Just four months after local contractor Joey Massie announced plans to renovate Main Street Waynesville’s historic Strand Theater, the doors to the art deco icon are ready for opening.

However, attendees at Friday’s (Sept. 2) ribbon-cutting ceremony won’t find a silver screen, a live music stage, a bar, or much of anything Massie originally kicked around as potential uses for the 1940s-era building.

Rather, the Strand’s doors reveal natural green walls, blond wood trim, exposed rafters, and a living room setting that will serve as a sales office for one of Waynesville’s newest housing developments.

It could be one of the most anti-climactic stories of all year — a potential community gathering place turns office space. But from underneath a layer of masking tape inside the old theater peeks a shimmering, pink lining. Glass tiles like scales from a mermaid’s tail frame a new black and blue granite topped ticket counter, stretch from street level to restored marquee and underscore waiting movie poster display cases. That which is inside — a Main Street presence for Highlands Forest, an 800-acre development located adjacent to the Pisgah National Forest and Waynesville’s watershed — has paid for that on the outside: the Strand, brought back in its full glory, plus a few modern touches.

“This entry will be historically perfect, probably,” Massie said. “I never thought of anything else but doing that.”

The arrangement is temporary, with Highlands Forest having agreed to pay a year and a half to two year’s rent in one upfront lump sum. By the time Massie is finished renovating the interior of the old theater, Highlands Forest should be ready to move out.

“In many ways it’s been an absolute sweetheart of a deal,” Massie said.

The deal came about by way of an interview. Greenbrier Builders and Developers LLC was looking for a contractor to head its Highlands Forest operations when they met with Haywood County builders Clark and Leatherwood. During the interview, the developers expressed an interest in having a Main Street office. They hadn’t been able to find a storefront to suit their needs, so Larry Clark began recommending alternatives like the Strand.

Greenbrier Manager Glenn Percy had read an article about the Strand and was familiar with the project, but at first didn’t see where the company might fit in.

“I didn’t think that was a possibility because I figured we’d have to buy the thing or something,” Percy said.

The company got together with Massie to discuss their options. Together they formed an alliance, the company upped its budget — payment is said to be “head and shoulders above the rest” in terms of Main Street rental prices, though the parties would not reveal specifics — and Clark and Leatherwood were selected to do the renovations.

“It occurred to me that was the most appropriate thing to do,” Percy said. “Highlands Forest can be the benefactor, the Massie family gains the benefit of having the improvements done, and Waynesville wins having that work done on Main Street. What benefit does the town get if we’re just a tenant paying somebody rent?”

The project has been undertaken with Massie’s plans for historical renovation pitted against Highlands Forest’s schedule.

“It’s been pretty high pressure,” Massie said.

Friday’s unveiling — a public event held at 4 p.m. — will be one of many for the Strand, but certainly not the last. When Highlands Forest moves out, the theater will reopen as its newest entertainment incarnation. But exactly what that will be is still unknown. Massie is leaning toward live music performances, but said that the Strand’s future largely depends on what the community wants.

Massie is still soliciting comments and ideas via email at strand@bellsouth.net, but also plans to develop a community advisory committee to help find the most wanted and needed use for the building to bring people downtown — live music, second-run movies, or something else? A tentative Strand schedule should be released in one to two months, Massie said.

“I don’t want any money, from anybody, anywhere,” Massie said. “Just your advice.”