If you’ve heard the rumor that affordable apartments might be built next to the Ventura Pier, you’re not alone. It’s been the talk of town lately, and while it’s technically possible, the full story is a lot more complicated.
Let’s break down what’s happening with the Ventura Waterfront Project, why it’s temporarily on hold, and what the three developer proposals could mean for the city’s future.
What Sparked This Conversation
In January 2025, the City of Ventura’s Economic Development Division released a Request for Qualifications (RFQ) asking developers for conceptual ideas for redeveloping two major parcels by the Pier: the Harbor Parking Structure and the adjacent surface parking lot.
The goal was not to approve a project but to test the market and see what the private sector might envision for the area. In other words, the City asked:
“If we were to redevelop this land, what could it become?”
Three responses came back by the June 12, 2025 deadline, and they paint three very different pictures of Ventura’s future waterfront.
The Three Waterfront Proposals
1. San Buena Ventura City Beach Resort
A true luxury concept, this plan envisions a 250-room high-end resort with a projected average nightly rate of $350.
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Features include a rooftop restaurant and lounge, possible amphitheater, pier improvements, and even a monorail connection to nearby attractions.
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Project cost: approximately $174 million
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City revenue: 1% of hotel sales (~$125K–$140K annually) and 1% of retail (~$10K–$15K)
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Lease: 99 years
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City contribution: None
This proposal focuses heavily on tourism and luxury, with little financial return to the City relative to its scale.
2. C Street Crew Beachfront Hotel
This design leans into Ventura’s surf culture, proposing 200 hotel rooms and 35 condominiums with a year-round surf pool as its central attraction.
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Up to 10 stories tall, featuring modern architecture, local art, and public gathering spaces.
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Parking: 600 spaces
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Financing: combination of private capital, traditional debt, and public-sector support (potential tax increment financing).
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Lease: discounted, with no rent for an unspecified number of years.
This concept blends hospitality and residential elements but depends on City incentives; meaning Ventura would shoulder some upfront costs.
3. Sonnenblick Development Proposal
Arguably the most financially balanced of the three, this plan includes two dual-branded hotels totaling 300 rooms.
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Height: 8 stories
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Parking: 650 spaces, with 350 reserved for public use.
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Amenities include a rooftop bar, event lawn, and wellness-focused promenade with retail and food kiosks.
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Project cost: approximately $186 million
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Lease: 99 years, with a $500,000 annual base rent that escalates every decade or equals 2% of gross revenue, whichever is greater.
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City revenue: Significant, with added bed tax participation and no city financial risk.
This proposal provides a mix of tourism appeal and public benefit while maintaining a clear financial return for Ventura.
Why the Project Is on Pause
After the submissions were received, the City hit pause to comply with the Surplus Land Act (SLA): a California law that governs how publicly owned land can be leased or sold.
Under the SLA, before Ventura can negotiate with hotel developers, it must:
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Officially declare the land “surplus” in a public meeting.
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Offer it to affordable housing developers first.
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Allow 60 days for interested parties to respond and 90 days of good-faith negotiation if any do.
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Report compliance to the California Department of Housing and Community Development.
That means, at least for now, affordable housing developers get first priority. So yes, before hotels, condos, or surf pools are considered, Ventura must entertain proposals for affordable apartments by the Pier.
The entire process could take 3–6 months before the City can legally revisit hotel discussions.
Balancing Vision and Public Benefit
Any eventual project must strike a balance between community benefit and market feasibility.
The City has outlined specific development parameters for the site:
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Must include 350–450 public parking spaces (in addition to project needs).
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Comply with the Downtown Specific Plan.
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Allow for building heights up to 12 stories (equal to Crowne Plaza).
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Create continuous promenade access from California Street to Surfer’s Point.
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Include public restrooms, rooftop amenities, and retail activation along the Promenade.
The City also emphasized that these RFQ concepts are not approvals, just early visioning exercises to guide future decision-making.
What This Means for Ventura
The Ventura Waterfront Project has the potential to transform the city’s coastline, but it also raises important questions:
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Should prime coastal land be used for luxury tourism, or for affordable housing?
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Can Ventura find a middle ground that supports the local economy without losing public access and community character?
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And how will the Coastal Commission weigh in on future approvals?
Whatever happens next, this will be one of Ventura’s most consequential land-use decisions in decades.
The Bottom Line
For now, no deals are being made. The City simply tested the market, received three creative visions, and must now complete the Surplus Land process before discussions continue.
Still, this conversation opens the door to reimagining Ventura’s waterfront, and whether it remains a place for tourists, locals, or both.
💬 What do you think Ventura should do?
Should the land stay as parking, become affordable housing, or transform into hotels and public spaces?
