[LAMetroGuy]

Struggling Pine Square getting another chance
By Don Jergler
Staff writer

LONG BEACH - Three new businesses are set to open up in Pine Square, setting the stage for a possible reanimation of the beleaguered shopping and entertainment center.

The center, which houses the AMC Theatre, has been the focus of concern because of the large numbers of storefront vacancies and failed efforts to get the operation off the ground.

Owned by Downey-based Meruelo Enterprises, Pine Square was considered an anchor for downtown development when it opened about eight years ago.

The square it was built at a cost of $45 million, including a $3 million loan from the Redevelopment Agency sat largely vacant through 2000 after the project's developer filed for Chapter 11 bankruptcy protection in 1998.

At least three groups went into escrow to buy the troubled center, which underwent a $1.3 million remodeling in 1998.

Four years later, operators of the center its most visible tenants are AMC, El Mar and Johnny Rockets are attempting to revitalize it, using downtown's large business population as an impetus.

The center, which includes 142 apartment units, has 90,000 square feet of retail space, more than 65,000 of which is already leased.

On the Pine Avenue side of the center there is about 17,000 square feet of space available, and negotiations are under way to fill 7,600 square feet of that, said Becky Blair, with Blair Commercial Real Estate, which is in charge of leasing the center.

Aside from a cellular store, Sprint PCS, many of the new stores planned for the center are fast-food restaurants.

Blair has ordered new tables and chairs, as well as umbrellas, to be set up on the second floor to revitalize the food court, a change she hopes will prove inviting for the lunch crowd.

"People could come up there, grab a coke or a pastry, and sit there in that area,' Blair said. "It makes it more open or inviting for people who are stoping for lunch or grabbing a show. We want to make it so you want to go upstairs, so it looks like there's something going on up there.'

She added, "I think a lot of people want to have lunch that is more affordable.'

Blair is also talking with AMC officials to see if they can put up a marquee to announce upcoming movies, events and deals.

Only recently has the center began to get a second glance by retailers as other storefront vacancies along Pine begin to be filled, Blair said.

And as residential units begin filling at the 221-unit CityPlace development across the street, Blair believes she can get even more retailers interested.

"There are possibilities of two more' leases being signed, she said. Blair declined to state who she is negotiating with until the deals are signed.

Stores that Blair is marketing to include booksellers, women' clothing retailers, and pastry or snack stores.

"Retail is just going to build, we've got nowhere to go but up,' Blair said.

To give people better access to the center, an additional stairwell was added last year.