After roughly 20 years of sitting dark on 3rd Avenue, the historic Vogue Theater has a new owner — and this time, it’s the city itself.
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Chula Vista Mayor John McCann announced in May that the city acquired the Vogue Theater and its adjacent parking lot for approximately $2.5 million, setting the stage for what officials hope will become a music and entertainment venue, as well as a catalyst for the continued revitalization of downtown’s historic corridor.
The Vogue first opened in 1945 and served for decades as the primary movie theater in Chula Vista before closing in 2006. For many longtime residents, it was more than a place to catch a film.
“Many of us who grew up in Chula Vista remember going there with friends on Dollar Tuesday nights, taking our first dates there, and watching classic films,” McCann said. “The Vogue is more than just a theater. It is a place filled with memories for generations of residents.”
The acquisition came after years of legal disputes under private ownership. McCann said the city needed to “stop the bleeding from escalating outside attorney fees, break through the gridlock, and refocus our attention on what matters most, bringing new life to the Vogue and revitalizing downtown Chula Vista.”
David Graham, the city’s director of economic development, said a structural assessment of the building is currently underway before any redevelopment timeline is set. He cautioned against moving too quickly, pointing to the risks of rushing a project of this complexity.
“The worst thing in the world would be to move too quickly and end up in a situation where the theater remains closed for another 20 years,” Graham said.
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He added that the redevelopment process will be public and transparent, and could involve a competitive solicitation of private partners with the right financial backing and vision.
Dominic LiMandri, district manager for the Downtown Chula Vista Association, said the Vogue has long represented something larger than its four walls for 3rd Avenue business owners and residents alike.
“It’s always been very much a staple of the downtown experience,” LiMandri said, noting that many local business owners still reminisce about seeing films there as kids.
LiMandri sees the theater’s revival as both an economic driver and a cultural statement — a chance to honor the city’s identity while attracting a new generation. “Being able to put live music in an older institution like the Vogue, I think it’s a perfect metaphor for Chula Vista where it wants to maintain its identity and it wants to see this new investment.”
McCann said his goal is to transform the Vogue into “a vibrant destination for entertainment, arts, and community events that will help drive economic activity and create new opportunities for local businesses and residents.”
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