FAQs

Why did the Alliance not simply start showing films when the Wayne was given to the City?

Over the years there was much deferred maintenance on the building.  By the time the Wayne was given to the city it required some major investments in the physical plan in order to make it safe and usable as a movie theatre.  Within the first year of the Alliance, the Board determined that to be a viable organization it had to create a facility that could house not only film, but a whole range of events including theatre, dance, music concerts, lectures, public meetings, and private events.

What is the cost of restoring the Wayne to a functioning performing arts center?

The working budget for Wayne Project is approximate $8 million. This includes the restoration of the historic building and the reconstruction of the interior to provide a stage, wings, fly tower, orchestra pit, 382 seat auditorium, reception spaces, a small performance space and the backstage / support areas. It also includes the cost of meeting ADA and other state and federal codes as well as all equipment and furnishing.

Why is this so expensive?

First, performing arts centers like the Wayne Theatre are very expensive buildings to construct.  According to our architects, there are only two more complicated design/construction projects: hospitals and nuclear power plants. Theatres have special needs mandated by local, state, and federal codes as well as those imposed by the activities that will be presented in the space. Second, in order to access the state and federal tax credits, all plans must be approved by the Virginia Department of Historic Resources and the Federal National Park Service. We must restore those parts of the building that predate 1951. That work is typically more expensive and more labor intensive than current construction.

Why bother restoring the Wayne?

The Wayne is the last large building in the historic district. It was built in 1926 as a vaudeville/movie theatre in the Neo-Colonial style.  While there were a number of such theatres built in that style in the early 20^th century, few remain. Not to restore the 1926 façade of the Wayne means a significant example of 20^th century architectural history will be lost to the city and the region.  Also, the Wayne will be the ‘anchor’ on the 500 block of West Main.  Its reopening will serve as the catalyst for the renewal of the whole block.

If a performing arts center is important, why not build it on vacant land outside of town?

The Alliance was created by the City of Waynesboro with three mandates: 1) to save the building, 2) create a performing arts facility and 3) be a catalyst for a revitalized downtown.  The three goals are interlaced.  If a performing arts facility were built outside of the downtown, we would not save a historic landmark and we would not contribute to the renaissance of downtown.  If the Wayne were saved as a façade but not as a functioning performing arts center, it would not attract patrons to the downtown and would not contribute to the rebirth of the area.  Without an attractive and vibrant downtown, the Wayne “experience” will be diminished.  Also, if the decision was made to build a new center, the tax credit funding would not be available.

Will the Wayne be in competition with the Blackfriars Playhouse?

The Blackfriars Playhouse is a unique theatre structure with a very specific mission, one far different than the Wayne’s.  First, Blackfriars is a producing theatre, meaning it supports an acting company with all the technical support required for a professional company.  The Wayne will be a presenting theatre, meaning it will contract with various artists for specific performances and will rent its space to local artists, arts organizations, private parties, and businesses.  With the possible exception of a summer or fall season or a Christmas production focused on a tourist audience, the Wayne will not be a producing company with a group of actors, technicians and support staff to sustain.  Second, Blackfriars’ decision to build a historically accurate indoor Elizabethan theatre with the technical limitations imposed by that kind of structure precludes the venue being used for a wide variety of arts events.  The Wayne on the other hand will be a facility that affords the space and technical support for a full range of arts events as well as an ideal space for large meetings. Because of the overhead inherent in an operation like the Blackfriars and its production company, the American Shakespeare Company and the Blackfriars has a much different financial situation than the Wayne Theatre will have.  In reality, there is no valid comparison between the two venues.

What about the Paramount in Charlottesville?

The Paramount is a much larger venue than the restored Wayne, with nearly three times the seating capacity.  Because of its capacity, the Paramount sees itself as a major regional performance center in competition with Richmond and Washington, D.C.  As such, it contracts with national and international talent that range up to $100,000 per performance. The Paramount also restricts its talent from appearing within a 90 mile radius of Charlottesville.  So, in terms of programming, the Wayne and the Paramount are unlikely to be in direct competition.

It should be noted that while the Wayne will have a much smaller seating capacity, it will have excellent support facilities for the performers.  For example, the new Wayne Theatre floor plan includes generous wing space and easy load-ins for touring theatre and dance programs.

Who is the architect for the Wayne Project?

The Alliance followed the state procurement process in its selection of an architect for the restoration. Architectural firms were contacted and asked to submit proposals. A number of these were invited to give presentations to a community committee. Bushman & Dreyfus Architects from Charlottesville were ultimately selected. Bushman & Dreyfus were the local architects for the restoration of the Paramount in Charlottesville and have been involved in a number of other performing arts venues within the state and nationally. Their proximity to Waynesboro means that they are readily available for consultation and planning meetings.

What is the funding plan for the restoration of the Wayne?

The total cost of the project will be in excess of $6.6 million. The State and Federal Tax Credits will provide $3 million.  The State of Virginia has given $680 thousand.  The Federal Government provided a $300 thousand HUD grant.  The City of Waynesboro gave a $300 thousand grant and has gone on record for another $700 thousand when the building is completed.  The remainder of the funds will come from the Capital Campaign.

How will my personal contribution be used?

All contributions to the WTA Capital Campaign will be used for the restoration of the Wayne Theatre, the creation of a functional performing arts center, the landscaping around the restored building and the actual costs of the capital campaign. No funds will be used to rehab other buildings owned by the Wayne Theatre – the Gray office building and the former Fox and Hounds Restaurant.

Who will operate the re-opened Wayne Theatre?

The Wayne Theatre Alliance will be the owner and operator of the Wayne Theatre.  Its 501 (C) 3 status allows WTA to apply for grants and to receive tax-deductible contributions to support the operation of the theatre, to subsidize the use of the building by local arts and civic organizations and to cover or drastically reduce some admission fees.

How will the re-opened Wayne Theatre be sustained financially?

The WTA business plan for the Performing Arts Center is based upon a revenue stream from tickets sales, rentals and other fees. Like all non-profit theatres, the Alliance will hold annual fundraisers and membership drives to cover part of the operational expenses of the organization.

How realistic is the Wayne Theatre Business Plan?

The plan the Alliance has developed is very conservative. It has a modest number of events per year for which the income must meet the costs of the event.  The plan calls for a modest audience capacity in its budget calculations.  The business plans have been reviewed by financial advisors for the historic tax credits and the construction financing.

How will the Wayne Theatre Alliance meet the cost of ongoing maintenance and replacement?

Like any good business, the Alliance will need to have a maintenance line in its annual budget. It will also have to establish a reserve fund for large items such as the heating and cooling systems and smaller items such as lighting instruments. A surcharge on all tickets will be used to fund a reserve fund and for an endowment for long term renovations and support of programs.

Will the re-opened Wayne require a contribution from the City of Waynesboro?

Many cities our size own and operate a performing arts center. The economic impact of such facilities in terms of increases in meal, lodging and entertainment taxes and property values are used to justify the cost to the local government.  The City of Waynesboro has recognized its obligation as the owner of a historic building by giving $300K to the project in lieu of fulfilling its obligation to maintain the building in the past.  The City has directed the Economic Development Authority to work with the Alliance to develop funding strategies just as the authority does with other organizations that are a part of the economic life of the City.

What are the projections of the economic impact on the City?

In 2005, an analysis was done of the economic impact of the Wayne.  That study found that if the Wayne were to operate as its conservative business plan outlined, the increase in taxes to the city through entertainment tax on tickets, and meal and lodging taxes would be in excess of $75,000 per year.  This study did not calculate the impact through additional retail business or increased property values in the immediate area.  WDDI’s analysis of the potential impact of the Wayne on the downtown led it to publicly support the project and to recommend financial support from City.

Who and Where is the Audience for the reopened Wayne Theatre?

The National Endowment for the Arts research suggests that the primary audience for a small theatre like the Wayne will be those who live within 15 miles of the theatre. This is the audience that will return and is more likely to purchase series tickets rather than single-event tickets. The last demographic data available shows a population of over 130,000 within that radius. The Wayne will have maximum seating of 400. That means a successful event at the Wayne would need to reach less than .02% of its likely audience population. We must also take into account the shifting perception of Waynesboro as a retail center. In the last calendar year, Waynesboro had greater retail sales than did Staunton.  This will increase with the new shopping options on the South End.  Increasingly individuals from the other side of the Afton Mountain are opting to come to Waynesboro instead of going to Charlottesville.  This shift will accelerate.  With it will come a changing perception of where to go for entertainment.

How expensive will tickets be for a Wayne performance?

The cost of a ticket to an event at the Wayne will be determined by the cost of producing the event.  The more popular and in demand a performer is the more costly his/her performance fee.  There are, however, a number of quality performers who are subsidized by organizations like the Virginia Commission for the Arts, the Mid-Atlantic Arts Foundation and Penn Pat.  The subsidy usually pays 50% of the artist fee. This will lower the admission fee considerably and make many performances affordable by most patrons.  The Alliance will also seek sponsorships, grants, and other financial support to reduce or eliminate the admission fee for some events.  The goal will be to have a significant number of performances and arts events that pose no financial barrier to any member of the community, from pre-school children to senior citizens.

Is there sufficient parking?

The code for theatre requires a ratio of three patrons per parking space.  If the Wayne were to seat 400, the parking spaces needed would be 133.  The core area of downtown (Main, Spring, and Federal Streets) has 740 parking spaces.  Most events in the Wayne will take place after normal business hours.  There should not be a problem with parking for the foreseeable future.  If downtown Waynesboro were to run out of parking, it would mean that the Alliance had achieved its goal of bringing more activity and commerce to the downtown.