Millions of dollars worth of changes are coming to The
Wilma Theater as the Avenue of the Arts destination aims to become a more
informal gathering spot for the area's artistic minds (See gallery for
renderings of the facade.)
The Broad Street theater announced Monday its
Transformation Fund, a $10 million capital campaign that will go toward
overhauling and upgrading the theater.
The Wilma Theater announced its $10 million
Transformation Fund, a bulk of which will go toward its facade and upcoming
in-house café.
The Wilma Theater announced its $10 million
Transformation Fund, a bulk of which will go… more
The Wyncote Foundation provided a $5 million gift to the
Transformation Fund, which the Wilma will match in raised funds its currently
raising, or $10 million in total.
The money will ultimately support changes to the
theater's external facade and the conversion of its current lobby into a
full-service public café, according to James Haskins, the Wilma's managing
director.
The goal is to attract audience members, the local
community and employees and theater artists to "gather in the Wilma's
lobby for coffee, conversation and informal programming," according to the
theater.
The Wilma is amid applying for a performing arts facility
liquor license.
The theater also plans to build a new onsite training and
education studio, built by adding a second floor to the Wilma’s existing lobby
structure.
The name "Aurora" will be featured on the
building's facade in recognition of the Wynecote Foundation's gift of $5
million. The name is in memory of Chara Aurora Cooper Haas, the mother of the
four Haas brothers who make up the Wyncote's Board of Directors, according to
the Wilma.
The café, and the training and education center were
designed by Wilma Board member Jim McGillin of McGillin Architecture Inc. The
Wilma's facade was redesigned by Kristen Robinson.
The Wilma is about 75 percent of its way toward that $10
million goal, and initial pledges will continue through the 2018 fiscal
year-end, or July 31, 2018.
The funds will come from members of the Wilma’s Board of
Directors, foundations, and individuals.
"The Transformation Fund will also enable the Wilma
to establish a $6 million board-restricted endowment," the theater said.
"The Wilma will direct dividends from the endowment toward artistic
innovation, ongoing upkeep and refurbishment of the theater, and future artist
housing needs as the Wilma continues to engage guest directors, designers, and
master trainers."
Source: Philadelphia
Business Journal
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