By: Deborah Johnson Wood
Concert sound, video recording capabilities, a ‘grand’ curtain, and on-the-spot alcohol service were the amenities mentioned by patrons and performers alike when they were asked what would enhance their experience at Grand Rapids’ historic Wealthy Theatre.
In response, the Community Media Center (CMC), the theatre’s owner, added theatrical microphones, video recording equipment, and the costly grand curtain that spans the stage.
Now, after last month’s unanimous vote by the city commission approving a liquor license application, CMC members might soon be able to enjoy a glass of wine or a beer during a performance.
“The Community Media Center is essentially a responsive organization,” says Erin Wilson, director. “We don't put something out there and hope people will like it, we listen to what people want.”
The CMC has applied to the State of Michigan for a club license. Wilson expects to have the license in time for the theatre’s spring events. Because the license allows the organization to sell alcohol only to CMC members, several mechanisms need to be put in place.
“We’re installing three new computers to verify memberships, and one of those will be at the box office,” Wilson says. “If a patron is 21 and a member, they'll receive a wristband to show at the concession stand along with their driver’s license.”
In addition, staff members will receive alcohol service training.
“Not serving alcohol negatively impacted our chances with extended play performances and our ability to attract out-of-town and national entertainment,” Wilson says. “The extended performances are especially good for us because we can lease the theatre for several nights, but only have to set up and break down once.”
Source: Erin Wilson, Community Media Center
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Deborah Johnson Wood is the development news editor for Rapid Growth Media. She can be contacted at [email protected].
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