In 1913, Thomas G. Moses wrote, “We did a New York Studio job for Atlantic City – a theatre on the pier.” New York Studios was the eastern affiliate of Sosman & Landis, the firm managed by David H. Hunt. Sosman & Landis manufactured the scenery which was then sold by New York Studios to the new theatre on the pier.
B. F. Keith’s Garden Pier Theatre of was located on the 700-foot Garden Pier at the end of New Jersey Avenue, opening in 1913. The pier had formal gardens at the entrance and featured an open-air theatre, hosting theatrical production, exposition and even conventions over the years. The Garden Pier Theatre officially opened on July 19, 1913.
Before the theater’s grand opening, the “Philadelphia Inquirer” published,” Atlantic City, N.J., June 21 – Activity in the theatrical world here is quite pronounced. Playhouses are multiplying at such a rate that it begins to look as though the thing would be overdone. Two new playhouses skirting the Boardwalk are among the most imposing structures in evidence today. These are the New Nixon, at St. Charles place and the theatre on the new pier at New Jersey avenue. (22 June 1913, page 29). The article continued, “The theatre on the new pier is fast shaping up, the side walls and roof now being in place. But it will be several weeks before it will be anything like condition to invite public attention. It is to be a large house, but just what kind of attractions will it play or who will be the local manager seems to be sill a matter of conjecture.”
The “Philadelphia Inquirer” later reported, “It has been whispered about during the week that the theatre on the new pier – named the Garden – at New Jersey Avenue, is to be devoted to the Keith style of low-priced vaudeville, and that Ben Harris may be the manager…The theater is not nearly finished yet, and probably will not be for some weeks to come. The front of the pier, however, is in pretty good shape, and it is said that already rentals amounting to nearly sixty thousand dollars have been made. The shops on either side of the big entrance will be mostly of glass and will make a decidedly attractive appearance, giving the keepers unusual advantages in the way of displaying their wares effectively. There is a beautiful lawn and flower garden in the centre, which will invite promenaders along the Boardwalk. It is said that there will be no admission charged fro the pier proper, but that a scale of low prices will be made for the theatre. The style of entertainment will be much like that at the Liberty and Keystone in Philadelphia. Mr. J. Fred Zimmerman has signed with the United Booking Offices (Keith) whereby the latter will furnish a majority of the attractions for his varied enterprises in the future. This will give him better facilities than he has hitherto enjoyed” (20 July 1913, page 22).
To be continued…
Looking at the history of the pier as I’m building out my Ancestry tree. My great grandmother Mary A. Gould was part of the pier’s development with Alfred Burk of Philadelphia. Her father was Emanuel Metzger who gave Baltic Av. to the city. The sad thing was that my grandfather, John M. Gould bought it at public auction for $100.00 and the liabilities for back taxes of about $100,000.00 to clear up my great-grandmother’s estate. That was in 1943.
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My great aunt and her husband were a vaudeville act there in late 1918. Frank E. and Clara A. (Leinhauser) Walters. Clara died from influenza later that year.
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My great aunt Clara performed here in 1918. She was briefly married to Frank Walters and they performed under the name Walters and Walters. I have a photo of them in front of the billboard, from August 1918. Unfortunately, Clara died of the flu in October of that year. She was 28.
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