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| Exterior via Retail Image and Graphic Identity, 1995 |
Before Harry Potter came to Hollywood's Universal Studios, there stood another, far more mystical attraction in the park's adjacent Citywalk plaza. Wizardz Magic Dinner Theatre dazzled drunk adults and children's birthday parties alike for over ten years at its Universal City location. The combination restaurant-theatre-magic shop boasted strolling magicians, fortune tellers, laser and magic shows, and even a bar shaped like Merlin's hat. Though beloved by many, it has been largely forgotten and since replaced by the Los Angeles County Sheriff's West Hollywood station. Today, we attempt to resurrect the venue in all of its enchanting glory.
Citywalk
In 1992, Universal Studios announced the opening of a new 200,000 square foot shopping center to serve as an entrance connecting the adjoining parking lots below the park. Along with Wizardz, the plaza would host similar themed restaurants, such as the Hard Rock Cafe and KWGB (a radio station themed burger emporium) to retail stores like Sam Goody and a Captain Coconut's toy store. With larger than life neon displays and colorful, exaggerated depictions of Los Angeles architecture and culture, the plaza was a highly anticipated destination.
Citywalk was to open in the spring of 1993 and its timing could not have been better. Park attendance was expected to rise, as the economy recovered from a recent recession and Back to the Future: The Ride was slated to open that summer. Furthermore, similar ventures such as the famed Horton Plaza in San Diego (a clear inspiration for Citywalk) were thriving. Citywalk was marketed as a lifestyle center to "locals [who didn't] feel like they had a comfortable place to congregate" amidst rising crime rates in Los Angeles County.¹ These factors - coupled with usual tourist foot traffic to the park - seemed to ensure Citywalk's success.
The Opening Act
When asked about opening day crowds, Wizardz executive vice president Robert Hanover told a Los Angeles Times reporter that Memorial Day weekend "was incredible" and further remarked that it seemed like "everyone in Los Angeles was here."² Citywalk - and Wizardz - opened to incredible fanfare in 1993, with large crowds expected to continue throughout the year.
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| Wizardz advertised in the Los Angeles Times |
The Grand Tour
After purchasing tickets, guests entered the ground floor of the building to see the Wonderz gift shop, along with an elevator - equipped with magical blacklight and glow in the dark stars - that would take them to the bar and theatre on the second story.
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| Elevator and gift shop entrance via Commercial Lighting, 1995 |
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| The gift shop, which sold various magic-related merchandise such as magic wands, illusion kits, and clothing via Retail Image and Graphic Identity, 1995. |
On the second floor, guests were able to visit the bar and small dining area. Here, several roving magicians (some dressed as fairy tale wizards, a la Merlin, and others in street clothes) amazed tables with sleight of hand tricks. The bar - appropriately named Potionz - was shaped to resemble Merlin's wizard hat and served colorful drinks in large beakers. With a great view of Citywalk, Potionz became a popular place to have a drink and people watch in the evenings.
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| Potionz bar area via Retail Image and Graphic Identity, 1995. |
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| Fred Wood, president of Wizardz, performing via (Los Angeles Times, 1995) |
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| View of the stage and dining area via Retail Image and Graphic Identity, 1995. |
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| The Visionz psychic reading room via Commercial Lighting, 1995. |
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| The Spiritz fortune tellers' bar via Retail Image and Graphic Identity, 1995. |
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| Elaborate bathroom tile via Retail Image and Graphic Identity, 1995. |
When Wizardz gradually closed its doors in late 2002, it was a disappointing loss to the magic community in Los Angeles. Many employees praised Wizardz and Fred Wood for the exposure they received as part of the cast, as well as providing an avenue to get paid for doing what they loved. Likewise, the venue was a gathering place for many psychics, who arrived each December to make their predictions for the upcoming year. But more than anything, Wizardz was a community based operation, hosting birthday parties, field trips, family dinners, and other celebrations. In 1995, Fred Wood told the Los Angeles times that the club attracted roughly 100,000 visitors per year and even had plans to expand to Orlando and Southeast Asia.³
Unfortunately, the reason for Wizardz departure remains a mystery. Regardless, the theatre lives on as an integral part of Citywalk's success in the early 1990s.
Sources
¹ A Very LA. Story in the Midst of Mean Streets..., Mercury News (06/08/1993). San Jose, CA.
² High Hopes for High-Tech Citywalk..., Los Angeles Times (06/08/1993). Los Angeles, CA.
³ Magic Electrifies the Air at Citywalk's Wizardz..., Los Angeles Times (10/12/1995). Los Angeles, CA.
Commercial Lighting: Creating Dynamic Public Spaces by Randall Whitehead, pub. 1995.
Retail Image and Graphic Identity by Joan G. Salb, pub. 1995.
L.A. Shopping Becomes a Theatrical Experience, Daily News of Los Angeles (05/02/1993). Los Angeles, CA.
Amuse Yourself Anew at Theme Parks..., Press Enterprise (05/14/1993). Riverside, CA.
Wizardz Casts a Beguiling Spell Along Citywalk, Daily News of Los Angeles (09/03/1993). Los Angeles, CA.
Got any additional info? Comment below:
Retroverse,
ReplyDeleteI worked at Wizardz from the day it opened (1993) until the day it closed in 2002. I was a strolling magician for Fred Wood, Wizardz’s President, who was an excellent magician himself and a close friend.
I spoke to Fred about the closing and he informed me that Seagrams (which had purchased Universal Studios in 2000) wanted the space for another project and was refusing to negotiate the lease renewal fairly. Terry Giles, the owner of Wizardz, became frustrated and decided to close the Universal City Walk location and focus on other Wizardz projects.
This explanation for the closure came from a very reliable and knowledgeable source, Fred Wood.
Now your mystery is solved.
Paul David
Magician1949@gmail.com
PS: I came early on the day of Wizardz opening and performed a trick for the first patrons and stayed late on the day of closing to perform one final trick for the last guests. I take solace in that I was the first and the last magician to perform magic at Wizardz at Universal City Walk.