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Improv plan could be a windfall

3 years ago by in ( Hotspots , News , Restaurants , Shopping , Uncategorized , Welcome to Brea , What's New! )
A huge opportunity was placed in the City Council’s lap. Now what will they do with it?

    At the May 5 City Council study session, Stu Schreiberg of the Improv Corporation and Dwight Manley, a major Brea Downtown property owner, gave a brief presentation of a proposed Brea Improv that has little resemblance to the present one on Brea Boulevard.

      The new Improv would move to the corner of Brea Boulevard and Birch Street, presently housing Old Navy. Manley Fanticola, owners of that property plan to spend more than $10million to tear down and replace that building with a 41,000-square foot, two-story Improv.

        “The Improv will invest heavily in the interior buildout,” said Manley via email.

          This new Improv would have a commanding and exciting exterior and feature large theater auditoriums on both floors, two fine dining restaurants and outdoor seating on both levels. Besides comedy, this Improv would feature live plays and musical productions. It would be, according to Schreiberg, an entertainment destination.

            He also said that Improv Corporation plans very soon to open five of these mega Improv theaters around the country in such places as San Francisco, Nashville, New York and Brea Downtown.

              It would put Brea on the SoCal entertainment destination map and add a new level of sophistication and excitement to the downtown.

                Quite a windfall for Brea, right? But the air could quickly blow out of that windfall if another parking structure is not built on the eastside of Brea Boulevard, behind the very vacant former Tower building. Without it, the Improv will go elsewhere. Their present lease ends in 2016.

                  This is a huge opportunity for Brea and it all hinges on securing a new parking structure. You can’t build an entertainment venue with theater seating for nearly 600 people plus the restaurants without adequate, convenient parking. Such a parking structure will benefit not only the property owners, but also all of us who will benefit from the tax dollars the Improv Entertainment Center brings to Brea, and it can’t hurt our own property values either.

                    Our city leaders made the right decision in the 1970s with the very successful Brea Mall that could easily been built in another city along 57 Freeway. Do we want to see the new Improv be built in Fullerton or elsewhere in Orange County, when it could be built in Brea? I sure don’t.

                      What I am sure of is if you missed the fourth annual “Celebration of Brea’s Sister Cities” at the Curtis Theatre at the Brea Civic Center on May 3, you missed an evening of outstanding entertainment.

                        Presented by the Brea Korea Sister City Association, it featured a wide variety of music and dance representing Korea, Japan, Mexico and the USA, including the terrific the Brea Olinda High School Jazz Band. Also terrific was the very talented Korean American Youth Performing Artists who did amazing drum dances. All of the other dancers and singers were also outstanding.

                          Proceeds from the celebration will help Brea students to travel to our sister city of Anseong, Korea.

                            Terri Daxon is a freelance writer and the owner of Daxon Marketing Communications. Contact her at daxoncomm@earthlink.net.
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"Thank you" for visiting Beautiful Brea Old & New (BBON). First & foremost, I am a proud mother & wife. I am also a well-rounded independent contractor. But you can call me an enthusiastic cheerleader, supporting wholeheartedly the City of Brea --a charming town with character & innovation, turning 100 years old in 2017!

  • Carolyn Campbell

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