Support the LB businesses you see here:

Carter Wood Floor pic
Carter Wood Floors, a LB company, will restore your wood floor or install a new one. Enhance your home. Click pic to learn more.

Lovelace pic
Who is this guy, Bill Lovelace? Click on picture to find out.

NetKontent Digital Video Cutting Edge Services For The Internet, Broadcast and Multimedia. Click For Info

Tank pic
This vehicle in Iraq (courtesy USMC) is well insured. Are you? For auto, home, business, health, boat, motorcycle coverage, call Pollman's Insurance: 23 yrs. in business, 4th generation LB family. Info, click photo

Nino's Ristorante: A delicious treasure in Bixby Knolls. Click here if you're hungry or for catering!
3853 Atlantic Ave.

The Enterlines
Bill & Karen Enterline are ELB realty experts. Click here for info on area property values.

Your E-Mail
Click here

  • Neighborhood Groups/Meetings
  • How To Recall a LB Elected Official
  • Crime Data
  • City Council Agendas
  • Port of LB Agendas
  • E-Mail Your Councilmember
  • Council District Map
  • LB Parks, Rec & Marine
  • LB Schools
  • LB Airport
  • Sacramento
  • Washington
  • References & Archives
  • Lost, Found & Adoptable Pets


    Pike @ Rainbow Harbor Initial Retail Operations Expected In Or About Mid-Nov. 2003

    (Sept. 8, 2003) -- has learned that initial retail operations at the "Pike @ Rainbow Harbor" are now expected to begin in or about mid-November 2003.

    These are expected to include movie theaters, GameWorks, PF Changs and CA Pizza Kitchen, said Ann Forella, LB-based Marketing Director for Developers Diversified Realty, responding to our inquiry.

    The initial business openings are expected to be a soft opening, Ms. Forella indicated. The current mid-November time frame assumes no construction delays or the like.

    Ms. Forella acknowledged the now expected time frame means "ShoreFest," an ambitious multi-venue event scheduled for Oct 3-5, will not coincide with opening of the Pike at Rainbow Harbor as originally indicated.

    A July 2002 city staff memo (details below) described ShoreFest as "six events or "Fest'ivals" [which] will coincide with the grand opening of the "Pike at Rainbow Harbor" (Pike)."

    Ms. Forella indicated that although ShoreFest will not coincide with opening the Pike, ShoreFest is going forward as planned...and ShoreFest will include the six events (Fest'ivals) previously indicated, including the Blue Angels and the Canadian Snow Birds air teams. She said organizers continue to expect roughly 500,000 people to attend over a three day period.

    Ms. Forella told that LB City Hall was advised several months ago that Pike construction would not be completed by October 2003. She said future ShoreFests offered opportunities for tie-ins when the Pike is fully developed.

    In a July 30, 2002 publicly agendized memo, city staff told Councilmembers:

    On June 11, 2002, the City Council authorized the City Manager to negotiate a permit for "ShoreFest at the Pike" (ShoreFest) with Shoresales, LLC. ShoreFest is conceived as being composed of six large-scale events occurring the first or second weekend in October 2003. It would be promoted and managed by Shoresales, LLC, a business alliance composed of Developers Diversified Realty (DDR), SaleMaker, and Exsportise, created to support the proposal for ShoreFest. "

    The six events or "Fest'ivals," will coincide with the grand opening of the "Pike at Rainbow Harbor" (Pike).

    The city staff memo continued in pertinent part:

    The potential promotional and economic value of ShoreFest to the City, through its focus on the shoreline, is expected to be extraordinary. ShoreFest offers the opportunity to establish another world-class event in the City. For these reasons, Shoresales [Shoresales, LLC was described in the memo as "a business alliance composed of Developers Diversified Realty (DDR), SaleMaker, and Exsportise, created to support the proposal for ShoreFest] has requested that the City donate various City services to enable this event to occur. It is anticipated that to provide necessary support services for ShoreFest, up to $250,000 in City services will need to be provided. These will include services from the Police Department, Fire Department, Public Works Department, Parks, Recreation and Marine Department, and other departments...


    The estimated cost for the City to host ShoreFest in FY04 is $250,000. It is anticipated that the sales taxes generated from this event will equal or exceed this amount, which will cover the cost of providing the City services.

    To produce $250,000 in sales tax revenue, "ShoreFest" would have to generate $25 million in sales tax revenue.

    City staff said:

    Shoresales is committing that their local spending, and that of their subcontractors, will total $2.5 million toward the production of ShoreFest. They project visitor spending to exceed $30 million over the three-day event. ShoreFest is also committing to an aggressive advertising campaign, which would list the City of Long Beach as a co-sponsor, and involve securing television, radio, newspaper, billboard cinema and airline video advertising valued at approximately $2.3 million. It should be noted that the Downtown Long Beach Business Association (DLBA), the Convention and Visitors Bureau (CVB), and the Strategic Marketing Initiative (SMI) have all expressed their support for ShoreFest.

    City Hall has not said publicly if it still expects to generate up to $250,000 in sales tax revenue (to compensate taxpayers for giving event organizers free city services) when the Pike businesses won't be open to generate sales tax for the event.

    City Hall is expected to receive other event revenue including hotel bed taxes (half the transient occupancy tax goes to the general fund), parking revenue and the like.

    In a March 27, 2003 report to LB's Marine Advisory Commission, City Hall's Special Events & Filming Bureau Manager, David W. Ashman (with concurrence by Parks, Rec. & Marine Dir. Phil Hester) reported:

    [begin report text; emphasis in original]

    SUBJECT: Update on planning for the inaugural SHOREFEST at the Pike

    ...ShoreFest is a program designed to show Southern California the renaissance of Downtown Long Beach, and create interest in our City as a destination for high quality entertainment and shopping.

    SHOREFEST at the Pike will take place on October 3-5, 2003, and will be free to the public. SHOREFEST will showcase Long Beach's user-friendly airport, expansive beach, and the newly developed Queensway Bay Harbor with six festival programs. It is estimated that the SHOREFEST events will draw 500,000 people to Long Beach over the three days of the program.

    The six festivals of SHOREFEST are:

    AIRFEST: - Just off the Belmont Veterans Memorial Pier will be a four-hour air show that promises to be the premier air event in the country. Scheduled to perform are nine elite military jet teams including the Navy's Blue Angels, and the Canadian Snowbirds. All five branches of the armed forces will be participating with demonstrations of their Special Forces teams. There will be civilian performers as well as a large static display of vintage and military aircraft at our airport.

    HARBORFEST - Land based displays combined with in-water demonstrations of marine craft will take place on Shoreline Drive, and Rainbow Harbor. Demonstrations of both sailing and power craft will take place. A four-seat hydroplane capable of speeds in excess of 200 mph will be a featured demonstration.

    KIDSFEST - This festival is designed to provide children of all ages with activities in the enclosed area around Rainbow Lagoon. Traditional amusement activities as well as exhibits of science and technology for children will be part of the program. There will be entertainment throughout the day including skydiving dogs, and mini Air Force Thunderbird Jets.

    MUSICFEST - This concert series will offer music enthusiasts five venues of entertainment. These concerts will be in the Downtown Amphitheatre, the Museum of Art, the Performing Arts Center, the Long Beach Airport, and the Aquarium of the Pacific. These events will feature country, and jazz as well as new age musical talent.

    TASTEFEST - This program will provide visitors with a "Taste of Long Beach" village featuring the culinary talents of Long Beach's premier restaurants. This event will take place on Shoreline Drive, and activities will include celebrity chefs creating their signature dishes as well as waiter races.

    WATERFEST - This two-hour sea event will take place from the pier on the end of the Peninsula, and will show water sport enthusiasts demonstrations of both military and civilian watercraft. The Marines will storm our beach, and Navy Seals will invade the shores. There will be sailing regattas as well as water skiing demonstrations.

    ShoreFest organizers have established a web site at as a source of updated information.

    Previous related coverage:

  • May 2003: ShoreFest Organizers Schedule May 21 & 22 Community Briefings (Public Invited) Re Plans For October 3-5 Air Show & Citywide Festivals

  • July, 2002: Council OK's 3-Day Corporate Backed Oct. '03 "ShoreFest" To Celebrate "Pike at Rainbow Harbor" After Supportive City Staff Memo Says Police, Fire, Public Works And Other City Services Will Cost Up To $250,000 But Resulting Sales Taxes Are "Anticipated" To Equal or Exceed This; Our Math Says That Would Require $25 Million In Taxable Sales; City Hall Gets Roughly $40 Million in Sales Tax Revenue For Entire Year

  • July, 2002: City Mgt. Says Promoters Of 3-Day Oct. '03 "ShoreFest" To Celebrate "Pike at Rainbow Harbor" Want City Hall To Donate Various City Services; Event Would Require Up To $250,000 in Police, Fire, Public Works & Other Services...And It's "Anticipated" Sales Taxes Will Equal or Exceed Costs

  • Return To Front Page

    Contact us:


    Copyright © 2003, LLC. All rights reserved. Third parties may cite portions as fair use if attributed to "" (print media) or "Long Beach Report dot com" (electronic media). Terms of Use/Legal policy, click here. Privacy Policy, click here.