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ESCONDIDO: East Valley finally getting gym, pet store
New arrivals continue area's revitalization
By DAVID GARRICK - Staff Writer | ∞
ESCONDIDO ---- The East Valley Parkway corridor will finally be getting the fitness gym and pet store that many residents have been clamoring for.
Construction is under way on a 24 Hour Fitness and a Kahoots Pet Store, which will fill major gaps in the amenities available to the growing area. The two businesses are on the south side of East Valley Parkway, just east of Albertsons and Home Depot.
The new arrivals continue a revitalization of the area that began when East Valley merchants came together to form a lobbying group in 1995.
Their efforts have improved the aesthetics of the area and attracted many new businesses, but they have fallen short in their attempts to land upscale restaurants and a major anchor tenant. This winter, Target Corp. withdrew its application to open a store near Ash Street, and Wal-Mart abandoned plans to build on the same site in 2006.
But the new pet store and gym, which will open along with a restaurant selling pizza and chicken wings, have sparked some renewed optimism in the area.
"They are destination places, so they will help other businesses by attracting residents from Valley Center and all the new housing on the east side of town," said Jon Hudson, co-chairman of the 80-member East Valley business association. "We have been waiting for these businesses for a few years now."
City Planner Rozanne Cherry said that adding these long-awaited amenities between Home Depot and Albertsons were part of a 1999 master plan for the area, the former site of the Vineyard Shopping Center.
That plaza had several quality restaurants and a two-screen movie theater during the East Valley area's heyday, which extended from the early 1960s until the North County Fair megamall, now called Westfield North County, opened a few miles to the south in 1986.
Except for Acapulco restaurant, the mall and its other restaurants and shops were torn down when they became less popular or went out of business.
Terri Devlin, a local resident who has shopped on East Valley Parkway for the past two decades, expressed frustration this week at the dearth of upscale restaurants in the area.
"It would be nice to have a steak place in the area," said Devlin, explaining that Acapulco is the only quality restaurant. "Acapulco is nice, but you can only go there so many times."
But Devlin said she is upbeat about the new pet store and gym. She said many residents are also excited about Vallarta, a new Latino-themed supermarket slated to open nearby this July in a former Ralphs supermarket.
Jo Ann Case, the city's economic development manager, said a recent tour of the Vallarta site convinced her that it will be a remarkable store.
"They are putting an amazing amount of money into it," said Case.
Case also said there is optimism that a large retailer may eventually take over the site that Target and Wal-Mart declined. Norm LaCaze, leasing agent for the site, has been busy talking to multiple potential tenants, Case said.
"He's floated some various ideas, but none of them are public because no one's made an application," said Case.
Jim Corwin, longtime homeowners association president for the 214-home Concord development in the East Valley area, said the new pet store and gym will allow area residents to avoid traveling several miles to the closest gyms and pet stores near Interstate 15.
There is a Fish Haven aquarium store in the East Valley area, but the city's only full-service pet stores are Petco on West Valley Parkway and another Kahoots that opened nearly three years ago on El Norte Parkway.
The East Valley store will be the 12th location in the Kahoots chain, which was founded in 1987. Other locations include Oceanside, Ramona, Rancho Bernardo and Fallbrook.
Founded in 1983, 24 Hour Fitness has nearly 400 locations worldwide. They include western Escondido on La Terraza Boulevard, San Marcos and Rancho Bernardo.
Contact staff writer David Garrick at (760) 740-5468 or dgarrick@nctimes.com.
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Valerie wrote on May 1, 2008 2:58 PM:"...Acapulco is the only quality restaurant..."
Wow; never thought I'd hear Acapulco categorized as a "quality restaurant". Things really must be dire on the East Valley side of town.
Please come to East Valley wrote on May 1, 2008 3:08 PM:you cn park your red car in the parking lot go to your gym class and come out with a new two tone car.
Scary Place wrote on May 1, 2008 3:52 PM:This area has become a very scary place to be as the sun goes down. One block off East Valley Parkway either way at night could get you shot. Shopping carts liter the neighborhoods as well as taggers doing there thing. "Upscale restaurants" are in areas where you can walk safely after dark. Go grab an ice cream at B&R in the evening and watch the folks go by. I don't think they are looking for an upscale place to eat. Not only did the Westfield Mall have an impact but when it was built the city started dumping any extra funding they had into downtown. Unfortunately that attitude continues today.
JJ wrote on May 1, 2008 3:54 PM:To "Please come to East Valley"
I don't get it? Are you referring to vandalism?
nice wrote on May 1, 2008 4:04 PM:Just what Escondido needs another place where people can buy animals to be neglected and then turned loose on the streets of Escondido.
Longtime Resident wrote on May 1, 2008 10:33 PM:East Valley is a pit. It will take much, much more than a fitness center and a pet store to revitalize what is, in reality, a slum.
Go there. Look around. See what it looks like. During the day, of course. I'm not there at night, and never will be.
To Valerie wrote on May 2, 2008 7:27 AM:I think they forgot that there is an Albertos Tacos next to the pet store which is another quality restaurant in the area. Or at least that's how it feels after a night of partying with your buddies.
Hey East Valley wrote on May 2, 2008 7:56 AM:just happens to have a Big Lots store there! See it is not really Escon-Getto!
Lives Near E. Valley wrote on May 2, 2008 8:25 AM:I live within walking distance of East Valley Parkway. I think the comments above are a little exaggerated. The area is not THAT bad. There are alot of lower income people living close to that shopping center, but being poor doesn't automatically make you dangerous.
Follow the Money wrote on May 2, 2008 9:11 AM:At least they are trying to revitalize that area. THey have built hundreds of new upscale homes off Valley. Those that have sold in William Lyons, Eureka, Shea's development, etc. have people with high disposable incomes. They need somewhere to shop and eat, too, so it is about time someone at city hall started thinking about how to capture those dollars.
Hey Lives Near E. Valley wrote on May 2, 2008 9:52 AM:You're right... Lower income doesn't mean dangerous... BUT it does me SLUMS.
Shopping there for me... Uh, no thanks!
Bob wrote on May 2, 2008 9:55 AM:Just because one is lower income, doesn't mean that he can disregard class. Being poor doesn't mean that one has to be a slob, live in a messy home, raise uneducated kids, contribute to crime. One can have a low income aprtment and keep it clean. One can live in a low income house and keep a nice, clean yard. It's about ingnorance and a lack of respect. East Valley is slowly becoming a mini-TJ.
To Scary Place wrote on May 2, 2008 11:25 AM:Your comments are exaggerated when you speak of E.Valley. Just last night (Thursday) I was at the corner of E.Valley & Rose @ 10:30pm. (What was I doing out so late? Hmmm). Do you know what was going on there? NOTHING. A Big Fat Nothing. There were two people getting into their vehicle in the Walgreens parking lot. And other than that...there wasn't a soul on the street. There was hardly any traffic. There were no gang bangers or taggers or dudes running around with guns or shopping cars littering the neighborhood. It's people like you exaggerating the situation that have the city in a frenzy...it must send the people from L.A. into hysterics. Oooooo...scary place.
oh geezs wrote on May 2, 2008 11:59 AM:the problem with in east valley parkway is the planning group,they arent picking the right businesses.. a gym is great a pet store wonderful! but they have to stop letting in headshops and alcohol outlets! they are never going to get better businesses in with neighboring stores like those!
You guys need to come wrote on May 2, 2008 1:10 PM:visit, it is KEWL! We have helicopters and police cars at night and sometimes they bring in the gang officers which is really KEWL as they have automatic weapons. But I would advise don't go to Washington park after dusk.
escondido resident wrote on May 2, 2008 3:34 PM:it is hilarious how you guys refer them to "slums", you guys i guess have never seen places such as L.A,now there is where everything needs help.Escondido has developed into a place, i wont say ghetto, but very mixed, and i feel the new businesses will be a great add to the community.
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