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Alex96: Celebrating the Alex Theatre’s 96th Birthday

By Community, Glendale Arts Needs Your Support - Act Now

Blog by Nina Crowe, CEO

It’s that time of year again. . . the Alex Theatre’s birthday! 

We hope you will join us for an Open House at the Alex on Saturday, September 4th from 12pm-5pm to celebrate the 96th birthday of the historic theatre. The free event coincides with the Alex’s reopening to the public after being temporarily shuttered during the COVID crisis and the launch of our 2021/2022 season.

During the self-paced celebration, you have the opportunity to roam the historic theater grounds including the stage area, dressing rooms, and VIP spaces frequented by many top performers over the past 96 years. There will be opportunities to visit the projection booth, step onstage, and see where all the backstage action takes place. 

Personally, I think the best part of the day is that the Glendale Arts and Alex staff will be on hand to answer your questions and share more about our beloved Alex. There will also be an opportunity to purchase tickets to upcoming events. In fact, the first 96 attendees who visit the box office will receive a voucher for a free ticket to an upcoming performance!

We’re so excited to be able to celebrate. A venue is only as vibrant as the people walking through its doors, and we can’t wait to welcome you back with open arms.

I couldn’t let this moment go by without thanking you for all the calls and emails asking about the status of the Lease & Management Agreement contract. We have been told the matter will be on the agenda for the September 14th closed session meeting. It’s heartening to hear that although we are not able to interact with council during this deliberation period, our supporters have been continuing to reach out to them on their own accord to share why Glendale Arts is the only choice to manage the Alex. We know from experience that personal outreach is powerful advocacy, and we appreciate every single message of support you’ve sent.

Feel free to email me at to continue the conversation.

Something for Everyone: A Behind-the-Scenes Look at Programming at the Alex Theatre

By Community, Glendale Arts Needs Your Support - Act Now

Weekly Blog by Maria Sahakian, COO

“There’s no business like show business…” The work of show business is challenging, rewarding, and requires equal parts passion, business acumen, and a sense of duty to the patrons and performers we serve on both sides of the curtain.

The Alex Has Got Talent

We like to say that Glendale Arts offers something for everyone with our versatile programming – a reflection of the Alex being located in the entertainment capital of the world and at the center of a bustling, yet tight-knit community.

The Theatre’s backstage signing wall reads like a who’s who of popular performers and high-profile figures in entertainment and media, among them members of the Foo Fighters and Stone Temple Pilots, Robby Krieger from The Doors, Lin-Manuel Miranda, and filmmaker/comedian Kevin Smith, who returned to sign the wall three weeks after surviving a widely-publicized heart attack backstage at the Alex while filming his Showtime special. His note to us read: “Thanks to the good folks at the Alex for keeping me alive! You have my heart!”

The Alex is also home to three of LA’s top performing arts institutions – Resident Companies Los Angeles Ballet, Los Angeles Chamber Orchestra, and the Gay Men’s Chorus of Los Angeles. Their performances are routinely featured on just about every “Best Things To Do in LA” list published and consistently rank as audience favorites.

Courtesy of GMCLA

Last but certainly not least, as the fourth largest city in LA County, Glendale has its own creative ecosystem of artists and producers working behind-the-scenes who present their work on our stage, along with countless organizations (too many to name!) that benefit from having a large, professionally-operated gathering space for functions like fundraisers and receptions in their backyard.

Location, Location, Location

Have you ever seen camera equipment set up under our marquee and wondered what production is filming at the Theatre or spotted the instantly recognizable features of the Alex on your favorite TV show or comedy special? Or perhaps you’ve heard David Letterman on Netflix riffing about the Theatre’s name – the “Al Theatre,” he called it – in one of the two episodes of his series My Next Guest Needs No Introduction that were filmed at the Alex.

Courtesy of Netflix

The Alex Theatre is a go-to venue for location scouts and managers, who Glendale Arts works with closely to keep the Theatre top-of-mind for projects that call for everything from a big concert scene with hundreds of extras in the audience to more intimate scenes featuring a pair of actors trading dialog with our upstairs bar starring as the backdrop.

Filming is one of the only activities that was permitted during the 16-month shutdown due to the pandemic. Several shows were shot at the Alex during this time, including the new American Horror Story spin-off American Horror Stories, which aired on FX last month. More releases are anticipated in the coming months – stay tuned for updates from us.

It’s All in the Details

Glendale Arts operates the 1,400-seat Alex Theatre as a full-service rental venue. This means we employ an in-house team dedicated to the day-to-day operations of the Alex and provide booking, box office, production, and event management services. Last year, through a generous grant from The Ahmanson Foundation, we launched a brand-new amenity – a digital media department that provides filming and streaming capabilities.

There are hundreds of details involved in getting every show you attend or hear about from concept to stage. Does the routing of a tour sync with the availability on our calendar? Is the Theatre’s seating capacity the right size for the show? Is the stage big enough for the set? What’s the production’s venue budget? And that’s just scratching the surface!

Once the ball is rolling, our knowledgeable and welcoming team gets right to work on collaborating with the producer or promoter, or the artists themselves – usually months in advance – to nail down all the details and ensure that come showtime, giving the audience a memorable experience is the spotlight everyone is focused on.

Alex Theatre Reopening

That brings us to one of the biggest questions on everyone’s minds: “When is the Alex reopening to the public?” We’re happy to report that in the next couple of weeks, you can expect to receive updates and announcements about on-sales for our first set of shows since March 2020!

Everyone at Glendale Arts has been diligently working to implement the safe and successful return of our eager patrons and loyal clients who have made the Alex their home, and we cannot wait to raise the curtain and see you all again soon.

Alex Theatre Management Agreement

Of course, the other big topic on everyone’s minds is how the process behind Glendale Arts securing our next term as the operator of the Alex is developing. Last week, we submitted our final proposal to the City of Glendale. We look forward to sharing a positive update about the outcome in the coming weeks and remain thankful to everyone in our extended network for your ongoing support.

In the meantime, I’d love to hear from you – what are the top five acts or shows you’d want to see at the Alex? Send me an email and let me know at

Glendale Arts: The Future Looks Neon

By Community, Glendale Arts Needs Your Support - Act Now

Weekly Blog by Nina Crowe, CEO

In the midst of historic change, I am compelled to believe that the arts are needed now more than ever. While we move toward the other side of the pandemic, there are two big areas that are going to be priorities: how do we jump-start the economy? And, how do we reunify the communities? The arts are going to be central to both. In fact, the US Chamber of Commerce asserts through partnerships with good government and smart philanthropy, the arts can come back to life, bigger, and better than before. 

One of the first things we need to do is acknowledge the moment we are in and the moment we have just been through. The health, economic, and social crises these past 17 months have had a devastating impact on the creative sector – from shuttered venues to out-of-work artists and everything in between. Financial losses to arts organizations in LA alone are an estimated $35 million. 

Glendale Arts is truly a local success story – surviving the pandemic because of our expertise, dedication, community-driven spirit, and sheer tenacity. While many arts organizations shuttered, the Alex Theatre was active during the pandemic, it was maintained, and committed to a sustainable COVID recovery.

When thinking of the “Big Picture,” and where we want to go in this “sustainable COVID recovery,” it’s simply about 3 things: the people, the programs, and the building. 

First, we need to support the Glendale Arts and Alex Theatre team. As a family, we have been through a lot, and the staff deserves a workplace that supports their mental health and well-being. Our staff, who stayed committed to the Alex Theatre through the pandemic layoffs and pay cuts, along with yet-to-hire staff and board members in the finance and human resource fields, will work together and create pathways toward a financially stable, healthy, and diverse organization.

Our Alex Theatre programming by nature has always been diverse. During a usual year, we welcome 80,000 people through our doors and host 200 days of activity – from dance performances to live concerts, film screenings to graduations, and location shoots to cultural celebrations. A priority is to safely bring our Resident Companies and other performance groups back to our stage and once again enjoy the sights and sounds of in-person events.

In order to ensure the diversity of our calendar of events, we look through the lens of the types of programs and audiences we host as well as the types we don’t. The pandemic is certainly shaping the future of performances and productions. As we reopen and launch into our season it will be an ideal time to introduce new events to new audiences. One such way will be through streaming and our new Digital Media Department. Created by a grant from The Ahmanson Foundation, our new department will be able to help our promoter clients reach audiences not able to attend in-person performances. It will also be available for archival purposes and to assist with fundraising and other production efforts. 

An intentional effort will be made to increase our youth programming. The benefits of engaging youth and young adults through the performing arts are numerous (and documented!). Plans are already underway for a Glendale Community College Music Department Residency at the Alex to launch in Spring 2022 as well as a Technical Internship Program for young adults interested in pursuing a behind the scenes/backstage career in theatre. 

We’re always looking toward the future. But let’s not forget the importance of this year. On September 4th, the Alex Theatre will turn 96! We are looking forward to celebrating (hopefully) in person, bringing the community together, and honoring the iconic theatre and its meaningful contributions as the cornerstone of arts and culture in Glendale. 

The daily question we have is “how do we preserve the historic venue yet remain competitive in a busy LA theatre market?” In 2020, we wrote a 10-year plan that includes modernizing the facilities to benefit both audiences and performers. Investments include a new sound system as well as Box Office HVAC systems. These, along with our new CRM and ticketing system/solution are investments in our future. They will enhance the programming and will be made possible through public/private partnerships, grants, donations (including Naming Opportunities), and other fundraising efforts.  

Glendale Arts is honored to be the caretakers of the Alex Theatre since 2008. It can’t be overstated how our mission is intertwined and forever linked to the Theatre. While our expertise keeps the operations going, we can’t do it alone. There’s a relationship at every corner and every turn. Our success requires a partnership from the City, investments from theatre-goers, donors, preservationists, and sponsors; and commitment from promoters and clients. When these moving parts work together, our social fabric is strengthened creating deeper community bonds. 

This week, we will submit our proposal to the City for the Lease & Management Agreement of the Alex. We’ll keep you updated as things progress.

As always, I welcome your questions and dialogue:

Glendale Arts: Our Conviction for the Alex and for Glendale

By Community, Glendale Arts Needs Your Support - Act Now

Weekly Blog by Nina Crowe, Incoming CEO

In 2008, the City of Glendale had the foresight to transform the Alex Regional Theatre Board into the nonprofit Glendale Arts in order to meet the needs of the community and serve the Alex Theatre in the best possible way.

Our mission since day one: serve the varying needs of both nonprofit and commercial clientele as a full-service operator of the Alex. For 13 years, Glendale Arts has successfully navigated the competitive L.A. theatre market, elevating the Art & Entertainment District of this wonderful city. 

We do this as a nonprofit entity. What exactly does that mean in dollars and cents? Even though Glendale Arts is a nonprofit, we are also a business. Similar to a for-profit business, we provide services to customers in exchange for fees. However, we differ from our for-profit counterparts in that we invest our revenue back into the organization in service of our mission.

And while there may be a shift toward focusing on a nonprofit’s impact and effectiveness, it is our hope that more people become aware that operating a charity is not free. It costs something to deliver a mission. And our team is a group of top-notch, talented people who are worth investing in!

So why do we withstand the challenges nonprofits face? Hands down, Glendale Arts is comprised of some of the most devoted and committed people – dedicated to the mission with an unyielding passion for our city’s arts and culture. Our employees are business savvy researchers, technicians, managers, marketers, fundraisers, and executives. This is why, for example, the health and retirement benefits we contribute to are so important. Each and every staff person adds to the success of the organization and as a small business it’s important that we continue to attract and keep the best employees. (For more information on how we operate, visit our FAQ below from my previous blog dated July 20.)

So, while our expertise keeps operations going, we can’t do it alone. Our success requires a partnership from the city; investments from theatre-goers, donors, preservationists, and sponsors; and commitments from promoters and clients. When these moving parts work together, our social fabric is strengthened, creating deeper community bonds. 

This coming week is a BIG ONE as we work on our next proposal for the Alex Theatre’s management contract. We anticipate the city will make its final decision on or before August 17. We’re in discussions with City staff and the lines of communication are open. 

We’re not done yet! If you’d like to help, or have any questions, please don’t hesitate to reach out to me: 

We’re grateful for all the support and continued encouragement. Your actions and funding make all the difference not just for us, but for our beautiful city too.

Glendale Arts FAQ

After the June 29, 2021 City Council meeting regarding contract negotiations, we determined it was important to address some misconceptions about Glendale Arts (GA).

As always, if you have any questions or simply want to talk about Glendale Arts or the Alex, please reach out to us at

What exactly does GA do?

We are a not-for-profit, full-service operator dedicated to managing, preserving, and programming the Alex Theatre, led by industry professionals and supported by a dedicated board of directors. GA also produces community events such as Taste Walk Glendale, with all proceeds from these programs benefiting operations and the Alex Theatre.

We employ, at the peak of the season, 16 full-time and up to 50 part-time staff members who are stage technicians, house managers, custodians, security guards, box office ticket agents, and administrative staff.

The cumulative experience of our full-time staff specifically at the Alex exceeds the 95-year lifespan of the theatre. We do not outsource the services that we provide.

GA prides itself on being a rare type of organization: one that strikes a balance between expertly serving the varying needs of both nonprofit and commercial clientele, successfully navigating the competitive LA theatre market.

Does Glendale Arts get paid a management fee or a subsidy from the City for the Alex?

GA does not receive any subsidies from the City. We are paid a management fee by the City of Glendale to operate the Alex.

A subsidy is a grant, investment, or gift. The fees negotiated in our contracts with the City are payment for services provided to manage the Alex Theatre.

What exactly does this management fee pay for?

A portion of the fee pays for the experienced craftspeople responsible for maintaining and preserving the historic building.

It also pays for repairs and upgrades, which are significantly costlier in a historic theatre than in buildings constructed more recently. This extends down to the smallest bits of work, such as the effort to replace incandescent light bulbs with LEDs.

The management fee is NOT a programming fund. It provides us with the means to take care of the building and find new ways to animate it and connect with the community.

Without a management fee, the Alex’s value as a treasured city asset would decline.

If the management fee doesn’t pay for programming, how does programming get paid for?

Glendale Arts operates the Alex Theatre as a rental facility. Around 80-85% of our annual revenue, on average, is earned through rent and other fees associated with booking the venue.
Presenting organizations such as our six resident companies – Alex Film Society, Gay Men’s Chorus of Los Angeles, Glendale Youth Orchestra, Los Angeles Ballet, Los Angeles Chamber Orchestra, and Musical Theatre Guild – along with dozens of other clients who call the Alex home, book the theatre for their performances and events over an annual average of 200+ days each season. Glendale Arts has also positioned the Alex as a popular location for film and TV shoots, another significant source of earned income for the Alex Theatre.
The remaining 15-20% is generated through fundraising.

How much has the City of Glendale paid to GA for managing The Alex (per terms of a Lease & Management agreement)?

From fiscal years 2008 to 2021, GA has earned a management fee from the City for approximately $352,000 per year on average, totaling $4.585M over 13 years.

To break that down further:
For fiscal years 2009 – 2014, the Glendale Redevelopment Agency (GRA)* provided $415,000 per year or $2.49M total. The GRA, a legal and public entity, separate from the City with its own powers and budget, committed funding to the Alex through tax revenue.
Starting in fiscal year 2015, the GA Management Fee has been paid through General Funds, totaling $2.095M or approx $299,000 per year. To reiterate, the management fee is used to support safety, maintenance, and the preservation of the Theatre, not programming.

*GRA – Redevelopment Agencies were created in California through legislation in 1945 with funding from property taxes to promote the redevelopment of blighted areas. Glendale projects focused on reducing crime, restoring historic features and structures, and creating new landscaping, housing and business opportunities. Redevelopment funds have supported the creation, renovation, and/or maintenance of Glendale sites such as The Americana at Brand, public libraries, fire and police stations, and the Alex Theatre, to name a few. The management fee was paid to Glendale Arts through the GRA commencing with the City’s purchase of the Alex Theatre in 1992) and remained through 2014. Redevelopment Agencies were dissolved across the state by Governor Brown in 2012.

For instance, the Theatre’s $6.5M 6,600 square foot backstage expansion in 2014 was paid for through the GRA. Successor Agency funds had long been set aside for an Alex Theatre expansion, and would have reverted back to the state if it was not used for the Alex. Coming off the heels of the 2008 Great Recession, it was a difficult decision to take the Theatre offline for performances. But knowing that we needed to use the funds or lose them altogether made the project more timely. Because the GRA paid for the project, Glendale Arts did not receive funds for the expansion. We managed the project closely with the City-selected and City-paid architect and construction company, and the $6.5M never passed through our hands.

As a City-owned building, the City is responsible for items such as roof repairs, and in these cases, they typically pay the vendor directly.

Why does GA have to fundraise?

As a nonprofit organization, Glendale Arts fundraises through individual giving, hosting community events, and pursuing grants so the Alex Theatre remains historically appropriate, technologically modern, structurally sound, and aesthetically pleasing. In fact, although the trend in total giving to arts and culture nonprofits went down 4% in 2019 (per Giving USA), donations made to Glendale Arts increased 130%.

Our fundraising success is attributed to the dedication of individuals, foundations, and companies who believe, like we do, in the power of the arts. Individuals help build bridges across generations; sponsors foster creativity; and foundations preserve culture. Together we contribute to the rich and diverse history of the Alex Theatre, ensuring it remains front and center of arts and culture for the years to come.

How do public events at the Alex help local businesses?

Per the Arts & Economic Prosperity Report, a person spends an average of $16.39 in addition to the price of the ticket when attending an arts event in Glendale. This is money spent at a restaurant for dinner or pre-show dinner or after-show dessert, parking, shopping or payment to the babysitter. With an average of 80,000 tickets sold per year, Alex programming by Glendale Arts brings in a whopping $1.3M to small local businesses and the City annually.

In addition, many of those dollars are “respent” and create a second ring of economic impact, such as the server using tips earned from concertgoers to pay for a meal or parking.

But isn’t that offset by the subsidies for Resident Companies?

No. In 2019, Glendale Arts provided approximately $84,000 in subsidies to the six Resident Companies of the Alex, helping them to keep the rent low, hire and pay artists, and keep ticket prices low so the Resident Companies can maximize profits (i.e. raise more money).

The $84,000 subsidy investment by GA in programming by Resident Companies generated over $288,000 in economic activity for Glendale – almost a 300% ROI.

Those performances also brought in over 17,000 people and generated $573,000 in ticket revenue. (Note: performance groups pay GA rental fees to book the Alex, and then those groups retain revenue from ticket sales).

What are some examples of the programming GA has done for the Alex?

Glendale Arts has elevated the Alex into one of LA’s most popular venues and has expanded the Theatre’s offerings to include a wide-ranging mix of programming that appeals to the diverse demographics and interests of local Glendale residents and regional audiences alike.

Performing Arts & Entertainment

On any given night, the Alex Theatre stage comes to life with music, theatre, comedy, film, dance, and cultural performances featuring internationally-acclaimed superstars and A-list talent to emerging acts and youth performers.

GA is proud to be the home of six nonprofit Resident Companies – Alex Film Society, Gay Men’s Chorus of Los Angeles, Glendale Youth Orchestra, Los Angeles Ballet, Los Angeles Chamber Orchestra, and Musical Theatre Guild.

Popular, high-caliber artists and notable figures we’ve hosted include:

– Members of the Foo Fighters, Stone Temple Pilots, The Beach Boys, REM, and The Doors

– Robin Williams, Yanni, Big Bad Voodoo Daddy, Burt Bacharach, Sheryl Crow, Kenny Loggins, Jackson Browne, and Bonnie Raitt

– Celebrities, authors, politicians, business and thought leaders such as Bob Iger, Steve Martin, Mindy Kaling, Patti Smith, Senator Bernie Sanders in conversation with Sarah Silverman, Eric Bogosian, John Cleese, Eric Idle, and Chelsea Handler in on-stage conversations presented by the likes of Live Talks Los Angeles and Los Angeles Times Events.

Glendale is one of the most culturally diverse cities in the state of California. GA’s programming at the Alex reflects that. Armenian, Latin, and Filipino talent, among many others, regularly perform at the Alex, inspiring cultural pride as they entertain their audiences.

– These performers include Latin Grammy Award-winning artists such as Pimpinela, Rosario, and Gianmarco; world-renowned musical icon Djivan Gasparyan, whose 2019 appearance at the Alex was his last in the U.S. before his recent passing.

– One of the world’s most popular children’s entertainers, Raffi.

– Locally based Taline & Friends, whose Christmas show at the Alex is an annual tradition for young Armenian children and their parents.

Film & TV Shoots

Chances are you’ve seen the Alex on television. Perhaps you’ve been in the audience for a TV taping at the Alex. The Theatre’s stunning architectural features and GA’s knowledgeable and welcoming team have made the Alex a favorite for locations professionals and producers.

The Alex has been featured on all major networks and streaming services, including Netflix, Hulu, Amazon, HBO, Showtime, Comedy Central, NBC, ABC, CBS, and Fox. Just a few of the notable productions filmed at the Alex include:

– TV/Streamed Shows – Curb Your Enthusiasm with Larry David and Lin-Manuel Miranda (HBO), David Letterman’s My Next Guest Needs No Introduction featuring Ellen Degeneres and Kim Kardashian (Netflix), Glee (Fox), Criminal Minds (CBS), CSI (CBS)

– Comedy Specials – Kevin Smith (Showtime), Ronny Chieng (Netflix/Live Nation), Jo Koy (Comedy Central/Live Nation), Brad Williams (Showtime)

– Competition Series and Specials – Last Comic Standing (NBC); Bring the Funny with Kenan Thompson, Chrissy Teigen, John Legend, Jeff Foxworthy (NBC); A Pentatonix Christmas Special (NBC); A Home for the Holidays with Idina Menzel (CBS); American Idol (Fox)

Stay tuned for more updates from us with release dates for some exciting projects filmed at the Alex, such as The Nowhere Inn, an independent film starring St. Vincent and Carrie Brownstein (Sleater-Kinney, Portlandia).

Special Events

The Alex is also the perfect size and space for a variety of special events.

Hosting thousands of students from throughout Southern California each year on both sides of the curtain – as performers on stage, as audience members attending a school field trip like Shakespearience, or as graduates accepting their diplomas.

Home venue for other local nonprofits to host fundraisers and receptions in our outdoor forecourt, one of only a handful that exist in L.A.

The Alex is a go-to for corporate meetings for major companies based in the city, including Disney, DreamWorks, and New York Life.

Awards shows such as the Location Managers Guild International Awards, and whose winners have been recognized for their work at the Alex; and SAG-AFTRA members watch the SAG Awards at their official L.A. screening live from the Alex each year.

What is an example of the renovations needed to preserve the Alex as a historical structure?

From the time it opened its doors in 1925, the Alex Theatre has stood proudly as the cultural epicenter of the City of Glendale. Through changing times, the Alex has transcended its beginnings as a mere vaudeville house and has stood proudly as a symbol for the city.

In 2015, the Alex Theatre celebrated its 90th birthday. Glendale Arts has always strived to contribute to this phenomenal community by ensuring that the Alex remains more than just a beloved landmark, but a destination for all to experience the arts and live entertainment.

And so, to celebrate the birthday, we created The Illuminate Project which aimed to fully restore the Theatre’s marquee, 100-foot-tall Art Deco neon tower and starburst which were in complete disrepair. Through tremendous community support, Glendale Arts invested more than $75,000 in the project, relighting the tower at a special celebration on September 4, 2015. Accolades were received from the City Council and other elected officials for the tremendous undertaking.

The community’s response was so inspiring, that Glendale Arts decided to host an annual fundraising event called The Illuminate Dinner where proceeds support the ongoing maintenance and preservation of the marquee and spire and to ensure its lights continue to illuminate the Glendale skyline. On average, Glendale Arts spends $15,000 per year on the maintenance of the neon tower.

In recognition of the project in 2015, Glendale Arts received the following awards:

  • 2017 Theatre of the Year Award presented by the Los Angeles Historic Theatre Foundation
  • 2017 Preservation Award presented by The Glendale Historical Society
  • 2017 Beautification of the Year Award presented by the Montrose-Verdugo City Chamber of Commerce

What sets Glendale Arts apart from the other potential operators?

Glendale Arts is a full-service management company and a nonprofit entity.

Nonprofit is a curious word that carries a few misinterpretations with its use. The most common may be that a nonprofit cannot earn a profit. Even though Glendale Arts is a nonprofit, we are also a business. Similar to a for-profit business, we provide services to customers in exchange for fees. However, we differ from our for-profit counterparts in that we invest our revenue back into the organization in service of our mission.

The competing companies bidding for the next Lease & Management contract from the City of Glendale, which includes management and programming of the Alex Theatre, are for-profit companies.

Why is a non-profit organization better suited to operate the Alex Theatre?

It is a curious fact that a majority of arts organizations are nonprofits. It’s probably because arts and culture programming provides education, human services, and a multitude of other community benefits. In 2008, the City of Glendale had the foresight to transform the Alex Regional Theatre Board into the nonprofit Glendale Arts in order to meet the needs of the community and serve the Alex Theatre in the best possible way.

As mentioned above, the money we make gets invested back into the organization benefiting the communities we serve on both sides of the curtain.

This leads to another misconception: that a nonprofit’s effectiveness should be measured by its low overhead costs. While there is a shift toward focusing on a nonprofit’s impact and effectiveness, it is our hope that more people become aware that operating a charity is not free. It costs something to deliver a mission. And our team is a group of top-notch, talented people.

Conventional wisdom might suggest that Glendale Arts would be less likely to provide our staff with employment benefits. Truth be told, like other nonprofits, the wages we pay are based on some historical and societal norms. Our employees are business-savvy researchers, technicians, managers, marketers, fundraisers, and executives. This is why the health and retirement benefits we contribute to are so important. Each and every staff person contributes to the success of the organization, and as a small business, it’s important that we continue to attract and keep the best employees. We all know they are hard to find and contributing to Employer health and retirement benefits are essential to this end.

The word nonprofit is a tax designation, and it happens to provide a myriad of benefits not available to a for-profit company or its investors. For example, Glendale Arts can apply for grants, like the $821,960 recovery funding we just received. Our donors are able to receive a tax benefit for their financial support as well.

We hope this helps to clarify how Glendale Arts operates and manages the Alex. Again, if you have any questions, please don’t hesitate to reach out to us at

Glendale Arts: Leading with Passion and Delivering for Our City

By Community, Glendale Arts Needs Your Support - Act Now

Weekly Blog by Incoming CEO, Nina Crowe

What do people say about leaders with passion?

That they are able, dedicated, skilled, and offer a rare combination of talent. They are people who can be trusted to perform tasks with optimum success. 

I know that’s what people are saying about Glendale Arts! I’ve been hearing so much wonderful feedback on our ability to manage the Alex Theatre, to make it a successful venue and hub for the community. The outpouring has been overwhelming, and again, we are grateful. 

We always hope our enthusiasm for what we do is contagious, and your support validates our motivation. We believe we bring something special to the competitive L.A. theatre market that is unique, exciting, and compelling, and we deliver it day after day – even during the pandemic while the Theatre was closed! 

Just this past week, Glendale Arts was selected from a highly competitive field of applicants to receive a one-time $821,960 recovery grant from the Small Business Administration, providing an incredible and vital influx of support. Because of being chosen for the Shuttered Venue Operators Grant program, our new ticketing platform, digital media production and streaming services, and wages and insurances can be supported. Since more than 98% of our event revenue was lost due to the pandemic, the grant provides a greatly needed financial foundation required to open the Alex Theatre doors to live and in-person events. 

Now, “On Sale” announcements will be coming soon. In the meantime, our entire team is making sure we will be ready for audiences and performers alike. That grant was a clear message that Glendale Arts plays front and center for the Alex.

Our relationships with Resident Companies and our roster of long-time clients and major talent have never ceased and remain highly engaged. As expected, the pandemic hit the cultural and creative sector with a strong punch, and our recovery is closely linked and connected to getting back on the Alex Theatre stage. Glendale Arts never stepped away from keeping the vital lines of communications open with talent.

If you have noticed, Glendale Arts has been in the news a lot lately. The community and the media are interested in how our negotiations with the City unfolds and resolves. Throughout this process, we’ve received some questions about claims made at the June 29th City Council meeting. To make sure all communications are transparent, we’ve created an FAQ, a “mythbuster,” to address those questions and provide clear answers. Please click here to read our FAQ.

As always, if you have any questions or simply want to talk about Glendale Arts or the Alex, please reach out to us at

By Community, Glendale Arts Needs Your Support - Act Now


Funds Earmarked for Use in 2021 to Reopen the Historic Alex Theatre

On-Sale Announcements for Shows Using New Ticketing Platform Funded by Grant

Scheduled to Begin Next Week

GLENDALE, Calif. (July 16, 2021) – Glendale Arts has been selected to receive a one-time $821,960 recovery grant from the Small Business Administration (SBA) through the Shuttered Venue Operators (SVO) Grant. The organization was notified this week. The funds will help ignite Glendale Arts’ efforts to reopen the historic Alex Theatre.

Glendale Arts earned the grant in the third round of a highly competitive process in which $16 billion total was awarded to venues shuttered during lockdowns. There were over 15,000 applications.

Due to cancellations of live performances during the pandemic shutdown, revenue from the Alex dipped by 98% but under the leadership of Glendale Arts, fundraising efforts grew 130%.

“We are fortunate to have dedicated donors who believe in our mission, understand the value of our organization, and rally to our cause when we need them,” said Nina Crowe, incoming CEO of Glendale Arts. “I am so thankful for their support and gratified that their generosity can be matched by the power of the SVO Grant.”

Glendale Arts will use the grant money to pay for the new ticketing platform and digital media production services that the organization’s staff brought online during the pandemic. The new system, Spektrix, will elevate and connect the ticket buying, marketing, and fundraising processes and experiences, allowing tickets to be sold for both in-person and streamed events so audiences have access to programming whether they are physically at the Alex or watching across the globe. The first set of shows since the shutdown are scheduled to go on sale starting next week at

The SVO Grant program was established by the Economic Aid to Hard-Hit Small Businesses, Nonprofits, and Venues Act, and amended by the American Rescue Plan Act. With this one-time grant, Glendale Arts can once again support its resident companies and roster of long-time clients, getting them back in front of a crowd and stimulating spending with Glendale businesses.

Glendale Arts is currently in open negotiations, alongside two other organizations, to win a contract to continue to manage the Alex Theatre for the City of Glendale. “To be selected to receive a grant of this size from a pool of over 15,000 organizations is a tremendous honor,” said Crowe. “Our organization was examined closely through a time intensive, rigorous process, and came out on top.”

Glendale Arts received six grants in 2020 totaling $206,700 from Los Angeles County Department of Arts & Culture, The Walt Disney Company, the City of Glendale, CalOSBA, and The Ahmanson Foundation.



Glendale Arts: Serving You and the City

By Community, Glendale Arts Needs Your Support - Act Now

Weekly blog by Incoming CEO, Nina Crowe

I am truly amazed by the unwavering show of support and endorsements that have been shared with Glendale Arts over the past two weeks. We asked for your help and you joined thousands of others who wrote letters, made calls, and rallied behind us to ask the City Council to continue exclusive negotiations with us for the operation of the Alex Theatre. Truth be told, after 10 years with Glendale Arts, I was not as much surprised by your passion, but inspired. Seeing it in action has been powerfully emotional as I step into the CEO role. Thank you for speaking out! 

We know the City Council heard your voices and they said so at the June 29th Special City Council meeting. Even so, the Council voted 3-2 in favor of ceasing exclusive negotiations. What this means is that the City will continue to negotiate with Glendale Arts. But, now they will also negotiate with two other respondents to the original RFP. 

While this step backward was not the outcome we had hoped for – because we had been awarded the Alex Theatre contract in April and because we really want to be open right now, like so many other venues in Los Angeles and across the nation – we are still very much in the running and I am confident that we will again demonstrate we are uniquely qualified to operate and manage the Alex. I look forward to rebooting the discussions with a fresh perspective and arriving at a win-win agreement.

Through all of this, the Glendale Arts team’s focus and energy have never faded. I am in awe of their dedication. They are invested emotionally and work with a nowadays unique “skin in the game” attitude. This is the Glendale Arts difference. 

I want to recognize our clients who throughout the RFP and City negotiations have been patiently waiting in the wings for contracts and on sale dates. . . some of which are COMING SOON! Thank you for your commitment to Glendale Arts – and we hope you enjoy the new ticketing platform and streaming capabilities we were able to invest in and bring online during COVID. While we have always honored and preserved the history of the Alex, we equally believe in the importance of improving and modernizing it.

As we re-enter the world of working together and start engaging with each other, the arts are more important than ever. There is a lot happening in Glendale right now. Be sure to check out the Library’s website for a host of arts and entertainment programs. And I would be remiss if I didn’t mention the recent groundbreaking of the Armenian American Museum. What a fantastic addition to the cultural landscape of the City!

We’ll continue to keep you posted on the negotiations. Keep writing your letters and making your calls to City Council. Discussions are happening and decisions are being made daily. Your input makes a difference. 

Our team remains as focused as ever on the amazing community in which we live and serve. If you have any questions about this or simply want to talk about the arts or the Alex, please reach out to me at

We have some powerful and compelling news to share . . .

By Community, Glendale Arts Needs Your Support - Act Now

First, we are excited to announce the promotion of Nina Crowe to Chief Executive Officer and Maria Sahakian to the role of Chief Operating Officer. Their primary focus will be on the sustainable COVID recovery of the Alex Theatre with their eye toward the theatre’s 100th birthday which is just four years away. Nina and Maria represent 30 years of experience in non-profit theatre management, budgeting, fundraising, and business development. Outgoing CEO Elissa Glickman will remain in an advisory role.

Under any other circumstance, we would be celebrating. But instead, we are disheartened. On June 15th, when the Alex Theatre (and the entire state) was opening up, we received some devastating news. The Glendale City Council met in a closed door session and voted to terminate negotiations with Glendale Arts to operate the Alex Theatre.

Two years ago, Glendale Arts management contract for the Alex Theatre came up for renewal, and the city and Glendale Arts negotiated an extension of the previous contract. In January 2021, the city issued a Request for Proposals for the Theatre’s operations. We answered with a 160 page proposal, which included a 10-year recovery and growth plan.

On April 20th, after an exhaustive and nationwide search, the City selected Glendale Arts as the single negotiator, and assigned city staff to negotiate the closure of the deal. In the nearly 2 months since the RFP award, Glendale Arts was never provided any specific benchmarks, numbers or scenarios to produce a mutual agreement. In good faith gestures to have a signed deal before the expiration of our current contract, Glendale Arts provided concessions to the City by reducing the proposed management fee by half with the exception of additional funding the first two years to assist with our COVID recovery.

No formal reason was given for the decision to cease and no further details were provided.

The closed session item of ceasing negotiations with Glendale Arts will be voted on in a public City Council meeting at 1:00 pm next Tuesday, June 29th.

On June 30, the previous contract extension will expire, and the Alex will be without an operator.

What can you do?

Glendale Arts is engaging our community supporters and partners, many of whom have written letters of support and called into City Council meetings already, to put pressure on Council to reopen negotiations with Glendale Arts and engage in a transparent conversation about the future of the Alex Theatre and the arts in Glendale. We do not know what is behind this sudden reversal, but we are doing everything we can to ensure that the Alex continues to be a beacon for lovers of history, the arts, and community.

We need your support more than ever! As a donor, supporter, and theatre-goer, you can speak with authority about what the Alex means to you and why Glendale Arts is uniquely qualified to operate the theatre.

It’s time to ask the City Council to support Glendale Arts rather than defund it, so we can get back to work. It’s time to move beyond these failed “negotiations” and together make a real plan for the Alex, its preservation, its care and maintenance, and the community.

Visit for more information on the leadership change and how to take action today!

With Sincere Gratitude for your Support,

Glendale Arts Board

PS – Send an EMAIL TODAY to the City Officials to ask them to reopen exclusive negotiations with Glendale Arts:

Mayor Paula Devine:
Councilmember Ardy Kassakhian:
Councilmember Vrej Agajanian:
Councilmember Dan Brotman:
Councilmember Ara Najarian:
City Manager, Roubik Goulanian:

PPS – CALL into the June 29 City Council meeting at 1:00 PM (NOTE: THIS IS A SPECIAL MEETING TIME!) – this is when they will make the decision and your voice makes all the difference!

For public comments and questions during the meeting call (818) 937-8100
Join the meeting online: 

Tell them why you support Glendale Arts as the only choice for operating the Alex – is it the diverse and high quality programming we bring to town? The economic benefit to the surrounding restaurants and businesses? Have you seen first hand our care and preservation efforts for the historic theatre? Do you see how we use the arts to bridge generations, needed now more than ever as we return from the solitude of COVID? Maybe you have a first hand experience about the support we provide to other community organizations and the jobs we’ve created in order to fulfill our mission. Personal testimonials are powerful!

Meeting agenda for June 29 meeting:

PPPS – SHARE this message with your friends and neighbors! If we’re going to save the Alex as we know it, we need all hands on deck! Our social channels have posts you can share – follow us:

“You never know how strong you are until being strong is your only choice.” Bob Marley

New Leadership for Glendale Arts

By Community, Glendale Arts Needs Your Support - Act Now

Media Contact
Glendale Arts
Bobby Morales
Marketing Coordinator, Glendale Arts


Outgoing CEO Elissa Glickman to Remain in Advisory Role to Assist in Transition Period

GLENDALE, Calif. (June 23, 2021) – The Board of Glendale Arts has voted unanimously to promote Nina Crowe to Chief Executive Officer and Maria Sahakian to the role of Chief Operating Officer, with a specific focus on the Alex Theatre’s operations. The two leaders represent close to 30 years of experience in non-profit theatre management, budgeting, fundraising, and business development. Under their leadership and the direction of the Board, Glendale Arts will embark on its post-COVID chapter with the addition of streamed performances and digital media services as well as a continued drive to further solidify the organization’s financial standing and diversify programming to meet the needs of the local community. Crowe and Sahakian officially assume their new positions on August 1.

Established in 2008 to manage and operate the iconic Alex Theatre, Glendale Arts has inspired a thriving arts scene in the surrounding neighborhood. In addition to presenting programming and creating partnerships that benefit youth, patrons, artists, organizations and businesses in the community and at the Alex Theatre, it hosts a variety of community programs throughout the year that raise funds for the Theatre and contribute to a thriving and vibrant community.

Crowe has been with Glendale Arts for more than 10 years. She currently serves as the co-managing director and is responsible for shaping the financial future, community relations, and contributed income of Glendale Arts. As CEO, Crowe will expand on her existing duties as well as continue to build upon and implement the financial and strategic direction of the organization.

Since joining Glendale Arts in 2011, Crowe has helped raise close to $3 million towards operations and special projects as well as hundreds of thousands of dollars towards Glendale

Arts programs. She has been instrumental in developing, planning, and executing fundraising events such as the annual Alex Theatre’s Birthday Celebration, The Illuminate Dinner, Taste Walk Glendale, and community enrichment events such as POPUP, the Open Arts & Music Festival, and more. Crowe’s achievements have been recognized with a “Woman in Business” Award in 2019 from Senator Anthony Portantino. In 2020, she participated in the Executive Service Corps’ Executive Directors Leadership Institute and in 2021 was accepted into the ACTIVATE Innovators Cohort, an arts advocacy leadership institute through Arts for LA.

Sahakian brings over 18 years of experience with the Alex Theatre to her new, expanded role. In addition to Alex Theatre bookings and programming, she will be responsible for all earned income and day-to-day operations, including rentals, programming, and patron services, food and beverage, ticket sales, and merchandise. Since joining the staff in 2003, she has booked over 3,400 dates at the Alex which have generated nearly $30 million in revenue and attracted over 1 million attendees. An active community member, Sahakian was presented with the Glendale Educational Foundation’s (GEF) 2021 Diamond Award for Distinguished Achievement in the Arts and subsequently joined GEF’s Board of Directors. She is also a Founding Member and Immediate Past Chair of the Glendale Young Professionals (GYP), a program of the Glendale Chamber of Commerce, and represents Glendale Arts on the City of Glendale’s annual Armenian Genocide Commemoration and Tech Week planning committees.

Elissa Glickman, CEO of Glendale Arts since 2012, will remain in an advisory capacity to assist in the smooth transition of leadership. She has been involved with Glendale Arts and the Alex Theatre for over 17 years. Under Glickman’s leadership, Glendale Arts and the Alex Theatre weathered the elimination of the Redevelopment Agency, grew from a $1.7 million organization to $2.48 million, and increased contributed income to $400,000. Prior to the pandemic, the historic theatre generated over $9.5 million of economic activity and produced over 2,500 programs.

The future of the Alex Theatre under the management of Glendale Arts remains on a prosperous path. They successfully guided the organization through the pandemic, leading the migration to virtual events and fundraisers, and establishing a digital media department for ongoing live streaming of performances. They also will be launching a new box office and ticketing solution for the Alex Theatre as well as an updated website.

“It is an honor to have Nina and Maria lead Glendale Arts in an exciting new chapter for the organization. Their experience, dedication, and passion have guided us through the pandemic and we look forward to continued growth,” said Glendale Arts Board Chair Phil Kubel. “Through Elissa’s strategic leadership, she has crafted an operational foundation and built a team that has garnered the respect not only of the industry, but the community as well. We are privileged to have her remain on board in an advisory role as we emerge from one of the most challenging times in the Theatre’s history.”

“I am proud of our organization’s accomplishments and confident that our team will continue to guide the preservation of and programming at the Alex,” said Glickman. “Glendale Arts has a hopeful future and will continue to have a monumental impact on the Alex Theatre and the community at large.”

About the Alex Theatre
The Alex Theatre is a world-class performing arts and entertainment center located in Glendale, Calif. Founded in 1925 as a Vaudeville house and movie palace, today the 95 year-old cultural institution houses six Resident Companies – Los Angeles Chamber Orchestra, Los Angeles Ballet, Gay Men’s Chorus of Los Angeles, Musical Theatre Guild, Glendale Youth Orchestra, and Alex Film Society – and hosts a multitude of performances, shoots, and special events annually. A historic landmark, the Alex Theatre is further recognized for its iconic marquee and 100-foot tall neon tower, which overlooks Downtown Glendale. To learn more about the historic landmark, visit the Alex Theatre website at

About Glendale Arts
Glendale Arts is the non-profit organization that manages the city’s historic Alex Theatre. Glendale Arts strives to build a lively community enriched by a strong presence of culture and art. To learn more about this organization, visit the Glendale Arts website at

Media Contact:
Glendale Arts
Bobby Morales
Marketing Coordinator, Glendale Arts / @GlendaleArtsCA / @AlexTheatreCA

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