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A Business Plan for the
Annicchiarico Theatre
Commissioned by the
Concord Housing Authority
July 2009
The Field Organization
44 Concord Avenue
Suite 305
Cambridge, MA 02138
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....................................................................... ................................................Introduction 1
...................................................................................................................Recent History 2
............................................................................................Concords Cultural Activity 3
............................................................................................................Venues in Concord
4
The Capitol Center for the Performing Arts
4
The City Auditorium4
Red River Theatres (Cinema)
5
Concord Community Music School5
New Hampshire Technical Institute5
Concord High School
6
Churches6
...............................................................................................The Annicchiarico Theatre
6
.......................................................................The Community and The Annicchiarico 7
........................................................................................Governance and Management 9
................................................Proposed Operating Structure for the Annicchiarico 11
........................................................................................................................Marketing 13
............................................................................................................Economic Impact
15
Challenges for the Annicchiarico Theatre
15
Designing the Facility for Multiple Uses15
Parking
15
Security
16
....................................................................................................................The Building 16
...........................................................................................................Operating Budget 18
.......................................................................................................................Conclusion 21
Sources for The Annicchiarico Business Plan:
22
.....................................................................................................................Appendix A 23
Sample of Rental Facilities Outside Concord23
......................................................................................................................Appendix B
24
List of Organizations and Individials Contacted24
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.....................................................................................................................Appendix C 27
Artist Workshops at the Annicchiarico27
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IntroductionThe Annicchiarico Theatre was built in 1964 as a performing space in the John F.
Kennedy Apartments at One Thompson Street in Concord. The Kennedy
Apartments include 82 residences and are owned and managed by the Concord
Housing Authority (CHA).
The Kennedy Apartments were constructed with public service in mind.
Several agencies are named in the original lease document including the Visiting
Nurses Association, the Red Cross, Family Services, the Concord Mental Health
Association and the Spaulding-Potter Charitable Trusts. These organizations all
had an interest in service to the elderly residents of Concord.
The theatre portion of the building was named in honor of Angela
Annicchiarico, a talented musician and teacher who was an active member of the
Concord Music Club until her tragic death in 1963. The Concord Music Club,
formed in 1900, established a memorial fund in her honor and, in partnership
with the Spaulding-Potter Charitable Trusts, spearheaded the building fund for
the 150-seat Theatre. According to the terms of the original agreement in 1966,
The Concord Music Club (CMC) entered into a forty year lease on the Theatre
from the Concord Housing Authority (CHA). Under the lease, The Music Club
provided the interior Theatre furnishings including lighting equipment, drapes
and seating for the Theatre but paid no rent to the Concord Housing Authority.
The Authority was responsible for facility maintenance and repairs. According
to Music Club rules, members were permitted to use the Theatre four times per
year at no cost for recitals and rehearsals. Other community groups and
individuals could rent the facility at the very minimal rates of $75 per rehearsal
and $150 per performance, a small portion of which went to CHA. Both CHA
and CMC were signatories to all outside rental agreements.
When the Annicchiarico Theatre was built, the majority of residents in the
Kennedy Apartments were senior citizens and it was anticipated that the Music
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Clubs performances would benefit this population. During its early years, the
Theatre was used not only by the Music Club which presented recitals there
monthly for residents and the community but also by other community groups
and music teachers. Concord Music Club members were active in the
community and also went into area schools and nursing homes with musical
offerings for a variety of audiences. Many of them were music teachers. A Junior
Music Club, active in the 1980s, had a goal of bringing younger people into the
Club. In 2000, the Music Club celebrated its 100th birthday.
Recent HistoryThe first decade of new century is bringing many changes to the performing arts
as well as our cities and towns. Change brings opportunities as well as its share
of challenges. Beginning in 2004, the Music Club continued to rent the
Annicchiarico Theatre to outside groups for community performances and
recitals but no longer offered their own concerts there. During the final years of
the lease, it was a few stalwart CMC members who contracted with rental
groups, provided access to the Theatre and took care of the equipment.
In 2006, when the 40 year lease between the Music Club and the Concord
Housing Authority expired, the population in the Kennedy Apartments had also
changed considerably and senior citizen residents were no longer in the majority.
Most current residents are challenged with emotional and mental health
disabilities. In addition, maintenance issues in the Theatre were extensive. In
2007 and 2008, attempts were made by both CMC and CHA to reach anagreement for the lease to be renewed but they were unsuccessful. CMC moved
out of the Theatre in 2009 and the Theatre is now an unused, empty space. Many
members of the community agree that the unsuccessful negotiations between the
Authority and The Music Club caused a great deal of distress and even distrust
among some participants.
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In March 2009, after several discussions with the community, the Concord
Housing Authority issued a Request for Proposals for a consultant develop a
plan for the Theatre. In April 2009, the Concord Housing Authority asked The
Field Organization to develop this Business Plan in an effort to determine the
possible uses of the Theatre, its operating structure and possible management
model.
Concords Cultural Activity
Concord, the capitol of New Hampshire, is a city of over 40,000 people. It is a
city full of creative energy and plans around the creative economy. In June 2008,
The Concord Creative Economy Plan was released which documented the depth
and breadth of Concords creative sector and laid out the primary goals for the
city.
Concord boasts 96 registered cultural organizations, many of which require
performance and rehearsal space during each year. Equally as impressive in a
city of its size, there are dozens of unincorporated small music groups, dancestudios, music and dance teachers, and opportunities for performing and
listening to music of all kinds. The New Hampshire State Council on the Arts
lists 196 amateur and professional artists living in Concord. These include visual
artists, musicians, actors, writers, and other creative workers. Music and theatre
remain an important part of the curriculum in Concord public schools with many
students participating in performing arts activities after they graduate. The
Concord Community Music School employs 55 faculty who provide instructionto 1,500 students who come to Concord from more than 100 communities in New
England. There are summer theatre camps and community theatre groups
throughout the greater Concord area. The cultural life of Concord is enviable to
any city and remarkably rich.
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Venues in ConcordSince there are so many incorporated and unincorporated performing arts
groups as well as dozens of musicians, music and dance teachers in greater
Concord, there is a demand for theatre and rehearsal space. Most of the available
space is used often and some spaces belong to organizations which use them
frequently for their own events. There are few venues that seat fewer than 200, a
very desirable sized theatre for groups who do not require or cannot afford to
pay for larger spaces.
Here is a list of Concord venues with current rental rates:
The Capitol Center for the Performing Arts
Seating Capacity in Main Stage Theatre: 1310 Seating Capacity in Governors
Hall: 422 maximum with flexible seating. Currently the Hall is used for the
Capitals Spotlight Series which seats 250 in caf style seating.
Main Stage Rental Rates:
$529-999 for non profit rentals depending upon day of week.
Director of Production: $280/10 hour dayLighting and Sound Operators: $66 each/4hours
House Manager: $95/4 hours
Ushers provided by the theatre: $85/4 hour shift
Box Office Charges: $3/per ticket plus printing, or
$1250 for printing tickets with renter selling all tickets.
Governors Hall Rental Expenses: $650-1500 depending on event.
The City Auditorium
Seating Capacity: 800+
Rental Rates: $290-865 depending on residency of renter and non-profit status.
Rehearsal Rates: $115/day
Rates will be increased next season.
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There are also hourly charges for house managers and technicians unless they
volunteer their time. Both must be certified and approved by Friends of the
Audi.
Sound system use: $50/year
Cleaning Costs are responsibility of the renter.
Number of Events Between March and June 2009: 32
Red River Theatres (Cinema)
Seating Capacity in 2 Auditoriums: 156 and 109 seats, rarely available on Fri/Sat.
Rental Rates: Auditoriums in Daytime: $100/hr, 2 hour minimum
Auditoriums in Evening: $250-500 depending on day of week.
Seating capacity in Screening Room: 50
Rental Rates:Screening Room in Daytime: $75/hr, 2 hour minimum
Screening Room in Evening: $125, 2 hour minimum.
Concord Community Music School
Seating Capacity in Recital Hall: 154
Rental Rates: $150/4hrs, $35/additional hour
Seating Capacity in Community Room: 184Rental Rates: $200/4hrs, $50/additional hour.
There are also charges of $50 each for house manager, tech set up and kitchen
use.
Rehearsal rates: $50 with a 30% discount for long term renters.
Piano Tuning: $125. Renter is responsible for clean-up and trash removal.
Since The Community Music School presents 150 public events, outside use is
limited.
New Hampshire Technical Institute
Seating Capacity: 225 for Theatre, film
Rental Rates: $200/2 hours
Technical support: fee depending on requirements
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NHTI uses the theatre for its own events so outside use is limited.
Concord High School
Seating Capacity: 400+Rental Rates: tiered rates. Maximum rate $1000/for profit.
Churches
Some churches in Concord have available space for rent on occasion.
Sample Rental Venues Outside Concord: See Appendix A
The Annicchiarico TheatreThe Theatre seats 104 in fixed, raked seating with an additional space for 46
portable chairs in front of two rows of fixed seating on the flat floor. The stage
has a proscenium opening of about 30 and is approximately 18 deep. Wing
space is limited but the sight lines from the house are very good.
When the Theatre was operating, renters brought a folding table for box office
use and placed it in the lobby space outside the entrance into the left rear of the
house. A second entrance from the outside goes directly into the right rear of the
house. There is also access from the front of the house and from stage right to a
corridor where the dressing rooms and rest rooms are located. There is no cross-
over from stage right to stage left and there is minimal wing space, particularly
on stage left. There is no fly space.
There are two dressing rooms and two bathrooms, one of which is also
accessible to both the public and to building residents when performances are in
process.
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The kitchen in the Annicchiarico is off house left and has a serving window
into the audience area. It is a benefit to anyone serving food at a meeting or
offering concessions during an event.
The Community and The AnnicchiaricoAccording to CMC members, there were many individuals or groups which
frequently used the Annicchiarico as their performance or rehearsal venue and,
while some of them have gone to other venues since the time the Theatre was
closed, others are very interested in seeing the Theatre renovated and re-opened.
From March through May 2007, there were 57 rental days, divided between
theatre or music performances, and school events. No active marketing took
place during 2006 or 2007 regarding the Theatres availability for meetings,
rehearsals or performances.
Everyone who was interviewed in the community said the Annicchiarico
Theatre filled an important need in Concord. People emphasized that it is the
only small Theatre in Concord with a central downtown location. It has goodsightlines and can serve many different uses. All emphasized that keeping the
Theatre affordable would be important to them. In a constellation of performing
spaces, the feeling was unanimous that the Annicchiarico fills a unique place and
should be reopened for the community.
Many groups and individuals were contacted about Theatre (see Appendix B
for a complete list). Some indicated interest in renting a renovated Theatre
including the Community Players of Concord, RB Productions, The Music
Workshop of Concord, Performers Who Care and teachers at Strings and Things
as well as local piano and dance teachers. Not all of those contacted were able to
attend a meeting held in April 2009 but many responded with their thoughts
about the Theatre or to register interest in the space.
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The community outlined these possible uses of the Annicchiarico:
Performing Space for Music, Dance and Theatre
Community Groups which might use the Theatre include groups such as
Community Players of Concord, RB Productions, Performers Who Care, the
Music Workshop of Concord, as well as groups doing new or experimental
works.
Music and small dance recitals. Music teachers regularly used the Theatre for
their students recitals.
Music showcases or competitions.
CMC members and others held such recitals there.
Lectures and Film
The Walker Lecture Series used the Theatre occasionally for small lecturesaccompanied by film. The SNOB Film Festival also used the Theatre as one of
its 3 venues.
Meetings
Concord Community TV held an Annual Meeting there.
Childrens Theatre
Kidspot Theatre and a Home Schooling group both used the Theatre annually
Jazz and Folk Concerts
Band Concerts
Fundraisers
Several groups including the Community Players held fundraisers there.
Rehearsals, auditions
Comedy Evenings
Church Services
Educational Activities
Workshop space for residents of the Kennedy Apartments
This list of possible Theatre uses is not exhaustive and can be expanded. If the
Theatre is properly equipped with adequate heating and air conditioning, and if
capability for video and even wireless internet were installed, both day and night
use could be a reality.
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Over the years, the Annicchiarico Theatre has been used for the kinds of events
listed above. A question registered by some interviewed concerned how the
Theatre could benefit the Kennedy Apartment residents when it was re-opened
since that was an original goal of the founders. Because some residents of the
Apartments must deal with emotional and mental disabilities unfamiliar to the
general public, residents may not wish to interact with audiences or performers.
In recent years, very few residents took advantage of invitations to attend a
rehearsal or a performance by those renting the Theatre. Some user groups felt
that they were imposing on the residents of the building while some users and
audience members felt concerned about their own personal comfort.
Most people did not find that the residents influenced their desire to use the
space. One of the recommendations of this report is for the management of
Annicchiarico to explore programming options for the residents of the Kennedy
Apartments. An initial step might be to hold meetings for the building residents
in the Theatre as soon as it is safe and equipped to do so. It would be helpful to
have some communication between the Theatres management and all the
Kennedy Apartment residents on a continuous basis as the Theatre operates.
Governance and ManagementIn Concord, the three operating Theatre facilities operate within two models:
1. The Capitol Center for the Arts is a non-profit presenting organization with a
Board of Directors, Executive Director and small staff. The Capitol presents
many events each year as well as renting out its facilities for events and
performances. Earned income comes from ticket sales, concessions, rental and
labor fees while contributed income is donated by individuals, Corporations and
foundations. This is a model used by hundreds of organizations in New England
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and across the country. Red River Theatres, the new cinema complex which rents
out its auditoriums and screening room, also follows this model.
2. The City Auditorium, a rental facility, is owned by the city of Concord which
takes care of most of its maintenance needs, collects all rental fees and handles
the booking of the Theatre on its website. A non-profit volunteer group, Friends
of the Audi, raises the funds necessary to fund lighting, sound and rigging
equipment and organizes volunteers to contribute time to the theatres
operations and yearly upkeep. The Friends organize and oversee the Capital
Fund Campaigns that improve the theatre facility. Contributed funds come from
individuals and companies in the Concord area. The city protects its investment
by requiring a security deposit and having a facility walk-thru with each renter
the before and after every rental. Rental and technical fees are kept within the
reach of those arts organizations which can use an 800-seat theatre for their
performances. The city puts the rental fees towards the costs of the facility. This
model is unusual and depends very heavily on both the landlord and those
volunteers who take on responsibility for the theatre and its relationships with
the community. The Friends of the Audi has a core of dedicated volunteers who
have been active since its formation in 1991.
Other venues that rent out space are part of other non-profit organizations such
as the Community Music School and the theatre at New Hampshire Technical
Institute. Their operations do not provide appropriate models for the
Annicchiarico Theatre.
Any management model for the Theatre must include a non-profit associated
with the Theatre that can receive income, both earned and contributed, on behalfof the Theatre, as well as a mechanism for the community to participate in the
decision-making about the Theatres operations.
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Proposed Operating Structure
for the Annicchiarico
The Authority currently encompasses a separate 5013 organization known as
The Concord Housing Foundation which was set up to benefit the people of
Concord. The Foundation currently has a small board of directors made up of
community members and the Executive Director of CHA. One of the members
serves on the Concord Housing Authority Commission. The Foundation could
designate a fund within the Foundation to receive charitable contributions to
renovate and make capital improvements to the Theatre. This would be the most
efficient and expeditious way to begin a capital campaign for the Theatre.Through a designated fund at the Foundation, CHA could also receive annual
receipts and contributions as well as pay operational expenses. Alternatively,
CHA could set up a new 5013 specifically for the management of the Theatre.
While this would take several months to establish, it would create an entirely
separate entity which may be preferable to CHA operations over the long-term.
In either case, CHA should retain control over fiscal and governance areas of the
Theatre because it is ultimately responsible for the building and everything thathappens within it.
In early 2008, members of the Concord arts community voiced their support for
getting the Theatre up and running again. Recently they renewed the hope that
the Annicchiarico could again be a resource for the performing arts community.
A Community Advisory Board for the Annicchiarico Theatre should be formed to
help make this possible and to ensure the communitys participation in decisions
affecting the Theatre.
The Advisory Board could be made up of representatives of Theatre users and
others who have an interest in the success of the Theatre. They could have
limited terms so that new board members have a chance to participate. For
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optimum effectiveness the number of board members should be a minimum of 5
but no more than 13. There should be annual opportunity for the Advisory
Board to hear from the community about the Theatre. This could be
accomplished through a community meeting. Surveys of arts organizations and
community members could be used as well. Anonymous surveys help ensure
honest feedback.
Because of the history of the Theatre, it is recommended that the Advisory
Board include the President of the Concord Music Club as well as one member of
the Concord Housing Authority or their representative. The Board could also
include a representative of other organizations such as the Chamber of
Commerce or Main Streets, if it seemed appropriate. The Advisory Board should
be able to designate committees as needed. Committee membership should
include one Advisory Board member but could be comprised of as many other
community members as are interested. In this way, more community members
could be included in the activities of the Theatre. Initial committees might
include a Marketing Committee and a Capital Fundraising Committee.
The Advisory Board should have a Chairperson, Secretary, and Treasurer
elected by the Board. The Board should meet monthly during the first year of its
formation and perhaps less often after it the operation is established.
Recommendations and reports should be given to the Concord Housing
Authority for their consideration and action.
A director for the Annicchiarico Theatre should be hired by the Concord
Housing Authority with the advice and consent of the Advisory Board.
Reporting to both the Advisory board and the CHA, the director should haveperforming arts facility experience as well sensitivity to community interests. S/
he should have good judgment and an ability to work effectively with many
different kinds of people and organizations. The director should have excellent
communication skills and an ability to write and advocate on behalf of the
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Theatre to potential funders and supporters. This position could be part time
but it would involve being at the Theatre during all events to oversee the
opening, closing and basic operations.
A small group of people suggested that CHA issue a Request for Proposals to
groups who might be interested in managing the Annicchiarico Theatre. This is
certainly an option but it is not a recommendation in this Plan. Choosing one
group over another means that most groups will be left out. To aim for as much
inclusiveness as possible and to assure maximum community involvement, this
Plan recommends the creation of an Advisory Board as noted above. It will be
important to ensure that this group remains open to new members.
NOTE: Arts and Cultural organizations in Concord may wish to consider the
creation of a local arts council. Many communities have a local arts council
because they can help get the word out about events, serve as coordinating
bodies, even run facilities. They come in many different shapes and forms and
are entirely dependent upon the culture of the community where they are
located. The Advisory Board to the Annicchiarico is envisioned to be an
inclusive body representative of many arts groups in Concord. After the
Advisory board is formed and has some experience working as a group, it may
wish to consider forming a local arts council. More information about local arts
councils can be found at Americans for the Arts, a national organization. Their
website is www.artsusa.org. Closer to home, Artspeak in Portsmouth and the
Greater Derryfield Arts Council are both local arts agencies but have very
different operating models.
MarketingConcord is a small city of 40,000 in Merrimack County which has a population of
136, 225. Manchester, just a fifteen minute drive away, had an estimated
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population of almost 110,000 in 2000. Merrimack Countys population grew by
almost 9% between 2000 and 2007 while the states population increased by
almost 6%.
While groups renting the Theatre will do their own marketing as they do at the
City Auditorium, the availability of the Theatre and its rental terms needs to be
marketed to Concord groups as well as those within an hours drive of the
Theatre. There are groups in other cities and towns that could self-present or be
presented by the Theatre if there were wider awareness of the Theatre. Its space
makes it a possible venue for organizations like Pontine Movement Theatre and
the New Hampshire Theatre Project in Portsmouth and local childrens theatre
groups.
With the advent of the internet, marketing is easier and more efficient. The
New England Foundation for the Arts has a free website, Matchbook.org, which
lists presenters and venues throughout New England and has well over 1000
users. The Annicchiarico Theatre is not listed and the only other theatre in New
Hampshire with a seating capacity of 150 available for rent is in Wolfeboro, NH
and is the home of The Village Players. There are other websites and
organizations that could publicize the availability of The Annicchiarico, such as
NHProTheatre.org, and marketing can be done locally through organizations
such as the Chamber of Commerce, Main Street, and other community groups.
Getting listings in free news outlets would also be desirable. The creation of a
Facebook page that linked to the Theatres website would also be a marketing
tool but it must be maintained in order to be effective. A targeted mailing with
rates and venue information to potential renters could also be effective.
The most effective marketing tool is word-of-mouth each group that rents the
Theatre and has a positive experience will help spread the news that the
Annicchiarico is a good place to do a performance. While the facility is small, a
group could do three to five performances over two or three days, allowing for
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the time word-of-mouth takes to get around. They could also do several
performances over two weekends. Eventually, the calendar will be very full.
Economic ImpactThe Fourth Goal of the Creative Economy Plan recently adopted by the City is to
Develop and Enhance Concords downtown. It is well-documented that evening
activity in a downtown theater generates income for the economy. Restaurants
see an increase in business when Theatres are open. Theatre-goers spend money
on meals before and after events and they often shop in the neighborhood where
they are attending an event.
Regular events at the Theatre will benefit local businesses.
Challenges for the Annicchiarico Theatre
Designing the Facility for Multiple Uses
This must be done carefully and as simply as possible. This Plan makes
recommendations regarding the possible capital improvements to the Theatre in
the following section on the Building.
Of extreme importance is the ambience of the Theatre after renovation. It
should be an inviting space, with comfortable seats. When the audience leaves,
they should want to come back for other events. Creating a warm and hospitable
Theatre is an important marketing tool and it is essential in maintaining the
sustainability of the facility.
Parking
Any marketing information posted on a website or printed elsewhere should
include parking information. Although the Theatre is small and will not
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generate a lot of traffic, when events are going on at the Capitol Center for the
Arts, parking may be limited. It will be important for people to know where
parking is available.
Security
Past users of the Theatre complained that there was no place in the Theatre to
lock up props or other small items. Another issue was how to lock the Theatre
itself.
Perhaps a padlocked road box could be located in Theatre for the purpose of
locking up items between consecutive shows or when needed.
The BuildingCertain capital improvements would make the Annicchiarico Theatre a more
desirable place to rent.
1. A Reliable Heating System is necessary for maximum use during the wintermonths. A number of past users of the Annicchiarico have stated that the
existing heating system does not properly heat the Theatre on cold days.
Care must be taken with system design, equipment specification and
installation to minimize noise when the system is operating.
2. Air Conditioning is necessary for maximum summer use. Past audience
members complained that the temperature reached 100F during student
recitals in the summers. Care must be taken with system design, equipmentspecification and installation to minimize noise when the system is operating.
3. A Protected Outside Entrance into the Theatre would relieve the crowded
lobby space that currently is the entrance. The Annicchiarico currently has
almost no lobby space that is not shared with residents of the Kennedy
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Apartments and there is no box office space. If a covered space was built
outside the house right rear entrance, it could serve as a small box office area
and give shelter to audience members during inclement weather.
4. Backstage support space. Currently, there is very little wing space or dressingroom space; the majority of wing space is taken up by piano storage. Other
than the two small dressing rooms there is no backstage support space. There
is no way to get a performer from one side of the stage to the other without
the performer being seen by the audience or the performer leaving the
building. The stage is not ADA accessible. If the current work-room/garage
behind the stage were made part of the backstage area of the Annicchiarico, a
number of serious deficiencies could be addressed and the Theatre would
become significantly more desirable for prospective users. The new area
should be designed as a flexible space. It could be used for storage, as a cross-
over, as additional dressing room space when necessary and to make the
stage ADA accessible.
5. A Small Office could be created in part of the kitchen (current plans are to
remove the HVAC system from that area). The Director will need an office to
work from whether it is this new little office or CHA office space currently in
the building.
6. There are different opinions on the acoustics of the Theatre although all agree
that you can hear theatre performances quite well because it is such a small
space. It might be helpful to consult an acoustician before final plans are
drawn up so that acoustic recommendations can be considered in the final
interior design. If the current acoustic structure over the stage is not effective,
it should be removed to increase the ceiling height over the stage. If this
occurs, the sprinklers over the stage need to be raised.
7. If feasible, simple stage rigging should be added to decrease the technical
time and labor needed to load in and load out events.
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8. Reasonably sized stage lighting and theatre audio systems need to be
designed and installed. There should be temporary positions for lighting and
audio consoles in the audience area to be used when needed.
9. The Theatre should be set up for digital projection and should have digitalinterface capability for meetings and conferences. It should also have wireless
capability.
10. There will have to be agreement regarding the stage floor and whether a
Marley floor should be purchased to accommodate dance performances. The
experience of the first operating season will be helpful in make a
determination.
11. The current location and simultaneous usage of the restrooms by the
audience, performers and residents needs to be carefully revisited and, if
possible, improved.
12. Outside signage. We have heard from numerous users that the Annicchiarico
is difficult to find. The possibilities of signage visible from Main Street that
meets Concord City and Kennedy Apartments approval should be researched
and appropriate signage installed.
Operating BudgetThe following operating budget is very conservative. It includes no capital
improvement money because it is anticipated that a capital campaign will be run
in order to renovate the Theatre before it can re-open. Projected contributed
income is low in this first year because the impact of a capital campaign will
reduce individual contributions for operating or sponsorship. Once the Theatre
is active and visible as a community resource again, people will help support it
through contributions and sponsorships.
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Website Development 0 Need underwriter or donation
Website host 199
Utilities: heat, electric 2,643
Printing and Postage 3,000 Flyers, posters, ads
Supplies 1,500 House paper supplies, lamps, tape etcFacility Maintenance 2,000
Insurance 5,000 Renters must have insurance
certificate of $1M
Legal and Accounting 0 Must find pro-bonoTotal Expenses 58,092De icit Year One* -10,052
Year Two and Three: Rental income can be expected to grow by 10% each year
and Contributions, Sponsorships and Grants can grow modestly as well. There
would be an opportunity for project support for programming to benefit the
residents of the Kennedy Apartment Buildings.
Conclusion
The Annicchiarico Theatre is a wonderful resource for the greater Concord
community. Many people outside the arts and cultural community in Concord
arent aware of its availability. With proper direction and marketing, it could be
active year-round and be a real asset to downtown Concord and its many
residents.
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22
Sources for The Annicchiarico Business Plan:
New Hampshires Creative Crossroads, June 30, 2008,
Concord Music Club, Our History 1900-2000, compiled by Frances Blakeney,written by Rebecca Rule
US Census QuickFacts (http://uscensusquickfacts.gov)
The Community of Concord including past Annicchiarico Theatre users,
potential users and concerned citizens.
http://uscensusquickfacts.gov/http://uscensusquickfacts.gov/ -
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Appendix A
Sample of Rental Facilities Outside ConcordVenues under
500 Seats
Location Seats Rental
Rates
Dressin
g
Rooms
Kitchen StageManaging
Organization
Paid
Staff
Distance
to
Concord
Telephon
e
Adams
Memorial
Opera House
Derry NH 350 $250-325 Y N Y Greater Derry
Arts Council
N 31 miles 437-0505
Alumni Hall Haverhill
NH
162 $125-300 Y Unkno
wn
Y Historical
Society
Y 73 miles 989-5500
Amato Centerfor the Arts
MilfordNH
468 $ Y N Y Boys and GirlsClub
Y 38 miles 672-1002
Bass Hall Peterborou
gh NH
100 $75-350/
2hrs
N Y N Peterborough
Historical Soc.
Y 45 miles 924-3235
Barn at the
Brass Heart Inn
Chocorua
NH
200 $1000-20
00
Y Y Y Brass Heart InnY 63 miles 323-7766
Franklin Opera
House
Franklin
NH
200-3
60
$200-300 Y N Y Franklin Opera
House, Inc
Y 18 miles 934-1901
NH Institute of
Art Auditorium
Mancheste
r NH
250 $100/hr
plus
N Y N NH Institute Y 7 miles 836-2546
NOTE: There are also venues in the Derryfield School and the Plainview Retirement
Home but are available on a very limited basis.
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Appendix B
List of Organizations and Individials ContactedThis is a list of groups and individuals contacted about the use of and need for
the Annicchiarico Theatre. Not all these groups or individuals will use the
Annicchiarico but all were invited to comment because they are part of the arts
community in Concord. Many of the individuals listed either attended a meeting
about the Annicchiarico Theatre in April 2009 or were interviewed during April
or May.
Capital Center for the Arts
City Auditorium
Concord Chorale
Concord Coachmen
Concord Community Concerts
Concord Community Music School
Concord Community Television
Concord Dance AcademyThe Concord Housing Authority
Concord Music School
Community Players of Concord
Capital City Dance
Dancesteps
Gems Dance Studio
Philomel Piano and Vocal Ensemble
Petit Papillon Dance Studio
NH Technical Institute
NH Dances
NH State Council on the Arts
RB Productions
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Red River Theatres
Rockin Robins House of Dance
Strathspey and Reel Society of NH
Strings and Things
Walker Lecture Series
Individuals
Cindy Adams
Mike Annicchiarico*
Carol Bagan*
Doris Ballard*
Byron Champlin*
Nicki Clarke*
Franne Ciriello*
Tom Cusano
Cassandra Erickson*
Allwynn Fine*
David Gill
Ben Greene
John HatabEric Hodges
Lynn Kilchenstein
Ron and Gerri King
Clint Klose
Kathleen Labonte
Steve Martin*
Van McCleod*
Anthony Mento*
Dick Osborne
Doug Osborne
Dodie Rainie*
Jiffi Rainie*
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Connie Rosemont*
Peggy Senter
Barry Steelman
Craig Walker*
Patricia Walker
*Attended Meeting on the Annicchiarico Theatre on April 27, 2009.
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Appendix C
Artist Workshops at the Annicchiarico
The re-organization of theAnnicchiarico Theatre provides the Concord Housing
Authority with a unique opportunity to serve the residents of the Kennedy
Apartments as well as other residents of Concord Housing Authority buildings.
By organizing a series of artist workshops/residencies, the original goal of the
Theatres founders toprovide arts opportunities for the current Kennedy
Apartment residents can be realized.
There is ample evidence to suggest that elderly persons, as well as those withemotional or mental challenges, benefit from participation in workshops with
artists in various disciplines. Workshops in dance and storytelling, theatre,
drumming, and music foster an individuals creativity, provide new skills and
generally empower people to lead richer lives. They also improve
communication between people from different backgrounds.
Such workshops must be led by artists professionally trained in the field and
there are existing organizations that can assist in setting up and operating
workshops with trained and experienced artists. The NH State Council on the
Arts has a directory of artists trained to work with various populations and may
have funds available to help underwrite the costs of an artist workshop
(www.nh.gov/nharts). The Healing Arts Initiative has provided acclaimed
workshops with outstanding artists to residents at institutions such as Crotched
Mountain Rehabilitation Center, NH, Tewksbury State Hospital, MA, the
Vermont Veterans Home, VT and homeless shelters in Boston, MA.
(www.artsandhealing.net). Organizations such as The Liz Lerman Dance
Exchange are pioneers in this field and Liz may be working with the NH Council
on the Humanities during the 2009-2010 season on a project in Concord.
Arranging for her to speak to the community about her work at the
http://www.artsandhealing.net/http://www.nh.gov/nhartshttp://www.artsandhealing.net/http://www.artsandhealing.net/http://www.nh.gov/nhartshttp://www.nh.gov/nharts -
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Annicchiarico would be exciting. It may be that creating a partnership with the
Concord Community Music School could be of assistance in offering a workshop.
Workshops should be held at least once a week for a period of four to eight
weeks so that participants can experience visible results. Workshops might
culminate in a reading, performance or showcase of some kind for an audience of
just the workshop participants and their family or friends, or for a wider
audience such as the other residents of the Kennedy Apartments.
While initial workshop participation may be small, once word spreads between
residents about the activity, workshops will fill up quickly. Once getting over
their initial reluctance to perform, participants actually have fun and enjoy the
sessions. During the first year of the Annicchiarico Theatres operation, a goal of
providing one workshop could be realistic. Since workshops can be held during
the day or evening, depending upon participant/artist schedules, they should
not impact on rental activity.
The total cost of a four week workshop could be from $3500-$6400, depending
on how many days per week the artist came. Artist fees usually range between
$400 and $600 per day plus travel. It should not be difficult to find foundation or
corporate support for this kind of project. The community benefit from these
workshops is immeasurably high.