Breathing new life into Chula Vista’s historic Vogue Theater

For decades, the Vogue Theater on Third Avenue was downtown Chula Vista’s cultural anchor, where families, teenagers, and couples flocked under its neon marquee. When it opened in 1945, audiences could catch films of the time ike The Lost Weekend, Mildred Pierce, and Leave Her to Heaven, reflecting the drama and optimism of the postwar era. Its Streamline Moderne design quickly made the theater a local landmark and a centerpiece of community life.

“The Vogue was a treasured gathering place. It wasn’t just a theater—it was part of the fabric of Chula Vista,” said Marie Zhivago, president of the South Bay Historical Society.

Through the 1950s, 1960s, and 1970s, the Vogue was “the place to be.” Moviegoers can probably recall the red velvet curtains, plush seating, the glass-and-metal box office, and even a night when a projector stalled during a midnight screening, prompting the audience to break into song.

Lots of Struggles

Like many single-screen theaters, the Vogue struggled as multiplexes, television, and home video drew audiences away. By the 1980s, it had closed. “It struggled to remain profitable, like so many neighborhood theaters,” Zhivago said.

Even shuttered, the theater remained a beloved part of the community. Today, Tecture Real Estate Development, in partnership with the city of Chula Vista, is working to restore it as a flexible performing arts and community venue with potential for concerts, cultural events, and dining. Funding and permitting delays, compounded by the pandemic, have slowed progress.

“The city has been supportive through grants and planning assistance,” Zhivago said. “It’s just been a challenge to keep everything moving.”

The Vogue was designated a historical resource in 2011. Early restoration work uncovered long-forgotten posters and vintage projection equipment, sparking local speculation about the building’s past.

Days Long Gone

For many longtime residents, the theater’s revival is about more than restoring a building, Zhivago said.

However, when asked if he missed the theater, former Chula Vista resident Steve Prentice recalled, “It was in the early to mid-50s when I was going to the Saturday afternoon matinees. I haven’t lived in Chula for many years. I came for a visit this past June. Many, many changes since I was a kid … most not for the best. I’ll just hang onto memories I have.”

Though it never hosted a Hollywood premiere, the Vogue was part of the Fox Theater chain and represented a slice of the Golden Age of Cinema on a local stage.

“We hope that groups like the South Bay Historical Society can continue to work with local stakeholders to protect its legacy and gather more archival material,” Zhivago said.

“What people miss most is the nostalgia, the shared experience of being together,” Zhivago said. “It was part of their childhood and teenage years. Restoring it means giving that sense of connection back to Chula Vista.”

It’s no secret that across the country, historic single-screen theaters are being repurposed as performing arts centers, independent film houses, and event venues. Chula Vista’s Vogue Theater now has that same opportunity.

Sources:

“Vogue Theater.” Downtown Chula Vista Instagram.
“A Timeline for Chula Vista’s Vogue Theater Is Re-established for Transformation.” Chula Vista Today.
“134 – The Vogue Theater – Amorphica Design Research Office.” Flickr.
“Big Plans for Chula Vista’s Vogue Theater.” San Diego Reader.
“Vogue Theater for Sale — Not to Be Destroyed.” San Diego Reader.