Building an Entertainment Empire in the Garden City
- Jennifer Toelle
- Mar 23
- 2 min read
Step into the dazzling world of vaudeville and high-class
entertainment as Reaching for Reveries introduces readers to Proprietor Franklin J. Pierce, the visionary behind The Gem Theatre in Missoula, Montana.
Pierce isn’t just a fictional character—he was a real-life showman, a man with grand ambitions, and a relentless drive to bring joy to the masses. His theatre wasn’t just another saloon with a stage; it was a concert hall where the finest acts took the spotlight, elevating entertainment in an era of transition.
A Stage Set for Excellence
Every night at 9 pm, The Gem Theatre came alive, its velvet curtain rising to reveal a lineup of acts handpicked by Pierce himself. While traditional saloon girls were fading from the scene, Pierce defied stereotypes, choosing to curate elevated performances that set his venue apart. He advocated the women were not varnished females flaunting vice, rather they were top-notice esteemed professional entertainers. And just beyond the stage? Spider—whom we introduced in last week’s blog—kept the steins full and the dining crowd entertained, adding to the theatre’s electric energy.
A Man of Style, A Man of Resilience
Pierce wasn’t just an entertainment mogul—he was a fixture of the Missoula community. Every day at 11 am sharp, he strolled through town for his daily shave,
donning his signature derby hat, gold cane and cigar—symbols of his elegance and influence. His family still treasures his mustache cup and personal heirlooms, testaments to his lasting impact.
But life wasn’t just bright lights and curtain calls. Pierce’s past was complicated, and shifting laws—especially restrictions on liquor—threatened his business. Yet, he refused to let obstacles dim his vision. He adapted, complied, and persevered, ensuring The Gem Theatre remained a beacon of joy in Missoula.
“I want to comply with the law, not evade it.” – Franklin J. Pierce, Missoula Herald, 7 Apr 1907
Step Behind the Curtain in Reaching for Reveries
Jennifer Toelle seamlessly blends fact, adding fictional dialogue, bringing Pierce’s world to life in Sagacity Stories’ Book 2 - Reaching for Reveries. Go beyond the footlights and into the heart of The Gem Theatre, where ambition, resilience, and entertainment collide.
🎭 Don’t miss your chance to experience this story—order your copy today!
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