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Performance Space Feasibility Study

Performance Space Feasibility Study – Completed 2018

Imagine a performance space for music, theatre, and dance…a place where our community gathers to enjoy a favorite band or ballet production…a destination for entertainment, inspiration, and laughter…and to present fresh opportunities to showcase emerging talent and bring world-class performances to our city. Four studies between 2012 and 2016 have recommended that the City of Roswell capitalize on the potential of a state-of-the-art performance venue.

Is there a niche market that Roswell could serve with a state of art, multi-use performance theatre?

That was the question posed in phase one of the Performance Space Feasibility Study, and the answer was a resounding “Yes!” Our findings were reported to Mayor and City Council on Thursday, May 31,2017. Roswell’s unique location and character offer several possibilities. A vision of a warm, inviting space that would architecturally blend into our historic center emerged, a space that would complement Canton Street’s vibe and energy. 

On behalf of the City of Roswell, Roswell Arts Fund has now completed Phase Two and Three of the Performance Space Feasibility Study.

The critical questions asked and answered in Phase Two were: who will be the users? who will attend? and how would such a space thrive in the region? 

The findings indicate a strong potential audience (high income and education, age and diversity), as well as clear gaps in available high-quality spaces. Respondents reported strong interest in traditional performance such as ballet, opera, symphony and theatre as well as a keen interest in music (jazz, culturally rich music, blues and gospel).


The study recommendations include: 

1. Develop a facility for music, music education, meetings and events. This would be a state-of-the-art, regionally distinct facility for live music and would accommodate a capacity of 400-600 in the main performance area and an additional informal space for groups of 100 or less. Programming might include regular performances by an in-house band or ensemble; locally, regionally, and nationally touring acts; and outside rentals.

2. Build an all year-round regional amphitheater space along the river (in partnership with other cities). This is a lengthy and complex process which could be explored separately with neighboring cities.

3. Renovate the Cultural Arts Center, reiterated several previous studies to renovate the CAC so it can serve its client base more effectively.

These recommendations are not mutually exclusive, but more broadly present a holistic performance vision for the City of Roswell.

The results and recommendations were presented to Mayor and City Council on May 14, 2018 in Room 220, City Hall. You can read the executive summary below.


Phase Three goals included creating a business plan and physical site plan for option number one, a performance facility. Because of the likely proximity of the proposed new facility and the CAC amongst other common or shared attributes, the CAC was included in Phase Three to ensure that if we move forward, we do so synergistically, exploring the possibility of creating a performance campus. Roswell Arts Fund retained 

Webb Management Services, the firm contracted for Phase Two and  DLR Group, the firm contracted for Phase One for the Phase Three. 


Phase Three provided specifics on the following:

Physical Planning 

  • Space program and physical component 
  • Site evaluation
  • Order-of-magnitude capital cost estimate 

Business Planning

  • Comparable projects
  • Ownership, governance and operations
  • Scheduling exercise
  • Activity profile and programming plan
  • Staffing plan
  • Pro-forma operating budget
  • Funding plan
  • Economic impacts
  • Critical path plan
  • Workshop and report


Next steps

At the conclusion of  Phase Three, the motivation for moving forward remained energetic. The Steering Committee proposes that a Performing Arts Space has the potential to drive economic development, increase tourism, reflect our local pride, and activate our tag line, Modern Spirit. Southern Soul. Such a space could strengthen our brand that Roswell is a place to live, work, and play.

Now, the project moves to the private sector. Roswell Arts Fund remains an advocate for the development. If you would like to know more about the Performance Feasibility Study, please contact us at admin@roswellartsfund.org 

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