The sleepy bedroom community of Bixby Knolls continues an era of growth, becoming a “hipper” neighborhood for breweries and restaurants, according to business owners in the area and Blair Cohn, executive director of the Bixby Knolls Business Improvement Association (BKBIA).
“The great thing about right now is that we are at another little crossroads, but in a good way. We’re just about to have new businesses open, so we are excited about that,” Cohn said. “Things are good. Things are steady. I think the challenge is retail. And that’s national. The big boxes doing what they do but failing because of Amazon. Then, it’s a trickle-down to mom and pops.”
This edition includes the Business Journal’s annual focus on Bixby Knolls. Three of the people interviewed include, from left, Councilmember Roberto Uranga, Bixby Knolls Business Improvement Association Executive Director Blair Cohn, and Councilmember Al Austin. They are pictured at SteelCraft on Long Beach Boulevard. (Photograph by the Business Journal’s Brandon Richardson)
To combat the retail challenge and create an atmosphere that challenges the notion that Bixby Knolls is as sleepy as people say, Cohn said his association tells every new business coming to the area of these challenges and that they must work twice as hard to create a unique destination and promote to bring in Bixby Knolls residents, as well as those from surrounding areas, to patronize and support the small businesses.
Cohn explained that the neighborhood is not nearly as sleepy as some think but that, due to mass amounts of sprawling single-family housing, it lacks the density of other neighborhoods such as Belmont Shore and downtown, which brings less foot traffic. Nonetheless, he said the word is getting out about the up-and-coming neighborhood.
“It’s exciting that people are hearing about Bixby and they want to come up here. I mean, Liberation Brewing is building out. And these guys from the Anaheim-Buena Park area who want to open Ambitious Ales, taking over the Tuttle Cameras space,” Cohn said. “We’re going to change our name to ‘Brewery Knolls’ by the end of summer, we hope. I’d like to set up some Saturday trolley rides to take people from place to place to place.”
New investment in development is a sign of the neighborhood’s growing popularity, Cohn explained. He said the former Nino’s Italian Restaurant location, which closed last year after 58 years in business, will be under construction soon to make way for a compounding pharmacy and several small retail and restaurant spaces. The former Hof’s Hut location is also going to be broken up into a dental office and three small fast-casual dining joints.
With the Hof’s Hut location, Cohn said he just hopes the food options aren’t the likes of Burger King or Taco Bell, but he said the owner would like to opt for national brands rather than local businesses. Cohn said he would prefer smaller, local eateries, as he knows the neighborhood and sees the direction it is headed.
Councilmember Al Austin, Bixby Knolls Business Improvement Association (BKBIA) Executive Director Blair Cohn and Councilmember Roberto Uranga (pictured from left at SteelCraft) have been described as champions of the Bixby Knolls community by business owners in the area. The BKBIA covers the area from roughly just below Wardlow Road on the south to below Del Amo Boulevard to the north, and from Atlantic Avenue to the east to Long Beach Boulevard on the west. (Photograph by the Business Journal’s Brandon Richardson)
In addition to new developments, Cohn said existing business owners have been making investments in facade improvements to make sure their businesses, as well as the neighborhood, are as appealing as possible. The BKBIA also is working on improvements to the area.
“We’re still trying to light up every dark spot by installing safety lights so everything is safe, painting buildings, new signage for businesses, planting and trimming trees,” Cohn explained. “We want to do some more decorative crosswalks and utility boxes, and there are some more murals we want to do. Just keep changing the face of things. We keep trying to sell optimism and pride in the neighborhood.”
Other improvements to the area include being integrated into the Daisy Avenue bike boulevard on Linden Avenue, a roundabout at Bixby Road and Linden Avenue and the potential for additional stop signs, traffic lights and crosswalks with flashing alerts, all meant to keep pedestrians safer along the neighborhood’s major corridors. As far as a road diet, Cohn said it is not feasible, as both Atlantic Avenue and Long Beach Boulevard are heavy public transit corridors, with the Blue Line and dozens of buses running daily.
Even without a road diet, large portions of Bixby Knolls along Atlantic Avenue have wide sidewalks, which will begin to see an increase in outdoor dining. Dutch’s Brewhouse owner Jason Van Fleet is in the process of permitting outdoor seating, as is Cheese Addiction, which is not yet open. Cohn noted that some of the existing patios are underused but a little promotion by business owners should see more customers enjoying the outdoors while they dine.
According to Cohn, the true sense of community is the greatest appeal when it comes to bringing new residents and businesses to the area. This, coupled with investment, creates an atmosphere of hope and optimism, which makes the area one worth investigating Cohn explained.
“I can’t point everything to SteelCraft, but it’s a game changer, not only for the boulevard, but for a new era, new tastes, flavors, a different crowd. And it’s the direction we want to go,” Cohn said. “Trying to be a forward-thinking district is appealing.”
Servando Orozco, owner of Orozco’s Auto Service and president of the BKBIA, said he lives three blocks from SteelCraft and that often times the lines are so long that he cannot go there. He said the greatest impact of those crowds is that many are not Bixby Knolls residents. Rather, SteelCraft has become a destination for people throughout the region, which helps bring new customers to other Bixby Knolls businesses.
When he took over as director of the association 10 years ago, Cohn implemented several recurring events to jumpstart the community and get residents out onto the streets and into businesses. The walking club is celebrating its 10-year anniversary in January and the book club’s 10-year anniversary is in February. The First Fridays event, which started with one business, has grown to include more than 50 between those on Atlantic Avenue and Long Beach Boulevard. Cohn said he is proud of the longevity of these events, as they have only strengthened the sense of community and established lasting friendships between community members.
“Over the last seven years or more, I’ve seen big changes in our neighborhood. The one person I have to give a lot of credit to is Blair Cohn,” Orozco said. “That guy really hustles and knows how to make things happen, and pushes us to do the things we need to do and not give up.”
Orozco said 8th District Councilmember Al Austin and 7th District Councilmember Roberto Uranga are both strong and vocal supporters of the BKBIA and the neighborhood. He said if requests are made, the councilmembers always follow through for the betterment of Bixby Knolls.
Angela Roman assumed the general manager role at the Long Beach Petroleum Club in Bixby Knolls on November 13. The Long Beach native previously worked as a creator, planner and director of tours, as well as special events in the private and public sector. Roman is pictured in the Petroleum Club’s Red Room, which she said is her favorite area of the facility. The Club is planning a New Year’s Eve Party. (Photograph by the Business Journal’s Brandon Richardson)
Austin said his office has been working on improvements along the community’s corridors to make them more bike and pedestrian friendly, as well as improving cleanliness. His office also is making improvements to the Expo Arts Center, where his field office is located. Austin explained that his office often collaborates with the BKBIA to improve the area and that his office remains involved in all aspects of the neighborhood; from working with residents, business owners and developers, to programming community events.
“It’s a diverse and thriving community with great neighborhoods that feed into our small business corridors. The future is bright,” Austin said. “Bixby Knolls is a community that embraces arts, culture and innovation. As long as we continue to do that, we will evolve as a place where people want to come with their families and have a good time.”
While his office partners with the BKBIA, Uranga praised the work the association does to ensure its corridors are inviting to residents, visitors and investors. He said he continues to meet with interested business owners to bring new and exciting opportunities to the community.
“The entire area of Bixby Knolls gets a tremendous boost from the leadership of the BKBIA,” Uranga said. “There is continually an investment and interest in bringing quality small- to medium-sized businesses to the area.”
Real Estate
Close proximity to restaurants and retail shops have become a key selling point for real estate agents when it comes to selling a potential buyer on the area. Cohn said that he and his wife attend open houses in the neighborhood to hear how agents are selling the neighborhood to potential buyers. He explained that, in the past, the focus would be solely on the home and the size of the lot. Now, however, he said he often hears agents describing various events, restaurants and retail stores within walking distance.
“My buyers and my sellers’ buyers also say that what brings them as first-time home buyers to the area is of course the wonderfully high-rated schools and also the hip environment, including the new restaurants, breweries, and shops, First Fridays and Beach Streets,” Andrea Testa, a realtor at Keller Williams Realty, said.
Realtor Eileen Rivera, owner of the Rivera Group, said Bixby Knolls is a diverse community in terms of race, culture, age, politics and architecture. A 22-year resident of Bixby Knolls, she noted that home prices have increased year-over-year and that buyers are getting younger. (Photograph by the Business Journal’s Brandon Richardson)
Testa said that the median sales price for single-family homes in the 90807 zip code is $614,500, a 5.6% increase over last year, according to the Pacific West Association of Realtors. She added that sellers are typically getting 99.1% of their original list price, with the number of days on market down 42% from 43 to 25 days. The average sales price for condominiums has increased 20.5% to $317,625, with time on market shrinking from 69 days last year to 14 days currently. Testa also noted a rising trend of owners renting their properties, as rental rates continue to increase to more than the mortgage of the home.
Realtor Eileen Rivera, owner of the Rivera Group, said that, while politicians throw around the word “diversity” frequently, Bixby Knolls really embodies that ideal. She explained that the neighborhood is diverse in terms of race, culture, age, politics and architecture.
“The greatest change I’ve observed in the 22 years that I’ve lived here is that Bixby has gotten younger. Bixby today is filled with 40-somethings, 30-somethings and even 20-somethings,” Rivera said. “They are buying houses, having babies and opening businesses right here in the neighborhood. The walkability is fabulous, our choices in eateries and specialty shops has risen tremendously and the energy is palpable.”
Commercial real estate in the area is on fire, according to Hoyt Hochman, president of Hoyt Realty and Investments. He notes a steady increase in rental and sales prices as inventory continues to decrease. Some deals are closing at well over $300 per square foot on the smaller owner-user properties, he explained.
“I feel [Bixby Knolls] always been strong, but new places like SteelCraft, Lola’s, Liberation Brewery, just to name a few, have increased the buzz,” he said.
Crime & Safety
Safety is a primary focus of the BKBIA, which is why it has partnered with C.S.I. Patrol Services Inc., itself located in Bixby Knolls, to provide round-the-clock surveillance. C.S.I. President Dennis Cook said his company has two vehicles on patrol in the community at all times, with additional bicycle and Segway patrols during daylight hours. Cook said the Segway runs so often that the battery, which the manufacturer says lasts 10 years, had to be replaced after three.
Cook said that, as a resident, business owner and security provider of Bixby Knolls, he has noticed a decline in crime and sensing more residents feeling safe when walking the streets of the neighborhood. He noted that there will always be the sporadic crime elements, such as counterfeit money, suspicious characters, vandalism and the rare break-in, but that overall the area’s safety is only improving.
Laura Martin opened Flirt Lash Bar one year ago and will celebrate the anniversary during the First Fridays event on December 1. Martin said business has been incredible and that she has already doubled her staff since opening. (Photograph by the Business Journal’s Brandon Richardson)
The funding for the Bixby Knolls patrol is around a 50-50 split, according to Cook. He explained that the BKBIA and several other partners that have bought into the program provide about 50% of the funding, while the other 50% is donated by his company. Company contracts outside of the Bixby Knolls area offset the donated services being provided to the community.
“We’re just trying to get more businesses to buy into the program so we can keep everything going as much as possible,” Cook said. “We get a lot of people who call – businesses, as well as residents – about suspicious people looking into windows. We would like to expand into the residential communities to service them much like the business owners here in the district.”
When his company receives a call for service, Cook noted that they do not have the authority to transport suspects to the police station. Instead, C.S.I. de-escalates the situation and detains suspects in their vehicle to separate all parties until officers of the Long Beach Police Department arrive. The police department’s North Division Station is located nearby, on the northern tip of Bixby Knolls at 4891 Atlantic Ave.
Conducting Business
Business in Bixby Knolls has been steady, according to owners and managers in the area, including Corrie Matthews, general manager of E.J. Malloy’s. Matthews said that in the restaurant’s 16 years in the community it has experienced ups and downs but is currently in the midst of an upswing, which is being felt throughout the area.
“This community has been very good to us. I see the future of Bixby Knolls as an entertainment destination. It has always been a sleepy community, but I see the desire in our customers for a little more,” Matthews said. “We have great restaurants. Now the future of the area needs a movie theater and a concert venue. Wake this area up a bit.”
Michael Becker, owner of Massage Envy, said Bixby Knolls is a good blend of village charm and the modern world. (Photograph by the Business Journal’s Brandon Richardson)
E.J.’s is in the process of rebranding to E.J.’s Pub, according to Matthews. She explained that the restaurant closed for renovations on August 19 and worked for two months with designer Davis Ink to bring the space up to date, including all new kitchen and bar equipment. Restaurant updates are also evident on the menu, which now features a pepper-crusted prime center-cut sirloin with creamy Jameson gravy and marrow-fat peas.
Michael Becker, owner of Massage Envy, said his business has been able to help address residents’ stress due to the political and economic uncertainty in the country. He added that business has been strong and that Bixby Knolls continues to grow.
“While there are still many long-standing members of the community, we are also seeing a lot of new families establish in the area, or even new generations of existing families returning to their roots,” Becker said. “I think the community does a good job of blending village charm with the needs of the modern world.”
Jacquie Ferneau & Jonathan Hall, owners of Deep Blue Swim School, said they chose to open their second location in Bixby Knolls because of the strength of the community and the positive growth in the area. Ferneau said the location has not yet reached its full potential but that the husband and wife business partners are looking to market within the community, as well as surrounding neighborhoods to bring in more business.
“Bixby Knolls is transforming and is anything but sleepy. It has maintained the small town feel with community events where everyone knows everyone, to big city attractions such as Beach Streets and First Fridays,” Ferneau said. “Bixby Knolls has seen amazing growth and development over the last few years. It has all the building blocks to be one of the best work-live-play communities in all of California.”
Deep Blue Swim School strives to educate the community by teaching life-saving skills to children, Ferneau explained. She added that the business will continue to expand its mission to reach families and prevent drowning accidents.
Husband and wife Jacquie Ferneau and Jonathan Hall are co-owners of Deep Blue Swim School. They said they chose to open their second location in Bixby Knolls because of the tight-knit community and positive growth in the area. (Photograph by the Business Journal’s Brandon Richardson)
Sandra Cason, owner of Furniture Consignment & More, celebrated her business’s six-year anniversary on November 1. She said she has had an amazing journey in that time, providing a location for Bixby Knolls and surrounding residents to sell their home furnishings.
“Foot traffic has increased with the addition of Long Beach Creamery and The Merchant. Although most folks walking by do not purchase on their first visit, they do keep us in mind for future purchases and consignments,” Cason said. “I had always felt that Long Beach Boulevard was the Bixby Knolls stepchild because Atlantic Avenue had the very successful First Fridays, and the new addition of Beach Streets. But now, with the addition of SteelCraft, we have some movement on Long Beach Boulevard.”
The last several months have been some of the slowest Cason has experienced, she explained. However, she said Bixby Knolls is still her favorite community to do business.
Baja Sonora Owner Mary Sophiea said she and the other business owners in the area are lucky to have the support of Cohn and the BKBIA. Sophiea’s restaurant has been located in Bixby Knolls for almost 11 years and she said she has only ever seen improvements.
“I would love to see some high-end restaurants come in. I know that sounds funny because that’s competition, but I would really like to see it,” Sophiea said. “A mixed retail area is always the best thing for a community. And I would certainly love to see more coming down our way. The same thing happened on Pine Avenue, it took forever to fill up but now look what’s happening down there.”
Sophiea added that, though her restaurant has fallen victim to several break-ins, she has noticed a reduction in crime and fast police response times. However, she said she would like to see more lighting and surveillance cameras in the area to further the public safety and continue the decline in crime.
Laura Martin is celebrating the one-year anniversary of Flirt Lash Bar during the First Fridays event on December 1. Since, opening, Martin said business has been incredible.
“We have more than doubled in the number of staff. We are often booked for weeks at a time and have to turn away clients. You can’t ask for anything better than that,” Martin said. “All the neighboring businesses are super friendly and willing to offer any recommendations. We get referrals from businesses down the street who send people over to see us. So, we are so thrilled and fortunate.”
Servando Orozco, owner of Orozco’s Auto Service and president of the Bixby Knolls Business Improvement Association, said he and the majority of the association’s board are also residents of Bixby Knolls. He explained the association has been working hard to improve the area and has made great strides under the leadership of Executive Director Blair Cohn over the last 10 years. (Photograph by the Business Journal’s Brandon Richardson)
Flirt Lash Bar offers its clients eyelash extensions applied by specially trained artists. She said the painless process takes between one and two hours and that clients return every two weeks or so, similar to getting one’s nails done.
Martin said the neighborhood is appealing because it is quiet and cozy, which feels like home. She added that people in the area are accepting, which helps bring in new residents and businesses that are different, which in turn brings in new clientele to the area.
First Bank Branch Manager Kris Allen said business has steadily picked up over the year and continues trending upward. Allen noted the BKBIA’s efforts to keep streets and alleyways clean and businesses safe with additional outdoor lighting and information related to crime patterns.
“The community has strong families and business owners who care about each other, look out for each other and want to see this area continue on with its prestigious history and heritage,” Allen said. “Bixby Knolls is the blueprint and standard bearer on how transformation and economic development can keep a neighborhood relevant during changing times.”
Norm Cauntay, a financial advisor at Edward Jones Investments, said business as a whole has been great in the area. The surge of new investment and new dining, retail and services are pushing the community to continue to grow year after year.
“I see the neighborhood raising its profile as a destination spot for wonderful food and beverage choices. I see it also branded as a family-friendly, safe neighborhood and, as a result of the growing businesses, property values will continue to increase,” Cauntay said. “There is an evolution, a renaissance going on here. I love the buzz that is happening. I think Bixby Knolls is unique and a hidden gem in the Greater Long Beach area and arguably Los Angeles County.”