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Three years after it launched the massive proposal, the century-old Universal Studios rolled out a plan to encourage public transit and avoid traffic jams around its studio, retail and residential development.
In the next two decades, the studio aims to redevelop nearly 400 acres into an environmentally sustainable theme park, business and entertainment industry hub with 2,900 new apartments and condos.
"For us, this is really a relaunch," Ron Meyer, president and chief operating officer of Universal Studios,
"With what we have in mind, we will have less impact on our neighbors than ever before."
The new Universal complex will include expanded studio production facilities, new office space, shops and a refreshed Universal CityWalk and Universal Studios Hollywood theme park.
A new residential community east of the studios will also include 35 acres of open space, with roads meant to ferry traffic off congested Barham Boulevard and beyond.
Bus shuttles will connect Universal workers, visitors and residents to every major transportation hub, with new buses linked from West Hollywood to Woodland Hills.
A $10 million freeway redesign plan aims to draw up to $300 million in federal funds to speed traffic on the 134 and 101 freeways.
But some residents, who had not yet seen the new traffic improvements, still feared the project would unleash a traffic monster.
"It's too big, and in the wrong place," said Alan Dymond of the Studio City Residents Association. "It is at the choke point for the Valley and downtown.
"If they build it, the traffic generated would be a traffic octopus - bigger than a monster movie."
The so-called NBC Universal Evolution Plan is now undergoing a draft environmental impact report with a public comment period expected early next year.
Executives at the Valley's largest employer said they hope to create 12,000 new jobs, $2 billion in new local spending and $26 million in new tax revenue each year for the city and county of Los Angeles.
On Thursday, NBC Universal brass were palpably excited as they gathered around a model of a new-and-improved studio complex. On the walls of the legendary "black building" hung posters for movie hits like "The Killers," with Burt Lancaster and Ava Gardner, and "Rear Window" with Jimmy Stewart.
"We've been here 100 years, and this is about being here another 100 years," said Tom Smith, senior vice president for West Coast real estate. "We have a strong tie to the community and we want to have greater ties.
"We're a major economic engine for Los Angeles."
The NBC Universal Evolution proposal is not to be confused with a controversial plan by Thomas Properties Group to build commercial offices at the Universal City MTA station across the street. Under that plan, NBC Universal would rent part of nearly 1.5 million square feet of office space. The EIR for the so-called Metro Studios Project at Lankershim is expected sometime next year.
To help sell its massive studio enhancement project, NBC Universal claims to have knocked on 10,000 doors, met with 60 community groups and mailed out 300,000 fliers.
New additions include a potential 3,000-seat amphitheater. Some theme park attractions would be moved to accommodate apartments.
To help reduce traffic, the studio would:
The new Universal, its planners say, would allow people to live, work, shop and play on site without ever having to open a car door.
"It's a place where people can walk, go out in the community, where people wouldn't have to leave every day," said its master architect, Bob Hale.
As yet, community reaction remains mixed.
Mayor Antonio Villaraigosa, in a statement, reiterated his support for the expansion: "The Evolution Plan is a $3billion investment in Los Angeles, especially the entertainment industry, and will bring thousands of jobs to Angelenos in especially trying times."
Councilman Tom LaBonge expressed concern about traffic, and whether studio jobs would be swapped for condos.
"I know we need housing," LaBonge said. "But we also need to keep those jobs there."
Polly Ward of the Hillside Federation, an umbrella group for 40 area homeowner groups, gave it a hearty thumbs up.
"They have always done what has been good for the neighborhood," she said of Universal. "I trust them."
But some who hadn't seen details of the new traffic improvements said the studios should do more to encourage mass transit for its 7,500 employees and its millions of theme park visitors.
"This is same-o,"' said Jack McGrath of the Studio City Chamber of Commerce. "They should be paying all of their employees (and guests) to take the subway, or buses ... to really cut down on congestion."
Studio officials, however, said they aim to build Universal City to the highest environmental standards.
"We are sincere about what we want to do, how we want to do it. We want to be a ... successful company, while being mindful of the community," Meyer said.
"Without their cooperation, we can't do this -- we don't want to do this."
Staff Writer Rick Orlov contributed to this report.
For the record: This story originally identified project supporter Polly Ward as being affiliated with the Hillside Federation. Ward is no longer affiliated with the coalition, whose 38 member groups have voted unanimously to oppose the Universal City project.
This story quoted Jack McGrath, a past president of the Studio City Chamber of Commerce. McGrath's comments were his personal opinion and did not represent the chamber.
