Concept art for the renovated Flagstar Strand Theatre to be completed November 2016.
Groundbreaking for a $20-million renovation of Pontiac, Michigan's historic Flagstar Strand Theatre for the Performing Arts took place April 13. The opening ceremony for the renovation saw the project’s developer, architect, financial investors, theater ownership and city and state officials all in attendance. Together they collectively kicked off plans to complete changes to the 900-seat venue in November of this year as part of the city’s revitalization initiative.
Formerly a 1921 vaudeville theater and movie house until the 1960s, Flagstar Strand Theatre’s most recent use saw a local acting group utilizing the space for about three years in the 1990s. The building, which was not up to code, was shuttered for the past several years until the city of Pontiac invested $7.6 million for structural work on the theater. The money went to rebuilding the foundation and main stage floor, prior to it being put up for sale.
In 2013, Kyle Westberg, president and CEO of West Construction, as well as the general contractor on the project and his brother Brent Westberg, purchased the theeater from the city for $130,000.
“Potential buyers were going to convert Flagstar into a nightclub,” said Kyle Westberg, “but we felt the best use for the city was to return it to a live performance theater. We have some performance venues in the county, but this type of venue will be greatly positioned.”
The brothers will own the building and lease it to Encore Performing Arts Center, which will manage the venue and handle bookings.
Financing for the Flagstar Strand Theatre project came from a private-public partnership between Develop Michigan (DMI), an affiliate of Cinnaire; Michigan Economic Development Corporation (MEDC); IFF, Enhanced Capital, Opportunity Resource Fund, Oakland County and the City of Pontiac.
Renovations will include completing the structural work and mezzanine level, replacing the seats, theatrical equipment and elevator and upgrading the utilities. The lobby will be redone to embrace a contemporary, eclectic design as well.
In addition to renovated dressing rooms and green rooms, Flagstar Strand will have three event spaces with capacities ranging from 30 to 300 visitors.
“There is a lot of flex and function space in the building, which isn’t typical in theaters of this era,” said Bill Lee, president and CEO of Encore/Flagstar Strand Theatre for the Performing Arts. “Another plus is there are windows in these spaces.”
The Westbergs have also partnered with TDG Architects of Pontiac, with the goal of maintaining the building’s historical significance.
“The city had done a lot of work in the lobby and there wasn’t much historical relevance left to work with,” said Westberg. “However, we will have some of the plaster architecture intact for historical relevance.”
The theater’s food and beverage service, which will include a restaurant, two bars and a catering kitchen, will be run by Slows BBQ, a renowned Detroit restaurant.
“We wanted to include a destination restaurant that wasn’t dependent on events,” said Lee.
The restaurant and bars will be open on nonevent days, and show attendees will have direct access from the theater.
According to Lee, there are 2.7 million people within a 20-minute drive of downtown Pontiac. With this ideal location, he sees Flagstar Strand Theatre as playing an integral part in drawing visitors and new residents to the city by way of presenting live entertainment. This will include concerts, theatrical productions, comedy and family entertainment, as well as corporate and private events.
“We are working on schedule, but nothing is confirmed yet, although the response has been fantastic, “ said Lee.
For $2,500, venue donors will have two designated seats for a three-year term, early ticket-buying privileges, valet parking, private rest rooms and access to a VIP room.
Interviewed for this story: Bill Lee, (248) 890-4057; Kyle Westberg, (248) 758-9925