> PRINT VERSION

The Lensic Project: A Stunning Performance

The $9.2 million capital campaign to transform a 70-year old movie theater into an elegant, multifaceted performing arts center was an extraordinary success -- not only in its fulfillment, but in the vitality it brings to Santa Fe, New Mexico.

Built in the 1930s by the Salmon family, in collaboration with son-in-law E. John Greer, Sr., the Lensic first opened on June 24, 1931 with a showing of the movie Daddy Long Legs. Film and vaudeville were its original offerings. Grandeur and princely décor were its first impressions. Following a premiere of the film Santa Fe Trail, starring Errol Flynn and Olivia de Havilland, a reporter characterized the Lensic as "the most splendid theater in the West."

By the 1950s, however, television and drive-in theaters gave the older movie palaces increased competition. Over the next several decades, the theater drew crowds by booking only the most sensational films of the day, such as the Beatles' A Hard Day's Night, Julie Andrews' The Sound of Music, George Lucas' Star Wars and its sequel The Empire Strikes Back.

Even as it passed through a series of movie management companies, many Santa Fe citizens understood the Lensic could not remain solely a theater and live to serve another generation. It needed more than restoration; it needed a new beginning.

On the Scene

When Nancy Zeckendorf heard the Lensic's founding family might be interested in seeing the theater returned to its former prominence, she knew very well what the project would entail -- significant time, energy and know-how, along with strong financial support from the community. Nancy had just led a successful campaign for The Santa Fe Opera. As a former dancer with The Metropolitan Opera and The Santa Fe Opera, Nancy possessed personal experience regarding the practicalities of giving new life to the Lensic.

Along with her husband, Bill Zeckendorf, who added his expertise from years as a real estate developer in New York, the Zeckendorfs were the perfect team to undertake this multi-million dollar campaign. "The minute I mentioned the Lensic opportunity to Bill, he was on the phone making things happen," Nancy said.

The thought of turning the Lensic into a modern performing arts center had been a long-time dream of many Santa Fe residents. There had been previous attempts but all the necessary ingredients for true success never had arrived in one place at one time. With the Zeckendorf's expertise, eight primary arts groups desperately in need of performance space, and a growing acceptance by the city and policy makers that the project was good business for Santa Fe, the time had come (again) for the Lensic.

"People had been talking about this for decades," Nancy said. "My greatest concern was that someone would begin the process without recognizing how important it was for the theater adaptations to include all the performing arts."

One of the first hurdles was to secure an agreement with the Greer family for a 75-year lease and then to buy out the previous management group, United Artists. Bill Zeckendorf accomplished this formidable task with characteristic perseverance and finesse. Added Nancy, "The family, especially Greer niece Alexis Girard, who oversees Greer Enterprises, was very supportive throughout the process."

Another major milestone was securing a competent and hardworking campaign board. "Santa Fe does not have a wealth of big banks and corporations," Nancy said. "Yet we knew that for this project, virtually all the financial support would come from the community. My husband played a major role in selecting an extremely gifted and experienced board. These were all individuals who knew how to get things done in various sectors: city planning, banking, real estate, contracting, architecture and so on. Bill also found a brilliant contractor who enabled us to achieve almost miraculous changes to the Lensic, including the monumental task of raising the ceiling and pushing back one wall -- and he managed to do this on time and within budget."

Projecting a Voice

After an initial assessment of more than $8 million, the campaign goal increased as new opportunities came to light. One of the most important adjustments was the addition of an Acoustical Control System (ACS). Unlike mere amplification, this $350,000 system picks up sound from the stage area and redistributes it throughout the theater. In a manner of speaking, it changes the interior space to conform to any particular performance. The acoustical needs for a poetry reading will differ greatly from that of an orchestral concert. The sound distribution for an opera production will be quite different than that of a film presentation. With the purchase of the ACS, the Lensic truly can be all things to all performances. Santa Fe is only the second North American venue to feature this system, created in the Netherlands.

Said Nancy, "We received special gifts for this purchase and other unexpected adjustments, including a $250,000 component to paint and restore the theater's ornate interior -- raising our sights above $9 million.

"In order to increase the height of the theater and push back one wall, we needed a nod from the city - we really needed their full cooperation. They couldn't have been more supportive.

"They willingly blocked off streets and opened up the way for access to the building during construction. In addition, we received two gifts from the city for the project -- a gift of $200,000 and a low-interest loan that represented a significant gift in and of itself."

The Lensic's downtown location helped sweeten this private-public collaboration. As with so many downtown areas, this one needed some reviving. A renewal of the Lensic would be a catalyst for fresh interest downtown. It would be a boon for business and enhance the cultural opportunities for all of Santa Fe's citizens. By championing this cause for a downtown renewal, Joe Schepps, a realtor and vice president of the Lensic board, was able to raise $1 million from businesses. A pedestrian walkway, current talk of a new hotel, a gain in municipal parking and a noticeable increase in the number of people coming into the area are just a few of the most recent effects of the campaign.

The Lensic reopened in April 2001 and ran in the black its first year. The eight primary groups substantiating the original need for performance space: Institute for Spanish Arts, Santa Fe Chamber Music Festival, Santa Fe Concert Association, Santa Fe Desert Chorale, The Santa Fe Opera, Santa Fe Pro Musica, Santa Fe Stages, and Santa Fe Symphony and Chorus. Before the Lensic's transformation, these groups were renting less than adequate auditoriums and facing logistical nightmares. When it came time to raise the curtain on the new Lensic, no one applauded with more conviction than the members and supporters of these eight organizations.

"One of the groups has increased ticket sales 67 percent in one year," Nancy said. "Almost every performance at the Lensic is now sold out. The garage across the street is doing 100% better business at night. The city is pleased. The citizens are pleased. The performers are ecstatic. Not only has the Lensic provided new opportunities for performing arts groups but it extends this cultural enrichment to children of our community. Public schools use the Lensic as an extension of the classroom -- offering performance art and culture to the children of Santa Fe. The elegance and restoration of the theater inspires performers to achieve more than they ever have. It has clearly raised the bar on all performances."

Nancy recalled a significant day in the campaign: "I knew before we started, back in 1998, that we needed a strong lead gift. My husband and I spoke with a couple early in the process to begin dialogue about the campaign. Without waiting for a second meeting, the person offered to give us $1 million once we raised $3 million. We were also working on a Mabee Foundation grant and waiting to hear a response from that foundation and, of course, continuing to raise money from local foundations, businesses and individuals. After waiting nine months to hear back about a million-dollar gift that would meet our $3 million goal and give us access to the $1 million matching gift, I began to have a little anxiety about the delay. Then, on the same day I heard about our $650,000 grant from the Mabee Foundation, I also received a call from the donor confirming his gift of $1 million. That was certainly a day to remember."

Finale

The campaign finished its capital component with two $2 million gifts, three gifts of $500-$650,000, four gifts of $300-$400,000, ten gifts of $100-$200,000, and 40 gifts of $25,000 or more, along with many smaller gifts.

"If I'd known the final goal would be over $9 million, I might never have started," Nancy said. "Yet, as I look back, I'm glad I was involved in this wonderful work. Our campaign consultant, Susan Thomas, helped direct our efforts. We always had great consensus and community backing. I have never been involved in something so wholeheartedly supported."

With such success behind them, it is not surprising that the Lensic's newest goal is an endowment equal to its stature. With a history as significant as Santa Fe's Lensic Performing Arts Center, it deserves both an endowed and enduring future.