City of Tyler Mayor Barbara Bass announced today that the Genecov Group is donating $500,000 toward the renovation of the former Liberty Theatre in downtown Tyler. With this donation, the Genecov Group becomes the primary, and naming rights, sponsor for the project. The donation will help fund the 
rebirth of the theatre, located in downtown Tyler, into a performing arts hall that will become a destination point in East Texas.
The project is a partnership between the East Texas Symphony Orchestra Association (ETSOA and the City of Tyler.
“We are exceedingly grateful to the Genecov Group for their generosity and commitment to our community,” said Mayor Bass. “This is a tremendous step toward the realization of goals identified in the Tyler 21 plan for the revitalization of downtown into a Business, Arts and Culture District.”
“Maurine Genecov Muntz has always been supportive of the arts and it is in her honor the Genecov Group will help fund the renovation of Liberty Hall,” said Dennis Darryl, Genecov CEO. “As far back as 1988 we began retro-remodeling our downtown properties to preserve their historic appearance. Now it is exciting to combine the arts and downtown on the same project. By participating with the City of Tyler and East Texas Symphony, we believe we are also encouraging a more vibrant downtown.”
The architect for the renovation project is Mike Butler, AIA, of Fitzpatrick Butler Architects in Tyler. Renderings of the project have been drafted and depict an adaptive reuse that retains the flavor of much of the building’s facade, but with the adaptation of an entrance that will be inviting and convivial to visitors. The theatre’s interior will seat 300 and will be comprised of two levels, a main level and a balcony.
“This scale of the two levels will make every seat in the house feel up close and personal,” said City Councilmember Chris Simons. “Mike Butler did a great job in the preliminary conceptual design; he made this an intimate venue where attendees can thoroughly experience the performance.”
The road that led to this donation began in March 2008 when the City of Tyler entered into an agreement with the ETSOA to locate their administrative offices in downtown Tyler and lead an effort to renovate the former Liberty Theatre into a performance hall. A memorandum of understanding (MOU) was approved by the City Council that detailed the agreement to make ETSOA a major anchor in the Tyler 21 Downtown Business, Arts and Culture District.
The MOU detailed a ten year lease for the ETSOA to occupy administrative offices at 107 E. Erwin with an option to purchase the property in the future. As a provision to the agreement, the City agreed to purchase the former Liberty Theater located at 103 E. Erwin. Since the MOU was signed, the ETSOA has relocated their offices to downtown and the City purchased the theatre.
“Orchestras add value and meaning to life by fostering creativity,” said ETSOA Executive Director Nancy Wrenn. “By engaging the public in the extraordinary experience of live performance we are a valued civic resource and integral to the creation of the downtown Business, Arts and Culture District.”
Also outlined in the MOU was an agreement that the ETSOA would lead the effort to raise the funding needed to renovate the theatre. The Genecov donation will be applied toward the estimated $1 million renovation cost to transform the Liberty into a multi-purpose hall. In January 2009 the ETSOA will launch a capital campaign to raise the balance of the funding needed.
“This donation is an auspicious launch to our capital campaign,” said ETSOA President-Elect Jeff Austin III. “This project has tremendous implications for our community; the theatre will have a positive impact on the arts and it will be a significant boost to efforts to revitalize downtown. Without the partnership and leadership from the City, this project would not be possible.”
“This gift is not just a gift to ETSO or to downtown,” said Beverly Abell, director of the Tyler Main Street Program. “This is a gift to the people of Tyler, who will see one of the City’s entertainment centers of the past become an integral part of the future of the historic heart of Tyler.”
Management and ownership of the theater will be transferred to the ETSOA upon completion of all renovations with the City maintaining some oversight related to funding for tourism related activities.
“When we purchased the Liberty, I felt that it signaled the beginning of a renaissance downtown,” said Mark McDaniel, City manager designate. “Receiving this donation and moving forward with the renovation further illustrates the momentum underway.”