Square Footage: 11,000
Historic movie theater built in the 1940s that had undergone a series of illegal and poorly-constructed renovations. The team completely gutted the building and redesigned the inside to make the venue feel like one complete space. Formerly, the bar and lobby were shut off from the auditorium. Now the patrons can visit the bar and hang out in the lobby, while still being able to view and hear the performance. In the old venue, the mezzanine was cramped, split into two disconnected levels with a small, hidden bar. After the renovation, it is three times the size with a full open bar, facing the stage. An important goal for the client in this renovation was to increase alcohol sales by making the bars and restrooms more accessible. On opening night of the new venue easily broke their previous sales records. The façade was updated to more accurately reflect the historic movie theater design of the 1940s, with new signage similar to the Gordon theater in Atlanta, built by the same developer at the time. Variety’s façade was painted similar to what was believed to be it’s original color scheme for the building.