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building creativity

Market conclusions

Size* Growth Characteristics Conclusions
Slowly growing population; Diverse in age we . .
. a . Opportunities for increased family,
with a large number of families; Varying Iturall fic + hand
culturally specific + hands-on
Nashua 87,477 aS household incomes + levels of educational . an : a
. . : . programming; Need for price-sensitive
attainment; Racially + ethnically diverse “ies
. . . . programs and facilities
with a large Indian American community
Growing population; Diverse in age with a Opportunities for increased family,
. . large number of families + Millennials; culturally specific + hands-on
15-mile Radius 668,901 nN E rally Specie
Affluent; Varying levels of educational programming; Propensity for supporting
attainment; Racially + ethnically diverse traditional arts
Opportunities for increased family +
Growing population; Diverse in age with a culturally specific programming;
40-mile Radius 4,693,531 aS large number of families; Affluent; Well- Propensity for supporting traditional
educated; Racially + ethnically diverse arts; Possible demand for jazz events
and programs
. . . + + .
Tourism 33.4M a” Outdoor oD etter ses at arts Recreation based programs events;
entertainment participation Partnership development with Visit NH

*2026 Estimate

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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

son Hotel (Headliners Comedy Club)
Old Town Hall
Franklin Pierce University: Cheney Music Hall
Andy's Summer Playhouse

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Facility Rating vs. Capacity
(Oto 750 seats)

4.0

3.5

3.0

2.5

] 2.0
150 200 250 300 350
a e
e e
e
1.5

e @ Court Street T|

1.0
0.5

0.0

Lo Ay

heatre

450 500 550

WwW
a,

*Local Facilities

“Regional Facilities

600 650 700 730

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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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“ 4402
~ Map Legend Z

@ = Meeting + Event Facilities

je: Court Street Theatre

iy Keefe Auditorium
# ‘City of Nashua

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building creativity

Utilization: user demand

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Classroom
tee ’
User Demand: Performance + Classroom Space fe Performances Teta a yer Ta
Demand

Symphony New Hampshire 7 15 1 23 1100 -
Actorsingers (Large Space) 16 6 - 22 750 -
Gate City Charter School for the Arts - 2 45 47 500 -
Positive Street Art 4 4 - 8 500 -
Spartans Drum + Bugle Corps* - - 2 2 500 S
Steve Ruddock/Riverwalk Café - 24 - 24 400 -
Peacock Players 30 36 166 232 350 166
Actorsingers (Small Space) 16 6 : 22 350 -
North Main Muisc School 2 2 - 4 300 2
Nashua Community Music School 10 10 - 20 250 312
Nashua Chamber Orchestra - 9 - 9 200 -
Blue String Marionettes = 4 - 4 200 a
Nashua North High School: Theatre Arts 8 6 - 14 100 -
Daniel D. Rok Swain (Dance Instructor) - - - 0 - 208
Sheetal Kelkar (Indian Dance Instructor) - - - 0 - 3

Total Days of Use: 93 124 214 431 - 691

*estimated capacity

Ss eee di seas eae} ehitg

Performance Facilities (13 Users)* Uy)

750+ seats (2 users) 23 21 1 45

351 to 500 seats (4 users) 4 30 47 81

350 seats or fewer (7 users) 66 73 166 305
Total Days of Use: 93 124 214 431

*Actorsingers is counted twice to account for demand for multiple facilities

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> Utilization: charrette results
Calendar Totals 600-seat Hall 300-seat Hall 150-seat Multipurpose Space
Event Prep Event Prep Event Prep
Group Abb. Disc. Days Days Total | Days Days Total | Days Days Total
Actorsingers A/S TH 6 10 16 9 21 30 r 0
Blue String Marionettes TLM TH 0 0 24 24 48
City of Nashua City X 10 10 0 0
Ghostlight Theater Company GL TH 0 0 12 13 25
Great American Downtown GAD x 0 57 5 62 0
Hear Now Live HNL AM 0 0 16 16
Nashua Theatre Guild NTG TH 0 0 7 14 21
Peacock Players PP TH 0 139 61 200 0
Symphony NH SNH UM 2 2 4 4 8 12 0
18 12 30 209 95 304 59 51 110
Totals by Discipline 600-seat Hall 300-seat Hall 150-seat Multipurpose Space
Event Prep Event Prep 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
Unamplified Music UM 2 2 4 4 8 12 0 0 0
Opera Oo 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

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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.

LDA DDD DOD A

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= 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.

LDA DDD DOD A

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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.

ADA DDD DOD A

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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.

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