Karen S. Kim
DOWNTOWN -- A host of new faces at The Alex Theatre is hoping to usher
in a new age of administrative and financial success for the Brand
“This is kind of a chance for The Alex Theatre to have a fresh start,”
said Barry McComb, executive director of the theater. “We kind of see
ourselves entering a sort of rebuilding period for the theater.”
Three new employees -- plus McComb, who replaced former Executive
Director Ellen Ketchum in September -- represent beacons of change for
Lisa Hogan, 39, has joined the theater’s team as its director of
marketing; Valerie Weich, 38, has taken on the title of director of
development; and Yvette Perales, 30, is the theater’s first director of
finance and administration.
All three have a crucial duty: increasing revenue for The Alex, McComb
“We were driven by the economic challenges that are not only facing
us, but every arts organization across the country,” McComb said. “We
decided we could structure the staff to effectively face those
The new staff is part of a reorganization at The Alex Theatre that
resulted in three layoffs in November.
Hogan, who has worked in promotions for KPCC-FM (89.3) and
Glendale-based design and marketing company AD3, will be in charge of
increasing the visibility of The Alex, promoting the theater’s profile in
“We have to let the community know that The Alex Theatre is a place
for them,” Hogan said.
Weich, who hails most recently from the Wildlife Waystation in
Tujunga, where she worked on fund development, is no stranger to
Glendale. She worked to obtain funds for the Glendale Assn. for the
Retarded from 1996 to 1999.
Weich said she’s not intimidated by her task, which is to head all
fund-raising efforts for the theater.
“I certainly welcome it as an exciting challenge,” she said. “I worked
at the Wildlife Waystation when it was closed down for a year. After
weathering that storm, I certainly feel confident that I can come in here
and find money for the theater.”
Perales said she’ll use her background, which includes accounting work
for Hallmark and Frito-Lay, to give The Alex the long-term financial
vision it needs. Until now, the theater’s finances have been organized by
an independent bookkeeper.
Perales said she will do more than just balance the books. Her first
order of business has been to review The Alex’s contracts with
maintenance companies, making sure the theater is getting the best deals
Perales will also set up an endowment fund for The Alex that can
generate revenue through investments.