In addition to “moving pictures”, the “Portola Theater” served as host to community events such as a spelling bee and fiddlers contest. During the 1920s, theater attendance was the leading entertainment venue in America. In 1929 the “Portola Theater” becomes the “Palace Theater”. With the on-set of the Great Depression after the 1929 stock market crash, began a severe decline in theater attendance across the nation. From 1930 to 1932, weekly attendance fell from 90 million to 60 million and the number of operating theaters fell from 22,000 to 14,000. During this period, the “Palace Theater” in Portales closed
its doors.

In 1932 The “Palace Theater” is purchased by R.E. Griffith Theaters, a New Mexico corporation also operating theaters in Clovis and Roswell. Renamed “The Portala”, the theater re-opens on February 28th of 1932 under the management of Temple DeVelbliss and the first movie shown is “Flying High”. In May of 1936, major renovations began on “The Portala” under the direction of manager Elbert Trapp. The rear of the building was extended twenty feet, new seats were installed, and the lobby was enlarged seven and a half feet. The building was now able to accommodate up to 500 spectators. The acoustics were improved by soundproofing the ceiling, the projection room was fireproofed, and the office was moved upstairs to make room for a “men’s smoker” on one side of the box office and a women’s lounge on the other. The “V” marquee (still evident today) was added, as well as a vertical sign proclaiming the theaters’ new name: “The Yam”, taking its name from the major agricultural crop produced in Roosevelt County at that time, sweet potatoes. The YAM Movie Palace draws its distinction as an Art Deco building through its setbacks and stepped treatments that emphasize the geometric form of the building. Gates Corgan served as the architect for the remodeling project, budgeted at approximately $20,000, with G.T. Lovington as foreman for the construction. The grand opening of “The Yam” took place on June 12, 1936 with owner R.E. Griffith and other dignitaries from his company in attendance. By 1939, the theater was owned by Raymond Lunsford and managed by Marlin Butler. It remained a working movie theater and retained the name “The Yam” until circa 1963-1965.

In 1932, the YAM Movie Palace opened at the site of the former Portola Theater, taking its name from the major agricultural crop produced in Roosevelt County at that time, sweet potatoes.  The YAM Movie Palace draws its distinction as an Art Deco building through its setbacks and stepped treatments that emphasize the geometric form of the building. 

As the hardships and the memories of the Depression era fade into history, Art Deco movie palaces, a symbol in the American culture of the optimism of the post-Depression era, are fading from the image of town and cities across America at an alarming rate. 
The application of Art Deco architectural design to movie palaces represented confidence that consumer spending could be encouraged in a time when Americans were suffering under the worst economic conditions our nation has ever experienced.  These theaters were an affirmation of life and prosperity and ignited the hope of the American people.  In the hearts of all Americans, movie theaters hold a special place.  They are places of magic and invention, fantasy and adventure where ANYTHING can happen. 
 

The City of Portales and Portales MainStreet recognizes the significance of preserving the heritage and culture of our downtown district. Portales is a community filled with many life-time residents, including a number of individuals who fondly recall those precious moments shared with family and friends at the original “YAM Movie Palace”.

Since 2002, The City of Portales and Portales MainStreet, a non-profit organization, have been committed to the preservation and restoration of this historic landmark. Over the past five and a half years, just over $750,000 in funding have been collected, allowing the purchase of the theater and the beginning of the planning and design phase for restoration and renovation of the “The YAM” theater .