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Project Overview
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Restoration Plan
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Operating Plan
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Operating Plan

Jefferson Live! will leverage operating the Holly with its operation of the Cascade Theatre to create operational efficiencies, organizational capacity and joint promotional opportunities for the Holly.  Significant operational efficiencies and cost savings can be achieved in the areas of booking, marketing, accounting and box office services.  By operating the Holly in this way, it is projected that the Holly will need far less contributed income than most other single performing arts venues.

Restoration of the Holly Theatre will create a unique venue in the Rogue Valley – with a seating capacity approximately 36% greater than the 732-seat Craterian Theatre and 50% smaller than the Britt Pavilion, where Britt Festivals present their annual summer series of outdoor events.  A mid-sized, 1,000-seat indoor venue like the Holly will be large enough to be capable of attracting some of the artists that have performed at the Cascade Theatre in Redding during the Fall-Spring presenting season.  

Jefferson Live!’s plans for the Holly have been specifically developed to avoid duplication and establish types of events not already offered in the Rogue Valley.  The Holly Theatre will focus on presenting singer/songwriters and major concert artists–a mix which has made our Cascade Theatre, in Redding, extremely successful.  Typically, only 2 or 3 acts which appear annually at the Cascade also appear in Jackson County so “duplication” would be minimal.  In recent years, artists such as Merle Haggard, Robert Cray, Jackson Browne, Bonnie Raitt, Jo Dee Messina, Joan Osborne, and Clint Black have all performed in Redding at the Cascade Theatre but did not perform in Medford.  The Holly will also present film (as does the Cascade) as well as HD theatrical performances (like the San Francisco Opera HD Grand Opera Series), which are types of events that have never been presented in Medford.  In recent years, theatrical HD presentations associated with several public radio programs, like This American Life and A Prairie Home Companion, have been made available to public radio stations.  Through a programming partnership agreement with Jefferson Public Radio, these kinds of events as well as concerts by emerging artists (Ruthie Foster, Eric Bibb, Ingrid Michaelson, Leo Kottke, Jake Shimabukuro and the Parker Quartet have been a successful part of the Cascade's programming mix) and some national public radio shows like E-Town and Mountain Stage, which travel to NPR member station communities, would be available to our patrons. Because the events anticipated for the Holly differ so significantly from the events of other Rogue Valley venues, the audience that the Holly attracts would be additive and not come at the expense of any other facility or organization.

Did You Know?

The Medford Retail Analysis and Business Marketing Plan, funded by the City of Medford’s Urban Renewal Agency and conducted by Portland, Oregon firm Marketek, Inc, found that:


• Supportable demand for additional downtown entertainment venue space equals more than twice the existing entertainment space in downtown Medford.

• Food and entertainment retail businesses remain strong urban components and are predicted to remain so, often serving as downtown anchors.

• Recommended target business opportunities for downtown Medford include: movie theater, concert/live music hall, live theater and dinner theater.

• A strong majority (57.1%) of respondents to Marketek’s survey believe that downtown Medford is missing both an adequate supply of restaurants and a movie theater.

• A majority (53%) believe that downtown Medford needs more live music and concert events.

• Three-fourths of the respondents suggested live music as the most requested leisure or entertainment activity for downtown.

• Second only to easily available parking, preservation of Medford’s historic buildings was the downtown amenity survey respondents most want to preserve.


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