Déjà vu: Cinema proposed for fifth time

Published in the February 28, 2018 edition

By DAN TOMASELLO

LYNNFIELD — It’s back. Again.

National Development and WS Development representatives kicked off a preliminary discussion about bringing a cinema to MarketStreet Lynnfield during the MarketStreet Advisory Committee’s Feb. 22 meeting.

“There is no proposal for a theater at this time,” said MSAC Chairwoman Jennifer Bayer. “The goal is for this committee to learn about the state of retail, how that will impact MarketStreet in the future, and to learn about ideas that National Development and WS Development may have for a theater concept.”

National Development originally proposed constructing a cinema when the project was first conceived as Meadow Walk.

“We did start with this idea that a cinema made sense for MarketStreet back in 2007,” said National Development Managing Partner Ted Tye. “We were actually more right than we thought.”

Tye noted the Planned Village Development District (PVDD) currently prohibits a cinema from being built at MarketStreet. He said a warrant article submitted in 2009 sought to amend the PVDD in order to build a cinema, but said it did not receive the required two-thirds vote at Town Meeting. National Development also proposed building the cinema when the mall was under construction in 2013 and submitted a last minute warrant article in March 2017.  The proposals submitted in 2013 and 2017 were heavily criticized by MarketStreet abutters and local officials.

“It would not be a rushed process,” Tye said about the firm’s fifth attempt to bring a cinema to the outdoor mall. “Our goal and Lynnfield’s goal is to keep MarketStreet successful in the future.”

Tye gave no indication when National Development would submit a Town Meeting warrant article this time around. In order to construct a cinema at MarketStreet, Tye said voters would need to approve a warrant article that would amend that would amend the town’s Zoning Bylaw which would allow the cinema to be built. He noted the PVDD allows 395,000 square feet of retail space and 80,000 square feet of office space to be built, totaling 475,000 square feet. The agreement also allowed 180 apartments to be built. He said about 372,000 square feet of retail space and about 38,000 square feet of office space have been built.

“That leaves the remaining approved area within MarketStreet of about 64,000 square feet,” said Tye. “If we came forward with a theater, we would propose no changes to retail space but would reduce the 80,000 square feet of office space to 40,000 square feet. The theater would be a shade under 40,000 square feet, which would replace the office space. The 475,000 square feet of total build out wouldn’t change.”

Tye’s vision for a cinema is similar to the plans unveiled last year. He said it would consist of eight screens and would have 800 seats. He said the theater would be located next to Gaslight. In order to make up for the loss of parking, Tye said a parking garage would be built next to California Pizza Kitchen. The development agreement allows a parking garage to be built.

As part of the process to bring a cinema to MarketStreet, Tye said a traffic study would be undertaken. He said “smart signals” could be installed at the intersection located at MarketStreet’s entrance on Walnut Street.

“A smart signal system is a computer operated system that operates and coordinates traffic signals over a stretch of roadway and intersections,” said Tye. “The state started using it recently and it has been very successful. It makes traffic move better.”

Tye also said a parking consultant would be hired to evaluate the parking situation at MarketStreet. He said a “fiscal impact study” would be conducted as well.

“I think we could project tax growth,” said Tye. “We are hearing from retailers and businesses how much they want this. I was at a community meeting in Boston and the owner of Gaslight, Jeff Gates, came running over to me and said ‘when are you going to get that theater done. It’s so critical to the future of our business.’”

WS Development Senior Vice President of Development Louis Masiello said the retail landscape has changed dramatically since 2007.

“Before the rise of the Internet, developers and retailers could find the right spot, locate it closely to a residential population and just open for business,” said Masiello. “That is entirely gone. People can now sit at home and make any kind of purchase they want. Retailers and shopping centers have to be really creative and inventive about the way they are going to beckon people to come visit.”

Masiello said the movie theater industry was previously dominated by “megaplexes.” He said the trend has shifted to smaller facilities that provide a variety of different amenities.

“The movie theater visit is now an experience,” said Masiello. “We used to have megaplexes that overwhelmed the landscape with 100,000 square footprints, 20 screens and 3,000 or more seats. We are now seeing much smaller buildings being built.”

Masiello said bringing a cinema to MarketStreet would ensure the mall is successful in the future.

“More of the same is not a strategy at MarketStreet,” said Masiello. “We have to provide a diversity of offerings.”

MSAC, resident reaction

MSAC member Sal Yerardi asked if the parking garage could be moved to a different area that is away from MarketStreet Apartments and Colonial Village.

Tye said National Development is “open” to suggestions, but said, “To be realistic about it, there are only a couple of locations where it could go.” He said the garage could be designed so it’s “not intrusive to the neighborhood.”

MSAC member Taidgh McClory inquired what has changed since the two firms agreed to scrap the cinema proposal in 2007.

“Amazon,” said Masiello. “Amazon is a 1,000 times bigger than anyone could have imagined.”

After MSAC members finished asking questions, residents weighed in on the project.

Alexandra Road resident Joe DeMaina, a longtime MarketStreet critic, said the smart signals should be installed at the Walnut Street intersection “before we even consider a movie theater.” He also noted it’s important to evaluate the traffic impact from the new Lahey Health building that is currently under construction.

“We should have some time to see if the smart signals work or don’t work,” said DeMaina. “Why do we have to rush this?”

West Huckleberry Road resident Carol Boehner agreed.

“Traffic needs to be addressed,” said Boehner.

While Boehner originally voted in favor of MarketStreet, she has opposed National Development’s efforts to build a cinema in town.

“When does no mean no,” said Boehner. “I don’t know how many more times or how many more hours we have to waste on this. It astounds me we are still talking about this 10 years later.”