Mayor Fulop Announces Major Partnership With Entertainment Giant; The $ 72 million restoration plan takes the historic Löwstheater to the next level
Devils Arena Entertainment, operator of world renown Prudential Center and home of the New Jersey Devils, selected to restore and maximize music, performance and live event bookings at the 3,300-seat Iconic Theater
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JERSEY CITY – Mayor Steven M. Fulop today announced a new partnership with Devils Arena Entertainment (DAE), the largest entertainment provider in New Jersey and operator of the Prudential Center, one of the ten most booked arenas in North America, to sign a unique $ 72 million agreement for the transformative restoration of the historic Loew’s Theater. The revitalization aims to transform the centuries-old theater into a state-of-the-art, 3,300-seat venue that will attract superstars and emerging artists, act as the engine of economic development and hub for the local Journal Square community, and expand Jersey City’s growing reputation as an unparalleled arts destination in the New Jersey.
“The restoration of the Löw is decades in the making, so I am encouraged and excited to work with Devils Arena Entertainment, a respected entertainment company and operator of the globally successful Prudential Center, to advance this monumental step in our commitment to restoring Löw Theater to its former glory, revitalizing Journal Square and growing our art community, ”he said Major Fulop. “This unique partnership signifies our long-term planning for a post-pandemic future in which we are confident that art and culture will be a staple of life.”
The majestic Loew’s Jersey will be an integral part of the revitalization and redevelopment of Journal Square – Jersey City’s historic downtown and one of the busiest transportation hubs in the area. Called once
When the Loew’s Theater opened in Jersey City more than 90 years ago, it was underutilized for decades after various roadblocks until the Fulop administration stepped in and worked with local residents and the community group Friends of the Loews (FOL) with the common goal to revive the local gem and discover its untapped potential.
Construction is expected to start in 2022 with an expected opening in 2025. Part of the agreement ensures that priority will be given to hiring local MWBE companies to revitalize the regional economy and get people back to work.
“Loew’s Jersey Theater is a cult community treasure that has long played a prominent role as the premier arts and entertainment venue in Jersey City. We are privileged to have the opportunity to work with Mayor Fulop, the Friends of the Löws and the local Journal Square community to bring this historic venue back to life, ”he said Hugh Weber, President of Devils Arena Entertainment. “As operators of the nearby Prudential Center, one of the top entertainment destinations in the United States, we understand the importance of live performance in electroplating communities and stimulating business. We envision Loew’s Jersey Theater as a catalyst to help the citizens of Northern Jersey literally get back on their feet to celebrate world-class art and music. “
“We look forward to actively working with JCRA to create a detailed restructuring agreement that leverages DAE’s expertise in commercial show management and marketing while implementing all of last summer’s RFP guaranteed by FOL” , he said Colin Egan, founder of Friends of the Loew’s. “This agreement will continue FOL’s role as a non-profit branch of the Lions. We will therefore continue our voluntary activities that enable direct community participation in the life and maintenance of this landmark, maintain our support for local arts and develop other non-profit groups, and offer affordable programs. Perhaps most importantly, we continue to ensure that as many people as possible have the opportunity to enjoy and benefit from the Löws, ”said Colin Egan, founder and director of the Friends of the Löws.
The Rehabilitation and Operations Agreement ensures that DAE, a trusted owner and operator of industry-leading venues, will work closely with Jersey City and Friends of the Loew to restore the iconic theater to a world-class arts and entertainment hub. The $ 72 million deal aims to optimize the venue’s performance for both artists and audiences, including:
- Modernization of technology with state-of-the-art visual and acoustic improvements, as well as concessions and ticket sales areas;
- Reconceptualization of entrances and exits at the front and rear of the house to meet ADA requirements and expand audience capacity;
- Major infrastructure improvements (HVAC, plumbing, code requirements, electrical upgrades); and
- Historical preservation of the control lamp for the stage lighting, the pop-up microphone and the orchestra and organ lifts.
Once opened, DAE will continue to work with Jersey City to provide yet another exceptional resource in support of the surrounding community.
About Löws Theater
Loew’s Jersey is one of five “Wonder Theaters” built in the Tristate area in the late 1920s by Loew’s Corporation, which founded and owned MGM Studios and was one of the most important presenters of live stage shows and films at the time were. The five theaters were film palaces – a unique type of building that, as the name suggests, combined large seating capacities and some of the most elaborate architecture ever built with state-of-the-art film projection facilities, as well as stage and backstage facilities, and supported large-scale tours. Loew’s Corporation saved little money in building the five wonder theaters and made them exceptionally richly decorated and functional compared to many other film palaces. Loew’s Jersey cost $ 2,000,000 to build – a very large sum at the time.
The Loew’s early years hosted stage shows starring some of the greatest stars of the 1930s, including Cab Calloway, George Burns, Gracie Allen, and Duke Ellington. Movie stars like Judy Garland, Humphrey Bogart and Jean Harlow appeared there. In 1967 the four seasons gave a concert in the Löw.
In recent years, stars like Patti Labelle, Kurt Vile and Courtney Barnett, Yo La Tengo, Sufjan Stevens, the Neutral Milk Hotel, the Decemberists, The Duprees and Beck have taken the stage of the Löws. Authors George R. Martin and Stephen King and stars Nick Offerman, Anna Faris and Bryan Cranston all sat down to discuss their new books.
More recently, the theater has become a filming location for movies, television shows, and music videos. In 2018, the lion was used for scenes in the film The Joker, in which Joaquin Phoenix stars in an Oscar-winning performance.
Via Devils Arena Entertainment and Prudential Center
Devils Arena Entertainment is a subsidiary of the New Jersey Devils of the National Hockey League, which is responsible for the leasing, operation and maintenance of the Prudential Center. The Prudential Center is a premier sports and entertainment venue in downtown Newark, New Jersey. The state-of-the-art arena opened in October 2007 and is home to three-time Stanley Cup champion Devils of the National Hockey League (NHL), Seton Hall University’s NCAA Division I men’s basketball program, and more than 175 concerts of family shows and special events each year. The arena is also home to the GRAMMY Museum Experience Prudential Center, which opened its doors to the public in October 2017. The 8,200-square-foot experience marks the first outpost of the GRAMMY Museum on the East Coast and features a dynamic combination of educational programs and interactive permanent and traveling exhibits, including a look at legendary GRAMMY winners from New Jersey. Voted in the top 8 nationwide by Pollstar, Billboard and Venues Today, the Prudential Center is considered one of the premier venues in the United States and receives over 2 million guests annually. For more information about the Prudential Center, visit PruCenter.com. Follow the arena on Facebook, Twitter and Instagram @PruCenter.
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