I. The Architect of Dreams (1938)
The Vogue didn’t start as a dance floor; it was built to be a “dream palace” for a world struggling through the Great Depression.
- Foundation: Construction began in 1938 under the direction of original owner Carl Niesse. The building was designed by architect Edwin Kopf and built by contractor William E. Mick for approximately $65,000.
- The Cornerstone: In a unique piece of PR history, cowboy film star Ken Maynard laid a brick for the cornerstone during a public ceremony while traveling with a circus.
- The Name: The name “Vogue” was suggested to Niesse by Hollywood legends Mary Pickford and Buddy Rogers during a visit to Indianapolis.
- The Innovation: When it opened on June 18, 1938, it was one of the first movie theaters in the city to offer air conditioning. The original capacity was roughly 800 seats.
II. The Shadow Years (1950s–1970s)
By the mid-1950s, the rise of television and drive-in theaters began to bleed the cinema dry.
- The Reopening: The theater changed hands and was renovated in 1954, reopening with a screening of Sabrina.
- The X-Rated Pivot: By the early 1970s, the theater had fallen on hard times. In an attempt to keep the doors open, it shifted into a pornographic theater, famously screening Deep Throat. It remained in this “shadow phase” for several years, becoming a controversial landmark in Broad Ripple.
III. The Great Reset: “Porn Free” (1977)
On New Year’s Eve, 1977, the building underwent a massive alchemical transformation from a dying cinema to a nightlife powerhouse.
- The Vision: John Ross and Doug Turnbull purchased the building for $500,000, gutting the interior to install tiered seating, oak floors, a balcony, and three full-service bars.
- The Marquee: To signal the end of the X-rated era, they famously put “Porn Free” on the marquee (a play on the film Born Free). Another reported marquee slogan was “Perversion Conversion”.
- The First Note: The venue reopened as a nightclub on December 31, 1977, to a sold-out crowd for a performance by the band Coal Kitchen.
IV. The Legacy of the Grid
Since its 1977 rebirth, the venue has functioned as a cornerstone of the Midwest music scene.
- The Ross Era: Steve Ross (John’s brother) took over in 1986 and steered the venue for 33 years, expanding the dance floor and adding “Retro Rewind” nights in the ’90s.
- The Hall of Fame: The building’s walls have resonated with a massive archive of talent, including Johnny Cash, The Ramones, Willie Nelson, Blondie, Snoop Dogg, Frank Zappa, Ice Cube, and The Red Hot Chili Peppers.
- The Forty5 Era: In 2019, the venue was sold to Forty5 Presents, led by local tech entrepreneurs Eric Tobias, Scott Kraege, and Andrew Davis. The name “Forty5” is a nod to Streetcar 45, the original line that dropped commuters off directly in front of the theater.