Capture a younger audience
I write to applaud the Strand Capitol for pulling out all the stops to bring the health care documentary "Sicko" back to the Capitol Theater. This took a major effort after an unfortunate cancellation that was beyond their control and they deserve a lot of credit for this, especially Joe Jefcoat.
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On a related note, I would encourage members of the staff and board to explore new ways to add more programming, especially live music for the under 45 crowd. Not only will this bring in much needed revenue by using the facility more intensively, but it will also help fuel the renaissance that is already underway downtown. It's also clear that the Strand will need new leadership, staff and donors in the coming decade and it is important to develop a relationship with that next generation now.
One way to do that is by booking shows and bands that interest this group of young people. They need to spend time at this beautiful place to fall in love with it. This could be accomplished without interrupting the current programming schedule simply by using this wonderfully renovated facility on nights the lights are normally out.
There is a huge opportunity for a venue in this region to capture an audience of music lovers who routinely drive hours to see concerts and pay top dollar for them. Why not bring all those people and their dollars to downtown York to see Ryan Adams, Wilco, Pete Yorn, the Counting Crowes, or countless others? Music lovers: If you have a favorite band, why not visit strandcapitol.org and send a mail saying you'd like to see that band in concert HERE. Yes here! Haven't you endured more than enough late night car rides home from Philly and DC?
Bill Swartz III
Spring Garden Township
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