LA QUINTA_1_

					LA QUINTA
Celebrating 25 Years of Progress
 BY ERIN GILHULY




                                                                                                                                                              MARK STEPHENSON
                                                                                                                                                                                Business continues to boom along the bustling Highway 111 corridor in La Quinta, with a variety of all time favorites and a unique blend of exciting
                                                                                                                                                                                new shopping and dining experiences.




                                                                                                                                                                      C
                                                                                                                                                                                          elebrating 25 prosperous years, the City of La Quinta             Associates to design the building, and preliminary programming is
                                                                                                                                                                                          continues to be the Coachella Valley’s finest place to            already underway. Meanwhile, a second public golf course is in
                                                                                                                                                                                          live, work, and play. A combination of majestic beauty,           the initial design phase.
                                                                                                                                                                                unmatched opportunity, and superior quality of life, the                       The good news for SilverRock Resort and the residents of
                                                                                                                                                                                “Gem of the Desert” has become the cornerstone of exceptional               La Quinta doesn’t end there. Earlier this year, city leaders
                                                                                                                                                                                life in the desert. Residents, business owners, and tourists have           approved an agreement with Lowe Enterprises. This affiliation
                                                                                                                                                                                always had a reason to sing its praises. And, as the City of                seals a deal, which will provide a host of extensive hospitality
                                                                                                                                                                                La Quinta enters its next 25 years, its future looks even brighter.         amenities on the 525-acre site. “La Solana at SilverRock,” a
                                                                                                                                                                                   The City of La Quinta will                                                                              200-unit luxury boutique hotel,
                                                                                                                                                                                surely shine in January when it                                                                            will include a resort spa, three
                                                                                                                                                                                welcomes the Bob Hope Chrysler          La Quinta makes it a priority                                      swimming pools, outdoor living
                                                                                                                                                                                Classic to the Arnold Palmer Classic                                                                       spaces, spectacular garden areas, and
                                                                                                                                                                                Course at SilverRock Resort, which      to find exciting, entertaining,                                    contemporary Mexican architecture.
                                                                                                                                                                                is owned by the city. A highlight in                                                                       The groundbreaking is planned for
                                                                                                                                                                                the desert community for decades,       and worthwhile choices for                                         spring 2008, and completion is antic-
                                                                                                                                                                                the five-day, world-renowned golf                                                                          ipated in late 2009 to mid-2010.
                                                                                                                                            MARK STEPHENSON                     tournament is played each January
                                                                                                                                                                                over four desert courses and features
                                                                                                                                                                                                                        residents and visitors.                                            Other future amenities include a
                                                                                                                                                                                                                                                                                           410-room resort hotel with
                                                                                                                                                                                an unmatched list of celebrities,                                                                          conference space, spa/fitness
                                                                                                                                                                                PGA Tour professionals, and amateurs. Three of the four golf courses        facilities, restaurant/lounge, and pools, along with affiliated casitas
                                                                                                                                                                                in the 2008 rotation are in La Quinta, including the Arnold Palmer          nearby. A retail village will house unique shops and fine dining
Peering out over the La Quinta Cove, a hiker takes in the incredible growth that has been particularly prevalent in the past ten years.                                         Classic Course at SilverRock, La Quinta Country Club, and the               options, as well as a multi-purpose black box theater.
                                                                                                                                                                                Arnold Palmer Private Course at PGA West. The City of La Quinta                Swiftly emerging as the center of the Coachella Valley’s
                                                                                                                                                                                is thrilled to be a part of the tournament’s legacy.                        commercial and residential landscapes, the City of La Quinta is
                     Mayor                      Council Members           Year                       Population                 Median
                                                                                                                                                                                   Boasting excellent playing conditions, an extraordinary                  truly a city with advantage. Residents come to enjoy the
                     Donald Adolph              Terry Henderson           Incorporated               41,092                     Household
                                                                                                                                                                                reputation, and a list of national accolades, the Arnold Palmer             tranquility of lush desert surroundings and a protected
                                                Tom Kirk                  1982                                                  Income
                     Mayor Pro Tem              Lee Osborne                                                                     $67,754                                         Classic Course at SilverRock is looking forward to expanding its            environment. Meanwhile, business owners arrive daily in search
                     Stanley Sniff                                                                                                                                              on-site services. With construction scheduled to begin in late              of new opportunities. Behind it all exists a thriving tourist base,
                                                                                                                                                                                2008, the permanent clubhouse for SilverRock Resort is a top                proving how a healthy utopia can grow from its roots while
                                                                                                                                                                                priority for the city. The Redevelopment Agency hired Altevers              nurturing its most treasured natural resources.


28F   Focus on the Coachella Valley                                                                                                                                                                                                                                                                 Focus on the Coachella Valley   29F
LA QUINTA                                                                                                                                                                                                                                                                         PERMANENT POPULATION
Celebrating 25 Years of Progress                                                                                                                                                                                                                 Thousands
                                                                                                                                                                                                                                                                                                          as of January 1, 2007



                                                                                                                                                                                                                                                        40                                                                                               41.1
                                                                                                                                                                                                                                                                                                                                                 38.3




A
           fter a year of steady growth in retail and hospitality in         in August and is expected to be responsible for nearly half a million                                                                                                       35
                                                                                                                                                                                                                                                                                                                                          36.1
           2007, the upcoming year should be just as successful.             dollars in bed tax revenue for the city. The City of La Quinta collects                                                                                                     30                                                                       32.5
           In the first half of 2007 alone, the city saw nearly              a healthy $6 million annually in hotel bed tax for its General Fund                                                                                                                                                              28.7
                                                                                                                                                                                                                                                                                                                      30.4
                                                                                                                                                                                                                                                         25
 600 new business licenses. City leaders credit                              from the already successful Embassy Suites, Lake La Quinta Inn and                                                                                                                                                  26.3
                                                                                                                                                                                                                                                                                      24.2
 La Quinta’s attractive available land, strong infrastructure, and           the historic La Quinta Resort & Club.                                                                                                                                       20
                                                                                                                                                                                                                                                                20.4
                                                                                                                                                                                                                                                                           21.8
 business-friendly attitude from City Hall. National retailers and              Expansion in desert dining also takes center stage at Centre                                                                                                              0
                                                                                                                                                                                                                                                                1997       1998       1999       2000        2001     2002        2003   2004    2005    2006
 small business owners alike are calling La Quinta the ultimate              Pointe with Applebee’s Neighborhood Bar & Grille opening in                                                                                                                       Source: California Department of Finance

 place to do business.                                                       early 2008. Other favorites coming to La Quinta include




                                                                                                                                                                                                                                   KYLE MARTIN
    By next fall, JC Penney will call La Quinta home, with its               Souplantation, Sweet Tomatoes, Panera Bread Company, and                                                                                                             Billions $
                                                                                                                                                                                                                                                                                  ASSESSED PROPERTY VALUES
 second valley store being planned in the Centre at La Quinta on             Mimi’s Café — slated to open in 2008.                                                                                                                                       12
 Highway 111. And construction is already underway just down the                The City of La Quinta continues to distinguish itself with a                                                                                                                                                                                                             11.9
 road in the Washington Park Center for Cost Plus World Market,              collection of outstanding community activities and services.                Vista Dunes Courtyard Homes isn’t your average affordable housing                               10
                                                                                                                                                                                                                                                                                                                                                 10.0
                                                                                                                                                         project. The state-of-the-art units are designed to include some of the
 a housewares retailer with nearly 300 stores nationwide.                    Understanding the value of providing people with a rich roster              most advanced water and energy efficiencies in home building today.
                                                                                                                                                                                                                                                          8

    In the La Quinta Village, you have even more to browse as                of things to do, La Quinta makes it a priority to find exciting,                                                                                                             6
                                                                                                                                                                                                                                                                                                                                          7.8
                                                                                                                                                                                                                                                                                                                                  6.3
 Old Town La Quinta opened Phase II of its shopping and dining               entertaining, and worthwhile choices for residents and visitors.                                                                                                                                                                          5.5
                                                                                                                                                                                                                                                          4
 destination. Old Town has 50,000 square feet of additional space,           The Civic Center Campus played host to a series of Movies in the                      he city’s public safety services were enhanced in

                                                                                                                                                         T
                                                                                                                                                                                                                                                                                                  3.8         4.0
 where shoppers can now find fresh florals, more unique boutiques,           Park this year, a free opportunity for families to enjoy quality                      2007 with the implementation of the CodeRed                                            2
                                                                                                                                                                                                                                                                2.22       2.36        2.7

 and gifts. A coffee shop and a new ice cream shop round out Old             entertainment. Cultural affluence is certainly unmatched in                           program. CodeRed is a high-speed telephone emergency
                                                                                                                                                                                                                                                                1998       1999       2000       2001        2002      2003       2004   2005    2006    2007
 Town’s expansion. At the heart of La Quinta’s Village, the Plaza            La Quinta, with events like the nationally acclaimed La Quinta              notification system capable of delivering prerecorded emergency                                       Source: Riverside County Assessor’s Office

 at Calle Tampico is extremely desirable, with room for 12 potential         Arts Festival and live theater offered by the La Quinta Playhouse.          telephone messages to targeted areas at a rate of up to 60,000
 tenants and a multitude of business opportunities; a British specialty         This was especially true as the city celebrated its 25th anniversary.    calls per hour. In addition to this ground-breaking
 grocer, Fresh & Easy, is expected to open here in 2008.                     Residents and visitors came out in droves to a variety of events, all       program, the city has contracted for an additional 10 hours per day                     Millions $
                                                                                                                                                                                                                                                                            BUILDING PERMIT VALUATIONS
                                                                                                                                                                                                                                                                                                                                                 376
    At the center of its travel and tourism future, La Quinta                providing a chance for people to explore the city’s impressive history.     of patrol time from the Riverside County Sheriff’s Department                                 350                                                                               359.4
 welcomes its third major hotel, Homewood Suites, at the corner of           Activities included historical tours of area sites, a catfish derby, band   and has added a third school resource officer, who will be assigned
                                                                                                                                                                                                                                                       300
 Miles Avenue and Washington Street known as Centre Pointe. The              performances, and a fireworks show, to name a few.                          to Colonel Mitchell Paige Middle School. The city has also added                                                                       304.6                          308.6

                                                                                                                                                         a community services officer, a nonsworn position that will handle                                                                                                                              272.1
 highly anticipated 130-suite Hilton-brand hotel opened for business            Marking an enhanced commitment to promoting the city’s                                                                                                                 250
                                                                                                                                                                                                                                                                                       250
                                                                                                             history, the La Quinta Historical           minor law enforcement situations, thereby freeing up patrol                                   200                                                   221.3
                                                                                                             Museum is adding almost 8,000               officers to handle more serious incidents.                                                                         182                                        173
                                                                                                                                                                                                                                                        150
                                                                                                             square feet to its location. The new           As part of the city’s commitment to provide affordable housing, a
                                                                                                             building will have two exhibit halls,       new affordable housing option comes to the city next year with Vista                          100
                                                                                                                                                                                                                                                                 103
                                                                                                             an archive room, a classroom, a             Dunes Courtyard Homes, an 80-unit complex slated for completion                                  0
                                                                                                                                                                                                                                                                1997       1998       1999       2000        2001     2002        2003   2004    2005    2006
                                                                                                             meeting room, and a museum store.           in spring 2008. Located near the corner of Miles Avenue and Adams                                     Source: Construction Industry Research Board

                                                                                                             Construction is underway, and com-          Street, Vista Dunes incorporates principles of environmentally
                                                                                                             pletion is expected by March 2008.          friendly design, energy and water efficiency, durability, and
                                                                                                                                                                                                                                                 Millions $                               HOTEL ROOM SALES
                                                                                                                In response to La Quinta’s               sustainability and is on track to achieve LEED “gold” certification,
                                                                                                             booming population, city services are       a nationally accepted benchmark for the design, construction, and                               60

                                                                                                             growing across the board. City Hall         operation of high-performance green buildings. Vista Dunes will be                              50
                                                                                                             will nearly double in size by the end       the first multi-family affordable housing project in the country to                                                                                                                             46.7
                                                                                                                                                                                                                                                        40
                                                                                                             of the year with an addition of             achieve this level of LEED certification.                                                                                               39.4
                                                                                                                                                                                                                                                                                                              37.0    37.76               39.8   41.2
                                                                                                                                                                                                                                                                                                                                  36.8
                                                                                                             23,000 square feet. Of that,                   You can find details on just about anything the city has to                                  30
                                                                                                                                                                                                                                                                 29         30
                                                                                                                                                                                                                                                                                      33.8

                                                                                                             approximately 5,000 square feet will        offer its residents, business owners, and visitors by going                                     20

                                                                                                             be devoted to the new Emergency             online to www.la-quinta.org. Yet another of the city’s                                           0
                                                                                                             Operations Center, which will house         enhancements this year is the newly designed Web site, which                                           1997       1998       1999       2000        2001     2002        2003
                                                                                                                                                                                                                                                               Source: Palm Springs Desert Resorts Convention and Visitors Authority
                                                                                                                                                                                                                                                                                                                                         2004    2005    2006

                                                                                                             communications services and disaster        has been extensively upgraded. Readers can enjoy a wealth of
                                                                                                             facilities, important components in         information on the city’s Web site — from applying for a job,
                                                                                                                                                                                                                                                  Millions $
                                                                                                             the city’s commitment to emergency          reporting traffic issues, reviewing City Council agendas,                                                                     TOTAL TAXABLE SALES
                                                                                                                                                                                                                                                                                                               Fiscal Year
                                                                                                             preparedness.                               booking a tee time at the Arnold Palmer Classic Course at                                      700                                                                                              724.6

                                                                                                                Additionally, the La Quinta Public       SilverRock Resort, and getting a business license application, to                              600
                                                                                                                                                                                                                                                                                                                                                 633.8

                                                                                                             Library will be growing by another          finding out where this week’s garage sales are located.
                                                                                                                                                                                                                                                        500
                                                                                                                                                         Streaming video, downloadable forms, a calendar of events, and                                                                                                                  513.8
                                                                                                             9,000 square feet. Plans include an
                                                                                                           TOM BREWSTER




                                                                                                             expanded children’s and youth area,         user-friendly QuailMail are just a few of the features that                                    400                                                                   412.4
                                                                                                                                                                                                                                                                                                                    372.4
                                                                                                             as well as more room for best sellers,      round out the exciting new Web site.                                                           300                                          338.4
                                                                                                             audio-visual collections, and periodi-         Community spirit, smart growth, and quality leadership are at                                                                275.2
                                                                                                                                                                                                                                                        200                  223.3
 Old Town La Quinta, located in the heart of the La Quinta Village, recently opened new buildings along      cals. The entire library collection will    the heart of La Quinta’s 25 years of progress. And its residents are                                    197.5
 its quaint Main Street setting. Fresh florals, home goods, a coffee shop and new boutiques are just some include 30,000 pieces. Completion is           at the heart of its future. Discover more about the Coachella                                  100
                                                                                                                                                                                                                                                                 FY98        FY99        FY00         FY01          FY02       FY03      FY04    FY05     FY06
 of the things you can find in this expanded shopping and dining destination.
                                                                                                             expected by spring 2008.                    Valley’s finest gem at www.la-quinta.org. ■                                                           Source: California Board of Equalization




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