Target Store Proposed for La Madrona Drive

On Nov. 15, 2007, landowners of the La Madrona Drive commercial parcel submitted an application to the City of Scotts Valley to build a 143,000-square-foot Target store on the site.

Frequently Asked Questions

What is the site currently zoned for?

In June of 1995, the City approved the Gateway South Specific Plan which designated the site as Service Commercial (C-S). C-S allows retail stores and shops, food and motel/hotel establishments and commercial services.

What were the most recent plans for the site?

In April 2007, the City Council approved a proposal to build a 135,899-square-foot, two-story office building with 544 parking spaces, but an anchor tenant was never identified.

According to the May 8, 2007 Valley Post: The economy and the city's needs have changed over time, and today the Council's desire for retail space, and the sales tax it generates, is greater than the demand for office space. Nevertheless, most of the Council voted to allow development to move forward.

Mayor Dene Bustichi voted against the proposal because he would like to see a larger retailer in the spot.

“I wanted the developer to have entitlement to develop the property,” said long-time councilmember Stephany Aguilar, who added that she doesn't believe the Council closed the door on the retail option. “I would [also] be delighted to have retail there.”

Reuben Helick, an agent with Wilson Bros. who represents developer Title Two Investments, said the original request for office space came from the city and he will work to find an optimal arrangement for both the city and Title Two.

“We'll move forward and market the office, but at the same time work with the planning department, city staff, planning commission and City Council to look at other ways to utilize the property,” Helick said.

How much of the site would be developed?

The project site is 17.62 acres. Target would build on approximately 10 of those acres, with the upper portion remaining as open space in perpetuity while retaining the mature redwoods and native live oaks.

Why this location?

According to extensive Target research, this is the site that works the best for the community and economic realities.

What's the size of the store, and why?

The overall store size is 143,000 square feet, in a general merchandise store configuration, NOT a Super Target with a full-sized supermarket. The store will not include a garden center. The sales floor is approximately 105,000 square feet. The remaining 38,000 square feet are for office space, break rooms and storage.

How many parking spaces are planned?

517, included as surface parking and with a two-story garage to minimize open space coverage.

Where is parking, and street access?

The small two-story parking deck is adjacent to La Madrona Drive, and two driveways enter the site from La Madrona Drive. No access will be available from Silverwood Drive.

What about water usage?

The daily water consumption for a Target store this size is about the same as six residential homes; the previously approved office complex would have used three times more water daily than the Target store. Currently, the Scotts Valley water district produces more recycled water, used for irrigation, than it can find customers for.

What about ground water recharge and infiltration?

The natural hydrological cycle of the property consists of five complimentary phenomena, including:
1. ground water infiltration
2. evaporation
3. transpiration
4. storm water runoff
5. acquifer recharge

All five items take in to consideration the tree and ground coverage associated with the property, as well as topography and subsurface soil parameters. These listed parameters, as well as data obtained in the field, help establish the existing hydrological cycle and the resources that exist for the property.

Currently the design team's geotechnical engineering firm, hydro-geological consultant, and the civil engineering firm are obtaining the necessary site-specific surface water and groundwater behavior associated with the site to properly determine the stormwater management facility improvements necessary to meet the City and Regional Water Quality Control Board requirements for storm water management.

These findings will be shared with the City's E.I.R. consultant when preparing the necessary documents associated with the project.

What about cars?

A specific traffic report is being developed to review issues and improvement measures as part of the environmental review. Existing data shows, however, that a Target store this size typically draws about 4,000 visits daily. Some of these visits are pass-by trips, with guests stopping to shop as part of their normal driving routine. For smaller shopping trips, the project proposal also provides bicycle access and parking.

When do people shop?

Peak shopping times during weekdays are between 1 and 2 p.m., and between 3 and 4 p.m. on the weekends. These off-peak times complement the a.m./p.m. peak commute times, as opposed to the approved office complex that would have exacerbated commute hours.

What about road improvements?

If the environmental review determines that surrounding roads should be modified to better manage access, Target will pay for these enhancements as required in the project's Conditions of Approval.

When do trucks deliver shipments?

Target distribution deliveries average one a day; Target will work with the City of Scotts Valley to establish appropriate delivery times.

What's the City's approval process?

The project is currently under environmental review. It must submit to a design review, planned development application and review by the Scotts Valley Planning Commission with approval by the City Council to proceed.

Is the project subsidized by the City of Scotts Valley?

No. The project will proceed with private funds only, with no public funding or tax concessions.

What about the contract for the environmental review?

As directed by California state law, the project is subject to a complete environmental review. The City of Scotts Valley has several pre-approved vendors to provide environmental studies; of those, ESA Community Development of San Francisco was selected. The applicant, Title Two Investment Corporation, is responsible for funding this process, removing the financial burden from the City. The City exclusively directs the study, developing the scope of the review and the research measures required to complete it.

What are the potential financial impacts?

In this era of trying economic times, many cities across California are looking for ways to enhance revenue streams while simultaneously providing expanded local shopping opportunities to minimize driving. With an estimated $500,000 in annual sales tax revenue, it could boost the City's budget by six to seven percent.

How would the project affect crime in Scotts Valley?

Target focuses extensively on security since family shopping, the core of the Target experience, must absolutely be safe. Local police departments continue to commend Target for its security efforts since it greatly reduces the amount of time they spend responding to calls, minimizing impacts on the local agencies.

The following explanation will clarify the recent misleading statistics regarding the Target store:
It is important to understand that an incident is defined as an event that disrupts normal procedure, e.g. horn honking, stray dog, abundant cars, noise complaints, domestic disturbances, etc. An arrest means someone is incarcerated. The Scotts Valley Police Deparment reported 14,684 incidents in 2006 and 17,499 in 2007. The department had 515 arrests in 2006 and 594 in 2007. If the Target store draws an alleged 170 annual incidents, SVPD officers will see a negligible less-than-1-percent increase in incidents.

What's the construction schedule?

Once the project has been approved by the City Council, it would take approximately 12 months from groundbreaking to grand opening.