Magic Bag Gets New Marquee

Magic Bag Gets New Marquee
(Crystal A. Proxmire, Nov. 4, 2015)
Magic Bag Theater’s new marquee was installed Tuesday.
One lane of Woodward Avenue was blocked so that giant cranes could lift the new marquee for The Magic Bag Theater in Ferndale. With “Ferndale” formed in fabulous neon letters across the base and the Magic Bag name spelled proudly down the 19 ft tall extension, the new signage is sure to capture the attention of those driving along Woodward.
The sign also may spark nostalgia as people remember the towering marquee of Radio City which used to be a focal point of Downtown Ferndale.
“This location has a historical quality and is the only traditional downtown theater in Ferndale. Built as a theater in 1918, the American Movement architecture has remained intact with its round top roof line, punctuated with finials and geometric inlays, influenced by art deco design. The Magic Bag, since the 1990’s, has sought to remain unique and historical, however they now wish to restore the classic marquee look with appropriate proportions and height,” reads a staff report for the City of Ferndale recommending the approval of variances to existing sign ordinances.
The location is registered as an historic building, and the City’s Master Plan recognizes the need to renovate and maintain it.
The marquee design also ties in to the wayfinding signage that was chosen for Downtown Ferndale in 2010.
In June, Magic Bag Chief Operating Officer Robert Littleton spoke excitedly about the project. “Rehabbing the marquee has been in the works for years. The late Jeremy Haberman and I often times exchanged ideas after the venue was deemed a historical building, but we never got around to it. Adding a sign to the marquee that is not only an homage to the old Radio City here in Ferndale, but to all historical theater’s across the land, just seemed right. And adding Ferndale to the sign was out of pure love for our city. Since this theater is a relic of the city’s past, it’s important to share its future, you know?”
The building’s history is a story in itself. According to Cinema Treasures, it opened in 1921 as The Ferndale Theater. The 425-seat theater was renamed Studio North in 1961 and soon began screening art house and independent films until about 1976 when it began showing adult films, and the City successful shut it down in 1989.
“In 1991, after an extensive renovation, which also reduced the theater’s seating to 300, it reopened as the Magic Bag Theater, which features concerts as well as “brew ‘n’ view”-style movie screenings,” according to Cinema Treasures. “The theater had an ownership change and remodel in April 1996 and was remodeled once again in 2005. The 2005 remodel expanded the lobby, remade and expanded the bar area and remade and expanded the bathrooms.” The venue is popular for local and nationally-known musicians.
Littleton said the project could not have been done without the help of Carey Denha and Phillips Sign & Lighting, both of whom are helping make this working concept a reality.
In June, Ferndale’s Economic Development Director Derrek Delacourt said “I am happy with the investment made by the owner. The Magic Bag has always been an important and significant Ferndale. I feel the improvements to the sign are fantastic and we look forward to working with the owners going forward”
Willy Wilson, who does event promotion said there will be an official unveiling and marquee lighting later at 8pm on Thursday, Nov. 5, 2015.  Magic Bag is located at 22920 Woodward Ave in Downtown Ferndale.
Check out the Magic Bag at http://www.themagicbag.com/.

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