Pennsylvania is a wealth of history with so many theaters that are 100+ years old and Greensburg is no different.
This year marks a milestone for the Palace Theatre as it celebrates 100 years of entertaining audiences. The landmark first opened as the $750,000 Manos Theatre, delighting audiences with vaudeville acts, silent films and the music of its impressive Wurlitzer organ.
Later the theater evolved into a venue for Broadway tours, comedians, concerts and community events. Its first century tells not only the story of entertainment in Westmoreland County, but also of a community that rallied to preserve one of its most treasured landmarks. Today, the Palace stands as the crown jewel of the Laurel Highlands.
A Brief History
The Palace opened in 1926 as the Manos Theatre just as the
motion picture industry was entering a new era. The following year, The Jazz
Singer, starring Al Jolson, introduced audiences to synchronized sound,
forever changing the movie business.
As talking pictures became the norm, Warner Bros. acquired
theaters across the country, including The Manos. Vaudeville gradually gave way
to films and independent theatres flourished for a time. By 1973, however, movie
distribution had changed significantly, making theatre ownership less important
to major studios. The Manos was sold to Pittsburgh-based Cinemette Theatres.
The rise of suburban multiplexes dealt another blow to
standalone theaters, forcing the Manos to close temporarily. Cinemette later sold
the theater to local businessman Carl Marinelli and his partner Adelaide
DelVitto. They renamed it The Palace Theatre and DelVitto eventually sold her interest
to Marinelli.
Marinelli expanded the theater’s offerings to include both
movies and live performances with acts like Gloria Estefan & The Miami
Sound Machine, Dr. Hook and Mel Tillis. Despite these efforts, the Palace still
struggled financially. Marinelli considered selling the building to an out
of-state businessman who planned to raze it.
Before sale, Marinelli died. In response, the mayor, City Council and other
leaders worked with Marinelli’s heirs to save the theater. Their efforts led to
the creation of the non-profit Greensburg Garden and Civic Center Inc., which
purchased the Palace in 1990. The organization later became the Westmoreland
Cultural Trust, with a mission to restore the theater and operate it as a
self-supporting performing arts center.
An Important Part of the Community
Ben Luczak, Chief Executive Officer (CEO) of the
Westmoreland Cultural Trust, said the preservation has always been a
partnership between the community and local philanthropy.
Financial support from the Katherine Mabis McKenna
Foundation and the Richard King Mellon Foundation during the 1990s enabled the
Trust’s board to develop a long-term strategic plan focused on arts education,
community engagement and financial stability.
“That it continues to thrive is a wonderful accomplishment,”
Luczak said. “Many theaters in communities our size have disappeared. The fact
that ours has been preserved and continues to do so well is a testament to our
supporters.”
Beyond its cultural impact, Luczak said The Palace serves as
one of downtown Greenburg’s strongest economic engines.
“We are the main driver of foot traffic after 4 p.m. Hotels,
businesses and restaurants depend on us,” he said.
A Place to Escape
Daniel Stainer, Director of Marketing and Patron Experience, said that the 1,367-seat theatre attracted 57,424 guests last year. He believes audiences continue to seek shared experiences that only live entertainment can provide.
“Life is tough these days and there’s a lot of pressure out
in the world,” he said. Historically, arts have provided necessary escapism. We
market joy and there’s a lot of truth to that,” he said.
Stainer notes that people remember coming to the theatre to
watch cartoons and newsreels during World War II or seeing legendary performers.
“From George Carlin, to Wiz Khalifa, the Jonas Brothers, Jay Leno, Boz Scaggs
and ZZ Top. It’s a place where memories are made,” he said.
A Thing of Beauty
People like Robert Seiler hold a special place in his heart
for the theater. His father, Alvin Seiler, worked alongside the theater's
architects and designers, to ensure the Manos Theatre was not only visually
stunning but also engineered for exceptional acoustics, sightlines and stage
performances. “I’m extremely proud of my father for his accomplishments and the
pride that he took in his work,” said Seiler.
The Palace is also special to Harrold who ushered there from
1965-1968. “I met my wife there when she worked the candy counter and we
married in 1969,” Harrold said.
Harrold’s wife’s family was involved in the construction and
both of her parents were employees of the Manos Company. Harrold now volunteers
as a ticket taker at the Palace.
Stainer said first-time visitors are often stunned by the
theater’s French Renaissance architecture. Much of the original craftsmanship
survives today, including Vermont marble staircases, Grecian marble
balustrades, and Louis F. Grell murals, all restored during preservation effort.
“Even Bill Murray was in awe during a recent visit. He
admired the vintage cameras and remarked on how gorgeous the theatre is,” said
Stainer.
Looking Towards the Future
Luczak and Stainer agree that the Trust's mission moving
forward is to preserve the Palace for the next century.
If the pandemic reinforced anything, Stainer said, it's that
people crave shared experiences. While technology has changed how audiences
consume entertainment, nothing can replace gathering in a historic theater to
create lasting memories together.
As the Palace Theatre begins its second century, its stewards
are dedicated to ensure it lives and thrives for generations to come.
A Centennial Weekend
A Centennial Grand Gala will feature a black-tie event on
September 19, with a sit-down dinner and an intimate live performance by Grammy
Award winner Lee Ann Rimes with proceeds benefitting the Westmoreland Cultural
Trust.
A public concert featuring LeeAnn Rimes will follow on
September 20, with tickets starting at $73.
