“You Gotta Get A Gimmick” is one of the brassier songs in that brassiest of musicals, “Gypsy,” Wednesdays through Sundays through July 3, Dorothy Hess Baker Theatre, Trexler Pavilion for Theatre & Dance, Muhlenberg College, Allentown, opening Muhlenberg Summer Music Theatre’s 36th annual season.

The MSMT “Gypsy” production, seen June 16 for this review, is directed masterfully by Charles Richter, and not only has the “Gimmick,” but many more redeeming aspects in the endearing and enduring classic Broadway musical with book by Arthur Laurents suggested by the memoirs of Gypsy Rose Lee.

Chief among the “Gimmicks” are not gimmicks at all: music by Jule Styne and lyrics by Stephen Sondheim.

Yes, there’s that number, “You Gotta Get A Gimmick,” sung and pranced by three burlesque queens, Samantha Silverman (Mazeppa), Lella Michelson (Electra) and Nicole Esposito (Tessie Tura).

There’s a suitcase full of songs among the show’s 15 or so toe-tappin’ tunes that have entered the Great American Songbook: the Rat Pack solidarity of “Together Wherever We Go,” rendered with gusto by Mia Scarpa (Rose), Herbie (Jarrod Yuskauskas) and Lillian Pritchard (Louise); the zest of “Let Me Entertain You,” sung suggestively by Pritchard (Louise) and innocently by Anna Edwards (Baby Louise) and Jenna Seasholtz (Baby June); the propulsive energy of “Some People,” sung with some subtlety by Scarpa (Rose) and, of course, the fanfare of “Everything’s Coming Up Roses,” put over the top by Scarpa (Rose).

Scarpa, as she was in the MSMT 2015 season production of “Hello, Dolly!,” is again the show standout. Scarpa grabs each lyric by the throat.

Yuskauskas proves a capable foil and amiable harmonizer to Scarpa.

Pritchard transitions beguilingly from tomboy Louise to stage-curtain tease Gypsy Rose Lee.

Spectacular by leaps and bounds in the MSMT production choreography by Karen Dearborn is the ”All I Need Is The Girl” dance number by Tommy McCarthy (Tulsa).

Memorable in featured roles include Neil Hever (Pop), Zach Love (Uncle Jocko), Meredith Kate Doyle (Miss Cratchitt) and Zoe Briggs (June).

The 13-musician orchestra is conducted by Michael Schnack, the production’s music director.

Scene and costume designer Campbell Baird added a rococo proscenium and footlights and devised sets that capture, by turns, the charm and grit of life on the road and in backstage environs, as well as the sumptuous quarters that success brings Gypsy Rose Lee.

The gowns for Rose and, especially, Louise are lavish and eye-catching. The men’s wardrobe is natty and catchy.

John McKernon is lighting designer. Patrick Moren is sound designer. Sean Watkins and Sarah Weinflash are production stage managers.

“Gypsy” boasts a bevy of hummable tunes. And that’s no gimmick.

Tickets: muhlenberg.edu/SMT, 484-664-3333