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Sunday, Dec. 30, 2007

Gallo Center's off to a fine start

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It was no shock when living legend Tony Bennett sold out his performance at the Gallo Center for the Arts. It might have surprised some, though, that the illusion variety show "It's Magic" and the children's play "The Elves and the Shoemaker" packed the house, too.

The most popular acts at the Gallo Center have been family-friendly programs and big-name artists. Although several other shows drew half-full houses or less, Executive Director Dave Pier said he is happy with the attendance numbers. In its first three months, the downtown Modesto venue has drawn about 70,500 people, including ticketed audience members and schoolchildren who attend private, daytime performances.

"We hear people say that (the center) exceeded their expectations," Pier said. "I think we have had a really good start."

In September, Pier told The Bee that he hoped for an attendance of 80,000 the first season, which ends in June. He said recently that he was being conservative and actually has hoped for 100,000.

The four resident companies -- the Modesto Symphony Orchestra, Modesto Community Concert Association, Townsend Opera Players and Central West Ballet -- are selling more tickets than ever, and people are booking the center for private parties. Although not all downtown restaurants and businesses have seen a significant increase in customers because of the center, most say they like having the venue as a neighbor.

In addition to Bennett, top-selling acts have included holiday shows "The Nutcracker" and "Navidad en Mexico" and musical acts Kris Kristofferson and Manhattan Transfer.

Among the biggest disappointments in terms of ticket sales were kung fu troupe Shaolin Warriors and pianist Jorge Federico Osorio. Pier blamed the

light turnout on poor marketing efforts, explaining that he and his team were so focused on the late September grand opening that they didn't properly advertise those two shows, which took place in October.

The arts center's 1,252-seat Rogers Theater and 444-seat Foster Theater have hosted dozens of events, sometimes holding performances simultaneously. People enjoy milling around in the spacious lobby, where they can get refreshments and even watch the shows on flat-panel TVs.

The Modesto Symphony Or- chestra has seen "extra- ordinary" ticket sales, said Paul Jan Zdunek, president and chief executive officer. Most of its concerts, performed in the Rogers Theater, are 90 percent to 95 percent sold. Last season's programs at the similarly sized Modesto High School audi- torium usually were 65 percent sold.

"The center has done what we anecdotally thought it was going to do -- provide a center for arts, culture and entertainment and provide a place to call home for the symphony," Zdunek said. "We've been vagabonds for so long. Having such a fantastic place has helped our ticket sales."

The Modesto Community Concert Association sold out its entire five-concert series in the Rogers Theater months before the arts center opened. Hal Kinser, operations manager, said his patrons are thrilled with the venue.

"I think the acoustics at the Gallo Center are marvelous," he said. "I'm not aware of a bad seat in the house. I've sat in various portions in both theaters, and it's just marvelous."

Multicultural offerings praised

Balvino Irizarry, president of the Hispanic Leadership Council, said he is impressed with how the arts center is making an effort to program multicultural entertainment that appeals to the region's diverse population.