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City OKs changes for Arts Center

The Moorpark City Council approved some operational changes to the High Street Arts Center on Wednesday night, after discussing a 22-month performance review of the city-owned theater.

The review comes after a council ad hoc committee was formed to look closely at the operation of the theater, which did not hit the revenue marks in the first 18 months of operation.

The community also gave input into the review, which was passed unanimously by the council, 5-0.

"I think that the evaluation in the performance review indicates all comments were taken seriously," Councilman Mark Van Dam said. "I'm pleased with the outcome."

The committee, made up of Van Dam and Roseann Mikos, suggested several changes for the 2008-09 season, including new accounting controls, more community and business outreach and use of the venue for events or meetings.

In 2005, the Redevelopment Agency purchased the center for $1.25 million.

Back then, revenue was projected to be about $136,600 in the first year with annual revenues to steadily increase. But the theater made a profit of only $87,000 in the first year, with second-year projections to be about the same, a staff report says.

Some of the recommendations in the review include:

n Professional service agreements will be required for all individuals receiving compensation for services provided to the High Street Arts Center.

n New accounting controls will be implemented in the third season to more accurately identify what program or ticket offer brought a person to the theater. For example, two-for-one tickets will now be counted as two half-priced tickets instead of one paid ticket and one complimentary ticket.

n The notification process for volunteer opportunities and auditions will be expanded.

n Contacts will continue to be made with local businesses, community organizations, homeowner associations, churches, service clubs and other local groups to promote ticket sale programs.

n The 2008-2009 theater season will be reorganized to allow different opportunities for outside groups to rent the theater for a production run ranging from four to seven weeks.

n A holiday melodrama will be incorporated into the 2008-09 season.

n The theater will be promoted for other rental uses, such as business presentations and meetings to generate additional revenue.

n The process of forming a foundation for the High Street Arts Center will continue.

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