Joe could sometimes be as much an attraction as his films. He would dress in a tuxedo and greet customers in the lobby. He knew everyone, and people enjoyed his antics. Joe was also known as the old grandmother for his insistence on neatness in his buildings and promptness from his employees.  Influenced by the whimsical nature of the entertainment business, Joe changed his name three times. He was christened Joseph Benjamin Gerbracht. Later he chose to use J. Benjamin Gerbracht. This was modified to just plain Joe Gerbracht.  In the early 1940s, on a Hollywood trip, he consulted a numerologist. She told him that the best name was Joe V. Gerbrach, advising him to drop the “t”. She promised he would make more money with less work, so he went to Nevada and officially changed his name.

photo courtesy of Jerry Steelman

Joe Gerbracht owned this 1941 62 626D Cadillac Convertible Coupe.  He ordered the car from Longwell Motors in Des Moines in March of 1941 with most of the accessories that were available that year -- radio, automatic heating system, windshield washer, large wheel discs, fender skirts, wide white tires, license plate frames, and a special steering wheel.

In addition to building theaters, Joe was a licensed pilot. He and his brother, Wilford, formed the Gerbracht Aeronautic Corporation and built Ames’ first airport in 1924.  Joe was very active in numerous community organizations and he loved outdoorsy sports. He died in 1964.