Allan Vella, President & CEO, Fox Theatre
In an interview with Focus:, Allan Vella, president and CEO of the Fox Theatre, discussed rising demand for live entertainment, the theater’s role in regional revitalization, expanded educational outreach, and adapting to trends. “The theater turns 100 in 2029, and part of our legacy has been adjusting to changes. We intend to keep doing that,” Vella said.
What changes over the past year have most impacted the organization?
There haven’t been many significant changes. The economy has remained fairly steady, and demand for tickets has been consistent. If there has been a shift, it’s in the increased demand for entertainment options. Ticket sales have been very strong this year, and that’s certainly benefited the theater.
How do you sustain momentum, especially as audience behaviors evolve?
It has really been about the content. We’ve offered a wide and varied mix, from comedy to rock ’n’ roll, to classical music, Broadway, to book and even podcast tours. That range has helped us stay relevant and appealing.
Also, there’s a social aspect to it. People want to get together, especially after spending so much time working remotely, whether it’s from home offices or spare bedrooms. There’s a need to reconnect and to be with others who share the same appreciation for music, theater, or film.
How has Atlanta’s entertainment landscape evolved over the past few years?
Over the last decade, there’s been a noticeable expansion in the variety of genres available. Ten years ago, live podcasts didn’t exist; now they’re a regular part of programming. Ethnic programming has grown significantly, especially Latin and East Asian offerings, which have been great for both the market and its venues. The ecosystem for live entertainment in Atlanta is broad and strong, spanning family entertainment, sports, motorsports, Broadway, opera, symphony, and ballet.
How is the Fox enhancing the guest experience?
Guests increasingly expect higher levels of accommodation, and we’ve made that a priority, particularly through our Marquee Club presented by Lexus. When guests purchase one of our club seats, they gain access to the club before the show.
It includes a chef-prepared dinner, a selection of craft cocktails made with premium spirits, and unique wines and spirits that are exclusive to the Fox. We strive to scale up whenever possible to provide better service and menu options.
What role does the Fox play in regional economic development and arts revitalization?
The Fox has been a catalyst for Midtown Atlanta’s redevelopment. Along with the Woodruff Arts Center, the two are seen as the cultural bookends of Midtown, and we’ve helped make the corridor between them a vibrant and valuable area.
We’re also paying it forward through Fox Gives, which provides grants to historic theaters across Georgia. These theaters often serve as anchors in their downtowns, spurring broader growth. Last year, we awarded 12 grants totaling $500,000. We also pledged another $500,000 over four years to the Hart County Community Theatre to support its restoration and operation.
It’s rare for a nonprofit to fund other nonprofits in this way, but it reflects our belief in preservation and in the role these theaters play in Georgia’s cultural and economic landscape.
How does the Fox contribute to the local economy?
One key contribution is through our education programs, which are part of Fox Gives.
Fox in the Box, aimed at elementary students, is now offered in both English and Spanish. It’s accessible both online and in person and serves thousands of children.
We also launched a new initiative called the All-Access Pass Program for high-school students. We bring students, typically from drama programs in communities where we’ve provided theater grants, to see Broadway shows. Then we spend time introducing them to backstage careers in marketing, ticketing, production, lighting, and more. It’s important for them to see that there are many paths in the performing arts beyond being on stage.
What national trends are shaping the performing arts industry, and how is the Fox adapting?
Live events are performing exceptionally well. Concert ticket prices are at historic highs, yet people are still buying. Broadway has not only recovered from the pandemic but has surpassed 2019 sales trends, both in New York and on tour across North America. Here in Atlanta, our Broadway sales have exceeded expectations and budgets.
These trends reflect a continued desire for shared cultural experiences. People want to be part of audiences again, whether for music, drama, or fine arts.
At the Fox, we’re always ready to adapt. We stay current with technology, both backstage and in front-of-house, to meet production requirements and guest expectations. The theater turns 100 in 2029, and part of our legacy has been adjusting to changes. We intend to keep doing that.
What are your top strategic priorities for the Fox over the next few years?
We’ll continue to seek new types of programming to serve our diverse community.
Equally important is supporting our employees by making sure they’re satisfied with how we operate, and that we’re meeting their needs in terms of professional development, education, salaries, and benefits. When employees are happy and fulfilled, the business thrives. That’s a priority we’ll always focus on.
