The San Clemente Theatre “Miramar”, like all movie theatres of it's vintage that have managed to survive to the 21st centurty, is not so much a movie palace, as an architecture of fantasy. It is a grand piece of Spanish Village architecture. And just the right size for a community that bills itself as a "village".  These huge, one room movie houses of the golden age of movies once dominated every city in the country. However, through the past few decades most have fallen to the wrecking ball. The multiplex, suburbia and urban decay have been the primary factors in their demise. We are lucky that they are not all gone. In fact there is a revival going on across the country. Renewed interest in city dwelling and downtown rejuvenation (like our North Beach project) provide the possibility for preserving these magnificent buildings.  As people recognize the beauty and charm of these building, they are rethinking their function and place in the community. Most common among these is serving as a community's performing arts center and for many the offering of films is but a small portion of their function and revenue generation.

    The San Clemente Theatre is a community treasure AND an American national treasure. Communities with old movie houses suitable for refurbishment are considered fortunate for having the opportunity.  Although the theatre building currently exists as an essentially abandoned building, its character defining elements remain intact and its potential as an all purpose meeting hall, movie house and performing arts center has been studied and advocated in fits and starts by public spirited citizens since1961.

    The Theatre is suitable for many kinds of meetings and performances including plays, musical theatre, and concerts.

    There are Orange County performing arts companies that would use the theatre and more companies who may be interested in making the theatre their home base.

    A mix of resident companies represents a viable year-round program.

    There is opportunity for several Orange County performing arts companies to extend their seasons.

    Partnerships will be an important factor in the success of the San Clemente Theatre including the development of theatre support spaces and activities that augment theatre and San Clemente’s other cultural and economic development initiatives.  In partnership with the Casa Romantica Cultural Center, the theatre would lend it’s larger capacity and facilities to the complete Cultural Package San Clemente has to offer.

    Demographics indicate that there is a sufficient market for a mix of programming at the theatre on a year round basis. Examples exist.

    Some subsidy is necessary for performing arts centers to ensure accessible ticket pricing and operational viability.  Traditional subsidies have included direct or indirect endowment income, grants, dedicated hotel taxes, donations and ancillary revenues from a related business.  Without City participation, as seems apparent, the San Clemente Theatre will have to attract contributions from a tight circle of dedicated supporters.

    A resident seasonal show of the caliber of the Palm Springs Follies, would be installed as the summer fare for tourists wanting to add to their choices of entertainment and recreation in San Clemente.  The “San Clemente By-The-Sea, By The Beautiful Sea Summer Follies” might be a musical romp through time by a young company of singers and dancers celebrating decades of beach-going with costume fashions, sets, music, etc.  NOTE:  The Palm Springs Follies and the Laguna Beach Pageant of the Masters sell out their 3-month seasons a year in advance.  They are then able to take 9-months off or use the theatre space in other ways.  In the case of the San Clemente Theatre, some of that down-time might be contributed to high school performances, community theatre, and more.

Critical next steps will require that a Foundation Task Force:

*    Be assembled to coordinate project communications and seed funding
*    Use this report as a first draft business guide to the development of the theatre
*    Appoint a founding Chairperson and Board of Directors
*    Appoint a work group to support the Board of Directors

The Chairperson and Board of directors tasks would include but not be limited to:

*    Selection of an Executive Director
*    Proceeding with a fund raising planning study
*    Prepare a project management plan
*    Select staff and architectural consultants
*    Research all financial resources and gifts of property such as seating and stage equipment available to the restoration of worthy theatres through established organizations involved in these community good-deeds.

RECOMMENDED PROGRAM GUIDELINES

Enhance San Clemente’s image as a competing cultural resort:

*    Present special events of interest to residents of San Clemente and audiences of Orange County.
*    Exhibit film on a regular basis to ensure a broad local audience.
*    Provide opportunities for community performing arts development by offering accessible rates.
*    Offer hospitality services for businesses and visitors by offering ancillary rental opportunities and managing a Visitor's Information Center.
*    Encourage community use through: Film festivals, cinema and film societies

PROGRAM USE CALENDARS

Estimate of Theatre use:

Several Theatre-use calendars were studied for this study.  A program was selected based upon interest demonstrated in surveys and interviews of other theatre preservation programs and modified to suit the San Clemente Theatre. Two first year scenarios are offered: both are based upon conservative estimates of income potential. Scenario A is the worst case and Scenario B is a break-even budget.

Scenario A :

Attendance is estimated at 50% of capacity at an average of $18 per ticket. It assumes that there was little advanced planning and fundraising to develop contributed income streams and no municipal financial support. As a result, the first year deficit is over $300,000.

Senario B :

With considerable advanced planning and promotion undertaken through the project management process prior to opening. It is based on a higher capacity of attendance (60%) and a higher average ticket price of $24 per person. It also includes some form of annual support of approx. $185,000. With this and an endowment program, municipal government or hotel tax, and ancillary revenues from a visitor's center, the operation would be stable and more likely to achieve a surplus that could help support the ongoing operation, programming and preservation of the Theatre.

    Some form of annual subsidy will be necessary in order to ensure accessible ticket pricing and operational viability. Depending upon the way in which programming evolves, that subsidy is generally between 20% and 40% of the annual budget. 

    Not even the great Orange County Performing Arts Center can get away from public, private and government fundraising.

THEATRE FACILITY PROGRAMMING

Basic Business arrangements

*    Renting :

The management assumes little or no financial responsibility for the event or its promotion apart from licensing the use of the facility and basic services to a promoter for a fixed fee or a guaranteed minimum plus a percentage of box office receipts.

*    Presenting :

The management buys a prepackaged event for a fixed fee or cost-profit sharing agreement and promotes it with the aim of recovering costs and achieving a surplus of revenues.

*    Co-Presenting :

The management shares the financing of the creation and promotion of the event and shares the recovery of costs and surplus of revenues through box office receipts.

*    Producing:

The management finances the creation of the event and promotes it with the aim of recovering costs and achieving a surplus through box office sales and/or future licensing arrangements.

In order to establish an identity for the San Clemente Theatre and provide it with a secure anchor, it is prudent to commit to a resident company or several anchor tenants with established track records and audiences. Agreements with resident companies can be rental presenting or co-presenting contracts.

THEATRE FACILITY USERS

Potential future users:

Over 200 surveys were sent to professional and community arts organizations, and to other potential future clients in Orange County by an outside consultant representing several theatre preservationist organizations.  A reasonable response rate was received and 77% of respondents were interested in using an available facility.

Resident Companies and Anchor Tenants:

Performing art companies of possible interest in the theatre:

There are number of leading Orange County performing arts companies and cultural centers that could use a new facility or co-present works there.  Among them:

*    San Clemente Community Theatre
*    Saddleback College
*    San Clemente High School
*    Orange County Performing Arts Center

In addition, the Casa Romantiica Cultural Center could occasionally partner on events as part of their community outreach program and good will.

Several companies with potential interest in the San Clemente Theatre presently have "homes" in school theatres and auditoriums.  However, it is not a priority for schools to host outside companies.  School theatres do not usually offer long-term security or a progessional theatre ambiance.

The San Clemente Theatre offers the opportunity for long-term security in a professional theatre operation.  It has a classic theatre architecture and has the potential for presenting the quality performing arts companies now enjoyed at other venues.  Besides the “Follies”, any of the above companies would be an excellent resident company.  Relationships with these and other regional companies can be developed to generate an exciting program for the San Clemente Theatre. (or the San Clemente College of Performing Arts.)

REGIONAL PROMOTERS AND PRESENTERS

San Clemente must build on its unique qualities:

Many of the Orange County’s performing arts companies are promoters and presenters. It is recommended that they be given first opportunity to present or co-present programming in their discipline at the San Clemente Theatre.

There are a number of other facilities in the area that host touring entertainment.  Most of these have a greater seating capacity than the San Clemente Theatre. While some of these promoters may be interested in presenting touring acts at the San Clemente Theatre in order to consolidate a block booking, the interests of the Orange County performing arts companies should take precedence. If, for example, there is an opportunity to book a dance troupe, Saddleback College should be consulted as a matter of professional courtesy and asked if they wish to present or co-present.

The San Clemente Theatre must build on its unique qualities to create the ideal program for its audiences. It will require its own executive director, rather than a booking agent, to program the theatre and attend to the needs of its users and audiences.

Other Cultural, Educational and Community Users:

Some Theatre subsidizes will be required.

Schools can be enticed to bring students to see productions at the San Clemente Theatre and a significant interest can be inspired by community groups to use the Theatre for various presentations and educational uses.

These groups have limited resources and have been used to accessing schools, churches and community halls for little or no fees.  It will be important to advise the community of the costs and added value of the San Clemente Theatre and, at the same time, provide for its occasional use by community groups for modest fees.

Many municipalities subsidize the operation of their theatre facilities through tax relief, provision of facility services such as maintenance, insurance and utilities, provision of city staff to support the management of the theatre and outright grants to offset the cost of community use. In other progressive communities, the theatre is supported by a designated hotel tax.  Some theatres are subsidized by Parks and Recreation Departments, as a specialized recreational facility.  Some are heavily supported by both the city and the leading employer in the city.

ANCILLARY USAGE

Activites other than a performing art presentation:

The core business of a theatre is the presentation of performing arts.  A number of ancillary activities can be pursued and booked such as meetings, fashion shows, weddings, film presentation, film locations, lectures, conferences, industrial meetings, graduations, reunions and annual meetings.  A strong performing arts program has to be the San Clemente's first priority.

EXTENDING THE "SHOULDER" SEASON FOR EXISTING ORGANIZATIONS

Extend Seasonal companies Summer Season:

A number of Orange County performing arts organizations produce in outdoor or seasonal facilities. In the last several years, some companies have been extending their season beyond July/August into June and September. The San Clemente Theatre represents an opportunity for year-round performances for these companies.

Where the San Clemente Theatre becomes their resident facility, the resident companies are likely to open earlier in the season in May or June and run into September and October.

Where the San Clemente Theatre is considered a transfer space, the extension of the summer season is most likely to occur after an event has had its premiere in the company's resident space, or when a seasonal facility is not viable to host an event.

At the same time, it should be remembered that many of Orange County’s companies are not prepared to become year-round operators in the Theatre.  Most production companies take a producing hiatus for at least three months each year to plan for the future.

Early September represents a difficult time for many performing arts companies as audiences shift their focuses and it may be that a festival in the second week is required to divert their attention back to activities at the San Clemente Theatre.

BASIC INFRASTRUCTURE

Restoration of the public facade and interior spaces:

It is recommended that the historic, character-defining public facade and interior spaces of the San Clemente Theatre be restored to the Secretary of the Interior's Standards for Rehabilitation.

As detailed in other studies, plans and reports, the San Clemente Theatre will require a contemporary infrastructure that will include patron parking, signage and illumination, box office services, patron circulation and amenities, and administration space.

The San Clemente Theatre will also require considerable upgrading and addition of contemporary Theatre technology, backstage services, modifications to include prosenium, orchestra pit, stage and backstage areas for loading, storage, scenery preparation, rehearsal and dressing room facilities - all according to the needs of - and in order to attract - the primary user groups.

RENTAL OFFICES AND REHEARSAL HALL

Year round rehearsal space and offices:

A number of potential users and cultural partners would need ancillary facilities such as year-round offices and rehearsal spaces.  This would make a tremendous contribution to the development, interaction and cohesion of the preforming arts in Orange County and would help put San Clemente on the map as an arts center.

The space to the rear of the San Clemente Theatre known as the “bowling alley”  could be fashioned to augment the theatre by housing workshops and storage for sets, costumes, props, lighting, as well as dressing rooms, class rooms and rehearsal halls all of which can be used in the teaching and study of the performing arts.  Other space on the site would have to be used to extend the back of the theatre and sides for required wings and backstage space.

Should additional parking be required, the bowling alley could be removed and a parking structure abutted to the back of the extended backstage with the lower or possible basement levels used for the support shops, storage and class/rehearsal rooms.

Year-round offices and rehearsal halls would provide a steady, income stream, but more importantly, these facilities could make San Clemente a production center and encourage Orange County performing arts companies to produce for the San Clemente Theatre.

ANCILLARY ACTIVITIES/GATEWAY

Development of a critical mass:

Most people interested in the theatre over the years have cautioned against perpetuating unduly high expectations of the San Clemente Theatre to single-handedly change the face of San Clemente overnight. They felt that the San Clemente Theatre would have to be part of a critical mass of activity in order to succeed.

Important partners in the development of this critical mass of activity are the Casa Romantica Cultural Center, an enlivened North Beach Entertainment & Recreational District (now in work), and the prospect of a nightclub or more theatre space reclaiming the old Casino, and restaurant development in the area.  San Clemente is in dire need of additional dining destinations.  The North Beach R & R Dist. could be that destination. In the development of festivals and commumity activities, other important partners are the City's Department of Community Development and Cultural Commission, and the library.

Apart from current and proposed arts activities, a number of those with opinions felt that another draw would be required. They commented on the visibility of the San Clemente Theatre and its high visibility gateway location at the north entrance of town.  They responded enthusiastically to the opportunities an adjacent visitor center would present for the promotion of the performing arts in San Clemente - particularly for companies that are off the beaten path.

The traffic count on PCH (with a freeway diverting most of the traffic past San Clemente) is not known (by me) at this time, however it is still a major artery through town.  The best welcome for a visitor is a visitor information center with parking, a rest stop, information, dining, entertainment and a shopping opportunity.

The visitors' center is not a new concept, but its operation in conjunction with the theatre would offer enhancements for both the San Clemente Theatre and the San Clemente visitor.  Certain resources such as parking, volunteer support and box office staff may be shared, and the enterprise can be an income generator for the San Clemente Theatre.  Constant events at the San Clemente Theatre will add to the mass of activity and animation of the district through the day and into the evening. The critical elements would be :

*    A visitors' center
*    An arts ticketing and central reservations office
*    A historical theatre arts museum/shop
*    A merchandising center featuring books and cultural paraphernalia
*    A Windows on the Ocean restaurant
*    Student-run coffee house for theatre arts students and enthusiasts
•    Intermission wine bar

Of particular interest is the location of a Coffee House along the PCH side of the theatre which would serve as a gathering place for students who would be employed as stage hands, technicians, ushers, tickets staff, vendors, etc.  It is hoped that an arrangement could be made with the nearby high school to train theatre arts students at the theatre utilizing state of the art technology, in exchange for class credit.  The Coffee House would provide a ready source of research material on theatre and performing arts as well as be a respite for like-minded young people.  On performance evenings the Coffee House would become a pre-show cocktail lounge/wine bar and intermission refreshment lounge.

In addition, the space above the adjacent bowling alley (support facility building) could be topped by a magnificent sunset view restaurant that would be a self-sustaining dining destination but also be a contributor to the whole dinner and theatre experience on performance days and nights with the theatre benefiting as well.