When it opened 15 years ago, the Paseo Colorado shopping center in Pasadena was on the vanguard of such projects. By tearing down a 197. 'behemoth" enclosed mall, it re-established a ceremonial axis linking the city's major civic buildings; it provided one of the City's first mixed-use projects embracing both several residential buildings, civic space, restaurants, entertainments, and shopping. including an upscale grocery. While it was not the first such project, the Paseo nevertheless received national attention and acclaim.
Despite its strong start, the Paseo has struggled a bit. While the restaurants continue to perform well, many of the upscale retail spaces are now vacant or filled with less high-end merchants. It faces strong competition from Old Pasadena, the Playhouse District, and South Lake retail districts. The Macy's department store has closed and is being replaced by a Hyatt hotel. The upscale grocery, despite receiving subsidies from the City, failed to attract sufficiently shoppers, and closed its doors, replaced by a burger restaurant and performance venue.
The City Manager has asked you to prepare an issue paper to provide her guidance on how to address these issu.. In her memo to you, she asks:
- How might you approach the analysis of the problems and the development of alternatives for this property? 2. How would you conduct the analysis? 3. What tools and techniques would you use? 4. What measures and criteria would you employ to measure success?