The Sunshine City of St. Petersburg, Florida, has always been a beacon for those seeking warmth, culture, and vibrant experiences. While St. Pete Rising diligently covers the city’s exciting present and future developments, it’s equally important to reflect on the historical foundations that have shaped St. Pete into the dynamic place it is today. Welcome to “Historically St. Pete,” a column dedicated to exploring the rich tapestry of this city’s past, guided by Rui Farias, Executive Director of the esteemed St. Petersburg Museum of History. This month, we turn our gaze to a true landmark, the St Pete Coliseum, a venue celebrating its centennial and a cornerstone of entertainment in the South since the Roaring Twenties.
From Roaring Twenties to the Finest Dance Hall in the South
Imagine St. Petersburg in 1924 – a city burgeoning with growth. Million-dollar hotels were rising, new roads stretched outwards, and neighborhoods were expanding to welcome an influx of new residents. Amidst this boom, a pivotal moment arrived on a November day: the grand opening of the Gandy Bridge and, equally significant, the debut of the Coliseum. Conceived by promoter Charles Cullen, the St Pete Coliseum, located at 535 4th Avenue North, quickly earned the moniker “Palace of Pleasure” and became the entertainment epicenter of its time, much like the modern-day Amalie Arena, but with a unique historical charm.
In its early decades, the St Pete Coliseum cemented its reputation as “The Finest Dance Hall in the South.” Thousands flocked to glide across its pristine white maple floor, moving to the enchanting melodies of legendary orchestras. Names like Benny Goodman, Glen Miller, Harry James, Jimmy Dorsey, and Guy Lombardo resonated within its walls, creating an atmosphere of elegance and exuberance that defined an era. Long before Hollywood immortalized it in the 1985 film Cocoon, the Coliseum was already a star in its own right, a nationally recognized destination for dance and music aficionados.
Rex MacDonald’s Enduring Legacy and the Evolution of Entertainment
Five years after its inception, Rex MacDonald, a banjoist with the Tom Danks Orchestra, stepped into a leadership role by leasing the Coliseum from Cullen. MacDonald’s name would become intrinsically linked with the venue for decades to come. In 1944, he purchased the landmark, embarking on a forty-year tenure that would see the Coliseum navigate various cultural and entertainment shifts.
MacDonald’s vision extended beyond dance. To ensure the Coliseum’s vitality, he diversified its offerings, hosting banquets, high-energy wrestling and boxing matches, and even refined professional tennis exhibitions. However, music remained the Coliseum’s true heartbeat. Under MacDonald, the venue ushered in an era of blues and jazz, welcoming iconic African American artists who shaped the landscape of American music. Louis Armstrong, Count Basie, Cab Calloway, Duke Ellington, Dizzy Gillespie, B.B. King, and James Brown all graced the Coliseum stage, their performances echoing through its historic halls.
It’s crucial to acknowledge the complex social context of this era. Despite the progressive sounds of jazz and blues filling the Coliseum, St. Petersburg, like much of the American South, was still under the grip of Jim Crow laws. This meant that Black residents were unjustly barred from attending the Coliseum’s main concerts. These pioneering artists often performed a second show at the Manhattan Casino on 22nd Street South, ensuring that the city’s Black community could also experience their groundbreaking music. This stark reality underscores a vital, though painful, part of the Coliseum’s history, reflecting the segregated society of the time.
Adapting Through Decades and City Stewardship
The St Pete Coliseum’s popularity endured into the 1960s and beyond. Rex MacDonald, deeply committed to the city, even served on St. Petersburg’s City Council. In 1964, he formed the Silver Kings, who became the Coliseum’s beloved house orchestra. Week after week, they provided the soundtrack for countless evenings of dancing under the Coliseum’s distinctive arched roof. This architectural marvel, supported by 13 massive wooden trusses each spanning nearly 130 feet and weighing nine tons, remains an iconic feature of the building.
While Rex’s wife, Thelma, maintained that the Coliseum consistently operated financially sound, the demographic shift away from downtown St. Pete in the late 1970s presented new challenges. In 1983, Rex’s son, William MacDonald, announced the Coliseum was for sale, signaling a potential end to an era. Following Rex’s passing in 1984, Thelma continued to manage the Coliseum until 1986 when rising liability insurance costs forced the difficult decision to close the “Palace of Pleasure.”
The specter of demolition loomed, galvanizing the St. Petersburg community to action. Recognizing the Coliseum’s irreplaceable historical and cultural value, the city considered a bold move: a property tax increase to fund its purchase. On March 28, 1989, St. Petersburg voters overwhelmingly (65%) approved the referendum, ensuring the Coliseum’s preservation. The city acquired the venue for $824,500 and invested an additional $1 million in renovations, breathing new life into the cherished structure. In September 1994, the St Pete Coliseum was rightfully added to the St. Petersburg Register of Historic Places, solidifying its protected status.
A Century of Community and Celebration
Today, as the St Pete Coliseum marks its 100th anniversary, it stands as a testament to community resilience and the enduring power of shared spaces. Safeguarded by the city, it continues to thrive as a versatile venue, hosting trade shows, elegant high school proms, important civic events, and, much to the delight of its musical past, a vibrant array of concerts and dances. The Coliseum’s story is a microcosm of St. Petersburg’s own journey – a blend of rich history, cultural evolution, and a steadfast commitment to preserving its unique landmarks for generations to come.
Explore more captivating stories from St. Petersburg’s past by visiting Historically St. Pete.
