Faring Capital has proposed two mixed-use projects for Los Angeles and West Hollywood, and the environmental impact report (EIR) process is in the beginning stages for both developments.

If approved, the development at 7500 Sunset Blvd. would be split into two sites. Pictured is the west site. (rendering courtesy of Faring Capital)

In West Hollywood, the company hopes to construct a 250-room hotel at 652 N. La Peer Drive, the former site of The Factory. The project would also add retail, restaurant and bar space.

“The feedback from the community and the surrounding businesses has been overwhelming positive,” Faring Capital founder Jason Illoulian said.

He said the project would serve as a link between the Pacific Design Center, West Hollywood Park and civic activities at the West Hollywood Library. It would also be situated near The Abbey and the Boystown area.

“That part of West Hollywood is not very walkable right now,” Illoulian said, adding that the project will create a new street called Robertson Lane, a pedestrian street that will run through the project.

He said that block on Robertson Boulevard is abnormally long and its interior streets are not very walkable. Illoulian hopes the project will enliven Robertson Boulevard and La Peer Drive, making both thoroughfares more attractive to pedestrians.

The new Robertson Lane Hotel would be one of the first hotels in the design district, the Faring Capital founder said. He said lodging is “desperately needed” in the area.

“There isn’t this kind of experience in that area,” Illoulian said, adding that the number of floors is still being determined.

Approximately 2.5 miles away, Faring Capital has proposed a development that would offer 236 luxury apartments and 30,000 square feet of retail and restaurant space on two separate sites near 7500 Sunset Blvd.

“We’re really looking for the retail to be an amenity for the neighborhood,” Illoulian said.

He said the buildings will be three-stories tall along Sunset Boulevard, with some elements of the structures stretching to five stories in other areas.

The project falls within the jurisdiction of Los Angeles City Councilman Tom LaBonge, 4th District. He referred to the area as a “dynamic part of Sunset Boulevard” that has a lot of density and historic neighborhoods on both sides of the boulevard.

“Housing is extremely important, but I want to make sure it doesn’t have an impact on the historic neighborhoods,” LaBonge said, adding that he will look to ensure that the project is compatible with the community. “I look forward to the community’s participation.”

Cyd Zeigler, chair of the Hollywood Hills West Neighborhood Council’s Planning, Land Use & Management Committee, said the committee has not yet discussed the project. Personally, he has a few concerns.

“I think that there’s a lot of good stuff [in the proposal], and I think that most people want the neighborhood to continue to look nicer and be improved,” Zeigler said. “The big question is, what accomplishes that?”

He said many of the issues that he has identified have more to do with the city than the developers. Zeigler said there is a constant battle in Hollywood in which the infrastructure does not support the kind of high-density area that city officials envision.

“They want to put the cart before the horse,” he added.

For example, neighborhood residents would like to see the parking situation improved, but city officials are willing to sacrifice parking spaces if the developers add bike racks, Zeigler said.

“We experience parking issues in and around our homes,” he said. “We have people parking in our neighborhoods or going to businesses late at night, and the city continues to push these developers to have little to no parking in this fantasy world where we have a New York-style subway [system] and easily accessible public transportation.”

Zeigler said the developers are seeking a 10 percent reduction in parking spaces to add bike racks, which complies with city requirements but “doesn’t work for us.” He said the city requires one parking space per studio or one-bedroom apartment, and two spaces for two-bedroom units.

“That by itself is under-parked,” Zeigler added.

Illoulian said both mixed-use projects that Faring Capital has proposed are “over-parked,” as the community wanted more parking than the city required.

“That was something the community [is] very interested in,” he said.

Zeigler said many of his concerns stem from the “offsets” the developers receive when they add low-income housing. He said affordable housing is important, but questioned the city’s concessions.

For 12 low-income units, Faring Capital will receive a reduction in open space (20 percent), 37 additional units and a floor-to-area ratio of three to one, as opposed to one to one, Zeigler said.

While some developers do not take into account community concerns while proposing projects, many do work with the council to make sure the projects are a win-win for all involved, he said.

“I’m assuming that these folks will be those people,” Zeigler added.