SF Giants Make Splashy Offseason Move: Acquire 103-Year-Old Theater

The San Francisco Giants have surprised a lot of people—not with a big move on the field, but in downtown San Francisco. Instead of signing a star free agent, they bought the historic Curran Theatre near Union Square.

This decision says plenty about the franchise’s long-term vision. It also hints at why fans are feeling frustrated right now.

Giants Buy Historic Curran Theatre in Downtown San Francisco

The Curran Theatre, a 1,600-seat landmark that opened in 1922, now belongs to the Giants. For decades, the Curran’s been a staple of San Francisco’s cultural scene, hosting Broadway tours and major performances.

The club doesn’t see this as just a real estate deal. Team officials say the move shows their commitment to San Francisco and their role as a “civic institution”.

They want to deepen their roots in a city that’s still working to recover—economically and culturally.

BroadwaySF Will Continue to Operate the Venue

Even though ownership has changed, day-to-day operations at the Curran will feel the same. BroadwaySF will keep running the venue and booking shows under an agreement with ATG Entertainment.

Giants President and CEO Larry Baer said the organization plans to honor the theater’s Broadway legacy, not overhaul it. He wants to build on that tradition and expand what’s offered, including:

The Giants aren’t trying to turn the Curran into a baseball shrine. They want it to stay a top spot for live entertainment in San Francisco, just with a broader lineup to attract more people all year.

A Cultural Play in a Frustrating Baseball Offseason

The timing of this purchase makes it sting for fans. The front office talks about civic stewardship, but supporters are watching a quiet offseason with no big-name signings in sight.

Chairman Greg Johnson and others have called the Giants’ winter approach financially cautious. They mention balance-sheet concerns and existing commitments to players and staff as reasons they’re not splurging on top free agents.

Adrian Houser Headlining a Quiet Winter

The team’s biggest addition so far is pitcher Adrian Houser, who signed a two-year, $22 million deal. He’s expected to fill a back-of-the-rotation spot—a solid pickup, but not exactly the blockbuster move fans crave.

The unknown price tag for the Curran Theatre only adds to the chatter. Fans can’t help but wonder why the team will invest heavily in a theater while urging caution on player spending. Sure, the budgets and financing are probably separate, but the optics are tough to ignore.

Part of a Broader Giants Real Estate and Entertainment Strategy

The Curran buy isn’t some one-off. It fits into a bigger plan the Giants have been working on for years.

Through Giants Enterprises, they’ve steadily expanded into real estate and entertainment beyond baseball.

Some of those projects include:

Revenue Growth vs. On-Field Concerns

From a business standpoint, these ventures diversify revenue. They help insulate the franchise from the wild swings of ticket sales and TV contracts.

A thriving entertainment portfolio could, at least in theory, support long-term financial stability. That might even trickle down to baseball operations—at least, that’s the hope.

But there’s a flip side. Some players have spoken out about non-baseball events at Oracle Park, saying frequent concerts and big gatherings can negatively affect the playing surface.

When the dirt and grass take a beating, the product on the field suffers too. Nobody wants to see a choppy infield or patchy outfield mess with a game.

This tension—franchise as entertainment giant versus franchise as a baseball team—really sits at the heart of fan unease. The Curran Theatre purchase, for all its cultural charm, just adds to the feeling that the Giants care more about expanding their footprint than expanding their payroll.

 
Here is the source article for this story: SF Giants finally make splashy offseason signing: A 103-year-old theater