Yes the rumors are true! Target is in the process of moving into Magnolia Park.
As President of the Magnolia Park Merchants Association, I met with John Dewes, the Regional Development Manager of Target at my home last week over a cup of coffee and Porto’s pastries. Being a father himself, he understood the difficulty of taking a 3 year old to a business meeting at a coffee shop, and so we sat around my dining room table looking at plans and photo examples of the proposed project, along with another Magnolia Park Merchants Association board member, and my 3 year old son who insisted we try his mud soup.
The day before the meeting I had reached out to a Facebook group I admin called the Magnolia Park Mamas, in search of questions and concerns that they would like addressed regarding the proposed Target. I did my best to get as much info as is available in this stage of the process.
So…here’s what I learned:
- It will be located at 1033 N Hollywood Way right in front of the cross walk
- This is not your average Target. This is going to be a Target Express and there are only 12 in existence as of right now. It’s a scaled down, simplified, and audience generated store. Every location is unique and based on the community that it resides in. John showed us some examples of a couple like one near a university that carries a lot of school supplies, to go lunches, and Pedialyte (because apparently that’s really good for hangovers). What does this mean for Magnolia Park? Well, it means that the items they carry in the store will not compete with the small businesses in the area, will target the families in the community, and will be an ever changing platform. They will be listening to what the customers of Magnolia Park want in their store and do their best to offer those things and make them available.
- There will be wine and there will be baby care items (you know you were wondering)
- They have the parking situation under control. Well at least they think they do. The proposed location has 42 parking spots out front of the store. Looking at the other Target expresses, they notice that people spend an average of 20 minutes in the store (unlike the usual 3 hours I spend in a normal sized Target). Because it is more of a convenience shop, people are more likely to be in an out. During peak times they have seen that about 36 parking spaces are used at one time. There will also be an online pick up parking spot so you can order anything online and have it delivered to that location. They’ve also thought about employee parking as well. Because it’s so small they only anticipate a total of 6-12 employees working at one time and they will be looking for a lot to purchase parking spaces from rather than taking up street parking or customer parking in the Target lot.
- They’re interested in being an active member of the community. Although they had no idea about our popular and recurring events like Holiday in the Park and Ladies and Gents Night Out, they seem really excited about them and interested in participating. They will be branding the store to fit the small business community and “hopefully” have some Magnolia Park branding in there as well. (I mentioned that it would be cool to have some old photographs framed on the wall of what Magnolia Park use to look like back in the day.) They’ll also have a community board for local businesses to advertise on. The manager will most likely be a Burbank local and will have autonomy on how much they want to participate in Magnolia Park shenanigans.
- There will be a Starbucks and small outdoor seating area. Although it won’t be a full Starbucks, just a Starbucks bar, they anticipate that it won’t affect the local coffee shops because it is more for the convenience of grabbing a cup of coffee while you shop vs. heading there to have coffee with friends which we can save for Porto’s, Romancing the Bean, and Simply Coffee.
- They’ll have the necessities like a pharmacy, groceries, household goods, beauty supplies and electronics. Stuff you need to grab really quickly like when your kid comes down with a fever at 8pm and you need some Children’s Motrin, or you ran out of tomatoes for the salad you were bringing to the PTA potluck, or your kid needs a notebook on the way to school.
- This isn’t a for sure deal just yet. They are still going back and forth with city departments for approval. Although the location was retail in the past, the most recent use was office space so they are looking into whether they need to be approved for retail once more.
- We have time to think about how we feel about all this. If approved, we are looking at an opening date in either July or October of 2017. There will be approximately 3 months of remodeling.
- They’re trying, they really are. They are 100% willing to set up a meeting with the residents and business owners of Magnolia Park to answer any questions and concerns over the project.