Copyright 2005 MediaNews Group, Inc. and New England Newspaper Group Inc.  
The Berkshire Eagle (Pittsfield, Massachusetts)
July 12, 2005 Tuesday
SECTION: HEADLINES

LENGTH: 1002 words

HEADLINE: Barrington Stage could help Colonial

BYLINE: Scott Stafford, Berkshire Eagle Staff

DATELINE: PITTSFIELD

BODY:
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While some are wondering how much the Barrington Stage Company moving to Pittsfield might hurt the effort to revive the historic Colonial Theatre, others are certain it could help both of the theaters and the community.

"It is true that people are going to have to be more creative and aggressive and innovative to draw the audiences that are required to cover the expenses of putting on a performing arts event," said Stephen C. Sheppard, professor of economics at Williams College, who conducted a study in 2003 on the potential economic impact of the Colonial on the local community.

'Vital and vibrant'

"It will put a little more pressure on people who program arts events in the Berkshires, and that's a good thing," he said. "It keeps the arts in Berkshire County vital and vibrant and interesting."

It is a similar scenario for restaurants, he said: More people are likely to come to an area if there are more choices for their entertainment. In fact, noted Sheppard, the more choices there are, the longer people are likely to stay.

"It is a further reason to stay at a Pittsfield hotel for their weekend or vacation in the Berkshires, and people who were thinking of getting that second home on the lake in Pittsfield might see that this is the time to do it," Sheppard noted.

And if the theaters generate enough foot traffic during the evening, there are likely to be other businesses springing up to take care of their needs, or so the theory goes.

"I believe that when we see 900 people coming out of the Colonial, there will someone out there competing to sell them something," said Gary P. Scarafoni, new president of the Colonial Theatre's board of trustees. "That will lead to better prices, better food and better service."

The renovated theater is expected to open next spring.

Pam Malumphy, Pittsfield councilor at large, is sure that "there will be people coming from all over to see these productions. Just because they're close together geographically doesn't mean people won't be drawn to see great shows at both venues."

100 new jobs

Sheppard's 2003 economic study suggested that the restoration of the Colonial Theatre could increase Pittsfield property values by $23 million to $41 million, resulting in a possible $750,000 increase in the city annual property tax revenue. The study also estimated that an additional 100 new jobs would be generated in the area around the theater and that the projected 100,000 annual patrons of the theater might spend as much as $2 million in local establishments.

On Friday, he explained that his 2003 study did not take into account the added impact of the Barrington Stage Company's move to the Berkshire Music Hall. "I would expect to see a magnified economic impact," Sheppard said.

Directors of both theaters note that making a profit in ticket sales is not the objective -- it is unheard of for a nonprofit local theater company to be a profitable venture. Their mission, they say, is to bring affordable theater to the communities that crave it, with the help of donations, endowments, grants and ticket sales.

"We have to plan on losing money on this business," said Susan Sperber, executive director of the Colonial Theatre. "Regional theater in this country is not cheap, and it's not for the weak of heart. This business is a crap shoot; it is a risk. So you have to have a board that demands financial accountability."

The Colonial still has $3.5 million of a $20.8 million restoration budget to raise, but Colonial officials are confident that the vintage structure, once completed, will attract the kinds of productions that people want to see, and the kinds of crowds that will support the operation.

Build critical mass

They also are confident that another venue nearby will draw more people to town who will be willing to see a show at both theaters.

"We have determined that if we build the critical mass, there will be more audience," Sperber said.

The goal set by the board of directors, according to Sperber, is to break even in the yearly operating budget of $3.5 million to $4 million, with 60 percent ticket sales and 40 percent donations.

She anticipates 210 performances [a variety that includes film, musicals, concerts, opera, drama and comedy] during the theater's first year of operation. And although ticket costs will vary, she estimated that, on a Saturday night, with all 900 seats sold at an average of $40 each, one show would generate about $36,000. She said that not every event would sell out, and not all shows are designed to fill the house. Ticket prices also will be lower on weekdays and for matinee shows. But she was optimistic that the board's financial goals would be met, even with another theater in town.

$1.7M operating budget

According to Julianne Boyd, artistic director of the Barrington Stage Company, the company hopes to meet 50 percent of its more than $1.7 million annual operational budget at the Berkshire Music Hall with ticket sales. She noted that a big musical costs about $200,000 to get to the stage, while a smaller play runs a cost of between $60,000 and $75,000.

She anticipates having about 500 seats at the Music Hall. If every seat sold out on a Saturday night for a big musical production at a ticket cost of $52, she said, that could generate up to $26,000. She noted that some of those seats would be complimentary for special guests, and that ticket prices would vary from one show to the next.

"It will cost us more money to own and run the Berkshire Music Hall, but I think the ability to run a longer season and make more money will offset that cost," Boyd said.

She noted that the money for the purchase and refurbishing of the Music Hall would total about $2.8 million, which would be raised through donations.

Scott Stafford can be reached at sstafford@berkshireeagle.comor at [413] 496-6240.

GRAPHIC: A backhoe rips up the floor of the historic Colonial Theatre, which is undergoing a $20.8 million renovation. The South Street venue, expected to open in spring of 2006, has been the linchpin of downtown development efforts.Ben Garver / Berkshire Eagle Staff

LOAD-DATE: July 12, 2005