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Downtown Novato Peet's to Stay Put Through New Year's

Move across town delayed so that construction of new location on Redwood Boulevard can be wrapped up. Tagliaferri's Deli to sit tight, then take over current Peet's spot.

Originally set to move in November, the Peet's Coffee & Tea in downtown Novato will stay put through the end of the year before moving to its new location on Redwood Boulevard.

Brian Tagliaferri of Tagliaferri's Delicatessen & Cafe said a lease extension was recently finalized between his business, Peet's and the management company at the Downtown Novato Shopping Center. Tagliaferri's, a popular deli at the Square Shopping Center on Novato's west side, announced in August it would take over the location occupied by Peet's.

In a deal announced in July, Peet's will move into a new complex being built at 7370 Redwood Boulevard, site of the old Denny's/Mills Restaurant building that was demolished this spring. The new building is taking shape where the old Mills Restaurant parking area used to be, and the new parking will be where the torn-down restaurant used to be.

Peet's will occupy 1,800 square feet and will be on the side of the building opposite McDonald's, facing south and west.

Brian Tagliaferri, a Novato resident who founded the deli with his father, Al, in 1997, said they have extended their lease at the Square; it had been set to expire at the end of October. The Tagliaferris have been looking for a new home since the Square lost its main tenant, a grocery store, three years ago. The center is more than half vacant.

"We figure it's going to take about a month to get everything over there, so we're thinking we'll be ready to open by the end of January or the start of February," Brian Tagliaferri said.

He expects to keep the deli's Square location open until about the third week of January, then have a week to 10 days to make final preparations to open at the new location.

Meantime, he's hiring. Tagliaferri's has about a dozen employees right now, but Brian Tagliaferri said he'd like to have the staff at 18 to 20 for the grand re-opening.

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Mark Burnham November 01, 2012 at 06:45 PM
The more I think about this move for Peet's the more I think they are making a mistake. Their location now, next to Noah's, has a great synergy. Easy parking. Accessible from both 7th and Grant Ave. Park on the street or enter the parking lot there from 5 different spots. Peet's will now be directly across from a bus pad that is a hang out for many low lifes, have limited parking and only really be accesible and visible from Redwood. I don't believe business will be as brisk for the new Peet's. Advantage to Tagliaferri's Deli for snagging the previous location.
Norma Dawson November 01, 2012 at 07:12 PM
Agreed, I wonder how Chipotle is doing in the location they are in. It is very hard to get in and out of there and if you don't know your way around, it can be difficult to find.
Bob Ratto November 01, 2012 at 07:25 PM
Mark Agree with you regarding the location-Peet's right now is much more accessible than it will be after the move. Maybe they are hopeful that the new building going in to replace Mission Lodge and the new Civic Center will offset the loss of traffic, but I am pretty skeptical. Kudos to Tag's for scoring the new location, as this will help them immensely, with the offset that of course the Square will be further blighted. I think we should have a "moving for manicotti" community event for Tags!
Mark Burnham November 01, 2012 at 08:33 PM
Bob, I had not heard that something was going to replace the Mission Lodge. Another strip mall perhaps? Wonderful! Regarding Peet's or the developer of this project banking on the "new civic center" being a driver for traffic .. If that is what either of them actually thinks they should seriously have their head examined. The city hall space will be open 4 days per week and the 25 customers they anticipate per day are not numbers that help anyone downtown or on Redwood. Especially since there is no parking for them. Although there is one way the city hall project may help Peet's. Considering the city has reduced public parking downtown and it is almost impossible to park there during peak hours.. those that drive in circles may come across Peet's on one of their many loops of Grant to Sherman to Grant to De Long to Grant to Redwood in search of parking. Gas stations may benefit too!
Brent Ainsworth (Editor) November 01, 2012 at 08:34 PM
It might be tough to predict how traffic flow will go until all the construction crap is taken away from the Redwood Boulevard site. It might be just as easy to get in and out as the other spot. Obviously people heading southbound on Redwood will either have to pull a yooey at Diablo/De Long to get to the new Peet's or pull in from the alleyway that will run behind the new 999 Grant Building.
Bob Ratto November 01, 2012 at 09:17 PM
Oh no not a strip mall. The owner is finally planning to develop it into a massive apartment complex. Did you happen to notice those minor "administrative" changes to city code that no longer require a permit to cut down a tree under 24" diameter?...all those trees is front of ML, snap, no permit needed!..may also close the road too...
Demosthenes November 01, 2012 at 10:08 PM
A U-TURN?!?!?! Oh the humanity!
Dick and Gloria Casey November 02, 2012 at 05:19 PM
How exciting for the shopping center users left...CVS a terrible store about all that is left.....................get ready for Section 8 housing......that is what is going in there.........we ALL know it.......................flop
Tina McMillan November 02, 2012 at 07:16 PM
We need to be proactive about what goes into the Square. It could be made into a lively and productive neighborhood center but the current owner appears hell bent on taking it into active blight. What if the city created a resident committee of people who are in the neighborhoods adjacent to the Square. We could come up with viable ideas for reclamation and attempt negotiations between the owner on one side and residents and the city on the other. Unless we are proactive it is likely that we will not be a part of any planning. The new zoning regulations make it much easier for owners to create high density multi unit residential developments on former shopping center property. It is in the draft housing element. It was fortunate that Novato Community Alliance and the Blue Ribbon Coalition were on top of plans to put in a 24 hour convenience store with a liquor license as part of the Shell expansion. Can you imagine where once you could go to get your car repaired, now you would be able to gas up and booze up at the same time. NCA and BRC stopped those plans by objecting to the liquor license and succeeded. Thank you all!! How many out there would be willing to join a committee to come up with ideas to reclaim the Square if the city were involved? How many think the city could be more proactive with the Square owner, Mr. Jeffry Chang? http://novato.patch.com/articles/downtown-novato-emerges-from-a-long-winter-with-a-bevy-of-spring-events
Norma Dawson November 03, 2012 at 09:00 PM
Do you know how the city defines a "blighted property" and what can be done about it?
Tina McMillan November 03, 2012 at 10:07 PM
Norma I think the square fits the definition of blight. It has virtually lost all its small businesses, it has no anchor store and all that is left is CVS because they had a long term lease. I just keeping thinking there must be a proactive way that as folks living in neighborhoods close to the Square we can ask the city about forming a committee to explore how to bring it back. When my children were small (they are now 23 and 20) it was thriving! Roger Wilco was a wonderful grocery store where all the employees knew customers by name. Tagliaferi's had business all week long with lines out the store. The other small businesses were equally successful. Then Mr. Chang appeared to push out stores by increasing rents but letting the property go to seed. I don't know what will happen but rather than wait and see I keep thinking we might be able to help. The chamber has a leadership class where participants are allowed to focus on specific projects to help the community. What if we asked the city if we could do the same? There are so many people that care about the Square and if the city were to reach out to Mr. Chang perhaps a dialogue could begin. If nothing happens I suspect this area will be part of the next draft housing element. In the current draft it includes renovating blighted shopping centers with a mix of retail and housing.
Eleanor Sluis November 04, 2012 at 01:10 AM
Please contact the Novato City Manager, Economic Developer, Community Development Director, Chamber of Commerce, and the Public Relations Manager. Together there is over $450,000 of Novato’s taxes going to support them in writing strategies for the improvement of businesses and tourists in our town. With this wealth of employee and business talent, who knows what may happen if the surrounding neighbors and Novato Alliance representatives meet and add their ideas to the paid personnel of the city regarding Novato Square at Wilson and Novato Blvd.? A sustained collaborative campaign for improvements may result in a revitalized shopping center with efforts in that vein.
Tina McMillan November 04, 2012 at 03:16 AM
Chester If you are going to be rude at least use your real name. The issues concerning the Square go back two years now when the city was in the process of designating affordable housing sites. As neighbors we do have a say as to what happens in our community. NCA and the Blue Ribbon Coalition are responsible for the Shell Station at the Square not expanding into a convenience store with a 24 hour liquor license. Once they knew there would be no liquor license forthcoming there was no redevelopment of the station. It use to be a working station where you could take your car to have it repaired. I recognize you from the charter posts. Since you seem hell bent on stopping a legal charter from forming in Novato it surprises me that you would be critical of my attempts to bring back the Square from its blighted condition. You can't have it both ways.
Tina McMillan November 04, 2012 at 03:17 AM
Thanks Eleanor, that is a great idea, particularly with the new economic development director!

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