Red Clay Theatre Debate Continues

Four local drama professionals presented a plan to the Duluth City Council at its May work session to manage the Red Clay Theatre and got caught up in the council’s ongoing debate about the future and direction of the Main Street facility. The discussion continues at another work session tonight (June 13) after the council’s 7 p.m. regular meeting ends.

Joan McElroy, who would be the producing artistic director, presented a three-year plan to the mayor and council that would require the council’s support for the first year while the management team seeks sponsorships, applies for grants, hosts fund-raisers, initiates a marketing campaign, and updates the website.

The 2011-12 plan unveiled by McElroy includes presenting two mainstage productions, a monthly improv/comedy show, a film festival, fall/spring drama classes, and special promotions. More productions and other components would be added for 2012-13 and 2013-14.

The team plans to initiate a “Haunting of the Red Clay” tour in the first year that would raise awareness and funds for the theatre. In the second and third years, the management company would pay rent and share profits with the city.

For the past year, the Red Clay Theatre in downtown Duluth has been under city management after arrangements with previous management and booking companies failed to work out. The management company proposes to take over booking the events at the theatre relieving city staff of this time-consuming duty. Other members of the proposed management team include Pat McKeon, education director; Liz Bigler, technical manager; and Bobbie Flowers, business/marketing manager.

McElroy said that initially, Red Clay would book “roadhouse theatres” such as the Lyceum Project and the Old Alabama Theatre to present quality productions. A resident Red Clay Theatre Company would be formed later. “Our priority is to get theater-goers in the door,” McElroy said. “If we offer quality theatre, people will come.”

McElroy also told the council that cultural arts are important to a community and stimulate the local economy. She cited a study by the Metro Atlanta Arts and Culture Coalition that showed arts patrons spend an average of $35.20 each locally excluding ticket cost.

City council members quizzed the team about their backgrounds and experience and asked them what they would do differently to attract audiences and generate revenue. “I think we bring a wealth of experience in theatre, education and business,” said McKeon, and “we have deep roots in the community.” McKeon is the founder of The Actor’s Edge, which offers acting classes for adults and children.

Councilman Billy Jones questioned the impact of their proposal on the city’s budget. There is only $20,000 budgeted for the Red Clay Theatre for FY2012. “I’m not sold on what this group is going to do different,” he said. Councilwoman Marsha Bomar responded that the proposed management team “is connected to the larger theatre community and can bring in things that will generate revenue.”

Jones also expressed opposition to plans to spend $400,000 to $500,000 to renovate the theatre building. The Duluth Downtown Development Authority recently recommended an architect to design an addition to the theatre to replace the end portion that had to be demolished because of rain and flood damage.

The proposed 2,200-square-foot theatre addition includes a box office, multi-purpose pre-function area, administrative offices, and restrooms. The DDA has about $460,000 to pay for construction of the addition to the theatre, which is located next to a Pure Taqueria restaurant slated to open in September.

There a lack of activity in the downtown area, Bomar said. “Pure Taqueria will draw more than enough people that will notice us. Do we want something dark next to Pure or do we want something vibrant with a lot of activity?”

“We’re being asked to subsidize someone’s hobby,” Jones said. “Why not subsidize someone else’s hobby. Why not turn it into a shooting range, an indoor go-kart track or miniature trains. We’re talking about taking money out of everyone’s pocket to pay for theatre.”

“I think it’s a lot more than someone’s hobby,” Bomar said. “It (the Red Clay Theatre) can be nothing if we do nothing. It can be something if we give it a chance.”

Jones said he would like to see Red Clay turned into a concert venue –- “a nightclub bar rock scene” -- similar to 37 Main in Buford with stand-up tables replacing seats. The existing seats have been a reoccurring issue in discussions about the theatre because of complaints about their being too narrow and the rows spaced too close together. The team has not included replacing the seats in its proposal.

Councilman Doug Mundrick commented that he was “intrigued with the music idea.” He wondered if the addition could be designed and built to accommodate the rock concerts with the tall tables and leave the theatre seating on the other side. 

McElroy noted that she has connections in the music industry because her husband and son are musicians. It would not be necessary to replace the seats for music concerts to be staged at Red Clay, she said. McElroy, who has acted in and directed productions at the popular Lionheart Theatre in Norcross, said it has wooden church pews for seating.

“We need to have more dialogue about it, and we need to decide what to do about the seats,” Mayor Nancy Harris said. She suggested, and council members agreed, to discuss the Red Clay Theatre issues after the June 13 meeting.