St. Charles theater shining brightly again

Martin Short, Rick Springfield, Davy Jones, The Guess Who.

No, this isn't a who's who of pop culture through the ages. It's the recent lineup at St. Charles' Arcada Theatre.

Over the past year, the historic venue has booked some of the most famed performers to appear in St. Charles since Beach Boy Brian Wilson put his house here up for sale in 1999.

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Theater manager Ron Onesti estimates there have been as many as 10 sellout shows already this year, signaling something of a rebirth he attributes to relentless investments in the 82-year-old concert hall he once struggled to fill.

"It's a nice place now, a place to be proud of," he said. "My goal this year was to double last year's attendance. We've already done it."

Onesti Entertainment, his Des Plaines-based company, first leased the Arcada Theatre at 105 E. Main St. in 2005 after its former operator left the landmark downtown venue -- once graced by the likes of Duke Ellington -- sitting empty for months.

Onesti's investments were paced: new stage gear here, dressing room refurbishing there. He booked performers for a few thousand dollars a gig -- an eclectic smattering of tribute acts, films and, on the upper end, former Motown singers.

For the first time in decades, he had the Arcada's vintage marquee fully lit, just in time for its 80th anniversary in 2006. But "that same night, it got hit by a truck" and hasn't worked correctly since, Onesti said. That year, he candidly told the Daily Herald the theater had so far been an unprofitable venture that swallowed hundreds of thousands of dollars with little return.

Slowly, Onesti continued with renovations, ramped up public relations and began relaxing his booking budget, among other efforts. By 2007 -- the same year an award-winning blues club closed just a block away -- Onesti was bringing to town Springfield, of "Jessie's Girl" fame; Italian rock star Zucchero; and David Cassidy of "The Partridge Family."

The sellout crowds started to arrive, and the Arcada's reputation began to rebound.

"It took some time, and there were growing pains like with anything else, but I think they've really hit their stride now," said David Richards, a 5th Ward city alderman and executive director of the Downtown St. Charles Partnership. "Obviously, we're gratified Onesti Entertainment has found its feet and found a stronghold here."

Richards added Onesti earned a lot of support by being active locally.

Onesti has been known to open the theater's doors for just about any community event, be it a free concert, school program or tour. And he's "really made strides" in coordinating and cross-promoting with downtown restaurants, Richards said.

"He's really exposing the history and appeal of the theater to a wider audience," Richards said.

To Onesti, one hurdle remains: drawing consistently strong crowds who return with family and friends. To that end, his booking budget has increased, even topping $100,000 for some high-end performers like comedian Martin Short, who made a rare appearance at the 900-seat theater in February.

"It's not as easy as people think," Onesti said. "You don't just book people. There's a science to it."

Onesti, 46, of Wood Dale, has more than 25 years' experience in concert promotions. His talent list boasts rockers like Cheap Trick, Chuck Berry and Chicago.

His firm also manages Studio A at NBC Tower and the National Italian American Sports Hall of Fame in Chicago, as well as events at a Country Club Hills amphitheater. And he books entertainment at fairs and festivals across the region.

Despite having expressed interest in buying the Arcada, Onesti is still leasing, he said. He declined to elaborate but made clear he has much more in store for the theater.

He's already scheduled such acts as The Guess Who, Neil Sedaka and KC The Sunshine Band for this year and is bringing in Jones and Springfield for repeat performances. Last month, '80s pop star Richard Marx played his second Arcada show.

Onesti is also proposing a joint-funding project with the city to replace the marquee at a cost of about $75,000.

"I'm always trying to make it better, trying to better the experience," he said. "That marquee defines downtown. It should be a source of pride for everyone."