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<\/a>In its 85-year history, the theater has given patrons a place for entertainment the times demanded: films, symphonies, and musical and theatrical productions. But as the urban landscape of North Park has shifted in its business makeup and residents, it\u2019s time again for the theater to follow suit.<\/p>\n
One way the venue now fits that landscape is with a united front with West Coast Tavern. The popular restaurant, which operates in the lobby area of the building, was once a separate entity, but together they make perfect sense. With Cohen and his partners at the helm of both establishments, they will offer a historic concert venue and a chic restaurant and bar in one place.<\/p>\n
\u201cI think this is more in line with North Park overall,\u201d Cohen said. \u201cI think it\u2019s bringing in a bit of a different demographic than was here for the [previous owners the Lyric] Opera, which brought out an older crowd. \u2026 [North Park] now has young\u00a0 \u00a0 families that are getting started. [They] want to have some entertainment, some nightlife, some restaurants, some shopping and that 25 \u2013 50 [year old] demo is really where our mixture will play well.\u201d<\/p>\n
Removing the theater\u2019s permanent seating was another way to make the venue fit the neighborhood and clientele. This renovation was a seemingly easy decision for Cohen and his cohorts as they recognized the need for a convertible and open space.<\/p>\n
\u201cWe need to attract as many artists as possible so we don\u2019t want to be limited,\u201d Cohen explained \u201cMaking the space as flexible as possible is really the key to getting it utilized.\u201d<\/p>\n
The theater now has several possible configurations for events. They can have a seated show with 550 chairs, they can accommodate 1,100 guests for a standing only concert or they can set up a combination of both; they can also bring in tables and chairs for corporate events or parties.<\/p>\n
Of course, an imperative part of the theater\u2019s equation for success is scheduling talent people will pay to see. Lykke Li and The New Pornographers are two upcoming shows Cohen said he\u2019s excited for.<\/p>\n
The booking has gone notably well thus far, mostly with help from another well-known venue.<\/p>\n
\u201cIt\u2019s an open house but Casbah is our partner,\u201d Cohen said. \u201c[Casbah\u2019s owner] Tim Mays is our head booker and obviously he has a handle on the San Diego music scene.\u201d<\/p>\n
Mays, along with talent booker and publicist Rosemary Bystrak, have a firm grasp on what artists will suit the theater and fans.<\/p>\n
\u201cWe had no doubt that The Head and The Heart would do well in San Diego,\u201d said Bystrak of Seattle\u2019s indie-folk darlings who will play the theater on August 11. \u201cBut the speed in which it sold out was very affirming in that we know San Diegans have wanted the theater activated for some time. We saw similar enthusiasm with Rodriguez, which is why we added the second show.\u201d<\/p>\n
As the first collaboration between the theater and Casbah, the two sold-out Rodriguez shows earlier in June also confirmed that the venue is heading in the right direction.<\/p>\n
\u201cWe had music fans from 21 \u2013 91 years old and everyone in between,\u201d Cohen noted. \u201cSeeing a wide range of people enjoying a great artist was the best part for me.\u201d<\/p>\n
The events also garnered heaps of praise from show-goers and musicians.<\/p>\n
\u201cAs performers it was outstanding,\u201d stated Max Plenke, drummer for opening band Rusty Maples. \u201cThe sound in there is nuts; easily one of the best systems we\u2019ve gotten to play on. We weren\u2019t given some bologna five-minute sound check as the support \u2014 they spent time getting it right.\u201d<\/p>\n
The band\u2019s singer Blaire Dewane echoed praise for the theater and West Coast\u2019s offerings: \u201cThe venue couldn\u2019t have taken better care of us. There was a lot of pressure opening for a legend to a sold out theater, but the staff made it incredibly comfortable for us, and the food \u2026 was delicious.\u201d<\/p>\n
As such a prime spot in North Park, it would seem a daunting task to usher in a new era for the theater but by all accounts things are running smoothly.<\/p>\n
\u201cWe\u2019re ahead of schedule,\u201d Cohen said of their progress. \u201cWe\u2019re happy about it. The talent buyers are very excited about it. There\u2019s a great \u2018word on the street\u2019 happening, so that\u2019s awesome.\u201d<\/p>\n