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”

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.

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.

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.

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.

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.

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.

ECPAC Under ECPAC FoundationBoard of DirectorsVarious Committees

Advisory Board

General ManagementFinance & Accounting

HR & Volunteer Coordination

Rental Operation

Rental Sales / MarketingEvent & Art Show SchedulingLimited Event AdvertisingVenue Operation

(House Manager, Security & CustodialConcessions, Ticketing/Box officeSound / Lights / Artist Hosp.)

Fundraising

Major DonorsPatron Giving PlanFundraising Events / GalasNGO GrantsGovt Grants and SubsidiesMerchant 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

ECPAC Foundation Committees

Executive Committee

President, V.P.s BoardFinance: Treasurer

Liaison: with other theater groups

Shows Committee

Rentals: Book & schedule the theaterSelf-Presented Shows: Determine Strategy, packages Contract with producer co'sEducational Outreach: Schools & Events

Operations Committee

Theater Staff & Advisors Operations HR Facility & Equipment Provide and maintain venue Equipment and signage Instruments (Piano) Committee meeting logistics

Marketing Committee

Events Gala Fundraisers Centennial Event Community event boothsStakeholders Renters, local businesses Economic cluster firmsAudience & Friends Database of audience, Donors, etc.Internet Web, Facebook, Twitter, Email Listserve, Youtubes

Finance, Grants & Fundraising

Grants and Fundraising Govt, NGO, Events, Donors

Audit Subcte Review books on regular basis

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

Immediate (Phase 1) Improvements Roof $100K Interior Finishes $100K Dance Pit Upgrade $100K

Orchestra Lift Repairs Cup Holder Arm Rest Upgrade $15K Drinking Fountains $20K Concessions Upgrade $25K

CC processing, alcohol support Other random repairs $40K

TOTAL $400K

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.

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.

Concessions Area: Upgrade needed

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

Phase 3 Improvements

Phase 3 Improvements

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

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.

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)

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.

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.

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.

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.

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.

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.

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

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.

Joan Kroc Center Seating for 580

plus 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.

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.

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.

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