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John Loeks has propelled family theaters into 21st century |
Tuesday, March 13, 2007
By TIM DISSELKOEN, Advance Newspaper |
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While many consider it the empire Jack Loeks built, son John Loeks has certainly made his mark on the locally based Loeks Theatres, Inc.
He took over as president of the theater chain in 1990, and has built the empire from 50 to 135 screens, eclipsing the number his father built.
"It's been part of my life all my life," John said. "I came into run what was a well-established and well-run family business."
John Loeks, 62, began his career as a lawyer, and dabbled in the West Michigan Boat Show in the 1970s. That business grew into Showspan, a company that today produces 15 consumer shows in Detroit, Lansing, Grand Rapids, and Milwaukee.
"I wear those two hats," John said. "Both have been growth companies."
But only one carries the family name out front, which is a source of pride for John. Born a year after father Jack began operating his first theater, John grew up around the movies. He watched as his father continually sought to be on the cutting edge of what was happening in the industry.
Jack Loeks is credited with being the pioneer of the megaplex. When he turned Studio 28 into a 20-screen theater, it was the largest in the world and predated other megaplexes by seven years. In fact, at the time, the term megaplex had yet to be coined, John said.
Jack worked tirelessly to seize important ideas and work ahead of his competitors. But when he handed the reigns over to John, he was willing to sit back and serve as a mentor to his son.
"He let me start running the company right away," Loeks said. "He had a lot of wisdom to share and I took advantage of that." |
His father stepped aside in 1995, but maintained an office up until his death in 2004. Jack led the company through expansion in locations and number of screens, and also was on the front edge of the move to automated projection. But it was John who would leave the biggest mark on the company, much of it out of necessity.
He began slowly, with little expansion initially. He added digital sound, and Studio 28 was the first 20-screen theater to go completely digital. With an eye toward an emerging trend, he quickly seized on the idea of stadium seating.
In fact, they were building the Celebration! Cinema in BentonHarbor and actually halted construction, revised plans, and added the stadium seating. He said he saw it as an important architectural component that would drive the theater construction industry.
"The important thing I think I contributed to the company was the idea of new, tiered theater seating," John said. "Dad and I actually disagreed on that and he thought it would be like balcony seating all over again."
Their growth was beginning again, and Celebration! Cinemas in Lansing and Mount Pleasant would soon follow.
"We took our time, but didn't really get rolling until 1997," John said. "We have been much more careful to focus on the fundamentals of the business."
He worked to improve the quality of the projectors, sound, screens size, and wanted to offer large, attractive lobbies at a time when other chains were downsizing screens and lobbies.
"We wanted to go back to a more glamorous era," John said. "We stayed with very large lobbies and spent money in the theaters."
But at the same time, the home theater business was beginning to take off. Television screens were getting larger, and DVD quality led to an explosion of sales and consumers were spending more time at home. Other venues like VanAndel Arena and Fifth/Third Ballpark opened and battled for the same entertainment dollars.
So John worked to make the movies a destination once again. The construction of Celebration! North, along the East Beltline at Knapp Street, brought an IMAX theater and a new alternative to the traditional movie theater.
With its restaurants and retail shops surrounding the complex, it differed from more traditional theaters.
"We started to see ourselves as community centers of activity," John said. "That's what led us to think of these stores."
The Wave Room banquet facility was initially going to be the second floor of a book store. When that failed to materialize, he discovered a new use that has brought more business into the theater.
That idea is being duplicated at Studio 28, where a new banquet facility, alcohol sales, and restaurants are expected to make the storied megaplex a popular entertainment destination. |
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