The first time that developers presented an architectural rendering of a movie theater for Jess Ranch Marketplace, Apple Valley staffers were not impressed.
"The initial submissions did not, in staff's view, constitute a 'statement project,' " said Ken Henderson, the town's economic development director. "This is a main entrance into Apple Valley, and we wanted to make a statement."
Henderson was much happier with the second design for Jess Ranch Marketplace's Phase Three. Big box retailers and restaurants ring a tree-lined parking lot, blocked off at the far end by an expansive structure of curving glass and towers rising 68 feet - a movie theater that makes a statement.
"The largest, brightest, brassiest and sexiest building is at the back of the lot," Henderson said.
Even though it's at the back, Henderson wants people to take notice of it when they crest the hill on Bear Valley Road and descend into Apple Valley.
Apple Valley Planning Commissioners approved Wednesday a development permit for Malcolm Riley and Associates to proceed with plans for the 12-screen theater and shopping complex on the southwest corner of Bear Valley Road and Jess Ranch Parkway.
Malcolm Riley of Malcolm Riley and Associates announced Thursday some of the retailers committed to the project: the theater will be a Cinemark franchise, Best Buy and Bed, Bath & Beyond will be two of three big box retailers, and at the right end of the theater building will be a 24-Hour Fitness center.