New Group Shows Interest In Operating South Pasadena’s Iconic Rialto Theatre

A new group has proposed an innovative business plan to restore and reopen the historic 1925 Rialto Theatre as a multi-use venue, presenting film, live theater, music concerts and educational and community programming. Escott O. Norton, founder of the non-profit Friends of the Rialto, has been advocating for the Rialto for more than 3 decades and is spearheading this proposal.

The new owners are planning to do the restoration of the exterior, and they are looking for organizations to lease the building who will fund the improvements and restoration of the interior. Friends of the Rialto is seeking pledges from major donors for the funds needed to start restoration of the Rialto Theatre. Major donors interested in more information are encouraged to contact Norton at FriendsoftheRialto@gmail.com or by phone at (323) 459-5005.

The Friends of the Rialto team proposes a phased restoration so that the Rialto can be reopened to the public as soon as possible. As additional funds are raised, the restoration work will continue with the goal of eventually having a fully restored Rialto capable of presenting movies on screen, music in the orchestra pit, and live theatre on the stage, just as it did on Opening Day, October 17th, 1925.

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Joining Norton are a team of theatre professionals, musicians, educators and restaurant and bar experts from around Los Angeles and Orange County who want to see the Rialto once again be the “cultural and social heart” of South Pasadena. In addition to providing quality entertainment for the community, the proposed business plan, conceived by lawyer and theater producer Jackie Brenneman, will keep rental rates lower, providing an affordable venue for artists to share their work.

This proposal has been presented to the new owners of the building and they have expressed interest. Now Norton and his team are reaching out to the community for the financial help to bring their vision of the Rialto to life.

Norton is also the executive director of the Los Angeles Historic Theatre Foundation, a nationally recognized advocacy group. In this position he has consulted with successful historic theatre operators all over the country, many in smaller, less affluent communities than South Pasadena.

He is confident that what has been done so many times on other cities can happen here. “South Pasadena is the perfect location for a historic theatre like the Rialto to be restored and revitalized,” said Norton. “This is a community that treasures history and supports the arts. The Rialto will once again be a place that every generation can enjoy. Children can go to kiddie matinees with friends, teens can go to after-school arts classes, and adults can enjoy classic movies, live music and theatre in a fun and unique environment. Our goal is to present something different almost every night of the week. We will listen to our audience and there will be something for everyone at the Rialto.”

A conceptual proposal of what the Rialto Theatre could look like some day was was also presented in June to the Cultural Heritage Commission (CHC) by Lance Aslpaugh of Vintage Cinemas.

At the time, South Pasadena City Manager Sergio Gonzalez stressed that it is only a “conceptual” look and not meant as a formal presentation.

Following his presentation, Aslpaugh received feedback from CHC members as he hopes to sign a longterm lease with the new owners, SLH Investments, to operate the historic building. He stressed that the concepts were “preliminary in design.”

Aslpaugh outlined a renovation plan, calling for two to three state-of-the-art screening rooms seating 50 to 100 in each, and a renovated main auditorium seating 375, using the upper balcony as well as a portion of the existing main floor seating area.

 

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