Performance Spaces
The auditorium, lobbies, rest areas, and concession spaces were improved for patron comfort, circulation and overall experience. The redesign nearly doubled the number of restrooms while renovating the existing ones. Two new passenger elevators were “threaded” through six floors. The artists’ experience and technical support of shows were upgraded via theatrical lighting, audiovisual systems, stage rigging, stage flooring and refurbished dressing rooms. The theater’s vintage wooden seats were refurbished with cushioned backs and bottoms with richly colored, crimson velour.
Two new programmable marquees take advantage of the latest technology to bring a modern touch to the historic theater and raise public awareness of current and upcoming shows. In addition, a marquee is suspended over the new box office on Main Street to define the ticket sales area.
Hospitality Spaces
The entry lobby, second-level Grand Lobby and seating areas, patron parlors, new bars, and new Subscriber Lounge provide areas of mingling and conversation before, during and after the show. These restored and renovated spaces afford unique opportunities to create an unforgettable patron experience. Whether sharing a laugh with a cast member during a pre-performance meet and greet, grabbing a drink in the lounge, or enjoying an after-show pastry at the 1927 Café & Bakery, these experience spaces redefine the theater for a new generation.
“As hospitality and experience designers, the Altria Theater offered us so many square feet—grand spaces, parlors and lobbies— that allowed us to create memorable places for guests,” Cameron notes. “The goal was to make patrons talk about their visit, not just the show.”
Beyond the performance spaces, the gracefully restored Egyptian-styled Grand Ballroom includes a new pre-function lobby with a bar and full-service kitchen capable of providing food for up to 700 guests. The Grand Ballroom is a popular event space, attracting weddings, parties, business meetings and conferences at times when the theater would otherwise be dark. Before, during and after the show, patrons can enjoy the opportunity to hang out and socialize.
Energizing Downtown Richmond
The restoration, renovation, and reopening of the Altria Theater provides an essential arts and entertainment anchor for new retail, restaurant and residential development in downtown Richmond. The theater’s proximity to the Virginia Commonwealth University campus and other downtown arts, cultural and educational organizations is generating new and creative collaborations.
Since the restoration of the Altria Theater and the other downtown theaters was completed, the city of Richmond has emerged as a fast-growth, high-demand urban success story. Zillow named Richmond the nation’s fourth-hottest housing market in 2016. More than 50 downtown development projects are transforming this riverfront city, and the arts and culture attractions are drawing newcomers from all around the world.
Retrofit Team
Architect: Wilson Butler Architects, Boston
- Bruce Herrmann, principal in charge
- Rebecca Emanuel, interior designer
- Peter Cameron, project architect
- Josh Stiling, project designer
Theater Consultant: Theatre Projects Consultants Inc., Norwalk, Conn.
Code Consultant: Jensen Hughes, Framingham, Mass.
Acoustic Consultant: Jaffe Holden Acoustics, Norwalk
Cost Consultant: Daedalus Projects Inc., Boston
Construction Management: Gilbane-Christman Associates
Structural Engineering Consultant: Dunbar Milby William Pittman & Vaughn PLLC, Richmond, Va.
MEP Consultant: Peters, Tschantz & Associates Inc., Akron, Ohio
Historical Restoration Painting: Evergreene Architectural Arts Inc., New York
Lighting Consultant: HLB Lighting, Boston
Exterior Restoration: Building Conservation Associates Inc., Newton Centre, Mass.
Owner: SMG, West Conshohocken, Pa.
Materials
Carpet: Brintons Carpets Ltd.
Textured Wall Finish: Tobias Green Interior Wall Finishes
Restroom Floor Tile: Provenza by EmilCeramica S.p.A.
Back Bar Accent Tile: Onix Mosaico, Onix USA LLC
Back Bar Antique Mirror: Pulp Studio
Admin Office Carpet Tile: Mohawk Group
Admin Office Floor Tile: Crossville Inc.
House Curtain And Acoustic Drapery: Rose Brand
Decorative Metal Grilles: KEES Inc.
Toilet Partitions: DuPont Corian
Paint: Sherwin-Williams
Lighting: Crenshaw Lighting
Photos: Wilson Butler Architects