Developer Hopes a Facelift Revives Dead Tri-Level
Dave Busk isn’t looking to turn downtown San Juan Capistrano into Carmel or Old Town Pasadena. But he would like to breathe a little more life into the historic district where the sidewalks are traditionally rolled up around sundown.
“It’s a great place, it’s got a lot of history,” Busk said. “But it needs ... a little more nightlife.”
Busk is the latest owner of downtown’s biggest dead spot: Franciscan Plaza, an uninviting Spanish-style tri-level across the street from the 200-year-old mission and about 20 yards from the picturesque train depot. A five-screen movie complex in the 45,000-square-foot plaza has been vacant for two years. Many of the shops are gone.
But Busk--the soured economy and a downsizing theater industry notwithstanding--is betting about $3.5 million that the sleepy Franciscan can be turned into a centerpiece for nighttime action in a neighborhood of old adobes, small museums and gift shops.
Much of the money will be poured into the multiplex, the center’s most obvious failure. Busk believes an upscale theater complex--he plans to call it Mission Cinema De Luxe--will bring in the after-dark crowd.
The theater’s $1-million renovation is expected to be completed by mid-May. The developer also plans two upscale restaurants with outdoor seating, spruced-up quarters for an existing diner, an ice cream shop and a makeover for the building’s plaza. He’s aiming to have the work done by spring 2003.
Busk had similar lofty plans in downtown Dana Point, where he bought prime harbor-front property five years ago with a promise to build a retail and office complex called Pizza del Violeta. The project never took off.
“There was supposed to be a lot of outdoor eating areas and interaction between people sitting at the restaurants and those walking through the plaza,” said Ed Knight, Dana Point’s community development director. “You’re always a little disappointed when something you see as a winning project doesn’t get built.”
Busk discussed two other commercial projects with Knight last fall, the Villas at Dana Point and the Green Lantern Bed & Breakfast. So far, Busk has not submitted plans for either proposal.
The developer said his first order of business in San Juan is to change the center’s karma. He can’t move the building, but he can change its name and appearance. When it reopens, it will be called Mission Plaza.
So far, city officials have been receptive to Busk’s plans. Other business owners have their doubts, however.
Steve Nordeck, who owns the nearby Swallow’s Inn tavern and once tried to buy the plaza, said he would have demolished the theater long ago and replaced it with a hotel or upscale shops.
“Nobody went to the theater,” said Nordeck, who also owns the district’s Mission Promenade. “It was a ghost town. If I owned that property, a theater is the last use I’d have for that building.”
Busk, who specializes in building custom homes, is the fourth person to own the Franciscan in 12 years. Other grand dreams have gone up in smoke, and until recently, Busk was among those who thought the theater should just be torn down.
Once Edwards Cinemas pulled out and no other chain was willing to take over, Busk said he figured he had no option but to raze the cinema. City officials and local residents, he said, helped change his mind.
“I came to the conclusion that a theater is one of the retail pillars of downtown,” said Busk, who also owns an adjacent 350-space parking structure and the Juan Avila adobe, one of the city’s oldest homes. “It creates a vibrancy for after-hours and evening hours.”
Busk plans to show first-run features in two of the theaters, independent films in two others and foreign releases in a fifth. He even envisions a touch of Hollywood in old San Juan.
“We’re hoping to roll out the red carpet from the train station to the theater for independent film actors who come down here for premieres,” Busk said. “We’d like to shut down Verdugo Street for a night, put up some bleachers and have a couple hundred people greeting the stars.”
City officials said Busk needs to keep a sense of balance as he moves forward. The town is proud of its historic downtown and protective of its small-town charm.
City Wants to Retain Appeal of Downtown
“Downtown is appealing because of its history and its pedestrian-friendly look,” said Mayor Diane Bathgate. “And we want to retain that.”
Busk said he understands the challenge. “Turning San Juan into a tourist town isn’t where we’re at,” he said.
Greg Stoffel, an Irvine-based shopping center and entertainment consultant, said an art theater could help reawaken downtown San Juan.
“The independent and foreign films don’t draw anywhere near as many customers as the first-runs,” Stoffel said. “But they do they tend to draw better-educated and more affluent customers.”
Cities including Ventura, Burbank and Brea have used multiplex theaters as a centerpiece for revitalization efforts. In San Juan’s case, Stoffel said, there is no competition in the immediate area.
“There is a hole in the market for the time being,” Stoffel said. “It sounds like [Busk] is heading in the right direction.”
City officials are optimistic, though cautiously so.
“He definitely is a visionary,” said Douglas Dumhart, manager of the city’s redevelopment agency. “That kind of dreamer might bring some new interest into the town.”
Councilman David Swerdlin also sees potential in Busk’s project.
“Maybe he’ll attract a younger crowd that has some money to spend,” Swerdlin said. “The outdoor dining will make a difference. It builds a sense of community. The restaurant becomes a place where people can see and be seen. It becomes an attraction.”
Swallow’s Inn Owner Says He Has His Doubts
Busk is financing most of the project, though he is seeking financial assistance from the city’s redevelopment agency for lighting and landscaping.
“We want to cooperate and assist where we can,” Dumhart said. “We see the plaza as a precious asset. It’s a cornerstone area, and we need it to be successful.”
Nordeck said he has his doubts, but he wishes his business neighbor well.
“I admire Busk’s tenacity, and I hope I’m wrong about this,” Nordeck said. “I would love to see a success story over there.”
