Banking on a post-COVID comeback: MPAC has history on its side | Morristown Green

The proportion of scarlet dates in 2020 has exceeded. for

He will never forget Thursday, March 12th.

The singers rehearse in the dressing room in Morristown

Their

program. As the COVID-19 infection rate in New Jersey rises, Governor Phil Murphy urges

A public gathering of more than 250 people.

"We basically said,'We are sorry, but I can't introduce you tonight'," said Kirchdoerffer, the general manager of the 1,319-seat theater.

Immediately, MPAC's business model was subverted. "Now, everything you enjoy on the concert venue becomes irrelevant. Every way we operate now is invalid." He said.

The number of weeks of closure became months. The number of cancellations has surged. Like the entire American art institutions, MPAC is scrambling to maintain its popularity without end.

The non-profit organization launched an ambitious online course for young people and adults in the spring. In the summer, seven outdoor concerts of "Driving Through" with a long social distance were brought. Subsequently, there were 13 small indoor activities and 11 live performances.

Kirchdoerffer said that despite the reductions in personnel, most of these efforts were fortunate to break even.

MPAC is waiting to see if any

In the latest stimulus bill.

Kirchdoerffer hopes that the vaccine will be rescued in 2021, thereby achieving full capacity performance later this year.

Even though the door is open and the South Street stage is illuminated every night for rescheduled performances, it is not clear how many customers will comfortably return inside.

It is uncertain how many popular 60s behaviors, children's performances and smaller works will survive the long vacation. Will foreign symphony orchestras and dance groups even be allowed to enter the country?

Kirchdoerffer predicted: "It may take about two years to eliminate all these things."

During the "normal" period, MPAC hosts about 200 performances a year, bringing about $15 million in revenue to the economy of Greater Morristown.

The pandemic figures paint a more vivid picture.

A good year may generate 11 million US dollars in ticket revenue. Since July, MPAC’s patchwork products have generated only approximately $200,000 in total revenue.

"For us, this is usually a weekend...a weekend with a big show," Kirchdoerffer said.

In the first half of 2020, 31 events were cancelled, but no time was scheduled. These include the theater’s annual community performance, which promises four major audiences

23 performances in the fall have been rescheduled. And reschedule. And reschedule. Hermann's hermit concert has been postponed

Time, so far.

Kirchdoerffer said that of MPAC's 35 full-time employees, 10 were on leave, while 50 part-time teachers, production staff, box office staff and parking attendants had almost no jobs.

However, there is still hope.

By 2020, MPA will receive nearly $550,000 from the federal compensation protection program through the New Jersey Arts Council and $135,000 from the CARES Act fund.

Donors have also stepped up their actions. Kirchdoerffer said that the spring recovery campaign raised $160,000, and the 45-minute virtual dinner in the fall raised another $360,000.

"I can't thank our community enough to support us in such an incredible way and help MPAC during this time,"

, President and CEO of MPAC.

To enhance public safety, the theater has spent approximately US$100,000 to improve ventilation and install non-contact fixtures.

MPAC has also invested in equipment for live broadcasts. Customers have paid up to $25 to watch high-definition concerts at home. Kirchdoerffer said that the holiday show attracted as many as 100 viewers.

at the same time,

It is the generator behind the MPAC theater education program, which has been turned to speeding. Virtual courses for teenagers were expanded in May, including impromptu and dubbing courses for adults.

Later this month, the MPAC Performing Arts School will open for six weeks

Online courses.

Topics range from yoga and meditation to drinking and singing lessons with cabaret performers. Professionals recruited from Roy's extensive performance business network will host behind-the-scenes exploration activities of the Broadway musical and the "New Jersey Symphony".

"We may be kept at home for most of the winter. January and February are depressing months. It is a way of... spending time with people, having fun, reducing stress and loneliness Method," Kirchdorfer said.

He added that along these lines of thinking, virtual coffee shops and dance parties are designed for teenagers who are eager to leave school for distance learning. Courses range from US$75 to US$125.

Larena believes that history is in MPAC.

The Community Theater was established in 1937 as a movie theater that survived the Great Depression and was rescued from the rubble by the community decades later. Volunteers and philanthropists gathered and transformed it into a showcase for top artists such as Ringo Starr, Tony Bennett and the late Natalie Cole.

Larena said: "MPAC has shown great resilience in its long history, especially in the past year."

The two social events convinced her that the coronavirus did not kill the public's appetite for live music.

MPAC's first skip-the-line concert rock singer

At Fosterfield in June. Jazz Trio

The theater was reopened in October and the seats were reduced.

She worried that no one would come in and reopen. Larena said: "But, many people have done this." "You can hear the deafening cheers and applause outside the audience,".

"It was surreal and great. After experiencing the joy and appreciation of everyone who took the adventure that night, I realized that although our path forward is extremely challenging, we will work together."

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