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The movie complex at BayWalk plans to reduce its number of screens and devote the space to an aquarium and marine science center.
The plan was hatched last year by Muvico chief executive Mike Whalen in reaction to slumping business at BayWalk.
Whalen pitched the idea last year to St. Petersburg Pier Aquarium officials, who say they've outgrown the cramped quarters they've called home for 20 years.
The plan is to split the movieplex into two facilities — one for a repackaged, upscale movie theater targeting adults, the other for an expanded aquarium with high-tech marine science exhibits.
Tentatively billed the "Marine Discovery Center," the $5.5-million facility would open its doors in about two years, said Pier Aquarium board president Lari Johnson. The Pier Aquarium would remain where it is until then.
But before anything happens, Pier Aquarium officials say they must finish a study to determine if they can raise the money needed for the project.
Education would be the cornerstone of the new facility, Johnson said. Multimedia displays and exhibits would supplement the center's four concepts: behavior, movement, change and connections. Children's learning programs would continue to be a priority.
Plans for the revamped facility would lasso inspiration and partnerships from St. Petersburg's marine research community, a talent pool that includes scientists from the U.S. Geological Survey, the College of Marine Science at the University of South Florida St. Petersburg and the new marine technology research firm SRI-St. Petersburg.
"This is a wonderful opportunity to transform ourselves into our niche in the aquarium community," said Howard Rutherford, the Pier Aquarium's executive director.
But the change will likely mean higher admission prices, perhaps $7.50 for general admission compared to the current $5.
Muvico, meanwhile, would shrink from a 20-screen complex to a 12-screen "premier" theater like the one the chain runs within its Centro Ybor multiplex. Moviegoers would enjoy a more refined theater, complete with reserved VIP seating, valet parking and upscale food and beverages, including beer and wine.
Whalen hopes the conversion spurs more changes at BayWalk, including new retail opportunities and anchor tenants.
"They need a fresh look," Whalen said. "It can be fixed. There is opportunity."
Whalen said the city and Sembler have neglected BayWalk security, forcing Muvico to pay for additional security inside the theater. "I really feel like we're busting our butts in that town to get a good theater," he said. "I don't feel like we're getting help from anyone."
The overhaul would change the face of BayWalk at a time when the complex is for sale by its owner, the Sembler Co. in St. Petersburg.
Craig Sher, Sembler's executive chairman, said revamping Muvico and adding the marine center would bring "momentum for the new partners." Sembler does not own the theater building.
Sher acknowledges that part of Muvico's struggles are related to adults feeling uncomfortable around rowdy teenagers but insists it's safer than a lot of other major gathering spots in the city.
Johnson hopes the synergy created between the two new venues would boost local attendance and "bring the audience back to BayWalk."
It's unclear what would happen to the space now occupied on two floors by the Pier Aquarium.
"I'd be very disappointed to see them go," said Don Paul, project manager with Urban Retail Management, the Pier's management company. "If and when they ever relocate, they will be missed greatly."
Times staff writer Mark Albright contributed to this report. Casey Cora can be reached at (813) 226-3386 or at ccora@sptimes.com.
[Last modified: Jul 03, 2008 01:46 PM]
Comments on this article
by downtowner
Jul 3, 2008 1:46 PM
Reality for this idea will eventually set in ... there Ain't NO Parking!
by michael
Jul 2, 2008 6:40 PM
it is not 'rowdy' teenagers that keep good money spending customers away. it is these youth and their disrespectful thug attitudes that keep us and our money away. we need to open a complex in the southside to keep it out of baywalk.
by Reality
Jul 2, 2008 6:34 PM
Muvico needs to do the right thing and build a theatre down in MidTown, and that will solve all the problems at Baywalk.
by baywalker
Jul 2, 2008 5:58 PM
great idea! thugs dont care for aquariums!
by me
Jul 2, 2008 5:32 PM
gangs like fish too.
by Jon
Jul 2, 2008 4:31 PM
The pier brings people from all over who end up at the aquarium for something to do people will not go to baywalk to go to the aquarium and the aquarium will lose in the long run.
by AboutTime
Jul 2, 2008 1:26 PM
Great idea! Make the theater 21 and over on weekend nights. I don't go there now because there are too many unruly kids who are unsupervised. I'm done sitting through movies there with kids talking and texting on cell phones the whole time.
by ana
Jul 2, 2008 12:00 PM
Here we go again. I have an idea. can someone help financially.- boo hoo-
I took visitors to the pier facility. It showed us nothing. display did not give any or good info on most items to be viewed. aquarium employees unresponsive to questions
by Jan
Jul 2, 2008 11:59 AM
Of course Baywalk business is slumping; it's a dangerous place to go. Why would a family oriented function want to move to such a place?
by AJ
Jul 2, 2008 11:56 AM
I like the premier or "boutique" theater idea. I'm pretty sure that once the theater reopens at Tyrone, the "rowdy teenagers" will return to going to the movies at the mall like we did when I was growing up.
by jackie o
Jul 2, 2008 11:33 AM
It started as an educational exhibit that drew people to the pier. It had no admission charge, only a donation box.Why move it away from the water and charge people in these times of economic uncertainty? Let the Semblers dig out of their own hole.
by Vic
Jul 2, 2008 11:32 AM
turn the aquarium space at the pier into a teen facility/hang-out with Teen open MIC nights,teen movie night,teen band night,etc.THEY need a safe,fun,and hip place to "chill" and that will leave Baywalk safe for the old fuddies.Teens love the pier.
by Jay
Jul 2, 2008 11:31 AM
Business is slumping because no one wants to swim through a wall of thugs to go to a movie with hundreds of rude teenagers talking on cell phones and texting each other. I rather watch it on Blu-ray at home. Better sound, better picture.
by Chris
Jul 2, 2008 11:28 AM
A 30 year resident of St. Petersburg, I now refuse to go to Baywalk after 6PM. The parents are to blame for not supervising their minor children being dropped off at Baywalk. Sembler excuse is shameful - partners in bed with Mayor Baker!
by don
Jul 2, 2008 11:27 AM
Another cost increase. Baywalk is a not a desirable venue for the Pier
Aquarium. Baywalk should be torn down and parking facilities build.
by ruth
Jul 2, 2008 11:21 AM
I hope that those involved with the aquarium think wisely about moving to Baywalk.
by Grouper
Jul 2, 2008 11:19 AM
An aquarium located amidst the teenagers at Baywalk? If I were a fish, I'd be very afraid. I'm one of the many adults who refuse to patronize Baywalk on weekends, due to its security issues. Get rid of the trash and we'll come back.
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