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A Standing Ovation for Generosity: Brad Prescott Challenges the Desert to Restore the Plaza Theatre
Palm Springs is no stranger to star-studded moments, but today, the spotlight shines on a different kind of headliner—philanthropist Brad Prescott. With a heart as grand as the historic Plaza Theatre itself, Prescott, through the Prescott Foundation, has taken center stage in the effort to restore one of the desert’s most beloved cultural landmarks. His opening act? A generous $1 million donation. His encore? A thrilling challenge to the community: match another $1 million, dollar for dollar, effectively raising $3 million to bring the Plaza Theatre back to its former glory.
J.R. Roberts, President of the Plaza Theatre Foundation board, couldn’t be more delighted with the news. "Brad Prescott isn’t just a friend—he’s a hero. His passion for preserving open spaces, including the 130-acre Prescott Preserve, has incredibly impacted our community. Now, he’s turned his attention to another preservation that will resonate for generations. With this challenge, we have a golden opportunity to raise the stakes and ensure this theatre once again becomes the cultural heartbeat of Palm Springs."
For Prescott, this mission is deeply personal. "My passion has always been protecting spaces for future generations to enjoy, and I’ve realized that historic architecture is just as essential. The Plaza Theatre isn’t just a building—it’s a living, breathing part of Palm Springs’ history, and I’m honored to support J.R. and the Foundation in this restoration effort."
Built-in 1936, the Plaza Theatre has played host to everything from grand Hollywood film premieres to nationally broadcast radio programs and, of course, the legendary "Fabulous Palm Springs Follies." However, time has taken its toll, and since closing its doors in 2014, the theatre has been in dire need of comprehensive restoration. The ambitious rehabilitation effort will address critical structural repairs, install modern theatrical equipment, and bring the venue up to current fire safety and accessibility standards, ensuring it remains a premier destination for entertainment in the years ahead.
Excitement is already building for the theatre’s grand reopening in December 2025. Oak View Group, the newly announced operator, has offered a tantalizing preview of what’s to come, with comedy legend Lily Tomlin set to grace the stage on December 2 and 3, 2025. John Bolton, Senior Vice President of Oak View Group and General Manager of the Plaza Theatre, sees this as just the beginning. "This marks a pivotal moment in the theatre’s next act. We are thrilled to present a sneak peek at our inaugural season, with a lineup showcasing everything from comedy and music to theatre, opera, classical performances, and family events. The Plaza Theatre will be a true home for world-class entertainment."
Beyond its cultural significance, the theatre’s restoration promises a significant economic boost for Palm Springs. With an estimated 135,000 patrons per year, the venue is projected to generate more than $40 million in incremental spending, with over $4 million in direct economic impact through sales and transient occupancy taxes. Small businesses, hotels, and restaurants throughout the city stand to benefit, with downtown and citywide economic impacts estimated at $21 million annually. In addition, the boost to community pride and educational programming will increase, and the case for saving the Plaza Theatre will become undeniable.
The restoration project has made significant strides, with structural reinforcements, asbestos abatement, and installing a state-of-the-art, energy-efficient HVAC system. But there’s still work to be done, and Prescott’s challenge is a call to action. The Foundation has raised over $18 million but needs at least $8 million more to cover final construction costs, contingencies, and startup expenses. Roberts issued a $25,000 Valentine’s Day challenge match earlier this month to inspire donors, which was enthusiastically met—raising nearly $35,000 in contributions.
With the finish line in sight, the Plaza Theatre Foundation invites the community to be part of history. Naming opportunities are available for those wishing to leave a lasting legacy. For more information or to contribute, visit [SaveThePlazaTheatrePS.org](http://SaveThePlazaTheatrePS.org) or contact J.R. Roberts directly at (760) 218-6330 or info@psplazatheatre.org.
With Brad Prescott’s challenge now set, the stage is ours. Palm Springs, it’s time to take a bow and rise to the occasion—let’s restore the Plaza Theatre together.
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