(sMUy trojan
Volume CV, Number 61	University of Southern California	Wednesday. December-2. 1987
Head SC developer gives talk
Examines San Diego public / private redevelopment
Embassy dedication ceremony takes place
By Tommy Li
Assistant Copy Editor
But the process was not that simple, Trimble explained. Problems ensued when city revenue was cut by Proposition 13, forcing the city to reduce the size of the site because it could not acquire the land to use for the parking facility.
Further, there was a problem finding a developer who was willing to build a hotel in the downtown area — away from the water. They also were faced with the task of providing a theater to replace the historic repertory theater which was tom down on the site.
In the middle of the process, Trimble said, the developer was unhappy with the design of the complex, since it would be difficult to compete with other shopping centers that offered the same amenities. Specifically, Fashion Valiev, a shopping center located about four miles away, which had taken business away from the downtown area for years because it was in a prime area, had good air quality and offered a hotel and office space.
"Besides all of the business complications, we now had a major design problem," Trimble said.
He added that the design was completely revised by a flamboyant architect who created the complex with a European flavor. The design was now open-air and quite a bit different from most shopping centers. TTiis brought forward the problem of selling the new design to department stores and to lenders, Trimble said.
But the problems were overcome, and Horton Plaza, with its 49-color design, replete with flags, exotic murals, kiosks and neon art, was completed in 1985. Today, the plaza welcomes 35,000 visitors a day and in 1986 had a record total of 12 million visitors. The plaza has economically strengthened the downtown area.
The university now hopes it will enjoy a success similar to that which downtown San Diego enjoyed with Horton Plaza.
Trimble, the point man for the redevelopment effort in the area around campus, has been working with the university as a consultant over the past two years. He represented the university in the purchase of the Embassy Hotel.
But this was only the first step on the path to redevelopment. The university has invested_S6 million in seed money for additional acquisitions and projects.
"We envision ourselves as an integral part of downtown and the central business district," explained Cornelius Pings, university provost, in an interview with the Downtown News.
Initially, the REDC will focus on the redevelopment of the Hoover Street corridor, where the university owns a number of housing properties. Efforts will be directed toward improving the quality of housing for students and faculty along with the restoration of large old homes in the cultural heritage district.
"I like putting deals together," Trimble said. "This job gives me the opportunity to do that and to get in on the ground floor. I find that exciting. When we started out in San Diego we had nothing more than a briefcase. We didn't even have office space at first."
JOAN FRANK DAILY TROJAN
Rev. Leon Sullivan
‘Corporate force must be used'
Sullivan code author calls for divestment
By Craig Hausman
Staff Writer
The author of the Sullivan Principles, a code ot conduct for U.S. corporations investing in and doing business in South Africa, denounced his code as having failed to significandy change the pobcy of apartheid in that country’ and called for complete divestment in front of nearly 200 students, staff and faculty on the steps of the Bovard Administration Building Tuesday.
The Rev. Leon Sullivan, a minister from Philadelphia and a director of General Motors since 1971. recounted the recent history of corporate involvement in South Africa and the series of events that led to his support of divestment in a passionate speech that was met with warm reception by the audience.
'It was dear from the beginning that these principles alone would not, and could not, be the total solution to the South African problem," Sullivan said during his 30-minute delivery, which was the first in a series of talks and debates that will be held throughout the year for USC's South Africa Forum.
"It was dear to me that a greater corporate force must be used. Greater than the corporate force of the Sullivan Pnncipies Greater than those things that were being done by businesses Greater than those things that were being espoused in Washington.
"Something had to be done with greater corporate force," Sullivan said in a booming voice, "because the crying need in South Africa was not just equal employment, or jobs or better housing, but freedom and justice."
(Continued on page 8)
A dedication ceremony for Embassy Residential College, referred to as what "began as a dream/' was held late Tuesday afternoon in the building's foyer.
"This residential college for USC began as a dream, became an idea and then became a reality," said Alvin Rudisill, university chaplain, who was master of ceremonies.
Over 50 people, including administrators, faculty, staff and Embassy residents, attended the ceremony and heard such speakers as President James Zumberge and the assistant to the Los Angeles deputy mayor present brief speeches about Embassy.
"It's my pleasure on behalf of Mayor (Tom) Bradley to commend all of you and the university officials that are here today for your dedication to the students, to the faculty and to our community," said Wendy Greuel, assistant to Michael Gage, deputy mayor.
Greuel spoke in place of Gage, who was scheduled to be a speaker but was unable to attend the ceremony.
(Continued on page 17)
DAN OLSON DALY TROJAN
CEREMONY — University President James Zumberge, Selma Hoto and AMn Rudisill during Tuesday’s dedication of Embassv Residential Coiieae
By Shelly Etherton
Staff Writer
Gerald Trimble, who was recently appointed president of the University of Southern California's Real Estate Development Corporation, lectured Tuesday afternoon on the development of Horton Plaza, which he oversaw.
Since 1977, Trimble has been executive vice president of the Centre City Development Corporation in San Diego, which is in charge of redevelopment of a 350-acre core area of the rity's downtown area. Horton Plaza, one part of this public / private venture, is a $235 million shopping and entertainment center.
Gerald Trimble
Trimble gave insight into the 12-year metamorphosis that made the colorful Horton Plaza possible.
He explained that in the early '70s, downtown San Diego-was plagued by blight and deterioration. The dty wanted to resolve the problem by redeveloping the area and bringing businesses that would attract tourists and shoppers.
"The downtown area was the hole in the doughnut. Not one tourist wanted to come, it was not a good business area in the '60s and '70s," Trimble said.
Pete Wiison, the then-mayor of San Diego, along with the business community, wanted to bring the downtown area closer to the private sector. The Centre City Corp. was then brought in.
After the Ernest Hahn Corp. was chosen in 1975 to develop the complex, negotiations followed regarding what the responsibilities of the public and private sectors would be.
The contract stated that the dty would acquire the land, vacate it, sell it to the developer and provide a parking facility. The developer would be responsible for the design.