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Memo Childs Play TheaterCITY OF HOPKINS MEMORANDUM DATE: October 28, 1991 TO: City Council /HRA FROM Jim Kerrigan, Director of Planning & Economic. Development SUBJECT: Childs Play Theater Childs Play Theater has been operating for a number of years out of Eisenhower. This space no longer meets their needs. As a result, they are looking at various alternative locations. City staff has been meeting with Steve Barberio, Executive Director of Childs Play, to assist them in their efforts to find a new location. They appear to be very interested in trying to stay in the Hopkins location. They are specifically interested in downtown Hopkins. From a financial standpoint, Childs Play is aware that they have only limited resources available to either purchase or lease and renovate a structure to fit their needs. Their feeling is that they will need fairly substantial public assistance in order to accomplish this endeavor. Mr. Barberio would like to meet with the Council at the November 5 regularly scheduled meeting to discuss Childs Play Theater and determine if there might be support to provide public financial assistance. Specifically, they would be looking at the following issues as relates to Childs Play: o How they serve the community o Their existing financial base o Their economic impact on a downtown area o Their overall vision statement Child's Play• THEATRE COMPANY Edina Community Center 5701 Normandale Road Room 343 Edina, MN 55424 (612) 925 -5250 PERFORMANCE Eisenhower Community Center 1001 Highway 7, Theatre Hopkins, MN 55343 BOARD OF DIRECTORS Benjamin Aune Chair Nancy Hughes Vice Chair David A. Mahler Treasurer Betty Johnson Secretary Julie Weiler Past Chair Michelle Bergsrud Paul Cimmerer Barbara Conley Gail Dorfman Cindy Fishman Betty Folliard Joanne Gordon LeRona Redepenning Susan Segal Sallie Skinner Steve Barberio Executive Director, Ex Officio October 29, 1991 Steve Mielke City Manager City of Hopkins Hopkins, Minnesota 55343 Dear Steve, Enclosed please find a written copy of our presentation to the City Council on Tuesday, November 5, 1991. The councilmembers have also received copies of this document. By providing this narrative in advance we hope you will better understand our case when we appear before you next week. We will also be able to shorten our presentation by referring to points contained in the narrative, allowing greater time for you to ask questions. Thank you very much for your continuing support and for giving us the opportunity to appear before the council. Sincerely yours, Steve Barberio Executive Director encl. "Childs Play Theatre Company is a professionally staffed arts organization that provides young people, as participants and as audience members, with production and educational experiences in theatre that are high- quality, creative and character - building." •Child's PIa THEATRE COMPAN Edina Community Center 5701 Normandale Road Edina, Minnesota 55424 A Hopkins Renaissance A Performing Arts Center Presentation to The Hopkins City Council November 5, 1991 Prepared and Presented by Steve Barberio, Executive Director, Child's Play Theatre Company CHILD'S PLAY THEATRE COMPANY 5701 Normandale Road Edina, Minnesota 55424 Presentation to The Hopkins City Council November 5, 1991 Thank you very much for the opportunity to appear before the council. The City of Hopkins has been extremely helpful in recent months as Child' s Play Theatre Company has worked to find a new home for its operations. There is a renaissance (rebirth) happening in Hopkins and Child's Play Theatre Company, as a major business located in the city would like to be a part of this exciting time of economic and community revitalization. We view our need for a new home and your interest in further developing the downtown area as complimentary goals that might, in fact, lead the way toward a future of prosperity for the residents of Hopkins. would like to spend some time talking with you tonight about the following issues as they relate to the development of downtown Hopkins and Child's Play Theatre Company's need for a permanent home: 1. A demonstration of the need for. Child's Play Theatre Company and our ability to meet that need. 2. Our growth rate and the reasons for our facility search. 3. The economic impact of the Arts, the effect a downtown Hopkins location would have on the city's image, other businesses, and the residents of Hopkins, and Child's Play Theatre Company's existing market. 4. Our vision and how the City might help us reach that vision. "Child's Play Theatre Company is a professionally staffed arts organization that provides young people, as participants and as audience members, with production and educational experiences in theatre that are high- quality, creative and character- building. -- Mission Statement 1. What are the community's needs that Child's Play Theatre Company is able to meet? Since our beginning eight years ago Child's Play Theatre Company has grown from a small, community theatre to an vital, regional , professional arts organization. Child's Play Theatre Company serves nearly 60,000 young people and their families annually through our mainstage, second stage and outreach /education programs. With our unique brand of theatre programs by and for young people, we are able to meet some important needs of this community. Quality Arts Experiences for Young People It is our goal to maintain Child's Play Theatre Company as the premier regional introductory theatrical experience for young people. To achieve this goal we will continue to bring our audiences the best in lively family theatre. In our commitment to produce high-quality productions Child's Play Theatre Company hires the best theatre artists in the Twin Cities. We employ more professional theatre artists than any other local theatre of our size. We also assume a responsibility in presenting material which not only entertains and enlightens, but teaches the participants and audiences the value of theatre in a framework of positive role models with healthy and constructive values, and provides an appreciation for the variety of forms within the art. Building Self- esteem in Young People The arts provide our community with numerous benefits that place our culture within a context that can be appreciated throughout all time The arts also provide excellent opportunities for self - exploration, self- discovery and through the creative experience, empower individuals to enhance their expressive abilities and communication skills. Presentation Page 2 Child's Play Theatre Company takes seriously its responsibility to foster the growth of this community's young people. In all of our programs we emphasize the character development of the young participants and work to help them build a healthy self - esteem and enhance their decision making abilities. Together with a fully professional artistic and educational staff, the young people in Child's Play Theatre Company productions, classes and workshops develop their talents and sharpen their communication skills through the use of theatre crafts and techniques. The rewards associated with our programs enhance the self- esteem of the youth involved. Educating Youth Our outreach programs and LEFT OF CENTER second stage program provide students with a professional theatre experience while building the framework for discussions on important social issues, and empowering youth to discover solutions for themselves. Through these programs young people are able to utilize theatre improvisation as a tool to explore such issues as self - esteem, peer pressure, racism, vandalism and alcohol and other drug use We serve over 600 young people annually through our education classes in such school districts as Hopkins, Minnetonka, Edina, Wayzata, Eden Prairie, Bloomington, and Minneapolis. Our theatre education classes provide skill training for young people ages 5 -18. These classes, taught by local actors, directors, designers, and musicians offer youth an opportunity to develop their craft, preparing them for advanced activities and for the life experiences that he ahead. Providing Affordable Family Entertainment It is our goal to remain affordable and accessible to families in the metro area and greater Minnesota. Child's Play Theatre Company offers young people a place of discovery and wonderment. It's a place where imaginations soar and anything can happen. It's a place for young people to discover theatre and discover themselves. A total of 9,600 people attended our production of ANNIE this fall and an additional 34,000 people will attend the remaining four shows this season. The average ticket price is $5.00, which will translate this year into ticket revenues of $215,000. Enabling Youth to Contribute to the Community Through their experiences at Child's Play Theatre Company, many young artists also develop a positive view of themselves and are able to go into the community as valuable, contributing members. Our volunteers serve the community by enabling us to keep young people growing as individuals and developing as artists. Their participation enriches the community's quality of life and extends the services and effectiveness of Child's Play Theatre Company. Serving the At -Risk and Underserved. Today, Child's Play Theatre Company reaches many diverse communities throughout the state. Our walls extend beyond Hopkins as we serve disadvantaged youth and their families through our family scholarships program and our ticket distribution program and serve communities in greater Minnesota where high - quality theatre experiences are rarely incorporated into the school curriculum. Our LEFT OF CENTER program, an alternative program for junior and senior high school students is currently running at North High School in Minneapolis. The play, created in rehearsals by the students addresses issues of racism and prejudice. We bad over 100 young people audition for that show and 65% of them are from communities of color or from "at -risk" communities. Hopkins Presentation Page 3 2. Child's Play Theatre Company's Growth Child's Play Theatre Company has emerged as a major cultural institution in the Twin Cities. We now serve nearly 60,000 people annually through our production and education programs. Our permanent artistic and administrative staff has increased from one and one half to nine in just four years. Mainstage Programs The mainstage production program has realized tremendous growth since Child's Play Theatre Company incorporated in 1984. Since 1986, attendance at all performance programs, including LEFT OF CENTER has increased from 14,600 to a projected 45,500 in 1992. A t t e n d a n c e 50000 46000 42000 38000 34000 30000 26000 22000 18000 14000 10000 FY86 FY87 Attendance Growth FY88 FY89 FY90 Fiscal. Year FY91 FY92 Outreach Programs Our Outreach Programs, which include theatre education classes, workshops, in- school touring, residencies and special topics has increased tremendously in recent years. We now offer 17 classes per quarter in several school districts throughout the metropolitan area Our summer workshop serves nearly 200 youth over a seven week period. Our in- school programs are booked by eductors in school districts throughout the state. Since 1988, our Outreach Programs have increased from 5,000 to a projected 23,500 in 1992. The greatest area of growth has come in our in- school programs, which in 1992 should serve close to 20,000 young people in 40 sites accros the state. The chart on the following page illustrates the phenomenal growth of our Outreach Programs. Hopkins Presentation Page 4 p a r t c p a t s 25000 23000 21000 19000 17000 15000 13000 11000 9000 7000 5000 FY88 Outreach Programs Growth FY89 FY90 Fiscal Year FY91 FY92 Financial Growth Obviously our budget has expanded along with our programs. Over 80 percent of our annual revenues are earned through ticket sales, tuition, and touring and residency fees. The remaining 20 percent of our revenues are earned through contributions from local businesses, corporations, foundations, and government agencies. The chart below illustrates the growth in our expenditures and revenues from 1988 to 1992: Expenditures El Revenues Budgetary Growth 1988 - 1992 Hopkins Presentation Pages Contributed income accounts for approximately 20 percent of our annual budget. In 1989 we received first time grants from The Minnesota State Arts Board, The McKnight Foundation and the General Mills Foundation. The support of these three major funders has led the way to increased funding from other major sources in Minnesota: The McKnight Foundation Minnesota State Arts Board City of Minnetonka The General Mills Foundation Grand Metropolitan Food Sector Foundation Dayton Hudson Department Store Company Barnes &Noble Bookstores Hopkins Jaycees Wasie Foundation Northern States Power Company City of Hopkins The Tennant Company Foundation Major Funders: $ 15,000 12,500 7,500 5,000 5,000 3,500 2,500 1,500 1,500 1,500 1,000 1 $ 57,500 Other areas of contributed income have increased as well. The chart below illustrates our ability to support our programs through contributed income: n c 0 m e 80000 73000 66000 59000 52000 45000 38000 31000 24000 17000 10000 Contributed Revenue Growth 1988 — 1992 FY 1988 FY 1989 *Contributed Income FY 1990 Fiscal Year FY 1991 FY 1992 (prof) Space Needs The healthy program and financial growth illustrated above directly reflects the effects of expansion has had on our use of the Eisenhower Community Center in Hopkins We have been housed at Eisenhower since 1985 and currently use the theater space as the anchor tenant. What has occurred in recent years is that as the needs of Child's Play Theatre Company have increased so, too, have the needs of the school district. The success of these two organizations has resulted in our inability to match or space needs with our growth and expansion. Hopkins Presentation Page 6 Our offices and 70 percent of our rehearsal activities have been moved to the Edina Community Center due to the Hopkins School Districts inability to provide us with additional space. As much as we would like to have all of our operations under one roof, they were not able to release district space for our needs. We do not see the situation at Eisenhower improving any time soon. We look upon this situation as an opportunity to improve our programs by improving our physical space. We look to the City of Hopkins for its support as we hope to maintain a presence in the Greater Hopkins area. Attached is a Needs Assessment Outline that charts Child's Play Theatre Company's space needs for all its programs and operations including performance, rehearsal and classroom space, scene, properties and costume shops, dressing and green rooms, administrative offices, and storage areas. 3. Economic Impact & Community Image The City of St. Paul and Mayor Scheibel's pledge to "stake his political future on the arts in St. Paul" is an excellent illustration of how a city can view the impact the arts can have on the image and economy of a downtown area. As the Children's Museum began its search for a new home, the cities of Minneapolis and St. Paul recognized the value of having a major arts organization located within its boundaries. Economic Impact Child's Play Theatre Company will serve over 43,000 people this year through our mainstage production program. An average 424 people will attend 101 performances from September through May The economic impact of this influx of families to the Downtown Hopkins area would be significant and we believe constitutes serious consideration by the Hopkins City Council. According to a 1985 study by the Metropolitan Regional Arts Council found that the average audience member in the seven county metropolitan area spends $22.55 on gas, parking and dining when attending an arts event. This does not include the cost of admission. This study also found that community arts organizations contribute $22 million annually to the local economy. The arts as a whole contribute $392 million to the Twin Cities' economy. We project that if we are the anchor tenant in a performing arts center we would be able to attract 60,000 people to our mainstage performances annually. Of these 60,000 people, 76 percent attend the theatre on a Friday night, Saturday morning or afternoon or Sunday afternoon. That would mean that every Saturday when we hold 10:00 AM and a 1:00 PM performances we would draw close to 800 people to the downtown area. If each of those 800 people were to spend an additional $5.00 on lunch, gas, gift, or other service in the downtown area, that would constitute an influx of $4,000 per day or $228,000 per year into the downtown Hopkins economy. In addition, 120 participants per year, most of whom reside outside of Hopkins, come to the theatre five nights per week throughout the year. Their parents often wait at the theatre while the young people are in rehearsal. If there were shops and other businesses for them to visit, they would have an impact on the local economy. Other students participate in classes and workshops on Saturdays and after school. In the summer 200 young people are dropped off at 8:30 AM and picked up at 12 :30 PM by their parents five days per week. The economic impact on local restaurants and other businesses would be significant. Child's Play Theatre Company's Market We have conducted several studies in the past year in order to completely understand our market and the people we serve. Last spring we commissioned a team from the University of Minnesota to conduct a study of Child's Play Theatre Company's Market. Hopkins Presentation Page 7 The pie chart below illustrates Child's Play Theatre Company's far reaching market. .8114 I morrow. urr•rrri rrrrrrrrr. NO r. ■rr ION rrrrrr,• :tirrr rrrrrrrrr•rrr. IMO rr■ rrrrrrrrrrrrrV' 1r / rrrrrrrwr *, %. irrrrrrrr' Mainstage Audience City of Residence IN Western Suburbs El Southern Suburbs MI Northwestern Suburbs El Minneapolis St Paul & Suburbs tial Southwestern Suburbs Northern Suburbs ® Other (Greater Minnesota, etc.) 34.1% 1 3.0% 1 1.8% 10.4% 9.8% 8.3% 6.9% 5.6% Household income: Other demographic information about our audience is outlined below: Less than $25,000 $26 35,000 $36 - 45,000 $46 - 55,000 $56 - 65,000 $66,000 + Main reason for attending: Family exposure to theatre 47% Affordable 27% Family /friend involvement 17% Convenient location 9% Length of travel to CPTC: 1 -2 miles 5% 3 -5 miles 21% 6 -8 miles 24% 9 + miles 50% How many other downtown businesses attract 6Q000 people per year? And how many are the types of businesses that feed directly into other activities in the area? We believe that the activities of Child's Play Theatre Company together with the image that it would bring to the downtown area would greatly enhance the quality of life and economic foundation of the City of Hopkins 4. Our Vision and What the Council Can Do Child's Play Theatre Company needs a new home. We perform magic to tens of thousands of young people every year and we need to bring this magic home. While we have demonstrated an ability to serve this community as a Hopkins organization and hope that we can continue calling Hopkins our home, we are receiving interest from other municipalities. Hopkins Presentation Page 8 We have seen that the City of Hopkins is dedicated to the revitalization of its downtown area. This renaissance can be an exciting time for local residents and businesses; it offers a leap from a negative image as a town of "cars and bars" to a village that houses a performing arts center on the Mainstreet of the Twin Cities. We would like to be an integral part of this exciting renaissance. There are other arts organizations that have come forward with an interest in participating in this project. The Minnetonka Dance Theatre and School, a highly respected company lead by Mary Ann Simmons, has demonstrated a willingness to participate in the renovation of an existing site and an ability to support its operations in 5,000 square feet of a performing arts center. In addition, other local music, theatre's and arts groups have expressed interest in becoming a part of the Hopkins Renaissance. Outlined below are several options that the council might consider as it reviews its participation in this important development project: A. On city owned property the city could develop a city owned performing arts center with Child's Play Theatre Company as the anchor tenant. Either the city or Child's Play Theatre Company could operate the building. B. The City could purchase an existing building, such as Tait's or Grossman Cheverolet and sell it to a developer for a reduced rate. The developer, with participation by Child's Play Theatre Company and other anchor tenants, would renovate the building. The developer would own and operate the building. C. The City could work with a local building owner to negotiate a donation or reduced price sale of a building to the City, a private developer or Child's Play Theatre Company. The new owner could then renovate the building and would operated it The City could assist Child's Play Theatre Company in its negotiations with a building owner to achieve a workable long -term lease. The City could then contribute financial assistance, in the form of a direct grant or tax- increment - financing, to Child's Play Theatre Cotnpany as it performs lease -hold improvements. Coachsioi The options outlined here are not he only available to Child's Play Theatre Company and the City of Hopkins The Hopkins School District has been a significant partner in our history and might play an important role in this project. Other options, funding sources, anchor tenants may exist but have yet to be considered. We are not asking for a free ride. We want to become a partner in the council's efforts to improve the quality of life for the residents of Hopkins. We want to be a leader in the Hopkins Renaissance as we serve our 60,000 young people with high - quality theatre programs. We are prepared to conduct a capital campaign that will raise funds to support this project and we are confident that our programs and funding base can provide the working capital to support a tenancy of this magnitude. Thank you very much for your continuing support! Area or Function Stage. Rehearsal. Shops Stage /Backstage /Wings Dressing Rooms Actor Lavatories Light/Sound Booth Rehearsal Room Class Room Green Room Scene Shop Costume Room Storage House & Lobby Seating Aisles Lobby Refreshment Lounge Box Office Public Rest Rooms Administrative Offices Reception Outreach Communications Development Production Managment Executive Director Conference General Work Areas CHILD'S PLAY THEATRE COMPANY 5701 Normandale Road Edina, MN 55424 Space Needs Assessment July 1991 Dimensions & Comments Square Feet Procenium opening 40 ft. (70' x 40') 2,800 2 for 12 people each (2 x 24' x 10') 480 2, 1 male, 1 female (2 x 15' x 10') 300 At rear of house w /window (12' x 6') 72 Wood Floor (40' x 30') 1,200 2 rooms w /wood floor (2 x 20' x 20') 800 Adjacent to stage & dressing rooms (30' x 20') 600 Sets & props, tech offices (80' x 30') 2,400 Shop & storage (20' x 20') 400 Access to Scene Shop (40' x 30') 1,200 Sub - total: 600 seats x 6' 25% of above (minimum 36" width) 1.5 sq. ft. per seat in house Located off lobby (30' x 25') In the lobby (20' x 10') 2, 1 male, 1 female (2 x 40' x 15') Sub- total: Dimensions moot II , Sub - total: Grand Total: 10,252 3,600 900 900 750 300 1,200 7,650 50 200 200 200 200 200 300 400 1,750 19,652