Christina Littlejohn and the ASO board did their homework so the orchestra could withstand two years outside of its normal venue.
Meticulous preparation will allow the Arkansas Symphony Orchestra to return to the Robinson Center Music Hall this fall financially secure after overcoming what could have been a steep decline in revenue because of an unavoidable venue change.
And as it enters a new season, ASO has high hopes of improving audience accessibility and engagement, having reached its $7.1 million fundraising goal this year.
On July 1, 2014, Little Rock’s historic Robinson Center closed for what will be a two-year, $70 million intermission. With major renovations ending in October, Robinson is scheduled to celebrate its grand reopening on Nov. 12.
While the redesign is expected to transform the 77-year-old landmark into a world-class concert hall, remodeling presented a considerable challenge to ASO, which has called Robinson home since 1966.
“We were thrilled about Robinson being renovated, but we knew that any time an orchestra is out of its regular concert hall, you should expect and prepare for a decline in ticket sales and revenue,” said Christina Littlejohn, the group’s executive director. “We knew we could have any number of people say, ‘I’ll just come back when you’re back at Robinson.’”
Littlejohn joined ASO in 2009 with over 15 years in the industry, having served as director of residencies at the Cleveland Orchestra and executive director of Mobile Symphony in Alabama and Pensacola Symphony in Florida.
“[Christina] had been highly recommended by some of the leaders with the American Symphony Orchestra group,” said Little Rock lawyer T. Martin Davis, ASO board member and director of the orchestra affairs committee. “She has been an outstanding leader through the transitions.”
Knowing the effects a venue change could have on attendance, Littlejohn immediately began crunching numbers in preparation for the two-year break from their home base.
“I called several of my peers in the field and asked what kind of decline they saw when they were out of their concert halls,” Littlejohn said. “They let me know that it would be best to prepare for a 25 percent decline, which, in our case, represented about $200,000 a year, equaling about $400,000 total.”
In addition, the ASO board of directors appointed a space task force, headed by board member Mike Rhoda, which was responsible for finding spaces that could seat 1,000 to 1,500 people, including the orchestra.
The board eventually decided on the Maumelle Performing Arts Center at Maumelle High School and the Pulaski Academy Connor Performing Arts Center in Little Rock. Both venues provided space for the orchestra, free parking and ideal acoustics.
However, the question still remained: Would audiences follow?
“What we decided was that we would probably lose about 25 percent of the people, but if they showed up they were going to come back because the experience would be so good,” Littlejohn said.
ASO performed its Stella Boyle Smith Masterworks series at the 1,200-seat Maumelle Performing Arts Center and its Acxiom Pops Live! series at PA’s 1,500-seat Connor Performing Arts Center. In addition, the William J. Clinton Presidential Library was chosen for the performance of ASO’s River Rhapsodies Chamber Music series. Unfortunately, the relief of finding a new home could do little to settle the revenue freefall that would likely occur if funds were not raised to cover the decrease in revenue.
The best solution was to “wrap everything in one big ribbon,” Littlejohn said, referring to the organization’s decision to launch a $7.1 million, three-year fundraising campaign in 2014 to cover all of ASO’s transition, endowment and creative capital goals.
Through donor generosity and the commitment of Littlejohn and the executive board, ASO reached its $7.1 million goal on July 1.
“We’ve had some excellent development and finance chairs on our two respective committees. As a result, we were able to close the gap and end the year in the black,” Davis said, also citing the outstanding leadership found on the ASO board, including Michael Shelley, previous president of the board, Martin Thoma, immediate past chair, and Richard P. Wheeler, current board chair. “All have been very good leaders with strong connections in the community.”
Managed and renovated by the Little Rock Convention & Visitors Bureau, Robinson will meet its intended opening date of Nov. 12, despite being completed one month later than originally expected.
“The synergy of the Robinson contractor and the Visitors Bureau is almost a textbook example of how things can go right,” Davis said.
Robinson’s performance hall renovations include: dropping the stage 36 feet to the ground level to create more acoustic volume and height; bringing the back of the hall forward, closer to the stage, improving sight lines for patrons; constructing two balcony levels along the side walls and a mechanical lift for the orchestra pit, allowing the symphony to be inside the audience chamber; and restoring and expanding the historic lobby. In addition, Robinson’s back of house has also been updated.
“It has the same outside frame — the same stairs, columns and look on the outside — but when you go inside it is really a brand new hall,” Littlejohn said. “Whereas before it was very long, now it is very tall. You will be able to feel the rumble of the bass and see the sweat on the brow of the French horn player. It will blow people away.”
Community Outreach
Entering a new season, ASO has big goals of increasing its accessibility to the community through its SHARP and Sturgis Music Academy programs.
The SHARP program grants young professionals age 21-30 access to every ASO concert for only $6 per month.
“We want to be a space where people come and experience music together,” Littlejohn said. “That can only make sense if we are accessible. We can’t say that our concerts are for everybody and only price ourselves at $75 a ticket.”
ASO is also launching the Sturgis Music Academy on Aug. 29, which will provide elementary-age students with a high-quality musical education.
In addition, Entergy has renewed its commitment to provide children, from kindergarten to high school seniors, with free tickets to all ASO concerts.
“We want to be building great children for our future. That’s what Sturgis Music Academy is about,” Littlejohn said. “We know that kids who learn an instrument and participate in our youth ensemble have improved reading, math, listening, self-esteem and teamwork. That is what we believe is important for all children, but definitely for Arkansans.”
Returning home financially secure as when it left — with the addition of several new connections — Littlejohn and the ASO team are eager to celebrate Robinson’s long-awaited Second Act.
“We’re thrilled about the last two years and making new friends, but we are very excited to get back in the Robinson and looking forward to having full houses where we all get to enjoy music and each other together,” Littlejohn said.
(Related: Arkansas Symphony Orchestra Opus Ball to Kick Off Robinson Center’s Reopening)
Sign up for Daily E-news
