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<br />$-/ <br /> <br />REPORT <br /> <br />To the Honorable Mayor and City Council <br />From the Ci Mana er <br /> <br />July 11 , 2005 <br /> <br />Subject <br />Middlefield Road name change to Theatre Way <br /> <br />Recommendation <br />Approve Alternative 2 below for new "Theatre Way" signage on Middlefield Road <br />between Veterans Boulevard and Winslow Street. <br /> <br />Background <br />The Retail/Cinema project now under construction at the intersection of Middlefield <br />Road and Broadway in downtown is an important element in the revitalization of <br />downtown. The key to the feasibility of that project was the attraction of a financially <br />successful and stable cinema operator. The presence of a cinema then attracts other <br />retail and restaur.ant tenants to the project and makes the project financially feasible. <br />After extensive discussions, the developer was able to attract Century Theaters, one of <br />the top cinema operators in the Bay Area. <br /> <br />One issue in attracting Century Theaters was the adequacy of the downtown parking <br />supply to serve the parking needs of both the project and other downtown businesses. <br />To respond to this need, the City1 agreed to construct a public parking garage with <br />approximately 600 new public parking spaces under the Retail/Cinema project and to <br />make additional public parking spaces available on the City owned parking lot between <br />Middlefield Road and the Caltrain railroad tracks as well as the Marshall Street Garage. <br /> <br />When the Retail/Cinema project opens, the peak parking demand downtown will be on <br />nights and weekends and Century wanted additional public parking to be provided on <br />nights and weekends. Rather than meeting that request with an additional expensive <br />new parking garage, the City contracted with the County of San Mateo for some <br />weekday night and weekend public parking use of approximately 800 spaces in the <br />County garage on Middlefield Road two blocks north of the Retail/Cinema. <br /> <br />There was some concern that the County Garage was not within a comfortable walking <br />distance of the...project/èity core and that it would not be used by patrons of downtown <br />businesses. To make the County Garage attractive for use by downtown visitors, the <br />City agreed to explore two possible enhancements: <br /> <br />1 The tenD "City" also includes the City's Redevelopment Agency. <br /> <br />REDEVSHARED _2005 STAFF REPORTS_07-2005_StaffReport-Theatre Way Street Rename <br /> <br />1 <br />