SETTING THE STAGE

Maryland Theatre eases back into hosting events

written by LINDA HARKCOM

photos by SAM KITTNER

When the pandemic caused by COVID-19 disrupted lives and businesses around the world, operations at one of Hagerstown’s most vibrant and busiest arts organizations also came to a screeching halt.

When business shutdown orders came along with a statewide quarantine for all nonessential businesses in March, The Maryland Theatre was forced to close its doors during what would have been one of its busiest times. The historic theater is the anchor to the Arts & Entertainment District in the city. Built in 1915 and designed by renowned architect Thomas Lamb, the facility hosts a high school for the visual and performing arts, offices of the Maryland Symphony Orchestra, and numerous new businesses and retail enterprises.

Approximately 100,000 people come to the theater each year. The facility is usually bustling with activity, thanks to a wide range of performances by musicians and comedians, presentations of children's shows and plays, and its role as home of the Maryland Symphony Orchestra, Barbara Ingram School for the Arts, City Ballet School, Hagerstown Community Concert Association, Authentic Community Theatre Inc. and the Miss Maryland Scholarship Pageant. Additionally, the theater hosts a variety of private events, including business lectures and seminars, weddings and birthdays, memorial services, holiday gatherings, fundraisers and networking opportunities.

However, it remained closed to patrons from mid-March, when the quarantine took effect, until mid-July, and then it was only permitted to open on an extremely limited basis due to government safety mandates.

Theatre Board President Benito Vattelana said being shuttered caused a loss of 90% of theater revenue, including all ticket sales and venue rentals. He said the theater was only able to start hosting private events at 50% capacity in mid-July, as well as its first summer camp at lower capacity.

“(We are) slowly easing back into event hosting as government mandates permit,” Vattelana said.

During the mandatory shutdown, the organization made good use of time by preparing for welcoming patrons back again.

Vattelana said the organization developed a COVID Task Force comprised of board members and staff. The group created COVID policies and processes for staff, guests, volunteers and subcontractors, including those providing cleaning and technological services. The organization posted Centers for Disease Control and Prevention recommendations on signage and TV screens throughout the facility, increased sanitation processes, and installed plexiglass protectors for the bar, concession area and ticket booth. Extra stanchions were purchased to direct traffic flow in the lobby to ensure social distancing. Rubber gloves and masks were provided for staff.

“Hand-sanitizer stations will be placed throughout the facility, and our cleaning contractor will be using even more disinfectant,” said Maryland Theatre Executive Director Jessica Green.

In addition to putting safety measures in place, Green said the organization was able to finish all remaining construction on the $15 million renovation project that began in 2018. That included constructing a 30,000-square-foot expansion to restore the theater to its original footprint prior to the fire that destroyed the front of the building in 1974.

“All construction items are completed. The pandemic has actually allowed us to finish these items faster, instead of having to schedule construction work around the events,” Green said.

With a vinyl “sprung” floor, mirrored wall and an abundance of natural light, The View is ideal for small parties or networking events, rehearsals and performances. This new space has a capacity of 110 standing or 100 seated. The View has a user-friendly audio-visual system with an audio mixer, a full range of speakers, amplifiers and can support wired/wireless microphones.

With a vinyl “sprung” floor, mirrored wall and an abundance of natural light, The View is ideal for small parties or networking events, rehearsals and performances. This new space has a capacity of 110 standing or 100 seated. The View has a user-friendly audio-visual system with an audio mixer, a full range of speakers, amplifiers and can support wired/wireless microphones.

Options for small events

Vattelana said the recent renovations have helped the organization through this challenging time by providing more options for small events than they had previously.

“The new performing-arts center offers a variety of spaces for private-event hosting, so while we are not permitted to host guests in the audience area of the auditorium now due to state guidelines, we are able to host 50% capacity in our ballroom, studio, lobby and onstage for private events, weddings, religious gatherings and camps, etc.,” Vattelana said.

Visitors who attend the events are asked to do contactless greetings, maintain social distancing and wear masks if they are in close proximity to other people.

Green said that while the theater can now host private events in the ballroom and studios at reduced capacity, at the time of an interview in July, it was still not permitted to open the historic auditorium, which seats 1,293. She said that once such an opening is allowed under state safety social-distancing guidelines, only 300 patrons will be allowed in the auditorium at one time.

“Selling 300 tickets doesn’t cover the expenses for most performances,” Green said.

She said that while some arts organizations have turned to streaming during the pandemic, there are challenges to using such technology.

"It’s not something we are set up for, nor is it something that meets our mission statement, because our mission is to bring people out into the community and experience live entertainment. But any school or partner can do that (live stream) in our historic theater, but there are licensing issues that would have to be considered,” Green said.

The VIP Suite is in the historic projection room at the rear of the balcony seating. It can host up to 12 people and serves as a great space for networking or socializing during events and performances. The space is fully enclosed and sound-proof. It offers large viewing windows of the stage and audio of the performance via speaker system. Guests can relax on lounge furniture and enjoy a private concessions bar. VIP Suite seating can be purchased through The Maryland Theatre box office.

While the theater’s calendar is full for 2020, Green said due to restrictions and not knowing when those limitations will change, decisions are not being made about each scheduled event until 30 days prior to the show date.

“We are working 30 days in advance for cancellations and postponing those events to 2021 because we don’t have the dates in 2020 to add them,” Green said.

At the time of the interview, she said the theater was not selling tickets for any events, but she hoped to begin doing so in August to shows scheduled later this year. Ticket holders should check show listings on the organization’s website, mdtheatre.org, for the latest information. Tickets are transferable and will be valid for the new date and time.

“Ticket holders just move to the new date and time. Whatever form your ticket is in, even if it has the old date and time, you just hold on to that ticket and show up at the new date and time, and enjoy the show,” Green said.

According to the website, there are options available to ticket holders who are unable to attend on a show’s new date. They can share tickets with friends or family members; resell them through Ticketmaster.com or other online platforms; or consider the ticket value a donation to the performance entity.

Relying on donations

Green said that while July and August are typically pretty light, the season usually takes off again after Labor Day.

With the ongoing threat posed by the virus, she said there is concern about how the pandemic will affect future events. Over the summer, several nonprofit events were canceled for the fall.

"The second and fourth quarters are typically our busiest times with musicals and concerts. We had a total loss of revenue for the second quarter and it would be financially devastating to lose the fourth quarter, as well. If that would happen, 2020 would be a wash,” Green said.

Prior to the shutdown, Green said the theater was one of the few nonprofit organizations that had steady revenue from ticket sales, concessions and venue rentals, but the pandemic eliminated all of it, leaving the theater to rely on donations to stay afloat.

“People have given so much to help with the expansion, and to be put in a position where we can’t support ourselves is devastating. We were extremely healthy cash-wise, but we are now going on five months with no revenue. Not many businesses can survive that, and right now there is no end in sight,” Green said in July.

Vattelana said 80% of the theater’s budget is from ticket sales and venue rentals; 10% concessions and bar sales; and 10% annual gifts.

“We will need to rely more heavily on donations during this COVID closure in order to get through. Our monthly expenses of $35,000 are minimal, since we do not have a mortgage, but we must rally as a community to preserve our historic landmark valued at $40 million,” Vattelana said.

The ballroom has been designed for a variety of events, including banquets, fundraisers, wedding receptions, small performances, holiday parties and more. The wood floor, wood-paneled walls and acoustical paneling create a classy atmosphere. The capacity varies from 225 to 400 people, depending on the layout, and includes an audio-visual system with a recessed projection screen and surround sound.

Barbara Ingram students miss being on the stage

Barbara Ingram School for the Arts Principal Rob Hovermale said the school’s 350 students and 25 faculty members utilize the facilities at the theater for just about everything.

“The theater is critical to the school, as it is to the importance of the city of Hagerstown,” Hovermale said.

The school has utilized the facility as instructional space, meeting area and performance venue.

“Mostly we use the facility for dance rehearsals and music-theater rehearsals,” Hovermale said. “Typically, we would do a major musical each year with six nights at the theater. Around the holidays, we produce a holiday celebration featuring the entire school. We have been selling out two nights for that event. Then, there are the smaller events, like band, orchestra concerts, and we have used the smaller ballroom for our creative-writing readings. We would also use the auditorium to hold full school meetings and school presentations.”

The school’s new academic building was completed in the spring, and Hovermale said everyone was so excited to be in it before the shutdown occurred.

“Up until this year, we have utilized about five different downtown buildings to provide enough space,” Hovermale said. “The new building between us and The Maryland Theatre will now be our academic center. There is even a place on the third floor that connects to the third floor of The Maryland Theatre, so we really feel like we are part of the theater. Through the spring, we have created many virtual events, but we really hope to have the opportunity to use the theater soon.”

How the community can help

Green said there are several ways community members can help the organization through this unprecedented challenge.

“Consider a one-time gift to support us through this unique time. Join the Century Club by making a five-year pledge starting at $1,000 annually. Century Club members are invited to special members-only events and are entitled to other benefits, as well,” Green said.

She said people also can help by hosting a fundraiser or a smaller event at the facility.

Donations can be made online via PayPal on the theater’s website, mdtheatre.org, or by mailing a check, made out to The Maryland Theatre, to 21 S. Potomac St., Hagerstown, MD 21740.

Patrons are encouraged to continue checking the theater’s website for up-to-date information about hours of operation, ticket sales, and show dates and times.