Representatives at Geva Theatre
Center announced at a Thursday morning press conference that the organization has publicly launched a $10 million capital campaign. About $8 million toward the $10 million has already been raised since the campaign entered a quiet phase of fundraising in 2009. Front & Center: The Campaign for Geva
seeks to transform Geva through major exterior and
interior renovations. Funds raised have so far been used to make crucial repairs
and upgrades to the historic building, which was formerly the New York State
Arsenal, Rochester Convention Hall, and the Social Welfare Department before
housing Geva since 1985.
“The goal of Front & Center: The Campaign for Geva is to transform Geva Theatre
Center’s historic home into a world class, dynamic, cultural asset that serves
people from all over the country, provides exceptional arts and cultural
programs, and contributes to the economic vibrancy of our region,” said Tom
Parrish, Geva’s Executive Director. “Interweaving
staff, artist, and patron spaces, Geva will be a hub
of contemporary community energy, showcasing artistry and innovation and
fostering lasting relationships between first class artists and loyal patrons.”
Through the past four years, Geva
has completed renovations to enhance the entertainment experience and comfort
of the audience, and have included improving the box office and restrooms, the
replacement of the roof and masonry restoration, production equipment and
acoustical enhancements, window and door restoration and replacements, two
phases of HVAC replacement, and improvements in accessibility for patrons who
use wheelchairs.
Projected renovations to come will include a transformation
of the lobby, which will include display areas to showcase costumes and
artifacts; a streamlined, larger, centralized bar area; an open concept kitchen
where patrons can view the chef’s process as an added theatrical element; and
additional seating in intimate and larger configurations.
The theatre itself will be refurbished with newer, more
comfortable seating, enhanced lighting and acoustics, and elevator access to
the Mainstage balcony. Further enhancements include
the addition of a balcony level patron lounge in the lobby, rentable
entertainment suites, and upgraded administrative offices. Geva
also projects an increase in artistic enhancement, education, and facility
endowment funds by at least $2 million.
This article appears in Nov 19-25, 2014.
