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1/12/2007
Fox Cities PAC - too precious to fail - Day 2
Yesterday, I suggested the Performing Arts Center may be struggling financially. And I asked (well, maybe I begged) the PAC to open its books to this community that loves it so much – this self-same community that built and continues (in a huge way) to support the PAC.
990 Expenses The PAC’s annual report to the government, Form 990 (the federal tax return filed by most non-profit organizations) indicates total expenses of $8.2M.
Total employee costs (salaries, benefits and taxes): $2,357,758.
Selected salaries: Salary “Benefit Plan Contrib.” President: $175,000 $87,500 VP’s (3) 90,640 $18,128
Occupancy expenses (paying for the building and facilities) are $2.3M; and depreciation is booked at $1.6M.
990 Revenues total $5.6M. (That’s a loss of $2.5M, including depreciation.)
One complaint PAC folks make is that unlike most arts venues around the country, they receive no government money. Well, they do. Room tax revenues dedicated to the PAC are about $855,000 a year. That total is right at about 10% of expenses. Not the highest percent, amongst its peers, but not small potatoes either.
Talking about those percentages…. The PAC repeatedly makes a claim that really bugs me. It says “by maintaining an efficient operating budget, the Center has been able to keep the annual contribution need [“contributed income”] to 22% of its overall budget – well below the national average of 45% for performing arts centers.” And it just ain't so.
What the PAC does is include as revenue, millions of dollars in fees to its Broadway promoters, Live Nation – fees that never so much as touch its books. This is absolutely contrary to the standard in the industry. When contributed income is computed properly, the PAC’s is right about 45%, which is indeed, about the national average.
Talking about Live Nation…. We all need to know that most anytime you buy a ticket for an event at the PAC, that money flies out of the Fox Cities before you can sneeze. Millions and millions of dollars.
You see, when an organization hires a promoter, or “events company,” the deal they negotiate can vary widely. In the PAC’s case, when it started out, we didn’t have the financial luxury of taking much risk on ticket sales – would Broadway shows make money or lose big money? So Live Nation (named “Clear Channel” at the time) agreed to take all the downside risk – and surprise, surprise, all the upside revenues as well. It’s a sweet deal.
As thrilled as folks are about the Lion King being right here in the Fox Valley (and they should be thrilled!), those in the know understand a major reason why the magnificent production is here. Why would Disney choose little old Appleton, verses a much larger, more visible venue like Milwaukee or Madison? Well…. given the PAC’s contract, the “take” for Live Nation and Disney probably isn’t higher anywhere in the upper Midwest. These are the big boys – and they are not dumb.
What would be dumb is if we haven’t (or can’t?) re-negotiated the contract. I wake up at night seeing all those dollars on a steady march out of our community. Nuts.
I don’t know if the community can afford $2M or $3M every year - or whatever the right number is - to support the PAC alone (not to mention our plethora of arts organizations). I don’t know if/how Board members are planning to step up to the funding challenge. I don’t know what the Live Nation contract situation is. I don’t know the potential for trimming expenses.
I do know the community cares. If there’s a problem, PAC, give us an honest heads up. We’ve supported you from the very beginning - the city and countless community members - and we count ourselves as interested, dare I say concerned, stakeholders. If help is needed, we need to know the honest facts. Now. Before it’s too late.
COMMENTS
Shades of the Weidner Center. Will we see another theater bite from the same apple?

Richard Parins (Fri Jan 12 09:25:16 2007)
Unfortunately I have only been to the PAC a few times since it opened, and in my opinion, it is an overall much better venue than the Resch Center in Green Bay. I think the problem is that the PAC has not done enough to find out what types of performances people in our area actually want to see, and instead are bringing in a lot of performances they think we should see.
Any performance geared toward families will be attended, and if they would make the tickets more affordable, they could probably sell all of these types of shows out. They don't seem to think about the cost to a family of 3 or 4 that is living on a budget. Music is also very big in our area, and if they would bring in the musicians we want to hear, they could probably sell these shows out too. Good comedians and plays are also great attractions, but ticket prices keep a lot of people away.
I recently looked at their upcoming events, and to be honest, I've never even heard of the majority of them, and I'm sure I'm not alone when I say that. I am also sure they are all great performances and do interest some people; especially family and friends of the performers, as well as those that can easily afford to experiment with their entertainment choices. I certainly do not mean to offend anyone with my statements, but if the PAC wants to be successful and create revenue, then they should start appealing to the Fox Valley as a whole. They need to bring in the types of performances the majority of us want and can afford to see, instead of focusing on the culturally savvy and elite they would like us to be.

Lori Hassell (Sat Jan 13 20:42:32 2007)
After seeing this info I was shocked. In 2004 I was part of a group that brought a Filipino Choir to town and was looking at the PAC as a possible venue. That was not a cheap deal (they wanted a fee depending on ticket sales plus a piece of every ticket sold). In the end the choir performed at Appleton North HS.
However, this makes me sad. I wonder how many businesses downtown are dependent on the PAC for their own business. Last night my wife & I went to Siroccos. I can not imagine Siroccos, Fusion, The Copper Leaf, The Black & Tan etc surviving w/o the clientele the PAC brings. I have been to two shows at the PAC. I often see a show(s) but more often than not I forget about it and miss the shows

Mark A Framness (Sun Jan 14 13:15:10 2007)
Fees as revenue? Hmmm...didn't some little ol' company in Texas get into trouble a few years ago for doing something just like that?
Jim Meyer, Neenah

PAC MAGIC... (Mon Jan 15 16:17:19 2007)
Jo:
Great journalism here. Thanks for asking the hard questions and going after the 990. I'm a huge PAC fan, too, and the more info we have, the sooner we can address whatever it needs to keep it -- and the whole of downtown Appleton -- vital.

Margaret LeBrun (Tue Jan 16 18:47:07 2007)
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