The time is now to stop sugarcoating what is a serious situation at the Sudbury Theatre Centre.
That was the message from Gerry Lougheed Jr., who was one of roughly 20 people in attendance at the Friends of STC meeting held on June 27.
During the meeting it was revealed that the theatre is approximately $400,000 in debt, due to a string of losses over the past three seasons amounting to approximately $250,000 and a mortgage loan from Nickel Basin in the amount of $150,000.
Board members of the STC opened their doors to their patrons on Tuesday evening to brainstorm ideas as to how the theatre could recover from its financial struggles and remain a part of the community in the long term.
"I think it's time to get real with the community and let them know that this is a desperate campaign," said Lougheed. "You've got this wonderful space here and you need to open it up to the community and make it more accessible."
Lougheed was making reference to the building as a whole, and specifically the cabaret space that was created for the 2015-16 season, and it being available to the public to use on nights when performances aren't being held.
"There's this sense that this building is only for the elite and for theatre goers and I don't think you guys are doing enough to open your doors to everyone," said Lougheed.
Bela Ravi was also in attendance on June 27, and has been a firm supporter of the STC, hosting fundraiser dinners to help support the city's downtown theatre.
"I'd have to echo Gerry's point," said Ravi. "I've tried on a number of occasions to book this venue for events and it's just very difficult to do."
Bookings and naming rights to sections of the theatre, not unlike the recently renamed DiBrina box office which got a name change thanks to a $50,000 donation from financial services company DiBrina Group in 2016.
"You can rename every toilet stall, rename the cloak room, whatever it may be to get you out of this debt, but those are one-time things, there needs to be a long-term plan in place," said Lougheed.
An overly ambitious 2016-17 season took a major toll on the STC, and the company has since scaled back their executive staff, parting ways with Artistic Executive Director Caleb Marshall, and talks are ongoing about scaling back their upcoming season and having fewer performances.
YES Theatre artistic director Alessandro Costatini attended the Tuesday meeting and agreed that scaling back was a good move, as well as more partnered/presented shows such as "Hockey Dreams" from earlier this year, but that quality of productions was the bottom line if the theatre is to survive.
"If you want to get people in seats you need to have the top notch shows here, period," said Costatini. "You look at 'Hamilton' on Broadway and it's making $2 million a week, if you want to fill the theatre and draw younger crowds, you need to have the shows that appeal to them."
STC production manager Katherine Smith followed up Costantini's point, driving home the rare opportunity that the STC has to put on some high-end shows, despite its small size.
"Not many theatres of this size have a fly tower, and we do in just a 300 seat theatre, that's not something you see normally, that's found in 800 to 900 seat theatres and up," said Smith.
"We have an opportunity to put on some amazing shows and when we have them this place fills up so fast. When we put on 'The Nutcracker' we don't even have to advertise, we just say the word 'Nutcracker' and the show sells out."
From the evening's brainstorming session came the commitment from a few key community members including Sudbury Wolves owner Dario Zulich, Ravi, and Costantini, to form a committee that would spearhead the initiative to get the theatre back on track.
"This is something that needs to happen sooner than later," said United Way Sudbury and Nipissing Districts executive director Michael Cullen.
"You look at the decisions that are being made around this city right now with regards to a new arena, a synergy centre, Place des Arts, these will all have a significant impact and shape the future of this building. I hope that you are all open to collaboration with other community partners."
