Hopes run high for

reopening of the Hollywood Theater   

by Mary Pankow

     It’s an event with no gate fee, attracts thousands and benefits a historic landmark. As its coordinator, Randy Rosen, defines it, “It’s a biker event put on by bikers who invite family.”

     The event? The Harley Happening. The historic landmark? The Hollywood Theater.

     In June, the seventh annual Harley Happening at the Hollywood drew thousands to Gowanda to enjoy the bike rally, ride-in bike show, music, variety of vendor booths and even exotic animals, all to benefit the ongoing restoration of the theater.

     The Hollywood, once a showcase for visual and performing arts, fell into a state of disrepair that a philanthropic group of volunteers - the Friends of the Hollywood Theater - hope to reverse, a costly endeavor.

     Industrialist Richard Wilhelm built the Hollywood Theater after a devastating fire in the 1920s destroyed the original opera house and nearly wiped out the entire block along West Main Street. Since the Hollywood first opened its doors, generations have passed its velvet ropes to see countless movies, stage shows and concerts. Sadly, the theater’s glory days came to an end and, in 1992, its beautiful brass and glass doors locked to the public, leaving only the ghosts of performances past to occupy the once-vibrant community center.

     Although the theater was closed, its flame was never entirely extinguished. The Gernatt Family of Companies purchased the theater and donated it to the Village of Gowanda in the mid-1990s. From a small glimmer, hope fueled the determination of a handful of individuals to restore the theater to its former glory. That handful of people has grown to a group - The Friends - and the wishes of scores of residents to see the Hollywood reopen.

     Like all major projects, though, this takes time and money.

     Many brainstorming sessions were held to discuss fund-raising possibilities for the Hollywood. One idea that was offered evolved into the Harley Happening that has gone from a one-day fairly local event into a three-day rally that attracts motorcycle enthusiasts across the United States and Canada. And, as Coordinator Rosen explains at the opening ceremony each year, the Happening benefits the restoration of the Hollywood. The crowd replies by demonstrating its support monetarily. This year’s rally was no exception as about $40,000 of net proceeds were added to the restoration fund. (The Happening had cost almost $50,000 to put on.)

     Just as classic car aficionados know, restoring something to its former beauty takes time, money and a great deal of patience. Refurbishing a vehicle is no small undertaking, but restoring an entire theater is a mammoth project.

     To date, those visiting the Hollywood enter a lobby that looks much as it did several generations ago when the doors were first thrown open to the public. Anyone hovering above the building in a helicopter would notice a new roof and new gutters. A stroll around the building affords a glimpse of repointed bricks and a touching up of the marquee. Not visible to the casual onlooker is the asbestos abatement that was done. Next on the “to-do” list is installation of a new electrical service - no small or inexpensive feat.

     The Friends of the Hollywood Theater plan to have an electrical inspector go through the theater and determine what is needed. Electrical boxes definitely need replacing as does the wiring. This major infrastructure upgrade is a requirement issued by the insurance company.

     Compliance with the insurance company’s demand is necessary not just for obvious reasons of liability and safety, but so that the new electric service can accommodate the future lighting for performances and sets that require a more elaborate electrical capacity. According to Rosen and Friends President Aaron Markham, bids for the project are expected to be let this fall.

     Once the electric is upgraded, sufficient lighting will brighten the lobby, provide a new glow to the marquee and make events at the Hollywood and bus tours of the theater more enjoyable as dark recesses are relit.

     Another project that is on the restoration to-do list is refurbishing the 990 original seats. Currently stored at a correctional facility, the immediate goal of the Friends is to have a section of the seating restored and then put on display. The seats will then be “sold,” with plaques installed on each acknowledging the benefactor. Interest in this arrangement is growing and “In memory of ...“ plaques appear to be popular.

     But, before the seats can be reinstalled, plaster work inside the theater must be done, another costly but necessary venture.

     Now that the plywood has been removed, residents and visitors can walk around the vestibule and peer through the glass doors into the lobby. This area is also on the “re-do” list, including the poster display cases. There are sets of double doors at various locations in the perimeter of the theater that will also receive facelifts.

     New plumbing is being considered as well.

     Funding for all these projects is the main concern for all involved in the Hollywood restoration. Some federal and state grants have been awarded, but the money is specifically earmarked and whatever it is used for, the end result must be historically correct. Private funds, such as proceeds from the Harley Happening and money from donors can be used for anything that grants most likely will not be available to cover.

     How much is needed to make the Hollywood a community center again? Millions. About $3 million according to estimates.

     While the Harley Happening has proved to be a profitable venture, this is but a drop in the bucket, or less than 1.5 percent of what is needed.

     More fund-raising ideas are being bandied about. The Friends hope to open the theater for a projection movie next year. Searching for available grant funds is a regular activity as is the annual Harley-Davidson motorcycle raffle. Of course, since the Hollywood Theater is designated not for profit (501c3), all donations are tax deductible, a plus for donors. (Accounts are held in Community Bank NA, Gowanda branch, and, due to the theater’s status, records can be viewed by the public.)

     Although plans for the future are giving many food for thought, the Friends and those involved with the Harley Happening are reviewing the recent Happening and discussing any improvements that can be made.

     Rosen enthused, “1 was very proud of it [this year’s event]. It was great to see the families and everyone was having fun. The music was great.”

     An estimated 3,000 to 5,000 people per day attended the Happening, with over 3,000 bikes lining streets and parking lots. The event provided its own security - there were no major problems - and a dedicated group of volunteers, Gowanda Ambulance Service, Public Works Department employees and area authorities helped to ensure another successful Harley Happening.

     Volunteers are always welcome, Rosen said, and Markham agreed that the Friends also welcomes new members.

     Those interested in past or future Harley Happenings can contact Rosen at 532-4584 or 532-5812. To advertise an event or put an announcement on the Hollywood Theater marquee, call Paula Rosen at 532-4584. (Marquee messages cost $25 for one week.)

     For more information on or to join the Friends of the Hollywood Theater, contact Aaron Markham at 532-9238.