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Donald M. Gay Performing Arts Center reports 12,000 visitors; coordinator outlines booking, sponsorship and tech plans
Summary
At the Feb. 5 Auburn School Committee meeting, the Donald M. Gay Performing Arts Center event coordinator reported 38 events over six months and about 12,000 total visitors, described a new date-holding booking process to protect school events, and outlined marketing, tech and sponsorship plans.
Lily, the event coordinator for the Donald M. Gay Performing Arts Center (DMG), told the Auburn School Committee on Feb. 5 that the auditorium has hosted roughly 38 events in the past six months and about 12,000 total visitors since opening.
The update highlighted recent high-attendance events, ongoing outside rentals and steps the school is taking to balance community rentals with school needs. "We've hosted around 38 events and counting at the school," Lily said, adding, "in 2024, we had just under 10,000 people in the school. 2025, we're looking at around 2,400 so far, meaning that we have welcomed a total of 12,000 visitors to the auditorium so far." She also noted the Vocal 2 Festival filled the auditorium with about 1,100 attendees and that recent live streams served several hundred additional viewers at the school.
The nut graf: the DMG now functions as both a school performance venue and a community rental space, prompting staff to formalize booking, marketing and technical materials so school activities retain priority while the facility generates community revenue and partnerships.
Lily described a range of events and upcoming bookings, including school concerts, dance recitals, Maine State Music Theater, Odyssey of the Minds—projected at about 1,500 attendees with more than 99 teams registered—and multiple productions by regional dance companies. She said the center has a website under construction, an AV and technical "tech sheet" created with designers at High Output, and is pursuing marketing channels including Chamber events and a half-page ad in a regional guide.
To preserve school access as outside demand grows, Lily said the DMG uses a "place holding" procedure: outside clients receive a first hold on requested dates and the coordinator waits until the school calendar is released in April before final contracting in May. "Instead of people booking and contracting immediately, we put a first hold on their date, and then they have the right for first refusal," Lily said. "I contract for the clients in May now because around April time is when the school will release their calendar."
She described maintenance and scheduling as ongoing challenges and outlined sponsorship plans, including selling donor plaques for seats at about $500 each and annual sponsorship opportunities to support a restoration fund for long-term upkeep and equipment replacement.
Committee members praised the center. Jay Rich said he had heard positive feedback from other districts calling the facility "state of the art," and Chair Pamela Albert called the auditorium "an absolute jewel in our community." Adam Platts asked how the school will protect dates for school concerts and dramas; Lily described the hold-and-contract timeline in response.
Looking ahead, Lily said she will finish the website and social platforms, continue bookings, and expand outreach and partnerships with groups such as Midcoast Symphony and local theaters. She also noted continuing work on tech capabilities such as projection mapping to reduce large set needs.
The presentation closed with committee members expressing support for continued marketing and coordination to keep school events prioritized while the DMG expands community use.
