Annicchiarico Theatre Plan

8/10/2019 Annicchiarico Theatre Plan

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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
http://www.artsusa.org/http://www.artsusa.org/http://www.artsusa.org/http://www.artsusa.org/


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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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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.

Annicchiarico Theatre Plan

Documents

Transcript of Annicchiarico Theatre Plan