By: Kerrick Shaw
Crowds and acts alike will be flocking to The Palace Theatre with its latest and upcoming advancements.
Over the past year, Greensburg’s Palace Theatre underwent changes in areas necessary for the comfort and experience of patrons and performers, including restorations, new lighting fixtures, updated marketing and remodeling for the convenience of setting up events.
The control box at the Palace Theatre.
Photo By: Kerrick Shaw
“You name it, we’ve pretty much touched on it,” Mr. Benjamin Luczak, Chief Executive Officer of the Westmoreland Cultural Trust, said. “We got a new HVAC system, leveled out the basement to allow carts to move easily and for proper storage, restored the original ticket booth, and are getting ready to reupholster the chairs and replace the carpeting.”
The Trust has brought on an ADA consultant who is in the process of looking at the theatre and will eventually give suggestions on how to make the space even more accessible. According to Mr. Luczak, two of the biggest upcoming projects are replacing the orchestra seats and completely redoing the dressing rooms.
Technology teacher Mr. Matthew King, a regular attendee at The Palace Theatre, emphasized the importance of updated seating. “Being six-foot-seven, I would appreciate better seats,” he explained, noting that while the original seating is part of the theatre’s “charm,” more comfort is a change he looks forward to.
The list of upcoming projects for The Palace is vast, also including the installation of a new sound system, the current one being from 1994, new LED screens to replace the promotional posters and additional ADA advancements.
The new ticket booth outside the Palace Theatre.
Photo By: Kerrick Shaw
“We’re also looking at our programming,” Director of Marketing and Patron Experience of the Trust Daniel Stainer said. “Over the past couple of months, we’ve completely redone our brand. We have new logos and new websites that are very search friendly. We’re looking at the entire patron experience; it’s all very exciting.”
The changes are not going unnoticed by performers, junior Braden Poole stating that they’re “boosting the overall quality” and will bring “a new form of life” to the people in attendance. Poole has performed in Jesus Christ Superstar five times at The Palace, in addition to participating in other plays and working backstage.
“I think revamping things like the sound and lights will really keep things fresh in such a historical building,” he said.
According to Luczak, the funding for these projects has primarily come from reserves the Trust had been investing in, amounting to around one million dollars spent so far. The Trust is engaging in a fundraising audit to determine if a capital campaign can be done for the remainder of the renovations.
“I’m the first CEO in probably a quarter of a century to really look at this all with an arts and culture lens,” he said. “They knew there was significant deferred maintenance on all of our buildings; so, during the interview process, I asked ‘what’s the game plan?’ Most of the money has come from our reserves, which has been probably over a million dollars. With that being said, there are still multi-million-dollar projects left to do.”
If it is deemed feasible that they can raise enough money, he added that they will “kick that off immediately.”
“Traditionally, a lot of our entertainment is skewed more towards nostalgic tribute bands,” he said. “But now, we’re looking to bring in more headliners, more comedy and more family shows.”
The future of The Palace Theatre is bright with the Trust’s 2024 Community Report displaying their 2025-27 strategic plan. The plan includes goals such as the development of an education and engagement department, capitalizing on The Palace’s centennial celebration and developing new audiences for all Cultural Trust events.
“It’s not just another venue,” Stainer said. “It’s a place where people can experience joy. When you come to an event or a concert, you’re not thinking about what happened yesterday or what’s happening tomorrow; You are really in the present – in the moment. All of the changes we’re making, it’s all for the joy of live entertainment.”
The renovations of the outside of The Palace Theatre .
Photo By: Kerrick Shaw
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