Encore performances

Tracy, Calif., a 74,000-resident town located 60 miles east of San Francisco, is a suburban community experiencing rapid commercial growth. However, in the midst of the city’s growth, officials wanted to retain Tracy’s “heart of downtown” feel and be a place that was known for more than shopping malls and strip centers. The city decided to revamp its downtown corridor to retain businesses, attract new ones and foster arts and cultural programs.

In the 1990s, in their efforts to expand and revitalize the downtown area, Tracy officials, looking to seize commercial opportunities, constructed a major shopping mall in the area. Downtown parking improvements were made and streetscapes were newly designed. Strip centers also were built. “We were making sure that our downtown became everything everybody wanted it to be,” says Ellen Gripp, manager of Tracy’s redevelopment agency. “Downtown shopping and downtown are still the heart of [a] community.”

But, as growth continued, officials wanted the area, which dates back to 1878, to retain its essence. “As the town grew, we got strip centers and then a mall, and that sort of left downtown fighting and struggling to find out what its niche was going to be,” Gripp says.

City officials realized what was missing downtown: arts and culture. “If you wanted to see a play, go to a museum or do an art event, you pretty much had to leave town,” Gripp says. “And, as we were pulling the commercial [development] back into town so you didn’t have to leave, we felt a strong need as a city to bring back the cultural stuff so you didn’t have to leave town for that.”

On a half block between 7th and 8th streets, a former vaudeville theater, which at one time also housed a movie theater, no longer attracted once-thriving crowds, and, eventually closed in 1977. The 1920s-era facility became a storage space, remaining that way for the next 20 years. Located on the same property as the theater were apartments, two hotels and the city’s original firehouse, Fire Station Number 1, which still houses haylofts from its run during horse and carriage days. Officials identified re-establishing the old theater as a way to keep residents in town for cultural activities. “What we wanted was a home for cultural arts for our own locality,” Gripp says.

In 2002, the city purchased the property and began working on the $12.2 million restoration in 2005. In September 2007, the new Grande Theatre Center for the Arts opened its doors. The once-barren facility, which still included its original proscenium, ceilings, cornices and balcony, now houses a 560-seat theater and a 120-seat studio theater. Space for music, dance and art instruction also make up the restored facility. An art gallery is located in space once occupied by streetfront stores. The theater’s landmark Art Deco marquee also was restored. During its opening weekend, officials scheduled a special viewing of “Gone With the Wind.” The 25 cent charge, reminiscent of the newly restored building’s heyday, included popcorn and soda.

The new theater hosts events each week featuring local, regional and national groups performing dance, jazz and musical comedies. Local and regional artists also display their work in the theater’s art gallery.

Businesses now are working to accommodate residents who are returning to take part in the city’s revitalized cultural events. “Everybody’s in the process of trying to reinvent themselves for a more active, dynamic nighttime venue for our downtown,” Gripp says.

City officials are confident that their downtown revitalization efforts will continue to attract residents to the activities and resources that are available in their own community. “Luckily, people had the vision to say, ‘This can be great,’” Gripp says.