Orpheum Theatre Group unveils revitalization plan for Downtown campus

By Wendy Guzmán – Reporter, Memphis Business Journal

October 25, 2025

A $1.75 million project is set to revitalize the Orpheum Theatre Group campus in Downtown Memphis.

The campus — which includes the historic Orpheum Theatre and the Halloran Centre for Performing Arts & Education — sits at the corner of Main and Beale streets. While the nearly 100-year-old Orpheum is known for its iconic marquee, the newer Halloran Centre’s modern glass design has created a visual disconnect between the two buildings.

“We’d hear from people, ‘I didn’t know the Halloran Centre was part of the Orpheum,’” said Orpheum president and CEO Brett Batterson. “Some even thought it was a bank or a school.”

The renovation aims to unify the campus visually and functionally.

Project scope and timeline

The project will be completed in two phases, according to Orpheum VP and COO Dacquiri Baptiste.

Phase 1 will focus on the Main Street plaza and the Beale Street corner, with construction expected to begin soon and wrap up around February. Phase 2 will address the rear areas near Beale and Front streets, with work anticipated to begin in early 2026 and conclude in spring 2027.

The project is being designed by LRK, with Grinder, Taber & Grinder serving as general contractor. The Downtown Memphis Commission is also involved.

Design features

A key element of Phase 1 is updating the Halloran Centre’s exterior plaza to better connect it with the Orpheum. Red brick will be incorporated into the circular plaza, extending the look of the Orpheum’s Sidewalk of Stars.

The space will also include new lighting and seating, creating opportunities for additional programming and public use.

A central feature of the redesign is a 14-foot “O” sculpture representing the Orpheum Theatre Group. The sculpture is being created by local artist Yvonne Bobo.

At the corner of Front and Beale — where the theater’s loading dock is located — designers are working to enhance the space without disrupting operations. Plans include another “O” sculpture, a small performance stage, and new artwork on the building’s exterior.

Broader vision

The campus improvements build on a series of recent upgrades, including interior restorations to the Orpheum’s historic finishes, as well as improvements to elevators and restrooms. String lighting added along Beale Street has already begun enhancing the area’s atmosphere.

Leaders say the project is intended to strengthen the Orpheum’s role as a cultural connector in Downtown Memphis, particularly given its proximity to hotels and other destinations.

The timing also aligns with the Orpheum’s upcoming 100th anniversary in 2028.

Baptiste said the goal is to create a space where people gather before and after performances — and even independently of events.

“We want people to start saying, ‘Meet me at the O,’” she said. “It’s about creating a place where people want to gather, take photos, and feel connected to the space.”