Proctor's Theatre, Schenectady, and the Capitol District

 

Philip Morris is (a) a pie-in-the-sky optimist, (b) a visionary, or (c) a schemer who will stop at nothing in pursuit of his ultimate goal. Those who heard him speak at the June 11 meeting of the Capital District Humanist Society, came away thinking that Morris, Executive Director and CEO of Proctor's Theatre, is all three.

His ultimate goal? Nothing less than making make Proctor's Theatre the cultural beacon of the Capital District. Oh, and while he's at it he's going to bring the City of Schenectady back from the dead.

Listening to him at the start of his talk, one might have thought: He's a promoter....a huckster whose pie-in-the-sky spiel about regional bliss and riches is simply his way of conning me into buying a ticket to a show.

But the longer he spoke, the more the audience seemed convinced of his sincerity; of the sense made by his underlying premise—What's good for Proctor's is good for Schenectady, and vice-versa.

Morris' philosophy of the symbiotic relationship of cultural institutions and municipalities began to take shape when he was a student at Hamilton College, doing fund raising for the library and the music department.

After graduation, and a number of unsatisfying odd jobs, the Arts Organization of Western New York and he found each other. He wound up staying for 25 years as art administrator. Much of that time was spent challenging the notion that classical art is superior to "community" art. He championed the latter, hoping to demonstrate that there is great beauty in objects that come from peoples' everyday lives and livelihoods.

Morris also began to dabble in urban renewal. Jamestown had hit the skids, and abandoned properties abounded. In his attempt to both raise money for cultural activities, and provide an inviting forum, Morris solicited and received donations of the properties that had hitherto been wasting away unused.

This turned out to be just the net Morris needed to snare funds from the ever-flowing "stream of money" he had discovered.

Tapping into the "altruism" of the owners of these abandoned properties (many of whom were nudged to donate only upon the promise that the properties would be retained for at least three years so as to preserve the donor's IRS deduction), Morris was able to put his theory to the test. He turned these properties into cultural venues of all stripes (yes, there are those who consider Jamestown's Lucille Ball—Desi Arnaz Center a cultural venue) which drew people—and much needed dollars—into the area.

Morris found uses for all but one of the donated properties in the dozen years that he pursued this project. The result was a win-win situation. The formerly abandoned properties were renovated and put to good use, and the shows/exhibitions/events attracted visitors and their money to the area.

The Jamestown lesson was that the health of a city and its cultural institutions are inextricably linked, and the success of both working together was greater than either could achieve alone. This concept of mutual give and take is the idea Morris brought to Schenectady. Here's how it works:

Proctor's takes: County sales tax revenue comes in through Metroplex; the city's renovation of State Street and the downtown area provide an inviting area for theatergoers; local police presence at each performance provides a sense of security to those who might otherwise avoid the downtown area; and over 100 volunteers per night lower Proctor's operating costs. These have all contributed to an overall environment which allows Proctor's to bring quality performances to an eager and appreciative crowd.

At the same time, Proctor's gives, both indirectly and directly:

Indirectly, by bringing money to the downtown area. Theater patrons stay at the Parker Inn, dine on Jay Street, buy books at the Open Door Bookstore or art at one of the local galleries.

Directly, through a variety of programs such as:

 — Proctor's power plant provides low-cost energy at 95% efficiency to heat and cool not only to Proctor's, but to the entire block of businesses. The businesses benefit and will hopefully prosper, which in turn will bring more potential ticket-buyers to the area.

— the renovation of 440 State Street, with studios for artists and a theater to be used by Schenectady County Community College's theater department.

— significant involvement in the city schools, including book donations; theater workshops; "Proctor's University," which introduces students to arts administration; and the "iLearn" project in conjunction with the coming iMax theater.

So far, the plan seems to be working. Proctor's Theatre has undergone an extensive renovation and now boasts Broadway-caliber productions playing to big crowds.

And the City has benefited as well. The Schenectady City School District recently gave Morris its Golden Apple Award for being "a strong supporter of Schenectady schools in the time he has been in charge at Proctor’s," and "a community-minded individual who is focused on improving Schenectady."

You can't argue with success. By the time his talk was over, those assembled seemed convinced that if anyone can pull this off, Morris, the Man with the Plan, is the one who can do it.