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2. W orking with multiple program audiences to deliv er a v ariety of <br />film experiences: Our audiences crav e more than entertainment: <br />films that are cinematically and artistically excellent but also <br />enlightening, educational and/or inspiring – i.e. showings that include <br />discussions as well as screenings. W e seek to expand and broaden <br />our audience. Ticket sales exceeded 46,000 admissions in 2019. <br />Although some of our attendees come for all films, we recognize that <br />specific genres, directors, and performers draw audiences <br />accordingly. As examples in 2019 Amazing Grace, Aretha Franklin’s <br />acclaimed liv e concert film and one of our best attended - drew <br />significant numbers of African Americans and music lov ers; The <br />Farewell (Lulu W ang’s award winning comic story of a Chinese <br />American family’s return to see their grandmother in China) drew <br />large crowds, many of Chinese and generally Asian descent; our <br />collaboration with NC Modernist attracts people with interest in <br />architecture and design. Our strategy is to continue this successful <br />path and to more activ ely reach out to v arying audiences to turn <br />occasional v isitors into regulars. <br />At the retreat we discussed the need to hold a staff training on <br />dealing with customers of different races and nationalities. Since we <br />closed shortly thereafter, we did not hav e a chance to implement this <br />important element of customer serv ice to make sure that all <br />customers feel welcome. <br />4. Improv ing the facilities: Greatly outdated and rundown seating, <br />lobby, restrooms, sound system and acoustics hav e been an <br />acknowledged disadv antage for the Chelsea when compared with <br />mov ie chains and locally owned theaters. At the time of the retreat, <br />we were fully operational and could only env ision a fundraising <br />campaign that would be followed by a lengthy closure. No one <br />anticipated that the unforeseen “opportunity” of COVID-19 would <br />allow us to jump start this process. Our board determined that our <br />success after reopening would be largely dependent on being able to <br />demonstrate to and assure our audiences that we are not only a <br />comfortable but also a safe env ironment in which to spend two hours <br />watching a mov ie. All improv ements hav e been planned specifically <br />with COVID and antiv iral needs in mind, from minimizing touch <br />surfaces, to being able to easily clean and sanitize the theaters <br />between shows, to prov iding clean and filtered air. <br />One special feature of the new Chelsea lobby will be a newly <br />commissioned mural - a call for entries will be issued to artists and <br />publicized in early September. <br />DocuSign Envelope ID: 4C4DC138-B827-4E5E-95AD-496FA7AE496B