Landmark Theater now known as Altria Theater

What’s in a name? About $10 million.

February 21, 2014; 6:42 AM • by Nathan Cushing

Update #3 — February 21, 2014; 6:41 AM

The 86-year-old Landmark Theater today officially becomes the Altria Theater. The Altria Group spent $10 million to secure the theater’s naming rights (see bottommost post) and fund the theater’s $50 million renovation project.

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Update #2 – December 21st, 9:18 AM

Last night, Dominion Resources, Inc. announced that it will donate $2 million to fund ongoing renovations of the Landmark Theater, helping to subsidize the theater’s $50 million renovation project that began in July. The announcement was made outside of the 85-year-old theater before a Richmond Ballet performance of The Nutrcracker. As a result of the sizable donation, the Landmark’s stage will be renamed the Dominion Stage in late 2013.

“As part of our commitment to the arts and our community, Dominion is pleased to donate $2 million to help renovate Richmond’s historic Landmark Theater,” said Dominion CEO, Thomas F. Farrell. “Once the renovation is complete, our region will enjoy a complement to the state-of-the-art Carpenter Theatre and boast yet another world-class venue for the performing arts.”

Among those present at last night’s announcement was Mayor Dwight Jones.

“The City of Richmond is grateful to Dominion for their generous contribution to the Landmark Theater renovation fundraising campaign and endowment,” said Jones. “This investment will further our mission to make the renovated theater a catalyst for economic and cultural development throughout the city and the region as a whole.”

Next year, the Landmark Theater will be named the Altria Theater after Altria paid $10 million to secure the theater’s naming rights. Those funds will also help finance the theater’s hefty renovation project (see post below).

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Update #1 – November 13th, 2:47 PM

After closing for renovations in July, the Landmark Theater reopened its doors yesterday after repairs were made to the theater’s roof, facade, and other structural elements. The reopening occurs ahead of several notable performances taking place over the next 30 days:

November, 14th • Heart (w/ guest Shawn Colvin)
November 17th • Platon, internationally-acclaimed photographer
November 27th – December 2nd • Dr. Seuss’ How the Grinch Stole Christmas
December 5th • R. Kelly
December 13th • The Cake Boss (Buddy Valastro)

Tonight, The U.S. Army Chorus and The Richmond Pops Band will perform a free concert at 7:30 PM.

Tickets for these and other shows can be purchased at the Landmark Box Office, CenterStage Box Office, online, or by calling 1.800.515.3849.

Box office hours are Monday – Friday, 10:00 AM – 5:00 PM

Next year, the Landmark Theater will be renamed the Altria Theater (see post below). Renovations of the Landmark are expected to continue over the next two years.

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original

Beginning in 2013, the 85-year-old Landmark Theater will be renamed the Altria Theater. Today members of the Richmond CenterStage foundation, The Altria Group, and Mayor Dwight Jones announced that Altria had secured the theater’s naming rights for $10 million.

“We are fortunate to have a partner like Altria, which understands the power of the arts and the impact they as corporate citizen can make on our community,” said Richard Parison, Jr., executive director of Richmond CenterStage.

The theater will be formally named the Altria Theater when the first phase of the current $50 million renovation is completed in 2013. Altria will hold the naming rights of the historic theater for 20 years.

Altria Chairman and CEO Martin J. Barrington said: “Everyone at Altria is very proud to be a part of this effort.” He said that securing the naming rights is an important step toward achieving Altria’s goal of supporting the Richmond Region. “We hope and expect and believe that the renovation of the Altria Theater will prove to be a catalyst for economic growth.”

In his remarks, Mayor Jones said that the renovations are expected to garner approximately $6 million of increased revenue to the city. “This investment is extremely important,” said Jones. “It’s no mistake that the Altria Theater is in the Cultural District,” referring to the newly established creation of the Arts and Cultural District. “It is a wonderful venue that we cannot afford to lose.”

photo by taberandrew

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