Revised case statement 11 2-11Presentation Transcript
Raise the Curtain!
The New Theatre 1912-35
Commissioned by Julius L. Witz, (father of Tae Bonfoey),
Fielding L. Olivier and Albert Shultz.
Designed by T.J. Collins and his sons.
Built in 1912 by M. B. Stoddard (grandfather of Maynard
Stoddard) and C.W. Lambert contractors.
Opened on June 16, 1913, seating 1,200 people on three floors.
Considered one of the most state-of-the-art theatres in Virginia.
Presented vaudeville, live events, silent films, and “talkies.”
Purchased by Warner Brothers on December 20, 1934.
1912 Italian Renaissance interior c. 1919
Fire destroyed the roof and the interior of the New Theatre on January 23, 1936.
Named “The Dixie” by 14-year old Mildred Klotz (Mrs. Ralph Degen) who won the $50 prize and a lifetime pass for naming the theatre
Following the fire, Warner Brothers hired John Eberson, one of the most prominent theatre architects of the day. The Dixie was one the first theatres Eberson designed using Art Moderne style. He filled in the arched windows with art deco tiles and added “speed stripes" on the walls/ceiling and incorporated compass rose design in the light fixtures. He introduced one of the first triangular marquees and added one of the first neon blade signs.
The Dixie Theatre opened on December 15, 1936, and seated 885 people.
The Dixie over the years
1973 Richard & Thomas Hamrick and Forester Taylor purchased The Dixie.
c. 1980 Wayne Spaid reconfigured it as a four-screen movie house.
Currently, Adam Greenbaum rents
The Dixie as a four-plex cinema.
Staunton Performing Arts Center . . . to create a performing arts center where there are performances and educational events that are available and accessible to all interested persons, both adult and youth by restoring and renovating the historic Dixie Theatre and the adjacent Arcadia Building. MISSION STATEMENT
Staunton Performing Arts Center
A theatre district exists in downtown Staunton where a variety of
performances is offered on any given day or evening.
The Dixie Theatre is restored to its 1936 Art Moderne appearance,
creating a 525-seat Main Stage Theatre for performances on
stage and screen.
The Center presents concerts, music, dance, national touring
companies, community productions, lecture series, children’s theatre,
and movies and remote productions in HD on the big screen.
The Center offers professional performances for children during the
The Center provides spaces for parties and events other than
Accomplishments to date
Retired mortgage on The Dixie
Replaced The Dixie roof and removed asbestos
Purchased the Arcadia
Created the plans and renderings for the Arcadia Building and renderings for the Main Stage Theatre
Held Focus Groups
Created a Strategic Plan
Held great events, including 7 Annual Galas; 4 Cabarets presenting 13 different acts; 4 children’s productions, 13 shows, at The Dixie; full-length production of Disney’s Beauty and the Beast , 5 shows, at the Frontier Culture Museum; Virginia premiere of the movie A Prairie Home Companion and following celebration
Consulted with theatre designers, technology experts, legal counsel, tax accountant, historic preservation consultant, planning consultants, and architects
Received clean, professional audits
Enlarge lobby, concession, and box office spaces.
Create second floor lobby, rehearsal, and administrative office spaces.
Provide dressing rooms & green rooms.
Expand restroom facilities.
Enhance earned income potential by creating rentable spaces.
Integrate the look of the facades as much as possible.
Overall goal: integrate two properties into one theatre complex
Restore original 1936 Art Moderne elements.
Conduct formal paint analysis to determine original colors.
Restore original balcony rail.
Restore historic marquee.
Install accurate reproductions of period carpeting, fabric, and stage curtain.
Install state-of-the-art systems.
Restore and renovate the Main Stage Interior of The Dixie, 1936 Photo courtesy of Theatre Historical Society of America, Elmhurst, IL
First Floor Lobby Renovate the Arcadia for lobby, theatre support, and rental opportunities
Second Floor Lobby
Community events Mary Baldwin College Broman Series Faculty and Student Recitals Heifetz International Music Institute Staunton Music Festival Waynesboro Symphony Orchestra Woodrow Wilson Presidential Library lectures Mary Baldwin College Spring Musical
Regional performances Jimmy Fortune Waynesboro Players Bill Wellington The Ballet Box Robin & Linda Williams John McCutcheon
Music, comedy, drama, and dance Ladysmith Black Mambazo The Capitol Steps A Streetcar Named Desire Chris Kattan Dr. John George Winston Cavani String Quartet
Live performances in high definition projected on the wide screen
Family and children’s programming Super Scientific Circus Tomas Kubinek Fred Garbo Inflatable Theater Tales & Scales Mark Nizer Vienna Choir Boys
Staunton could become an Ashland, Oregon
In the Rogue River Valley at the foot of the Siskiyou and Cascade Mountain Ranges
350 miles north of San Francisco, California
250 miles south of Portland, Oregon
21,630 (in 2007) (Staunton 23,967 in 2008)
Craterian Ginger Rogers Theatre
Oregon Stage Works
Oregon Cabaret Theatre
Three Shakespeare Theatres: Angus Bowmer Theatre, New Theatre, and Elizabethan Stage at the Allen Pavilion
“ Main Stage Plus” need CURRENT PROJECT BUDGET - DRAFT Construction and Renovation * $ 6,620,759 Main Stage Sound, Stage, and Lighting 1,551,499 Contingency Fee 758,805 Professional Fees: Design and Theatrical Engineering** 1,002,868 Hazardous Material Abatement 85,454 Mortgage Balance for Arcadia Building 397,700 Project Manager and other professional consulting fees 250,000 Estimated project need $10,667,085 Identified funding sources Capital Campaign Pledge Balance 150,000 Cash 250,000 Net Sale of State AND Federal Historic Tax Credits *** 2,514,730 Net New Market Tax Credits **** 2,400,000 Estimated Enterprise Zone (60% of $250,000, eq. from B. Hamilton) 150,000 Total Identified funding sources $5,464,730 ESTIMATED REMAINING NEED $5,202,355 * and ** K+L estimates (Kjellstrom + Lee Construction, Richmond firm, with office in Staunton) ***net 30% of construction & engineering costs, includes Brokerage Fees **** net 30% of construction & sound, stage, lighting
Annual Economic Impact of the Theatre
Once the Staunton Performing Arts Center is operating it will:
Draw from a total population
of 271,000 from surrounding
counties and cities.
Draw a projected annual attendance of 59,844.
Add $190,753 to city of Staunton tax revenue.
Make an economic impact on the community of $1,936,835*.
*Per American for the Arts’ Arts and Economic Prosperity Calculator
Community Partners The success of the Staunton Performing Arts Center will represent the true power of partnerships. We will work collaboratively with the following key organizations to further strengthen the arts and quality of life in our region. American Shakespeare Center Ballet Box CenterStage! Frontier Culture Museum Heifetz International Music Institute Historic Staunton Foundation Mary Baldwin College Schola Cantorum of Waynesboro Shenandoah Civic Dance Company Staunton Choral Society Staunton Music Festival Stonewall Brigade Band Stonewall Jackson Hotel & Conference Center The Arts Initiative at Virginia Tech The Ovation Singers Valley Symphonic Concerts Wayne Theatre Alliance Waynesboro Choral Society Waynesboro Players Waynesboro Symphony Orchestra Woodrow Wilson Presidential Library Public and private school districts (grades K -12) from Staunton, Augusta County, and surrounding region.
Why we need the Staunton Performing Arts Center 1. Entertainment: To enhance entertainment and educational opportunities in the region by providing a state-of-the-art venue. 2. Economy: To enhance the economic success of the City of Staunton and Augusta County, thus supporting “destination tourism” by creating a “Theatre District.” 3. Children: To provide a live, major theatre experience for children that cannot be provided in our schools and will supplement their arts education. 4 Architecture: To save The Dixie, one of America’s most unique Art Moderne theatres of the 1930s – an architecturally-significant historic theatre designed by the renowned theatre architect John Eberson (1875–1954). 5. Quality of Life: To enrich the quality of life in this culturally rich area and historic community.
This area is brimming with cultural activity and talent and yearning for more.
City Council and City Administration are very supportive and invested in downtown.
SPAC has saved an important American historic theater.
We have the potential to make a significant economic impact by renovating and activating two historic buildings downtown.
The competition for money from other good projects.
The improvements we have done for The Dixie don’t show.
The public perception due to the lag time in implementing the project.
The current climate Challenges
Create an ACTION TEAM to empower and re-energize our project by involving key community leaders with a fresh perspective.
Re-imagine the use of The Dixie and the Arcadia.
Consider possibilities for partnerships and cooperative efforts.
Recommend realistic solutions that will result in a sustainable project.
Enhance the Building Committee to form a Facilities Master Plan Team to work with the architects and determine the final project design.
Expand the Board of Directors.
Create a Capital Campaign Team.
Create a month-by-month organizational plan – how the funds will be raised for the project and steps taken that take us through construction to opening. Create a detailed and compelling “operating business plan” for the first 2-3 years of operation once the project is complete – with commitments from potential users and partners. Create a detailed organizational plan and business plan
Staunton Performing Arts Center Board of Directors and Staff Janie Ballurio, President Melaleuca Wellness Company Tom Cook, Vice President Retired, U.S. Air Force Bev Coffman, Secretary Shutter Up Company Lou Ann Vincent, Treasurer Sheppard and Vincent, CPAs, PC Susan Brown StellarOne Bank Brandon Collins Arts Advocate Ray Cubbage Miller House B&B Inn Brent Douglass Mary Baldwin College Rosallen McMath Community Volunteer Herb Godschalk Fisher Auto Parts Douglas Roller Next Generation Design Karen Romig Staunton Visitors Center Justin Reiter Heifetz International Music Institute James Robertson Arts Advocate Emmett Toms Dominion Virginia Power Helen Willard Fisher Auto Parts STAFF Judith Mosedale Executive Director Jennifer Hudnall Office Manager
Staunton Performing Arts Center Advisory Board Robert N. Avery Artist John Avoli Frontier Culture Museum Kit Carter Coffman Caarter Tree Farm Rick Chittum Chittum’s Tree Farm Lee Cochran Community Volunteer Ralph Alan Cohen American Shakespeare Center Talmage Cooley Retired, Judge Thomas Dahl Triangle Realty Joe Dockery Dockery Clinic of Chiropractic Tommie Duke Duke and Fitzpenn Dudley “Bud” Flanders Retired, Attorney Jimmy Fortune Professional Musician Pamela Fox Mary Baldwin College Bill and Kathy Frazier Frazier Associates Marney Gibbs Community Volunteer Paulyn Heinmiller Grey Gables Farm Karen Elizabeth Hembree Sprint Corporation Linda Holden The Fashion Gallery Ernest Holley Retired, High School Counselor Pamela Huggins Community Volunteer Jennifer Kirkland Attorney, Musician Michael Organ Belle Grae Inn Carl Rosberg nTelos Corporation Mrs. Roy R. Smith Community Volunteer Larry Smith Nationwide Insurance Company June Steel Community Volunteer Sergei Troubetzkoy Bedford Bureau of Tourism Robin & Linda Williams Professional Musicians