Nonprofit has lost “a bundle” on recent classical concerts

LEWISTON – Top-notch concert hall: check. First-rate performers: check. Low ticket prices to rival movie admissions: check.

All that’s missing are the crowds.

In its second full season as a performance arts hub, the Franco-American Heritage Center is having trouble drawing regular audiences to attend concerts, particularly for classical music.

“Some shows, particularly the family acts, do very well,” said Richard Martin, the center’s program director.

However, recent concerts have drawn dismal business.

Last week’s performance by a trio of international musicians, Francesco Attesti, Annika Kaschenz and John Morgan, sold 60 tickets. A week earlier, a concert featuring the Portland String Quartet sold only 30 tickets.

The center seats 446.

“We lost a bundle of money,” said Rita Dube, the center’s executive director.

Yet, when the shows were over, attendees praised the performers and the performers praised the venue. Attesti, Kaschenz and Morgan even inquired about returning for another concert someday, Martin said.

“The people that come here, love it,” Dube said. “We need to bring more people inside.”

If the problem persists, the center may be forced to reduce the amount of classical music it offers, Dube said. It cannot weather losses.

Proceeds from the shows keep the center operating.

“People think we have plenty of money,” Dube said. “They’re wrong.”

Though the center has drawn millions of dollars in grants, almost all of that money has gone to the restoration and renovation of the century-old building. Little of the money pays the light bill, Dube and Martin’s salaries or the unforeseen expenses that pop up in any old structure.

“It’s hard to meet that budget,” Dube said. Proceeds from concerts are needed.

Dr. Donald Christie, a volunteer who is organizing a series of piano concerts here, believes the center may need to expand its operation rather than tighten its belt.

“‘Build it and they will come’ doesn’t work for ball parks or concert venues,” Christie said. He believes that Dube and Martin need help, from someone to market the shows to someone focused on fundraising.

Martin also believes the center is still young.

The Midcoast Symphony Orchestra is still bringing in new audience members. Though ticket sales for its performances average about half the house, some concerts have sold out.

“We’re still experimenting,” he said. “We’re learning what works and doesn’t work.”

Perhaps the mix of performances – of ballet and classical, folk and world music – needs to be changed, he said.

They are still trying new things.

Next June, Martin plans to produce a Medieval night, complete with a minstrel, a jester and dinner served in wooden bowls.

“If it catches on, we hope it will become an annual event,” he said.

Sadly, people even in Lewiston still need to learn the center exists, Dube said. She still meets people who have never heard of it.

“I know it sounds remarkable,” Dube said. “But I hear it regularly.”