The Paramount Theater (Courtesy: BWChicago)
The Paramount Theater has been the subject of much discussion lately. And even as that continues, what strikes me how little people know about this Oakland treasure. Allow me to give you a brief history of the Paramount Theater. A note of disclosure: I serve on the Paramount Board.
The Paramount Theater was built in 1931 to primarily serve as a movie/performance house and it did quite well. In its heyday, it attracted movie premiers and top flight performers like Frank Sinatra and Duke Ellington. By the late 60’s, it was shuttered and in disrepair. It was slated for the wrecking ball and considered an afterthought.
A group of civic-minded individuals and companies, including current board members Lorenzo Hoopes and Julia Tabor, and led by Oakland civic giant Edgar Kaiser, came together to save the Paramount. They raised private funds that paid to restore the Paramount to its original 1931 glory.
A nonprofit corporation was formed to run and own the Paramount. The nonprofit entered into an agreement with the City of Oakland by which the title to the property was deeded to the City as a civic gift with conditions. One condition was that the Paramount would be run by the nonprofit board.
The board is self-governing, which means that it selects and appoints its members with the concurrence of the mayor and City Council, hires its general manager and staff persons, and is charged with full responsibility of operating and managing the Paramount. Initially, the City took the responsibility to pay all the maintenance, upkeep and capital repairs of the premises. In turn, the Paramount would serve as the home for the Oakland Symphony and Ballet, which at the time received City subsidies. In essence, the Paramount was to provide a home for these two City- funded programs.
Over the next several years, the Paramount’s main function was to provide a home for these two groups. And the City continued to pay an annual subsidy for the maintenance and upkeep of the building, as well as for the symphony and ballet.
The City did not want the Paramount to be engaged in excessive “entertainment activities,” for fear it would attract people to the Downtown area at night during the tumultuous 70s. For example, for a number of years, the City prohibited the Paramount from selling alcohol during performances.
By the 90’s, things had changed very rapidly. The new generation of board members saw the opportunity for the Paramount to be a more active entertainment venue. Despite some reluctance, the Paramount began to book other types of entertainment shows.
In the mid 90’s, the Paramount was faced with two related fundamental crises. The original general manager wanted to retire. Also, the City informed the Paramount that it would no longer provide it with any subsidy funds. It gave the Paramount a short timeline to become financially independent from the City and self-sufficient.
The board acted quickly. It actively searched for a general manager with extensive promotion/theater management experience. The board found one in Leslee Stewart, former manager for one of the largest entertainment companies in the country. The Paramount expanded its staff from one to three persons.
Ms. Stewart brought her energy and entertainment industry contacts to the Paramount and greatly expanded its reach. The Paramount then set a policy to expand and book a wide variety of shows never seen in Oakland before.
It's been more than ten years since the City ended its financial assistance to the Paramount. It has been self-sufficient ever since. Unlike other venues in the area, the Paramount receives no funds from the City. It has ensured its financial stability and has made all but the most major repairs in the building.
The Paramount Theater has always followed a very sound motto: minimize risks and maximize returns. The Paramount is not a promoter of events, but rather provides the venue, leases the space out for uses for a base rent and other fees. Any promoter using the Paramount pays for all the expenses - from stage hands, box office, clean up, security and other expenses that go with any contract. The Paramount is a union shop using local stage hands and paying prevailing, negotiated wages.
Many people ask why the Paramount does not promote its own shows. It is real simple: putting on a show is a very expensive, capital-intensive proposition. There are many costs that have to be paid right away, before a show even gets off the ground, such as deposit to secure the acts, advertising, and other upfront costs. The promoter takes on huge risks, such as lack of ticket sales, the performer's no show, travel-related liability, in addition to a large staff and management overhead.
The Paramount does not have the financial ability to incur such costs. As a result, we cannot afford to take the risk in the event that a show cancels or doesn't sell well, gets poor reviews or no repeat business.
Some people ask --Why is the Paramount closed all the time? Well, the Paramount is not closed all the time. It is the 23rd most active performance theater in the country. The most number of shows done in the country are about 95 a year and the Paramount is currently at about 75. Plus the theater is used more days than just the actual shows: there must be time for set ups, rehearsals, then removal. So no, it isn't “closed all the time.”
In addition, unlike other venues, the City does not pay the Paramount to turn on the marquee on during non-performance days. If you will recall, under Mayor Brown, the City paid over $35,000.00 to light up the Fox marquee and the additional monthly costs of operating it. The Paramount does not have that kind of subsidy to do so, but the board would be happy to light up the marquee if someone is ready to pay the bill.
Many people question the “diversity” of the Paramount shows. We are open to anyone who wants to do a performance. Our staff is constantly scouring the country to attract shows to Oakland. We pursue any and all groups who wish to rent the Paramount and bring any production to our house. We have a special rate for nonprofits and we greatly welcome all performances to our theater.
One only has to look at our yearly show selection to see the wide variety of shows at the Paramount: gospel plays, symphonies, dance troops, Russian ballet, Chinese acrobats, Chris Rock and other comedians, top performers like Alicia Keys, Melissa Etheridge, Bonnie Raitt, Neo, and Kem; native country performers from India, Iran, Brazil, Ireland, South Africa; and many others.
We perform family/civic services as well - like citizenship ceremonies and graduations for just about every high school graduation in Oakland/East Bay area. Come down in May and June and see all the happy and joyous faces of grads and families. We bring children's shows and classic movie series, complete with live organ music and other old movie touches.
We do the annual holiday festival events such as the Nutcracker, Messiah, and the Interfaith Choir. We house a speakers' bureau event that has brought such people as Bill Clinton, Condoleezza Rice, Tony Blair and dozens of other world figures to Downtown Oakland.
Just look at who has been at the Paramount in the last month: Tyler Perry’s new play had five sold-out performances, the Oakland Symphony, classic Hitchcock movies, comedian Mike Epps, and German cabaret singer Max Raabe.
The Paramount has adapted with the times. 9-11 hit the concerts industry badly. Also, technology has drastically changed the music industry. There are less concerts and they're more costly. Now, the primary touring shows are older groups with an established following or niche performers for narrower audiences. Think about it: When was the last time you bought a record that you heard on the radio or after going to a concert to see a major group or artist? The big names will only play large venues, but their sales have been sluggish, too. Other performers prefer not to play smaller venues because they simply don’t make as much money.
The Paramount board and staff are always looking for new and innovative ways to attract diverse performances to our theater. We will continue to offer a wide selection of performances that cater to all tastes and audiences. We are constantly exploring new revenue streams to maintain and grow the theater. So, come out to the Paramount and enjoy the tremendous excitement and great, diverse entertainment.
Clinton Killian is an attorney in downtown Oakland, an Oakland resident and a former Oakland Planning Commissioner. He can be reached at: (510) 625-8823 or email: clintonkillian@yahoo.com. |