Marketing Study for Parking Facility Urged

The boxy concrete parking structure that lies where California Street meets the sea is an “untapped resource” that could be transformed into a banquet hall, restaurant or convention facility boasting magnificent ocean views, a new set of recommendations says.

But before proceeding with any development plans, Ventura city officials should launch a marketing study to determine the building’s best possible use.

That is the recommendation of the city’s Tourism & Special Events Committee and the Board of Directors of the Ventura Visitors & Convention Bureau.

The two boards were asked last month by the City Council to offer suggestions on what should be done with the aging parking center, described by some city leaders as an eyesore and underutilized asset for development.

For the last few months, council members have discussed the possibility of building a convention center or other development project, such as a restaurant, on the roof of the parking structure.

“The group was fairly impressed with the view and location at the top of the structure as an attractive location for any one of these uses with the exception of retail use,” committee Chairman Devlin Raley wrote in a letter to the City Council.

“There are currently no market studies that indicate one way or another what type of facility, if any, would be appropriate,” board Chairwoman Nancy Cloutier wrote in her letter.

The council is scheduled to discuss the recommendations at its Monday meeting.