Re-vitalizing Sonoma’s Community Performing Arts and Film Center
The iconic Sebastiani Theatre has been a community gem on the Sonoma Plaza, a historic landmark filled with charm and character since it opened its doors in 1934. The Theatre serves as a link to the town’s culturally rich past with its vintage marquee and intimate, Italian Renaissance interior for residents and visitors. For decades, the Theatre has served as a gathering place for audiences of all ages and has touched the lives of many people in our town.
While unrivaled in its time, the passing decades have taken their toll on this community treasure. The renovation and expansion of The Sebastiani Theatre will bring it up to today’s building code (including fire sprinklers and other modern safety features), meet full Americans with Disabilities Act (ADA) compliance, include all new seating, and address deferred maintenance which has accrued over the years.
In addition, The Sebastiani Theatre has faced growing competition from streaming platforms with movie studios offering first run films in the home at the same time as being screened in theaters. People, out of necessity, during the Covid-19 pandemic streamed films in their homes because it was the only alternative programming available during that time, and the trend appears to continue.
Sadly, many of America’s historical downtown single-screen theaters have been forced to close. One reason is that film studios require theaters to show their movies every day the theater is open. This structure results in single-screen theater operators having to decide whether to play a film that prevents other performances during the showing period, or simply not contracting popular “first-run” films to maintain programming flexibility.
Having witnessed declining attendance, increasing competition, and the mounting costs of needed improvements to the Theatre facility, the Theatre Foundation realized that to survive and thrive, a larger percentage of live performances would be necessary.
The Vision of The Sebastiani Theatre Renovation and Expansion is to transform the Theatre into a vibrant state-of-the-art performing arts and film center for generations to come while sustaining the needs of our community partners and other non-profit organizations.
Why Now?
Live performances attract larger audiences and create a more viable operational revenue model for the theatre. Many of our needs are reflected in our plan to bring a broader variety of programming to the Sonoma Community and beyond by offering stellar, star-power live performances and film in the main auditorium and second screening room.
Through a series of strategic actions, the Sebastiani Theatre Foundation, a 501c(3) Non-Profit organization, which now operates The Theatre, has created the blueprint for change and set the groundwork for a campaign to fund these vital improvements and needed expansion, positioning The Sebastiani Theatre for a spectacular re-birth.
A Fixture in Sonoma Life
In 1932, wine-legend Samuele Sebastiani retained the well-known San Francisco architect, James W. Reid, to design a theater reflecting the “new era of progress” in Sonoma Valley. Reid also designed the Hotel del Coronado in San Diego. His concept, a gorgeous example of Italian Renaissance architecture, was complemented by lavish interior features. Mr. Sebastiani decreed that “nothing but the best” would be used to furnish, decorate, and outfit the most glamorous theater in Sonoma County.
“Going to the movies” became a principal diversion for many during those Depression years. In 1934, the Theatre opened with a showing of “Fugitive Lovers” starring Robert Montgomery and Madge Evans. The ticket price was thirty cents!
Over the years, the Theatre has featured a wide range of films. And has been the main venue for the Sonoma Valley International Film Festival for over 25 years. All year long, the Theatre screens films of every genre including first run, repertory, and classic films.
The Sebastiani Theatre also plays a vital role in youth programming, including the Sonoma Conservatory of Dance, Performing Arts Camp, The Mentoring Alliance, Backyard Kids’ Theater, the “Witchie Poo” Halloween Extravaganza and additional events organized by the local schools. These programs facilitate the development of young artists in our community and provide them with a learning experience which will nurture the self-confidence and talents of the next generation.
As a result of Roger Rhoten’s long-standing commitment to the Theatre, dating back to when he purchased the business in 1991, Rhoten was chosen by the City of Sonoma to oversee operations. He immediately instituted much-needed physical and programmatic improvements while maintaining the Theatre’s original character. Over the years, Roger featured art, foreign and vintage films, independent films, and live performances to keep the doors open and audiences of all ages entertained.
Embrace the Future while Preserving the Past
The Sebastiani Theatre Foundation, a 501(c)3 non-profit, founded in 2008, partnering with the City of Sonoma, secured a 25-year lease agreement with the private building ownership group, including a renewal option for 25 additional years and a first right to purchase. The Foundation has assumed overall governance responsibilities. Roger Rhoten has assumed the responsibility of Executive Director and Tony Ginesi took on the role of General Manager to lead the programming and operations.
Under the Foundation’s guidance and led by Roger and Tony, the Sebastiani Theatre will not only re-claim its glamorous past, but it will re-emerge as a vibrant, year-round, fully utilized performing arts and film center.
This restoration project will strengthen the economic health of Sonoma and produce a Theatre which will remain a point of civic pride on the Plaza. The elements of this project include:
Expansion of the programming choices will accomplish many things to attract more theatregoers by bringing a broader array of world renowned and local performing artists to the stage.
► The re-configured floor plan will improve the accommodation of live performances, film screenings, daytime programs, especially for children and seniors, special events for Spanish-speaking patrons, educational seminars, membership, and community activities.
► Additions will include a second multi-use east side screening room for seating up to fifty patrons, which will accommodate the flexible scheduling of live performances, film, and simultaneous community activities. It will also serve as a “green room” for performers during live shows. This screening room will also provide room for larger productions, VIP events for film festival receptions, after-party engagements, and practical functions.
► The stage and backstage areas will be expanded and upgraded (including ADA compliance), and new curtains installed.
► Architects DLR Group|RossDrulisCusenbery, led by Michael Ross, have designed an expansion of the north and east sides of the building which will add 4,967 s.f. and provide access to the rear addition, while preserving the Theatre’s beloved face on the Plaza as well as the historic lobby and decor.
► An interior circulation corridor will be added, connecting the main lobby with the new screening room, addressing necessary ADA accessibility and fire code exiting requirements.
► The balcony will be restored and refurbished with new seats.
► A lift will be installed to provide access for various activities.
► New ADA compliant restrooms will be added along with code compliant exiting and circulation.
► Fire sprinklers and other modern fire safety systems will be upgraded.
Enhancement of the audience experience by upgrading and adding the amenities desired by contemporary audiences, such as:
► Comfortable, new seating with cupholders
► Upgraded heating and air conditioning
► A kitchen service that will allow beer, wine and a greater variety of food
► Replacement of stage and auditorium curtains
► Audio and lighting upgrades for the stage
► Advanced technology systems
► Additional guest bathrooms to avoid waiting
Investors Sought to Preserve our Past and Transform the Future
Many in Sonoma love the Theatre, respect its heritage, and have offered their support for its restoration. While some generous neighbors have already stepped forward to committing over one million dollars in seed money for a capital fundraising campaign, the Foundation has assessed the degree of potential donor interest throughout the Sonoma Valley and beyond to generate the funds to make the necessary changes for our project.
An operating plan for the new Theatre will project sustainable support from increased ticket sales for live performances, film presentations, wine and beer sales, rental income, philanthropy, and various public sources.
After decades of loving, diligent stewardship, and inspired programming, the Board of Directors of The Sebastiani Theatre Foundation, Roger Rhoten and Tony Ginesi, are ready to lead the Theatre restoration. Building on Samuele Sebastiani’s vision of a thriving cultural center enriching the community through the arts, a transformed Sebastiani Theatre is well-positioned to fulfill that mission. Keeping the arts alive in downtown Sonoma will benefit everyone, both part-time residents as well as long-time supporters.
It’s time for every Sonoma Valley resident and visitor, who has been enriched by the Theatre’s programs, values our cultural heritage and/or supports the preservation of this historic treasure to join us and invest in these long-overdue improvements that will make our community proud and secure the future of our beloved Theatre for generations to come.