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GEORGIA GEMPLER/ULIFAIRPLEX STRATEGIC PLANThe Learning Centers at Fairplex, a 501(c)(3) nonprofit organization, operatesthe Fairplex Child Development Center, which serves 250 community childrenages 12 weeks through kindergarten. It also operates the Career and TechnicalEducation Center, which offers occupational training programs for highschool students.association members; members of the Learning Centers andChild Development Center boards; and vendors.In 2018, Fairplex completed a strategic plan to update,revise, and refresh its vision and goals, including makingFairplex a model community partner, economic engine,and presenter of unique experiences. Guiding principles toattain the desired future include providing public benefit,improving the guest experience, developing partnerships,committing to both financial and environmentalsustainability, and creating a uniquely Southern Californiadestination that celebrates the community.This plan—which aims to reinforce Fairplex’s originalvision and put it into a contemporary context—addresseswhom Fairplex serves, why change is needed, and whatFairplex wants to become. Fairplex enlisted the assistanceof ULI to develop a detailed vision for Fairplex’s future anda road map to achieve it.Source: Fairplex Board of Directors, “Fairplex StrategicPlan,” June 4, 2018, ns/strategic-plan-2018.pdf?sfvrsn 2.Stakeholder interviews revealed a variety of community andstaff visions for Fairplex: Creating a live/work/play environment with greenways andopen spaceInstalling technology upgrades to attract youngergenerations Expanding farm and job training programs Expanding the Fairplex Child Development Center Creating a uniquely Southern California destination Developing attainable, multigenerational housing Reorienting the site to improve access to the Gold Linelight rail, which is scheduled for completion in 2025Comments from stakeholders on Fairplex’s operations weremostly positive, but they cited past struggles and criticisms,and recent efforts to rebuild trust and engage more people toimprove community relationships and involve the community inplanning efforts.In 2022, Fairplex will celebrate its 100th anniversary.Historically, Fairplex has prioritized the recognition of theregion’s agricultural roots. Although this identity is rootedin a universal sense of nostalgia for many, interviews withstakeholders found that some people in the community feel leftout or excluded from Fairplex, and they believe the site shouldbe a gathering place where everyone feels welcome year-round.Fairplex was founded not only to host the L.A. County Fair,but also to provide holistic support for the local communityfinancially, through commerce and agriculture; socially, asa convener and community gathering place; and artistically,by offering members of the community space to share theircreations and passions.Fairplex has already demonstrated the desire to involvestakeholders through the strategic planning process and shouldcontinue to do so. The ULI panel, however, emphasizes theimportance of engaging all community groups in formulatingideas going forward, as community support is critical to anyproject to ensure support and the project’s success. The panel’skey takeaways are summarized below.Solidify identity. Interviews with stakeholders revealedambiguity about Fairplex’s identity. The ULI panel believesFairplex’s identity and core businesses need clearer articulationand suggests evaluating those businesses to identifyopportunities for generating the best returns for Fairplex and itsinvestment partners.To remain relevant and representative of future land usechanges, the panel also suggests spearheading a rebrandinginitiative to update the organization’s name. Involving thecommunity and all stakeholders in this process will be criticalto ensuring success of the rebranding effort. New brandFairplex, Pomona, California, July 7–12, 20195

DEBORAH KERSON BILEK/ULIDEBORAH KERSON BILEK/ULIHosted by the Automobile Club of Southern California in November, the NationalHot Rod Association (NHRA) Championship Drag Race is among the 500events held at Fairplex annually. This facility, which seats 40,000 spectators,is one of the few drag strips in America operated directly by the NHRA.Fairplex has discontinued equine events. The ULI panel suggests repurposinghorse barns for entrepreneurial uses and exhibition halls.development can assist in better reflecting the true identity ofthe organization, while boosting marketing opportunities andigniting new revenue-producing activities.its origins as an opportunity for agricultural exchange, and itwill need to evolve to remain relevant to today’s consumers andthe “experience economy.” This vision for Fairplex and the fairaligns with Fairplex’s new strategic plan.Another concern of the panel is a seeming conflict orpolarization between “what Fairplex has been” and “what itcan be.” Some stakeholders indicated a resistance to change.In addition, many on-site functions have outlived theirrelevance, and there appears to be little appetite for innovativeor significant change to reflect modern needs or changingdemographics.Fairplex has a window of opportunity to realign thinking aboutenhancing experiences and renewing the physical environmentfor the world of tomorrow. This effort could work hand in handwith a rebranding exercise to create renewed interest and civicownership.Pursue an imaginative and sustainable framework plan.As part of the paradigm shift of Fairplex as a year-rounddestination, Fairplex should open up the campus to thecommunity and make it more accessible. Panelists recommendcreating a northern gateway to connect Fairplex to the city ofLa Verne’s proposed light-rail station, and connecting it to apedestrian-oriented promenade, or “green artery,” that wouldserve as Fairplex’s main street and would traverse the entireproperty. The green artery would wind through internal Fairplexneighborhoods, creating a sense of internal connectivity, andwould terminate at a new Fairplex village destination on the eastside of the campus.Embrace a paradigm shift: Fairplex as a year-rounddestination that also operates the L.A. County Fair. Fairplexcan become more responsive to the shifting retail economy andcommunity needs by leveraging its impressive land assets tobecome a year-round destination for the local community andothers within the Inland Empire. By working to create a unifiedsense of place in all parts of the property and opening forcontinuous use, Fairplex can deepen its community connectionsand expand possibilities for revenue generation. Achieving thisvision will require adopting a land use planning mind-set inaddition to Fairplex’s event-planning expertise.Incorporate the history of the fair experience into all aspectsof design, use, and programming. Part of solidifying identityinvolves addressing history. Fairplex should incorporate itsstory into future projects, including signage that educatesvisitors about Fairplex’s history and illustrative artwork thatshowcases Fairplex’s role in the community—from its originsas home to the L.A. County Fair to its use during World WarII as an assembly center for Japanese internment camps.“The Fair” is also suggested as a new theme for the proposedFairplex Children’s Museum.The panel also recommends that Fairplex continue to operatethe L.A. County Fair. Fairplex is uniquely positioned to develop theL.A. County Fair into an experience that is enhanced by theproposed year-round land uses. The fair has moved away fromEmphasize the role of the community. The community iscritical to the success of Fairplex’s transformation to a yearround destination. Engaging the community must be includedin any and all rebranding and planning processes to guaranteesupport for future projects.6A ULI Advisory Services Panel Report

Fairplex should also become a model of environmentalsustainability—particularly during the fair. The panel offersthree specific recommendations: Create on-site renewable energy production and storagefacilitiesForm mutually beneficial partnerships with local energycompanies and clean-tech businessesImplement best practices for water stewardship, includingreplacing parking lot surfaces with permeable material,retaining and recycling stormwater and graywater on site,creating bioswales, daylighting streams underneath thecampus, and creating a stormwater retention lake thatdoubles as a water featureEnsure connectivity of land uses and transportation. Parkinglots comprise about 300 of Fairplex’s nearly 500 acres of land,because the majority of visitors now access the campus viapersonal vehicles. Over time, other modes of transportation—including light rail, ride sharing, and autonomous vehicles—areexpected to reduce parking requirements, freeing up land forother uses. Ride sharing has already begun to alleviate the needfor parking. The panel recommends investing in infrastructurethat encourages using alternative transportation modes: Increased ride-sharing dropoff/pickup facilitiesDirect, safe, and convenient access from rail stations toFairplex points of entryTram service from the new La Verne Fairplex gateway tothe carnival during the fairTemporary, dedicated bus lanes at the main gate duringthe fair to provide greater passenger convenienceSupport implementation concepts that promote modelpartnerships and sustainability. Fairplex’s success infulfilling its mission as a community benefit and achievingfinancial sustainability will depend on its relationships withoutside organizations. The panel recommends that Fairplexmanagement look for opportunities to form mutually beneficialpartnerships with businesses, local government agencies,educational and health care institutions, and nonprofits thatenhance Fairplex’s visibility and support in the community.Evaluate internal and external governance. To respond todiverse community needs now and in the future, Fairplex shouldconsider reorganizing its governance structure to align with thegoals and objectives in the strategic plan, and should includeexperts capable of guiding redevelopment efforts. The shift infocus to include land use planning and development calls fora corresponding shift in governance. The panel recommendsthat Fairplex’s internal governance structure be evaluated andreconfigured to best meet these future needs, challenges,and opportunities related to the distinct businesses under theorganization’s umbrella.In addition, a strong partnership between Los Angeles Countyand Fairplex will be required to realize the full vision of a newframework plan with year-round use and applicability. The newvision for Fairplex will have countywide economic implications.Given that a significant number of Fairplex’s operations takeplace on county-owned land, and Fairplex’s lease with thecounty ends in 2043 with two renewal options, a strongpartnership with Los Angeles County is critical. To ensurethat connectivity of land uses and long-term development arepossible and sustainable, Fairplex must leverage its partnershipwith Los Angeles County to achieve a unified vision.Create functional, flexible phasing. It will take severaldecades or more to fully realize Fairplex’s future vision. Thepanel approached its recommendations as an exercise that isrooted in the best practices of urban planning and thereforerecommends beginning by identifying short-, medium-,and longer-term priorities and opportunities. Start thetransformation process with highly visible, impactful, andwell-publicized projects that require minimal funding and can becompleted within one to two years. All initiatives going forwardshould focus on building visibility, audience, and density ofconsumers and visitors to support existing Fairplex operationsand to create demand for subsequent phases and initiatives.Fairplex, Pomona, California, July 7–12, 20197

DEBORAH KERSON BILEK/ULIConnectivity of Land Uses and TransportationEXTERNAL CONNECTIVITY IS A CRUCIAL CONCEPT, and challenge, for Fairplex’s vision. Physical barriers blockpathways, reinforcing negative ideas of exclusion and inaccessibility. Physical connections and accessible pathwayscould reinforce positive ideas and relationships among Fairplex visitors, neighbors, partners, and members of thebroader community.Improving external connectivity may also increase resourcesfor reinvestment in Fairplex facilities and programs and sharingwith public partners. Specifically, better external connections,such as improved links to regional transit, support transformingparking lots—an underused capital asset—to productive landthat consistently generates a high level of financial return forFairplex and its stakeholders throughout the year.Better external connectivity could also attract new visitors andeconomic activity to Fairplex year-round, generating additionalrevenue and reducing dependence on fair-related income asthe primary source of funding for public programs, such as jobtraining and the Child Development Center.8A ULI Advisory Services Panel ReportExternal connectivity involves various modes of transportation,including personal and shared vehicles, rail and bus transit,regional trail networks, and access across and along WhiteAvenue.Historically, personal vehicles have been the primary mode oftransportation connecting visitors and partners to Fairplex. Thesurrounding network of roadways was engineered to supportautomobile traffic volumes during periods of peak demand,including the annual fair.Currently, Fairplex’s parking lots can accommodate about35,000 vehicles. Entrance gates and surface streets aroundFairplex are designed to accommodate the arrival of vehicles

from all directions, and internal barriers and external fencesseparate paid parking areas and paid event areas from dropoff/pickup zones. Fairplex has partnered with the Pomona PoliceDepartment to manage traffic flows and limit neighborhoodimpacts.Continued total reliance on personal vehicles for access toFairplex, however, limits the availability of land for uses thatgenerate a consistently high level of revenue and providegreater community benefit than is now possible. It alsoperpetuates transportation practices inconsistent with theorganization’s commitment to sustainability.Rail TransitTwo major regional transportation investment programs willprovide Fairplex with an opportunity to rebalance on-site landuse by strengthening external orientation and connectivity. Theyare the planned Gold Line Foothill extension, which is scheduledfor completion in 2025; and the separate MetroLink Lone Hillto White Double Track Project, which offers the prospect ofadditional transit access for Fairplex visitors. Gold Line light-railArtist conception of La Verne Gold Line Station.METRO GOLD LINE FOOTHILL EXTENSION CONSTRUCTION AUTHORITYThe panel, therefore, recommends investing in additionalmodes of external access over time to increase management’sflexibility to repurpose land assets for revenue generation andcommunity benefit purposes.Investing in facilities that support access to Fairplex by sharedvehicles is strategically beneficial in reducing the amount ofsurface parking required and in increasing land available forproductive reuse.BLUE MCRIGHTDEBORAH KERSON BILEK/ULIThe nearly 300 acres of parking lots are a significant source of income forFairplex during the L.A. County Fair. Over time, other modes of transportationare expected to replace personal automobile access, allowing land nowoccupied by parking lots to be converted to residential and commercial usesthat provide consistent revenue year-round.Fairplex staff members report that travel to Fairplex byshared-ride vehicles, such as Lyft and Uber, is increasing,with a noticeable impact on parking revenue and availability.The increase in shared-vehicle access is correlated withdeclining vehicle ownership by young adults, increased use ofride-sharing apps by adults of various ages, and responsiblebehavior of young adults related to driving under the influence.The La Verne Gold Line station will provide access to Fairplex for visitors located all along the Gold Line, which will create a new Fairplex gateway.Fairplex, Pomona, California, July 7–12, 20199

CITY OF LA VERNEBRIAN ZIMMERMANAn illustration of development standards and guidelines on the northernparcel of Fairplex in the city of La Verne. These standards are laid out in theOld Town La Verne Specific Plan.Plans by the regional rail system MetroLink for the Lone Hill to White DoubleTrack Project will improve visitor access to Fairplex.service will provide riders direct access to Fairplex activities,and double-tracking the MetroLink commuter-rail corridor willprovide riders more frequent seasonal access to Fairplex.To take advantage of the new Gold Line and improvedMetroLink service, Fairplex will need to provide direct, safe, andconvenient access for passengers from rail stations to Fairplexpoints of entry. The access challenge for the future Gold Line isto connect the La Verne rail station across Arrow Highway to anew Fairplex gateway.An above-grade connection across Arrow Highway is alsopossible by developing a gradually rising, elevated plaza fromthe train station to connect directly to Fairplex. Panelistssuggest that it may be possible to redirect funding allocatedfor construction of a Gold Line parking garage to the plazaconnection across Arrow Highway in exchange for surfaceparking at Fairplex. This trade would allow automobile accessto the Gold Line, while providing priority access for pedestriansand greatly increasing Fairplex’s external connectivity to GoldLine passengers, La Verne residents, and bus riders who alsotraverse Arrow Highway.METRO GOLD LINE FOOTHILL EXTENSION CONSTRUCTION AUTHORITYOptions for connecting Fairplex to the rail station acrossArrow Highway at grade include controlled, amenitizedpedestrian crossings at E and F streets; or given largevolumes of pedestrians at fair time, across the entire lengthof the block. Fairplex’s proposed internal promenade, thegreen artery, could also be designed to connect with anat-grade crossing on Arrow Highway at the intersection withWhite Avenue, which would connect with the shared-use pathplanned adjacent to the Gold Line tracks between the La Vernerail station and North White Avenue.February 2020 diagram of the proposed location of a parking structure. Funding for the parking structure could possibly be used to construct an above-gradewalkway from the rail station to Fairplex in exchange for parking at Fairplex.10A ULI Advisory Services Panel Report

A preliminary plan for a transit-oriented development (TOD)on a northern Fairplex parcel that is within the city of La Verneemphasizes vehicle access to Arrow Highway. Although itrecognizes the need for pedestrian pathways within the TODand toward the Gold Line rail station, the plan does not providedetailed concepts for safe, convenient, direct pedestrianconnections from the Fairplex site to the Gold Line rail platformacross Arrow Highway.Alternatively, maps of transit travel times using General TransitFeed Specification tools and the number of Fairplex visitorswithin the transit geographic area could be quantified. Dataavailable from vendors such as streetlight data can provideextremely granular detail on vehicle-trip origins to Fairplex,including to different Fairplex parking lots by time of day, day ofweek, and route taken.Fairplex staff members may need to engage with transitagencies to eliminate route delays, costs, or discomforts thatcould discourage Fairplex visitors from using rail transit inplace of personal vehicles. Collaboration on the design of the LaVerne rail station, service, schedules, travel costs, and so forthcould help make transit a competitive option relative to personalvehi

Urban Land Institute 2001 L Street, NW Suite 200 Washington, DC 20036-4948 uli.org . This Hollywood sign, providing a backdrop for a portrait of ULI panel . Fairplex includes nearly 500 acres and is bounded by Arrow Highway to the north, Fairplex Drive to the west, West McKinley Avenue to the south, and