The New Daisy Theater is getting a new life after more than 70 years in service of providing entertainment for Memphis on the east side of Beale Street.
The New Daisy Theatre was founded in 1936. It has hosted multiple acts from Jerry Lee Lewis and Bob Dylan to Justin Timberlake. Following a nearly 10-month restoration, the New Daisy is reopening this month as a medium-size concert venue for Downtown.
“It has an amazing history, that’s the main thing that brought me to it,” said Steve Adelman, owner of the theater since November. “This is an amazing concert venue that needed some spit and polish and it would be relevant again.”
Part of the new look is a VIP experience that will be known as the Big Star Room. It will be on the second and third floors of the historic venue, where guests can enjoy multiple lounges including a 1970s-inspired Projection Room, which was the actual projection room for what was a 1940s movie house; and the Library Lounge, a getaway that is a 75-seat Mezzanine level designed for prime viewing.
Adelman estimates that some 150 concerts bypassed Memphis last year that would’ve considered a refurbished New Daisy Theater.
“You have to create a scenario where they want to be here,” he said. “Memphis as a music town, you’d think it would be a no-brainer for bands to stop and play, but they have to have a place to stop and play.”
The building has seen a complete overhaul, from plumbing to lights, sound and refurbished dressing rooms.
The refurbished New Daisy Theater will focus on all music genres, from EDM to classic rock.
“We want it to be a focal point for music in Downtown Memphis,” Adelman said.
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Lance is a veteran journalist with more than 16 years of experience in newsrooms in the Memphis area as a reporter and editor, including most recently as managing editor of The Daily News. He regularly contributes to The Daily News, including a biweekly travel column, The Daily Traveler.