Chantilly-based CORT Brings New Life to Greek Theatre

For nearly a century, the Greek Theatre (the Greek) has been one of the nation’s premier outdoor amphitheatres. Over the years, the iconic Los Angeles landmark has hosted legendary artists such as Frank Sinatra, Neil Young and Bob Dylan.

Today, the Greek brings in some of the greatest names in entertainment, attracting hundreds of thousands of fans from around the world each year. However, the historic venue has gone through a lot of change in recent years. The Greek Theatre was under private management for 40 years before the City of Los Angeles regained control in 2015, contracting venue management company SMG to handle day-to-day operations. With new management, the City began the process of restoring and enhancing the theatre, while still preserving its historical elements.

The City set several goals for the theatre’s restoration, including maintaining its mid-century feel through any design work, as well as preserving the intimacy and integrity of the venue. A strong emphasis was placed on the backstage area – including the hospitality space, dressing rooms, chorus rooms and “meet and greet” area – to ensure the space would be accommodating and entertaining to performers and guests before, during and after the shows. Additionally, this area would need to cater to the needs of the theatre’s staff, who operate in the space during the day.

In the fall of 2017, the City called on Chantilly-based CORT, a company with a reputation for providing high quality furniture and a long-time partner of the Greek, to redesign a section of the backstage area and provide an innovative furnishing solution for the upcoming season. After meeting with SMG to discuss the proposed layout of the space, they decided on an eclectic selection from CORT’s furniture rental collection for the hospitality space that was highly configurable, durable and matched the mid-century design the venue was known for. By choosing to rent, the Greek had the flexibility to exchange furniture throughout the season, if necessary, to accommodate any changing needs, as well as a simplified process of changing their furniture package with each new year.

CORT began furnishing the hospitality space in March 2018 by installing multiple pieces, including Harrison sofas, Oscar white leather chairs, Sierra sideboards and Quorum café tables with Duet stools. These pieces were specifically chosen to provide the quality and durability necessary to withstand constant use from artists using the space on a nightly basis. In addition to these furnishings, CORT also installed artwork and other accessories to further meet the stylistic vision of the Greek.

The furniture package was also designed to be versatile enough to be removed following events, allowing the theatre’s staff to use the room as an office space during the day. Once the artists’ furniture was removed, the Greek’s staff could bring in their furnishings, also provided by CORT, to complete office work and prepare for the next event.

“After meeting with CORT, they knew exactly how to create the fun and exciting environment we needed for our artists, while still producing a functional space for our team to work during office hours,” said Becky Colwell, SMG Greek Theatre General Manager. “Their hands-on approach and willingness to work with our team throughout the process assured us we had the best possible solution for the space.”

In addition to the hospitality space, CORT updated the backstage dressing rooms, chorus rooms and a separate “meet and greet” area, where fans and guests can interact with artists before and after performances. CORT brought a fresh look to this space by installing a Kennedy sofa, Marlowe cocktail table, Sydney dining table and Marco chairs.

The feedback from artists and guests of the Greek has been phenomenal. Performers have praised the innovative design and functionality of the furniture, which contributes to the accommodating environment the Greek Theatre has always prided itself on.

“At the Greek Theatre, our number one priority is creating an exciting and hospitable experience for artists and guests while they are here,” said Anthony-Paul Diaz, Executive Officer & Chief of Staff, L.A. Department of Recreation and Parks. “The standard is excellence in all we do, so our partners need to be committed to the same level of product and service. CORT fits this need perfectly, and we look forward to seeing their creative visions continue to evolve to keep the venue dynamic and functioning for visitors and artists.”

By working with CORT, venues like the Greek can provide their guests and staff a unique and affordable furnishing solution that is designed to meet their particular needs. To learn more about CORT’s services, visit cort.com.