Optimism surrounding the Burnsville Performing Arts Center is growing, with more events on the calendar, better financial performance and even more revenue expected next year.
The new director of the city-owned center said he expects to see revenues rise by about 15 percent next year, and a new advisory commission has plans to achieve that goal -- and maybe more.
"I really think we've turned a corner in a lot of ways," said the center's director, Jon Elbaum. "I'm feeling very good about where we are, and where we're going."
After it lost $533,599 in 2009, its first year of operation, this year's loss was forecast for $435,572, but Elbaum said the center won't lose that much. Through September, the center's books show losses of $274,458, he said. The financial gains are mirrored by increases in the number of events and the people attending them: In all of 2009, the center drew 59,493 people, but this year, by September, that number had already hit 68,433.
Last year, the 1,000-seat main theater was dark for weeks at a stretch, with only a couple of events in some months. By contrast, in November and the last week of October, main-stage events are set for 13 days.
The municipal center, which cost $20 million to build, still faces the challenge of an uncertain economy as families and corporations have tightened belts on discretionary spending. And the city never expected it to actually turn a profit, but saw the center as an economic engine for its Heart of the City redevelopment area.
But even in tough conditions, with fewer corporate sponsors, there's progress, Elbaum said.
Paul Jacques, co-chairman of a new advisory commission appointed to oversee the center, recently told the Burnsville City Council that Elbaum and his team have "made a lot of progress" since taking over last March from former director Wolf Larson, who left in December.
The 11 volunteer commissioners appointed in July will issue quarterly reports to the City Council on how the management company, VenuWorks, is operating the facility.
"I have every reason to believe with our extended contract with VenuWorks, and our new management on site and John's management team, that we will see some very positive results each time we come and report to you, and as the year unfolds," Jacques, a consultant and retired banker, told the council.
Sal Mondelli, commission co-chairman and former chairman of the Ordway Center for the Performing Arts in St. Paul, said the commission views the PAC as a startup business with a "disruptive" management change in its first two years.
Increased marketing
Among the changes credited with improving things at the center is an increased focus on marketing in the past 90 days, Mondelli said. A new marketing director, Candice Nelson, hired in June, is issuing news releases and marketing with social media, and has updated the website Burnsvillepac.com.
Dance competitions have been one big draw, and their number is projected to increase from seven this year to 10 or 11 next year, Elbaum said. Companies promoting each competition invite hundreds of participants from dance schools throughout the state, and families stay in the area from two to six days.
That pumps money with a "multiplier effect" into the local economy, said Jacques and Mayor Elizabeth Kautz.
The 2011 business plan by VenuWorks says such "highly profitable rentals" are key to having a good mix of uses for the building.
Elbaum noted that the center has other challenges, including a metro market with many other cultural attractions.
"It's not like we're the only game in town, so I think finding the niche has been one of the keys to making this a viable facility."
Joy Powell • 952-882-9017
