March Newsletter -  2016
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Dear Friend:


I hope to see you at our meeting on Thursday, March 31 – 6 p.m. at St. Bartholomew’s Church Meeting Hall on Broadway at Granada. 

Leslie Appleton-Young, a noted economist and sought-after speaker, will talk about the “Local Economy and Home Values,” especially in the 90803 zip code. Leslie is an exciting speaker and a graduate of Long Beach’s Wilson High School.  She completed her graduate degree at the University of Pennsylvania and worked for the Federal Reserve.  Leslie is currently vice president and chief economist at the California Association of Realtors.

A reminder notice about the meeting will be sent to you with the agenda a few days before the meeting.

We are looking for hard-working members to join our Board of Directors.  Applications are due by March 31.  Contact Kristina Duggan at if you are interested and have been a member since December 28, 2015.

I look forward to seeing you on March 31.



Mark Your Calendar
Thursday, March 31 – 6 p.m.
Leslie Appleton-Young
Vice President and Chief Economist
California Association of Realtors
“Southern California’s Economy and Home Prices –
in the 90803 Zip Code.”  

Thursday, April 28, – 6 p.m.
Dr. Jerry Schubel, President and CEO
Aquarium of the Pacific 
“The Role of the Aquarium
in the Future of Long Beach”
Thursday, May 26 – 6 p.m.
Robert Garcia, Mayor of Long Beach  
“Proposed Sales Tax Increase”
Questions and Answers



Vice President and Chief Economist for the


Friends of Belmont Shore at the Thursday, March 31, meeting will feature Leslie Appleton-Young, Vice-President and Chief Economist for the California Association of Realtors.  The meeting will take place at 6 p.m. at St. Bartholomew’s Church Meeting Hall on Broadway and Granada.
Leslie Appleton-Young is a 1970 graduate of Wilson High School.  She earned her Bachelor of Arts degree in economics from the University of California, Berkeley, and her Masters from the University of Pennsylvania,
The California Association of Realtors is a statewide trade organization with more than 150,000 members dedicated to the advancement of professionalism in real estate.
Appleton-Young directs the activities of the Association's Member Information Group.  She oversees the analysis of housing market and brokerage industry trends, broker relations and membership development activities.  She is also closely involved in the association's strategic planning efforts and is a well-known speaker in California's real estate community.
Appleton-Young’s prior experience was as a consultant with Telesis Inc. in Rhode Island.  She also spent several years working as a research associate at the Federal Reserve Bank of Philadelphia and as an instructor at the University of Pennsylvania in the Arts and Science Department.
Friends of Belmont Shore is a membership organization representing residents, business and property owners in Belmont Shore and Belmont Park.  Meetings are the 4th Thursday of each month at St. Bartholomew’s Church Hall at Broadway and Granada.
Attention Residents: SEADIP Update 
The Third District Council office is often asked what is the status of the SEADIP process. While we do our best to give residents an overview of the developments in the project over the last two years, City staff and the hired consultant, Placeworks have  conducted extensive outreach including 26 community meetings and workshops, which makes our ability to summarize the efforts a difficult task. It is  always best for residents to attend the community meetings for an accurate overview of what has transpired and the current status.
Community Open House on Saturday, March 26th from 11 a.m. to 3 p.m.
We encourage residents who are interested in this process to attend a Community Open House for the Southeast Area Development and Improvement Plan (SEADIP), now known as the Southeast Area Specific Plan (SEASP) on March 26, 2016, at the Best Western Golden Sails Hotel, Seafarer Room, (6285 E. Pacific Coast Highway). It is expected that the draft specific plan should be available before the scheduled Community Open House on March 26th.  Residents who are on the email alert system for SEADIP will get an email announcement when the draft specific plan is available on the website. It will be at the same place where previous reports have been posted

This is an opportunity for you to  participate in a constructive process where you can meet one-on-one with the project team to learn about the components of the Draft Specific Plan (Plan) and  ask about any areas of concern or opportunity that you may have. The team will be there to answer questions about the process that serves as the foundation for the proposed plan. They will be able to educate those who are interested on how the Plan will implement the community's SEASP vision and provide residents with ways to stay involved with the project.
Looking Ahead...
In 2013 the City embarked on a three-year, $1.3 million update to our Southeast Area Development Improvement Plan. As we near the end of this three-year update, below is a timeline for the remainder of the project: 
  • Mid-March - Release of the Draft Specific Plan (which will include an opportunity for public input)
  • End of March - Community Open House (which will include an opportunity for public input)
  • Mid-April - Release of the Environmental Impact Report (which will require additional options to the proposed plan be proposed)
  • May - Third District Community Meeting Regarding SEASP (with an opportunity for public question and answers)
  • May - Planning Commission Study Session (with an opportunity for public comments) 
  • July - Planning Commission Vote (with an opportunity for public comment)
  • Fall - City Council Vote (with an opportunity for public comment)
I encourage you to be involved in this process.  The SEADIP/SEASP process has been advertised through the Grunion Gazette, the Press Telegram, and our office on several occasions. We want City staff and the consultant to hear your thoughts and ideas as they move through the final stages of the update process.  
Suzie Price
Councilwoman, Third District
Light Emitting Diode (LED) Streetlight Conversion Project

The City's Public Works Department continues to make progress on the conversion of the City's 25,000 streetlights from high-pressure sodium fixtures to light emitting diode (LED) fixtures. The conversion of the City's cobra-head fixtures is divided into two phases. The first phase, funded by a Greenhouse Gas Emissions Reduction Grant from the Port of Long Beach, converts approximately 1,750 streetlights that illuminate the City's traffic intersections and the second phase includes the remainder of cobra-head streetlights citywide, totaling approximately 23,320.
LEDs provide superior lighting, using a soft neutral white light akin to moonlight rather than the orange glow produced by high-pressure sodium fixtures. Moreover, LEDs provide directional light rather than a diffused glow. As street lights point downward, LED streetlights reduce light pollution into the adjacent commercial spaces and residences, but provide better illumination for the City's streets. Since LED fixtures have longer life spans the City is expected to reduce its maintenance costs. Additionally, Public Works will install "smart" pin receptors on LED fixtures in expectation of future opportunities for smart lighting controls. These smart lighting controls provide an opportunity to dim, brighten, flash, and other modifications to the lighting system remotely.
The City's new LED fixtures will conserve energy, reduce light pollution, have longer lifespans, and employ smart control technology. LED streetlight fixtures reduce the City's energy consumption by approximately 40 to 50 percent. The City is expected to conserve 9.6 million kilowatts of energy as a result of the LED conversion over the lifespan of the LED fixtures. This equates to eliminating the carbon emissions of over 21,000 vehicles in the City.
-- by Julie Maleki
3rd District, Chief of Staff 
Long Beach Police Department's East Division Hosted a
Vehicle Anti-Theft Device Give-away and Crime update 
The City of Long Beach experienced an increase in stolen cars in 2015. Because of this, the Long Beach Police Department East Division Commander Elizabeth Griffin hosted an event last Wednesday, March 16, 2016, at the NEW East Division Station (3800 E. Willow St. Long Beach, CA 90815). 
Commander Griffin presented an overview of 2015 and 2016 crime statistics.  The L.B.P.D.'s Auto Theft Detail spoke on their efforts to reduce auto theft.   In addition to hosting the meeting, the Long Beach Police Department purchased 400 steering wheel locks that were given to local residents on a first-come, first-served basis in order to combat the increase of stolen vehicles. 
If you have any questions regarding vehicle theft prevention you can contact the Auto Theft Detail at (562) 570-7362.
The Curious Development
of Belmont Shore

Belmont Shore from approximately 1930.

The empty commercial lots are evident along Second Street. At the top left is the original Lowell Elementary School with a prominent pre-earthquake control tower. Central in the photograph is the storied Tepee restaurant (conical building on the north side of Second Street). It was the hangout for Wilson High School students.
By Stanley Poe
Belmont Shore is a unique community in Southern California. Its major development began in 1920, although the area had been a part of the Naples tract that was purchased in 1903 by Henry Huntington. Its official designation was West Naples and included a very interesting feature in the form of a large natural canal which paralleled Ocean Boulevard on the north side of the current alley. It extended from Alamitos Bay on the east to the land rise near Termino Avenue. It was created by the formation of a sand bar much like that of the Peninsula. Huntington’s vision included dredging a similar canal to the north and returning to Alamitos Bay with waterfront lots lining it. Two large circular plazas were planned between the canals as well. 

Unfortunately that plan never came to fruition. Due to the extensive cost overruns and unforeseen problems associated with the development of the Naples district, the Belmont Shore project languished until 1920 when Huntington was approached by developers McGrath & Selover with the intent to develop Belmont Shore as a premier recreational and residential area that would be affordable to young families. The biggest problem was the fact that it was under water to varying degrees depending on the tides. There were also various meanders through the swamp which hindered development. Mr. Huntington doubted the developers could support their plan. His concerns were expressed in a letter to which Selover responded: “We will be able to finance our project, and you, Mr. Huntington, have a lot of nerve questioning us when most of what you are selling us is under water more than half of the time!” 
Originally, The Toledo was to have been the main street next to the canal. One commercial building, Myer’s Meat Market, was constructed there, but has been remodeled into an apartment building. Due to the fact that the Pacific Electric tracks were located on Livingston Drive, Second Street became the primary commercial street. Pacific Electric tracks were laid down the center of the street, which continued to Naples and Seal Beach. Most of the streets in Belmont Shore were named after inland communities with hopes of luring buyers from those areas. The 320 acres which comprised Belmont Shore received a great deal of “fill” and extensive grading to raise it above high tide. Long Beach was eager to provide support for the area, although it was not annexed to the city until 1926. 

Oil was discovered on Signal Hill in 1921 and resulted in an astounding demand for inexpensive housing. Most houses in Belmont Shore were Spanish style bungalows with just enough arches to deserve the designation, built on 30’ x 80’ lots which were more generous than most seaside developments. With a modest setback from the street and three feet on each side, the homes included living room/dining room combinations with kitchens/ breakfast rooms, and laundry rooms behind. These houses generally had two bedrooms and tiled bathroom off small halls. Interspersed among the bungalows were larger, more architecturally significant two story homes on double lots. Numerous duplexes were also built. The livability of these homes is reflected in the fact that the majority of them still exist. There has actually been little redevelopment in Belmont Shore compared to other seaside communities. 

One of the most significant concepts was that the homes were built first and the commercial lots were vacant until it the community decided which types of businesses they really needed and would support. That was a successful formula and continues to this day, making Second Street a thriving business district. Belmont Shore remains a vibrant, homogenous community with high real estate values and a population that includes doctors, lawyers, and sundry professionals from all walks of life. Part of its desirability is the true community feeling due to its active and concerned residents.

Long Beach Heritage is a nonprofit education and advocacy group promoting public knowledge and preservation of significant historical and architectural resources, neighborhoods, and the cultural heritage of Long Beach.

The Curious Development of Belmont Shore
Be Mindful While Shopping from Your Phone

Using your smartphone to shop can likely be an ultimate timesaver.  In fact, in 2014, shopping from a mobile device accounted for 45% of all online retail traffic.  Identity thieves are well aware of these statistics and are constantly developing new strategies to hit these devices hard.  Therefore, be sure to pay attention to the following:
  • Never shop using public Wi-Fi:  Although it might seem convenient to use the network at your local Starbucks to make a few purchases, these hotspots are favorites for Wi-Fi “Sniffers.”  It’s simple for thieves to access your device through these networks and easily steal your credit card information and account numbers.  Be sure you always us a secure network, like your own 3G or 4G network, to shop online.
  • Setup a passcode to unlock your phone and your banking apps:  If your phone is lost or stole, you’ll be thankful you setup a passcode to get into your phone, along with differing passwords to access each of your financial apps.  Having two layers of protection will give you more time to wipe your phone clean before a hacker gains access to your data.

The Friends of Belmont Shore Supported the Pavers for Police fundraiser for Long Beach Police Department's East Division Sub-station now located at Schroeder Hall - 3800 E. Willow in Long Beach.

2nd Street Beauty Donates $25K

to Cancer Research
By Maria Elena Malovos
March 4th, 2016
Long Beach, CA - During the month of October, as a part of their Beauty for Life Initiative, a portion of all sales both in store and online at  totaling $25,000 are being donated to the USC Norris Comprehensive Cancer Center for Breast Cancer Research by 2nd Street Beauty. Every purchase not matter how big or small contributed to this great cause and Southern California community partner. Events during the month where customers visited 2nd Street Beauty locations for complimentary mini facials, fall makeup consultations, luxe hand treatments and more all brought awareness to this great cause. 2nd Street Beauty thanks everyone that joined them in October as they worked to raise funds to make cancer a thing of the past!
The Official Check Ceremony took place at 2nd Street Beauty's Flagship location in Belmont Shore- 4910 East 2nd Street, Long Beach CA 90803, at 11am Wednesday March 9th, 2016. The owners of 2nd Street Beauty, Richard & Arlene Freeman, and a representative from the USC Keck School of Medicine Norris Comprehensive Cancer Center were in attendance.
The USC Norris Comprehensive Cancer Center, located in Los Angeles, is a major regional and national resource for cancer research, treatment, prevention and education. The National Cancer Institute (NCI) has designated the USC Norris Comprehensive Cancer Center as one of the nation's 41 comprehensive cancer centers, a select group of institutions providing leadership in cancer treatment, research, prevention and education. To learn more visit
About 2nd Street Beauty
Locally owned and operated for more than 20 years 2nd Street Beauty is committed to giving back to the community and their customers!  2nd Street Beauty offers hand-selected high quality beauty products, personalized product recommendations and expert beauty advice.  With four convenient locations and an online store, 2nd Street Beauty is Southern California's premier beauty destination!

Belmont Shore
4910 E. 2nd Street
Long Beach CA 90803
Additional locations are in Los Altos, on Spring Street and in Seal Beach.
To Learn More About Beauty for Life & other 2nd Street Beauty events Contact:
2nd Street Beauty- Corporate Office
2700 Temple Ave Suite B.
Long Beach CA 90806
Office: (562) 279-1400
Fax: (562) 279-1404
Friends of Belmont Shore

Friends of Belmont Shore is an Organization made of  individuals - residents, business owners and property owners - who are dedicated to the Quality of Life in this unique Beachside Community

Board of Directors:
Richard F. (Dick) Gaylord, President
Jann Kronick-Gath, Vice President
B.J. Newell, Secretary
Frank Elizondo, Treasurer
Casey Allen
Kathy Berry
Colleen Bentley
David (Coach) Newell
Alexis Rabenn
Sandy Riddle
Jack Rosenberg
Sara Schumacher
Douglas Otto

Membership is $15 per person per year.  Become a member by sending a check to:

Friends of Belmont Shore
P.O. Box 14553,
Long Beach, CA 90803-4553.

Bring your check or cash to any of our monthly meetings or sign up through our website at Friends of Belmont Shore.

The Friends of Belmont Shore want to represent you.  We need your input and your neighbors to become members! Concerns specific to the Belmont Park area may include criminal activity, special events, school related questions or even traffic and parking concerns.   Please consider the importance of having a voice through the Friends of Belmont Shore.  

For more information, contact Dick Gaylord at or (562) 618-2113 or to become a member go to Friends of Belmont Shore.
What about March?
  • March is named after Mars, the Roman god of war as it was the month in which the military campaigning season got under way after winter.
  • In Old English one name for the month of March was “Hlyda” meaning “loud” possibly because of the roaring March winds.
  • An old proverb says that “March comes in a like a lion and goes out like a lamb," which means that winter is ending and spring is beginning
  • The birthstone for March is aquamarine and the flowers are the daffodil or violet.

March 19th - Walk/Bike/Shop

Open Street events are gaining popularity across the Nation. These innovative events achieve environmental, social, economic, and public health goals by "taking back the streets" for cyclists, pedestrians, and other non-motorized users. This event is a great way for our community to socialize, enjoy new and familiar businesses, and learn about different methods of traversing our beautiful city. Additionally, the program seeks to increase sustainable modes of transportation including transit, bicycle, and pedestrian trips; creating opportunities for first time transit usage and encouraging cities to develop polices to push alternatives to the car. There are more than 90 such events in the U.S. and Canada and an estimated 25,000 people participated in the Beach Streets Uptown event along Atlantic Avenue last June. 
March 23rd - Pop-up Council at Farmers Market
Please meet Councilwoman Price and her staff at the Farmer's Market at Marine Stadium Park on Wednesday, March 23rd, 3:00pm-5:00pm.  Diagrams on the design and location of the new sports court, inspired by the youth participatory budgeting team, will be on display.
---by Antonella Schaub 
3rd District, Communications Director

March 24th - 3rd District Community Meeting
Please mark your calendars, tell your friends, and set your DVR because 5:30 PM on Thursday, March 24th, you are going to want to attend our Third District Community Meeting. You have been to other community meetings, what is so different about this one you say? Well for starters, the meeting is being held at The Gaslamp at 6251 E. Pacific Coast Hwy. For this night only the Gaslamp is changing its slogan to Music + Bar + Kitchen + COMMUNITY INFORMATION FROM CITY AGENCIES. 
And since we are having it at the Gaslamp we thought we would keep the theme going  by having a speaker from Long Beach Gas and Oil. So, if you are interested in keeping warm in your home and cooking food this is the meeting for you. 
I know, I know, you are asking yourself "How could this get any better?" Well let me tell you, for those of you who enjoy converting O2 into CO2 (also known as breathing) a representative from the Southern California Air Quality Management District will also be one of our speakers.
Wow! Pretty impressive isn't it? No reservations are necessary, just show up.  We look forward to seeing you there for a great evening with lots of great information.   
--- by Jack Cunningham
 3rd District, District Office Director


Friends of Belmont Shore
P.O. Box 14553 - Long Beach, CA  90853

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