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by Laurie Burstein
When construction began on The Pageant in the Delmar Loop in April
of 2000, Joe Edwards and partner Pat Hagin recall that maybe five
people walked by the deserted block each day. But both knew that
there was a real void in the music scene in St. Louis, and in October
2000, Edwards opened The Pageant Building, a mixed-use complex featuring
a live music venue.
Today The Pageant is the premiere concert/nightclub in the Midwest.
It has consistently been ranked in the Top 10 live music venues
in the nation by PollStar Magazine, a top industry publication.
More than 1,000 musical acts have played The Pageant since it opened
in 2000, and the structure itself has sparked a revival in this
section of the Loop, extending into the City, with more businesses
opening near and beyond the building.
“The Pageant fills a huge gap on so many levels,” says Edwards.
“Many musical acts were bypassing St. Louis because there wasn’t
the right kind of venue,” he says. “Now, we have an intimate setting
for anywhere from 500-2,300 people.” He adds, “The Pageant is also
important because it really keeps the momentum going and extends
the vitality of The Loop east of Skinker on Delmar.”
Joe
Edwards in the Pageant’s Green Room |
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Edwards points out that The Pageant’s close proximity to the nearby
Delmar Loop MetroLink station is another plus, and patrons feel
comfortable taking the short walk to the station from the club along
a 30-foot high well-lighted path of illuminated, whimsical sculptural
poles installed by Metro’s Arts in Transit.
The concept and construction of The Pageant is groundbreaking in
many ways Edwards explains. Located at 6161 Delmar, the three-story
50,000-square-foot building is a mixed-use structure that features
the nightclub/concert venue, along with offices of the graphic design
firm Kiku Obata and three storefronts including The Halo Bar, Diversity
Gallery and Donnaland, a vintage clothing store. While the building
is all new construction, it is designed to look like an older historic
building to fit in with the rest of the neighborhood.
Edwards says banks were slow to lend him the $7 million for the
project because of the location and unusual concept, but he felt
it was important to build the project as a multi-use complex. “It’s
good for long-term development, helps support the neighborhood,
and keeps the streetscape exciting,” he says.
Hagin, who is Edwards’ partner in The Pageant concert/nightclub,
says Edwards has always been the driving force behind the renaissance
of The Loop. “Joe is the only developer I know that lays everything
on the line for a project he believes in,” Hagin says. “It’s that
kind of total commitment that has brought about a stunning turnaround
to the entire area.”
“The Loop has become really the live music center of St. Louis,”
Edwards says. “We have every kind of musical act from rock, hip-hop,
pop, folk, country, jazz and blues—even comedy. Major acts such
as Bob Dylan, Dolly Parton, Nelly, 50 Cent and comedian Dave Chappelle
have all played The Pageant.”
Inside The Pageant is the Green Room, where more than 400 photographs
line the walls, featuring Edwards with many of the musicians who
have performed at there.
Edwards says The Pageant was successful from the beginning. “The
Pageant entertains people from all backgrounds who can enjoy live
music in an intimate setting.” He continues, “What a great district
to see a live act and actually walk to one of the restaurants, galleries,
shops or other nightclubs along Delmar.”
Today The Loop has 140 establishments, including 45 restaurants
plus galleries, clothing boutiques, and entertainment venues—all
in a six-block area along Delmar Boulevard. Edwards explains, “It’s
wonderful seeing an urban street come back to life in such a diverse
and real way. I don’t think there is anywhere else like it in this
part of the Midwest.”
What’s the next new development in The Loop? Edwards, who started
it all by opening Blueberry Hill in 1972 and founding the non-profit
St. Louis Walk of Fame in 1988, then went on to renovate The Tivoli
Theatre, and create The Pin-Up Bowl, of course, has more projects
in the works.
Through the non-profit Loop Trolley Company, Edwards is working
on a fixed-track, vintage trolley system that will connect The Loop
to two MetroLink stops and Forest Park attractions. Edwards began
working on the trolley project in 1997 and says it’s still about
three years away from being a reality. But once the trolley is in
operation, it will be a great economic stimulator for St. Louis,
as it has been in other cities, like Memphis, he says. “The trolley
will be great for attracting tourism and helping to connect the
City and County. I can’t wait until it’s up and running.”
A boutique hotel is another key piece that will make the Loop experience
complete. Financing for a 10-story hotel with 120 rooms, located
between The Pageant and Pin-Up Bowl, is now being finalized.
“A hotel is really what The Loop needs to complete the whole experience
and attract more tourism. People can fly to St. Louis, take the
MetroLink to the Delmar Loop Station and walk west—it’s that easy.
With 45 restaurants, retail shops, a movie theater, bowling alley
and 10 live music venues, we have everything right here for a unique
experience.”
“There is so much new activity in The Loop right now,” Edwards notes.
“In the next 18 months, the Loop will take a leap to the next level.
“
Edwards says the very location of The Loop makes it truly unique,
since part is in the City and part is in St. Louis County and University
City. This also means that he has had to work with both the County
and City governments to get things done. “The Loop has really bridged
the artificial gap between the County and the City. Both have been
good to work with, he adds.
Some 30 years later, business is still going strong at Blueberry
Hill. On a recent Wednesday night in May, Chuck Berry played to
a sold out crowd at the intimate Duck Room. Edwards says that Berry,
who is almost 80, still draws fans from around the country that
make a special trip to Blueberry Hill to hear him play.
“I love what’s happening in St. Louis,” Edwards says. “There is
so much redevelopment going on all over. The next four to five years
will be the most exciting in the last hundred in terms of revitalization.”
Evolution of The Loop
(click here to view a larger
image) |
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