Meadow Walk at Lynnfield - About Meadow Walk at Lynnfield

What is being proposed?
Town Meeting will consider a zoning amendment article, added to the warrant by the Board of Selectmen at the request of National Development, that would allow a boutique theatre/restaurant to be part of the Meadow Walk development.

What is a boutique theatre/restaurant?
This is a new concept to our area but one that is popular around the world. Guests are greeted at the door much like they would be at a fine dining restaurant. There are no box offices, concession stands or games such as in a traditional cinema. Seats, which can be reserved in advance, range from $17-$30. The building will contain a restaurant/lounge area and approximately eight screening rooms. Screening rooms will have about 45 large leather reclining seats similar to a large home theatre. Each screening room will offer wait service from a fine dining menu and wine list.

Why is this different from a traditional cinema?
A typical cinema of the same size would have about 2500 seats. In Lynnfield, the proposed zoning amendment would allow no more than 360 seats in the approximately eight screening rooms. Most cinemas average 175-200 seats per screen. In Lynnfield, each screening room would have only about 45. The boutique theatre/restaurant caters to an affluent customer such as the customer who might go to an upscale restaurant. With an average ticket price over double of a traditional cinema, this concept attracts very few children or teens.

Will this increase the size of Meadow Walk?
No. Meadow Walk is permitted to have 395,000 square feet of retail space. The boutique theatre/restaurant, which is limited by the proposed zoning amendment to 38,000 square feet, will be included in the already approved limit of 395,000 square feet.

What is the impact on traffic and parking?
The proposed boutique theatre/restaurant will actually generate less traffic than a similar amount of retail space. The parking usage is also less than for the same amount of retail, but no change in the approved parking count is proposed. Traffic and parking demand is about 20% of that generated by a traditional cinema.

What about operating hours?
The boutique theatre/restaurant would operate within the hours allowed for restaurants at Meadow Walk. No additional hours of operation will be requested.

Will it create any noise?
The screening rooms will be within the building and well insulated from each other and from the outdoors. The building will be located in the northwest corner of the site with Meadow Walk’s largest parking area immediately adjacent. This area is also the most remote from residential abutters. Similar to a fine restaurant, there will not be any loitering around the premises.

What will the building look like?
The exterior of the building will be designed to fit into the overall design of Meadow Walk and will comply with the design standards established by the Planning Board. It will be a one story building and will be designed with similar materials and details as other buildings within the development. It will complement the adjacent buildings in the “restaurant row” area of the main street.

Why is adding a boutique theatre/restaurant important to Meadow Walk?
The boutique theatre/restaurant will add an important feature that will strengthen the retail mix and help attract upscale retailers and restaurants. It will also help to draw affluent shoppers to Meadow Walk. It provides customers with the opportunity to increase their length of stay by offering an entertainment option in addition to shopping and dining.

A cinema was withdrawn from the original 40R zoning and a boutique theatre/restaurant is now being proposed. Why?
Some residents of Lynnfield objected to a traditional cinema because of concerns regarding hours, noise, loitering and “attracting the wrong element” to Lynnfield. Some felt that it was not consistent with the high end village theme of Meadow Walk. The developer agreed with these concerns and decided not to propose the cinema use as part of the zoning proposal. At the time, a concept such as the boutique theatre/restaurant was not available. This concept answers all of the previously stated concerns and would be a positive addition to the retail mix at Meadow Walk. Simply put, it will attract the same clientele who will patronize the upscale stores and restaurants. The concept will not add to traffic, parking, noise or other concerns.

Who is the proposed boutique theatre/restaurant tenant?
The proposed boutique theatre/restaurant tenant is Village Cinema’s “Gold Class.” More information is available at: http://www.villagecinemas.com.au/goldclass/. Gold Class is popular in Australia and the first US location is opening next month in Chicago. Gold Class is owned by Village Roadshow. Based in Melbourne, Australia, and with operations across multiple countries, Village Roadshow is a leading international entertainment and media company with its core businesses of theme parks, movie production, film distribution, cinema and radio. Among its holdings are Warner Brothers, Sea World and a large movie production and distribution business under the Village Roadshow name.

How will the Town be protected from this turning into a traditional cinema?
The zoning will limit the seats in the screening rooms to 360 and the total size of the building to 38,000 square feet. A traditional cinema would require about 2500 seats. Any change would need to be approved by Town Meeting.

What is needed to allow the boutique theatre/restaurant at Meadow Walk?
A two-thirds vote of Town Meeting voters on Monday October 20 will be required.

What will be the additional impact on the community?
There will be no additional impact on the community from the boutique theatre/restaurant.

Why should I support the zoning change to allow a boutique theatre/restaurant?
The addition of a boutique theatre/restaurant will be a great asset to the Meadow Walk development and to the Town of Lynnfield. Its inclusion will help the Meadow Walk development move ahead, bringing with it essential economic support for the Town of Lynnfield.