Mayor Andy Berke, center, speaks about the future of the Tivoli and the Memorial Auditorium Thursday morning during a press conference at the Tivoli.Chattanooga Mayor Andy Berke and his administration took a bold and long-overdue step this week to plan a nonprofit organization that will lease and operate the Tivoli Theatre and the Soldiers and Sailors Memorial Auditorium. These two special entertainment venues will remain city-owned but now be much more lively and much more useful for local residents.
The effort is really more overdue than bold. And it's overdue because "bold" hasn't been a word associated with city efforts since the Tennessee Aquarium and the 21st Century Waterfront began moving from blueprint to sidewalk.
Some months ago, Berke asked city residents to work on a Chattanooga Forward effort to brainstorm new directions for future entertainment and attractions here. Part of that task was to look at the emerging music opportunities as well as the assets and liabilities we have to help make those opportunities happen. The task force's charge was to find a way to better use the awesome assets of the Tivoli and Memorial Auditorium.
The panel included venue providers -- Friends of the Festival, Finley Stadium, UTC and the Tivoli/Memorial Auditorium. The group found that while the Tivoli and Memorial Auditorium links to the city provided certain benefits, those links also came with downsides. For instance, the facilities' connection with the city "prevents the booking of major tour plays and other acts because of the avoidance of risk," states the task force report.
The group also found, however, that similar situations in other cities -- Knoxville's Historic Tennessee Theatre, for one -- had been overcome with creative thinking.
"In a comparative outreach, the Tennessee Theatre that is a not-for-profit operation with an outside management contract for entertainment was able to book its venue for more than 280 days in the calendar year. That number compares to a 30 percent usage of the Chattanooga venues," according to the task force report.
With a 501(C)3 status that raises much of its own operating money, the Knoxville-based theater books 35-40 touring shows, six Broadway titles, is home to the Knoxville Symphony Orchestra and holds 15-20 days for private events. The revenue generated by the Tennessee Theater was $4.3 million in 2013. In Chattanooga, our two city-owned venues generate about $750,000 and cost $1.5 million to operate -- leaving a puddle of red ink.
Berke says the money on the city's taxpayer bottom line is sobering, but it's not the primary reason he thinks this is a good idea. Mostly, he thinks it will make Chattanooga even more fun and livable than it already is.
"On most nights out of the week those two theaters don't have anything going on," Berke said Thursday on a WGOW talk radio show Thursday. He said he thinks a new board and group tasked specifically with finding performers to fill seats in these two sound-perfect and eye-candy entertainment venues will help Chattanoogans enjoy those theaters and their city more.
He's right. Track 29 doesn't have any trouble selling seats for two Umphrey's McGee shows on two week nights. And when people come downtown for fun, they spend still more money downtown on food or shopping -- all of which makes the city more lively.
City governments are pretty good at keeping street lights working, but not so good at booking talent and keeping lawyers out of party planning. We can find a better way, and we seem to be headed down that path. Berke spokeswoman Lacie Stone says the Tivoli Theatre Foundation Board will meet for its first official board meeting in March. The City Council will need to approve the lease component of the plan, and officials expect that approval process to go smoothly.
Think: six or so Broadway titles in downtown Chattanooga. Think: The Piano Guys or Nora Jones or Bruce Hornsby or St. Vincent in the Tivoli. How cool would it be to see Chicago or Bruce Springsteen or Wilco at Memorial Auditorium. How about My Morning Jacket or Jim James?
Yes -- bring it on!