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Fillmore aims to help ailing theater
Revenue of city's only cinema lags projections
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Photos by Jason Redmond / Star staff The Town Theatre, built in 1916, was damaged in the 1994 Northridge earthquake. It reopened in November 1996.
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More from FillmoreIt survived the devastating 1994 Northridge quake. But Fillmore's only cinema, a cherished single-screen theater, still finds itself on shaky ground.
Now, the disturbances are financial, not seismic, and the city is exploring ways to prop up the theater's fiscal health.
Built in 1916, the Fillmore Towne Theatre has hosted vaudeville acts and a performance by famed screen actress Mary Pickford. The community raised funds to save the theater from demolition after the magnitude 6.7 Northridge earthquake damaged it.
"The city didn't want to see the only movie theater go away," City Manager Tom Ristau said. "We stepped in, purchased it." The theater reopened in November 1996 under the city's ownership with new seats, paint and carpeting, and other improvements. But in the first year, it operated at a deficit, said Barbara Smith, Fillmore's finance director. The situation has not improved.
In the fiscal year that ended June 31, the city had budgeted about $144,700 for expenses, which include film rentals and utilities.
The theater, which shows movies and hosts plays, had collected about $114,000 in revenue as of June, Smith said. That's about $20,300 less than the city had projected.
Ristau plans to propose ideas to council members in September for making the theater break even.
Ristau and other city officials hope to hold more special events, which they say have been successful. Such events — including family nights, senior nights and wine tasting — draw lots of revenue for the theater at 338 Central Ave., city officials said.
A wine-tasting event several years ago, for instance, netted about $5,000 in profits, Ristau said.
To address the deficit, the city could place the facility under the city's Parks and Recreation department budget, Ristau said. Currently the Redevelopment Agency operates the theater as a business and covers its losses from other revenue sources, he said.
Another option is to lease the property to a private operator, who would pay for employees and rent, Ristau said.
If the city chooses to place the theater under the Parks and Recreation Department's budget, it would be subsidized by the general fund, city officials said.
"That's an option that we could just say, You know what? It's a valuable asset. We want to keep it. We know it's not going to make money,'" Ristau said. "Then we're not worrying about constantly trying to make it break even."
Creating a special district that would levy taxes to support the theater and other facilities also is a possibility, Ristau said.
"Selling, I think, would be the last option," he added.
Any action would have to be approved by the City Council.
Council members said they believed the theater should be used more and held off on the idea of selling it.
"Ideally, we would like for it to break even," Councilman Scott Lee said. "But at this point and time, I would be totally against the sale of it."
Councilwoman Cecilia Cuevas expressed similar sentiments.
Both council members said they hope the theater could be used more for live theater and presentations, among other activities.
The council could decide whether the theater will be a top priority at its goal-setting meeting, which would highlight objectives for this year and next year, Lee said.
Lee called the theater a downtown icon — a place where the community can get together. "People have to see it as more than just a movie theater. I feel very strongly that it is more than that."
Posted by AnnaWhaat on August 31, 2007 at 7:55 p.m. (Suggest removal)
I would like to see the city keep it. There are also other uses for it. Special occasions and awards ceremonies for the Boy Scouts and Girl Scouts. We never had enough chairs or room ! This would be great to share it with the community and let others use it on occasion. Just a thought !
Posted by mazterdje on August 31, 2007 at 9:42 p.m. (Suggest removal)
AnnaWhaat. Great idea in theory, however how much do you suggest that the city charge the Boy and Girl scouts for rent?
Posted by AnnaWhaat on September 1, 2007 at 9:59 a.m. (Suggest removal)
I dont think they should charge them anything.They are non profit. Since the city has already realized they are NOT going to profit off of the theater then seems like they could lend it out now and then for special things. Now say if someone wanted to have a wedding there then Yes charge them,although I find that not happening. If the City is going to keep it and except it as a loss then the tax payers are paying something on it . Right? So why not let others use it.
Posted by mazterdje on September 1, 2007 at 1:20 p.m. (Suggest removal)
You make a good point, however there's a component here that I just don’t get. You seem contempt with the city accepting a loss at the taxpayers expense and using it to subsidize free venues for non-profit orgs. The city has already mentioned that they might use the general fund to subsidize the loss already. Your idea just might make more sense if that occurred. All this is under the assumption that we have given up on any chance of getting out of the deficit. I have childhood memories at that old theater that I hold dear to my heart, and I appreciate all that the city is doing to prevent the place from becoming an indoor swap meet. But the money component part of preserving our memories is costing us big. I say have the city lease the property to a private owner. Or the city should consider contracting with a private owner. Turn the place into a live performance venue for everything such as comedy acts, concerts, wine tasting events and live shows. It could even showcase local talent. The city is saying that the people in town don't want to see the movie theater go, but the people sure haven't been doing their part by supporting it. I haven't watched a movie there in more than 10 years. My nieces and nephews choose to go to Ventura or Santa Clarita to watch a choice of movies. My idea makes “cents”.
Posted by AnnaWhaat on September 2, 2007 at 6:43 a.m. (Suggest removal)
True: BUT I really doubt that anyone is going to want to lease a business that hasn't made a profit. They are aware they are walking into a hole. Otherwise I would think that would be the best solution. The problem is who is going to take that risk?
Yes the could rent the building out now and then to make ends meet. If they could get people to rent it. It would be great to see comedians come and perform live...... etc. But will they come?
Posted by mazterdje on September 2, 2007 at 10:17 p.m. (Suggest removal)
AnnaWhaat, Ventura County lacks of comedy clubs. Fillmore has lots of Hollywood connections. I think it could work.
Posted by AnnaWhaat on September 3, 2007 at 6:24 a.m. (Suggest removal)
Well that would work also. If they would announce it up for lease to people and let it be known.
Posted by AnnaWhaat on September 6, 2007 at 7:46 a.m. (Suggest removal)
ok here is some more thoughts to throw at ya. How about the many bands fillmore has? Say we have a concert now and then and sell tickets . Comfy seats. Good music ! It may work...
Also alot of people love Kareoke! How about making one night every month a Kareoke night. A minimal charge to get in. And again comfy seats!!!
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