Burbank’s downtown is experiencing a revival, thanks to strategic city efforts. One notable example is the quick opening of a Van Leeuwen Ice Cream shop. Originally expected to open next year, support from the city sped up the process, allowing it to welcome customers in the summer. When Van Leeuwen representatives visited, they received assurances from city officials about facilitating their business needs.
This proactive approach is part of Burbank’s broader strategy to support businesses, engage with the homeless community, and maintain clean streets. Community Development Director Patrick Prescott emphasizes this requires constant attention to infrastructure and community outreach.
“You have to be vigilant with your maintenance, with your homeless outreach, with outreach to businesses, with your marketing and PR.”
Downtown Burbank was once a punchline, but it has transformed significantly. Historic sites like Bob’s Big Boy and new developments co-exist, shaping Burbank’s new identity. The city is home to major players like Warner Bros. Discovery and Walt Disney, and it recently rebranded its airport to Hollywood Burbank Airport, underlining its entertainment industry connections. A new terminal for the airport, costing $1.3 billion, will open soon.
The city is proactively seeking new businesses and retaining existing ones. Economic Development Manager Mary Hamzoian notes successful campaigns to attract brands like H&M, Sephora, and Philz Coffee. Additionally, IKEA operates its largest store in the country here.
The success of Burbank’s approach contrasts with downtown Los Angeles, which some believe could benefit from similar strategies. According to Nella McOsker of the Central City Assn., downtown L.A. could adopt what she calls a ‘white glove approach’ to support retailers.
Burbank has a competitive local economy. With its population doubling during the workday, it competes with neighboring areas like Glendale and Pasadena by addressing tenants’ needs regularly. The city plans to expand housing in downtown by developing 10,000 new units. This plan aims to balance the job-to-housing ratio, currently one of the highest in the country at 3-to-1.
Recently, First Street Village, a 275-unit apartment complex with retail spaces, and a 575-unit complex near Burbank MetroLink station, have been completed. More projects are in the pipeline, especially near the airport, offering attractive locations for people working in aviation.
Reactions to growth are mixed among residents. In the past, developments faced opposition, but attitudes are changing as the need for housing becomes apparent. Chris Baer from Avison Young suggests that attitudes have shifted, with a greater understanding of the necessity for housing.
Entrepreneur J.C. Reifenberg appreciates Burbank’s ambiance and amenities. He plans to open a new branch of his bar, partially due to abundant parking. His ventures in Hollywood face higher parking costs, which he says can deter customers.
Burbank fosters a distinctive cultural scene, with stores and facilities catering to niche interests. Reifenberg highlights the city’s support for two comic book stores, illustrating its unique character. It’s a place ready to support diverse businesses and communities.