Imagine the stage is set, the lights dim, and the audience is settling into plush seats. But tonight, there’s no play, no concert, and no curtain call. Instead, a Minnesota theater is playing host to a different kind of show: a corporate or nonprofit meeting, complete with keynoters, breakout sessions, and cocktail receptions.
For corporations and nonprofits, there has been an overall shift in recent years from using traditional meeting venues to more vibrant, atmospheric spaces. These organizations are turning to cultural landmarks to provide a space that not only offers room to meet and mingle, but is also in itself an experience. With dramatic lighting, architectural beauty, and rich history embedded in the walls, theaters provide meeting and event spaces full of elegance and ambience.
The appeal goes beyond aesthetics. When sitting in a space where Broadway shows debuted or rock stars belted out iconic hits, excitement exudes that elevates your event. Theaters like the Ordway Center for the Performing Arts in St. Paul also are incorporating sustainable practices with the installation of elements like energy-efficient lighting, as well as providing a variety of spaces and high-end amenities to ensure each event is unique.
Theaters instantly convey notions of creativity, drama, and the arts, making them a great option for event planners looking to infuse their meetings with a touch of theatrical flair. Sandy Vogel, director of special event sales at Live Nation—which operates The Fillmore Minneapolis, Varsity Theater, and the newly renovated Uptown Theater—notes that the 19,000-square-foot Uptown Theater is a prime example. The Uptown, a former movie theater, has been given a sleek, modern makeover with a state-of-the-art sound and lighting system. The space hosted recent fundraisers for Minnesota-based organizations The Constellation Fund and PrairieCare. Theaters such as this offer a built-in atmosphere that is difficult to replicate in a traditional conference room. “The production—with all that sound and light brought to a show or concert—is used to amp the special event to a new level,” Vogel explains. “The clients are those who want something different than a blank white or gray room.”
But there are plenty of advantages to hosting events in theater spaces besides the atmosphere. For one, these venues are designed to handle large crowds and complex productions, which can make the logistics of event planning much easier. “We provide everything from production assistance to catering,” says Vogel, so the client can focus on their event without worrying about the details. Plus, the built-in audiovisual and lighting systems are a huge plus for anyone looking for high impact.
Theaters often have seamless integration of technology and modern design elements, too. For instance, audiovisual tech can easily be leveraged for corporate and nonprofit events, whether for a keynote presentation, live-streamed conference, fundraising auction, or an immersive product launch.
Living History
Beyond the logistical appeal, theaters offer something intangible: a sense of history and character. The Ordway, for instance, is more than just a space for meetings; it’s a cultural landmark that has been a part of St. Paul’s fabric since its opening in 1985. The Ordway’s variety of spaces, from the grand Music Theater to the more intimate Concert Hall, offers unique architecture, views of Rice Park, and vibes both artistic and historical.
Some of the Ordway’s biggest private events include Fortune 500 annual meetings, exclusive galas, and municipal inaugurations. Bremer Bank’s rebranding event with balloon arches for 400 attendees, Securian’s corporate dinner, a book signing for actress Julie Andrews, and even a reception for the Queen of Norway are also included in the theater’s list of standout gatherings.
This historical appeal can add a layer of meaning to any event, particularly for nonprofits looking to make a lasting impact on their guests. Jeremiah Zortner, rentals and contracts manager at the Ordway, noted that there’s something truly special about hosting a fundraising gala in a place where so much cultural history has been made. It elevates the event and gives it a sense of gravitas.
Challenges & Triumphs
Organizing events in theaters can pose some tricky plot twists, however, as noted by planners. Lucie Jane Ashe, a senior event planner at Do Good Events in St. Louis Park, has put on a host of fundraisers at The Fillmore Minneapolis, and points out that seating arrangements can be a hurdle at many venues. “Theaters aren’t typically set up for traditional gala-style seating, with round banquet tables,” Ashe explains. “You have to get creative with how you use the space, especially when trying to seat large groups.”
One solution is to create a variety of seating options to suit different needs. “For a fundraising event at The Fillmore, we’re mixing small and large rounds on the main level while using the mezzanine’s existing box seating for VIPs,” Ashe says. “This way, we’re making the most of the space and giving our guests a unique experience.”
Another challenge that event planners face in theater spaces is managing sight lines and acoustics, particularly in venues that weren’t originally designed for corporate meetings or banquets. But for Ashe, these challenges are worth it. “Theaters definitely change the vibe of an event and make it feel more unique,” she says. “It’s a big change from a traditional hotel ballroom. Plus, the clear layout for registration and guest entry, often designed for concerts, allows for a seamless experience for your guests.”
Planning meetings also might require finesse and flexibility because you are working around a venue’s regular performance calendar. Zortner points out, “Balancing the needs of event clients with our programming schedule involves careful planning and coordination. We work with clients to ensure that we accommodate both our regular performances and private events without compromising the quality of either.”
The impact of hosting events in theater spaces is evident in the stories shared by those who have done it. Vogel recounted a Lyme Foundation fundraiser at Minneapolis’ Varsity Theater that cheekily turned the entire space green, and a memorable corporate party at The Fillmore, where talent like Mason Dixon Line performed. “It was off the charts,” she recalls about the lively event. “We threw our full suite of production at it—sound, lighting—and it was an unforgettable experience for everyone involved.”
Ashe shares a similar sentiment when talking about an awards ceremony she organized at the Armory in downtown Minneapolis, the former military installation converted into a theater. “We used the main level for the silent auction, main seating, program, and registration, while the upper levels were reserved for VIP receptions,” she says. “It was amazing to see how the different levels all still felt connected to the main event. The use of space really made the event feel cohesive and special.”
Theaters also create unforgettable moments in the minds of guests. Ashe remembers a fundraising event at The Fillmore, where a live band performance took center stage. “The Fillmore’s team are audiovisual and tech experts, and they made sure everything went off without a hitch. The live music added a dynamic element to the event that really brought it
to life,” she says.
The Total Package
Some of the biggest selling points for theaters as event venues are the comprehensive services many of them offer planners. From technical assistance and production support to catering and event planning, these venues often provide a one-stop-shop experience for organizers. Vogel emphasizes, “We handle all aspects of the event for the client, from catering options to audiovisual and production help. It’s the total package.”
For those looking to create an unforgettable event, whether for a corporate meeting, nonprofit fundraiser, or awards ceremony, theaters offer an environment equally mesmerizing and functional. Ashe tells other meeting and event planners to consider what their clients really value in an event experience. “Theaters really can elevate an event, but it’s different from a traditional space,” she says. “If your guests are open to a bit of a change, theaters can be a great way to shake up your event and bring some newness into the experience.”
The demand for one-of-a-kind event spaces is growing all the time, and local theaters are rising to the occasion. “Noticeable shifts in the marketplace have taken place since the COVID-19 pandemic changed everything,” Zortner points out. “We have noticed an increase in corporate events as companies are identifying new ways to engage with their team members, and leaders are seeing the value of connecting with their people in inspiring spaces like the Ordway.” For organizations looking to earn their events a standing ovation, the magic of theater spaces might just be the ticket.
armorymn.com
dogoodevents.com
fillmoreminneapolis.com
livenation.com
ordway.org
uptowntheatermn.com
varsitytheater.com
