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Letter to the editor

Panel recommends manager for Mahaffey

But the City Council still has to approve the committee's unanimous choice of a Philadelphia company.

By CARRIE JOHNSON
Published June 9, 2005

ST. PETERSBURG - A Philadelphia company that controls 34 performing arts centers nationwide, including three in Florida, is St. Petersburg's top pick to manage the Mahaffey Theater.

After more than three months of consideration, a selection committee of three city officials unanimously ranked SMG as its first choice to take over the Mahaffey when it reopens in March after a major renovation.

The City Council is scheduled to vote on the recommendation June 16.

The city wants a contract by August, said David Metz, director of downtown enterprise facilities and a selection committee member. Other members were Joe Zeoli, managing director for city development, and Ann Wykell, cultural affairs director.

SMG was selected over another Philadelphia company, Global Spectrum, and the Performing Arts Center and Theater Inc., the nonprofit organization that runs Ruth Eckerd Hall in Clearwater.

Metz said SMG's size made it desirable. The company, owned by Hyatt and Aramark, is one of the nation's largest venue booking and management firms. It controls more than 170 facilities.

"One of the primary objectives was to select a management company that had very extensive contacts and strong experience," Metz said. "SMG clearly demonstrated that."

SMG already manages three Florida performing arts centers: Jackie Gleason Theater in Miami, Saenger Theater in Pensacola and Times Union Theater in Jacksonville.

Metz said the proximity of the other facilities could work to St. Petersburg's advantage.

"It would give SMG the opportunity to route some of the successful shows to the Mahaffey," he said.

Robert Freedman, executive director of Ruth Eckerd Hall, said he was disappointed his organization wasn't selected to run the Mahaffey.

"We put together what we thought was a very good proposal," Freedman said. "But I guess now we'll all have to move on."

Several city officials expressed reservations about giving Ruth Eckerd's management company the contract because the two theaters would be competing for the best shows.

"That could be a problem," said City Council member Bill Foster. "I see Ruth Eckerd as the Mahaffey's competition."

Freedman dismissed those concerns, saying it would have been in Ruth Eckerd's best interest to make the Mahaffey a success.

Mayor Rick Baker said he was waiting to be briefed by Metz before stating his preference but said SMG appeared to be a strong candidate.

The city's contract with SMG would be for five years. The company would be paid a $100,000 annual management fee, which would be reduced if it falls short of its budget projections.

Bryan Kabatznick, SMG vice president of business development, said the company would select an employee to serve as an on-site manager. It would also increase theater advertising and publish a biweekly e-mail to promoters, agents and managers.

In its proposal to the city, SMG promised to increase the number of shows from 216 the first year to 230 in five years and boost attendance from 160,026 to 173,127.

The theater isn't scheduled to open until March 1 and the season ends in May.

[Last modified June 9, 2005, 01:16:07]