They say it takes a village, and that was certainly true in 2024 at The Granada. To create a year filled with special programming to celebrate the theater’s 100th anniversary, the different teams at the theater worked together to brainstorm, promote, and stage live shows, interactive experiences, and movies.
“This year was so special watching how everyone at The Granada worked together to offer a year-long celebration of this iconic theater for the community to enjoy,” said Jill Seltzer, Vice President of Advancement. “I’m so proud of what our team accomplished.”
Creating its Own Shows
One of the exciting and challenging aspects of the year was that The Granada staged 20 productions of its own to celebrate its centennial.
David Johnson, Vice President of Operations and Productions at The Granada, explained that the theater had effectively become both the producer and the supporter of content. As a result, the theater needed to slot all this additional programming into a calendar already jammed with productions by its eight resident companies.
“We learned a ton about what our producing partners face, and now have a greater appreciation of them and their work,” said Johnson.
In creating its own shows, the creativity of The Granada team blossomed.
“Our biggest challenge was managing the robust programming for the Centennial Year with a small development staff,” said Tracy Dunn, Special Events Manager. “Through great teamwork and coordination of all departments, the entire Granada staff pulled together to make it all happen.”
“The biggest challenge the development department faced was having more ideas and excitement than we had time or resources,” said Drew Davis, Development Services Manager.
Reaching a New Audience
The special programming was designed to showcase the variety of artistic events at The Granada and help draw more people to the theater. In fact, 36 percent of tickets for these productions were bought by first-time theater-goers. The most popular Centennial events ranged from The Polar Express and Holes movie screenings to The Granada’s Festival weekend.
“Every audience has certain trends and characteristics that our team factors in when preparing for a performance, so having a new demographic was a fun challenge,” said Shawn Franklin, Associate Director of Operations.
During the year, The Granada hosted local bands, created interactive, intimate concert events, and screened blockbuster movies produced by local Santa Barbara talent.
“From a Box Office perspective, an in-house production poses many challenges compared to an outside presenter, but it also comes with many benefits for The Granada too,” said Chax Richter, Ticketing Services Manager. “We learned a lot about that dichotomy that will absolutely come in handy in the future.”
Centennial On Stage
For the staff at The Granada, The Centennial On Stage programming was one of the most interesting events the theater offered this year. This series was designed to be intimate and interactive. In fact, many of the shows saw the audience get up and dance!
“Centennial On Stage allowed artists and audiences to experience The Granada in a unique way and highlighted local talent, said Davis. “The series showcased The Granada’s diverse offerings as a performance space and allowed a more intimate experience between the audience and the artist. Thanks to its popularity and unique use of space, the On Stage series will continue in 2025.”
The Granada’s Centennial Festival Weekend (April 12 – 14, 2024) was a celebration of the Granada’s original opening in April of 1924. This festival was absolutely a highlight for both the Granada staff and the community.
“Centennial weekend was challenging as we did so much all in a short time,” explained Franklin. “Starting with our first film screening and ending with a block party, two things our teams had never done, the weekend was full of firsts for many of us. That weekend truly demonstrates the collaboration necessary for an organization like The Granada to thrive in our community for 100 years.”
Moving Forward
The success of its events this year inspired the Granada staff to continue producing its own shows in 2025 and beyond. It also showcased to the community the diversity of programs at The Granada. The theater is truly a local gem for everyone, regardless of whether your tastes are a little bit rock’ n’ roll or a little bit Rachmaninoff.
“We’re excited to continue the fun we had with our presentations and share the joy they bring to our audiences,” said Franklin.
“We discovered there is a strong audience for performances that highlight local talent,” said Dunn. “We plan to continue nurturing this type of programming at The Granada in the future.”
“The Centennial Year gave our team a greater appreciation for the role The Granada plays in the community,” said Davis. “The Granada belongs to Santa Barbara and reached 100 years because of the support and effort of each patron, donor, and staff member.”