Fox Theatre management always makes Redwood City mainstay thrive

Schmidt and Lochtefeld both have 14 years of experience at The Fox, working to maintain a legacy that goes back nearly 100 years. The Fox Theatre was originally a movie theater and the Club Fox has had myriad uses — an auto dealership, television store and bookstore among them. Both host about 300 combined events a year, public and private, across a wide array of types — from concerts, comedy shows, movie screenings, corporate events and keynote speakers to fundraisers, plays, poetry readings and improv shows.

“The structure of our business being an independent run, fairly nonbureaucratic institution allows us to be open minded to a much larger, diverse group of client base than many institutions,” Lochtefeld said.

And that helped as they had no idea what they were coming back to after COVID. The initial pandemic bounce back was strong, with the theater doing four times more business than pre-COVID. However, Schmidt said shows that were selling out two years ago now average 400-500, less than half its 1,100 person capacity.

“From the club level, it’s changed almost everything from before,” Lochtefeld said. After being shut down for 346 days and borrowing money to stay open, the club’s return saw a significant lack of staff and funds. Now, Lochtefeld estimates five people do the work of what used to be 13 or 14.

Creativity

This is a far cry from pre-COVID when Lochtefeld thought music was really hitting its stride. Now many no longer have an appetite for creativity but rather regurgitating what they’ve already found to be creative, he said.

In the post-COVID world, consumers want restaurants over live entertainment.

‘Music in general has … become far more ornamental and not as current,” Lochtefeld said, pointing to Club Fox’s tribute-band-heavy lineup. “People aren’t looking to hear the next song; they’re looking to hear the song they heard 40 years ago … food is the new rock and roll.”

Lochtefeld said there are still plenty of original acts but the demand just isn’t there.

Maintenance

Beyond the effects of the pandemic, Schmidt and Lochtefeld are dealing with a very expensive older building. COVID was a time for renovations, with a hospital-grade HVAC system and new lighting, along with bathroom makeovers and historical artwork refurbishing. Current upgrades are still happening with new chairs expected by the end of August to match what Schmidt said is the theater’s “great bones.”

“It’s a beautiful 100-year-old art-deco theater and it’s a magical spot and it makes for great events,” Lochtefeld said.

Community

Beyond the survival of the Fox itself, Schmidt and Lochtefeld are committed to the entire community.

“It’s about the Fox Theatre and what the Fox Theatre can do to ensure that Redwood City is the place to come to for dining and entertainment. I always look at the bigger picture on that because it’s important,” Schmidt said.

This impact can be felt in more than just the value of entertainment as Lochtefeld said some people speculate that for every dollar spent on tickets there’s $13 spent in the community in terms of parking, going out to eat and other items. That illustrates how integral the Fox Theatre is to the community, they said.

“We just want to ... make sure there will always be this premier theater for the community and its neighbors to go and attend a good, quality show,” Schmidt said. “We all need entertainment.”

Go to foxrwc.com and clubfoxrwc.com for information on upcoming shows.