Newmarket's theatre has a new name — the NewRoads Centre for the Performing Arts — and will be reopening with an updated interior in early 2020.
"It's exciting news, we're re-inventing theatre in Newmarket," said Newmarket Mayor John Taylor.
A multi-purpose, redesigned lobby space, which will be available to the community for event rentals, is part of the plan to refresh the theatre, which first opened more than two decades ago.
As well as larger public signage fronting Mulock Drive, the plan for a new and improved theatre includes bringing "higher end" live professional performers to Newmarket, Taylor said.
The mayor acknowledged naming sponsor NewRoads Automotive Group for its commitment to arts and culture in the community.
"The NewRoads Automotive Group is proud to support the arts through our sponsorship of the Newmarket theatre,” Michael Croxon, president and CEO of NewRoads, said in a news release. “Art is an important part of our way of living. It is a form of human expression that aims to entertain and bring joy to our community."
The five-year naming sponsorship, as well as $2 ticket surcharge, are helping to finance the improvements for the theatre, which operates as a partnership between the Town of Newmarket and York Region District School Board.
"We'll be offering residents higher end performances — it may even save them going to Toronto — without putting a burden on taxpayers," Taylor said.
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The Town is not providing details regarding the amount paid for the naming sponsorship of the theatre.
"The Town of Newmarket is proud to have a number of sponsorship agreements with local businesses. We do not disclose the dollar figures of these sponsorships as we have signed confidentiality agreements with these sponsors," Colin Service, director of recreation and culture, said in an email.
"It is important to recognize that many of our sponsors operate similar businesses as one another, so it is not appropriate for the Town of Newmarket to disclose how these businesses choose to allocate their marketing expenses (as it) places these businesses in a difficult situation.”
The 400-seat theatre, which is part of the Newmarket High School building at 505 Pickering Cres., operates at an annual deficit of $250,000 to $300,000, according to the Town.
"Arts and culture are crucial to any complete, great community," Taylor said. "It's just as important as recreational offerings."
Theatres, arenas and community centres will always require some level of subsidy from the town, he added.
The theatre renovations support one of council’s strategic priorities, which is to establish "extraordinary places and spaces within our own community".
Newmarket has been a municipal leader in the country for its success in sponsorship naming, Taylor added, pointing to the Magna Centre itself and named rinks there and at the Ray Twinney Recreation Complex, Old Town Hall space, and the water feature at Riverwalk Commons as examples.
"Our events are now heavily sponsored, too," Taylor said. "It allows the town — and, often, our community partners — to do some pretty amazing things for residents."
For more information and updates on the NewRoads Centre for the Performing Arts, visit newmarket.ca/theatre.
Editor's Note: An image of the rendering of the exterior of the theatre that was originally published Oct. 31 was removed on Nov. 1, 2019 at the request of the Town of Newmarket as details of the rendering have changed.
