Flash back to 1926, when Salem had a population of 25,000, and the city was abuzz with excitement about a palatial new Tudor Gothic playhouse built by attorney and art connoisseur George B. Guthrie.

The Elsinore Theater was named after the castle in William Shakespeare’s “Hamlet” and heralded as the “largest and most lavish theater between Portland and San Francisco” when it debuted on May 28, 1926.

The opening was such a big deal that The Oregon Statesman dedicated an eight-page section to preview coverage.

Headlines described the venue as having “dazzling light effects” and “splendor of architecture.”

An article later described an enchanting scene in the moments leading up to the opening: “Even before the dinner hour was over, a crowd gathered from every block in the city (and) began to stream toward the Elsinore — as if the town had only one door and that the magic, wide portal of the magnificent new theatre.”

Gov. Walter M. Pierce proclaimed the Elsinore a gift to Oregon during the dedication. The 1,435 seats were filled for two showings that evening of “The Volga Boatman” — an 11-reel silent moving picture by Cecil B. DeMille.

It was a night few would forget, according to Capital Journal reporter D.H. Upjohn.

“At that moment a bit of Salem’s history was written that will be remembered as long as the theater stands,” Upjohn wrote. “And when the grandsons and granddaughters of those who are now but infants in the cradle, have graying hair, the Elsinore will still stand, immutable, imperishable, a thing of beauty and joy forever.”

A century later, the theater still stands. A $1.5 million restoration of the façade was completed last fall; it was the first phase of a capital campaign launched ahead of the theater’s centennial.

The venue gained long-missing historic features, including a 23-foot-tall lighted blade sign, marquees and roofline ornamentation. The blade sign had been absent since the 1962 Columbus Day storm, leaving the front of the theater dark for more than six decades.

“Not a day goes by where somebody doesn’t say something to me about it,” Executive Director Tom Fohn said.

Another round of fundraising for an estimated $1.8 million second phase is beginning in conjunction with the anniversary. This phase will focus on auditorium improvements, including new seats and better sound equipment.

The Elsinore has evolved and survived over the decades. A sound system wasn’t even necessary in the beginning. Then, at one point, the theater was nearly demolished.

In the early days, the Elsinore was a silent film house and vaudeville venue. Fox and Warner Brothers leased the venue in the 1930s and ’40s, operating it as a movie theater. It fell into disrepair over the next three decades as a second-run movie house and was set to be demolished in 1980.

A group of preservationists stepped in, formed a nonprofit, and raised money to bring the building up to code. The group bought the theater in 1992, and established it as a performing arts venue.

Two years later, the Elsinore was added to the National Register of Historic Places. In 2004, the theater underwent its “Return to Grandeur” restoration, ushering in a period of significant growth.

It expanded from hosting about a dozen shows a year to more than 10 times that many. Today, it competes for live music and events with Portland venues like the Crystal Ballroom and the Roseland Theater.

Maintaining a 100-year-old building is an expensive endeavor for a nonprofit organization. Costly repairs must be prioritized and community support maximized.

Fohn and his full-time staff of 11 are guided by a board of directors, all serving as stewards of the treasured venue. With help from generous supporters, they are investing in the next 100 years.

Thile this isn’t a “Save the Elsinore” moment, Fohn said, the historic theater is due for sound system improvements and new seats.

“Salem deserves a swanky place, and we’re getting the shows for it,” he said, mentioning appearances by Nick Offerman, Rene Vaca and the Wailin’ Jennys this year.

Yet to come are Bonnie Raitt (sold out) and Christopher Cross (200 tickets left) in June and “A Christmas Story” with Peter Billingsley (not on sale yet) in December.

The theater’s 30-year-old production and sound system doesn’t meet the needs of most shows. It’s rare that Fohn’s team doesn’t have to rent additional equipment, he said.

About 220 balcony seats at the Elsinore are original, which means they are 100 years old. The remaining 1,030 or so were installed in the late 1960s or early ’70s, and they were used seats then. They were purchased from a movie theater, and parts are no longer available.

“They’re not the luxurious seats that the theater deserves,” Fohn said.

The team hopes to install new seats next summer. That project would include additions of new carpet and some new lighting for the mezzanine and balcony.

To help pay for the project, Fohn said the Elsinore group plans to sell the old seats as well as naming rights for the new ones. In return for a donation amount yet to be determined, a plaque honoring an individual, business or organization would be installed on a new seat for its lifetime.

Editor’s note: This article first appeared in The Statesman Journal and then was distributed on the USA TODAY Network via Reuters Connect.

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Project name: Holly Theatre Restoration/Renovation

Location: Medford

Completion: December 2024

Size: 16,000 square feet

Owner/Developer: Holly Theatre LLC

Architect: Oregon Architecture

General Contractor: Outlier Construction

Submitting Company: Outlier Construction

Subcontractors: Bell Hardware, Christian Massey, Firestop, Gale Insulation, LLAD Concrete, Maranatha Painting, Metal Masters, Precision Electric, Pressure Point Roofing, Quality Fencing, Rogue Iron, Rubenstein’s Flooring, TerraFirma, ThyssenKrupp, Van Row Mechanical

A historic theater renovation project is breathing new life into the downtown area, combining preservation of the past with modern amenities for the future.

Outlier Construction, working with a team of specialists, completed an extensive renovation of the Holly Theater, addressing significant structural challenges while preserving the venue’s historic character.

One of the project’s most impressive engineering feats involved the correction of a 6-inch sag in the original 55-foot span girder trusses. The construction team removed 80 percent of the sag using custom 8-inch steel columns and hydraulic jacks to stabilize the trusses before adding structural reinforcements. Each girder truss received structural blocking and backing, new custom structural steel gussets with through bolts, and vertical and horizontal tie rods.

The building’s auditorium walls, which stand approximately 60 feet high, and stage walls, reaching nearly 80 feet, required installation of structural helical piles to protect against future seismic events.

The project team prioritized preserving and restoring original architectural features including the façade, decorative elements, moldings and period-appropriate paint and artwork while incorporating modern systems.

A new three-phase 2400A electrical service was installed, along with energy-efficient LED lighting, high-performance insulation and state-of-the-art HVAC systems. The auditorium received linear diffusers in the ceiling to provide adequate air distribution without detracting from architectural features.

To ensure optimal sound quality for concerts, movies and live shows, acoustic specialists were brought in to optimize the auditorium’s acoustics.

The theater renovation required close coordination with the City of Medford’s public works, planning and building departments. Jefferson Public Radio, a non-profit public radio station serving as the theater’s operating manager, provided high level and frequent communications to the team, helping coordinate construction with the project’s complex funding constraints from numerous donors and grants.

The renovated theater is expected to boost the local economy by attracting tourists and theatergoers to nearby restaurants, hotels and shops, potentially creating a “cultural district” that benefits local commerce. The project also serves as an example of sustainable renovation practices while providing a space for local artists and potentially offering educational programs for children, schools and community groups.

“Through meticulous craftsmanship, innovative engineering, and an unwavering commitment to authenticity, the project overcomes decades of deterioration to breathe new life into a cherished piece of Oregon’s history,” a representative noted in the project submission form. “It stands as a shining example of how visionary restoration can blend the past with the future.”

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