Mahaffey Theater: awakening the giant

New foundation president David Rowell leads a comeback that includes dance, more than twice as many events for the next season and trusting his "gut.'

By JOHN FLEMING, Times Performing Arts Critic

© St. Petersburg Times, published May 5, 2000

ST. PETERSBURG -- When David Rowell gave a luncheon speech this week to the Kiwanis Club, the program read, "Mahaffey Theater: a Diamond in the Rough."

Rowell, executive director of the Mahaffey Theater Foundation, told the group, "We are the best-kept secret on the West Coast of Florida."

He compared Mahaffey, part of the city-owned Bayfront Center, to other performing arts centers in the bay area. "If Tampa Bay Performing Arts Center is Goliath, and Ruth Eckerd Hall is Godzilla, then Mahaffey is most assuredly David," he said.

After he finished speaking, he passed out his business card with the new Mahaffey logo, a stylized white "M" on a blue background.

The theme was clear. Following two seasons in which programming was virtually moribund beyond a lineup of Broadway musicals by an outside presenter, the 2,000-seat theater is setting out to try to make a comeback. The 2000-01 schedule was just released.

Perhaps the boldest move is to book four dance companies, including the Dallas Black Dance Theatre and the Mark Morris Dance Group.

"I think Mahaffey is a beautiful hall for dance, so I felt strongly that I was going to try to build a dance season here," Rowell said. "I'm the first to admit it's going to take time to build a dance audience, but, in terms of long-range planning and vision, I see dance being a crucial element for the Mahaffey."

Rowell started almost from scratch when he became executive director in September. He had been director of programming at Peery's Egyptian Theater in Ogden, Utah.

The foundation, which underwrites programming at Mahaffey, will increase bookings from only nine events this season to 20 events next season. That won't rival the level of activity at TBPAC or Ruth Eckerd but still represents healthy growth.

The 2000-01 Broadway season, presented by Chicago-based Jam Theatricals, includes Grease!, Godspell, Man of La Mancha and The Belle of Amherst, all for two performances. This season's most successful Broadway show was Joseph and the Amazing Technicolor Dreamcoat, which played to an average of about 80 percent of capacity in three performances.

There were about 1,200 subscribers to the Broadway season at Mahaffey. TBPAC has more than 10,000 subscribers to its Broadway season.

The Mahaffey Foundation got into trouble in 1997-98 when it presented the Broadway series on its own and had to drain its endowment of more than $1-million to cover heavy losses.

"What hurt the foundation was trying to go to eight-show weeks when it wasn't ready to do that," Rowell said. "It's got to build. It's got to come naturally."

He conceded that the Broadway market is in a slump. "There's not a lot of product going out," he said. "Tours have cut back."

Rowell feels that he is taking a chance on The Belle of Amherst, with Julie Harris. "I'm slightly nervous," he said. "When you do straight shows, there's always a level of anxiety to it. A lot of people go to musicals, but the straight shows don't have as much appeal. I think this one does, because, one, it's Julie Harris, and, two, it's one of her signature pieces."

He also has his fingers crossed about It's a Wonderful Life, a stage adaptation of the holiday film classic by Montana Rep theater company, presented as part of Mahaffey's Celebrations Series. "It's probably the biggest risk because we're doing three performances -- so the fee is higher -- on Tuesday and Wednesday after Thanksgiving," he said.

One of the most successful presentations this season was Tuesday's performance by the Lincoln Center Jazz Orchestra, led by Wynton Marsalis, to a full house. However, another jazz concert by the Dukes of Dixieland was a flop.

"Probably the biggest disappointment for me this season was the Dukes in November," Rowell said. "We tried doing it as a matinee show on a Thursday. It didn't jell. Attendance was about 600."

Next season the jazz series includes fiddler Mark O'Connor in a tribute to Stephane Grappelli, Billy Taylor and Ramsey Lewis together, and the Paragon Ragtime Orchestra playing scores to Charlie Chaplin short films shown on a screen over the stage.

The foundation is steering clear of classical music or opera. The closest thing is baritone Jubilant Sykes, singing a program of Broadway standards and Negro spirituals.

Mahaffey is rented to local groups such as the Florida Orchestra and to pop and jazz promoters. In March, a Lyle Lovett concert drew more than 1,800.

Rowell, who said one of his marketing specialties is creating brand awareness, remained on message to the end in an interview after his Kiwanis speech.

"The sleeping giant is about to awaken," he said. "I think, in some ways, the Mahaffey is about to awaken. We're moving with a new vision of where we're going. I feel like it's the right direction."

And why does he feel that way?

"Part of it's gut, and I trust my gut," Rowell said.

Next season at Mahaffey

The Mahaffey Theater 2000-01 offerings include five mini-season packages.

DANCE: Oct. 20, Dallas Black Dance Theatre; Feb. 9, Mark Morris Dance Group; Feb. 21, North Carolina Dance Theatre; March 30, American Repertory Ballet.

JAZZ: Nov. 10, Mark O'Connor Trio; March 1, Billy Taylor and Ramsey Lewis; March 23, Paragon Ragtime Orchestra.

FAMILY FUN: Oct. 22, Paul Zaloom in Beakman's World Live; Jan. 12, Fred Garbo Inflatable Theatre Co., Are You My Mother? by ArtsPower children's theater.

CELEBRATIONS: Oct. 29, "1964" -- The Tribute, Beatles impersonators; Nov. 28-29, It's a Wonderful Life; Jan. 19, Jubilant Sykes, baritone; March 16, Eileen Ivers, Irish fiddler.

BROADWAY: -- Oct. 8, Grease!; Dec. 29, Lido de la Tournee with Eartha Kitt (Subscriber Special); Feb. 16-17, Man of La Mancha; March 4, Godspell; March 27-28, The Belle of Amherst with Julie Harris.

Subscriptions go on sale Monday. Call the Bayfront Center box office at (727) 892-5767 or (800) 874-9015.

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