AMC Plaza AMC Plaza, the forecourt to the AMC theater, has several advantages as a public space because of its abutting uses, the most prominent of which is the movie theater. It both attracts potential public space users and provides a great thematic backdrop for programming. The plaza s openness and abundance of hardscape works for any number of passive and active programs. Although this openness of the plaza is conducive to programming, it s also challenging because there s no definition of the space or any sense of enclosure, poor seating options, and a general feeling of windswept barrenness due to a lack of color or interesting plantings. Families use the theater and restaurants along the southern edge of the plaza, but the main plaza s dwellers, those hanging around for extended periods of time, appear to be mostly young men in the evenings. The plaza s drop off area, with no apparent stopping/waiting limitations, does not help this problem. AMC Plaza as it is today. An obvious theme for AMC Plaza is to let the theater s atmosphere spill outside with cinema-themed programming, art, and movie posters throughout the plaza. This theme can include family-friendly or college student-oriented activities. There are opportunities for smaller, passive programs where one can stop and participate while moving through the plaza on the way to somewhere else, while some areas of the plaza can be programmed A talk in the Bryant Park Reading Room. with more intentional, defined activities that will create a destination in and of themselves. The grassy area in the southwest corner of the plaza will be a great place for children s interactive play features and family programs. Additionally, the space can be used as dinner and a movie date spot. The plaza is a great area for young people, couples with young kids, and older couples to come for dinner and an activity. We recommend programming this space during the evenings in the summer months, and with daytime flexibility during cooler months. Programming Motion picture programming: We recommend adding various moviethemed programs in the plaza, which will complement the adjacent theater. All of them can be tied to the release of specific movies, or celebrate specific actors or directors. These could include programs such as: Movie poster displays with current and classic movies Costume and prop displays (or displays of replicas) Movie character impersonators Movie themed face painting Filmmaker talks Film score musical performances A chalk artist creating a piece for a Buick Event in Greeley Square. Food trucks in Klyde Warren Park in Dallas.
Movie trivia nights Movie critic talks (in partnership with a local newspaper) The Arizona Walk of Fame Cinema-inspired art displays Chalk art: Hiring chalk artists to create 3-D drawings on the ground engages public space users while the piece is being created, as well as after the piece is complete. Outdoor bar: An outdoor bar will absorb some of the empty space that currently characterizes AMC plaza. It will also add variety to the space and give people are reason to come and spend time in the The Southwest Porch, an outdoor bar in Bryant Park. space. It could be run by PedalHaus, who appear to understand the importance of attractive and active outdoor space. Outdoor café: A modest café can be added to the space, which will increase the variety of food and beverage options in the area. It could be run out of an attractive cart or small kiosk and operate only with electricity, selling coffee, sandwiches, salads, and snacks. Food trucks: Food trucks can be parked on the existing driveway that cuts through the space. This will provide public space users with a variety of food options and will draw new users to the space. They would not be permanent fixtures; a weekly presence at most. Carnival activities: Carnival games and a photo backdrop will attract people to the space and to extend their stay in the space. They could work for families during the day, and college students in the evening. They could be installed seasonally or on 6-8 weekends scattered throughout the year, though a photo booth would have year-round appeal. Musical performances: Small live music performances can be held to draw people to the plaza and create an inviting atmosphere. Combined with new food and drink options, this might entice the workers who cross the plaza at the end of each workday to stick around for a little while. Movable furniture: Adding movable furniture to the space, such as, chairs tables, and umbrellas, will provide a comfortable environment for public space users. Movable furniture is conducive to programming since it is flexible and can be easily moved into different configurations. An a capella group performing in Bryant Park. WiFi: WiFi will be a draw to the space and will extend public space users time in the space. Physical Improvements Public space visitors don t like to stand or sit in the middle of an empty plaza. The studies conducted by William H. Whyte showed that people look for objects to stand near, and would rather stand next to a garbage can than in the middle of an empty plaza. In order to absorb some of the vast empty space that characterizes the plaza and provide a sense of enclosure, we recommend Movable furniture in Klyde Warren Park in Dallas.
creating definition in the space with planters. A system of movable planters of various sizes (the largest of which could accommodate a small tree) could divide the space into outdoor rooms and then be moved with a mini-forklift or a specialized dolly for programs and events. Additionally, we recommend removing the bollards lining the drop off area and replacing them with planters. These planters should be filled with colorful and interesting plants and flowers that are plush and voluminous. The addition of planters to the space will help to balance out the primarily hardscape area with softscape. Ultimately, the drop-off area should be eliminated the only people who use it are employees of ASU and nearby businesses, not customers. If the property owner can be convinced, the planters replacing the bollards should be arranged so cars can t park in the drop-off area. At the very least, we recommend making the existing drop-off area a no stopping zone. Currently, there are no apparent limitations, so individuals often park there or wait there idly. We also recommend improving the lighting in the area. Currently, the space is not well lit. Improving the lighting will help to increase public space users perception of safety and allow for programming to occur in the evening. A lush potted planting in Bryant Park.
AMC PLAZA Planters Mobile bar kiosk Food kiosk Arizona Walk of Fame Movie poster displays Costume displays THROUGHOUT: movable furniture Carnival Zone - food trucks - carnival booths Themed entertainment - face painting - character impersonators Staging area - film talks - trivia - film score performance Bistro Zi 15a 7 th Hot & Juicy Crawfish heatre AMC Theatres Rit N P 0 10 20 50
AMC Plaza Programming Budget Program/item Tags Frequency Length (hours) Quantity (Days) Potential Partner(s) Dimensions Requirements Capital Expense Revenue Net Capital Cost (Contribution) Operating Expense - Per Unit Operating Expense - Total Revenue or Net Operating Cost (Profit) Comments Arizona "walk of fame" Face painting - movie themed Daily 24 9 AMC 100' x 100' N/A $ 5,000 $ - $ 5,000 $ 150 $ 4,500 $ - $ 4,500 Varies - during event days 4 12 Local makeup artists 5'x5' Water, chairs $ - $ - $ - $ 250 $ 3,000 $ - $ 3,000 $5,000 capital expense for 10 aluminum frames. Operating expense for panels and graphics, $150 per panel. Food trucks Concessions Weekends 6 78 N/A Varies Parking $ - $ - $ - $ - $ - $ 7,800 $ (7,800) Start with weekend time slots, then expand to weekday lunches as appropriate. Rent assumes $100 per truck per day. Carnival games - ring toss Games Carnival games - baseball throw Games Carnival games - football toss Games Seasonal - weekends in Spring/Fall 10 12 Seasonal - weekends in Spring/Fall 10 12 Seasonal - weekends in Spring/Fall 10 12 ASU Greek Life, AMC Theater, Local Shops 6'x6' ASU Greek Life, AMC Theater, Local Shops 6'x6' ASU Greek Life, AMC Theater, Local Shops 6'x6' Tent, storage for supplies, attendant $ 1,103 $ - $ 1,103 $ 100 $ 1,200 $ 5,400 $ (4,200) Tent, storage for supplies, attendant $ 860 $ - $ 860 $ 100 $ 1,200 $ 5,400 $ (4,200) Tent, storage for supplies, attendant $ 1,220 $ - $ 1,220 $ 100 $ 1,200 $ 5,400 $ (4,200) Aim to have prizes donated. Aim to have students man the booths and set up. $100/day in labor. Could partner with greek orgs as part of their volunteer obligations - they provide labor, profits split with cause of their choice. Capex is $750 carnival tent from funattractions.com, plus folding table, rings, and coke bottles. Revenue assumes $3 per play, 15 plays/hour. Capex is tent, rubber baseballs, aluminum milk bottles, folding table. Capex is tent, folding table, foam footballs, tire, wood and supplies for frame, frame assembly. Live script readings Monthly during nice weather 2 9 ASU film clubs, ASU theater department, local film clubs, local theater troops 6'x10' Chairs, PA, multiple microphones, stage $ - $ - $ - $ - $ - $ - $ - Have clubs provide readers in exchange for publicity for their club Movable chairs Site furnishings Daily 24 365 N/A N/A N/A $ 18,288 $ - $ 18,288 $ - $ - $ - $ - Movable tables Site furnishings Daily 24 365 N/A N/A N/A $ 3,451 $ - $ 3,451 $ - $ - $ - $ - 100 Luxembourg Chair by Fermob from Fermob USA. We recommend using the Fermob brand, but there are other style options. 20-30" and 15-38" round Bistro tables by Fermob USA We recommend using the Fermob brand, but there are other style options. Movie character costume contests Filmmaker talks Timed with release of big titles and/or holidays - Star Wars, Christmas, etc. 2 6 AMC Theater 10'x16' temporary stage Timed with release of big titles - 4 per year 1.5 4 ASU Film Dept., ASU film clubs 10'x16' temporary stage Power, PA system, storage $ 4,600 $ - $ 4,600 $ 250 $ 1,500 $ - $ 1,500 Capex is $1,000 PA system and and $3,600 for build out of a temporary stage platform, both to be used for other programs in the space. $250 for a host per event. Aim to have prizes donated by AMC in the form of movie passes/free concessions. Power, PA system, storage $ - $ - $ - $ 1,000 $ 4,000 $ - $ 4,000 $1,000 for speaker fees
AMC Plaza Programming Budget Program/item Tags Frequency Movie quote ground "mural" Art Length (hours) Quantity (Days) Daily during certain periods - 6 per year 24 120 Potential Partner(s) Dimensions Requirements ASU Art Dept. - student artists 20'x30' Capital Expense Revenue Net Capital Cost (Contribution) Operating Expense - Per Unit Operating Expense - Total Revenue or Net Operating Cost (Profit) Comments Open hard space $ - $ - $ - $ 7,500 $ 7,500 $ - $ 7,500 $250 for supplies per mural, $500 x 2 artists per mural. Movie star cardboard cutouts Daily - swap out posters monthly timed with movie releases/holi days 24 365 n/a 10 cutouts occupying 2'x1' each 10 small open areas - flat surface $ - $ - $ - $ 4,800 $ 4,800 $ - $ 4,800 Order cutouts online from allposters.com or hollywoodmegastore.com - $40 each. 10 up at once. Change out every month. Movie Star Wax Figures Daily during certain periods - 4 per year 24 80 American Heritage Wax Museum, other Arizona museums with wax exhibits 10 figures occupying 3'x2' each 10 small open areas - flat surface $ 4,000 $ - $ 4,000 $ - $ - $ - $ - Capex is for stansion posts and rope to section off the figures. Aim to have figures on loan from museums. Movie trivia Bi-monthly 2 24 Hosts from other local trivia nights, ASU film clubs, AMC theater Take over portion of bar seating area PA system, 15-20 seats $ - $ - $ - $ 6,960 $ 6,960 $ 6,960 Twice a month, locate at wine bar or near food vendors, $250 for host and $40 for supplies per event. Aim to have AMC supply prizes and/or food vendors. Movie score musical performances Music Monthly during nice weather 2 9 ASU music department, local orchestra 10'x16' temporary stage Stage, PA, electricity, seating for band $ - $ - $ - $ 1,000 $ 9,000 $ - $ 9,000 Aim to have performances coincide with big movie releases and holidays. $1000 fee for professional quality musicians. Musical Performances Music Weekly during nice weather 2 40 15' x 15' not including audience Power $ - $ - $ - $ 225 $ 9,000 $ - $ 9,000 Assuming a weekly evening or lunchtime spot, but could do fewer events to reduce costs. Could also be sponsored. Shares PA system Photo booth (with movie scene backdrops) Rotating movie poster exhibits Daily 24 365 n/a 3'x4' Power $ 15,000 $ - $ 15,000 $ - $ - $ 28,080 $ (28,080) posters related to current films - 24 365 AMC Theaters 10 posters occupying 3'x1' 10 small open areas - flat surface $ - $ - $ - $ 9,600 $ 9,600 $ 9,600 $12,000 for photobooth from B&H audiovisual, plus $3,000 cost to customize to movie theme. Revenue assumes $3 charge per use, 20 uses per week day, 40 uses Friday and Saturday. 10 posters at a time. $15 per poster, $40 per frame, $25 per aisle. Umbrellas Site furnishing Daily 24 365 Weekly film review/preview event Weekly during Fall and Spring 2 26 10'x16' temporary stage 10' in diameter Throughout N/A $ 11,270 $ - $ 11,270 $- $ - $ - $ - Stage, PA, electricity $ - $ - $ - $ - $ - $ - $ - American Holtzkraft umbrellas. Includes appropriate base, shipping, and delivery at $1,127 each. Partner with local publications, radio stations, film critics, film clubs Outdoor bar Concession Daily 11 365 Pedelhaus 12' x 18' Zombie parade Annual 4 1 Power, water, waste water, possibly gas $ - $ - $ - $ - $ - $ 56,000 $ (56,000) Phoenix Zombiewalk Organizers n/a Security $ - $ - $ - $ - $ - $ - $ - $64,792 $0 $64,792 $ 58,960 $ 108,080 $ (49,120) Rent assumes 10% of $400,000 in alcohol sales and 8% of $200,000 in food sales. Partner with local organization to take on planning. Aim to have Food Trucks and potentially other vendors during event.