The show must go on – and it will at the JEM Theatre in Harmony, Minn., although with new faces selling tickets and popping popcorn.
After 14 years of owning and running the JEM, Michelle Haugerud has sold the iconic theatre to Dana and Amber Coaty.
Amber grew up in Rochester, Minn., while Dana is originally from Superior, Wis. The Coatys moved to the area 11 years ago and live in Harmony with their children Dale, Alayna, Bowen, Alora and foreign exchange student Tatiana.
When asked why they wanted to buy the JEM Theatre, Amber said, “It is one of those dreams that you had that you never ever thought would ever come true and the opportunity presented itself,” so “it was a dream come true,” she states.
“It is an amazing opportunity for our family,” states Amber, as she explains that she is a stay-at-home mom and says, “I was looking for a way to find a job that I could still stay at home with my kids, and this seemed like a really good option because they could actually come with me and they could learn the business right along with me and I could still be at home with them,” so it works out really well.
Dana works as an HVAC technician with Casper’s Plumbing & Heating in Decorah, Iowa, but will certainly play a part in the family-run business.
The Coaty family wasted no time in getting their feet wet, as they purchased the theatre on Thursday, February 2, 2017 and presented their first movie, Rogue One: A Star Wars Story, the following night.
Amber says the first couple weeks have gone “very good”, adding that Haugerud made it much easier, saying, “Michelle was a good trainer so I didn’t feel like I was jumping completely in without knowledge,” adding, “she had done a wonderful job prepping me and teaching me how everything was done,” which helped immensely.
“She has been right there with me whenever I have had issues,” which relieves a lot of the stress Amber may have otherwise been feeling.
Amber says she has “learned a ton so far” adding, “I learn something new every day,” and will continue to for quite some time to come.
The Coatys do not plan on making any big changes to the JEM or how it operates, as Amber notes, “We have always loved it the way it is and we want to keep it that way,” as she explains, “this has been one of our favorite parts of Harmony since we moved here and we wouldn’t change a thing” about it other than “you have to update things here and there, but we want to keep the same vibe” that customers are used to.
The name of the theatre will not change, tickets prices are the same: adult – $5.00, kids (ages 3-12) and seniors (65+) – $4.00 (children under two are free). Customers are welcome to bring in their own containers to get popcorn at a discounted price as they have in the past.
The JEM Theatre can still be rented for birthday parties or other events and those who rent the theatre can bring in their own DVD to show on the big screen, or they can choose to watch the feature movie at regular price.
The Coatys plan to hold concerts regularly at the JEM. The musical entertainment on Sunday, February 26, 2017 at the JEM will be Chuck Lahr and The Purdy River Band with their “Bluegrass Music Show” playing from 2-4 p.m. Price of admission is $10.00 (children under 12 free).
Ads will continue to be shown on the screen featuring local businesses, so if any business owners would be interested in placing an ad with the JEM they would also be supporting the Coatys in their new venture.
One change that the Coatys would like to implement is “Throwback Tuesdays”, or “Free Movie Tuesdays” where they will show movies in different genres such as westerns and classic movies.
The Coatys have already hosted one free Tuesday night movie on Valentine’s Day when the JEM showed The Princess Bride with free admission.
Watch for other fun events coming up soon at the JEM, such as a Lego building contest coinciding with the showing of The Lego Batman Movie.
Amber states that the residents of Harmony and the surrounding area have been very supportive, saying, “The town is amazing” and everyone has been very friendly.
As the new owners begin their journey with excitement, it is a bittersweet time for Haugerud and her family.
Haugerud and her husband, Paul, purchased the JEM in November of 2002 from Bill and Roxanne Johnson. Their children grew up working and playing at the JEM.
“It was important to keep the JEM as a place where all families could enjoy first run movies at a reasonable cost,” states Haugerud, adding, “this has been my mission from day one,” and so many people in the area have benefited from that mission.
The Haugeruds made many improvements over the years, first to the building itself, both inside and out. “In 2011, we were faced with having to convert to a digital projector from 35mm, or face going out of business since the industry was going to stop producing film on 35mm,” states Michelle.
“We were very lucky to have so much support from the community to help raise part of the money to convert” over to a digital projector which kept the JEM going.
Paul passed away in January 2012 and Michelle has continued to run the theatre for the last five years.
“We have met so many people over the years at the JEM. We have watched kids grow up and then come back with their own families to enjoy the JEM experience,” states Haugerud. She has watched the same happen with her own children and grandchildren.
In 2002, it began with Paul and Michelle along with their children Ken, 14; Danielle, 13; Mary, 10; Sierra, 8; and Julia, 2; and in 2006 their son Peter was born.
Some of Haugerud’s children reminisce about their years at the JEM in the following way:
Danielle says, “I have many memories with my family and friends that are pretty unique. To most the theatre was a place to watch a movie once a week or so, but we had our lives there. From slumber parties growing up to watching our own children run around and destroy the candy shelf.” She goes on to say “For me, working at the theater was my first job. I’m grateful to have been shaped by working there with my family and the community. I wish the next family the best of luck!”
Sierra states, “It was an amazing place to work and grow up in. I will cherish the memories forever,” and Mary comments,“It was a great experience.” Julia notes that she “liked the free stuff”, but her mom says she also learned many skills working at the JEM. Peter, who is now 10, says he is “just excited to go do other things” on weekends.
Haugerud appreciates all of those that have come to the JEM and says, “There have also been so many people in the community that have helped us, and the support from so many has been wonderful and very appreciated” by her family.
“I hope the community continues to support the JEM and that the JEM gains new support so that we can all make sure our JEM stays in the community,” states Haugerud.
For more information go to www.jemmovies.com, visit their facebook page which is updated regularly, or phone (507) 886-7469.
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