GLENDALE : Renovated Alex Theater Gets Rave Reviews

In its first two months of operation following a $6-million renovation effort, business at the Alex Theater has exceeded expectations of city officials and its board of directors.

The 69-year-old former vaudeville house was sold out for the first performance of “Sayonara” in January, a major musical that Alex Regional Theater Board members didn’t expect to see at the theater so soon, said Larry Clarke, board chairman.

“When we started on this project three years ago, we thought the first year would be spent gearing up with community events. Now we’re looking at easily 150 event nights featuring major performances this year,” Clarke said.

The nine-member board, a nonprofit corporation that leases the theater from the city’s Redevelopment Agency, has a five-year contract with the Theater Corporation of America to manage and operate the 1,463-seat theater.

Theater Corporation of America Executive Director Lars Hansen said the Alex has “performed better than most theaters” in its first several months of operation.

Corporation officials have moved ahead of a goal set by the board and the city to book the theater for 100 nights in 1994. The theater has already been booked for 150 nights for the year, which consists of two seasons, Clarke said.

Six musicals will be performed at the complex this year, each running for 17 performances over a three-week period, with shows featuring comedians, magicians and orchestras scheduled in between musical dates.

The musicals include “Sayonara,” which has already closed, “Mame,” which begins April 7, “Fame,” “Sophisticated Ladies,” “La Cage Aux Folles” and “Perfect Harmony.”

The Redevelopment Agency purchased the theater in 1991, using proceeds from a bond sale. The city’s goal was to renovate the Alex and use it as an anchor to strengthen a sluggish retail environment along Brand Boulevard, said Sean Clark, Alex Theater project administrator.

Clark said some Brand Boulevard merchants have experienced a 25% jump in business since the New Year’s Eve opening of the Alex.

Far Niente Ristorante General Manager Michael Morgan said his Italian-style cafe has extended its evening hours to accommodate theatergoers who crave a late-night pizza or cappuccino after a performance.

“The theater has absolutely, without a doubt, increased our sales,” Morgan said.

Redevelopment Agency Chairwoman Eileen Givens said the Alex has drawn patrons from outside Glendale to the area, and is boosting a sense of community among residents.

“There has just been a buzz of excitement around the theater. A bit of history has been restored, and there’s a sense of pride and community that goes along with that,” Givens said.