Procter's Theater renovation plans include illuminated marquee with historic restoration

The Troy Zoning Board of Appeals convened on February 5, 2025, to discuss a significant proposal for the historic American Theater on River Street, which is set to undergo a full renovation. The architectural firm SWBR, representing Philip Morris, presented plans to restore the theater to its historical front while transforming it into a multi-use facility for movies and live music.

A key aspect of the proposal involves the internal illumination of the marquee, which is currently not permitted under the zoning ordinance. The illumination is essential for the theater to qualify for historic tax credits, which will help finance the renovation. The project has already received approvals from the State Historic Preservation Office (SHPO) and the National Park Service, confirming that the restoration aligns with historical preservation standards.

During the meeting, board members expressed concerns about the potential implications of allowing illuminated signage in downtown Troy, where such features are generally restricted to maintain the area's aesthetic. The discussion highlighted the balance between preserving historical integrity and adapting to modern needs. The proposed marquee will feature LED backlighting, designed to be energy-efficient and visually appealing, while maintaining the historic character of the building.

The board emphasized the importance of ensuring that any approval for this variance would not set a precedent for similar requests in the future. They acknowledged the unique context of the American Theater, which historically featured illuminated signage, and agreed that the proposal should be evaluated on its specific merits.

As the board deliberates, the outcome of this proposal could significantly impact the revitalization efforts in Troy, enhancing the cultural landscape while respecting the city's historical roots. The next steps will involve further discussions and potential conditions to ensure that the project aligns with the community's vision for downtown Troy.