Fresh & Easy Considers PCH Location

In a move to make way for the possible opening of a Fresh & Easy grocery store on Pacific Coast Highway, the Hermosa Beach City Council has agreed to write a letter to a state regulatory agency on the store’s behalf so it can sell beer and wine.

The store plans to open at 727 Pacific Coast Hwy., and operate from 8 a.m. to 10 p.m.

But in order to include a section in the shop for alcohol, the business needs the city’s help.

Because the state Department of Alcoholic Beverage Control (ABC) has determined there is an over-concentration of liquor licenses in that area of PCH, it requires a letter from the city explaining that an "off-sale" alcohol license for Fresh & Easy is a matter of “public convenience or necessity.”

An off-sale license means that alcohol is purchased at the store but consumed off site.

With Councilman Jeff Duclos against the idea, the council  voted 4-1 to approve the store’s request.

Duclos said the grocery store could operate without alcohol sales and that the city doesn't need another off-sale alcohol establishment.

He cited a Los Angeles County Department of Public Health report that lists Hermosa Beach as one of the cities with the highest densities in the county of outlets where alcohol can be purchased.

Problems relating to alcohol, such as noise and late-night partying downtown, have been  for the council.

But Councilman Kit Bobko pointed out that the proposed Fresh & Easy doesn’t offer happy hours, a dance floor or late-night hours that could affect residents in the area.

It’s a “substantial business we’re trying to bring into Hermosa Beach right now in a vacant storefront,” he said about the PCH location.

Alcohol would take up about 5 percent of the grocery store floor space, according to Fresh & Easy consultants.

Mayor Howard Fishman asked Police Chief Greg Savelli at the meeting whether he thought the availability of alcohol at Fresh & Easy would cause more problems in the city.

“Seeing other stores and [the proposed] location, I don’t see it being a police problem,” Savelli said. “I think additional conditions may be appropriate, but considering the grocery store, I don’t think it’s a big problem.”

The nearest Fresh & Easy to Hermosa Beach is in neighboring Manhattan Beach and opened in 2008.

Michael Brewer, a Fresh & Easy consultant, said at the council meeting that the proposed PCH store would be a smaller version of the company’s other grocery stores.

A parking lot behind the proposed location includes 17 parking spaces for grocery store workers and customers, he said.

“This is a new prototype, I believe, and I think it’s something the community will welcome,” said Councilman Peter Tucker as he motioned for the council to approve the store’s request.