SAN FERNANDO : City Agrees to Study Town Square Project

Undaunted by the potentially high price tag, the San Fernando City Council endorsed taking a closer look at a revitalization project that would create a town square in the city’s downtown commercial district.

The council, acting as the Redevelopment Agency, on Monday voted to allocate up to $10,000 to hire a consultant to analyze the financial pros and cons of the project, provided that the Pacoima-based developer pays half the cost. The council’s action came after the developer gave a short presentation on the $17-million “zocalo” town square project, which would include a six-screen movie theater, shops and restaurants.

“The purpose of the project is to build a lifestyle and entertainment center for the city of San Fernando,” said Severyn I. Ashkenazy, president of Zevco Construction & Development.

Councilman Doude Wysbeek, concerned about “building another Taj Mahal that’s unachievable,” questioned the agency’s ability to provide up to $6.8 million for property acquisition and other assistance.

But Mayor Dan Acuna urged council members to take the first step.

“I’ve heard people tell me from time to time, ‘we aren’t Beverly Hills.’ But we aren’t Hooterville either,” Acuna said. “I don’t think we should lock the door when we haven’t had a chance to open it. I will do my part to hold the door open to at least find out if this is feasible.”

The project would include a “Hard Rock Cafe-style” restaurant featuring the memorabilia of Latino performing artists, such as Ritchie Valens and Freddie Fender, and a Spanish-language radio station that can broadcast live from the “zocalo,” or main plaza, Ashkenazy said.

The project is roughly bordered by San Fernando Mission Boulevard, Celis Street, Maclay Avenue and Pico Street.