THE STRAND THEATER

7578 Monterey Street

The Strand Theater was built in 1921. This two-story Neoclassical formed reinforced concrete building was erected as an extension of the Masonic Lodge previously located next door to the north. Although the Strand was separate from the Masonic Hall, the second floors of the two buildings were connected. Masonic Lodge members used the second story of the Strand as a social hall. Unfortunately, the Masonic Lodge and the auto parts store below it (designed by William Weeks) burned down in 1991.

The Strand has many features in common with the former Lodge including flourishes such as a cornice with decorated frieze and windows with circular dividers. Unique to the building is the parapet roofline with spindled baluster railing on top. There was previously a large art deco marque, but, unfortunately, it was removed by the owner in the 1990s. The original center entrance was recessed with a ticket booth in the center. The building helps anchor the best commercial block in the city. Although only in satisfactory condition the quality of the original design shines through on this building, as it does on a half dozen others on the surrounding blocks of Monterey Street. It gives the city a genuine sense of time and place, a rare commodity amid the sprawl of Santa Clara County.

The audience of the new theater could sit in one of 900 plush opera seats and listen to the $15,000 pipe organ. Stars appearing in live productions used one of the four dressing rooms at stage level. Lesser performers had dressing facilities available in the basement. Performances at the Strand included local and professional theater productions, concerts, musicals, and Gilroy High School theater presentations. The Strand also presented current Hollywood movies through the 1980s. In the early days admission was 10 cents for children and twenty cents for adults. Next door was a popular ice cream shop - Schillings.

Architectural and historical significance includes the fact that the Strand Theater, when it was completed and opened on December 3, 1921, was the most elegant entertainment center in the area. The architects who drew up the plans were the Reid Brothers of San Francisco. William Radtke, a well-known local builder, was the contractor. The builders expressed pride that the theater was modern in every way due to the reinforced concrete. Radtke learned how to use this technique when he contracted with Henry Miller, largest landowner in the area, to construct the concrete silos that are still standing on the east side of Highway 101, just south of the Highway 25 crossing.

Current occupants use the facility as a night club and dance hall featuring popular local musical groups.

An excellent resource for further information on historical building styles is American Architecture Since 1780: A Guide to the Styles by Marcus Whiffen.

For more information see www.cityofgilroy.org, Historic Resources, Historic Context Statement for a very comprehensive, detailed city history.