Politics & Government
311 Arts Should Open 60 Hours A Week, Discover Lansdale Leads: Consultant
311 Arts consultant Laura Burnham estimates 153 classes a week taking place at the reformed arts center in Lansdale. Revenues are coming from such classes and workshops.
311 W. Main St.—now referred to as 311 Arts—consultant Laura Burnham detailed a business and program plan for the public Monday night in Lansdale, one which called for nonprofit Discover Lansdale to have ultimate financial responsibility and oversight on the revived arts center.
Burnham said 311 Arts will thrive on "social enterprise." That is, the public is needed to support the mission.
"No philanthropical or government support is available. It's been more than five years since revenue resources dried up."
Discover Lansdale, she recommends, should establish a 501(c)(3) nonprofit to run 311 Arts.
There will be a separate arts board for organization and management, she said.
"Discover Lansdale would have ultimate financial responsibility and oversight," she said.
The plan: Be open 60 hours a week, including 13 hours of performing art pieces, 12 hours of literary, cooking or acting classes and 14 hours of other performances.
The main proposed revenues at 311 Arts would come from classes and workshops, and performances. Other revenues include donations, sponsorships and memberships.
All in all, 311 Arts could reap up to $2 million in revenue if the site is used at or close to capacity, she said. At about 25 percent capacity, 311 Arts could operate at level and break even.
The main expenses at 311 Arts are personnel at 38 percent, Burnham said. Programs and building costs attribute for other high expenses.
"Eighty percent of building expenses are for utilities," Burnham said.
Fixed costs by year two are estimated at $230,000. Burnham expects to hire six full-time staff for the 60 hours a week programming.
"We can't be an economic attraction if we are not open," she said.
Burnham estimates 153 classes a week and 130 private events a week at the venue by year two.
As far as attendance, Burnham estimates 1,041 students at the venue and sales of 7,771 tickets by year two, at less than $10 a ticket. All in all, 311 Arts should expect 20,000 people a year by year two.
In the overall economic impact, Burnham said 311 Arts expenses would total $480,900 by year two, $597,400 in audience expenses and $1 million in total investment in 311 Arts. By year 10, 311 Arts expenses would total $850,000, $1 million in audience expenses and $1.8 million in total investment.
"This is equivalent to Abington Art Center," said Burnham, who was executive director there. "We had classes and a catering facility."
'An Economic Engine'
Burnham said it was her responsibility to create a place where the community wants to gather daily."It's important to promote Lansdale as a destination, a place where people want to go," Burnham said Monday night.
311 Arts, she said, must drive the revitalization and economic development of Lansdale.
"It plays two roles: an entertainment venue and an economic engine," Burnham said.
She said 311 Arts must be welcoming and facilitating.
"It will serve for those secret passions," she said. "The possibilities are endless, depending on the interest of the community."
Lansdale, she said, has the benefit of having a "cultural temple" already available. Other towns have to design and build their own such temple, she said.
Thus, it's a perfect venue to allow for cultural diversity, such as the annual International Spring Fest.
"The breadth and depth of talent and partnerships is impressive," Burnham said.
Residents' Reactions
Resident Steve Jones said he was glad to have Burnham on board."One thing I kept coming to in my mind is who will manage it and make it successful? I applaud Laura. I am familiar with her when I was involved with Creative Montco."
Resident Cory Brown asked if there would be a return to private ownership of 311 Arts. Lansdale Manager Timi Kirchner said the 311 Arts steering committee will look at private sector opportunities.
She said it is possible 311 Arts would not be completely nonprofit or completely for-profit.
"A combination of the two would be a success," she said.
Kirchner said Burnham assured 311 Arts would be a self-sustaining center.
Councilwoman Mary Fuller said she was excited about the numbers, as conservative as they may be.
"I understand the reason to be patient (in this project)," she said. "Finally we are on the right track. I love it will help create jobs, that it will revitalize downtown. There will be a return on investment. I don't know how it can miss."
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