CHRISTMAS AT

                      THE FLORIDA THEATER

(Source of picture: Florida State Archives)

Here's another photo of Guy Kenimer, the man in the dark suit, who was the manager of the Florida Theater.  The picture appears to have probably taken on the same day as other photo of the two seat bike, and it probably dates from 1930.

CLICK HERE to another look at the old Florida Theater

CHRISTMAS AT THE THEATER -- During the Great Depression of the 1930s, business at the Florida Theater sagged.  One way to whip up interest, though, was to generate community involvement.  The theater's managers tried hard with this approach.  An example comes from 1930, when many Jax residents went jobless & hungry due to the deepening economic crisis.  On Christmas Day at the Florida Theater, the Happy Hearts Club offered toys and food to underprivileged children.  Parents brought 4,200 youngsters to the picture palace, where Santa Claus waited.  The hungry children grabbed at candy, cakes, fruits, nuts, and other treats.  They rushed to the curb outside, sat down, and devoured their provisions.  Momentarily forgotten were the dolls, wagons, toy guns, and other playthings inside. 

According to the Jacksonville Journal, mothers wept, and tears trickled down the cheeks of fathers.  The youngsters, though, seemed quite happy and sang Christmas carols.  The Journal reported that local residents had sponsored the event by making pledges over their radio.  Many failed to pay, however, and the newspaper indicated that an additional appeal might need to be conducted.   As it turned out, fortunately, the Happy Hearts Christmas tradition did last almost twenty years.

Overcoming bankruptcies & closings, the Florida Theater flourishes today as a venue for concerts, shows, and movies.  It is one of about fifty American picture palaces that have been restored.  The old theater shines as an architectural gem for future generations.  

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