Cleveland’s vacant Variety Theatre was once one of the city’s busiest movie houses. Though the nearly century-old cinema’s glory days are no more, a new grant agreement aims to return the space to its former splendor.
Cleveland City Council approved the $100,000 grant with Variety Properties, LLC in early July. Funding will help cover renovation costs at the dilapidated West Side theater on Lorain Avenue. The grant legislation, sponsored by Councilman Danny Kelly, is earmarked for general construction and renovation, along with furniture, fixtures and electric vehicle charging stations. New landscaping and signage are included in the redevelopment package as well, said David Rogers, executive assistant to Councilman Kelly.
“We consider (the theater) to be ground zero in changing the commercial corridor down Lorain and 117th Street,” Rogers said. “The vision is to anchor the neighborhood with the theater, but that’s contingent on it being brought back to viable usage.”
The Spanish Gothic-style venue is part of a sprawling complex spanning an entire block of Lorain Avenue. A designated landmark on the National Registry of Historic Places, the theater is owned by Kelly Flamos, former proprietor of Mahall’s 20 Lanes.
The Variety Theatre vision encompasses a mix of residential and retail, coupled with a complete overhaul of the 2,000-seat hall. While the theater restoration may take two years, 12 upstairs apartment units could be refurbished in a shorter period, Rogers said. Ground-floor storefronts comprise the remainder of the project.
Renovating the main building will cost an estimated $10-$11 million, as the theater requires extensive plaster work and floor repair. Although a roof leak has been fixed, the bathrooms must be brought up to American with Disabilities Act standards, Rogers said.
Financing remains an ongoing process, with Flamos procuring grants and other nontraditional funding at the city, county and state level. Cuyahoga County contributed $2.5 million in grants, with Flamos receiving an additional $900,000 in American Rescue Plan Act (ARPA) support and another $100,000 from Kelly’s non-discretionary fund.
The project’s slow progress has exasperated residents living in the already struggling district. Finalizing funding will expedite the process, though it may not be as swift as some people hope, noted Rogers.
“We have to convey that we know you’re frustrated, but the truth of the matter is, these things take a long time,” Rogers said. “The right owner has (the property) now. It’s taken time to get here, but we’re close to getting this thing rolling.”
Ideally, a revitalized theater will anchor a “multi-use entertainment district” that once hosted vaudeville acts and arena-rock behemoths alike, added Rogers. A reimagined Variety Theatre –comparable in size to the Beachland Ballroom and Agora Theater – would be surrounded by restaurants, record stores and other complementary businesses.
“There’s a size and grandeur with the big marquee – it has the potential to be a beautiful building,” Rogers said. “We see it as a turning point for a neighborhood that needs it.”
Community outreach is a key element of the revitalization project, with a Sept. 7 street party designed to generate buzz for the rebuild. On hand will be the usual DJs and food trucks, but Rogers is more energized about creating a space that merges historic charm with contemporary style.
“It’s about building an arts and entertainment district like we had before,” Rogers said. “There’s a possibility of impactful change for the city – not just Variety Theatre, but the surrounding area as well.”
Editor’s note: An earlier version of this story stated that the Variety Theatre is 100 years old. It is 97 years old.
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