‘Back at it soon’ says Neighborhood Theatre marquee during COVID. But will it be back?
Two letters and one word on the marquee of the Neighborhood Theatre in Charlotte’s NoDa community have gained national attention and pretty much sums up how many of us feel: “F U COVID!”
“We are in critical condition,” said Greg McCraw, owner of Maxx Music, the company that operates the Neighborhood Theatre. “Over the 24-year history of Neighborhood Theatre, there have been several crisis moments when the public was concerned the Theatre would close … This moment is the most dire I’ve experienced.”
McCraw says March 12 was the day that changed everything for the music industry across the country. In the matter of a week, the Neighborhood Theatre went from a packed house to empty — with no future in sight — when stay-at-home orders were enacted to help stop the spread of COVID-19.
“We all know restaurants have been hit hard but venues can’t do ‘take-out music.’ We were the first to close and will likely be the last to reopen. We have zero revenue. That also means that we have no work for the approximately 25 staff members who depend on (the Theatre) to provide all or a portion of their livelihood,” McCraw said.
Originally a movie theater for the NoDa mill village, the venue became an adult film theater, then an African American Baptist church (yes, back-to-back) before becoming a live music venue 24 years ago. The Theatre is currently the largest independent music venue in Charlotte, hosting 20+ concerts per month. There is a long list of big-name musicians who played this venue, including the Avett Brothers, Black Crowes, Joan Baez and many more.
Music venues struggling in Charlotte
In the past five years, Charlotte’s seen several music venues shut their doors, including the Double Door Inn, Chop Shop and Tremont.
“It would be devastating to the city’s music scene and economy to lose more venues during this crisis,” McCraw said.
The Theatre group is now becoming more creative to find ways to stay open during the coronavirus pandemic. Maxx Music started a Patreon site to provide membership benefits to music fans who attend concerts. The group is also selling T-shirts to generate additional revenue.
A GoFundMe page was also started this week with a goal to raise $50,000. The group had nearly half that amount on the first day.
“So many people have so many memories in Neighborhood Theatre,” said NoDa’s Charlotte City Council representative, Larken Egleston.
He was one of hundreds of people who donated to the GoFundMe page.
‘It speaks to the urgency and severity of the circumstances’
Egleston said it’s hard for business owners to ask for help like this. “For someone to put themselves out there, it speaks to the urgency and severity of the circumstances.”
He says he’s probably seen a couple of dozen concerts at the Theatre, including when the Avett Brothers filmed a music video for “I and Love and You.” Egleston was part of an initiative called Music Everywhere Charlotte to try to expand the music scene.
“Now, there is a fear that this is the nail in the coffin for the venues we do have,” Egleston said.
He’s also concerned losing the Neighborhood Theatre would be the end for the 75-year old building.
“If you don’t have a place like that, NoDa is no longer NoDa,” Egleston said.
Charlotte fans flock to the GoFundMe page
He’s not alone in fearing for the future of the place.
“We love the neighborhood theatre (sic) and losing it would be a big loss to our opportunity to hear great bands,” Todd Sagmoe wrote on the GoFundMe page.
“While Charlotte’s cultural fabric is slowly slipping away, places like Neighborhood Theater reminds us of the community and soul of our city,” wrote another donor, Taylor Cullen.
“We are overwhelmed with the response from people who value an experience they have had at Neighborhood Theatre,” McCraw said.
The promoter said the landlord is being very patient working with the venue, but McCraw said he understands they have their own bills to pay.
McCraw said only adding to the frustration is that 2020 was shaping up to be the strongest year in his 24 years of doing this.
“Certainly, we’ve taken a step backwards and recovery will take some time,” McCraw said. “Many local musicians have been highly creative with pivoting to online/streaming shows but, I believe every music fan agrees, online can never take the place of standing in a room with 1,000 other people experiencing your favorite artist.”
The end of the GoFundMe page optimistically states, “With your support, we look forward to a big 25th Anniversary Party next year!”
