Firms Aim to Save Theater : Glendale: Even though campaign has not officially started, board has already gathered more than $100,000 in pledges for the historic Alex.

GLENDALE —  Although charities nationwide are running into a recession-caused money drought, Glendale business leaders will launch an ambitious campaign this week to raise funds for the now municipally owned Alex Theatre, complete with a New Year’s Eve street party that the city hopes will capture the spirit of the Times Square bash in New York.

The campaign has not officially started, but the Alex Regional Theatre Board has already gathered more than $100,000 in pledges toward its goal of $500,000 by the end of the year.

“These are tough times and nothing is affected more by a recession than charitable contributions,” said Laurence R. Clarke, a Glendale attorney who spearheaded the city’s three-year effort to save the historic Alex Theatre. “But we have a worthwhile program and I think the goal is something we can attain.”

A $6.5-million renovation of the city-owned Alex, at 216 N. Brand Blvd., is scheduled to be completed Nov. 15. Additional funds are needed for operation, equipment, furnishings and other finishing touches for the newly converted performing arts center, to open Dec. 31.

In charge of the fund-raising effort is John C. Hedlund, a veteran civic and business leader and vice president of the city-appointed theater board. Hedlund said brochures seeking contributions of $25,000 and more will be distributed within the next few days to about 30 business executives.

The brand new Robinsons May department store--opened last month at the Glendale Galleria--presented a $35,000 check last week to the Glendale City Council as its contribution to the city’s efforts to promote the performing arts and cultural events.

With the slogan “A New Stage in Your Life!,” the theater board’s brochure promises recognition and perks for major donors, such as complimentary tickets to opening festivities.

“This is really a once-in-a-lifetime thing,” Hedlund said. “It is an opportunity to be listed as a patron at the distinguished giving level and have public recognition.” As an enticement, the brochure notes that news releases will be mailed to 100 community leaders announcing gifts of $50,000 or more.

Donors of at least $25,000 will be listed as patrons on a cornerstone plaque to be displayed in the theater forecourt and can have portions of the facility named after them.

The theater marquee with its 100-foot-high landmark spire and the marquee foyer will be named for donors of $100,000 or more. The theater lobby and portico will be named after donors of $75,000, who will be named Distinguished Patrons. A contribution of $50,000 carries with it the title of Grand Patron and claim to a name on the mezzanine or the Grand Theatre Bar.

Despite the push for major benefactors, officials said they are also counting on contributions from smaller businesses throughout the community, particularly the downtown area, which stands to reap economic benefits from the theater.

“People will need a place to eat and to shop,” said Clarke, theater board president who led a 21-member task force that put together the renovation project after years of bickering among various factions of the community. “There is a market for it.”

Clarke admits that the fund-raising campaign will be tough as businesses struggle to survive the recession. But he said he is confident that the goal will be met as businesses recognize the need to rejuvenate the area surrounding the 68-year-old theater, originally opened in 1925 as a vaudeville stage and movie house.

“Fund-raising is always a problematic thing,” said Clarke, “but the campaign already is gathering momentum.”

Officials plan to cap the campaign with a New Year’s Eve celebration centered on the Alex that they hope will rival the traditional midnight festivities along New York’s Broadway.

The celebration will be billed as the West Coast’s version of a New Year’s Eve gala, complete with the closing of a portion of Brand Boulevard for a block party, a midnight laser light show and an array of food and drink.

While details have not been disclosed, James De Monaco, a theater board member and director of facilities and services for Walt Disney Imagineering, which has headquarters in Glendale, is coordinating the planning.

“It will be a black-tie affair with a countdown at midnight with special effects. That’s all I can say for now,” De Monaco said. Featured will be the Glendale Symphony Orchestra with conductor Lalo Schifrin. Additional entertainment for the event is being planned by Theatre Corp. of America, the same company that runs the Pasadena Playhouse and which has been hired by the Alex board to manage and operate the 1,452-seat facility for the next five years.

About 15,000 subscribers are expected to enroll by January for tickets to the initial musical productions--beginning with “Sayonara” from Jan. 27 to Feb. 13, Juliet Prowse in “Mame” from March 17 to April 3, and the California premiere of “Fame,” booked from May 19 through June 5.

Other short-term programs are also being booked, officials said. “We never thought that we would make this fast of a start with the theater,” Clarke said. “It’s very gratifying to start out in full swing.”