Hoping to breathe new life into the Media City Center, the mall’s new
owner is planning to renovate the building’s Magnolia Boulevard
facade to make way for two new restaurants, including P.F. Chang’s
Crown Realty, the Irvine-based developer that purchased the mall
in March for $10 million from Pan Pacific Retail Properties Inc., has
hired a Dallas-based architecture firm to reconfigure the main
entrance of the 1.2-million-square-foot mall. Construction on the
first-phase of the project, which is expected to cost $7 million,
will begin in October with completion scheduled for May.
In May, the City Council approved a valet parking lane in front of
the mall’s Magnolia Boulevard entrance in anticipation of P.F Chang’s
signing a lease with the mall.
Sue Georgino, the city’s community development director, said the
renovation is badly needed because the 12-year-old mall is not
inviting to potential shoppers coming from the nearby AMC Burbank 16
and San Fernando Boulevard.
“Our hope is that this will be a springboard to an almost total
repositioning of the mall,” Georgino said. “We want to see the first
floor reinvigorated with new retailers.”
Neither Crown Realty President Robert Flaxman nor Senior Vice
President Jim O’Neil returned phone calls seeking comment for this
But in a press release issued Wednesday, the company said the
first phase of its repositioning plan would include construction of a
7,000-square-foot space for P.F. Chang’s on the second level of the
mall, along with a second restaurant.
Plans for a second phase are expected to be announced later this
“Our overall renovation program will focus on raising the
visibility of the property in downtown Burbank, creating a more
pedestrian-friendly traffic flow, upgrading interior common spaces
and enhancing the interior aesthetics of the property,” O’Neill
stated in the release.
Georgino said the mall hopes to attract about 10 high-profile
chain retailers, including Hot Topic and Rave, by the end of the
year. She added that the mall’s new theme, “Come Home to Burbank,”
signifies its effort to regain local spenders from shopping centers
outside of the city.
Georgino also said that about 80% of downtown property owners
agreed to contribute more than $4 million during the next five years
to pay for such improvements as parking, street signs and promotions.
Macy’s, Sears, Mervyn’s and Sports Chalet anchor Media City