Some developments just mean more to a community. The former Varsity Theater and Bookman’s Alley adaptive-reuse development in downtown Evanston is an example.
The building at the center of this development once housed Evanston’s beloved Varsity Theater. After redevelopment, the project, spanning 1706 to 1712 Sherman Avenue in downtown Evanston, is now home to a 33-unit multifamily property, 8,500 square feet of ground-floor retail and two live-work units.
The project will also include the redevelopment of Bookman’s Alley, a space that long held the Bookman’s Alley Bookstore opened by Roger Carlson in 1980. That store closed in 2013.
JLL is handling the initial leasing at the Varsity Theater and Bookman’s Alley. Guzman y Gomez will open a location at the Varsity Theater at 1710 Sherman Ave. as the first retail tenant.
Steven Rogin, owner of the former Varsity Theater, along with his partners, Campbell Coyle, DMA and BVI LLC, have led the redevelopment of the theater and adjacent Bookman’s Alley. The goal was to save as much of the character of the former theater, which opened in 1926 and closed in 1984.
The redevelopment of Bookman’s Alley will include new lighting, public art and outdoor seating to support street-level commercial at the space. The plan is to turn the alley into an activated community space with entertainment and retail. It’s a trend that many cities are embracing, including Detroit, which has activated several alleyways as part of its downtown rejuvenation.
Rogin said that he and his partners spent long hours crafting a redevelopment plan that would keep the spirit and feel of both the Varsity Theater and Carlson’s bookstore.
“Between the history of the theater and the institution that Roger Carlson built over time with his bookstore, this is an extremely important spot in Evanston,” Rogin said. “We hope this new development will continue to be a cherished space for the Evanston community. It has always been a cherished space, and our goal is to build upon the tradition.”
Rogin said that the Evanston community did not want a new development on this site that did not preserve the theater and bookstore feel. That led Rogin and his partners to focus on an adaptive reuse here.
“The community is interested in maintaining the character of the old structures in Evanston,” Rogin said. “Combine that with the attachment people have to the theater and the bookstore, and an adaptive reuse made the most sense.”
In a statement, Steve Schwartz, JLL senior vice president, said that JLL’s leasing data show that demand is strong for downtown retail housed in revitalized historic spaces.
“Varsity Theater and Bookman’s Alley presents a unique opportunity for retail businesses in the food, entertainment and retail sectors to provide an unmatched experience serving Evanston and the surrounding communities,” said Schwartz, who represented The Varsity, LLC in its deal with Guzman y Gomez.
Paul Zalmezak, economic development manager with the City of Evanston, said that the Varsity Theater project also fulfills a bigger need in the city: There isn’t enough housing in Evanston to meet the demand for it. The addition of any housing, then, is a positive.
At the same time, the Varsity Theater/Bookman’s Alley project will provide yet another boost to Evanston’s revitalized downtown.
“The conversion of the Varsity Theater in Downtown Evanston couldn’t come at a better time,” Zalmezak said in a written statement. “More people living In downtown means more shoppers and diners. It is terrific to see how this redevelopment strikes a balance between preserving the building’s character and meeting the current and future needs of our community.”
Rogin agrees with this, and is happy to help bring more housing to downtown Evanston.
“You create vitality within a downtown community by bringing in more residential,” he said. “How do you bring more people into downtown beyond the 9-to-5 workday to support the businesses and create vibrancy? By adding more residential.”
Rogin and his partners kept much of the character of the Varsity Theater with their new residential development. The entire fourth floor of the building is exposed to the original infrastructure of the theater. Some of the apartments on the second and third floors feature original ceilings from the theater building.
Contractors are refurbishing some of the cameras from the theater and much of its plaster work. They are retaining the ornamental grates that covered the radiators at the Varsity Theater for use within the project.
The first residential tenants moved into the multifamily residences in August.
“Mixed-use developments like this are very successful today,” Rogin said. “The idea of being able to live, work and play in a single development has always been attractive. Mixed-use developments are especially attractive in communities like Evanston where you have mass transit. And here we also have access to Lake Michigan, Northwestern University, major medical facilities and other cultural institutions. When you bring both residents and businesses together, it creates dynamic space.”
