Bringing Broadway to Our Backyard

Rebecca Keith loves a challenge. And that’s exactly what she got when she signed on as General Manager of the Commerce Bank Arts Center (formerly Washington Township Performing Arts Center). Turning a high school auditorium into one of the hottest tickets in town wasn’t going to be easy. "We pulled up into the parking lot of a high school and I looked at him like he was absolutely insane," said Keith of her friend Sam L’hommedieu, who recruited her for the position. Despite Sam’s confidence in the Washington Township location, Keith had her doubts. And she wasn’t the only one.

Performers, promoters and the public weren’t eager to embrace the concept of a state-of-the-art entertainment facility at a high school in South Jersey. Although the first season’s schedule toted professional Broadway tours like Grease and West Side Story, people passed on tickets assuming the shows were productions put on by the high school drama department. "There was a misconception from the general public that these were high school products and therefore it was very hard to market," said Keith. And rightfully so… Completed in 1998, the venue was originally designed by the Washington Township school district to serve as an auditorium. With the increased number of students, school officials decided they needed a facility that could accommodate the entire student body if it rained on graduation days. "Somewhere along the way someone decided that because of the seating capacity and backstage, we should do professional entertainment," says Keith. Although colleges have hosted concerts for years, high schools have a different educational element that often faces resistance. "You think a high school auditorium and you think you’re going into a cafatorium," said Keith. Determined, she took the identity crisis plaguing the venue head-on. How would she get people in the seats? For that she turned to her rock ‘n roll roots. Keith started out in the entertainment business back in the mid-80s as a production assistant working club shows. "This was back when Bon Jovi was still in big hair and spandex. So was I, but he was making more money," she says. From there she tried her hand at rock promotions. That was it. Keith decided she needed to reach out to concert promoters in order to validate the events as the real deal. "There may be confusion as to who’s doing West Side Story, but there’s only one Barry Manilow. There is only one Moody Blues. There is only one Natalie Merchant," she says. "These are the types of acts that established the place as a national entertainment theatre."

Mission accomplished. With 2,500 seats, a full stage orchestra pit and excellent acoustics it is now recognized as the number one performing arts center in South Jersey. And finally people are excited. "You don’t have to go to Center City or New York to see a top quality show," said Jim Weiner, assistant manager. "It’s in your backyard. And it’s free parking."

The center does not recruit artists to play. Rather, it operates as a rental facility, relying on talent buyers to book events. "We are here to make sure the facility can accommodate that act," said Keith.

Past guests have included Trisha Yearwood, BB King, Jessica Simpson and David Copperfield. And this year’s schedule looks to be just as stacked. Among those slated to play are Kenny Rogers, Bill Cosby and Fame: The Musical. But it’s not just the likes of Hollywood taking the stage here. "We open our door to a myriad of multicultural events," says Keith. "We have everything from Willie Nelson to Bill Cosby – but we also have the Marcia Hyland Dance Studio in here every June." There are also fundraisers for philanthropic organizations and bookings for union meetings. Integrating the world of entertainment with the world of education presents another challenge for Keith. But, make no mistake, the high school’s needs are not forgotten. The students get preference on dates for drama productions and the center also provides an enormous opportunity for teens interested in learning about theatre as a career. Take the apprentice program that allows students to work first hand with the professional stage crews that come into town.

Perhaps, Keith’s biggest sign that the center is being accepted is the recent name change. In February, Commerce Bank bought naming rights to the building, changing the Washington Township Performing Arts Center to the Commerce Bank Art Center. "It is a stamp of approval, a stamp of validity, if Commerce Bank believes in the Center enough to put its name on it," said Keith. It’s also a substantial check. The bank has pledged $60,000 a year in exchange for the name change. The money goes directly to the school and will help to fund scholarships and finance other arts initiatives, like the summer drama program she has been wanting for years.

She still has hopes. "I foresee a nice mix of programming that makes the community proud, that makes the education community proud…just a place to be proud of."

She is proud. Sure, there will more be challenges. But she’s ready. "It’s a very stressful business – but I like that."

Published in South Jersey Magazine, April 2004.
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Author: Kelly Lobb