Chula Vista Acquires the Historic Vogue Theater on Third Avenue
The City of Chula Vista has officially acquired the Historic Vogue Theater and its adjacent parking lot in downtown Chula Vista, marking a major milestone in the revitalization of Third Avenue. Mayor John McCann announced the acquisition during a press conference, calling it a historic day for the community and a clear commitment to preserving one of the city’s most beloved landmarks.
This one hits close to home for me. I remember going to the Vogue as a kid, watching movies on that big screen, and sitting in the loge seats in the back, the ones you had to pay extra for. Years later, I took my daughters there to do the same thing. When the theater closed in 2006, it was genuinely sad. I had always hoped it would become something more, whether that was a live music venue, a performing arts space, or even another movie theater.
But as the project stalled year after year, I knew that the longer we waited, the more money and work it would take to bring it back to life. I have covered this topic many times on my social media channels. So many residents have commented saying they would love to see something happen to this historic building right here in downtown Chula Vista. This announcement is exactly the kind of news this community has been waiting for. You can see that video here
A Chula Vista Landmark Since 1945
The Vogue Theater first opened its doors in 1945 and quickly became a gathering place for Chula Vista and the broader South County community. Located at 226 Third Avenue in the heart of the Third Avenue Village, it was the place where families made memories, couples went on dates, and kids experienced the magic of the movies for the first time. The city designated the Vogue as a historical resource in 2011, recognizing its significance to the community.
Mayor McCann shared his own memories of the theater during the press conference, recalling Dollar Tuesday nights where he watched classics like The Terminator, Poltergeist, and Star Wars. Those kinds of personal connections are exactly why this building means so much to those of us who grew up here.
After closing in 2006, the Vogue sat dormant while the city and various stakeholders worked to find a viable path to reopen it. Previous owners made promises to local businesses and the community, but those efforts never materialized into results. I had heard so many rumors about the Vogue Theater and how the main developer wanted to make it housing. I was hoping those rumors weren’t true.
The Vision Moving Forward
Mayor McCann made it clear that the city’s vision for the Vogue is not housing or apartments. Instead, the plan is to transform the theater into a performance and entertainment venue dedicated to the arts. The space would host theatrical productions, live music, movies, and community events.
The city does not plan to operate the venue directly. Instead, it will seek a world-class operator to manage programming and scheduling while the city retains ownership of the property. McCann acknowledged that a full analysis of the building is needed and that investment partners will be essential to realizing the vision.
Financial details of the acquisition have not yet been released due to a settlement agreement with the previous owners, but the mayor indicated that those numbers would become public within days.
Downtown Business Owners See Opportunity
Dominic LiMandri, district manager of the Downtown Chula Vista Association, spoke at the press conference and called the acquisition a watershed moment for Third Avenue. He described the Historic Vogue Theater as an institution over 80 years old and expressed excitement about the potential for live music and arts programming to generate new foot traffic and economic activity along the corridor.
Local business owners echoed that optimism. Kevin from Lime and a Coconut noted that having the city in control of the property gives business owners real confidence. After years of waiting for previous owners to deliver, the city now holding the keys changes the outlook entirely. Joe from La Bella Pizza, which has been on Third Avenue for 70 years, said it simply: the Vogue will help put more feet on the street and bring energy back to downtown.
Both business owners see live entertainment and arts programming as an economic multiplier for the restaurants, bars, and shops along Third Avenue. With the Vogue back in play, they expect new opportunities that were not possible before.
If you want to see the full press confrence, you can view it on the mayor’s YouTube channel here.
What Comes Next for the Historic Vogue Theater
There is no official timeline for reopening the Vogue. The city is in the early stages of planning. It will need to assess the building’s condition, identify partners, and develop a strategy to transform the space into a functional venue. Mayor McCann also mentioned the city’s earlier acquisition of the Women’s Club, another historic property that is now in line for revitalization funding in the upcoming budget.
The acquisition of the Vogue sends a strong signal that Chula Vista is committed to investing in its downtown core and preserving the landmarks that define the community’s identity.
Tell Us What You Think
We want to hear from you. Let us know on our Facebook page what you think about the Historic Vogue Theater and what you would love to see it become. Whether it is live music, theater productions, classic movie nights, or something entirely new, this is a chance for the community to help shape the future of one of Chula Vista’s most iconic spaces. Follow us on Facebook for more updates on the Vogue Theater.
