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OSF's new theater appears to cause increase in bookings By TONY BOOM Mail Tribune ASHLAND - Fans of live theater who couldn't get into Oregon Shakespeare Festival's more experimental productions will have a better shot at seats when the New Theatre opens in late February to replace the Black Swan. The space gives the festival 53,000 more seats to sell, but officials don't think it will produce too many new visitors to town. "We are anticipating that a very large number of our audience members who could not get in to the Black Swan will stay an extra day," said Paul Nicholson, festival executive director. "About 25 percent of the people ordering were not able to get into the Swan." New Theatre seating arrangements allow from 250 to 350 audience members. The Black Swan could seat 138. Construction began in late 2000. The first performance in the New Theatre is Feb. 24, when the company previews "Macbeth." The space opens to the public Feb. 26. A total of 288 performances are scheduled. "The type of plays they have normally liked to produce in the Black Swan have been slightly different. That in itself opens up some opportunities for new markets," said Sandra Slattery, director of Ashland's Chamber of Commerce. But she expects many playgoers will add an extra day to their Ashland visit. A couple of tour operators who stopped booking a few years ago because they couldn't book tickets at the older theater have resumed trips to OSF, said Nicholson. In addition, members who book later in the presale cycle have increased ticket orders. Nicholson attributes that activity to the New Theatre. New Theatre is expected to add $5 to $6 million annually to the city's economy, said Nicholson. Festival bookings are up with a 5 percent boost for tour groups and 4 percent in member presales. Sales to the general public begin Jan. 22. Owners of hotels and restaurants mostly say it's too early to assess impact of the additional seats. "At this point it's hard to determine whether or what kind of impact it will have," said Michael Gibbs, owner of the Winchester Inn bed and breakfast and restaurant. "It will have a positive effect for the town, but it will be very incremental for each of us." Any increase will blend into other trends because the number of seats is limited and there are many businesses that will gain a few customers, said Emile Amarotico of Standing Stone Brewery. Others in the business community have higher hopes. "We are anticipating getting a lot of new business from the new theater," said Kay Springer at Windmill's Ashland Hills Inn. "I think that there has been an impact. We are already 60 percent sold for the summer," said Dennis Godfrey, general manger of Ashland Springs Hotel. The hotel's bookings are ahead of last year, when it reopened after an extensive renovation. "I think there's going to be a lot of interest because it's the first year and a new theater, but it's too early to tell," said Terri Koerner of Southern Oregon Reservation Center, a call center that offers package reservations for lodging and shows. The $10.8 million structure will be called the New Theatre for now. Lead gift donor The Allen Foundation for the Arts, which awarded a $6 million grant, has released naming rights back to a future donor for a gift of $5 million or more. Reach Ashland bureau reporter Tony Boom at 482-4651, or e-mail [email protected] Mail Tribune Home | Ottaway Newspapers, Inc. | Dow Jones & Co., Inc. | Privacy | Contact Us Copyright � 2001 Mail Tribune, Inc.