Applause for Cobb Energy Centre

With a 2,750-seat theater, the Energy Centre has found its niche as a midsize venue, said executive director Michael Taormina, who has managed performing arts venues for 38 years.

“The Atlanta metro area has not had a facility that has measured up like this,” said Joanne Gross, a board member of both the Atlanta Opera and Atlanta Ballet, and head of the Corps de Ballet, a group that supports the ballet. “The fact that Cobb was able to pull off this venue, which offers world-class space to these world-class companies, has been a phenomenal opportunity for both the companies.”

In all, 263 events have been held at the Centre in fiscal 2010, with attendance totaling 240,000. They generated $6.6 million in operating revenue, according to the just-released 2010 annual report, or about 2 percent less than budgeted. The Centre exceeded its budgeted figures in space rental revenue, but fell just short in theater, food and beverage, along with naming rights and sponsorships revenue.

Expenses for the Centre were $5.3 million, about $270,300 less than budgeted, which offset the revenue shortfall, resulting in operating profit of $1.4 million, exceeding the budgeted amount by $125,000. Profits remain in an enterprise fund that can be used to fund ongoing operations.

The annual report also shows the Centre generated 150 jobs for the county, including venue employees and spin-off jobs created, including suppliers, performers and crew for shows. The Centre had a total county economic impact of $14 million.

As an industry, the theater business has had a decent year, said Gary Bongiovanni, editor-in-chief of Pollstar Magazine, a trade publication.

“The capacities are smaller [than outdoor venues] and in a tough economic environment the artists are going for facilities that are a little bit smaller.”

Through the first nine months of 2010, the Energy Centre ranked 36th on Pollstar’s list of the top 100 theaters in the world based on ticket sales reported by the venues. The list defines a theater as a venue where theatrical works or plays are performed, or other performances such as musical concerts are given. The Fox Theatre in Atlanta was No. 2 and the top U.S. venue on the list.

“When we decided to do this we looked at everything. We looked at what would entice people and they wanted more, and coming from other parts of the country they were used to more. They had more,” said Earl Smith, chairman of the Cobb-Marietta Coliseum and Exhibit Hall Authority, which oversees the Energy Centre.

The Energy Centre’s main selling points are versatile and functional facilities with renowned acoustics, an intimate setting and convenience, said Taormina. It is just off I-75 near the county’s southern border.

“I think the Cobb Centre pulls in more people from the suburbs who normally wouldn’t have gone downtown because of the hours of performances, traffic and accessibility. And for people coming from downtown, [the Energy Centre] is really not that far going up I-75,” said Eileen Rosencrants, longtime patron of both the Atlanta Ballet and Opera.

The Opera almost doubled its number of subscribers in its first season at the Energy Centre, with 6,267, according to numbers provided by opera representatives. Since the initial increase, subscriber numbers have remained level, but single-ticket purchases have increased as the economy struggles and patrons reorganize their purchasing priorities. Subscriptions for The Atlanta Ballet rose 838 to 13,169 for the 2008-09 season, but budget restraints caused by the recession led the troupe to cut one of its four productions this season.

The Energy Centre may be more accessible, but the Fox Theatre is a nicer place to see a performance, said Eileen Rosencrants’ husband, Tom.

“The Fox is Atlanta’s landmark and it’s unique,” he said. “I’d prefer the Fox to any place you could name in the world compared to a modern theater.”

Despite inevitable comparisons to the Fox, Taormina said the Centre has fit well into the metro arts scene.

“We don’t compete with the Fox, we complement the Fox and all other arts venues in the area,” he said. “This venue only added another wonderful space to all the great inventory of venues the city already had.”

Staff writer Jennifer Brett contributed to this story.