Coming attraction

By Audrey Morrison
Times Staff Writer

The Devon Theater has had a troubled past, but its future is looking bright, thanks to the Mayfair Community Development Corporation’s commitment to improving the neighborhood.
Located at Frankford Avenue and Stirling Street, the Devon — shuttered and vacant since the fall of 2000 — came to life in the mid-1940s and assumed various personalities over time.
It showed feature films, independent films, adult films and even oldtime classic films as a string of owners sought the entertainment formula that would enable the Devon to survive changing times and changing tastes as neighborhood theaters faded away in a multiplex world.
Mayfair CDC, with the help of state House Speaker John Perzel (R-172nd dist.), purchased the Devon and six commercial properties adjacent to it on the 6300 block of Frankford Ave., between Stirling and Barnett streets, on June 4 for approximately $770,000.
The funding was a state grant from the Department of Community and Economic Development.
Target Realty had an agreement of sale with Fox Associates to develop the Devon and the adjacent properties into an Asian market. Mayfair CDC had been interested in the site, so it negotiated with Target and assumed the agreement last year.
The civic organization plans to breathe life into the old theater by transforming it into a 500-seat local and regional performing arts center. The plan is to open it next summer. And though the theater will be changing, everyone involved in its revival agrees that the name Devon should remain — as the Devon Theater of Performing Arts.
This time, the building will showcase a wide range of entertainment — live theater, opera, orchestra and ballet performances, children’s shows, dance and music recitals, comedy cabarets, holiday plays — and even an occasional movie.
"We envision that families will go to dinner at a local restaurant, like Chickie’s and Pete’s or Tony’s, come to the Devon to see a good, affordable show, then get dessert and coffee someplace nearby," said Tom Forkin, vice president of Mayfair CDC. "We are hoping to tie everything in."
Forkin is spearheading the project with CDC president Reese Hartey and operations manager Al Mercadante, inspired by the belief that a renewed Devon more in step with the times would rejuvenate Frankford Avenue.
At one point, the Devon’s future seemed dire. Discussions of what to do with it included talk of demolishing the building and using the site as a parking lot for local businesses, but the need for a cultural center has since taken center stage.
"We moved away from the parking lot and toward arts and culture because there really is no place like that around here," Forkin explained. "If you want to see a show and you don’t want to go into the city, the only other choice is the Keswick Theatre (in Glenside). Now there will be another option that supports local businesses and benefits the community."
The Devon has been idle since November 2000. The last person who tried to revive it, Gene Denicolo, leased the theater and invested thousands of dollars in cosmetic improvements. Denicolo tried to restore the theater’s luster by promoting nostalgia, eventually turning to classic films, but sparse crowds soon made the venture a losing proposition. He threw in the towel within a year.
Family households make up almost 60 percent of Mayfair, and senior citizens nearly 20 percent, according to Mayfair’s Strategic Plan, an analysis of the community.
Taking those figures into account, the Mayfair CDC plans to make the performing arts center affordable and family-friendly so that everyone can enjoy it.
"It isn’t going to be like the TLA," he said of the theater on South Street. "I don’t think there will be any rock concerts."
Having taken ownership of the property only two months ago, the community leaders are on their way to refurbishing the rundown building and giving the community something they can be proud of.
"By next spring, people will be able to say, ‘Wow! Something is really happening,’" said Forkin.
Plans for the Devon’s facade are still being discussed, Forkin said.
"We want it to be a premier block," he added. "Maybe something art deco with a big marquee, since the theater was built in the 1940s, but we haven’t decided yet."
With an influx of people come more vehicles, and since parking along the avenue already is an issue, the civic group is looking into a number of possibilities to provide more spaces.
The CDC leaders are confident that solutions will come with the aid of local politicians like Perzel, state Rep. Mike McGeehan (D-173rd dist.) and City Councilwoman Joan Krajewski (D-6th dist.), along with the Philadelphia Parking Authority, the Philadelphia Department of Commerce and the City Planning Commission.
The real hope, however, is that the new theater will encourage people to walk along Frankford Avenue and browse in some of the stores to discover everything Mayfair has to offer.
Mayfair CDC has been getting things done recently. Members transformed the dilapidated Manor Bar, on the 6800 block of Frankford Ave., into an inviting, house-like office building that opened in December.
In November, the group plans to break ground for construction of a community center behind the Mayfair Elementary School. The center will include a day-care facility, computer lab, gymnasium and other features for residents.
Forkin admits he doesn’t know much about running a movie theater, but he imagines that it would be difficult for a one-screen theater like the Devon to compete with a powerhouse like the 24-screen multiplex at the Neshaminy Mall.
But live theater, he believes, could be a crowd-pleaser.
"Live performance has an immediate draw," Forkin said. "I think it’s going to be great." ••