RETAIL
OC METRO
BY SHERYLL ALEXANDER
Brea Breaks Out
Live-work-play revitalization registers a 9.5 on the success scale.
Making something from nothing describes today’s revitalized Downtown Brea. The two blocks of Brea Boulevard - between
noisy Imperial Highway and genteel Ash Street - were once the epitome of suburban blight. Today, the mishmash of
ramshackle cottages and worn-out stucco buildings from the Depression era are long gone. Now, set against Brea’s rolling
hills to the north, is a vibrant downtown complex that has raised a few conservative eyebrows, won design awards and given
Breans a modern identity.
Breans also claim that the re-creation of their downtown as an “entertainment lifestyle center” is only in its infancy. Some
envision an even more grown-up, yet playful place, which is completely closed off to car traffic much like Third Street
Promenade in Santa Monica. In fact, Downtown Brea developer, The CIM Group, was instrumental in the design and
construction of Santa Monica’s popular auto-free retail, dining and entertainment zone.
The Brea Redevelopment Agency truly got into gear when, in 1997, it deemed the area finally ripe for an extreme makeover
after two major developments were completed to serve as anchors. The Gateway Center, located on the northeast corner of
Imperial Highway and Brea Boulevard, provided a much-needed Ralphs, Cost Plus Imports, Petsmart, Rite Aid, Starbucks
and Corner Bakery. Two blocks away on Ash Street and Brea Boulevard, 96 garden-style, single family cottages were
erected on what was formerly suburban wasteland.
Breans were ready to finally reclaim the 20 or so acres bordering Imperial Highway on the south, Birch Street on the north,
Brea Boulevard on the east and an Orange County flood-control channel on the west. It took four years and almost $100
million to construct Downtown Brea from the ground up, and the project has been so successful that the development is
valued today at around $2 billion.
One reason for the development’s success is that Downtown Brea’s appeal lures not only Breans but residents of the larger
surrounding communities such as Yorba Linda, Placentia, Fullerton and Diamond Bar. Yes, it has become the hot North OC
weekend spot to power shop, leisurely stroll, decadently dine, take in a movie, catch a headline comedy act or just be
entertained by The OC’s increasingly eclectic crowds.
Annie Nicoletti, a seven-year Brea resident and native New Yorker, says that she hopes “people will realize that Downtown
Brea is a safe, comfortable place to meet neighbors for a night of entertainment, dining or shopping where you don’t have to
worry about using your car.” She and her family can be found there frequently, as Nicoletti enjoys the downtown area’s
small-town feel. “I especially like the ability to walk and window shop without having to fight the traffic and crowds at the
Brea Mall,” she adds.
Living it up
But Downtown Brea’s developers and residents didn’t want to end up
as just another outdoor mall such as The Block at Orange or The
Irvine Spectrum. Forward-thinking city officials, once accused of
being overly ambitious, are now given slaps on the back for this
experiment, which other city designers are using as a model for future
developments. So what’s all the excitement about?
Loft living. Yes, just like downtowns in cities such as L.A. and NYC,
Brea has urban-style lofts (62 of them) above two ultra-hip Birch
Street buildings. Forty town homes were also constructed within
walking distance. Downtown Brea’s mix of housing and
entertainment has been lauded by the Urban Land Institute as “smart
growth.” Using Brea as an example, the institute is calling for
California’s cities to redevelop downtowns for residential use, which
puts more people in less urban space, provides better mass transit
access and retains more farmland and open space.
Chris Snyder, general manager of ultra-popular TAPS Fish House &
Brewery, has dubbed the downtown a “lifestyle center.” He says the affordable housing downtown separates Brea from
other OC cities. “People who live downtown have a nice live-work environment,” he says.
Lifestyle is of such paramount concern these days that many economic development offices are enthralled by emerging
downtowns such as Brea. Taking cues from author Richard Florida’s book entitled, “The Rise of the Creative Class,” city
planners have begun to trend away from building “big box” retailers, mega malls or convention centers.
“It used to be that workers lived where the company was,” Florida was quoted as saying in a 2002 Los Angeles Times story
on recruiting a healthy creative class. Now, he says, “companies go where the highly skilled people live.”
Entertaining options
For those living downtown or within walking distance, entertainment choices are numerous. And thousands drive in on
weekends for blockbuster movies (22-screen Edwards Theatre Complex), headline comedy (The Brea Improv), moving
music (Tower Records, jazz at The Gaucho Grill) or other happening nightlife (Bar 330, Mother’s Bar & Grill, TAPS).
The dining scene also is truly eclectic. Especially noteworthy is TAPS. This Southern-style bar, brewery and restaurant is
one of The OC’s finest dining establishments.
Its cool interior is a classy mix of gray slate and dark woods. Regulars come for everything from a beer and the game to a
pre-movie martini and appetizer to a special-occasion dinner.
Pane e Vino Trattoria does wine and Italian food just right in its terra cotta-tiled dining room and outdoor patio. The Gaucho
Grill serves up Argentine specialties and American favorites, entertaining with smooth jazz on Thursdays and Sundays.
The two hot party spots, Bar 330 and Mother’s Bar & Grill, both offer drinking and dining. Mother’s has a more homey feel
than Bar 330, which hosts a loud dance crowd into the morning hours on weekends. Popular dining and nightlife spot The
Yard House will add to downtown Brea’s offerings sometime early next year.
Other successful mid-priced corporate and independent eateries downtown include Daphne’s Greek Café, Fatburger, Kelly’s
Coffee & Fudge, Market City Caffe, Salsitas Mexican Grill, JoJo’s Pizza and Dragon Bowl.
Big stores and boutiques
It’s easy to forget - with the city’s entertainment and living mix - that retail is also a big part of Downtown Brea. A huge,
rather industrial-looking Old Navy stands on the northwest corner of Birch Street and Brea Boulevard. Across the street,
Tower Records erected an artsy steel tower to stand tall at the same intersection, which also is home to an Eddie Bauer
Outlet and one of Edwards Theatre’s two movie complexes.
Women’s clothing is most prominent here, perhaps alluding to the community’s family-friendly roots. Besides Old Navy
and Eddie Bauer, there’s Ann Taylor Loft, Chico’s and J.Jill.
Two boutique clothing shops of note are Diane’s Swimwear and Kaitlyn Clothing. An ocean scene hangs from the ceiling at
Diane’s, along with colorful bikinis on the walls and every imaginable flop at your feet. Kaitlyn Clothing, the only one of its
kind in The OC, is a super mod boutique with embellished cotton skirts and tops, designer jeans, bling-bling belts and
chunky accessories.
An unusually large Skechers shoe store sells all kinds of comfortable sneakers and sandals for babes, kids and grown-ups.
Ode to parking
As Brea resident Annie Nicoletti pointed out, easy parking is a major factor in downtown Brea’s success. Two multi-level
parking structures are so close that one can park and be in line for a matinee within a few minutes. There’s even free valet
parking behind TAPS and The Brea Improv.
Birch Street between Brea Boulevard and Madrona Avenue closes down to car traffic every Tuesday night for the city’s
farmer’s market. It’s also foot-traffic-only for other free annual community
events such as the Cruisin’ Brea Car Show (held on Father’s Day) and the month-long Brea Jazz Festival each fall.
Some are put off by Downtown Brea’s rather industrial feel with straight lines, stucco walls and gray steel. But also notice
that many of the new buildings feature art deco designs, tile mosaics and classic muted color schemes. Hopefully, the area’s
evolution will include more greenery, landscaping, public lounging areas and kid-friendly play places.
Some softer touches already exist. At Walnut Avenue and Birch Street is the Orange Grove Fountain, a community artwork
erected in 2000 that brings adults to relax and kids to play.
Stacks of bright orange bowls climb up pole structures, each one cascading water down in champagne-fountain fashion. The
water bounces off the concrete at the bottom, inviting kids of all ages to soothe their souls and re-capture their creative
spirits.
Once a farming community and then a sleepy suburban town, Brea is breathing new life into its downtown and its people.
OCM
Sheryll Alexander is a lifestyles writer based in Costa Mesa. She is a regular contributor.
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