If all goes as planned, by this time next year those attending films at Mary D. Fisher Theatre will be seeing double.
Thanks to a donation and a successful fundraising campaign, the theater is planning to add a second screen, which can be used in a variety of ways.
“Mary Fisher Theatre turns 10 this year so the board has been looking for the past couple of years at what our future is going to look like,” Sedona International Film Festival Executive Director Patrick Schweiss said. ”The most logical thing for our future is expanding and adding a second screen. We were looking at how to accomplish this. We don’t ever want to get rid of this theater because it’s so beautiful.”
The idea of somehow adding a second screen was not given that much consideration at first. However, as time went on, SIFF leaders decided there was something to that idea. A rough concept drawing proved that not only was it doable, it was possible to add a full theater with 40 to 50 seats.
“We got very excited by that and as time went on it morphed into full-blown plans,” he said. “We thought, ‘Why not? Let’s do this.’”
The following are some of the advantages the SIFF board sees to having a second screen:
■ Open more films: This gives SIFF the flexibility to open more films each week. The anticipated popularity of each film would determine which theater to use. Plus, it allows SIFF the flexibility to switch venues if one film is performing more successfully than anticipated.
■ Hold over films: They will be able to continue showing films that have been performing well. They will move them into the smaller venue for subsequent runs, without losing the chance for the business that comes with each new film.
■ Secure important films earlier in their run. With two screens, they will be able to acquire some bigger films earlier in their runs, particularly those that demand a clean schedule for the first opening weeks. This means that they can’t split screenings between two films. They can do this without losing the chance to feature alternative content in the theaters each week.
■ Offer more screenings of one-offs: Having two theaters allows them to offer their one-night events or theatrical productions more often, without giving up the screen space of their anchor films.
■ Increase flexibility: Having two different theater sizes allows them to place smaller audiences and events in the second venue.
■ Community involvement. It allows expanded cooperation with community not-for-profit groups for events without losing revenue from their own movies. For example, when they partner with the Sedona Poetry Slam or Zenprov, they can also have movies running simultaneously.
■ Host themed events and retrospectives: Having two screens allows them to become more creative in designing themed events, while still presenting their regularly-scheduled films and programs.
Construction Plans
Once complete, the new theater will have 46 seats, while the current theater seats 99.
In addition to the new screen, SIFF plans to remodel the concession area with a new look and equipment. They will also use the outdoor courtyard to encourage people to come by for a glass of wine before a film.
“It’s so amazing that this size of a town can offer this quality of a product,” SIFF Board Chairwoman Patty Herrman-Juda said.
Finance Committee Chairman Chuck Marr, the past board chairman, agreed.
“A member helped us coin the phrase that ‘Mary D. Fisher Theatre is the cultural heart of the community because of all the offerings we have,’” he said.
Once the permitting process through the city is complete, Schweiss said construction will take upwards of eight months.
During this time, the current theater will still be open to patrons and will also be used for the 10-day-long Sedona International Film Festival in late February.
It will, however, be closed for a minimum of two weeks during construction of a new wall between the two theaters.
The new screen will not be available in time for SIFF but Schweiss said they are excited to use it for the festival in the future.
The overall footprint of the current facility will not change. The administrative offices have now been moved to vacant office space across the courtyard.
When the theater was built, they dug into ground to get the needed decline. For the new screen, the opposite will be done: The roof will be raised to a slight incline for seating.
A project like this does not come cheap, especially these days with construction costs being much higher than in the past. But thanks to a $1 million donation from a Sedona resident, who has asked that his name not be used, that got the ball rolling for the project. The donation was earmarked for future expansion of the theater with no time limit added.
Schweiss said the donation allowed them to put a fundraising plan in place.
For the past two months the private part of the campaign has taken place as they have reached out to donors who have expressed an interest in the past to assist with expansion.
The goal is a $2.25 million capital improvement campaign, which includes the $1 million. To date, they have raised an additional $750,000. In addition, a group of donors have come forward and offered up to $150,000 in matching funds.
“In addition to these incredibly generous donations from those who have come forward, what we’ve built into the plan is that at least $500,000 will be earmarked to sit in a designated maintenance fund for upgrades and maintenance reserve,” Schweiss said. “We want to be excellent stewards of our donors’ funds and the trust they put in us. They have made an investment in not only us but the culture of this community for decades to come.”
Construction and upgrades to be made within the next year are estimated at $1.75 million.
“I’m floored by the generosity as well as the forward-thinking of our board and members that they all see the vision and that they think it’s the right thing to do,” Herrman-Juda said. “As an organization you need to grow and so this is one of those steps that I feel will benefit everybody.”
Like Herrman-Juda, Marr said he’s excited about not only the project but the fact that it underscores the faith the donors have in Schweiss and the organization.
“The variety of product that we offer is amazing and this will make it possible for us to double and even triple that as time goes on,” he said. “Every member of the board is taking part in this campaign and we’re delighted to be part of it.”
