The New Alexandra Theatre will revert to its original name as it undergoes a £650K revamp and full corporate rebrand, we can announce today.
Work has commenced this week creating a brand new façade with digital signage which will be complete by mid-Autumn, when the venue will relaunch under its original name - The Alexandra.
A brand new logo will be unveiled over the coming months.
The refurbishment works will also see the complete facelift of the theatre’s historic Grand Circle, with all seats and carpets replaced, improvements to the bar in the Old Foyer in both decoration and speed of service, a revamp of all dressing rooms back of house to improve the experience of visiting productions, window improvements and even intricate maintenance to the venue’s famous glass chandelier.
The works follow a previous £1.25million spend between 2013 and 2015, when the Piano Bar received a complete revamp. A total of £250K was spent on making two bars into one larger more luxurious space complete with Baby Grand Piano and pianist, which has proved a huge hit with customers.
A total of one million pounds was also spent on new seats, carpets, toilets and an open plan box office, as well as improvements backstage including a new flying system.
Lisa Mart, New Alexandra Theatre Director, said: “Since opening its doors in 1901, The Alexandra Theatre has become one of the most important and much loved buildings in Birmingham. Although we have been working steadily to make improvements internally, our dated external appearance has always masked both the luxurious atmosphere of our Piano Bar as well as the beauty of our stunning 1930s Art Deco auditorium.
“Therefore, we are incredibly excited to have secured the investment to relaunch the venue in a way that not only modernises our external appearance but also celebrates our history by returning to our original name The Alexandra.
“Investment such as this is integral to ensuring that this building lives on long after us for many more generations to enjoy and the whole venue team have worked incredibly hard to make this possible.”
The Alexandra Theatre was built in 1901 and was originally sited on Station Street, where the venue’s Stage Door and Access entrance are now located.
A bridge extension was built in 1968 linking this to the now frontage on Suffolk Street Queensway.
Today the New Alexandra is owned and managed by Ambassador Theatre Group (ATG) who are the largest theatre operator in the world combining international stature with core local venues.