Success Defined at 311 W. Main Task Force

A gathering of some 50 diverse citizens, residents, business owners, borough employees and elected politicians resulted in shared wants for the future of 311 W. Main Street. 

They want a movie theater, showing indie and classic films.

They want dance recitals and theater performances.

They want a self-sustaining asset, with programming seven days a week, all day, for all ages. 

They want touring musicians and an intimate standing-room-only concert stage.

They want people to stop, park, shop and come back. They want Ambler and Doylestown to come there for entertainment. Heck, they want a parking problem.

Lynette Turner, of AMS Planning and Research, led a group activity Tuesday night during the 311 W. Main Task Force meeting.

In small groups at five tables, Lansdale stakeholders shared answers for three specific questions related to defining success of the asset: What programming do you envision in the renovated arts center? How will a renovated facility impact downtown Lansdale? What constitutes "success" for a renovated arts center?

Visions of Programming

Task force member Lindsay Schweriner led the group discussion at one table consisting of: Community Development Director John Ernst; Councilman Denton Burnell, who sits on the task force; business owners Mary Schwalje and Janice Tindall and her husband; and residents John Darab, Rich and Nancy Frei, and Jean Fritz.

Nancy Frei started it off with her desire for a movie theater.

"The more you think of the space, it lends itself well to a movie format," said Burnell. 

Burnell said the theater should be for limited-run movies and movies "outside the mainstream."

"With the flexible space, I think we should fill that place as much as we can," he said. "All day. Every day."

Schweriner said part of the building would work as a ballroom.

"It can be rented, and we can generate revenue that way," she said.

The idea of a bar and eatery in one section, and a dance recital area in another section was broached by Frei.

One participant said a kitchen area could go in there.

Ernst said a lecture series could work in the building, or even a yoga studio. He also suggested educational space to give cooking lessons and demonstrations in the suggested kitchen.

More and more ideas kept coming: a performing artists series with touring musicians, magic and illusion showcases, selected readings a la National Public Radio, Closed-Circuit TV for small video productions, a recording studio, a comedy club.

"What's important is the fact that regardless of what is decided on, we have the opportunity to have several events operating at once," Ernst said. "It's flexible to allow several different things to happen."

Other groups shared some of the same desires for programming: art displays, weddings, dances and mixers with themes, fashion design, multipurpose space, public productions, professional management, teaching facility, a way to make up for North Penn art cutbacks, and a retail area.

"We should always be morphing into something that keeps their attention," said task force member James Collins.

"We need something that is able to develop young artists," said task force vice chairman Charles Booz.

"We thought flexibility is the key to programming in the arts center," said task force member Mary Fuller.

She said it cannot be all things to all people.

"We need young people to come," she said. "What we hear a lot is there is nothing for teens to do. Let's give them a place to come and learn something."

Visions of Impact

A renovated facility can impact downtown Lansdale, in Burnell's eyes, by sustaining the patronage for the facility, which will be identified through demographics.

"It should naturally drive people downtown," Burnell said. "They will accustom themselves to that."

Burnell said renovations could bring boutique, specialty retail and niche shops to Main Street.

Frei and Fritz agreed that it could draw people from other communities to see what Lansdale has to offer downtown.

"Once activity generates interest, property values will increase," said Ernst.

Burnell wants more foot traffic on Main Street. Fritz said it could create a restaurant-type scene around it like the Keswick Theatre.

"We have to make sure we keep (the center) reasonable," Fritz said.

"I would love to have a nice dinner, go to the movies and go to a show," Burnell said. 

Tindall said with a bustling town and successful center "people will take us more seriously."

Other groups shared their visions of an impact of a renovated center: exposure, drawing in new businesses, accessibility of public transit, preservation of historic buildings, attract creative endeavors, cool shops to stop in, a welcoming gateway, promoting pride for Lansdale, a beacon for emerging artists, and investment in other buildings in town by landowners.

"First and foremost," said Fuller, "we want to bring people from outside the borough to the borough and it will snowball from there."

She said an impact would be creating the energy Lansdale once had years ago.

"We can't be what we used to be. If we can recreate the feel of what we used to be - particularly on a Friday or Saturday evening - we can recapture that energy," Fuller said.

Task force chairman Mike Sobel said it can create a good destination and good vibe in Lansdale.

Visions of Success

The success of the renovated center means more people, it means it is being used daily, it means it is self-sustaining.

"It revitalizes storefronts along Main Street," Burnell said. "Stores are open past 5 p.m. I'd love to have a parking problem."

Schweriner saw success as a long-term successful business plan. Ernst sees advertisements along the SEPTA rail line.

"I see something there every day, if not something there every night," Tindall said. "It has to be unique."

She added that performers should end up bringing their own following to the center.

Rich Frei said success means the venue is changing with the times.

"I want to see facility managers trying to get jobs here, not because we are searching for someone to do it," Ernst said. 

Burnell said he would like to survey the surrounding communities seven months after the center is open for the buzz about Lansdale.

"Success is getting people from Ambler and Doylestown to come to Lansdale," Burnell said. 

He said success is the center having sustained programming for two years.

"It's a small venue, and we'll have to balance that against sustainability," Burnell said.

Fritz said the center cannot overprice itself. Schweriner said with grant money, management can charge less for events.

"We'd love for anyone to be a sponsor," said Burnell.

Ernst said success is tied to the vision the task force agrees upon; don't miss the mark of what it was established as.

"If you plan for a community center and open as a community center, you have to operate as a community center," he said.

Other groups shared their constitutions of success: a variety of programming, an anticipation of what's next, utilization of the space, high enrollment in programs, creating an identity for the community, the building being fiscally-sustainable without government involvement, no more taxes for the building, and filling in the missing spots on Main Street.

Collins said local business growing is a sign of success.

"If you make it here, spend it here and it stays here," Collins said. 

He said you have to get youth into the center and we'll have them for life.

"We can capture the minds, imaginations and hearts of young people," Collins said.

Booz said success is the center creating community chatter.

"Success to us is having someone attribute their life's success from the venutre we did here tonight," Booz said.

Weaving the Community Thread

At the end of the group sessions and subsequent sharing between groups, Turner thanked those in attendance for articulating what they see in the being of the facility.

"We will use that as we move forward on the project. We will share points-of-view. We are available throughout the process," Turner said.

Director Carl Saldutti said the town needs to keep the creativity alive and the energy alive.

"We can see a community thread that's been woven," said Saldutti. 

The next task force meeting is May 8 at 7 p.m. at the parks and recreation building.