In an era of streaming TV and social media scrolling, live performing arts venues must think outside the box to attract an audience that is increasingly addicted to screens. As the fixture for arts in Santa Barbara for over 100 years, The Granada Theatre is no stranger to adapting to the times and changing tastes.
When The Granada first opened in 1924, it offered live shows and silent films. As audiences became enamored with “talkies”, the theater became one of the premier movie houses on the Central Coast. After the movie theater shuttered, The Granada was eventually revived in 2008, retaining its historic aesthetic, but adding modern technology, and diverse programming suited to today’s tastes.
The Sound of New Music
To draw more of the community to The Granada, the theater has expanded its programming from the traditional definition of performing arts.
“Since the pandemic, tribute concerts have taken off,” said Ashley Dawson, Director of Marketing and Database Services at The Granada. “There’s a strong sense of nostalgia that resonates across generations, especially as younger audiences discover music of past decades through streaming and social media.”
The Granada has embraced this trend by presenting tribute-style concerts with a symphonic twist. Over the past two years, we’ve seen great success through our collaboration with Santa Barbara’s own Doublewide Kings and the Santa Barbara Symphony in performances like Moondance and The Next Waltz, which celebrated the music of Van Morrison and The Band. By pairing local artists with the Symphony, these concerts blended the energy of a rock band with the richness of a full orchestra. This unique combination not only breathes new life into iconic music but also draws in more diverse audiences by uniting classical music enthusiasts and rock fans under one roof.
Riding the wave of that growing interest in tribute concerts, another standout moment was Locals & Legends: Celebrating the Music of David Crosby, a heartfelt tribute to hometown legend co-presented with Santa Barbara Records, a local independent record label. The Granada once again collaborated with the Santa Barbara Symphony, bringing local artists and symphony musicians together to create a powerful blend of contemporary and classical elements.
During its centennial celebration, The Granada also launched immersive, on-stage concert experiences that brought audiences closer to the performers than ever before. These intimate shows featured artists like Antonio Artese, Nik West, and The All-Star Band each delivering something special to the stage. Antonio’s jazz set was captivating and thoughtful, with a small audience seated right on stage with him. Later, Nik West energized the room, getting guests up and dancing, while The All-Star Band kept the good vibes going, turning the area in front of the stage into a lively dance floor. The performances transformed the theater into a vibrant, communal space.
Reimagined Visual Arts
Last year, The Granada launched Santa Barbara Home Movies, a series that not only paid homage to its rich movie history, but also spotlighted films with a special connection to Santa Barbara. The program drew a multi-generational crowd to the theater.
“The nostalgia of the titles we selected—paired with the experience of watching them in a historic theatre, created something truly special,” said Dawson. “The response was incredibly positive, and the series sparked renewed interest in film programming.”
The Granada’s touring Broadway productions continue to attract all ages to the theater. Each season features Broadway classics like STOMP, and newer productions like Mean Girls and The Addams Family.
“These shows help engage multi-generational audiences and often serve as a welcoming entry point for new patrons through familiar titles and accessible storytelling,” Dawson said.
Cutting Edge Technology
While The Granada still retains the beauty and grandeur of a bygone era, its technology is decidedly 21st century.
The theater features industry-leading lighting and sound systems, projection capabilities, and backstage infrastructure, allowing it to present everything from major touring Broadway shows to high-impact multimedia concerts.
One of the most recent tech upgrades was the AeroWave system by Ocean Way Audio, a revolutionary wireless audio platform that delivers pristine, low-latency sound across the stage and auditorium. The Granada is the first theater in the world to install this groundbreaking sound system. (Want to dive deeper into how this technology is transforming the theater experience? Check out our dedicated blog post on The Granada’s state-of-the-art sound system HERE.)
Getting the Word Out
To draw a new audience to The Granada, the theater is meeting people where they are — online and on social media. During its centennial year, the theater used its blog and social media to share new programming, the history of the iconic theater, and news about its year-long big anniversary bash. The Granada also collaborated with the various artists and shows that performed at the theater to amplify, reshare, and comment on their posts.
The result was an increase in connecting with a younger audience and a notable uptick in community interaction and two-way engagement.
Community and Connection
Ironically, as The Granada looks to court a new generation of theater-lovers who live online, it’s the theater’s role as a welcoming third space — a vibrant community gathering space — that makes it so appealing. In an era of social isolation, loneliness, and digital fatigue, The Granada offers an alternative and physical space for genuine connection.
With the theater consistently adding new programming genres to its repertoire, The Granada is helping restore a sense of connection between generations and between neighbors.
“Even as programming changes to meet new demands, The Granada’s power to transport people to another world for a few hours and bring Santa Barbara residents together endures,” said Dawson.