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Glendale working to lure more arts and media firms

September 13, 2010 |  7:53 am

Glendale wants to take on Hollywood and downtown Los Angeles and lure more media and arts firms to its industrial area by cutting red tape.

The City Council last year directed city officials to research the possibility of designating a media and design district within the San Fernando Road corridor, which already is a designated redevelopment area, to encourage economic growth.

Last week, City Council members voiced continued support for the "creative corridor" and voted to create assistance programs to help creative businesses wanting to move to the area.

Changes such as a fast-tracked entitlement process and a point person at City Hall could help keep companies from becoming "mired in this endless bureaucratic process," said Councilwoman Laura Friedman, who has advocated for the media arts corridor.

The district, officials said, could be anchored by media giants KABC7, the Walt Disney Co. and DreamWorks Animation, which are already within the development zone. Several hundred other creative-media businesses, including those for graphic design, home furnishings and textile companies, also already call the San Fernando corridor home.

"We found there is a concentration of entertainment, creative industries," said Community Redevelopment & Housing Director Philip Lanzafame. "It is not so much a creation, but rather marketing to that cluster."

Hollywood and downtown Los Angeles are viewed as the most desirable locations for companies in the media and arts industries, officials said.

In a survey of real estate professionals and target businesses, the lengthy process was mentioned as the single biggest deterrent to pursuing Glendale locations, officials said.

"They suggested complex entitlement projects are not where the creative mind wanted to go," Friedman said.

Mayor Ara Najarian agreed that streamlining was needed, citing a television production company already located in the corridor that has spent more than two years trying to secure the necessary permits for a proposed expansion.

Read the full Glendale News-Press story here.

-- Melanie Hicken