Conduct an assessment of the Capitol Theatre to determine its existing condition and gain an understanding of what can/will need to be done to re-open the facility and provide accommodation for a variety of performing arts and community activities. This is an important first step in the study as we need to determine the parameters for what is possible in the facility and neighboring structures. Collect and evaluate existing studies on the regional market for arts and entertainment, and for the development of specific projects. Assemble and analyze the results of these studies as the foundation of a body of knowledge on the arts and entertainment in the region. Consider the potential market for additional performing arts facilities in the Flint region, including the following analysis: Market area definition and demographic analysis: define the appropriate market for the performing arts and describe that population in terms of size, rate of growth and demographic factors as age, income, educational level and occupation. Patron analysis and market penetration: using the PRIZM model developed by claritas for geo-demographic analysis, describing existing and potential audiences for new facilities in geo-demographic terms. This exercise will allow the consultants to suggest the penetration of performing arts groups into key market segments and the potential to build additional audiences in the area. Comparable Markets Analysis: research attendance and participation rates in comparable markets, considering market penetration and the impact of a renovated Capitol Theatre on participation rates for each of the major performing arts disciplines. Meet with local arts groups, regional presenters, entertainment providers, educators and community leaders to assess the demand for additional facilities, the potential for a renovated Capitol Theatre to meet that demand, and the likely level of activity for the renovated theatre. The result of these meetings will help to identify potential users of the renovated Capitol Theatre and determine their specific facility needs. In conjunction with the investigation of potential facility uses and users, evaluate the condition and prospects for major performing arts organization, considering their skills and resources in the areas of audience development, programming staffing, fundraising and leadership development. Consider the use and evaluate the condition of other performing arts facilities (both existing and planned) in the region. Compile a summary of facilities that will inform the recommendations regarding the renovation of the Capitol Theatre. Construct a pro-forma operating budget for the first stable year of operations of the renovated theatre, identifying all sources of operating revenues and expenses, an appropriate capital reserve and the likely result of operations. Assess the economic impact of the re-activated theatre, including the direct and indirect impacts of construction, operation and ancillary spending associated with activities in these facilities. Prepare an activity profile (sample event calendar) for the renovated Capitol Theatre, listing types and levels of use by specific regional organizations and identifying other uses and users for the theatre. Propose an operating model for the Capitol Theatre, addressing ownership, governance, staffing requirements, and operating issues such as community access, scheduling and presenting. Based on the previous work plan items, confirm the viability of renovating the Capitol Theatre, describing the elements to be included in the renovation, who these facilities would serve, what activities might take place there, and how the reactivated theatre would relate to other facilities and the community. Present these findings and preliminary recommendations to the client. If renovating the Capitol Theatre is not appropriate in terms of market support and potential need, the feasibility study will end at this point. The consultants will prepare and deliver a PHASE ONE final written report and oral presentation with details of all findings, conclusions and recommendations.
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