Friday, January 15, 2016

Wilma Theater adding public café as part of $10M transformation



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."

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