SALA Los Alamos Event Center Launches Phase Two of Major Renovation

SALA Los Alamos Event Center, the downtown venue that Allan Saenz and Sammi Owens built from the shuttered Reel Deal Theater, launched a Phase Two renovation campaign this week targeting $50,000 in community donations while simultaneously pursuing a $450,000 grant from Los Alamos County to fund a sweeping upgrade of the 23-year-old facility.

The Phase Two scope covers six major project areas: a bar and concessions expansion, marquee and display system upgrades, heating and HVAC improvements, bathroom renovation and plumbing, two permanent theater stages, and permits and facility upgrades. Together, SALA says, the improvements will push the event center beyond its current programming model and into something more ambitious: "a true multi-use event center," as the organization described it in a news release.

The $450,000 funding request was submitted to Los Alamos County under the Local Economic Development Act, a state framework that offers a legal mechanism for local governments to collaborate and invest in economic development projects without violating the New Mexico Constitution's anti-donation clause. SALA's application argues the project will create jobs, expand the tax base, and enhance the county's cultural and commercial landscape. A community petition supporting the LEDA application has circulated online, with signatories urging Los Alamos County decision-makers to give the request "every positive consideration."

The local fundraising campaign, running concurrently with the LEDA application, offers five donor tiers: Community Supporter at $25, Builder at $100, Premiere Supporter at $250, Phase Partner at $500, and Founders Circle for contributions of $1,000 or more.

The project's Phase One origins carry significant weight. Phase One involved acquiring and reopening the closed theater building for community use, renovating two theaters and the lobby, and putting the building back into active programming. The private investment in that first phase exceeded $2.5 million. Phase One accomplishments included exhibiting 48 first-run movies and 71 classic films, hosting nine festivals, 70 celebrations, 116 community events, 74 corporate meetings, and 127 private events.

Phase Two adds physical infrastructure to match that programming volume. The transformation includes creating stages in front of The Roxy and Social Center, installing state-of-the-art stage lighting, and updating the exterior signage on the East Building Wall with a digital display. The phase also includes a collaboration with 4Pi Productions, renowned for their immersive experiences, to convert one of SALA's theaters into an immersive experience theater known as the Hill Augmented Theater.

To underscore the project's alignment with county priorities, SALA cited a 2022 National Community Survey finding that 73% of Los Alamos residents identified enhancing support and opportunities for the local business environment as the top county priority in the coming years.

Phase Three, looking further out, envisions upgraded seating in the auditoriums, a reservation system for audience members to choose seats in advance, and a crowdfunding campaign to fund the work. Phase Four anticipates adding space above the current lobby for a full kitchen, food and beverage service, and additional event space, while Phase Five imagines a ballroom above the four existing theaters to allow hosting of larger events.

The status of the LEDA application before Los Alamos County has not been publicly confirmed. SALA's Phase Two fundraising page and membership information are available at sala.losalamos.com.