The Theater District in downtown Los Angeles is back for an encore. Located within the new Ace Hotel is a renovated United Artists Theatre, one of the first in the district to reopen. The Spanish-Gothic style theater had its grand opening this past Valentine's Day weekend, with two back-to-back sold out shows. The Ace Hotel ushers in a new era for Broadway, one that hopes to breathe fresh life into the neighborhood.
THE BRINGING BACK BROADWAY INITIATIVE
Six years ago, Councilmember Jose Huizar and his staff developed the “Bringing Back Broadway” initiative, in response to the changing landscape surrounding the historic corridor.
“Since all this new activity was happening downtown, we saw very little love for Broadway. But when you think about Broadway, its probably one of the most important streets in all of LA, that’s where Hollywood got its start,” said Councilmember Huizar.
He says they are transforming the area in a way that will encourage property owners and potential ones to invest and fill the over one million square feet of vacant commercial space.
“We did what’s called a [Historic Reuse Ordinance], which allows those property owners to convert their property to commercial use, making it cheaper and easier for them to do it,” said Huizar.
The mass amount of vacant space is found in the upper floors of the buildings between 1st Street and Olympic Boulevard on Broadway.
He believes the arrival of the Ace Hotel and its reform of the historic United Artists Theatre is a move that has initiated a trend for the future of the area.
“I think the word game changer has been overused, but in this case it does apply,” he said in regards to the hotel’s recent opening.
The hotel’s general manager, Jason Deibler believes their decision to revamp and reactivate the theatre has inspired the remaining inactive theatres to follow in their path.
“You got all these other theatres starting to come back because they’re seeing what we’re doing,” said Deibler.
The councilmember agrees that it was the addition of the Ace Hotel that has sparked the transformative thinking of the remaining inactive theatres to finally do something with their historic landmarks.
“They are not in competition with each other. All these property owners would love to have all the other theatre owners open up their theatres,” said Huizar.
There are a total of 12 theatres in the district, but the Orpheum and the United Artists Theatre are the only ones considered to be active, according to the councilmember.
The United Artists Theatre was founded in 1919 by four of some of the time’s greatest artists: Charlie Chaplin, Mary Pickford, D.W. Griffith and Douglas Fairbanks.
The restored theatre is now home to original murals on the interior walls that depict all the artists and actors of the time, a vaulted ceiling that has thousands of tiny mirrors that change color with various light and 1,600 of the theatre’s original seats.
“It feels very cavernous and glorious at the same time,” said Deibler.
But with all this change, some business owners recognize the necessity for locals to adapt in order to thrive in the area.
“I believe if that they do embrace the change and they change with the client base that’s going to be coming in, I think they are going to have a strong chance of surviving,” said Marci Smith, owner of Cleaners on 8th.
However, Smith feels that if these locals do not restructure their businesses to meet the needs of the changing demographic they will face the threat of losing their business.
Although some locals worry about the gentrification pushing out the community of businesses that have been there for years, Councilmember Huizar says the focus is on occupying the vacant space.
“There may be some movement as to the types of businesses that are there, types of shoppers. There’ll be some change but primarily what we’re doing is filling in empty spaces…we’re adding to what’s already there,” said Huizar.
He also hopes his plans to bring back the streetcar will attract more people and businesses to the area.
He says they are waiting on the final dollars for construction from the federal government.
“It’s not a matter of ‘if’ but ‘when,’ said Huizar.
The project would entail a “road diet,” which would reduce one lane from each side of the street and in turn extend the sidewalks.
“We are prioritizing people over cars,” said Huizar.
The extension of the sidewalks would mean more benches and trees, making for what the city hopes would be a more community friendly area.
With excitement over the new plans echoing throughout the community, many locals feel that the city is trying to mirror the big apple back east.
But Councilmember Huizar insists that the plans are meant to revitalize Broadway to strengthen its own reputation and fit its surroundings.
“We are not trying to copy any other city. We are not trying to be New York. We’re doing what we think is very unique to Los Angeles,” he said.