys, Penny's and Woolworths in the downtown area.

Opponents fear the development will only bring more traffic downtown, adding to the growing gridlock and parking woes.

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