After an inaugural year plagued by high costs and low attendance, a taxpayer-funded performing arts center in Rosslyn is adopting a new business model devised by Arlington County officials in an effort to stay afloat. There’s no denying Artisphere has had a shaky first year. A special county task force found that the center’s demographic focus — a hip, twentysomething crowd — was too narrow. Its operating costs were enormous — $2 million per year just to keep the doors open 12 hours a day, seven days a week. Its physical space was limited: Artisphere’s layout, with several small performance spaces instead of one large venue, is physically incapable of selling enough tickets to support major acts. The county also spent $2.1 million on the center this year — $1.14 million more than it had initially planned.
“[The original business model] was wildly overly ambitious in some of the expectations it placed on the cultural center,” said Annalisa Meyer, Artisphere’s communications and marketing director. “Over the past year, we’ve looked at what the realities are of operating an arts center and what it takes to run it.”
But county officials say they aren’t willing to give up on the beleagured center — which, despite its finanical struggles, has garnered critical support and a strong ally in the county itself. Instead, Arlington is increasing next year’s funding to Artisphere to $2.6 million. And the county is imposing a business model that calls for a more family-oriented approach and a programming schedule that features more local artists. The county hopes that by 2013 — the first full year under the new business model — its financial contribution to the center will be just $1.58 million.
It’s also closing down Artisphere’s restaurant in favor of catering services, phasing out a retail section that featured works by local artists and slashing the center’s hours. Previously open from 11 a.m. to 11 p.m., seven days a week, the center will now close entirely on Mondays and Tuesdays and open at 4 p.m. for the rest of the week. And to bring in additional revenue, the county will begin renting space out in the center for everything from private parties to corporate events.
County officials say they’re committed to keeping Artisphere in Rosslyn and that they’re confident the new business plan will help the center become financially viable.
“It’s a slightly different vision — it’s a broader vision, a more diverse audience,” said county spokeswoman Diana Sun. “But it’s still an arts center for everyone.”
