It’s been 50 years since the people of Atlanta saved the Fox Theatre, and in its latest annual report, the Midtown fixture shows no signs of slowing down.
The anniversary of the historic “Save the Fox” campaign took the spotlight in the theater’s report as a testament to the ongoing stewardship and impact of the building. The former movie palace and temple first opened in 1929 with unique Islamic and Egyptian architectural styles.
In the years that followed, it had ups and downs until Southern Bell moved to buy and tear down the theater in 1974. A grassroots public campaign followed and succeeded in saving the beloved building. Now it’s one of the few atmospheric theaters left in the country, according to Fox Theatre President and CEO Allan Vella.
“Everyone has a Fox story,” Vella said. “It truly is the property of all of Atlanta.”
Some people remember collecting pennies in their Kindergarten class to “Save the Fox.” Others saw their first musicals on the Fox stage, attended prom, or had a wedding reception in the ballroom. The twinkling night sky ceiling and Egyptian motifs are memorable for the people who pass through its doors.
“The Fox remains both a memory maker and a momentum builder,” Fox Theatre Board of Directors Chair Robyn Barkin said. “This dual role is what makes the Fox so unique, not only as a historic venue but as a living, breathing part of Atlanta.”
The annual report focused on a busy year for the Fox Theatre, with 201 public performances and 111 private events. Broadway shows, film festivals and an ode to President Jimmy Carter’s 100th birthday all graced the stage.
But the theater is more than a stage. The annual report dove into the impacts inside and beyond its doors, and how to keep moving towards the 100th anniversary in 2029. CEO Vella sees the community as essential to this anniversary and the next 100 years ahead.
He said the relationship Georgia has with the Fox is “unlike anything” he’s ever seen in his lengthy arena career. That sense of investment has fueled its success over the years and helped fund ongoing investment into the historic theatre.
“Our mission is to preserve and share the Fox Theatre,” Vella said.
The mission starts at home. Every year, the Fox Theatre invests millions into rejuvenation and restoration projects. Vella said it’s not the most glamorous work, but it maintains the famed design and beloved elements like the beloved organ “Mighty Mo.” The theatre has invested $111 million into itself since 1987.
But in recent years, the Fox Theatre looked beyond its own doors. The success of the 1974 “Save the Fox” campaign inspired other smaller historic theaters, which would frequently call the Fox and ask how they did it, according to Vella.
They would inquire about paint colors or sourcing old equipment. In turn, the Fox Theatre would share its lessons and resources when asked. But the board decided to take things further and formalize the assistance.
Fox Theatre founded Fox Gives in 2008 to help preserve theaters throughout the state with single-year grants. In 2024, the theatre’s community partnership program awarded $500,000 in grants to 12 recipients across Georgia.
Vella said it’s a way of showing gratitude to the theater community. It’s also a smart economic move. When the Fox was “saved’ in the 1970s, it helped to rejuvenate part of Midtown and catalyze urban development.
Now, it’s an economic juggernaut in Atlanta. The theater generates between $75 and $100 million in ticket sales annually, hosts over 600,000 people a year and helps bring customers to local hotels and restaurants.
“Many arenas would be envious of those numbers,” Vella said.
By investing in Georgia’s theaters, the Fox is taking that economic engine across the state and pushing each locale towards development. It’s also an effort to bolster the state’s artistic landscape, especially for the next generation.
“We preserve [the theaters] not only for themselves, but for future generations,” Vella said. “We consider ourselves on a noble mission; it’s a relay race, and we’re passing the baton.”
Passing the baton is difficult in Georgia, though. The state ranks last in the nation for per capita statewide arts funding. Many local arts organizations struggle to scrape by, much less bring the arts to local children.
Fox Theatre runs programs to bring the theater to young audiences and vice versa, like “Fox in the Box.” The curriculum reached almost 9,000 students last year with elementary school lessons on the theater’s history, community rescue and artistic importance.
The theater also runs “All Access” for high school students, where local teens are brought behind the scenes to explore careers in the entertainment industry like public relations, marketing, stagehand work, makeup and costuming.
“We believe all those children will grow up and value places like the Fox that are historic in nature,” Vella said.
By staying involved in the community, Vella hopes the Fox Theatre will continue its legacy for years to come. He sees it as a “place for people to get in touch with the human spirit again.”
After all, everyone has a Fox story.
