March 24, 2021 – Sierra Theaters is a local family-owned and operated small business in Grass Valley. The impacts of COVID-19 on this business have been substantial. Over a year since the original shutdown, Grass Valley’s movie theaters remain closed. Several factors will be considered to determine when the conditions are right for theaters to reopen. As of today, a reopening date has not been set.
Although Nevada County moves into the Red Tier this week and movie theaters are allowed to open at 25% capacity, Grass Valley’s movie theaters will not open right away. Capacity restrictions and a limited supply of new movies present major challenges to operating sustainably.
In addition, uncertainty remains about the virus trajectory. Restarting a business from total closure is an intensive undertaking. Last year the theaters reopened twice, only to be shut down again by COVID-19 restrictions a few weeks later.
All signs must point to consistent and steady improvement in the COVID-19 situation before staff is hired, supplies ordered, and all the business engines restarted.
The good news is, conditions are improving, and the theaters are optimistic that they will reopen soon.