Angela Gieras, director of development at The Florida Theatre, works every day to enhance the theater’s endowment and raise funds to sustain the historic performing arts center.
That means she meets a lot of people. Whenever Gieras introduces herself, she adds to her name and title, “and I work in the most beautiful building in Jacksonville.”
She said the key to fundraising is to find out what makes people passionate and then show them how their passion relates to the theater.
That might be Jacksonville history, and there is a lot it at The Florida Theatre. It might be Downtown or it might be live entertainment.
Another category, appreciation of award-winning architecture, was added to The Florida Theatre’s list of assets earlier this month when it was selected “Top Performing Arts Building” in the state in an online poll conducted by the Florida chapter of the American Institute of Architects.
Gieras has made giving tours of the theater part of her development program.
The building opened in 1927 and is an example of a style of architecture that made movie theaters of its era distinctive. Gieras said “fantasy architecture” was in its prime from 1919-30, but went out of fashion during the Great Depression.
“Theaters with this style of opulent design were places to escape reality,” she said.
The building was designed by New York architect Roy E. Hall and local architect Roy Benjamin. They used the Spanish Eclectic style, which is also known as Mediterranean Revival, Gieras said.
“They wanted it to be magnificent. It made people feel like it was the most special building that had ever been, and it still is,” she said.
One of the most remarkable features of the theater is its main lobby, designed to duplicate a Moorish courtyard. On the pergola ceiling are mounted hand-made vines with blown glass grapes.
Gieras said the vines were almost discarded during the theater’s 1981-82 restoration, but were rescued by a preservationist who plucked the vines out of the trash and had them restored and re-installed.
From an engineering standpoint, the complete lack of columns in the auditorium is the result of the structure being supported by the arch above the stage. The 65-ton balcony is also self-supported, creating unobstructed sight lines from every seat in the house.
“When people walk into this building, they can’t help but understand how special it is. It’s the perfect place to see any kind of performing arts,” said Gieras.
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