SEVENTH MEETING OF THE YEAR 2003

1.0 REMARKS FROM THE CHAIR

Mario Miranda welcomed everyone to the meeting and introduced the new members.

2.0 APPOINTMENT OF ADVISORY BOARD VICE-CHAIR

It was

Moved by Brian Harvey

Seconded by Elizabeth Richardson

THAT Pat Kincaid be appointed as Theatre Advisory Board Vice-Chair for a term of one year.

Resolution carried.

3.0 ADOPTION OF THE MINUTES OF THE MARKHAM THEATRE FOR PER- FORMING ARTS ADVISORY BOARD MEETING HELD ON APRIL 23^RD, 2007.

RECOMMENDED: THAT THE MINUTES OF THE ADVISORY BOARD MEETING HELD ON APRIL 23^RD, 2007, BE APPROVED AS CIRCULATED.

3.2 June Events

Bonnie Armstrong reported that June is the busiest month of the year, with only one dark day.

Dennis Cline wondered if most days are booked year after year.

Bonnie Armstrong replied that this is the case, which makes it difficult for new client to get in.

3.0 FINANCIAL REPORT

3.1 Financial Performance and Business Plan Tracking - Mario Miranda, Chair, Pat Kincaid, David Banfield, Michael Landry

Pat Kincaid advised that, for the first time since adopting the new financial reporting format, comparatives are available for both the month and year-to-date.

April was a strong month, with PES exceeding net budgeted income over six shows compared to five for last April. Community was close to break even compared to a loss in April, 2006. Education continues to struggle, with $4,000 in revenue compared to costs, including allocations, of $17,000. Commercial has narrowed it loss compared to last April. Overall for the month, there was a loss of $13,000 compared to a budgeted loss of $19,000.

On a year to date basis, PES continues to show strong results, with 20 perfor- mances compared to 15 last year. Community and commercial are close to historic results and are tracking close to budget. Education is struggling with lower than expected revenue. With respect to education and community, rates are set by Council and there is only so much that can be done to improve profitability other than trying to maximize the number of events.

Mario Miranda was pleased to finally see comparative results. They are trying to match the results to the actual month rather than equalizing them over a 12 month basis. The PES loss goes up in the summer due to the fixed costs and go back down in the fall.

Alex Chiu commented that overall, Markham Theatre is doing very well. In fact, we are doing better than the Living Arts Centre.

Mario Miranda added, that in the past, the focus has been on finance but it has now switched to community service.

(a) Comparative Statistics – March, 2007

There was no discussion of this item.

4.0 MANAGER’S REPORT

4.1 P.E.S. Sales Update – Season End

Bonnie Armstrong advised that the season ended very successfully, with four of the last five shows selling out. The success of No Man’s Land was largely due to a partnership with the Friends of Newfoundland, organized by John Hawco. Decidedly Jazz Danceworks, while not a sell-out, was a wonderful performance. A very complementary e-mail about the show, was received from a patron, Mr. Mervyn James. While Just for Laughs was completely sold out, it did have rough content. Three audience complaints have been forwarded on to them.

Overall, the fall season finished at 74% capacity, and spring at 79%, for a season average of 76%. If the two “artistic endeavours” of Electric Co. an Decidedly Jazz Danceworks , as well as the two speaker series shows, were removed, the average sales goes up to 82%.

4.2 2007-2008 PES Season Media Launch Update

Bonnie Armstrong advised that, for a new undertaking, it was very successful, with about 250 people attending. The performers did one song each. After hearing their performance, David Tsubouchi agreed on the spot to sponsor Shaye. There was a SmartCar in the lobby, with a chance to win the use of the car for a weekend. During the evening there was an open house, with about 75 people in attendance. It proved to be very interesting and valuable. Overall, both events were a success. She thanked both the board and staff for their help.

Wendy Woof-Severn noted that there were nine media in attendance. She did an on-air interview prior to the event with 88.5 FM (The Jewel) radio. Bonnie Armstrong was interviewed by Rogers Television. The event appeared on three web sites and there was an article in The National Post. The Economist & Sun did both pre and post show stories. Overall, the coverage worked out very well.

4.3 Capital Projects Approved

Bonnie Armstrong advised that approval has been received for all the capital projects, including the highway sign, backstage upgrades, a new stage floor, and painting. The overall cost is approximately $400,000. She expressed her thanks to Barb Roth and Glenn Taylor, who worked hard on the process.

In response to a question by Mario Miranda, Bonnie Armstrong said that the sign would be shared with the Town as apposed to being dedicated to the theatre, as is currently the case.

Mario Miranda commented that the technology of the existing sign is so old that it is cheaper to replace that to fix the existing sign. Furthermore, parts are no longer available for the existing sign. He noted that this project has been talked about for several years.

Bonnie Armstrong added that her preference is the same type as at the Village Grocer plaza. It is hoped that it will be done by September.

She went on to say that the 2008 list is already underway. It includes a lobby renovation, new carpeting, and updated washrooms. CS&P Architects are going to prepare a submission with their suggestions. We want a new fresh look in order to compete with Richmond Hill.

4.4 Yuk Yuk’s on Tour with Gerry Dee

Bonnie Armstrong advised that the date for this performance has been changed to July 24^th from the 25^th.

5.0 SUB-COMMITTEE REPORTS

5.1 Fundraising and Sponsorship Development – Neil Fernandez, Jim Jones, Jennifer Kah, Genny Landis, Wendy Woof-Severn

Wendy Woof-Severn thanked the new board members for attending an orienta- tion meeting. The gala with Roch Voisine has a total sponsorship of $12,500 to date. IBM may also sponsor the gala as well as the new community program. There is a total of $33,500 in sponsorships for the 2007 season. A number of existing sponsors have not yet committed to returning. She thanked Jennifer Kah for doing a new sponsor package.

The advertising budget has almost $24,000 of the $28,000 committed. The ticket stock and envelopes have more advertisers than before.

At the end of the first week, PES ticket sales totalled $92,960, with 109 sub- scriptions and just under $5,000 in donations. Subscriptions are down from 151 last year but we are two weeks later starting the campaign. Single ticket sales should be strong.

Brian Harvey noted that a donation can go to either the Endowment Fund or programming. He thought it would be good to be able to tell people how the money is being spent.

Bonnie Armstrong added that, in the past, the Endowment Fund has been used to pay for the grand piano and the existing highway sign.

Dennis Cline wondered, with the growing number of subscriptions coming from outside the area, how people find out about the theatre.

Wendy Woof-Severn replied that Classical 96 is pulling from downtown Toronto, as are 97.3 FM, AM 740, and a number of mailing campaigns.

Mario Miranda added that the Speaker’s Series is sponsored by the Toronto Star so that has a GTA wide distribution.

6.0 ACTION ITEMS

6.1 Use of the Theatre by Schools

Mario Miranda explained that we need to think of more ways to bring school students into the theatre than just with the EyeGo program and through rentals. Jeff Wrigglesworth, Head of Music at UHS, said that he is happy with the relationship and feels it is a positive venue for learning. His prominent issues are availability and cost. He would like to use it more in May and December. He suggested involving more than one school per event. They do receive a nominal subsidy from the Board of Education. It is intended that the ticket revenue cover the rental costs but the rental fee has increased each year. There are also increased overtime costs.

Elizabeth Richardson thought that not a lot of money was made from educational rentals.

Mario Miranda agreed but noted that they are still struggling.

Bonnie Armstrong added that they receive a subsidized rental, which hasn’t increased, but the staffing costs keep going up. The schools want lower fees and a higher subsidy.

Elizabeth Richardson pointed out that the subsidy was a board issue, not a theatre issue. She also said that new schools are being built with theatres and stages,.

Bonnie Armstrong said that UHS still uses the theatre but is finding it a greater hardship. All the schools are facing the same problem. They are unique in that they have the Arts York program. Their biggest uses are the drama week in January and spring uses.

Mario Miranda pointed out that some schools are doing their rehearsals at other venues. They also have to cap their ticket prices or people will not attend. We are trying to expose as many students as possible to the theatre but the numbers keep decreasing.

Elizabeth Richardson noted that graduations are being held in banquet facilities because they can stay there for the whole evening, which seems to be working well.

Mario Miranda said that even with the EyeGo tickets priced at $5, they are not always used. Perhaps they could attend rehearsals or sound checks in order to see what really goes on.

Dennis Cline said that, as a parent, he has noted that arts in schools has fallen off. His daughter’s school has a seasonal concert and a small theatre produc- tion in the cafeteria. Why not go to a theatre, which is a great experience It all comes down to cost and availability.

Jennifer Kah added that if children attend a theatre, they will also attend as an adult. If they are in a show, they want their parents to see it. There is, however, a cultural problem.

Bonnie Armstrong noted that there are ways to expand cultural programs. One way is through the Celebration of the Arts.

Bernie Yeung added that we have to determine what kids really like to see, and trigger their interest.

Bonnie Armstrong felt that the kids would want to see Tower of Power and the East Village Opera Company.

Wendy Woof-Severn felt that brainstorming with the Markham Youth Task Force would be helpful.

John Ryerson thought that it would be very challenging to break through to the education system. We have to find the correct niche but the cost is also a problem. Meetings are needed to discuss the issues. We also have to find new ways to sell the shows.

Elizabeth Richardson agreed, adding that money is also an easy excuse. We need to make it as easy for the teachers as possible, and tie shows to the curriculum. We may also have to get to the grass roots level and visit each school. We need to involve literacy in a larger context, in addition to cultural diversity. She expressed an interest in becoming involved.

7.0 OTHER BUSINESS

7.1 2007 Analysis Plan Schedule Process

Bonnie Armstrong advised that Jamie Grant, Manager of The Centre in the Square, will be doing an independent overview of the current theatre operations and will prepare comparison data. John Ryerson has been very helpful in getting this process underway.

Mario Miranda suggested that a sub-committee might be formed so that board members can assist in the process.

7.2 Values and Benefits Study

Bonnie Armstrong reported that she has seven volunteers for the Values and Benefits Study but needs a total of twelve. All interviewers will be getting a confirmation letter and the questions ahead of time.

7.3 August Meeting

Mario Miranda explained that there is usually no meeting in July. It is very hard to get a good attendance at the August meeting. It was suggested that perhaps the meeting could be moved to mid-July. Further discussion in this regard can take place at the June meeting.

8.0 DATE OF NEXT MEETING

Monday, June 25^th, 2007, 5:30 p.m.

Board Chair’s BBQ – 57 Goldring Crescent, Markham

9.0 ADJOURNMENT

There being no further business, the meeting adjourned at 7:20 p.m.