The Ghost of Swarthmore Present

As I walked along Swarthmore Avenue the other morning, snapping shots of all of the existing stores and businesses - including the closed establishments, I had a thought that the empty spaces are like the Ghosts of Swarthmore Past. Caruso Affiliated and the redevelopment represent the Ghosts of Swarthmore Yet to Come, and the I feel like the Ghost of Swarthmore Present as I haunt the street with my trusty camera around my neck! So the blog will be taking on a Dickensian tone for the next few weeks. Today's post chronicles the current businesses that are open for your business today on Swarthmore itself.

Here are the current open stores and businesses:

1. Bentons the Sporting Goods Store
2. Maison Giraud French Restaurant
3. Mayberry Restaurant
4. Boca
5. Boca Men
6. Michele's Salon
7. Madison Boutique
8. Solis Salon
9. Get Dressed
10. P2
11. Palisades Playthings/Puzzle Zoo
12. Michele International Beauty Supply
13. Carly K
14. City National Bank
15. US Bank

Today's post will have "before" pictures of each of these establishments, as well as a link to their website if I have it. In the future weeks, I will feature one of the businesses each week. These are not "glamour shots". These are simple photos taken from the street, with cars in front, people coming and going, and show the shops and restaurants as they are in daily operation. Simple and straightforward.

A few things are nice to see at Swarthmore right now as it is. There are people coming and going. There are fresh signs for "Don't Dress For Dinner" at the Theatre Palisades (http://www.theatrepalisades.org/index.html). Business development is still happening. Michele International Beauty Supply is moving into a space that is being renovated head-to-toe across the street. I peeked inside the space as renovations are being completed and it looks lovely. There is another space next to Michele Salon that is also undergoing renovation. It is nice to see that businesses are not letting grass grow under their feet as they await the Caruso Affiliated transformation.

Also, I met Ann and Marice from Michele Salon and had a chance to chat with them for a few minutes. They are intrigued by what may come to their street, their business, and to their personal lives as this will change where they work and play. I look forward to learning more about their business, and getting to know them better.

Without further ado - here are the businesses:

1. Bentons the Sporting Goods Store

1038 Swarthmore Ave, Pacific Palisades, CA 90272

2. Maison Giraud 

1032 Swarthmore Ave, Pacific Palisades, CA 90272 

French Dining http://www.maison-giraud.com/ 

3. Mayberry

1028 Swarthmore Ave, Pacific Palisades, CA 90272

4. Boca 

1024 Swarthmore Ave, Pacific Palisades, CA 90272 http://www.bocaclothing.com/

AND 5. Boca MAN

1020 Swarthmore Ave, Pacific Palisades, CA 90272

http://www.bocaclothing.com/

 

6. Michele International Salon

1016 Swarthmore Ave, Pacific Palisades, CA 90272 http://www.micheleinternationalla.com/

7. Madison Boutique 

1013 Swarthmore Ave, Pacific Palisades, CA, 90272 http://madisonlosangeles.com/

8. Solis Salon 

1015 Swarthmore Ave, Pacific Palisades, CA 90272

9. Get Dressed 

1017 Swarthmore Ave, Pacific Palisades, CA 90272 

https://www.facebook.com/GetDressedLA

10. P2 1021 Swarthmore Ave, Pacific Palisades, CA 90272

11. Palisades Playthings/Puzzle Zoo 

1041 Swarthmore Avenue, Pacific Palisades, CA 90272 http://www.toyzoo.com/index2.htm

12. Michele International Beauty Supply

1043 Swarthmore Ave, Pacific Palisades, CA 90272 They are moving across the street! 

13. Carly K

1047 Swarthmore Ave, Pacific Palisades, CA 90272
Carly K is moving! They will be on Sunset Blvd three doors up from Pearl Dragon Restaurant. 

14. & 15. The Banks - 

Of course, right at the entry to Swarthmore, we have US Bank and City National Bank. 

 "Life is Good" according to the sign in the window at Benton's Sporting Goods on Swarthmore Avenue in Pacific Palisades, California. And I agree - life is good as it is, and with change, it may get better.

Preliminary Photos and Soaking Swarthmore In

Well this morning I went on a walk up and down Swarthmore to take some preliminary photos of the street, and scout out possible spots for the weekly pictures during the overhaul by Caruso Affiliated. I will be using a different (better) camera for the weekly shots - this was more of a scouting expedition.




I will work to find a spot/lens combination that will give a good overview of the street from across the way on Sunset. From looking today, I think I will bring a step ladder with me to get a higher point of view for this type of shot.

The corner of Monument and Swarthmore. This will be interesting to observe. There are several empty spaces here now. Also, this faces a residential area. Is this the end of the road? Or another inviting entrance?

The middle sections of the street.

I have considered doing the weekly shots in the morning (for the gorgeous morning light) and for more unobstructed views (as there are usually fewer cars blocking the view). However, people are curious as to how business will be impacted while this is taking place. It may be interesting to take the photos midday, taking in the absence or presence of pedestrians, shoppers, diners, and workers.

My office at Rodeo Realty on Via de la Paz is so close to Swarthmore, I am also considering going over twice a week. Once in the morning for the light and the unobstructed views. Those photos would probably make the best time lapse before and after. Then going back mid day and taking an inventory of how many businesses are open, busy, closed, etc.

Two empty stores. It will be interesting to see if the vacant stores stay vacant until after the renovation. My guess is that they will. Of course, if that changes, I will post on this blog and let you know.





Here are two pictures of the City Bank end of the street. One of the most interesting things that happened today while I was out was the sideways glances of people that noticed I was taking photos. A few people said hello, and smiled. Others had an air of distrust in their eyes. It will be interesting to see if that changes. I would like to become friends with the business owners on the street as this evolves, and plan on highlighting different businesses on the blog.

Yesterday was my son Nolan's 18th birthday. He loves the Cheesecake Factory, and the location at the Americana was the best for everyone attending the birthday dinner. After dinner, we all hung out around the fountains. My 11 year old was mesmerized by the dancing fountains, and turned to the rest of us and said, "Wouldn't this be an amazing pool?"

I realized that Caruso's goal of creating an area where families and friends are able to hang out comfortably with each other had been achieved in that moment. It was late. It was a school and work night. People had to get back to Santa Monica, Silver Lake, and LA. But instead of jumping in our cars and driving off, we stayed for awhile, enjoying each others company, lingering.

Will he be able to create a space that draws people in and holds them there? Will he be able to create this transformation minimizing any negatives on the current business owners and nearby residents? This remains to be seen. One thing is certain....we will all find out one way or another.

Ready for change? Caruso will make his mark on Pacific Palisades, California

Of course one of the most interesting developments in real estate in the Palisades right now is the impending Swarthmore Avenue redevelopment by Rick Caruso. How will the town feel when he has finished putting his stamp on it? That will be one of the most interesting dynamics to watch play out over the next several years. This blog will follow the development project with weekly photographs and updates. I plan to create a time lapse video after the project is complete.

Of course, there are several schools of thought watching the impending change. The Embracers of Change, the Preservationists, and the Clueless. 

Those that embrace change and are looking forward to the potential for a revitalization of the Swarthmore Avenue shopping district see this as a boon for the town.  They have seen what Caruso has accomplished at the Grove and the Americana. Whilst they probably are hopeful that he will have a different approach tailored to the needs of our town, they are optimistic that he may be able to create some change for Swarthmore, which has been struggling for quite awhile. 

Those that embrace history and preserving the elements of Pacific Palisades that have long contributed to the appeal, charm, and value of the town are watching this with a sense of trepidation and fear. Rightfully so in several regards. Certainly, we would not want the Americana or the Grove plopped down in the middle of Pacific Palisades! And who can define the chemistry that has created the allure 0f Pacific Palisades for so many for so long. There should be hesitation and consideration before making major changes to something so precious.

And finally....the Clueless. The people that live in blissful ignorance that will finally notice when all is said and done, probably in some accidental way, that there have been changes! Since you are reading these words, clearly you are not one of the Clueless. What will be funny is if some of the Clueless transform into Preservationists too late.

I welcome your thoughts on the impending changes.