Duluth Open to More Red Clay Theatre Proposals

The Duluth mayor and city council’s discussion Monday night during a work session to determine the future direction of the Red Clay Theatre went around and around. Finally, they agreed on a multi-course of action with decisions to be made later.

The work session after the council’s regular June 13 meeting was scheduled to further discuss a recent proposal by a team of local drama professionals to take over management of the theatre. “As a city, we need to decide where we want to be going before we put someone in place,” Councilman Jim Dugan said.

The downtown theatre is presently operated as a rental facility by city staff after arrangements with previous management companies and booking agencies failed. “I don’t think the council is ready to say yes or no,” said Mayor Nancy Harris.

Members of the proposed management team include Joan McElroy, producing artistic director; Pat McKeon, education director; Liz Bigler, technical manager; and Bobbie Flowers, business/marketing manager. They had proposed a three-year plan to the mayor and council in May that would require the council’s support for the first year while the management team incorporates as a non-profit 501(c)3, seeks sponsorships, applies for grants, hosts fund-raisers, initiates a marketing campaign, and updates the website to become more user-friendly.

Under the team’s plan, Red Clay Theatre would present two mainstage productions, a monthly improv/comedy show, a film festival, fall/spring drama classes, and special promotions in 2011-12. Additional productions and more components would be added for 2012-13 and 2013-14. In the second and third years, the management company would pay $1,000 in rent a month and share a percentage of profits with the city.

Councilwoman Marsha Bomar urged the council to start negotiations with the team. “How long do we let this drag on?” she asked. “People are hanging by a thread waiting for something to happen” to turn downtown into a “viable, exciting” place, Bomar said. “It’s ridiculous for us to have dead space downtown,” she said. 

“Once we determine what to do, then we need to put out a RFP (request for proposal),” said Councilman Billy Jones. “I don’t think we should give it to a management company that comes along with the same ideas.” Jones has suggested that the theatre be used as a rock concert venue. “We need to make a commitment to some sort of plan to energize that facility,” he said.

Dugan indicated that he thought the music venue concept had merit. For instance, "Tuesday nights could be Jazz Nights," he said.

“I see the theatre as more of a cultural center,” said Councilman Greg Whitlock. “In other communities, I’ve been reading over and over, strong arts facilities can attract economic development.”

The Duluth Downtown Development Authority has selected an architectural firm and is ready to proceed with hiring it to design an addition to the theatre, according to Chris McGahee, the city’s economic development director.

As currently proposed, the 2,200-square-foot theatre addition includes a box office, multi-purpose pre-function area, administrative offices, and restrooms. The pre-function area would be designed so it could be converted into a two-bay retail space in case the theatre ceased to function. The DDA has $460,000 for construction of the addition.

“We want to see activity there to grow our downtown,” said Mundrick. “We’ve got to have more than two plays a year,” he said. Daytime acting classes would increase theatre utilization, he said.

“What’s missing is figures,” said Whitlock, such as attendance goals and revenue projections. “This is an empty picture without them,” he said. Flowers volunteered that the management team would be willing to present a more detailed plan to the council.

McGahee informed the council that there is a valid RFP for a theatre management company ready to go. He also said that there have been some inquiries about using the theatre as a music venue.

“I think we should allow the management team to flesh out its proposal,” Mundrick said. “At the same time we should spread the word that we’re open to other proposals. After that we can make a decision.”

Harris mentioned that New Dawn Theatre Company had responded to two previous Red Clay Theatre RFPs. “They might like the opportunity to compete for that space again,” she said.

“If we don’t have it jumping by the time Pure Taqueria opens, shame on us,” Bomar said. A Pure Taqueria restaurant under construction next to the theatre is cheduled to open in mid-September. 

Jones again voiced opposition to spending nearly $500,000 on the Red Clay addition and questioned the cost of operating the Red Clay Theatre. It takes about $5,500 a month to keep the theatre open, he said. In the city’s proposed FY2012 budget, the theatre is projected to generate $24,000 in revenue with operating expenses of $44,000.

Councilman Mundrick suggested building a multi-use shell that could be used for varied functions at the end of the theatre building that had to be demolished due to rain and flood damage. “I’m not sure we’re ready to put more money into it right now," commented Harris. She suggested trying to make do with the existing facility for a while.

If the addition isn’t built, McGahee said the temporary weatherproofing needed to be replaced with a wall. Also bathrooms have to be replaced on the main level, he said, because existing downstairs bathrooms are not adequate for the theatre’s capacity.

Harris instructed McGahee to give a brief report to the council at its June 27 work session and the potential management team to present a fuller report at the July 25 work session.

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