photo: JustinHaugen.com
When the ornate Fox re-opened for business several years ago, its success seemed assured. And why not? Following a multi-million dollar renovation that included a new state of the art sound system, a breathtaking interior, and fueled by the promise of Rio Nuevo and a revitalized downtown, who wouldn’t bet on the success of this (then 75-year-old) downtown gem? And to be sure, the list of artists gracing this stage has been impressive. Jackson Browne, Stephen Stills, Donovan, Poco, Jim Messina, Dweezil Zappa and most recently Roger McGuinn and Steve Martin are but a few of the stellar headliners the Fox has played host to.
For the most part however, these successful shows have been the exceptions and not the rule. Saddled with a huge debt and management issues courtesy the City of Tucson and the “old” Rio Nuevo Board of Directors, the Fox has been unable to sustain even one a well-orchestrated and profitable season of events…until now.
When Fox Executive Director Craig Sumberg responds to the question “What’s different?” he is clear and to the point. “Everything” he says. “We’re no longer dependent upon the City, we have a much stronger board, and our finances are such that we can now book acts that a year ago we couldn’t even look at.” He cites September’s sold out Emmylou Harris show as the most recent evidence of this. “Memberships are up and there’s no longer any fear the theatre will close.”
Fletcher McCusker, new board president of the Fox Theatre Foundation, enthusiastically concurs.“Thanks to a restructuring of the Foundation’s ($4.5 million) debt, we’re no longer concerned about the Fox going out of business.” He also cites the current Rio Nuevo Board, recently appointed by the legislature, and which now owns the Fox (and the Rialto), “as incredibly sane.” Both he and Sumberg feel this new air of confidence is translating well in terms of public perception and ticket sales. That, combined with a strong fall schedule has McCusker and Sumberg brimming with optimism that the Fox may finally be getting over the hump.
Merrill Lynch Financial Advisor Lori Pascarella agrees, and so much so that she’s willing to put her money where her heart is. As such, she has signed on as a sponsor to this fall’s Don McClean show. “I like to support where I live and I work. I initially thought of doing something with 2nd Saturdays. But Fletcher, (whose Providence Services Corporation is a client), suggested I do something with the Fox and so I’m doing this as a customer appreciation event.”
Sumberg and McCusker anticipate more such sponsorships in the future. They also expect the current trend that is allowing the Fox to produce its own shows as opposed to simply renting the space to outside promoters to continue.
Although self produced shows require more money up front (artists require a 50 per cent deposit), McCusker understands that “it takes money to make money.” As the “Fox Brand” as Sumberg refers to it, grows stronger, so should the quantity and quality of its offerings. n
Visit FoxTucsonTheatre.org to see upcoming shows.
