Village of Pinecrest Pinecrest Gardens Banyan Bowl Renovation Study April, 2010 Village of Pinecrest Banyan Bowl Renovation Study Final Report Table of Contents Background & Executive Summary………………………………Page 3 Community Input…………………………………………………..Page 5 Comparable Facilities……………………………………………...Page 9 Mission, Vision & Characteristics of Success…………………….Page 13 Activity Profile……………………...………………………………Page 15 Operating Pro Forma…….………………………………………...Page 17 Appendices I. Interview Report II. Survey Report III. Comparable Facilities Report IV. Operating Pro Forma V. Theatre Consultant’s Report VI. Conceptual Estimate 2 Village of Pinecrest Banyan Bowl Renovation Study Final Report Background & Executive Summary Background Pinecrest Gardens, the former location of Parrot Jungle, has been developed into a public park by the Village of Pinecrest. Current amenities include extensive botanical gardens, a “Splash-n-Play” water park, petting zoo and playground area for children, and two renovated facilities for small gatherings. Adjacent to the park is a community center, library and soccer fields. Due to its unique architecture, landscape, and history as an early tourist attraction, Pinecrest Gardens was designated as an historic site by the Metro Dade Historic Preservation Board in 1992. Situated just inside the entrance to the Gardens is the Banyan Bowl; a fixed-seat, raked performance facility which used to be the location of the main parrot show. This venue currently seats approximately 500, and is in need of restoration. The vision is to develop the venue into a multi-functional performing arts facility offering professional and local performances including chamber music, choral and band concerts, local theater, musical productions, dance and other events serving residents of the region as well as visitors. As Village of Pinecrest leadership considered different options for investment in the facility, they engaged AMS Planning & Research to define appropriate capital investment options and create an operating plan and budget for the facility once it was operational. AMS undertook a series of tasks to identify community and market interest in the project, assess potential use of a renovated facility, study comparable facilities in the United States, make recommendations regarding the physical needs and potential solutions for the space, estimate related capital costs, and create a base-line activity profile and operating plan based on input received. AMS engaged Fisher Dachs Associates to assist with the physical program recommendations, and the cost estimating firm Venue Consulting to provide the capital cost estimate. Throughout the study AMS received guidance from the Banyan Bowl Steering Committee comprised of members of the original Banyan Bowl Arts Committee, Pinecrest Gardens Park Manager, and Parks & Recreation staff. Background provided included the 2008 report by the Banyan Bowl Arts Committee, Pinecrest Gardens Master Plan of 2002 and other historical documents concerning Pinecrest Gardens. The study was conducted in parallel with the Village of Pinecrest five-year strategic plan development, and was informed by community input through that process as well. Executive Summary A renovated Banyan Bowl can be a valuable asset to the community by providing diverse cultural opportunities for residents of Pinecrest and the surrounding area. Local and regional performing groups are interested in bringing events to Pinecrest and view the renovated facility as an opportunity to reach new audiences. There are several levels of phased investment possible for the Banyan Bowl. Most, but not all, of interested organizations will consider using the Banyan Bowl once the minimum required renovations have been accomplished; further investments will 3 Village of Pinecrest Banyan Bowl Renovation Study Final Report encourage additional renters and provide a significantly improved patron experience. AMS recommends that an architect be hired with expertise in working with historic facilities to ensure that the solutions proposed here satisfy the requirements of the Historic Preservation Board and retain the important characteristics of this unique facility. AMS engaged Fisher Dachs Theatre Consultants and Venue Cost Consultants to recommend phases of investment in the facility as resources are developed. Full reports are located in Appendix V and VI to this report. The minimum investment recommended addresses the major code and production issues but leaves the stage area open to the elements. A second level of investment would extend the dome over the stage but not fully enclose the facility. The third phase investment would fully enclose the Banyan Bowl and provide a permanent resilient stage floor and stage lighting system; be air conditioned; and acoustically separate from the outdoors. Venue Cost Consultants estimates the Phase I renovation at $1.9 million; Phase II $4.5 million; Phase III $3.0 million. To ensure success the venue must accommodate a significant variety of uses and users, with a special focus on youth and family. Many potential users suggested a partnership relationship with the facility, to allow for entry into a new market with minimum risk at the outset. AMS recommends that the Banyan Bowl continue to be operated by the Village of Pinecrest through Pinecrest Gardens; however, with a few dedicated staff members. In addition, we urge a close working relationship with one or several local 501 c-3 organizations (i.e. Pinecrest Community Foundation) to engage in annual fundraising and/or a membership campaign the proceeds from which can be used to sponsor education, family or outreach programming, or to subsidize rental expense for organizations that offer the same. AMS tested the operating profile and financial plan for both a partially renovated facility and a fully enclosed venue. While the overall level of activity and financial profile is greater in the enclosed venue, the level of annual subsidy required, is approximately $110,000 to $120,000 whether or not the facility is enclosed. 4 Village of Pinecrest Banyan Bowl Renovation Study Final Report Community Input Leadership Interviews AMS interviewed 23 local stakeholders to gather feedback in regard to the renovation of the facility, vision for programming, thoughts on who would attend events at the Banyan Bowl and comments as to how the space might be managed. A full report on the interview responses can be found in Appendix I to this report. Those interviewed that were in support of renovation view the facility space as an added asset to the community that could offer quality entertainment for residents as well as those in surrounding communities and felt that the community would support the renovation efforts. The key challenges respondents cited were funding for capital investment and on-going operations, and concern that Pinecrest Gardens neighbors not be inconvenienced by activity in the theatre. The consensus vision for the facility was a popular facility that is seen as a major asset, offering diverse, quality, family entertainment that is reasonably priced and draws artists and patrons from the Pinecrest community, and beyond. The facility is a consistently active, comfortable space that is enhanced by its historical nature. It is envisioned that activity will provide a source of revenue for the Village and spur additional activity at local businesses and restaurants. A wide variety of programming recommendations were made, including theatre, different types of music, dance programs, art films, poetry readings, and lectures. A significant percentage of the interviewees envision programs offered for school children and families, and programming provided by local arts and cultural groups as well as by local schools (K-12, and universities). Most participants believe that events at Banyan Bowl would draw attendance from beyond Pinecrest. Respondents expect that those using the facility should pay a fee, and that ticket prices for events should be moderate. There was a diversity of opinion regarding whether or not the space should be fully enclosed. Interviewees felt very strongly one way or another in regard to this topic with those opposed citing the importance of keeping the space in its originally intended open- air structure and expressing concerns regarding cost, and those in favor of enclosure noting the possibility of program offerings all year-round, in an air-conditioned space that would keep sound inside the space and mosquitoes at bay. Most interviewees would like to see a concessions area on-site, and several perceive a restaurant as positive. Most support the availability of alcoholic beverages; however, those opposed are adamantly so. Other desired patron amenities included comfortable seating, sufficient restrooms and parking. Some participants believe that the facility should be managed by Pinecrest Village personnel, but it should be staffed by those with demonstrated skills to successfully program and market arts and cultural activities. 5 Village of Pinecrest Banyan Bowl Renovation Study Final Report Web Survey Results AMS conducted an online survey of potential users of the Banyan Bowl facility to determine overall interest in using the Banyan Bowl facility, understand a potential mix of activity, solicit feedback on desired facility characteristics and potential rental rates, and offer an opportunity for respondents to provide additional feedback. A full Survey Results Report is attached as Appendix II. The survey was released to 164 artists