Medford’s Holly Theatre To Open After Restoration

MEDFORD Ore. — The restoration work on the historic Holly Theatre in downtown Medford is nearing completion. After 12 years of work, the revamped theatre is expected to reopen early next year.

Holly Theatre Restoration

The Holly Theatre – once a grand movie palace, opened in 1930 shortly after the stock market crash. The largest electrification project in Southern Oregon at the time, it was also one of the first commercial buildings to use gypsum board, making it almost fireproof.

The 94-year-old theater, designed by renowned local architect Frank C. Clark, who was also responsible for hundreds of the region’s buildings including the Craterian Theatre and Harry & David’s art deco packing plant, originally boasted 1,200 seats.

But as the movie industry changed, many single-screen theatres had to close and the Holly theatre also closed its doors in 1986. The building fell into disrepair as ceiling trusses failed. Ultimately, the formerly ornate design elements and equipment were sold off to the highest bidder.

Restaurateur and businessman, Art Alfinito bought the building with the intention of restoring it so it could be reopened, but sadly passed away before his dream was realized. The sale was then finalized by his Daughter Valerie Alfinito and the JPR Foundation purchased the theater in 2011.

With the support of the Medford Urban Renewal Agency, the foundation started the restoration with the City of Medford’s Landmarks Commission winning the 2013 Historic Preservation Award for the facade restoration. Every year for the last 12 years, donations of a million dollars have been spent on restoring the theatre.

Shelley Austin, the executive director of Jefferson Live, is excited about how much has been accomplished as the theatre’s reopening draws nearer.

Holly Theatre To Reopen

Modern updates have been blended with the meticulously preserved original splendor. The number of seats has been reduced to 1,008 to accommodate a sound and lighting booth, an expanded main stage, and accessible seating options. Every new seat has been sponsored by a generous donor. The installation is a significant milestone in the project.

The restored Holly Theatre plans to produce 46 shows annually and rent the theatre to 46 more. The theatre is now the biggest indoor theater between Eugene and Redding. It has an annual operating budget of $1 million.

Donations to the Holly Theatre are still welcome. Details of the current progress of the project are on their website.