11.6.0178 Application
The Tampa Theatre, Inc.

Applicant Information

Proposal Information

Mission Statement

To enhance the quality of life for residents and visitors in the Tampa Bay area by presenting immersive, creative experiences imbued with the spirit of our fiercely protected and authentically preserved historic movie palace.

Proposal Summary: Goals

1. To offer our community a diverse range of artistic programs, with a particular focus on cinema, which reflect the varied cultures of our community.

2. To foster and encourage the creative talents of children through dynamic educational programs.

3. To increase the community's engagement with the Theatre and its programs.

Proposal Summary: Objectives

1.a. To present approximately 500 screenings of 35-40 independent, foreign, and specialty film titles in the 2010-2011 season.

1.b. To present at least 30 noteworthy classic films through our holiday and summer classic movie series in the 2010-2011 season.

1.c. To present 3 noteworthy silent film events with live musical accompaniment using the Mighty Wurlitzer Theatre Organ in the 2010-2011 season.

1.d. To expand our community outreach film program, Sunset Cinema, featuring six major outdoor film events at various locales during the 2010-2011 season.

1.e. To present a variety of 12 or more concert events at Tampa Theatre during the 2010-2011 season season.

2.a. To serve over 20,000 children through our Field Trip program in the fall of 2010 through the spring of 2011.

2.b. To serve 200 children through our Let's Make Movies camp in the summer of 2010.

3.a. To increase memberships to Tampa Theatre by 20% in 2010-2011.

3.b To increase community involvement on the Board of Directors by expanding the number and diversity of board members and by increasing the number of committee members from the community at large.

3.c. To increase the Tampa Theatre volunteer corps by 15% in 2010-2011.

Proposal Summary: Activities

1.a. Build new and strengthen existing relationships in the film industry to maintain Tampa Theatre as a premier specialty film venue.

1.b. Invest in and maintain first-rate projection, sound systems and other equipment to offer the best possible cinematic and concert-going experience.

1.c. Develop new marketing techniques combining creative, interactive online trends including social networking, blogs, and video with traditional marketing methods to promote films and concerts.

1.d. Build new and strengthen existing relationships in the concert industry to maintain Tampa Theatre as a premier performance venue.

1.e. Build new relationships with commercial and non-profit media outlets.

1.f. Create community partnerships to promote Sunset Cinema and increase attendance.

1.g. Contract with the City of Tampa and Hillsborough County parks departments for the presentation of five Sunset Cinema events between July 1, 2010 and June 30, 2011.

1.h. Contract with the City of St. Petersburg for the presentation of at least 1 Sunset Cinema event between between July 1, 2010 and June 30, 2011.

2.a. Build and strengthen collaboration with the Hillsborough County School Board's Visual and Performing Arts program for our Field Trip program.

2.b. Select and schedule quality educational shows for our Field Trip program.

2.c. Develop an additional, advanced course curriculum for Let's Make movies in collaboration with USF's Florida Center for Instructional Technology.

3.a. Create two additional membership solicitation campaigns which include participation by the Board of Directors.

3.b. Create and execute three membership recruitment events.

3.c. Use the Board Development committee to determine the Theatre's needs on the Board of Directors.

3.d. Use existing contacts from the Board of Directors to recruit board and committee members.

3.e. Use existing contacts from the volunteer corps to recruit additional volunteers.

Narrative: Proposal Description

Tampa Theatre's commitment to showcasing the arts in an iconic, historic movie palace gives our community a beautiful film and cultural center that is creatively programmed and accessible to all. Our new and classic films, concerts, children's theatre programming, and other events provide audiences with immersive experiences in one of the most celebrated historic theatres in America.

First-Run Film Program – Tampa Theatre audiences enjoy a diverse selection of specialty films, including documentaries, foreign films, and non-mainstream features. Our attendance and film box office grosses frequently exceed national per screen averages. Film ticket prices are $9 per person (with discounts for seniors, students, and military) and films are screened at 7:30 p.m. weeknights with multiple showings on the weekends.

Classic Film Series - The family-friendly Classics Series lends itself to intergenerational participation: grandparents bringing their grandchildren to enjoy a classic film in a cultural and historic environment. Popular Sunday afternoon Summer and Holiday Classics Series are now in their 16th seasons. The Summer Classics Series runs from May through August, while the Holiday Classics Series takes place in December. Thematic series celebrating a director, genre or actor follows from January through March. Classic film ticket prices are $8.50 per person, with an average attendance of 500 patrons at each film.

The Theatre believes in maintaining high technical standards in keeping with best practices for the proper care and handling of archival film prints. These high standards allow us to obtain and present archival, mint-condition film prints from the UCLA Film Archives, the Eastman House, and other archive sources ensuring that audiences may enjoy the best possible presentation of classic film titles.

Sunset Cinema – Tampa Theatre's "Traveling Outdoor Picture Show", launched in 2008, is a major marketing and community outreach effort which takes large-scale outdoor movie presentations to various parks and neighborhoods. This program has been very successful, drawing over 10,000 people in its first two years to eight events. Sunset Cinema features family-friendly movies projected onto a giant 45-foot wide inflatable screen. The program has traveled to both City and County parks and to underserved neighborhoods in Sulphur Springs and West Tampa.

Silent Films – We are the only theatre in Florida regularly providing audiences with the rare opportunity to enjoy silent films as they were meant to be seen: in a vintage movie palace, with big crowds, mint condition prints, and live musical accompaniment (using the Mighty Wurlitzer Theatre Organ). Over the years the Theatre has built a large and enthusiastic audience for these special presentations. Ticket prices for silent film events range from $8 - $12 per person, with an average attendance of 1,100 patrons at each silent film event.

Educational Field Trip Program - Our long-standing commitment to education is evidenced by the fact that 21,548 students from 5 different counties attended 41 live children's theatre field trips to Tampa Theatre in 2008-09. Many students in attendance are experiencing their first live performance. Each classroom is provided with advance study guides, giving teachers activity sheets, theatre etiquette hints, Tampa Theatre history lessons, and show-specific curriculum guides to enhance and deepen the experience for teachers and students alike. Shows are scheduled based on the school calendar year. Reservations from the schools for tickets begin to arrive in August/September for the fall shows and January/February for the spring shows.

Let's Make Movies Summer Camp – Entering our 7th year, the Theatre's award-winning Let's Make Movies Summer Camp teaches children the creative process of both live action and stop motion filmmaking: concept, storyboarding, filming, editing, and production. Students are provided with the use of Mac laptops with i-Movie and i-StopMotion software, Garage Band music editing software, and digital film and video cameras. To reach a broad range of age groups, the camp is split into two 3-hour classes per day; grades 3-5, 6-8 and 9-12. There are 20 children per class divided into 5-6 production teams. In the span of one week, children co-produce their own 3-5 minute short films. The tuition is $165 per child. Their accomplishments are celebrated at the Let's Make Movies Film Festival, a screening of all the summer camp movies. The event is free and open to the community.

Tampa Theatre Concerts and Community Events – We have hosted live music concerts for 29 years. The Theatre was built for live musical accompaniment to silent films, and its acoustics remain unsurpassed. Over the past several years the Theatre has become more aggressive in booking concert events. The result is a 300% increase in concert activity since 2005. The additional earned revenue from concerts and related concessions helps maintain our extensive film and education programs. Concert tickets range in price from $20 to $65 and are driven by artists' fees and production expenses. The Theatre also hosts a number of community meetings and special events. Over 55,000 people attend Tampa Theatre concerts, community, and special events every year.

Community Engagement - The Theatre's Sunset Cinema program has forged new relationships between the Theatre and various neighborhood and civic associations, homeowners' associations as the Theatre invites neighborhood participation in the planning of these community events. Tampa Theatre also has numerous opportunities for community members to become involved in supporting the Theatre through participation on fundraising event committees, through our women's auxiliary group (The Restoration Society), our young professional's organization (The Balcony Club), or simply by joining as a member of the Theatre. Community members who want to become more involved in the day to day operations of the Theatre can volunteer to serve as office assistants, committee members, ushers, tour guides or volunteers at special events.

Narrative: Culture Builds Florida's Future

1. Strengthening the Economy

   Tampa's downtown is experiencing a revival. Corporate, restaurant and retail businesses are reinvesting in the area while 30-story condominium towers have been erected next to the Theatre. Tampa Theatre is being touted as a prime amenity for these residential towers and new businesses. With almost 600 events per year and averaging 140,000 visitors, the Theatre serves as a unique and creative economic engine that generates significantly increased foot traffic, energy and economic impact, lighting up a previously darkened corner of downtown.

   The Theatre was recognized for its contribution in this area in 2007 when it was nominated by the Tampa Bay Business Committee for the Arts for the Tampa Downtown Partnership's Urban Excellence Awards. The Theatre was honored to win this award for "leadership, innovation, hard work and community spirit" in the revitalization of downtown Tampa.

   The Theatre's artistic and educational programs contribute to the quality of life of Tampa's citizens. Tampa's namesake Theatre continues to be a source of civic pride for our community.

2. Learning and Wellness

   The Theatre hosts professional, touring children's theatre companies, and presents documentary films which have relevance to the current school curriculum and which enhance the student learning process. In Tampa Theatre's award-winning Let's Make Movies summer camp, the Theatre emphasizes visual literacy in teaching 3rd through 12th graders the creative process of digital filmmaking. This curriculum teaches children to use emerging technologies in an artistic process to create short films, giving them the communication skills they will need to succeed in the 21st century. The skills they learn can be applied to many areas of their life and encourage lifelong learning.

   During any week we present screenings of new films that encourage our audience to explore views and cultures that differ from or represent their own. Our film program shares the stage with rock, jazz, alternative and country musicians performing to sold-out crowds.

   The Theatre also hosts film discussions featuring local film critics, university professors and other film aficionados who facilitate post-film discussions with audience members. Participation is free and open to the public. The Theatre partnered with the University of South Florida's Osher Lifelong Learning Institute for a creative education and outreach program in conjunction with our Classic Movie Series. USF offered a course at Tampa Theatre where students attended a public screening of a classic movie followed by the professor's lecture about the film's cast, production, themes and cultural significance. Our audiences were also encouraged to stay for the lecture and interactive discussions.

   Theatre staff members hosts two Balcony-to-Backstage tours a month. The public's interest in visiting the Theatre is so high that we cannot accommodate all requests received. To increase the number of tours, we train volunteer docents who learn about the Theatre and local history and share that knowledge with guests.

3. Building Leadership

   The Theatre's Board, committee members, staff, and volunteers are strong advocates of the arts. They support the Theatre through their contacts within their industries and personal networks and help develop partnerships resulting in mutually beneficial relationships. Through the Theatre's various programs we foster relationships with City and County government, Chambers of Commerce, the Downtown Partnership and Convention and Visitors Bureau as well as corporations and local businesses. The Theatre's board of directors now includes a member of the Tampa City Council, the past Chairman of the Tampa Chamber of Commerce, a representative of the Hillsborough County School board, and other members at large from the business and creative community. The Theatre's President & CEO, John Bell, was just elected to the board of directors of the League of Historic American Theatres, a national organization dedicated to the preservation, restoration and sustainable operations of historic theatres.

4. Design and Development

   Tampa Theatre is a superior example of the architectural "atmospheric" style of grand movie palaces of the 1920's. As a historic structure serving the community as a cultural center, it is very much considered "public art." By restoring and reusing the Theatre, Tampa Theatre is also a model of the value of recycling older buildings with creative, contemporary uses. The Theatre was recognized soon after its rescue with the Governor's Design Award in 1980 as an "outstanding public facility" in the state of Florida. When the Theatre was rescued in 1978, it was the first cultural investment the City ever made in the neighborhood. Thirty-one years later, the neighborhood is now touted as the "Arts District", boasting not only the Tampa Theatre but the Tampa Bay Performing Arts Center along with two new major cultural facilities: the new Tampa Museum of Art and the new Glazer Children's Museum, both of which are set to open their doors in 2010. Tampa Theatre continues to serve as a key anchor in the redevelopment of the Arts District.

   Since 2005 the Theatre has been engaged in community-based planning for the full restoration of the Theatre, including major upgrades to its infrastructure to achieve the highest possible energy efficiency. Throughout the planning process the Theatre's board and staff have been committed to ensuring the highest standards of excellence. The Theatre's planning team selected the architectural firm of Westlake, Reed, Leskosky of Cleveland, Ohio as the lead architect for the project. Westlake was selected on the basis of its outstanding track record with historic and cultural projects, and in particular because of the firm's successful work in designing energy efficient systems for some of the country's most notable historic theatres, including Playhouse Square in Cleveland, OH and the Balboa Theatre in San Diego, CA.

Narrative: Marketing and Promotion

To market our films, concerts and special events, Tampa Theatre relies on a mix of print, radio and online promotional campaigns deployed on a weekly or semi-weekly basis. Increasingly, our website provides the latest information for our film program, which includes updated show times, film descriptions and coming attractions. Targeted marketing on a film-by-film basis includes mailers, discounted tickets to special-interest groups, in-store coupons with promotional partners, and community newsletters. Tampa Theatre uses our website (www.tampatheatre.org) to provide the latest information to our audiences about our films, concerts and special events, including updated show times, film descriptions, trailers, and information about coming attractions.

Where possible, the Theatre works with film distributors to negotiate co-op advertising support wherein the distributors provide monetary support for advertising campaigns.

The Theatre has been utilizing email as an increasingly important promotional tool since 2003. Our bi-monthly email campaigns boost connections with audiences based on their personal preferences. We currently have a list of 27,291 individuals requesting email notification about films and events, and average 170 new sign-ups a month. For the past two years, the Theatre has begun utilizing social media networking through Facebook (3,090 fans), MySpace (1,769 friends), ReverbNation and Twitter, to strengthen communication with our audiences. Although these new media outlets hold a great deal of promise for reaching audiences in the future, we believe that we cannot yet abandon or reduce traditional media strategies for the foreseeable future. The Director of Programming also scouts special interest films for single screenings as opportunities to engage with interestede groups and individuals such as The Hollywood Librarian for educational personnel and corporate librarians and Art & Copy for the creative community.

Sunset Cinema film events are included in our newspaper advertising, social media sites, and the series also has a dedicated webpage. This website provides the current information on the film schedule, weather conditions and an FAQ with recommendations on what audiences should bring with them. We also provide a link which points to photographs of audience members taken during the event.

The Theatre's support groups, Balcony Club (young professionals) and Restoration Society (women's auxiliary) promote their specific events as well as Theatre events to their own demographic and the Theatre's general audiences. These active groups promote general awareness of the Theatre, and develop new audiences.

Narrative: Personnel and Partners

John Bell, President & CEO received his degree in Theatre Arts from Catawba College, NC in Theatre Architecture and Arts Administration. He was a program coordinator at the North Carolina Arts Council before assuming duties as the Managing Director of the Carolina Theatre in Greensboro, NC. He guided the Carolina Theatre project from its inception to becoming the city's primary community performing arts center. In 1985, he moved to Tampa to lead Tampa Theatre. He has expanded programming from 120 to 600 events a year, increased earned and contributed revenue to sustain the $2 million annual operating budget and has guided the long term restoration program.

Jan Klingelhofer, Film Curator has worked in movie distribution and exhibition for over 25 years. She began her career as a booking clerk at Paramount Pictures Corporation before moving to Twentieth Century Fox as head booker in San Francisco. Later employed by Landmark Theatre Corporation, Jan became Vice President of Film Buying, responsible for programming repertory calendars, first-run specialized and upscale commercial runs, genre series and midnight shows in theatres across the United States. In 1992, Jan launched Pacific Film Resources, advising independent theatre owners in the United States.

Tara Schroeder, Director of Programming and Public Relations attended Loyola University and graduated Magna Cum Laude from Mount Vernon College in Washington, DC with a B.A. in Communications. She was director of communications for the League of Historic American Theatres (LHAT) in Washington, DC. Tara is responsible for confirming bookings of films and concerts and supervises marketing, public relations, tour, volunteer and education programs. Tara has been at Tampa Theatre for 15 years.

JL Wagner, Director of Development handles the Theatre's membership program, sponsorships, special events and grants. JL graduated from Hofstra University with a B.A. in Theatre and has a graduate certificate in non-profit management from the University of South Florida (USF). JL has been at Tampa Theatre for 9 years.

Cooperative Relationships
The Theatre's film and concert programs are booked and presented directly by the Theatre, but we rely heavily on involvement of many community partners to ensure their success. The Theatre works cooperatively with local organizations to host special film events, including the Tampa Gay and Lesbian International Film Festival, WMNF Community Radio, the Tampa Black Heritage Festival, WUSF radio's senior volunteer program, USF Contemporary Art Museum, the Tampa Jewish Community Center, The Florida Orchestra, the Dali Museum in St. Petersburg, and the Tampa Museum of Art. The Theatre works with multiple special event and special interest committees throughout the year.

Through Sunset Cinema we partner with the City of Tampa and Hillsborough County Parks and Recreation Departments as well as corporate sponsors and media partners to bring free cinema to our community.

Through our educational field trip programs the Theatre has a formal partnership with the Visual & Performing Arts Field Trip Program, a collaborative project of the School District of Hillsborough county and the Arts Council of Hillsborough County.

Tampa Theatre continues its collaboration with The Florida Center for Instructional Technology (FCIT) at the University of South Florida to present the highly successful Let's Make Movies Summer Camp.

Proposal Estimates

Estimated Counties served

• Citrus
• Hernando
• Hillsborough
• Manatee
• Orange
• Pasco
• Pinellas
• Polk
• Sarasota

Narrative: Assessment and Planning

Most every other arts organization first develops its programming to meet community needs, and then develops facilities to fit its programming. In the case of a rescued theatre such as Tampa Theatre, the challenge is in some ways more daunting because it is reversed: the organization must develop a program that can be sustained in an existing facility which cannot be significantly altered because of historic preservation concerns. After its rescue and re-opening in the late 1970's, the Theatre experimented with a variety of programs from classical guitarists, community dance troupes, and a non-theatrical repertory film program. Though these programs met with some success, the Theatre was still underutilized. Shortly after John Bell's arrival in 1985, the Theatre revamped its programming with a mix of first-run and classic films, concerts, education programs and special events. This successful formula remains in place today, as the Theatre presents approximately 500 film events, dozens of major concerts, scores of educational field trips, four weeks of summer camp, and many corporate and community events a year. Tampa Theatre is the only remaining vintage movie palace in the state of Florida which still features film as its core program, and is one of the most heavily utilized historic theatres in the country.

In developing plans for a major capital campaign, the Theatre recruited 21 key community leaders to participate in its Facility Master Planning process. The Facility Master Plan Task force met periodically for over one year to examine the Theatre's programs, service to the community, facility conditions and options for improvements. This Task Force helped select the Theatre's architectural team which developed an in depth study and report based on an assessment of the Theatre's current conditions and anticipated future needs. The Facility Master Plan was completed in 2006.

To assess the Theatre's fundraising capacities, the Theatre again solicited the advice of 53 community leaders in a Planning Study. The Planning Study, completed in 2007, provided valuable feedback to the Theatre's staff and board regarding the Theatre's proposed campaign.

Narrative: Proposal Impact

Tampa Theatre programs provide services that have become valued by our community. Tampa Theatre has flourished as an architectural treasure and cultural touchstone for over 83 years and has served 4 million Bay area and surrounding county residents and visitors since the Theatre's rescue in 1978.

We serve west central Florida, including Pinellas, Pasco, and Polk Counties, but primarily serve all of Hillsborough County. Tampa Theatre's audience surveys reveal 64% are Hillsborough County residents; 23% Pinellas residents; 5% Pasco residents; 3% Polk residents; 1% Manatee residents and 4% are from beyond the Tampa Bay area. Located in the country's eighth largest school district with over 190,000 students, we proudly serve over 20,000 Hillsborough County school children, many of whom come from free or reduced lunch elementary schools each year.

The Tampa Bay area has an abundant inventory of commercial screens (over 200), but Tampa Theatre is the area's only, non-profit, mission-based film center whose primary function is to engage and entertain audiences with challenging, exceptional, and noteworthy film works. The Theatre fills a niche not served by commercial screens by providing an outlet for independent, documentary, art, foreign, and classic film titles. Because of our consistently impressive ticket sales and attendance (as compared to national averages), Tampa Theatre has forged excellent relationships with film distributors in New York and California. Our audiences benefit since distributors grant the Theatre exclusive premieres of many first-run films. Each year, over 50,000 audience members enjoy our quality film programs and another 50,000 audience members enjoy our concerts, special events, and community events. The Theatre successfully reaches out into the community with the free Sunset Cinema outdoor film series, reaching over 10,000 citizens in eight screenings staged in various communities throughout the city over the past two years. This popular program greatly impacts the community by bringing the Tampa Theatre experience directly to the patrons and inviting them to explore all that the Theatre has to offer.

During the 2008-2009 fiscal year, the Theatre presented 470 contemporary, classic, silent and outdoor film screenings, 22 concerts, 49 community or corporate events, 41 educational programs, 40 sessions of summer camp and 40 various other events. These programs served 148,027 patrons, including 21,548 Bay area and surrounding county school children. The Theatre currently employs nine full time and 30 part time staff, and is enthusiastically supported by 178 volunteers and 1,066 members. In continued efforts to contribute to the community of Tampa Bay, the Theatre donated 940 complimentary film tickets and 70 memberships to 117 not-for-profit charities and 788 complimentary admissions to educational programming for underprivileged Hillsborough County school children.

Our historic building is enjoyed by all of our visitors, and particularly by preservationists and those interested in its unique architectural detail and legacy. The Theatre will always strive to provide its community with enriching entertainment and educational opportunities while bestowing its patrons with a window into our collective cultural heritage.

Narrative: Education and Outreach

The Theatre serves as a community and meeting center for many cultural and non-profit arts organizations and offers special non-profit rental rates. When appropriate the Theatre also partners with non-profit organizations, cultural providers and fellow colleagues to present artistic and educational programs for a variety of special-interest groups. All events co-sponsored by the Theatre are open to the general public. Tampa Theatre views itself as Tampa's theatre, open and available to all of our citizens. The Theatre has hosted the following organizations' special events: Tampa International Gay & Lesbian Film Festival, Gravity Film Festival, Jewish Film Festival, Education Channel Independents' Film Festival, Gasparilla Festival of the Arts, Joshua House, Tampa Bay History Center – History Teacher Program, Tampa Bay Business Committee for the Arts, Hispanic Heritage Day, and the Central Florida Theatre Organ Society.

The Theatre seizes opportunities which arise on short notice (and which cannot be projected with certainty far in advance) to provide educational opportunities which enhance the film-going experience for audiences. For example, the Theatre partnered with the University of South Florida's Osher Lifelong Learning Institute for a creative education and outreach program in conjunction with our Classic Movie Series. USF offered a course at Tampa Theatre where students would attend a public screening of a classic movie followed by the professor's lecture about the film's cast, production, themes and cultural significance. Our audiences were also encouraged to stay for the lecture and interactive discussions.

Occasionally, filmmakers are able to visit and engage with audiences to enrich their film viewing experiences. Valentino: The Last Emperor director Matt Tyrnauer spoke with audiences after five screenings over two days about his documentary on the maverick Italian designer. Filmgoers learned about the challenges and rewards of documentary filmmaking, including interesting ethical considerations regarding the process. They were also entertained by amusing behind-the-scenes anecdotes.

Greg Mooney, a marine technician on the crew of the Sundance Film Festival Award Winner The Cove, spoke at four screenings. Greg talked about the perils of commando filmmaking and spoke passionately about how film is a vital medium for raising awareness about important issues.

Tampa Theatre serves audiences from all demographic groups and prides itself on being inclusive. We reach out to minority groups through co-promotions with films where appropriate. When the Theatre screened Shortcut to Nirvana, we joined with our Indian community to bring the filmmaker to Tampa for a post-film discussion. We sponsored a screening of The Soul of the Game for the Black Heritage Festival, providing the Theatre at no cost to the organizing group. We facilitated a passionate and lively film discussion after a screening of The Lost City, Andy Garcia's film about the Cuban revolution of '58-'59, with community members whose lives were affected by the revolution.

Most of the children that the Theatre serves through its field trip program are from Title 1 schools. The Theatre has received grants from corporations to provide complimentary tickets to children who otherwise could not afford the $5.50 ticket to attend an on-school-time performance.

Recognizing that seniors are reluctant to come to downtown Tampa after dark, the Theatre expanded show times to include weekend matinees and developed a highly successful Classic Movie Series, which is presented on Sunday afternoons at 3:00 p.m., a time that has proven to be popular with seniors as well as general family audiences.

The Theatre's newest endeavor, Sunset Cinema, brings Tampa Theatre to the community. This outdoor cinema program travels to public parks to present free family-friendly programs to the general public. This program allows Tampa Theatre to reach out to diverse pockets in our communities by inviting neighborhood leaders to participate in planning the events.

Operating Budget

Proposal Budget: Summary

Proposal Budget: Detail

Proposal Summary: Evaluation Plan

Film, concert and special events are monitored daily by tracking attendance, sales, number of shows, etc. Audience surveys provide valuable information, including preferences. Anecdotal information is received from suggestion box comments, e-mails, letters, surveys, etc. Information gathered is used to make decisions regarding show times, schedules, pricing, marketing and program planning. Our film grosses are compared against local and national levels and against comparable Theatres of our size.

Evaluation of Sunset Cinema is achieved by collecting empirical and anecdotal information through audience surveys and observations. Surveys are distributed to 20% of the audience to collect demographic information, assess familiarity with the Theatre and gather feedback about the quality of their experience. Survey respondents are given a coupon valid for Tampa Theatre film admission, providing us valuable information when coupons are redeemed about the effectiveness of our community engagement initiatives. Feedback from sponsors and partners on ways in which the experience can be improved are also considered. Assessments of media coverage are compiled and assigned values.

Memberships are tracked and analyzed through our database. Monthly membership reports are monitored by the Development Committee of the Board and reviewed at every meeting. The Board Governance committee meets regularly to oversee the diversity and makeup of the Board, assess the strengths needed and actively recruits members through orientation lunches on stage. Volunteer information and hours are tracked through our ShiftBoard software system. Volunteers have a wide selection of projects to choose from with ample opportunities to provide feedback to staff through the online sign-up process or direct communication.

Narrative: Applicant History

Designed and built in 1926 by noted theater architect John Eberson, the 1,446 seat Tampa Theatre was a centerpiece of Tampa's entertainment and cultural landscape for 50 years. When threatened with demolition, the citizens of Tampa rallied to protect the Theatre and rescued the building in 1978. Tampa Theatre today is a fiercely protected landmark and a non-profit, mission-based organization that celebrates film, education, and community. Tampa Theatre is recognized nationally as one of the most architecturally-important, heavily-utilized historic theaters in America.[1]

• 1978 - the Theatre began collaborating with the Hillsborough County School Board to develop an extensive education program for children, including field trips to experience live professional children's theatre companies. Since the program's inception over one million school children have attended educational events at Tampa Theatre.

• 1985 - Theatre management revamped the programming mix to feature current films and classics with concerts and education programs. Though some adjustments and adaptations have been made to the mix, this successful model remains in place today resulting in a year-round schedule of almost 500 film screenings a year with a film attendance averaging over 50,000.

• 2001 - The Theatre Foundation board of directors expands to a capacity of 28 community leaders, including 6 ex-officio members and 22 elected board members. Ex-officio members include representatives of the City of Tampa, Tampa City Council, the Hillsborough County School Board, the Arts Council of Hillsborough County, the Restoration Society and the Theatre's executive director.

• 2002 - The Theatre launches its first educational summer camp program, Let's Make Movies summer camp, a collaboration with the USF's Center for Instructional Technology. Today the camp serves 200 children each summer over 4 weeks. The camp has sold out every year despite adding additional weeks to the course. The curriculum focuses on teaching the creative process through filmmaking techniques, technical computer skills and important developmental and social concepts such as collaboration, teamwork, and compromise.

• 2004 - Tampa Theatre's marquee and seven story high blade sign are restored and turned on during a community celebration that attracted over 2,000 citizens.

• 2006 - Community leaders and the Board form a Facilities Master Planning Committee to review overall technological, aesthetic, and presentation needs.

• 2007 - A Planning Study Committee examines the feasibility and costs associated with the project. The Theatre continues to methodically plan for the full restoration of the facility for the benefit of future generations.

• 2008 - Tampa Theatre launches "Sunset Cinema", a free traveling outdoor movie series to public parks and spaces in the Tampa area.

• 2009 - Tampa Theatre is selected by Bank of America as the recipient of one of two Neighborhood Excellence Initiative grant awards in the Tampa Bay area. This grant award recognizes, nurtures, and rewards community-based organizations, local heroes and student leaders working to improve their communities. The award provides a $200,000 grant to the Theatre to help build its capacities to better serve our community.

[1] LIFE Magazine, April 2007; one of "America's 21 Wonders"; NY Times, "a survivor from the golden age of movie palaces"; MSNBC, "the perfect setting for an indie film or concert".

Narrative: Sustainability

Sustaining Tampa Theatre's service to the community is a top priority of the organization. Over the past 30 years, the Theatre's management has successfully adjusted the programming mix to stay relevant to audiences, allowing the Theatre to maintain steady earned income streams. Over the years, the Theatre has also successfully developed new contributed income sources including memberships, sponsorships, and fundraising events to provide the necessary funds to maintain the Theatre's level of services. The Theatre's demonstrated success in balancing its budget translates into confidence among our donors that the Theatre is well-managed, stable, and worthy of further support.

Maintaining public support for the Sunset Cinema outdoor movie program through the city and county Parks and Recreation departments is essential to the future sustainability of this free outdoor movie series. These departments provide manpower for site preparation, traffic control, parking, sanitation, and security, and waive all associated fees. Now that we have developed a successful presentation model for large-scale outdoor film events, we are developing an alliance with Tampa Bay and Company (Tampa's convention and visitor's bureau) to market special outdoor film productions to hotels, resorts, churches, conventions, and other potential clients. Our business model projects that the contracted revenue from these events will help offset the future costs of presenting the free public Sunset Cinema events.

Ultimately, the Theatre recognizes the need to build a robust endowment fund to decrease its dependence on local government support and to provide long term stability for operations and maintenance. Growing the endowment has been an integral part of the planning for a capital campaign for the Theatre. This campaign was set to launch in late 2008, but the economic downturn has delayed the launch of the campaign until economic conditions improve.

Narrative: Fiscal Stability

Over half of the Theatre's total revenues are earned revenues, through admissions, concessions sales, rental fees, etc. The City of Tampa has provided unwavering support since the Theatre was rescued in the 1970's, and now provides a total of over $200,000 a year to support maintenance and operations. With the addition of a Development Director in 2001, the Theatre's fundraising efforts have produced dramatic increases in membership, corporate, and special fundraising event revenues. Tampa Theatre has seen substantial growth in its membership base, from 278 in 2000 to 1,200 in 2009. Individual membership revenues now total over $120,000 a year.

The Theatre Foundation acquired one of the three underlying parcels which comprise the Theatre's real estate in March of 2005 for $200,000. The funds to acquire this property were acquired via a loan from M&I Bank, and this note was renewed in April 2009, with the Theatre paying down $25,000 of the principal amount, reducing the Theatre's current debt to $175,000. The bank note is a two year interest-only loan, which the Theatre expects to retire as part of a larger capital campaign that will be initiated in the next two years. After this note is retired, the Theatre will be debt free.

Given the obstacles it faces as a single screen theatre with high maintenance costs, the Tampa Theatre has consistently enjoyed financial stability due to stable management and the community's generosity. The City of Tampa's continuing commitment to support the maintenance of the Theatre has been invaluable, and the support of patrons, donors, and corporations gives the Theatre the resources it needs to ensure quality programming and continued service to the community. The result is that the Theatre has built operating cash reserves equal to approximately 14% of its total organizational expenses, with an organizational goal of building unrestricted cash reserves to a level of at least 20% of operational expenses. The Theatre's board also recognizes the need to build an endowment for the Theatre; to that end, a donor seeded an endowment fund for the Theatre at the Community Foundation of Tampa Bay with a $10,000 gift. Based on benchmarks established by Americans for the Arts, the Theatre should have an endowment equal to 200% to 500% of total organizational operating expenses.

The Theatre has a strong track record of financial stability since its rescue and rebirth. In most years the Theatre ends the year with a surplus which is allowed to accumulate as cash reserves. This past year, the Theatre's earned income was stable, with film ticket sales and concert events generating revenues at or above budgeted levels. However, the Theatre saw a sharp decline in contributed support from individuals, and from corporate gifts and sponsorships. The Theatre has been forced to respond to the revenue decline by laying off 2 full time employees, curtailing all non-essential travel and expenses, and re-doubling development efforts.

The Theatre has also established a charitable planned giving program, allowing individuals to provide gifts to the Theatre as part of their estate planning. To date, the Theatre has received indications from seven individuals that they have provided for the Theatre in their estate plans.

Narrative: Collection Summary (GPS Collecting Museums only)

Applicant Accessibility

Narrative: Accessibility

Tampa Theatre is committed to providing opportunities for all citizens to attend and fully participate in its programs. In the spring of 2008, the Theatre elicited the advice and involvement of the Mayor's Alliance for the Disabled and Paralyzed Veterans of America to review our Facility Master Plan and to develop short and long range plans for accessibility improvements to the facility. By the fall of 2008, the Theatre had improved wheelchair accessible seating locations throughout the main floor of the Theatre and made substantial improvements to the Theatre's restrooms for disabled patrons. Our restoration plan includes extensive provisions for meeting or exceeding ADA guidelines.

To ensure that all citizens, regardless of economic capacity, have the ability to attend and enjoy the Theatre's programs, the Theatre regularly donates free film tickets to groups as opportunities arise. Examples include tickets donated to Ronald McDonald House, Big Brothers/Big Sisters and Tampa's primary homeless shelter, Metropolitan Ministries. We also donate about 900 film tickets and over 70 memberships annually to nonprofit and community organizations to use for fundraisers, volunteers/staff appreciation, etc. The Theatre always responds favorably to requests from the Visual and Performing Arts Field Trip office to provide complimentary tickets to low-income schools and has received special recognition from the Hillsborough County School Board for long-standing commitment to providing opportunities for all students to experience the arts.

Our Sunset Cinema program is 100% accessible as it is produced in City and County public parks and requires no admission fees by the attendees. Special accommodations, including portable accessible restrooms, are always provided so that there are no barriers to attending this free, family-friendly series.

Making diverse audiences feel welcomed starts with making the organization itself more diverse. Our Board of Directors is gender (50% male/50% female) and age diverse (ranging from 24-64). Though minorities are represented on the board of directors, we are aggressively seeking expansion of the involvement of minorities on our Board, committees and community partners. We have redesigned our brochures and imagery to ensure they speak to different populations and ethnic groups effectively.

1 – Letter from the Executive Director
2 – Printed Materials – Programs, Publications & Brochures
3 – Printed Materials – Photographs
4 – Letters of Support
5 – Board of Directors List