by Max Marbut
Staff Writer
Different people come Downtown for different reasons. Some live here, some work here and thousands of people come every once in a while to do something special. That might be going to church, visiting a museum or the Main Library, the Jacksonville Jazz Festival, a holiday event or just enjoying the St. Johns River.
More than 200,000 people came Downtown last year to see what was going on at The Florida Theatre. Getting to that attendance figure involves the venue’s seating capacity of 1,918 ticket holders and the 206 separate performances that raised the curtain in 2009.
Making sure the names on the sign over the entrance keep changing and the stage doors keep swinging is what Director of Marketing Kendall Barsin and Director of Rental Operations Toni Chadwell do when they come Downtown Monday-Friday. With the foundation of contacts in the industry developed over the years by Florida Theatre President Erik Hart and local promoters and entertainers, Barsin and Chadwell design a mix of entertainment that sells tickets.
“Variety is very important,” said Barsin. “We have country, we have blues, we have jazz, we have all types of entertainment. We try to provide shows that will appeal to every demographic.”
A lot of planning goes into developing the schedule for the year in an effort to offer entertainment that will engage all age groups and interests.
“Having variety keeps our schedule culturally diverse which means we can involve the entire community. We think that allows everyone the opportunity to come and enjoy the theater,” said Chadwell.
In addition to keeping up with the trade publications and booking agencies, the theater’s volunteers and patrons are also called on for input when it comes to choosing who and what goes on the historic stage.
“We get a lot of feedback from our patrons. Some of them have been coming here for years and they tell us what they liked and would like to see again,” said Barsin.
“Most of our ushers have years of experience working shows here and they have some great ideas,” added Chadwell.
The size and design of the venue also plays a role in attracting artists that prove to be popular at the box office. There isn’t a bad seat in the house and the 1920s-era decor is unlike anything you’ll find in the Southeast. Many entertainers perform at The Florida Theatre on a regular basis. More than a few make sure they’re booked there every year.
“A lot of artists really enjoy playing in this size hall,” said Barsin.
There’s also a long list of local nonprofit organizations that host functions at the theater. Chadwell said more than half of the rental side of the theater’s business comes from organizations including the Sulzbacher Center, the Florida Forum, Chamber of Commerce. Theatreworks, the Tom Coughlin Jay Fund, Florida State College at Jacksonville, Downtown Vision, Inc. and others.
The theater is the venue for The Community Nutcracker and productions of the holiday classic tradition by the Florida Ballet and Clay Ballet Theatre.
“More than 12,000 people saw ‘The Nutcracker’ at the Florida Theatre in 2009,” said Chad-well.
She also pointed out the patrons that are drawn to the theater support the other businesses in the neighborhood. In addition to filling up the nearby parking lots, many people have their pre-show dinner at Casa Dora a few doors down Forsyth Street any time there’s a show and “It’s no coincidence two new bars have opened within a block of the theater,” said Chadwell.
Sometimes the Florida Theatre’s more than 80 years of history pays benefits that have nothing to do with booking an act or buying a ticket. Chadwell recalled one time in particular when that history helped tell a very personal story.
“We had a church group come to just tour the theater. They were all well into their 70s at least,” she said. “One of the gentlemen told me he used to work here in the 1940s and that he proposed to his wife right here in the theater. He even showed me where they were sitting that night.”
For the latest schedule and ticket information, visit www.floridatheatre.com.
Coming soon . . .
356-2466