Paramount reopens with big plans in Aurora

It's a whole new show for Diana Martinez and her crew at the historic Paramount Theatre.

And in this one, the theater itself is just the opening act.

These days, the Aurora facility at 23 E. Galena Blvd. is bigger and better than ever, with a new cafe, art gallery, gift shop, banquet facility and acting school.

In short, last year's $6.2 million makeover has solidified the theater's image as a premier suburban entertainment draw, leaders say, and now the sky's the limit.

Paramount opens for the season tonight, with country star Clint Black taking the stage at 8 p.m. His wife, Lisa Hartman Black, also will appear.

The season will feature top-notch entertainment, Martinez said. At the same time, leaders say their work isn't finished, as they continue to try to broaden their reach.

The theater's makeover has come at a critical time, many say, with city leaders working to redevelop the area.

"It's absolutely crucial," supporter and volunteer Paula Paradis said. "The Paramount is one of the linchpins of the downtown economic development area."

A community player

The 1,800-seat theater's major renovation last year has gotten nothing but rave reviews. It could help boost annual attendance from about 135,000 to around 175,000, Martinez said.

The Grand Gallery, a 12,000-square-foot addition to the 76-year-old landmark, features a cafe, gift shop, coat room, bars and new bathrooms. With seating for about 290, the gallery can be rented for weddings, business meetings and trade shows.

Such rentals could bring in an extra $100,000 a year, Martinez said.

The theater also has partnered with Chicago's ActOne Studios to offer acting classes for all ages. And leaders hope next year to open an after-show ice cream or dessert shop.

"We're trying to be a full-service entertainment facility," Martinez said.

Paradis, who has been a volunteer for six years, said she notices patrons purposely spending more time in the lobby before shows. And there are no longer any lines.

"It provides a welcoming atmosphere," she said. "Patrons come early and wait in the lobby to meet people. They couldn't even find each other before."

Behind the scenes

The programming, of course, remains the star of the show. In the past six years, the budget has grown from about $400,000 to $1.4 million, Martinez said.

The theater already attracts a huge variety of entertainment, said Lyle Allen, managing director of the League of Chicago Theatres, a consortium of venues.

"They're a jewel in the theater community," he said. "They're poised for tremendous opportunities ahead."

This season's highlights include appearances by comedians Roseanne Barr, Brad Garrett and Frank Caliendo and family performances of "Annie," "Charlotte's Web," "Hairspray," and the New Shanghai Circus.

Choosing performers, of course, is a production in its own right.

Leaders say they whittle through a list of more than 250 acts before settling on about 40. Matching the schedules of the stars and the theater is no easy task.

Organizers have missed out on performers such as singer Tom Jones, who went to Ravinia instead, and comedian Jon Stewart, who at the time was only performing at school venues.

And it's never easy to know which shows will be a success. A traveling company of "The Producers" was a flop and even the world-famous Moscow Ballet didn't sell out, Martinez said.

"If there's a formula, we'd all be rich," she said. "You never know."

Their all-time biggest hits? Singers Michael Buble and Olivia Newton-John, and author David Sedaris.

Also sometimes tough to deal with are star demands. Generally, the longer a star has been famous, the easier they are to work with, Martinez said.

In her six years as director, she's had plenty of odd requests. One female star would only be picked up in a white limo; another demanded free-range chicken cooked kosher-style. And everyone has a favorite drink.

"It's always a goose chase to find the mango-kiwi, low-carb, high-protein energizer drink," she said.

On center stage

In coming years, theater and city leaders expect the Paramount to help spur downtown development.

"They're expanding their reach throughout the Chicago community and beyond," Allen said. "I can see it enhancing the tourism efforts as it becomes more of a destination experience."

In the next five years, organizers will continue hosting fundraisers and free community events such as the Midwest Literacy Festival and Aurora Idol contest.

They hope to build on the meeting and convention business, as well as break into block booking, in which they schedule acts for themselves and other regional theaters.

As the theater continues to grow, Martinez may even someday get a chance to book her dream performers -- Elton John or Robin Williams. "Hey, you never know," she said. "Anything's possible."

Paramount lineup

This season's performers include:

Comedy: Frank Caliendo, Roseanne Barr, Jackie Mason, Brad Garrett, Capitol Steps

Family: Charlotte's Web, Peter Pan, The New Shanghai Circus, Aladdin, Freedom Train

Holiday: Kenny Rogers, Brian Setzer Christmas Extravaganza, Spirit of Christmas, Nutcracker

Dance: Stars of Chicago Dance Explosion, Hubbard Street Dance Chicago, Pilobolus

World: Riverdance, Ballet Folklorico Quetzalcoatl, African Footprint, Rick Steves

Info: www.paramountarts.com