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Proposal for the management of the East County Performing Arts Center

Proposal for the management of the East County Performing Arts Center. Version 1.1 2012-07-19. What is ECPAC?. 1142 Seat Theater (1130 Seats + 12 ADA) Comfortable “Plush” seating, excellent acoustics and sightlines “no bad seat in the house”

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Proposal for the management of the East County Performing Arts Center

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  1. Proposal for the management of the East County Performing Arts Center Version 1.1 2012-07-19

  2. What is ECPAC? • 1142 Seat Theater (1130 Seats + 12 ADA) • Comfortable “Plush” seating, excellent acoustics and sightlines “no bad seat in the house” • Recently upgraded theatrical light and sound systems (2003) • Many excellent theatrical features: Orchestra lift, 35 line sets in fly loft, dressing rooms, etc. • “Jewel” of East County (in El Cajon “jewelry box”) • Key to bringing theatergoers to El Cajon to boost East County economy.

  3. A bit of History • 1975-07-19 – Groundbreaking on $2.1 million building project (37 years ago, = $9M today). Money partly from Grossmont / Cuyamaca College budget. • Community group co-chaired by El Cajon Mayor James Snapp and La Mesa Mayor Paul Fordem raised $400K for seats, sound, and lights. (= $1.5 million today) • 1977-03-30 – Official Opening. Initially managed and operated by the College District. • 1993 – Christian Community Theater (CCT) began management. • 1995 – Property transferred to the City of El Cajon for $1. • 1997 – Management turned over to Arts Center Foundation (ACF), a 501(c)3 public benefit corp.

  4. More History – CCT again, then closed. • Arts Center Foundation (ACF) was tightly coupled to the City of El Cajon. The City paid all bills and expected reimbursal later. (Thus no impetus to watch their budget.) • ACF performed renovations for about $1 million from loan from the City, which they expected the city to forgive. • 2005 Blue Ribbon Commission formed to review the ACF and ECPAC. City did not forgive the $1M loan, but used it as rationale to halt relationship with ACF. • 2005 CCT DBA “Art Beat Management” restarted management with $350K annual subsidy ($267K captured by CCT without any accounting tracking in 2006). • RFQ specified theater manager would conduct headliner shows but that provision was omitted from the contract, and CCT did only a few self-presented shows, far below expectations. • 2009-12-24 – Theater closed.

  5. Kurt Swanson Proposal • City of El Cajon hired consultant Kurt Swanson to review the theater and make a “conceptual business plan” • 2012-03 – Swanson concluded that $4.3 million would be required to reopen the theater. • El Cajon said the project would take about 18 months and it would reopen in 2011. • Nothing was done on the theater, the City saying it was because of conflicts during construction of the Safety Center. • 2011-12-29 – Redevelopment Agencies abolished by the State and upheld by the CA Supreme court. • 2012-03-12 – El Cajon City Council voted 4-0 to negotiate to demolish the theater and instead build a hotel.

  6. Save ECPAC / ECPAC Foundation • 2012-03-26 – “Save ECPAC” formed as a project of Citizens' Oversight, a 501(c)3 public benefit corp. • 2012-04-23 – Save ECPAC arranged to tour the theater and determine a reasonable cost to reopen the theater. • 2012-05-14 – Save ECPAC working group voted to form ECPAC Foundation, still under the wing of Citizens Oversight but to become a separate 501(c)3 later. • 2012-05-22 – City workshop on hotel construction • City abandoned hotel project on ECPAC site • Asked ECPAC Foundation to submit a proposal • 2012-06-21 – ECPAC Foundation submitted written 60+ page proposal to City Manager Douglas Williford.

  7. Vision • Open the theater as quickly as possible • After touring the theater, we concluded that the theater could be opened right away, with almost no renovation. • However, with roof and other repairs, up to about $400K was estimated for necessary repairs. • Reorient the theater from “Pure Performing Arts” to “Arts and Entertainment” Venue • Will include mainstream acts that were not solicited by prior management groups, but which cater to 20 to 30 year olds. • Improve concessions revenue 10x by adding cup holders and alcoholic beverages, incl beer from El Cajon Brewing, wine from San Pasqual Winery, and cocktails. • Rent the theater to start with, followed by self-presented acts. • Target concert and event packages to reduce promotion overhead.

  8. ECPAC Under ECPAC Foundation Board of Directors Various Committees Advisory Board General Management Finance & Accounting HR & Volunteer Coordination Rental Operation Rental Sales / Marketing Event & Art Show Scheduling Limited Event Advertising Venue Operation (House Manager, Security & Custodial Concessions, Ticketing/Box office Sound / Lights / Artist Hosp.) Fundraising Major Donors Patron Giving Plan Fundraising Events / Galas NGO Grants Govt Grants and Subsidies Merchant Assns / PBIDS Rent to Indep. Presenters GCCA, CCT, GSO, Theaterworks, Nexstar, Star Power, Thunderstruck, Miss El Cajon, Film Festivals Self-Promoted Events Season Packages, Single Headliners, Back-end splits, Co-Promotion Venture Program Management: Scheduling, Contract Negotiation Marketing, Operations Outreach > Schools > Educational Events > Internships

  9. ECPAC Foundation Committees Finance, Grants & Fundraising Grants and Fundraising Govt, NGO, Events, Donors Audit Subcte Review books on regular basis Executive Committee President, V.P.s Board Finance: Treasurer Liaison: with other theater groups Marketing Committee Events Gala Fundraisers Centennial Event Community event booths Stakeholders Renters, local businesses Economic cluster firms Audience & Friends Database of audience, Donors, etc. Internet Web, Facebook, Twitter, Email Listserve, Youtubes Shows Committee Rentals: Book & schedule the theater Self-Presented Shows: Determine Strategy, packages Contract with producer co's Educational Outreach: Schools & Events Operations Committee Theater Staff & Advisors Operations HR Facility & Equipment Provide and maintain venue Equipment and signage Instruments (Piano) Committee meeting logistics

  10. Business Points – City of El Cajon • Full Commitment from the City – no more “rug pulling” • Essential to smooth over recent hiccups. • Direct subsidy from the City – $0 • Prior subsidy was $350K, largely unaccounted for. • Rent – $1 / yr • Essentially the same as the prior manager • No renovation fee to City • Formerly $1 per ticket or about $50K / yr. (why do this?) • City pays utilities (about $100K / yr) • Same as prior management groups. • City provides maintenance and funds phased renovation plan

  11. Immediate (Phase 1) Improvements • Roof $100K • Interior Finishes $100K • Dance Pit Upgrade $100KOrchestra Lift Repairs • Cup Holder Arm Rest Upgrade $15K • Drinking Fountains $20K • Concessions Upgrade $25KCC processing, alcohol support • Other random repairs $40K TOTAL $400K

  12. Cup Holder Upgrade Existing armrests are made of wood and have relatively uncomfortable edges, and are somewhat beat up. Proposed molded armrests provide a convenient cup holder to allow theatergoers to enjoy their beverage at their seats without spilling. Will not show wear like painted wood.

  13. Dance Pit Upgrade • Orchestra Lift • Can be all the way up to make a larger stage • Can be even with the seats to allow an additional 32 seats. • Can be all the way down, to provide a place for an orchestra to play in the pit, for theatrical productions • Dance Pit Proposal • Enhance lift to allow it to be set about 30” lower than the seat level, to provide a dance pit area • Allows maybe 200 additional tickets to be sold for standing-room general admission to this area, similar to other venues like House of Blues or 4th and B.

  14. Concessions Area: Upgrade needed

  15. Phase 2 Improvements • Signage 3 signs x $50K $150K (vendor estimate, color electronic signs) • Projection Screens TBDProjector + Install $20K • Permanent Crowd Control TBD • Electrical & Interior Lighting $150K can move to more efficient lighting

  16. Phase 3 Improvements

  17. Phase 3 Improvements • “Backstage Patio” $500K? • Reorient as optional entrance from Main St. • Additional restrooms • Additional Concessions area • Water, may need new main $127K

  18. Phase 4+ Improvements • Theatrical Sound – Digital Upgrade $292K • Lighting – Digital Upgrade + Efficiency Upgrade $500K • ADA Upgrades • Elevator for disabled actors • Can build additional dressing rooms and restrooms on the ground floor to avoid this elevator. • Fly Tower • We have been told the fly tower is inadequate but the jury is still out, it seems acceptable when compared with other theatrical venues.

  19. Comparative Analysis • ECPAC Compares well with other venues in the county, as follows: • LARGEST VENUES (> 10,000 seats) • ECPAC is a medium size venue and is too small for top headliner acts that will opt to use Cricket Wireless Amphitheater (19,492 seats) or Viejas Arena (12,845)

  20. 4th & B • Capacity 850 (seated) or 1,500 “general admission” with some seating. • In downtown San Diego • Parking is frequently difficult. • It primarily hosts mainstream popular music for a younger crowd.

  21. House of Blues • Capacity 200 (seated) or 800 “general admission” with some seating. • In downtown San Diego • Parking is frequently difficult. • It primarily hosts mainstream popular music for a younger crowd. • Run by Live Nation and as a chain can schedule acts among outlets.

  22. Humphrey's • 1450 seat outdoor venue that overlooks the marina • Superior location and scenery; restaurants co-located. • Uncomfortable cheap folding chairs zip-tied together. • Emphasizes concessions; Very limited restrooms.

  23. Sycuan Live • 457 “plush seats, live and up close” • Cocktail Service: two full bars inside the theater. • All events are ages 21 and up with ID; nonsmoking. • Two jumbo projection screens on each side of the stage. • ~20 minutes from ECPAC, roads narrow and winding. • Relatively small stage inadequate for theatrical events.

  24. Viejas • Viejas is no longer presenting acts in their outdoor venue, as they did several years ago. • They have only the Dreamcatcher lounge and the V lounge. • Events are free, and those venues probably can hold 200 people at the most. • Must be 21, with I.D. No cameras, free parking or valet service for $3. • About 20 minutes from ECPAC.

  25. Balboa Theater • 1,335 seat, restored, historic, vaudeville theatre • Located in the heart of the Gaslamp Quarter. • Closed for 20 years • Reopened in Jan. 2008 after a $26.5 million renovation and restoration. • Operated by San Diego Theaters, a 501c3 org. which also operates the SD Civic Theater. • Orcheatra level + Balcony.

  26. Civic Theater • 2,967 seats is the largest performing arts venue in the area. • Located in by City Hall outside the Gaslamp Qtr. • Operated by San Diego Theaters • Orcheatra level + 3 Balconies • Rental rate is: $8,500 minimum vs. 10% of gross sales, $11,500 max • Has full bar service

  27. CA Center for the Arts, Escondido • Two theaters: • 404 seat Center Theater • 1523 seat concert hall. • Full service conference center and banquet facility. • 30 miles from downtown San Diego, 2x distance of ECPAC • Acoustics are poor despite high decorative appeal. • Orcheatra level + Balcony • Average ticket price is $16.33 • Has full bar service • In financial difficulty.

  28. Joan Kroc Center • Seating for 580plus 20 disabled locations • Large fly tower, motorized orchestra pit. • Two Steinway Grand Pianos • Full dressing rooms and green room facilities. • In-house catering available. • Large Multipurpose Conference Room and Courtyard. • Professional Staff with excellent support for renter. • GCCA has moved here from ECPAC.

  29. ECPAC (as proposed) • Seating for 1130 + 12 ADA • Can be reduced to 1/3 or 2/3 size with draping systems. • Fly tower, motorized orchestra pit, 35 line sets. • Steinway Concert Grand Piano • Full dressing rooms and green room facilities w/restrooms. • Cup holders in armrests to allow theatergoers to enjoy their beverage at their seat. • Beer, wine, and cocktails available. • Located in East County, only 15 minutes from downtown SD. • Lots of restaurants in town for before and after events.

  30. Summary of Comparison • ECPAC too small for major headliner acts, not sufficient features for full theatrical productions, insufficient decorative appeal to compete with larger performing arts venues. • More comfortable seating than venues of comparable sizes like 4th & B, HOB, Humphrey's. • Larger than casino venues and much more convenient; can service <21 year olds. • Closer to downtown that CA Center for the Arts, Escondido. • Viejas not a competitor in this class. • With dance pit upgrade, can compete with mainstream venues like HOB or 4th&B. • ECPAC can compete well with the other theaters in town if attractive acts are scheduled.

  31. Status and Requests • Initial proposal provided to the City, presented to City Manager Douglas Williford. • Next step is formal presentation to city probably in workshop format. • Goal is reopening the theater ASAP. • Working with City Rec. Dept. to include ECPAC in centennial plans; hope to have it at least open for tours and some events in the lobby, perhaps some performances. • Gala fundraiser event to occur after Centennial kickoff on Nov. 12, Schedule still under discussion. • More information: ECPACFoundation.org

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