After 10 years of restoration, hard work and community collaboration, the 97-year-old Wallace Theater officially reopened its doors at its grand opening celebration this past Saturday evening, making it a dream come true.
Several hundred attendees decked out in their in the red-carpet celebration, to enjoy live entertainment, a VIP reception, Magic Marquee cocktails, dancing and music and tour the beautiful new Wallace. A huge tent with elegantly decorated tables served as a gathering place to enjoy the tasty tidbits and drinks and just visit with friends, board members and others arriving to pay tribute to the dedication that went into the restoration and future of the Wallace.
An announcement was also made dedicating the Jerry Tubb auditorium.
The theater first opened in 1928 by Wallace Blankenship as part of what would become the largest chain of small-town movie theaters in the U.S. It closed in the 1980s, but many still hold memories that they want future West Texans to share. George and Iris Keeling purchased the theater in 2002 with the plan to restore it. He passed away in 2016, but his daughter, Wallace Theater executive director Alycyn Keeling, was already committed to seeing her father’s goal to the end.
With a lot of planning, fundraising, architects and construction, the newly restored venue will reclaim the spotlight with modern amenities and artistry that pays homage to the original design. The venue now features a flexible 250-seat auditorium, restored Art Deco details, including a mosaic by Kenny Pirtle, and new infrastructure to support live performances, film screenings, and community programming.
“The dream was originally my father’s when he and my mother purchased the theater with a vision of restoring it, but it became the dream of an entire community that believed in what the Wallace could become again,” said Keeling.
“Together with our board, community volunteers, architects, artisans and more than a thousand donors, we’ve brought the space back as a place for connection, creativity, learning, and shared experiences. I could not be more proud or grateful.”
The Wallace Theater is a 501c3 non-profit organization. Working with the architecture firm DLR Group and Lubbock-based Henthorn Commercial Construction, in addition to master artisans from West Texas to Brooklyn, the team ensured the restoration maintained historical integrity while adding the comforts and technical capabilities of a modern performance venue.
The Wallace project has been driven through business sponsorships, sold-out fundraisers and individual gifts, as well as grants.
The grand opening marked a new chapter for the Wallace Theater, with an inaugural season that will feature an eclectic mix of live productions, concerts, educational events and lectures. From country music icons and jazz quartets to film screening and science talks, the Wallace aims to offer something for everyone – from children and families to students and seniors.
The Wallace has received a collective impact grant from the National Endowment for the Arts 'to ensure that all 4,500 students across Hockley county have access to high-quality arts,' as well as funding to ensure that those students can come to shows at the Wallace at no cost.
“In addition to entertaining our guests, a core part of our mission is enriching the lives of children in Hockley County through the arts,” said Keeling. “We believe every child, no matter where they live, deserves the same access to arts education as their peers in larger cities. By presenting free live performances for students of all ages starting this school years, we hope to spark imagination, inspire learning, and empower the next generation.”
Members of the board of directors include the president, Tania Moody; vice president, David Bruner; treasurer, Sarah Osburn; Lorie Marquez, secretary; Nicole Campbell, Prentice Fred, Stevi Foster, Rebecca Macha, Lee Ann Paxton, Randal Ramirez, Meghan Slater, Trey Saldana, Joe Tubb, Dillon Palmer-Webb, Lance Gonzalez and Brian Lewis. Non-voting members include executive director, Alycyn Keeling, ex-officio, and Iris Keeling, ex-officio.
Upcoming events include the 2nd Annual “Falling for the Wallace” Fall Festival Community Parade on Oct. 4. To volunteer or for more information on booking events, call 806-523-8773.