A Downtown on teh Rise

Downtown Oceanside is experiencing a significant revitalization, and this growth is poised to continue with the proposal of two seven-story, mixed-use developments along Mission Avenue. These projects, situated just four blocks apart, promise to reshape the urban landscape.

Project Details: Apartments, Retail, and More

• Total Apartments: 562 new apartments
• Mixed-Use: Combination of restaurants, offices, and retail shops
• Location: Mission Avenue, downtown Oceanside
• Current Status: proposals under review by the city’s planning division and advisory groups
• Potential Approval: could reach the Oceanside City Council by the end of the year

The 562 apartments represent 21% of the remaining 2,200 dwellings allowed under the current zoning limit. The City Council has the option to increase this limit by updating the housing element of its general plan, possibly paving the way for even more growth.

Community Perspectives: A Balancing Act

As with any significant development, opinions are divided. Concerns include:

• Increased traffic
• potential noise pollution
• Possible obstruction of ocean views

However, many view the projects as a positive step, citing:

• A boost for local businesses
• Much-needed housing in a region facing a severe housing shortage

Business Owners Weigh In

Tim Farley, owner of multiple Knockout Pizza locations, including one on Mission Avenue, expressed strong support for the projects at a recent Oceanside Downtown Advisory Committee meeting. He urged city planners to fast track the developments.

For me,that means going from $700,000 in revenue per year to $1 million or $1.5 million. I could hire another 20 employees. It’s more tax revenue for the city … I’m all for it.

Tim Farley,Knockout Pizza Owner

Spotlight: The OceanPlace Redevelopment

One of the more prominent proposals involves replacing the OceanPlace Entertainment center,including the 16-screen Regal movie theater at 401 mission Ave. This location, just west of North Coast Highway, is slated for a seven-story mixed-use building. the Oceanside City Council is tentatively scheduled to consider this proposal on June 18.

The original OceanPlace Entertainment Center was seen as a vital downtown centerpiece when it opened in December 1999, revitalizing 2.7 acres of previously blighted land.However, the rise of online entertainment has substantially impacted movie theaters, and a planned second phase with a nightclub and live entertainment venue never materialized.

In 2008, the Oceanview Terraces were built on the remaining portion of the parcel, featuring shops, restaurants, offices, and 38 luxury condominiums. Despite this, some commercial spaces remained vacant for years, and small businesses struggled.

the public plaza at the OceanPlace entrance, located at the intersection of Mission and North Tremont Street, has become a local landmark, hosting the city’s annual Christmas tree lighting and serving as a popular gathering spot for young Marines from Camp Pendleton.A weekly street market also draws crowds to the area.

One resident emphasized the plaza’s importance, stating, This project is at the heart of foot traffic for Oceanside, and urged the developer to maintain a plaza for entertainment and events.

Ernie Rivas, a vice president at JH Real Estate Partners Inc., assured the community that the plaza would be rebuilt as part of the project. The new design will be slightly smaller but more accessible and will continue to host public events, including the Christmas tree lighting. We want to make the plaza more usable by the entire community, rivas said.

The proposed building will feature one-, two-, and three-bedroom apartments on the upper five floors, above two stories of commercial space. A parking garage will also be included, addressing a previous shortcoming of the entertainment center.

The Downtown Advisory Committee recommended City Council approval for both projects during its April 23 meeting. However, committee member Jesse abril, who voted against the projects, expressed concerns about the size, stating, I’m not a big fan of continuing to wall off our ocean. We need space where Marines and the public can hang out.

The 801 mission Avenue Project

The second mixed-use development is planned for 801 Mission Ave., a 1.5-acre block opposite the North County Transit District headquarters. This project involves demolishing two older commercial buildings to construct a seven-story building with 230 apartments and 5,240 square feet of ground-floor commercial space.

Apartment sizes will range from 479-square-foot studios to 935-square-foot two-bedroom units. A three-level parking garage with 295 spaces for residents and 22 spaces for visitors and commercial use will be accessible from Nevada and Clementine streets.

Resident amenities will include a fitness gym, an outdoor courtyard with grills and seating, and a rooftop deck with a pool.

A City Council date has not yet been set for the 801 mission building. Because both projects are within the downtown district,they will be reviewed by the City Council acting as the Community Development Commission,bypassing the planning Commission.

Both projects will allocate 10% of their apartments for low-income tenants,the minimum requirement at the time of request. The City Council has since increased this minimum to 15% for new residential developments.

Oceanside’s Redevelopment History

Much of Oceanside’s recent growth has been concentrated in a nine-block area designated for redevelopment since the mid-1970s. This area encompasses the western end of mission Avenue,from OceanPlace to North Pacific Street and the Oceanside Pier.

The Wyndham Oceanside Pier Resort, a seven-story time-share building and hotel completed in 2008, was the frist project in this area. More recently, the Mission Pacific and Seabird luxury resort hotels opened in 2021. Preliminary plans have also been submitted for two additional buildings with up to 360 apartments on the remaining two blocks.

The Oceanside Transit Center Project

Plans are also underway for a major redevelopment project at the Oceanside Transit Center, located on South Tremont street, a few blocks from Mission Avenue. This 10.2-acre property, owned by the North County Transit District, is outside the master-planned area and about three blocks from the beach.

The project,developed in partnership with Toll Brothers,includes up to 547 apartments,a 170-room boutique hotel,a multi-story office building,retail shops,and a second parking garage. The completion of the new offices will allow NCTD to relocate from its current headquarters, which will be demolished and replaced with a multi-story building containing 206 apartments.

More to Come

The city Planning Division is currently reviewing an application for an eight-story, mixed-use building with 272 apartments and 4,000 square feet of commercial space at 901 Mission Ave., a currently vacant lot.