Another improvement that has made the 272-seat space more versatile for use by local theatre companies like Artists & Writers and the TMI Project was the construction of a thrust stage added to the older proscenium stage. In fact, it was through her use of the Rosendale Theatre as a performance space for her own theatrical productions that Citron got involved with the Collective in the first place. Among the shows that she has directed there are Talking with…, The Exonerated, a short play festival and a one-woman rendition of David Sedaris’ hilarious SantaLand Diaries starring Kimberly Kay. “We’ve found that we often get big houses for live theatre,” notes Citron. “And we love having other live groups come in.”
The facelift has begun for the front of the house as well. You may have noticed while driving by that there is now a real ticket booth accessible from the outside of the building. Instead of there only being a coin-operated vending machine for snacks, there’s now a real concession stand where the old ticket window used to be. Additional improvements are planned for the lobby, making both it and the restrooms handicapped-accessible. The ladies’ room will be relocated from the interior of the Theatre to the lobby, and all the facilities will be modernized.
Plans are in the works to make the building more energy-efficient by installing thermopane windows; the exterior will be spruced up as well, including the addition of a marquee. “We want to retain the character of the building,” says Citron, noting that the RTC is working with a local architect known for his expertise in green building practices and use of sustainable materials. “Rick Alfandre has created a façade that retains the architectural feel of the street. Doing the front will let people know that the building is being cared for.”
But the physical space is not the only thing that has been undergoing a transformation at the Rosendale Theatre. To keep RTC financially viable, members of the Collective have had to brainstorm new ways to use the space, broaden its audiences and diversify its income streams. “We do try to have a mix of Hollywood, art, independent and documentary films,” says the director. “But we’ve found it challenging to get people back who used to know the Theatre when the Cacchios owned it.” Some older audiences, she notes, “don’t want to drive at night anymore. So we’ve just instituted a Wednesday matinée.”
RTC is also trying new tactics to reach audiences on the other end of the age spectrum, such as SUNY New Paltz students who don’t own cars. “For young people, it has to be a movie they really want to see,” Citron says. “One of the ways we’ve tried to bring in younger people is events like our upcoming Battle of the Bands. A few months ago we had three young people’s bands; an audience of 200 showed up. They came, so they know where the Theatre is now.” Another very popular recent offering was the Presidents’ Day screening of Lincoln, which packed the house with viewers of all ages on a day when kids were off from school.
Tuesdays and Wednesdays are often set aside as “community nights” with local groups presenting films of their own choosing, according to Citron. That’s when the Theatre is most likely to show, say, a documentary about sustainable agriculture, followed by a panel discussion with audience participation. “We’ve gotten big audiences for environmental movies — even Buddhist movies!” A film about the founder of Alcoholics Anonymous drew members from 12-step programs from all over the area. “Every church sponsors one,” notes Citron, “so that’s where we promoted it.”
Another way in which the Collective does outreach is by partnering with restaurants and other businesses in downtown Rosendale, encouraging them to offer appropriately themed menus and special offers on nights when something unusual is going on at the Theatre. “We see ourselves as an anchor business. We’re good for the economy,” says Citron. “Part of our whole mission is economic development through the arts. Without the restaurants, it’s less appealing. So we support each other.”
And indeed, complimentary food and beverages donated by local restaurants will be part of the draw at the Community Open House and Celebration on March 23, which will run from 5 to 6:15 p.m. “We want to bring people in to see the improvements that we’ve made,” Citron says. But RTC also wants to encourage community members to talk to Collective volunteers and think about ways in which they might be able to make a contribution — whether that’s a donation to the capital campaign fund or an afternoon of hauling debris or painting the woodwork when the lobby renovation is underway. Each of the committees that run the Theatre will do a presentation at the Open House: Operations, Programming, Facilities, Marketing and Fundraising, with new volunteers especially needed on the Facilities and Fundraising Committees.
So if you’ve been secretly cheering on the Rosendale Theatre Collective these past three years for saving a community treasure from being lost to changing times and a slow economy, and maybe even thinking about getting involved in some way yourself, now’s your chance. “It’s an open collective,” says Citron. “Anyone can come up with an idea. Your commitment can be very, very small.” She reminisces about the “energy” that manifested when the Theatre won a $50,000 Pepsi Challenge grant simply through people voting for it on Facebook. “My hope is that the Open House will create that atmosphere once again.”
