|
Source: unknown
Date: unknown
I was with the Music Fair organization from 1966 to 1974 during my first stint, and from 1984 to 1993 during my second stint.
In my first go around, I was President of Tract Advertising (a wholly owned subsidiary) and Director of Advertising and Public Relations for Music Fair Group. Upon my return in 1984, I was appointed Vice President and General Manager of the Valley Forge Music Fair and Associate Director of Progamming
for Music Fair Group.
There are numerous stories to be told about the hundreds of artists that past through the Music Fair over the years. We would probably have to have a conversation to determine what might be of interest to you for this project. The site was selected for a multitude of reasons, among them:
Accessibility from virtually any part of the Delaware Valley on the many major highways that intersect the Valley Forge/King of Prussia area;
A bedroom community to Philadelphia with every sign of explosive growth to come;
Major commercial and industrial entities throughout the area;
No entertainment venue of its kind anywhere in the major metropolitan area.
Shelly Gross, the only remaining founding member of the company still somewhat active in the business in 1996, the year of its closing, found himself faced with a dramatically changing entertainment landscape. Among the factors involved in his decision to close the business was ever increasing cost of talent and production, competition with more and more sports entities (the Eagles, the Phillies, the 76ers, the Flyers,etc.), the emergence of computers and the internet that consumed more and more of peoples time and attention, and last, but not least Atlantic City and the casinos that competed for audiences and more
importantly for talent.
The tent was replaced in 1974.
The original owners and founding partners were Lee Guber, Shelly Gross and Frank Ford. The enterprise did go public and was an over the counter stock. The Music Fair Group operated six theater operations at one point in time. They included, the Westbury Music Fair, Westbury, LI; the Camden County Music Fair;
the Valley Forge Music Fair; the Painters Mill Music Fair, Owings Mills, Md.; the Shady Grove Music Fair, Gaithersburg, Md. (outside Washington, DC), and the Deauville Star Theater, located in the Deauville Hotel, Miami Beach, Fl.
In its final years, the only two theaters operating were Valley Forge and Westbury.
The artists contracted to play at the Music Fair theaters, usually played them all over the course of a season. Individual dates depended on artist availability.
The tent was replaced for a myriad of reasons, among them were dramatically improved acoustics, the advantages of having an enclosed environment for security reasons, and most importantly the ability to have a climate controlled environment for the chill of fall and early spring, and the heat of summer.
The permanent structure was never altered in any significant way over the years. Technical improvements were ongoing insofar as sound systems and stage lighting advances were concerned. At one point additional lavatories were added to better accommodate audience needs on sold out nights. Sell outs were frequent.
Anecdote: On one July evening we had James Galway, the famous and internationally recognized flutist appearing at the theater. Outside temperatures were in the 90’s, and the venue was completely sold out. During rehearsal Mr Galway informed me that during the performance "there would be no air-conditioning, and if there was, then he would not perform." I told him of the sell-out, reminded him of the prevailing temperatures outside, and the conditions that would exist in the theater if we adhered to his dictum. He would not relent. He and the audience suffered through the equivalent of an oversized sauna that evening. When members of the audience complained to me about the unbearable temperatures in the showroom, I told them they had a choice - air conditioning and no Mr. Galway, or no air conditioning and a brilliant concert by Mr. Galway. Given that choice, the entire audience succumbed to their artistic appetites, while forgoing their creature comforts.
Biggest disaster: Glen Campbell deciding after doing a matinee performance, while having dinner with his
staff at Denny’s (next to theater), not to return for an evening performance. He informed no one of his decision, leading to confusion, embarrassment for the management and disappointment for a sold out audience.
Success: Kenny Roger’s coming to the Music Fair for three performance that turned into eight due to ticket demand. It was the beginning of a very successful run of engagements at Valley Forge, and other like theaters around the country. Kenny Roger’s and his entourage delighted in working the venue, appreciating the intimacy, the acoustics, and the overall response they got from the enthusiastic audiences year after year.
The Reichman family owned the property upon which the Music Fair was located, as well as, the parcel that included the Tally Ho Motel complex. I don't know whether you’re aware of it, but the Eagles held their pre-season camps there for a period of time. My recollection is, that Music Fair Enterprises acquired the parcel where the permanent hardtop was located sometime in the mid to early seventies. Ron Reichman, son of the original owner, found it in his best interest to dispose of the parcel involved, and was happy to perpetuate the long and friendly relationship he and his family enjoyed over so many years.
References: Club Members Remember: Valley Forge Music Fair, TE Quarterly, vol. 36 #1 (January 1998); Valley Forge Music Fair, TE Quarterly, Vol. 44, #1&2 (Winter/Spring 2007).
|