The city of Covina could be on its way to becoming the next comedy hotspot thanks to the opening of one of the biggest stand-up club chains around.
The world-famous Laugh Factory, which soft opened its doors in June inside the Covina Theater with performances by comics like Dane Cook, Jamie Kennedy and Azusa native Debi Gutierrez, will soon host its official grand opening event headlined by Mexican-American actor and stand-up comic Paul Rodriguez.
“They couldn’t get anybody cheaper,” the “Born in East L.A.” and “The Original Latin Kings of Comedy” star joked during a recent phone interview. Rodriguez, who is a longtime supporter and regular performer at the other Laugh Factory locations, will headline along with fellow Latino comic Gene Pompa during several sets scheduled for the christening of the venue on July 27-30.
The location of the new club is appealing, Laugh Factory general manager Harry Basil pointed out, noting that he expects it to attract audiences who finally don’t have to drive too far — either to clubs and theaters in Los Angeles, Long Beach or down to Orange County — for a comedy show.
“A lot of people don’t want to drive to Hollywood for an hour,” he said. “We looked at the map and we saw that Covina, from the East to the West, there are a lot of people there that would like to go to a comedy club and support a comedy club. We’re gambling that there’s a lot of an audience that would go there on a regular basis.”
“People are going to get good shows,” Rodriguez added.
Located in downtown Covina on busy Citrus Avenue, the new venue is housed inside the Covina Theater, which first opened its doors in 1920 before undergoing various major renovations. It was acquired by the city in 2022. The city then partnered with the Laugh Factory to operate the venue. The Laugh Factory crew made additional upgrades including repainting the lobby, adding more booths and seating in the balcony, while also elevating the lounge and food and beverage areas.
Since owner Jamie Masada opened the flagship location on Sunset Boulevard in Los Angeles in 1979, the Laugh Factory has brought clubs to Chicago, Las Vegas, Long Beach, Reno, San Diego and now the latest 180-seat venue in Covina.
“It’s a gorgeous theater,” Basil said. “We’re a world-famous brand and we’ll be bringing world-class entertainment and I think this is going to be one of the crown jewels in the chain because it’s a beautiful venue.”
The Laugh Factory has helped launch the careers of comics like Nick Cannon, Tiffany Haddish and has hosted comedy legends like Richard Pryor, Paul Mooney, Jon Lovitz, Damon Wayans, Bob Saget and Dave Chappelle. Since the newest Laugh Factory will be booking national headliners and comedians with major TV and film credits, Basil also expects that the venue will become a place where acts can film comedy specials and the space can also accommodate musical acts, like tribute bands, as well.
Guests need to be 21-and-older to purchase tickets for shows, however, responsible guests that are 21-and-older can sponsor up to two 18-20 year-olds within their party. There is a full bar with various cocktails and specials and there’s a light menu featuring items like beef or chicken wraps, chips with salsa and guacamole, hummus served with pita bread and veggies, spinach and artichoke dip and more. There is also a two-item minimum food or beverage purchase for each guest that includes alcoholic and non-alcoholic beverages.
Though the venue has been in soft opening for a little over a month, Basil said he’s excited about the grand opening, which will include an invitation-only red carpet affair ahead of the show on Thursday, July 27.
“It’s a total red carpet event with a spotlight out in front, ribbon cutting, it’s going to be a fun night,” he said.
Grand opening weekend comic Gene Pompa, who has regularly performed on the other Laugh Factory stages, said he’s happy to see another Laugh Factory open in Southern California.
“It’s in a good spot and I’m really looking forward to it,” he said during a phone interview. “Laugh Factory is always top-notch; you know the checks are going to clear. I think what’s the most exciting about it is that it’s not in a traditional metropolitan area. It’s Covina. It’s like opening up a comedy club in Mayberry. That makes it kind of cool.”
Laugh Factory Covina’s Grand Opening
When: 7:30 p.m. Thursday, July 27; 7:30 and 9:30 p.m. Friday, July 28; 7:30 and 9:30 p.m. Saturday, July 29; 7:30 p.m. Sunday, July 30
Where: 104 N. Citrus Avenue, Covina
Tickets: $25-$45 at 626-339-0093 or laughfactory.com
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