NEWSLETTER FIRST QUARTER 2010

2009 was not the best year for the Alabama Theatre with less shows and attendance about 25%. The good news is that we made it through and are now looking forward to a much better year in 2010.

BUSINESS REPORT 2009

The banquet hall in the HILL EVENT CENTER (note new name to better describe our mission) was up and running all year with dazzling results of over 40 events in 2009 and more expected in 2010. Now, our new 3,000 sq. ft. Loft Meeting/Party Room is complete, which is the last phase in the $1,200,000 Hill Event Center expansion. We are glad to finally be out of the construction business and back into the theatre and event business. We fully expect the two new event rooms to push our attendance past the 600,000 mark in 2010, a new record for the Alabama Theatre complex. The Alabama theatre rolled over the 82 year mark on December 26, and is better than ever and alive and well.

BUSINESS REPORT 2010

With the entire theatre complex in full operation, the theatre and the two banquet and event spaces, we are expecting the best year ever. Our 2010 bookings are already up over what they were in 2009 and the phone is ringing once again for booking dates. One thing in our favor is that the large touring acts, which in the past would go to the larger halls, are now unable to fill these larger spaces and are looking at the smaller theatres. We will also have our usual annual events including dance competitions, dance recitals, graduations and meetings that number over 100 nights. The Alabama Theatre will hold our rental prices at the 2009 level to help our customers during this difficult economic time.

BUSINESS ANNOUNCEMENT - MARKETING CHANGE

With the addition of the 6,000 sq Ft Hill Event Center in full operation, we will change our marketing strategy from a one event, one room approach, to a more over-all approach and begin to book small conventions, conferences and meetings that can use our entire complex, such as the Imagicon SiFi Convention being held in Birmingham in 2010. This convention is using our entire complex and most of the space in the McWane Center next door to the Alabama Theatre. This will be our marketing model for the future.

MAKE YOUR NEXT CONVENTION OR MEETING HISTORIC; HOLD IT AT THE ALABAMA THEATRE EVENT COMPLEX...

SUMMER FILMS REPORT

In January we will begin working on our list of films to show in June, July and August. Any suggestions you might have can be placed on the suggestion list by sending an email to alatheatre@aol.com. We will be showing movies for adults on Saturday evenings and Sunday afternoons and for children on all Saturday afternoons at 2 PM. Already on the schedule are Gone with the Wind, Casablanca, The Sound of Music, Singin’ in the Rain and Willie Wonka and the Chocolate Factory.

NEW FACE AND NEW DIRECTION AT THE ALABAMA

For the last two years we have been working on the new Hill Event Center and finally, we see a light at the end of the tunnel. The last nail has been driven and the last bit of sheetrock installed and January 2010 will see us celebrate the opening of the new Loft Room. This room, less formal than the Banquet Hall on the second level, will attract proms, parties of all kinds and corporate events, as well as weddings and receptions.

For the last 22 years, the Alabama Theatre has been a place to host one day stage events such as concerts, etc. Since the opening of the Hill Event Center Banquet Hall, weddings and receptions have all been one day, one room events. Now, with the 6,000 square feet of quality meeting and exhibit space, our new direction will be to attract small conventions, corporate meetings and, of course, the normal weddings, receptions, etc.

To accomplish this, we knew we needed a special person and we have selected, as the new director of the Hill Event Center Complex, Jessica Montana.

Jessica is a graduate of the University of Montevallo, where she received her Bachelor of Science degrees in Mass Communication and Communication Studies. While at Montevallo, Jessica was social chair for Phi Mu sorority and a member of the National Broadcasting Society. She has previously worked in undergraduate admissions and at local resorts. Working at the Alabama Theatre has been a dream for Jessica for many years and is very excited about the growth at the Hill Event Center. Jessica will be married in February to Bart Cannon and the wedding will be held at the Alabama Theatre. We welcome her smile and experience to the Alabama Theatre family.

THE GREEENING OF THE ALABAMA THEATRE
Thanks to The Community Foundation of Greater Birmingham

 

With over 18,000 light bulbs installed at the Alabama Theatre the opportunity for saving on our $8,000 per month power bill is tremendous and we are starting in the Grand Lobby. The next time you attend an event at the Alabama, look up at the 24 karat gold ceiling and you will see it brighter than ever before. We are replacing the 240 40-watt amber incandescent lamps the new fluorescent 60-watt equivalent lamps that only use 13 watts of power which means more light for less money and they are supposed to last up to 4-times as long. A good savings in the long-run however, the old bulbs are only $1.25 each and the new bulbs are $5 each.

LYRIC THEATRE UPDATE

Plans are still underway to raise the necessary funding to fully restore the beautiful Lyric Fine Arts Theatre but the economy is still not where we need for it to be. Sometime in 2010, watch for a big announcement. Three unsuccessful attempts have been made to raise the funding over the last 40 years and we certainly want our capital campaign to be successful. The risk is great and dollars are big but the results will be spectacular. The economic impact on the business in the downtown will be awesome with the Lyric Fine Arts Theatre alone projected at $7,000,000 annually. With the Alabama and Lyric Theatres both open in downtown Birmingham at night and both with full houses, can you imagine what will happen when 3,400 people spill out of both theatres into the Downtown. What a wonderful problem to have.

PROJECT REPORT - ALABAMA THEATRE

Planned projects in the budget for 2010 are:

• A new roof for the Alabama Theatre building to replace the 20 year old roof.
    Cost estimate: $100,000
• 800 new balcony seats to replace the seats rebuilt in 1998.
    Cost estimate: $30,000
• A new steam boiler to replace the existing steam service provided by Alabama Power that they will discontinue in March of 2011.
    Cost estimate: $120,000
• Replace the outdated computer lighting board.
    Cost estimate: $10,000

The above projects amount to $260,000 that will have to be raised in 2010 which is over and above our regular operating expenses.

If you have any dollars left after you pay your taxes please remember the Alabama Theatre that provided the citizens of Birmingham with first class entertainment for the last 82 years. We are a 501©3 non-profit organization.

NEW SHOWS IN 2010

To help our financial situation in 2010, we will have events designed to benefit the Alabama Theatre. On the drawing board at this time are the Glen Miller Orchestra and the Kingston Trio. Watch for announcements of other new shows throughout the year and purchase tickets, please.

THANK YOU

The entire staff of the Alabama Theatre would like to publicly thank those people and organizations that helped make our 2009 a good year. Thanks to:

• Birmingham Coca-Cola
• Means Advertising
• Imaging Technology
• The Birmingham News
• Birmingham Weekly
• Black and White Magazine

and all the Birmingham area citizens that attended concerts and events at the Alabama Theatre. We could not have done it without you.

Happy 2010 from the staff of the Alabama Theatre:

• Cecil
• Kathi
• Eric
• Jeannie
• Bill
• Jeff
• Richard
• Danny