Vermillion Theater Revitalization A Smash Hit For New Group

VERMILLION, S.D. (AP) — Any volunteer group aiming to revitalize a city’s downtown and foster cultural opportunities faces that moment when members might wonder how, or if, they’re going to pull it off.

But right out of the gate, the new Vermillion Downtown Cultural Association has a summer blockbuster of a project that couldn’t be any better marriage of its goals to keep this city’s downtown going, while providing cultural events that should appeal to a wide array of people, the Sioux City (Iowa) Journal ( ) reported.

“We’re still dazed and confused about the whole thing,” said Bill Anderson, the Downtown Cultural Association’s president.

Six months ago, association members were thinking about how to achieve their mission of improving cultural life in downtown Vermillion when the city’s two movie theaters, both located downtown on Main Street, came up for sale.

You probably couldn’t ask for a better situation in which to match culture and downtown development.

“It just so happened interest in downtown and the focus on culture fit nicely in this theater project,” Anderson said.

The association teamed with the Vermillion Area Chamber and Development Co., the University of South Dakota and other investors to put up $50,000 to buy the Coyote Twin and Vermillion Theater after the owner of the local company that had owned them for about 40 years announced his retirement. The remainder of the $200,000 price to buy the buildings and equipment will be financed.

What did they get for their money?

Two buildings in need of remodeling and repair. A leaky roof damaged the Coyote Twin’s projector last August, so the projector from the Vermillion Theater was moved over to take its place, essentially closing the Vermillion Theater. Other amenities were outdated, and the theaters didn’t offer other modern features such as online ticket purchasing.

Anderson and his fellow association members believe they bought much more than a couple of buildings. The money is an investment in downtown, keeping a vital attraction in place.

“We recognize that in a community like ours, you either have a theater close or have a new owner take over who didn’t have the downtown’s interest in mind,” Anderson said. “Cinema and movie-going is part of the cultural experience, and they’re an important part of the social fabric of a community.”

So while the Coyote Twin continues to operate, work is ongoing to make the theater cleaner, more comfortable.

Meanwhile, plans abound for the future of the historic theater buildings. Volunteers hope to reopen the Vermillion Theater as a place to see movies other than the latest blockbusters.
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Foreign films. Independent films. Documentaries. Classic movies like “Casablanca.” Cult classics such as “The Rocky Horror Picture Show.” Marathons featuring movies of a certain genre or director. Special events like parties on Oscar award night or live performances.

“We want to be a regional hub for exciting cinema,” Anderson said. “There’s something for everybody, and we have an opportunity with the movie theaters in Vermillion to do that.”

With USD attracting a diverse population of students and faculty to Vermillion, there’s an audience for all types of films, Anderson said. The more people they can attract to the theaters, the more potential customers for downtown bars, restaurants and other businesses.

The cultural association had a stroke of luck with this type of project as its initial venture. Nearly everyone enjoys movies, so it’s a project that’s easy for people to get behind. The movie theater project could be a catalyst for future downtown revitalization projects.

And what a happy Hollywood ending that would be.