Benedum Center marquee to receive 'much needed' restoration

From its ornate interior to its classic marquee design, Downtown Pittsburgh’s Benedum Center harkens back to an era when going to a theater for a play, movie or concert was an experience in itself.

One look at the marquee over the main entrance — with its white block letters against a dark blue background framed by flashing lights — is enough to make a patron feel like they’re back in 1928, the year the Stanley Theater, as it was originally known, was constructed.

But now, after decades of wear and tear, both the marquee on Seventh Street and the “Stanley Photoplay” board on Penn Avenue are set to be refurbished. The Photoplay board, which has diminished more rapidly due to its proximity to street-level traffic, will be removed entirely and sent to a local company for repairs.

Purists will be happy to learn that the renovated signs will maintain their vintage look and feel while their functionality is upgraded and energy consumption reduced.

There are 4600 bulbs in both signs combined and with the LED lighting that’s about to be added, there will be an energy savings of 55 kilowatts per bulb. The same level of brightness will be maintained, according to Nick Gigante, senior vice president of development and real estate for the Pittsburgh Cultural Trust.

“Every time we turn on the marquee we’ll be using 50,000 less watts by using LED technology,” said Gigante.

Architect Alan Hohlfelder, who worked on the Benedum’s $43 million conversion from the vacant Stanley Theater beginning in 1984, said the challenge is to address the deterioration on the marquee and make sure it can be restored in a way that’s identical to the way it looks now.

“It involves a lot of custom metalwork and integrating updated displays,” said Hohfelder. “We’re going to match the style and colors in the original sign.”

According to Hohlfelder, the painted surfaces show signs of rust and deterioration while other areas on the main marquee need new paint and minor replacement parts.

While the timeline is subject to change, the plan calls for the marquees to be disassembled during the spring with restoration to be completed this fall in time for the 35^th anniversary of the reopening of the Stanley Theater as the Benedum Center for the Performing Arts.

The project is being funded by a pledge of $1 million from the Claude Worthington Benedum Foundation.