Download Friends of the Embassy Theatre Development Plan

Friends of the
Embassy Theatre
Lewistown, Pa.
Embassy Theatre Development Plan
Marketing Survey
Revised February 2015
Embassy Theatre Development Plan: Marketing Survey.
Embassy Theatre, Lewistown, Pa.
1
February 2015
This Document was originally funded
by a Historic Preservation Grant
from the Pennsylvania Historical and
Museum Commission and a
bequeath from the Estate of C. Ray
and Helen Price
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Photo 1: Embassy Theatre, Lewistown, PA, 1942.
Photo Credit: Susan Cohen.
Embassy Theatre Development Plan
Marketing Survey
Embassy Theatre
6 South Main Street
Lewistown, PA 17044
Written and compiled by:
Paul T. Fagley, President, Friends of the Embassy Theatre
Thomas Grbenick, SEDA-COG (Retired)
Amanda Burbage, SEDA-COG
Prepared for:
Friends of the Embassy Theatre
PO Box 203
Burnham. PA 17009
Revised: February 2015
Previous Revisions: April 2014, August 2013, August 2011, June 2010
Originally Created September 2007
On the Cover: The Friends of the Embassy Theatre, Inc. host the annual downtown concert for the Fourth of July 2004.
Renaming the concert “Let Freedom Ring,” programs like this allow the Friends to host downtown events before the theatre
is actually useable. Photo Credit: Friends of the Embassy.
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Table of Contents
INTRODUCTION
5 The Marketing Survey
5 Survey Purpose And Goals
6 Project Data And Team
7 PART 1 – THE BUCKNELL UNIVERSITY STUDY
8 Team 1 – Demographic Study
Parameter 1 – Mean Travel Time to Work.
Parameter 2 – Political/Social Values
Parameter 3 – Economics
Parameter 4 – Age Groups
Parameter 5 – Family Demographics
Recommendations – Potential Client Base
Recommendations – Potential Uses
Limitations of the Study
Conclusion
9 10 10 11 11 12 12 13 13 13 Team 2 – “County And Clergy” Study
Choosing Interviewees
The Questionnaire
Sample Responses
Limitations of the Data
Trends Identified
Team Suggestions
Conclusion
14 14 15 16 20 21 22 23 Team 3 – “Arts And Entertainment” Study
Findings
Events for Community Benefit
Films and Movies
Financial Concerns
Problems, Analysis, and Future Suggestions
Conclusions
Complete List of Suggestions, Team 3.
24 24 25 26 27 27 28 29 Conclusions Of The Bucknell Study
30 Final Thoughts Of The Bucknell Study
Bucknell Study Team
31 31 Embassy Theatre Development Plan: Marketing Survey.
Embassy Theatre, Lewistown, Pa.
PART 2 – SIMILAR THEATRE COMPARISONS
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32 Theatre Comparison Study
32 Theatre Visitations
35 Keystone Theatre Tour
History
Annex
Facilities
Programming
Marketing
Revenue/Funding
Summary
35 36 37 37 38 38 39 39 Garman Opera House Tour
History
Facilities
Programming
Marketing
Revenue/Funding
Summary
40 40 41 42 42 43 43 Roxy Theatre Tour
History
Facilities
Programming
Marketing
Revenue/Funding
Summary
44 44 45 46 46 47 47 Conclusion Of The Theater Tours
47 PART 3 – COMMUNITY SURVEY
Survey Results
48 49 MARKET RESEARCH FINDINGS
Film
Special Events Programming
Community Theater
Community Use & Private Booking
62 62 64 65 67 CONCLUSION
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Introduction
The Embassy Theatre was a building beloved by generations of Mifflin Countians as one of the top
entertainment venues of the area. Unusual in its beauty, the Embassy brought to the region a taste of the
“Broadway Picture Palaces” of the cities. No other area theatre would be as ornate or luxurious as the
Embassy. During the period of significance of the Embassy, two other theatres were in competition – the
Pastime, and the Rialto. As many local people described it, “when you were a kid, you spent every
Saturday at the Pastime, watching the westerns. When you were a teen, you went with your friends to
The Rialto, but when a young man wanted to take his “girl” out, and wanted to impress her, he took her
to the Embassy!”
This theatre remained a popular place, yet still felt the challenges introduced by television in the
1950s. As the other area theatres closed, the Embassy and Miller theaters continued until owner Harold
Cohen retired in 1981 after the death of his wife. The Miller was sold and converted into a multi-plex.
The Embassy was leased for a short time, but was closed and shuttered by 1982. For the next several
years, the Embassy became an eyesore, a fading memory, and a visible reminder of the decay of the
downtown. In 1991, a group of local citizens formed the Friends of the Embassy Theatre to rescue the
structure at an impending auction. Hundreds of locals turned out that night, showing that the community
was not yet ready to say “goodbye” to the Embassy. Since that time, the Friends have stabilized and
secured the building, and have done some restorative work on the front. In the community, efforts are
now ongoing to revitalize the downtown, and the Embassy can and will be a proud part of that rebirth.
The Marketing Survey
The marketing study is important, as it gauges potential uses for the theatre. Marketing specialists,
who generate scientifically random samplings, do the best possible studies. These kinds of studies have
statistical validity, in that they are truly random, which is designed to eliminate bias in the responses.
Unfortunately, these types of studies are also very expensive, and could cost ten of thousands of dollars.
The study grant awarded the Embassy had only a modest amount for marketing studies, on the order
of $5,000. The board, with advice from Tom Grbenick, decided instead to do a limited interview study
with selected key people on Lewistown. It was felt that they would be able to help us gage public
opinion. Through Tom, the board contracted with Dr. Thomas Greaves, Anthropology Professor at
Bucknell University, to utilize one of his classes to perform the interview survey. The students
conducted interviews and issued reports, which are summarized in this document.
Since the scope of the Bucknell study was very limited, the board decided to expand the survey
beyond that supported by the grant. The board decided to visit several other similar theatres. Amanda
Burbage of SEDA-COG compiled a listing of several theatres in Pennsylvania and surrounding states
that were demographically similar to Lewistown. From this list, three theaters were visited, and the
owners/operators were very cooperative in telling the Friends details of their operations.
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Finally, to try to validate some of the Bucknell study, the Board opted to do a community survey.
The survey was placed as an ad in the Lewistown Sentinel, as it felt that this would be the most cost
effective way to reach a wide cross-section of the community. It was known and understood from the
start that this study would not be scientifically valid, in that respondents were likely already in favor of
the project, but the hope was to solicit information as to various types of programming ideas and what
the public thought of those ideas. In a sense, we were trying to see if there was a correlation between the
Bucknell study and the community survey. Unfortunately the response was very low.
The results of the three studies are presented here for what it is worth. The Board feels that there is
good information in them, and it follows the lines of thought over recent years as to what to use the
theatre for. At the very least, the studies do show the best option is to rehabilitate the Embassy into a
multiple-use facility, able to support a variety of programming formats.
Survey Purpose And Goals
The marketing/feasibility study part of this project was used to elicit public opinions regarding
potential uses of a restored and rehabilitated Embassy Theatre. These surveys were developed by
SEDA-COG with input from James Zubler, Downtown Lewistown, Inc. and the Friends of the Embassy
Theatre, Inc.
The Marketing/Feasibility Study report provides insight into a variety of uses compatible with the reuse of an old theatre. The findings suggest possible uses for a rehabilitated Embassy and of the planning
of spaces within the current structure and in the vacant lot next to the theatre and owned by the Friends.
From the beginning, it was understood that the project and the Friends did not have sufficient funds
available on the project to do a full-blown study, as this could easily run into the tens of thousands of
dollars. However, the limited scope of the study did allow for some insights from the community.
Therefore, several goals were developed to gain the maximum use out of the study.
The goals of the marketing study were as follows:
1. To assess public attitudes and interests relative to potential uses of the Embassy as reflected in a
few select leaders in the community.
2. To identify a mixture of programs and community services compatible with the physical
characteristics and architectural limitations inherent in the Embassy Theatre building’s design,
theatrical staging, and downtown location.
3. To solicit community suggestions and opinions relevant to the rehabilitation and re-use of the
Embassy Theatre.
4. To ascertain the need for a variety of social recreation, cultural and community services program
and activities.
5. To determine the relative importance of the identified recreation and community needs.
6.
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Project Data And Team
Tom Grbenick, Community Resource Center, SEDA-COG, and Paul T. Fagley, President, Friends of
the Embassy Theatre, Inc. completed this study with input from A. Raymond Goodman, architect
familiar with historic theatres. Students from Bucknell University, Tom Greaves, Professor, gave
assistance for the Marketing study.
Special thanks are also due to the local citizens who took time to be interviewed by the Bucknell
Students, as they provided valuable insight into the local community attitudes towards preserving the
Embassy Theatre. It is the hope of all involved that the conclusions of these reports will lead to the
revival and preservation of the historic Embassy Theatre, and that it can provide a place of family
oriented cultural entertainment in this “mini-gem” of this remarkable theatre building.
Concept Master Plan Update
In 2014, historic theatre architectural firm Westlake Reed Leskosky completed a new Conceptual
Master Plan. As part of the plan, the original findings of this plan were revisited, and were found to be
still valid. Details of the updates can be found in the Conceptual Master Plan, so that this plan can stand
with the original finding.
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Part 1 – The Bucknell University Study
The initial studies were conducted by a team of nine students from the Department of Anthropology,
Bucknell University, located in Lewisburg, Pa., under the direction of Dr. Tom Greaves, PhD. This
allowed the students a real-life example of their current course of studies, and also allowed that the local
people would be interviewed by a person not from the area and therefore could maintain the anonymity
of the respondents. This guarantee of anonymity hopefully would allow respondents to more freely
express their opinions without it being known that their comments could be traced back to them.
Photo 2: The Anthropology 287 class that
conducted the studies in the spring of
2005. Photo Credit: Dr. Tom Greaves.
The nine students were divided into three teams, and were assigned tasks for the study, as follows:
1. The Demographic Team – This team worked primarily at Bucknell. They assembled data mostly
from the U.S. Census, on Lewistown and surrounding communities at the "block group" level
(Thus Lewistown was divided down into a number of specific areas. The team included nearby
and more distant communities out to about a 30-minute drive from Monument Square, the
assumed maximum radius for potential patrons for Embassy Theatre events. The team produced
a computer program that allowed census data to be geographically depicted, and compared
across block groups.
2. "Clergy and Council" Team – This team interviewed key members of three different leadership
groups on what activities the Embassy could usefully provide. The idea was that it would be
useful to see the Embassy from the perspective of these groups. One group was the clergy of
Lewistown, the second was “town council” and municipal leaders, and the third was small
business leaders. The interviews were designed to elicit information how the Embassy could
usefully contribute to community needs.
3. "Entertainment Options" Team – This team collected data on the entertainment and other event
options already available in Lewistown, the arena in which the Embassy must find its niche. The
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team interviewed the leaders of several Lewistown organizations for their perspectives on what
sorts of events and services the Embassy could offer, and which ones are needs that are not
adequately met by existing organizations and facilities. The team sought the perspectives of
those interviewed on which Embassy activities have potential to offset event costs through
admissions and sponsorships. Team Three met with select individuals from the Mifflin County
School District, the Mifflin-Juniata Arts Festival, the Lewistown Kiwanis Club, The MifflinJuniata United Way, and the Lewistown Rotary Club. .
In all of these studies, the names of possible respondents were given to the interviewers, who as part
of the study maintained anonymity of those interviewed. Their comments were compiled in a way to not
connect them to one single individual. This was particularly the case with group three, where during an
oral presentation by the students some comments could almost be matched with a particular known
individual. To maintain the anonymity of those respondents, the Friends requested that the team
recompile the data and no written record of the original comments was given to the Friends. The final
report from the team reflected this recompilation.
Team 1 – Demographic Study
The Demographic Study team project studied data from the 2000 Census, which is freely available
on the Internet. Their intent was to produce an accurate representation of the people of the area, and
provide suggestions for potential target audiences and uses for the theatre based on the census data. The
team studied the Borough of Lewistown individually and Mifflin County as a whole.
The Bureau of the Census has broken these areas into “Block Groups.” Lewistown was divided into
9 block groups, while the county is divided into 41 block groups (including Lewistown’s nine block
groups).
When the team began to utilize the data, it was found to be very cumbersome and not very useful.
The team created a pair of interactive maps that displayed relevant data for the block as it was “moused”
over. While the Census provides data on 45 characteristics, the team chose 19 characteristics they felt
that was relevant to their study. Those 19 characteristics are listed below in the sample block group.
A sample of the block group raw data for Lewistown is as follows:
Block Group SAMPLE
High School Diploma: 78.2 – 83.1%
Bachelor’s Degree or Higher: 4.8 – 8.4%
Civilian Veterans: 10.6 – 13.2%
Disability Status: 27.7 – 35.1%
Mean Travel Time to Work: 20.8 – 24.2 minutes
Median Household Income: 13,984 – 20,833$
Median Family Income: 30,347 – 34,926$
Per Capita Income: 14,932 – 16,356$
Families Below Poverty Line: 23.3 – 30.3%
Individuals Below Poverty Line: 18.1 – 23.6%
Total Population: 1,933 – 4,877 persons per sq mile
Age - Under 5: 7.0 – 8.6%
Age - Over 65: 17.4 – 19.5%
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Average Household Size: 2.23 – 2.40 persons
Average Family Size: 2.74 – 2.83 persons
Total Housing Units: 661 – 784 units
Owner-Occupied Housing Units: 53.5 – 61.9%
Renter-Occupied Housing Units: 38.1 – 46.5%
Vacant Housing: 6.7 – 9.5%
Parameter 1 – Mean Travel Time to Work.
Once the data was accessible, the next step was to determine potential clientele. The first parameter
they looked at was “Mean Travel Time to Work,” working from the assumption that the average person
in the area drives about 25 miles to and from work, therefore would likely drive the same distance for
entertainment choices. It was felt that most all people in the area were accustomed to driving to work,
shopping, and entertainment venues, due to the rural nature of the area and the lack of local public
transportation (i.e. busses, commuter trains/subways).
The data showed that 75% of workers used a personal car to go to work, while another 10%
carpooled. Less than 1% used public transportation (this may be referring to the busses that travel
between State College and Harrisburg).
Using estimated speeds based on roads versus highways, a map was created with potential clients for
the theatre. While most of the map follows the border of Mifflin County, a small section entered Centre
County, and a piece of Juniata County was included. However, since the time for the study was limited,
only the areas within Mifflin County were studied. The team felt that since the citizens of Mifflin
County were accustomed to driving in a personal vehicle, they would likewise be willing to travel to the
theatre.
The study team also noted that parking may be the only hindrance, as there are no large parking
areas adjacent to the theatre. It should be noted that there are approximately 1,000 parking spaces within
a two-block radius of the theatre, including three municipal parking lots.
Parameter 2 – Political/Social Values
The next trend the team looked at was whether the area, as a whole, was politically and socially
conservative, liberal, or in between. One of the best indicators of the social values of a community is to
study their political and voting habits. Generally, people who are socially conservative tend to vote for
candidates that reflect their own values, which for the most part are represented within the Republican
Party. Likewise, people who are socially liberal vote for candidates that are liberal in their values, who
are most represented within the Democrat Party. This is truer for state and national office candidates
than for local candidates. Since this study was conducted in 2005, the last election results available were
from the November 2004 election.
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In the 2004 election, Mifflin County overwhelmingly voted for Republican candidates,
approximately 70% of the vote going to candidates George W. Bush for President, and Arlen Specter for
Senate. For the House race, 95% went to John Peterson.
The election results support the idea that Mifflin County is socially conservative, with a strong
interest in traditional, conservative and family values. Based on this parameter, programming should
reflect these conservative values.
Parameter 3 – Economics
The third parameter examined was based on the economics of the area, to determine what people
were willing and able to pay for. A summary of income for Lewistown and Mifflin County, based on
1999 income data (the latest available at the time of the study), is as follows.
Lewistown
$21,568
Mifflin County
$32,175
Pennsylvania*
$40,106
U.S.*
$41,994
Mean Household
Income
Mean Family
$30,606
$38,486
$49,184
$50,046
Income
Per Capita Income
$14,733
$15,553
$20,880
$21,587
Families below
16.4%
8.6%
7.8%
9.2%
Poverty Level
Individuals below
21.7%
12.5%
11.0%
12.4%
Poverty Level
* Figures for Pennsylvania and the United States were not part of the original study and were included here to show how Lewistown and
Mifflin County compares to state and national averages.
From the above data, it is shown that about 1/5th of the population of Lewistown falls below the
poverty rate. Mean household, family, and per capita incomes fall well below state and national
averages. Interestingly, while the county has a lower “families below poverty rate than the national
average, Lewistown is considerably higher. Based on this parameter, program costs should target all
levels of income in the community, with a range of prices, so as not to alienate lower income potential
patrons from using the theatre.
Parameter 4 – Age Groups
The fourth parameter the team looked at was age range. This is based on the fact that different age
groups prefer differing types of entertainment, have differing tastes, and spend their discretionary
income differently.
Based on the 2000 census, the median age of residents of Lewistown was 38.0 years, while the
county was slightly higher at 38.8. Plotting the age ranges, the age groups broke down as follows: a
large number of youth, a drop in young adults, a spike at middle age (~40 – 50), then a slow decline as
the population ages.
This shows that the young adults (age in the 20s) are leaving the area in search of jobs elsewhere.
This is especially true as the number of good-paying factory jobs is declining in the area. However, the
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spike in middle age is interesting. This may be accounted for with young professionals with families,
who may work in the State College area and live in Mifflin County due to the lower cost of living and
lower taxes.
This means that programming should target various age groups with a variety of interests.
Parameter 5 – Family Demographics
The final parameter the team studied was family make-up. Rounded to a whole number, the average
family size in Mifflin County and Lewistown is three. In Lewistown, 69.2% families qualified as
“married couple families,” while for the county this number is 82.2%. Of these, 41.8% in Lewistown
had minor children, while the number for the county was 40%. These numbers show that over half of
families in the county have no children in the home, while those that do have children have on average
one or two.
Recommendations – Potential Client Base
Based on the demographic analysis, the team decided to present three possible client bases that
would be the strongest in their opinion. Comments on the recommendations by the authors of this report
are in (parentheses).
The first group would be teenagers and young adults from 15 to 30 years of age, which make up
collectively about 18% of the county population. Youth are a potentially strong market because of their
numbers and available time. A limiting factor noted by the team was that they feel this age group would
not have as much discretionary income as older residents. (While this may be true, this age range is
known to more frequently find entertainment outside of the home, and is the prime target audience of the
majority of films out of Hollywood. Another factor not considered is that this age group mostly consists
of dating couples.)
The second group is families with young children. The team found this demographic, in their words,
“Strangely enigmatic.” They noted that although there are a large number of children, average family
size was rather small, averaging one or two children. (Since the team was not familiar with the area, an
explanation of this seeming contradiction is offered: that the Amish and Mennonite populations have
large families, while much of the rest of the county has few children, which may account for the
numbers.) The team noted as strong interest in wanting the theatre to be a family-friendly venue. They
recommended films and productions suitable for children, and at a relatively cheaper cost. (When a
family-friendly film is released to theatres – relatively uncommon – large numbers of families with
children attend, a fact seemingly lost on Hollywood!)
The third and strongest potential client base (in their opinion) would be older couples and elderly.
There is a large number of this group in the area, and they tend to have significantly more leisure time
and discretionary income, as compared to the other groups. (Nationally) This group likes to come to
restored historic theatres with their children and grandchildren, partly reliving a part of their life, and a
desire to share and pass that on to the next generation.
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Recommendations – Potential Uses
The team recommended several potential uses, based on the demographic study. These
recommendations seemed to be in line with the other studies.
The team felt that the best use would be to exhibit older films (second-run, classic, etc.) rather than
first-run features. Running older films can be popular with older citizens, who would bring their children
and grandchildren to the theatre. Not only are they less expensive to exhibit, they would not be in direct
competition to the Miller Cinemas, Mifflin County’s only other movie theater. In fact, second-run films
often compliment first-run movie houses by getting people more into the habit of going to the movies.
Other programming ideas explored by the group included the possibility of modifying the theatre to
offer live stage performances (concerts and live theater). The team noted that since live theater often ties
up a theater from other uses, due to rehearsals and set construction, this would not be a best option, at
least in the initial stages.
The team also considered speakers and comedians, which may be expensive but would not require
elaborate sets. Topics should be kept to less controversial issues, and those that would appeal to a broad
base, such as hunting.
Finally, the team listed several other ideas, but basically only provided cursory commentary. These
ideas included sporting events, concerts, weddings, classroom use, and dances.
Limitations of the Study
Common with all studies, certain limitations are inherent in the data and the conclusions drawn. This
study examined only a small set of data, and from only one data set, namely the 2000 census data. There
was insufficient time or funds to look at multiple sets of data to see of there were any trends in the
population parameters of Lewistown and Mifflin County. Additionally, the data was already six years
old, and might not be totally true at the time of the study.
Also, the potential client radius of 25 miles extends beyond Mifflin County on two sides (into Centre
and Juniata Counties) but the team did not study census data outside of the county boundaries.
Finally, the team noted that they derived the social attitudes from voting habits, which may or may
not be related.
Conclusion
In comparing this team’s results with the other projects, their studies of the demographics suggested
potential clients and program uses consistent with the other team’s conclusions. No major contradictions
were found with the other teams or with the limited studies done in the past. The team feels that the
theatre could be successful if the programming is targeted to the demographics of the area.
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Team 2 – “County And Clergy” Study
This group interviewed Council/Municipal leaders, clergy, and Small Business Leaders in the
Lewistown area for their input into the Embassy. The goal of this part of the study was to “use methods
associated with applied anthropology to understand Lewistown and its attitudes towards the Embassy
Theatre.” Unlike Team 1, which used census data freely available on the Internet, Team 2 (and Team 3)
interviewed several local residents and business/civic leaders, and under standards that require the
confidentiality of the subjects interviewed, while at the same time fully disclosing the nature and intent
of the study to the interviewees. During oral presentations of the three teams, some of the statements,
while portrayed anonymously, could almost be matched to a specific person. The Friends were serious
about also maintaining full anonymity of the interviewees, and pointed out these to the teams and
recommended changes to make the statements fully anonymous in the final reports.
During visits to the community, the number of churches in the downtown and surrounding area
struck the team, noting that religious life plays an important role in the community. They felt that the
local clergy would have a good insight into how the people would like to see the Embassy used.
This team attended a Borough Council meeting and interviewed some of the council members. Since
the purpose of the council is to represent the citizens of the town, they would be a good gage into how
people feel about the theatre and how it could be used.
Lastly, the team interviewed the owners of small to mid-sized businesses who lived and worked in
Lewistown. The class agreed that these business owners would best know the financial habits of the
citizens. Thus, the team felt that the various desires of the Friends to improve the theatre could be
filtered through economic reality.
A questionnaire was developed to use with the interviews. These questions were designed to elicit
comment on the desires of the Friends to make the theatre financially viable. The team examined local
websites, newspapers, and visits to the theatre and community to get a general feeling of the town and to
generate questions.
Choosing Interviewees
One the team determined to interview three groups of individuals the friends were contacted to
provide a list of suggested interviewees. From these suggestions, several were selected to interview, and
were contacted by the team. The team noted that while a couple did not return an initial phone call, no
one contacted declined to be interviewed. The interviews were conducted either by phone or in person.
The team developed a standard set of questions so that consistency could be maintained. Four interviews
were conducted under each category, for a total of 12 interviews. Following the interviews, the team
members studied the manuscripts for consistent trends, and were then compiled for a presentation and
document to the friends.
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The Questionnaire
Several of the potential interviewees were contacted to see if they were willing to be interviewed.
Each was asked the following statement by the initial contact person:
Hi, may name is (insert). I am a student at Bucknell University and I am enrolled in a
class called “Anthropology in Action.” For the class we have a term project that deals with
the revitalization of the Embassy Theatre. Our class is divided into groups and my group is
responsible for interviewing members of specific organizations (who you are calling) to
gather information on what should be done with the theater. The reason why I am calling is
I was wondering if you were willing to be interviewed to help we with my project.
I was wondering if we could set up a phone interview of a few questions, which should
take 15 minutes max to answer.
What times work best for you?
After orienting the respondents as to the nature of the study, they were asked five questions, which
were as follows:
1. In your opinion, what sort of events could the Embassy Theatre put on that would
benefit the people of Lewistown and also generate revenue to keep the Theatre
free-standing?
2. What is your advice to the following possibilities?
a. Children’s movies
b. Movies for Adults (ratings G to R).
c. Academic lectures
d. Recital Hall for elementary, junior high, and high school-age children.
e. Reception Hall for wedding and other events.
f. Meeting Hall
g. Venue for school-related events.
3. (If this question hasn’t been answered) Getting back to your own ideas, why do
you feel that these specific options have the ability to draw a crowd and generate
revenue?
4. In your opinion, what sort of audience should the Embassy Theatre attempt to
appeal to?
5. Do you feel that the community financial support of the Embassy Theatre will
depend on what it becomes, or do you believe that the Lewistown community will
support the theater no matter what it is turned into?
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Sample Responses
Sample responses to the five questions (above) were presented to the Friends and SEDA-COG on
April 21, 2005. These samples were chosen as representative of the responses by the student team. All of
the responses provided to the Friends have been included here. A complete list of all responses was not
given to the Friends. The sample responses were as follows:
Question #1. In your opinion, what sort of events could the Embassy Theatre put on
that would benefit the people of Lewistown and also generate revenue to keep the
Theatre free-standing.
Clergy
“Should be restored to its original purpose as an entertainment center for movies, stage, and
music.”
“Cultural events – because there is a large professional population in Lewistown that would
enjoy good music or drama presentation, for example, a show by the Stone Arch Players or
something with the Community Concert Association.”
“There will be small problems with the venue because it is too small for booking events,
however, it is small and intimate.”
“Lewistown is a blue-collar community and realistic options don’t necessarily for in
Lewistown.”
Council/Municipal
“ It should do everything – cater to all arts events, and be a community hub. With the Masonic
building across the street, the building could be developed into a cultural center.”
Small Business Leaders.
“Band or chorus concert but the stage right now is ‘pathetic’ sop a larger one is definitely
needed.”
“Community for theater, stage productions, public auditorium.”
“Musical groups from State College including traditional bands, benefit concerts, and holiday
program.”
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Question #2. What is your advice to the following possibilities?
Clergy
Children’s movies: “This may not be a viable option because it (Embassy) may become cheap
day care for parents to drop their kids off.’”
Movies for Adults (ratings G to R): “No need to pour money into a space just to compete with
already existing venues.”
Academic lectures: “Good luck on that one – this is not Lewisburg, Pennsylvania.”
Recital Hall for elementary, junior high, and high school-age children: “As is, the really gifted
kids go to Penn State for recitals. The Embassy would be more convenient. There are lots of
talented kids that would use it.”
Reception Hall for wedding and other events: “There are already places nearby.”
Meeting Hall: “’Neutral’ – it might work but already have places nearby so this could not be a
major use.”
Venue for school-related events: “That’d work too but bigger space at high school.”
Council/Municipal
Children’s movies: “Family movies/Disney movies where everyone goes is a great idea.”
Movies for Adults (ratings G to R): “The Embassy cannot compete with the Miller Theater and
there is really no need.”
Academic lectures: “This is not on the top of the list, maybe at the bottom.”
Recital Hall for elementary, junior high, and high school-age children: “This would definitely
work and it’s another great idea because youth need structured opportunities to get involved in.”
Reception Hall for wedding and other events: “This is not a hall.”
Meeting Hall: “’Meet the candidates’ night.”
Venue for school-related events: “Why would they have a school-related event somewhere
besides the school?”
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Small Business Leaders.
Children’s movies: “You are not going to financially support theater just with that.” “Although
people would love to support it, you will have a hard time competing with some of today’s
actively marketed movies.”
Movies for Adults (ratings G to R): “I don’t think they can afford this.”
Academic lectures: “God, why would you want to do that?”
Recital Hall for elementary, junior high, and high school-age children: “Probably not.”
Reception Hall for wedding and other events: “Probably not.”
Meeting Hall: “It could be for certain events such as meeting candidates running for public
office; a new venue for ‘Eggs and Issues’ if catering was provided.”
Venue for school-related events: “No, the high school is self-sufficient.”
Question #3. (If this question hasn’t been answered) Getting back to your own ideas,
why do you feel that these specific options have the ability to draw a crowd and
generate revenue?
NOTE: “Due to the substantial and thorough responses given by interviewees in response to Question 1,
Question 3 proved irrelevant and therefore was left out of most if not all of our interviews.” -- Interview
Team.
Question #4. In your opinion, what sort of audience should the Embassy Theatre
attempt to appeal to?
Clergy
“All ages.”
“Is it even possible to generate a large enough following to support the theater.”
“Appeal to professional people because those are the people with money and are willing to
travel for production.”
“Wider area than Mifflin County, anywhere from seventeen miles or more.”
Council/Municipal
“There is a definite need to be filled for young people as well as seniors.
“The upscale, the more educated part of the community.”
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Small Business Leaders.
“The project will fail it a single age group were targeted.”
“Families.”
“Maybe more so to families than seniors because Lewistown needs good family entertainment.”
Question #5. Do you feel that the community financial support of the Embassy
Theatre will depend on what it becomes, or do you believe that the Lewistown
community will support the theater no matter what it is turned into?
Clergy
“People will be skeptical because they might fear the Embassy will do anything to make money,
as with its history of showing X-Rated films in the past.
“Individuals will pick and choose what works for them.”
“Depends on the end product and right now the vision of the Friends of the Embassy Theatre is
too vague to have a real following.”
“Generating support will be an issue.”
Council/Municipal
“Always has support, how much support will depend on what is offered.”
“Lewistown is a visual community, if they see something happen they will support it more. Once
the marquee was added, everyone was more positive for the time being. Something needs to
happen to the interior.”
“The community has not supported it yet and it has been years.”
“Right now people are concerned about their job security and when people have lost, or are
afraid of losing, their jobs, they will not want to spend money on entertainment.”
Small Business Leaders.
“The Embassy will never be a money-making venture and it will need support regardless.”
“They would love to support it but any downtown private enterprise is suffering right now.”
“Need substantial investment, actually the better part of a million dollars because all community
labor is done that can be and now the need is for contractors and bids for renovation and
restoration.
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“Downtown areas are not on fire so it’s going to be hard to get the project going no matter
what.”
Limitations of the Data
While the team found that the trends they found were consistent within the groups, they cautioned
that the sample was small. First off, more people were contacted than interviewed, and about 20%
contacted did not return the initial phone call.
The team noted that scheduling interviews proved problematic due to conflicting schedules and the
distance for the students to come to Lewistown. The team felt that those who did respond likely had a
vested interest in seeing the theatre revitalized. This was reinforced as when the students spoke of
guarantying anonymity, many responded with, “Oh, it doesn’t matter. I’m very vocal about my opinion
anyway and people will know that certain quotes are from me.” The team noted how true this was
during their oral presentation, when some of the comments could be identified as to who made them,
even though they were only identified within a category. The Friends noted this, so in the written reports
these comments were deleted at the request of the Friends.
The team noted that, as a general rule in any survey, only those with strong opinions either for or
against tend to be vocal. The vast majority in the middle tends to be silent on a particular issue. The
team speculated that this might have accounted for the ones who did not return initial contact phone
calls.
As to those interviewed, they noted that only four people were interviewed in each category. In the
clergy, they were all from traditional Christian faiths (i.e. Roman Catholic, Methodist, Presbyterian,
Lutheran, etc.), and all in the downtown. It is unknown how clergy from other faiths would have
responded. Likewise, the business people did not include professionals (i.e. doctors, lawyers, etc.)
Finally, they noted that municipal leaders, as a whole, tend to respond in a way that pleases their
electorate. They tend to avoid saying things that are controversial or uncomplimentary of their
community. Now it should be noted that these assumptions are based on generalities found over many
years of interviews and polls, and are not meant to disparage or demean anyone individual in the
Lewistown community who agreed to be interviewed. It also was not meant to suggest that the
interviewees responded in a way typical of these categories, only to note that these factors are
considered when studies such as this are conducted and analyzed. In fact, the team seemed to feel that
the interviewees gave heartfelt responses to the questions posed.
Another factor noted by the team is that they were unable to generate an equal distribution of
male/female respondents. While they attempted to have equal representation, even among initial
contacts, men far outnumbered women, and many of the women contacted never responded to messages.
In the end, of the twelve actually interviewed, only one was a woman. They noted that this might have
been due to the nature of the professions selected, or the very limited size of the name pool. Also, since
the team only targeted downtown business, churches, and municipal leaders, the pool of potential
interviewees was likewise restricted.
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Trends Identified
The team identified six consistent trends from their interviews. Those trends are as follows:
Renovations
1. Stable Funding – The most consistent trend identified was that, in order to be successful, a
consistent and stable funding source must be secured. The type of small donations that the
theatre have been receiving in the past will not do the work necessary. Substantial funding will
be needed so that the project will not falter partway through renovations. More than half of the
respondents confirmed that in order to get this funding, the Friends of the Embassy must have a
definite plan for renovation of the theatre. When interviewed, many said the Friends vision is
“too vague,” however, all predicted that once an explicit plan was in place and presented, it will
be easier to generate this wide support needed. [Note: The Friends have recognized this for some
time. The Historic Structure Report, which this marketing study is a part of, is the definitive plan
of the renovation.
2. Parking – The respondents expressed concerns about parking in the downtown. There is only
1,000 metered spaces in the downtown, and parking issues are already a concern on many nights.
Of course the intent of a renovated Embassy would be to bring people to town, especially on
Friday and Saturday nights. The respondents felt that people would not be willing to come if they
could not find parking.
3. Historic Landmark Status – Some of the respondents expressed concerns that when the work is
begin, that there will be no alterations to the building. One clergy responded by saying, “there
should be no attempt to make it into a new building. Just let air ducts show and everything, leave
it how it is and people will love it. [Many people do not fully understand the nature of having a
building on the National Register and how it can be maintained. For one, all buildings change
over time, and often a building can no longer exactly serve the purpose for which it was built.
Instead, it must be adaptively reused for new uses. Changes for modern fire, handicapped, and
building codes must be made, however, these codes recognize the unique circumstances created
by buildings designed and built in an earlier time. These changes can be made sensitive to the
original architecture. They must be in scale to the current structure. Also, the changes must be
made in a way that it is readily apparent to the public that they are not part of the original
structure. In other words, the standards for historic buildings states that changes should not try to
replicate the original design features in additions or changes.]
Potential Uses
1. Programming – The most consistent trend concerning programming was that the respondents
felt that older and beloved films would be a viable option. Disney, family, and film festivals
were singled out high on the list of suggestions, however, some reservations were expressed
whether those films would be enough to sustain the theatre. Most all said that the Embassy
should not compete with other local theaters. Likewise, school-related events would not be an
option, as these functions would be held in the schools themselves. Academic lectures and use as
a reception hall generated similar disinterest.
2. Stage – Ten of the twelve respondents were most enthusiastic about expanding the stage of the
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theatre. [The existing stage of the Embassy is shallow, and has no fly or wing space. With a
movie screen frame on the stage, there is little room left for anything beyond stand-up. ] The 10
respondents who mentioned this said they felt a larger stage was a must, as this would increase
the usability of the theatre for concerts, recitals, speakers, stage performances, and would make
the most economic sense for the community. They also noted the desirability of the Embassy to
host a “Meet the Candidates Night,” as this would afford political opportunity for the candidates
to link past with present. [This suggestion may be problematic, as 501c3 non-profit entities are
strictly forbidden by the Internal Revenue Service (IRS) from politicking and lobbying. While
the Embassy could theoretically provide a forum for all candidates and remain politically neutral,
this must be examined further to see if this would violate IRS code.]
3. Seating Capacity – Three respondents voiced concerns over the seating capacity of the theatre.
Originally, there were 692 seats, and the available school auditoriums contain more seats. New
codes will cause a loss of seating, and it may be feasible to reduce the number even further.
4. Competition – All but one of the respondents said that the Embassy should not compete with
existing businesses. [In discussions with one of the owners of the Miller Cinemas, cooperative
ventures between the two theaters are a possibility.] It was suggested that the Friends work with
other local groups (i.e. Stone Arch Players arts committees, etc.) to meet their potential needs.
The team states that, “Cooperation rather than competition is desired for the Embassy to offer a
unique and original option for Lewistown and its surrounding area.”
5. Audiences – Finally, the respondents said that in order be sustainable, programming needs to
appeal to all age groups. Half of the respondents said that young people and seniors especially
should be targeted, but other groups should not be ignored. Also, some mention was made to
target the upper middle class population, as they would be able to better financially support the
theatre if they used it. As a final thought, it was repeated many times that, given the nature of
Lewistown as community relates, attempts should be made to please all groups.
Team Suggestions
This team made several suggestions based on their interviews. They are presented as a list here
rather than narrative form.
1. Consistent funding must be secured, from the community, private sources, etc.
2. In order to secure funding, a definite plan for the theatre must be created.
3. Viable parking options must be secured to further community and donor support.
4. Once the community knows this plan, the people will be more willing to support and donate to
the theatre’s renovation.
5. Using the Embassy Theatre for its original purpose (as a movie theater) would only be viable
with film festivals and [second-run] family oriented films.
6. Renovating and enlarging the stage [including backstage amenities] will allow a greater variety
of options that would make the most economic sense for the community.
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7. This [expanded stage facilities] would be a unique addition to Lewistown, and avoid competition
with other businesses. It would allow a venue for arts festivals, concerts, recitals, and other
options.
8. The community should be involved in the theatre’s progress. Frequent news articles should detail
the ongoing process.
9. As Lewistown (and the larger community) is a visual community, and need to see progress in the
theatre to continue support.
10. The target radius for the theater should be increased, not only in advertising for programming,
but for updates to the progress of restoration.
11. An anomaly in the data occurred with “academic lectures.” With this team the interviewees were
very negative on this use, however, they noted that team three had a positive read, possibly
because they only asked about “lectures.” This needs to be explored further.
Conclusion
In conclusion, the team stated, “ All those interviewed recognized that revitalizing the structure
would be a positive step in the right direction for Lewistown. A member of the clergy states,
‘Downtown needs a good thing and the Embassy would be an anchor to draw people to downtown.’ A
businessman saw that there were many smaller projects begin done to improve Lewistown as a whole
and that the Embassy was an important piece of the puzzle. According to this businessman, these
projects would build upon each other, ‘like a snowball getting going, where the Embassy will happen
because all other stuff is, as it will happen because all other stuff is, as will it help to make other things
happen.’ And, despite some skeptical views, the Friends of the Embassy Theatre have the faith and trust
of their community. As one council member affirmed, ‘I am very impressed with the people involved in
the project, with their dedication to making it a success and I believe they’ll pull it off…I don’t know
when or how but it will happen.’”
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Team 3 – “Arts And Entertainment” Study
This team chose to interview several individuals from various groups in the Lewistown area that are
deeply involved in the community. They formulated three main goals for the interviews, 1). Obtain
details about current entertainment options; 2). To elicit comment on a list of programming ideas for the
theatre; and 3). What specific applications of the theatre could their group use, and any other pertinent
information. The team wanted the interviewees to give their own ideas, as it was felt that this would lead
to interested groups being more responsive to the restoration.
The five groups chosen to interview included: [Lewistown] Kiwanis Club, the [Lewistown] Rotary
Club, the [Mifflin County School District] School Board, the [Mifflin-Juniata} Arts Festival, and the
[Mifflin-Juniata] United Way. Because these groups were substantially distinctive from each other,
different, but similar questions, were created for each group. From each group, the team wanted to
interview two individuals so that they could maximize the amount of relevant information. In the end,
they exceeded the goal by interviewing an additional person, for a total of 11 interviews. The team also
desired to interview an even mix of men and women, and ended up with 45% women, and 55% men.
After informing the interviewees of the purpose and nature of the study, an interview was arranged.
Due to distance and time restraints, most interviews were conducted by phone. This team, as well as the
others, was given a tour of the theatre so they would have some background for the interviews. They
found the ornate interior to be one of the defining features of the theatre, an aspect echoed by the
respondents.
Findings
The team presented an overview of the comments made during the interviews. Due to the nature of
the responses, they were not specifically listed, but grouped into three categories. This ensured the
confidentiality of the responses was maintained. The three categories were: Arts and Cultural Events,
Events for Community Benefit, and Films and Movies.
Among the respondents, there was a decided dissatisfaction with the cultural opportunities in the
area, and many suggestions took this into account. Because there were numerous ideas of a cultural
nature suggested, the team broke these down into three sub-categories: dinner theater, performing arts,
and live drama hall.
Only one respondent suggested dinner theater, but his passion for it was so great that it was given its
own category. There are numerous examples in the region where live theater is presented with patrons
being served gourmet meals, such as the Rainbow and Dutch Apple theaters, both in Lancaster.
However, to serve full-course meals in the theatre would mean leveling the main floor and installing
tables. Meals could be catered from a local restaurant rather than prepared on-site. While others said a
small concession area would be desirable, they were unaware of any codes that would theoretically
restrict the dinner theater option.
The second sub-category is to use the theater for live entertainment and performing arts events. One
mentioned organization was the community concert series, and high school and college students play in
some of the shows. Music and dance recitals were mentioned as ideas, and local instructors would like a
space like the Embassy.
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As the theatre gains in usage, it was suggested that jazz and comedy performances could be held,
and would bring people into town. Right now, there is evidently a market that travels out of the
community to comedy and jazz clubs, as some respondents mentioned this.
The third sub-category, and most highly supported by the respondents, was live drama hall. The
team noted that every one of the interviewees mentioned this before being asked about it. Specifically,
the local community theater group the Stone Arch Players was mentioned as a good fit for the theatre.
To brief those not familiar with the Stone Arch Players [SAP], they were formed in 1967, and put on
three plays per years (November, March, and May), and also do some children’s theater. They currently
use a facility in Derry Township Community Park, which seats about 150. [Due to the small facility, the
group is basically restricted to “single set” plays, meaning they do not have the ability to do plays that
involve multiple sets. Also, the audience sits on three sides of the stage in a horseshoe shape. In
essence, it is theater-in-the-round.] In order to use the Embassy, the stage facilities would need to be
substantially upgraded, including dressing rooms, storage areas, adequate lighting, and other amenities
[A rehearsal stage, fly and wing space, etc.]. The team noted that the enthusiasm of this idea is
considerable given the high number of interviewees mentioning this option. They found that the SAP is
receptive to the idea, and if the Friends and the SAP would cooperate, the outcome of plays in the
restored Embassy would be a great success for both organizations.
Many respondents mentioned specific events that would be great in the Embassy. Events mentioned
included student drama performances and musical recitals. It was mentioned that the school auditorium
held 600 [the report called it the “Lewistown school” with a photo of the Buchanan Elementary School,
but this school has no auditorium to speak of. They may have been confused with the Lewistown High
School, which has (or maybe had) many more seats than 600]. They stated that the Embassy would be
smaller [likely 500 to 600 will be considered, original seating was 692], but could hold more shows.
Events for Community Benefit
When conducting the interviews, the team found a trend of concern over the community’s direction.
Lewistown’s heyday as a bustling metropolis is long over, and the town has gone through some turmoil.
The interviews with school district administrators (in particular) mentioned the drug problem and lack of
revenue coming into the downtown. They suggested that the Embassy could help to reverse this trend,
by playing host to forums and lectures on these problems, showing informational movies, and live
performances about relevant topics.
Lectures rated high with the respondents in this group [which contrasts with Team 2, whose
interviewees rated this very low]. One informant mentioned that “a lot of kids go to Penn State for
speakers and it might be helpful to bring some speakers to the Theatre, this might even bring people for
outside Lewistown.” Other lectures on hunting, fishing, and subjects of community interest were
mentioned.
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Films and Movies
The Embassy Theatre was originally built as a movie theater, and this was relayed to the teams.
They found that many of the respondents thought the Embassy would be reopened just as a movie
theatre, suggesting that there is already support for this. However, there seemed to be apprehension on
the types of movies that may be shown, specifically movies of “adult content.” The team mentioned that
the Friends had no intention of showing these types of movies, but the apprehension may be there in
others, fearful of who may be in charge in the future. Ed: This apprehension seems to the Friends to be
greater than it should be. For one, in the 54 years the Embassy operated, “adult films” were shown for
only the last six months. This may explain part of it, as these were the last shown. Also, in the early
1960s, when the Motion Picture Association of America (MPAA) movie rating system was instituted,
theaters had to take movies in all categories. Some may remember faulting owner Harold Cohen for
showing “X” rated films, but one must remember that originally, an “X” rating meant an “adults only”
film, not necessarily one with sex or nudity. The “adult entertainment industry” appropriated it with the
use of “XXX rating” which is not an official MPAA rating. Due to the very negative use of the MPAA
“X” rating impacting other adult-themed movies, the rating was changed to a “NC-17” designation.
There was also a negative feedback on showing first-run films. It was the feeling that the Embassy
should not compete with the Miller Cinemas. Also, competition from “home theater” with DVDs and
movie rental places would preclude running first run features. Second-run and special interest films
remained a high response from the respondents. [Since this study, in discussions with one of the owners
of the Miller Theatre, the possibility exists for partnering to exhibit select first-run movies at the
Embassy, possibly for those features that would be best shown in a historic theater. While no details
have been formulated, this possibility is presented here to illustrate how the Embassy could partner with
rather than compete with the first-run Miller Cinemas. ]
As stated, there was a marked interest in second run and special interest films. One respondent
expressed interest in a film festival focusing on community youth. By selling a ticket for several films. It
would provide a success for a number of films. One interviewee stated, “kids today are note getting
involved outside school enough and commonly sit back and play with the internet or watch TV.” A film
series such as this would get kids out and meet new people and get more involved in the community.
Another respondent suggested that if opened as a movie theatre, only teens and college age would go
to the theatre. She mentioned a local drive-in theater nearby [likely the Midway near Mifflintown,
Juniata County] offers all night movie marathons that target the youth crowd. Comedy and horror film
series were offered as possibilities that youth would come to.
Since these respondents were convinced that only youth would use the theatre, the question was
posed to the other interviewees. Specifically, the team suggested special interest films such as hunting
and fishing, similar to special interest lectures as a way to draw more age diverse audiences. Rather, it
was suggested to show classic Hollywood “Blockbuster” films such as Casablanca and Gone With the
Wind. When presented to the others, this suggestion received much positive feedback. It was said that
grandparents would bring their grandchildren to see movies like these, as they remember seeing them in
theaters in their youth. It was finally suggested that youth might come to see these films in the theatre, as
they would only have seen them at home on video or DVD, which does not afford the same experience
as in a historic theatre.
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Financial Concerns
Many of the respondents were friendly and helpful with suggestions of the possibilities for the
Embassy’s restoration; however, they did find some concern that the Embassy would be able to raise
sufficient funds to complete the restoration or operate the theatre. The team found itself being asked
questions about funding. Despite this concern about funding, they found that most of the respondents
offered suggestions for raising the necessary funds. One respondent felt that about 30% of Lewistown’s
tax-paying community would be willing to pay $10 to $20 to see a cultural entertainment function. The
same respondent mentioned that another group, made up of youth and older citizens, might be willing to
pay $3 to $4 for a show.
Advertising the theatre’s opening was an idea forwarded by the respondents. They suggested
advertising at Wal-Mart (due to the high customer traffic) and in downtown businesses. All of the
interviewees agreed that reopening the Embassy would be a boon to downtown businesses. It was felt
that once the business community recognizes this likelihood, they would offer more support for the
theatre. One respondent quoted that, “No matter what, more people downtown will result in a business
boost,” and another mentioned, “ People would be more likely to eat at restaurants or cafes if they were
around downtown for a movie or show.”
Several other ideas for fundraising were offered, including several popular with the local [MifflinJuniata] Arts Festival. Other promotion ideas forwarded by the respondents included radio, other media,
and magazine. Of particular mention was the article on the Arts Festival in Susquehanna Valley Life
magazine, which helped to bring in new people into that organization.
Finally, the respondents mentioned possible revenue could be raised by partnering with other local
organizations, including Kid Connection, the Arts Festival, Goose Day, the Miss [Central] Pennsylvania
Scholarship Pageant, and the Ice Festival. Since these organizations already exist, they can help bring
community involvement if they can use the Embassy’s space. The respondents felt that this would help
increase exposure, particularly in the initial opening stages of the theatre. It was felt that organizations
like these that lack indoor space would be willing to use the Embassy.
Problems, Analysis, and Future Suggestions
As with team 2, they had problems coordinating interviews with the respondents. Most were
conducted over the phone, rather than in person. While they wished they could have had the time to
interview more, they were able to interview 11 members of the community. Out of the eleven
interviews, the team claimed that only one was not very helpful and was unable to give useful
information. In the end, almost all of the interviewees were friendly and excited about the project and a
pleasure to work with.
An analysis of the team’s data supports that there is much community support for the Embassy’s
renovation project already in Lewistown. They noted the friendly manner of the respondents. The found
the interviewees to be gracious and very responsive in their attitudes toward the Embassy, and felt that
this shows a broad base of community support.
The team also noted a pattern of dissatisfaction with the lack of cultural venues and programs in the
area. The respondents were concerned about the negative directions the town was taking, and believe the
younger generation has the power to turn the town around. They also mentioned the fractious nature of
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the area, and felt that projects such as the downtown revitalization and the Embassy could bring the
community together. When asked about suggestions for renovation, few were able to give details due to
a lack of knowledge on what it would take to put on plays, concert, and movies. From the interviews,
however, the team was able to make three conclusions, which are detailed in the next section.
Conclusions
Based on their interviews, the team came up with three conclusions, each dealing with different
factors involved in the rebirth of the Embassy. The first deals with suggested alterations to the building
to support programming. The second suggests target audiences for the theatre. The third makes
suggestions for coordinating with other local organizations for promotion and eventual financial success.
The first conclusion definitely found that an expanded stage is a vital part of the restoration. The
team brought this to the Friends, who explained that the original theatre was built primarily as a movie
theatre, but did have a small stage. However, this stage is very small, and has virtually no fly or wing
space. The cost of expanding the stage would be great, as it would require the purchase of land. The
empty lot beside the theatre could house prop and storage space for the stage.
They also recommended that a movie screen be reinstalled. While first-run movies were not favored,
second-run and film festivals rated high with the respondents. A screen could also be used for lectures or
other formal events. The team recommended seating of around 500, as this would make it comparable to
the high school auditorium.
The second conclusion focused on potential target audiences. The respondents clearly said that youth
from 15 to 25 should be a prime audience. One respondent said, “Younger people are the key to success
because they carry the torch.” The importance given a youth audience was more than financial; rather, it
was predicated on the lack of outlets for culture and entertainment for the youth. The respondents
recommended film marathons and festivals with movies the youth would enjoy. Speakers and plays
were also mentioned during the interviews. The tem expressed that the Embassy could provide the youth
of the area with a positive outlet.
The respondents mentioned their dissatisfaction with the current cultural venues in Lewistown and
the surrounding area; particularly as related to middle and older age citizens. A few mentioned that older
citizens might be more willing to pay a higher price to support the project. This supports the notion that
the Embassy should cater to a variety of cultural and performing arts need for the various segments of
the community.
These tied into the third conclusion of the team, that in order be a success, the Friends should partner
with other local organizations, such as the [Mifflin-Juniata] Arts Festival, Kid Connection, Goose Day,
the Festival of Ice, and the Scholarship Pageant. Since these organizations already have recognition
within the community, they could provide a partnership in helping to make the Embassy a success.
In conclusion, the team reiterated that the Embassy is a special space. Its atmosphere is definitely a
key to the theatre’s success.
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Complete List of Suggestions, Team 3.
1.
2.
3.
4.
5.
6.
7.
8.
9.
Live Drama Hall
Community Concert Series
Art Exhibit Hall
Collaboration with Existing Events (i.e. Kid Connection and Arts Festival.
High School Plays
Stone Arch Players Facility
Dinner Theatre
Fund Raising Facility
Facility available to programs for the physically and mentally challenged (i.e Show Your
Stuff).
10. Indoor Quilt Show Exhibit Hall
11. Film Festival
12. Films of Interest
a. Arts and Cultural Films
b. Foreign Films
c. Instructional Films (i.e. Hunting and Fishing).
d. Holiday Children’s Films
e. Film Series (i.e. Comedy and Horror)
f. Second Run Blockbusters (i.e. Gone With the Wind, The Wizard of Oz)
13. Six Bell Choir Show
14. Arts and Dance Competition
15. Dance and Music Hall Recitals
16. Concerts
17. 4H Club
18. Brown Bag Lunch Discussion
19. Multimedia Discussions
20. Photo Groups
21. Home-Maker Gatherings
22. Acting and backstage Production Classes
23. Business Conferences
24. Lecture Hall academic or otherwise)
25. Community Forums
26. Award Ceremonies
27. Church Group meetings
28. Miss [Central] Pennsylvania Pageant
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Conclusions Of The Bucknell Study
Although limited in scope, the Bucknell Studies did provide useful information from a good
selection of community leaders, business people, and involved citizens. Their input was much
appreciated, and will help to guide the renovation of the Embassy. Several conclusions came out of the
study, mostly from team 2 and 3. Team 1’s part in this was also valuable, however, they examined
statistical data rather than interview that can provide backup to several of the conclusions.
Overall
1. A restored Embassy Theatre can be a valuable asset in the community. The fact that it is a
historic structure (It is listed on the National Register of Historic Places) should be a
component in generating support for the theatre.
2. The Embassy Theatre should be a multiple use cultural venue.
3. Funding is critical for success, both for the renovation costs and for support of programming.
4. There is a general support for the project; however, in order to build the funding base, a
definite plan for the theatre must be presented.
5. Parking may be an issue.
6. In order to support live theater, concerts, and other stage productions, improved stage
facilities are a must. Consideration should be given to expanding the stage, including wing
and fly space, dressing rooms, and prop storage rooms.
7. Seating capacity should be high enough to make it a comparable venue to the high school
auditoriums, if possible. Seating for at least 500 should be considered.
Programming Possibilities
1. There is a lack of cultural venues in the area. While there is a local live theater group (e.g.
Stone Arch Players) and a festival of the arts, there are few other cultural programs in the
area.
2. Programs should target a variety of social and economic groups. In particular, programming
should be done to target youth and seniors.
3. The Embassy should show movies as part of its programming package. No attempt should be
made to compete with the Miller Cinemas by exhibiting first-run features. Instead, the
Embassy should exhibit second-run, independent, foreign films, and hold film festivals and
marathons.
4. Some programming should be done in cooperation with other local groups, like the
(aforementioned) Stone Arch Players, the Mifflin-Juniata Arts Council, Kid Connection, and
other downtown events.
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Final Thoughts Of The Bucknell Study
Given the limited nature of the Bucknell Study, it did produce some interesting results. They were
able to interview a good number of community leaders in Lewistown to get their opinions on the
possibilities of the Embassy Theatre. The Friends appreciate the honest opinions given by those
interviewed, and to the students who, as a class assignment, applied their learning to a real life situation
with long-term implications. Hopefully one day, some of those students may return to Lewistown and
take in a show, and have a sense that they helped to bring this theatre back to life.
As a final thought, Team 3 ended their report with this statement, which is fitting, “Its beautiful
interior and stunning history already provide the town with a historic treasure everyone we spoke with
was already proud of. From the information we gathered it is certainly clear that there is a substantial
amount of interest and excitement about the Embassy’s renovation and reopening. Hopefully our studies
will help direct that interest towards the best possible future for the Embassy Theatre and its eventual
success.”
Bucknell Study Team
Course Instructor
Dr Tom Greaves, Ph.D. Professor of Anthropology, Bucknell University, Lewisburg, Pa.
Students
Kate Ballentine
Brent Bramnick
Jim Cassidy
Gabriella Edwards
Marcus Ladd
Rachel Levine
Leigh Pratt
Elizabeth Spencer-Green
Anne Thayne
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PART 2 – SIMILAR THEATRE COMPARISONS
Theatre Comparison Study
The next step in the market research was to examine other theatres that were similar in size,
demographic markets, usage, and that were rehabilitated historic theatres. The intent was to see how the
Embassy could fit a model to similar theatres in Pennsylvania and nearby states. Much of this research
was done by Amanda Burbage, Community Resource Center, SEDA-COG. Mandy compiled a chart,
showing the theatre, location (with population), year opened, number of seats, use, ownership,
restoration costs, restoration type, and supporting businesses, such as a restaurant, in an adjoining area in
the same or next door building.
The theaters that were chosen are operating historic theaters. No theatres that are considered modern
theatres were studied. For example, Lewistown’s Miller Cinemas could be a historic theatre, based on its
age, but since it has evolved into a modern multi-plex with little historic fabric remaining, it would not
be considered an operating historic theater. Some of the theatres used in the comparison have multiple
screens, but they are located in other adjoining areas of the complexes and not within a divided original
auditorium.
Photo 3: The only other movie theater in Mifflin County is the Miller Cinemas, located in downtown Lewistown.
Built in 1949 as a single screen theater, it is today a six-screen multi-plex. The marquee was recently renovated,
retaining a simplified version of the original. Possibilities exist for the Embassy to partner with the Miller for
select films. Photo Credit: James Zubler
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Pennsylvania Historic Theater Comparison
Theater
Location
Year
Seats
Use
Ownership
Embassy
Theater
Rialto
Theater
Lewistown, PA
Pop. 9000
Canton, PA
Pop. 2000
1927
692
?
FOET
1912
150
Movies & live
performances
Bradford Co.
Arts Council
Rowland
Theater
Philipsburg, PA
Pop. 3000
1917
1000
Movies
Keystone
Theater
Towanda, PA
Pop. 3000
1886
550
Live
performances
& 1st run
movies
Owned by
Borough;
managed by
non-profit
Rowland
Theater Inc.
Bradford Co.
Arts Council
Allen
Theater
Annville, PA
Pop. 4500
Early
1900’s
322
Family
owned &
operated
Sayre
Theater
Sayre, PA
Pop. 5600
1914
390
Classic films,
live
performances
, college film
series,
Movies & live
performances
Campus
Theater
Lewisburg, PA
Pop. 6000
1940
530
1st, 2nd run
and
independent
movies
Private
Restoration
Cost
<$1,000,000
Bradford Co.
Arts Council
$150,000
Restoration
Type
Marquee
Restored façade,
surround sound,
projection,
screen, new
seating, handicap
access, interior
murals, front
room conversion
into theater
museum
Repaired heating
system, new roof,
updated
equipment, Dolby
sound, re-painted
interior
Electric, HVAC,
handicap access;
enlarged lobby,
restored ticket
office, seats,
ornamental
plaster/ ceiling,
stage, new
dressing room
space
(3 years) Dolby
digital audio,
projection,
Electrical
upgrade, Digital
surround sound
added, 2 new
theaters,
handicap access,
lobby, concession
area, upstairs
meeting space
Marquee, interior
Supporting
Businesses
Renovated
train station/
coffeehouse
Coffeehouse
(adjoined)
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Theater
Location
Year
Seats
Use
Ownership
Garman
Opera
House
Bellefonte, PA
Pop. 6200
1890
335
Closed –
damaged by
fire, fate
uncertain
Private
Ambler
Theater
Ambler, PA
Pop.6400
1928
1200
1st run,
classic,
foreign & art
films
Non-profit
(same
mgmt. as
County
Theater)
County
Theater
Doylestown,
PA
Pop. 8200
1938
682
Independent
films
Non-profit
Roxy
Theater
Lock Haven,
PA
Pop. 9000
Early
1920s
400
1st run movies
Private/ forprofit
Mishler
Theater
Altoona, PA
Pop. 47,000
1906
1200
Performing
Arts
Blair Co.
Arts
Foundation
Boyd
Theater
Bethlehem, PA
Pop. 72,000
1921
400
1st run movies
Family
owned &
operated
Struthers
Library
Theater
Warren, PA
Pop. 9800
1883
937
Live
performances
Non-profit
partnership
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Restoration
Cost
$3,000,000
($400K –
private
donors; $1.2
M–
financing;
$1.4 M –
capital
campaign)
$1,300,000
Restoration
Type
Conversion to
movie house,
interior
renovations,
digital sound
New HVAC,
electric &
plumbing, new
seating,
projection booth,
concession &
ticket booth,
partitioning for 3
new auditoriums;
historic
restoration - detail
work on lobby &
exterior; ADA
access
New seats &
screens, new
concession stand,
HVAC, electrical,
projection &
projection booth,
auditorium doors,
exit ramps, new
sidewalk & roof at
marquee, exterior
Restored interior
wall murals, new
equipment, digital
sound, seats,
concession,
HVAC; new
addition with 2
other screens
Roof, roof drains,
brick work,
HVAC, electrical,
restored ceiling
and wall coloring
Dolby digital
sound, ADA
access
Supporting
Businesses
Fine dining
restaurant
(closed)
Restaurant
Row
(Downtown
Bethlehem)
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Theatre Visitations
From this list, the study team chose four theatres in Pennsylvania to visit and talk to the personnel.
These theatres were chosen as they were within driving distance of Lewistown, and were similar in size
and demographic market. They were the Keystone Theatre, Towanda; Sayre Theatre, Sayre; Garman
Opera House, Bellefonte; and the Roxy Theatre in Lock Haven. The owners and staff at each theatre
were more than gracious, giving the team a thorough tour of each facility, and sharing operating costs,
successes, pitfalls, they answered our many questions. Their willingness to share helped the team greatly
understand how these theatres were restored/rehabilitated and operate today.
Keystone Theatre Tour
The Keystone Theatre is located in Towanda, Bradford County, Pennsylvania. It is one of three
theaters owned and operated by The Bradford County Regional Arts Council (BCRAC), and are
operated as non-profit venues. It is the only movie and performing arts theater in Towanda.
The team met with Brooks Eldridge-Martin, executive director, at the Keystone Theatre. The Friends
had planned later on that day to see the Sayre Theatre, also owned by the BCRAC, however, the
discussions and tour of the Keystone Theatre lasted longer than originally planned, so the team did not
see the Sayre Theatre.
Photo 4: The Keystone Theatre in Towanda, Pa. Photo Credit: Friends of the Embassy.
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History
The Keystone Theatre was originally built as Hale’s Opera House in 1886. The original theatre was
located on the second floor, with a large stairway ascending from street level. In 1913, the theater was
gutted and the theatre was lowered to the main level. For the next 60 years, the Keystone was a
combination silent movie and live performance theatre. By the 1970s, the theatre was showing only
movies, and to lower energy costs, a drop ceiling was added, closing off the balcony to a whole
generation of moviegoers who would never experience a balcony in a theater. By 1987, the theatre was
rather run-down, had no handicap access, and was in need of major maintenance. The owners decided to
sell the theater.
Photos 5 & 6: Interior of the original
auditorium (left), and balcony. Photo Credit:
Friends of the Embassy.
In 1988, the BCRAC purchased the theater and immediately started making repairs. Originally, it
seated about 900, and after the restoration begun in 1989, the seating was reduced to 460. The
restoration cost around $1,000,000 (in early 1990s dollars). It was accomplished in various phases over
several years, beginning with the front lobby. Being a non-profit entity, local contractors and businesses
have donated labor and materials. During the restoration, some architectural elements (down to original
curtains) from the large stairway were found that dated prior to the 1913 remodeling.
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Annex
In 2001, an annex was added, which houses a smaller theatre with stadium seating for around 100, a
large lobby, and a dance studio/rehearsal hall in the lower level.
Photos 7 & 8: New auditorium (left) and
Rehearsal Hall. Dance Studio. Note
marking on floor that correspond to stage
curtains, etc. Photo Credit: Friends of the
Embassy.
Facilities
Seating – Seating in the theatre complex ranges from antique chairs in the original auditorium to
modern seating in the new one. The older seats are traditional chairs typical of the early days of theaters
prior to WWII. They are small, and do not have automatic risers, which the BCRAC feels is a must.
When the original theatre was renovated, the rows of seats were spread apart to 36 inches per row,
making more legroom. This in effect, reduced the number of seats by about half. In the new auditorium,
they have stadium seating (meaning steep levels), with executive style seats with high, reclining backs,
and built-in cup holders.
Stage – The stage of the original auditorium is 25 feet deep, 36 feet high, with a 30-foot high
proscenium arch. The screen is 17 feet high. About 4 feet is necessary behind the screen for the
placement of speakers. The distance from the projectors to the screen is 65 feet.
The new auditorium does not have a proper stage; rather, it has a wide area in front of the screen.
This area can be used for lectures and special interest programs not needing a traditional stage.
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Other Facilities – The basement of the new annex holds facilities for the stage area, such as storage
areas and dressing rooms. One interesting feature is a combination dance studio and rehearsal hall. This
rehearsal hall floor is sized to the stage and has markings in the floor (actually different color floor
boards) that correspond to curtain and lighting locations, staging marks, center lines, and other necessary
markings.
Programming
Movies – Motion pictures are a major part of the programming of the Keystone Theatre. The theater
exhibits primarily first-run features (it is the only first-run theater in the area). The BCRAC first shows a
title at its Sayre Theatre, and then is moved to the Keystone. After four weeks at the same theater, a
first-run film is considered second-run. At the Keystone, a film is generally only shown in the original
auditorium for the first two weeks, and then moved to the newer, smaller auditorium.
The BCRAC have had limited success with older films. Brooks stated that “classic” films are
expensive to get and don’t do well. [It should be noted that it may be the local market and its rather
remote location compares to cities as greater factors in the lack of interest in older films, as older films
do reportedly do well in other areas of the country.]
They also have the capability to project digital films. These are mostly special interest in nature. The
BCRAC has installed a LCD projector, rated at 4500 lumens, for these films.
The Keystone hosts special film related events throughout the year. One such event is a “Girls Night
Out, when a “chic flick” is available, it is marketed specifically to women.
Live Theater – The Keystone also hosts a variety of live theater. They host “Open Mic” night
amateur shows, children’s theater, school-sponsored live theater, and the like.
Marketing
The BCRAC use many means to market events. Some of the more innovative include:
! Partnering with local groups to promote a film or event (e.g. For the showing of Mel Gibson’s
The Passion of the Christ, the theater marketed the film to local churches and Christian groups,
to great success).
! The aforementioned “Girls Night Out” is popular. Tickets cost an extra five dollars over the
normal price, as wine is served with gourmet food.
! The concession stand sells gift bags, consisting of movie tickets, popcorn, candy, and a drink.
These gift bags are a big seller.
! The BCRAC issues a weekly E-newsletter by Email. At the time of the visit, it had a circulation
of over 2,000 recipients.
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Revenue/Funding
Revenue for a typical year for the Keystone Theatre (only) is derived mostly from concessions
(50%), ticket sales for movies (25%), with the balance from donations, live performances, and
miscellaneous sources.
For first-run films, a royalty of 70% (sometimes more) of the box office receipts are returned to the
studio for the first week, which reduces each subsequent week. By the 5th week, royalty is down to 35%.
Summary
The Keystone Theatre is an excellent model for ideas for the Embassy. Particularly, the amenities in
the annex are intriguing, and should be considered in future plans for the Embassy. As to programming
and marketing, ideas like the Girls Night Out and the gift bags should be considered.
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Garman Opera House Tour
The Garman Opera House was located in the historic downtown of Bellefonte, Centre County,
Pennsylvania. When the Friends toured the theatre, it was privately owned by Katheryn Iadorola. The
team met with Katheryn, who was very gracious and was willing to share her experiences, both good
and bad, in the theater business.
UPDATE: This theatre closed in October of 2008, and was put up for sale. In September of 2012,
the building housing the Garman and the Do De Hotel next door were severely damaged by fire. While
heavily damaged, many felt the Garman could be salvaged. Local residents through the Bellefonte
Historical and Cultural Association attempted a last ditch effort to gain support and raise funds to
purchase it, but they were unsuccessful. The buildings were demolished in early 2014.
Photo 9: The Garman Opera House in Bellefonte, Pa. Photo Credit: Friends of the Embassy.
History
The Garman was built as a vaudeville theater in 1890. Typically, many of these theaters were known
as “opera houses,” even thought hey did not actually exhibit true opera. Notable performers who
performed in the Garman included George Burns and Gracie Allen, Tom Mix, and Harry Houdini. In
1931, the Garman was converted into a movie theater and showed films until 1961, when it closed. For
the next 29 years, the former theater was used as a furniture warehouse. In 1990, the Garman was
restored as a theater and once again hosted live performances until 1999. A year later, it was reopened as
a movie theatre, and exhibited a variety of films, including classic, art, and foreign films. A second
theatre was planned for the fly space on the stage. Construction started a short time after our visit, in
December of 2005.
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In addition to the theaters, the building also housed a fine Italian Restaurant, owned by Katheryn and
her sister. They were also planning to construct about 16 rooms in the upper levels as an inn.
Facilities
Seating – The original seating of the theater was not known, but at the time of our visit had 370
seats, 220 on the main level and 150 on the balcony. However, about 35 of the balcony seats were
unusable as the heads of patrons were in way of the film beam from the projection booth. The seats were
reclining.
Photos 10 & 11: Stage and main floor of the
Garman. Photo Credit: Friends of the Embassy.
Stage – The Garman, being a live venue, had a full stage tower. Unfortunately, the stage was no
longer useable, as the Pennsylvania Department of Labor and Industry would not allow it to be used for
live performances. Basically, the fly space was not fireproof, the stage needed a sprinkler system, and
egress needed to be improved. Since the owner did not intend to have live theater, she planned to
construct a second auditorium in the fly space (which has since been built). A small area of the original
stage floor was to be retained for use as a catering space. They had some performances (i.e. acoustical)
in the area of the main floor in front of the stage.
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Photos 12 & 13: Balcony seating (left) and area in
front of stage used for acoustical performances.
Photo Credit: Friends of the Embassy.
Programming
Movies – The Garman was essentially a movie theater, with minor acoustical performances in the
auditorium. At the time of our visit, mostly first-run films were being shown; however, the recent
opening of a super multi-plex about seven miles away (near Nittany Mall) was cutting into her business.
She was in the process of showing more foreign, art, independent, and classic films. She did not do film
festivals, as she considered them too expensive.
Live Theater – Due to the inability to use the stage, the only live theater events were those than
could be held in the floor space in front of the stage, such as acoustical performers.
Marketing
Audience – Katheryn said that much of her audience came from State College, particularly those
who liked the traditional atmosphere. Similar to the Embassy, there was only public parking available,
but she did not seem to feel this was a hindrance to her business. She felt that her patrons were “older
people” beyond the typical college age crowd that would go to the multi-plex.
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Revenue/Funding
Since this theatre was privately owned, the team did not inquire into the specifics of the business.
Revenue from the films and concessions are typical of theaters of its size. The owner said that the
second screen would be important for long-term economic viability. She also talked that catering special
shows was a good moneymaker. She was also exploring offering a dinner and a movie package together.
Summary
The Garman was a good example of a small town historic single-screen (at the time of the visit) that
had multi-plex competition within a few miles. Granted, this market is much larger than Lewistown’s,
with thousands of college-age adults that are already the prime audience of movies today.
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Roxy Theatre Tour
The Roxy Theatre is located in the downtown of Lock Haven, Clinton County, Pennsylvania. It is a
privately owned theater owned (at the time of our visit) by Ernie Renninger. It is the only movie theatre
in Clinton County, and currently has three screens.
The team met with Ernie and Maria Boileau, Downtown Lock Haven Manager.
Photo 14: The Roxy Theatre in Lock Haven, Pa. Photo Credit: Friends of the Embassy.
History
In 1924, George Huff built the Dreamland Theatre in Lock Haven, one of three major theaters in the
town; the other two were the Garden and the Martin (neither exist anymore). In 1928, the theater was
renamed The State, and finally The Roxy in 1931. It is an excellent example of early Art Deco Theatre
design, and retains much of its original architecture. In the late 1930s, an Italian artist painted two huge
20 by 30 foot Art Deco murals inside the auditorium. The theater closed for a period in the 1970s and
80s. At the time, it had a bad sound system, dirty screen, and the murals were blackened with years of
grime, so that it was hard to make out the murals. About 1995, the Renningers purchased the theater and
remodeled it top to bottom. The auditorium was refurnished back to its original Art Deco style, and the
murals were lovingly restored. Modern amenities were installed, such as digital sound and rocker back
seats.
In 1999, an annex was added, with larger restrooms and two additional auditoriums. They are
identical mirror images of each other. They are 66 feet deep by 32 feet wide, with a 25-foot ceiling, the
same as the screen height. All of the auditoria include digital sound, which can also control the lights.
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Photos 15 & 16: The beautiful Art Deco décor of
the original auditorium restored to its original
beauty. Photo Credit: Friends of the Embassy.
Facilities
Seating – The original auditorium has 345 seats; 268 on the main floor and 77 on the balcony. It is
not known what the original seating capacity was. The main floor seats are typical theater chairs, with
thick padding and rocker backs. The rows are 36 inches apart, a typical configuration in modern
theaters. The chairs are 20 to 22 inches wide.
The balcony is configured in a novel way. The seats are high back executive style chairs, with tables.
The balcony is reserved for birthday parties, company parties, or for those who want a different
experience.
The two new auditoriums each have 120 executive style stadium seats.
Stage – Since the Roxy was built strictly as a movie theater, it never had any stage facilities.
Handicap Accessibility – Several seats in the middle of the center aisle are configured for persons
who use wheelchairs. The concessions stand, restrooms, and other important parts of the building are
accessible.
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Programming
Movies – The Roxy is essentially a first run movie theater, the only one in the county. Most movies
are shown first in the original auditorium, and then transferred to one of the other smaller theaters for the
balance of the run.
Live Theater – Since there is not stage facilities in anyof the auditoria, they Roxy does not present
live theater.
Special Events – Ernie said that he sometimes does interesting events. One such he tried Christmas
2004 was to have Santa Claus in the theater.
Photos 17 & 18: Balcony of the original
auditorium (left) and one of the new auditoriums.
Note the executive style seating in both. Photo
Credit: Friends of the Embassy.
Marketing
Audience – The Roxy has a wide range for audience. The nearest competition is the State College
and Williamsport areas. In addition to the local population of Clinton County, there is a good market
with the student body of Lock Haven University.
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Local population – The owners like to show movies that are excellent for families and children. This
constitutes a major portion of their market. The school district uses the theater for special shows and
assemblies. Usually exhibiting a film to enrich their educational experience, the cost is $3.00, and
includes a drink and a small bag of popcorn. Church groups sometimes rent a theater for special
showings, like the recent Passion of the Christ.
College students – The owners have developed a working relationship with the university. Since the
theater is the only one in the area, they have included the theater in the student’s activity passes,
allowing them to attend movies on off-nights.
Revenue/Funding
The owner volunteered his annual operating budget, but for privacy purposes, it is not divulged here.
He did state that concessions are an important part of the revenue stream. He employs three full time
employees (manager, projectionist, and ticket seller/concession), along with 9 part-time employees
(usually high school or college students).
Summary
Out of the three theaters the team visited, the Roxy had the greatest degree of restored
ornamentation. The Roxy shows that a historic theatre can be operated successfully. While the plan for
the Embassy will likely exhibit second-run, independent, and art films rather than first run, it does
provide a model for that aspect of the business.
Facility-wise, the concept of the balcony is intriguing, with stadium style seating with executive
chairs and tables. In an interesting sidelight, Lou Silverman, one of the owners of the Miller Cinemas in
Lewistown stated to Mr. Fagley that he “envied us at the Embassy.” He went on to say that stadium
chairs on steep levels are the latest design in theaters as he was showing the conversion of one of the
auditoriums in the Miller. He went on to say, “At the Embassy, you have stadium seating on your
balcony, and you had it 75 years ago!” This design idea should be given consideration in the Embassy’s
restoration.
Conclusion Of The Theater Tours
The tours of the three theaters provided valuable information and ideas for the Embassy’s
restoration. Each provided key ideas in what facilities and amenities should be considered, and how to
structure the business model when the time comes. The team toured one non-profit and two privately
operated theaters and saw the differences between these two business models.
The Friends of the Embassy thank the owners and operators of these theaters for their willingness to
share details about each of their facilities. Their input was very valuable.
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PART 3 – COMMUNITY SURVEY
Following completion of the Bucknell Studies and the Theater tours, the Friends conducted a
community survey with technical assistance from SEDA-COG. For budgetary reasons it was not
feasible to undertake a random, scientific, and statistically valid survey. In lieu of this, the Friends
placed an ad in the Lewistown Sentinel. The ad, one-half page in size, contained a survey with several
questions. The survey targeted the paper’s Saturday circulation of approximately 14,000 customers and
store sales. Additionally, a copy of the survey was placed on the Embassy’s website for people to
download and return. While it was formatted differently, the questions were exactly the same.
This approach produced 72 completed surveys, which were returned to the Friends for compilation
and analysis. While the survey did not provide the data hoped for, it did provide some useful data in that
those who cared enough to return the survey provided opinions on what they would like to see in the
Embassy.
SEDA-COG created the survey based on their experience in conducting similar surveys. The survey
contained 10 questions on the project and several demographic questions to gain a sense of who was
responding. A copy of the survey (as formatted for the website) is appended to this report. A story about
the upcoming survey ran on the front page of the Sentinel a few days before the survey was published in
the paper on Saturday, March 4, 2006. A special post office box was opened for return of the surveys.
The survey was designed to be anonymous, yet over half of the surveys returned contained a return
address label. The surveys were removed from the envelopes and scrambled to make them anonymous.
The envelopes were then destroyed. Each survey was assigned a number for recordkeeping purposes,
and were then compiled to examine the data. Comments were also recorded and numbered to the survey
forms. Finally, the surveys were placed in large envelopes and placed on file for future reference.
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Survey Results
The following are the statistics and comments for each of the questions on the survey.
Question 1: “Listed below are potential uses for the Embassy Theatre. For each
listed use please check the column that most accurately describes your interest."
The first question dealt with broad use categories for the theatre. These seven categories were: Big
Screen Movies and Sound, Big Screen TV Events, Live Music Performances, Live Comedy Shows,
Community Stage Productions, Topical Speakers, and Meetings and Presentations. No details were
given here, instead later questions would explore sub-categories under each one. Respondents were
asked to accurately rate each category as “Definitely Interested,” “Maybe Interested,” “ and “Not
Interested.” A space for comments was also provided for each category.
Big Screen Movies and Sound:
Survey Results:
" Number of respondents answering question: 96%
" Definitely interested: 57%.
" Maybe interested: 25%.
" Not interested: 14%.
Comments:
"
"
"
"
"
"
"
"
"
"
"
Too much competition.
Old westerns.
Depending on cost, could be definitely interested.
Miller Theater has this.
We have a movie theater.
Not large enough to do justice, otherwise interested.
Can be seen elsewhere.
Would having these ruin the original architecture of the stage?
Captions for the deaf.
Not in keeping with historic nature.
Coordinate with Miller.
Big Screen TV Events:
Survey Results:
" Number of respondents answering question: 85%
" Definitely interested: 15%.
" Maybe interested: 33%.
" Not interested: 36%.
Comments:
"
"
Maybe a good revenue producer.
Can be seen elsewhere.
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Live Music Performances:
Survey Results:
" Number of respondents answering question: 97%
" Definitely interested: 81%.
" Maybe interested: 17%.
" Not interested: 0%.
Comments:
"
"
"
Something new for our area!
Variety.
Not interested in rock, county. Music from 30s and 40s would be nice.
Live Comedy Shows:
Survey Results:
" Number of respondents answering question: 96%
" Definitely interested 58%.
" Maybe interested: 24%.
" Not interested: 14%.
Comments:
"
"
"
"
This type of activity is greatly needed.
Something new for our area!
If it’s clean material,
If tastefully done.
Community Stage Productions:
Survey Results:
" Number of respondents answering question: 97%
" Definitely interested: 68%.
" Maybe interested: 21%.
" Not interested: 8%.
Comments:
"
Stone Arch [Players] has such a great presence at Derry Park. I hate to see that
moved.
Topical Speakers:
Survey Results:
" Number of respondents answering question: 93%
" Definitely interested: 29%.
" Maybe interested: 49%.
" Not interested: 15%.
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No comments were given under this item.
Meetings and Presentations:
Survey Results:
" Number of respondents answering question: 93%
" Definitely interested: 18%.
" Maybe interested: 49%.
" Not interested: 26%.
Comments:
"
"
On what topic?
Depends on topic.
Summary of Theatre uses.
Four of the six categories ranked high with the number of respondents. The top two (tied at 97%) were
Live Music and Community Theatre, followed by (tied at 96%) Movies and Live Comedy.
The top items that people chose as definitely interested were:
1. Live Music – 81%
2. Community Stage Productions – 68%
3. Live Comedy – 58% (It should be noted that movies placed just 1 percentage
point under comedy, at 57%.)
The top three items respondents were not interested in were:
1. TV events – 36%
2. Meetings and Presentations – 26%
3. Topical Speakers – 15%
Although no space was given for general comments on this question, one comment was given:
"
Host Social functions, open houses, reception, proms…
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Question 2: “Listed below are potential building development ideas for the corner
property next to the Embassy Theatre. For each listed use please check the column
that most accurately describes your feelings.”
The second question offered four “New Development “ideas for the vacant lot. These included
Café/Coffeehouse Entertainment, Children’s Discovery Art and Science Museum, Music/Dance/Drama
Instruction and Practice Studios, and “Experience Juniata Valley” History and Model Railroad Museum.
Respondents were asked to rate each as: Needed, Maybe Needed, and Don’t Know.
Café/Coffeehouse:
Survey Results:
" Number of respondents answering question: 67%
" Needed: 44%.
" Maybe Needed: 38%.
" Don’t Know: 11%.
Comments:
"
"
"
"
"
"
"
"
"
An alternative for weekday lunch would be great.
I think it would be a success if there’s a community college nearby.
Don’t think this is best use of this property.
Lewistown doesn’t support this.
Any restrictions, i.e. age??
Don’t need.
What about parking?
Once attended coffeehouse at Lexie’s on Market Street. Singer was not G or PG
rated. I was quite shocked. Keep it enforced at G rated.
Do it right, not halfway.
Children’s Discovery Art and Science Museum:
Survey Results:
" Number of respondents answering question: 67%
" Needed: 22%.
" Maybe Needed: 33%.
" Don’t Know: 12%.
Comments:
"
"
"
"
Think it’d be great to have. Question if location is ideal.
Not sure.
Need further info
Use children’s museum in Pittsburgh as a model and you’ll attract thousands of
visitors.
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Music/Dance/Drama Instruction and Practice Studios:
Survey Results:
" Number of respondents answering question: 65%
" Needed: 13%.
" Maybe Needed: 42%.
" Don’t Know: 31%.
Comments:
"
"
"
"
"
"
This is needed for kids in our area.
Across the street Miss Stephanie is almost [?]
Don’t think this is best use of this property.
With a dance floor (preferably floating) big enough for ballroom dance.
We have this around our area.
Need further info.
“Experience Juniata Valley” History and Model Railroad Museum:
Survey Results:
" Number of respondents answering question: 68%
" Needed: 22%.
" Maybe Needed: 42%.
" Don’t Know: 31%.
Comments:
"
"
"
"
"
"
Was hoping building of corner of Water and Dorcas (Mann Edge) would be used
for this purpose.
Not sure.
Possible $-maker for county.
Great Idea.
Could be great. Show industry and military history.
No…Once you visit something such as this…that’s it. Other options offer repeat
visits and continued interest.
Questions 3 to 5: “Please answer the following questions describing your current
entertainment habits and preferences and those relevant to your family.”
These three questions broke down five of the broader categories listed under question #1 (marked
with an “*”): Big Screen Movies*, Big Screen TV programming*, and Live Stage performances. The
latter was again broken down into three sub-categories: Musical Performances*, Topical Speakers and
Entertainers*, and Community Stage Productions*. A sixth category, Live comedy shows, was included
as a response under “Topical Speakers and Entertainers.” Only “Meetings and Presentations” was not
represented.
Under each category or sub-category, several detail responses were given, and respondents were
asked to check all that applied. A Comment and Suggestion line was included under each.
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3. Big Screen Movies:
Survey Results:
" First-Run Movies – 68%
" Second-Run Movies – 35%
" Classic Movies (pre-1995) – 50%
" Children’s Movies – 40%
" Independent Documentary Movies – 35%
Comments:
" Need to differ from the Miller [Theater].
" Old westerns movies and classic such as “Gone With the Wind.”
" Clean family and educational movies.
" Some artistic films do not make it to Lewistown.
" Any movie if the time or situation is right.
" Don’t compete, be different.
" Old classics.
" Do in cooperation with Miller Theater.
4. Big Screen TV Programming:
Survey Results:
" Sports Programming – 43%
" Auto Racing – 14%
" Religious Programming – 14%
" Children’s Programming – 24%
" Other (Please List) – 8%
" Concerts.
" Any would a great improvement.
" Enjoy Boxing Live.
" BBC British Comedies.
" World History/current events.
Comments
" “America is addicted to” …TV
" Currently watch some sports. Also watch nature, and educational programs,
history, education, etc.
5. Live Stage Programming:
Musical Performance
Survey Results:
" Singer-Songwriter – 74%
" Children’s Music/Recitals – 40%
" Choral Group – 53%
" Country Music – 47%
" Religious Music – 40%
" Other Music (Please List) – 25%
" Local youth bands
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"
"
"
"
"
"
"
"
"
"
"
"
Comments:
"
"
"
"
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Symphony and Big Band
Big Band, Jazz
Rock Bands, Jazz.
No Rock or Rap please.
I am a member of Mifflin-Juniata Concert [Association]. Variety of music
every year. Usually [????]
Rock, folk, bluegrass.
Maybe used for fundraising events.
Classical music.
Local adult classical music. Local big band. Performers.
Guitar/harp/easy listening.
30s, 40s, 50s.
Classical
Any.
Local musicians
“Alt. Country”
We have so much musical talent in MC. Give it a chance.
Musical Comedy.
Topical Speakers and Entertainers
Survey Results:
" Sports Topics – 24%
" Faith-Based – 35%
" Health Topics – 43%
" Comedy – 57%
" Children’s Entertainment – 38%
" Other (Please List) – 14%
" Contemporary Christian music artists.
" Arts, crafts, how-to, parenting, community issues, business conferences.
" Motivational, inspirational (not religious).
" Current issues.
" Hobby Presentations
" Any
Comments:
" Harrisburg holds weekly “Poetry Slams.” (?)
" Concert [????] sponsored MJ. I don’t know if this qualifies.
" Available parking.
" Topical presentations from PSU professors, local government presentations.
" Children’s programming is always good, although currently I have no need for it.
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Community Stage Productions:
Survey Results:
" Dramatic Performances – 64%
" Musical Theater – 78%
" Comedy Shows – 51%
" Variety Shows —20%
" Storytelling – 28%
" Talent Shows – 47%
" Other (Please List) – 7%
" Dance
" Magical shows.
" Stone Arch Players to the theatre.
Comments:
" Plays of all kinds.
Question 6: “On average, within the past three months, about how much did you
send on entertainment for you and your family? Please check one response.”
This question elicited how much the respondents spend on entertainment, to try to ascertain how
much support the Embassy might be able to generate.
Survey Results:
" Number of respondents answering question – 99%
" Less than $10 a week – 43%
" $10 - $20 a week – 29%
" $20 a week or more – 26%
" Don’t Spend money on entertainment – 0%
Comment: (Even though no space was provided for comments under this response, one
was offered.
" What entertainment? Would love to go to the movies, but its not enjoyable
anymore. No manners.
Question 7: “How frequently do you or members of your family watch Big Screen
movies in a theater?”
This question elicited how many times the respondents and their families attended movies, again, to
gage how the Embassy could generate patronage by showing movies.
Survey Results:
" Number of respondents answering question: 93%
" One or more times a week – 1%
" Several times a month – 15%
" Infrequently – 76%
" Never – 10%
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Question 8: “Where do you travel most often to see movies in a theater?”
This question was to determine how many people in the area travel to Lewistown or other locales to
see movies. While only one response was intended, this was not stated, so several respondents answered
with more than one location.
Survey Results:
" Lewistown – 72%
" State College – 31%
" Selinsgrove – 6%
" Other Location (Please List)
" Harrisburg – 6%
" Lancaster – 3%
" Pittsburg – 1%
Comment: Again, no space was provided, but one comment was received.
" Harrisburg, Big Screen Stadium Seat.
Question 9: “Would you pay an annual subscription fee to see unlimited films, plays,
or attend other entertaining programs at the Embassy Theatre?”
This question was to determine if people would be willing to pay an annual subscription to see
events in the theatre.
Survey Results:
" Yes – 43%
" No – 15%
" Maybe – 42%
Comments: No space was provided, but the following comments were received.
" For Comedy and Talent shows.
" It should be open subs[cription] available at any time of the year, not for limited
periods.
" But only because I have little kids and no baby sitter.
" We’re afraid most of the entertainment offered would not be of interest to us.
Therefore, the fee would more than the cost per performance.
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Questions 10: “If you answered yes to the previous question what is the most you
would be willing to pay monthly for a pass to attend unlimited theatre programs?
Please check one response for individual and one response for family.”
This question was to determine how much people would be willing for to pay an annual subscription
for both an individual and family, to see events in the theatre. On the survey form, the question only
asked those who answered “Yes” to question #9. However, most people answered anyway, so the results
below are only those who chose “Yes.”
Survey Results:
Individual – 22 out of 31 (71%) who answered “Yes” gave responses for this category.
"
$5 a month – 10%
" $10 a month – 29%
" $15 a month – 16%
" $20 a month – 16%
Family – 20 out of 31 (65%) who answered “Yes” gave responses for this category.
" $15 a month – 23%
" $20 a month – 23%
" $25 a month – 13%
" $30 a month – 6%
Comments:
The following comments were received for this category, even though there was no
space for them. .
" New idea, perhaps more.
" (Family / $15 a month) # at first, then more if the program is a success.
" If/when my kids get older/if I was single, I would pay.
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(Demographics): The final series of questions were to get a demographic idea of who the
respondents were.
“Your response to the following questions will help us evaluate the results of this
survey. Please check one.”
“Please check your sex:”
"
"
Male – 20 individuals, or 28%.
Female – 52 individuals, or 72%.
“Please check your age category:
"
"
"
"
"
Under 18 – 1 individual, or <1%.
18 – 25 – 1 individual, or <1%.
26 – 40 – 9 individuals, or 13%.
41 – 60 – 31 individuals, or 43%.
Over 60 – 27 individuals, or 38%.
“Please indicate how many people in your household (excluding you) fall into each
of the following age categories:” (percentages based on total number of persons in
all categories, totaling 122.)
"
"
"
"
"
"
"
0 – 5 – 13 individuals, or 11%.
6 – 12 – 10 individuals, or 8%.
12 – 18 – 10 individuals, or 8%.
18 – 25 – 14 individuals, or 11%.
26 – 40 – 16 individuals, or 13%.
41 – 60 – 34 individuals, or 28%.
Over 60 – 25 individuals, or 20%.
(Comments): “Please list any additional suggestions or comments that could
improve future entertainment offerings at the Embassy Theatre.”
This final item allowed the respondents to freely offer any suggestions, which were many.
Comments:
" I think this could be a great addition to the community. Much like the historical
theatre in Annville. There are so many possibilities, it’s a shame you are being
forced, or so it seems, to choose one for funding/grants sake. Hopefully it can
start off as one thing and continue to grow and expand as time goes on.
"
Programs sponsored by local medical groups i.e. [Lewistown] Hospital,
Geisinger.
"
Start off small and add on as the years go by. Find revenue producers to cover (%)
costs.
"
Just like to say Thank You for preserving a local piece of history. Whatever the
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final use of the building is it will be an asset to the community.
"
Keep up the good work.
"
Would really like to see old classics such as John Wayne, Clint Eastwood,
Katherine Hepburn, H. Bogart, Gone With The Wind offered. Also would like to
see local events such as Special Needs Lip Sync offered at Embassy.
"
Would be a good place for video conferencing seminars.
"
Keep up the good work. Can’t wait until it is ready to use again.
"
I am very interested in professional and community musicals, plays, ballet etc.
Please look at the things done (performances and speakers) at Eisenhower
Auditorium in State College. Would be good to have them closer. The corner
property may be best used for parking. People will be discouraged from attending
if they walk for blocks to park.
"
Is market St. Grant money available to the Friends of the Embassy? Make the
Embassy available for the Stone Arch Players.
"
Could the stage handle a ring for boxing or wrestling shows? I think this could be
good entertainment. Maybe you could get the pageants for Miss Pa.
"
This could be great.
"
Dedicate property to “live entertainment only.” Forget film and TV.
"
Comedy/talent shows may provide incentive for locals to showcase their own
talent.
"
You do a super good job of restoring and the survey is a great test of the public’s
wants.
"
Nostalgic night featuring movies 40s, 50, 60s, etc.
"
If you need help tabulating the results of this survey, I may able to have my Mktg
class students at South Hills help. Reach me at South Hills at 248-XXXX or at
home 247-XXXX. [Signed].
"
Would like to see some good country singers come to our area. Great job you
guys are doing with the theatre.
"
I would go to the Embassy more frequently if this type of venue were readily
available. Our community is a virtual desert of quality entertainment. What a
wonderful way to bring back great memories of my childhood and youth…live
entertainment, the organ, the balcony.
"
Please bring some culture to town.
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"
Price of monthly pass could change or increase. Start out asking for the least
amount. Build your membership over time. Ask for additional donations at the
event to help defray cost. Or perhaps charge an extra amount to a member
bringing a non-member or new member.
"
I think many of us would take part in think tanks to get this started. Check out
music study club for entertainment. Maybe Stone Arch Players would do
something there. How about an antique appraisal evening? (Top of page) Keep up
the good work. We back you 100%.
"
Bring back patrolling ushers. Control the audience. Last movie I saw was “Stuart
Little.” A family two rows down were having a picnic. Kids asking for cookies
and sodas throughout the film. Young males pushing on my seat with their knees
or feet, talking aloud. So I now buy videotapes and stay at home.
"
Get a variety to keep local interest. Keep prices reasonable. Provide ample
parking.
"
I hope that you will be able to succeed with your undertakings.
"
Keep the entertainment clean for all ages. We travel to Penn State for
performances like “Oklahoma,” “Forever Plaid,” and classical music. We also go
to sight and sound in Lancaster.
The following comment was written on a separate slip of paper and included with a survey.
During opening of the surveys, it inadvertently got separated from its survey.
Dear Friends:
I am hearing impaired so am unable to go to movies in theaters. I wait for the
DVDs and watch at home with headset and Closed Caption. I have had success in
seeing live shows in theaters. Equipped with sound enhancement such as on
cruise ships and at the American Music Theater. I have also experienced
unsuccessful visits to theaters that have sound enhancement but where it is not of
good quality or is not properly maintained.
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MARKET RESEARCH FINDINGS
Based on the three studies, SEDA-COG Community Resource Center conducted a market research
project that suggested four broad categories of use relevant to future programming for the Embassy
Theatre:
!
!
!
!
Film
Special Events Programming
Community Theater
Community Use and Private Booking
This report of findings is intended to stimulate further discussion relevant to these research findings
and direction for refinement of these findings into a viable plan for reuse of the Embassy Theatre in
Lewistown, PA. This research builds upon studies previously completed by the Friends of the Embassy
Theatre and by Bucknell University students under direction of the SEDA-COG Community Resource
Center, Lewisburg, PA, and is supplemented with information gathered from the theater tours and the
community survey.
Film
Film Distribution
To procure most films, theatres typically work through a booker (a person with contacts to the
production/distribution agent) who in turn negotiates a price with a film distributor. Most distributors
have a flat fee for second run films and also receive a percentage of the ticket sales. The theatre takes
detailed counts of the patrons who attend each showing for the distributors and pay the distributor at the
end of each movie showing (generally a period of four weeks).
Due to their limited capacity for generating revenue, most one-screen, small town theatres are notfor-profits; and some have experienced considerable losses in their first years of operation. Some have
“backers”—larger companies that provide capital for first run films, and even for theatre renovations.
The disadvantage of backers is that they have total control over the movies shown at the theatre and
receive much of the profit. The limited profit that the theatres receive generally comes from concessions
and advertisements.
For more information on film distribution please see:
http://entertainment.howstuffworks.com/movie-distribution3.htm
http://iceco.com/information.htm
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Film Types
First Run – Movies that are newly released directly from the production company. These movies are
the most expensive to obtain and generate little profit (most of the money goes to the production
company). Usually, first run movies are in the theatre for four weeks (plus or minus, depending on
the popularity of the film).
Second Run – Movies that have already gone through the ‘first run’ stage, generally out of theatres.
They are movies that did well in theatres the first time around, and theatres feel they will continue to
generate profits. These movies are less expensive and easier to obtain. They run for around the same
amount of time as first run movies (about a month).
Classics – A broad genre, classics are considered to be any movie that came out pre-1980’s, or any
movie made before the mid-90’s that was particularly popular or poignant. Many distribution
companies work specifically in classics, allowing a theatre to forgo using a broker or speaking
directly with a production company.
Art House/ Independent – Art house and independent films are lower-budget movies that generally
do not fit into the Hollywood standard of films, and therefore are released by smaller companies
(such as Sundance or IFC). Foreign films make up a big part of the art house genre.
Theaters as Movie Houses
Civic Theater, Allentown, PA
The theater opened in 1927, and has been owned by the Civic Theater of Allentown since 1957. It
offers four plays a year, along with a variety of independent and international films, and small budget, or
black-box productions. Besides community productions, the Civic Theater also offers a variety of
performing arts classes such as improv, adult acting classes, theatre school for young adults, for the
benefit of the community. Memberships are available for the plays and the movies. The regular
admittance price for films is seven dollars and five dollars for members. The price for plays and
performances varies. More info at http://civictheatre.com/history/home.html.
Roxy Theater, Lock Haven, PA
A single screen Roxy Theatre was built in the early 1920's, competing with two theatres until 1970.
The Roxy remains the only theatre in Clinton County. In December 1995 new owners completely
restored the Art Deco building. The large 30x20 wall murals that were done by an Italian artist in the
1920's were restored, new updated equipment, digital sound, high back rocker seats and new heating and
air conditioning, and concession stand were installed.
In 1999, a new addition was added with 2 new movie screens. They now have plush high back
stadium seating. New movies are shown on the big screen in the main theatre first, which has seating of
268 & 77 seats in a table style setting in the balcony for birthday parties, company parties or just a great
time at the movies.
For more information on movies and PA movie theaters:
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Art House:
http://www.arthousemovies.com/
Pennsylvania Historic Theatres: (Select theatres similar in size or demographics to the Embassy)
http://amblertheater.org/ (Ambler)
http://theboyd.com/ (Bethlehem)
http://www.carlisletheatre.org/ (Carlisle)
http://countytheater.org/ (Doylestown)
http://emmaustheatre.com/ (Emmaus)
http://campustheatre.org/ (Lewisburg)
http://www.roxymovies.com/ (Lock Haven)
Note: The above links were check and found active as of the date of this report.
Special Events Programming
The size and layout of the Embassy Theater space is also conducive to speaking engagements and
musical performances. The current acoustics inside the Embassy would lend itself nicely to
“unplugged” performances by acoustic musicians and choral groups.
Since booking of speakers and some musical performers can be complicated and expensive, it might
be helpful for the theater to seek outside sponsorship from community groups to arrange for and pay for
the speaker up front. Some venues will charge a flat fee for use of the space, while others will agree
upon a commission linked to the number of tickets sold. This policy could be tailored to the type of
speaking event and to the anticipated attendance.
Speakers
Various internet search engines allow you to search for specific speakers, by name, by topic, or by
price range.
Religious: Christian Speakers Network (prices vary; start at $5,000)
http://www.christianspeakersnet.com/index.cfm
Sports: http://www.allamericanspeakers.com/ http://www.nopasports.com/
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House concerts
Search engines also available on the internet. Generally, for smaller singer/songwriters, it is best to
contact the artist directly.
Singer-Songwriters: http://singer-songwriter.com/us/pennsylvania/ 198 PA artists; PA Singersongwriter festival http://www.singersongwriter.ws/blackledge/ss/festival/
Christian Musicians – Christian Music Online http://www.cmo.com/
Theaters as Special Events Venues
Court Square Theater – Harrisonburg, VA
Court Square Theater in downtown Harrisonburg, Virginia is a non-profit venue for the arts. Now
under the auspices of the Arts Council of the Valley, the Theater brings the very best in theater, film,
live music, and dance to Harrisonburg's residents and visitors. Ideally situated for an evening out, the
Court Square Theater is located in an indoor plaza next to Calhoun's Restaurant and Brewery, one of
Harrisonburg's most distinctive eateries, offering a rotating menu of five fresh beers brewed on-site.
Coffee, chess, comfortable seating and internet access are available next door at The Artful Dodger
Coffeehouse and Cybercafe.
Just a block away, a covered parking deck is free after 6:00pm. As part of the Harrisonburg
Redevelopment and Housing Authority's project to renew and revitalize the downtown area, the Court
Square Theater was converted from the old Rockingham Motor Company building. Since its opening in
1998, the Theater has enriched downtown Harrisonburg’s cultural environment by providing a fine local
venue for area performers and by bringing an eclectic mix of acts and films from around the world to its
stage.
More info available at:
http://www.courtsquaretheater.com/index.html.
Community Theater
Most community theaters tend to be non-profit entities, often relying heavily or entirely on
volunteers to staff the box office, construct sets, usher, run concessions, and even perform the plays!
Community Theater could be a great use of the Embassy Theatre, though not necessarily a very
profitable one, if limited solely to local performances.
Without a broad and financially supportive patron base in the Lewistown area, the Embassy would
be hard pressed to make money on theatrical performances alone. In addition, the time that the Embassy
would be “tied up” for set construction and rehearsals would prevent the theater from being used for
other profitable programming.
In addition to providing a venue for local and visiting theater performances, the Embassy could
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feature dance and theater workshops for adults and children that could provide an additional source of
revenue and draw from a wider clientele base.
Community Theater Groups
Williamsport Community Theater League, Williamsport, PA
This community theater group is based out of downtown Williamsport and is celebrating its 29th
season of operation this year. Annual programming for the WCTL includes 7 main stage shows, 3
children’s shows, 10 concerts, a reader’s troupe, a high school student theater group, and a summer
children’s theater camp.
Revenue for the theater is generated through ticket sales (65% total revenue), corporate sponsorship
for individual shows (15-20% total revenue), minimal grant funding (1% total revenue), donations, and
occasional use of the theater for business meetings and presentations ($250 flat rate per meeting).
The group was entirely volunteer-run until 2000 when it moved into its current location in the Trade
& Transit Center in downtown Williamsport. The more costly rent resulted in a need to expand its
programming to cover the cost of a small (1-3 person) administrative staff. After a successful volunteerrun $1 million capital campaign, the group secured enough funds to support its use of the space and the
expansion and diversification of its programming.
WCTL is governed by a 17 member board and a production planning committee is responsible for
selecting plays performed by the theater. The theater is open during the day for visitation. More info at:
http://www.ctlnet.org/.
A list of other community theater groups in Pennsylvania can be found at:
http://directory.google.com/Top/Arts/Performing_Arts/Theatre/Community_Theatre/United_States/Penn
sylvania/
Theaters as Venues for Community Theater
The Carlisle Theatre, Carlisle Pennsylvania
Renovated in 1989, the Carlisle Theatre is a movie house and community theatre in Carlisle
Pennsylvania. It was originally built in 1939 with approximately 800 seats in the first floor and balcony
area. Today it is used to screen second run and art house films, have community concerts, plays, and
children’s performances. Pageants and other community events happen at the theatre, which can be
rented for special events. The theatre offers different movie passes to the community; a ten admission
movie pass for 40 dollars, adult entrance for six dollars and children’s entrance for three dollars. Other
prices depend on the event. See: http://www.carlisletheatre.org/.
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Community Use & Private Booking
Community uses are an excellent means to supplement primary theater programming during off peak
hours of use. They offer potential to draw community members into the space that might not otherwise
get to experience it on a regular basis.
Depending on the type of activity, the theater may or may not charge a fee for use of the space. Notfor-profit community uses can open the theater up to outside sources of revenue, including grant funding
for several types of community programming.
Private booking can generate income for the theater on a rental fee basis. Depending on the
popularity and profitability of the theater’s primary use, the theater may elect to limit the amount of time
allotted to special community uses.
While there are examples of numerous kinds of activities housed in theaters in other communities, it
is important that the Embassy Theater’s community programming be appropriate for the Lewistown
audience. Suggestions for use of the theater to benefit the community have included:
Coffeehouse—open mic night, poetry, storytelling
Artisans—art shows; woodcraft/carvers meetings; floral competitions and speakers; quilt shows; art
classes for teens
Literary—Writers’ meetings/conferences/lectures; After school writing workshops
Children & Family—movies, stories, songs, music, crafts activities; infant/toddler “lap time” (music,
stories); family fun night
Talent Shows & Recitals
Abuse Network—productions, lectures, meetings
Weddings—use of the space for ceremonies and/or receptions
Pre-Show Receptions—in advance of performances or movie showings
Meetings—historic Staunton VA is a particularly good example of using the theater for strategic
meetings such as by the historic downtown tourism promotion agency to entertain prospective
downtown businesses (hotels, chains, etc.)
Theaters as Spaces for Community Use or Private Booking
Allen Theatre, Annville, PA
First run and art house theatre (one screen) and coffee house, renovated in 1995. Both the theatre
and coffee house cater to the community with live events (lectures, concerts, and open-mics), and
popular movies. The Allen Theatre has 322 seats and a stage for performances. The coffee house is a
more intimate setting for smaller concerts and performances; they also cater to open mics for the
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community, and a chess night. Movie tickets are seven dollars for adults and five dollars for children
and seniors. Everyone pays five dollars for matinees. Other events range in price. See
http://allentheatre.com/show.html.
Lincoln Theatre, Marion, VA
This 500 seat theater re-opened in May 2004 following a $1.8 million renovation. Originally a movie
house, the Lincoln was built in 1929 by Marion industrialist C.C. Lincoln and his sons, John D. and C.C.
Jr., and soon became known as "the finest showplace in Southwest Virginia," serving audiences from
Roanoke to Knoxville.
One of only three existing Mayan Revival-style theatres in America - a product of the Art Deco age Mr. Lincoln's "$150,000 theatre" is now a beautifully restored venue for live performances and is
included on the National Register of Historic Places. Designed to resemble an ancient Mayan temple,
exotic representations of mythological gods and creatures adorn the ceilings and walls. Murals
depicting American and local history also line the concert hall.
While restored to its former grandeur, the theatre is now fully accentuated by state-of-the-art
computerized sound and lighting systems. Both a presenting organization and a programming facility,
The Lincoln Theatre features a year-round program of performing arts events, and is also available as a
rental venue to professional touring companies, individual artists and regional groups. The Lincoln
Theatre, a Virginia Historic Landmark, is a member of the National League of Historic Theatres.
Membership in the Lincoln Theatre, Inc. is open to anyone, of any age, from anywhere in the world,
who is interested in the Lincoln Theatre project. Anyone may join as an individual, a civic club or
group, a business, or as a family. Every member is welcome to attend The Lincoln Theatre, Inc. Annual
Meeting and may vote on the election of Board members with one vote per member. Members may
volunteer to work on the project at any time. The $25 annual membership dues (renewable each
January) help support operations costs for the theatre.
Other sources of funding include $1000 to name a seat in the theater, $5000 to be named on a plaque
on the Wall of Fame in the theater lobby, or to participate in the theater’s capital campaign by pledging
to contribute an annual dollar amount over a five year period.
See http://www.the-lincoln-theatre.org/.
Blackfriars Playhouse – Staunton, VA
A 300 seat theater located in historic Staunton, VA that is a replica of Shakespeare’s first indoor
theater. Due to the theater’s success and reputation as a venue for Shakespeare plays, it limits use of the
theater for special events programming to 12 days out of the year. Because availability is at a premium,
they are selective about the types of events that can take place there. Events range from weddings to
concerts to local tourism promotion events.
There is a sliding scale for use of the theater depending on the amount of staff time required for set
up, facilities staffing, and clean up during each event. As a community-minded theater, Blackfriars
gives a financial break for community-oriented events. For theater shows, they charge $28/ ticket or 6
shows for $99. Special events range $200-$5,000 per event with 3% ticket sales to cover the box office.
The theater has used a patrons list and regional telemarketing to expand their theater audience & ticket
sales. See http://www.shenandoahshakespeare.com/blackfriars/.
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Conclusion
These three studies shows that there is a need for a community-based theatre that has the possibility
to present a wide variety of possible entertainment choices. There are few options for many of these
choices at present, and the Embassy can provide a valuable space to the community. Everyone that the
teams talked with were cordial and provided relevant information.
The ideas for the Embassy are as varied as the need in the community. The theatre could be an asset
for many other entities in the community. For example, recent contact was made with Dr. Marsha Soult,
who is leading the effort to establish a community college in the area. She was intrigued by the
possibilities that the Embassy could bring to the college in the future. The theater could be used for
classroom space, lecture hall, and arts-related activities associated with the proposed college.
As can be seen there is a definite need in the community for a facility like the Embassy. Instead of
building a new structure to house such facilities, the rehabilitation of the Embassy could fulfill these
needs at a much lower cost, and at the same time, preserving one of the area’s elegant structures.
Addendum
In November of 2013, the Friends hired the historical architectural firm of Westlake Reed Leskosky to
complete a Conceptual Master Plan for the interior of the historic theatre, and for the proposed annex.
As part of that plan, the architect team interviewed several local business and community leaders, and
informally talked to local residents during an open house of the theatre during the Festival of Ice. The
plan reinforced and expanded upon many of the conclusions of this marketing study. Some changes are
noted, mostly due to changes in technology, media preferences, and interest in a more expanded role in
the community. Details of the plan are contained within the separate Conceptual Master Plan document,
completed in February of 2014.