Glendale Banks on Two Small Theater Troupes

The Glendale Redevelopment Agency’s decision to allocate $2.5 million to each of two small theater companies could help transform a city that was virtually devoid of professional theater a few years ago into one of the liveliest theater districts in Southern California.

Both groups want larger quarters than their current 99-seat houses. The older is the Colony--now based on Riverside Drive in Silver Lake--which has focused on 20th-Century work, including some premieres. The other beneficiary of the redevelopment largess is A Noise Within, a classical company already located in downtown Glendale.

The two groups will receive identical amounts, pending approval of their detailed proposals. They’ll join the recently restored and reopened Alex Theatre, a 1,460-seat hall operated by Theatre Corp. of America, which serves as the beachhead for the budding theater district.

“Other cities have revitalized their downtowns around cinemas,” said Jeanne Armstrong, executive director of the Glendale Redevelopment Agency. But judging from the 14,000 subscriptions that were sold for the first season at the Alex, she added, “we think live theater has an audience.”

It’s a different kind of audience from the cinema-drawn crowds who flock to such places as Santa Monica’s 3rd Street Promenade or Pasadena’s Old Town, neither of which Glendale is emulating, Armstrong said. Glendale draws “an older audience that eats out more.” In Glendale, traditionally known as a “family town, unexciting,” continued Armstrong, “people don’t have to put up with throngs of the younger element.” Not that Armstrong wants to discourage movie theaters from moving in too--”we’d like more,” she said--but live theater is the top priority.

The 19-year-old Colony--a recent recipient of the Los Angeles Drama Critics Circle’s Margaret Harford Award for continuing achievement--is examining two sites on Maryland Avenue, one block east of busy Brand Boulevard. One of them would occupy what is now a parking lot adjacent to the Alex Theatre and would be connected to the Alex by plazas. The other is on the east side of Maryland, across from the northern entrance to the upscale Exchange shopping complex. A third possible site is south of the Exchange.

The Colony’s goal is to open a structure with a 299-seat theater and a 99-seat second stage by the fall of 1996. Both spaces would have thrust stages. The estimated price tag is $4 million, so the Colony would have to raise at least another $1.5 million.

Farther south on Brand Boulevard, A Noise Within hopes to stay in the former Masonic Temple, where it has presented classical theater in repertory since 1991. But the group wants to move from the third floor to larger quarters--a hall with 300-500 seats, with a thrust stage--on the first floor.

The redevelopment money will immediately pay for a sprinkler system in A Noise Within’s current hall, without which the group wouldn’t be able to open its next season in the fall. Beyond that, however, the group plans to use the first chunk of money to study whether to remain in the old building or to go elsewhere in Glendale. Whatever the eventual destination, at least an additional $2 million will be pursued in a capital campaign.

INVENTING THE FUTURE: In the wake of the Glendale developments, the timing could hardly be better--Audrey Skirball-Kenis Theatre is sponsoring a conference devoted to encouraging the growth of mid-sized theater, next weekend at UCLA. “Inventing the Future: Models and Mandates for Mid-Sized Theater” will feature a variety of panels, papers, and speakers including some notable out-of-towners as well as mainstays of the local scene. Admission is free. For reservations, call (310) 284-9027; for further information, call (310) 284-8965.

SANTA BARBARA WATCH: The Lobero Theatre in Santa Barbara is using two production companies to fill the gap in its theatrical programming caused by the recent departure of the Pasadena Playhouse tours.

Producer Ed Gaynes is taking his revue of novelty songs, “Crazy Words, Crazy Tunes,” to the Lobero for 10 performances beginning July 22. The show became L.A.’s longest-running musical when it played two small theaters in the San Fernando Valley, then briefly played the Westwood Playhouse earlier this year. Gaynes is offering a two-for-one deal to anyone who has unredeemed tickets to the aborted Pasadena Playhouse season at the Lobero. He hopes to bring in other shows later.

Neil Simon fans, take note: The Contemporary Music Theatre of Santa Barbara plans to launch a three-play season with what will probably be the area premiere of the Simon/Marvin Hamlisch musical “The Goodbye Girl,” Nov. 11-27. Scheduled for next spring are “Closer Than Ever” and “Falsettos.” Unlike Gaynes, the Contemporary Music Theatre does not work with an ongoing Equity contract, but the group has used the union’s Guest Artist contract.

A bigger production of “The Goodbye Girl” is being discussed as a possibility for next spring at the Alex Theatre in Glendale, according to the company that licenses the show, which lasted for only 188 performances on Broadway in 1992. Ironically, the Alex musicals are produced by Theatre Corp. of America--the same outfit that withdrew its Pasadena Playhouse shows from the Lobero.