Loews Theatres’ New Concept: Service
In northwest suburban Rolling Meadows, Loews Theatres is quietly constructing a luxury movie theater complex it hopes will lure back the disenchanted moviegoing public. The New York City-based Loews has plans to build similar theaters in at least a few markets in the northeast as well. Some competitors, though, are doubtful that the ambitious construction project will end up generating higher ticket revenues for the company.
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The new theater will feature a deco-inspired theater lobby and a red, black, and white color scheme. Rising above the lobby will be a 35-foot-high curved glass atrium that floods the lobby with natural light during the day and lights up dramatically at night. Five box-office stations will be located inside the lobby so customers buying tickets won’t have to brave the elements outside. According to Loews exec Marc Pascucci, theater staff will be trained to handle both ticket and concession sales so they can switch back and forth according to demand.
The most thoughtful design aspect may prove to be the manager’s kiosk in the theater lobby. Managers will man the kiosk throughout their shifts so that customers can find them easily if they have complaints or questions. “It’s part of our goal to promote customer service by making the manager a more recognizable figure,” explains Pascucci.
Whatever Ravinia ends up making from the event, the sum no doubt will pale next to the whopping $700,000 the music festival has netted to date from Noteworthy, a cookbook compiled and published seven years ago by the Ravinia Women’s Board. The board is testing recipes for a sequel to be published in the fall of 1994.
