Stuart s Opera House: The next stage A Campaign to Raise the Curtain for Future Generations

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1 Case Statement May 2013 Stuart s Opera House: The next stage A Campaign to Raise the Curtain for Future Generations

Stuart s Opera House: The Next Stage A Campaign to Raise the Curtain for Future Generations Understanding and acknowledging the incredible economic impact of the nonprofit arts and culture, we must

But they also create jobs and contribute to the economy. Robert L.

2 Stuart s Opera House: The Next Stage A Campaign to Raise the Curtain for Future Generations Understanding and acknowledging the incredible economic impact of the nonprofit arts and culture, we must always remember their fundamental value. They foster beauty, creativity, originality, and vitality. The arts inspire us, soothe us, provoke us, involve us, and connect us. But they also create jobs and contribute to the economy. Robert L. Lynch, President and CEO, Americans for the Arts Executive Summary Stuart s Opera House, Nelsonville s iconic performing arts center, has an exciting vision for the future that will elevate its service to the community and help ensure continued organizational financial stability. Planned is a lobby expansion and improvements initiative that will add to the comfort of patrons, enhance the ability to host special events and receptions, and utilize the heretofore-unused space in the adjacent Hoffman building for new educational programming as well as for backstage, storage, and rehearsal facilities. Also planned is the establishment of an operating endowment that will help provide financial support to this venerable organization for generations to come. To accomplish these objectives, Stuart s 14-member board of directors has agreed to undertake a $4.5 million capital and endowment campaign. Stuart s Opera House has in its lifetime presented the best of vaudeville, minstrel shows, and melodramas. It has survived abandonment and fire to become the heart of an active performing arts schedule that reaches well beyond Nelsonville and the surrounding Appalachian hills. Today, roughly 25,000 people including more than 8,000 school-age children experience Stuart s Opera House. It offers a schedule that includes musical performances from all over the world; nationally renowned professional touring theater groups; and the Athenian Berean Community (ABC) Players. Its lobby, also known as Gallery 1879, features works from local, regional, and national artists; and the Nelsonville Music Festival an annual outdoor festival produced by Stuart s Opera House has become a 1

3 signature event for the Hocking Hills region and one of the leading music festivals in the Midwest. Musicians and audiences travel great distances just to be a part of this four-day experience. I just have to thank you again for giving us A busy schedule, along with an exciting vision for the Black Owls the honor of performing at your future that includes new programs and other festival and let you know that it was the initiatives designed to better serve the community, BEST run music event I have ever in my life has created a significant challenge. Space for patrons experienced. The staff and volunteers were to move more freely in the lobby; for after-school super-kind and professional...i cannot think educational programs; for rehearsals; for receptions of a single thing that was lacking. The fact and events; and for better accommodating the that it rained did nothing to diminish the production of stage events has reached its capacity. spirit that was there. All I have left to say is The effects of the space constraints are already WOW. Much love!! The Black Owls compromising current operations and are prohibiting growth in areas that can more fully engage Stuart s audiences. Tim Peacock, Stuart s executive director, sums it up this way: We are at a saturation point. Something needs to be done if we are to take Stuart s to the next level. The demand is growing, and we must to be able to keep pace with it. We cannot do that with the space we have right now. The demand for the performing arts is especially flourishing in these southern Ohio hills. To illustrate, know this: A recent study by the Americans for the Arts identified no less than 40 nonprofit arts and culture organizations in Athens County. In 2010, the year covered by the study, total expenditures of these 40 organizations and their attendees reached more than $24 million. Volunteer hours generated another $1.4 million, and in-kind contributions yet another $1.3 million. The study also identified that 739 full-time equivalent jobs were generated, and government revenue in the form of taxes, licenses, etc. totaled nearly $2.7 million. Stuart s contribution to the regional economy equates to roughly $1.9 million annually and supports approximately 52 full-time-equivalent jobs. Make no mistake, Stuart s Opera House is a linchpin in the arts community. To assist in planning for the $4.5 million capital and endowment fundraising effort, a Campaign Readiness Assessment is being conducted by the Novis Group, a fundraising management and consulting firm. Local and regional civic, philanthropic and corporate leaders are being asked to meet with Novis Group representatives to share their thoughts on the project and make suggestions about potential campaign leaders and volunteers. 2

Stuart s Opera House: The Next Stage A Campaign to Raise the Curtain for Future Generations Campaign Funding Objectives General Capital Improvements $250,000 Modified sprinkler systems, window

Lobby Renovation $1,250,000 Including expansion of the lobby space to accommodate Stuart s Opera House patrons during performances, provide a larger gallery space for local, regional and national

4 Stuart s Opera House: The Next Stage A Campaign to Raise the Curtain for Future Generations Campaign Funding Objectives General Capital Improvements $250,000 Modified sprinkler systems, window repair/replacement, greenroom upgrades, etc. Lobby Renovation $1,250,000 Including expansion of the lobby space to accommodate Stuart s Opera House patrons during performances, provide a larger gallery space for local, regional and national art, and to serve as a community space for large receptions, parties, and corporate events Backstage Renovation $1,000,000 Consisting of expanding into the adjacent Hoffman Building to create much-needed educational space as well as storage for equipment; sets and set materials; educational, rehearsal and classroom space, black box theater, etc. Endowment Fund $2,000,000 Reserved as a general endowment to support overall operations, present and future. It will allow the Opera House to plan its performance seasons, sustain the Gallery 1879 and its changing exhibits, enhance children s programming and extend the reach of all the area s arts groups. Total Campaign Goal $4,500,000 3

Stuart s Opera House A History Stuart s Opera House is the cornerstone of the public square in Nelsonville Ohio and has been a part of this Southeast Ohio town since the boom times of coal mining in

Because of this, the history of Stuart s can teach us about the transformations within Southeast Ohio, particularly how the local population s views on entertainment and how to interact with the

5 Stuart s Opera House A History Stuart s Opera House is the cornerstone of the public square in Nelsonville Ohio and has been a part of this Southeast Ohio town since the boom times of coal mining in the 19 th century. During this time, both the building and the region have gone through a great deal of change. Because of this, the history of Stuart s can teach us about the transformations within Southeast Ohio, particularly how the local population s views on entertainment and how to interact with the greater community have evolved. The man who would build Stuart s Opera House, George Stuart, began life in show business as the owner and operator of a showboat, traveling through the canal system of Ohio with a professional minstrel troupe. Stuart s showboat sank in 1869 with construction of his new Opera House beginning soon after. Workers finished construction of the Opera House in 1879, at the start of Nelsonville s boom period brought about by the growing rail system that sent coal from the area to the industrialized north. The presence of an Opera House signaled that Nelsonville had thoroughly established itself. The building quickly became a cultural centerpiece of the town, not only as a place of entertainment, but also as a gathering place for community events: from benefits for local organizations and high school graduations, to Sunday school classes too large to fit in the local church. The Opera House attracted a high caliber of shows as well, playing host to some of the most successful acts of the era. The Opera House would continue to be deeply connected to Nelsonville until its closure in 1924 that was brought about in part by audiences preference for film and the coal boom coming to a halt. Stuart s doors would remain closed until the 1970 s when the Hocking Valley Museum of Theatrical History bought the building with the goal of restoring it to a working theater, as well as a place of learning. The hopes to restore Stuart s were nearly dashed, however, when the building was enveloped in flames on March 24, What followed was great deal of heated debate over whether the building should be torn down, or if the restoration could start from scratch. In the end, it was decided that Stuart s would be restored, and after an immense amount of money and effort, Stuart s was finally ready to house an audience once more. The grand reopening on March 8, 1997 was headlined by Jack F. Spell s performance of Ladies and Gentlemen: Mark Twain, a show written by Mr. Spell 20 years earlier, slated to open Stuart s before the fire. 4

6 And now, Stuart s has once again prospered from humble beginnings. From a handful of community theater performances per year and a concert here and there, Stuart s has become the premier performing arts center in Southeast Ohio. For the past 10 years the Opera House has seen growth, prosperity, culture and fun; and today, Stuart s is almost always abuzz with events and activities: Audiences come to enjoy live concert performances by the likes of Richard Thompson; Lucinda Williams; Kelly Joe Phelps and Erin McKeown; singer/songwriter Iris Dement; Stooges Brass Band; the Acoustic Café Tour with Carrie Rodriguez; Red Clay Ramblers; and, most recently, the legendary Arlo Guthrie. The atmosphere is so welcoming and intimate that you may just feel as if Lucinda Williams has come to your living room and is singing just for you. Volunteers, friends, patrons and donors agree that Stuart s is where it s at for music lovers and community. Stuart s produces the annual Nelsonville Music Festival on the campus of Hocking College. This four-day Festival draws thousands of people of all ages and has become one of the most popular of such events in the Midwest. As one attendee noted, You can find music festivals all over the Midwest, all over Ohio even, but this one has just stood out year after year for me. Stuart s Children s Art Education Program has reached more than 20,000 school-age children since These programs include day-long workshops and presentations as well as outreach activities in the local schools. The ABC Players, a community theater group made up of the former Berean Community Players and the Athenian Players Theatre, stages three shows a year; and the Brick Monkey Theater Ensemble in December of 2012 staged An Appalachian Christmas Carol, celebrating Southeast Ohio s rich coal mining and labor union heritage. Gallery 1879, Stuart s in-house art exhibition space, has hosted shows featuring paintings, photography, sculptures, letterpress, rare and strange LP art, recycled artwork, and more. Stuart's has hosted shows for numerous artists over the years, with exhibits changing every one to two months. Stuart s Opera House is not the only draw that brings visitors off the interstates into Nelsonville. According to the recent American for the Arts Study, arts and cultural organizations in Athens County host nearly 300,000 audience members each year. Roughly 32% of these attendees live outside the county, and their event-related spending is more than twice than that of their local counterparts. Even more significant, 68% of the non-residents who responded to Arts Study survey stated that the primary reason for their trip was specifically to attend an art/cultural event. The economic impact of the arts in Athens County is clearly undeniable. 5

7 Few would argue, however, that the venue that has the strongest impact, historically and culturally, is the Opera House. In 2012 alone, attendance for all programs and events totaled nearly 25,000. Live music events 95% of which were presented or produced by Stuart s drew nearly 4,000 people to the Opera House. Performances here help to swell attendance at local restaurants, area hotels and inns, and other cultural draws. They have also spurred new arts events, such as Final Fridays. On the last Friday of every month (excluding December), galleries and retail shops on Nelsonville's Historic Square stay open late to feature special art events. People enjoy artists' demonstrations, art chats, artists at work in their studios and openings of new art exhibits, plays, and musical shows. They can watch drum circles, street musicians, dancers, and other sidewalk entertainment amidst artists and crafts persons selling their wares. Robert Winters, professor emeritus and retired director of Ohio University Schools of Theater and Film and chair of the Athens Municipal Arts Commission, says plainly that if Stuart s were not here, Nelsonville would be a different place. Winters went on to predict that with strong marketing, cultural tourism money we attract from outside the county will support the growth of our arts and culture as well as provide jobs for all of the other industries depending on cultural tourism these cultural tourism dollars will stay in the community the investments we make in attracting cultural tourism to our arts and culture will stay here as an investment in our own future, our families, our children, our neighbors in ourselves. 6

8 Success Creates A Significant Challenge A Saturation Point Has Been Reached We envision Stuart's Opera House as the cultural anchor and a center of expression on Nelsonville's bustling and dynamic Public Square. Vision Statement, Board of Directors of the Opera House, 2012 The success of Stuart s Opera House has left its audience demanding more, but because of the challenge for adequate space, progress in meeting those demands is slow. Repairs after the fire in 1980 never made it to the ultimate goal, that of refurbishing the plentiful Hoffman building immediately behind the stage. That space beckons now; and it offers thousands of square feet of usable floor space that will allow Stuart s to carry out more effective educational programming that would not only enhance the quality of life for participants but also help build audiences that would help sustain the Opera House for years to come. A sampling of the programs envisioned for the future includes: A seven-week summer theater program for children 12 to 18 that will use drama-based techniques to teach focus, encourage self-confidence, and to increase self-knowledge the first week of the program will be an intensive workshop for teachers who will eventually assist Stuart s staff members during the remaining six weeks; After school enrichment classes on acting; movement and dance; theater tech; playwriting; and music these classes will be taught by professional instructors and tailored to fit children and adults alike; and More theater performances and touring productions for children past groups have included ArtReach, the American Shakespeare Center, Arts Midwest among others, and have been very successful. Expansion into the Hoffman space would also accommodate scenery and prop storage, dressing rooms, rehearsal rooms, and venues for other arts groups use. The current programming and preparation space isn t the only challenge, however. The sellout concert and theater performances are bringing in more people than the first floor lobby can accommodate. Patrons are finding themselves literally standing shoulder to shoulder in the lobby before the theater doors open and during intermissions many are forced to wait outside. This is not only affecting patrons, but it also affects Stuart s bottom line. Concession sales are a big part of performance-night revenue; and when people cannot get to the concession stand, they cannot spend their money. 7

The Next Stage A Campaign to Raise the Curtain for Future Generations If Stuart s Opera House is going to continue to be a focal point of cultural and community activity so vital to Nelsonville s

5 million capital and endowment fundraising effort: The Next Stage A Campaign to Raise the Curtain for Future Generations. Preliminary architectural reports call for $2.

9 The Next Stage A Campaign to Raise the Curtain for Future Generations If Stuart s Opera House is going to continue to be a focal point of cultural and community activity so vital to Nelsonville s quality of life, something must be done. Responding to this call to action, the Board of Directors of Stuart s Opera House is embarking on a $4.5 million capital and endowment fundraising effort: The Next Stage A Campaign to Raise the Curtain for Future Generations. Preliminary architectural reports call for $2.5 million in capital improvements, including sprinkler system modification, window replacement, masonry repair, water damage repair, Green Room and Wardrobe updates, new main entrance doors, a new trash and recycling system, lighting upgrades, refinishing floors in the theater auditorium, and a new keyless entry system. A lobby expansion would upgrade a total of 5,150 square feet and include hardwood flooring, carpeting, ceramic and vinyl tile, new kitchen and bar equipment, modifications to heating and air conditioning systems, and alterations to existing fire protection systems. Patrons would be more comfortably accommodated with an expanded lobby that offers a larger space in which to wait before the theater doors are opened. Receptions would also be easily staged with the aid of a new catering-capable kitchen. And, there will be more space for Gallery Stuart s will be able curate larger and more diverse exhibitions that will expose patrons to the nonperforming art world as well as provide exposure for artists who are looking to make a name for themselves. And that activity will lead to more activity in the form of hotels, restaurants, and shops to serve the increased numbers of people coming to Nelsonville for the new entertainment and cultural events that will take place at the Opera House. Modifications to the adjacent Hoffman Building will provide the backstage and dressing room upgrades as well as classrooms, dance studios, and a multi-purpose space. A passenger/freight elevator will be included to aid movement of large set pieces, props and wardrobe. Utilities, fire protection, and furnishings will round out the project. 8

10 A $2 million endowment will continue the tradition of securing the financial future of Stuart s Opera House. The capital expansion and the resulting new programs and activities will require such support to meet increased operating expenses while at the same time keeping the cost of participation as affordable as it is today. Former Board President Miki Brooks points to the loyalty of arts patrons, with many changing their schedules in order to accommodate an event and others coming from miles away. It is indicative, she says, of what this place means to our future. And she notes that Despite a weakening economy, we have had banner year after banner year. Paige Alost, director of the Athens County Convention and Visitors Board, notes the limited meeting space available in the area. There aren t a lot of options. If this expansion campaign is successful, Stuart s would be ideal it is the signature building on Public Square, and as such, it would be an excellent venue for special events and receptions. And Kevin Dotson, of the Nelsonville Area Chamber of Commerce, avers that the Opera House is one of the foundations of our downtown. With the bypass opening next year, getting to Nelsonville will be a lot easier. We have to give people a reason to come, and Stuart s is a big part of our draw. To assist with campaign planning, the Board of Directors is collaborating with the Novis Group, a fundraising consulting firm, to conduct a Campaign Readiness Assessment. Your frank input and creativity are essential to the success of the future endeavors of Stuart s Opera House and to the community s access to the arts and arts programs. 9

11 Stuart s Opera House Board of Directors and Staff List, 2012 Chairperson Michael Mark Vice Chairperson Carol Ault Treasurer Alex Couladis Secretary Howard Fokes Miki Brooks Bob Garbo Herman Carson Laurie Deal Jeanie Fraedrich Channing McAllister Mary Jane McKinley Larry Menchhofer Doug Partusch Bill Turman Tim Peacock, Executive Director Dan Prince, Box Office and Event Manager Brian Koscho, Marketing and Promotions Emily Prince, Development Director 10

12 This Case Statement was produced by The Novis Group 418 Main Street, SW Suite 203 Warren, OH Toll Free Phone Cell

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