Use Permit-Camera7-2002 CITY oF CAMPBELL
Community Development Department - Current Planning
June 4, 2003
Mr. James Zuur
Camera Cinemas
P.O. Box 720728
San Jose, CA95172
Re:
Roof Screen Deposit Release
1875 S. Bascom Avenue
Camera 7 Cinemas
Dear Mr. Zuur:
The City of Campbell records indicate that a cash deposit of $10,000.00 was provided on
July 25, 2002 to secure that roof screening would be provided for the new Camera 7
Cinemas roof mounted equipment. A site visit revealed that this roof screening has been
installed and the City of Campbell wishes to return the deposit.
If you should have any questions, please contact me at (408) 866-2140 or via email at
stephaniew @ cityofcampbell.com.
Sincerely,
Stephanie Willsey
Planner I
70 North First Street - Campbell, California 95OO8-1436 . TEL 408.866.2140 · FAX 408.866.8381 . TDD 408.866.2790
Equity Ol l ice
THE PRUNEYARD
July 24, 2002
City of Campbell
Planning Department
70 North First Street
Campbell, CA 95008
RE: Camera 7 Cinemas
Roof Screen
Gentlemen:
It is Equity Office Properties and Camera 7 Cinemas understanding that the roof screen
installation for the tenant improvements of the new theatre is a condition of their building
permit and still needs to be completed. Camera 7 Cinemas is in the processing of
contracting for that work and understands that the installation needs to be completed
within 60 days from the date of the theatre opening. Camera 7 Cinemas is providing the
City with a cash deposit to show their commitment that this work will be done. Equity
Office Properties as the building owner will work with Camera 7 Cinemas and the City to
make sure this work is completed.
Sincerely,
EOP - Pruneyard, L.L.C.
~ill Bal~i~ Collins
General Manager
Camera 7 Cinemas
Equity Office Properties Trust
1999 South Bascom Avenue, Suite 200 · Campbell, CA 95008 · Phone: 408.371.3831 · l;'ax: 408,271.3831 · http://~cw equit¥off ce corn
CITY OF CAMPBELL
Community Development Department - Current Planning
May 6, 2002
Mr. Robert Sylvia
Alcoholic Beverages Control Department
100 Paseo De San Antonio #119
San Jose, CA 95113
Dear Mr. Sylvia:
The City of Campbell Planning Commission approved a Conditional Use Permit on April
23, 2002 to allow on-sale beer and wine sales for the Camera Cinemas at the PruneYard.
The City's concern is that the beer and wine consumption would be allowed in the movie
theater areas and pose a problem due to a lack of control and possible consumption by
under-age patrons. The City requests that the beer and wine consumption be restricted to
only the cafe and lobby areas and that this provision be reflected on the ABC license.
If you have any questions, please do not hesitate to contact me at (408) 866-2143 or via
email at stephaniew @ci.campbell.ca.us.
Sincerely,
Stephanie Willsey
Project Planner
cc: Geoff Bradley, Senior Planner
70 North First Street - Campbell, California 95008-1436 · TEL 408.866.2140 · F^X 408.866.838 ! · T~D 408.866.2790
CITY oF CAMPBELL
Community Development Department - Current Planning
April 25, 2002
James Zuur
Camera Cinemas at the PruneYard
P.O. Box 720728
San Jose, CA 95172-0728
Re: PLN2002-26 - 1875 S. Bascom Avenue -Use Permit - Camera Cinemas
Dear Applicant:
Please be advised that at its meeting of April 23, 2002, the Planning Commission adopted
Resolution No. 3425 granting a Conditional Use Permit (PLN2002-26) to allow the re-
establishment of a movie theater in an existing theater tenant space, on sale beer and wine sales,
late night operations and outdoor seating on the above-referenced property.
This approval is effective in ten calendar days, unless appealed in writing to the City Clerk.
California Code of Civil Procedure, Section 1094.6, governs the time within which judicial
review of this decision must be sought.
If you have any questions, please do not hesitate to contact me at (408) 866-2140.
Sincerely,
Stephanie Willsey
Planner I
CC:
Equity Office Properties (Property Owners)
Attn. Bruce Burkard
1740 Technology Drive, #150
San Jose, CA 95110
Frank Mills, Building Department
Harold Housley, Public Works
Chris Veargason, County Fire
RESOLUTION NO. 3425
BEING A RESOLUTION OF THE PLANNING COMMISSION OF
THE CITY OF CAMPBELL APPROVING A CONDITIONAL USE
PERMIT (PLN2002-26) TO ALLOW THE RE-ESTABLISHMENT
OF A MOVIE THEATER IN AN EXISTING THEATER TENANT
SPACE, ON SALE BEER AND WINE SALES, LATE NIGHT
OPERATIONS AND OUTDOOR SEATING ON PROPERTY
OWNED BY EQUITY OFFICE PROPERTIES-PRUNEYARD, LLC,
AT 1875 S. BASCOM AVENUE IN A C-2-S (GENERAL
COMMERCIAL) ZONING DISTRICT. APPLICATION OF MR. JIM
ZUUR, ON BEHALF OF CAMERA CINEMAS AT THE
PRUNEYARD, LP. FILE NO. PLN2002-26.
After notification and public hearing, as specified by law, and after presentation by the
Community Development Director, proponents and opponents, the hearing was closed.
After due consideration of all evidence presented, the Planning Commission did find as follows
with respect to application PLN2002-26:
o
The proposed re-establishment of a movie theater in an existing theater tenant space, on-sale
beer and wine sales, late night operations, and outdoor seating is consistent with the General
Commercial land use designation of the General Plan and the C-2-S (General Commercial)
Zoning District.
The existing 3,892 shared parking spaces for the entire PruneYard provides adequate parking
to serve the proposed establishment of the Camera Cinemas at the PruneYard.
All proposed uses are compatible within the site and with adjacent land uses.
The establishment of on-sale beer and wine sales will not result in an over concentration of
such uses in the area.
The establishment of on-sale beer and wine sales will not create a nuisance due to noise,
litter, vandalism, traffic, or other factors.
The establishment of on-sale beer and wine sales will not significantly disturb the peace and
enjoyment of any nearby residential neighborhoods.
The establishment of on-sale beer and wine sales will not significantly increase the demand
on city services.
The Police Department has not expressed a concern with the proposed project.
The extended hours of operation until 2 a.m. will not cause a nuisance relative to noise and
traffic.
Planning Commission Res ~tion No. 3425
PLN2002-26 - 1875 S. Bascom Avenue
Conditional Use Permit - Camera Cinemas at the PruneYard
Page 2
10. The project qualifies as a Categorically Exempt project per Section 15301, Class 1 (Existing
Facilities) of the California Environmental Quality Act (CEQA).
Based upon the foregoing findings of fact, the Planning Commission further finds and concludes
that:
1. The proposed project is consistent with the General Plan and Zoning Ordinance.
The establishment, maintenance, or operation of the use will not be detrimental to the public
health, safety, peace, morals, comfort or general welfare of persons residing or working in
the neighborhood of such proposed use, or be detrimental or injurious to property and
improvements in the neighborhood or to the general welfare of the City.
o
o
The proposed commercial uses are compatible with the uses in the area.
The subject site is adequate in size and shape to accommodate the yards, walls, fences,
parking and loading facilities, landscaping, and other development features required in order
to integrate said use with uses in the surrounding area.
The subject site is adequately served by streets of sufficient capacity to carry the kind and
quantity of traffic such use would generate.
6. The proposed project will aid in the enhancement and the harmonious development of the
immediate area.
No substantial evidence has been presented which shows that the project, as currently
presented and subject to the required Conditions of Approval, will have a significant adverse
impact on the environment.
8. There is a reasonable relationship and a rough proportionality between the Conditions of
Approval and the impacts of the project.
NOW, THEREFORE, BE IT RESOLVED that the Planning Commission approves a Conditional
Use Permit (PLN2002-26) to allow the re-establishment of a movie theater (Camera Cinemas at
the PruneYard) in an existing theater tenant space, on sale beer and wine sales, late night
operations and outdoor seating, on property owned by Equity Office Properties-PruneYard, LLC,
at 1875 S. Bascom Avenue, subject to the following conditions:
Where approval by the Director of Community Development, City Engineer, Public Works
Director, City Attorney or Fire Department is required, that review shall be for compliance with
all applicable conditions of approval, adopted policies and guidelines, ordinances, laws and
Planning Commission Res, ~tion No. 3425
PLN2002-26 - 1875 S. Bascom Avenue
Conditional Use Permit - Camera Cinemas at the PruneYard
Page 3
regulations and accepted engineering practices for the item under review. Additionally, the
applicant is hereby notified that he/she is required to comply with all applicable Codes or
Ordinances of the City of Campbell and the State of California that pertain to this development
and are not herein specified.
COMMUNITY DEVELOPMENT DEPARTMENT
Planning Division
Approved Project: Approval is granted for a Conditional Use Permit (PLN2002-26) to allow
for the re-establishment of a movie theater in an existing theater tenant space, on-sale beer
and wine sales, late night operations, and outdoor seating at 1875 South Bascom Avenue.
The project shall substantially conform to the project exhibits listed below, except as may be
modified by the Conditions of Approval contained herein.
a. Project plans prepared by The Henry Architects, Inc. and received by the Planning
Division on March 20, 2002, including a site plan, floor plans, and elevations.
Approval Expiration: The Conditional Use Permit approval shall be valid for one year from
the date of final approval. Within this one-year period either (1) a building permit must be
obtained, and construction completed one year thereafter; or (2) the use must be established
on the property (if no building permit is required). Failure to complete (1) or (2) above will
result in the Conditional Use Permit being void.
Revocation of Permit: Operation of the use in violation of the Conditional Use Permit or any
standards, codes, or ordinances of the City of Campbell shall be grounds for consideration of
revocation of the Conditional Use Permit by the Planning Commission.
Liquor License: The applicant shall obtain a license from the State Department of Alcoholic
Beverage Control prior to the sale of alcoholic beverages.
Mechanical Equipment: No new roof-mounted and/or ground level mechanical equipment,
i.e. air conditioning units, shall be located on or adjacent to the building without providing
screening of the mechanical equipment from public view. The applicant shall submit details
regarding the location and screening material for the mechanical equipment to the Planning
Division for review and approval by the Community Development Director prior to the
issuance of a building permit for such equipment.
Noise:
ao
Noise Standard: Any noises, sounds and/or voices, including but not limited to amplified
sounds, loud speakers, sounds from audio sound systems, music, and/or public address
system, generated by uses from the theater (including the outdoor seating area) shall not
be audible to a person of normal hearing capacity from any residential property.
Planning Commission Res~ don No. 3425
PLN2002-26 - 1875 S. Bascom Avenue
Conditional Use Permit - Camera Cinemas at the PruneYard
Page 4
Noise Management: In the event complaints are received by the City regarding noise, the
Community Development Director, upon confirmation that the noises are generated by
uses from the theater (including the outdoor seating area), the Community Development
Director may immediately modify the hours of operation and/or limit the extended hours
of operation, subject to the project being brought back to the Planning Commission for
review.
c. Exterior Speakers: No audio sound system, music, public address system, and/or speakers
in the outdoor seating area shall be used after 9:00 p.m.
7. Hours of Operation: The operational hours shall be limited to 6 a.m. to 2 a.m. daily.
o
Sign Permit: No signage is permitted as part of the development application approved herein.
New signage shall not be installed prior to approval of a sign permit as required by Chapter
21.53 of the Campbell Municipal Code.
o
Building Elevations, Details, and Colors: The applicant shall submit detailed building
elevations depicting architectural details and exterior materials and colors of the new ticket
booth. The elevations shall be reviewed and approved by the Community Development
Director prior to the issuance of a building permit.
10. On-Site Lighting: Any proposed on-site lighting shall be shielded away from adjacent
properties and directed on site. The design and type of lighting fixtures and lighting intensity
of any exterior lighting shall be reviewed and approved by the Community Development
Director, prior to issuance of a building permit. Lighting fixtures shall be of a decorative
design to be compatible with the development and shall incorporate energy saving features.
Building Division
11. Permits Required: A building permit application shall be required for the proposed structure. The
building permit shall include Electrical/Plumbing/Mechanical fees when such work is part of the
permit. The scope of this permit application shall include all proposed work that is not currently
covered under building permit: BLD2002-00158.
12. Construction Plans: The Conditions of Approval shall be stated in full on the cover sheet of
construction plans submitted for building permit.
13. Size of Plans: The minimum size of construction plans submitted for building permits shall
be 24 inches by 36 inches.
14. Plan Preparation: This project requires plans prepared under the direction and oversight of a
California Licensed Engineer or Architect. Plans submitted for building permits shall be
"wet stamped" and signed by the qualifying professional person.
Planning Commission Rest ion No. 3425
PLN2002-26- 1875 S. Bascom Avenue
Conditional Use Permit - Camera Cinemas at the PruneYard
Page 5
15. Site Plan: Application for building permit shall include an accurate site plan that identifies
property lines and proposed structures with dimensions and elevations as appropriate. The
site plan shall also include site drainage details. The site address and parcel number shall be
clearly called out. Site parking and path of travel to public sidewalks shall be detailed.
16. Title 24 Energy Compliance: California Title 24 Energy Standards Compliance forms shall
be blue-lined on the construction plans. Compliance with the Standards shall be
demonstrated for conditioning of the building envelope and lighting of the building.
17. Special Inspections: When a special inspection is required by U.B.C. Section 1701, the
architect or engineer of record shall prepare an inspection program that shall be submitted to
the Building Official for approval prior to issuance of the building permits, in accordance
with U.B.C Section 106.3.5. Please obtain City of Campbell, Special Inspection forms from
the Building Inspection Division Counter.
18. Non-Point Source Pollution Control: The City of Campbell, standard Santa Clara Valley
Non-point Source Pollution Control Program specification sheet shall be part of plan
submittal. The specification sheet (size 24 inches by 36 inches) is available at the Building
Division service counter.
19. Title 24 Accessibility - Commercial: On site general path of travel shall comply with the
latest California Title 24 Accessibility Standards. Work shall include but not be limited to
accessibility to building entrances from parking facilities and sidewalks.
20. Title 24 Accessibility - Commercial: Projects seeking to use the Title 24 Hardship exemption
clause shall blue-line completed, City of Campbell "20%" exemption form on submitted
construction plans. Form is available at Building Division service counter.
21. Approvals Required: The project requires the following agency approvals prior to issuance of
the building permit:
a. West Valley Sanitation District
b. Santa Clara County Fire Department
c. Santa Clara County Department of Environmental Health
FIRE DEPARTMENT
22. Limitation of Review: The applicant and their representatives are to comply with provisions
outlined in the building permit application plan check# 02-0411 issued by this department on
3/11/02.
Planning Commission Res, don No. 3425
PLN2002-26- 1875 S. Bascom Avenue
Conditional Use Permit - Camera Cinemas at the PruneYard
Page 6
PASSED AND ADOPTED this 23rd day of April, 2002, by the following roll call vote:
AYES: Commissioners: Alderete, Doorley,
and Leonard
NOES: Commissioners: None
ABSENT: Commissioners: None
ABSTAIN: Commissioners: None
Francois, Gibbons,
I-hmandez, Jones
APPROVED:
Tom Francois, Chair
ATTEST:
Sharon Fierro, Secretary
CAMPBELL
PLN2002-26
Zuur, J.
ITEM NO. 3
STAFF REPORT - PLANNING COMMISSION MEETING OF
APRIL 23, 2002
Public Hearing to consider the application of Mr. James Zuur, on behalf of
Camera Cinemas at the PruneYard, L.P., for consideration of a Conditional
Use Permit (PLN2002-26) to allow the re-establishment of a movie theater
in an existing theater tenant space, on-sale beer and wine sales, late night
operations, and outdoor seating, on property owned by Equity Office
Properties-PruneYard, L.L.C., at 1875 South Bascom Avenue in a C-2-S
(General Commercial) Zoning District.
STAFF RECOMMENDATION
That the Planning Commission take the following action:
Adopt a Resolution, incorporating the attached findings, approving a Conditional Use Permit to
allow the re-establishment of a movie theater in an existing theater tenant space, on-sale beer and
wine sales, late night operations, and outdoor seating, subject to the attached Conditions of
Approval.
ENVIRONMENTAL DETERMINATION
This project is categorically exempt under Section 15301, Class 1 of the California
Environmental Quality Act (CEQA) pertaining to minor alterations to existing private structures;
therefore, no environmental action is required.
PROJECT DATA
Gross Lot Area:
Net Lot Area:
29.6 acres
27.2 acres
Total Site Utilization:
Building Coverage:
Landscaping Coverage:
Paving Coverage:
37%
15%
48%
Tenant Space:
20,800 square feet
Parking:
3,892 spaces (shared parking for the entire PruneYard)
Surrounding Uses:
North:
South:
East:
West:
Multiple-Family Residential
Commercial
Commercial
Highway 17
Staff Report - Planning Commission Meeting of April 23, 2002
PLN2002-26 -- 1875 South Bascom Avenue - Camera Cinemas at the PruneYard
Page 2 of 5
DISCUSSION
Applicant's Proposal: The applicant is requesting approval of a Conditional Use Permit to allow
the re-establishment of a movie theater in an existing theater tenant space and on-sale beer and
wine sales, late night operations, and outdoor seating in conjunction with the theater use. The
tenant space is located within the PruneYard Shopping Center adjacent to Boswells and Hobee's
Restaurant.
Background: The PruneYard Shopping Center is situated on 27.2 acres on the northwest comer
of South Bascom Avenue and East Campbell Avenue. The overall master site plan was
approved in 1968 and it was decided that due to the magnitude of the proposed development, the
site should be developed in phases with each phase of development receiving Site and
Architectural Review by the Planning Commission. The movie theater was completed as part of
Phase I in the early 1970's, which also included a portion of the retail stores.
ANALYSIS
General Plan Designation: The General Plan land use designation for the project site is General
Commercial. The proposed uses within an existing building are consistent with this land use
designation.
The proposed project complies with the following General Plan policies and strategies:
Policy LUT-5.1: Neighborhood Integrity: Recognize that the City is composed of
residential, industrial, and commercial neighborhoods, each with its own individual
character; and allow change consistent with reinforcing positive neighborhood
values, while protecting the integrity of the City's neighborhoods.
Policy LUT-5.3: Variety of Commercial and Office Uses: Maintain a variety of
attractive and convenient commercial and office uses that provide needed goods,
services, and entertainment.
Policy LUT-9.3: Design and Planning Compatibility: Promote high quality, creative
design and site planning that is compatible with surrounding development, public
spaces, and natural resources.
Strategy LUT-10.1c: Outdoor Common Areas: Encourage well-designed and
landscaped outdoor common areas for eating, relaxing, or recreation for new
projects, and if feasible, when buildings are remodeled or expanded. When
possible, the common outdoor areas should adjoin natural features.
Policy LUT-11.2: Services Within Walking Distance: Encourage neighborhood
services within walking distance of residential uses.
Zoning Designation: The zoning designation for the project site is C-2-S (General Commercial).
The C-2-S Zoning District allows for a theater, on-sale beer and wine sales, late night operations,
Staff Report - Planning Commission Meeting of April 23, 2002
PLN2002-26 -- 1875 South Bascom Avenue - Camera Cinemas at the PruneYard
Page 3 of 5
and outdoor seating with approval of a Conditional Use Permit. The proposed project will be
consistent with the Zoning Ordinance with approval of a Conditional Use Permit.
Theater Use: The subject space has continuously been used as a theater since it was first
constructed in the early 1970's until the United Artists Theaters vacated the site in approximately
1996. The C-2-S Zoning District currently allows theaters subject to approval of a Conditional
Use Permit but when the theater was originally developed, theaters did not require approval of a
Conditional Use Permit.
Pursuant to Section 21.66.020 (Continuation and Change of Use) of the Campbell Municipal
Code, the non-conforming use of a building or structure, lawfully established prior to the
enactment of re-zoning, reclassification, or change of regulations, may be continued until such
time as the nonconforming use has been abandoned or discontinued for a continuous period of
one year. Once the continuous period of one year has lapsed, the use shall not be re-established
until the use comes into compliance with the current requirements for the district in which it is
located. Therefore, the re-establishment of the movie theater requires approval of a Conditional
Use Permit.
The proposed Camera Cinemas at the PruneYard would upgrade and improve the existing theater
space with a state-of-the-art first run venue with seven stadium seating, curved screen, Dolby
Digital auditoriums and an indoor concessions stand and caf6 to serve movie patrons. Four of
the screens would feature first-run commercial Hollywood films and three screens would feature
first run specialized, independent, or art films.
The proposed seat count for the new Camera Cinemas is less than what previously existed. The
previous theater had a seat count of 1,565 seats and the proposed seat count is 1,054 fixed seats
and 28 handicapped spaces, which results in a net loss of 483 seats.
Late Night Operations: Commercial uses which operate beyond 11:00 p.m. are required to
receive approval of a Conditional Use Permit. The applicant has indicated that the theater will
normally operate from 10 a.m. until midnight but is requesting that the permit allow the hours of
operation to extend until 2 a.m. to accommodate some late night shows.
Staff finds the requested extended hours of operation until 2 a.m. is customary to a movie theater
use. Furthermore, due to the location of the theater within an existing commercial shopping
center and the distance of the theater from residential uses, staff does not anticipate that the
theater will create a nuisance relative to noise and traffic. Staff has no evidence that the former
United Artist Theaters at this location, which operated in a similar manner as the proposed
theater, created a nuisance relative to noise and traffic.
A Condition of Approval has been added that allows for review of the Conditional Use Permit by
the Planning Commission if verified complaints are received. If staff is unable to immediately
resolve the matter with the business owner/operator, the Community Development Director may
immediately modify the hours of operation and/or limit the extended hours of operation, subject
to the project being brought back to the Planning Commission for review.
Staff Report - Planning Commission Meeting of April 23, 2002
PLN2002-26 -- 1875 South Bascom Avenue - Camera Cinemas at the PruneYard
Page 4 of 5
Alcohol Sales: Any business which offers for sale any product containing alcohol for human
consumption, either on or off the premises, and for which a license or permit is required by the
State Department of Alcoholic Beverage Control is required to obtain a Conditional Use Permit.
Issues for review by the Planning Commission include the compatibility of the proposed use with
the surrounding neighborhood, the potential over concentration of similar liquor establishments,
and the operational characteristics of the requested use. The proposed on-sale beer and wine
sales would be for consumption on site and would not be available to take off site.
Staff finds that the proposed beer and wine sales is incidental to the theater operation and is
compatible with the surrounding uses and properties. Therefore, staff is supportive of the
applicant's request to provide on-sale beer and wine sales.
Outdoor Seating: The proposed outdoor seating area would be located in an existing plaza in
front of the theater and would accommodate 14 seats. The outdoor seating would be incidental
to the indoor seating area.
Staff finds that the outdoor seating area is a compatible use with the proposed theater use and
would not interrupt the flow of pedestrian sidewalk traffic. The incorporation of pedestrian
amenities such as plazas with outdoor seating for eating, relaxing, or recreation are encouraged
as a way to facilitate outdoor activities and create a sense of public space.
Exterior Building Design: The existing front faqade of the tenant space is Spanish style with
slump stone arched arcades and a tile roof with exposed painted timber rafters. No exterior
modifications to the tenant space are proposed with the exception of a new exterior ticket booth.
The existing ticket booth is located within the building and a new exterior ticket booth is
proposed in front of the tenant space to allow for a remodeled interior floor plan. The proposed
exterior ticket booth would not extend beyond the existing arched arcades of the building and
would match the existing front faqade in terms of architectural style, building materials, and
colors.
The elevations depict that the proposed ticket booth would have a stucco exterior with a slump
stone base and arched ticket windows. The ticket booth would be painted to match the existing
exterior color of the building and the new ticket windows would match the existing windows of
the building.
Staff finds that the proposed architectural design of the new ticket booth is compatible with the
existing building and is supportive of the proposed design.
Parking: Development of the site was originally approved under a shared parking agreement for
all the various uses on site. The theater was considered and approved as a dual use in relation to
the overall site layout and therefore did not require any additional parking. It was found that the
parking demand for the theater primarily occurred at different times than the office uses allowing
the two uses to jointly occupy the same parking. The entire site continues to function under a
shared parking arrangement between the office towers and the retail/entertainment/hotel uses on
site.
Staff Report - Planning Commission Meeting of April 23, 2002
PLN2002-26 -- 1875 South Bascom Avenue - Camera Cinemas at the PruneYard
Page 5 of 5
A traffic study was done in 1994 for the remodel of the PruneYard and an expansion of the hotel.
The traffic study included the theater use and concluded that the level of service of the affected
intersections as well as on-site parking was sufficient for the proposed project. When the third
office tower was constructed in 1998 the parking garage was added as part of the project to
provide additional parking for the increased parking demand created by the new office space.
The proposed re-establishment of the movie theater is not anticipated to increase traffic or the
parking demand beyond what previously existed on the site when the previous theater was in use.
The seating for the proposed theater has been reduced by 483 seats from the previous theaters
seat count, which would generate a reduced parking demand.
Police Department Review: The Campbell Police Department has reviewed the project and has
no objections to the proposed uses.
Site and Architectural Review Committee: The Site and Architectural Review Committee
reviewed this application at its meeting of April 9, 2002. The Committee was supportive of the
application as proposed and had no additional comments or Conditions of Approval.
Attachments:
1. Findings for Approval of File No. PLN2002-26
2. Conditions of Approval for File No. PLN2002-26
3. Business Description for the Camera Cinemas at the PruneYard
4. Exhibits
5. Location Map
Prepared by:
Approved by:
Stephanie Willsey, Planner I
G/eo~f I. Bra0d}ey, Senior Planner
Attachment 4/1
FINDINGS RECOMMENDING APPROVAL OF FILE NO. PLN2002-26
SITE ADDRESS: 1875 South Bascom Avenue
APPLICANT: James Zuur on behalf of Camera Cinemas at the PmneYard
P.C. MEETING: April 23, 2002
Findings for Approval of a Conditional Use Permit to allow the re-establishment of a movie
theater in an existing theater tenant space, on-sale beer and wine sales, late night operations, and
outdoor seating at 1875 South Bascom Avenue.
The Planning Commission finds as follows with regard to project number PLN2002-26:
The proposed re-establishment of a movie theater in an existing theater tenant space, on-sale
beer and wine sales, late night operations, and outdoor seating is consistent with the General
Commercial land use designation of the General Plan and the C-2-S (General Commercial)
Zoning District.
2. The existing 3,892 shared parking spaces for the entire PruneYard provides adequate parking
to serve the proposed establishment of the Camera Cinemas at the PruneYard.
3. All proposed uses are compatible within the site and with adjacent land uses.
4. The establishment of on-sale beer and wine sales will not result in an over concentration of
such uses in the area.
5. The establishment of on-sale beer and wine sales will not create a nuisance due to noise,
litter, vandalism, traffic, or other factors.
6. The establishment of on-sale beer and wine sales will not significantly disturb the peace and
enjoyment of any nearby residential neighborhoods.
7. The establishment of on-sale beer and wine sales will not significantly increase the demand
on city services.
8. The Police Department has not expressed a concern with the proposed project.
9. The extended hours of operation until 2 a.m. will not cause a nuisance relative to noise and
traffic.
10. The project qualifies as a Categorically Exempt project per Section 15301, Class 1 (Existing
Facilities) of the California Environmental Quality Act (CEQA).
Based upon the foregoing findings of fact, the Planning Commission further finds and concludes
that:
1. The proposed project is consistent with the General Plan and Zoning Ordinance.
Attachment #1
Page 2 of 2
o
o
o
o
The establishment, maintenance, or operation of the use will not be detrimental to the public
health, safety, peace, morals, comfort or general welfare of persons residing or working in
the neighborhood of such proposed use, or be detrimental or injurious to property and
improvements in the neighborhood or to the general welfare of the City.
The proposed commercial uses are compatible with the uses in the area.
The subject site is adequate in size and shape to accommodate the yards, walls, fences,
parking and loading facilities, landscaping, and other development features required in order
to integrate said use with uses in the surrounding area.
The subject site is adequately served by streets of sufficient capacity to carry the kind and
quantity of traffic such use would generate.
The proposed project will aid in the enhancement and the harmonious development of the
immediate area.
No substantial evidence has been presented which shows that the project, as currently
presented and subject to the required Conditions of Approval, will have a significant adverse
impact on the environment.
There is a reasonable relationship and a rough proportionality between the Conditions of
Approval and the impacts of the project.
Attachment #2
RECOMMENDED CONDITIONS OF APPROVAL FOR FILE NO. PLN2002-26
SITE ADDRESS:
APPLICANT:
P.C. MEETING:
1875 South Bascom Avenue
James Zuur on behalf of Camera Cinemas at the PruneYard
April 23, 2002
The applicant is hereby notified, as part of this application, that he/she is required to meet the
following conditions in accordance with the ordinances of the City of Campbell and the State of
California. The lead department with which the applicant will work is identified on each
condition where necessary. Where approval by the Director of Community Development, City
Engineer, Public Works Director, City Attorney, or Fire Department is required, that review shall
be for compliance with all applicable conditions of approval, adopted policies and guidelines,
ordinances, laws and regulations, and accepted engineering practices, for the item under review.
Additionally, the applicant is hereby notified that he/she is required to comply with all applicable
Codes or Ordinances of the City of Campbell and the State of California that pertain to this
development and are not herein specified:
COMMUNITY DEVELOPMENT DEPARTMENT
Planning Division
Approved Project: Approval is granted for a Conditional Use Permit (PLN2002-26) to allow
for the re-establishment of a movie theater in an existing theater tenant space, on-sale beer
and wine sales, late night operations, and outdoor seating at 1875 South Bascom Avenue.
The project shall substantially conform to the project exhibits listed below, except as may be
modified by the Conditions of Approval contained herein.
a. Project plans prepared by The Henry Architects, Inc. and received by the Planning
Division on March 20, 2002, including a site plan, floor plans, and elevations.
Approval Expiration: The Conditional Use Permit approval shall be valid for one year from
the date of final approval. Within this one-year period either (1) a building permit must be
obtained, and construction completed one year thereafter; or (2) the use must be established
on the property (if no building permit is required). Failure to complete (1) or (2) above will
result in the Conditional Use Permit being void.
o
Revocation of Permit: Operation of the use in violation of the Conditional Use Permit or any
standards, codes, or ordinances of the City of Campbell shall be grounds for consideration of
revocation of the Conditional Use Permit by the Planning Commission.
4. Liquor License: The applicant shall obtain a license from the State Department of Alcoholic
Beverage Control prior to the sale of alcoholic beverages.
Mechanical Equipment: No new roof-mounted and/or ground level mechanical equipment,
i.e. air conditioning units, shall be located on or adjacent to the building without providing
screening of the mechanical equipment from public view. The applicant shall submit details
regarding the location and screening material for the mechanical equipment to the Planning
Attachment #2
Pa[ge 2 of 3
Division for review and approval by the Community Development Director prior to the
issuance of a building permit for such equipment.
Noise:
Noise Standard: Any noises, sounds and/or voices, including but not limited to amplified
sounds, loud speakers, sounds from audio sound systems, music, and/or public address
system, generated by uses from the theater (including the outdoor seating area) shall not
be audible to a person of normal hearing capacity from any residential property.
bo
Noise Management: In the event complaints are received by the City regarding noise, the
Community Development Director, upon confirmation that the noises are generated by
uses from the theater (including the outdoor seating area), the Community Development
Director may immediately modify the hours of operation and/or limit the extended hours
of operation, subject to the project being brought back to the Planning Commission for
review.
c. Exterior Speakers: No audio sound system, music, public address system, and/or speakers
in the outdoor seating area shall be used after 9:00 p.m.
7. Hours of Operation: The operational hours shall be limited to 6 a.m. to 2 a.m. daily.
o
Sign Permit: No signage is permitted as part of the development application approved herein.
New signage shall not be installed prior to approval of a sign permit as required by Chapter
21.53 of the Campbell Municipal Code.
o
Building Elevations, Details, and Colors: The applicant shall submit detailed building
elevations depicting architectural details and exterior materials and colors of the new ticket
booth. The elevations shall be reviewed and approved by the Community Development
Director prior to the issuance of a building permit.
10. On-Site Lighting: Any proposed on-site lighting shall be shielded away from adjacent
properties and directed on site. The design and type of lighting fixtures and lighting intensity
of any exterior lighting shall be reviewed and approved by the Community Development
Director, prior to issuance of a building permit. Lighting fixtures shall be of a decorative
design to be compatible with the development and shall incorporate energy saving features.
Buildinl~ Division
11. Permits Required: A building permit application shall be required for the proposed structure.
The building permit shall include Electrical/Plumbing/Mechanical fees when such work is
part of the permit. The scope of this permit application shall include all proposed work that
is not currently covered under building permit: BLD2002-00158.
12. Construction Plans: The Conditions of Approval shall be stated in full on the cover sheet of
construction plans submitted for building permit.
Attachment//2
Page 3 of 3
13. Size of Plans: The minimum size of construction plans submitted for building permits shall
be 24 inches by 36 inches.
14. Plan Preparation: This project requires plans prepared under the direction and oversight of a
California Licensed Engineer or Architect. Plans submitted for building permits shall be
"wet stamped" and signed by the qualifying professional person.
15. Site Plan: Application for building permit shall include an accurate site plan that identifies
property lines and proposed structures with dimensions and elevations as appropriate. The
site plan shall also include site drainage details. The site address and parcel number shall be
clearly called out. Site parking and path of travel to public sidewalks shall be detailed.
16. Title 24 Energy Compliance: California Title 24 Energy Standards Compliance forms shall
be blue-lined on the construction plans. Compliance with the Standards shall be
demonstrated for conditioning of the building envelope and lighting of the building.
17. Special Inspections: When a special inspection is required by U.B.C. Section 1701, the
architect or engineer of record shall prepare an inspection program that shall be submitted to
the Building Official for approval prior to issuance of the building permits, in accordance
with U.B.C Section 106.3.5. Please obtain City of Campbell, Special Inspection forms from
the Building Inspection Division Counter.
18. Non-Point Source Pollution Control: The City of Campbell, standard Santa Clara Valley
Non-point Source Pollution Control Program specification sheet shall be part of plan
submittal. The specification sheet (size 24 inches by 36 inches) is available at the Building
Division service counter.
19. Title 24 Accessibility - Commercial: On site general path of travel shall comply with the
latest California Title 24 Accessibility Standards. Work shall include but not be limited to
accessibility to building entrances from parking facilities and sidewalks.
20. Title 24 Accessibility - Commercial: Projects seeking to use the Title 24 Hardship exemption
clause shall blue-line completed, City of Campbell "20%" exemption form on submitted
construction plans. Form is available at Building Division service counter.
21. Approvals Required: The project requires the following agency approvals prior to issuance of
the building permit:
a. West Valley Sanitation District
b. Santa Clara County Fire Department
c. Santa Clara County Department of Environmental Health
FIRE DEPARTMENT
22. Limitation of Review: The applicant and their representatives are to comply with provisions
outlined in the building permit application plan check# 02-0411 issued by this department on
3/11/02.
San Jose o Los Gatos
Attachment #__3
CONCEPT OF THE CAMERA CINEMAS PRUNEYARD
Summarizing the essential points of our business plan, Camera Pruneyard, unlike the other Camera
Cinemas, will be a completely state-of-the-art, innovative fa:st-mn venue with a unique caf6 and seven
stadium-sat, curved screen, Dolby Digital auditoriums (possibly including one VIP screening room with
dining service) and with a total seat count of 1,054 fixed seats and 28 HC spaces. We are also
exploring such services as "internet zones" and "e-cinema".
At a cost of over 2 million dollars, the Camera Pruneyard is being designed to be competitive with any
existing or new complex being built in Santa Clara Valley today.
Camera Pruneyard would regularly feature four screens of quality first-run commercial Hollywood films
and three screens of flu'st run specialized, independent or "art" product. The addition of four screens of
prestige Hollywood films is a component that not only makes the project more accessible and profitable
but that is at the top of Camera patrons' most frequent requests. It will certainly attract a most loyal
Camera clientele but additionally it will draw a hip, younger adult audience and many discerning fans of
first-run commercial features that seek an alternative to the megaplex moviegoing experience.
KMA (Kagan Media Associates, a nationally recognized expert in the field of movie theatre exhibition,
and who did the business plan for Camera Cinemas) estimates that from the beginning the theatre/cafe
concept will attract 375,000 patrons annually.
In an exit survey conducted by Orloff/Williams Public Relations Firm, it was found that 77% of Camera
patrons dined in local restaurants before or after a Camera movie, well above the national average for
other theaters.
We are positive that the Camera Cinema/Cafe concept at the Pruneyard is going to generate tremendous
press in Campbell and in San Jose, and from the beginning be a successful, positive investment.
P.O. Box 720728, San Jose, California 95172-0728 PH 408-998-3022 FX 408-294-3300
EMaiI: cameranet~aol.com Web Site: www. cameracinemas.com
San Jose o Los Gatos
OPEATIONS OF THE CAMERA CINEMAS PRUNEYARD
Camera Cinemas will be upgrading and improving the existing UA theatre in Campbell's Pruneyard
Shopping Center. A considerable investment is being made by both the Cameras and the landlord,
Equity Office Parmers, to improve and expand the theatre.
Inside the new and modified Camera Cinemas at the Pruneyard will be a full concessions stand and Caf6
to service the movie patrons. The operation of the Caf6/concessions will be similar in scope to the
operations of the Cameras existing Caf6/concession combination at Camera 3 Cinemas in downtown
San Jose.
The theatre will be open daily, seven days a week, from approximately 11AM to 12 Midnight. It will
present a mixed program of fin-st run features, combining both upscale commercial films with both "art,
foreign and independent" product. It is expected to draw over 350,000 people annually to the center.
We do not anticipate a problem with parking these patrons, as the new 750 space garage at the back of
the Pruneyard Shopping Center remains somewhat vacant most of the time, and especially during the
evenings and weekends when we will be experiencing the majority of our business. We also stagger our
films, which allows for exchange of parking spaces between those coming and going. And, our
improvements to the theatre are actually reducing the seat count from its previous level.
Employees will be working two short, split shifts, with approximated eight employees per shift. This
will vary somewhat depending on business, and time and day of the week.
P.O. Box 720728, San Jose, California 95172-0728 PH 408-998-3022 FX 408-294-3300
EMalI: cameranet~aol.com Web Site: www.cameracinemas.com
San Jose o Los Gatos
SUMMARY OF APPLICATION
The enclosed Use Permit Application if for the following uses:
1)
2)
3)
4)
5)
Theatre Use: Permit to re-open the existing UA Pmneyard Cinema, with the changes specified
in this application.
Late Night Operation: Hours of operation will be until around 12 midnight. Request permit to
be open until 2AM.
Outdoor Dining: Perrrfit to operate a small outdoor dining area, in front of theatre, during our
operational hours.
Alcohol: Permit to serve beer and wine in conjunction with service from our Cafe
Exterior Ticket Booth: Permit to build and operate an exterior ticket booth, attached to outside
of the theatre, during times the theatre is open for business
P.O. Box 720728, San Jose, California 95172-0728 PH 408-998-3022 FX 408-294-3300
EMail: cameranet~aol.com Web Site: www.cameracinemas.com
San Jose - Los Gatos
BACKGROUND ON APPLICANT, CAMERA CINEMAS
Since acquiring downtown San Jose's Camera One Theater in 1975, the founders of Camera
Cinemas--James Zuur, Jack NyBlom and Dennis Skaggs--have provided South Bay filmgoers with a
much-needed alternative to the mainstream multiplexes that dominate the movie market.
And in return, those filmgoers have rewarded the trio with a devoted client base that, over the years, has
continuously f'flled the chain's growing assortment of theaters in the search for the independent and
foreign films they can't find elsewhere. The following pages document how the Camera Cinemas have
become the significant specialized exhibitor it is today, and why the prospects for the future are bright.
History
The Camera One once was a stagnant facility surrounded by the squalor of a decaying downtown. The
Silicon Valley of today had yet to sprout up around San Jose's urban center, and prospects for the area
weren't exactly bright. But it was at this time that the three movie lovers--Zuur, NyBlom and
Skaggs~played a hunch. For a mere $20,000, they snatched up Camera One, convinced that downtown
San Jose would have its day.
The theater was an immediate success its first full year of operation under the new ownership. As the
years rolled on, Camera One plugged away, bringing in enough business to remain profitable. But the
trio of parmers dreamed of more. Then, when a redevelopment plan was formed for the downtown area
in the early 1980s, Zuur, NyBlom and Skaggs recognized that their hunch might soon pay off.
Massive funds were being set aside to build an attractive transit mail, develop upscale commercial
properties and rid downtown of its seedy elements. In such an environment, the Camera parmers raised
$500,000 to purchase the future site of the Camera 3 theaters, just a block from the Camera One,
confident that the redevelopment effort would reward an expansion.
Despite a rough beginning for the new Camera 3--the initial stages of redevelopment had turned
downtown into a shambles, dominated by tom-up streets and partially completed construction
projects~the venture took off in 1985, its first year of operation.
To their credit, however, as downtown was revitalized around them, the Camera partners didn't stand
pat. In 1990, they acquired their first property outside of downtown, the nearby Towne Theater.
Located on The Alameda, just blocks from the soon-to-be-built San Jose Arena, the Towne offered a
complementary facility to the Camera One and Camera 3. Unlike those hip downtown theaters, the
Towne was an old-style movie house, ideal for revival screenings and specialized festivals. By installing
a Wurlitzer pipe organ, which enabled them to screen silent classics accompanied by a live score, the
Camera parmers ensurea the theater's unique place in the market.
They were rewarded for their efforts. But the parmers still envisioned more. Mr. NyBlom desired more
screens, which are key to success in the specialized f'flm market.
To satisfy that immediate goal, in 1992 the partners split the Towne into three screens--without
sacrificing the splendor of the theater's main screening room--by sectioning off the back of the theater
P.O. Box 720728, San Jose, California 95172-0728 PH 408-998-3022 FX 408-294-3300
EMail: cameranet~aol.corn Web Site: www.csmeraclnernas.com
into two smaller stadium screening rooms. Then, in the fall of 1993, Camera Cinemas made perhaps its
wisest move of all by acquiring the two-screen Los Gatos Theater.
In 1996, the Camera partners took a different approach to further distinguishing their theaters. With the
addition of the Camera Caf6 in the lobby of the Camera 3, the trio continued distinguishing their product
by offering moviegoers fresh-made sandwiches, gourmet coffees and teas, micro-brewery beers and
wine, and other specialized food and beverage items to supplement the typical movie fare of popcorn,
candy and soda.
By incorporating this supplementary revenue stream, the Camera Cinemas was able to hold its own in
the face of additional downtown competition posed by the 1995 opening of an eight-screen mainstream
multiplex, just a block from Camera 3. Additionally, between 1993 and 1998, some 50 screens have
opened at multiplexes in San Jose, Saratoga and Santa Clara. Still, Camera Cinema's revenues have
remained level at a time when the competition has been stiffest.
As a result, the Cameras continue to bring thousands of potential retail and restaurant customers into
downtown San Jose, collectively over 250,000 people per year. These numbers are comparable to the
number of patrons that some of the major arts institutions bring into the downtown. In fact, the Cameras
are often referred to as one of the major cultural institutions in San Jose.
On the horizon, the Cameras plans for expansion in the South and East Bay ensure continued growth,
with major efforts being put into developing a new six screen theater with Cafe in downtown San Jose
within the next two years.
Specialized Exhibitors
In the soon-to-be-21 st-century world of film exhibition, specialized exhibitors play a crucial role in
ensuring the continuing success of the industry. While the overwhelming majority of ticket sales are
reaped by mainstream exhibitors, which show the blockbuster films with which most Americans are
familiar, independent and foreign films comprise a solid and steady segment of the market. Specialized
exhibitors like Camera Cinemas are usually the fin'st to discover and exhibit popular specialized rifles
like Shine, Shakespeare in Love and Life is Beautiful, often helping them "crossover" to more general
audiences. And as importantly, specialized exhibitors also consistently offer exciting and original works
that can't be found elsewhere.
That's where theaters like those in the Camera Cinemas chain come into play. They provide
discriminating moviegoers with the outlet they need to get away from the bigger crowds, inferior quality
and general stress associated with mainstream cinema. The Camera chain creates an intimate
environment where people like to meet and socialize which is completely unlike the atmosphere of the
multi and megaplexes of today. And they also provide the movie industry with a venue through which it
can justify the f'mancing and development of lower-budget independent, or "indy" films, or where it
simply can exhibit labors of love by big stars that might not have mainstream box office potential.
In short, specialized exhibitors play Wolfgang Puck to the McDonalds and Taco Bells of the movie
world.
The demand for theaters that play such a role will never wane as long as there remains a desire to
produce quality films on a less-than-astronomical budget. And in Silicon Valley, which is one of the
most prolific and discerning movie exhibition markets in the U.S., that's good news for Camera
Cinemas.
Local Markets and Clientele (for existing facilities)
Camera One and Camera 3
Located in the heart of downtown San Jose, the Camera One and Camera 3 may be the most widely
known of the Camera Cinemas theaters, and they certainly are the ones most commonly identified with
the company. But it took a major revitalization effort in order to develop the kind of environment in
which the theaters could thrive.
In the years following the opening of Camera 3 in 1985, the area directly surrounding the two Camera
Cinemas properties was transformed by redevelopment into downtown's most bustling nightlife district,
known as the South First Street Area, or SOFA. The resulting cultural scene has been nothing less than
astounding.
Camera One and Camera 3 today are surrounded by a plethora of world-class restaurants, coffeehouses,
nightclubs and other complementary entertainment facilities. With a base of clientele that ranges from
upwardly mobile young professionals, to university students, to tourists, to older San Jose residents who
spend the bulk of their leisure time downtown, both theaters have carved a niche for themselves in the
center of Silicon Valley's cultural hub. '
Los Gatos Cinema
Since its 1993 acquisition, the Los Gatos Theater has become perhaps the jewel of the Camera Cinemas
chain. Located in one of the South Bay's most tony business districts, the theater has the distinct
advantages of being Los Gatos' only screens, having no nearby mainstream competition, and being part
of a community filled with highly educated consumers with plenty of discretionary income. As a result,
the films it exhibits consistently pace the company's box office receipts.
Surrounded by gourmet restaurants and charming shops, the Los Gatos Theater is complemented by the
ideal facilities for an evening of entertainment. Better yet, the downtown Los Gatos area is a popular
evening and weekend destination for South Bay residents searching for a brief respite from malls, traffic
and stress.
Towne Theater
The Towne is unique among the Camera Cinemas properties in terms of both its location and its
clientele. Situated just a mile west of downtown San Jose, and just blocks from the San Jose Arena, the
Towne is the only property not located in the midst of a bustling business district. Yet, it has one of the
most devoted followings among Camera's Silicon Valley facilities. They are no doubt attracted by the
convenient access from either downtown or Interstate 880, and the plentiful free parking that surrounds
the theater.
As such, the Towne's clientele is dominated neither by the hip crowd
downtown, nor by the well-to-do residents of Silicon Valley's upscale suburbs. Instead, it attracts a mix
of these audiences, along with nearby residents of the historic Rose Garden neighborhood, students of
nearby Santa Clara University, and moviegoers from other Bay Area communities who are drawn to the
theater's unique revival screenings and special festivals. Additionally, the theater's frequent and diverse
festivals attract members of Silicon Valley's numerous ethnic groups, which have limited cinema
choices elsewhere.
Camera Cinema Monterey (now known as "Osio Plaza 6 Theaters)
After three years of development, a six-plex cinema and a Cafe, opened in December, 1999, in
downtown Monterey. This project was developed by Camera Cinemas, Barry Swenson Builders and the
City of Monterey as an urban use, multi-purpose facility in the City's emerging downtown area. Next to
the convention center, the theatre is also being used as an overflow facility for the center and as multi-
media presentation auditoriums for convention users.
In the middle of 1999, after discovering that a 16 plex cinema was about to break ground just one mile
from its downtown site, Camera Cinemas accepted a standing offer to assign its lease on the Monterey
theatres to Resort Theaters of America, who at that time had just purchased 80% of the existing screens
in the Monterey area, and were in a better position to compete with the new multiplex.
Camera Cinemas developed and designed these theatres, still holds the original lease on this facility and
presently acts as a consultant on this project for Resort Theaters.
Marketing and Promotions
Marketing a specialized theater is a multifaceted effort that differs greatly from that of the mainstream
movie houses and multiplexes. Whereas the latter can simply count on studio publicity, reviews and
screening schedules in newspapers to drive ticket sales, Camera Cinemas must interact proactively with
the community in order to make them aware of the product.
One way in which it accomplishes this is through its Camera Cinema News, a newsletter published
several times a year. Sent out to 5,500 subscribers, and distributed at each Camera Cinemas location, as
well as 100 other retail and organizational locations, the Camera Cinema News keeps moviegoers
informed about upcoming screenings, festivals and special events by providing a brief synopsis of each
film and projecting its anticipated mn dates. The newsletter has become an integral part of the operation,
with nearly every customer taking a copy upon exiting the theater.
The Camera Cinemas Web site (www.cameracinemas.com) provides Silicon Valley's wired community
with the latest information on the theaters' screenings and programs. But the site provides much more
than movie reviews and schedules, with field notes from world-renowned f'flm festivals, a chat room,
information about nearby restaurants, and links to other movie-related sites. The partners are well aware
that a) the Web is a powerful, low-cost marketing tool, and b) no media-oriented businessgparticularly
one in the Web-crazy movie industry should be without a well-designed Web site.
The Camera Cinema Club provides a forum that builds a further bond between its customers and the
specialized film experience. Through special and advance screenings, guest speakers and compelling
discussion groups, film enthusiasts learn more about the film industry and each other, further develop
their own opinions, and grow to view Camera Cinemas Theaters not just as places to see movies, but as
vehicles for learning and sharing. This engenders goodwill between the theaters and its patrons, which
in mm results in increased customer loyalty.
In further separating itself from its mainstream competitors, Camera Cinemas understands the value of
community involvement in terms of cementing its place in the market. Specialized exhibitors provide
more than just movie theaters. To that end, Camera Cinemas has always provided access to its theaters
for arts groups and other organizations to hold special events. That can mean exhibiting certain films
that are appropriate to a nearby cultural festival, or providing a small group to hold a special screening.
Additionally, ethnic festivals are structured to cater to those ethnic groups that populate the surrounding
community.
Revenue Generation
As it has matured, Camera Cinemas has ensured its success in an increasingly competitive market by
taking a creative approach to generating revenues. The parmers recognize that simply screening a
normal schedule of f'flms is not enough to allow a specialized exhibitor to compete with mainstream
theaters.
Still, the normally scheduled screenings are any theater's main revenue source, and at Camera Cinemas,
the goal has been to show the best mix possible of commercially successful, cutting edge, hard-to-find
independent and foreign films. By ensuring that several times a year it books films that have "legs,"
meaning their success is somewhat prolonged, Camera Cinemas can ride such films to sustained box
office returns, and complement them with other films that rotate on a more frequent basis.
However, Camera Cinemas has become the force that it is by supplementing its revenue streams with
other creative offerings. For instance, the Towne Theater has become its venue for offering moviegoers
the best available revival screenings of classics, or for scheduling a variety of specialized festivals,
whether they salute a director or actor, a genre, a country, or an ethnic group. In these cases, Camera
Cinemas is able to expand its audience.
Camera One and Camera 3, meanwhile, have regularly hosted the majority of screenings for the annual
San Jose Film Festival, otherwise known as Cinequest. This festival, which brings unusual films from
countless cultures and genres to an audience that might not otherwise gain exposure to them, has
cemented Camera Cinemas' reputation for offering its patrons something they can't find elsewhere, and
has spurred ticket sales during the weeks in which it occurs.
The company also has created additional revenue by renting out theaters to community and cultural
groups, or by sharing ticket revenue with groups that publicize special screenings of highly specialized
films to their memberships.
In all, the Camera Cinemas clearly have become a diversified operation that understands that success in
the specialized film business requires much more than a projector and a screening room. It requires an
understanding of the market, a bond with the local community, and a willingness to explore
nontraditional uses for theaters.
Partners and Conclusion
Under the direction of nearly anyone else, the Camera Cinemas chain may never have been the success
it's become. Zuur, NyBlom and Skaggs operate like a three-headed individual, each with distinct
talents, but all operating as part of a cohesive unit.
Zuur has been the heart of the business, running the day-to-day administration of the company, and
handling all marketing of the Camera Cinemas properties. He also has been the chain's primary
goodwill ambassador to the communities in which they are located. His leadership role has provided a
solid foundation from which the theaters' continued success is a given.
NyBlom, who is the most-knowledgeable movie buff of the three, has ensured that the chain shows the
most in-demand specialized films by attending all the key festivals and, in general, tapping into what his
clientele wants to see. He has proven to be a master at booking independent and foreign films that have
box office appeal; his understanding of the product has been key to the success of Camera Cinemas.
Skaggs has handled the operation of the individual theaters themselves, ensuring that moviegoers have
nothing but positive things to say about the Camera Cinemas movie experience. That includes
overseeing each theater's concessions and box office operations, as well as managing the Camera 3's
Camera Caf6. He also has seen to it that our screening rooms provide the comfort and technical quality
that combine to create the best possible viewing environment.
With its combination of refined leadership, well-positioned properties and a devoted client base, the
Camera Cinemas clearly has established itself as THE South Bay's specialized film exhibitor, a position
it's not likely to relinquish anytime soon.
CITY OF CAMPBELL
Community Development Department - Current Planning
Apdl12,2002
NOTICE OF PUBLIC HEARING
Notice is hereby given that the Planning Commission of the City of Campbell has set the time of
7:30 p.m., or shortly thereafter, on Tuesday, April 23, 2002, in the City Hall Council Chambers,
70 North First Street, Campbell, California, for a Public Hearing to consider the application of
Mr. James Zuur, on behalf of Camera Cinemas at the PruneYard, L.P., for a Conditional Use
Permit (PLN2002-26) to allow the re-establishment of a movie theater in an existing theater
tenant space, on sale beer and wine sales, late night operations and outdoor seating, on property
owned by Equity Office Properties - PruneYard, LLC, at 1875 S. Bascom Avenue in a C-2-S
(General Commercial) Zoning District. This project is Categorically Exempt.
Interested persons may appear and be heard at this hearing. Please be advised that if you
challenge the nature of the above project in court, you may be limited to raising only those issues
you or someone else raised at the Public Heating described in this Notice, or in written
correspondence delivered to the City of Campbell Planning Commission at, or prior to, the
Public Hearing. Questions may be addressed to the Community Development Department at
(408) 866-2140
Decisions of the Planning Commission may be appealed to the City Council. Appeals must be
submitted to the City Clerk in writing within 10 calendar days of an action by the Commission.
In compliance with the Americans with Disabilities Act, listening assistive devices are available
for all meetings held in the Council Chambers. If you require accommodation, please contact the
Community Development Department at (408) 866-2140, at least one week in advance of the
meeting.
PLANNING COMMISSION
CITY OF CAMPBELL
PI JEASE NOTE:
When calling about this Notice,
please refer to File No. PLN2002-26
Address: 1875 S. Bascom Avenue
SHARON FIERRO
SECRETARY
70 North First Street · Campbell, California 95008-1436 . TEL 408.866.2140 · FAX 408.866.8381 · TDD 408.866.2790
Rpr 03 02 02:32p Wil]oe Street Corporate 408-399-5505
April 3, 2002
Re: Camera Cinemas Pruneyard Wiilow Street Caf~
Dear Ms. Willsey:
The Caf~ will serve up to eight individual 6-inch pizzas, up to five gourmet
sandwiches, up to four pastas, up to four salads, plus gourmet desserts, coffees,
and beverages. There will be point of sale purchase items, like gourmet potato
chips.
Most of the food will be produces off premise. The Caf~ will have only
counter service.
WILLOW STREET PIZZA BUSINESS OFFICE
20 5. Santa Cruz Av~ Suite IO5 Los GoK)$, CA 95030
.0~ ·
CITY oF CAMPBELL
Community Development Department - Current Plannin~
April 2, 2002
Re: PLN2002-26 - 1875 S. Bascom Avenue - Use Permit - Camera Cinemas at PruneYard
Dear Applicant:
Please be advised that the above-referenced application has been scheduled for the following
meeting(s):
Site and Architectural Review Committee Meeting
Date: Tuesday, April 9, 2002
Time: 6:30 p.m.
Location: Doetsch Conference Room, City Hall, 70 N. First Street, Campbell
Planning Commission Meeting
Date: Tuesday, April 23, 2002
Time: 7:30 p.m.
Location: City Hall Council Chambers, 70 N. First Street, Campbell
Should you have any questions or comments, please do not hesitate to contact me at (408) 866-
2140.
Sincerely,
Stephanie Willsey
Planner I
CC:
James Zuur (Applicant)
Camera Cinemas at the PruneYard
P.O. Box 720728
San Jose, CA 95172-0728
Equity Office Properties-PruneYard, LLC
c/o Bruce Burkard
1740 Technology Drive. #150
San Jose. CA 95110
7;) North First 5;trect Campbell California 9500%1430 · :It. 40S '~6t~.2140 ~:~x 408.$06.q381 . I'I)D 4OS.~3o6 2790
City of Campbell -- Community Development Department
70 N. First Street, Campbell~ CA 95008
MEMORANDUM
To:
From:
Subject:
Site and Architectural Review Committee
Stephanie Willsey, Planner I
Date: April 2, 2002
1875 S. Bascom Avenue #100 - Camera Cinemas at the Pruneyard
Proposal
The applicant is requesting approval of a Conditional Use Permit to allow the re-establishment of a
movie theater in an existing tenant space, on-sale beer and wine sales, outdoor seating, and late night
operations. The space was the former space for the United Artists movie theaters. The only exterior
modifications proposed with the project is a new ticket booth in front of the tenant space.
Outstanding Issues
Staff does not have any issues with the proposed project and finds it will be a good use for the tenant
space and a nice compliment to the Pruneyard Shopping Center.
San Jose - Los Gatos
March 19, 2002
Stephanie Willsey
Planner I
City of Campbell
70 North First Street
Campbell, CA 95008-1436
Building Permit No. BID2002-00158
1875 S. Bascom Avenue, # 100
Dear Ms. Willsey:
I am in receipt of your letter dated March 14, 2002, in reference to our building permit application and
planning issues.
We are in agreement that issues such as alcohol service, outdoor dinner and late night are planning
issues and as directed by you, need to go through the Use Permit process. We are also in agreement that
your office, referred to in your letter dated March 14, 2002, will not stop the issuance of our Building
Permit which we have been in the process of obtaining from the City since February 20, 2002, provided
that we submit an application for approval for the above planning items. Please accept this letter as a
written statement to that effect.
We will also be submitting revised plans on the exterior ticket booth. We will indicate to you the
proposed building materials and colors for the new ticket booth. We will also, before the project is
finished, submit any details regarding the location and screening of any new roof mounted mechanical
equipment, should it be exposed to a viewer's eye at ground level. This detail, with Sharon input and
approval in our meeting on Monday, March 18, will be addressed to your satisfaction before completion
of the project.
Although you have asked us to also include in our Use Permit application the application for a permit to
run and operate the existing move theatre at the Pruneyard, we are not in complete agreement with the
City that this re-permitting should be necessary. But, we will, at your direction, resubmit an application
at this time, along with the other issues listed above, for a Use Permit.
Should you have any,~-,,-~'; ..... ons, I cano,~' ..... .,~.,,,.,~,.~'~'~ at_vva-a.R t~o8...__._,,..,..",a','~ Ext.
am~.s~R.~Zuur "
CC:
Sharon Fierro
Bill Bruckart
Frank Mills
Jack NyBlom
Rob Henry
Geoff Bradley
P.O. Box 720728, San Jose, California 95172-0728 PH 408-998-3022 FX 408-294-3300
EMaiI: cameranetC}aol.com Web Site: www. cameracinemas.com
THE
HENRY
ARCHITECT5
INC.
6203 DAYTON AVENUE NORTH
SEATTLE, WASHINGTON 98103
TELEPHONE: (206) 784-6964
FA~ PHONE: (206) 784-0837
REC£ ¥ED
NAR 2 5 2002
CITY OF CAMPBELL
D PT.:
March 19, 2002
Stephanie Willsey
Planner 1
City of Campbell
70 North First Street
Campbell, CA 9S008-1436
Building Permit No BID2002-O0158
1875 S. Bascom Ave. #100
Dear Ms. Willsey,
Please accept this letter as approval for the changes that James
Zuur, a principal in Camera Cinemas at the Pruneyard, L.P., made to
my drawings yesterday in your office. I am aware that the following
issues related to the project are new issues and were not part of the
original permit for the theaters in the Prtmeyard when it was
originally built. The issues and changes are as follows:
1. Outdoor dinning in the patio area as indicated on my original
drawings.
2. New Ticket booth extended out from the original building.
Changes were noted on the pages below:.
A-i.O, A-2.0, A-2.1, A-2.2, A-2.3 and A-3.0.
Page 2 - Stephanie Willsey
I will make these corresponding changes on my master drawings
and will submit approval for the above issues under separate cover
for a Use Permit.
Sincerely,
Cci
James Zuur
Frank Mills
Bill Bruckart
Geoff Bradley