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What to do with the Alexandria Theater?

A recent New York Times article, Crumbling Movie Palace Finds An Angel, got me thinking about our sad, faded Alexandria Theater, which is quickly earning “worst abandoned building” honors in the Richmond.

The article tells the story of a former Loews movie theater in Brooklyn that will be renovated and turned into an entertainment venue, presenting live performances instead of movies. Price tag: $70 million.

After a four-year process -– and many false starts — the city has selected a company based in Houston, ACE Theatrical Group, to renovate and operate the theater. It would be, once again, the biggest indoor theater in Brooklyn and would hold 250 concerts, theatrical performances and community events annually, officials said.

Since I started this blog last spring, I get an email every few months from a random reader, asking me what is happening with the Alexandria. I never have much to tell them. The developers who purchased it aren’t sure what to do with it. I heard one rumor that the developer proposed apartments on the back parking lot and then reopening the theater with commercial spaces in it (e.g. an indoor mall).

Originally built in 1923 by the venerable architects the Reid Brothers, the Alexandria Theater (history) officially closed on February 16, 2004. A couple of weeks later, they pulled out all the projection equipment, speakers and seats.

Before the building could become too rundown, The Western Neighborhoods Project teamed up with the Phaeton Group in May 2004 to document the beautiful art deco details of the building’s interior and exterior. You can see a few of those pictures below.

So what should be done with the Alexandria? Some have proposed that the space be turned into a market, ala Trader Joe’s. Perhaps its use should change altogether. The old Alhambra Theater on Polk was turned into a successful gym (photo).

Or like the Lowes Theater in Brooklyn, the Alexandria could be turned into a venue for theater performances, music concerts, and community events.

Unlike the theater in New York, the Alexandria is not owned by the city (this could be seen as both a good and a bad thing). Nevertheless, I would love to see Supervisor Mar take this on as a project during his term. Resurrecting this space would help improve Geary Boulevard and potentially turn it into an important community center for the neighborhood.

What would you like to see happen with the Alexandria?

Sarah B.

28 Comments

  1. I’m a native to the Westend and remember when Baskin Robbins was on 22nd @ Geary along with El Sombrero where you could watch a lady make fresh tortillas. I really miss that place. I also remember seeing movies in the Alexandria, Coronet, and Coliseum (now Walgreens).
    I also remember when the city wasn’t run by traitors.

    I would love to see this building rejived and rejuvenated as a theater…a single-screen theater.
    No more of this b.s. multi-screen rooms where the screen is no bigger than what some people have as TVs these days. The Presidio theater on Chestnut is a joke the way it’s been converted and butchered.

    They already took the Coronet away. What else is this city going to hawk off to the highest bidder. It’s almost criminal. They should let some lipstick retailer use Coit Tower as an ad campaign. That would get them some more $ to misappropriate. Classy.

    Maybe Sundance can step in on this one like they did with the Kabuki.
    A new paint job and some fabric banners hanging between the columns with upward lighting would make this place look amazing. The 1,2,3 at the top has gotta go. Cheesy.
    Keep the art decco alive. Keep the Alexandria alive.

  2. I have fond memories of it too, Matt. Going to movie dates there in grammar school and high school… They had a really good snack counter too if I remember.

    Given how the 4-Star and Balboa struggle to stay afloat, I am a little doubtful about returning the Alexandria to a one-screen theater. By the time it closed, the Coronet had the largest screen in SF and often had first run of the biggest blockbusters (Star Wars, Batman etc.). But it wasn’t enough to keep it afloat. So I think a mixed-use theater would probably have a better chance of surviving.

    And for what it’s worth, I agree with you on the tiny screens. I support the Balboa and 4-Star as much as I can but I do love huge screens!

    Sarah B.

  3. I remember seeing movies there. It was a nice theater. 1 screen theaters are tough in today’s market, because if they get a movie that isn’t very good, they rack up some big losses. Also, it’s unlikely that any of the big chains would pick it up, which is too bad.

    If it isn’t going to be some sort of theater, they could at least make sure it doesn’t become something big and gross. If they make it something that is more of a draw for both the neighbors and people from outside of the immediate area, there would at least be something to boost the businesses in the area.

  4. Whatever they do with it, I hope they keep the architecture. Although it would be nice to have a grocery store like Trader Joe’s there, I don’t think that would be using the building to its best advantage–that gym photo made me wince a little. A theater–either for movies or live events–would be great. Maybe by the time the next Nolan Batman movie comes out, we can see it on the big screen at the Alexandria. 😉

  5. Ah, jinx on the Batman. If those theaters are struggling, maybe another one, at least for movies, isn’t the best idea. A big mixed use theater–plays, authors, music, special events–might be neat (and a boon for restaurants in the area).

  6. I love the Alexandria, though I’ve only been there a few times before they closed. I’d like it if it became a theater again, or an extension of our local community groups or something. Maybe the 4-Star could move over there (pipe dream, but still… That would be cool).
    Or a music venue – that would be really cool.

  7. I actually like its use as an advertisement for the YMCA right now. I believe it to be the highest and best use for this building. I mean how else would anyone traveling down Geary know there is a YMCA there?

  8. Living around the corner from the theater, I have been eagerly awaiting its redevelopment for over 5 years now. All this time it could have been running movies, if the economics would have allowed…what a shame. Unfortunately, people just don’t go to the movies as much anymore with the advent of cheap big flat screen TVs, on-demand cable programming, Netflix, internet movie streaming, not to mention a slew of other entertainment options. Those who pine for the days of their childhood (and I’m one of them) may finally have to admit that movie theaters in the future will not be what they were in the past. The Richmond district can probably support only a small handful of small independent theaters at this time. I would like to see the Alexandria be one of those, but barring that, I hope the redevelopment is responsible and creates a community hub for the district. This area is already a natural community hub with the YMCA, Richmond Rec Center, Argonne Playground, etc. The Alexandria could further anchor that.

    I do not think we need another market in this location, even though the convenience would certainly benefit us. Trader Joes is only 1.5 miles to the east. There are two Safeways in the district, a DeLano’s, an inevitable tenant in the old Albertson’s building, and plenty of small markets. A music venue is not compatible with the quiet and family make-up of the neighborhood and will stand little chance of gaining support of local residents.

    I don’t know what the outcome will be, but I imagine it could include the following:

    * A small screen theater showing independent films
    * A mix of retail on the bottom levels, perhaps a restaurant
    * Some housing up top and on the back lot
    * An expansion opportunity for the YMCA across the street

    I just hope we see some movement there before another 5 years go by.

  9. I viewed many a movie at the Alexandria, Balboa and Coliseum as a kid in the early 70s–saw “Jaws” when it premiered at the Alexandria. I moved to Seattle in 1976 and have visited the Richmond in the last few years and was so sad to see the delaplidated state of the Alexandria–it was such beautiful theater–so few appreciate beautiful architecture and design, but I hope that, if it doesn’t remain a movie theater, whoever takes it over keeps the facade and interior as close to its original state as possible. The poor old gal, once a gorgeous lady, seems to now be a forgotten soul.

  10. I would love to see it refurbished and redesigned in a similar way the Kabuki has been revived by Sundance. You get a uniquely different movie theater experience there that is quite pleasant:

    – reserved seating. I love having the option to show up just before the movie starts!
    – better food options, including a casual restaurant that sells beer and wine that can be taken into the screening rooms
    – independent films that are not shown at the big AMC multiplexes

    To me, it’s totally worth the extra premium you pay for tickets.

    An upgrade like this could have other benefits to the neighborhood. I don’t know if there is a correlation with the Kubuki’s upgrade in the Fillmore district, but I noticed there are a lot of great new food options in the surrounding area (Dosa, Out the Door, Woodhouse Fish Co, Fraiche Yogurt, etc). It would be great to see some new destinations like that on Geary.

  11. Has anyone visited any of the McMenamins theater conversions in the Portland area? They have done a fantastic job converting old theaters (and schools and other properties) into fun, casual dining and entertainment venues. I’ve always wondered why that concept has not been extended here in San Francisco. I can only assume that is has to do with zoning laws and serving alcohol in movie theaters. If so, the law should be changed so that these grand old venues can continue to live as community and social gathering spots and provide an alternative entertainment option.

    http://www.mcmenamins.com/index.php?loc=9&category=Location%20Homepage

  12. I’ve been to all the McMenamin’s in the Portland metro area and that’d be a great model if the owners are the McMenamin brothers, not a big profit-oriented corporation. Anybody know how we could get lucky enough to have this outcome?

    These are converted Odd Fellow homes, poorhouses, schoolhouses, and movie theaters. In one location, you find an upscale restaurant, full bar, hotel, casual dining, conference rooms and other rooms to rent for weddings and special occasions, concert ballrooms, and, of course, a movie theater. Some are bigger, some are quite small. Each McMenamin’s location is unique, but each one is amazing.

    At the best one, the Kennedy School, you can order from a limited menu and, while relaxing on couches watching a movie, your dinner is brought to your table. Unfortunately, some nights I’ve been watching the movie, eating my pizza, and notice some movement on the floor in front of me. Nothing like a big, fat rat to discourage you from that third piece.

    After all this time the Alexandria might have this potential as well!

  13. I’d like to take a stab at converting it into a unique residential conversion. Cut in windows between the front collonade and a new roof deck for the tenants. The interior would no doubt require a huge and costly infrastructure to create the various new floors, but the interior finishes could be protected and eventually become the part of someone’s living room!
    On the ground floor it could be small retail or the Richmond District Museum!

  14. I worked at the Alexandria when I was in High School and CCSF. It’s a great theatre, and wish the city could work with Sundance or even AMC to re-open it. I don’t believe that the DVD and Flat-Screen is much of a threat. Most streamed and bootleg vids of new releases are crap. My only beef would be whats going to make me want to pay $10.00 a ticket? I avoid the local venues because of ticket price Vs. Screen/Sound Quality in the cozy theatres. I hope that if the owners of the local theatres could get together, farm some grant funding and some help from San Francisco Film Society and come up with a plan, we could save the Alexandria the doom of residential crapulence, and ANOTHER supermarket in the Richmond.

  15. I’d love to see mixed use and soon! There are holes in the roof, lots of squatters have been continually trashing the inside. If I didn’t know any better I would think the owners are running it down to make it unsafe so they could tear the whole thing down.Whatever happens it will need earthquake retrofit and that won’t be cheap. It would be worth every penny to save the last of the “Moorish” design theaters in our ‘hood.

  16. whatever is installed there I think it will need the Geary BRT to bring people in. The McMenamin brothers projects look great. Seems like a good model to follow.

  17. It comes down to economics. I think the owners are satisfied with the malaise and the income generated from the current ground floor tenants and the parking in the back. As discussed in prior comments, a new theater or a new grocer might not be a good fit where so many other options available nearby. Converting or razing the corner to a mix-use development with either rentals or condos above retail may be the best option. The parking lot is large for the neigbourhood and can be subdivided to provide the financial collateral to re/development of the corner. There is so much potential for this corner but it is sad to see Alexandra in such dilapidated state.

  18. I saw 2 movies there before it closed, and it was old and dirty. The neighborhood is now immigrant dominant, so it’s even harder to have a theater succeed there. There are already 3 small theaters in the area (4 Star, Balboa and Bridge). All struggle…four star almost closed down a while back.

    I just hope it doesn’t go the way of some of the old theaters on Mission st and just turn into a dollar store!

  19. This theatre should be rebuilt and return to a single screen theatre. I have very fond memories of many visits to the Alexandria when my friend Bud Tapper was the Manager, and my friend Claire who answered all of the San Franciso Theatres calls for what movies were playing at all Untied Artists theatres. Now you get press 1 for what? now you would never find the grand luxury of this old style grace. that we were so lucky to have years ago, if we let this grand old lady go we have lost another
    piece of the Richmond District , SAVE It Support IT but dont let it fall down!!!

  20. For starters, I will admit that I worked @ this theater and had one of my worst experiences being employed by the then United Artist Theater chain. Thus, my opinion of the place is a bit tainted and honestly speaking I would not miss it if it was torn down since it’s already in such sorry shape.

    But besides my personal issues (at least I’m being honest I have personal issues), I think there is very little that can be done especially in this economic climate. If anyone has been paying attention, there’s a plentiful amount of commercial real estate sitting vacant in the Richmond District. Why would anyone want to poor money in a building that desperately needs massive repair and modernization if the investment will probably never pay for itself? Unless one is willing to just let it sit until the economy starts to show signs of some “real” growth, then I would say keep it around in its present state until the right time comes around to do something with it.

    Other than that, we should tear it down and turn the property into something like a mini park or public recreation center. We never have enough of that in the Richmond due to the concrete nature of the neighborhood and it can do wonders for the community. Best of all, it doesn’t add to the current surplus of vacant residential and commercial property.

    The Alex has served its usefulness and now it’s time to move on.

  21. Let’s put a bowling alley in the Alexandria theater site. Please, not another apartment building
    or grocery. Neither is needed in that area.

  22. So glad there’s a discussion going on this! I’ve just moved to SF, love the neighborhood and love the Alexandria! My fella and I walk by on our way to the Y and always talk about what a great looking building it is and sigh, ‘if only it could be restored!’ Is there any way to help the developer do something that would benefit the community and maintain the integrity of the building? I would love to see it become a venue for live music/theater events if it can’t be a cinema again. The Neptune in Seattle where I just moved from was making a similar transition (from movie theater to live events)–maybe we could get some suggestions & how-tos from folks there (http://blog.seattlepi.com/thebigblog/2011/01/31/seattle-says-goodbye-to-the-neptune-movie-theater-seattle-times/)? Would love to help if there are efforts underway or maybe help get something started…?

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