Case: Jack London Square (A)

Jack London Square is a waterfront property in Oakland CA that was considered "ripe" for re-development. This case concerns the key decisions the Port of Oakland, which owns the property, faces in trying to decide how to re-develop it. The Port wants to take advantage of its location on the Estuary that connects Oakland to San Francisco Bay, to realize its income potential and provide service to residents and businesses in the area, as called for in its charter.

The area is already well known for the restaurants, plus a few stores, that are located there. But its shopping area has been very unsuccessful. The Port has received conflicting advice from two groups of consultants. The advice of each group is presented in the case, and a video of the site will be shown in class to give you additional insight into the problem.

As you prepare this case, please consider these issues:

• What will determine the "best" development plan for this site? What is the market for offices? Stores? Restaurants? Hotels? Etc? What are the wishes of the community? What is economic? What is the proper role of the Port?
• What are the real development alternatives? What are the advantages/-disadvantages of the ACC plan? For whom? Why? What will it take to make this plan succeed? What are the risks? Who may be hurt? How?
• What are the advantages/disadvantages of the approach recommended by the Panel? For whom? Why? What will it take to make this plan succeed? What are the risks? Who may be hurt? How?
• How should the Port decide among these options? What criteria? What process? Is there some other plan that would be more appropriate than either proposal? Why?
• If you were the Port official responsible for this project, what would you do now? Why? Politics? Economics?
• What does this case tell us about the development of complex, multi-element projects? About waterfront complexes? About the role of public bodies when they responsible for development?

Please think about what Abernathy -- or a Consultant to the Port -- should recommend now.  Think about how you would spell out your understanding of the potential market development of the site. Recommend the size and scope of the project you prefer. In class we will discuss what such a memo might say.  No hand-in..