The Holly Theatre Restoration Project
Location: Medford, Oregon
Year Constructed: 1930
Work Completed: 2024
Project Budget: 5 million
DeMuro Award Recognizes: Economic Development, Skilled Craftsmanship, Community Commitment
History: Initially opened in 1930, the 30,000 sq. ft. Holly Theatre building had long stood as a centerpiece of downtown Medford’s identity. With an exterior Spanish Colonial Revival architectural design styled by noted theater architect Frank C. Clark, and a Venetian-style interior, it was the largest and most ornate theater in the region at the time, serving as a central gathering place for movies, live performances, and community events for over six decades. It symbolized Medford’s early 20th-century prosperity and civic ambition.
However, after decades of neglect, it fell into disuse in 1986, leaving a physical and emotional void in the heart of the community. After closing in 1986, the building sat vacant and deteriorating for more than 30 years before the JPR Foundation purchased it in 2012, after its once-grand interior succumbed to the effects of weather, vandalism, and structural decay. Despite this, the Holly remained deeply embedded in local memory and identity, recognized by the National Register of Historic Places and cherished by generations. It remained that way until the JRP Foundation purchased it in 2012 to restore it to its full potential. Outlier Construction was honored to serve as General Contractor for the ambitious project to restore the Holly to its former glory, while equipping it for a new era of performance, accessibility, and sustainability.
Overview: The process began with exhaustive research into the theatre’s original design, relying on archival photos, original blueprints, and the retrieval of at least one artifact from the Holly so that we could restore or replicate all historic artifacts. This included complete seismic and structural upgrades, landmark plaster and millwork restoration, façade reconstruction (including the iconic marquee), installation of new mechanical and theatrical systems, and integration of ADA access, without compromising the building’s historical integrity. Original materials were salvaged and reused wherever possible. Where new materials were required, they were meticulously selected to maintain historical continuity. Modern upgrades were sensitively integrated into the existing structure: HVAC systems were discreetly installed, acoustical treatments were seamlessly incorporated into restored walls, and lighting/electrical systems were replaced while preserving the appearance of period fixtures. All work followed the Secretary of the Interior’s Standards for Rehabilitation.
Today, the restored Holly Theatre stands as a living symbol of Medford’s past and future, hosting concerts, film screenings, and civic events that draw thousands. Its transformation is more than architectural—it’s a revival of community spirit. The project exemplifies how thoughtful restoration, combined with expert craftsmanship and innovation, can create lasting cultural and economic value.
Congratulations to the entire project team:
Outlier Construction
Oregon Architecture
JRP Foundation
Firestop Co.
Cannon Management
Kramer & Company
Cascade Cabinet & Countertops LLC
BLD Construction LLC
Northwest Fire Suppression Inc
Maranatha Painting
G Fab, Inc.
Firestop Co.
Rubenstein's Contract Carpet LLC
Northwest Fire Suppression Inc
Fashion Floors
Metal Masters, Inc.
ArcSine Engineering
Cascade Cabinet & Countertops LLC
Bell Hardware of Medford, Inc.
Cut N Break Construction, Inc.
Christian Massey Construction
Structural Solutions, Inc.
Quality Fence Company
Precision Electric Contractors LLC
Kevin Christman
GKA Lighting
Sierra Pacific Windows
Van Row Mechanical
Gale Contractor Services
Llad Concrete
Photos by Lahna Marie Photography, Bill Saltzstein Photos,