AMC Highwoods 20 Planning Major Facelift!

AMC Highwoods 20, the target of recent criticism over its appearance inside and out, may be looking at a major $6-million facelift.

According to plans filed by Kansas City-based BRR Architecture with the City of Tampa, the AMC Highwoods 20 location just off Bruce B. Downs (BBD) Blvd. could be receiving major interior renovations that include an upgraded lobby, new carpet and paint, larger bathrooms and new projection and speaker systems, with roomier recliner leather seating inside the theaters.

AMC Theatres public relations director Ryan Noonan did not confirm any specific enhancements, but did tell the Neighborhood News that “the renovation process is in place” and, if permitting goes smoothly, it could begin sometime around June and be completed by the end of 2020.

A woman who identified herself as one of the AMC Highwoods 20 managers declined comment.

Noonan said that the New Tampa location would likely receive the same upgrades AMC is putting in at many of its other theaters across the country.

“The new recliner seating is always the star of the show,” he said.

According to the plans, the renovations on the 82,815-sq.-ft. movie theater would cost roughly $6.6 million dollars. 

“That’s great news,” said Tampa City Council member, Hunter’s Green resident and frequent AMC 20 patron Luis Viera, whose district includes the theater. 

Viera wrote to AMC’s corporate management in November of 2019 stating that the New Tampa theater was “unkempt and not properly reflecting the exterior standards of New Tampa” and could use some TLC. 

Many on social media agreed.

Posters on various platforms shared their horror stories, while others said they would rather drive 20 minutes to see a movie in Wesley Chapel.

Noonan acknowledged that AMC was aware of the bad press the theater had recently received.

“They have been discussing (renovating) the Highwoods 20 before any of that came to light,” said Noonan.

An upgrade would be a big boost to New Tampa’s only movie theater, which opened in 1999 and pales in comparison to the nearby and newer Cobb Grove 16 in Wesley Chapel when it comes to amenities like food, comfortable seating and offering a more modern experience.

AMC is currently renovating a number of its nearly-700 theaters across the country and has been for the last decade, Noonan said. He said there are less than a handful of new theaters built by AMC each year, with the company instead focusing of renovating its existing properties with better and reserved seating, touch-screen ticketing kiosks, eco-friendly restrooms and a full-service MacGuffins Bar.

Any AMC Highwoods 20 renovations would typically not cause the entire theater to be closed, just certain sections.

Most of the 20 auditoriums will have their current capacities reduced to make room for the larger, more comfortable seating. Auditorium 4, for example, currently has seating for 284, but plans indicate that once renovated, there would only be seating for 140.

“There will be a 40-60 percent reduction in seating,” Noonan said. “With the new seating it’s no longer an elbow-to-elbow experience.”

Viera said he hopes those that have been unhappy will support the effort to modernize the theater.

“They are taking the steps to fix it, and I would hope New Tampa recognizes that and supports it,” Viera said. “I’m thrilled to see this happen.”

Councilman Viera To AMC Theater: Clean It Up, People!

These photos were taken by Dist. 7 Tampa City Council member Luis Viera. They show the wear on the AMC 20 movie theater’s facade, as well as overgrown trees in the parking lot.

Tampa City Council member Luis Viera has said from the very beginning of his current term that cracking down on blight in New Tampa would be one of his priorities, and he has not been shy about sic’ing code enforcement on those he feels aren’t keeping the District 7 area he represents up to a certain standard.

His latest target is the AMC Highwoods 20 movie theater on Highwoods Preserve Pkwy., off Bruce B. Downs (BBD) Blvd.

Viera sent a letter to AMC Corporate headquarters in Leawood, KS, on Nov. 12 requesting to speak with someone about the condition of its movie theater in the heart of New Tampa.

According to Viera’s letter, he has received a number of calls and emails from residents that the building’s facade looks run down and dirty and the surrounding vegetation is not being maintained.

Luis Viera

Viera wrote that the condition of the property was “not properly reflecting the exterior standards of New Tampa” and that it was in “desperate need of attention.”

At our press time, Viera said he had not received a response.

“I don’t think we’re asking for a lot,” Viera says. “This isn’t an onerous regulation. Just take care of the exterior of your building and the landscaping. These are basic steps. We aren’t asking them to put in new seating and start serving Dom Perignon.”

Alicia Kanhai, who lives in Richmond Place, says she is glad Viera wrote the letter. She lives right down the street from the AMC 20, and says it is apparent that the theater management has let the building and the surrounding area deteriorate unabated in recent years.

The theater started out as a Muvico theater until being purchased by Carmike Cinema in 2013 for roughly $32 million.

In 2017, AMC bought Carmike for $1.1 billion.

“Every time we go for a walk, we pass it, and it’s gotten pretty bad,” says Kanhai, who is married with 12- and 13-year-old boys. “We used to love going there, but we can’t handle it.” 

It appears Kanhai isn’t alone. Viera posted his letter, as well as two pictures of the area, on the community message board NextDoor.com, and it received more than 100 responses.

Many online posters complained about the exterior, but they were also unhappy about the conditions inside.

While the theater might be showing its age in an era of large reclining seats and in-theater food service, some wrote that things like outdated seating, sticky floors and dirty bathrooms keep them away. Others used stronger wording, calling the conditions “vile” and “disgusting.”

Many posters said they would rather drive 20 minutes to see a movie at The Cobb Grove 16 in Wesley Chapel, which features many of the amenities now more common in theaters across the country.

But some, while stopping short of defending the movie theater, said other buildings in New Tampa were just as bad, if not worse. Namely, the abandoned old Sweetbay grocery store next to Home Depot, which is in far greater disrepair than the AMC 20, was cited by some as a greater concern.

Mostly, however, the prevailing response on NextDoor.com and people Viera says have emailed him is that the movie theater has seen better days, and he hopes his letter nudges management to give the theater a little TLC.

“How much can a couple cans of paint cost?,” Viera asks.

A recent Forbes.com story said that AMC Theaters reported that second quarter revenues in 2019 were up 4.4-percent, and 97 million tickets were sold during the quarter, an all-time record for the company.

The article also said that the company has added premium recliner seating to some of its 639 U.S. movie theaters.

“We can go to other places, but I don’t want to go to the Cobb, I want to go here,” Kanhai says. “This is my neighborhood. I want to go to the theater here. But, if they want people to keep coming, they are going to have to do some upkeep to keep it an attractive place.”