redevelopment helps build healthy communities pages 1-4 … · 2013. 5. 30. · and increasing...

RedevelopingoaklandR e a s s e s s / R e e va l u at e / R e b u i l d / R e v i ta l i z e

WHaT’S InSIdE

REdEvElopmEnT HElpS buIld HEalTHy communITIES pages 1-4

nEW pRojEcTS on Tap In THE nEW yEaR! page 5

makE youR nEIgHboRHood SafER: STaRT a nEIgHboRHood WaTcH pagE 6

opEn foR buSInESS: THE buSInESS aSSISTancE cEnTER page 10

mESSagE fRomTHE dIREcToR page 11

colISEum RESIdEnTS: you can makE a dIffEREncE �page 12

WInTER 2010 / ISSuE 4 / vol 4

Redevelopment�helps�build�healthy�communities

Where you live can have a great impact on your health and even how long you’ll live, influenced by factors from

pollution to violence to access to healthy food. Did you know that residents in Oakland’s flatlands live, on

average, a decade less than their counterparts in the Oakland Hills?

ThatstunningstatisticiscontributingtoanewapproachforAlamedaCounty’sPublicHealthDepartmentandincreasingopportunitiesforhealthandRedevelopmentofficialstoworktogether. “When you look at that data, you see that place really matters. What’s around people shapes theiroppor-tunitiestobehealthy,”saysDr.SandraWitt,thepublichealthdepartment’sdeputydirectorforplanning,policyandhealthequity.“Traditionally,we’velookedatindividualbehavior,butthat’sonlypartoftheequation.Wehavetolookattheenvironmentpeopleliveinandthepoliciesthatshapethatenvironment.” Andinmanyflatlandareas,redevelopmentishelpingshapethatenvironmentwiththegoalsofcleaningupblight,attractingbusinessesandjobs,providingsafehousingandbuildingamorevibrantcommunity. “We’vealreadybeenastrong,silentpartner(withPublicHealth)withprojectswe’veembarkedon,whetherit’sbringinggrocerychainstounderservedcommunitiesorredevelopingparksandidentifyingsaferandhealthier

(continued on page 2)

“We’ve already

been a strong,

silent partner

(With public

health) With

projects We’ve

embarked on,

Whether it’s

bringing

grocery chains

to underserved

communities or

redeveloping

parks …”

— gregory hunter

deputy director

community

economic

redevelopment

s above:

William D. Wood Park, District 5

WInTER 2010 / ISSuE 4 / vol 4

places for children to run or play structures to climb on,” says Gregory Hunter,Oakland’sdeputydirectorofeconomicdevelopmentandredevelopment. Cleaningupblightandgraffiti,helpingdevelopvacant lotsandcontributingtojobtrainingandgreenjobsinitiativesareotherwaysRedevelopmenthelpsimproveneighborhoodsafetyandresidents’well-being. Thegoalistoattractprivateinvestmenttounderservedcommunities,butitalsohasthebenefitof“addingtothehealthoftheoverallcommunity,”Hunteradds. OaklandandAlamedaCountyarenotaloneinexploringthisnewpartnershipterritory.Recently,BayArearedevelopmentandpublichealthofficialsmettodiscusswaysthathealthimpactscanbeconsideredinredevelopmentplans. ButOaklandandAlamedaCountyareamongthoseleadingtheway,duebothtosuccessfulprioreffortsandtoanunprecedented,multimillionplantoimprovehealthoutcomesinEastOakland.

Redevelopment helps build healthy communities (continued from page 1)

s above: Excited residents flocked to the grand opening of Mandela Foods.

HEalTHy foodFlatland residents, particularly in West and EastOakland,havelongcomplainedaboutthedistancetheyhave to travel to grocery stores and the lack of freshfoodattheircornermarkets. Redevelopment and public health officials teameduponaninitiativetohelpcornermarketsofferhealthierchoices, including fresh fruits and vegetables, and be-comecertifiedtoacceptchecksfromthefederalWomen,InfantsandChildren(WIC)nutritionprogram. Publichealthofficialshelpedsurvey residentsaboutwhatkindsoffooditemstheywantedtoseeandhelpedstoreownerswithWICapplicationsandhealthdepart-ment mandates for fresh food, while redevelopmentofficials were able to offer business owners assistancewithfinancing,façadeimprovementsandmore. Morerecently,bothagenciesplayedaroleintheopen-ingofMandelaFoods,alocallyowned,full-servicegrocerystoreandnutritioneducationcenterthatopenedinWestOaklandinJune2009.TheRedevelopmentAgencycon-tributed a $258,000 tenant improvement grant to helpthe business open, and public health staff helped trainworkersonnutritionandproceduresforsellingfreshfood. ThisisnotthefirsttimetheRedevelopmentAgencysupportedtheestablishmentofafull-servicegrocerystoreinanunderservedneighborhood.Redevelopmenthasas-sisted with the development of supermarkets in Westand East Oakland over the past several years. In 2004,Redevelopmentfacilitateda$65,000EconomicDevelop-ment Administration loan to Gazzali’s Supermarket, a30,000-square-foot supermarket in the Eastmont Mallat the corner of BancroftAvenue and 73rdAvenue.Atthattime,Gazzali’sSupermarketwastheonlyfacilitytopurchasegrocery items in the farEastOaklandpartoftheCentralCityEastredevelopmentarea.


“ What’s around people shapes

their opportunities to be healthy …

We have to look at the environment

people live in and the policies that

shape that environment.”

— dr. sandra Witt, md,

deputy director for planning,

policy and health equity,

alameda county

public health department

2 | REdEvElopIng oAKlAnd

below: Shoppers enjoy a wide variety of fresh fruits and vegetables.s

clEan aIRCounty public health officialshave been working for years withresidents and community groupsin West Oakland who feel theirneighborhood – and health – isadversely affected by all the truckstraveling to and from the Port ofOaklandandparkingandidlingonresidentialstreets. Redevelopment officials arepleased that plans to redevelopthe former Oakland Army Basewill help provide a solution withthecreationofa“maritimesupport

center” on 15 acres of City-owned land adjacent to theport, where truckers will be able to park and receiveservices, from repairs to food, for their vehicles andthemselves. “Therationaleisthatiftheyhaveacentralizedlocationtogoforservices,theywillhavelessofareasontowanderthroughWestOakland,”Huntersays.

REdEvElopIng oAKlAnd | 3

REcREaTIon oppoRTunITIESIt’snosurprise thatexercise iskey togoodhealth,butopenspaceandsafeplayareascansometimesbehardtofindinunderservedneighborhoods. Redevelopmentishelpingbringabouthealthychangethroughitssupportofrecreationinitiativeslargeandsmall.Fromcontributingfundsfordogparksandtot lots to resurfacing playing fields and ball courts, redevelopment grants aretouchingmanyareasof theCity.Formore information, see the fall issueof thenewsletteratwww.business2oakland.com/redevelopment.AmongrecentRedevelopmentinvestmentsare: • $300,000incapitalimprovementsandmaintenancetotheOakland

IceCenterintheCentralDistrict; • $1.6millionforplayingfieldsandamenitiesatRaimondiParkinWest

Oakland; • $55,000fortheMosswoodParkDogRunintheBroadway/MacArthur/

SanPabloarea; • $800,000toremakeFremontPoolinCentralCityEast;and • $2millionfortheplannedEastOaklandSportsComplex,scheduledto

openin2011intheColiseumarea.

s above: The entrance to DeFermery Pool, featuring a tile mural by Mike Mandel and Larry Sultanentitled “Pool” (1993), was remodeled with redevelopment funds.

below: Young boys take a break at Raimondi Park.s


RE-EnvISIonIng nEIgHboRHoodS Redevelopment and public health also havebeenworkingtogetherthroughtheCity-CountyNeighborhood Initiative in West Oakland’sHoover Historic District and East Oakland’sSobrantePark.

Founded in 2004, the initiative works to buildthe capacity of neighborhood residents toaddress violence and other health inequities intheirneighborhoods. InWestOakland,officialsareworkingwithresidents to reduce blight, create youth servicesandemployment,andrenovateDurantPark. InSobrantePark,thegoalsaretoreducedrugdealingandviolence,createmoreopportunitiesforyouthandimproveTyroneCarneyParkandtheneighboring streetscape.Residentshaveworkedwith renowned landscape architect WalterHood to redesign the park, which the Cityclosedin2002duetodrugdealingandviolence.The City and residents are working to secureadditionalfundingtomakethevisionareality.

s Several Sobrante Park residents conduct a neighborhood walk-through to help redesignthe Sobrante Park streetscape.

Redevelopment helps build healthy communities(continued from page 3)


s Rendering of Sobrante Park

unpREcEdEnTEd oppoRTunITy In EaST oaklandPerhaps the most exciting opportunity for Public Health and Redevelopment is gettingunderway in East Oakland, where officials and residents last summer began a 10-yearstrategicplantobuildahealthycommunityinEastOakland. The area is one of 14 statewide chosen by the California Endowment – a private,statewidehealthfoundation–toreceivemillionsofdollarsoverthenextdecadetomeetthosehealthgoals.Startingthisyear,EastOaklandisexpectedtoreceivebetween$500,000and$3millionforthenextthreeyears,withfundingincreasinginthefollowingyears. Workgroupsinvolvingpublichealth,RedevelopmentandotherCityofficials,commu-nityorganizationsandresidentshavebeenmeeting tocreateplans for improvinghealth,leadership development, education and the physical environment, including economicdevelopmentandtransportation. “It’sanenormousamountofwork,”saysWitt.But“thepotentialpayoffforthisishuge.Thisisaonce-in-a-lifetimeopportunity.” ThestatewideeffortisbeingheadedbyDr.AnthonyIton,whopreviouslyspearheadedsimilareffortsinAlamedaCountytolinkpovertyandhealth. Formoreinformation,visitwww.eobhc.net. Hunterseessuchcollaborationnotasawholesalerethinkingofredevelopment,butratherasacontinuationofthesmart-growthprinciplestheRedevelopmentAgencyalreadyhasbeentryingtofoster. “It’samorecomprehensivewayofthinking,”hesays.


Despite a challenging economic climate, new projects aregettingunderwayandworkiscontinuingonmajoreffortsfrom transit villages to streetscape improvements in

redevelopmentareasthroughouttheCity. Beloware somehighlights you can look for inyourneighbor-hoodin2010.Formoreinformationontheseandotherprojectsinyourarea,visitwww.business2oakland.com/redevelopment.

bRoadWay/macaRTHuR/San pablomacaRthuR�tRansit�villageWorkcontinueson theMacArthurTransitVillageproject, amajordevelopment slated to bring more than 600 residential units, retail,community space and parking to the area around the MacArthurBARTstation. In 2010, developer MacArthur Transit Community Partners isexpected to move forward with design review and approval for thefirstphaseofthedevelopment–replacementparkingforBARTwithanewparkingstructure.

neighboRhood�pRojects�initiative�(npi)ConstructionoftheMosswoodParktotlot,whichwillincludeaplaystructure,playhouse,swings,benchesandpicnictables,isexpectedtobegininthespring. The project, to be constructed next to the Moss House at 36thandWebsterstreets,receivedatotalof$100,000inAgencyfundingthroughtheNPIprogramin2007and2008.KaiserPermanente iscontributing $80,000 and another $20,000 for a rubberized playsurface is coming from the City’s Americans with Disabilities ActProgramsoffice.

Two new NPI projects also have been funded: $71,300 forresurfacingtheplaygroundandbasketballcourtattheGoldenGateRecreationCenterand$75,000fortheinstallationofnewpedestrianstreetlightsonTelegraphAvenuebetween40thand42ndstreets.

stReetscape�impRovementsInstallation of pedestrian-oriented, ornamental streetlights on SanPabloAvenuefrom53rdto67thstreetsisexpectedtobecompletedinMay.Theproject,approvedin2007,cost$1.85million.

Retail�attRactionRedevelopment staff is continuing work on the Broadway/ValdezDistrict Specific Plan, an effort to guide City officials in attractingdestinationretailandmixed-usedevelopmenttoBroadwaybetween23rdStreetandInterstate580. WorkontheplanbeganinJanuary2009andisexpectedtotaketwoyears.Theplanaimstobalanceland-usegoalswithenvironmental,economic, preservation and quality-of-life-related issues, and citizeninputisbeingsoughtateverystageofthethree-phaseprocess. Agency staff is currently developing and vetting the proposedalternatives. The area is split between the Broadway/MacArthur/San PabloandCentralDistrictredevelopmentareas,bothofwhichhavecontrib-uted$400,000.TheCityalsoreceivedagrantof$400,000fromtheAssociationofBayAreaGovernmentstocompletetheprocess. AseriesofpublicworkshopsisbeingheldattheFirstPresbyterianChurch, 2619 Broadway, from 6 to 8 p.m. The next workshop willdiscuss alternatives, access andpublic realm.For thedate andmoreinformation,visitwww.business2oakland.com/brcp/.

new�pRojects�on�tap�in�the�new�yeaR


above and below: Achitectural renderings show the vision for thefuture of the MacArthur Transit Village.

left: The request for construction bids is expected to go out this spring for these streetscape improvements to 23rd Avenue.

s

FightingcrimeinacityasbigasOaklandtakesteamwork!Cityofficialssaythere’soneeasyandeffectivetoolyoushouldknowabout:gettingtoknowyourneighbors.Notonlycanyoukeepaneyeoutforsuspiciousactivityandwatcheachothers’homes,youcanbandtogethertoseekCityassistanceonproblemsfromabandoned

carstoillegaldumpingtoburned-outstreetlights. “The best crime-prevention tool ever invented is a good neighbor,” says Claudia Albano,manageroftheNeighborhoodServicesDivision.“Whenneighborsknoweachother,neighbor-hoodsaresafer.” The mission statement of the Neighborhood Services Division sums it up nicely:“Everyblockisorganizedandeveryneighborisskilled,networkedandempoweredtoworktogetherinapartnershipwiththeCitytosolveproblemsandbuildahealthy,resilientcommunity.” ItstartsattheblocklevelwiththeNeighborhoodWatchprogram.Whiletherearemorethan600NeighborhoodWatchgroups,AlbanosaysmostofOakland–withthousandsofblocks–remainsuncovered.Ifyoudon’tknowyourneighbors,NationalNightOut–thenationalblockpartyheldthefirstTuesdayinAugust–isagreatstartingpointformanyneighborstogettoknoweachother,havefunandbuildgroupsfromthere. PolicerepresentativesmeetwithresidentsstartingNeighborhoodWatchgroupsandtalktothem about home security, personal safety and crime issues in their neighborhood. They helpcreateaneighborhoodrosterandmapandexplainhowandwhentocontactthepoliceandotherCityagenciesforhelp.NeighborhoodWatchgroupsalsoareeligiblefortrainingonspecialtopicsfromchildandseniorsafetytodisasterpreparedness. AtthenextlevelaretheNeighborhoodCrimePreventionCouncils(NCPCs),whichcovertheCity’s57communitypolicingbeats.Thesecouncilsmeetregularlytotackleissuesinlargergeo-graphicneighborhoods,assistedbyNeighborhoodServiceCoordinators(NSC),whoarecivilianemployeesoftheOaklandPoliceDepartment.TheNSCshaveofficesatCityHall,butalsoinseveralneighborhoods,includingFruitvaleandattheEastmontSubstation. ManyactiveNCPCmembersalsoareactiveinProjectAreaCommitteesintheirredevelop-mentareas,Albanosays. “Try to solve the problem at the lowest level,” saysAlbano.“If you can’t do that, call yourNeighborhoodServiceCoordinatororgototheNCPCmeeting.” Jessie Mae Brown has been heading up Neighborhood Watch in her East Oaklandneighborhoodfor30years.

SheandothervolunteersholdablockpartyonNationalNightOuteveryyear,andBrownwelcomeseverynewneighborwhomovesintohertwo-blockarea.Sheasksthemtojoinhergroup,helpkeeptheneighborhoodcleanandkeepaneyeoutforstrangersandsuspiciousactivity. “Someoftheyoungstersdidn’tlikeme,butIkeepspeakingtothemanyway,andnowtheyloveme,”saysthe82-year-oldBrown.“Gangsters,too.Itreatthemlikehumanbeings.”

Shesaysknowingyourneighborsmakes“agreatdifference.Iftheydon’tknowyou,theydon’thaveanykindofrespectforyou.”

make�youR�neighboRhood�saFeR:�staRt�a�neighboRhood�watch�gRoup

“the best crime-prevention tool ever invented is a good neighbor,”

claudia albano, manager of the neighborhood services division.

“When neighbors knoW each other, neighborhoods are safer.



“hosting the 2018

or 2022 World cup™

Would bring amaz-

ing soccer action to

the oakland-alameda

county coliseum simi-

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friendly match be-

tWeen mexico and aus-

tralia in march 2008.

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nEIgHboRHood cRImE pREvEnTIon councIlS In REdEvElopmEnT aREaS

BrownattendsmonthlyNCPCmeetingsandappreciatesthehelpwhensheneedsit. “Theyhelpyouwithinformationonhowtohandlesomeofthesituationsthatcomeupinyourneighborhood,”shesays.“Ifitgetstootough,theywillbackusup.” Brownsaysevennewtechnologyisnomatchforgettingtoknowyourneighbors.“IknowtheygotthisnewstuffwithblogsandTweeting

andallthatstuff,”saysBrown,“butthere’snothinglikepersonalcontact.” Ifyou’renotsurewhichCitydepartmentcouldbesthelptackleaprobleminyourneighborhood, theOaklandersAssistanceCenter,at510-444-CITY,canalsobeagoodplacetostart. For more information or to start a Neighborhood Watch, callNeighborhoodWatchCoordinatorBrendaIveyat510-238-3091.

Map LEGEND

parks

coMMaND 1

coMMaND 2

coMMaND 3

(continued from page 6)

the goal is

to create a

safer and

more vibrant

connector

betWeen

broadWay and

telegraph avenue

and a neW entry

point into the

burgeoning

uptoWn

entertainment

district.


cEnTRal dISTRIcTbaRt�17th�stReet�gateway�pRojectTheRedevelopmentAgencyisworkingwithBARTandtheCity’sPublicArtdivisiontotransformanunderutilizedplaza that is in disrepair between 17th and 18th streets. The goal is to create a safer and more vibrant connectorbetweenBroadwayandTelegraphAvenueandanewentrypointintotheburgeoningUptownentertainmentdistrict. Thedesignandconstructionbudget isbetween$750,000and$1millionandwillcomefromacombinationofRedevelopmentandstate funding.Thepublicartcomponent,which isexpectedto includea light-ormedia-basedartwork,willcostanother$600,000inpublicartfunds.

oppoRtunity�sitesAlsointheUptownarea,theblockadjacenttotherenovatedFoxTheatre–andboundedbySanPabloAvenueand18thand19thstreets–isoneof10sitesthattheAgencyisseekingtoselltointeresteddevelopersfornewprojects. Thirteenproposalsweregeneratedbyarequestforproposalsforthe10sites,andAgencystaffexpectstomakerecommendationsonchoosingdeveloperstotheCityCouncilinFebruary.Developerswereaskedtosubmitproposalsforpossibleusesincludingretail,housingandoffice,aswellasmixed-usedevelopments. SixoftheopportunitysitesforwhichtheRedevelopmentAgencyhassoliciteddevelopersareintheCentralCityEastredevelopmentarea.Theyare:2777,3566and3600FoothillBlvd.;thenorthwesterncornerofFoothillBoulevardandSeminaryAvenue;FoothillBoulevardand73rdAvenue;and10451MacArthurBlvd. TherestofthesitesareintheColiseumarea:90566thAve.,6775OakportSt.,and606ClaraSt.and9418EdesAve.

WEST oaklandneighboRhood�pRojects�initiativeWith a $40,000 Redevelop-ment Agency grant, the Oak-land Dog Owners Group(ODOG) will be creating a

dog park in Grove-Shafter Park at 37th Street and Martin LutherKing Jr.Way.Amenities, funded in part by City Council PresidentJane Brunner’s office, will include small and large dog play areas,boulders,benches,tablesandacommunitybulletinboard.Theparkisslatedtoopenthisspring. NPI funds of $12,300 also have been used to upgrade two ofCity Slicker Farms West Oakland facilities. At the Ralph BuncheContinuationSchool,thefarm’snurserygotamakeoverwithrepairedshelving, support beams and windows in the greenhouse, graffitiremoval,newplanterboxesandthereplacementofaseedingtable.AttheCenterStreetFarm, fundshelpedbuildorupgradea classroomseatingarea,BBQ,toolshed,henhouse,beehivetable,fenceandgate,aswellasnewplanterboxesandraisedbeds. TheWestMacArthurBoulevardmedianalsowillgetaboostwiththeinstallationoflandscapingandirrigationfromMartinLutherKingJr.WaywesttotheCityboundary.Theproject,whichextendsamedianprojectcompletedin2008,wassponsoredbytheMarketStreetCor-ridorNeighborhoodAssociationandfundedbya$50,000NPIgrant.

stReetscape�impRovementsRedevelopment staff also is in the initial phases of a planningprocesstodevelopstreetscapeimprovementsalongthelengthofbothPeraltaStreetandMartinLutherKingJr.WayintheWestOaklandredevelopmentarea.

oakland aRmy baSEPlanstoredeveloptheformerOaklandArmyBasetookamajorstepforwardlastyearwiththeselectionofamasterdeveloperforthe303-acresiteatthefootoftheBayBridge,161acresofwhichareownedbytheCity. NegotiationsareunderwaybetweentheAgencyandajointventurebetweenCaliforniaCapitalGroup,headedbyOaklanddeveloperPhilTagami,andAMBPropertyCorporation,aSanFranciscorealestateinvestmenttrust. Thedevelopershaveproposedusingboth theCity- andPortofOakland-owned parcels to support operations of the nation’s fifthbusiest port by increasing capacity for packaging, warehousing anddistributingcargo. Inadditiontocreatingaprojected8,000newjobs,theproposedproject – which could cost more than $1 billion – promises todecreasetrucktrafficandparkinginresidentialareasofWestOaklandbycreatingamaritimesupportcenterontheformerbasefortruckersandtheirvehicles.

below: A master developer has been chosen for the formerOakland Army Base.

s

new pRojects … (continued from page 5)


cEnTRal cITy EaSTstReetscape�impRovementsMacArthur Boulevard is slated to undergo atransformationbothaboveandbelowground.Pacific Gas & Electric, Comcast andAT&Twill be undergrounding utilities, which isexpectedtobecompletedthisyearwithcontri-butions of redevelopment funds. Streetscapework – including curb bulb-outs, sidewalkexpansions, new street trees and tree wells,lighting,andstreetresurfacingandrestriping–alsoisscheduledandexpectedtobecompletedby2011. Arequestforconstructionbidswillgooutthisspringforimprovementsto23rdAvenuebetweenEast12thStreetandFoothillBoulevard. PlanningalsoisunderwaytoimprovethedesignoftheFruitvale/Foothillstreetscape.Adesignfirmhasbeenselected,andcommunityworkshopshavebeenheldforpublicinput

ConceptualplansandearlydesignworkonstreetscapeimprovementstoEast18thStreet,in theareaaroundtheParkwayTheater,alsohave been completed, in conjunction withMeasureDDstaff.Theproject,partofaplantolinkthisareatoLakeMerrittandtheadjacentAtholPark,isexpectedtobecompletedthisfall. In addition, design work and plans alsoareunderwayforstreetscapeimprovementsinthe following areas: Foothill/Seminary, 14thAvenue,andanareaincludingpartsofFoothillBoulevardandBancroftandFairfaxavenues.

colISEumoakland�inteRnational�aiRpoRt�connectoRIn December, 2009, the BART board ofdirectors approved the $492 million project“peoplemover”betweenOaklandInternationalAirport and the Coliseum BART station.

Theseelevated,automated,driverlesstrainsareexpectedtoshuttlepassengersfromBARTtotheairport in less than10minutes,once theproject is completed in 2013. A $70 millionfederalstimulusinfusiongaveamuch-neededboosttotheproject.TheAgencyhascontrib-uted$725,000. Construction is scheduled to begin thissummerandlastthree-and-a-halfyears.

FRuitvale�tRansit�villagePlanningforPhase2oftheFruitvaleTransitVillage also is underway. The development,tobe locatedona3.5-acreparking lotat theFruitvaleBARTstation,willexpandthecur-rentFruitvaleVillagewithanother350to415unitsofmixed-incomehousing.Thedevelop-mentisexpectedtousestate-of-the-artgreen-buildingandenergy-savingsystems. Constructionisscheduledforthissummer.


community�muRalists�estRia�and�ReFa�unveil�cultuRal�landmaRk

the thai kee company, union pacific railroad, oakland public Works agency and east bay asian youth center (ebayc) have all worked with local artists estria and refa to bring these mural projects to fruition. spray can artists and city officials in the bay area are now working together in an effort to reduce vandalism and showcase the potential of urban art as a tool to empower youth and uplift communities. refa’s mural, “done by the forces of nature”, is meant to inspire peace and bring balance to an already chaotic society. estria’s “four guardians” mural, shown below. may be oakland’s largest, city-commissioned work, at 22’ h x 125’ l. both murals can be seen from interstate 880.


REdEvElopIng oAKlAnd | 710 | REdEvElopIng oAKlAnd

if you’re thinking of opening or expanding a business in Oakland,the City has a new, one-stop center to answer your questions andassistyou.

TheOaklandBusinessAssistanceCenterofficiallyopened in July2009.Sincethattime,itstwo-personstaffhasansweredinquiriesfromandhelpedsome900people.Morethan300haveturnedinto“leads,”orcasesinwhichbusinessesarecontemplatingopeningorexpanding.

“Wegetrequestsoneverything from how to start abusinesstofindingalocationto ‘how do I get a zoningclearance’ to everything inbetween,” says the center’smanager Mike McPherson.“We’re not here to solveevery problem, but weare here to make people’slives easier as they try toattainservicesfromtheCity.”

Thecenteralsohashelpedexisting business ownersnavigateCitybureaucracyasin the case of a Coliseum-

area business owner whose building was flooded by backed-updrainage ditches. McPherson acted as a middle man with otherCity departments and got the problem resolved within a matterofdays.

“Ourmantraistogetbacktopeopleinatimely,efficientmanner,”saysMcPherson,whosegoalistoanswereverye-mailandphonecallwithinoneday.“PartofourmissionhereistochangetheperceptionofwhatpeoplethinkoftheservicehereinOakland.”

Inadditiontotacklingproblemsitself,theBusinessAssistanceCenteralsorefersbusinessownersforfinancing,training,workshopsandotheropportunities.

DeontayWilson,whoopenedavideoproductioncompanyinWestOaklandinSeptember,calledMcPherson’sassistance“invaluable.”

“Hehadawealthofknowledgeandsuggestionstohelpstrengthenmy proposal and help me attract a couple of investors,” saysWilson,headofWarriorPoetProductions.“Ihadaprettygrandvision.Oneof the best suggestions he gave me was to start a little smaller andstreamlinemyproposal.”

ThecenterwasamongthekeyrecommendationsofMayorRonaldV.Dellums’SmallBusinessTaskForceandhadstrongsupport fromtheCityCouncil,includingPresidentJaneBrunner.

Thecenter’sground-leveloffice,at270FrankOgawaPlaza,isopenMondaythroughFridayfrom8:30a.m.to5p.m.andcanbereachedat510-238-7952.

But McPherson says the most efficient first contact is to requesthelp through a shortquestionnaire on the center’sWeb site atwww.oaklandbusinesscenter.com, which helps staff provide faster, morecompleteservice.MaterialsalsoareavailableinSpanishandCantonese,andinterpreterscanbeprovidedinotherlanguages.

“We can send you applications, information on permitting andzoningmapswithoutyouleavingyourlivingroom,”saysMcPherson.

The Web site is also a great starting place for information forprospective or existing business owners, with user-friendly tips andlinks on everything from conducting market research to filing for abusinesslicensetogettingcertifiedasagreenbusiness.

“We realize that Oakland is made up of a collage of small busi-nesses.Wedon’thavealargecorporatecommunity,butwehaveahugesmallbusinesscommunity,”McPhersonsays.“TheBusinessAssistanceCenterwasputinplacetosupportthatportionofthecommunity.”

open��FoR�

business:�the�business�

assistance�centeR

Business owners have access to resources and guidance at

the newly opened Business Assistance Center.

right: Mayor Ronald V. Dellums gathers with business ownersat the grand opening of the Business Assistance Center.

s


whiletheCityandRedevelopmentAgencyarestillinabudgetarybelt-tight-ening mode, Redevelopment is looking forward to several new projectsproposed in redevelopmentareas thathave thepotential togeneratemuch

neededrevenuefortheCity. ThisissueofRedeveloping Oaklandhighlightsprojectsandinitiativesthataredesignedto be a catalyst for development, eliminate blight, stimulate private investment andimprovetheoveralleconomicconditionofneighborhoodsandtheCity. Inadditiontofacilitatingnewprojects,RedevelopmentiscurrentlycollaboratingwiththeAlamedaCountyPublicHealthDepartment,theOaklandPoliceDepartmentandahostofnon-profitorganizations(someofwhichwerefeaturedinthefall2009issueofthenewsletter) on a variety of initiatives including commercial district security, violencepreventioninWestandEastOakland,strategicneighborhoodplanningandjobtraining.

Statewide,moreredevelopmentagenciesarerecognizingthenaturalalliancebetweenredevelopment agencies and public health departments. This issue describes excitingRedevelopmentandAlamedaCountyPublicHealthinitiativesthathavethepotentialtorevitalizeneighborhoodsandattractadditionalresourcesneededtoaddressabroadrangeofissuesaffectingredevelopment-arearesidents. Inthecurrentbudgetaryenvironment,neighborhoodswillneedtobemoreinvolvedinaddressingissuesfromlittertopublicsafety.TheCity’sNeighborhoodServicesDivisionhasdedicatedstafftoworkwithresidentsandbusinessestotacklearangeofproblemsthataffecttheoverallhealthoftheneighborhood.LearnaboutNeighborhoodWatchandNeighborhood Crime Prevention Councils in your redevelopment-area neighborhoodandgetinvolved. Inthisnewyear,wecanallresolvetocontributeinsomewaytomakeourneighbor-hoodandCityamorevibrantandsafeplacetolive,workandplay.

message�FRom�the�deputy�diRectoRGreGory Hunter, deputy director of

economic development and redevelopment

“ … redevelopment is currently collaborating With the

alameda county public health department, the oakland police

department and a host of non-profit organizations …

on a variety of initiatives including commercial district security,

violence prevention in West and east oakland,

strategic neighborhood planning and job training.

in this neW year, We can all resolve to contribute in

some Way to make our neighborhood and city a more vibrant

and safe place to live, Work and play.”

Gregory D. Hunter

Community and economic development Agency (CedA)250 Frank H. ogawa plaza, #5313oakland, CA 94612Tel: (510) 238-3015

WeB: www.oaklandnet.com www.Business2oakland.com

coliseum�business�owneRs�and�Residents:�you can makE a dIffEREncE

doyouhaveanideathatyouthinkwouldhelpmakeyourColiseum-areaneighbor-hoodsaferormorebeautiful?Areyoutryingtoestablishaneighborhoodidentitywithbannersorsigns,orupgradeacommunityfacility?

In February, the Redevelopment Agency is seeking proposals for matching grantsthroughtheNeighborhoodProjectsInitiativeprogram. Grantsofupto$25,000perprojectwillbeawarded,andatotalof$180,000isavail-able.Individuals,businessesandcommunityorganizationsareeligibletoapplyandwillreceivematchingreimbursementfundsonceprojectsarecomplete.Projectsmustbesmall-scale, one-timephysical improvementswithin theColiseumredevelopment area,whichstretchesfrom22ndAvenuetotheSanLeandroborder,belowInternationalBoulevard. Projectsshouldaimtodetercrime,upgradecommunityfacilities,helpestablishcom-munity identity with improvements such as gateway signage or banners, or beautify aneighborhoodorcommercialcorridor,whichcouldincludeeffortsfromfencingoffanareathatattractsdumpingtoinstallingbenchesortrashcans.

Sinceitsinceptionin2005,theannualNeighborhoodProjectsInitiativeprogramhasfunded27projectsworth$840,000intheColiseumarea.Pastprojectsincludeincreasedstreetlighting,decorativeplanters,improvementstofacilitiesincludingsportsfields,parksandrecreationcenters,andbeautificationeffortsonInternationalBoulevard. Forinformation,[email protected].

hill-elmhuRst�plazaThree real estate development teams are in theplanning stages for Hill-Elmhurst Plaza, a pro-posed mixed-use development on 1.25 acres onInternational Boulevard between 94th and 96thavenues. Themixed-useplans includesenior,workforceandfamilyhousing,aswellasatleast6,000squarefeetof retail space.Thedesignmayalso includeacentralplazawhereresidentscouldgather. Thedevelopmentisexpectedtogreatlyimprovethequalityoflifeintheneighborhoodbyprovidingsafe, affordable housing and spurring investmentandjobcreationbycreatingretailservices.

east�oakland�community�libRaRy Thisnew$14millionlibraryon81stAvenueisscheduledtoopeninMarch. The 21,000-square-foot building will be theCity’s largest branch library and will share spacewith two neighboring public schools, ACORNWoodlandElementaryandEnCompassAcademy. Thelibraryalsoincludesacommunitymeetingroomandcomputerlab.Programmingisexpectedto include services for children, teens and adults,includingliteracyclassesandworkforceassistance. The Redevelopment Agency contributed $4.5millioninfunds,allowingthelibrarytosecure$6.5millioninstatefunding.


projects must be small-scale, one-time physical improvements

Within the coliseum redevelopment area, Which stretches from

22nd avenue to the san leandro border, beloW

international boulevard.


redevelopment helps build healthy communities pages 1-4 … · 2013. 5. 30. · and increasing...

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