New hopes for old cinema site

Yuba City – it's the place to live, work and play – or at least city officials hope developers will see it that way.

That marketing approach aims to attract potential developers to the site of the old Feather River Mills business at Bridge and Shasta streets. The city plans to mail out brochures, along with requirements for qualifications and proposal requests, in the next several weeks.

If all goes smoothly, construction could begin in as little as two years, said Community Development Director Aaron Busch. It could also depend on the economy.

The marketing package touts a diverse population, culture and geographic environment among Yuba City's benefits. The Sutter Buttes, Plumas Street and the area's reputation as the "Heart of the Rice Bowl" and "Plum Capital of the World" also are included.

"We have a small-town atmosphere while still metropolitan," said Mayor Leslie McBride. "I think we are just a hidden jewel that needs someone out there promoting us."

Yuba City offers affordability, a strong available workforce and access to a variety of recreational activities, she said.

"We have people here who are driving to Sacramento to work," she said. "Why not offer them something here?"

The Feather River Mills site has been a hot topic of conversation ever since plans for developing the 6.6-acre property on the southeast corner into a multiplex cinema fell through in 2007. At a discussion last summer, city officials agreed they would like to see some form of mixed use, whether residential, commercial, developed in the prime downtown spot.

Retail buildings could one day sit at ground level, with apartments and offices rising up above them. Or shops might sit along the frontage streets with a separate housing area behind them.

As an entryway to the city from the Fifth Street bridge and located near Plumas Street and a concentration of medical offices, it is crucial to find the right use, Busch said.

"The housing component is important because we are trying to make sure we have activity in the downtown area 24/7," Busch said.

Residents have voiced a lot of interest in big-box stores and restaurants, as well as recreational opportunities such as an ice rink, but what businesses will call the site home will likely be determined further along in the process, Busch said. Most developers will probably not present proposals with specific tenants in mind.

McBride is excited about moving forward with the site, which is a significant component to finishing downtown redevelopment.

"I'd like to see mixed use," she said. "It's challenge in our community because mixed use really hasn't taken hold, but maybe now is the time."

A grocery or convenience market would be a nice addition, McBride said.

Yuba City was stuck with the $2.2 million parcel of land it had purchased when the cinema project went no further than a development agreement.

The site first became available after the old Feather River Mills was badly damaged in a fire and later demolished. Other neighboring businesses also relocated.

The multi-screen cinema project slated to fill the space in a partnership with Yuba City stalled after Roxy Yuba City Partners, of Santa Rosa, said it needed more money to build the project. It later filed a lawsuit against the city when the City Council approved Cinemark's competing Movies 12 project.

The lawsuit eventually settled and Roxy released all claims it had on the property.

Officials since have been taking their time to find the right fit for the area, McBride said.

"I don't want to do a project just for the sake of filling in the dirt," McBride said. "It's a signature piece so it deserves a signature product."

Most projects start with a request for proposals, but in this case, the city first is seeking requests for qualifications to make sure interested parties have all the pieces — financing, engineering, construction, etc. — for a solid project.

The city will then invite a select group to send proposals.

The marketing project should cost $12,500, Busch said. But once it is completed, the foundation can be used again for other projects.

"It can be morphed to be anything we need it to be," McBride said.

And by showcasing Yuba City's strengths in addition to the site details, developers not drawn to the Feather River Mills site might envision the area for other projects, Busch said.

"This project will be a catalyst for other downtown redevelopment," Busch said.

Contact Appeal-Democrat reporter Ashley Gebb at 749-4724 or agebb@appealdemocrat.com.