Downtown Theater Gets new Life

Compared to the weeks, months and even years it sometimes takes to produce a movie, the rapid unfolding
of the MADCAP Theater on Mill Avenue is taking place as fast as the scenery change in a stage play.

MADCAP—which stands for Mill Avenue District Community Arts Project—is what will take over the space
of the former Harkins Theater on Mill Avenue.

Dan Harkins closed the theater more than a year ago. Plans were being made to tear down the building and
replace it with a hotel, until the economy came tumbling down instead. With the massive building and all its
space sitting vacant, the owner decided to fill it up once again. Six months ago the company, Centerpoint on
Mill, came up with the idea of turning the entire theater into individual art centers.

The deal quickly came together and for the past few months the Downtown Tempe Community Inc., a group of
property owners on Mill Avenue, has been working to transition the space into the MADCAP Theater. DTC will
manage the theater.

Right now plans are to open just the second story of the two-story theater the first week of June.
Construction is being done by Ultra Finishes, which has donated half of its labor costs to the project. The
company is painting the theaters, putting in Venetian plaster, repairing the rips in the curtains, and basically
turning the screen space into stage space.

The bathrooms were in good shape so just the towel dispensers will be replaced.

“This is an economic development project for the Mill Avenue district, as well as a good thing for the arts
community,” said Nancy Hormann, president and executive director of the DTC.

Eventually the first floor will also be revamped and opened for bookings. The theater will initially be open
Thursday through Saturday; as business picks up, the former theater could be open seven days a week.

Hormann adds that for years Mill Avenue was the place to go for live music and she says MADCAP Theater
will bring that back. The DTC has a lease for two years with a 30-day out. It also has an option to extend the
lease. All this for a mere $10 a year.

When the new plans were announced, Hormann says the DTC was immediately contacted by folks who are
interested in leasing the space. There are 11 theaters and six of them are located on the second floor. The
smallest theater offers 133 seats. The largest theater will hold up to 360 seats. The construction crew is taking
out the first few rows in some of the theaters to make more space for a stage.

A “standing room only” theater will be available upstairs and Hormann estimates it will hold 150 people.

Each theater also is available for a corporate sponsorship. Currently 101 Distribution has purchased the
sponsorship for one of the larger theaters. It will be known as the 101 Theater for a year. Sponsorships of the
large theaters are available for $7,500 a year and $5,000 for the smaller theaters. Companies will get a banner
with their logo to hang inside the theater, a plaque at the entrance will mark the theater and of course the
theater’s sponsor will be identified on the Web site as well. That site is still under construction.

In addition, sponsors will get a break on the rental of the theater. For example, 101 Distribution is a
company that promotes performing groups. For the year it sponsors a theater, it will receive three free uses of
the theater. After that 101 Distribution will get the nonprofit rate to rent the theater. In addition, it will get a
break on ticket sales and splitting the profits with the management.

The biggest expense for maintaining the building is the air conditioning unit. However, each theater is
individually controlled so when a theater is not being used the A/C will be turned off, thus saving money in
cooling the entire space.

During the day the spaces will be rented out for corporate meetings, lectures and conferences. At night they
venue will transform into an all-encompassing arts area featuring stage plays, musical acts, movie screenings
and even comedy shows.

There will not be a PA sound system so groups renting the space must provide their own microphones and
amplifiers. Hormann says most musical groups already have their own sound system so it shouldn’t present an
issue when booking the theater.

Concessions stand will sell desserts, candy, popcorn, sodas and coffee. The DTC will not have a liquor
license, however a nonprofit group can get a permit and serve alcohol at specific events.

The DTC also is looking for volunteers to help reconfigure the old theater space as well as work in the
MADCAP Theater when it opens. These will be volunteer positions but the perks are gift certificates to Mill
Avenue shops and restaurants. Hormann calls it their own “mini stimulus plan.”

For more information, call the Downtown Tempe Community office at 480-355-6060.