Visitors to Quad-City Arts Festival of Trees and its Holiday Parade will be seeing a new, cream-colored art deco marquee on the front of the Adler Theatre in downtown Davenport.
“We needed to do something with the state the current marquee was in,” said Rick Palmer, the executive director of the RiverCenter and the Adler.
The previous marquee, put in place during the summer of 1997, was flanked by neon lights with a running electric signboard announcing acts at the theater. It broke down about a year ago.
“We chose at that time to quit maintaining the neon also because the neon was just not the right fit for the marquee, due to the snow falling from the building and breakage and foot traffic,” Palmer said.
“It was very expensive to maintain. Looking at the cost to replace it, it just didn’t make sense to go with the same design.”
The new marquee, designed by Charlie Honold and the Davenport ad agency Riffle Inc., matches the era and decor of the theater, which was built in 1931.
But the new marquee is only temporary, Palmer said, expected to be in place for two to three years.
In its place will be a grander, traditional marquee with racing lights and perhaps the Adler name running up the side of the building.
“It’s our goal for the long term to really do the front up and give that building some branding and kind of give it its identity downtown,” Palmer added.