ARCHIVES OF LEAD STORIES
August 26, 2004
Search for Strand management
begins
Jeremy Schwab
City officials, residents of the Upham’s Corner
community and Boston-area artists and producers have done some
serious thinking about the future of the 85-year-old Strand Theater
lately.
The M. Harriet McCormack Center for the Arts’ 25-year lease
on the city-owned theater ended June 30. Following reports in
the Banner of financial mismanagement and frayed relationships
with producers, city officials indicated that the McCormack Center
has little chance of returning.
The void thus created gave the city and the community
a chance to create a new vision for the Strand.
The city appointed a task force of Upham’s Corner residents,
arts and business leaders to make recommendations on how to improve
the theater.
The task force conducted focus groups, interviews with community
members and a community meeting to determine how nearby residents
view the Strand and what they want to see there in the future.
In recent weeks, the task force released its report. The report
calls for a continued focus on youth and family-oriented programming
and diversity among performers, audiences, employees and producers.
The report also calls for renovations to the facility.
While they emphasized that the Strand must keep its local focus,
task force members urged the city to hire management that will
increase the profile of the theater.
“I think that the task force saw this as a unique opportunity
for the Strand to become not simply a community-based theater
but one that actually draws from a broader segment of performers
and audiences,” said task force member Ed Dugger, president
of UNC Partners.
Following the report, the city issued a request for proposals
from groups interested in running the Strand. The city and task
force members emphasize that whoever runs the Strand must be able
to generate revenue.
“Obviously, we are looking for someone with a track record
of running such a theater and collaborating not just with the
community but with businesses,” said Dolores Randolph, the
assistant director of real estate for the Department of Neighborhood
Development, the city agency that released the request for proposals.
One task of new management will be to increase attendance and
bring in new programming while maintaining existing relationships
with producers.
Interim Manager Michelle Baxter scored a victory on that front
when she convinced BalletRox Executive Director Tony Williams,
who had threatened never to come back to the Strand after then-Executive
Director Victoria Jones bounced a check to BalletRox for $15,000,
to bring his organization’s popular Urban Nutcracker back
to the Strand in December.
“We haven’t signed the contract yet, but that’s
something we’ll probably do,” said Williams. “If
we can meet some of our target donations, we’ll be able
to do the Urban Nutcracker.”
The city expects to choose a new management company by the end
of the year. City representatives say the new management could
be a nonprofit, a for-profit entity such as a university or theater
school, or a collaboration between a nonprofit and a for-profit.
“Many nonprofits may have the capacity to run it, but it
is an expensive undertaking catering to youths and other areas
that are not necessarily profitable, so we would need help from
other groups,” said Randolph. “We tried to keep the
RFP as broad as possible because we are trying to attract a broad
range of proposals.”
Interested groups must respond by September 30, after which time
the city will hold open meetings where applicants present their
proposals to the community and community members offer feedback.
In the meantime, the theater’s lineup of gospel shows and
its summer theater program Strand Teen Players have been running
as usual, as Baxter works feverishly to keep the theater on an
even keel.
“This is a huge undertaking,” said Baxter, who served
as program director at the Boston Center for the Arts for eight
years. “I need to operate day-to-day and not think about
the bigger picture. We’ve been lucky because we’ve
been booked this much.”
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