A rendering of the new design, complete with arches.
Cleveland's PlayhouseSquare is undergoing a major renovation that will give the historic 90-year-old theater district a new look and feel. And, if all goes according to plan, a whole new reason for guests to check out one of the city's crown jewel attractions.
The project, which is slated for completion in 2014, will include a new network of electronic signs and lighting, iconic gateway entry arches that will further define the PlayhouseSquare neighborhood and an update of Star Plaza, the outdoor space that houses dozens of free summer events for city residents.
The $16-million makeover aims to draw more visitors to downtown and includes the sale of naming rights and philanthropic contributions to cover renovations to the nation's second-largest performing arts center behind New York's Lincoln Center. The project is being financed through a 60-40 private-public partnership.
After waiting out the financial crisis, Tom Einhouse, vice president of Facilities and Capital for PlayhouseSquare, said the time is finally right to put the long-in-the-works revitalization plan in place.
"We started focusing on developing our district in the mid-80s and by the early 90s we took a hard look at the identity of the neighborhood and implemented a lot of changes," he said of the first wave of new signage from two decades ago.
For nearly a century, PlayhouseSquare has been one of the most vibrant theater districts in the nation, and Einhouse said the makeover plan is intended to bring some of the excitement and grandeur of the indoor spaces to the surrounding area.
The project is being overseen by experiential design firm Barnycz Group, whose past work includes the iconic Crown Fountain in Chicago's Millennium Park and the spectacular Fremont Street Experience in Las Vegas. The firm plans to bring elements of the theater's design and history into the outside space using five distinct features, including one entitled the "chandelier spectacular."
Einhouse described the massive lighting feature as the visual metaphor that ties the entire project together. "When there's a sporting event in town that's in the national spotlight they will go to the Rock and Roll Hall of Fame & Museum and we believe this will be one of the Cleveland spots they [also] go to," he said of the one-of-a-kind structure, which is in keeping with Barnycz's reputation for eye-catching light displays.
The 20-foot tall, 8,500-pound LED chandelier is being manufactured by Canadian custom lighting experts Lumid, who are used to making features that can withstand harsh weather. The 4,600 real crystal pieces will be hung on aircraft cable and rigged on a support system that is made to handle 38,000 pounds, meaning it can withstand the worst ice storm the city can offer. The feature, which harkens to the types of chandeliers seen in some of the city's historic theaters, will hang at the intersection of E. 14th Street and Euclid Avenue.
Danny Barnycz said his "concept-to-content" firm, which handles everything from fabrication to audio, video and lighting, was initially pitched on the idea of taking the energy that went into renovating the interior of the PlayhouseSquare facilities into the street to create a six-block area that would draw theatergoers and others to spend time outside the buildings as well.
After walking through the theaters, he fell in love with their classic architecture and decided that rather than add the de riguer "disco lights" and lasers, or tear down the fascia of the buildings to bring the outside in (which was too expensive), why not pull the "vocabulary" of the theaters into the street?
That helped spark the chandelier idea, as well as the borrowing of some gargoyle accents from a stairwell in one of the theaters into the LED displays, and filigree from another into the four gateways.
"There's so much going on and so much to talk about that we decided to create a digital communication network so that you are constantly finding out about new things," he said. That included creating a "head-in" kit toolbox system that will allow the Square's in-house AV staffer to run everything in the digital sign network from a central location.
Barnycz Group is building four elegant gilded gateways at key entry points to PlayhouseSquare – which draws one million visitors a year to around 1,000 performances on 10 stages – and erecting eight networked electronic LCD boards throughout the neighborhood to highlight those events and information. One of Barnycz's favorite items is a system that will allow local art students using an iPad to upload billboard-sized images of their sketches to the display panels.
With three million pedestrians and 24 million vehicles passing through the Square every year, and nearly six million traveling through and to the Square on public transportation, the potential to draw even more patrons is a slam dunk. The challenge for Barnycz is keeping the area open and accessible during the work, which will require pulling lots of underground fiber optic cable and transitioning to low-energy LED displays that he said are the "latest and greatest" thanks to his firm's close ties to a number of cutting-edge technology manufacturers.
Naming and sponsorship rights will play a big part in the financing of the project, and Einhouse said the fact that a comprehensive plan is already in place should make securing those rights, and private donations, easier. "The interest is very high from the private sector and we have several name sponsors already stepping up," he said, declining to name them, but confirming that healthcare provider Medical Mutual has already offered a seven-figure sum that is enough to get things started. Among the areas where naming rights will be offered, and sponsor revenue generated, are the LCD boards and displays throughout the square.
In addition to the forward-thinking elements, the firm will pay homage to PlayhouseSquare's 1920s roots by installing a retro sign at one end of the space that will feature 9-foot channel liters with 3-inch LED bulbs to simulate the classic signage that once adorned the neighborhood. There will be additional LED displays that will also add light to existing signage while updating them with more energy-efficient bulbs.
The new elements will replace the old-school lighted vinyl banners and antiquated video screens PlayhouseSquare has used to promote its programming inside its theaters and in other locations since 2001.
The update of Star Plaza – already a gathering spot for lunches, fitness classes and nearly 80 concerts a year – will allow its use for a greater part of the year as a way of making it a kind of urban backyard for the patrons who will be moving into the new Residences at Hanna apartments. Among the upgrades: outdoor seating, a permanent stage, a fire pit, al fresco dining and the installation of a "plug and play" network that will enable sound and music for intimate performances and events controlled by the artists' smartphones or MP3 players.
If all goes according to plan, Einhouse said the goal is to boost attendance at events on the Square, but also to strengthen the retail market in the surrounding area. With one million square feet of commercial real estate and office space around the Square controlled by his organization, Einhouse said there is incentive to increase foot traffic, which will also help extend the schedule of events on Star Plaza from May through October.
Part of that plan includes securing an open liquor permit that would allow patrons to purchase beer and wine and take it with them to tables throughout the park.
Interviewed for this story: Tom Einhouse, (216) 640-8660; Danny Barnycz, (410) 342-9696