GLENDALE : Red Cross Plans Holiday Gala at Alex

Though the Alex Theater’s first season as an entertainment hub has been a disappointment to many theater-goers, members of the Glendale-Crescenta Valley chapter of the American Red Cross hope to spruce up the venue’s image by staging their first-ever “Christmas Spectacular” program and fund-raiser there.

Tickets for the Dec. 9 event--a two-hour variety show with KNBC weatherman Fritz Coleman as the master of ceremonies and award-winning composer and conductor Norman Henry Mamey as the producer--went on sale Sunday at a kickoff party attended by about 300 supporters. Organizers said that the show will replace the Red Cross’ annual New Year’s Eve party at the Glendale Galleria, and that they hope it will develop a following over time.

“This being our first year with this type of event, I wanted to start out small. But it will build up over time,” said Mamey, who previously has produced fund-raiser shows for Ronald McDonald House that included such stars as Danny Thomas, pianist Roger Williams and actor Jamie Farr on the bill.

Mamey said the show will have a family-oriented Christmas theme, and “people will walk out of there ready to buy Christmas presents.”

Coleman, who has appeared at several previous Red Cross fund-raisers in the Glendale area, will be the most recognizable celebrity at the show. Most of the acts will be Glendale-based, such as A Noise Within drama company, the Glendale College Vocal Jazz Ensemble and the Glendale Centre Theatre Players.

The performers will include several local personalities, such as Glendale Mayor Eileen Givens and other officials, who will appear in comedy sketches between acts. Organizers said there may also be surprise appearances by celebrities.

“What we would love to be able to do is to have Glendale become known for a major variety show that takes place every Christmas,” Raggio said.

Mamey said organizers canceled the annual New Year’s event at the mall after attendance dipped last year when the municipally owned Alex held its gala grand opening on the same night.

Plans were in the works for another New Year’s show at the theater this year, and the Red Cross wanted to avoid having the two events compete again. However, the Alex gala has been canceled in light of a lawsuit between the city and the company that bowed out of a contract to manage the theater.

More than 1,300 tickets are available for the variety show.