Politics & Government

311 W. Main Plan: 210-Seat Theater, Catering, Cafes, Multiuse Room, Studios

Spiezle Architects revealed concepts and recommendations for Lansdale Borough's 311 W. Main St. arts revitalization Monday night.

A costly, vacant, codes violation-plagued, mismanaged, dead but historic, behemoth at 311 W. Main St. in Lansdale showed signs of renaissance Monday night when Spiezle Architects revealed building plans for a venue being pegged as "311 Arts." 
No designs Monday were final diagrams, and nothing has been voted on yet. A 311 W. Main St. steering committee is directing the rebirth of the building, now that a task force has completed its mission for 311 W. Main.
The main concepts for the building plan include a proposed 210-seat theater on the second floor, a 120-seat (at tables) multipurpose room on the ground floor, a cafe area on the ground and second floors and a catering kitchen in the basement for private events.

'The Utmost Flexibility'

In its proposal, Spiezle Architects recommends closing off the Madison Street entrance to 311 W. Main St. and using it for access to a freight elevator. 
"We want to create a front door on Main Street. We want to think of it as a destination location. (The Madison side) will potentially be an exit. It is better used as stage entry for performances, equipment and deliveries," said Spiezle Architects' Scott Malin.
The freight elevator will serve three floors, and provides direct access to a 210-seat theater backstage.
"As things come up, you go straight to the stage," said Alec Stoll, of Stages, a firm serving as theater consultant for Spiezle Architects.
This theater would be on the second floor, with an accompanying cafe/lobby and restrooms. The theater would offer a screen for films, and performances and concerts on a 42-foot by 21-foot stage that has two access doors to backstage.
"It's designed with the utmost flexibility in mind: dance, music, theatre, film," said Malin. "You can have a community theater event during the day, and have a comedian on stage at night."
Malin said the stage would be suitable for theater performances; scenes and props can be stored off to the side.
"I wouldn't try to do opera there," Malin said. "It's big enough to do the things that (311 W. Main consultant) Laura Burnham came to us with."
On the ground floor, Spiezle recommends a multipurpose room with tables that seat 120 people, which offers flexible space for events like dances or weddings.
"It has the potential for a small studio theatre," said Malin, adding that the ceiling would be fitted with gridwork and lighting to benefit the theatre aesthetic.
"The floor will be designed for dance classes, yoga, theatre. It's flexible," said Stoll.
A cafe/lobby, complete with a pantry of edible selections, would be located at the front right of 311 W. Main. The columns that pass through the cafe/lobby area will be fitted with electrical outlets.
The third floor would be the locale for office space, which Spiezle recommends be available for public rental, as well as a control booth for theater performances or films. The third floor would be the spot to access the catwalks.
The lower level is where Spiezle proposes three multipurpose fine arts studios, one of which includes a kiln for pottery classes or workshops. Malin said the spaces could be used for music and artwork.
The lower level also serves as the location for a proposed catering kitchen. 
Visitors at 311 W. Main would be greeted by a ticket booth/coat check room, both on the ground floor and second floor. Visitors would also have the luxury of an elevator. 

Exterior Improvements

Restoration of the historic Masonic Temple facade—which could be completed by Winter 2013—is the most important, in order to attract commuters and pedestrians and "keep with the historic aspects of the building," said Malin.
"We feel we can restore the facade, if we do that real soon," Malin said. "We don't want the building to go through too many more winters."
Spiezle recommends perserving mosaic tiles on the facade underneath the windows.
Spiezle recommends a marquee to advertise, for instance, a "Lansdale Arts Fest" with fine art, film and plays.
"By (the marquee) coming out to Main Street, it gets great views on both sides, traveling on Main Street," Malin said.
Malin said the large wood doors at the front of 311 W. Main may be able to be preserved.
The most prominent feature on the proposed exterior is the "311 Arts" name emblazoned above the entrance.
"When I see this, I get a mental picture of Lansdale Music Hall," said Councilwoman Mary Fuller. "I love the historic preservation."
Lansdale Borough Manager Timi Kirchner said the plan is to renovate the entire building at once.

'Hell of a Job'

Councilman—and former chairman of the 311 W. Main Task Force—Mike Sobel applauded Spiezle for following recommendations from the task force in the planning.
"Hell of a job," Sobel said. "I couldn't have envisioned this any better."
Resident Al Stinson, a member of the Choristers, a senior citizen chorus that performs at Trinity Lutheran Church, asked if the freight elevator could handle a seven-foot grand piano, and if the budget considers the purchase of a grand piano.
Stoll said the four-foot-wide door on freight elevator would allow room for a baby grand piano, if legs were removed and put on its side.
"It's practical," he said. Stoll said pricing has been provided for a baby grand piano.
Resident Steve Jones found the plan "awesome and exciting."
"I want to say I applaud Spiezle for the design of the building," he said.
Resident Cory Brown asked if Tabora Farms or Virago Baking Co. were aware of the cafe ideas for 311 W. Main.
Kirchner said she has heard in about similar ventures in other towns, where a cafe was not happy initially about a potentially competing business.
"They found it such a draw that their own entities were doing that much better," Kirchner said. "Real data shows that."
Kirchner then said that, through public-private partnerships, any one of Lansdale's existing bakeries or cafes might be the one that opens the cafe in 311 W. Main St.
"This is something driven by the people of Lansdale," Kirchner said of 311 W. Main. "This was a dream and I think the dream is coming closer and closer to reality. I know, if you want something done right, it takes a good time and it takes people and the energy of the town."


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