Fentons Scooping, Er, Scoping Out Lafayette's Park Theatre for New Ice Cream Parlor
The Oakland-based ice creamery wants to set up shop in Lafayette, but a shortage of parking could stall the move.
A push to bring Fentons Creamery to Lafayette’s Park Theatre could freeze because there’s not enough parking nearby.
At its Monday night meeting, the Lafayette City Council will discuss meeting with developers to brainstorm fixes to the problem. That would mean finding about 50 additional parking spaces, said Steve Falk, Lafayette city manager.
When the Park Theatre and other Plaza Way properties were first constructed, parking was not an issue – but now, years down the road, there's a shortage of spaces.
City rules have made it nearly impossible to find a solution, wrote Greg Woehrle, developer and owner of the theatre, in a letter to Lafayette. And though he’s tried to purchase lots for parking over the past six years, his efforts have failed.
If the issue is not resolved, the famous Oakland restaurant will start looking for other locations, Woehrle wrote.
Previously, Lafayette beat out other cities – Orinda, Walnut Creek, Alamo and Danville – in the battle over Fentons.
There are several solutions for parking that could be on the table, Falk said.
Woehrle suggested lifting current parking rules, saying it seems the “only choice” that could seal the deal with Fentons.
Falk said that Lafayette could create a historic district for Plaza Way properties, which would lower the parking requirements in the area.
Other options would look into using other parking lots – one at the corner of First Street and Golden Gate Way, and a city-owned lot on Moraga Road.
A timeshare agreement with the Lafayette Library and Learning Center, where Fentons could use the parking lot during the evening, may also be up for discussion.
Sandy
12:32 pm on Friday, July 22, 2011
Bring it on!! We'd be all over that!
Lafayette Curmudgeon
2:26 pm on Friday, July 22, 2011
The Park Theater? Geeze, I was hoping they could put another high-traffic destination in between Diablo Foods and Trader Joe's. Just to make the parking lot more interesting. :)
I'd love to see it - especially if they used the marquee tower to its full advantage - but parking would be a trick. There is the often-under-used parking for the senior housing nestled across the street from Hamlin Cleaners, too, up the street from the nursery school. Never see it at night, but at day it's all but empty.
jeff
6:58 pm on Saturday, July 23, 2011
They add another burrito place. Another pizza place. And when we finally get something that is for the whole community, now they start worrying about parking spaces. The best part would be riding bikes with your family to go get ice cream. We would finally get what Lafayette needs.
Kenny
12:57 pm on Friday, July 22, 2011
As a former Dairy Queen franchisee (mercy, I don't miss that life), I'm all for helping out the ice cream folks.
Someday, I'll blog about the fast food rage incidents i witnessed at my stores - just let me say, though, drive thrus make people lose their mind. Crazy stuff happens in the drive thru....
DEAN TANTI
1:20 pm on Friday, July 22, 2011
How about Moraga!
Chris Nicholson
2:18 pm on Friday, July 22, 2011
Best. News. Ever!!!!
Nicholas
2:55 pm on Friday, July 22, 2011
How about heavily discounted ice cream for good looking guys who pedal up on bicycles - thereby alleviating the parking congestion in the area? Help a biker out so "cream a biker" takes on a positive new meaning.
Amy Chu
3:07 pm on Friday, July 22, 2011
How cool! I can see the flavor of the day on the marquis in front of the store. The kids will love it!
Chris Nicholson
3:15 pm on Friday, July 22, 2011
The Park Theater, which was open and operating as a theater until a few years ago, had a seating capacity of about 350. Where did they all park? Did those spots vanish? I'm confused.
Spencer
3:38 pm on Friday, July 22, 2011
Same here Chris. BTW, I'm all for creative retail development but wonder how Mr. Woehrle will convert a slope floor theater with a narrow entry into the flagship store on Piedmont Avenue that most people envision as Fenton's. I'd love to see them in Lafayette, but rather in the Celia's (former Cape Cod) building with expanded window treatment and already plenty of parking. A must stop for those coming off the reservoir rim trail.
Kenny
7:00 pm on Friday, July 22, 2011
Perhaps the lack of needed parking spaces is why the theatre closed? I'm sure there's a story to the theatre's closing, but I can't remember. Last time I saw a movie, the trick was to start the film in black white & then after a violent scene in which a villain was crushed to death by a falling house the movie switched to color. But the really odd part was when the heroine stole the dead villain's shoes. Granted she didn't need them anymore, but stealing the shoes of a dead woman does seem kinda cold.
Chris Nicholson
7:07 pm on Friday, July 22, 2011
You didn't see Dorothy (1939) as a first run movie at the Park Theater, but the Park did manage to stay open from 1941 to 2005 (presumable with the parking as it currently exists--- but perhaps not).
whoride
10:28 pm on Friday, July 22, 2011
there's a big lawn now where we used to park, and it's a park. Campana's parking lot was empty at night back in the day and there was parallel parking on Mt. Diablo directly in front of the theater, as well as the surface parking lot that is now covered with the new library...that's where people parked!
Chris Nicholson
6:16 pm on Saturday, July 23, 2011
I thought about the lawn/park. Did the cinema used to be called "Asphalt Theater?"
I know parking is a real issue, but I hope they find a way to make it work. We're big Fenton's fans in our family.
Michael Taylor
3:47 pm on Friday, July 22, 2011
Put them in the Moraga Barn. Then I could take care of two of my vices (alcohol and ice cream) in one stop.
Amanda
6:16 pm on Friday, July 22, 2011
Where's the "like" button for this one?
Carol Olmert
4:20 pm on Friday, July 22, 2011
Yes! Lafayette, make some room!
kevin
7:52 pm on Friday, July 22, 2011
I really like Spencer's idea about putting it into Celia's. Such a great space with plenty of parking for such a horrible restaurant. A change is needed there and Fenton's would be a great fit for our town.
LorraineS
8:34 pm on Friday, July 22, 2011
I find some of these comments so interesting. First Fenton's has made a decision (I am sure not lightly) to locate in Lafayette in the Park Theatre. To think that some magic "Patch" monopoly board players can move them to Celia's. They clearly are not interested in the Celia's building. Second, the people from Fenton's will figure out...with their money...how to make the building unique for their business. Third, Fenton's chose the site knowing there wasn't parking. If it doesn't work they will fail...the free enterprise system. Fourth, these archaic parking codes no longer apply suburban downtowns. Having less parking will actually make people walk around downtown. No one will die if they shop at Safeway or Whole Foods and walk two blocks to Fenton's. If you added up all the square feet of restaurants and shops on Piedmont Avenue in Oakland where Fenton's is located the parking by suburban standards is horrible. But guess what? All the buildings are full, all the restaurant seats are occupied, and the street has life. Parking is NOT the driving force...customers figure out how to deal.
Six years is long enough. Fenton's would be a terrific, fun asset to downtown. City...get out of the way.
Spencer
9:57 pm on Friday, July 22, 2011
Good comments on parking Lorraine. Lafayette has evolved into a vibrant downtown where people will park where they can and don't mind walking. Be careful though when you assume "Fenton's will figure out...with their money...how to make the building unique for their business". They aren't that stupid to convert a theater at their own cost; kitchen equipment, fixtures, furniture and decor yes, but the major conversion costs will be the Landlord's expense. And, the monopoly game is called retail repositioning. Celia's and Baja Fresh are both on the bubble, be patient and see what's next. Many others like Fenton's have their eyes on Lafayette.
Ed Jose
2:52 pm on Thursday, August 18, 2011
Gee whiz, Lorraine, you're swell!
LorraineS
10:07 pm on Friday, July 22, 2011
Spencer...maybe you apply to be Fenton's broker :-)
It's not retail repositioning for Fenton's. They know where they want to be. Downtown Lafayette is not a redevelopment zone...so using an archaic parking code to try and "reposition" Fenton's into a site that is more convenient to park but out of the center of Lafayette, is bad for downtown. Fenton's will go where they know they will be successful...not where the parking is convenient...or they wont come to Lafayette.
Valerie Sloven
10:49 pm on Friday, July 22, 2011
I live in Orinda but shop in Lafayette all the time. The traffic on Mt.Diablo, is a pain, and what is with those enormous trucks that frequently block the entrance to Trader Joe's! Apart from that, I can start at T.J's finish at Pete's with a couple stops in between and rarely have trouble parking.
Lisa Colhoun
6:37 am on Saturday, July 23, 2011
What about the spot closest to the reservoir that was called Fuze or Fuz? Big space, big parking lot. Problem solved, and the blight at that end of town reduced.
Lafayette Curmudgeon
9:19 am on Saturday, July 23, 2011
How many restaurants have failed in that space in the last ten years? Fenton's is a different animal, but that spot's cursed!
Dave Corkill
6:39 am on Saturday, July 23, 2011
Just ask downtowners what Lafayette was like when the Park Theatre was successfully attracting first run movies before the Century 14 in Walnut Creek opened. Fentons will never draw as many cars as the movie theatre could have. There should be no reason to reject Fentons on the basis of parking.
R.A.
9:29 am on Saturday, July 23, 2011
Yes... why not Moraga????
My Kids Dad
11:07 am on Saturday, July 23, 2011
WORK A DEAL WITH SENIOR LOT NEXT DOOR TO THEATER IT'S ALWAYS EMPTY, AND SHARE SPACE AT LIBRARY IF YOU COULD FIGURE OUT A WAY FOR MERCHANTS TO PAY SOMETHING FOR THE SPACES USED VS HUGE FEE FOR PARKING OFFSETS.
Jonathan Winchell
11:54 am on Saturday, July 23, 2011
If the Lafayette Park Theatre is going to be successful Greg Woehrle has to stop complaining about the parking because the real issue of the Lafayette Park Theatre its a Landmark and since it is from 1941 he doesn't want to entertain any offers in my opinion. Second thing is there has been discussion about having a Foreign & Art house films after the closing of the Lafayette Park Theatre in 2005 and Greg Woehrle declined because it was not in his best interest. That's my opinion but do your own homework.
My idea of the Lafayette Park Theatre is to be runned by the Lamorinda Theatre Management Group.
Lafayette Curmudgeon
8:32 pm on Saturday, July 23, 2011
Should the owner of the Park Theater operate in someone else's best interest and not his own? I hate to sound like a Randian, but come now!
Chris Nicholson
8:56 pm on Saturday, July 23, 2011
Is speaking in defense of free enterprise shameful? If so, perhaps change your profile pic. ;-) Wasn't Silent Cal a low taxes, small gov't, free market conservative?
c5
6:41 am on Monday, July 25, 2011
wow, i guess we should all have a say in what happens to greg's property?
Lafayette Curmudgeon
6:57 am on Monday, July 25, 2011
Coolidge is clearly the most underrated of Presidents. What an unending font of wisdom, that man. "If you see ten problems coming at you, wait. Nine of them will hit the gutter before they hit you."
Lafayette Curmudgeon
7:04 am on Monday, July 25, 2011
I just want a say in what happens to Mr. Winchell's property. Please let the public know when you mean to sell your house and we'll put it to a vote as to whether you should be allowed to sell and under what conditions.
Elaine Lind
2:51 pm on Saturday, July 23, 2011
I vote for Moraga - lots of parking at the Rheem Center, college town, what's not to like? Elaine
Spencer
4:12 pm on Saturday, July 23, 2011
"what's not to like?" well, from a retail standpoint, how about a small trade area at the end of the cul-de-sac for starters. Lafayette is far and away the best location for vibrant retailers interested in the Lamorinda demographics. It's pedestrian friendly, has main street feel, four major grocers, extensive depth of restaurants, apparel and lifestyle retailers, parking, with easy access from Hwy 24. All the amenities are there to honor shoppers with an enjoyable and pleasant experience.
Steve Snyder
6:18 pm on Saturday, July 23, 2011
Fenton's is perfect for that location. Fenton's of Lafayette will become a major "Family" destination! If you remember their menu, it is a family menu, and of course the Fenton's Ice Cream does dominate thoughts. Fenton's will be an excellent retail contrbution to the City of Lafayette and its tax revenue as other successful restaurants have already proven.
Not enough parking? Shame on you. You'll be the first to have a hamburger and either a banana split or hot fudge sunday. You'll then need excercise, so you can walk a quarter of a mile to the "new" Lafayette public parking lot on Moraga Road. This is not hard. If the lot is full, I would bet poeple will walk further just to go to Fenton's for the food.
The parking foes either need something to say so they can be noticed while they crow , or just hate ice cream. For the "not enough parking people," let me remind you that for more than fifteen years on the third weekend of September, Lafayette seems to find enough parking for about one hundred thousand people for The Lafayette Art and WIne Festival. This is a no brainer. I agree with Spencer. Welome Fenton's, you have my vote.
Ted Zeppelin
9:12 pm on Saturday, July 23, 2011
Somehow we always found a place to park when we went to the Park. If Lafayette gets in the way, I (selfishly) vote to put Fenton's in the Phair's building in Orinda.
Spencer
10:02 pm on Saturday, July 23, 2011
Better off staying in Lafayette; Save Orinda will get in the way and push for a referendum making Loard's the only ice cream store in town.
LorraineS
8:37 am on Sunday, July 24, 2011
Hate to repeat myself. City of Moraga, Lafayette, Orinda, and Patch, prognosticators, don't get to choose where Fenton's locates. Fenton's ownership has chosen to take a free enterprise business decision to locate in the Park Theatre. The question remains, is the City of Lafayette going to allow them to take the economic risk of locating in the Park Theatre by providing a parking variance? If not, THEY will decide to locate somewhere else.
I personally think it is the perfect use for the building. They will be incredibly successful, and well supported by the community. People will deal with the lack of perceived parking. If Fenton's is not allowed to locate here, there is a very good chance this Landmark building will be empty for many more years.
Collin Wong
8:17 pm on Sunday, July 24, 2011
I'll second the Phair's location!
Lafayette Curmudgeon
7:02 am on Monday, July 25, 2011
@Spencer - you have it exactly right. There's an element in Orinda that believes the town should be encased in amber to be preserved for all time.
c5
6:45 am on Monday, July 25, 2011
i am really excited to hear that fenton's is looking at lafayette for a location. if it comes to pass it could have a huge impact on the entire downtown area...and a positive one. i think the town should almost bend over backwards to find a way to make the parking situation work, and clearly if there are arcane parking rules that are a hindrance, the town should consider waiving them in this instance for the good of the town. as for other suggested locations mentioned, that is really up to fenton's, and i am glad they are hoping to be able to get a deal done in lafayette. now it is time for our town leaders to get something done, it is one of the more signature development transactions this town is likely to ever see. failure to find a workable solution would be a major disappointment in terms of our leadership imo..
Tina Chambers
7:08 am on Monday, July 25, 2011
Love the idea - and if Lafayette doesn't work out, obviously we have plenty of space in Moraga, unfortunately.
Spencer
9:18 am on Monday, July 25, 2011
Sorry Tina, if it doesn't work for Fenton's in Lafayette they will not be in Lamorinda at all. The "plenty of space" you refer to in Moraga should be evaluated for redevelopment to mixed use or other alternatives. There are other ways to deal with large amounts of vacancy beside just filling space.
Love Lafayette
5:18 pm on Wednesday, August 24, 2011
I am like most people; Fentons would be a good addition to the community. I have been going to Fentons for over 40 years. Parking has to be addressed; I could only imagine the grid lock at Whole Foods, if they had not purchased the lot on the corner near the freeway for their employees. Whole Foods will benefit monetarily from parking lot that is not always packed. Everyone has a right to do what they want with their property as long as they meet certain zoning requirements and parking requirements. Fentons in Berkeley impacts surrounding neighborhoods with overflow parking in front of homes on side streets, if this is what you want I assume you do not live near downtown. Assume a neighbor wants to build an apartment complex next to you with no parking because he wants to earn a greater return. He says he can find parking on the street and maybe sometimes in your driveway when his tenants cannot find any other place to park. I am going to assume that since Whole Foods found a solution, I am sure Fentons and the property owner will find one as well. That is why owners that do not have parking are asked to contribute to a fund for each parking space that is deficient in order to purchase property for parking lots and/or build a parking structure.