Orpheum Shines the Light for an Awakened Broadway
Ed Fuentes
DOWNTOWN LOS ANGELES —
This weekend provided another example of Downtown's return as the chic spot to hold an event, with the Orpheum Theatre taking a break from its concert schedule to host the third annual LA Fashion Awards. The glamour of the subject matter was a perfect fit for the majestic old theatre, and gave a sense of the potential that's possible to be realized up and down Broadway.
On the right above, Orpheum owner Steve Needleman greets his former councilman, Mayor Antonio Villaraigosa, as he arrives at the event. Five years ago Needleman put $3.5 million dollars into the theatre's restoration, and its programming has steadily grown in stature. While there's a lot of talk about how to bring Broadway back, the Orpheum seems to have simply not been content to wait around.
Recently: Downtown News on the Orpheum's Second Act.
David Kennedy on October 31, 2007, at 09:31AM – #1
I'm glad you guys pointed this out. Steve and his Orpheum team are some unsung heros. I've lived at the Orpheum since the residential component opened almost three years ago. It has been a great home for my family.
You're right, Steve invested in Broadway without waiting for help from the city. I think he has succeeded because he had a specific plan for his venue. They solved their parking needs pretty much on their own. They've sought to enhance their property by attracting ancillary businesses like the Broadway Bar.
The Orpheum has wisely positioned itself as a second-tier venue. It is a step up from a club, but it is not an arena or stadium. So it tends to attract a very eclectic programming mix of performers. It is also an economic and classy venue for various organizations like the one noted here. For years, the Orpheum has been part of the Conservancy's annual film series, Last Remaining Seats.
Steve has also been very patient. He has worked hard to establish relationships with local promoters and the entertainment industry. More importantly, when opportunity has knocked, his team has delivered. The Orpheum now hosts the occasional Hollywood premiere and some television broadcasts. Part of this patience is possible because Steve has the financial resources to take a long view. His family has been downtown for a couple of generations now. I also think this perspective gives him real insight into downtown and how it is changing.
His is also a labor of love. He clearly enjoys owning and operating the Orpheum. And that love infuses the place. For sure, anytime there is talk of revitalizing Broadway, people should take a long look at what he has done.