HomeMy WebLinkAbout2022-461-E-Arts Commission-Chelsea Art Theater INC-Outside agencyGRASSROOTS ARTS PROGRAM / ARTIST PROJECT GRANT 2022-23
Grantee Name
Authorizing Official
Project Title
Award
Grant Category ☐Artist Project Grant Program
Funding Source
Date
End Date
OCAC Report Due
☐Grassroots Arts Program
☐North Carolina Arts Council ☐Orange County
July 1, 2022
June 30, 2023
Monday, July 10, 2023
Stipulations ☐Grantee must spend $ on the hiring of multicultural artists specified in
the grant application.
☐Grantee must properly credit the Orange County Arts Commission using the proper
logo on all publicity materials for the funded program. Recipients of operations‐related
grants must include the OCAC logo with link to www.artsorange.org on grantee’s
website. Download logos on the OCAC website at
https://artsorange.org/grants/grantee‐resources
☐Grantee must properly credit the Orange County Arts Commission and the N.C. Arts
Council using the proper logos and N.C. Arts Council credit line on all publicity materials
for funded program. Recipients of operations‐related grants must include the OCAC logo
with link to www.artsorange.org and N.C. Arts Council logo, credit line, and link to
www.ncarts.org on grantee’s website. Download logos and view proper credit line
language on the OCAC website at https://artsorange.org/grants/grantee‐resources
☒The Grant Recipient must enter all events, exhibits, and performances (virtual or in‐
person) open to the public and related to this grant award on the Orange County Arts
Commission website at www.artsorange.org/events. In addition, the Grant Recipient
must add a link to www.artsorange.org (Orange County Arts Commission logo
preferred) to their main webpage.
Staff Contact Katie Murray, Director
(919)245‐2335 | kmurray@orangecountync.gov
NOTE!
Next year's grant cycle
will evaluate all 2022
grantees on their
adherence to the
stipulations listed on this
sheet. A compliance score
will be incorporated into
all grant applications
beginning in 2023 and
going forward.
Chelsea Art Theater INC
Emily Kass Executive Director
Operating Support for the Chelsea Theater
$8,000.00
4
4
4
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
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Revised August 2022
ORANGE COUNTY ARTS
COMMISSION 2022-23 GRANT
AGREEMENT
THIS AGREEMENT, entered into this 24 day of August, 2022, by and between Orange County
("County"), by and through the Orange County Arts Commission ("Arts Commission") and
("Grant Recipient").
WHEREAS, the Arts Commission is a countywide arts agency that ensures the growth of
local arts experiences by providing funding and support for diverse high quality programs and
projects.
WHEREAS, the Arts Commission administers the annual Grants Program to provide
economic opportunities to Orange County artists and non-profit organizations coordinating arts
projects benefiting the citizens of Orange County.
WHEREAS, the annual Arts Grants Program is supported by Arts Commission with
funds from the Grassroots Arts Program of the North Carolina Arts Council, a division of the
Department of Natural and Cultural Resources, a state agency.
WHEREAS, the Grant Recipient was selected by the Arts Commission to receive the
annual Arts Grant through the procedures duly adopted by the Arts Commission; and
WHEREAS, both parties wish to promote and maintain the integrity and clarity of the
Grant Recipient's ideas and statements and delineate the Grant Recipient’s obligations to the
County;
NOW, THEREFORE, the County and the Grant Recipient, for the consideration and
under the conditions hereinafter set forth, agree as follows:
1.Approved Grant Project. Grant funds are provided under this Agreement for the project
(“Project”) described in the Grant Recipient’s Grant Application, attached hereto and
incorporated herein as Exhibit A.
2.Grant Award. Grant funds in an amount not to exceed ($ )
have been awarded by the Arts Commission to the Grant Recipient for the approved
Project. The Recipient shall be required to match funds at least dollar-for-dollar with cash
from the Grant Recipient’s funds not derived from either Orange County appropriations or
the North Carolina Arts Council, as outlined in the attached Exhibit A.
3.Contingency. This grant is contingent on North Carolina Arts Council Grassroots
Program funding to the Arts Commission. Final decisions on Grassroots Program funds
to the North Carolina Arts Council are subject to approval by the North Carolina General
Assembly.
4.Responsibilities of the Grant Recipient
Chelsea Art Theater INC
eight thousand dollars $8,000.00
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
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Revised August 2022
A.Implementation. The Project implementation shall take place between July 1,
2022 and June 30, 2023. The Project shall be implemented in the manner
described in Exhibit A. Time is of the essence in the implementation of the
Project.
B.Modifications to project. Grant Recipient shall present major changes to the
original proposal, including but not limited to changes in design, implementation
schedule and increase in Project budget by more than 10%, in writing to the Arts
Commission for approval. Arts Commission shall approve or disapprove Grant
Recipient’s request for modifications within seven (7) days of receipt thereof.
Consent to project modifications shall not be unreasonably withheld. Arts
Commission’s decisions shall be in writing. In the event the Arts Commission
fails to approve or disapprove the requested modifications within the time stated
herein, the modifications shall be deemed approved.
C.Non–assignment. The grant cannot be assigned or transferred to a different project
or artist without prior written approval of the Arts Commission.
D.Records. Grant Recipient must maintain records and other evidence pertaining to
costs incurred and revenues acquired during the Project implementation. Grant
Recipient shall maintain financial records pertaining to the Project for three (3)
years from the date of this Agreement, in case of audit.
E.Use of Funds. Grant Recipient shall not use the grant funds to repay outstanding
taxes or other debts of any nature. The grants shall be utilized solely for the
purpose described in the attached Exhibit A.
F.Final Report. Grant Recipient shall submit to the Arts Commission a Final Report
on July 10, 2023. The Final Report shall be in the format required by the North
Carolina Arts Council. Failure to submit the Final Report or late submission of
the Final Report, for any reason, shall be grounds for denial and/or cancellation of
grant funds for the Project and future grant proposals.
5.Responsibilities of the Arts Commission
A.Payment. The Arts Commission shall release the grant funds in the amount of
$ to the Grant Recipient.
6.Publicity
A.Acknowledgement. Credit must be given to the Orange County Arts
Commission and/or the North Carolina Arts Council using the proper logo(s)
and credit line in brochures, news releases, programs, and all other printed and
online publications. Copies of such printed materials must accompany the
evaluation report. Official Orange County Arts Commission and North Carolina
Arts Council logos may be downloaded at www.artsorange.org/grantee-resources
and may not be altered in any way. When no printed information is used, verbal
$8,000.00
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
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Revised August 2022
credit shall be given. In addition, all print and promotional material must include
the following credit line and logo(s) (check all that apply):
i.County Funds Only. Orange County Arts Commission logo required.
Credit line required for audio projects: “This program is supported by the
Orange County Arts Commission.”
ii.North Carolina Arts Council Funding. The Orange County Arts
Commission and the North Carolina Arts Council logos are required. Credit
line: “This program is supported by the N.C. Arts Council, a division of the
Department of Natural and Cultural Resources.”
B.The Grant Recipient must enter all events, exhibits, and performances open to the
public and related to this grant award on the Orange County Arts Commission
website at www.artsorange.org/events. In addition, the Grant Recipient must
add a link to www.artsorange.org (Orange County Arts Commission logo
preferred) to their main webpage.
7.Indemnity. The Grant Recipient agrees to indemnify and hold harmless the County, the
Arts Commission and the North Carolina Arts Council and their officers and employees
from any and all claims or actual injury, damage or loss to a person, or real or personal
property that results from or is in any way connected to the use of the grant funds.
8.Independent Contractor. The Grant Recipient is an independent contractor and not an
employee, agent or other representative of the County and/or the Arts Commission.
Nothing contained in this Agreement shall be construed to create the relationship of
principal and agent, or employer and employee, between Grant Recipient and Arts
Commission or Orange County Government. Grant Recipient understands and agrees
that he/she is not authorized to incur any expenses or any liability whatsoever on behalf
of the County or the Arts Commission and has no authority, expressed or implied, to
obligate or make representations on behalf of the County or the Arts Commission. In
addition, Grant Recipient agrees to maintain his or her own worker's compensation
insurance for himself/herself and his or her employees for the duration of the art work's
installation.
9.Termination
A.In the event of any of the circumstances set forth below (hereinafter referred to as
“default”), the Arts Commission may immediately terminate this Agreement:
(i)Any fraudulent representation in any verification required to obtain
payment under this Agreement or other dishonesty on a material matter
relating to the performance of services under this Agreement.
(ii)Nonperformance, incomplete service or performance, or failure to
satisfactorily perform any part of the Project or to comply with any
provision of this Agreement, as determined by the Arts Commission in its
sole discretion.
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Revised August 2022
(iii)Failure to adhere to the terms of applicable county, state or federal laws,
regulations, or stated public policy.
B.In the event of default by the Grant Recipient, the Arts Commission has the
discretion to elect to terminate this Agreement, in whole or in part and/or require
the Grant Recipient to repay the grant funds within seven (7) from written notice
of default or allow the grant recipient the opportunity to cure the default. This
clause shall not be interpreted to limit the County’s or the Arts Commission’s
remedies in law or in equity.
10.Miscellaneous.
A.Entire Agreement. This Agreement and the attachments contain the final and
entire understanding of the parties with respect to the subject matter of this
Agreement. All modifications and amendments to this Agreement shall be in
writing. This Agreement shall be binding upon the parties, their heirs, successors
and assigns.
B.Governing Law. Governing Law and Priority: Both parties agree that this
Agreement shall be governed by the laws of the State of North Carolina and
Orange County. Grant Recipient shall at all times remain in compliance with all
applicable local, state, and federal laws, rules, and regulations including but not
limited to all state and federal anti-discrimination laws, policies, rules, and
regulations and the Orange County Non-Discrimination Policy and Orange
County Living Wage Policy (each policy is incorporated herein by reference and
may be viewed at
http://www.orangecountync.gov/departments/purchasing_division/contracts.php.).
Any violation of this requirement is a breach of this Agreement and Arts
Commission may immediately terminate this Agreement without further
obligation on the part of the Arts Commission. This paragraph is not intended to
limit and does not limit the definition of breach to discrimination. By executing
this Agreement the Grant Recipient certifies that they has not been identified, and
has not utilized the services of any agent or subcontractor identified, on the list
created by the State Treasurer pursuant to G.S. 147-86.58. By executing this
Agreement the Grant Recipient certifies that they has not been identified, and has
not utilized the services of any agent or subcontractor identified, on the list
created by the State Treasurer pursuant to G.S. 147-86.81. By executing this
Agreement Grant Recipient affirms they are and shall remain in compliance with
Article 2 of Chapter 64 of the North Carolina General Statutes. In determining
the basic services to be provided, should any documents be referenced in or
attached to this Agreement, the terms herein shall have priority in any conflict
between the terms of referenced documents and the terms of this Agreement.
C.Dispute Resolution: Neither party may initiate binding arbitration. Any disputes
shall be resolved by nonbinding mediation. If such mediation fails either party
may initiate litigation to resolve the dispute. Should either party initiate litigation
to settle any dispute involving the terms of this Agreement such litigation shall be
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
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Revised August 2022
initiated in the General Court of Justice of North Carolina seated in Orange
County, North Carolina.
D.Signatures. This Agreement together with any amendments or modifications may
be executed electronically. All electronic signatures affixed hereto evidence the
intent of the Parties to comply with Article 11A and Article 40 of North Carolina
General Statute Chapter 66.
IN WITNESS WHEREOF, the Orange County and the Grant Recipient have signed this Grant
Agreement, effective on the last date this Agreement is signed by both parties as indicated by the
dates set forth under signatures below.
For and on behalf of the Grant Recipient
Date
For and on behalf of Orange County Government
Bonnie Hammersley, County Manager Date
Emily Kass Executive Director
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
9/12/2022
9/13/2022
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Revised August 2022
ORANGE COUNTY—DEPARTMENT USE ONLY
Department
Party/Vendor Name: Party/Vendor Contact Person: Contact Phone: Party/Vendor Address:
City State: NC Zip: Department: COUNTYMGR/Arts Commission Amount:
Purpose: 2022-23 Arts Grants Budget Code(s): 37290050-630000 Vendor # (N/A if new vendor) Vendor
is a BOCC consultant? Yes No Contract Type: (Check one) New Renewal Amendment Effective
No Date 8-31-2022 Approved by Board Yes Agenda Date:
This agreement is approved as to technical form and content:
Department Director’s Signature Date:
Information Technologies
(Applicable only to hardware/software purchases or related services) This agreement has been reviewed and is
approved as to information technology content and specifications:
Office of the Chief Information Officer Date:
Risk Management
This agreement is approved for sufficiency of insurance standards, specifications, and requirements:
Office of the Risk Management Officer Date:
Financial Services
This instrument has been pre-audited in the manner required by the Local Government Budget and Fiscal Control
Act:
Office of the Chief Financial Officer Date:
Legal Services
This agreement is approved as to legal form and sufficiency:
Office of the County Attorney Date:
Clerk to the Board
Received for record retention:
All Docusign contracts must be copied to Laura Jensen upon completion @ljensen@orangecountync.gov
The following signature block is for hard copies only and is not required for Docusign contracts:
Office of the Clerk to the Board _Date:_
Chelsea Art Theater INC Emily Kass 9194481844
1129 Weaver Dairy Road Ste AB Chapel Hill 27514 $8,000.00
65826
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
9/6/2022
9/12/2022
9/13/2022
9/13/2022
Orange County Arts Commission Powered by Submittable
Title Chelsea Art Theater Inc
by Emily Kass in 2022-23 Grassroots Arts Program Grant
Application
Chelsea Theater
1129 Weaver Dairy Road Ste AB
Chapel Hill, North Carolina
27514
United States
919-929-8428
emily.kass@thechelseatheater.org
06/09/2022
id. 26777630
Original Submission 06/09/2022
APPLICANT
INFORMATION
Please tell us about your organization.
Organization Name Chelsea Art Theater Inc
Mailing Address of
Organization
1129 Weav er Dairy Rd. Suite AB
Suite AB
Chapel Hill, NC. 27514
How did you hear about
our grant program?
Other
Did you or a
representative of your
orgnanization attend one
of our grants training
sessions?
Yes
Nature of Organization Arts Organization
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
Organization Description The mission of the Chelsea Theater is: To entertain, inspire and engage through film to
enrich our div erse community. The Chelsea was once one of sev eral art house
theaters in Chapel Hill and across the Triangle. Today the Chelsea is the Triangle’s
only nonprofit cinema dev oted entirely to film and film related education. Originally
opened in 1990, the Chelsea was sav ed from closure by a community fundraising
effort (“Sav e the Chelsea”) and re-opened seamlessly as a nonprofit on March 30,
2018.
As a nonprofit, the Chelsea quickly positioned itself as a v ital part of the local cultural
community by establishing working relationships with national film distributors,
attracting new audiences, and creating a space for discussion and interpretation of
film. The Chelsea presents a portfolio of first-run, independent, feature, and
documentary films. These films range from works by internationally known directors,
to those by new and emerging filmmakers based globally and in our own community.
In addition, the Chelsea regularly presents special series, as well as repertory and
classic films. Many programs inv olv e collaborations with UNC-Chapel Hill, Duke
Univ ersity, and community groups, and feature guest speakers or discussions on
relev ant social, env ironmental, or cultural themes. Examples include: the Indigenous
Peoples' film series; partnerships with the NAACP; an annual series of Dance on Film
in conjunction with the American Dance Festiv al.
The importance of the Chelsea’s reopening as a non-profit art house theater was
indicated by the theater’s rapid early growth, with a peak of 1,500 member households
and an annual attendance of 46,000 indiv iduals. This was halted by the COVID-19
pandemic in 2020 when the theater was forced to close for thirteen months. But
adv ersity contained the seeds of opportunity, and the board used the lengthy closure
to mov e forward with a much-needed renov ation of the theater by updating public
spaces in the lobby and restrooms; replacing seats, sound systems, screens, and
flooring; and installing a state-of-the-art air filtration system. The renov ation was fully
funded the generous local community through their monetary contributions, as well as
in-kind gifts of materials and labor. The updates resulted in three ADA accessible
theaters with high quality audio-v isual equipment—offering patrons an outstanding
big-screen experience in welcoming surroundings.
The Chelsea’s board of directors is comprised of fifteen indiv iduals with backgrounds
in nonprofit leadership, higher education (Duke and UNC faculty specializing in film),
finance, health care, and construction. The board includes an equal number of men
and women with approximately one quarter from Black or Latino heritage. The two full-
time employees are the executiv e director and operations manager, who collectiv ely
ov ersee all operations and functions of the theater. In addition, part-time employees
include the assistant to the director who works primarily on PR and
membership/dev elopment, and the digital media coordinator, responsible for design,
website, and newsletters. The newly expanded part-time program manager position is
now responsible for creating and managing an increased roster of special programs
and writing and speaking about films. Additionally, concessions and ticketing are
staffed by part timers, primarily students and recent graduates.
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
Has your organization
undergone any
Diversity, Equity, and
Inclusion (DEI) training?
If so, please explain. If
not, please explain any
barriers that have
prevented you from
receiving this training.
Executiv e Director Emily Kass has a longstanding history in organizational leadership
and commitment to div ersity in programming and audience dev elopment. She has
attended formal div ersity trainings at UNC-Chapel Hill and other prev ious workplaces.
She brings a wide knowledgebase to the Chelsea theater; howev er, the staff and board
hav e not yet undergone formal DEI training session as an organization. Thanks to
Emily Kass’ training, the Chelsea includes elements of DEI training in staff meetings, at
board and committee meetings, and in informal discussions, as well as incorporating
DEI principles into organizational policies and publications. Understanding and
recognizing div ersity and equity is at the core of the Chelsea's programs.
As many nonprofit organizations are facing, there are barriers that hav e prev ented
planning a formal training session with an outside consultant. In addition to cost and
the hurdles put in place due to the COVID-19 pandemic, allotting time among a staff of
nearly all part-time employees and v olunteers has been the greatest barrier. The
theater’s schedule in conjunction with the staff’s roles throughout the day hav e stalled
efforts to mov e ahead with training.
The Chelsea activ ely pursues programming that regularly fits into the DEI framework.
Film themes frequently deal with the ramifications of oppression, bias, and racial
inequity, explore ethnicities and showcase the work of LGBTQ filmmakers and
filmmakers of color. For example, in June 2022 alone we are showing films as wide
ranging as Tropical Malady (LGBTQ themes); Memoria (Thai film director, set in
Colombia SA in Spanish, English subtitles); Funeral Parade of Roses (Japanese with
gay and transgender themes); Stay Prayed Up (documentary about a North Carolina
gospel group, the Branchettes, by a Chapel Hill film team); and Elv is - a new biopic by
Baz Luhrman.
Programming div erse films attracts more div erse audiences, and the Chelsea striv es
to offer a welcoming env ironment to all who come to the theater, and to create an
env ironment where all employees and v olunteers feel included. This starts with the
board and the executiv e director. Most board meetings include a discussion on films
we are showing longer term, and what audiences we might attract. This is explored on
a tactical lev el at marketing committee meetings, where specific audience outreach is
determined.
During FY22-23, will
your organization
receive operational
support funding from the
North Carolina Arts
Council or the North
Carolina Department of
Natural and Cultural
Resources?
No
Organization's EIN 82430968.0
Organization W ebsite www.thechelseatheater.org
Authorizing Official's
Name
Emily Kass
Authorizing Official's
Title
Executiv e Director
Authorizing Official's
Phone
9194481844
Authorizing Official's
Email
emily.kass@thechelseatheater.org
Applicant Race W hite
Financial Overview
FinancialOv erv iew_Submittable.xlsx
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
Organizational Financial Statements
Budget_v s_Actuals_Chelsea_Art_Theater_2021.pdf
Chelsea_Art_Theater_Budget_for_2022_copy.pdf
DRAFT_2023_OPERATING_BUDGET_-_Sheet1_2.pdf
2020_-_990_.pdf
Deficit/Surplus Due to receiv ing SVOG grants we hav e been able to cov er the 2020 and 2021 deficits
of $165,911. The 2022 budget includes using $44,000 in cash from SVOG grant
proceeds to balance the budget. W e project a smaller gap in the 2023 budget and will
use SVOG funds now in reserv e. W e will also begin to repay a 30-year, $75,000 EIDL
loan as soon as possible but for the next eighteen months will pay interest only as we
continue to stabilize.
W e believ e that it may take three or more years to regain our pre-pandemic stability of
attendance and earned income. Attendance dropped by 50% after we reopened and
remains well below 2019-2020 lev els. Only with a significant boost in attendance (and
therefore ticket and concessions sales) to pre pandemic lev els will we be able to return
to equilibrium. Therefore, an ev en greater emphasis on fundraising, including
membership, operating support, and grants, is a priority of the board.
Are you an entity of
UNC-Chapel Hill or
another unit of state
government?
No
PROJECT/PROGRAM
INFORMATION
Tell us about your project or program
Title of Grant Request Operating Support for the Chelsea Theater
Grant Amount
Requested
$8000.00
Is the person in charge
of this program or
project different from the
Authorizing Official?
No
W hat are you
requesting funding for?
Operational expense (arts organizations ONLY)
Request Summary Funds are requested to support the mission of the Chelsea Theater and will be used to
cov er general operating expenses, as well as to cov er the costs of presenting rare or
newly restored films, prov iding film notes and educational analysis (both digital and
handouts), and funding speaker honoraria. These operational activ ities are central to
the Chelsea’s mission and allow audiences to experience cinema in new and exciting
ways. Bringing audiences together with industry experts, filmmakers, and directors
creates an educational bridge between some of the greatest cinematic endeav ors and
our local community.
Since reopening, the Chelsea has worked diligently to position itself as a premier
destination for film v iewing. This has been achiev ed through the creation of a
foundation that begins with a completely renov ated and upgraded the facility, a
rev ised mission statement, and the addition of strong core v alues to guide all activ ity.
There hav e been significant enhancements to the staff, adding expertise and
experience in key areas; in 2021 a part-time digital media coordinator was added; in
early 2022 a part-time dev elopment/communications assistant; and in the past month
a professional film program manager (see attached resumes). In addition, the Chelsea
has attracted new board members whose knowledge of film greatly enhances the
collectiv e expertise of the board. Our April 2022 board retreat confirmed the Chelsea's
commitment to presenting the best in cinema, past and present; to making our
offerings av ailable as widely as possible to Orange County residents; and to
expanding our ability to prov ide related education programs.
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
Organizational Goals The mission of the Chelsea Art Theater, rev ised in 2021, is: to entertain, inspire and
engage through film to enrich our div erse community. At the same time, the board
adopted an ambitious v ision: The Chelsea will be a premier nonprofit art house theater
and a destination for film lov ers ev erywhere.
Values:
Learning – W e v alue education and serv e as a cultural and community resource.
Community – We v alue and are supported by our community.
Div ersity – W e believ e that representing div erse v oices is fundamental to what we do.
Our board, staff and our programs must reflect the broad range of backgrounds,
experience and ideas that shape our society.
Inclusiv eness – W e are committed to working together with all of our partners to foster
div ersity and a culture of inclusion.
Variety – W e focus on extraordinary films that might not otherwise be seen.
Sustainability – W e v alue being an economically sound and successful nonprofit
organization.
These goals and v alues shape all aspects of our organization: the selection of films
and all accompanying programming; educational and academic partnerships;
community collaborations; industry guests and speakers. These v alues ev en impact
the Chelsea’s pricing structure to ensure inclusiv ity and accessibility, and of course
the theater’s commitment to superior customer serv ice.
How will you evaluate
whether or not your
goals have been met?
The ev aluation process requires assessments of multiple v ariables, ensuring that the
Chelsea is not only reaching its goals proposed for these funds but is adhering to all
its core v alues and mission in doing so. The funding goals to support special
programming are easily monitored as these ev ents occur throughout the year.
Planned programs such as the upcoming October Indigenous Peoples’ film series,
guest speakers for incredible exclusiv e films such as Apichatpong Weerasethakul’s
Memoria (2022), and many others throughout the year. These are tracked through
ticket sales. This simple but important strategy helps to guide the Chelsea for future
film and program choices and encourage growth of the theater ov erall.
In addition, a fundamental understanding of what the community is relating to and
seeking in film education is key to the Chelsea’s mission. This data will be tracked by
customer surv eys, feedback requested from members throughout the year, and
engagement and discussion on social media platforms. Online ticket sales and a
growing number of Chelsea Memberships hav e assisted in collecting adequate
customer data to perform thorough surv eys and collect feedback and input form the
film community throughout Orange County and Beyond.
Ev aluation of operational goals includes a monitoring of the organization’s ov erall
health through continued growth trends in memberships, donations, ticket sales,
concessions, and a general excitement for the films presented.
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
How do you promote
and publicize the work of
your organization?
Paid adv ertising and sponsorships will be judiciously selected and timed. The
Chelsea’s program guide is sent weekly with additional editions sent for special
program promotions. People can sign up for it at the theater or on the website. W ithin
the past year, the number of subscribers has grown by nearly 1,200 to 4,200 and has a
recent av erage open rate of 51%, high by industry standards. Use of social media
platforms will enhance and support all marketing efforts. These portals offer a direct
link to the community through posts, both organic and boosted, and through social
sharing. The Chelsea’s Instagram account has more than 600 followers, and Facebook
more than 1,250. Other paid adv ertising efforts will include media outlets such as
W UNC radio, UNC student radio, the Daily Tar Heel, the Indy Week, Chapel Hill-Durham
newcomer’s guides, and boosted social media posts; with an emphasis on platforms
and opportunities where results can be tracked and analyzed.
This year the Chelsea will also implement a direct mail campaign to target households
within a ten-minute driv e of the theater. Through av ailable serv ices at the USPS, these
mailings can be focused on communities who we are familiar with and match our
known demographics for supporters, as well as new communities who will gain v alue
from the theater but may be unfamiliar with what the Chelsea has to offer. Census
figures identify 66.7% White, 14% Asian, 9% Black, 7.9% Hispanic Origin, and 7.5%
other/2 or more races in the nearby communities. These demographics correspond
well to the global focus of our offerings. Mailings will offer discounts and promotions,
such as “bring a friend,” discounted concessions, and trial memberships.
Seniors will be reached through retirement communities ev ent calendars, direct mail,
and outreach including staff and v olunteers speaking to groups. College and post-
college audiences are just beginning to dev elop lifelong habits. As many in this age
group hav e primarily experienced film v ia personal dev ices, our goal is to introduce
and reinforce the v alue of experiencing film as it was meant to be seen on a large
screen in a communal setting. W e will reach students through onsite adv ertising
(student newspapers and radio stations); departmental listserv s generously offered by
the film program faculty leadership; and flyers/posters around campus.
Please describe efforts
by your organization to
generate revenue.
The Chelsea's operating budget is funded in the following ways:
Earned income from ticket sales and concessions make up 70% of income. Ticket
sales are a critical part of the Chelsea’s success and relies on consistently exceptional
programming and careful consideration for each film shown. The emphasis on
marketing to new and existing audiences through the promotion of upcoming film
selections is critical to ensure this budget is reached through sales of tickets.
Concessions are also an expected part of the mov ie-going experience, and the
Chelsea striv es to prov ide high-quality options that the local audience lov es.
Membership support currently makes up 17% budgeted rev enue. Memberships are on
an annual, rolling basis and may be purchased online, by mail, or on site. Spring and
fall membership campaigns solicit new members and seek to upgrade existing
members and are followed by monthly renewal notices as needed. At our peak in 2019,
there were 1,500 membership households. Post pandemic, we now hav e a current
membership base of 750 households, which is rising steadily through our continued
efforts. These memberships range from an annual cost of $50 for an indiv idual
membership, to $2,500 for an Angel membership. At the current rate of growth, we
expect the membership base to exceed 1,500 in 18-24 months.
Unrestricted annual support is secured through direct solicitation, and requests for
additional donations at the time of membership. W e had recently added monthly
recurring donations and annually automatic renewing memberships to our offerings,
as well as an option for the donor to pay the processing fees online. Additional
fundraising strategies are being considered in order to build a strong foundation for
dev elopment efforts and funding for operations and general programming throughout
the year.
Grants and special projects support is secured through formal requests to
foundations and granting organizations. W e are in the early planning stages for a
special campaign for the ev entual replacement of our projectors, and the creation of a
technology fund, estimated to be $50,000.
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D
Resumes of artists/administrators
EK_CV.docx
Jason_Sudak_CV.pdf
Mishoe_-_Resume.pdf
Board of Directors List
2022_BOARD_CONTACT_LIST.pdf
IRS Tax Exemption
IRS501c3ruling.pdf
Publicity Samples
Mar_Special_Programming.pdf
Newsletter_Apr_8_-_Apr_14.pdf
Program_Guide_Jun_3_-_Jun_9.pdf
Summer_Late_Night.pdf
Memoria_PR_682022.pdf
W ork Samples
THE_UNCOMMON_GARDEN.pdf
Ukraine.pdf
MARCH_SPECIAL_EVENTS_Fierce_Females_Series_Kino_Korner_Exclusiv e_Speakers_Discussions_more.pdf
Indigenous_FF_Draft.pdf
Chelsea_Pride_Month.pdf
Video Sample: External
Link 1
https://youtu.be/PDU6B93ltds
Video Sample: External
Link 2
https://driv e.google.com/file/d/1wlZoaLiEd2lnWmzV3hUTzNObDsdHbAsE/v iew?
usp=sharing
Video Sample: External
Link 3
https://www.youtube.com/watch?v =G8ONtuwBQyI
Letters of support (optional)
Letter_for_Chelsea_Partnership_2022.docx.pdf
DocuSign Envelope ID: C51EB45F-B413-43B9-9219-D43177B9056D