Willie Hammerstein two Eunuch Servants." Hammerstein also put on novelties like Don the Talking Dog. Sports celebrities like boxer James J. Corbett and baseball pitcher Rube Marquard also drew audiences. Hammerstein was unusual in making a sharp separation between his work in the theater, which he loved, and his home life. He would not pose for a photograph, and told his press agents not to use his name in publicity. Hammerstein married Alice Nimmo in 1893, and they had two sons, Oscar and Reginald. They lived at 315 Central Park West. His wife died in 1910 and he married her sister, Annie
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