Bob Shallit: Tires to trendy -- $6 million metamorphosis

After three years of planning, owners of downtown's Firestone Building are set to begin a $6 million conversion of the iconic structure into an entertainment complex.

Tenants will be the area's first Fleming's Prime Steakhouse, California Pizza Kitchen, DeVere's Irish Pub and, upstairs, a lounge operated by the owners of Mason's Restaurant.

"I really think this notches up the quality of design downtown and takes us a step closer to being a 24-hour city," says Ken Fahn, whose Metro Properties is teaming up with Mark Cordano and the Wurster family on the project, located at the prominent intersection of 16th and L streets.

The partners asked project designer Vrilakas Architects to preserve the historic Art Deco look of the building, which was occupied by a Firestone tire sales operation from 1929 until 2004.

Some of the building's distinctive terra cotta columns will remain, along with the ornamental Gladding McBean clay tiles that run along the exterior. The existing covered parking area, where the tire company's customers drove in, will be enclosed by glass.

That prime 5,800-square-foot corner site will be occupied by the gourmet pizza chain. Fleming's will take 6,700 feet on the building's 16th Street side. And DeVere's pub, which will be operated by UCD Cancer Center Director Ralph deVere White and his sons, will move into 3,700 feet on the L street side.

Mason Wong says his family's 7,400-foot space upstairs will be a place "to go for great wine, a martini and small plates," along with live music.

The Fahn-Cordano-Wurster team started working on the project three years ago. Removal of asbestos and underground tanks caused delays.

They also had some false starts in determining the building's best use, at one point trying to include apartments or condos. But, Cordano says, "city money for that just wasn't available."

Now the project -- to be called "The Firestone" -- is going forward as a pure entertainment destination with no city subsidies, the developers say.

Plans are to begin construction this fall with a grand opening by early 2009.

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Hard hat area: Things should be returning to normal next week for a pair of construction-weary downtown businesses.

The two -- Megami Restaurant and Temple Coffee and Tea on 10th Street -- have seen business drop due to a sidewalk repair job that's gone on and on.

The project -- to fill in the hollow space below the sidewalk in front of Megami, at 1010 10th St., was supposed to take two weeks. It's taken six. But the final piece -- pouring concrete -- is scheduled to be completed today .

What took so long? The contractor encountered some "surprises," says Linda Tucker of the city's transportation department. Drains and electrical lines had to be replaced.

"You never know what you're going to find when you go underground," she says.

Sean Kohmescher, owner of Temple Fine Coffee and Tea, figures his sales dropped 25 percent because the sidewalk work discouraged pedestrians. He guesses it's been even worse for Megami.

Alan Honda, one of Megami's owners, says business is indeed off. But he hasn't even tried to calculate the losses.

"Why torture yourself," he says.

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Star power: Lon Burford and his partners used to dine in anonymity. They'd go to a restaurant, sit down, eat. Nobody noticed them.

That's all changed since earlier this year when Kelly Brothers joined their financial planning firm, now called Genovese, Forman, Burford & Brothers.

Brothers is a former TV anchorman, who still does financial news spots on Channel 10 and KFBK.

"You go out to lunch with Kelly and all the heads (in the restaurant) turn," he says. "It's sort of comical."

Burford says the reaction shows Sacramento is still a small town, its residents star-struck by TV celebrities.

"It's fun," Burford says of the head-turning attention.

How do the partners feel when they're out with the highly visible Brothers?

"I guess we're his entourage," he says.

About the writer:

• Reach Bob Shallit at (916) 321-1049 or bshallit @sacbee.com. Back columns: www.sacbee.com/shallit.