Plaza Theatre 1951
Frank Bogart and Lucille Ball_ed
Jack Benny and Eddie Anderson
Plaza Theatre
Bing Crosby, Bob Hope, Frank Sinatra

INTRODUCTION: For certain, the likely success or failure of the Plaza lies in the type of utilization that is embraced and developed. When I spoke with Palm Springs City's representative Diana Shay, as she showed me around the Plaza, she indicated two simple prerequisites. First that the city is adamant that the Plaza becomes a year-round operation and second that it adds to the overall attraction of Palm Springs as a travel destination and major contributor to the culture and livability for the local residents. ​A very tall order, but certainly very feasible.

 

Know your competition, know your market. The Plaza development should not go head to head with the same offering of numerous other live theatre venues that are newer, larger, and in the forefront of providing live theatre to the community; there are 11+ other venues in the Greater Palm Springs area. The Plaza should be unique and to its own. With that, it also appears clear to me that the use of the Plaza should not be one dimensional and that the greatest opportunity lies in it being a unique and dynamic multi-use facility all under the umbrella of high-quality entertainment and broadcasting, that harkens back to its remarkable history and heritage.

I have suggested five entertainment components for the Plaza Theatre. All strategically selected to work together cohesively, complementing one another, the sum total being much greater than their parts. They were selected not only on their entertainment value but balanced on their merits of the probable ability to provide self-sustaining year-round revenue; that the Plaza may live on in perpetuity. And then some are merited on their value in the development of invaluable goodwill and the financial support of the community. They are linked below in no particular order. 

​SUMMARY: Speaking clearly, the success of the theatre will not be predicated, alone, on the gilded finery and glamours appointments that may be afforded with a historical renovation. Instead it will be predicated on function that facilitates the form. Integrated function that accommodates the specific and most viable use of the theatre for financial success. Function that includes all the necessary technological improvements to service a new generation of entertainment production. All while maintaining the history and prestige of the past and preserving it for generations to come.

We are experiencing profound times with COVID 19. Many businesses are on hold and sadly some may not survive. Others will take advantage of the moment to update and improve their business operations, and still, others will develop and provide new businesses and services while looking to and anticipating a brighter future. The Plaza Entertainment Theatre is in the latter position.

Looking realistically ahead, with the recent breaking news of new vaccinations, improved testing/tracking, medical treatments, and a growing scientific consensus, it looks likely that CIVID 19 will be under control by the first quarter of 2021, just 6 months away. This is real, this is documented. Planning now for 2021 makes good sense. Planning that keeps it simple, strategic, and with a focus on the identified goals. A new playbill that everyone can understand, embrace, and support.     

Concept of use...

Palm Springs, CA  l  craig@intellatech.com  l  310-254-5871

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