Chris Militzer/Alexandria Living Magazine
The iconic Old Town Theater was purchased in 2017 by Asana Partners for $4.4 million.
Patagonia, the national outdoor equipment retailer taking up residence in the Old Town Theater, will leave the OLD TOWN sign atop its entrance, officials have confirmed.
Patagonia is leasing the building from Asana, which now owns multiple buildings in and around Old Town. Patagonia originally proposed taking down the OLD TOWN sign, but a number of residents said they were unhappy about losing the landmark letters.
Patagonia will "fix up" the sign so it looks a little bit better and to prevent further water damage to the marquee. Patagonia will put up its own sign underneath the marquee.
From the website for the Alexandria Patagonia store:
We realize what it meant to see the theater close back in 2014, but we intend to keep a lot of its energy alive by providing a steady stream of events, films and presentations, as well as a gathering place to support environmental nonprofits working to defend clean water and air, protect wildlife and divest from dirty technologies. The stage remains a stage with sound and lighting, and the balcony provides a rotating gallery for the work of area artists and a place to host meetings and events.
Earlier this year, Patagonia submitted a request to the Board of Architectural Review to take down the letters and replace them with a Patagonia sign. The building’s OLD TOWN letters could be cleaned up and become part of the retailer’s interior décor, building owner Asana Partners suggested in its BAR application.
At a February BAR meeting, Dylan Colligan, speaking on behalf of the Alexandria Archaeological Commission, read a statement on behalf of the Commission that said in part: "...It is the position of the Alexandria Archaeological Commission that the existing Old Town Theater sign remain in place on the exterior of the building in order to preserve the historic character of the block."
BAR member Robert Adams commented at the February BAR meeting, "It is sort of defining element in Old Town to see the sign 'Old Town.'" He said he would "sort-of miss it" were it to be removed.
Patagonia had planned to open this spring, but the space is temporarily closed due to coronavirus concerns.
