
Crowds gather at the recent Megaplex opening of the new film "The Hunger Games."
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Crowds gather at the recent Megaplex opening of the new film "The Hunger Games."
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By Brice Wallace
The Enterprise
For the past few years, many people have predicted a downturn in, if not the death of, the movie industry because of the proliferation of large HDTVs and home theater systems. In spite of that, Megaplex Theatres continues to grow at both new locations and existing sites.
Megaplex Theatres, part of the Larry H. Miller Sports and Entertainment Group, which is owned by the Larry H. Miller Group of Companies, is adding two theaters and two retail food sites at Jordan Commons in Sandy and last week announced it has acquired several Westates locations in Logan, Cedar City and St. George, plus one in Mesquite, Nev.
“We’re moving pretty quickly these days,” said Jeff Whipple, a Megaplex executive over advertising, marketing and public relations. “With all the construction going on at Jordan Commons, the work we’re doing finishing up at Thanksgiving Point, our addition in Centerville and the acquisition of the Westates locations, we’re moving pretty fast at picking up auditoriums, screens and seats.”
Big-D Construction, using designs by FFKR Architects, Jordan Commons’ original designers, is currently renovating space that was originally the Mayan Adventure restaurant into what will become the 19th and 20th auditoriums at that location. Exact seat counts have yet to be determined but likely will be about 300 each when they open at the end of the year. Jordan Commons overall has more than 5,000 seats.
The new auditoriums will have a section of D-Box seats, which move in sync with action on the screen. Those will be the first D-Box seats at Jordan Commons, although Megaplex has them at a few other sites.
“And we will have special event space similar to what we have at The District and at our other locations for handling corporate meetings, parties and banquets,” Whipple said.
The changes also will provide Jordan Commons with space for Cold Stone Creamery and Rocky Mountain Chocolate Factory retail locations.
The Mayan Adventure restaurant was part of the original Jordan Commons construction. “The Miller family made arrangements with a third-party restaurant company to see if they could manage it differently, but with the economy and everything else, it became a substantial challenge to move it forward,” Whipple said.
“At the same time, the theaters continued to enjoy record success, so the space really did become an asset as what could be done on the theater side of things. Jordan Commons has had national rankings with a number of Hollywood blockbusters, like ‘Twilight,’ the ‘Harry Potters’ and ‘Pirates of the Caribbean.’ We’ve been at and beyond capacity on a number of opening nights and premiere weeks, so for us it makes sense to do what we can to accommodate guests and offer them the latest amenities like the D-Box seats.”
Although Whipple declined to say how much the company is investing in the project, it comes on the heels of the March 15 opening of the Groove VIP Auditorium in the former arcade space at Jordan Commons. It offers fully reclining seats, concierge in-seat food service, executive lounge with high definition satellite screens and other premium amenities. The 58-seat auditorium has four levels of premium seating and is available for regular movie showings and special private engagements and events.
The Westates acquisition, for an undisclosed amount, includes 11 movie complexes: Providence Stadium 8, University Stadium 6 and Logan Movies 5, all in Logan; Cedar City Stadium 8 and Cedar City Fiddler 6; Pineview Stadium 10, Sunset Stadium 8, Washington Red Cliffs 4, St. George Cinema 6 and St. George Flood Street 4, all in St. George; and Stadium 6 in Mesquite. Combined, they have 71 auditoriums seating 11,968.
Westates Theatres was founded by the late Tony Rudman Sr. in the 1950s. Starting with the Davis Drive-In in Layton, the chain grew to more than 100 screens at 25 locations in Utah, Idaho, Arizona and Nevada, employing more than 300 full- and part-time people. Westates will continue to operate theatre complexes in Holladay; Elko, Nev.; Page, Ariz.; and Montpelier, Idaho.
The former Westates theaters will be transitioned to Megaplex complexes over the next several months, although details have yet to be completed. “We’re doing our homework right now, and it will likely take some time,” Whipple said. “We will be thoughtful as we approach it and will do it in the best and smartest way possible. We don’t want to disrupt the guest experience as we’re heading into the summer blockbuster season.”
All qualified Westates employees at the acquired locations will be offered positions at Megaplex. Megaplex Theatres expects to create more than 300 positions as part of its ongoing expansion program in Utah and Nevada. Although staffing is seasonal, Megaplex employs more than 600 people across its locations.
“We had been looking at expanding outside our current geographic area for some time,” Whipple said. “We get approached routinely by communities anxious to have the Megaplex theater experience in their communities, and the short list for some time has included Logan and St. George and surrounding areas.”
The Westates acquisition is part of a larger expansion program currently under way at Megaplex Theatres. In the past three years, it has grown from 70 screens in Utah to more than 150 screens in Utah and Nevada. Among other current or recent Megaplex projects are:
• A new 14-screen, 3,000-seat complex at Valley Fair Mall in West Valley City, scheduled to open late this year at the former site of the Mervyns store. It will include an IMAX screen, reserved seating, a food court, D-Box motion seats and private event space.
• Additions at the Megaplex Theatres at Thanksgiving Point. The company acquired the lease agreement from Westates in January 2005. The facility has grown from eight screens to 17 screens and includes an expanded lobby, a food court, D-Box seats and special event space. Construction is expected to be finished in mid-May.
• The new Megaplex Theatres at Legacy Crossing recently opened in Centerville. It features an IMAX screen, D-Box seats and other amenities.
“Especially in the economy we’ve all been working to survive through, it’s great to be part of so many projects and an organization that is moving forward,” Whipple said. “We’ve got quite a bit of activity going on right now, yet on our Facebook page, we posed the question, ‘Where should we go next?’ It makes us smile that the folks in Vernal say, ‘We’re next’ or that Saratoga Springs says, ‘Come on, come on.’”