Brattleboro and The Latchis Project

Vermont Business Magazine, Nov 01, 2001

In partnership with the Preservation Trust of Vermont, the Brattleboro Arts Initiative, which was founded in 1997 to find and develop local spaces for performance, exhibition and teaching of the arts, has undertaken the purchase of the Latchis complex on behalf of the community. The physical configuration of the Latchis Memorial Building, its unique character and its history as a center for social life, entertainment and culture make the purchase and preservation of the Latchis building a once-in-a-lifetime opportunity, according to James Maxwell, President of the BAI Board of Directors.

"The Latchis embodies tradition in this community," Maxwell said. "It has charisma. It's the right place for an arts center. And the ongoing businesses already in the building simply make the project irresistible."

Sustainability

According to Debra Hicks, project coordinator for BAI, the theater complex offers a unique and cost-effective way to provide performance spaces and to enhance the downtown area at the same time. Many arts centers, she said, struggle to maintain physical plants that are expensive and used infrequently. A unique aspect of the Latchis project is the stream of commercial income generated by the movie business and the commercial space.

"BAI will continue to operate these businesses as it gradually introduces more live events and arts programming that will include music, theater, dance, art and education from both local and national arenas," Hicks explained. "The businesses operating within the Latchis complex ensure that we won't be totally dependent on contributions for our survival. Rather, we will use ongoing fundraising in order to enhance the physical facilities and increase the breadth and depth in our programming."

Arts and Brattleboro's Economy

Last spring, the Town of Brattleboro, Building a Better Brattleboro and BAI retained Karl F. Seidman Consulting and Mt Auburn Associates to undertake a market analysis and formulate a marketing strategy for downtown Brattleboro. The Latchis Project perfectly addresses the major themes and opportunities that emerged from the study, as shown consistently in passages such as those following:

Communities around the country have turned to arts and entertainment as a strategy to strengthen and revitalize their downtowns. The idea is to create a critical mass of activities, events and cultural experiences that will attract a slightly older but higher-income population to the downtown. Arts and entertainment-related strategies used by small- and mediumsized cities and towns include: Developing multipurpose arts and entertainment centers, often in architecturally attractive buildings Creating Arts Districts with coordinated events Joint promotions and enhanced signage; Developing a stronger and crisper image for the arts; Converting the upper floors of downtown commercial buildings into below-market live-work space for artists; Encouraging the formation of arts and entertainment collaboratives to develop a critical mass of arts and entertainment activities; Tying the arts and entertainment together with the development/redevelopment of a city's or town's riverfront.

The lack of a 400-500-seat performing arts center diminishes the town's (ie, Brattleboro's) ability to be a stronger arts and entertainment destination. Most communities that have become arts destinations have such a multi-purpose facility, which serves to anchor a given community's principal arts venues and offerings. Several people indicated, however, that Brattleboro could not afford to build a new facility because of the cost. Perhaps a more viable solution would be to convert an existing building or facility into an arts center.

Tourists are a key market to cultivate for the entertainment and recreation sector since their spending in this sector exceeds that of year-round residents. Tourists are also a key market for restaurants.

Downtown Brattleboro's customeroriented arts and entertainment destinations need to be expanded, better defined and better marketed to make Brattleboro an arts and entertainment destination beyond the local area. This will include more downtown performance venues and events, a more visible arts and cultural identity for downtown, and creative packaging of activities within the arts and entertainment arena."

The Flynn Center in Burlington dramatically demonstrates the enormous potential economic impact the Latchis project can have on Brattleboro and the region, especially given the large number of talented professional artists living in Brattleboro and immediately surrounding communities.