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Bringing Beauty

Palisades Beautiful hosts its first cleanup event on April 22.
Photos courtesy of Noah Martin

Noah Martin Launches Local Nonprofit to Revitalize the Palisades by “Restoring Natural Spaces”

By SARAH SHMERLING | Editor-in-Chief

While rebuilding and recovery work is underway across Pacific Palisades, one resident with multi-generational roots is hoping to do his part to beautify public and private spaces.

Noah Martin is the president of Palisades Beautiful—a 501(c)(3) nonprofit that he launched in February “dedicated to restoring natural spaces” in the community.

“We’re dedicated to revitalizing our neighborhood through native landscaping,” read the Palisades Beautiful website. “Our mission is to make the Palisades more beautiful and sustainable one plant at a time.”

Martin—who grew up in the Palisades and lived in El Medio Bluffs—explained that the nonprofit is a nod to a previous group of the same name that had formed in the 1970s.

“The original Palisades Beautiful planted over 1,500 trees in our community,” read the website. “Starting with the jacarandas on Northfield, it grew into a project that spanned across the Palisades.”

Longstanding board members included Barbara Marinacci, Michael Terry, and founders Dorothy Bissell and Hilda Sauer. In addition to planting trees, Palisades Beautiful maintained the Native/Environmental/Xeriscape/Temescal/Garden.

“We aim to bring its idea back with a focus on drought-tolerant, native or naturalized vegetation in the community,” the website continued. “Our focus now is on fire recovery and replanting efforts, and we hope to expand to more community events in the future.”

The first event Palisades Beautiful hosted was a trash cleanup on Earth Day, Tuesday, April 22, along Bowdoin Street near the Palisades Charter High School campus. Martin picked the spot because it was part of the path he used to take from his home to Noah’s Bagels to school each morning.

“I haven’t done that [walk] for months, but I did it a couple of weeks ago to see what that walk looks like now,” Martin said.

Martin described finding an area where “much of the vegetation burned,” which “left behind a layer of trash”—“mainly bottles and cans.” They also found a discarded chair, which they called the Los Angeles Department of Sanitation to pick up as a bulky item.

“Hopefully we made the area look better,” Martin said.

Eight volunteers—including Preston O’Connell, who attended Marquez Charter Elementary School with Martin and is now a firefighter who responded to the Palisades fire, and his 4.5-year-old daughter—gathered to collect what ended up filling 14 trash bags, as well as planting “native vegetation in parts of the median that burned.”

“Debris clearance is very important,” Martin said, adding that he is grateful for the work being done around the community: “The little bit I can help with is the stuff on the side of the road,” as debris clearance is underway.

Martin said that the nonprofit has plans to plant bigger items in public spaces, like trees, but is working with entities like the city of Los Angeles and Palisades Forestry Committee to ensure everything is properly permitted and well placed.

When it comes to private properties, Martin explained that the group has worked with a couple of homeowners to replace items that were burned in the fire, including shrubs at a house in El Medio Bluffs and an oak tree in Marquez Knolls.

The nonprofit’s board members include Martin, his sister, Rachel Martin, Chetan Munugala, Orestis Lykouropoulos and JJ Amis—a swim coach at Pali High.

“He and I met when we were both students at Pali and on the swim team,” Martin explained.

Martin described living in the Palisades most of his life, with his parents moving to El Medio Bluffs when he was 2 years old, down the street from his grandparents’ house, which they inherited and moved into in 2020.

The house his grandparents’ had owned was lost in the Palisades fire, but his parents’ original home is still standing—Martin shared hopes of returning to the neighborhood when it is safe to do so, but for now, he is splitting his time between the West and East coasts, working as a software engineer and studying for a computer science PhD in Boston. His family is currently living in Marina del Rey.

He has started a few companies prior to creating Palisades Beautiful—most recently Emerge Tools, which he described as an “enterprise software company” that he co-founded and currently has 10 employees.

Martin’s drive to volunteer dates back several generations: His late grandfather, Harry Sondheim, was an active member of Pacific Palisades Community Council and Pacific Palisades Library Association, as well as a past president of Kehillat Israel.

Palisades Beautiful will be participating in a Palisades Village Cleanup event on Saturday, May 10, beginning at 9:30 a.m. The event is being co-hosted by Gates Security, Palisades P.R.I.D.E., Palisades Village Green, American Legion – Ronald Reagan Post 283 and Palisades Garden Cafe.

“Join us for a morning of community service as we work together to clean up the Palisades,” read an event description. “While incredible work is being done to clear debris from the Palisades, we are helping to do our part by cleaning up the trash that has accumulated around community spaces.”

Those who want to participate can meet at Post 283 on La Cruz Drive, where people will “split into teams to cover as much of the Village” as possible. Lunch will be provided by Palisades Garden Cafe after the cleanup has concluded. A resident pass is currently required to reach the meeting spot.

“Please wear comfortable clothes and closed-toe shoes,” read the description. “We’ll provide all the necessary cleanup supplies, but feel free to bring your own gloves if you have them.”

Palisades Beautiful also accepts donations to cover costs of items used to clean up, including trash bags and protective gear, as well as new plants and trees.

“Our work is made possible entirely by donations,” read the Palisades Beautiful website. “Your donations go directly to trees and other plants, supplies for community cleanups, and essential materials, including soil, mulch and nursery pots.”

Another way people can contribute is by providing suggestions for areas they believe new items could be planted.

For more information, including a link to sign up for the Palisades Beautiful newsletter and receive news about future events and ways to get involved, visit palisadesbeautiful.org.

Former Honorary Mayor Steve Guttenberg to Star in Lifetime Film

Photo courtesy of Sean Katz

By LILY TINOCO | Assistant Editor

Former Honorary Mayor of Pacific Palisades and longtime Palisadian Steve Guttenberg will star in a new Lifetime film: “Kidnapped by a Killer: The Heather Robinson Story.”

Based on a true story, Heather, who was raised in Illinois, had reportedly known that she had been adopted as an infant and grew up in a loving family. But in 2000, the then-15-year-old discovered the man she knew as her uncle—John Edward Robinson—was a serial killer, “accused of murdering multiple women in the Kansas City area, including her biological mother,” according to ABC News.

“After her uncle’s arrest, the true story of Heather Robinson’s adoption began to unravel,” ABC News reported in 2019.

Guttenberg will be depicting convicted serial killer John Edward Robinson in the upcoming film.

“Creating the character of John Robinson on screen required my attention to the darker side of humanity,” Guttenberg said to the Palisadian-Post. “It was an exciting role to play, as these aberrant personalities are psychologically fascinating and an actor has to pay attention to the details. As Robinson has affected many lives, I am respectful of those people who have to live with his actions. The story is compelling.”

Rachel Stubington (“Shrinking”) will join Guttenberg in the film, taking on the role of Heather. Jana Kramer (“One Tree Hill”) will portray an investigator working on the case, according to IMDb. Additional cast members include Ross Crain, Sarah Hudson, Rose Decker and Jackie Sanders.

Directed by Lee Gabiana, “Kidnapped by a Killer: The Heather Robinson Story” is produced by Marwar Junction Productions and Allegheny Image Factory. Executive producers include Joseph Freed and Allison Berkley of Marwar Junction Productions, Jeffrey Tinnell and Robert Tinnell of Allegheny Image Factory, Melissa G. Moore of Redletter Media, and Maritte Lee Go.

Guttenberg—who served as honorary mayor of Pacific Palisades from 2002 to 2006—is an actor, author, businessman and producer. He made his acting debut in “The Boys From Brazil,” and is well known for roles in films from the 1980s and ’90s, “Cocoon,” “Police Academy,” “Three Men and a Baby,” “Diner,” “The Big Green” and more.

In 2023, he wrote and starred in an autobiographical comedic play—sharing his life story in “Tales from the Guttenberg Bible,” which held a several-week run in New York. He also wrote “Time to Thank: Caregiving for My Hero” about his time as a caretaker for his father, who was diagnosed with kidney failure.

“Kidnapped by a Killer: The Heather Robinson Story” is slated to premiere on Saturday, June 7.

Pacific Palisades is ‘Rooted in Resilience’

More Than 1,500 Community Members Attend 1Pali Event at Clover Park

By KAMRAN YASHOUAFAR | Contributing Writer

More than 1,500 community members gathered at Clover Park in Santa Monica to attend Rooted in Resilience on Saturday, April 19—hosted by 1Pali to serve as a day of “reflection, support and unity for displaced and fire-impacted residents.”

1Pali was founded by locals Ben Perlman, Anthony Marguleas and Andrew Grant to reconnect the community following the Palisades fire, which began on January 7. The organization’s mission is to unite the Palisades community through in-person gatherings and storytelling, “fostering hope and celebrating shared resilience.” It has also hosted a series of Zoom webinars with guest speakers, including Rick Caruso of Steadfast LA.

Perlman has described 1Pali as a “living testament to the unbreakable spirit of the Palisades.”

“After the fire took so much from us, I saw neighbors rise not just to rebuild homes, but to support one another and rekindle hope in our community,” he said. “To me, 1Pali is about harnessing that collective resilience, giving every resident a voice shaping the future of the Palisades. It’s a reminder that in our deepest challenges lies the power to create something extraordinary together.”

Rooted in Resilience—the organization’s first communitywide event—aimed to revive hope, strengthen the displaced community and offer resources.

“We’re incredibly grateful to everyone who came out to share the experience, reflect and reconnect,” Marguleas said. “It was a day full of positive energy, great music and unforgettable moments we’ll always remember.”

The event started with an introduction by Sam Laganá, announcer for the Los Angeles Rams and a longtime Palisadian.

Throughout the event, various public officials, U.S. Army Corps of Engineers personnel and leaders from houses of worship addressed attendees, recognizing both the hardships endured and the community’s commitment to recovery. Speakers included Los Angeles Mayor Karen Bass, Councilmember Traci Park and Colonel Eric Swenson of USACE.

Park noted that rebuilding efforts would be led by the community with government support.

Swenson gave an update on the debris removal and cleanup efforts. He said that a variety of crews were active in the area and that reopening Pacific Coast Highway to the public is a priority, as Governor Gavin Newsom announced it was on track to do so by the end of May.

Food was served by several local food trucks and vendors, including Gracias Señor, Flour Pizzeria, McConnell’s Fine Ice Cream, John Que’s Smokeout and The Tropic Truck. Robert Flutie, owner of Flour, lost both his home and his Via De La Paz restaurant in the fire, but has since reopened a location in Brentwood and is planning to return to the Palisades after the area is rebuilt.

Local firefighters from the Palisades and Santa Monica were honored on stage for their work during the fires.

The event featured musical performances by the Palisades Charter High School band, 1969 Rock Band—which performs ’60s classic rock and blues covers—led by Robert Resnick and Outer Reef led by Evan Brau.

Shawna McConald of 1969 performed the national anthem to open the event. The Pali High band performed the school’s traditional fight song.

In addition to speeches and performances, Rooted in Resilience offered a variety of activities: There were dozens of informational booths from local organizations and schools, including Pacific Palisades Task Force on Homelessness. There were also activities for children—hosted by St. Matthew’s Day Camp and Sandy Days Kids Camp—and a community mural project.

Wellness activities, with SuperBloom, included yoga, creative storytelling and a live piano meditation.

Jake Steinfeld, former honorary mayor of Pacific Palisades, read the poem “Don’t Quit,” Steinfeld’s mantra that was recently printed on copies of the Palisades flag that were available for sale.

Organizers described the event as an opportunity to reconnect with neighbors and inspire collective optimism for the future. Residents who had been displaced across Southern California came together to celebrate their community’s strength.

1Pali organizers said they are committed to reviving the Palisades community—with hopes of planning more future events to bring the community back together.

“I see ‘Rooted in Resilience’ as a celebration of the Palisades we all call home,” Perlman said to the Palisadian-Post. “It rekindles our community’s magic, uniting us to rebuild this cherished place together, inspiring hope and honoring our unbreakable spirit as we rise stronger than ever.”

Lily Tinoco contributed to this report.

Rebuilding Construction Begins in Pacific Palisades

Thomas James Homes shares an aerial view of work at a home on Iliff Street.
Photo courtesy of Jamie Tamkin

AI Tool Launched to “Supercharge” Building Permit Approval

By LILY TINOCO | Assistant Editor

Rebuilding construction is now underway at some properties following the Palisades fire, while Governor Gavin Newsom announced the launch of a new AI tool to “supercharge the approval of building permits.”

Thomas James Homes announced on April 9 that it broke vertical construction in Pacific Palisades during a launch day attended by area officials, including Mayor Karen Bass.

Bass visited two sites in the Palisades that had been issued building permits by the city on April 9. The first permits were issued 57 days after the start of the fire, according to Bass’ office.

As of May 2, 31 permits for 23 addresses related to rebuilding efforts have been issued for projects in the Palisades, according to Bass’ office.

The TJH team told the Palisadian-Post there are currently two homes actively under construction in the Alphabet Streets, with several permits in the works, all pending approval.

“TJH has been deeply committed to the affected families through forums and consultations, resulting in active discussions with 300 households and 14 signed rebuilding agreements,” a representative said to the Post.

The team reported that site development work has commenced in the form of grading for one home on Kagawa Street, as well as digging the footings for another home’s foundation on Iliff Street in the coming week.

“Pacific Palisades holds a special place in our hearts for over a decade,” CEO Jamie Mead said to the Post. “We’re … humbled to play a role in restoring this resilient community. Our main goal is to help families reclaim a sense of normalcy and hope, and we are committed to delivering certainty to residents and locals.”

Since the Palisades fire started January 7, Thomas James Homes said it has worked closely with the city to navigate permitting and expedited timelines—including directly with Bass to discuss the latest in rebuilding efforts. Thomas James Homes reported the partnership between the public and private sectors has been successful to date.

The state of California will provide Los Angeles City and County with a “new, AI-powered e-check software,” free of charge, to “speed the pace at which local governments are approving building permits,” according to the governor’s office on April 30.

Created by Archistar, the software is available through a partnership between the state and philanthropic partners, including LA Rises and Steadfast LA, with contributions from Autodesk and Amazon.

“Bringing AI into permitting will allow us to rebuild faster and safer, reducing costs and turning a process that can take weeks and months into one that can happen in hours or days,” Steadfast LA Chairman Rick Caruso said. “Working with our coalition partner Mike Hopkins and Amazon, I’m proud Steadfast LA identified Archistar as the right company to develop and apply this game-changing technology. Now we can work with great philanthropic organizations, including LA Rises, to provide this critical tool at no cost to taxpayers.”

Archistar uses “computer vision,” “machine learning” and “automated rulesets” to check designs against local zoning and building codes in the assessment process for building permits, according to the governor’s office.

“This technology will allow property owners to pre-check their building plans before submission to ensure they submit valid plans, thus avoiding frustrating delays and expediting the review process once received by city or county staff,” the governor’s office continued.

Bass announced during her State of the City address on April 21 that she was signing an executive directive to “spearhead an AI pilot program” to “streamline the permitting process for Palisades residents.”

The county has also committed to using the software, according to the governor, and has passed a Board Resolution to “establish a unified permitting authority for the Altadena one-stop recovery center.”

As construction throughout the Palisades continues, Thomas James Homes told the Post it will keep providing updates on progress in the community.

“This is more than just a construction project—it’s a symbol of resilience for Pacific Palisades residents,” Mead said in a statement. “Together, we are rebuilding homes and restoring hope.”

Pacific Catch

Miso Black Cod
Photo courtesy of Merv Hecht

120 Wilshire Boulevard
Santa Monica, CA 90401
424-238-3000
pacificcatch.com


By MERV HECHT | Restaurant Critic

While chatter about restaurant closures swirls on the Westside, new openings like Pacific Catch at Second and Wilshire deserve the spotlight.

It’s not aiming for the upscale polish of Water Grill, but it nails a different vibe—spacious, relaxed, with private rooms ideal for groups or those who need a quieter corner to catch every word.

Early reviews mentioned shaky service, but my regular visits paint a different picture. The staff here holds their own against Santa Monica’s best—friendly, attentive and quick. We’ve even bonded with a server, Hannah, who goes out of her way to make every visit smooth, whether it’s a casual drop-in or a planned gathering.

Just last week, I brought friends for a small party, and Pacific Catch delivered. The fish and chips, priced at $24, came as a hearty portion, crispy and paired with a pile of fries that didn’t disappoint.

I switched things up with the clam chowder, expecting the usual creamy standard. Instead, it was a briny, clam-packed surprise—light, fresh and maybe even better than the traditional kind.

My standby, the $35 miso black cod, was as stellar as ever, its delicate umami flavors hitting all the right notes. We added Thai Brussels sprouts for a spicy kick and split a pineapple upside-down cake that disappeared fast.

The Mexican corn and Japanese glazed eggplant sides—grilled with a soy glaze, sesame-pepita crumble and wasabi aioli? Those are must-orders, bursting with bold, balanced flavors.

Pacific Catch is a welcome addition to Santa Monica—big enough to handle a crowd, inviting enough to feel like your own find. I’m not worried my praise will pack it out; there’s plenty of space to go around. Absolutely worth a visit.

Merv Hecht, like many Harvard Law School graduates, went into the wine business after law. In 1988, he began writing restaurant reviews and books. His latest book, “The Instant Wine Connoisseur, 3rd edition,” is available on Amazon. He currently works for several companies that source and distribute food and wine products internationally. Send comments to mervynhecht@yahoo.com.

Seniors Enduring an Unprecedented Final Semester

A look at the temporary Pali High campus in Santa Monica.
Photos courtesy of Pali High

By SOPHIA MASSERAT | Tideline Staff Writer

The Palisades Charter High School Tideline journalism class is coordinating the submission of a series of pieces the Palisadian-Post is publishing from the school’s periodical. A version of this piece originally appeared in Tideline on March 19. Students have since returned to in-person learning at the former Sears site in Santa Monica on April 22.


The culmination of high school marks the cusp of adulthood and the end of childhood; teenagers finally graduate, starting the next chapter of their lives.

Coming-of-age movies like “High School Musical 3” and “Grease” have idealized senior year to be the peak of their adolescence, creating high expectations for many seniors as they begin their last semester of high school.

However, for Palisades Charter High School’s Class of 2025, reality has been far from this cinematic dream.

Due to the temporary unavailability of the Pali campus following the Palisades fire, the Class of 2025 has faced the unexpected transition to online learning, hindering their opportunity to experience a “regular” spring semester. Students who have been eagerly anticipating senior milestone events that have traditionally been held on campus, such as the senior picnic and the graduation ceremony, faced a final semester full of unknowns.

As the senior class president and previous freshman class president, Taylor Beljon-Regen shared the sentiment many seniors are experiencing about missing this semester in person.

“I feel like such a key part of everyone’s high school experience that they dream about is prom and graduation and having that final semester where you’re done with college [applications],” she said. “There’s a lot less stress on you, and you’re having a lot of fun experiences in person with your friends.”

After experiencing nearly half of middle school online, the Class of 2025 entered their freshman year of high school in person after the height of the pandemic. Like Beljon-Regen, this has made seniors feel like these current unprecedented changes to the school year have been especially challenging.

“It’s just been really shocking, and I think obviously no one expected this, but it’s been really hard to adapt,” Beljon-Regen said.

In addition to the lack of a typical senior year, Beljon-Regen said she believes that online learning has intensified the symptoms of senioritis, a colloquial term to describe the decline in motivation toward academic performance, which has affected many senior students, including herself.

The Class of 2025 graduation will take place at Hollywood Bowl.
Photo courtesy of Hollywood Bowl

“Senioritis is a really real disease, and I have it very badly,” she said. “I think being online only exacerbates it.”

To counteract these challenges, Beljon-Regen and senior advisor Logan Milburn have been working closely with Pali administration to give the senior class a memorable end to their high school experience.

“Something that I don’t think has been spoken enough about is that we’re going to have all of our usual events,” Beljon-Regen said. “[Events] have been impacted by the fire, because of the lack of Pali space, but no events have been canceled.”

According to Beljon-Regen, events that have traditionally been held on campus, such as the senior picnic and the Senior Dating Game, have become more difficult to plan. However, she hopes to find alternative locations for these events to ensure the senior class remains satisfied. Furthermore, Milburn confirmed that all of the long-awaited events, including prom and Grad Nite, would occurring, despite the circumstances.

Additionally, other activities that are not affiliated with Pali, such as the Night in Las Vegas dance, also provide opportunities for students to connect during this fragmented semester.

A positive aspect of the situation has been the introduction of new senior events and the reenvisioning of others. Pali’s annual senior breakfast was held on Saturday, March 8, at the Greystone Mansion in Beverly Hills. Associated Student Body and administration also planned a Senior Movie Night at La Cienega Park.

Beljon-Regen explained that a major struggle in the process of planning her class’s senior year has been securing locations that can sufficiently accommodate Pali’s large senior class.

“It’s been impossible to get locations for 750 people,” she said. “I think people [believe] it’s a lot easier than it actually is, like we can just snap our fingers and a venue will appear. But that’s just not what happens.”

Beljon-Regen expressed that organizing events to everyone’s satisfaction has been challenging. While she has received support from Pali parents who have generously donated spaces and services, she has had trouble working with laws and regulations.

“People have definitely been very generous, but with that generosity comes permits and health codes and all these rules we have to follow naturally just by getting these services,” Beljon-Regen said.

One of the most significant concerns of students and parents was the plan for graduation, which has historically been held at Pali’s Stadium by the Sea. It has since been announced that it would take place at Hollywood Bowl on June 4.

“We are excited to share some amazing news with our school community,” Pali High wrote across social media. “After a thorough search and months of planning, we are proud to announce that the Class of 2025 Graduation will be held at the Hollywood Bowl.”

Details like time, tickets and logistics will be announced closer to the date, Pali High wrote.

Even before knowing the location, Beljon-Regen was certain that graduation would be a special and memorable day for everyone.

“We’ve gotten some really amazing Pali alumni who are very famous in the worlds of sports [and] the worlds of film, reaching out and offering to speak at graduation,” she said.

Additionally, Beljon-Regen is working to ensure that students have a voice in graduation plans. She sent out a form to the senior class for requests and said she received ideas to enhance the experience, including having more student speakers during the ceremony and smaller details like confetti or a larger screen.

Even among the uncertainty, Beljon-Regen maintained hope that the class of 2025 will be able to have an enjoyable end to their senior year.

“Even if we’re only back for six weeks in person, I think our class is really great at bonding and we’re all such a tight-knit group, so I’m confident that we will leave [our senior year] with a lot of memories, both good and bad,” she concluded.

Huskies Complete Good Turn Trip at Westside Food Bank

Photo courtesy of Kim Morera

By KIM MORERA | Huskies Patrol Leader

On Saturday, March 8th, 2025, from 8:00 a.m. to 11:30 a.m., my patrol—the Huskies—met up at the Westside Food Bank in Santa Monica for our Good Turn Trip. Our goal was to sort and package food for those in need, including fire survivors. It was part of our commitment to service, and honestly, it turned out to be way more eye-opening and rewarding than we expected.

When we arrived, we were greeted by Sean, the warehouse manager, who got us started on packing cereal and breakfast foods into 10-pound boxes. My mom, Carolina Morera, took charge of assembling the boxes while Marisol and I organized and filled them. We couldn’t stop laughing at how many Apple Jacks we had—probably around 50 boxes! Meanwhile, Kate and Jaylnn became our “scavengers,” searching the warehouse for extra breakfast items and sorting through bins of donated goods from schools and companies. Even Marisol’s grandma, Pamela Busbee, came along and pitched in, which was awesome.

After the cereal round, we moved on to sorting canned food into labeled categories: tomato products, ready-to-eat meals, vegetables, soups, beans, and fruit. One thing we learned quickly was how important it is to check expiration dates—some donations were really old. We even found a can from 2013! People mean well, but it’s easy to forget how long something’s been sitting in the back of the pantry.

We took a quick break to eat strawberries and packaged crepes, chatted a bit, and then got right back to it. By the end of the morning, we’d sorted over 1,000 cans and lots of miscellaneous items. What started out kind of chaotic turned into a smooth system, with all of us moving confidently around the warehouse. It felt great to be so productive as a team.

This was my last Good Turn Trip as Patrol Leader, and I’m really proud of how it went. We didn’t just show up to check a box—we learned how much work goes into getting donated food ready for people who need it. There’s a whole other side to helping that most people never see, and it felt genuinely meaningful to be a part of it. Supporting the Westside Food Bank made us feel like we were doing something real for our community. Food should be a basic human right, and I’m glad we got to support a place that believes that too.

Parents of fifth- or sixth-graders who want to learn more or visit a Troop 223 meeting, contact Greg Frost at frostfamily@frostinvestigations.com (for boys)

or Scoutmaster Larry Kirven at lkirven@gmail.com (for girls).

Mastering Vacant Land Pricing

Michael Edlen

How to Set the Right Listing Price and Avoid Costly Mistakes in an Uncertain Market

By MICHAEL EDLEN | Special to the Palisadian-Post

Pricing Land in An Uncertain Market

With more than 160 vacant lots currently for sale in Pacific Palisades, setting the right price has become more critical than ever. Since January 7, only 30 lots have sold and about 22 are in escrow as of April 28. At this pace, it would take more than 19 months to sell the current inventory.

Many property owners are beginning to realize that it may not be possible to achieve the prices they had initially hoped for. About 25% of sellers have already lowered their asking prices, and 20% of the sold lots underwent price reductions before finding a buyer.

One common mistake is pricing based on other active listings, many of which may themselves be overpriced for today’s market. While setting an asking price higher than comparable listings can sometimes be effective in a strong seller’s market, it carries significant risks when inventory levels are rising and buyers have more options.

Key Factors to Consider

When determining a listing price, it is important to weigh several factors carefully:

  • Location within the community
  • Size of the lot
  • Size of the prior home
  • Buildable area and topography
  • Quality of any views
  • Available alternative lots buyers will compare with
  • How quickly the owner would like—or needs—to sell

It is also essential to account for any other elements that could impact desirability, such as access difficulty, traffic noise or unusual lot shape.

How to Set Listing Price on Vacant Land

In a more typical market, the time-tested method of determining an optimal listing price is a detailed analysis of the most comparable properties that have recently sold. Ideally, there would be enough recent sales of similar lots within close proximity to guide valuation.

However, in today’s environment, the community’s 30 recent lot sales have been widely dispersed, with no single area having more than a handful of transactions. As a result, direct comparisons are often unreliable without adjusting for key variables like location, lot size and view quality.

Some agents are maintaining close communication with others who have lots currently in escrow. This enables them to anticipate upcoming comparable sales, providing better insight into the latest market trends beyond the closed sales already on record.

Other Key Considerations

  • City-permitted square footage: It is crucial to find out the size of the burned structure previously permitted on the site. In many cases, a lot where a larger home existed enables faster approval for rebuilding—a major advantage for buyers.
  • Buildable potential: Evaluating whether it would be practical and cost effective to build up to 110% of the prior structure’s size can influence a lot’s desirability and thus its market value.
  • Inventory analysis: With a surplus of lots on the market, studying active listings becomes another important tool. Factors such as days on market, how many relatively similar lots are available and any special issues affecting unsold properties should all be part of a thoughtful pricing strategy.

Avoiding Mistakes in An Uncertain Market

Several common mistakes are being made today in setting prices for vacant lots. Among them are:

  • Relying on online evaluation systems like Zillow: These automated systems often base their estimates on the previous structure’s value—an obviously irrelevant metric when a lot is now vacant. Some even disclaim that their valuations may be unreliable due to the wildfire damage in the area.
  • Using overly broad averages: Some sellers assume that multiplying their lot size by the $322 per square foot average of recent sales is sufficient. However, sale prices have ranged from $119 to $520 per square foot—even within specific neighborhoods like the Huntington, where some lots have commanded nearly $100 per foot higher than others.
  • Anchoring to unrealistic listing prices: Looking at one or two other lots priced optimistically can mislead sellers into setting uncompetitive prices. A quarter of the current active listings have already undergone price reductions in an attempt to attract buyers.
  • Using outdated valuations: The highest value per square foot was achieved within the first month after the fire. Since then, there has been a noticeable softening in the market. Pricing based on the early post-fire optimism may now be significantly out of touch with buyer expectations.

Choosing an effective pricing strategy is critical. About half of the lots that sold so far did so at or above the asking price—a clear indicator that well-positioned properties are still commanding strong interest. By contrast, many that started at unrealistic price points have struggled and required reductions.

As the market continues to evolve, sellers who remain flexible, realistic and well informed will be in the best position to achieve optimal results.

Our team is dedicated to helping property owners navigate these challenges thoughtfully and strategically, ensuring that each lot is positioned to attract the best possible buyer interest.


The Edlen Team has been monitoring the local market at least twice every day since early January and consults with dozens of fire victims weekly to help them realize the best path forward. They have distributed dozens of newsletters with current information about the post-fire issues and resources. They can be reached at team@edlenteam.com or 310-600-7422.

What Businesses Have Reopened in Pacific Palisades?

Here is a list of businesses that have reopened in some capacity in Pacific Palisades.


Retail/Grocery

Anawalt’s Palisades Hardware
15130 Sunset Boulevard

Vons
17380 Sunset Boulevard


Dining

Palisades Garden Café
15231 La Cruz Drive

Chipotle
15207 Sunset Boulevard

Moku Sushi
524 Palisades Drive

Spruzzo Restaurant & Bar
538 Palisades Drive

Prima Cantina
15246 Sunset Boulevard

Taco Bell
17299 Pacific Coast Highway

Caffé Delfini
147 W Channel Road

The Golden Bull
170 W Channel Road

MUSE Santa Monica
108 W Channel Road

Giorgio Baldi
114 W Channel Road

Canyon Square
169 West Channel Road


Services

Highland Postal Center
528 Palisades Drive

Wells Fargo
15249 Sunset Boulevard

Citibank
15215 Sunset Boulevard

Gas + Car Wash

Palisades Gas & Wash
890 Alma Real Drive

Village 76
15400 Sunset Boulevard

76
17299 Pacific Coast Highway

Chevron
14791 Pacific Coast Highway


Medical

Dr. Gary Polan
Optometrist
970 Monument Street, #102


The Palisadian-Post maintains an updated list at palipost.com/businesses. We recommend calling or visiting the businesses’ websites for the most up-to-date hours of operation. Updates can be sent to sarah@palipost.com.

Kathy S. Martin

It is with a sense of profound sadness that we inform you of Kathy S. Martin’s passing on April 15 at her home in Pacific Palisades. She was at peace and secure in the knowledge of the love of her family and dear friends.

Kathy was born in Nashville, Tennessee, to parents Paula and Lee Roy Plummer on July 21, 1950. She and her sisters, Jeana and Patricia, were raised in Arkansas and Arizona. She subsequently moved to Los Angeles where she was employed by Coldwell Banker Management Corporation as an accounting supervisor. She progressed to Accounting Manager of its Asset Management Division. It was here that she met and wed her husband of 44 years, Vincent Martin.

They were blessed with three wonderful children, Christopher, Paige and Vincent III (Trey). She is survived by her husband, children, three grandchildren (Sienna, Cooper and Camryn), daughter-in-law Kimberly, sisters, sister-in-law Lori (Tsiantar), and many nieces and nephews.

She was devoted to her family and supported it in every way possible. They always came first in her life. Youth sports were of particular interest to her whether it be volleyball, baseball, basketball, soccer or football. She and her big, fire engine red Chevy Suburban, full of kids, could always be found at various sports venues.

When the West LA Pony League was in danger of collapsing, she took over and built it back up to a widely respected program. “No” was not in her vocabulary. One of her more heroic adventures involved volunteering to chaperone a group of 40 young ladies to a week-long volleyball tournament in Sacramento. When she finally arrived home, the shocked look on her face clearly said “never again.”

When one of her children’s companies ran into accounting problems, she jumped in without question and served as Chief Financial Officer for six years. Again, when her husband started a new company, she became its Comptroller for several years to ensure it had a solid foundation. The salary for all this work? A set of luggage and a fur coat.

Somehow she also found time for many community social service organizations such as Catholic Charities and the National Charity League.

A mass will be celebrated in her honor by Msgr. Gregory Cox, Executive Director, Catholic Charities of Los Angeles, at her parish church, Saint Martin of Tours, 11967 W Sunset Boulevard, LA 90049, at 10:30 a.m. on May 10. A reception will follow at the Martin residence.

In lieu of flowers, please make a donation in her name at catholiccharitiesla.org.