Real-estate developer James R.
Watson plays by his own rule book one where there's more
to doing business than the bottom line.
"I'm not in the WalMart business where you have to
watch every penny. I have to worry about what we are going
to end up with. How are we going to make the whole concept
work," Watson said.
The Seal Beach developer was drawn to San Bernardino about
four years ago.
"More like dragged here," he said. By city Development
Services Director James Funk.
"Jim was relentless," Watson said. "He
had been after me for more than a year."
Since then, Watson has been very, very busy.
His University Park project, near Cal State San Bernardino,
has more than 161 homes in various stages of construction.
And he's planning more in the area, including 54 priced
at more than $800,000.
"Some will sell for more than $1 million," he
said.
Then there's the 16.2acre, $70 million plus The Promenade
at University Park.
The mixed-use residential-retail development will include
a $3 million to $4 million building for Cal State San Bernardino,
as well as a corporate condo for Watson & Associates.
Watson plans up to 200 town homes on about nine acres
the San Bernardino Economic Development Agency is beginning
to assemble for a redevelopment project north of Carousel
Mall.
And he's looking at some mixeduse, office, industrial
and housing opportunities near San Bernardino International
Airport.
Funk has been an admirer of Watson's work for well more
than two decades.
As executive director of redevelopment for Huntington
Park in the early 1980s, Funk brought Watson to that troubled
city to help turn it around.
At the time, Huntington Park was listed as one of the
25 most distressed communities in the nation, Funk said.
Watson "wasn't the biggest builder to come to Huntington
Park," Funk said, "but he was one of the most
significant in terms of innovation."
Funk's agenda for drawing Watson to San Bernardino was
the 117 acre parcel near Cal State San Bernardino that
had been considered by Arrowhead Credit Union as a headquarters
site.
When Arrowhead rejected the location, Funk wanted to ensure
that the choice piece of real estate was put to good use.
Watson "doesn't put much stock in market studies," Funk
said. "For him, it's more in intellect and gut reaction
.... He has a way of using his creativity to make sure
that everybody prospers."
After seeing the land, Watson fell in love with it.
"It took him all of about 30 seconds," Funk
said.
Watson said that as he started going through the development
process, he met many city officials and the university's
president, Al Karnig.
"What a wonderful group of people... what a great
opportunity," Watson said.
Original plans for The Promenade site called for it to
be a research office park. There were no takers.
Watson said he thought the land would be vacant for a
long, long time unless the research-park concept was jettisoned.
But a mixed-use project with retail and residential would
turn quickly.
And it would mean more profit for Watson and his partners.
In a classic case of Watson logic, the developer thought
he could peel off some of that extra money for Cal State
San Bernardino.
That's why The Promenade includes an 11,525 square foot
building that will belong to the university.
Karnig said the building could be used to house alumni,
fundraising and public relations functions. The second
floor would be used for luncheons, receptions, small conferences
and other events.
The whole project will "add a richness and texture
to the campus" in large part due to the retailers
and restaurants that will be located nearby in The Promenade,
Karnig said.
Watson has developed a keen interest in the university.
Two houses in the University Park housing subdivision
will be made available for university use over a two year
period.
Karnig said they might be used on a temporary basis when
a new faculty member comes into town and starts looking
for a place to live.
Watson & Associates partners are also putting up $300,000
for a public arts program at the university, allowing students
to work on projects that will be displayed in parks and
other public places, said Sant Khalsa, who chairs the university's
art department.
And Watson is heading a drive to raise $4 million for
furnishings for a new College of Education building.
"He is very thoughtful, collaborative, insightful,
bright, well-intentioned and good for the city," Karnig
said.
Next door to the university building in The Promenade
will be the $1 million plus Watson & Associates corporate
condo, where Watson and other company executives would
stay on an as needed basis.
"We are going to be active in this city for many
years to come," Watson said.
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