Were you to time-travel back to 1939 and take a stroll around West Adams (now known as the historic West Adams, fittingly), your eye would likely have been caught by the grand, glowing neon marquee of the Union Theater on West 24th Street. It hasn’t been the Union for a while now and after decades and several changes of ownership the sign eventually fizzled out. Now the building, known today as the Velaslavasay Panorama, is about to get its groove back. The original signage has been lovingly restored and the owners are organizing what they’re calling the Los Angeles International Neon Jubilee to celebrate the official relighting ceremony.
On September 10, the Neon Jubilee will spill out into a full street fest with free daytime activities and a ticketed evening concert event inside the Panorama. From noon to 6pm, stop by for free, family-friendly festivities including animation workshops for kids and adults, live performances, DJ sets by Lance Rock of Yo Gabba Gabba! and, naturally, accordion players. The Bob Baker Marionette Theater troupe will perform inside the theater and J. Eric Lynxwiler of the Museum of Neon Art will take over the projector for an illustrated lecture on neon in the history of Los Angeles.
When evening rolls around, the façade dedication and ribbon-cutting honors will be done by no less a local celebrity than Highland Park’s Chicken Boy serving as M.C. of the ceremony. After that, an evening event kicks off at 8pm, with more music, puppets and tacos. The evening party will be ticketed to raise funds to go toward the costs of the marquee’s preservation.
The building first opened over a century ago, in 1915, as an early cinema and playhouse. In 1935, actress Louise Glaum—the go-to femme fatale of the silent film era—bought the building to open her own theater and acting school, which lasted only four years. When 1939 came around, it was remodeled into a glamorous cinema just in time for Hollywood’s Golden Age. Now the space is used for film screenings, concerts and the exhibition of the Velaslavasay Panorama itself, a 360-degree environment inspired by the popular panorama paintings of 18th and 19th century Europe. Operated with a dedication to preserving the arts, particularly those with a connection to the technologies and styles of the past, it’s great to see them lighting back up with a lovely vintage marquee.
The Los Angeles International Neon Jubilee takes place September 10 from noon to 11pm. The daytime festival is free; tickets to the evening party are $20.16.
Want more? Sign up here to stay in the know.
