COOS BAY — Should the city-owned Hollering Place become a moneymaker, or should it highlight the Empire area’s history and beauty?

That was the question posed to residents, business owners and city officials who jammed the Empire Fire Hall on Thursday.

Their answer was mixed. Some vocal members of the crowd wanted less development with a focus on nature and preserving Empire Boulevard’s bay view. Others pointed out the need for retail development to attract outside investors.

Vicki Dugger and her team of consultants, assembled by Oregon Downtown Development Association, led the discussion after visiting the site earlier in the day with city officials, residents and prospective developers.

Hired by the Coos Bay Urban Renewal Agency in May to produce a master plan for the city-owned property, Dugger and associates presented two scenarios Thursday.

The first featured a linear, mixed-use development that emphasized increasing the city’s coffers by adding taxable properties. The second depicted a less densely built plan, with greater emphasis on natural and historic themes.

Each plan attracted some support Thursday, though the consensus seemed to suggest ODDA needed to take elements from both.

Rather than the first design’s series of ramps and stairs to the beach, almost everyone wanted an elevator, depicted in the second. But the second design’s plan for retail stores right on Empire Boulevard was shunned in favor of a wayside and landmark building that would preserve the view from the top of the 3.6-acre property.

There also was agreement that the waterfront should feature a natural appearance, with an interactive walking trail and places to sit and enjoy the view.

Differences of opinion were particularly notable regarding the land at the bottom of the bluff. The first scenario called for mixed-use construction, with three-story condos, a restaurant, retail stores and a boutique hotel. The second, named the Heritage Campus, included clusters of one- and two-story buildings housing retail stores, residences and possible even classrooms.

The three-story building was shunned by many, who said it could limit sight lines from the top of the property. Others suggested condos and a boutique hotel would be better served on property across the street.

Some, including Mayor Jeff McKeown, supported development of commercial properties if they were minimal enough to keep aspects of the second scenario.

“I like the campus concept with a little higher use,” McKeown said.

Steve Pickering, a council candidate, suggested a third alternative, building mixed-use elevated structures with parking underneath. He said similar construction is taking place in Florence and it would be at less risk of damage from rising tides than other alternatives.

Others questioned whether such a project would be suitable for the site, suggesting it didn’t fit the aesthetic of the rest of the Bay Area.

“We could always just visit California,” said Joan Goodman, who wanted to see a bike path and amenities that would attract children to the area.

The team of consultants reminded everyone that the city is simply preparing guidelines for what it would like built there. Developers who join the project will have the final say, said Tom Bennett, an urban designer.

“These scenarios, we call them crash-test dummies because they are not supposed to survive this process,” he said.

ODDA is a relatively new participant in the Hollering Place discussions. Located near the intersection of Empire Boulevard and Newmark Avenue, the site was purchased by the Urban Renewal Agency in 2000 for $200,000. The property went on the market after the Bay Club burned down two years earlier.

A consulting firm, Alpha Community Development, was brought in to lead the community in discussions about what improvements could be made. Then the city was forced to make staffing cuts and the project was put on hold until earlier this year, when ODDA was brought in to resume talks.

The meeting began with a somewhat confrontational tone. Many audience members complained about the first scenario’s economic emphasis.

City Manager Chuck Freeman pointed out that the meeting’s purpose was to find out what people didn’t like as much as what they did.

“You don’t have to like this at all,” he said. “We are just in the brainstorming phase.”

The ODDA team will hold another public meeting to further refine its master plan, though it hasn’t set a date.