Interview with Lance Alspaugh, owner of Los Feliz 3 Cinemas & The Vista Theatre, Keeping Old Hollywood Alive

 

Interview conducted by local REALTOR® Keith Kurlander

Describe your business.

We offer First Run movies in classic restored venues including the Los Feliz Cinemas built in 1934 and converted to a 3 screen venue in 1993, the Vista Theatre built in 1923 and renovated in 1997, and the Village Theatres in Coronado built in 1946 and renovated in 2011. Showmanship is alive and well here and occasionally at the Vista, you will be greeted by house manager Victor Martinez as Batman, Willy Wonka, Captain America and most recently Deadpool, to name only a few of our Epic Manager's creations.

How did you start in the business?

My theatrical exhibition career began in 1976 in Kansas City, seguing to Los Angeles in 1978. We established Vintage Cinemas in 1997 by acquiring the Los Feliz Cinemas and Vista Theatre both located in Los Feliz.

What made you decide to open this business?

What began as a General Manager position at the two LA theatres evolved in to an opportunity to purchase the business from the previous ownership. To coin a movie phrase, they made me an offer I couldn't refuse.

What was it like when you first started?

Exciting and challenging. Owning the business offered a new world of opportunities to improve the operation and create our style of hospitality for the movie goer.

What has surprised you most when owning a business?

I learned definitively how patient and smart audiences are. Occasionally things go wrong with equipment which prevents the show going on. In any "wrong" situation, its important to let the audience know the facts up front. You want then on your side in any time of malfunction or crisis.

What would your customers say they love most about your business?

I hope it would be our customer service, along with competitive admission prices

What’s the most memorable experience you’ve had working with a customer?

Always enjoyable to watch the "Customers" enjoying and reacting to a great movie, whether its a drama, comedy, or fantasy movie, they all generate visible and audible human reactions. Its great to see an audience of total strangers participating in the experience.

How has the movie theatre business changed throughout the years?

The industry has evolved with the installation of Digital Cinema, with the 100 year old celluloid format virtually non-existent in most venues. Many movies have a very large opening week, then drop 50-60% on the second week which is a stark comparison to 15 - 30 years ago. As the consumer has many options for personal entertainment these days, studios, filmmakers and theatre owners must stay focused on making the theatrical experience a somewhat "Special" experience from that of the home, IPhone or computer experience in order to entice the audience to venture out to a movie theatre.

Do you have any exciting plans for the future that you want customers to know about?

We are working currently on acquiring the Rialto Theatre in South Pasadena, which incidentally was designed and built in 1925 by the same team that built the Vista.

What is something most people don't know about the business?

It is expensive to play first run movies, as the studios in some cases retain up to 64% of ticket sales.

Who are some of your business idols and role models? And why?

I have tried to learn and retain what I consider the good qualities of those I have worked with over the last 40 years. The movie theatre business is also a great place to learn about human behavior as movies attract all walks of life.

What do you like most about being an entrepreneur?

The opportunity to hopefully make decisions that are in the best interest of as many people as possible.

Do you have any advice that you want to share with other entrepreneurs?

Strive to serve the customer better than anyone else serves the customer.

What do you love about this neighborhood?

The people that work and shop here. The history of the community.

What are your favorite things to do in the neighborhood?

I know that I can stroll down Vermont or Hillhurst anytime and always find something good to eat or do.

Why do you think it's important for people to shop local?

Convenience is always a good thing in my opinion and its always better to be recognized by a merchant than being a number.

Website/Blog: http://www.vintagecinemas.com/