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A Picture of the Past at Front Row Centre

Wednesday, May 28, 1941 a new thrill came to downtown Traverse City when The Michigan Theatre opened its doors on Front Street. It was described as “one of the most attractive motion picture theatres in the state.” The Michigan Theatre was situated at what is now Front Row Centre. A four-story building, it was built by Butterfield Theatres, Inc., who at the time already owned and operated The Lyric, another theatre on Front Street (now the State Theatre). According to the Record Eagle editorial quoted above, the “motion picture company ran a very fair business with The Lyric and built The Michigan despite the apparent lack of pubic demand for another theatre.” The writer assured readers, however, that The Michigan Theatre would be “welcomed with open arms and open pocketbooks.

The first movie that played at The Michigan Theatre was The Devil and Miss Jones. As described by the Record Eagle, the film is “a tender romance” and “sparkling romantic comedy starring Jean Arthur, with Robert Cummings.” The movie played five times the day the theatre opened, as well as the next day at a cost of 30 cents for adults and 10 cents for children.

The Michigan Theatre continued playing motion pictures for many years. As long-time Traverse City residents will recall, in 1948 a bowling alley was added to the basement and The Michigan became known as the “Fun Factory.” About eleven years later, in 1959, the bowling alley was replaced with a roller skating rink called “Moonlight Gardens.” All the while, The Michigan played movies as folks either bowled or roller skated in the basement. Records indicate, however, that in 1962 the basement activities ended and again only movies took place at The Michigan.

The Michigan Theatre remained open and played movies until 1978. Then finally, after 37 years, countless films and endless memories for thousands of families and young people, the theatre closed. The building sat vacant between 1978 and 1981, at which time it was converted into an office and retail center by a group of investors from Mt. Pleasant, who renamed the building Front Row Centre. Several years later in 1996, Pithy Corp. purchased the building and undertook the major renovation project that brought Front Row Centre to its current beautiful and updated state. They still own and operate it today.

Front Row Centre has remained an office and retail center since 1981. In the building you will find a store called Spirals, offering women’s accessories and clothing, as well as a kite shop. The Traverse Symphony Orchestra has been a part of Front Row Centre since 1998, and has always been the place where you can pick up information about and purchase tickets for upcoming performances. There are political offices, lawyers, and various other businesses, including the new home of Olde Towne Publishing and Stroll Magazine!

Although there are many occupants of the building, there is room for more! Office space from 440 to 1520 square feet is available for lease at the reasonable introductory rate of $11.50 per square foot. There is both retail and office space available. Call Lois at Rock Management (231-935-4500) or stop in; she is on the second floor of Front Row Centre and would be happy to show you what is unoccupied.

The next time you are walking by Front Row Centre, be sure to visit one of the stores or businesses. While you are there, think back or try to imagine the excitement that day in May 1941 when The Michigan Theatre was first opening. Imagine standing inside buying a ticket for The Devil and Miss Jones as the Traverse City High School Marching Band played outside (as they did) to welcome Bitterfield’s second downtown theatre operation. Give Rock Management a call for your own business to be included in this downtown Traverse City landmark building.

Front Row Centre is located at 121 E. Front Street, phone 231-935-4500.