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This project is headed by “J.H. Snyder” Company. This redevelopment plan aims at building a big outdoor Plaza, which will work as a Civic Square that will attract pedestrians and nearby residents – thanks to some really beautiful fountains, retail kiosks, outdoor restaurants etc.

Many old residents of Santa Monica Houses, West Hollywood are not happy with the Commercialization of West Hollywood. They believe that this project is only meant for serving the profit motives of a few Big Players in the Retail Market. A number of people belonging to Low-Income groups are leaving West Hollywood due to this project. These people do not see any other motive than profit of big Retailers, served by this project. Residents who were living in this area happily for a long time are forced to leave this area only due to this project. People who were earlier living in rent-controlled apartments, including many senior citizens, are forced to leave this area as they could not pay the increased market-Value rents, which is a result of construction of new buildings and destruction of the old ones.

All this is happening as the retailers who are backing up this project, have the support of some influential politicians. These politicians have not given any thought about how badly this project will hit the residents of Brentwood Houses, West Hollywood. A number of people, who are living in this area for more than a decade, have received eviction notices due to this project. The redevelopment project is luring the owners of old houses in this area, to sell their houses for reconstruction. The owners are happily selling their houses to developers as they are getting handsome amount in lieu of their old houses. But it is the people living on rent in these houses, who are suffering the most as they are forced to leave theses houses.