Salinas group will manage, operate historic East Bay theater

The city of Pittsburg has agreed to hire Entertainment Lane Inc. of Salinas to manage and operate the historic downtown California Theatre.

Previously operated by the Pittsburg Arts and Community Foundation, the 500-seat beaux arts theater at 515 Railroad Ave. has offered a blend of films, theater, comedy, live music and other cultural programming over the years.

The council approved the three-year agreement on a 3-to-1 vote with Mayor Shanelle Scales Preston and Councilwoman Dionne Adams absent. The council also allocated $350,000 for the entertainment company to provide services for the first year, 2023-24, with the city’s Pittsburg Power Company providing the funding.

Kolette Simonton, director of recreation, said two groups, including Pittsburg Theatre Company, were interviewed as potential operators, with staff later recommending Entertainment Lane, which has 30 years of experience managing performing arts venues and booking entertainment. The company produced the Festa Italia in downtown Pittsburg last year and currently operates the restored 90-year-old Fox Theatre in Salinas.

Simonton said the city anticipated revenue to be at least $400,000 annually, but profit-sharing would kick in at 20% once the annual gross income hits $650,000.

She added that the consultant will provide all the booking and day-to-day management while the city would cover the anticipated $75,000 in maintenance.

Dianna Schepers of Pittsburg Theatre Company said she supported the city’s choice.

“We’ve been discussing things with Anthony (Lane of Lane Entertainment) and I think we (PTC) are going to be a good fit for him as well as the city to continue our efforts and to provide support to the city at the theater,” she said.

Schepers also thanked the city for allowing the PTC troupe to use the theater in the past year.

“I think it’s helped promote the arts here in the city and many of the patrons are really glad and excited to know that things are going to continue at the theater,” she said.

Wolfgang Croskey, CEO of the Pittsburg Chamber of Commerce, said he was glad the city reached out to the private sector to look for an operator for the city-owned theater.

“I think there’s a lot of wisdom to that,” he said. “There’s the benefit of having somebody who has not only experience, but that has connections and that this is their sole focus, this particular asset, the theater, and making sure that it runs efficiently as well as operates profitably.”

Croskey also suggested the theater would become the downtown’s anchor tenant and would attract people to the downtown and its restaurants.

“So, we definitely support Mr. Lane and his venture in bringing in new and exciting things to the theater,” Croskey said. “We definitely look forward to working with him as a chamber.”

First opened in 1920, the then-300-seat beaux arts theater was a pioneering entertainment center for vaudeville acts, silent films and Hollywood “talkies” but it closed in 1954 and fell into disrepair. The once-majestic theater sat neglected until renovation efforts were revived in 1994 and a $7.6 million facelift was completed in 2013, mainly through redevelopment money.

Since then, the theater has hosted comedy shows by the likes of George Lopez and Sinbad, concerts and live theater, as well as films and summer drama camps for kids. In recent years, it is also the home venue for Pittsburg Theatre Company, formerly known as Pittsburg Community Theatre troupe though during the early years of the COVID-19 pandemic,  it was closed for months and renovations were done.