Located in the center of the incomparable Shenandoah Valley, Staunton—the Queen City—is an extraordinary community. 

Two major educational institutions in the city, Mary Baldwin College and Stuart Hall, have preserved open space, so that, unlike many other urban areas, Staunton has escaped the all-too-common urban blight. Gypsy Hill Park does for Staunton what Central Park does for New York. Thus, the people of this city can enjoy a pardonable pride and sense of place.

The restoration and conversion project of the Dixie Theater into the Staunton Performing Arts Center, combined with Shenandoah Shakespeare’s new Blackfrairs Playhouse (and its planned Globe Theater), the R.R. Smith History and Art Center, the Woodrow Wilson Birthplace, and other downtown developments, demonstrates Staunton’s commitment to the cooperative effort of downtown revitalization.

The addition of the Center to the cultural district will bring many benefits to area residents. It will provide more convenient access to a wide range of performing and visual arts for demographic groups of all ages. It will preserve a historic structure and help increase economic activity for downtown business entrepreneurs. A revitalized downtown entertainment district draws commercial focus back to the city’s core and infuses both area and tourist dollars into the local economy.

The National Trust for Historic Preservation has already recognized Staunton’s unique character, designating it as one of the “Distinctive Dozen” small communities in America. Virginia Travel Corporation research has indicated that visitors to the Shenandoah Valley and Staunton come particularly seeking cultural activities.
 

Economic Impact

Virginians for the Arts in cooperation with the Virginia Commission for the Arts and the Virginia Association of Museums recently reported the tremendous “billion-dollar” economic impact of arts and cultural industries in Virginia. Their research emphasizes that “if you’re pro-arts, you’re pro- business” since arts and cultural attractions help to create millions in value-added income, to produce millions in labor compensations, and to provide both full- and part-time jobs for state residents.

Specifically, over one-third (36.7%) of paid admissions to cultural organizations in Virginia come from out-of- state visitors. According to the report, these visitors generated $849 million in revenues for Virginia businesses and an additional $342 million in revenues for Virginia tourism businesses as they spent money on arts and culture in the Commonwealth.

More specifically, here in Staunton, Shenandoah Shakespeare estimates that 85% of their audiences at the Blackfriars Playhouse will be tourists. Having complementary performances at the Staunton Performing Arts Center would be a further draw for tourists to come for the weekend, extending their stay by a day and a night.

Information gathered from other successful Shakespeare festivals indicates that the presence of several choices of entertainment, including contemporary drama, is a major part of their success as a theater destination. For example, data provided by the Oregon Shakespeare Festival in Ashland reports that patrons buy tickets for 3.9 performances and stay three nights. At the Utah Shakespeare Festival, patrons buy tickets for 2.5 performances and stay for two nights. Almost all of the Shakespeare festivals present some contemporary drama. Therefore, the presence of a second theater with a different type of offering is a major contributor to the success of the first theater.

The Staunton Performing Arts Center estimates the following figures to indicate the economic impact (exclusive of ticket income):

100 weekend performances at the Center
150 tourists attending per performance = 15,000 tourists, who spend $75 for an extra day for room and board = $1,125,000.

Half of the tourists, 7,500, spend $50 shopping, or another = $375,000.

Total tourist revenue = $1,500,000

Plus, 120 weekday performances for 250 people each,
people who spend $20 for food or shopping, or $600,000.

       Total revenue generated per year = $ 2,100,000.

Current contributions from individuals, local, and state sources indicate wide recognition of the Staunton Performing Arts Center project as a viable and sustainable economic development that capitalizes on the unique assets of the building and its potential as a medium-sized performance venue; as a major sponsor of entertainment, programs, and activities focused on children and youth; as a resource for education and research; and as a popular destination for the general public.

Beyond the obvious positive economic benefits, further advantages to the community of the restoration and opening of the Staunton Performing Arts Center include the nature of the project as a “clean” economic development with no negative environmental impact. Specifically:

·        It preserves and re-uses a historic building and thus does not contribute to sprawl;

·        It offers economic opportunities for area residents, supports indigenous folk art and performance, and provides educational, cultural, and civic experiences for all;

·        It relies on local leadership for management, employment, and investment decisions, and it reflects the character and values of Staunton and its surrounding communities.