Alex’s Story

Creating a versatile new arts hub in St Kilda.

For years, creative types lamented the lack of commercial, ‘Off-Broadway’ style 500 or 350 seat venues in Melbourne. One such person was Aleksandar Vass OAM – an actor, writer, producer and successful businessman.

On hearing that the old George Cinemas were being redeveloped in 2014, he moved quickly to secure the site and immediately began renovations to allow the three spaces to live again with enhanced capabilities.

16 weeks later, the doors opened on a versatile new arts hub. Conveniently located in the heart of vibrant St Kilda, The Alex Theatre is ideal for staging or rehearsing live shows, screening movies, presenting workshops, conferences, hosting functions and many more possibilities.

Aleksandar then went on to acquire the front of the building, seeing the sumptuous Alex Lounge and Board Room launched in 2016.

Innovative & strategic leadership.

Allan Rendell General Manager

In 2017 we are proud to announce the addition of Allan Rendell as the General Manager for the Vass Theatre Group. With a background in the technology, entertainment and venue management industries Allan is an innovative leader and believes in strategic business partnerships.

A one stop shop that provides a missing link for the performance arts.

For the creators of live or cinematic work Alex offers the perfect place to develop a piece, then find an audience and build that audience on a journey of realizing creative achievement within a viable, commercial context. In other words a project can start small and grow.

Alex is also ‘the next step’ for works developed in the many excellent smaller spaces nearby that need to find a larger audience to better develop and to make money.

It is the perfect venue to modify larger shows and develop more cost effective versions of a production. This would result in a touring version of a show being created, able to fit in the majority of venues around the country and ultimately reach an increased audience.


Choice.The varied nature of what will be presented at the venue – musical theatre, stand-up comedy, dance, serious drama, opera, classic movies, the list is only limited by imagination.

Affordability. Providing spaces at rates that are less expensive than most city venues (just 10 minutes away.) This helps to keep ticket prices lower.

Comfort. There’s no point staging great shows if your seats are giving you a sore behind or cramp in the legs or you are exhausted by the time you get there because you’ve had to park in Ringwood! The seats are designed for comfort, there’s plenty of legroom.