Comprehensive Study Guide for the Rialto Theater Revitalization and NJEDA CAFE Award

The Rialto is designed as a cultural hub for the arts, catering to Westfield and the surrounding community. It is envisioned as a place for people to gather, create, participate, teach, and learn.
Arts institutions serve as a core component of the state's economic plan due to the halo effect; patrons attending events often support surrounding businesses, such as going to dinner before a movie or getting lunch after a book club meeting.
A central philosophy of the project is the creation of a third space. These are environments for community gathering that exist separate from work and home.
Third spaces are increasingly vital in the modern era to counteract the isolation potentially caused by high levels of mobile phone usage.
Kevin Feige, the president of Marvel Studios, identifies movies as an original form of the third space, recalling how he would ride his bike with friends to the Rialto as a child.
The mission is to provide a home for artistic expression that brings people together regardless of their background, religion, or political views, serving as a unifying force in divided times.

The project is funded significantly through a tax credit award from the New Jersey Economic Development Authority (NJEDA). Within the NJEDA, this is specifically known as the CAFE award (Cultural Arts and Facilities Enhancement).
The NJEDA CAFE award amounts to $43,300,000$ . This award represents a significant investment and validation of the business plan, architectural drawings, and the overall vision for the Rialto.
The tax credit covers $80\%$ of the total project costs. To unlock this award and complete the transformation, a separate $10,000,000$ fundraising campaign has been launched.
The $10,000,000$ in community-raised funds will be used for three primary purposes:
- Unlocking the NJEDA award.
- Finishing the physical construction.
- Funding early operations of the facility.
Fundraising strategies incorporate various channels, including a donation link on the rialtawestfield.org website, corporate sponsorships, and the sale of naming rights for different parts of the building.

The physical restoration aims to preserve the historic character of the building, which has been a Westfield institution for $100$ years.
Elements to be preserved include the iconic marquee and the original brick exterior. Renderings for the project show a modernized version that remains familiar to its historical appearance.
The performance space is designed for maximum flexibility. Rather than building a traditional movie theater with fixed seats, the space can be reconfigured to accommodate everything from live music and theater to movies, talks, and community events.
Flexible seating allows the room to be used for different purposes; for instance, if there is no live concert, the space can be utilized for activities requiring an open floor.
The facility will feature classroom spaces for education and private gathering.
There is a dedicated cafe area designed for people to gather spontaneously, allowing the building to be open for casual public engagement rather than being restricted to scheduled ticketed events.
Workspaces will be available for creative groups. These are intended for collaborative art pursuits rather than general laptop-based telecommuting, though the latter is not strictly prohibited.

Before the full opening, the organization is engaging the community through a Spotlight series featuring local luminaries with connections to Westfield.
Featured guests in the Spotlight series have included:
- Kevin Feige: President of Marvel Studios, who grew up in Westfield and used to take notes on movies at the Rialto.
- Lucy Ritter: Drummer for Chapel Rone's, born and raised in Westfield.
- Jay Blakesburg: A music photographer from Clark who became the official photographer for the Grateful Dead.
Garrett Vogel, a personality from the Ellis Duran in the Morning show on Z100 who lives in Westfield, serves as the host for these events.
Programming will include a mix of internal staff-led events and partnerships with outside organizations. Examples of future offerings include:
- Movie premieres with guest directors for discussion.
- Podcast recording sessions.
- Book clubs.
- Open mic nights.
- Saturday night events and Tuesday afternoon classes.
The organization hosts a gallery during Adams Fest in October, showcasing local artists whose work centers on themes related to Charles Addams.

The Rialto is an iconic institution in Westfield and has been featured in cultural history beyond its physical location.
Charles Addams, the famed cartoonist for the New Yorker and creator of the Addams Family, was from the area. He famously depicted the Rialto marquee in one of his cartoons.
The connection to Charles Addams is maintained through community events like the gallery during the annual Adams Fest.
The building was acquired in $2021$ by a group of local volunteers and board members, facilitated by an anonymous gift received early in the process.
Prior to the theater's closure in $2019$ , it was a single-theater venue that famously played movies like Jaws for entire summers.

Purchase of the building: $2021$ .
Building closure as a functional theater: $2019$ .
CAFE Tax Credit Application process: Lasted approximately $1$ year.
Application Submission: June $2025$ .
Award Date: July $2026$ .
Target Opening Year: $2029$ .
Construction Start Goal: $2025$ (contingent upon fundraising progress).
Current Status: The organization is in a "pop-up" mode, utilizing a space to engage the community with renderings and informational events while the theater behind the walls remains non-functional.

A visitor asked about the history of the project before the tax credit was awarded. The response noted that the project had been ongoing for about $5$ years, starting with the purchase in $2021$ by a group of hardworking board members and volunteers following an anonymous gift.
There was a question regarding the types of classes offered. It was clarified that the Rialto will provide its own programming while also inviting outside partners to run sessions throughout the week.
In response to a query about preserving history, it was stated that while it won't be a formal "museum," the facility will showcase the past, present, and future through historical photos on the walls and the preservation of exterior features.
A question arose regarding the rigorousness of the NJEDA application. The process involved multiple levels of board reviews, rigorous requirements, and a year-long back-and-forth to prove the business and architectural plans were sound.
The logistics for a local news article were discussed: the reporter (Devin) noted the article would be written for the Thursday edition, necessitating a submission by Tuesday night, as the paper goes to print Wednesday afternoon.