VTA Has $24 Million Economic Impact in Miami Valley

By: Aug. 05, 2015
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Victoria Theatre Association (VTA) and the Arts Center Foundation (ACF) presented their 2014-2015 Community Report at today's annual meeting, held in the Mathile Theatre at the Benjamin & Marian Schuster Performing Arts Center. The meeting celebrated a report revealing more than 42,000 tickets sold to new patrons during the 2014-2015 Season, a successful launch of The Next Stage Endowment Campaign, and more than 22,000 students from more than 17 counties and 51 school districts participating in The Frank M. Tait Foundation Discovery Series.

"The financial results, along with increased attendance in new patrons and students, show VTA completed a very successful 2014-2015 Season," said VTA/ACF Board of Trustees Chair Neil Freund. "President and CEO Ken Neufeld, along with his talented and dedicated staff and our outstanding corps of 600 volunteers, led Victoria Theatre Association on a path that created more than $24 million in economic impact for our region. This impact ultimately adds to the value of living in the Miami Valley."

"This season, VTA/ACF will lose valued board members Ron Katsuyama and Jeanette Harris," continued Freund. "Their presence will be greatly missed. We are pleased to welcome new trustees: David Dickerson (Miller Valentine Group); Casey Ott (GE Aviation Systems); and, Monte Salsman (WinWholesale). We look forward to their wisdom and service as trustees."

"We announced the public phase of The Next Stage Campaign in October," said Freund. "With 100 percent participation from the VTA Board of Trustees, full-time staff members and volunteer captains, as well as significant contributions to the $30 million campaign from foundations, corporations and the State of Ohio, we are well on our way to our goal with $24 million already secured and are beginning to see restoration progress at the Victoria Theatre and Metropolitan Arts Center. Thank you to our elected state representatives for their support of this initiative."

Community Report Findings:

The combined operations of Victoria Theatre Association and the Arts Center Foundation had a preliminary and unaudited operational profit of $4,000 on revenues of $14.9 million for fiscal year ending June 30, 2015.

Based on a formula developed by the Americans for the Arts, the overall revenue of $14.1 million for the 2014-2015 fiscal year created an overall estimated $24.4 million economic impact for the Dayton Metro area.

The impressive sum represents the overall total dollars spent by VTA/ACF and its audiences, including event-related spending by arts audiences including but not limited to ticket sales, restaurants, parking, merchandise sales and other expenses that revolve around attending and producing an arts event.

"Our 2014-2015 Season was marked by many significant moments on stage and in the community," said Ken Neufeld, VTA/ACF President and CEO. "Our presentation of WICKED sold more than 42,000 seats. A large percentage of those were audience members who were making their first visit to the Schuster Center. Our Premier Health Broadway Series and Star Attraction presentations were well received with some wonderful theatrical moments from JOSEPH AND THE AMAZING TECHNICOLOR DREAMCOAT, FLASHDANCE, WICKED, AN EVENING WITH GARRISON KEILLOR and CELTIC WOMAN. In addition, the National Geographic Live Series, sponsored by Fifth Third Bank, which we present in a unique partnership with Five Rivers MetroParks continued to grow and more than double its series revenue. We look forward to even more growth in the coming season."

"The 2014-2015 Season also saw significant increases in Education & Engagement programs," continued Neufeld. "We also made great progress in developing partnerships within our community, including Wright- Patterson Air Force Base and the Dayton Development Coalition's Hometown Heroes initiative. Additionally, our community of donors is expanding in both sponsorships and donations to the annual fund. With these increases and an increase in new attendees, 2014-2015 has been a solid year for VTA."

Highlights from the 2014-2015 Season included:

  • VTA/ACF served 434,848 people in its facilities, including the Victoria Theatre, the Benjamin & Marian Schuster Performing Arts Center, Metropolitan Arts Center/Loft Theatre and Citilites at the Schuster Center.
  • Ticket Center Stage sold in excess of 311,000 tickets; totaling $11.3 million in sales for venues VTA manages, including VTA presentations, seven local arts organizations and other presenters.

· Education & Engagement's initiative increased to include programs that touched the lives more than 100,000 Miami Valley citizens including:

o Art F.O.R.C.E. - A new "Arts in Healing" initiative serving military families at Wright-Patterson Air Force Base that uses meditative arts practices to help spouses and children cope with the stresses of military life.

o Bagels & Broadway - a mid-morning treat for invited guests with a ring-side seat at the loan-in for several Broadway shows which included a Q&A with touring company or production mangers.

o Teacher's Lounge - held on opening nights of Premier Health Broadway presentations inviting local educators to enjoy a night at the theatre including a private reception before the show.

· The Dayton Power & Light Company Foundation Cheap Seats program continued with more than 14,000 enthusiastic members receiving monthly email updates about the latest $10 ticket offerings on this program. From a participant: "I have been ordering tickets for awhile now through DP&L Cheap Seats program and appreciate the opportunity to attend more often. I've also made this a way to take family and friends for special occasions such as birthdays and Christmas. I could not do this without the Cheap Seats program. Thank you!!"

· Ticket Center Stage implemented a new, more sophisticated ticket and customer management system called Tessitura, which will provide staff with increased insight into our customers, as well as better ease of use for our patrons.

  • VTA's army of 600 volunteers provided the necessary support to operations by serving primarily as ushers at all performance, but also in additional capacities, donating over 62,000 hours of service, representing approximately $744,000 in donated labor.
  • The Fueling Education program entered its eighth year of support of offering free RTA busing to over 3,000 students and teachers, making it possible for students and teachers to attend The Frank M. Tait Foundation's Discovery Series programs. The Convenience Stores of Speedway provided additional transportation funds for schools outside of Montgomery County.


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