Council endorses AVO recommendations, directs staff to seek outside proposals and explore fee changes

The Vista City Council unanimously directed city staff to seek proposals for the operation or partnership of the AVO Playhouse and to explore short‑term fee reductions and programming measures to increase use of the downtown theater.

Council discussion followed a committee report recommending about $1.3 million in deferred maintenance and upgrades to make the 303 Main Street theater “multiuse” for theater, music, comedy and other events. The committee also suggested hiring staff to promote, book and manage the venue and suggested incentivizing rentals to increase awareness.

Why it matters: Council members said activating the AVO could bring more patrons to downtown businesses and provide a year‑round venue for local talent. Several council members urged a dual approach: pursue possible private‑sector partnerships through an RFI/RFP while using existing or year‑end funds to temporarily reduce rental fees and encourage local artists to use the space.

Committee findings and staff presentation: Economic development staff reported a list of deferred maintenance and technology upgrades prepared by Public Works and recreation staff. The committee toured similar theaters in nearby cities and proposed a program of improvements, citing accessibility and technology needs as priorities. Staff estimated the upgrades and deferred maintenance at about $1,300,000 and said the committee did not prioritize a single use but advocated for multiuse programming.

Public input: Local photographers, producers and the Vista Chamber of Commerce urged a balanced approach. Jacob Fredericks said the AVO’s vintage features are an asset and urged low‑cost community programming first to test demand. Rachel Belt, president and CEO of the Vista Chamber of Commerce, supported renovation and said prior experience booking the venue showed both demand and operational challenges.

Council direction and vote: Council members discussed fee structure, booking windows and staffing. Deputy Mayor Melendez and others said the current fee schedule — a cited nonprofit 10‑hour performance day rate of roughly $780 and for‑profit 10‑hour performance day rate of $1,555 — discourages local talent. Staff and the committee suggested using year‑end fund balance allocated for downtown events to offset fees for a transition period to increase utilization.

Council member Contreras moved to direct staff to develop an RFP (and to consider an RFI) that includes a public‑access carve‑out; Council member Fox proposed a friendly amendment for staff to return in November with options for phased funding and interim lower or half‑day rates while the RFP/RFI is pursued. The motion, as amended, passed unanimously.

What council asked staff to do: staff will (1) prepare an RFP/RFI to solicit proposals from operators or partners that preserve substantial public access, (2) evaluate booking history and vacancy rates to identify low‑demand windows, (3) return with options for short‑term fee reductions or half‑day rates targeted at local users and nonprofits, and (4) report back on potential use of year‑end fund balance to subsidize incentives or one‑time upgrades.

Council members also suggested phased improvements rather than a single large appropriation, and asked for a breakdown of variable vs. fixed costs in the city’s cost‑recovery model. Staff said the last comprehensive fee study was about 25 years ago and recommended an approach that balances cost recovery with community access.

The council’s actions leave three parallel tracks: pursue private‑sector interest via an RFI/RFP, temporarily incentivize local programming through targeted subsidies or fee adjustments, and further analyze the capital and operating costs needed to modernize the facility.