Comfort Inn the Pointe, illusionist Leon Etienne pairing up on Niagara Falls Magic Theatre
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A long-vacant space in a Niagara Falls hotel is getting a magical makeover, promising to fill an entertainment void for tourists on the American side of the falls.
Story Highlights Comfort Inn the Pointe is spending $150,000 to create the Niagara Falls Magic Theatre.
The hotel is working with illusionist Leon Etienne, who will perform in-residence magic shows.
The 3,500-square-foot, 80-100 seat theater opens in May.
A Niagara Falls hotel is converting a former nightclub into a theater to give U.S. visitors a new in-residence magic show.
Comfort Inn The Pointe is working with illusionist Leon Etienne to create the Niagara Falls Magic Theatre at 1 Prospect Pointe, adjacent to Niagara Falls State Park.
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The basement-level theater, which is expected to open by late May, will offer seating for 80-100 guests while providing access to a bar and snacks. Construction on the 3,500-square-foot site is already underway.
The hotel is spending $150,000 on the project, part of a $1 million investment this year across the hotel, said Jayesh Patel, who paid $11 million for the 110-room hotel in 2023. The nightclub space has been vacant for about 20 years, he said.
'People do look for stuff to do in the evening. … There's a lot of seasonal traffic, and I think this is a great location and the right use for this space,' he said.
A Utica native, Etienne has been touring internationally with his magic show for more than a decade, including recent shows in Niagara Falls at the Seneca Niagara Casino and the Niagara Arts & Cultural Center.
He's gotten great feedback on the idea of offering a show in-residence for the busy tourist season, when families are looking for something to do after seeing the falls, especially for those who don't want to or can't go over to the Canadian side.
'The USA side doesn't really have anything like it,' he said. 'The feedback we've gotten from Jay and others is: 'Thank God.' There's really nothing for families to do after they've done Maid of the Mist and the other mainstays between dinner and the fireworks. There was a market gap there, and we're hoping identifying that gap benefits us and the community as a whole.'
COMING SOON: Stay tuned for this month's installment of Buffalo Unlocked, where Jacob Tierney explores how the millions of tourists that come to the falls every year serve as a major driver for the regional economy. Further economic development of the city — like the kind happening at Comfort Inn the Pointe — could amplify that impact. Make sure you're subscribed to our newsletters to have that story and many more delivered right to your inbox.
It's the second hotel on the U.S. side working on new entertainment options: The former Niagara Inn and Howard Johnson is set to be reimagined as a rock-'n'-roll themed destination by Live-USA Inc., an affiliate of the DiCienzo Group of companies that owns the Sheraton at 300 Third St. and the Wyndham Garden at 443 Main St.
Etienne, who has appeared on "America's Got Talent" and "The Tonight Show Starring Jimmy Fallon," lives in the region with his longtime girlfriend and performing partner, Chelsea LaCongo. They've seen the growth of boutique magic theaters popping up around the country, especially in tourist hot spots.
For now, the plan calls for offering shows throughout the summer season four to six times per week. In the off-season, that will shift weekends only, allowing Etienne to keep booking shows elsewhere.
'We have friends all over the country who have been doing this for a year. It's a huge trend right now,' he said. 'We've tested other markets and have success. We have reason to believe it will be successful in Niagara Falls as well.'
In addition to upgrades to exterior lighting and landscaping, Patel expects to do some additional renovations to the lobby area and guest rooms in the fall.
Patel also has three independent restaurant tenants coming in to the first floor of the hotel, including a buffet, all of which should open in about a month. They'll join a souvenir shop and a convenience store.
The magic theater will provide another amenity for his guests and other visitors to the Falls.
'It's not only helping my hotel; I think it's helping everybody in walking distance and the hotels on the next street,' he said. 'This is right on their way when they go see the fireworks and the lighting. This will give them a good reason to get out of their hotel room and do something while they're visiting Niagara Falls.'
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