DJM Capital Partners’ Retail Development in Huntington Beach

The Beach Trailer

Sitting on approximately 11 acres of prime beachfront property in Huntington Beach, Calif., DJM Capital Partners’ planned Pacific City mixed-use development embodies the essence of the comfortable, casual lifestyle that is a hallmark of this iconic beach community. To convey its vision for Pacific City to potential tenants, DJM has taken an unconventional approach to marketing and leasing by creating a Beach Bungalow on the undeveloped site.

“When people visit the site they understand the rare development opportunity it presents. Taking that one step further, we decided our leasing space needed to reflect our intended design aesthetic for this property”, says Lindsay Parton, President. “We came up with the idea of transforming a construction trailer into the quintessential Beach Bungalow and engaged Steven Jones to make it a reality. He took a drab trailer and made it a showcase for the type of ambience and ‘vibe’ we plan for Pacific City.”

Jones, a sought-after designer known for his creative reinvention of residential properties and his retail environments and visuals for iconic surf brand Quicksilver, created a cozy retro beach style for the Pacific City leasing bungalow. A large ocean-facing wrap-around deck provides intimate seating areas for casual conversation and an outdoor dining area ideal for larger meetings. Abundant windows and glass doors bring the outside in, capturing the great views and balmy breezes of the Pacific. The bungalow has a great room with a large seating area and open kitchen with white board and batten walls and seagrass covered floors, a separate meeting room and a working office. Jones’ process in creating the leasing bungalow was the same used in designing a private residence. Every piece of furniture, fabric and item of vintage décor was carefully selected to embody the experience and design sensibility that DJM intends to bring to Pacific City. Surfboards and guitars sit casually in corners while flea market treasures coexist with sophisticated accents and carefully chosen furnishings. “The total effect is comfortable and cool”, states Jones, “nothing too studied or overwrought. This is definitely not themed – it’s just the beach house everyone wishes they had!”

“Visitors come to the property intending to have a standard 45 minute leasing meeting and they stay for hours. Once they experience the bungalow they immediately understand our vision for Pacific City,” notes Parton. “This was an experiment that has more than paid for itself and has forever changed the way we approach leasing. We take prospective tenants for a bike ride around the property, sit out on the deck and enjoy the view, eat fish tacos and eventually role out the Pacific City site plan and leasing brochure, which feels more like an oversized surf and design magazine than a real estate pitch for a mall. The surprise factor alone is powerful and persuasive.”

Pacific City will comprise 191,000 square feet of open-air retail and restaurants in multiple two-story buildings set around a meandering central plaza with an adjacent 250 room boutique hotel and 516 upscale apartment homes. DJM is also developing a unique California artisan and crafter culinary experience and market within the project. LOT 579, named for the lifeguard towers 5, 7 and 9 outside its doors, will feature specialty food purveyors preparing their fresh offerings demonstration style. Pacific City will feature a coastal California beach design aesthetic, indigenous landscaping and use of natural materials and colors that reflect and complement the beach environment surrounding it.

DJM has engaged the Jerde Partnership as design architect, Lifescapes International as the landscape architect and SMS as the executive architect. The design team has been challenged with taking advantage of the breathtaking views at Pacific City’s doorstep and the unique birthright the authentic surf culture provides as inspiration. Construction is expected to begin in the last quarter of 2013.


About DJM Capital Partners, Inc.

Founded in 1992 by D. John Miller, DJM Capital Partners, Inc. is a leading private equity real estate investment group that focuses on enhancing and increasing value on undercapitalized and underperforming real estate assets. Providing its own development, rebranding, leasing, and asset management services, the company’s expertise spans various product types. DJM’s West Coast portfolio is valued in excess of $1 Billion. Known for its aggressive growth strategy and opportunistic, entrepreneurial investment approach, DJM specializes in identifying commercial properties throughout California and deploying its skilled team to create value and provide attractive returns for investors and partners. Additional information is available at


Linda Berman
DJM Capital Partners