Alex Theatre

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Alex Theatre
Alex Theater.jpg
The Alex Theatre in 2006
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Location216 North Brand Boulevard
Glendale, California
Coordinates 34°8′55.62″N118°15′17.20″W / 34.1487833°N 118.2547778°W / 34.1487833; -118.2547778
Built1925
ArchitectLindley & Selkirk Associates; Et al.
Architectural styleClassical Revival, Art Deco, Moderne
NRHP reference No. 96000102 [1]
Added to NRHPFebruary 16, 1996

The Alex Theatre is a landmark located at 216 North Brand Boulevard in Glendale, California, United States. It is currently owned by the city of Glendale and operated by SAS. The theater's capacity is 1,400. [2]

Contents

Architecture

The Alex Theatre originally opened in 1925 as the Alexander Theatre, [3] and was designed by architects Arthur G. Lindley and Charles R. Selkirk Associates, [3] [4] [5] [6] [7] although at least one written source attributes it to the architectural firm of Meyer & Holler. [8] Lindley & Selkirk Associates also designed the Hotel Glendale. [9] The unique interior has distinct neo-classic Greek and Egyptian architectural elements, similar to the Greco-Egyptian period of Ptolemaic Egypt. A long walkway and courtyard separating the ticket booth from the lobby was inspired after the famous Grauman's Egyptian Theatre in Hollywood.[ citation needed ]

In 1940, notable theater architect S. Charles Lee was commissioned to redesign the exterior of the Alexander. [3] [4] [6] Lee's portfolio included the Tower Theatre and the Los Angeles Theatre, both in Downtown Los Angeles, the Academy Theatre in Inglewood, as well as the Tujunga Theatre in Tujunga. His contributions included a 100-foot-tall (30 m) art-deco column with neon lights, topped by a spiked, neon sphere that gave it a starburst appearance. A neon, angled marquee emblazoned the theater's new name, the Alex, which was shortened to fit the larger letters. At this time the two-story retail and office building on the south half of the forecourt lot was demolished. [3]

History

The Alexander officially opened its doors on September 4, 1925. It was operated by the West Coast-Langley Theatre Circuit and featured vaudeville performances, plays and silent movies on a single screen. [10] It was named after Alexander Langley, the son of Claude L. Langley, owner of the West Coast chain that included the Raymond Theater in Pasadena, and the Orange Theatre in the city of Orange. In addition to the lavish architecture, a huge Wurlitzer pipe organ was installed. A regular organist supplied improvised accompaniment during the silent picture era.

Located only a few miles from Walt Disney's Hyperion studio, the theater was Disney's favorite place to preview his cartoons to see how they would play to audiences. [11] Several movies had their preview screening at The Alex, inviting celebrities such as Alice Faye, Don Ameche, Elizabeth Taylor for National Velvet and Bing Crosby for Going My Way (both 1944). A backstage fire on August 23, 1948, caused $150,000 in damages. [5]

Starting in the 1950s, the Alex showed blockbuster films such as Ben-Hur (1959) and Indiana Jones and the Temple of Doom (1984). A wide aspect ratio screen was installed in 1954, to accommodate the new CinemaScope pictures, along with a surround sound system. The Alex underwent an extensive renovation in 1993, which restored much of the original wall-painting and decorations, as well as the neon spire added by S. Charles Lee. [3]

Alex Theatre Performing Arts and Entertainment Center

The Alex Theatre Performing Arts and Entertainment Center, located in Glendale, California, has been the centerpiece of the city’s arts, culture, and community life since it originally opened in 1925.

In 2008, the Alex Regional Theatre (ART) Board evolved into the nonprofit Glendale Arts, establishing a dedicated management model for the theatre. [12]

Over the next 13 years, Glendale Arts became the steward of the venue’s programming, operations, and preservation. Under its management:

The Alex hosted more than 200 active days of programming annually, supported by about 16 full-time and 50 part-time staff. [13]

Attendance exceeded 90,000 patrons in FY 2017–18 and 70,000 patrons in FY 2018–19; a “typical” year was described as about 80,000 attendees. [14] [15]

Alex audiences generated about $1.3 million annually in local business activity through additional spending. [16]

Glendale Arts provided $84,000 in subsidies to Resident Companies each year, yielding 17,000 attendee visits, $573,000 in ticket revenue, and nearly 300% return on investment. [17]

The nonprofit received an average management fee of $352,000 per year from the City (approximately $4.585 million total over its tenure), which supported building preservation and operations, not programming. [18]

Restoration and Capital Projects

Glendale Arts oversaw major capital improvements and restoration efforts, including:

A $6.5 million backstage expansion in 2014, adding 6,600 square feet of production and support space. [19]

The Illuminate Project (2015), which restored the theatre’s 100-foot neon tower, marquee, and starburst. Glendale Arts contributed more than $75,000 and later created the Illuminate Dinner fundraiser to support annual upkeep, averaging $15,000 per year. [20]

For these efforts, the Alex received several awards in 2017, including:

Theatre of the Year (Los Angeles Historic Theatre Foundation)

Preservation Award (Glendale Historical Society)

Beautification of the Year (Montrose–Verdugo City Chamber of Commerce) [21]

Leadership

In June 2021, Nina Crowe was appointed Chief Executive Officer and Maria Sahakian Chief Operating Officer of Glendale Arts. By then, Sahakian had booked over 3,400 dates at the Alex, generating nearly $30 million in revenue and welcoming more than 1 million attendees. Former CEO Elissa Glickman, who led from 2012, remained in an advisory role. Under her tenure, Glendale Arts grew annual contributed income to $400,000 and supported over 2,500 programs, generating more than $9.5 million in economic activity prior to the pandemic. [22]

Transition to SAS Entertainment Partners

In October 2021, the City of Glendale awarded the theatre’s management contract to SAS Entertainment Partners, concluding Glendale Arts’ stewardship. [23]

Programming and Notable Events

The Alex has hosted a range of nationally recognized events in addition to its local cultural role:

In 2017, the venue staged the finale of RuPaul's Drag Race season 9. [24]

In 2019, NBC filmed the final two episodes of its comedy competition series Bring the Funny at the Alex. [25]

Resident Companies

The Alex has been home to numerous resident and partner organizations:

The Gay Men’s Chorus of Los Angeles (GMCLA) performed more than 100 concerts between 1994 and 2021, more than any other musical group in the theatre’s history. [26] In 2018, a matinée was canceled following a bomb threat. [27] GMCLA has since shifted its primary programming to the Saban Theatre in Beverly Hills. [28]

The Musical Theatre Guild, a longtime resident company, ended its tenure after the 2022–23 season when SAS management discontinued its residency. [29] [30]

The Alex Film Society produces ongoing screenings of classic films, including The Three Stooges Big Screen Event (2024). [31]

The Glendale Youth Orchestra also continues to perform at the theatre, including its 36th season (2025–26). [32] [33]

See also

References

  1. "National Register Information System". National Register of Historic Places . National Park Service. January 23, 2007.
  2. "Alex Theatre". LA Conservancy. Retrieved July 5, 2022.
  3. 1 2 3 4 5 "NPGallery Asset Detail". npgallery.nps.gov. Retrieved October 28, 2019.
  4. 1 2 Counter, B. "Los Angeles Theatres: Alex Theatre: history + street views". Los Angeles Theatres. Retrieved October 28, 2019.
  5. 1 2 "Alex Theatre in Glendale, CA - Cinema Treasures". cinematreasures.org. Retrieved October 28, 2019.
  6. 1 2 "Alex Theatre | Los Angeles Conservancy". www.laconservancy.org. Retrieved October 28, 2019.
  7. "National Register of Historical Places - CALIFORNIA (CA), Los Angeles County". nationalregisterofhistoricplaces.com. Retrieved October 28, 2019.
  8. Moore, Charles; Becker, Peter; Campbell, Regula (1984). The City Observed: Los Angeles; A Guide to its Architecture and Landscapes (trade paperback ed.). New York: Vintage Books, a division of Random House. p.  303. ISBN   0-394-72388-0.
  9. "NPGallery Asset Detail". npgallery.nps.gov. Retrieved October 28, 2019.
  10. Holly Andres (September 2, 2021). "Historic Alex Theatre in Glendale celebrates its 96th year with an open house on Sept. 4". Los Angeles Daily News . Retrieved August 14, 2024.
  11. "Disney's Preview Palace: The Alex Theater |".
  12. "Glendale Arts: Our Conviction for the Alex and for Glendale". Glendale Arts. July 27, 2021. Retrieved September 2, 2025.
  13. "Glendale Arts: Our Conviction for the Alex and for Glendale". Glendale Arts. July 27, 2021. Retrieved September 2, 2025.
  14. "City of Glendale Council Packet, FY 2017–18" (PDF). Retrieved September 2, 2025.
  15. "City of Glendale Council Packet, FY 2018–19" (PDF). Retrieved September 2, 2025.
  16. "Glendale Arts: Our Conviction for the Alex and for Glendale". Glendale Arts. July 27, 2021. Retrieved September 2, 2025.
  17. "Glendale Arts: Our Conviction for the Alex and for Glendale". Glendale Arts. July 27, 2021. Retrieved September 2, 2025.
  18. "Glendale Arts: Our Conviction for the Alex and for Glendale". Glendale Arts. July 27, 2021. Retrieved September 2, 2025.
  19. "Glendale Arts: Our Conviction for the Alex and for Glendale". Glendale Arts. July 27, 2021. Retrieved September 2, 2025.
  20. "Glendale Arts: Our Conviction for the Alex and for Glendale". Glendale Arts. July 27, 2021. Retrieved September 2, 2025.
  21. "Glendale Arts: Our Conviction for the Alex and for Glendale". Glendale Arts. July 27, 2021. Retrieved September 2, 2025.
  22. "New Leadership for Glendale Arts". Glendale Arts. June 23, 2021. Retrieved September 2, 2025.
  23. "Glendale Arts Ousted in Favor of SAS". Crescenta Valley Weekly. September 30, 2021. Retrieved February 10, 2025.
  24. "World of Wonder Presents RuPaul's Drag Race S9 Grand Finale". Alex Theatre. Archived from the original on May 28, 2017. Retrieved July 5, 2022.
  25. "NBC's 'Bring the Funny' taps Alex Theatre to round out season". Los Angeles Times. September 11, 2019. Retrieved October 28, 2019.
  26. "Gay Men's Chorus of Los Angeles". Wikipedia. Retrieved September 2, 2025.
  27. "Concert by Gay Men's Chorus of Los Angeles canceled after bomb threat". Los Angeles Times. June 23, 2018. Retrieved October 25, 2024.
  28. "Gay Men's Chorus of Los Angeles Official Site". GMCLA. Retrieved September 2, 2025.
  29. "Longtime Resident Company, Musical Theatre Guild, Will Depart Alex Theatre". BroadwayWorld. September 6, 2022. Retrieved September 2, 2025.
  30. "Grey Gardens @ Musical Theatre Guild". Stage and Cinema. February 22, 2023. Retrieved September 2, 2025.
  31. "The Three Stooges Big Screen Event". Alex Film Society. September 30, 2024. Retrieved September 2, 2025.
  32. "GYO Presents 36th Season Finale at the Alex Theatre". Crescenta Valley Weekly. May 1, 2025. Retrieved September 2, 2025.
  33. "Glendale Youth Orchestra Concerts". Glendale Youth Orchestra. Retrieved September 2, 2025.