Lennar Homes (Lennar) proposed a mixed-use retail and residential development at the corner of Second Street and Pacific Coast Highway (PCH) in 2005. Though approved by the Planning Commission, several local organizations and individuals appealed the decision to the Long Beach City Council. The matter was "stayed" twice at City Council, largely due to overwhelming community concerns about traffic, building height, land use and the project failing to "blend in" with the surrounding area. Lennar officially withdrew their application in 2007.
In early 2008, developers David Malmuth and Cliff Ratkovich began discussing the Second + PCH project, a mixed-use retail, residential and hotel development. Discussions with the community began, both as individual meetings with select groups and also as presentations at various public meetings. Per the Grunion Gazette newspaper (4/23/2009), an application for this proposed development was submitted to the City on April 22, 2009. In this article, the developers indicated that they have held nearly 110 public and private meetings. Meeting notes from these meetings have not been publicly distributed.