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HomeMy WebLinkAboutMinutes.WHLR.20251008.Regular Wheeler Advisory Board Meeting Minutes October 8th, 2025, | 3:00 p.m. Attendance: Advisory Board Members: Chip Fuller (Chair), Dr. Tom Kurt (Secretary), Ziska Childs, Nina Gabianelli, Bob Ephlin, Sarah Pelch, Kate Northfield Lanich, and Bryan Weingarten. Absence: Mike Harrington (Executive Director). Staff: Nicole Levesque (Marketing manager), Alixandra Feeley (Business Manager), Malia Machado (Programs administrator) and Lucy Berdiales (Administrative Specialist). Meeting Recorder: Auto-transcription generated via Teams and Microsoft Copilot AI; summarized by Lucy Berdiales and Alixandra Feeley. Call to Order & Approval of Previous Meeting Minutes Chair Chip Fuller called the meeting to order, with a motion seconded by Nina Gabianelli and affirmed by Dr. Tom Kurt. September 2025 minutes, circulated in advance, were unanimously approved without edits. Public Comment There were no public comments. Marketing Report – Ms. Nicole Levesque Ms. Nicole Levesque presented the 2025 marketing review and outlined priorities for 2026, noting strong growth in audience engagement and improved alignment between marketing strategy and programming. Closer coordination with the box office and outreach teams has strengthened communication, data accuracy, and visibility across platforms. Digital performance continued to rise, with Instagram followers up 31 percent year over year and email open rates exceeding 50 percent. Google Ads generated roughly 30 percent of total ticket sales, while Meta advertising remained most effective for local and community-based events. Ms. Levesque provided an overview of the Wheeler Insiders membership program, which now counts 720 active participants, about 60 percent of whom reside in Aspen. The program has fostered steady advance ticket sales and strong word-of-mouth referrals. She compared this initiative to the former “Wheeler Wins” program, which had roughly 1,500 members, about half of them paid. The new model is more targeted and data-driven, allowing staff to refine digital messaging and assess audience behavior more effectively. Renewal campaigns are being launched this month, with members receiving automatic email reminders thirty and seven days before expiration. Looking toward 2026, Ms. Levesque shared that a full redesign of the Wheeler website is planned, with an RFP currently in preparation. The new site will prioritize accessibility, enhanced event discoverability, and a streamlined ticketing experience. She also announced the selection of Kasane Viola Design to lead Wheeler’s new visual identity, which will debut in the coming season and visually reflect the in-theatre experience. Community presence remains a central focus for the coming year. Ms. Levesque noted that the Wheeler participated in the Aspen Saturday Market and the annual Community Picnic and intends to expand its visibility at future city events. Board members encouraged exploring opportunities for a Wheeler booth during WinterSköl, particularly in connection with the “Soup Sköl” event in Wagner Park. Ms. Levesque agreed to follow up with ACRA on potential partnerships. The Board discussed strategies for audience diversification, suggesting that the marketing team further leverage local members as organic ambassadors across online platforms. In addition, members encouraged that the new website’s calendar be accessible within a single click from the homepage to improve the user experience. Ms. Levesque also spoke about strengthening relationships with hotels, concierges, and tourism partners to capture visitors’ attention during their stay. She emphasized that data-driven targeting and cross-promotional partnerships, such as those recently developed with English in Action and the Pitkin County Library, would continue to guide outreach efforts. Before concluding, Ms. Levesque confirmed that while her department focuses primarily on audience-facing marketing, Mr. Harrington’s continued presence at national booking conferences has substantially improved Wheeler’s visibility within the talent industry. Both agreed that artist experiences and consistent communication with agents remain key to maintaining the venue’s growing reputation. Financial and Capital Projects Report – Ms. Feeley Ms. Alixandra Feeley reviewed the September capital projects report, noting that most 2025 projects remain on track. Two significant production upgrades—the Theatre Sound System Replacement and the Onstage Audio Reference Monitor Package—will carry forward into 2026 due to the extended RFP process. Once vendors are confirmed, purchases and installations are expected to proceed swiftly and be coordinated to minimize performance disruption. She also explained that the Roof Heat Tape and Controller Replacement line shows a negative balance because 2024 invoices were processed after the fiscal year closed. Finance confirmed that the discrepancy is minor and that the 120 Fund can absorb the expense without issue. The Exterior Lighting Enhancement project remains active, with design and installation timelines still being finalized between Mr. Harrington and Facilities. The Stage Floor Resurfacing project is scheduled for completion in November and will be funded through the Building Improvements allocation. Board members requested that staff provide quarterly capital project updates and that Finance clarify the ongoing management of the “two RETT funds” — the pre-2021 restricted-use fund and the post-2021 expanded-use fund — including how interest earnings are allocated between them. These details, along with the full capital project status table and RETT fund summary, appear in the Addendum to these minutes. Board Discussion The Board reviewed the City’s proposal to borrow up to $25 million from the Arts and Culture Fund (RETT) to support the Armory redevelopment project. While the Advisory Board does not have a formal approval role, members agreed that Wheeler’s longstanding financial stewardship warrants continued involvement in discussions about use of these funds. Members expressed that future Armory plans should include arts-related public spaces suitable for rehearsal or community programming. Leadership will confer offline and prepare a letter to City Council expressing support for the initiative while recommending the inclusion of dedicated arts facilities within the project scope. It was also observed that the borrowing arrangement benefits both the City and the Wheeler, as the interest rate applied to the loan exceeds current investment returns. Members requested that Finance clarify how interest earnings are distributed between the pre-2021 restricted-use fund and the post-2021 expanded-use fund. The conversation turned to staffing and facilities. The proposed 2026 budget includes three new positions—a Deputy Director of Operations, a Technical Lighting Supervisor, and an Education and Outreach Coordinator—to support the expanding programming schedule. An administrative office redesign is underway to optimize workspace and incorporate additional desks, with flexible workstation models under evaluation for rotating or part-time personnel. Members reiterated the importance of accessibility and requested continued research into assistive listening and closed-captioning technologies, with implementation anticipated in the 2026–2027 capital cycle. Updates on Aspen Public House operations and on the adjacent venue space managed by DJ’s will be provided in the Addendum to these minutes. Regarding nonprofit rental rates, members sought clarification after hearing reports of increased costs for community partners. It was clarified that the comprehensive rental rate overhaul remains deferred, but standard adjustments and updated labor rates have taken effect. In certain nonprofit partnerships, facility charges may be waived or covered through in-kind support, while labor costs still apply. Staff will return with a clear summary of 2026 pricing (facility, labor, and any CPI adjustments) and guidance for nonprofit users; interim details appear in the Addendum. Adjournment Chair Chip Fuller called for adjournment. The motion was made by Dr. Tom Kurt and seconded by Ms. Ziska Childs. The motion passed unanimously, and the meeting was adjourned at 4:58 PM. Future Meetings Schedule December 10th, 2025, | 3:00–5:00 p.m. ADDENDUM A. Capital Projects – October 2025 Status Project Name Status / Notes Theatre Sound System Replacement RFP process extended; project will carry forward into 2026. Onstage Audio Reference Monitor Package Scheduled to carry forward into 2026; to be aligned with main sound system installation. Roof Heat Tape & Controller Replacement Negative balance reflects 2024 invoices processed after year-end. Finance confirmed the fund can absorb the expense. Exterior Lighting Enhancement Active project: design and installation timelines still being finalized. Stage Floor Resurfacing Scheduled for completion in November 2025. Administrative Office Improvements In design phase; designer site visit scheduled in October to review workspace layout. B. Finance and RETT Fund Clarifications The Board requested written confirmation from Finance regarding the management of the two RETT funds—pre-2021 restricted use and post-2021 expanded use—and clarification on how interest generated from the City’s proposed Armory redevelopment loan will be distributed. C. Marketing & Membership Topic Status / Notes Wheeler Insiders Program Active membership of 720 (approx. 60% Aspen-based). Renewal campaign launching October 2025 with automated notifications. Program replaces former Wheeler Wins and serves as a data-driven platform for audience engagement. Website Redesign RFP in progress for 2026 launch; focus on accessibility, streamlined ticketing, and improved calendar visibility. Visual Identity Refresh Design underway with Kasane Viola Design; debut planned for late 2025/early 2026 season. D. Community Engagement and Programming Event / Initiative Participation / Status Notes / Next Steps Aspen Saturday Market Completed – Two appearances (Summer 2025) Strong community response; recommended to continue in 2026. Community Picnic Completed – August 2025 Wheeler materials distributed; successful engagement. WinterSköl (Soup Sköl / Festival Presence) Under consideration Staff will coordinate with ACRA to explore a Wheeler booth and potential lobby programming. Aspen History 101 Partnership Ongoing Confirmed screening of Aspen Extreme with Aspen Historical Society. Education & Outreach Programs Active Next program scheduled for late fall; continue outreach to down-valley schools. E. Accessibility and Infrastructure Staff will continue researching ADA-compliant listening and captioning systems. Implementation is anticipated in the 2026–2027 capital cycle. The Exterior Lighting Enhancement project remains active; final design review and installation schedule are pending Facilities coordination. F. Rental Rates and Nonprofit Support Item Status / Next Steps 2026 Rental Rate Structure Comprehensive rate overhaul postponed; only CPI-based adjustments and updated labor rates apply. Nonprofit Usage Facility fees may be waived for certain community events; labor costs remain applicable. Labor Rates Increased to reflect expanded production staffing; documentation of 2026 rates to be shared in November. Future Review Staff to prepare clear summary of facility, labor, and CPI adjustments for early 2026 Board review. G. Operational Updates Topic Responsible Department Status Aspen Public House Operations Property Management / Wheeler Business Office Status update requested for November 2025 meeting. Armory Redevelopment Coordination City of Aspen / Wheeler Administration Letter to City Council in preparation; Board requests inclusion of arts-related community spaces. Exterior Lighting program timeline Property management