COVID-19 Forces 'Maz' Developer to Negotiate With City For Affordable Housing

Finally: Something Good Comes From the 

Caronavirus Epidemic

Virus Increases Emeryville Housing Affordability

The developer of the ‘Maz’ project, a large apartment building being constructed at 3800 San Pablo Avenue, renegotiated his agreement with the City of Emeryville last week, volunteering to add 10 units of affordable housing as a result of the Alameda County COVID-19 Shelter at Home Order.  The County order includes a prohibition on construction projects during the corona virus pandemic and would have forced Holiday Development to stop all work on the 101 unit housing project because Maz was approved without any affordable units.  Rick Holiday, CEO of Holiday Development, approached City Hall Thursday offering to renegotiate his project to add a permanent deed restriction for 10 affordable units to thwart the County’s stop work order for all housing construction projects with less than 10% affordability, coming in just under the wire (actually 9.99%, 10 out of 101).

Mr Holiday has had a very difficult time completing the Maz project, formerly called ‘The Intersection’ after getting City Hall approval for it back in 2013.  The 1.1 acre project, located at San Pablo Avenue and Adeline Street has been set back two times before after an arsonist twice burned down the nearly finished five story building.  After the second fire, the developer optioned to change to modular offsite prefabricated construction.  During the interim period, Holiday also contracted with the University of California to make the building exclusively for the housing use of Berkeley students, a change that incidentally wasn’t cleared with the City of Emeryville.

Maz developer Rick Holiday

In response to citizen calls received by the Emeryville Police Department last week referencing the County work stoppage order and police visits to the site enforcing the order, Mr Holiday at first claimed that since the project is now for student use, that could be defined as low income housing. The argument was presented that with the students (at 100%), the Maz project qualifies for the County’s 10% minimum affordability mandate but was rebuffed by the City Manager Christine Daniel, according to City Hall sources.  Following that rejection and facing a County work stoppage of unknown duration, Holliday agreed to guarantee 10 units of affordable housing with an irrevocable deed restriction.
Emeryville's new housing regulations, enacted after the approval of Maz, require a minimum of 17% affordability for all projects over 10 units.

The Maz project, likely to be renamed, has been controversial from the start.  Approved in 2013 in a 3-2 City Council split vote (Kurt Brinkman, Nora Davis and Ruth Atkin voted YES and Jennifer West and Jac Asher voted NO), Maz turned away from the attempts to make Emeryville housing more family friendly and affordable being promulgated by the then progressive Council minority.   With its zero affordability all market rate housing, Maz also is not family friendly, coming in with almost no three bedroom or even two bedroom units.  Studio apartments make up fully 60% of the unit mix at the anachronistic housing project.  At the time of approval, Mr Holliday told the Emeryville Planning Commission that he saw Maz as a building filled with dynamic young [affluent] people, “Younger people seeking an interesting place to live”,  a prospect the Commission called “exciting” as they passed it over to the City Council for approval.
When it's finally finished, almost ten years after approval, the Maz apartment building will push Emeryville's housing affordability percentage down, despite last week's renegotiation and will drive down the City's already low ratio of resident families to non-families.

The Tattler criticized the project after it was approved in 2013, likening it to a “men’s dorm” owing to the predominance of tech workers drawn to such market rate housing with so many dorm-like studio units.  The ‘men’s dorm’ charge rankled conservative Emeryville business advocate and Tattler hater Rob Arias, to such an extent, he publicly accused Brian Donahue, the editor of the Tattler of being the Emeryville arsonist at a police press conference in 2017 after the second Maz blaze.
The fact that the Maz project will now be for the exclusive use of UC Berkeley students and is therefore actually a dormitory, is merely a coincidence and the Tattler makes no claim of extraordinary prescience when we called it a dorm in 2013.

'Maz' Building Burns Again

San Pablo Apartment Building Burns Down 2nd Time

Despite two armed guards and 12 security cameras on duty, 'The Intersection' apartment project, also known as the Maz Project burned down Saturday night.  This is the second time for a suspicious fire in the controversial building happening before fire sprinklers were installed, the first fire happening at about the same point in the construction process 10 months ago.
Mayor Scott Donahue noted at least 35 ATF agents will be investigating the fire and he said of the developer, Rick Holliday who plans on building the project a third time, "I admire Mr Holliday's determination. He's probably the most Sisyphean developer in Emeryville history."


Demolition fire crews pulled down the construction crane Sunday night, creating a spectacular scene as the 44,000 pound counterweight crashed to the ground.  The Mayor said the neighboring Avelon senior housing building was evacuated in case of a possible trebuchet effect from the massive crane that could have impacted the Avelon building.

The apartment building has been criticized by many in town owing to it's lack of affordable family units and 100% market rate rental status.  The Tattler called the building a "men's dorm" and a "techie dorm" because of the large number of studio and one bedroom apartments in the approved but yet to be built apartment building.

Video credit: Lillian Schroth