COMMUNITY WEIGHS IN ON EL CAJON’S PLANS FOR THEATER

 Can theater be key to downtown revitalization?

April 1, 2010 (El Cajon) – At a community forum Tuesday, dozens of East County residents turned out to hear details of a proposed plan for the East County Performing Arts Center (ECPAC).

The conceptual business plan, prepared by consultant Kurt Swanson, calls for the City to takeover management of the theater, invest $4.3 million in renovations, and commit to 48 performances per year including a return to headline entertainers. While some area residents praised the effort, many had questions, suggestions, and criticisms to offer.

The majority who spoke seemed in favor of keeping the theater open to provide arts and music as well as bring business into the downtown district. But differing opinions were voiced as to just how that should be accomplished.
 

“I’m an enthusiastic supporter of the East County Performing Arts Center,” former mayor Joan Shoemaker told East County Magazine. “It was always meant to be the catalyst for downtown redevelopment. The Arts are an important part of a vibrant community.”
 

Shoemaker suggested moving forward with the theater renovation using existing redevelopment funds. “It will put people to work and when it is completed they can decide if they want to hire professional management or have the City run it as a rental facility,” she noted. “That decision doesn’t have to be made now…This is a magnificent concert venue and it will bring people to downtown—that’s what redevelopment funds are intended for.”
 

A resident noted that the report fails to compare ECPAC to competing venues, then asked how the consultant determined that the City could fill 70% of the theater at $60 per ticket when prime venues such as the Old Globe, San Diego Repertory and Humphries by the Bay have ticket prices ranging from $20 to $40 apiece. Swanson replied that he based those rates on what traveling shows average around the nation. His report did not compare ticket prices generated by the Poway Performing Arts Center (which subsidizes performances) or the Escondido Performing Arts Center, he added.
 

Rod Shelby, president of the Grossmont Community Concert Association (GCCA) noted that his group sells out six concerts a year at ECPAC and could probably sell out twice as many—but concurred that it does so by keeping ticket prices down. But he added that some headliners in the past have sold out and blamed the recent problems on mismanagement. “Dr. Laura filled the house, more than once. We had plays, musical operettas. Don’t tell me casinos will compete against that,” he said. “We have the jewel of the County right here,” he added.

Shelby called for professional management, drawing applause from the crowd. He also disputed City claims that the theater is antiquated. also questioned why all renovation dollars were slated to be spent all in one year. He suggested reroofing and adding a second women’s restroom right away, but delaying moving the theater’s entrance onto Main Street until the budget situation improves. He contended that even if not profitable, the theater should not be closed. “Theaters are not profit making,” he said, citing examples elsewhere. “Neither are parks or libraries. Should we close them down?”
 

Councilman Bob McClelland clarified that remodeling funds would come from redevelopment dollars that can’t be used for general expenses such as police or fire.
 

A woman speaker called for hotels to be built around the building, noting that La Mesa is considering a high rise hotel.
 

John Gibson with Hamann Construction testified that “to get a hotel developer, you’d have to demolish the theater.” He disputed that the City could run the facility in such troubled economic times but said if the City keeps the theater going it should put a request for proposal out for another theater operator. “It’s nuts for the government to do what private enterprise can’t do,” he argued.
 

Another speaker called for the City to return management to the Christian Community Theater group which has twice had the management reins, both times failing to make the theater operate in the black.
East County Magazine’s editor, Miriam Raftery, asked why the renovation plans called for a new roof, but included no discussion of seeking out grants, stimulus funds or tax credits to install solar, reducing costs for energy over the long term. The consultant said that question would be raised after a project architect is selected. ECM also questioned why recent management has failed to publicize many performances to media and noted that the theater’s website does not even list all performances at the facility.
 

The session was informational only; no vote was taken. Mayor Mark Lewis, Vice Mayor Bill Wells, and Councilmembers Gary Kendrick and Bob McClelland attended; Councilmember Jillian Hanson-Cox was not present.
 

To view more details about the business proposal, including a link to the consultant’s plan, see our March 29, 2010 story at http://www.eastcountymagazine.org/node/3011.