(July 21, 2008, most recent reader response July 27) -- The new developer of the PCH/2nd St. property (now occupied by the Seaport Marina Hotel) has launched a stunning website: www.secondandpch.com.

Home page screen shot: www.secondandpch.com

Although we think substance always matters more than form, there are times when the way the message is conveyed is independently newsworthy. One example (noted by many observers) is the Barack Obama campaign website...which skillfully communicates -- and amplifies -- the candidate's message in digital and interactive terms.

That said, the substantive message is what counts...so we're intereted in knowing what LBReport.com's savvy news consumers (including veterans of Home Depot and SEADIP fights) think of the substance of what's being proposed by www.secondandpch.com. (We honestly haven't had a chance to absorb all of the website yet).

The approach being taken by developers Malmuth and Ratkovitch is apparently being guided in part by former City Hall/Port of LB management staffer Carl Kemp...whose professional communication skills we hold in high regard.

Earlier today (July 21), we received this comment from one of LBReport.com's news consumers follows:

If you dig deep enough (FAQ segment actually says 8-12 stories!!) you can get the details, but there are a lot of generalities and no reference to current zoning for the area which has height limits, etc. Traffic issues are not really dealt with. Interesting that nearly all the photos shown on the Web site are of waterfront locations with 2-3 story residences surrounding the water. And nearly all the other photos and sketches show low-rise buildings, and much of the description mentions only low rise. Only in one or two places do they disclose they are looking at a 12-story hotel and mention of other 8-story buildings.

That's one view. What's yours? [Below is what's on the property now. Not shown: the infuriating traffic bottleneck at many hours at PCH/2nd St.]

So...we're interested in knowing your comments after visiting www.secondandpch.com. Email your comments for publication to us at mail@lbreport.com and we'll begin listing them below.

[July 21] Well, the first thing I noticed is that all the sailboats in the opening page are out of focus, which bugged me and gave me a headache

JK
Somewhere in LB

[July 22] Just remember the saying, 'Just because you put syrup on it dosent make it pancakes.'

C. Nelson
Peninsula

[July 22] The community wants facts/information not a pretty PR campaign.

"Janis Populi" [some email nom de plume]
Somewhere in Long Beach

[July 22] Thinking about all this for awhile, have not attended any meetings as of yet, but, I think the development of where the existing hotel is, in addition two the other 3 corners would be more what I envision.

For the existing hotel land, something upscale, no more than three levels high, that includes a top level restaraunt facing the marina and downwards towards Joe's etc. The top level restaraunt could/should have a different design than being boxie, rather, a curve approach, than what would likely be beneath it.

As for onsite shopping, also upscale. And limited to under, say eight shops. When I say upscale, illiminate the more common anchor businesses (such as a StarBucks), but offer a little of what everyone would enjoy. Even include one of our own personally owned business such as a local coffee chain so that locals feel a science of supporting there own.

Four Corner Site Plan - Nix the Mobil Station and the Bank and build two enclosed glass skywalks. Glass could be ice sketched with a soft design that also promotes the city.

What's to replace the Mobil Station and the Bank? Still thinking on this one. But for now, the skywalks would provide nice access across the streets to other shops, restaurants, etc.

The overall concept being described here is one of cohesiveness amongst the surrounding area, and any design put into the site plan would need to carry over into those adjacent area's as well. Be it trees, folliage, facade and the like.

Whatever the design, ensure it provides a look of and feel of natural upscale and comfort. Design it as you would choose a painting for your wall. Something you can look at over and over, pleaseing to the eye, and something you'd like to return to shortly after you leave.

Dan Halverson
Long Beach

[July 27] After looking at PCH & 2nd (SEAPORT MARINA) new web site, I feel it is completely deceptive.

They have made it clear at their meetings that they want to build up (even higher than Lennar's 7 stories) up to 12 stories!!

Their web site is full of Palm trees, (there won't be any!) And they say they are not going to use the public Marina parking lot for parking.

That's what Lennar said until parking commission said there weren't enough parking spaces in their EIR-then it was the Marina (goodbye Farmer's Market).

At least Lennar had a web site showing what their project looked like. This is all spin.

They refuse to listen to the community at their "outreach meetings". We tell them this is not downtown (where it might fit in) but a beach community that wants the project to fit in architecturally with surrounding development.

Meg,
Long Beach lover of the Beach

To everyone who thinks the website is "just spin" or "too general":

Yes, it is general, because the development is obviously still in a preliminary planning phase. The preliminary plan, as stated on the website, is still forthcoming. How can people want more details when what is presented is clearly a conceptual design?

Someone stated "the community wants fact" and the developers have delivered what they have. When the final design is available, I'm sure that they will share it with us.

I can't imagine them trying to "deceive us". Are the people complaining aware that homeless people are given vouchers to spend the night at the current hotel?

Honestly, I'm excited to see an upscale development in Long Beach. It will be a huge improvement on the current situation.

Supportive Resident
Bluff Heights