Willie Hammerstein Sullivan and Percy G. Williams. Later the Keith-Albee circuit booking office gave Hammerstein a monopoly on big-time vaudeville in Times Square. Willie's father was much more interested in grand opera, and in 1906 opened the Manhattan Opera House. Revenue from the Victoria kept the opera house running. At one point Oscar Hammerstein, always short of money, moved to sell the Victoria to the Shubert family. Willie and his brother Arthur, who produced shows, blocked the attempt. In March 1913 Keith and Albee paid Oscar Hamilton a reported $225,000 to give up his monopoly. They opened the Palace Theatre at 47th
Oscar Hammerstein I (1896). While it was positively received by "The New York Times", Hammerstein's personal experience was less than peaceful, with the production being plagued by monetary issues with the cast and stage set. In the end, Hammerstein had profited only one-tenth of the costs that were put into the "Santa Maria" production. Nine years later, Longacre Square was renamed Times Square, and the area had become, through his efforts, a thriving theater district. Hammerstein built three more theaters there, the Victoria Theatre (1899), which turned to vaudeville presentation in 1904 and was managed by his son, Willie Hammerstein before closing in