PRSRT STD US POSTAGE PAID WYTHEVILLE, VA PERMIT NO. 23 *ECRWSSEDDM * Residential Customer
February 2025
Volume 3, No. 1
Historic theaters thrive amid challenges
By Jessica Hoerter
Running a historic entertainment venue in a small town comes with unique challenges, but the Lincoln Theatre in Marion, and the Millwald Theatre in Wytheville, are thriving thanks to creative leadership and strong community support. Both theaters are overcoming financial hurdles, shifting demographics, and economic pressures while working tirelessly to sustain their cultural relevance and provide diverse experiences for their audiences.
Donnie Bales, left, and Bob Watkins These challenges are evident at the Lincoln Theatre, where Executive Director Bob Watkins has brought a
fresh perspective to the historic venue after transitioning from a career in health and wellness.
Watkins, who became the theater’s executive director in 2024, is a music enthusiast who saw the position as an opportunity to pursue his passion for entertainment. One of the theater's most significant challenges is Marion's economy, which makes marketing to local patrons difficult. However, Watkins is optimistic that funding from the local government and expanded programming will encourage more residents to recognize the Lincoln’s value. Despite these obstacles, the Lincoln has become a vi-
brant hub for entertainment in Smyth County. Watkins has diversified programming, offering music, film and comedy to attract a broad audience. While the theater has a strong tradition of hosting folk and country music, it also seeks to broaden its appeal to visitors and locals alike. Watkins believes that balancing the theater’s historical significance with modern entertainment trends is key to maintaining its relevance.
See THEATERS, Page 5