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The Cerrito Theater
Preserving a reel community landmark
  
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Frequently Asked Questions

Updated: November 12, 2005

What is the status of the theater renovation?

On November 4, in front of the Cerrito Theater, there was a groundbreaking event to kick off the renovation.

BBI Construction provided hardhats, shovels and ceremonial dirt!

Les Blank, a prize winning filmmaker, Redevelopment Agency Board Members, Kyle and Catherine Fischer of Speakeasy Theaters, members of Friends of the Cerrito Theater, Lerner + Holan Architects, BBI Construction, KPM Consulting, Agency staff, and members of the press were present to celebrate the event.

See also the site plan (PDF) of the interior and exterior of the theater.

What sort of movies will the theater show?

The Parkway Speakeasy, a movie theater in Oakland, which is operated by the same company that will manage the Cerrito, has prospered by catering to the local community with a mix of new films, classics, film noir festivals, Baby Brigade nights for parents with babies, and more. Similarly, programming at the Cerrito will be based on community input and support, and is expected to include programs for families and children. The Parkway shows recent movies on a slightly delayed basis with lower ticket prices than first run theaters.

What is the Friends' role in this process?

The Friends of the Cerrito Theater began advocating for preservation of the building in 2001. Now, as a project of the El Cerrito Community Foundation, the Friends is a community group that continues to advocate for the renovation of the building, for retaining the historic, decorative elements and for returning the building to its' original use as a movie theater. The Friends build community support and awareness of the project through e-newsletters, this website at cerritotheater.org, and booths at public events such as El Cerrito's 4th of July celebration. In addition, the Friends provide to the community an avenue for contributing financial and in-kind support for the renovation project. The Friends have consistently advocated for several accessibility features to be included in the renovated theaters.

How can I help?

Join the Friends' mailing list to stay informed of new developments and further actions we need to take as a community. The Friends is an all- volunteer organization.

Make a contribution to support the restoration of the theater and its' historic elements. The City of El Cerrito is loaning critically important Redevelopment funds to the Cerrito restoration. These funds will be used to make the building structurally sound, add a second screen and purchase projectors and lights. The theater operator - Speakeasy Theaters - has also made a significant financial commitment. These generous contributions are not, however, sufficient to pay for all the costs of the theater renovation.

We must turn to the community for additional support in order to restore certain historic elements that make the Cerrito so special: the extraordinary murals, the art glass and, most important, the marquee. To be re-built in the style of the original, the marquee will welcome visitors to town and to the theater. The original marquee was a city landmark, and, thanks to contributions from the community, it will be again.

Donations are encouraged in any amount. Larger gifts (over $100) will be permanently recognized on plaques and sidewalk stars at the theater.

Why should the City use public funds to help a private business?

The costs of restoring the building are beyond what a private business could support.
Construction costs include restoration, bringing the building up to current building codes, and seismic retrofitting. The combination of these costs would make it impossible for most private businesses to restore the building and stay afloat. Many cities have financing programs to support the costs of seismic retrofitting and utility upgrades, in order to attract new businesses and retain existing ones. In many cases there is no other way to sustain a viable historic downtown.

The theater will help stimulate economic development along San Pablo Avenue.
The City of El Cerrito is committed to creating a beautiful and vibrant commercial area along San Pablo Avenue. As a regional destination, the Cerrito Theater will attract a whole new consumer base for local businesses. In particular, since the theater's business hours are mostly in the evening, other evening businesses such as restaurants will have an interest in locating in the area.

The city's financial support of the theater renovation does not increase taxes.
The Redevelopment Agency contribution to the theater is paid for by bonds, which are paid off as property values in the area increase, spurred on by the success of the theater. This process is known as Tax Increment Financing or TIF.

The theater will also be a community space.
A historic structure in the heart of El Cerrito's commercial district, the Cerrito will also be made available for a variety of community events.

A movie theater in El Cerrito has failed in the past. How can you guarantee that it will be a success this time?

There are never any guarantees that a business will succeed or fail. However, this theater is set up for success in many ways that past ones have not been. The Parkway Speakeasy Theater is a huge success story, thriving with a business model that no other theater in the area uses. Additionally, El Cerrito Plaza attracts customers from around the Bay Area with regional businesses such as Trader Joe's, Pier One, and Barnes and Noble. The theater can take advantage of the visibility created by these existing businesses to attract a wider customer base. El Cerrito has become more of a regional destination than ever before, and the theater will thrive in this new environment.

Where will people park?

The theater will operate primarily during evening hours, when surrounding businesses are closed. Local street traffic is lighter in the evening, and while neighboring lots may be unavailable, many street spaces will be available. Almost 3,000 people attended the Open House that was held at the theater several years ago from 4 - 8 p.m. and parking was not a problem.

In some cities, theaters have been able to partner with surrounding businesses for parking. This may or may not occur for the Cerrito, but will be an option over time as evening commerce increases in the area.

Additionally, many patrons of the theater will walk from BART or surrounding neighborhoods. In the east bay there are only a handful of theaters within walking distance of a BART station and this will be a major amenity for regional patrons.

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