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Staging a revival? Jeff Darling Manager of Cascade Theatre, says the theatre has been helped re downtown Redding. Sunday May 1, 2011 at 12:01 AM Abuilding that had become a home for pigeons in a seedy area has been transformed into a performing arts center that locals tout as the catalyst that helped revitalize downtown. By DAMIAN MANN Abuilding that had become a home for pigeons in a seedy area has been transformed into a performing arts center that locals tout as the catalyst that helped revitalize downtown. "If there is a performance at the Cascade on a Tuesday night, it feels more like a Friday night with so many people on the streets," said Kenny Breedlove, owner of Market Street Steakhouse. Breedlove credits the $5.5 million renovation of the Cascade Theatre at 1735 Market St. with the success of his business and others in the area. He also has opened a club named Capone's across the street from the Cascade, and now plans to open an Irish pub a few blocks away. Jefferson Public Radio, which spearheaded the Cascade renovation effort, hopes lightning will strike twice as it embarks on ambitious plans to resurrect Medford's aging Holly Theatre and spur a similar revitalization locally. But not everyone is sure the Redding formula will work in Medford, which already has a performing arts center— the Craterian Ginger Rogers Theater. Craterian officials worry the Holly will compete not only for shows but for limited donations in the region. Critics of the Holly idea point out the Cascade's renovation took place in better economic times. JPR, which is seeking $1 million in Medford urban renewal funds, will try to raise up to $4 million for renovation of the Holly, in the 200 block of West Sixth Street, plus another $3 million for the renovation of a building on 10th Street that will house JPR's studios. That kind of fundraising effort could impact the number of donations the Craterian receives. Once renovated, the Holly would draw acts that JPR features at its Cascade Theatre, said Ron Kramer, JPR's executive director. The Holly would have a glowing neon marquis and a 1,000-seat auditorium. The Craterian can seat 750. Cascade manager Jeff Darling said his theater has operated in the black every year since it reopened in 2004. The theater generates $1.3 million in revenues annually and took in $2,000 more than it spent last year. Darling said he'd like to improve that margin once the economy turns around. The Craterian took in $1.2 million last year, barely breaking even, according to Craterian Executive Director Stephen McCandless. McCandless said the Holly originally was considered for renovation, but it was in such bad shape that the idea was rejected. McCandless said he anticipates the Holly will require more money to renovate than JPR envisions. McCandless said he doubts another $1.2 million in revenues could be generated for a second theater. Also, he said he already competes against the Britt Festivals in Jacksonville for acts. For instance, a booking agent in New York considered singer k.d. lang for the Craterian this year, but backed out after discovering she was going to play at the Britt this summer. JPR maintains there are only a few acts each year that have the potential for overlap at the Cascade and Craterian. But the 178 events at the Cascade include Christmas shows, proms and other community gatherings that are similar to those featured at the Craterian. Despite the concerns about the Holly, McCandless said the Craterian is working on its own mission to ensure its vitality into the future. And despite his reservations about a second performing arts center in Medford, he said he would like both the Holly and Craterian to succeed. "We are not campaigning against this project," McCandless said. "Nobody would love for downtown Medford to be more dynamic, to be more vital, than I would." In Redding, the Cascade's competitor is the 2,000-seat Convention Center, which the city may close down because of the economy and deferred maintenance issues. Kurt Starman, Redding's city manager, said the Convention Center isn't in the same league as the Cascade, which has far better acoustics and a more inviting interior. He said there is only minimal competition for acts between the two venues. Redding also has a small theater company, the Riverfront Playhouse, that is in the midst of a $2 million fundraising campaign to build a small theater about a block from the Cascade. Starman said the Riverfront group wanted to move closer to downtown and be closer to the Cascade. "They see this as a synergy," he said. McCandless said the Craterian would welcome a small repertory company in downtown Medford because it would offer a different type of programming. Kramer said he anticipates restoration of the Holly will be cheaper than the Cascade. Ground-penetrating radar and core samples already conducted at the Holly indicate the basic building is structurally sound, he said. The auditorium will have to be rebuilt and the roof will be removed and rebuilt, he said. A lot of the restoration money will go into installing fire sprinklers, heating and air conditioning and electrical for the extensive lighting and sound systems, he said. Kramer said the last thing JPR wants to do is undermine the Craterian. He said there could be occasions when an organization that uses the Craterian approaches the Holly to hold an event there. "We're not out trying to steal those other events from the Craterian," he said. He said he's hoping an arrangement can be reached with the Craterian before the Holly opens to create a relationship that is supportive of both performing arts centers. He said he thinks critics are wrong that the area can't support two performing arts centers. "What an unfortunate thing to say about the community in which you live and work," he said. Kramer, who said JPR borrowed money to purchase the Holly at $500,000, will do everything to ensure the success of its new theater. "We own the building," he said. "What do they think should happen? At some point, it will become a theater. We have an obligation to make it as productive an asset as we reasonably can." Residents of Redding praise the Cascade as starting the revitalization efforts in their downtown that Kramer hopes for Medford. Bryan Matthews, co-owner of Market Street Wines in Redding, was part of the original group pushing to save the Cascade, which had been divided up into four smaller theaters. Art deco murals, which adorned the ceiling, had been painted over and much of the look of the building had been destroyed. "This whole area was a complete disaster," he said. "The whole downtown was neglected." Not everyone thought the restoration of the Cascade would succeed, though. Even theater manager Darling said he was a skeptic. "I didn't quite get it at first," he said. Around the same time as the Cascade restoration, the city invested $26 million in the Sundial Bridge, a translucent span with a prominent spire that arches over the Sacramento River. A combination of efforts has helped Redding and the Cascade succeed, Darling said. "The theater has created a connection with the community that honors the past," he said. Susan Harris, a 61-year-old Redding resident, said some community members were skeptical when JPR proposed the Cascade renovation. Now, she doesn't think there is a naysayer in town. "This is the best thing we've ever done," she said. Gordon Wood said he remembers going into the Cascade as a child to see movies. The 63-year-old Redding resident said the entire downtown fell into disrepair over the years, but he remembers the Cascade as the start of the revitalization effort. "It's one of the best things in Redding," he said. "To me, the Cascade Theatre is a monument." Reach reporter Damian Mann at 541-776-4476, or email [email protected].