L.A.’s ‘Newest’ Venue
Posted Monday, October 08, 2007 at 2:25 am
An upsurge of activity at a venue in downtown Los Angeles – the
2,000-capacity Orpheum Theatre – caught Pollstar’s
attention. The venue averages a trickle of shows each year but
now there’s a slate of them on the books through December.
For whatever reason, after years of near-dormancy the Orpheum
Theatre in Los Angeles has become a new place to play. Hmmm … who
would want to play such a shack?
It’s not a Live Nation venue nor an AEG one. It didn’t
just reopen after renovations. There’s really nothing new
to the place – yet, all of a sudden, instead of six shows
a year, the Orpheum is hosting several a week.
Between now and December, The Black Crowes, Devendra Banhart,
P.J. Harvey, Dashboard Confessional, Ben Harper, HIM, Iron & Wine,
John Butler Trio, Andrew Bird and others are playing the theatre.
The Orpheum, which is on California’s registry of historic
places, got a facelift in 2001 but that was the most significant
change this century. So what made the difference?
"Has it taken me six years to get where I’m at? Yes," owner
Steve Needleman told Pollstar. "I think there’s a recognition
by the agents in L.A. that the Orpheum is a great place to go see
a show. I tried for four years to get people in the door. It was
a slow process."
Likewise, the major promoters are beginning to view the room as
a viable alternative to venues they may own or have exclusivity
on, Needleman added.
Oh, and there’s one other reason.
"I have an exclusive agreement with Bill Silva," the
owner said. But it’s an agreement that includes another agreement
with Paul Tollett. "I have a long-term relationship with Goldenvoice
going back to when I ran the Grand Olympic Auditorium [in Hollywood]
back in the ’90s. Goldenvoice is also putting in a tremendous
amount of shows."
Nederlander is also co-promoting the Ben Harper date with Silva,
so the recognition of the Orpheum is taking off, the owner said.
It began about three years ago when Goldenvoice’s Donna Busch
brought in Bright Eyes.
There’s yet another factor, which can be easily gauged by
the photo accompanying this story: the venue is stunning.
"I think I offer a unique opportunity in LA for a sit-down
theatre as everything else is turning into dance floors," Needleman
said, mentioning a couple of iconic venues in L.A. that have removed
their floor seating. "I think I have a nice 1920s vaudevillian,
French Baroque environment where you can come in and put on a great
show."
-- Joe Reinartz
Reprinted from pollstarpro.com
