Jeff Chew, project manager with the city's community and economic development agency, is the one presenting the city council with its options. Chew says the favored option is to use the 2,500-plus-seat theater for a performing arts center and to develop the surrounding 50,000 sf into related office and retail space.
The theater was constructed in 1928 and used both as a movie house and a vaudeville stage. The auditorium is surrounded by a U-shaped building that house about 30,000 sf of office space and about 20,000 sf for retail with the possibility of adding space by building up on the surrounding space. There are also other buildings in the area, which could be developed as retail or mixed-use operations.
The community and economic development agency purchased the property in 1996. Recently the agency removed the 60-foot vertical sign and marquee for renovation. The two historic markers will be returned to the building in August. In addition, the agency plans to spend about $400,000 to repair and restore the building's façade and entry, and spent another $1 million to repair the roof.
The Moorish-influenced former movie palace sits on Telegraph Avenue between 18th and 19th streets. The famous grand old dame of Art Deco movie palaces, the Paramount Theater is only about two blocks away. Chew said consideration has been given to creating a cultural entertainment district in the area bordered by the two theaters, which would make the area especially appealing to arts and entertainment related uses.
The City has received about six unsolicited preliminary proposals from developers and Chew said he expects more once the information about what is preferred on the site is more focused. Although he would not speculate on the possible cost of the project to a developer, Chew said there is the possibility of tax credits for historic renovations and the potential revenue from the surrounding commercial and office space. He added that he hopes to return to the City Council in June with development proposals.
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