Mayor suggests broader use of arts center
By Eliav Appelbaum eliav@theacorn.com

Patrick Hunter has seen enough. Now, he wants to see some change.

The mayor, disheartened that the High Street Arts Center is costing the city about $11,666 per month just to stay open, submitted a new business plan for the center to his colleagues on the Moorpark Redevelopment Agency.

"It is time to deem the original proposal a failure," Hunter said. "Now, I believe it's time to change course."

On April 7, 2006, members of the Redevelopment Agency, who also comprise the City Council, voted 4-1 in favor of subsidizing the center at $100,000 for three years. After that time, the plan would be re-evaluated. Hunter cast the lone dissenting vote.

After 18 months, halfway through the original plan, the center is costing the city even more money. According to Hunter's report, the agency is expected to subsidize the project for $420,000 over three years, instead of $300,000 anticipated in 2006.

Hunter's new plan focuses on increasing the use of the facility, allowing more groups to utilize the center and reducing operating costs.

"The current plan does nothing unless you're primarily interested in live theater," Hunter said. "If this is truly going to be the community's theater then . . . it should be available to more people."

The mayor proposed adding programs for the Hispanic community and children. He also suggested adding music concerts, dance troupes, film festivals, melodramas, Broadway musicals, teen programs and a monthly "radio broadcast."

Hunter would also like to see the center offer a "track," or series of shows, for each program. Each track could consist of four to six performances.

"I haven't had a chance to review it, so I can't comment on it," said Mayor Pro Tem Janice Parvin on Thursday morning. As the vice chair of the redevelopment agency, Parvin expected to read the plan as soon as she possibly can.

Parvin encouraged residents to attend next Wednesday's 7 p.m. meeting at City Hall and express their opinions on what programs they would like to see at the High Street theater, which was built in 1927.

At the moment, the center only offers high-end theater productions, and residents have often complained about it being dark, or closed, too often.

L.J. Stevens, the general manager for the theater since June 2006, politely declined comment on the phone.

In a brief written statement, Stevens said, "I have not seen the information the mayor has put forth at this time. I am sure that the City Council of Moorpark will advise me if they decide to make any changes in the current focus or procedures of the High Street Arts Center."

Darby Shields, president of the High Street Theater Foundation, was pleased with the new plan.

"We endorse any model that would increase community participation at the arts center," Shields said.

Although Hunter does not expect the council to adopt a resolution overnight, he would like the agency to explore alternatives.

"Optimistically, there would be some agreement that change would be necessary," he said. "If the status quo remains, we will continue to subsidize the theater at what I find to be an unacceptable level. I think it's not only clear, but it's overwhelming that the current model has been unsuccessful."

Hunter also analyzed attendance and concession figures at the center.

The center has a maximum seating capacity of 270. Of the 119 shows produced since the 2006-07 theater season, 47 have entertained 54 or fewer people. That means the theater has been fewer than 20 percent capacity almost 40 percent of the time. Fifteen of those 47 shows failed to reach 10 percent capacity.

According to a study by Regal Entertainment Group, consumers are expected to spend an additional 40 percent of their ticket price on food. However, the average center guest spends $1.40 on concessions. For a $15 ticket, the average customer is expected to spend $6 on food, according to the Regal study.

Hunter wanted to quell notions that he's threatening to shut down the theater.

"There's perhaps a misunderstanding in that, if the agency decides to abandon the current model, it intends to close the theater. That's not accurate," the mayor said.

"My goal is to have the theater prosper and thrive and be a source of entertainment for as wide a range of interests as possible. . . My goal is to have guests in the theater seven days a week. I don't think that's an unrealistic expectation."