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City of Peoria Press Release

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Sports-Conditioning Firm Poised for Move into Peoria

Valley Doctor Plans Athletic Training, Food, Retail on Paradise Lane, at Rio Vista


PEORIA, Ariz. (May 23, 2011) – The City Council tonight unanimously approved an agreement to lease the former Starbucks locations in Rio Vista Community Park and on Paradise Lane adjacent to the Peoria Sports Complex to a locally owned company that focuses on sports training and player development.

The new tenant will be It’s All in the Game, owned by physician Dana Seltzer, chairman of the Orthopedic Department and director of Orthopedic Trauma at St. Joseph’s Hospital and Medical Center in Phoenix. It plans sports-training, medical, restaurant and related retail facilities for both locations.

The agreement also includes an option for Seltzer to buy a 4.91-acre parcel south of the Arizona Broadway Theatre. Seltzer envisions that parcel becoming home to the St. Joseph’s Hospital Medical Group, which includes more than 200 medical providers among 12 specialties.

“This a great opportunity for new business – sports-related business – in our sports and entertainment district and at Rio Vista Community Park,” says Deputy City Manager Susan J. Daluddung, who oversees both Economic Development Services and Community Services. “Dr. Seltzer has a great reputation and a good, solid business context to grow his company into the future.”

Peoria Economic Development Services Director Scott Whyte says It’s All in the Game will energize the Paradise Lane location with an operation that will draw people into the sports and entertainment district, offering additional traffic and cross-marketing opportunities for the businesses already there.

Whyte says It’s All in the Game plans to operate retail bakeries in the former Starbucks cafés. It also plans to expand and operate the batting cages at Rio Vista and develop the rest of the Paradise Lane facility.

Peoria leased the two locations in 2006 to Chili Davis Premier Baseball, which operated a Starbucks, pro shop and batting cages in Rio Vista and another Starbucks on Paradise Lane. More was intended for the latter site, but Chili Davis defaulted on its obligations to its lender, Wells Fargo, and the city. Wells Fargo ultimately foreclosed on both facilities and is scheduled to sell them later this month to legal entities controlled by Seltzer and It’s All in the Game.

Seltzer approached the city in the fall of 2010 with the idea to convert the Paradise Lane location, which is adjacent to the Peoria Sports Complex, into a baseball academy focusing on player development and sports training. He has served as medical director for several professional sports teams, including the Phoenix Coyotes, and has put together a business team that includes Foothills Physical Therapy and Luis Gonzalez, a former Arizona Diamondbacks star who also happens to be an honorary Peoria Police officer.