Background and History
Baltimore's Parkway Theatre was designed by Oliver B. Wight and patterned after the West End (later Rialto) theatre near Leicester Square in London. The design is in the Louie XIV style with magnificent ornamental plasterwork. Apparently envisioned as a Vaudeville performance house with about 1100 seats, the ability to project the emerging entertainment medium of movies was added almost immediately, and in fact, the movie "Zaza" opened the theatre on Oct. 23, 1915. The theatre was acquired in 1926 by the Loew's organization and extensively remodeled by removing some decorative features, adding others and replacing the original Moller organ with a Wurlitzer theatre organ. An interesting activity conducted during the late 1940's and early 1950's was the production of a nightly live radio program entitled "Nocturne" that featured poetry readings interspersed with musical selections on the organ. Movies remained the mainstay until the theatre was acquired and closed in 1952 by the Morris Mechanic organization. It reopened in 1956 as the Five West art theatre, continuing that operation into the mid 1970's when it again closed and remained so until the early 1990's when an attempt was made to open some commercial office space in the rear orchestra level, without much success. It has remained vacant and without operation since about 1998.Current Status
Control of the Parkway and many surrounding parcels important to this plan is currently in a state of flux due to Baltimore City Council Bill #03-1143. This bill seeks to condemn and acquire these properties in conjunction with the amended Charles North Urban Renewal Plan and the Station North Arts and Entertainment District. More detailed information will be posted here as it becomes available. Hope remains that whomever is given the opportunity to do so, will return the Parkway to its original splendor as a vital performance venue for Baltimore and the surrounding area. The restaurant building immediately next door to the east (1 West North Avenue), which was originally envisioned as a restaurant server, with administrative and support functions for the Theatre has recently changed hands, with the new owners renovating a portion of that building as a fast-food franchise. So far as is known, the owners have no immediate plans for the remainder of the building and are believed to be approachable for the possibility of still leasing out those portions of the building that remain important to the theatre project. The Parkway can and should be the cornerstone project that spearheads a widespread economic and cultural revitalization of a large surrounding area of the city. This will be greatly facilitated by the designation by the City of Baltimore of the area in which the theatre is located as The Station North Arts and Entertainment District.Community Surroundings
The area around the intersection of North Avenue and Charles Street is one with terrific commercial and cultural potential as these two streets are among the busiest in the city. The theatre itself lies at the northern boundary of the Midtown Community Benefits District and is only one block from the southern boundary of the Charles Village Community Benefits District. Also nearby is the Greater Homewood Community Corporation, Inc. These three are among the most active of the special neighborhood improvement organizations within the city. Just across the Howard Street bridge is the prestigious Maryland Institute College of Art, which has just acquired the old Morgan Millwork building that is one block away from the Parkway. This huge (100,000 square foot) warehouse style building will be used to house a variety of MICA's visual arts programs and operations including student and artisan workspace, and gallery and exhibition areas. A mere three blocks south on Charles Street is the Pennsylvania Station. Also within two blocks of the Parkway are the Charles Theatre which screens a variety of new and older films, and the Everyman Theatre, a small (150 seat) live performance house. Across Charles Street from these two operations is the popular Club Charles (reviewed HERE) and the Zodiac restaurant (reviewed HERE). Several other smaller restaurants and a busy McDonalds round out the current eating establishments. A parking garage also in the 1700 block of Charles Street is within convenient walking distance of the Parkway. Literally within a 2-3 minute cab ride are the Meyerhoff Symphony Hall, home of the Baltimore Symphony Orchestra, the Lyric Opera House home of the Baltimore Opera Company, and the historic Belvedere Hotel. These venues alone are already attracting large numbers of culturally sophisticated people to the immediate area. Also within a few blocks are the institutions of Loyola College, Johns Hopkins University, and the University of Baltimore. The up-scale communities of Bolton Hill and Mount Vernon are immediately adjacent to the Charles North Community in which the Parkway is located. A few blocks away, lurking under the North Avenue Bridge over the Jones Falls Expressway is the interesting and popular Baltimore Streetcar Museum. This is a great place to take the kids and spend a relaxing afternoon.Proposed Operations
The Parkway will serve as a catalyst for a wide variety of entertainment events in Baltimore. There is a relative paucity of venues within the city of this seating capacity (750-800), which should place it in high demand. It will be available year round for entertainment, cultural, and educational events and tours. Individuals, businesses, organizations and community groups may use the facility for a wide variety or purposes. The primary activity in the restored theatre will be motion pictures. The vision is to present vintage silent and classic films as opposed to "first run" Hollywood productions (which are already being presented by the nearby Charles Theatre.) The silent film screenings will have live theatre organ accompaniment. Discussions are underway with the Free State Theatre Organ Society to help install and maintain a Wurlitzer two-manual, 11-rank organ (Opus #1419, originally installed in New York City's Clinton Street Apollo Theatre) that has just been acquired by a Party interested in this project. Several area organists have already expressed interest in becoming involved with this operation. An electronic capture system will also allow for organ selections to be played in the event an organist is not available for a specific activity. When completed, it will be the only operating theatre organ in the City of Baltimore, which once boasted over 50 such instruments. Theatre organ music is well known to appeal to nostalgia and arts oriented individuals and it's use as film accompaniment and event introduction will be a strong drawing card.Supplementing the films will be a mix of the following live performance venues:
* One-person shows and performances, comedians, celebrity concerts.* Variety and touring shows and revues, dance and ballet.* Various musical groups to include chamber orchestra, jazz, big band, choral groups.* "Minor" Broadway style performances not requiring elaborate staging facilities.* Dramatic performance, poetry, plays and musicals.* Children's theatre, education, and entertainment.* Film festivals and associated lectures.* Corporate seminars and lectures, small-group conventions."Vanity recital" and "For Hire" performance space.* Pageants* Community function/"town hall" meeting space.* Class reunions, weddings and receptions, other private parties.* Support of seasonal and periodic community arts festivals.A major supporting element will be the creation of several food and beverage service operations in the brick building adjacent to the theatre.* These will include:
First Floor (Front) - The existing restaurant is being operated as a fast-food franchise. Since the existing lobby of the Parkway is minuscule at best, a more practical use for this space would be to convert it into expanded lobby space similar to what was done at Baltimore's newly restored Hippodrome Theatre There, adjacent buildings were restored as additional lobby, ticketing, concession and general support space to great advantage.First Floor (Rear) - Entered from the Charles Street side entrance, this space will contain an up-scale bar with liquor and appetizer food service. An entrance will also be provided on the west side of the building for patrons exiting the theatre from the orchestra level east emergency exit. The basement level below this area could contain a small dance/DJ/disco style operation catering to the younger/college clientele. This space is also accessible via a "walk down" from the Charles Street sidewalk level.Second Floor (Front) - This space will be remodeled as an up-scale evening dining restaurant accommodating 60-80 patrons. Lunch operations may or may not be supported depending on over-all demand and compatibility with the first floor deli. An entrance/stairway may be constructed from this space directly into the upper lobby area of the theater if demand warrants.Second Floor (Rear) - This space will contain a commercial kitchen to serve the bar and disco areas via an existing dumb waiter (to be refurbished), the second floor restaurant described above, and the cabaret style seating to be installed in the balcony of the theatre, via a walkway constructed between the two buildings. This space could also be enclosed in an atrium fashion for additional food and beverage service if the demand exists. The existing emergency exit stairway from the theatre balcony will be retained and upgraded.Third Floor (Front and Rear) - This area will contain office, administrative, and perhaps infrastructure support space for the entire theatre-restaurant complex.Roof - If demand warrants an outdoor "garden café" could be built on the roof of this building, offering outdoor dining during the more moderate months of the year.Sidewalk - Again, if demand warrants, the extremely wide sidewalk in front of both this building and the theatre lends itself well to a sidewalk café style operation.*These operations will be dependent on securing a lease with the current owners for the needed space in this building.
Concept and Approach
Following a positive decision by the Baltimore Planning Commission and the Baltimore Development Corporation which gives approval to the concepts presented in this web site and Prospectus, a non-profit organization (tentatively to be named the Parkway Theatre Revitalization Initiative) will be established within the 501(c)3 framework of the Internal Revenue Service. Once this entity is established, the process of seeking restoration funding will begin. A comprehensive "business plan" will be produced, and a fundraiser will be hired. Initial funds received will go to cleaning up and stabilizing the existing spaces. Minimum tasks necessary to obtain a use and occupancy permit will be accomplished in order to accommodate the production of fund raising events and activities. Architectural Issues
An well-known architect having extensive credentials in historic building renovation, with MANY completed projects specific to theatres and performance spaces world-wide, is in place to assist with this proposal. He will be engaged to plan out the actual restoration tasks and schedule. Major tasks will likely include:
Excavation of the orchestra and stage levels. Currently the basement level extends only to the south wall under the main lobby. Within this space is the existing (unserviceable) oil fired furnace and some derelict equipment associated with the former air conditioning system. This basement level needs to be extended forward under the orchestra and stage to provide space for dressing rooms, rehearsal and assembly space, greenroom, shop and set construction space, costume and prop storage, kitchen for banquet, cast parties, etc., mechanical space for organ equipment, child care facility, and ADA compliant restrooms that will be accessible via elevator from the lobby. Space is also anticipated for a small gift shop where items related to the Parkway and its history, such as mugs, T-shirts, books, videos may be sold to help raise operating funds. Gallery and exhibition space could be made available on a rotating basis for area visual artists to display and sell their wares during selected events. A small printing plant will facilitate the printing of programs and other advertising materials for performances taking place within the facility.Interestingly, I have recently learned that the $16.1 million renovation of the Paramount Theatre in Charlottesville, VA (completed last year) included this exact same concept, i.e., excavation of the entire footprint of the building's interior to a depth of 16' in order to accommodate dressing rooms, mechanical rooms and expanded public restrooms. This theatre is recognized as one of the finest performance spaces in Central Virginia. The architects for this project were Martinez & Johnson of Washington, DC.Expansion of stage area. A study will be commissioned to determine the feasibility of extending the rear wall of the stage by as much as six to twenty feet in order to accommodate more elaborate stage productions than are presently possible on its eleven-foot depth. It is felt that extending the stage forward is not a good option due to the number of revenue producing seats that would be lost in the process and the attendant disruption of decorative features. A minimum sized apron platform on either side of the proscenium is needed to accommodate sound and lighting equipment frequently used by traveling performance groups.Redesign and engineering of the heating and air-conditioning plants. A study will need to be performed to determine what portion, if any, of the existing systems can be salvaged. Consideration should be given to a natural gas fueled system for heating, using an oil heat transfer medium rather than water. The air handler "penthouse" on the roof should be eliminated if feasible. Airflow associated with the environmental system must be engineered to be extremely quiet in operation.Complete redesign/upgrading of the electrical, plumbing and staging systems. Little has been done to modernize these systems since the original design and construction, and all will have to be brought up to modern performance and code standards. State-of-the-art lighting control , sound reinforcement and stage rigging systems will be installed.Restoration of decorative plasterwork. One of the Parkway's most unique and valuable assets is its marvelous decorative plasterwork. Emblematic of classic movie and performance houses, the design and quality of the Parkway's plasterwork is among the most elaborate ever commissioned in Baltimore and remains one of the finest examples of this vanishing art form. A preliminary study shows that while major damage has been done over the years from roof leakage and various remodeling efforts, there are sufficient undamaged areas from which clues and molds may be taken in order to repair and renew the damaged portions. Original painting and coloring schemes can be easily determined from remaining evidence. A series of before and after photographs taken by the Loew's organization during the 1926 remodeling will provide valuable documentation for this effort. A collaborative arrangement will be pursued with the Maryland Institute College of Art whereby artistically inclined students might serve as painters and decorative artists for class credit.Americans with Disabilities Act. A study will be commissioned to determine what tasks will be necessary to bring the Parkway in compliance with the requirements of the ADA .Environmental Issues. Such things as asbestos and lead paint abatement will need to be dealt with in restoring this theatre.Parking. Initially, parking for this facility will need to come from existing resources. In addition to the existing parking garage in the 1700 block of North Charles street, there are several vacant lots within convenient walking (or tram) distance from the theatre that could be leased to provide needed parking. A more comprehensive solution would be to approach the MacDonalds Corporation, which has an operating restaurant to the immediate west of the theatre, to see if an arrangement could be made to build a multi-level parking garage on this space which would either enclose the existing restaurant facility, or be a completely new structure with provisions for a new restaurant. A completely new structure, which preserves the current drive-through capability should be feasible. A passageway from this garage into the upper lobby area of the theatre could be included so that patrons parking there can proceed with enhanced security, directly into the theatre. This garage would also benefit and be more comprehensive if it were to include an abandon bank branch property which fronts on Maryland Avenue and forms at its rear property line, a border with the McDonalds property.Pipe Organ. While not strictly an architectural issue, the accommodation of the theatre pipe organ in the Parkway requires sensitivity to its requirements. Some excavation for blower equipment and wind regulators will likely be necessary, along with possible enlargement of the existing chamber space in conjunction with the (proposed) stage enlargement. A motorized lift will be needed to be installed for the console, requiring integration into the excavation and stage enlargement plans.Food and Ticket Service
An important, even critical element in the economic viability of the restored Parkway will be the provision of comprehensive food and beverage services. The Parkway must be thought of as an evening's entertainment destination, not simply a place to see a movie or other performance. The theatre will maintain an Internet website that will detail current performances and starting times. Patrons will be able to order tickets using a secure credit card link. Use of the Charles Street parking garage will be encouraged, with perhaps a "golf cart" style tram provided to shuttle patrons to the front door. (See further discussion of parking above.) The web page will provide a seating chart with digital photographs to show the view available from each individual seat in the house. Patrons will be encouraged to come to the complex early, have a drink or appetizer at the bar next door, or even a complete evening meal in the second-floor restaurant.
Service to the orchestra level (600-650 seats) will be the normal popcorn/candy/soda service available in virtually every movie house. However, in the balcony it will be an entirely different concept. There, cabaret style tables and comfortable seating will be installed in such a way that service personnel will not intrude into anyone's sight lines. Patrons will pay a small premium for balcony seating and will receive enhanced ushering services to their seats. (Click HERE to see a diagram of the proposed balcony seating arrangement.) Once seated, patrons will find a small, unobtrusive computer terminal screen recessed into the tabletop. It will have a credit card swipe slot and touch sensitive screen. A simple, self-guided and explanatory menu system will guide them through the process of ordering beverages, appetizers and whatever foods and services will be offered. The order will be sent electronically to the kitchen/bar next door where it will be filled and waiters/waitresses will bring the order through the east upper balcony exit that will also still serve as an emergency exit. This concept will greatly reduce the amount of time necessary to take and fill an order compared with a conventional restaurant. Likewise, bill settlement will be simplified and hastened through this system.
Historic Building Status
Applications will be submitted to all appropriate entities to have the Parkway listed on the registers for which it may be eligible. At a minimum, the National Register of Historic Places and the Maryland Historical Society places will receive applications. There are also Baltimore City and local community registers. It is felt the Parkway will easily qualify to be listed on all of these, but no one has taken the trouble in the past to begin this process.Management
The Parkway will be organized and managed as a non-profit 501(c)3 operation, Parkway Theatre Revitalization Initiative, Inc. The affairs of this corporation will be directed by a volunteer board of no less than five members including the Executive Director, President, Vice President, Secretary, and Treasurer. Additional board positions may be created for other major investors, area cultural and community leaders, developers and contractors, up to a maximum of ten. The Board will have responsibilities that include, but not be limited to:* Determining and monitoring the Parkway strategic direction* Providing policy guidelines and establishing priorities* Determining Board makeup and tenure* Self-evaluation and self-governance* Determining fund-raising strategies* Issuing contracts for restoration tasks* Being "ambassadors" and advocates for the Parkway and its programsBoard members will be chosen carefully in order to have a broad mix of experience and expertise in such disciplines as fund raising, construction, project management, banking, retail, law, administration, arts, tourism marketing, and public relations. Initially, these positions with related employment descriptors are anticipated:PositionFunctionExecutive Director Concepts, engineering and constructionPresidentPerformance and talent managementVice PresidentFunding and EndowmentSecretaryArtistic coordinationTreasurerBanking and financingStaff Attorney Legal issuesDeveloperAdministration, retail and marketing issuesPublicist Media, advertising, public relations, promotionCommunity Liaison Outreach to Baltimore performance heritage issuesOrgan Coordinator Organ procurement/installation/maintenance issuesStaffing other than the Board will start on a small scale, with growth occurring as the theatre is restored and matures into full operation. Some anticipated staff positions in a full-scale operation might include, among others
Restaurant Operations ManagerAdministrative AssistantAccountantBox Office managerStage managerProjectionistHead usherConcessionaireOrganistInternet/computer operations/programmerVolunteer coordinatorPhysical plant managerSecurity/accommodations managerHistorian/Archivist(It is anticipated that some of these may not be full-time positions.)
Funding and Financing
A detailed discussion of the various funding issues is beyond the scope of this document. Suffice it to say that this is a large and complicated undertaking, with many aspects which will need to be thoroughly analyzed and secured. However, three broad categories of funding can be anticipated: Acquisition, Restoration, and Operating.Acquisition Funding. This is the most immediate and most critical aspect of this entire project. The theatre building itself is presently owned by a Principal, however, recent changes to Baltimore's Charles North Urban Renewal Plan put the Parkway (and several surrounding parcels which figure prominently into this Prospectus) at risk of being condemned by the City and acquired by eminent domain. Should this happen, the Parkway's future and ultimate renovation are decidedly clouded..
Acquisition Budget. TBD.Restoration Funding. Funds for the restoration tasks will be sought from various Federal, State and Municipal organizations that typically make such funding available, as well as private contributions from individuals, businesses and corporations.
Restoration Budget. TBDOperating Funding and Budget. TBD.