Form Center Theater to Hispanic Art Center of Omaha

September 5, 2023

Continuing with our exploration of the small buildings in what was once known as the West Center District. The Center Theater on 35th Street was the last of the neighborhood theaters to be built in Omaha. Opened by theater mogul Walter Creal, the 725-seat theater opened its doors in 1951. Creal’s other theater holdings included the Suburban, Military, Beacon and North Star among others. Located in the West Center District, it was strategically placed between the Hanscom Park and Field Club neighborhoods.

An ad for the grand opening of the theater. Courtesy of the Omaha World-Herald.

The exterior was made of both light and dark brick and had a marquee made of stainless steel. Inside, it was the first theater in Omaha to have a reverse pitch auditorium floor designed to reduce neck strain for those sitting in the front rows. Other notable features included space for wheelchairs, a smoking lounge and an enclosed crying room for mothers and their babies. On the walls were large murals including one with an Old West theme.

The Center Theater when it opened in 1951. Courtesy of Durham Museum.

The second floor contained a four-room apartment for the theater manager in addition to office space. The first tenant was a dry cleaner which operated out of space on the first floor. Opening night shows included “Never a Dull Moment” and Disney’s “Beaver Valley.” The building continued to operate as a movie theater until health problems forced Creal to sell it in 1974.

The renovated theater in 1974. Courtesy of Omaha World-Herald.

Founded in 1949 by Emmy Gifford, the Omaha Junior Theater had been performing out of local high schools. As a result of a fundraising campaign in 1974, they began looking for a permanent home. They first considered transforming a restaurant in Union Station into a theater where they could practice and perform. When that fell through due to cost, they jumped at the opportunity to purchase the Center Theater.

They made significant changes to the building including the addition of an auxiliary room for a classroom, office, workshop and dressing rooms on the west side of the theater. They also extended the stage and added a proscenium arch. Outside they added a star, lion heads and crowns. The new owners showed their own productions but also second-run children’s films. In 1977 it was renamed the Emmy Gifford Children’s Theater. Due to significant growth, the group moved to the former Astro Theater downtown in 1995.

A bidding war ensued when the building went up for sale again in 1994. The owners of nearby Lo Sole Mio had a vision of turning it into an Italian village. The theater aisle would have served as a narrow street with shops on either side including a delicatessen, bakery, clothing and shoe store. Their popular restaurant would have been situated on what was the stage. Their dreams were dashed when a lower bid made by the owners of a consignment business called Collector’s Choice was accepted.

The new owners renovated the building so that it was suitable to house and display estate and consignment sales. The building was used to stage 12 public sales each year. They handled estate sales for many prominent citizens including the founders of Pamida and Godfather’s Pizza, the heirs of the Swanson TV dinner and the Metz and Storz Brewing Companies.

The recently renovated building which is now home to the Hispanic Art Center of Omaha.

The Hispanic Art Center of Omaha became the building’s fourth owner in 2021. They went to work restoring the building so that it could be used as a dance hall in the west end of the building and a community center in the main theater. The renovation includes the installation of a 26-foot screen that will show family friendly movies such as Coco.

Interestingly, the theater was among the first in Omaha to show Mexican movies. In the 1970s, Joe Garcia would rent the theater when not in use by the junior league to play the Spanish language films. The newly renovated theater will also be used for wedding receptions, birthday parties and other events such as Cinco de Mayo and Día de los Muertos celebrations.

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