Tempe Center for the Arts proposes phased rate increases; council signals consensus to proceed

Tempe — Leaders of the Tempe Center for the Arts on Thursday outlined plans to expand programming beyond music, increase free and low-cost events, and implement a staggered rate increase for rentals and services that staff say have not changed in nearly two decades.

Brenda Abney, deputy director for arts and culture, and Maribeth Reeves, TCA manager, presented a proposed stair-stepped rate schedule intended to bring TCA rental rates, ticketing fees and equipment charges closer to regional market medians while protecting resident companies and community partners through phased implementation and case-by-case discounts.

Reeves said the goals are to “balance financial sustainability and affordability” and to provide predictability for resident companies and long-term renters. The proposal would delay most impacts until after fiscal year 2026 and allow annual increases after FY28 capped at no more than the Consumer Price Index for the city of Tempe if adjustments are needed.

Council members praised the venue’s programming and accessibility plans. Council member Amberg said he was “totally fine with the rate increase” and asked a technical question about an appendix item where overtime for the large theater appeared lower than the small theater; Reeves said she would follow up. Vice Mayor Garland said she supported rate changes if needed and asked whether TCA was operating near capacity; Reeves responded that for the next season “every weekend night, we are booked” and weekdays mostly as well, with a few openings staff are trying to fill.

Councilor Perraj asked whether discounts for partners such as schools or community groups would be available; Reeves said such arrangements are handled ``case by case'' and that staff are evaluating a more consistent discounting approach.

Council members expressed general support and the mayor asked whether there were objections; none were raised and the mayor said there was consensus to move forward on the rate-change item, with staff to continue discussions with resident companies.

TCA also described programming changes for the 2025–26 season, including national touring acts, expanded theater, dance, comedy and family programming, partnerships such as a virtual reality collaboration with ASU Gammage, and plans to increase free events and scaled pricing to improve affordability while meeting revenue targets.

Reeves and Abney said further operational details and communications plans will be provided to partners before changes take effect, and staff will work with resident companies to minimize disruption.