Mrs. Aryana A. Anderson

Breaking Barriers and Embracing Change: A History of the Apollo Theater

Posted by Mrs. Aryana A. Anderson, Oct 09, 2013 3 comments


Mrs. Aryana A. Anderson

Aryana Anderson Aryana Anderson

Before the Apollo Theater opened for its inaugural performance on January 26 1934, Harlem’s 125th street was a shopping center for residents in the mostly white upper-middle class neighborhoods surrounding Columbia, Barnard, and the City College. The theater that became the Apollo was erected in 1914, designed by a prominent architect whose projects included the Belasco and later the Selwyn (now known as the American Airlines) Theaters. From 1914 to 1934, the theater served as a venue for burlesque and vaudeville performances. In the early 1900’s developers had invested substantially in the Harlem community in anticipation of the 1904 opening of an elevated subway line connecting uptown with downtown. By the early 30’s 125th street had become a substantial commercial and entertainment center. At the time that the Theater was re-christened as the Apollo, the real estate bubble brought on by the prospect of growth in upper-Manhattan had burst. White New Yorkers did not move to Central Harlem in the numbers anticipated by developers leaving many newly constructed residences empty. Rather than lose out on their investments owners then rented their properties to African-Americans who had been living in the area of Manhattan’s Upper West Side, Lincoln Square and Hell Kitchen neighborhoods, and who were arriving in New York from the South and Caribbean. This took place over the period of time known as the Great Migration.

Looking back on this period of history, it is apparent that waves of change we face today echo the challenges of generations past. Whether the changes are social, technological, or physical, the only thing leaders are guaranteed to face over time is change.

Change became the engine that drove the success of the Apollo under the management of Frank Schiffman. After the 1920s, Harlem had changed dramatically and this changed the way theater managers did business. Schiffman and his business partner Leo Brecher recognized that the success of their enterprises was in the relationship of the venues to the local community. In 1925, Schiffman and Brecher formally changed the admission policy of the Lafayette Theater. The previous owners had been admitting African-American patrons to the segregated Harlem venue out of economic necessity for several years–albeit begrudgingly. Under Schiffman and Brecher’s leadership, the Lafayette flourished and became one of the most significant theaters for African-Americans and Latinos in Harlem where they worked on-stage and behind the scenes in many venues owned by the partners, including the Apollo.

Schiffman and Brecher took ownership of the Apollo in 1934. They continued to hire and admit African-Americans and Latinos at the new enterprise and Schiffman developed pathways for success promoting the performers and building relationships with theaters outside of New York City. Ralph Cooper’s Amateur Night at the Apollo provided an opportunity for people from the Harlem community to step on stage and be discovered providing the theater with new talent and new acts for a low cost. Schiffman was successful in managing the Apollo Theater for decades because he recognized that African American and Latino performers and audiences competed for the few jobs and venues that would have them, and took advantage of the opportunities this circumstance presented. His business relationships extended to the community, and he was regarded by some for helping to break down the color barriers that persisted on 125th street. Even through the Depression, the Apollo Theater was powered by patronage of residents of the Harlem community and ultimately profited.

The Apollo stayed in the Schiffman Family for decades, and during that time the venue not only launched the careers of performers who changed the face of American popular entertainment, but also made significant social and artistic contributions to American culture. Ironically, broken color barriers  and access to larger stages and venues ultimately contributed to the financial difficulties that led to the theater’s closing in 1976; however, Schiffman’s navigation of the circumstances presented by segregation and competition demonstrates that infinite potential exists when leaders embrace change ahead of the crowd.

3 responses for Breaking Barriers and Embracing Change: A History of the Apollo Theater

Comments

October 09, 2013 at 2:38 pm

I always looked forward to watching "Live at the Apollo" show when it was on television. Thank you for relating the history of this establishment. They were genius in building a theatre that was for and that reflected their community. In embracing their community and the opportunities that were presented, they made a huge contribution. Now I am wondering what other theatres have this opportunity that they have yet to embrace.

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Gina says
October 15, 2013 at 4:14 pm

Loved this. Really well written and interesting.

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Jackie A says
October 15, 2013 at 11:52 am

Great post! Thanks for explaining the economic and social dynamics which led to the creation of the Apollo Theater.

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