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HomeMy WebLinkAboutInitial Plan; Zoning Review IPZR2005012 - Project Description• Huntington Beach IPZR Attachment Massage Envy in Bella Terra November 4, 2005 • REQUEST • • • • • Massage Envy, a national franchise offering therapeutic massage.seoiceg qn a : membership basis, is seeking space in Bella Terra. The dilemma `aCing Massage tnvy is that the HB Municipal Code defines Massage Envy's use as a "Massage Establishment" because more than 50% of its business activity is massage therapy. This definition causes our business to be classified as a "Sex Oriented" business in the Zoning Code. As a result of this classification, the zoning code will not allow Massage Envy to occupy space in Bella Terra. We are seeking to be treated/classified similar to a Day Spa in that we pose no greater risk of illicit activity than these businesses. A couple of options have been communicated to us: 1. Apply for a Zoning Text Amendment , and subsequently a General Plan Amendment. 2. Revise the definition of "Massage Establishment " in the Municipal Code, which if successfully done would classify Massage Envy similar to a Day Spa and the use would be permitted in Bella Terra. This IPZR is being submitted with the intention of accomplishing Option Two, above. PROPOSED USE Massage Envy is a national franchise that is revolutionizing relaxation by bringing massage to the masses through conveniently located clinics with readily available appointments. Each Massage Envy Clinic has between 10 and 15 therapy rooms and is open from 8:00am to 10:00pm on weekdays, and 8:00am to 6:00pm on weekends (or whatever hours local regulation will allow). With this combination of rooms and hours, customers (who are called members) can choose from over 4,000 available appointment times each month. Customers are sold memberships which provide them with the ability to receive monthly (or more frequent) massages at discounted rates. The typical membership agreement is for 12 months, is auto renewable, and the dues are auto debited each month from the customer's credit card. The average Massage Envy Clinic after one year in operation has approximately 1,200 - 1,400 members. The proposed Bella Terra suite has 3,279 square feet. A sample floor plan has been included with this information packet as have photographs of a few currently open clinics. All Massage Envy clinics must operate in compliance with local regulations and must meet the corporate design specifications to provide a uniform look and experience for customers nationwide. It is our intent to open this clinic with 10 - 15 therapists, who are employees of Massage Envy. As the membership grows, the employee base will increase to 30-40 therapists. All therapists will be licensed and have the appropriate permits to operate in the city of Huntington Beach.•• • The primary market for Massage Envy services is females between this ages of 36 and 60. Our members are initially made aware of our services via direct mail, newspaper, and radio advertising. However, our largest source of new membertldo U's from be g visible to walk-by or drive-by traffic. With our co-tenants at Bt1I j ' errs being I oils, Mervyns, Cost Plus World Market, Aveda Salon, Ulta Makeup, Shoe Pavillion, Burlington Coat Factory, (to name a few), Bella Terra is an ideal location for our clinic because of the continuous flow of female consumers in the center. Additionally, we look for sites that are in or near upscale communities and have an average household income in excess of $75,000, both of which Bella Terra provides. The majority of our currently- open clinics are in similar locations and are very successful. In other words, it's a model that works. PROPOSED NEW DEFINITION Existing definition with proposed changes in red: Chapter 5.24.010 (b) "The Municipal Code definition of a "Massage Establishment " is: "any establishment having a fixed place of business where any individual, firm, association, partnership, corporation, or combination of individuals engages in, conducts, carries on or permits to be engaged in, conducted or carried on, massages, baths, or health treatments involving massage or baths as fifty percent (50%) or more of the activity carried on in the establishment" add the ffollllowin as a new subsection Chapter 5.24.010 (h.1) exempt from this definition are those businesses which offer recurrin services to their customers through a customer-signed contractual obligation . These exempt businesses are defined as (Day Spas, but must comply with Chapter 5.24 of the Municipal Code. Resolution Our objective with this filing and subsequent meeting is get a positive response to our proposal. Short of this, we are looking forward to receiving the committee's input about how best to proceed, if possible.