Alexander A. Aarons, born on May 15, 1890, is listed in our roster as Non-Theatrical member. This is a mystery, for Alexander A. Aarons was a partner of Vinton Freedley and produced a number of Broadway hits in the 1920’s and 1930’s. Prior to their partnership, Alexander became involved in the theatrical business when he suggested that his father, Alfred Aarons (also a Lamb), employ the young George Gershwin for his play La La Lucille (1919). It was Gershwin’s first complete theatrical score. As the show went on the road, Alexander scored his first producer credit.
Prior to his association with Freedley, Aarons was part owner of Finchley’s, a men’s store. While waiting on a gentleman that today we know as Fred Astaire (Astaire joined The Lambs in 1935), he claimed to be an admirer of the Astaire’s (Fred and Adele). He then suggested that they should be doing some more musical comedies. Although Fred initially thought his advice presumptuous, he took an interest as Alex once he identified himself as a fledging impresario and the son of Alfred the producer. Before he left the store, he asked Fred if he had any current commitments and further asked if he would be interested in doing a show with him.
At the time, the Astaire’s were committed to Lamb Charles Dillingham. When their road show of The Love Letter closed, Alex telegrammed Fred to see if he was then available. Fred approached Dillingham for a release, which gave them the opportunity to appear in Arron’s production of For Goodness Sake. They grabbed the opportunity and For Goodness Sake gave the Astaire’s their first substantial speaking parts. Aarons then took the show to London where it was renamed Stop Flirting. It made the Astaire’s the toast of the city. The Times of London reported that “Columbus may have danced with joy at discovering America, but how he would have cavorted had he also discovered Fred and Adele Astaire.”
The first major hit for Aarons and Freedley was Lady, Be Good (1924) with words and music by George and Ira Gershwin and starring Fred and Adele Astaire. Among their other hits were Tip-Toes (1925), Oh Kay! (1926) and Funny Face (1927). Those plays also displayed the talents of the Gershwin’s. Alex Aarons was called by Ira Gershwin, “one of the keenest judges of a smart tune.” Aarons apparently urged George to expand on a fragment of a tune that George had written for Lady, Be Good (1924). That tune became “Fascinating Rhythm.”
His other significant mark on history was as the original co-owner of the Alvin Theater at 250 West 52nd Street. The name of the theater was based on the combination of the names ALexander and VINton. The partners lost control of the theater in 1932 during the Great Depression. In 1977, the Nederlander Organization purchased the theater and renamed it the Neil Simon Theater. Alexander A. Aarons passed away on March 12, 1943 at the age of 52, reportedly from heart disease.–RET
More on Alex A. Aarons can be found in Kathleen Riley’s book “The Astaire’s” (2012: Oxford University Press, New York).