The Kenosha Theatre . . .

by Ronald Paul Larson

It is not often that one stumbles upon a ruin of historic and cultural value in Kenosha. But, that is what happened to me last year when I took my first tour of the Kenosha Theatre at 5913-6th Ave. It was a mind-blowing experience. As I climbed a large curving staircase, ornate columns and faux castle walls came into view revealing a second floor lobby. The grandeur of the scene, combined with the crumbling plaster and peeling paint reminded me of a sunken luxury liner. It was like diving on the Titanic. The detail of the work was exquisite. For example, lights were laid out in the ceiling in the main auditorium by members of the U.W. Madison astronomy department in such a way as to mimic the summer night sky above Spain.

The Kenosha Theatre was built in 1927 as a 2,300 seat theater with a Spanish castle motif. At the time, It was one of the (if not the) largest movie palace between Chicago and Milwaukee. Aside from movies, live performers such as Bob Hope, Frank Sinatra, Tommy Dorsey, Harry James, Lawrence Welk, the Mills Brothers, Blackstone the Magician, Esther Williams, and the Three Stooges appeared there. Blackstone the Magician disappeared and elephant from the stage and Ester Williams swam on stage in a large water-filled tank. The theatre closed in 1963.

In the spirit of full-disclosure, I should state that I recently joined the board of the Kenosha Theatre Restoration Project. So, I am writing this with a definite perspective. When I first saw the theatre, I was overwhelmed by the size and faded beauty of it. Then astonished that it has languished for so long and now appalled that it might be sold and torn down. In several columns as a “My Turn” columnist for the Kenosha News, I commented on the abandoned buildings downtown and called for action to revitalize the area. Seeing the beauty and potential of the Kenosha Theatre has only fueled my belief in the possibilities of a revitalized downtown.

Over the years, a number of studies and plans examining the feasibility of restoring the theatre have been done. A 1989 survey found that 58% of Kenoshans questioned (of almost 1,000 people) were “very likely” to attend performances at an entertainment center in downtown Kenosha if one were developed with another 28% “somewhat likely.” I realize this survey is almost 20 years old, but I think the responses would be even more positive now. Of course, the market for such a venue is not merely Kenosha, but the 1.2 million people who live in Kenosha, Racine, and Walworth counties as well as Lake county, IL.

Work on restoration and operating plans is being done with the help of nationally known theatre restoration expert Ray Shepardson. Shepardson, who has restored 34 theaters throughout the country (including the 3,800 seat Chicago Theatre and the 2,500 seat Genesee Theatre in Waukegan) has been consulting for free since 2003. Three of the top grossing restored theaters in the country are Shepardson restorations.

The operating plan calls for three six-week seasons each year of national and regional performers sold on a subscription basis. In addition, a six week Broadway season and eight weeks of special performances would be added. At only 75% capacity, it is estimated that the theatre would have an annual profit of more than $4,000,000 after the first year (before bond debt service). And this is with only 32 weeks of the year as part of the subscription packages. There are another 20 weeks for education/community events and special events (speaking engagements, film festivals, and corporate or private events). There are several different options in terms of renovating the theatre, but it would cost about the same as the Civil War museum, perhaps a little more.

According to the Urban Land institute, a non-profit organization dedicated to urban renewal issues, the buildings most valuable for revitalizing urban districts are sporting facilities and theaters because they are designed to specifically bring in large numbers of people. Arts-related institutions currently draw more visitors than do professional sports facilities and, the Institute notes, a city’s reputation is based on a city’s arts and cultural institutions. If the city administration of Kenosha thinks a Civil War museum with a limited appeal and limited ability to change exhibits is going to bring hordes of tourists to Kenosha, then the restoration of the Kenosha Theatre should be a no-brainer.

A restored theatre of 2,400 seats could create the “critical mass” that turns downtown around. Jeff Baas, one of the owners of the theatre and the president of the non-profit board established to save the theatre sees the theatre as a “people pump” that would bring people into “a district that hasn’t seen significant night life for decades.” “A typical couple going out to see a show will generally go to dinner before or after the show. On days with a matinée prior to an evening show, downtown will be busy with thousands of people coming and going” he noted.

Bill Boettcher, also a board member of the non-profit established to save the theatre, feels the theatre would make downtown Kenosha a major destination. “The development of the south side of downtown would be greater than what Harbor Park has done for the harbor and north side of downtown. This would be an all year round draw greater than the seasonal draw for the harbor,” Boettcher said. In my view, the downtown business owners should be clamoring to have the theatre restored.

How could the theatre be saved and restored? There are any number of ways to do it without increasing taxes (which would probably kill the idea). One would be to raise the money privately. Find rich individuals or companies who see the benefits of having a world-class entertainment venue in Kenosha. Another is to issue a bond backed by the city. This would require much less time and effort and probably have a better chance of success. To allow the Kenosha Theatre to be torn down would be a crime. To not restore it and allow it to contribute to the financial well-being of Kenosha seems to me to be the highest form of civic negligence (if there is such a thing). I hope Mayor Bosman and the members of the new city council will understand the benefit of restoring the theatre and make it a part of their city redevelopment plans. It would probably be the most important thing they could do for the city.

For further information call (262) 658-2355 or email Larsonman@aol.com or go to the theatre website at: http://kenoshatheater.com/