Fox Theatre to Expand with Exclusive Premium Lounge

The Fox Theatre announces its most significant expansion since its opening to the public in 1929 with the renovation of 10,000 square-feet of premier event space. The Fox Theatre plans to convert the former jazz club on the northwest corner of the building into a premium guest lounge set to open late 2017.

Once completed, the lounge will be an exclusive environment for theatre patrons to enjoy enhanced food and beverage service from the Moroccan-style lounge, reflective of Fox Theatre's rich design history, or the two rooftop bars looking over famed Peachtree Street.

Additional amenities will include access to private restrooms, concierge guest services and parking. The premium lounge will be membership-based with general admission ticketing upgrade opportunities. Guests may access the lounge before and after events, as well as during intermission.

"We saw an opportunity to enhance our offerings and create the most memorable experience possible for our guests," said Fox Theatre President and CEO, Allan C. Vella. "Atlanta's entertainment landscape is ever-changing, and we are in a unique position to further the Fox's physical and cultural footprint with this exciting addition."

"This is an undertaking we have not taken lightly," said Fox Theatre Vice President and COO, Adina Erwin. "We found a great partnership with Lord Aeck Sargent, a local architectural firm specializing in conservation and preservation of historic venues. We are taking every precaution to keep adjustments minimal and have every confidence that their vision and experience will allow us to create an innovative space that is loyal to the legacy of the Fox Theatre."

Guest access to the premium space will be available through annual membership holders, as well as ticket upgrades at specific performances as inventory permits. Details, including rates, for memberships and ticket upgrades are in early planning stages and will available to purchase beginning in January 2017.

Additional announcements regarding the naming of the premium lounge, groundbreaking and construction plans are forthcoming.

The Fox Theatre is one of Atlanta's premiere venues for live entertainment and declared a Top Stop of the Decade by Venues Today Magazine and the #1 non-residency venue worldwide for the decade by Billboard Magazine. In April 2013, Rolling Stone Magazine announced that the Fox Theatre was one of "The Best Big Rooms in America" as part of their "Venues That Rock" series. In addition, the Fox Theatre was nominated for Theatre of the Year by Billboard and Pollstar Magazines, and awarded the Outstanding Historic Theatre of the Year award in 2011 by the League of Historic American Theatres. For the past decade, the Fox Theatre has been consistently ranked in the top three non-residency theatres in North America for gross ticket sales by industry trade magazines, Pollstar, Billboard and Venues Today. The Fox Theatre has the #1 social media presence for any theatre or performing arts center in North America, for any venue between 2,000 and 5,000 seats, and for any Georgia venue according to the Social Media Power 100 compiled by Venues Today Magazine. The Fox's 4,665 seat theatre hosts 250 performances a year. An impressive range of events from rock concerts to Broadway, ballets, comedy and movies continue to attract more than 500,000 visitors per year. In addition, the Fox is host to wedding receptions, trade shows, corporate meetings and association functions in its fabulous ballrooms, lounge and outdoor terrace. As a 501(c) 3 non-profit arts organization, the Fox Theatre stands today as a fiercely protected landmark and a nationally acclaimed theater and is celebrating its 86th year. The partners of the Fox Theatre are Delta Air Lines, Coca-Cola, Lexus, Georgian Terrace Hotel/Livingston Restaurant+Bar, Georgia Natural Gas, Regions, Atlanta Beverage, Grady Health System, and Whole Foods Market. Tickets for all events are available at The Fox Theatre Ticket Office, online at www.FoxTheatre.org, and at all Atlanta Ticket Alternative locations including Whole Foods Markets, or toll free at 855-285-8499. For group sales information contact the Fox Theatre at (404) 881-2000, or visit The Fox Theatre website at www.foxtheatre.org.

Lord Aeck Sargent is an award-winning architectural and urban planning firm serving clients in academic, historic preservation, science and technology, interiors, arts and cultural, multi-family housing and mixed-use, and urban design and planning markets. The firm has successfully certified more than 60 LEED projects and is currently designing two projects pursuing Living Building Challenge certification. In 2007, Lord Aeck Sargent was one of the first architecture firms to adopt The 2030 Challenge, an initiative whose ultimate goal is the design of carbon-neutral buildings, or buildings that use no fossil-fuel greenhouse gas-emitting energy to operate, by the year 2030. Lord Aeck Sargent is also calling for increased transparency in the building products industry by urging manufacturers to disclose the chemical components of their products. For more information, visit the firm at www.lordaecksargent.com.

To post a comment, you must register and login.