The Altria Theatre played host to Elvis, Frank Sinatra, the Supremes, and Jimi Hendrix in its stories past. It was The Place to play and The Place in Richmond to be seen, becoming the most popular theater in Virginia. However, as many Richmonders moved out of the city and into the suburbs, the Altria began to lose its populist appeal.

A determined effort by the Richmond Performing Arts Center and the city, in coordination with local arts and cultural groups, revitalized several performance spaces in downtown Richmond, including the beloved Altria. This transformation is helping to attract people back into the city and be a part of a vibrant arts, entertainment, and cultural reawakening.

Built for the Shriners in 1926, the theater and events complex was designed in the Moorish Revival architectural style. The auditorium seats approximately 3,600 people and is purposed for large, Broadway-style shows and music artists. The performance spaces were improved for the patron’s comfort and experience. Wilson Butler’s design doubled the number of restrooms and fully renovated the existing restrooms, added two new passenger elevators and restored and upgraded the original theater seats. The artists’ experience and technical support of shows were upgraded via theatrical lighting, stage rigging, stage flooring, and dressing rooms. A new electronic marquee takes advantage of the latest technology and brings a modern touch to the historic theater.