Six years ago, questions were raised about the future of the Poway Center for the Performing Arts (PCPA). Who should operate it? Is there support for capital improvements needed to update the facility built in 1990? A series of council meetings, plus committee meetings and extensive behind-the-scenes hard work, culminated in positive news at the Poway City Council meeting on June 3.
“We think you have a lot to be proud of with that building – what it is and what it does for your community,” Duncan Webb, founder of Webb Management, said in his presentation of a comprehensive operational analysis and fee study for the PCPA.
Webb has spent 35 years helping people build, operate and fix a range of theaters across the nation. His company was brought in to review operations of the PCPA and recommend how to improve efficiency, decrease operation subsidies, and generate additional revenue.
“We think there are opportunities for the building to deliver more value, but it’s not simply a matter of flicking a switch,” Webb said. “That value will come through additional investment, additional financial resources, to unlock that value.”
To increase the impact and sustainability of the PCPA Webb Management recommends the following:
- Presenting – Contract with Poway OnStage to continue presenting the annual professional performance series.
- Marketing – Invest in marketing, retaining and outside consultant to support ticket sales for user groups, attract corporate rentals to fill weekday dates, build community awareness and support, lead a rebranding effort, and support fundraising activities.
- Arts Education – Contract with Poway OnStage to continue developing and executing arts education and outreach program.
- Fundraising – Contract with Poway OnStage to become the fundraising arm for the PCPA to support capital improvement projects.
“I think with combination of stronger presenting, more fundraising, and great education partnerships you’re in a strong position to move forward with the PCPA,” Webb concluded his presentation.
The recommendations were supported by community members and passed unanimously by city council. (View agenda report for the complete consultant's report.) The identified operational changes will be included in the proposed 2025-2026 fiscal year budget presented to city council at the June 17 meeting.