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Still entertaining after all these years
By Les Masterson/ Staff Writer - Arlington Advocate
Thursday, October 12, 2006
Resurrecting a theater is a slow and lengthy process, but after a few short years the Regent Theatre has been building through a steady diet of diverse acts.
There has been sing-alongs and Family Fun Saturday events for the kids, A Night at the Rock Opera for the live music fans, BeatleJuice and Elvis Presley tributes for generations of fans, Mickey Rooney for the seniors and numerous acts from around the world that brought in a wide variety of people.
"There's lots of competition for entertainment dollars," said Leland Stein, the Regent's marketing and booking manager. "We've tried to get ourselves known within the Arlington community first and surrounding communities, but also bring in nationally touring acts that people can't find anywhere."
Stein, Rick Stavros, general manager, and Todd Winmill, production manager, took over the day-to-day operations from Gary Adelson, who moved to Vancouver, British Colombia, last year.
Adelson revitalized the theater after years of neglect. During his four years running the theater, Adelson spent between $400,000 and $500,000 in improvements. He installed new theater seats, revamped the downstairs theater, improved the building's exterior, put into place a new smoke detection system and a new heating and cooling system and upgraded the sound and lights.
Stravros said there is still more work needed.
"A little more restoration is needed to bring the theater back to its original beauty - when this building rivaled most of the vaudeville houses in Boston," said Stravros.
Since taking over the theater, the trio has mostly offered the Regent for rentals. While Adelson did most of his own promotions, the theater now co-produces shows that bring in wider audiences, but lets the renters work on promotion.
Stein said rentals make sense because the Regent is guaranteed to receive income. Stein added word-of-mouth has brought many acts to the Regent. Virtually every weekend through the end of the year is booked at the Regent, he said.
One of the more successful events at the Regent has been A Night at the Rock Opera. After a run two years ago, The Ultrasonic Rock Orchestra returned last year for eight shows and performed in front of more than 2,500 people.
"That's a case that they have grown with the Regent and helped us to grow. We took a chance when the producers came to us and said 'we have this thing' and it sounded interesting to us," said Stein of the 18-singer/eight-musician rock orchestra, which returns to the Regent next month before performing at the Berklee Performance Center.
Another success has been the sing-alongs. Wizard of Oz and Sound of Music sing-alongs have brought thousands to the theater who may have not normally seen a show at the Regent. That tradition continues next month when a sing-along version of Mary Poppins is at the Regent during Thanksgiving weekend.
The Regent has hosted a number of musicians and dancers from throughout the world. There have been Brazilian musicians, Irish dancers and African drumming.
You could take a map of the world and stick pins into who we've had here," said Stein.
Tribute shows have also brought people to the Regent. Elvis Presley performers and The Beatles' tribute band, BeatleJuice, have both performed at the theater. In December, Donny Edwards, one of the top Elvis performers, will return to the Regent for an Elvis Christmas show. This time he will be accompanied by Velvet Elvis.
Stein said the Medford theater understands that musical quality is what counts when it comes to tribute shows.
"A lot of tribute bands are not very good," said Stein. "What we emphasis is the live music."
Impact to business
Stein said the success of the Regent impacts other businesses. The Regent works with nearby restaurants to promote the area as a low-cost alternative to catch a show rather than heading into Boston or Cambridge, he said.
"People who discover the Regent from outside of town realize they can have a whole night out without going into Cambridge or the city," said Stein. "The restaurants understand how much we're increasing their business ... I'm sure that business of many restaurants in close proximity have increased substantially," said Stein.
Stravros said a successful theater impacts more than just restaurants. The Regent also helps nearby businesses like Starbucks, CVS and flower shops, which receive an economic shot in the arm on the day of children's performances. That equals a more bustling business center.
"Arlington is getting to be a destination spot because of the restaurants and the free parking around here," said Stavros.
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