Rendering of Miller Theater, Augusta, Ga.
SMG has been selected to manage the historic Miller Theater, Augusta, Ga. The $23-million renovation project is slated for completion in the first quarter of 2018. SMG has a pre-opening consulting deal, followed by a five-year, fee-plus-incentive management contract, including concessions, beginning when the 1,325-seat venue debuts.
Anne Catherine Murray, executive director, Symphony Orchestra Augusta (SOA), said that $17 million of the $23 million is for actual construction costs. SOA has also acquired the former department store next door and intends to renovate it as the Knox Music Institute.
“On the ground floor, we’ll have our Founders’ Room, dressing rooms, bathrooms, a warming kitchen, storage and our box office. The upper floors are part of a later project and will be our music institute for classes and rehearsals. That will be fleshed out in the next two years,” Murray said.
Bob Papke, SMG VP Live Entertainment – Theaters, noted the client in this case is Symphony Orchestra Augusta rather than a municipality or authority, which makes this contract a little different.
Obviously, the symphony will have priority on dates, which Murray said will include at least six symphony concerts and four pops concerts a year, plus fundraisers. Rehearsals, particularly night-before-performance rehearsals, will also get priority. SOA’s outreach in other counties will continue, usually through performances at churches. They are still using the 2,200-sear Bell Auditorium in Augusta for now and next year. “We like the way the Bell works, so we’re playing with our model there,” Murray said.
SMG will book the nonsymphony events and operate the building. Some of the staff will be shared with SOA, like back of house, accounting and production/technical resources, Papke said. There will be separate marketing staffs. Papke said SMG would bring on a GM in the spring.
“My rule of thumb is there is some flexibility sometimes on rehearsals, but always make sure they have the last rehearsal in the venue as often as possible. It depends on the orchestra and the relationship,” Papke said. “Sometimes if you give them enough advance warning, maybe they can move a rehearsal, but that’s their call. All you can do is ask graciously.
Is it like working with a basketball team as the client instead of a municipality? “Yes, but not quite as tall,” Papke quipped.
Miller Theater was built in 1928 and was dormant since 1985. A generous citizen bought the venue and offered to donate it to SOA in the early 2000s. After determining they could raise the money needed to renovate it, they accepted the donation in 2011.
“I’m a historic preservationist by training,” Murray said. “I came on board as executive director in March 2015. I know more about historic preservation than I do about symphonic music. It’s come full circle for me.” But the majority of plans for the theater were completed before her time.
The lead architect is Lord Aeck Sargent out of Atlanta, a firm which has a historic preservation division. They partnered with a local architect, 2KM. Christman Co. is the general contractor.
Funds include 5.1 million in special purpose local option sales tax (SPLOST) funds awarded by the city, which will be dispersed later in the project. Miller Theater will also benefit from historic preservation tax incentives at both federal and state levels. “If we complete according to the standards of national and state historic offices, we know about tax credits which we will monetize,” Murray said.
But mainly, “we have a really generous local community. They have supported this project at a good level,” Murray continued. “We have $7 million in commitments from the community and area foundations, including $50,000 from the Fox Theatre in Atlanta.”
They are doing everything they can to save every historic piece of Miller Theater, including keeping the marquee and rehabilitating all the seats possible.
“The natural acoustics of the building are amazing,” Murray said. “We hired Kirkegaard as acoustician to make sure we didn’t do anything to hamper the natural acoustics of the building. Kirkegaard is doing everything from measuring the breathability of new fabric for seats to testing every refinish to make sure we maintain and even improve existing acoustics.”
The stage was not ideal for a full orchestra, so they had to negotiate with historic preservation authorities about knocking out the back wall to get an extra nine feet. “Our plan has been approved. We will have a mechanism in place so it can be returned to its historic look when we don’t need that width,” Murray said.
Interviewed for this story: Anne Catherine Murray, (706) 826-4715; Bob Papke, (610) 729-7907