Fox Theatre Expands With Premium Lounge Space

From Allied Integrated Marketing:

The Fox Theatre announces its most significant expansion since its opening to the public in 1929 with the renovation of 10,000 square-feet of premier event space. The Fox Theatre plans to convert the former jazz club on the northwest corner of the building into a premium guest lounge set to open late 2017. Once completed, the lounge will be an exclusive environment for theatre patrons to enjoy enhanced food and beverage service from the Moroccan-style lounge, reflective of Fox Theatre’s rich design history, or the two rooftop bars looking over famed Peachtree Street. Additional amenities will include access to private restrooms, concierge guest services and parking. The premium lounge will be membership-based with general admission ticketing upgrade opportunities. Guests may access the lounge before and after events, as well as during intermission.

“We saw an opportunity to enhance our offerings and create the most memorable experience possible for our guests,” said Fox Theatre President and CEO, Allan C. Vella. “Atlanta’s entertainment landscape is ever-changing, and we are in a unique position to further the Fox’s physical and cultural footprint with this exciting addition.”

“This is an undertaking we have not taken lightly,” said Fox Theatre Vice President and COO, Adina Erwin. “We found a great partnership with Lord Aeck Sargent, a local architectural firm specializing in conservation and preservation of historic venues. We are taking every precaution to keep adjustments minimal and have every confidence that their vision and experience will allow us to create an innovative space that is loyal to the legacy of the Fox Theatre.”

Guest access to the premium space will be available through annual membership holders, as well as ticket upgrades at specific performances as inventory permits. Details, including rates, for memberships and ticket upgrades are in early planning stages and will available to purchase beginning in January 2017.

Additional announcements regarding the naming of the premium lounge, groundbreaking and construction plans are forthcoming.

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