Copyright © 2018 by Wendy Waszut-Barrett
In 1914, Thomas G. Moses wrote, “Minneapolis Vaudeville Theatre kept us busy for some time. Our competitors in Minneapolis were very much disturbed over our coming into their town.”
Moses was referring to Minneapolis’ New Palace Theater and the Twin City Scenic Co. This is not to be confused with the Palace Theatre of St. Paul that opened two years later.
The New Palace Theater opened its doors to the public on Monday, October 5, 1914. It was advertised as “the most beautiful and best equipped playhouse in this city of good theaters” (Star Tribune, 9 Sept. 1914, page 14). There were many Minneapolis companies involved in the project, but Sosman & Landis installed the scenery and stage fittings. Likewise, the architects and decorative painting firm were also Chicago companies. Of the new building, local newspapers published, “The New Palace Theater was designed and executed by one of the greatest architects in Chicago, and its cost upon completion will be very nearly $600,000. With a seating capacity of 2,400 and with three performances daily, this structure can take care of 7,200 people every twenty-four hours” (Star Tribune, 30 Aug 1914, page 41).
The “Star Tribune” reported, “Residents of Minneapolis will recall the farmstead of Elder Stewart, which for half a century, from its oasis-like vantage point, defied the encroachments of public improvements as the city grew from a mere village to its present greatness. Those who have left Minneapolis and come back may well rub their eyes. No longer the hillock of oak trees; no longer the straggling white farmhouse with its green blinds and shabby paint. Lo! The transition is complete – the environment almost magically changed – as though Aladdin returned with his wonderful lamp” (30 August 1914, page 41).
The “Star Tribune” noted, “Messrs. Reuben and Finklestein with the assistance of various advisors, have been working continually for a year to contrive new conveniences and better attractions for the greater delectation of patrons. ‘We are satisfied,’ declared both Mr. Ruben and Mr. Finklestein when they viewed the other day the completion of the ideal they had set a year before. No less than a realization of every detail in the standard set could have brought this declaration from them (Star Tribune, 1 Oct. 1914, page 5). Ticket prices placed 1,500 seats at ten cents and the remainder at 20 cents
The theater was described as “a building of Venetian red brick, massive, palatial – a building of stately lines, of carving and casements, fashioned for the entertainment of men and women.”
The second floor of the building included a room with beds for “little tots,” where mothers could place their tired children in the care of trained nurses. Adjoining the napping room was a playroom for babies and children, furnished with swings, rocking horses and sand piles (the sand surprised me). In December the New Palace Theater selected a special program for both regular patrons and the “kiddies.” Mlle. Teschow’s trained cats were especially engaged as entertainment for the little ones. The “Star Tribune” reported, “The act is said to be as interesting as it is novel, and many of the stunts these tabby cats performed will no doubt be tried by many of the tots on the ‘home taby.’ (14 Dec 1914, page 43).
For the gentlemen folk, there was a “den” for men, a smoking room with fireplace where men could comfortably lounge in leather chairs and settees. Far cry from children playing with sand and being entertained with Mlle. Teschow and her trained cats. I could not locate any information about a ladies lounge or gathering area. The fire safety methods, however, were described in detail. The fire exit arrangement assured that no audience member would be more than twenty-five feet from an exit while watching a show.
To conclude, there was an interesting article that appeared in the “Star Tribune” on August 26, 1914 noting the future programming:
“Ruben and Finklestein returned Monday morning from a trip East, where they went to perfect the bookings for the New Place theater…It is necessary almost to say that they were very successful in their undertaking, for the country-wide reputation that this New Palace theater has already acquired has made it a comparatively easy matter to contract for the very best shows that the world produces. Minneapolis people will be delighted to hear that among the special headliners will be the favorite Grace Cameron. This announcement, however, is only made to give insight into the high-grade class of talent that this house has procured. The fame of the name, ‘the New Palace theater,’ had gone ahead of them, and although Mr. Ruben feels very much elated over the success that is bound to come to this theater, he felt that his Eastern colleagues did not quite have the right idea of what a magnificent playhouse this really was. To cinch all doubt in the question, special trains have been chartered to bring up the big moguls of the theatrical fraternity to Minneapolis on the opening night, for, as Mr. Ruben says, ‘You can tell a fellow almost anything, but to make him believe it you have got to show him” (page 4).
To be continued…
