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Market aN
analysis:
segments

one, two na,
+ three

es [hee e

4
x
Market segment 1 is
defined as the City of
Nashua. te State
ast
Market segment 2 is

defined as the ‘Smile

radius surrounding
the Keefe Auditorium.

Market segment 3 is
defined as the 40-mile
radius surrounding
the Keefe Auditorium.

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Webb Management Services Inc.

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: A gobs Ok iy Keefe Auditorium
vvinchendon ®14
% * Court Street Theatre
# = City of Nashua
Athol
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. SNH: Season Subscribers '14
# o SNH: Season Subscribers '13
SNH: Season Subscribers ‘12
SNH: Keefe Single Tickets '14

© SNH: Keefe Single Tickets '13

® SNH: Keefe Single Tickets '12

fs
op renceNs. wv [= Actorsingers: Single Tickets +
i» A Holliston 5 rwood4 Subscribers
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\ a Peacock Players: Single Tickets
A) Milford A § + Subscribers
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Page 4

= eves _Market conclusions

OOM

Market@Conclusions:Byegment
Size* Growth Characteristics Conclusions
Slowl i lation;Di GinkageP
om yigrowing@opulation; Sawer’ ™ _ OpportunitiesHorlincreasedifamily,2
withiilargeahumberkbfilamilies;/arying?l culturallyRpecific#}hands-on#l
Nashua 87,477 a householdiincomes@Hlevelsabfakducationalk . wee . _
. . . . programming;GNeediorbrice-sensitivell
attainment;Racially4&thnically@iverseP ropramstandifacilities
with&ilargelindianBAmerican&tommunity Pros
Growingabopulation;@iverseinkkgeBwithHAF §$Opportunitiesorincreasediamily,A
. . largeBhumberkbfifamilies@AMiillennials;2 culturallypecific@ihands-onll
15-milefadius 668,901 ,
, + Affluent;V/aryingilevelsabfaducational2l programming;iropensityHor&upportings
attainment;Macially4thnicallyBiverse traditionalZrts
OpportunitiesHorincreasediamily#
Growingabopulation;@iverselinkhg eAwithEar culturallySpecificabrogramming;2l
40-milefRadius 4,693,531 a largeGhumberkbfifamilies; Affluent; AW ell- PropensityforSupporting@raditionalll
educated;Racially4thnicallyBliverse arts;iossibleaiemandorilazzventse
andgbrograms
: Outdoorftecreation&brientedawithZirtse2] Recreation-basedabrogramsvents;F
Tourism 38.4M a . ee . : .
entertainmentibarticipation Partnershipalevelopment@withPVisitGNH
*2026f£stimate

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Local

Elm Street Middle School: Keefe Auditorium
Nashua High School North

Nashua High School South

Nashua Community College: Judd Gregg Hall Auc
Court Street Theatre: Janice B. Streeter Theatre
The Peddler's Daughter

Stella Blu

Chunky's Cinema Pub (Headliners Comedy Club)
Unitarian Universalist Church: Auditorium*

Hunt Building

Riverwalk Café + Music Bar

Public Library: NPL Theater

Nashua Community Music School: Recital Hall
Fody's*

Country Tavern: Loft

Country Tavern: Tack Room

Public Library: Music/Art/Media Wing*

Public Library: Children's Room*

Regional

Lowell Memorial Auditorium

Chevalier Theater

Robinson Theatre

Undisclosed Facility: Concert Halle

Palace Theater

Stockbridge Theatre

Somerville Theatre

Millford Town Hall: Grand Ballroom

St. Anselm College Dana Center: Koonz Theatre
Peterborough Town House

Amato Center for the Performing Arts
Derryfield Theatre: Nancy S. Boettiger Theatre
Stoneham Theatre

Derry Opera House

Undisclosed Facility: Recital Halle
Peterborough Players

Southern New Hamphsire: Walker Auditorium
Leddy Center

Tupelo Music Hall

The Executive Court Banquet Facility

Franklin Pierce University: Warehouse Theatre
The Radisson Hotel (Headliners Comedy Club)
Old Town Hall

Franklin Pierce University: Cheney Music Hall
Andy's Summer Playhouse

0a

502]

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*_©

Facility Rating vs. Capacity
(0 to 750 seats)

4.0815

3.525

3.02"

2.525

® 2.08-
1508 2002 2508 3008 3500
. o
. e
®@

1-524

oS e Court Street T
1.0815

0.521)

Me

neatre

0.081~

4502

50027]

5502

6002]

65027]

7008!

7502

* Local Facilities

* Regional Facilities

Webb Management Services Inc.

=
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Oo
Existing
meeting +
event
facilities

Facilities Mapped:

Courtyard Marriott Hotel
Crowne Plaza

Holiday Inn Hotel + Suites
Radisson Hotel

Nashua Country Club

Sky Meadow Country Club
Welcoming Light, Inc.
Country Tavern

Daniel Webster College
Rivier University

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102 ,

mus

= Map Legend

Meeting + Event Facilities
Court Street Theatre

@

*

Ty Keefe Auditorium
# ‘City of Nashua

NASHUA AIRPORT

Brook
Mine Falls Park
Nashua High
School North —@
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wwe
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building creativity

Classroom!

Rehearsal/F!

Useremand:PerformanceZlassroomiSpace aa Performances oT Tai a Ay eF-1o=E
Demand
SymphonylNewlHampshire 7 15 1 23 1100 -
ActorsingersiLargel$pace) 16 6 - 22 750 -
GateBCityaCharterSchoollfortherts - 2 45 47 500 -
PositivelStreetArt 4 4 - 8 500 °
Spartans@rumBugleklorps* - - 2 2 500 -
StevelRuddock/Riverwalkilafé - 24 - 24 400 -
Peacocklayers 30 36 166 232 350 166
Actorsingers{SmalliSpace) 16 6 - 22 350 -
NorthEMainiMuisclchool 2 2 - 4 300 2
NashuaommunityiMusiclSchool 10 10 - 20 250 312
NashuaiChamberiDrchestra - 9 - 9 200 -
BlueStringiVarionettes - 4 - 4 200 -
NashualNorthiHighSchool:Theatrefrts 8 6 - 14 100 -
Daniel&D.fRok&wainlDancelnstructor) - - - 0 - 208
SheetaliKelkar{Indian@ancelinstructor) - - - 0 - 3
TotalDaysafWse: 93 124 214 431 - 691

*estimateditapacity

UserDemandSummary:2 telat et Tet-] Ae
_ Performances elle
PerformancetFacilities#13@sers)* Tech
750+Beats2Msers) 23 21 1 45
351fo00BeatsH4Ausers) 4 30 47 81
350Beatskbrfewerl{7Musers) 66 73 166 305
TotalaysfWse: 93 124 214 431

*ActorsingersiisktounteditwiceHo&ccountorkdemandiforamultipleffacilities

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=

(D
> Utilization: charrette results
Calendar fl otals 600-seatiHall 300-seatiHall 150-seatiMultipurposelpacel
Event?) Prepil Event? Prepil Event?) Prep?
Group Abb. Disc. Days Days Total | Days Days Total | Days Days Total
Actorsingers A/S TH 6 10 16 9 21 30 F 0
BlueStringMarionettes TLM TH 0 0 24 24 48
CityabfiNashua City X 10 10 0 0
Ghostlight2] heater&ompany GL TH 0 0 12 13 25
GreatmericanG@Downtown GAD X 0 57 5 62 0
HearliNowlllive HNL AM 0 0 16 16
Nashual? heatrefbuild NTG TH 0 0 7 14 21
PeacockiPlayers PP TH 0 139 61 200 0
SymphonyliNH SNH UM 2 2 4 4 8 12 0
18 12 30 209 95 304 59 51 110
TotalsibyDiscipline 600-seatiHall 300-seatiHall 150-seatiMultipurposelpacel
Event?) Prepil Event? Prepil Event?) Prep?
Discipline Abb. Days Days Total | Days Days Total | Days Days Total
Theatre TH 6 10 16 148 82 230 43 51 94
Dance D 0 0 0 0 0 0 0 0 0
Amplifed@Music/Ent. AM 0 0 0 0 0 0 16 0 16
UnamplifiediMusic UM 2 2 4 4 8 12 0 0 0
Opera O 0 0 0 0 0 0 0 0 0
Talks TA 0 0 0 0 0 0 0 0 0
Other X 10 0 10 57 5 62 0 0 0

18 12 30 209 95 304 59 51 110

Webb Management Services Inc.

Page 9

q ( } oM

Utilization: key potential partners

The Educational Sector: Nashua and the surrounding region are home to
multiple educational institutions, including Rivier University, Nashua Community
College, Daniel Webster College, the University of New Hampshire, and
southern New Hampshire University. A partnership with one or more of these
entities would connect new arts spaces to an experienced facility operator,
ensure a certain level of use, and provide a certain amount of financial stability.

Local Developers: There are handful of active developers in Nashua working to
repurpose the city’s former warehouses. Some of these projects have been very
arts-friendly (The Nashua Area Artists’ Association Gallery is currently housed in
a commercial building downtown, which also displays the work of local artists
throughout the building).

The Tech + Business Communities: Nashua’s tech and business communities
are growing. New arts facilities could be used for product launches, retreats,
customer appreciation events, and so on.

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OM

= en Benefits + impacts

The Nashua Arts Commission released the Nashua Arts + Cultural Plan in
2015. The plan outlined six primary goals for the arts in Nashua:

Identity: Create a unique brand to represent Nashua’s Centralization: Develop a collaborative citywide association
culture that distinguishes the city within the region. of arts and culture by understanding and leveraging digital
networks and existing venues and spaces within the city.
Education: Engage residents of all ages, backgrounds, and Marketing: Attract visitors and residents to local events by
abilities in arts and culture by raising awareness from a publicizing the Nashua cultural brand through strategic
young age and integrating culture into educational, outreach and promotion of the arts to both local and
recreational, and social activities. broader audiences.
Commerce: Produce new economic opportunities for the Growth: Encourage proliferation, prosperity, and visibility

city by integrating the arts into public and business policies, | for both existing and emerging organizations in the arts.
stimulating Nashua to evolve as a sustainable, resilient, and
livable community.

The development of new arts facilities is in line with many of these goals,
particularly identity, centralization, education, and commerce.

a a MY MY MY MM

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=

Doo

The market: The market is diverse. In all market segments, there are varying levels of
educational attainment, household income, races and ethnicities, and ages. This indicates a
need for programming that ranges from the hands-on to the traditional, with a range of
different price points.

Conclusions

Existing facilities: Nashua is located in a crowded arts market with a number of facilities
that present national touring products. In addition, the are two new facilities planned for one
of Nashua’s neighboring communities, one of which will present touring musical acts. Even
with these facilities, a gap remains for high-quality theatre and dance space. An additional
gap exists for meetings and events.

User demand: There is significant demand for a performance facilities with 350 seats or
fewer, and also for 500 to 700 seats. An additional 691 days of demand exists for classroom
space.

Benefits + impacts: New arts facilities align with many of the goals identified in the Arts
Commission’s Arts and Culture Plan, as well as with goals identified in the City’s 2010
Consolidated Plan.

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OOM

os Recommendations
oO
We presented a series of options to the City in May 2016. Based on feedback,
we determined that the best course of action was to consider the development
of a new 500-700 seat arts and events venue that could serve a range of
nonprofit arts groups and commercial promoters, also responding to demand
for a downtown meeting and event venue.

We also recommended the development of small and affordable spaces for
local groups, potentially through the redevelopment of Court St.

Finally, we advocated for the development of a downtown arts district including
existing and new facilities.

MM a MY MY MM

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