SALA Event Center owner Allan Saenz takes a few moments to show the awards the received from the New Mexico Hospitality Association and ponder on the first two years of SALA in the community. Photo by Maire O’Neill/losalamosreporter.com

SALA’s Magaly Veleta, Allan Saenz and Patricia Burnside at the Top Hat Awards Gala in Albuquerque. Courtesy photo

BY MAIRE O’NEILL
maire@losalamosreporter.com

Within days of its second anniversary, (https://losalamosreporter.com/2022/12/05/community-welcomes-sala-los-alamos-event-center-during-grand-opening/ ) SALA Event Center in Los Alamos is celebrating a remarkable achievement: the Oppenheimer Festival being named “Best New Experience in New Mexico” by the New Mexico Hospitality Association at the Top HAT Awards Gala in Albuquerque. SALA owner Allan Saenz and staff members Patricia Burnside and Magaly Veleta attended the ceremony, presented by the New Mexico Hospitality Association, honoring excellence in elevating New Mexico’s tourism and lodging industries.

Pajarito Mountain Ski Resort and the Los Alamos Summer Concert Series were also finalists. The three entities were nominated by Lauren McDaniel, executive director of Los Alamos Commerce & Development Corporation.

In an interview with the Los Alamos Reporter, Saenz discussed how fulfilled he is that SALA has taken an abandoned movie theater and changed it into a hub of activity in the community, attracting tourism, bringing income to local small businesses and providing jobs.

“My inspiration came from the fact that the movie theater was closed and people were just walking by it every day. Coming to the former Reel Deal Theater with my wife and kids and seeing the carpet with the butterflies, holding their hands, and watching a movie generated memories. I was sad that the building with its four theaters was empty,” he said.

Saenz said he thought about how movies and the arts have been a part of the history and culture of Los Alamos. He had the idea to change and modernize the theater building and move forward with a different concept that would include having a movie theater. Now SALA is also hosting events and has community spaces for other activities.

“The building that was empty is now alive and being used, as something that benefits the whole community, and still hosts a movie theater,” Saenz said.

The list below shows the frequency and range of activities held at SALA :

73 New Movies
29 PJs and Movies
147 Birthdays
134 Community Events
89 Corporate Meetings
112 Private Events
94 Classics
30 Parallel Cinema Screenings
11 Member Events
13 Festivals
6 Fundraisers
8 Field Trips

Some of the space at SALA has been transformed into newly designed places like the Social Center and The Hill. The renovations are what made it possible to hold the Oppenheimer Festival in both 2023 and 2024. Saenz says membership is the lifeblood of SALA. He opted to go with a membership model for SALA and his immediate goal is to reach 300 members tp sustain operations. It takes some $25,000 a month to keep the event center open. “If every one of our current members was to recruit just one more member, we could reach our critical target. We need more members and if each of our current members would share the membership opportunity with friends, family and collegues, it would make a big difference for us going forward,” Saenz said. The membership website is https://sala.losalamos.com/salaproject/#membership Saenz is also looking for corporate sponsorship. Enlisting 10 corporate memberships has the same net result as adding 100 VIP members. “Encourage others to experience what makes SALA special by attending events, renting space for their own events, or purchasing punch passes to give as gifts to friends and family. Every new membership and other revenue stream brings us one step closer to sustainability,” Saenz said. He also recommended purchasing punch passes to give as gifts to friends and family. Saenz and Sammi Owens are the two current investors in LA Angel Investors, LLC and owners of the SALA building. SALA pays rent them rent to cover the mortgage, taxes and maintenance expenses. “The debt on the property balloons later in 2025, so we are preparing for refinancing. By accepting additional investors, we can reduce the amount of debt service when refinancing and, in turn, reduce the rent we need to charge SALA. This is another way to improve the sustainability of SALA,” said Saenz. “With this in mind, Sammi and I are opening membership in the LLC to additional investors. It is structured to allow investment increments as low as $5,000.” Investors will gain a share of ownership in the property and stand to gain from appreciation in property value. Potential investors may email Saenz at angelsinvestors@losalamos.com “Investment in the ownership LLC is an investment in the future of our community. It will help keep the space vibrant, preventing it from becoming another vacant property. It will continue to be a hub of activity, hosting films, events, and community gatherings that bring people together,” Saenz said.

Saenz and Owens have big plans for the future of SALA, including continuing expansion through multiple phases. Their vision includes immersive experiences, new programming, and facility enhancements that will benefit Los Alamos for years to come. “We need to increase the community’s help to keep this dream alive,” Saenz said.