Illuminate The Strand

Help us get a new Marquee!

The Problem

At the founding of The Strand, there was no marquee. The marquee you see today was added in the 1930’s and refurbished in 2012 with grant funding from the city. The marquee was recently examined by contractors and other consultants. Due to significant electrical and mechanical problems, the marquee has reached its useful life and is no longer feasible to operate. Changing the letters requires use of a 15-foot ladder creating safety issues, especially during inclement weather. Moreover, the letters we use are no longer being manufactured. Our supply has dwindled over time, and we are taping broken letters together and substituting a backward facing “3” for the letter “E” which is in short supply. A recent storm destroyed a bank of the marquee lights. We have entertained temporary fixes, none of which has proved promising. It is time to say goodbye to a structure that has served us for many years but no longer meets the quality expectations we have for the theatre and for our community.

The Plan

The proposed new marquee will be electronic with a digital display which can be programmed remotely. The new marquee will incorporate the historic look of the existing marquee with vintage looking bulbs, neon lights, and chaser lights along with state-of-the-art technology and maintenance free materials. A brightly lit theatre marquee can draw in audiences with its vibrant and colorful appearance while embracing the theatre’s historical roots and serving as a “north star” in terms of finding the theatre. In addition, a projecting sign or “blade” will be installed directly above the marquee to attract the attention of occupants of motor vehicles. The blade epitomizes the classic theater design of the Art Deco era. Besides outlining our slate of movies, the marquee can be used to announce community and special events, to recognize donors and to allow for temporary leasing of its space which will help in cost recovery.

The Cost

Wagner Signs, a three-generation family business that has installed historical marquees all over the country, has provided us with schematics, an installation timeline, and costs. The total cost estimate of $205,000 includes the marquee, blade and necessary permits.

Need For Support

Because ticket fees and concession sales do not adequately cover the cost of operations, projects like Illuminate the Strand are not possible without the philanthropic support of an engaged community. The Strand Theatre and Cultural Arts Association Board is resolute in keeping the Strand as a cultural and social gathering point and an economic engine for a vibrant downtown. A partnership with generous donors will address this commitment to welcome patrons in numbers that sustain this community treasure. The Strand Theatre and Cultural Arts Association appreciates your consideration of this request and stands ready to address any questions.