• The Gateway - strengthen the City's image as a tourist destination,
• Revitalize the central business district,
• Remove severe infrastructure inadequacies and barriers to the development of affordable housing,
• Remove barriers to the development of job centers, and
• Improve and preserve the supply of affordable housing

Each goal area has a subset of projects which work towards achieving the goal. For example, The Gateway goal identifies four projects that elaborate on the following benchmarks:

• Motel/Restaurant Mixed-Use Project,
• Fourth/Grand Intersection,
• West End Project, and
• Economic Development Activities

These goals point to the need for certain development and tenants. The major community redevelopment and economic development priorities are as follows:

BUSINESS RETENTION/EXPANSION:

Support for our existing businesses is the main priority. Grover Beach sees itself as a business partner, in a truly public/private partnership. We no only want businesses to stay in the community, but we want them to succeed and prosper at what they do best, which is conducting the business of business.

There are several exciting potential projects that are provided for in our planning. Here are some suggestions for viable projects. Of course, alternative developments are always welcome for review. Grover Beach is always open to new and fresh ideas.

BEACH FRONT HOTEL./CONFERENCE CENTER:

This is perhaps the single-most important catalytic project for the City. The City is currently working with a developer, King Ventures, and the State Parks Department on the development of a beach front hotel and conference center at Grand Avenue and Highway 1 .This would be a regional conference facility drawing on a primary market area involving the Central Valley, but also a convenient coastal drive from Los Angles or San Francisco. this location could easily satisfy conference goers and make for great vacations.

THEME RESTAURANT ON GRAND AVENUE:

Each. day there are over 25,000 trips up and down Grand Avenue, many of them tourists going to the Oceano Dunes or other venues in the neighboring communities. There are plenty of breakfast and lunch establishments, but evening dining opportunities are limited. Never more was there a case for, "if you build it, they will come."

DOWNTOWN REVITALIZATION:

Revitalization strategies are oriented towards creating a more identifiable and vibrant downtown shopping area. Grand Avenue is a wide street, which tends to generate excessive vehicular speeds in addition to the heavy traffic volume. The goal is to make downtown a place to go to, not just drive through.

Plans are currently underway for:

• Signalization Upgrades/Traffic Calming,
• Installation of a landscaped median to better demarcate downtown,
• Installation of additional streetscape improvements with new development,
• Drainage improvements.

Targeted tenants including those that generate pedestrian activity. Home improvement and furnishing tenants would be a particularly good fit, given the expanse of residential development in the Five Cities area. Agency assistance is available for projects of substantial size and scale that can create and attract commercial activity.

INDUSTRIAL DEVELOPMENT:

Grover Beach is one of the few communities with vacant industrial land close to the beach. Grover Beach is positioning itself to take advantage of its unique coastal proximity and other area resources, including nearby Cal Poly University, in defining its niche for industrial, research and hi-technology tenants. Several key signature projects are currently underway which would strengthen this foothold.

AFFORDABLE HOUSING:

A minimum of 20% of the Agency's gross tax increment revenues must be on the preservation and improvement of affordable housing. These set-aside funds totaling approximately $350,000 may be allocated towards direct financial assistance for new affordable housing projects, loans to affordable income home buyers, rehabilitations/additions, and motel conversions. Preference will be given to projects that satisfy the most need for affordable housing. Application of these funds is flexible and, depending on market conditions and developer objectives, these funds can be used for any mixture of housing products that will satisfy the goals of the Agency and prospective developers.