Chula Vista Center Has New Owners: What This Means for Our Community
Big news, Chula Vista! The Chula Vista Center, which many of us grew up visiting, has officially been sold, and the new owners have ambitious plans to revamp the space with updated landscaping, mixed-use developments, and fresh retail and entertainment options. Primestor Development, known for its successful redevelopment projects, is aiming to create a vibrant community hub that blends shopping, dining, and residential opportunities. Primestor Development, a Culver City-based firm, has purchased the Chula Vista Center for $86.1 million. With a strong track record of redevelopment projects, Primestor sees this as more than just an investment—they see an opportunity to revitalize a key part of our community.
A Top Shopping Destination with Room for Growth
The Chula Vista Center spans 490,000 square feet of open-air retail space and is currently 89% occupied, with a mix of major retail chains, local specialty stores, dining options, and entertainment venues. Anchor stores such as JCPenney and Macy’s remain, along with a variety of smaller businesses that cater to the community’s needs. It also ranks among the top 3% of shopping centers in the country for foot traffic, according to Placer.ai. Despite its success, we’ve all noticed the changes over the years—businesses leaving, fewer stores opening, and a general need for renewal. The good news? Primestor has a vision to bring more energy and opportunity back to the mall.
Why Primestor Chose Chula Vista
For Primestor CEO and co-founder Arturo Sneider, this purchase is more than just business—it’s personal. “I had family in Chula Vista when I was a child,” he shared. “My grandparents moved there, and I watched the community grow over the years.” With this deep connection, Sneider and his team are excited to integrate the mall into the city’s future growth.
Chula Vista itself has been expanding rapidly, especially with the waterfront transformation that will soon welcome the Gaylord Pacific Resort & Convention Center. Located just a mile from the Bayfront, the Chula Vista Center is in a prime spot to benefit from the city’s evolution.
Plans for Revitalization
While specific redevelopment details are still being finalized, Primestor has already identified key opportunities for improvement. One major focus will be reimagining the vast parking areas, potentially introducing new residential and mixed-use spaces. Past ownership had already sold portions of the site for development, including roughly 200 townhomes and a new SHARP Healthcare headquarters. Primestor aims to seamlessly blend these projects with retail and entertainment options to create a dynamic “live, work, play” environment.
Landscaping and hardscape improvements are also in the works to better connect the mall with the surrounding neighborhoods. Primestor’s goal is to make Chula Vista Center a shopping destination and a true community hub by incorporating public gathering spaces, hosting community events, attracting diverse dining and entertainment options, and integrating mixed-use developments that encourage a vibrant, walkable environment.
Community Input Matters
One thing is clear—Primestor values community input. Sneider acknowledged Chula Vista residents’ strong attachment to the center and wants to ensure their voices are heard in shaping its future. Over the next year, Primestor will conduct outreach to gather feedback, refine its redevelopment plans, and introduce more community events to attract visitors and create a lively atmosphere at the mall. Last year, several of the events the center hosted were not promoted well, resulting in many of the events lacking foot traffic for vendors and on-site merchants. Personally, I would love to see the return of the Christmas Vendor Market the center hosted in 2023. Sadly, this event didn’t happen last year.
What Would You Like to See?
This is our chance to help shape the future of the Chula Vista Center! What stores, restaurants, or entertainment options would you love to see make a comeback? Join the conversation on Facebook and share your thoughts. The revitalization of this beloved space is just beginning, and we can’t wait to see the transformation unfold. Be sure to share your thoughts on our Facebook page. We will also be doing videos on the center’s updates very soon.
