Cinema Heavy Hitter Joining Austin-Based EEG Theatre Chain

Steve Zuehlke, a key figure in the growth of international cinema chain Cinemark, is joining EEG, the owners of Austin-based chains EVO Entertainment and Violet Crown Cinemas, as the firm's new COO. (Courtesy of EEG)

Elevate Entertainment Group, the parent company of Austin-based cinema brands EVO Entertainment and Violet Crown Cinema, has some major new additions to its leadership team, including a big name from a major chain with a reputation for overseeing expansion.

Today, EEG announced that Steve Zuehlke, currently executive vice president of external relations and special projects for Cinemark, will become the company’s new chief operations officer. Zuehlke spent 35 years at Dallas-based Cinemark, during which time it expanded from a handful of locations in Texas, California, and Utah to a global presence, with 507 theatres in the USA, and Cinemark International locations in 14 countries across South and Central America.

Evo was one of the first mainstream theatre chains to add in-seat dining, and an new emphasis on the menu may come with the second big hire: Louis Maldonado, a chef with experience at the Michelin-starred Cortez in San Francisco and French Laundry in Yountville, Calif., (and a finalist in Top Chef: New Orleans), who joins as EEG's vice president of food & beverage. He takes over from Jeff Mann, who has held the position since June 2022, who now moves sideways to become EEG’s first vice president of supply chain.

EEG founder and CEO Mitch Roberts said, "Steve, Louis, and Jeff are each game-changing leaders for our team. Their expertise and vision align perfectly with our commitment to being at the forefront of experiential entertainment. We are excited to see the impact they will have on our guest experience, advancing our goal of setting the industry standard through people-centric thinking, relentless innovation, and thoughtful growth."

The hires will only add fuel to the rumors and hints that EEG is eying further expansion for both its EVO Entertainment brand (currently at seven locations) and the Violet Crown “smarthouse” brand (now at four locations, including Downtown Austin), which EEG acquired in October.