Case Study: WOW Hall Theatre

In a Northwestern college town, an historic venue plays a contemporary role in helping a community—and the arts—to thrive. But when wear and weather necessitate a new roof, a practical, affordable, immediate solution became critical.

You’d be excused for thinking the WOW Hall derives its name solely from the vibrant concerts and community events presented there. The Eugene, Oregon venue’s moniker actually refers to an 1880 fraternity: the Woodmen of the World. Their mission: relieve distress, cast a sheltering arm about the defenseless, and encourage broad charitable views. The Eugene chapter offered health benefits and life insurance, while also providing charitable and recreational activities for people of all ages.

The WOW Hall was built in 1932. Through the years its uses changed until it was scheduled for demotion in 1975. Concerned citizens stepped in, and a nonstop WOWATHON with local bands and performers raised money to save it. Today the nonprofit Community Center for the Performing Arts (CCPA) serves as the steward of the iconic building. 

“The WOW Hall is a community cultural anchor that is also an economic generator,” states executive director Deb Maher. “We are not only revitalizing our building, but we are also a big part of rejuvenating downtown. The economic impact ripples throughout the metro area. We attract students from the University of Oregon, local music fans, long-time WOW Hall devotees, culturally diverse community members, and even out-of-towners.”
 

In preparation for the WOW Hall’s 50th anniversary in 2025, Deb and her team committed to repairing and refurbishing the historic building—not an inexpensive undertaking. The non-profit, all-ages venue is supported by the business community, grants, memberships, and income generated by ticket and concession sales. How to cut costs without sacrificing quality?

The roof over their heads topped a list of concerns. Would an entirely brand-new roof be attainable, or even advisable, given budget considerations? 

Enter Terry Wheeler, CertainTeed’s Commercial Territory Manager, with an alternative fix that satisfied physical and financial needs. “Terry met with our board,” recalls Deb, “and provided detailed information about silicon roofing products and the process.”

Terry’s suggestion: rather than tear the roof off and replace it, let Portland’s Elements Roofing—a CertainTeed credentialed Gold Star contractor—reclaim and restore the roof, fixing it with a highly durable and more affordable SMARTCOAT system with Ben Crofut, Elements Roofing CEO, personally overseeing the work. “Many nonprofits do not have the budget nor the structural ability for a new roof system,” notes Ben. “SMARTCOAT is a silicone product unique in its ability to offer restoration options for historic buildings such as this.”

Ben’s experience and empathy was music to the WOW board’s ears. “He gets us! He has a special appreciation for live music and historic preservation,” says Deb. “The combination of Elements Roofing with their special attention to detail and the high-quality CertainTeed product made this the perfect choice.” 

SMARTCOAT silicone and acrylic coatings are direct-bond optimized formulations, eliminating the need for primer on most roofing substrates. The coatings are complemented by roof wash, high elasticity mastics for flashing details, and walkway accessories. This roof restoration system is an economical and sustainable solution to extend the life of existing roofs for decades. “Our roof is a key part of this renovation, and we are pleased with the CertainTeed silicone products and their 20-year warranty,” emphasizes Deb.

The system itself is composed of a short sequence of steps. First, the roof is cleaned with a highly versatile industrial cleaner and degreaser. Then, if needed, a universal primer can be applied to optimize adhesion or inhibit rust on metal roofs; an oil-restrictive “bleed blocker” can also be applied to asphaltic roof surfaces to prevent oil exudate from migrating into and staining the coating. This was necessary for the WOW project. 

Sealing is then achieved with either acrylic or silicone mastic to secure seams, fasteners, penetrations, and any splits, tears, or deficiencies in the roof’s surface. Lastly, the roof coating is applied, creating a monolithic protective layer and highly reflective surface to reduce energy loads and stress from building movement.
 

“The Wow Hall was a perfect candidate for a flat roof restoration using CertainTeed’s SMARTCOAT 450 silicone product line,” says Ben. “This was certainly one of the more rewarding projects Elements Roofing has been involved in. We are so proud to have helped this dedicated staff to usher the WOW Hall into new decades of supporting the arts in Oregon.”

“We are grateful to all who have made this roof restoration possible,” adds Deb. “We depend on the support of the business community, our members, our ticket buyers, and foundations. Now, people will continue to experience their favorite artists in an up close-and-personal way, in a beautiful, intimate setting.” Here’s to raising that roof for the next 50 years…

Don’t replace. Restore. Here’s How.