Weldon Theater manager reports rising revenues, expanded programming

Tim Paddock, manager of the Weldon Theater, told the St. Albans City Council that the venue’s revenues and community programming have improved since the city took ownership.

Paddock said the theater recorded about $197,000 in revenue and roughly $167,000 in expenses through the period discussed in the council’s financial report, generating an approximate $30,000 surplus at the end of the second quarter before later repair invoices narrowed the gap. "There are a lot of technical issues we're in the midst of addressing," Paddock said, adding that staff are prioritizing fixes while keeping programming running.

The manager described programming changes intended to increase attendance and margin: staggering film times to speed concession service, pairing mainstream movie showings (e.g., Disney/Marvel titles) to build regular audiences, and programming regional filmmakers and school screenings. Paddock described recent local events — a screening with a visiting filmmaker, a historical film that drew older viewers and strong attendance, and a multi-screen showing of a Raleigh-related film that filled four screens — as proof that a mix of mainstream and specialty programming is working.

Councilor Sarah (last name not specified) referenced the theater’s line items in the city financial report during the meeting and confirmed the numbers Paddock cited. The council and Paddock also discussed marketing and operations improvements: Paddock said he has increased the theater’s social-media presence ("five to six posts in the last two weeks") and is working to overhaul the site’s mobile responsiveness to make ticketing and programming easier to find. Paddock noted licensing costs for specialty content (for example, Criterion titles) can range from $300 to $1,200 and said the theater will prioritize events that can cover such costs.

Councilors asked about programming aimed at seniors and returning events similar to earlier discounted weekday matinees; Paddock said the theater is exploring "throwback" afternoons and senior-friendly showings and will add additional cleaning shifts when needed to support higher-attendance special events.

Paddock told the council the theater’s staffing and partnerships with regional film organizations and schools are essential to programming variety and sustainability. He also said he is meeting with community members and local groups interested in developing film series and small festivals. "We're trying to make it work for everybody," he said.

The council did not take any formal action on the theater during the meeting. The theater presentation was part of the finance discussion and the December financial report included in the council packet.