Title
Update on Council Referral Regarding Alameda Theatre Marquee Lighting. (Community Development 227)
Body
To: Honorable Mayor and Members of the City Council
From: Elizabeth D. Warmerdam, Interim City Manager
Re: Update on Council Referral Regarding the Alameda Theatre Marquee Lighting
BACKGROUND
On April 7, 2015, the Alameda City Council, through a Council Referral by Councilmember Daysog, directed staff to research ways to light-up the marquee of the historic Alameda Theatre, as well as ways to pay for its cost, including fundraising via voluntary contributions, public-private partnerships, or public financing.
DISCUSSION
The City of Alameda staff contacted Kyle Conner, the operator of the Alameda Theatre and Cineplex. Mr. Conner is receptive to lighting the marquee, but has not identified it as a priority for future theatre improvements. According to Mr. Conner, lighting the marquee would bring little or no additional revenue to the Theatre. Movies and show times are lighted on panels above the ticket booth and visible to patrons driving or walking in front of the Theatre (see attached picture).
Mr. Connor said that the existing marquee cannot be back-lit, like contemporary movie theatres or the Fox Theatre in Oakland. Instead, a panel, similar to the panels above the ticket booth, would need to be installed on the marquee. Mr. Conner has reached out to his lighting contractor to determine potential costs.
Mr. Connor’s more immediate capital improvement concern is identifying a long-term solution to the foot traffic wear on the carpet in the lobby section by the concession stand and leading into the Cineplex. Mr. Connor estimates that the cost of replacing the carpet, which replicates the original carpet design, may cost between $50,000 and $100,000. The Friends of the Alameda Theatre, a non-profit organization created to support the restoration of the historic theatre, has a fund balance of $5,111.32.
At this time, staff recommends deferring to the Theatre operator on the priority and necessity of improvements to the Theatre. Staff will follow up with Mr. Conner to determine if the cost estimate by the lighting consultant is relatively inexpensive and may be paid in part by the Friends of the Alameda Theatre.
FINANCIAL IMPACT
At this time, staff does not recommend using public funds to light the marquee. Therefore, there is no proposed financial impact to the General Fund.
MUNICIPAL CODE/POLICY DOCUMENT CROSS REFERENCE
Any work to enhance the Theatre is consistent with the Economic Development Strategic Plan (2000), Strategy #4-Create recreational and entertainment facilities that serve residents and employees of local firms as well as business and tourist visitors to the community.
ENVIRONMENTAL REVIEW
This action is exempt from the California Environmental Quality Act (CEQA) pursuant to CEQA Guideline Section 15061(b)(3).
RECOMMENDATION
Based on research in response to the Council referral regarding lighting the Alameda Theatre marquee, defer to the operator of the Theatre on the priority and necessity of improvements to the Theatre.
Respectfully submitted,
Debbie Potter, Community Development Director
By:
Eric Fonstein, Development Manager
Financial Impact section reviewed,
Elena Adair, Finance Director