The Sedona International Film Festival is getting just a little bit bigger. Fortunately, there’s now a permanent home being built to allow it to expand.
SIFF Executive Director Patrick Schweiss announced the festival is renovating a 3,500-square-foot space into a 135-seat, state-of-the-art theater to serve as the festival’s year-round independent film screening location.
The theater is located at the Sedona Center, 2030 W. SR 89A, adjacent to its current headquarters, a short distance from Coffee Pot Drive on the north side of State Route 89A.
“This is a major step for the Sedona International Film Festival and the realization of a goal we have had for a long time,” Schweiss said.
The theater will be Sedona’s largest private theater venue, Schweiss said. The construction should be complete and the theater ready for patrons by the time the annual film festival returns Saturday, Feb. 18.
Schweiss said he approached Sedona philanthropist and SIFF Board of Directors member Mary Fisher in late May with a concept and the idea of opening a theater for the festival and wanted her advice as to whether a family foundation would be interested in such a project.
Rather than just advice, Schweiss said Fisher offered to help fund the demolition and start of construction from her own sources. She is now challenging other residents and film lovers to join her with donations to renovate the space into a permanent film festival hub.
“I’m honored to have the opportunity to be a part of this new theater. As a member of the Sedona International Film Festival family, I have personally seen the difference independent film can make in so many lives,” Fisher said. “I challenge Sedona to join me in making this a true community project by donating whatever you can to the construction effort.”
The festival went to architects in mid-July. The estimated total cost of the theater reconstruction is between $350,000 and $400,000.
Sedona Red Rock News publisher Robert B. Larson, who happens to be Schweiss’ brother-in-law, thought it was one of the greatest, most innovative ideas to come to Sedona in a long time.
“It is really nice to see that the Film Festival and its association with Harkins Theatres can grow together in a spirit of mutual community building for all moviegoers throughout the entire Sedona area,” Larson said.
“This gives all of us another opportunity to enjoy what the SIFF has to offer by presenting their classic, innovative, independent films, while at the same time helping to increase awareness throughout the community about the total connectivity to movies in general and also to the Harkins Theatres chain,” he added. Larson finished by saying, “This venue should not be looked at as competition to Harkins, but a key instrument in increasing movie awareness at all levels. If nothing else, I hope that it actually increases the working relationship between these two entities.”
Sedona Mayor Rob Adams said the new space would be a great addition to the community of Sedona.
“It’s just an example about what philanthropy can do to change a community,” Adams said. “If there’s anything I can say it would just be acknowledging Mary Fisher for her philanthropy and contribution to the community.”
“We now have the funds to get started, and we’re hoping the community will take the challenge and embrace the project by making it their own with contributions that start at just $25,” Schweiss said. “All donors will be acknowledged through elements incorporated into the theater’s design, and there are opportunities for naming rights throughout the venue.”
Donations to the construction campaign can be made in a range of categories and include several options from sponsoring theater seats to naming rights on the lobby and greenroom.
“We’re asking other people to become a part of this community project, to share with us, and by sharing donate to help us build this space,” Fisher said.
Donors can give money to help buy equipment or a few theater seats. By making a major donation, a philanthropist could have the lobby or greenroom named in his or her honor.
A board member for the last three years, Fisher said she joined the festival because it was interesting and different from her other charity work. An advocate for HIV/AIDS education and prevention, she travels the world on behalf of the United Nations’ HIV/AIDS program, UNAIDS, and also runs the Mary Fisher Clinical AIDS Research and Education Fund.
“I’m usually on boards involved with death and dying. This is something fun about making a difference in a joyful way,” Fisher said. “This is kind of to let people know about, to see a different part of their world. There’s a lot going on in our world, and they can be a part of it through film.”
The theater will feature high-end, rocker-back seats, all-digital film equipment and a full concession stand. Schweiss said the festival is also pursuing a beer and wine liquor permit. The concession booth will also open to the outside allowing filmgoers access from the patio.
A ticket booth window on the southeast corner of the space will welcome guests as they approach from the parking lot. Immediately north of the booth will be the entrance, lobby and concessions. The existing SIFF offices will connect to the new lobby.
Public restrooms are being built to accommodate moviegoers.
Born to raise funds during the Sedona Cultural Park’s construction, the film festival went independent during the park’s demise in 2003.
The festival struggled too, until the Board of Directors hired Schweiss in late 2004. Schweiss and his staff have led the festival from the edge of financial collapse to the largest arts event in the city.
For more information about the project, visit the Sedona International Film Festival’s website. To make a contribution, call SIFF at 282-1177.
