ALEX THEATRE FACES DEFICIT BOARD TO ASK FOR $200,000.

Byline: Helen Gao Staff Writer

GLENDALE - Although it's cut staff, canceled shows and eliminated outside contracts for various services, the Alex Theatre expects to end the fiscal year with a deficit of up to $200,000, officials said Friday.

The theater's Board of Directors has asked the Glendale Redevelopment Agency to reallocate $200,000 of city money previously set aside to improve the acoustics at the Alex to cover its operating expenses for the rest of the year.

``The theater is going through a tough period, like many businesses and other arts organizations throughout the nation,'' said Barry McComb, the Alex's executive director.

McComb cited declining box office receipts and fund-raising difficulties in the aftermath of the Sept. 11 terrorist attacks as contributing to the shortfall.

In November, the Music Theatre of Southern California, one of the Alex's resident companies, closed because of financial problems, depriving the Alex of a steady source of rental income.

Then in January, the Glendale Symphony Orchestra, another resident company at the Alex, announced it would postpone its March concert to August so it could do some fund raising to shore up its finances.

``It has been a challenge from the day I started,'' said McComb, who took the helm of the Alex Theatre less than two weeks after the attacks. ``Myself and my staff have put in some long hours. All-nighters are not unheard of.

``Slowly but surely we are starting to move in the direction we need to. I feel very positive about the remainder of this year and next year,'' he added.

McComb said a $200,000 deficit is the worst-case scenario. With an aggressive effort under way to generate income from rental use of the facility, he expects the deficit to shrink.

Glendale Councilman Bob Yousefian said the request for financial assistance comes at a time when the city is also expecting a shortfall.

``I am a strong supporter of the Alex, but then again you have Fire and Police (departments) to deal with,'' he said. ``I want to see if this is a temporary measure or if this is going to happen for a long time.

``Every time they come in front of us, they are very enthusiastic that they can get this going. But every time it gets going, something happens and it takes a nose dive.''

Over the last nine years, Yousefian estimated the city has invested some $12 million in the historic theater to renovate it, maintain it and finance its operations.

The anticipated shortfall comes after the Alex has already implemented a host of cost-cutting measures that are expected to reduce its expenses by $166,000.

In November, the theater laid off its director of operations, director of ticketing services, an administrative assistant and a part-time bookkeeper.

In their place, it hired a director of finance and administration to keep tighter control on its budget, as well as a director of marketing to promote shows and a director of development to secure grants.

Instead of contracting out janitorial, graphics design and public relations services, the Alex is now doing them in-house.

Furthermore, the theater is cutting back on underwriting its own programming, which in the past has amounted to 12 to 20 shows per year. Staffers are now focused on recruiting promoters to rent the facility to stage shows.

Planning ahead for fiscal year 2002-03, the Alex has proposed a budget of $1.1 million, down from its current budget of $1.4 million.

``We don't think contributing income is going to go back to the level it was,'' said board Chairman Max Howard. ``We have rethought (the budget) for the long-term safeguarding of the theater to make sure it does remain open.''