Lights, Letters, Action: TD’s Granada Marquee Goes Digital, Signals decades-long process of renovation downtown

Granada Theatre owners and dynamos Chuck Gomez and Debra Liddell show off the new digital marquee in downtown The Dalles on Friday, July 25. The digital reader board with animation capability will now flash the latest shows, news of local events, news or even personal events such as an anniversary or graduation.

By Tom Peterson

The Dalles, Ore., July 25, 2025 — After nearly a year of planning, fabrication and installation, the Granada Theatre in downtown The Dalles has officially unveiled its new digital marquee — a modern, full-color LED screen designed to preserve the charm of the 1940s-era building while offering new opportunities for community connection.

More than just a flashy upgrade, the marquee stands as a symbol of the broader transformation happening on the surrounding block. The Granada’s restoration — which began 15 years ago when the City of The Dalles purchased the historic building, reroofed it, and preserved its structural integrity before selling it to Chuck Gomez and Debra Liddell — helped jump start the revitalization the Second Street corridor between Court and Washington streets.

Since then, the block has evolved into a welcoming and vibrant destination for both locals and visitors. Anchored by the Granada’s growing reputation as a hub for concerts and community events, nearby businesses have followed suit. The Last Stop Saloon, The Arcade, Firefly Boutique clothing, Gorge City Barbering, and Scooper McQuade’s Ice Cream have all opened or expanded, while the historic American Legion building has undergone second-story office renovations.

Across the street, Discounts Plus has given the former J.C. Penny building a facelift and Claudia and Michael Leash are now deep into the renovation and painting of the Sigman’s Flowers building- with the restoration of the historic Oaks Hotel on the second floor.

The result is a reborn downtown block that reflects the success of strategic investment in urban renewal and community partnerships.

Mike Nagle with Uppercut Barbershop took this photo of the sign installation this morning, Friday, July 25.

Here is a remake of the original Granada banner from 1929 - the day it opened. 2017 was the year Chuck and Debra took ownership. They were married on the stage at the theatre’s reopening that year in front of 300 locals.

The new sign, which replicates the design of the theatre’s original marquee, was installed earlier today and will be powered up within the next two weeks, according to theatre owner Chuck Gomez. “It looks just like the original one,” Gomez said in an interview Friday. “But now it’s got the highest resolution screen available, multiple colors, full video — we can run animations, show ads for concerts, or even have ‘Mr. Natural’ trucking across the front for a Grateful Dead show.”

Gomez, who co-owns the Granada with his wife, Debra Liddell, said the upgrade is a game-changer after years of manually updating show titles one letter at a time. 

Chuck Gomez provided this historic photo of the Granada Construction, circa 1928-29. The theatre opened in late March 1929.

“It’s our theatre — my wife and I own it and love it, and we do everything ourselves,” said Chuck Gomez. “We host concerts for 200 people, and if the toilets overflow, I’m the one plunging and mopping the floor. If there’s a drunken rock ’n’ roller, I deal with him.

But the one thing I’ve always hated the most is changing that marquee — thank goodness that’s about to be a thing of the past.”

Changing the Marquee in 1952.

The four-line sign on the Washington Street side — the most visible face of the theatre — was previously changed by hand, several times a month. With the new digital system, the Granada will be able to spotlight not only its film and concert lineup, but also local events, announcements, and personal messages. “We can advertise Little League, church events, city council, anniversaries — even say, ‘Jimmy, I love you,’” Gomez said. “It’s going to be a big community thing.”

The approximately $100,000 marquee upgrade was funded through Gomez and Liddell, The City of The Dalles and Columbia Gateway Urban Renewal tax district with the theatre owners covering about $50,000. It was a “huge bite out of our savings” that made the renovation possible, he said.

Here’s how the marquee appeared in the 1980s, and it had gone unchanged until the upgrade this week.

The project replaces outdated fluorescent lighting that was becoming prohibitively expensive to maintain, but also brings the theatre into compliance with evolving commercial lighting standards.

The digital upgrade is part of a broader renovation effort supported by the grant, which will also cover replacement of the theatre’s front doors after a vandalism incident earlier this year. Gomez emphasized that while he and Liddell handle everything — from booking concerts to cleaning up after rowdy guests — their stewardship of the Granada is about more than just business. 

“We’re just caretakers,” he said. “We’re thinking about tomorrow, next year, and 30 years down the road. This is absolutely a staple for the theatre and the community.”