Can one of California’s oldest movie palaces be restored?
By Ken Magri
A local group wants to raise $1,000.000 to turn Chico’s historic El Rey Theater, which went up for sale last March, into a non-profit community treasure.
Save the El Rey is the organization behind this new effort. It is committed to “securing ownership of the theater, restoring its iconic architecture, and ensuring that it remains an active and vibrant venue for local arts, culture, and events,” according to its August 24 press release.
“Ensuring the health and vitality of this theater will cement the importance of our downtown and our arts community into the minds of all Chicoans,” said Save the El Rey board member Mahina Gannet in the press release. “The ripple effect of this theater being a thriving business is paramount for downtown and all of Chico’s economy.”
With a $1.95 million purchase price, Save the El Rey wants to use $300,000 to put a down payment on the building and the further funding to repair its roof, HVAC system and still have operating cash for twelve months.
“The El Rey is a treasure for Chico, and so is the group coming together to preserve it and use it to bolster the arts and film culture in our region,” said Chico City Councilmember Addison Winslow. “Community institutions empowered with perfectly located spaces like the El Rey unlock the creative potential within people in our community,” he said.
A storied 120–year history
The downtown building was first commissioned in 1903 by the Chico Elks Lodge, who planned to use the second and third floors for themselves. It was completed in 1906 for $57,000. Lodge members leased out the ground floor to the Majestic Theater Company as a playhouse for performing troupes and vaudeville shows. The brand new 38,000 sq. ft. building was originally called The Majestic.
“Shortly after its opening, it started showing films, nickelodeons, and news reels,” said Chico historian Anna Alexander. “One of the first things they showed was footage from the 1906 earthquake and fire in San Francisco.”
In 1924 the building was sold and renamed The National. In 1939 it was sold again and rebranded as The American. Two years after a 1946 fire, the owners decided to give the building a makeover and call it the El Rey because they owned such a sign from their other Bay Area theater that had also burned.
In 1948, a young local commercial painter named James Seaton was hired to help Carmel artist Martin Raventstein paint the theater’s well known fairy murals. Using a transfer technique that goes back to Michelangelo’s Sistine frescos, Seaton remembered transferring large paper preliminaries of the figures onto the wall, and painting many of the faces. “He was so much a part of the community, and everyone knows about the fairies and elves,” said Seaton’s daughter, Chico resident Janelle Johns, upon the announcement of her father’s passing in 2018
For the next 57 years the El Rey showed first-run movies. In 1981 actress Jane Fonda made an appearance at the theater to promote her new film, “On Golden Pond.”
But by 2005, the competition from a new multi-screen theater was overwhelming. The century old building was scheduled to be gutted and converted into commercial office space until 2007, when a new buyer came in.
In 2016, a group called The El Rey Theater Alliance tried to buy the building for $1.4 million, but never raised more than a few thousand dollars. It dissolved in 2017 and the group’s remaining funds were given to two local historical organizations. The current owners have been in the building since 2017, promoting live music, comedy shows and film screenings. Yet there have been no events of any kind in the theater since last April.
That brings us to the summer of 2024 and this new effort started by members of the Chico community who want to better establish the El Rey’s proper role as a historic city landmark.
New fundraising efforts
On September 2nd, Chico’s North Valley Community Foundation (NVCF) announced its excitement to be working with Save the El Rey, serving as the fund-holder and administrative body for this effort. The affiliation means that all donations to Save the El Rey will go through the NVCF and are tax-deductible.
Save the El Rey board member DustinVaught said that the group has a “robust and sustainable business plan” that it hopes will attract a few angel investors who can provide seed money. Save the El Rey has also scheduled fundraising events that anyone can participate in.
On September 28th a “Save the Fairies Bike Ride” fundraiser will set off from One Mile Park at 10am. Participants are asked to dress up in their best fairy costumes and bring their own picnic lunch, riding out to Five Mile Park for music and a casual celebration. The fairy theme, of course, references the theater’s murals.
“The fairy murals within the El Rey have been a landmark feature since they were originally installed decades ago and are synonymous with the building,” said Vaught. They are in threat of deteriorating due to the building’s leaky roof, which suffers from an unfortunate legacy of poorly done repairs.
Tickets for “Save the Fairies” are $20 and the proceeds all go to Save the El Rey. More details can be found on the All Events website here.
Another upcoming fundraiser is a benefit concert scheduled for November at the theater, with more details coming soon. Vaught says the owners “have been helpful and incredibly kind to allow us access to the space whenever we’ve needed.”
Preserving a legacy
In the early 1970s, Sacramento youth worked feverishly to buy back their city’s historic theater, the Alhambra. But when a bond issue failed at the ballot box, the beloved building crumbled under the wrecking ball and was replaced with a grocery store. To many Sacramentans it was a shameful example of their city’s lack of insight.
For long-time residents of Chico, the El Rey is more than just an old building in need of some care. It’s more like a treasure chest of the community’s memories, from its vaudeville days to films, civic events and live performances. “We need that kind of life downtown to bring out the best in Chico,” said Councilmember Winslow. “I’m happy to support Save the El Rey in any way.”
For more information, or to make a cash donation, supporters can go to the Save the El Rey website at savetheelrey.com.
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