The operators of the Alex Theatre are replacing their event-based fundraising of years past with an online effort in hopes of generating $75,000 to cover costs.
Extra money earned by the campaign could also be used to help Glendale Arts, the nonprofit that runs the historic venue, buy the theater from the city — if state officials determine that it must be sold off as part of the wind-down of Glendale’s Redevelopment Agency.
“We can't go this route alone,” said Interim Chief Executive Elissa Glickman in an interview Monday. “We need the community to show us through their support that they believe in what we do and that they believe this is an important project for the city.”
The $75,000-goal is twice as much as Glendale Arts has raised at past fundraising events, such as a red-carpet Oscar screening, partially due to the low overhead of an online campaign.
The future of the Alex Theatre has been on shaky ground since Glendale lost its Redevelopment Agency Feb. 1. A state law redirects the incrementally higher property taxes Glendale used on projects such as the Americana at Brand, affordable housing units and an annual $415,000 subsidy to the Alex to state coffers to close a budget gap.
