An architectural rendering of the Target store proposed for Hollister Avenue in Goleta


An architectural rendering of the Target store proposed for Hollister Avenue in Goleta

Targeting Goleta Target

Concerns, Praise for Superstore Project on Hollister Avenue

Wednesday, April 24, 2013
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Though Goleta’s crystal ball almost certainly sees a Target on Hollister Avenue in the future, what the store will look like and how it will fit into the surrounding community — not to mention when the publicly desired superstore might actually open — remains a guessing game. That much was the only definitive conclusion from Tuesday afternoon’s hearing about the project before the City of Goleta’s Design Review Board (DRB), the first decision-making body to get a crack at critiquing the architecture, landscaping, and size of the store that is being proposed for the 11-acre site where S.B. Motorsports, FedEx, and the Goleta Valley Athletic Club now sit.

It still feels like a number 12 foot going into a size 10 shoe,” said DRB member Tom Smith, who echoed concerns about the size of the store itself, which will take the place of three existing buildings and cause the rerouting of some roads in the area. Currently designed as a 160,000-square-foot, two-story, podium-style structure with 423 parking spaces on the ground floor and the retail store above, the style is modern, with historic cues from the Delco building down the street and some use of sandstone to reflect Spanish colonial elements.

The board members wondered whether a smaller design, like Target’s newer urban center stores, could be considered as well, but Target representatives explained that this size was needed due to the podium layout, which most in attendance seemed to prefer to the sea of asphalt that comes with a more traditional parking lot and one-story structure. Also different from most Target stores is the plan for an outdoor eating area and plaza, lots of glass windows, plenty of landscaping, and more bicycle and pedestrian access than usual. Based on previous feedback, the Target designers shrunk the signs, integrated them more into the architecture, better fit the loading dock into the rear of the store by rerouting a road, and removed palm trees from the plans.

Other boardmember concerns ranged from amount of parking and traffic impacts to storm drainage, the red-ness of the signs, sustainability, firefighter access, and setbacks from the roadway. Only three members of the public spoke — the immediate commercial property owners on each side and one resident of the nearby Willow Springs neighborhood — and the strongest words came from Troy White of Dudek Associates. Speaking for the owners of the Circon Building at the corner of Los Carneros and Hollister, White said the Target, as proposed, was “all out of character with the surrounding development and not compatible with the existing neighborhood.”

After nearly three hours of discussion, the Target representatives were sent back to their drawing boards. Further design reviews will occur as the project moves along, and city staff continue to process the project on other fronts as well, moving it toward the required environmental reviews.


Independent Discussion Guidelines

Why would anyone would want to take architectural cues from the old 1960's era Delco building? The rendering looks like a very red version of the old Safeway/Vons store on Victoria.

Anyways, with Sares-Regis putting up those new buildings in the Cabrillo Business Park, that part of Goleta is changing fast.

EastBeach (anonymous profile)
April 24, 2013 at 12:49 a.m. (Suggest removal)

Looks kinda cool like the old Virgin Megastores.

Ken_Volok (anonymous profile)
April 24, 2013 at 12:52 a.m. (Suggest removal)

Actually, it looks like every single old Safeway in NorCal(before they subsumed Vons). The design was distinctive, in an Eichler kind of way, but never very aesthetically pleasing(obvious statement of the day).
I know I have lost the war when I am looking for Target to be a community upgrade when compared to our 3rd world Kmart...

italiansurg (anonymous profile)
April 24, 2013 at 6:19 a.m. (Suggest removal)

It should probably be white stucco with red tile and their logo as is, because that's Target... they don't need to be flashy here to get us to shop at the store, it will be packed for sure no matter what it looks like!! I hadn't realized that it was replacing the structures, been trying to figure out exactly where they were putting it. Where is GVAC going to relocate to??

santabarbarasand (anonymous profile)
April 24, 2013 at 6:21 a.m. (Suggest removal)

Goleta is becoming Santa Maria south; consider the cement walls risen along Hollister; take a look at the Santa Maria Target and mourn the demise of "the good land" whose ethos was local.

Too bad they can't or won't build it underground and have a park on top.

at_large (anonymous profile)
April 24, 2013 at 9:04 a.m. (Suggest removal)

While I wish I had an answer at_large, I do not; but I wholeheartedly agree with you. Goleta is soon to be in a league with Santa Maria and Oxnard.

italiansurg (anonymous profile)
April 24, 2013 at 10:41 a.m. (Suggest removal)

Ugly. Unwanted. Detrimental to our community. This is not what the "Goodland" is about. This will mean more cars, traffic congestion, and another nail in the grave of local, ma & pa merchants. I agree with italiansburg... This will push Goleta toward the aesthetic found in SM and Oxnard. Take your big box store elsewhere!

Nockamixon (anonymous profile)
April 24, 2013 at 10:55 a.m. (Suggest removal)

which ma and pa stores would be replaced by Target ?

nobody wanted costco and home depot either for the same reasons....yet that whole shopping center does fine with traffic, etc... and the community picked up a nice park and ball fields as well.

the added bonus of a Target would hasten the demise of the kmart which is truly an eyesore. to me, its a good swap.

as far as the location, that whole corridor is commercial buildings anyway, there was never ever going to be a nature reserve, school, or meditation center there anyway, especially with 737's taking off across the street.

lawdy (anonymous profile)
April 24, 2013 at 11:32 a.m. (Suggest removal)

If nobody wants big box stores, how come everyone is shopping at them? If you were correct, the big box stores would be empty, wouldn't they.

Part of the reason there is so much traffic there is that it's all coming from Santa Barbara.

Botany (anonymous profile)
April 24, 2013 at 11:51 a.m. (Suggest removal)

Goleta has a long way down before becoming like Oxnard! If they keep courting big box and strip malls tho it won't be too long.

Ken_Volok (anonymous profile)
April 24, 2013 at 12:08 p.m. (Suggest removal)

@i-surg, many of Safeway's older stores do have an iconic look. Some had a shallow triangular peak while others had a sweeping curve profile:

I believe Michael Towbes owns the biz park next door. I bet Target shoppers will be working on their cars in his parking lot.

Most anything I'm likely to buy @Target I can currently buy via Amazon or at an existing brick & mortar store. I don't even shop @Costco anymore unless I want a hot dog.

UCSB students looking to setup their dorms/apts would benefit. At least Goleta could extract the resulting tax revenue while not having to foot services for IV.

EastBeach (anonymous profile)
April 24, 2013 at 12:25 p.m. (Suggest removal)

Unless they're tearing down buildings to build this, the rendering isn't making sense... the construction is diagonal from the preexisting building in the picture, no?

Ken_Volok (anonymous profile)
April 24, 2013 at 12:41 p.m. (Suggest removal)

The rendering makes it look incredibly tacky and out of character, even considering the Deckers tilt-slab box across the way. Goleta seems to be modeling Oxnard. Future generations will regret those decisions but find no way to undo them once the land is filled in with mega-junk.

anemonefish (anonymous profile)
April 24, 2013 at 2:15 p.m. (Suggest removal)

OMG GOLETA IS BECOMING OXNARD!!! LOL. Perhaps the most ridiculous overstatment of the year. I wonder when the last time these people have even been to this strip of Hollister? Believe me, this is an improvement.

Num1UofAn (anonymous profile)
April 24, 2013 at 3:31 p.m. (Suggest removal)

Oxnard, huh? Wow, times are changing. It used to be Los Angeles, but now its Oxnard? Maybe in another 30 years it will be Barstow, or Victorville. Eww.

brimo7272 (anonymous profile)
April 24, 2013 at 3:56 p.m. (Suggest removal)

Keep the mega-stores out of SB, if you want to shop at megastores, go to Ventucky or Oxnard. State Street has already become a disappointment for a huge number of tourists who used to visit for the small mom and pop businesses that can no longer afford inflated rent, not to mention most residents who don't shop at those newer places anyway. I've met visitors who told me State Street is now just like the mall in their hometown - cookie cutter, same big name stores. How unique! Now an 11 acre, 160,000 square foot warehouse full of junk next to a traditional, historical looking classic Santa Barbara/Spanish style building, as if Marshalls on the corner of State and Canon Perdido wasn't Fresno enough. Maybe one day we'll see YouTube videos of Black Friday ghetto madness fights over Tickle-me-Elmo's at Target, Downtown Santa Barbara!

93101SB (anonymous profile)
April 24, 2013 at 5:37 p.m. (Suggest removal)

Marshall's on State...Fresno? Guess we all forget Newberry's, Woolworth's, Pep Boys, JC Penney, etc. All "unique" stores once located on State St. Wasn't too long ago that Goleta was known as "the sticks" to Santa Barbarans. Goltucky?

brimo7272 (anonymous profile)
April 25, 2013 at 9:56 a.m. (Suggest removal)

The big question is why can't Target build it in the mission style with white stucco walls and a red tile roof? Are they broke? Would this open the floodgates of architectural anarchy all over the USA? Could it be that the banksters know this building will be empty in 10 to 20 years after the financial blood has been sucked out of the area? The streets of LA get longer and longer...........

70sbartender (anonymous profile)
April 25, 2013 at 12:01 p.m. (Suggest removal)

Dear Santa Barbara,
I moved away ten years back, after being a second generation, plus my sons made it 3rd. So I feel to speak to this matter..
"No way on the Target SuperStore" It is not Peseio Noevo & remember when we spoke up about that,
The total Charm of SB, is not to be lost on the Mega Cheep China child slave
Produced Products that will only create more for your Landfill.
Please "Remeber" what a gift it is to live there, hold on to its CHARM ward off the greed of Mega Stores& there WASTE!

lagunachef (anonymous profile)
April 25, 2013 at 1:41 p.m. (Suggest removal)

I can't wait for Target to open so I don't have to drive out to Ventura to buy supplies at affordable prices and cool fun stuff. As a Santa Babara native I feel that people's faux outrage about Goleta selling out is a joke. The only current alternative in Goleta and SB for basic supplies is that ghetto Kmart (other than Cvs/ Rite Aid). These places lack a decent selection and are rip offs. There are no Mom and Pop stores anymore. Anyone who says differently must be thinking about Goleta/SB back in the 1970's and 1980's. Those days are gone and members of the working class have a right to have a decent place to shop for deals. Goleta has always been a suburb filled with track homes so give me a break that the "character" will become like Oxnard, it already is it just happens to be located next to a beach.

islanddolphin (anonymous profile)
April 25, 2013 at 3:01 p.m. (Suggest removal)

Thank Allah it is NOT in white stucco/red tile "mission style" jeez. Don't complain to me about dumb people when the architecture of the town is putting everyone's minds to sleep.
BTW, this artist rendering does not correspond to where the construiction actually is..

Ken_Volok (anonymous profile)
April 25, 2013 at 3:11 p.m. (Suggest removal)

Also, back in the 1970s and 1980s State Street was already dominated by big box stores with only a few mom and Pop stores so people are really at the past with rose tinted glasses. People come to SB because of the beautiful nature like the beaches and the mountains, not to shop. The Paseo Neuvo mall didn't even exist in the mid 1980's and was only built to entice tourists to shop downtown, otherwise State Street shops used to close down early in the evenings. Everyone loves to talk about the special character of SB but that really is of the days past. This is just a tourist and college beach town, not really that superior to any other town no matter how much residents try to pretend otherwise.

islanddolphin (anonymous profile)
April 25, 2013 at 3:12 p.m. (Suggest removal)

I disagree with the assessment that State St. was taken over by Big Box stores before the Paseo Nuevo. The only "big box stores" on lower State were J.C. Penney's and Woolworth's, maybe Thrifty's and if you really wanna stretch, Cominichi's.

Ken_Volok (anonymous profile)
April 25, 2013 at 5:30 p.m. (Suggest removal)

I worked at FedMart in the mid 70's which was in a pretty ugly shopping center by the airport. By the post office facility. (It was a good high school job at the time)

FedMart was eventually bought out by Target. So maybe one can say 'Target is back'

Personally, Target is a far better shopping experience than Walmart or KMart; I avoid both stores like the plague. And I hate feeling 'elitist'

All i can say is to just keep working with Target and the city on tuning the design and color palate.

Eastbeach: I loved your reference to the GE Delco building. Yep, many late 50's and 60's designs were part of the architecture design wasteland. Almost as boring/ugly as the Soviet-era building motif.

passagerider (anonymous profile)
April 25, 2013 at 6:29 p.m. (Suggest removal)

The big box reference to State St in the 70's just does not hold up. Do not confuse department stores, which were vital to almost every downtown, with low service big box stores which are a completely different animal. Heck, my wife still has some clothes from the old Magnins which is now the bankruptcy court.
Paseo Nuevo did indeed create a phase change that usurped the typical evolutionary change on State. Let us not forget that the stop light on State @ 101 also made you sit and chill for 5? minutes or so. There was no way to rush your way out of the mandatory, for me anyway, cigarette break.

italiansurg (anonymous profile)
April 26, 2013 at 10 a.m. (Suggest removal)

I'm pretty excited about getting a Target, to be honest. Sorry to hear people are upset about it.

Summerrrz (anonymous profile)
April 26, 2013 at 10:34 a.m. (Suggest removal)

Target, Mal Wart...both stores carry a similar range of products at comparable prices. Target at least has a little more cheery atmosphere and is the better choice for Santa Goleta. I noticed that Paso Robles, Which has far fewer residents than SB, has both a Target AND a Mal Wart. And they're going to open ANOTHER Mal Wart in nearby Atascadero soon. Somebody must like these places.

GluteousMaximus (anonymous profile)
April 27, 2013 at 3:39 p.m. (Suggest removal)

"Ugly. Unwanted. Detrimental to our community." I disagree with you, Nockamixon. That's what KMart is.
I wish KMart could be razed and replaced by Target.

As much as I love living in Santa Barbara, I agree with islanddolphin; I tire of driving to Ventura or Oxnard for affordable supplies.

GDogMama (anonymous profile)
April 30, 2013 at 4:52 p.m. (Suggest removal)

It's interesting that Goleta government now wants Target, when not so long ago Goleta government said NO to a Target located on the SB airport property. The reasons that they gave to deny Target back then are still valid today. The only difference is that now the store would be part of the Goleta tax base. The people that run Goleta are just a bunch of empire building money grabbers !! The growth in North Goleta is way out of control.

mars (anonymous profile)
April 30, 2013 at 5:22 p.m. (Suggest removal)

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