After more than a century of captivating audiences, the esteemed Imperial Theatre, recently the stage for the enchanting musical Water for Elephants, stands on the precipice of a remarkable metamorphosis.
On December 17, a daring proposal was unveiled by the Shubert Organization—a comprehensive renovation plan that yearns not only for restoration but for an ambitious expansion that seeks to elevate this historic venue to new heights. This ambitious blueprint was presented to the Landmarks Preservation Commission of New York, an entity steadfast in its mission to protect the architectural integrity of such venerable sites.
Fashioned by the visionary theatre architect Herbert J. Krapp, the Imperial’s exterior is a study in understated elegance—a buff-brick façade, serving as a modest canvas for vibrant marquee displays. Yet, as patrons step through its doors, they are greeted by an interior that resonates with regal grandeur: a lobby adorned in russet and cream neoclassical motifs, giving way to a burgundy and gold auditorium, decked with intricate plasterwork and filigree—an homage to the artistry of times past.
But the journey toward revitalization is fraught with complexity. While many iconic structures in the metropolis boast full protection, the Imperial presents a unique case: only its interior has been designated as a historic landmark, affording the exterior greater flexibility for transformation. This distinction complicates potential renovations of the cherished auditorium and lobby spaces, which were formally landmarked on November 17, 1987, amidst a flurry of preservation efforts in Broadway’s storied history.
Details of the Shubert proposal reveal a vision that extends beyond mere refurbishment. The plan envisions the annexation of a sizable adjacent lot, long owned by the Shuberts, intended to house a contemporary ticket lobby, essential commercial space, and, notably, revamped restroom facilities that have long been a point of contention. The prevailing bathroom setup, relying on “toilet trailers” in the vacant lot, has proven inadequate for the swell of attendees drawn to this historic venue. The proposed renovations promise an infusion of accessibility, including gender-neutral restrooms, additional elevators and escalators leading to balcony levels, and a spacious lounge to alleviate congestion in the snug entrance area.
Incorporating this extension will dramatically broaden the Imperial’s footprint, ushering in an exciting redesign for its marquee—a striking new vertical sign and video display, alongside expansive glass windows to offer vistas of 45th Street, mirroring the lively scene visible from the nearby Marquis Theatre.
However, it bears noting that such grand aspirations hinge upon legal approvals—a prior lawsuit spearheaded by the Shuberts and fellow theatre proprietors against the LPC, launched in 1988, sought to dismantle landmark designations for 22 theatres including the Imperial. Though the legal battle evolved to the highest courts, the landmark status was upheld in 1992. Thus, any modifications will require formal sanction from the LPC, a process that could extend for an indeterminate duration.
If greenlighted, the Imperial Theatre stands poised to join the ranks of its counterparts that have recently undergone impressive rejuvenations: the Majestic Theatre has recently reinstated its former opulence, while the James Earl Jones Theatre has undergone a significant reimagining worthy of its name change from the Cort Theatre.
Meanwhile, as we await the outcome of this transformative proposal, eager audiences can look forward to the long-anticipated adaptation of the television musical phenomenon Smash, set to light up the Imperial stage, with previews commencing on March 11, 2025, and the official debut on April 10.
The curtain rises on a new chapter for this storied theatre—will it be a rebirth or a missed opportunity? The stage is set, but the final act remains to be written.
