Fridley Theatres has been woven into the fabric of Iowa moviegoing for more than eight decades. Founded in 1942 when Robert L. Fridley purchased his first theater in New Sharon, Iowa, the company has been family owned and operated for three generations. Today, the circuit operates 16 locations across Iowa and one location in Nebraska. Fridley Theatres’ latest, The Palms Theatres & Imax, is a 15-screen oasis in the fast-growing Des Moines suburb of Waukee. Conceived as the late Brian Fridley’s vision of building one of the state’s premier theaters near the company’s Des Moines headquarters, the 63,000-square-foot complex opened in 2019 as a unique blend of concepts and the culmination of years of research.
“I think we visited over 50 theaters, from New York to Dallas to California to the Midwest—Kansas City, St. Louis, Minneapolis. Our industry has changed a lot in the last 10 years, particularly as we were trying to develop what we wanted to do,” said Russell Vannorsdel, president and CEO of Fridley Theatres, who began working at a Fridley theater at 16 and assumed the presidency in 2021.”We really wanted to see what everybody was doing and what we might do a little bit differently. What makes The Palms unique is that we were dedicated to trying to make it one of the very best [theaters]. That took a lot of research, a lot of time, and it culminated in a lot of different aspects under one roof.”
The Palms houses one of the largest Imax screens in the area, at approximately 88 feet wide, and was among the first to feature Imax-approved recliner seating. That premium experience is paired with the circuit’s proprietary XL Digital (XLD) auditorium, which boasts a 70-foot screen, laser projection, Dolby Atmos, and luxe seating. Beyond premium large format (PLF), the venue also features eight “Dine & Recline” dine-in auditoriums alongside five traditional screens. All screens feature laser projection, and 14 are also equipped with Dolby Atmos. Even the smallest dine-in rooms were designed with oversized screens and immersive viewing in mind.
For vice president and director of construction Brad Ramer, who started painting theater floors in 1984, The Palms stands as a career highlight. Beyond the amenities, he emphasizes the consistency in presentation throughout the venue, with guests receiving the same commitment to sight and sound quality. “We wanted it to be a premium experience no matter which theater you went to. Other than the size of the picture, you’re going to get the same type of presentation from the largest to the smallest.”
The Palms is anchored by a central lobby, where the concession stand, full-service bar, and kitchen are physically and operationally connected. The configuration allows staff to move seamlessly between service points and ensures that food can flow efficiently to dine-in auditoriums, as takeaway for traditional screens, and to the in-house restaurant, Rick’s Café Americain, a nod to one of Brian Fridley’s favorite movies, Casablanca. Designed from an exhibitor’s perspective, the dine-in concept prioritizes unobtrusive service. “There are restaurant operators that began showing movies, while we are a theater operator that began serving food and beverage. Particularly when we were doing Dine & Recline, our focus was on the cinematic experience, maintaining that as much as possible,” shared Vannorsdel.Whether navigating simultaneous tentpoles like Barbenheimer or optimizing capacity on high-demand weekends, programming flexibility is another strength of The Palms. The venue’s mix of PLFs, dine-in auditoriums, and traditional screens allows management to tailor bookings by film and audience. Alison Meyer, the district manager at Fridley Theatres, began her career in exhibition at 16, as a concessionist at a Fridley twin screen in northeast Iowa. She served as general manager when The Palms opened in 2019 and helped the location navigate the challenges of 2020. One area born from pandemic necessity that remains a key component of operations is private rentals. “That has grown more than we ever thought would be possible,” shares Meyer. “We host the majority of those in our dine-in auditoriums, which have 37 seats and are very comfortable for small groups, which also makes it more affordable. If you’re having to rent out a 100 seat auditorium, that changes a lot. Those have become really special at The Palms, and we generally host several events per week.”
Palm trees may not be native to Iowa, but a neon palm tree and custom stainless steel palm sculptures with programmable LED lighting illuminate the exterior. The roof of The Palms has also gone green, with solar panels capable of generating up to 70 percent of the building’s electrical needs at peak production. Every detail at The Palms reflects a desire to deliver the best possible experience for audiences. Meyer highlighted the dedication and creativity of staff, noting that it’s the people who really make the difference. “I think that is the number one reason I’ve stayed with the company for my adult career; the people that we employ and our leadership from the Fridley family and the home office are really second to none.”
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