Despite Recession, Hale Grows
Theater: Despite recession, Hale Centre grows
Hale Theatre » Big crowds require more chairsA local theater is doing something rather unusual in these tough economic times: Hale Centre Theatre in West Valley City is adding an entire new row of seats as a way to accommodate a growing audience and raise money.
The theater will go from 510 seats to 610 with a ninth top row. Executive producer Sally Dietlein said staff began to notice in late April there weren't enough seats for all the people who wanted to see the show running at the time, "Treasure Island."
During the run's last two weeks, temporary seating was added. Staff said 50 percent of those seats filled during the following production "Hello Dolly," and almost all were taken for "Scarlet Pimpernel."
"I don't know why we are so lucky," Dietlein said. Theatre attendance so far this season is reportedly the highest in Hale's 25-year history -- 11 percent higher than last year, which equates to 20,500 season ticket holders.
"I'd love to have the same problem (needing extra seats)," said Cynthia Fleming with Salt Lake Acting Company. "They really have high subscription base. They're practically sold out with subscribers."
Hale produces seven shows every season, ranging from dramas to comedies and musicals with family oriented themes.
Dietlein said 70 to 75 percent of their organization's revenue is from ticket sales. The rest comes from donations from corporations, organizations and individual donors.
The theater also receives Zoos, Arenas and
Parks tax money from the state. This year it was allocated $722,884. Management hopes the seats will help fill the gap left as funding sources continue to decline."We're really very careful with our dollars. Even though our shows are really expensive to produce here, at least we have that ticket base," she said. "If people are willing to buy the seats, the best thing we can possibly do in this economy is sell more seats."
The theatre reported that 99.2 percent of its seats have been filledd since January, including 4,000 tickets gifted to the community.
The new chairs will be installed by next week when the theatre's regional production of "Curtains" opens Monday.
The seats were added without any structural changes to the theatre. Risers and new carpet was installed in the area to fit visibility for in-the-round stage.
"There was what we call pressure on the house. We just didn't have the seats for the people who wanted to come," Dietlein said.
Kirsten Park spokeswoman with Pioneer Theatre Company said HTC does theater that appeals to a majority of Utahns. "It's great to see arts organizations do well during these times."
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