Background
The Apollo Theater opened in 1914 as Hurtig & Seamon’s New Burlesque Theater and was renamed the Apollo in 1934, branding itself as “America’s Finest Colored Theatre.” It became a cultural hub during Harlem’s shift to 125th Street and survived the Great Depression by merging with the Harlem Opera House. Its 1,700-seat capacity and central location made it a key nightlife destination, drawing up to a million attendees annually.
The Apollo helped shape the trajectory of American music and popular culture, launching the careers of legendary artists and pioneering new genres. Amateur Night helped discover stars like Sarah Vaughan, James Brown, and the Jackson 5. The Apollo was also vital to the development of bebop and R&B. Performers often viewed its passionate audience, especially those located in the “buzzard’s roost” in the balcony, as the ultimate test.
The theater thrived during the R&B and soul eras but declined in the 1970s, closing in 1976. After several failed revivals, Percy Sutton’s Inner City Broadcasting renovated and reopened it in the 1980s. The state took over in 1991, creating the Apollo Theater Foundation. Under Richard Parsons’ leadership in the 2000s, the theater stabilized financially, and a major renovation in 2006 modernized the facility. In 2024, the Kennedy Center honored the Apollo for its lasting impact on American culture.
The Project
With this restoration, the use of the property will not change. The historic theater will continue to be used for Apollo Program events, namely Amateur Night at the Apollo and year-round ‘Apollo Presents’ programming, as well as facility rental events, which include events promoted through third parties and corporate rentals. The soundstage will continue to be utilized primarily for Apollo-promoted events and intimate cabaret-style theatrical entertainment. Apollo Program events will continue to be priced affordably for the community, while facility rental prices for private events are projected to provide an increased revenue stream.
One of the primary goals of the interior renovation is to preserve and restore the historic features and finishes in the auditorium, while also improving the theatrical, environmental, and acoustical experience for patrons and artists. New sound and lighting equipment will be installed throughout the theater, utilizing existing rigging and new diffusers.
Additionally, lighting and speakers will be installed throughout the auditorium’s ceilings to better meet the environmental needs of patrons. The seats on the orchestra level will be removed, and the floor will be replaced to allow for the installation of quick-release seats. The lighting and sound booth will be relocated behind the orchestra seats, where the bar is currently located, and the bar will be moved to the lobby. Other interior improvements will include enhancements to both historic and non-historic finishes in the lobby, an expanded always-open community lobby utilizing existing office space, dressing room renovations, an upgrade to the existing building’s HVAC system, and more.
The exterior restoration work on the theater includes converting the iconic marquee neon Apollo sign to LED while maintaining the iconic marquee that is known worldwide.
Learn more about the Apollo Theater here.
COMMUNITY IMPACT
Through the Sponsor’s Apollo Theater Academy, young adult creatives have the opportunities to develop as thought leaders, skilled technicians, and purveyors of artistic change. The planned renovation of the Apollo Theater will amplify this mission and deepen community impact across Harlem and New York City.
Cultural programming will rise as annual performances grow by 10%, from 161 to 177, bringing more residents and visitors into the landmark venue. School tours will welcome more than 1,343 students, 86% of whom will be from low-income households, introducing them to the Apollo’s 90+-year legacy.
Education and workforce pipelines will expand substantially. The Apollo Theater Academy will increase its capacity to 125 high school students annually, while the High School Internship Program will grow by 50%, serving 75 students across three cohorts each year. The Apollo Apprenticeship Program for college students and recent graduates will double in size, supporting 50 participants annually. Across all programs, the majority of participants, ranging from 60% to 80%, come from low-income backgrounds, reinforcing the Apollo’s commitment to equity and opportunity.
Access and outreach remain central to the revitalization and mission of the Theater. The Ticket Access Program will continue to distribute 10,000 free tickets yearly through more than 300 community partners, and the “Half Off Harlem” discount keeps performances affordable for neighborhood residents. A new street-level café and daytime performance stage will become a free, welcoming gathering place.
Finally, construction will create 28 new permanent jobs, lifting total employment to 196 full-time equivalent positions. The project aims for LEED Silver certification to ensure sustainable growth.
ECONOMIC IMPACT
The $64.5 million renovation of the iconic Apollo Theater was supported in part by NTCIC through an equity investment in the $14.8 million in state and federal Historic Tax Credits generated by the project, as well as an $8 million New Markets Tax Credit allocation.
Additional project financing was provided by J.P. Morgan through a combination of $25 million in bridge debt financing, a $4.9 million NMTC allocation, and acted as the NMTC investor for the project. Octagon Finance supported project financing through a $9 million Historic Tax Credit bridge loan, and the New York City Economic Development Corporation (NYCEDC) provided $23 in NMTC allocation.
Additional funding includes $20.7 million in grant commitments from organizations such as the NYC Department of Cultural Affairs, a $10 million grant from Empire State Development, and a $5 million grant from SiriusXM.