WPCNR STAGE DOOR. By John F. Bailey. October 25, 2007: John Ioris, Chairman of the Board of Trustees of the White Plains Performing Arts Center predicted a rosy future for the Arts Center to the Common Council in Year 5 of its existence Thursday evening . He reported the theater has sold 723 Subscriptions to the Theatre’s four shows: Man of La Mancha which opens November 29 featuring the Tony-nominated actor Robert Cuccioli in the Don Quixote role, which will play through December 16; Ragtime, Feb. 1 to 3, Ain’t Misbehavin (February 28- March 16), and How to Succeed in Business Without Really Trying, April 24 to May 11.
Robert Cuccioli to create Don Quixote on White Plains Stage.
Photo, Courtesy, WPPAC
Ioris told the Council the organization had raised $650,000 in new funds, paid off $50,000 in debt and a substantial debt to one individual. Ioris said he expected the operation to break even in the 2007-2008 season with productions of four musical shows supplemented by its Renaissance Theatre Academy productions (which he said had sold out over the summer), rentals, and children’s performances, and touring shows. He promised enhanced sets like the elaborate design commissioned for November's Man of La Mancha, upgraded production values, big names, Broadway style casts that will distinguish WPPAC productions this season.
John Ioris, seated, The Chairman of the WPPAC Board of Trustees told WPCNR his overall production budget was between 1 and $1.5 Million, the major portion invested in mounting the musical productions, which he said a survey of WPPAC patrons indicated they preferred. Ted Peluso, financial advisor, Treasurer to the WPPAC is on the right.
Enter Mr. Cuccioli
Ioris announced the theatre had signed Robert Cuccioli, the Tony nominted actor, star of Jekyll and Hyde to play the role of Don Quixote in the Man of La Mancha extravaganza. Mr. Ioris said the show would cost $225,000 to produce as would the How to Succeed in Business production. Ioris said the theatre is committed to staging major musicals with the scenery and cast sizes those productions demand. He reported 650 persons tried out for the Man of La Mancha casting call in New York and 80 tried out in White Plains. The show will carry a cast of 21 persons, 11 Equity Actors, and 10 others, including 2 local residents from White Plains, and live orchestra. He even showed the elaborate set design prepared for the show.
Opening Night Galas After Every Musical.
Ioris announced a new fundraising endeavor this year. Instead of creating a separate gala every year, he said the theatre would promote 4 post-production Opening Night Galas at posh restaurants donating their fare to the theater after each musical’s Opening Night. The Man of La Mancha Gala will be held at Legal Seafood in White Plains. Another Gala will be hosted by Ruth’s Cris Steakhouse in Tarrytown. At these Arpres Show Galas, showgoers may mingle with and meet the actors and enjoy the high life.
The Chairman told the Council the theatre would have an elaborate Playbill this year for each show, for which they have sold $70,000 in advertising. He said they would devote 10% of their budget to advertising.
Malmud Requests Budget
Councilperson Rita Malmud who had asked for the progress report on the theatre, asked if she could see the detailed budget for 2007-2008. Theodore Paluso, who is the accountant for the theatre, promised the council a fabulous year, and said there had been an unbelievable turnaround. He said he would get it to the council in a couple of days.
Ioris attributed the turn around to severing the relationship with Helen Hayes Theatre Company last year and staging no productions the first half of 2007, which allowed the theatre to breakeven without a loss. He anticipated a breakeven year this year.
Ioris distributed an attendance sheet that said the theatre had attracted 79,308 paying patrons in its first four years:
2003: 4,968
2004: 27,301
2005: 28,841
2006 (6 months): 18,316
Total: 79,308
A survey of patrons yield information that average WPPAC theatre goer was between 50 to 64 years old, with incomes over $75,000 a year preferred musicals, comedies and dramas in that order, and prefer to see recognized performers from Broadway. This is why the theatre has programmed musicals in a grand production style.
A New Look
He said the organization had refurbished its entrance with a $50,000 gift from Entergy, the nuclear power corporation, installing an electronic crawl that Ioris said makes audiences more aware the theatre is there. Councilman Glen Hockley suggested again that an outside marquee on Mamaroneck Avenue would make the theatre more visible tothe community. WPCNR notes this has been suggested since the theatre first opened in 2003. Ioris said he would explore that.
The Makeover: A new entrance has been designed at a cost of $50,000 with an electronic "crawl"
Ioris attributed the fast start and massive fundraising to the generosity of the White Plains business community who has stepped forward.
Complete Sellouts Needed to Keep Pace Production Costs.
The angels of White Plains will have to continue to step forward.
The musicals, he said would be high budget affairs with Ain’t Misbehavin and Ragtime produced for less than the $225,000 he expects to spend on the Man of La Mancha and How to Succeed shows.
Day to day rentals and educational programs of the theatre, and, of course, fundraising will have to account for inevitable shortfalls, because even if every night of all four musicals sells out all 410 seats – the musicals appear to lose money. Man of La Mancha for example if every seat of every production is sold will earn approximately $200,000 against its $225,000 cost. The detailed budget plan will most likely explain the financial plan for the theatre.
