One of the most ambitious developments proposed in the San Fernando Valley in years–a massive complex combining housing, shops and offices, anchored by Los Angeles Rams’ future headquarters–is drawing a mix of optimism and concern from residents in Woodland Hills and surrounding neighborhoods.

Planned as a 52-acre Rams Village by billionaire team owner and real estate developer Stanley Kroenke, the project has the potential to transform the traditionally quiet West Valley into a major hub for jobs, housing and entertainment.

Stuart Waldman, president of the Valley Industry & Commerce Association, said on Friday, May 2, that Rams Village has the potential to boost the Valley’s economy by attracting tourism, generating jobs, and turning the area into a year-round destination–during football season and beyond.

“It’s going to benefit all of the Valley,” Waldman said. “It’s going to be an awesome thing to have and I look forward to us having it.”

Diana Williams, CEO of the West Valley–Warner Center Chamber of Commerce, called the project a “transformative investment in our community” and “a major milestone” not just for Woodland Hills, but for the entire region the chamber serves.

“This world-renowned team brings vibrancy, prestige, pride, and economic opportunity through job creation and increased local spending,” Williams said. “We look forward to the positive impact on our region’s growth and vitality.”

While many residents acknowledge potential benefits, they’re also urging developers to address concerns about increased traffic, burdened infrastructure, and the overall impact on neighborhood life. Many also want continued communication with the Kroenke Organization as the project moves forward.

Residents who live closest to the Rams Village project site have voiced some of the strongest concerns.

At a webinar on April 23 held by the Woodland Hills Homeowners Organization (WHHO), residents heard from representatives of the Kroenke Organization and architecture firm Gensler, which is leading the project’s design.

“The project looks like it’s going to be adding even more stress to our already over-stressed infrastructure, including water, sewer, roadways,” said Dawn Stead, a resident in the area who attended the webinar. “Will any provision be made on this plan to upgrade any of the infrastructure in the entire area?”

Shelly Schwartz, a member of WHHO, said she was concerned about the project’s potential strain on police services and public safety as the community grows.

“This certainly would put a huge burden on the Topanga Community Police Station, as it would our local fire stations,” Schwartz said.

Several residents, including Marilyn Fils, questioned Kroenke’s plan to manage traffic flow and ensure accessible parking.

“You’ve made a lot of comments about (being) pedestrian friendly,” Fils said, “but if people don’t have a place to park easily, possibly for free or low cost, are they going to go to your parks and your open air things if parking (costs) $25?”

In addition to traffic and infrastructure issues, some neighbors were concerned about the broader economic impacts. WHHO President John Walker asked whether the revenue generated by the project would stay in the Valley or flow into the city’s General Fund.

“Is there anything that you can do, or can suggest, or propose that would keep some of those funds out here in the Valley, so that we can utilize that with some of the impact that this is going to generate?” Walker said.

In response, Brad Rosenheim, a land use consultant working with the Kroenke Organization, said that certain required fees tied to the project––such as mobility and arts fees under the Warner Center 2035 plan––would be retained locally.

The art development fee is a citywide requirement that asks developers of large private projects to either install onsite public art or pay a fee equal to 1% of the project’s Department Building and Safety permit valuation. Under the Warner Center 2035 plan, the money would go into the Warner Center Mobility Trust Fund.

“The developer does have the option to do onsite art for the community within the project, or to pay into the trust fund that was established for Warner Center under the Warner Center 2035 plan,” Rosenheim said at the webinar. “So there will be funding maintained and retained directly in the community for those.”

The Warner Center Mobility Trust Fund functions as a development impact fee to help offset transportation needs tied to new growth. It can fund signal upgrades, intersection improvements and streetscape beautification in the surrounding area, he said.

Rosenheim suggested that local organizations such as the Warner Center Association, WHHO and Neighborhood Councils, could advocate for more economic benefits to remain in the Valley.

Rosenheim said the Kroenke development team would conduct technical studies on traffic, noise and other environmental impacts as part of the city’s review process.

“As we embark on our tenth season back in Los Angeles, we remain committed to helping shape the future of this great city,” Kroenke said in a statement. “Rams Village at Warner Center will continue to transform Woodland Hills by providing a vibrant gathering place for the community through publicly accessible open spaces, new entertainment venues, a retail village, and residential offerings.”

He added: “This is a tremendous opportunity to develop a dynamic destination and create the Rams permanent headquarters within the City of Los Angeles, and we look forward to working with the city to turn this vision into a reality.”

In San Fernando Valley communities a few miles away from the Rams Village site, sentiments mirror those living closest to the project. Some residents said they are still learning about the plans but they expect that traffic, noise and infrastructure burdens could become concerns.

Charlene Rothstein, president of West Hills Neighborhood Council, who described the project as “big and very interesting,” thinks the greatest impact will be felt by residents closest to the site.

About 15 miles away, Tiffany Caldwell, president of Northridge South Neighborhood Council, but speaking only for herself, said she was glad to hear about the proposed approximately 3,000 new housing units. But she raised concerns about the city’s $1 billion budget shortfall that could impact infrastructure improvements needed for the massive development.

She hoped that developer’s fees–which are charges imposed to help cover the cost of public infrastructure tied to new development–will help pay for streetlights, trash systems, and traffic studies. But she is concerned that key services might be overlooked given the city’s financial challenges and potential significant layoffs of city employees.

“I hope that the developers continue to reach out to the neighborhood and I hope that they do the work to build a good community partnership,” she said.

Leonard Shaffer, president of the nearby Tarzana Neighborhood Council, said Rams Village will bring more traffic and density, but he said the overall economic benefits will be positive.

“There’s going to be more density … but at least part of it is going to be workforce density,” said Shaffer, speaking in his personal capacity. “People who work in the area, and perhaps in Warner Center … that will cut down on them commuting.”

Shaffer pointed to the Warner Center 2035 plan adopted by the Los Angeles City Council in 2013, a blueprint for long-term redevelopment of the area. He noted that after more than a decade, residents are starting to see that plan come to life.

“They’re actually developing it, which I’ll be happy to see over a period of time because it was a good plan,” Shaffer said. “It was worked out in conjunction with Woodland Hills and surrounding communities.”

Rosenheim said the project is in early stages, with no formal applications yet filed with the city. He expects to begin the approval process soon, but said full buildout would happen gradually over many years.

He said the Kroenke Organization hopes to begin construction on some residential units within the next 18 months and complete the Rams’ headquarters building by 2028, depending on city approvals.

The 52-acre project includes the 34-acre site of the former Promenade Mall and the northern part of the property where the former Anthem Blue Cross building sits, according to Eric Stultz, design principal at architectural firm Gensler.

The project is designed to align with the Warner Center 2035 Plan’s goals of creating a walkable, mixed-use urban center, featuring a blend of housing, retail, office space, entertainment venues and open space.

About two-thirds of the development would be residential, including affordable housing that is required under California state housing laws. Stultz said lower-scale residential buildings would be built first to generate momentum before high-rises are built in later phases.

The Kroenke Organization also projected economic benefits, including about 8,451 jobs per year and nearly $2 billion in annual operational economic output for the city. Additional studies on traffic, noise, and environmental impacts are planned as the project moves forward.