Major renovations planned for Golden Mile location
Warehouse Cinemas, a locally owned, premium movie theatre company announced today that it will be leasing space in the east part of the Frederick Towne Mall to renovate as their flagship location. Terms of the deal were not disclosed, but the owners indicated that complete renovations are planned for the interior and a major overhaul is intended for the exterior.
Warehouse Cinemas is a venture of HighRock Group, a privately-held holding company headquartered in Hagerstown, Maryland. “In our experience, consumers are looking for a better movie going experience,” says Rich Daughtridge, President and CEO of HighRock Group. “We’ve seen great success from our other cinema ventures as we’ve paid careful attention to what the local communities are asking for. Affordable pricing is a big one. If we can offer that, yet still provide a high-quality facility and a premium experience – we believe people will come again and again.”
Daughtridge describes the business model of Warehouse Cinemas as “affordable luxury” – offering first-run movies, a sleek modern-industrial décor, leather recliner seating, premium food and drink options, state-of-the-art digital projection, special events and a wide range of ticket prices. He also indicated the company plans to pursue an alcohol license at the Frederick location to offer beer, wine and specialty drink options.
In their search to find the right property for their flagship location, the company retained Tony “C” Checchia, owner of Verita Commercial Real Estate. He states, “HighRock has a history of launching successful, innovative ventures, and this project will be great for Frederick and the surrounding communities.” Checchia indicated his clients were not ready to disclose a projected opening date, but plan to make an announcement once construction starts. A virtual reality tour of the interior concept for Warehouse Cinemas is displayed on online at warehousecinemas.com, and the company plans to post updates to their Facebook page as the construction timeline unfolds.
Richard Griffin, Director, Department of Economic Development, commented on the project, “The City is thrilled to see this type of investment along the Golden Mile. Entertainment is a critical component of the retail mix. This new venture will complement the approximately 150 retail establishments that exist along this iconic corridor. With private investment and public support, the City remains confident that the Golden Mile will continue to thrive in the future.”
Previously occupied by Hoyts Cinemas, the space at Frederick Towne Mall includes approximately 32,000 square feet and has been vacant since 2009. Greg Mills, COO of Warehouse Cinemas will oversee construction and management of the renovation project. Mills stated, “In addition to significant interior renovations, we plan to redesign the entire façade and create a main entrance facing Route 40. This will make the cinema more visible and inviting to patrons.” He added, “We look forward to working with the Golden Mile Alliance and other community organizations to breathe new life into this area.”
In addition to their flagship location in Frederick, Warehouse Cinemas plans to explore other regional sites for renovation or new build-out opportunities.
“We are very excited to see Warehouse Cinema sign a lease for space at the West Frederick Center,” said Michael O’Connor, Mayor, City of Frederick. “The unique experience that Warehouse Cinema offers will play a major role in drawing new foot traffic to the area, reinvigorating the Center, and creating a new destination on Frederick’s west side.”