The Orpheum Theatre Group is giving its Downtown campus a fresh new look — and a stronger sense of unity. As part of a $1.7 million revitalization project, the group is reimagining the connection between the beloved Orpheum Theatre and its neighbor, the Halloran Centre for Performing Arts and Education.
The transformation aims to visually and physically unite the two spaces under one recognizable brand.
“A lot of people don’t recognize that the Halloran Centre is part of the Orpheum,” said Dacquiri Baptiste, Chief Operating Officer for the Orpheum Theatre Group. “They think they’re two separate entities, and a lot of people don’t even know what the Halloran Centre is until they come inside.”
The nearly 100-year-old Orpheum Theatre at 203 S. Main Street is one of Downtown Memphis’ most iconic landmarks — with its historic brick exterior and glowing marquee. Next door, the Halloran Centre at 225 S. Main Street offers a sleek, modern design that stands in visual contrast to its neighbor. This new project will bridge that gap, connecting old and new while celebrating Memphis’ creative spirit.
A Campus Connected
The first phase of the project, with an estimated cost of $800,000, will begin by the end of the year. Plans include extending the Orpheum’s signature red brick down to the Halloran’s front entrance to seamlessly tie into the Sidewalk of Stars.
Phase One will also introduce a bold new visual landmark — a 14-foot red “O” sculpture representing the Orpheum Theatre Group. The sculpture, designed by local artist Yvonne Bobo, will be installed in front of the Halloran on Main Street, with a second “O” set to rise at the corner of Beale and Front Streets.
“We’re hoping to create new Instagram-worthy moments for visitors,” Baptiste said. “Everyone knows our marquee, but now we’ll have these giant Os at street level that frame our campus in a new and exciting way.”
The front of the Halloran will also feature new lighting, seating, and pedestrian-friendly spaces that invite both locals and visitors to linger and connect.
Building Toward 100 Years
Phase Two — estimated at $1.4 million — will reimagine the back of the building near the loading dock at Front and Beale. The Orpheum Theatre Group plans to add another “O” sculpture, along with a stage, seating areas, and new lighting designed to bring more community activity to the area.
Both phases are expected to be completed by November 19, 2028 — the Orpheum Theatre’s 100th anniversary.
“We wanted to commemorate this milestone in a way that gives back,” Baptiste shared. “This isn’t just about improving our buildings — it’s about creating spaces that our community can enjoy together.”
With architecture by LRK and construction led by Grinder, Taber, Grinder, the revitalization is the latest in the Orpheum Theatre Group’s efforts to modernize its facilities. Recent updates include ADA-compliant seating, restrooms, and elevators inside the Halloran.
“It’s a bit of a facelift,” Baptiste said. “We’re creating more defined outdoor areas where people can gather — spaces that feel welcoming, modern, and uniquely Memphis.”
As the Orpheum Theatre Group looks toward its next century, this revitalization promises to honor its storied past while shaping a vibrant, connected future for the heart of Downtown Memphis.
