The historic Pecos Theatre in Santa Rosa, New Mexico, will screen both first- and second-run movies as well as stage live entertainment and events under a business plan approved by county commissioners last week.
According to the print edition of The Communicator, based on Santa Rosa:
Gillian Joyce of Rio Chiquito Research and Consulting of Taos presented the business plan in the special commission meeting.
The plan must now be approved by New Mexico MainStreet in the state economic development report to be eligible for state funding, Joyce said. […]
Once running, Joyce projected that the theater stands to earn profits if it runs a combination of first-run and second-run movies, and markets itself actively to tourists visiting Santa Rosa’s water attractions.
Joyce recommended movie-ticket prices at $8 for night showings, which is below the national average but high enough to ensure profitability. Senior citizen and student tickets would be priced at $6. Matinee prices would be $6 for adults and $5 for seniors and students.
She said the Pecos Theatre would open Dec. 12.
The newspaper reported Guadalupe County has fronted $634,000 of nearly $1.3 million available for the Pecos Theatre project, with much of the money coming from federal block grants. Another $410,000 comes from private funding, plus $185,000 from the state.
The remodeling includes a new marquee, a new projector, screen and sound system, and new seating. Stoven Construction of Albuquerque is the main contractor for the project.
The theater opened in 1917. The last film screened at the theater was “Legends of the Guardians” in November 2010 before it closed. The theater sits on Fourth Street downtown, about 1 1/2 blocks south of Route 66.
At the time of its closing, it was the oldest operating theater on Route 66. The Pecos began as the El Paso Tiempo, then was the Santa Rosa Theatre in 1920, the Kiva in 1951, the Rodeo in 1936, and finally the Pecos in 1981.
(Image of the Pecos Theatre in Santa Rosa, New Mexico, by Pete Zarria via Flickr)
Good to see the building being put to its intended use. Near where I live in England there are two original cinemas which now have projectors to show “real films”, and digital projectors for digital “films”, as well as a satellite dish to receive recordings of stage shows and opera and ballet from around the world. Live stage plays, musical performances and other live events bring in the public. The wider the range the better the patronage.
This is going to be a hit! We need more history seen.