The Problem

In 2012, the American Conservatory Theater purchased a long-abandoned and deteriorating building on Market Street. As crime took a toll on the neighborhood, the building was abandoned in 2006. A $34.4 million renovation project was planned for the abandoned venue and this 2-3 year massive revitalization project proposed a LEED-certified 283-seat theater as a way of stimulating the neighborhood and attracting supporters of the arts back to the area.

PCD’s Approach

PCD was asked to partner with Plant construction to achieve the historic renovation with the approach of the Shalleck Collaborative design criteria and the objective of working around the historic building structure to ensure that the newly designed system will still fit within the old infrastructure.

PCD’s Solution

Alongside Plant Construction, PCD installed a 28-foot wide by 18-foot high translucent LED video wall in the lobby composed of 126 smaller LED screens. Visible from Market Street, this was the first indoor application of this type of Luxmax screen to date.

In the Strand Theater, the Meyer Sound Galileo 616 processor, 500-HP/RMS and 700-HP/RMS subwoofers, and UPJ-1P/RMS and UPQ-1P/RMS loudspeakers fed by the ( owner furnished) mixing console provides the ability for both live sound mixing and recorded music playback. The AV system was supported by the installation of Shure QLX-D24/SM58-G50 wireless microphones, Listen Technologies LT-800-072-01 transmitters, Audio Technica AT8035 microphones, BSS BLU-100 signal processor, Electro-Voice EVID C4.2 ceiling speakers, and C8.2HC high ceiling speakers.

The video systems included Datavideo TLM-702HSD dual LCD monitors, AVP video patch bays, Extron control systems, Fujinon HF35SR4S-1 fixed camera, Panasonic WV-CP500 camera, a Viewsonic VT1602-L 16” LCD monitor and Vitek VTC-HD713A camera.

The Result

This impressive multi-year neighborhood revitalization project hit the mark and revitalized the new and hip Central Market neighborhood on Market Street. The bright red building and two-story lobby showcasing the 28-foot-tall LED projection screen creates an attractive and welcoming visual for patrons passing by. Conveniently located to the BART’s public transportation, this area is now readily accessible to supporters of the arts.


Denys Baker, Bruce Damonte