Pasadena City Council Set to Vote Monday on Controversial Porsche Dealership Proposal

The City Council is set to vote Monday, July 15 on a Conditional Use Permit that could pave the way for a new Rusnak Porsche dealership facility at Colorado Boulevard and Sunnyslope Avenue in East Pasadena. 

The proposed 58,849-square-foot auto dealership would be constructed on a 4.4-acre site currently occupied by commercial buildings and parking lots. It would include a two-story main structure, rooftop parking, and a car wash building.

In May, the Planning Commission voted 5-2 to recommend denial of the Conditional Use Permit for vehicle sales and leasing. They also voted 4-3 against the permit for new construction over 25,000 square feet, citing concerns that it did not comply with the East Colorado Specific Plan.

The project has faced significant opposition and criticism over the past two years. 

“At some point we have to draw the line about whether we’re serious about the ideas that are in our plans,” said Commissioner Rick Cole during the May 8 meeting. He noted the specific plan discourages “off-the-shelf or chain corporate architecture.”

The applicant, Rusnak Automotive, made numerous revisions to accommodate earlier criticisms. These included preserving the historic 1929 Swanson and Peterson building for use as a Porsche owners’ clubhouse and adding a trellis sculpture along Colorado Boulevard designed by Art Center College of Design students.

Andrew Arizmendi, Vice President of Rusnak Automotive, told the Planning Commission that opportunities to negotiate further changes with Porsche “have been exhausted.” 

Arizmendi said the company “absolutely will not consider further changes” to the design.

The Rusnak Auto Group has a rich history that dates back to 1959. Over the years, the company has grown significantly, establishing itself as a prominent name in the luxury automobile market in Southern California. It operates multiple dealerships in Pasadena, offering a wide range of luxury vehicles, including brands such as Porsche, Audi, BMW, Mercedes-Benz, and Jaguar.

Over the decades, Rusnak’s sales of these expensive automobiles have generated significant sales taxes, which have been returned to the local government for use in the community.

Proponents argue the project would provide economic benefits, potentially doubling the city’s annual sales tax revenue from the existing dealership. The development would also create jobs and include a vocational training partnership with Pasadena City College.

City staff is recommending approval of the project, including a Minor Variance for the corner setback along Sunnyslope Avenue. Staff contends the auto-oriented design is consistent with the Chihuahuita sub-area of the East Colorado Specific Plan, which acknowledges the presence of auto dealers.

However, some Commissioners remained unconvinced. 

“There are so many dealerships in Pasadena that do respect the street edge,” said Commissioner Juliana Delgado, citing examples on West Colorado Boulevard near the Norton Simon Museum.

The City Council’s decision will likely hinge on how it interprets the specific plan’s goals and whether the project’s economic benefits outweigh concerns about its design and pedestrian orientation.

If approved, the project would also require the vacation of a portion of Nina Street. The dealership would incorporate this area into its site, subject to conditions from the Department of Public Works.

An Initial Study and Mitigated Negative Declaration was prepared for the project, addressing potential environmental impacts. The site may also be affected by the draft Lamanda Park Specific Plan in the future, though the current proposal is subject to existing specific plans.