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Arts Jan 29, 2016
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A Rose by Any Other Name
By Terry Miller
It couldn’t be more perfect, ‘The Rose’ …. a 1,300-seat dinner theater/ music venue called The Rose opens next month on Valentine’s Day, right here in Pasadena.
Pasadena’s newest, music dining venue will no doubt take this city by storm when the legendary singer Judy Collins hits the stage opening night, Feb 14.
You could say, without hesitation that this guy Lance Sterling really is on Both Sides Now ( to borrow a Judy Collins’ popular cover of Joni Mitchell’s song.)
Having honed his skills in Woodstock, New York, Sterling has embarked on a huge new venture in Pasadena that will surely become a staple for music lovers in our area.
Sterling, owner of the popular Canyon Club in Agoura Hills and the Saban Theatre in Beverly Hills, has transformed the former Gelson’s supermarket at 245 E. Green St. into a really cool venue where if you love music and food you’ll be right at home.
You’ll also see a plethora of signed guitars and music memorabilia. “I have a lot of stuff that has been in my garage for years, now I have a place to show it,” Sterling says.
With custom sound system, lighting and a $3 million investment in technology, the 39,000-square-foot club will feature two full bars, a raised VIP area and but won’t be pretentious like some other LA area clubs that feature live bands.
Sterling recently bought the Los Angeles franchise of the CaliBurger fast food chain and he plans to have a CaliBurger in each of his venues.
Sterling says his clubs are designed as an alternative to the shows put on by mega concert promoters where ticket prices are outrageous.
“Don’t expect to see Justin Bieber here,” Sterling says with a sardonic smile.
“The average customer who comes to my clubs comes 12 times a year,” he said. “We’re not a ‘big night out’ concept. And we do two opening acts for every show .” In fact, Sterling is big on local talent too. Give him a call if you want to play.
He opened the Canyon Club in Agoura Hills in 2001 and took over the 1,900-seat Saban Theatre, previously known as the Wilshire Theatre, in 2012.
The Rose will eventually see many of the same artists who perform at The Canyon Club and Saban Theatre. Those include blues guitarist Robert Cray, Todd Rundgren ( one of Sterling’s favorites ), among a long list of artists.
