Challenges

It took a large persuasive effort to assemble a group of private individuals to invest in an area that had been the subject of unfavorable news stories.

The high-tech slowdown meant commercial opportunities for the property were substantially reduced.

The new frontage road to the west of the property creates easy access to the development and is a natural entry point, therefore; it is logical to orient the project in this direction. However, it creates a design challenge because we need to avoid isolating the West Oakland neighborhood to the east.

elevated train track

Framework

The property was put into contract with Union Pacific Railroad, the seller, in March 2000, and closed in December of that year. For the next two years Holliday Development studied the mixed-use options for the property, including commercial campuses, auto retail, big box retail, and residential villages. Initially, we planned to create a commercial development with ancillary retail and residential components. The Bay Area economic downturn and our recognition of the Bay Area’s constant need for moderate-income housing made us conclude that the land would be best utilized as a residential village.

lobby architectural detail

lobby ceiling detail

Impact

In 2002, was subdivided into seven parcels. HFH will build 350 apartments on one parcel, and BUILD West Oakland intends to redevelop the train station and three adjacent parcels. Holliday Development is researching opportunities to develop two parcels

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