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Donald M. Gay Performing Arts Center reports growing rentals, outlines booking policy to protect school events
Summary
The Auburn School Committee heard an update on the Donald M. Gay Performing Arts Center’s first six months of operation as an events venue, including attendance figures, major bookings, marketing plans, and a new “first hold” process intended to preserve dates for school events.
Lily, event coordinator for the Donald M. Gay Performing Arts Center and project coordinator for the School-Based Food Hub, told the Auburn School Committee on Feb. 5 that the auditorium has hosted roughly 38 events since she was hired and has welcomed about 12,000 visitors total since 2024.
The update matters because the DMG is being used both for school programs and as a community rental venue; committee members asked how the district will protect dates for school activities as outside demand grows.
Lily said the center recorded “just under 10,000” attendees in 2024 and “around 2,400 so far” in 2025, and highlighted several high-attendance events: the recent Vocal 2 Festival drew a crowd of 1,100, and the district provided a live stream to the cafeteria with 377 students watching. She listed returning and prospective renters including Maine State Music Theatre, Odyssey of the Mind–Maine (projected 1,500 attendees and about 99 teams), the Dance Centre, LA Ballet, Midcoast Symphony, Miss Maine, Girl Scouts, Auburn Community Band and several churches.
“Got some great upcoming clients and bookings in 2025,” Lily said, adding that the DMG team has developed a technical ridersheet and AV blueprint with a vendor named High Output to support professional rentals.
Committee members praised the facility. Jay Rich, member at large, said he heard “this is a state-of-the-art facility” from other regional music directors. Adam Platts, the city council representative, asked how the district will preserve space for school concerts and theater when private rentals want dates.
Lily described a booking change implemented this year: “Instead of people booking and contracting immediately, we put a first hold on their date, and then they have the right for first refusal.” She said the office now issues contracts in May after the school calendar is released, giving school programs priority while preserving a first-right hold for outside clients.
The presentation also covered marketing and revenue ideas: a website under construction, social media, a half-page ad in a regional guide, regular outreach at chamber events, and a sponsorship program in which donors could sponsor a seat plaque (about $500 per plaque) toward a restoration fund. Lily said the DMG has received local press coverage, primarily from The Sun Journal, and is exploring corporate and annual sponsorships to support future maintenance and equipment replacement.
She listed ongoing challenges: balancing school and outside use, and continued maintenance and upkeep. On technology and facility improvements, Lily said a projection-mapping capability is being finalized and the team has produced a comprehensive tech sheet that includes lighting, sound, stage dimensions and AV capabilities to share with professional renters.
The committee did not take any formal action on the DMG report. Members expressed appreciation and asked for continued updates about scheduling and how the district will balance school needs with rental demand.
Lily concluded by saying she will continue outreach and finalize the DMG website and social platforms, and she invited committee members to share contacts for potential bookings.
