In a tough economy, expectations for debut eclipsed, some say

By Cliff Bellamy

cbellamy@heraldsun.com; 419-6744

DURHAM -- Blues guitarist B.B. King performed during the Durham Performing Arts Center's opening night Nov. 30 to a sellout crowd. King's sellout concert ended up being a prologue to what DPAC officials are calling a successful opening season, one that some downtown Durham observers say exceeded expectations in a difficult economy.

During the first six months after opening, DPAC sold out 25 shows, including concerts by musicians Willie Nelson, Steely Dan, and Harry Connick Jr., comedians Bill Cosby and Lewis Black and an entire week of the Broadway touring show of "Oprah Winfrey's The Color Purple," DPAC officials stated in a press release Monday.

"To have just opened our doors on Nov. 30, 2008, it has been a great adventure to see DPAC grow into establishing a cultural landmark for the region," Rachel Gragg, assistant director of marketing for the center, said in a written statement.

"I think that the success came from being able to offer something for everyone," Gragg added in a separate phone interview. Nederlander/PFM, the world's largest owner and producer of Broadway shows, operates the theater, and is able to bring Broadway shows and other performers of national stature that attract a wide audience. Audiences also responded to Nederlander's service, Gragg said. "People also came for the first time and had a really great experience. We pride ourselves on being friendly. ... I think people want that, especially in this time."

Season ticket sales for the SunTrust Broadway Series have increased for the second season. The premiere season boasted more than 6,000 season ticket holders before even entering a completed building. The DPAC has reached the goal of obtaining 9,000 season subscribers during the second year, a 50 percent increase in season ticket holders, DPAC officials stated.

"We expected to see a certain amount of success at the theater, particularly given the management team that runs it," said Bill Kalkhof, president of Downtown Durham Inc. Even given those factors, the theater's success "really has exceeded our expectations for a first year in a difficult economy."

The DPAC is a $44 million, 2,800-seat theater that the city built as part of an ongoing initiative to revitalize downtown Durham. It sits in the district that also includes the Durham Bulls Athletic Park and the American Tobacco campus.

One area where Durham is seeing an impact is in the restaurant trade. Kalkhof said DDI surveyed restaurants, who "are seeing a positive bump on nights there are shows at the theater -- and that's all of downtown, not just American Tobacco," he said. On DPAC event nights, customers show up for early and post-event seatings, "and that leads us to be more successful in the recruitment of more restaurants downtown," Kalkhof added. He further praised Nederlander's service in light of the increase in season ticket sales. "Only if you provide good service and good shows are you going to get the bump that you are getting in year two, particularly in these economic times."

DPAC presented more than 100 ticketed events during the first six months with more than 200,000 patrons from the region in attendance. Apart from DPAC's 100 produced events in the first year, DPAC has also been the home for more than 30 private rentals.

This past summer marked the first season that the American Dance Festival performed in the theater. Six different companies performed at the DPAC during the 2009 dance festival.

DPAC also launched The President's Club VIP Program, a program offering VIP amenities and seats, with about 100 members during the first year.

Booking has already begun for DPAC's second year. Among the highlights of the season ahead are the world premiere of "Cirque Dreams Illumination," a multimedia show being designed specifically for the DPAC space, Broadway shows "Grease" (with Taylor Hicks), "Wicked" and "Disney's Beauty and the Beast." Who vocalist Roger Daltrey also will perform this season.