Nixed Midtown plans included movie theater, retail

One developer pitched a new six-story building at Midtown, with a movie theater on the top floors and restaurants and outlet stores below.

Another envisioned an "urban oasis" with park space, an outdoor stage and temporary structures where 30 to 50 small vendors could do business.

Neither idea is on the table for now. After the city asked developers in January for ideas to develop a key piece of the Midtown site off East Main Street, Mayor Lovely Warren said in February that neither of the two proposals that came in were the right fit.

The city since signaled interest in another potential use for the site, known as Parcel 5: a performing arts center.

In response to an open records request, city officials last week released the two proposals turned down for Parcel 5 earlier this year. The documents provide more details on the potential that the two applicants saw in one of the most crucial pieces of buildable land in downtown Rochester, which is the center of the Midtown site from East Main Street.

Warren said in February that it is important that the city choose a project that will complement nearby development, and that it would be best to wait rather than "build something to build it." City officials did not respond to a request last week to comment further on their vision for the site.

Earlier this year, the city received proposals from DHD Ventures, a firm known for recent redevelopment projects like the Button Lofts and the new Hilton Garden Inn on East Main Street, and City Design Lab LLC, led by Ken Sato of Big Picture Rochester, which has installed large photo murals downtown.

DHD's proposal called for a six-story structure totaling 300,000 square feet — "a signature building on Main Street in the heart of the Midtown redevelopment."

The firm said it had been in discussions with a national movie theater chain who would occupy the top three floors. DHD also envisioned fine dining and outlet stores on the lower stories. The proposal could help "bring people back to the city," the document said.

DHD said its plan represented a $50 million investment and asked for a 20-year payment-in-lieu-of-taxes deal for the project.

Last year, Buckingham Properties had its own plan for a multiplex theater and retail project at Parcel 5, but the firm since took a step back, choosing to focus instead on developing Midtown Tower with partner Morgan Management.

A DHD representative could not be reached for comment.

City Design Lab compared its plans to Bryant Park in New York City and suggested its vision of pop-up retail and food vendors as an alternative to suburban shopping malls.

The proposal divided the parcel roughly into thirds — green space where people could relax, play or exercise; an area paved with bricks, where tables could be set up; and temporary retail space. The plan also called for a 450-square-foot stage.

City Design Lab asked the city to take on the cost of building the park infrastructure, but offered to operate the park and add further amenities.

In the meantime, the city is seeking a consultant to study the best site for a 3,000-seat downtown performing arts center. City officials floated two potential sites: Parcel 5 and the former Renaissance Square block of East Main Street, between St. Paul Street and North Clinton Avenue.

Rochester Broadway Theatre League chairman Arnie Rothschild previously said he sees the Midtown site as the only one that would be viable. A new arts venue would likely be a new home for the RBTL, among other uses.

Rothschild has called the idea "the linchpin for downtown development."

Proposals from consultants are due next Monday, April 13.

DRILEY@DemocratandChronicle.com

Twitter.com/rilzd