Architectural

Shouldn’t your architect be your trusted advisor, too?

Often introduced somewhat late to the game, there can be good reasons to consider the many valuable attributes a theater architect can bring to the table. It’s not just about plans and sketches, it’s also about site-selection, trend-evaluation, marketing insight and much, much more as JKR Partners’ Paul Georges (top) & Robert McCall remind us.

In the eyes of many exhibitors, the traditional role of the architect has been that of a design professional for hire. The architect is commissioned to develop a client’s program and shepherd it through design and construction. As successful projects are completed, the client-architect relationship strengthens. It is to the benefit of theater operators to expand the scope of services they ask of their design professionals. Architects can provide much more than what is typically requested of them, to the point of becoming an expanding theater circuit’s trusted advisor.

VERSATILE
Architects specializing in theater design typically work with many different operators. These architects understand customer and market trends. Knowing that no two exhibitors work exactly alike, and based upon their broad range of experience, architects can provide guidance on industry trends. They have seen all kinds of things done in different ways and therefore are a good resource. Due to exhibitors’ different

on industry trends. They have seen all kinds of things done in different ways and therefore are a good resource. Due to exhibitors’ different sizes, needs and locale, there is typically not one right solution for every exhibitor. It is good to have someone as part of the team that has perspective of the big picture of where the industry is going and what seems to be working best.

ASSET
Architects can be an asset in the very early stages of site-selection and building-programming. Unfortunately, however, in many cases, the architect isn’t brought onboard until sites are selected and the leases executed, which can sometimes be to the project’s detriment. Architects can assist with site-selection by bringing a different viewpoint to the process. They can also support the team in locating the building on the site and assuring the theater operator will get the desired, optimal, end result. Quick and simple design sketches can ensure that exhibitors will be able to fit a theater with the maximum number of screens onsite. This can be especially helpful if it’s a small or odd-shaped site.
 
For theater locations incorporating existing structures, it’s critical for the architect to be involved before a deal is struck to ensure that the adaptive reuse of the building as a theater is even possible. The overall required square-footage, and even preliminary budget, can be established at this early stage which is tied to the perspective lease agreement between theater operator and landlord.
 

EXTRAS

Assistance with marketing the theater is yet another venue typically not considered when one thinks of the services provided by architects. From the project’s very beginning, the architect can provide imagery for publication, advertising, and site-graphics to create a positive buzz for the new theater. A positive public per-ception for the new venue can then be maintained throughout the design process.
 
All relationships develop over time. The continuing relationship between an architect and theater operator is built by providing a quality design and a service that can span decades.
 
Once an exhibitor enjoys a level of confidence with a particular architect, it is beneficial to include them as a valued member of the team and trusted advisor.

"All relationships develop over time... and once an exhibitor

enjoys a level of confidence with a particular architect, it is beneficial to include them as a valued member of the team and trusted advisor."