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HomeMy WebLinkAboutMinutes.WHLR.20151118.RegularWHEELER OPERA HOUSE MINUTES OF THE MEETING OF THE BOARD OF DIRECTORS DATE: Wednesday, November 12, 2015 TIME: 4:00pm LOCATION: Wheeler Opera House Conference Room PRESENT: Board Members: Brian O’Neil, Chairperson Christine Benedetti Richie Cohen Dr. Tom Kurt Daniel Song Absent: Chip Fuller Richard Stettner Guest –Marketing Presentation: Craig Boleman, SoloShoe Communications Kami Gantt, SoloShoe Communications COA/Wheeler Opera House: Steve Barwick, City Manager Randy Ready, Asst. City Manager Gena Buhler, Executive Director Mitzi Rapkin, Community Relations Director Rose Bennett, Financial Administrator RECORDED BY: Nicole Levesque, Ticketing Coordinator I. CALL TO ORDER Brian O’Neil called the meeting to order at 4:06pm. II. APPROVAL OF SEPTEMBER 2015 MEETING MINUTES Minutes were emailed out to everyone. Kurt made the motion to approve the minutes; O’Neil seconded. The Board unanimously voted to accept. III. WRETT Renewal Process & Prospective Repurposing (Steve Barwick) O’ Neil introduced Steve Barwick, City Manager. Barwick introduced Randy Ready and Mitzi Rapkin from the City Manager’s office. Rapkin provides handout – “Five Things to know about the 0.5% Wheeler Opera House Real Estate Transfer Tax”. Barwick explains that City Council has tasked staff to begin the discussion with the public about possible repurposing of Wheeler Real Estate Transfer Tax (WRETT). Barwick wants to start these discussions with the Wheeler Board for two reasons 1) to introduce what the City is going to be doing and presenting to people 2) to understand from the Wheeler Board what possible plans are those ideas can be represented to the community. Repurposing of WRETT (in regards to excess funding above operational and capital needs) does not mean that it cannot be used for the Wheeler at all. While funding may be used entirely for the Wheeler, its use might fall outside of the boundaries of the old WRETT language. For example, if the Wheeler were to get heavily involved in the repurposing of the Armory Hall space and incur annual costs to support it. The City Attorney feels that the voters will need to weigh in on that type of language change. Whatever it may be that the voters eventually decide, the Wheeler Board needs to be involved. The City will start a series of meetings on the subject with the public, and also with a number of specialty groups like Rotary, Aspen Business Luncheon, ACRA Board, NextGen, and AYPA. In addition to the meeting schedule, there will be an open “City Hall Online” portal, where the public can weigh in, and a survey may also be distributed. We do not want to face voters in 2019 (when the WRETT is set to expire) with what may be 35 to 40 million in the bank, and ask them for a simple renewal of the WRETT. If voters say no to a renewal at that late point of the sunset of the WRETT, it would be unconstitutional to get a real estate transfer tax again. 35 to 40 million is not enough for an endowment, and would eventually force us to cut programming, possibly getting to a point where, some of us remember, actual bake sales to try and keep the lights on. We will discuss in these meetings the language originally in the WRETT, explain the expiration of the tax, how it produces more money than is currently required for the satisfactory operations of the Wheeler, and begin to talk about options. (Refer to graph on the back of handout). In regards to revenue, the difference has resulted in the 30 million plus fund balance. Barwick asks of the Board, what options they would want to put on the table in regards to WRETT and any potential repurposing. Barwick would like to be able to represent to people some options that fit with the Wheeler Opera House and its original goals, options on how it can be put to other uses, possible decreases to future needs, or moving it into the general fund to decrease other taxes, such as property taxes. The City Attorney believes that almost anything can be done with excess revenue, as long as operation of the Wheeler continues to be funded. Further, that excess funding can be used for almost anything, as long as voters approve it. The plan is to take all these ideas, put them in front of City Council and let them decide what they want to put on the ballot, hopefully, for fall of 2016. Our best guess is it may take another 6-8months to flush that out. We could go to May 2017, with next City council election, it could be November 2017, and the key is to go to voters before 2019. Cohen presents his concerns on altering the tax before getting voters’ approval for the continuation of the tax. Cohen mentions other scenarios, similar to the Red Brick or the Armory Situation, of collecting interest on lending of funds to other projects. Cohen has concerns about people who do not understand what the WRETT is for. Barwick continues– City Council did not feel that they could pass that vote (on renewal only), with 35-40million in the bank. Discussion continues on lending money to other entities. Attorneys indicate that you cannot get involved in anything off site without asking the voters first. Kurt would like to see the amounts granted to arts organizations increase. Other ideas raised include expand Wheeler uses to include the Armory possibility and/or build next door (Black Box concept). Rapkin asks the Board to review most current documents being used to educate the public. Barwick continues to request that the Board get all the options on the table, and to discuss thoroughly thoughts on increasing arts grant, expanding Wheeler uses – such as the Armory. Barwick asks Board to join public meeting, and Buhler to be in attendance to be there if we get a lot of questions on Wheeler operations. We ideally want to reach a point where the public is very well educated on this issue. Rapkin will send out an updated schedule. Additionally, it is commented on that City of Aspen employees cannot endorse a ballot issue while on City time, however this does not apply to the Board, and the Board will be looked to in the election cycle to help support this renewal issue within the community. IV. Director’s Report & Update (Gena Buhler)  Staffing Update Buhler offered thanks to everyone for the on-going concern and support in this area. The most integral piece in this restructure was the Programs Administrator. A finalist is being interviewed, with the hopes of this new position being in place by mid-December. Buhler also addressed the search for a General Manager, which has been a challenge. An offer was made three weeks ago, but it was turned down due to difficulty in finding housing. The goal is to find someone that is a really good fit, and someone who will be here at the Wheeler for long term. Page Price of Theater Aspen conducted a long search for a Managing Director, and recently hired someone from Aspen Music Festival, because housing was such an issue. Interest is coming nationwide, but the lack of awareness of what they’re coming into is evident. Buhler asks that if the Board has ideas or input on housing suggestions, please share them. Buhler will continue to oversee staff in daily planning, and is looking to see if someone can help bridge the gap, considering perhaps an interim position, while continuing the GM search.  Programming Preview Party Buhler presented the Winter 2016 season to the Board, asking that they keep it confidential until the Preview Party the following evening. The newly hired marketing firm Soloshoe Communications is running the event. Buhler went on to explain that the goal was to create a diverse season, and she believe we have accomplished this. Highlights include on January 8, One Man Star Wars, an exciting theater show, which will be popular with Force Awakens opening in December. If you do not know anything about Star Wars, this show is not for you. On January 10, free community concert with Seth Glier, perfect platform to talk about the WRETT fund, free programs like this are supported by RETT. Two events during Gay Ski Week, on January 17 Sing-a-long-a Grease, and on January 23 Sandy Hackett’s Rat Pack. On February 12, Recycled Percussion a live show that’s STOMP meets Blue Man Group. For Valentines’ Day, we will host a Mingle with the Singles event, something for singles, a fun opportunity to bring people in, we will do a social media campaign for this event. Kurt suggests to get retailers involved. We have another family program on February 21, with illusionist Jason Bishop who closes his show with a double levitation, great for kids and adults. Most family shows this season will start at 6:30pm. On February 26, we have Edwin McCain Trio for an acoustic evening. On March 4, The Fab Four is the ultimate Beatles tribute. On Sunday March 6, we have a co-production with Theatre Aspen, with Susan Egan, for An Evening of Broadway. This show is the day after Theatre Aspen’s annual gala. On March 11, Dana Gould comedian, producer and writer. On March 15, Sing Along with The Muppet Movie, puppeteers will be on stage, with the Muppet Movie on screen, great for kids and those who grew up with the Muppets. March 19, Belly Up co-production with Clint Black, our top ticket price is $125, with a limited $50 local Wheeler Wins! Member price. On March 20, One Night of Queen, and Los Lonely Boys returns to the Wheeler on March 29. On March 31, Under the Streetlamp sings from the great American Songbook. Finally, April 21, Mike Super Magic & Illusion, a great sleight of hand magician with a show fun for all ages. Buhler continues that February 18-20, the Aspen Laff Festival line up opens with Second City on Thursday, which will also include free community improve classes. Headliners continue Friday with Gilbert Gottfried and Heather McDonald, Saturday with Steve Byrne and Pete Holmes. We’ve received great feedback from the industry with one comment asking if HBO comedy fest was back in Aspen. The Monday Docs series begins in January with a pass for all 11 films plus 11 drinks. Also in the partnership will be the continuations of The Met: Live in HD working together Daniel Song and the Aspen Music Festival marketing team. An additional co-presentation with Aspen Film for monthly film programming may be added to the schedule as well. This programming does not include any of the community rentals such as Gay Ski Week events, and Kurt mentions Priscilla Queen of the Desert screening with Aspen Film at the Wheeler. Buhler explains that the staff is being conservative with ticket goals, hoping to beat revenue goals by filling a lot seats, mostly due to updated programming and marketing efforts. The new locals program Wheeler Wins! will allow access to special discounted ticket prices. The program membership is $10 for the year, and that savings comes back in the first ticket you buy and for every show there’s a discount. Membership programs are a great Audience Development tool, and the hope is to be able to add in additional benefits. The program allows a group of people that are excited and passionate about the Wheeler programming to get great discounts as locals. Also, the discounted ticket is available up until the day of show, unless sold out. In past, patrons would have to buy early in order to see the savings. The discount is significant in most places, and gives incentive to sign up. The goal is to have 40-50 people sign up for Wheeler Wins! Membership on the night of the Preview Party. Discounted ticket prices will not be advertised except to members. It will not be available for Laff Fest, as there are already bundled discount prices. The goal is to make the community feel like they are welcome and that Wheeler show are affordable. Board comments are very positive on loyalty program.  Renovation & Grand Re-Opening Buhler gave a general update on the building renovations and the scheduled re-opening. The goal had been to get into the building 2 weeks before the first show, however currently it will be getting occupancy on December 15 and a soft opening with Warren Miller on December 18. The Official Grand Re-opening is scheduled for December 19 with Post-Modern Jukebox. PMJ is a great style combination, for a fun and social evening. Followed by Kevin Smith, comedian and filmmaker on Sunday December 20. Buhler explains that Ballantine is looking at a backup plan for the grand staircase carpeting, as the custom carpet may not be arriving in time. Buhler expressed concern for the staff and keeping morale up in these times of long hours for the team. Buhler requests that the Board be encouraging to staff when they see them.  Bar Management Buhler explained that in reorganization of staff structure and talking with staff about bar/concession management, changes will be made for the Winter season. Staff realized with Front of House (FOH) focused on audience load in, ushers, merchandise, meeting goals for on time show starts, etc. The bar didn’t have attention it needed, and he bartenders didn’t have that urgency, and there was not the management support for dealing with larger audiences. For a trial period from December to April, Justice Snows’ will run bar on behalf of the Wheeler. With the proximity of Justice Snow’s, they were the best choice for a trial period. To remain in compliance with Colorado tavern license laws, Justice Snow’s will be able to provide the food that is required to available for service. The bar will open an hour prior to any performance. Buhler continued that if at the end of the winter season it is determined contracting the bar works well, an RFP process would begin. Evaluation of success from operator feedback, as well as weekly survey to be sent out from the box office each Monday, through a third party email survey system. Merchandise sales will to the box office and online. The box office will manage sales, inventory and processing online orders. Of the bartenders who have worked at the Wheeler over the years, some are excited to work in box office, some will volunteer, and some will apply thru Justice Snow’s.  Budget/Financial Update Buhler reviewed the financial statement that was supplied, and expressed no significant concerns. Bennett explained that not reflected in the statement is the updated approved budget for the renovation project, where staff received Council approval for an additional $1M+ for additional project items such as finishes and passenger elevator modernization. Full modernization of the elevator, was more than imagined. The 2016 budget has been though the first reading, which went well, with the second reading to follow next week. Buhler explained that the budget process included a 2% increase, and it wasn’t a problem at all to make that work. The budget process was done 4 days into Gena’s tenure, so a lot of assumptions were made based on past performance. V. Marketing Presentation – Craig Boleman, SoloShoe Communications Craig, owner of the new Wheeler marketing firm Soloshoe Communications, gave a general introduction of his company and the services that they will be offering the Wheeler. SoloShoe has an aggressive and clever approach to performing arts marketing. The Wheeler is a dream client. Their firm was retained on October 29. The firm is based in Irving, Texas. Craig explained “We love what we do, it’s all about creativity and cleverness”. Buhler explained that the relationship with Soloshoe has been great so far and they have such an ideal understanding of what they’re dealing with. More cohesion is also being seen with marketing and the box office. The box office serves as the front line, and also Aspen Show Tickets supports base marketing for clients with monthly newsletters, social media, etc. VI. Members Comments Kurt expressed concern about security, in the wake of recent global attacks. Buhler states there will be updates to security systems with additional camera positions that will be active in early January 2016. Buhler encourages venue security awareness – “see something say something”. VII. Next meeting Date The next meeting is scheduled for Wednesday, January 13 at 12:30pm at the Wheeler. VIII. Meeting adjourned at 5:39pm, followed by a hard hat tour of building renovation project.