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The changing sounds (and names) of the Altria

The Altria Theater’s history of classic concerts
a photo the mosque in Richmodn VA
“The Mosque” in 1994, just before becoming the Landmark Theater. | Photo via VCU’s online collection.
The Altria Theater is one of Richmond’s most iconic venues, and for good reason — numerous superstar performers have graced its stage over its nearly 100-year history. Covering the Altria’s expansive history will take us a couple of articles, but today we’re looking back at the classic theater’s deep history.

The Altria — for decades called “the Mosque” for its striking Moorish Revival architecture — has been hosting concerts since it opened on October 28, 1927. Since then, the Altria has attracted touring musicians and performers from all over the world.

Several early rock stars came to the Mosque in the 1950s — Bo Diddley played the venue 11 times throughout the 1950s and 1960s and Chuck Berry took the stage for a total of six performances.

Elvis’ 1956 trip to Richmond was documented by photographer Alfred Wertheimer. The photos, later featured by the Smithsonian, feature a 21-year-old Elvis eating at the Jefferson Hotel before performing to a packed theater. He would go on to play the Mosque five more times over the course of his career.

The Mosque's marquee in 1994, a year before becoming the Landmark Theater.

The Mosque’s marquee in July, 1994.

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Photo via VCU Library’s online collection

A decade later, the Mosque was still hosting legendary performers. The Jimi Hendrix Experience played the theater on Aug. 20, 1968. The Who took the stage in July of that year, and Buffalo Springfield opened for Canned Heat on Feb. 23, 1969.

When Ike and Tina Turner came by on Oct. 11, 1970, balcony tickets were $4.50. Their opening act was a young New Jersey band called Steel Mill, fronted by a 21-year-old Bruce Springsteen. The Boss would go on to play the Mosque two more times — once in 1974 and again in 1975.

In 1994, Frank Sinatra collapsed onstage at the Mosque during a performance of “My Way” and spent a night at MCV.

In 1995, it was renamed as the Landmark Theater. World-class performers continued to grace the stage, including B.B. King in May of 2000 — that show is on YouTube.

Renamed once more in 2015 to become the Altria Theater, the quality of performers has remained world-class — Gladys Knight, Patti LaBelle, and Bob Dylan all played the theater in 2023.

Now we want to know: What are your favorite memories of the Altria?
Share your concert stories
 
Events
Wednesday, Dec. 13
  • World War I Christmas Truce | Wednesday, Dec. 13 | 10 a.m. + 2:30 p.m. | The Virginia War Memorial, 621 S. Belvidere St., Richmond | Free | Learn about the historic truce which took place on the battlefields of WWI in 1914, followed by holiday music.
  • Dominion Energy Jazz Café | Wednesday, Dec. 13 | 6-8 p.m. | VMFA, 200 N. Arthur Ashe Blvd., Richmond | Free | Groove in the Cochrane Atrium with Charlottesville jazz singer Tina Hashemi.
  • “Cabaret” | Wednesday, Dec. 13-Sunday, Dec. 17 | Times vary | Weinstein JCC, 5403 Monument Ave., Richmond | $25-$30 | Come see the Tony-winning musical described as daring, provocative, and exuberantly entertaining.
Thursday, Dec. 14
  • Blues Night | Thursday, Dec. 14 | 6-10 p.m. | Strangeways Brewing, 3110 W. Leigh St., Richmond | Cost of purchase | Enjoy a local brew and some blues.
Friday, Dec. 15
  • Richmond Ballet Presents “The Nutcracker” | Friday, Dec. 15-Sunday, Dec. 24 | Times vary | Dominion Energy Center Carpenter Theatre, 600 E. Grace St., Richmond | $25+ | Join Clara on a magical journal to the kingdom of the Sugar Plum Fairy.
Saturday, Dec. 16
  • “The Polar Express” | Saturday, Dec. 16 | 10 a.m. | The Byrd Theatre, 2908 W. Cary St., Richmond | $5 | See the Robert Zemeckis animated take on this classic holiday story.
  • VCU Men’s Basketball vs. Temple | Saturday, Dec. 16 | 2 p.m. | Siegel Center, 1200 W. Broad St., Richmond | $30-$35 | The Rams take on the Owls at home.
  • Carytown Holiday Artisan Market | Saturday, Dec. 16-Sunday, Dec. 17 | Times vary | City Stadium, 3201 Maplewood Ave., Richmond | Free entry | Shop for handmade gifts and goods at this holiday market with craft beverages, food trucks, and live music.
100+ more events
Click here to have your event featured.
University of Richmond
 
Biz

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News Notes
Community
  • Petronius Jones Park in Randolph now has community compost bins. Find them adjacent to the community garden, courtesy of Birdhouse Farmers Market. Anyone is welcome to use the bins to dispose of food scraps, kitchen waste, and compostable plastic.
Civic
  • An alley in the Museum District will soon have a distinctive name. “Rose Pedal Alley,” either a pun or a misspelling of “rose petal,” was unanimously approved by City Council. The developers have yet to confirm whether or not the new name includes a typo. (Richmond Times-Dispatch)
Shop
  • Bingo Beer Co. is hosting a two-day holiday market this weekend, Dec. 16-17, from 12 to 4 p.m. The event will feature local artists, makers, and vintage shops, plus music from DJ Aulley. Find even more markets with our guide.
Health
  • A report on Virginia’s crowded mental health facilities from JLARC, a nonpartisan state research organization, has raised several safety concerns. Representatives are currently negotiating actionable solutions, but in the meantime, check out Connor Scribner’s breakdown of the report’s findings. (VPM)
Job
  • The Branch Museum of Architecture and Design is hiring a Visitor Services Associate. Get more information online to see if working at the Monument Avenue museum is right for you.
Development
  • A major development in Rockville nicknamed “Project Rocky” will no longer move forward, according to Goochland officials. The plans for the 60-acre plot off Ashland Road were never made public. (Richmond BizSense)
Job
  • We’re hiring a Branded Copywriter to support the strategy, creation, and placement of branded content campaigns for 6AM City’s clients. From creating dynamic content (including written articles and social) within the 6AM tone and style to closely following the process of how we fulfill advertiser contracts — see details and apply.
Kenagra Health
 
Music

🎶 Bust a move without breaking the bank

Where to catch a cheap concert in Richmond
musician jeff rosenstock plays saxophone to a rapt audience
The Broadberry hosts artists of all levels. | Photo by RICtoday
If all this music talk has you ready to catch a concert, don’t worry — we’ve got a list of places to see live music on the cheap.

The Camel
Beloved by local musicians and visitors alike, this Broad Street bar has an intimate stage and a great selection of beer on tap.

The Canal Club
Looking for more of a classic “rock club” environment? This Shockoe staple may be just the place.

The Broadberry
Complete with a 60-ft bar and a stage that hosts a band nearly every night, the Broadberry is an iconic hub for local music.

Gallery 5
Come catch a local act and peruse the adjoined art galleries at this non-profit Jackson Ward staple.

Looking for a full list of Richmond venues? We’ve got you there, too.
More Richmond venues
The Buy

The Buy 12.13.23 (Affiliate + Six & Main)
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The Wrap
 
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Today’s edition by:
David
From the editor
If I could step into a time machine and transport myself to any Altria concert of yore, it’d 100% be the Grateful Dead’s performance at the Mosque on May 25, 1977 — the same day “Star Wars” came out in theaters. This show happens to feature my favorite “Scarlet Begonias > Fire on the Mountain” of all time, but trust me — the whole show’s a classic.
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