Donna Finch
Community Services Director
April 16, 2025
That the City Council provide
feedback on the proposed HCC
Operations Plan.
2 1. Campus Overview & History
2. Building Assessment
3. Programming Assessment
4. Market Analysis
5. Proposed Programming Improvements
6. Proposed Repairs & Maintenance
7. Operating Budget
8. Implementation Plan
9. Next Steps
3 Campus Overview & History
Corona High School Circa 1923
4 OLD PD
Demo Spring 2025
(Future Lawn)
(COUNTY)
COURT
BUILDING
HCC GYM
CITY HALL COUNCIL
CHAMBERS
VICENTIA
ACTIVITY
CENTER
CHRISTIAN
ARTS
THEATER
(leased)
HCC LAWN
SOUTH LAWN
& VETS MEM.
HCC BUILDING
P
P
P
P
5 1923 1931 1962 2005
Constructed as Corona’s
Second High School
Expanded to include
East Annex Added to the National
Register of Historic Places,
and converted to mixed-use
programs, contract classes,
and leases.
Historic Civic Center
Becomes Corona’s
City Hall
2020
Citywide Strategic Plan
Suggests designating the HCC as Corona’s center
for the arts and proposes to make it the City’s
premier performing and visual arts center.
Considered by City
Council that outlines a
new vision for the center
New Operations Plan
2025
6 7
Objective: Increase Access to Arts, Culture, and
Recreational Activities.
Strategies: Increase support for the local art
community. Activities May include:
… Renovate the Historic Civic Center to
become the City’s premier performing and
visual arts center.
Designate the Historic Civic Center as Corona’s
center for the arts and relocate all non-arts
lessees.
City-Wide
Historic Civic Center Exterior 7
Building Assessment
Corona High School 1923
8 Historic Civic Center Basement
1. Building Systems • Inadequate fire sprinklers • Outdated water, electrical, and sewer systems • Archaic and piecemeal HVAC systems • Outdated suites require remodeling • Aged windows & doors in need of replacement • Exposed concrete & wood flooring in need of repair and replacement
• Inadequate restroom facilities • Too few sinks • Poor quality interior lighting • Sinking breezeway repairs • Aged roofing in need of replacement
2. Technology • Outdated audio/video systems • Outdated internet/data connections/key card swipes
3. Security • Too few security cameras • Poor access control of doors & locks
4. Furniture & Equipment • Worn out desks, tables and chairs • Insufficient storage cabinets, bins, lockers Community Room at the Historic Civic Center 9
Community Room at the Historic Civic Center 10
1. Parking & Wayfinding
• Insufficient parking
• Inadequate signage
• Poor circulation flow around campus
2. Security
• Poor lighting
• Too few security cameras
3. Landscape
• Aged Landscaping
• Lack of cohesive plan
Programming Assessment
Corona High School 1923 Historic Civic Center Basement Historic Civic Center Exterior 11 Adaptive: Crafts, Movies
Art Classes: Drawing, Balloon
Art, Crafts, Painting
Cooking
Dance: Bachata, Ballet,
Folklorico, Hip-Hop, Irish,
Line Dance, Tap,
Ballroom/Slow Dance, Etc.
Music: Guitar, Musical
Munchkins, Ukulele
Reservations: CNUSD Festival
of the Arts
Children’s Musical Theater
Drawing
Dance (Various)
Crotchet & Knitting
Mixed Media Group
Quilting
Senior Jam Sessions
Note: Patrons are interested in more
classes, but space is limited due to the
size of the building.
Christian Arts Theater
Corona Art Association
Corona Symphony Orchestra
Film Screenings
HCC Presents (6)
Music and Arts Festival – NEW!
OBC Theater
Reservations
Summer Street Fair (5)
YMCA Music School
Kids Club Adventure Camp
Opportunity to expand to
visual & performing arts
programs
The City’s visual and performing arts classes are programmed at four key facilities :
12 AGENCY SUITE(S) SQ. FT. ART LEASE EXP. EXTENSION
AVAILABILITY
Christian Arts and Theater (CAT) 105 - 110 4,014 Yes July 2024 In Negotiation Corona Art Association 145 1,182 Yes March 2025 Annual through 2029 Corona Historic Preservation Society (CHPS)* 209 209 No February 2025 Annual through 2027 Corona Norco YMCA / Y Music School 210 - 230 5,552 Yes January 2035 - Corona Symphony Orchestra 140, 190 1,639 Yes July 31, 2025 Annual through 2029 Corona-Norco United Way* 200-205 2,186 No March 2026 -
Inspire Life Skills * 160 573 No March 2026 -
Off Broadway Corona (OBC) Theater 170 231 Yes April 2025 Annual through 2028 The Stephan Center* 130 525 No March 2025 Annual through 2026 * Non - visual & performing arts related leases 13
14 Total = 16,619 sf
15 Market Analysis
16 Theater Interior 2024
• Projected population growth to nearly
200,000 residents by 2050 (a 17% increase
from 2023).
• Cultural Diversity: Corona is home to a
diverse mix of ethnic backgrounds:
• 48% Hispanic
• 31% Caucasian
• 13% Asian
• 4% Black
• 4% Other
17 Source: California Department of Finance, Keen Independent Research.
Projected Population Growth
Market Analysis
18 In Corona market areas, spending
indicators are higher than the
national average in all
entertainment categories.
Corona residents and residents of
surrounding areas are more
willing to spend money
on entertainment.
Percent Above National Average
Demand for arts and cultural activities in Corona is projected to increase over the next 30 years Source: Keen Independent Research.
• Performing Arts Center Feasibility Study:
Phase I (2023), Phase II (2024)
• Supports feasibility of a dedicated Performing Arts Center with renovation of the HCC (requires City subsidy)
• Market support for active programming, supplemental
revenue, and City subsidized operations
• Recommends City continue to own and operate HCC • Council direction to refurbish Theater and investigate modernization of entire HCC facility
• Next Steps: Expand programing recommendations to include visual arts programs, activating the entirety of the HCC.
Evaluate facility needs, renovation costs, and next steps for refurbishment of HCC
19 PRMP Desired Arts Activities (Survey):
• Cooking 46%
• Arts & Crafts 42%
• Cultural Arts 25%
PRMP Desired Arts Activities (Write-In):
• Language Arts
• Museum
• Fine Art
• Vegan Cooking
• Crochet
• Knitting
• Pottery
• Sewing
• Parent & Me
• Singing
20 Cooking Class Example
Source: Community survey feedback from the 2024 Parks and Recreation Master Plan Theater Programming Interests
:
• Musicals (53%) • Plays (45%) • Family-Friendly Shows (34%) • Outdoor Events (28%) • Cultural Performances (27%) • Orchestral Concerts (23%) • Comedy Shows (23%) • Film Screenings (23%) • Dance (16%) • Rock Concerts (15%) Source: Performing Arts Feasibility Study
21 Most popular hobbies and activities in the US (June 2024):
• Cooking/Baking 41%
• Arts & Crafts 25%
• Photography 18%
• Writing 18%
• Making Music 16%
Source: Statista
Photography Class Example 22
23 Historic
Civic Center
Corona, CA
Brea Gallery &
Curtis Theater
Brea, CA
Art Depot Gallery &
Steel Workers Auditorium
Fontana, CA
Built 1923
24,000 sq. ft.
383 Seat Theater
- Dedicated Theater & Program Space
- Downtown Adjacent
- Historic Building
- Comm. Events & Mixed Programs
- Part of Civic Center Campus
Built 1980
6,500 sq. ft. gallery
199 Seat Theater
- Curated Arts Gallery & Theater
- Downtown Adjacent
- Renovated Building
- Artist Exhibitions & Full Theater Season
- Part of Civic Center Campus
Built 1915
2,400 sq. ft. gallery
330 Seat Auditorium
- Curated Arts Gallery & Program Space
- Downtown Adjacent
- Historic Building
- Artist Exhibitions & Arts Programs
- Part of Library Campus
24 Irvine Fine
Arts Center
Irvine, CA
Victoria Gardens Cultural Center
& Lewis Family Playhouse
Rancho Cucamonga, CA
Yorba Linda
Cultural Arts Ctr.
Yorba Linda, CA
Built 1980
18,000 sq. ft.
Dedicated Arts Facility
- Curated Arts Gallery & Program Space
- Residential Area
- Aging Building
- Artist Exhibitions & Arts Programs
- Part of Library, Park & Aquatic Campus
Built 2006
25,000+ sq. ft.
560 seat theater
- Dedicated Theater & Event Space
- Downtown Adjacent
- Modern Building
- Full Theater Season, Rentals, Comm. Events
- Part of Library Campus
Built 2020
13,500 sq. ft.
160 Seat Theater
- Black Box Theater & Program Space
- Retail Adjacent
- Modern Building
- Rehearsal Space
- Part of Library Campus
Proposed Programming Improvements
Folklorico Dancers at Summer Street Fair
25 Admin. Ceramics Classroom Comm. Rm. Culinary Arts Fine Arts Gallery Jewelry Kids Art Messy Space Music Studio Rehearsal Space Textile Arts Theater 10 Front
Counter
Hours
Parent & Me Art & Music
History
Rentals
- -
Open
Adult Class Parent & Me Wood Musical
Munch.
Tiny Tots Crochet Senior Film Series
11 Lunchtime & Lectures
Lessons Painting
12 Adult -
Early Child Fabric Active Adult
Lessons
Active Adult
Line Dance 0
Knit
Shows /
Rehearsal
1 Lectures
-
Mixed Media
Open Lab 2 Open Lab
Open Lab
- -
Open Lab
Partner Use
Ex. YMCA
Symphony
-
Quilt
3 - -
Crafts Hip-Hop
4 Improv School Age School Age Sewing
5 Beginner Calligraphy -Mosaic Beg. Dance
6 - Various
Adult Class Int. / Adv.
Drawing &
Painting
Adult Class Anime
7 Fashion
Intermediate
Music / Film
Appr.
Glass
Fusion
Int. Dance
8 - - Various
• Fully programmed, the HCC could accommodate as many as 40 daily activities. • Programming would be dependent on resident interests, market trends, and availability of instructors (internal, contract, partner). • Morning use would typically consist of tiny tots, active adults/seniors, and adaptive groups. • Afternoon use would include school-age and teens.
• Evening use would cater to working adults and families. • Art classes are typically longer and require additional setup, teardown, and procedures specific to different art mediums. • Comparison cities indicate higher usage Monday through Thursday with waning evening interest on Fridays and Saturdays. • Most facilities are closed on Sunday, apart from Theater Productions and reservation use for private events. 26 Fine Arts (Irvine Fine Arts Center)
27 CULINARY ARTS FINE ARTS JEWELRY STUDIO KIDS ART
MESSY SPACE &
CERAMICS
STUDIO
TEXTILE ARTS
PROGRAMS Baking
Cake Decorating
Candy Making
Canning
Meal Prep
Regional Cuisine
Sourdough
Table Setting
Napkin Folding
Wine Tasting
Anime / Cartoon
Calligraphy
Creative Writing
Drawing
Hand Lettering
Mixed Media
Open Lab
Painting
Pastel
Photo Lecture
Poetry
Stamping
Acrylic
Beading
Casting
Chain Mail
Earrings
Friendship Brac.
Open Lab
Polymer Clay
Project Kits
Repair
Wax Carving
Wire Wrap
Birthday Parties
Buttons
Camps
Crafts (Seasonal)
Finger Painting
Fuse Beads
Magnets
Parent & Me
Pins
Puppets
Recycling
Hand-Building
Alt. Materials
Candles / Soap
Ceramics
Fabric Dying
Floral Arrange
Glass Fusion /
Mosaic
Leather
Open Lab
Pour Paint / Resin
Scrapbook
Stained Glass
Wood (Various)
Crochet / Knit
Cross Stitch
Embroidery
Fashion
Macramé
No Sew
Quilting
Sewing
Tie-Dye
Fine Arts (Irvine Fine Arts Center)
28 CLASSROOM MUSIC STUDIO DANCE STUDIO THEATER THEATER
ACCESSORY
PROGRAMS Art History
Film Series
Improv Workshop
Lectures (Various)
Music History
Scene Studies
Adult Voice Classes
Song Writing
Deejay Lessons
Guitar / Bass
Horns (Various)
Jam Sessions
Musical Munchkins
Music Theory
Piano / Keyboard
Private Lessons
Ballet
Circus Arts
Folklorico
Hip Hop
Improv
Jazz
Salsa / Meringue
Tap
Theater Rehearsal
CAT Production
City Events
Community Use
OBC Production
Reservations
Additional Space
Extra Green Room
Set Design
Small Rehearsal
Wardrobe
29 BANQUET SPACE FRONT COUNTER GALLERY HCC LAWN WAYFINDING PROGRAMS Art Reception
Cast Party
City Mtgs.
Comm. Use
Lectures
Rehearsal
Reservations
Box Office
Concessions
Directions
General Info
Gift Shop
Merch Sales
Art Shows
Local Artists
Passive Use
Receptions &
Events
Art Walk
Chalk Art
Market Night
Music & Art
Summer St. Fair
Connectivity
Directional
Signage
Digital Displays
Total = 16,619 sf
Theater
Black Box/
Rehearsal
Ceramics
Vicentia Activity Center
Community
Room /
Rentals
East Annex Building
Admin.
Offices
Box Office/
Concessions
Fine Arts
Classroom
Art Gallery
30 Culinary
Arts
Performing
Arts
Art Gallery
31 Music Studio Music Studio
Textile
Arts
Jewelry
Studio Kids
Art /
Messy
Space
• Programming and Drop-In Use
• Monday – Thursday, 10:00 AM to 9:00 PM
• Friday, 10:00 AM to 5:00 PM
• Saturday, 10:00 AM to 2:00 PM
• Sunday, Closed
• Facility Rentals and Theater Production
• Monday – Sunday, 8:00 am to 10:00 pm
32 Business
Community
PAC
Feasibility
Performing Arts
Groups (Local)
Regional &
Comm. Arts
Schools
(Various)
Tenants
(Current Use)
Ceramic & Art Studio
Corona Music Center
Feel Good Planters
Glasspirations
Inland Empire Arts
Directory
Mud Hut Pottery
Studio
Perfect Palette
Rockstars of
Tomorrow
The Painters Loft
The Wood Work
Shop
Brittany McMains
Vocal Studio
Circle City Chorale
Corona Symphony
CNUSD
Footage Films
Leela Project
Montessori School
New Growth
Entertainment
Non-Arts Use
(Rentals)
Rhythms Bollywood
Dance
Inspire Dance
Academy
K2 Academy
Leyenda Dance
Company
On Pointe Dance
Studio
Performing Arts
Empire
The Young Americans
Assoc. Artists of the
IE
Circle City Chorale
Corona Heritage Park
Museum
Creative Corps Inland
SoCal
Riverside Arts Council
The Arts Area: Inland
Empire Arts Directory
CBU School of Perf.
Arts
CNUSD Visual and
Perf. Arts
Norco College Vis. &
Perf. Arts
RCC Fine and
Performing Arts
UCR Arts | Museum of
Photo.
Christian Arts Theater
(CAT)
Corona Art
Association
Corona Historic Pres.
Society Corona
Symphony Orchestra
Corona-Norco United
Way*
Inspire Life Skills
Training*
OBCTheater
Stephan Center*
YMCA | Fender Music
Program
*Non-arts groups, likely
to transition out of HCC.
33 Proposed Repairs & Maintenance
Historic Civic Center Theater Sound Booth
34 35
• Repair Breezeway • Trees & landscaping enhancements • Wayfinding signage • Marquee sign • Security cameras • Additional parking • Update door access system • Site sounds system • Seasonal Décor • Estimated Costs: $1,200,000 36 • Replace theater HVAC system • Replace roof • Repaint exterior and interior of building • Upgrade fire sprinklers • Remodel and expand restroom facilities • Repair or replace flooring • Repair or replace exterior doors • Repair or replace deteriorated windows • Refinish theater interior • Improve lighting throughout building • Improve ADA access • Modernize dressing rooms behind stage • Renovate rehearsal spaces, offices, and classrooms • Estimated Costs: $5,000,000 37 • Improved in-house position for audio/video and lighting technicians
• Repair/replace rigging
• Repair/replace performance lighting
• Repair or replace theater A/V
• Estimated Costs: $500,000
38 • Classroom tables and chairs • Classroom A/V • Banquet seating • Work benches and stools • Whiteboards • Art supplies and equipment • Culinary equipment • Kiln for ceramics and pottery • Display cases • Workstations • Computers • Storage and cubbies • Estimated Costs: $1,005,000* *Estimate based on 15% of total project cost
39 • Total Estimated Project Cost = $7,705,000
• Potential Funding Sources:
• Grants
• National Park Service Historic Preservation
Fund
• National Trust for Historic Preservation
• California Cultural and Historical Endowment
• Federal & State Community Assistance Requests
• Downtown Revitalization Project Funding
Operating Budget
Historic Civic Center Centennial Celebration
40 Watercolor – Corona Civic Center, Albert E. Farmer
CLASSES AND
OPEN LAB
ROOM
RESERVATIONS
SALES
(MISC.)
TENANT
LEASE
THEATER
USE
Year 3 – 75%
registration rate
$275,000
HCC Comm. Room.
$30,000
HCC Lawn
$2,000
Concessions – New
$3,000
Art Sales – New
$5,000
Merch – New
$1,000
Lease Forecasted
Arts Only + CPI
$205,000
Reservations
$40,000
Perf. Agreements
CAT / OBCTheater
$40,000 (2024)
HCC Presents
$18,000
41 Position Name Function % to HCC
Program
Recreation Supervisor Program Supervision 50% HCC / 50% Rec Program Coordinator Visual & Performing Arts 100%
Assistant Recreation Coordinator 2x (PT) Program Support 100% Building
Office Assistant Registration & Box Office Support 100% Community Services Leader/Sr. CS Leader (PT) Facility Setup & Guided Activities 100% Srvc.
Contract Instructors Instructor-Led Classes 60% Instructor / 40% City Theater Tech A/V Production Pass-Through Service (Market Rate) Volunteer
Concierge / Front Desk
Docent
Exhibition and Curation Support
Event Support
Lab Tech / Instructor Aide
Theater Support
Info and Box Office
Gallery and HCC Tours
Gallery Tech Support
Event Assistance
Class and Lab Support
Ushers / Stagehands
Volunteer Service
Volunteer Service
Volunteer Service
Volunteer Service
Volunteer Service
Volunteer Service
Estimated Staffing Cost: $480,000 42
Annual Season Brochure for Theater $10,000
Art Exhibition Program (3X Annually) $1,000
Corona Connection Addtn’l Pages (3x Annually) $7,000
Digital Advertising (Social Media Boosts) $2,500
Reopening / Annual Open House $2,500
Total Marketing Costs: $23,000
43 Staff $480,000
Entertainment $14,000
Marketing $23,000
Security $79,000
Utilities:
- Water $26,000
- Electricity $60,000
- Gas $5,000
Maintenance
- Landscaping: $42,000
- Janitorial $85,000
- General Maint. & Upkeep $15,000
Total Estimated Operating Cost: $829,000
Total Estimated Revenue: $619,000
Difference: $210,000
Service Area 44
45 • Naming Rights
• Corona Parks Foundation / Friends Groups
• Grant Funding (Subject to Availability)
• California Arts Council
• Inland Empire Community Foundation aka
Creative Corps Inland SoCal
• National Endowment for the Arts
• The Arts Area Non-Profit
• Endowment Fund
Implementation Plan
46 OBCTheater Presents: Seussical the Musical
47 2026 2027 2028 2029 2030 2031
Program
Enhancements
XXX
Planning & Design
X
Building Repairs
XXXXX
Campus
Improvements
XXXXX
Technology Upgrades
XXXXX
Furniture &
Equipment
XXXXX
Staffing
XX
Supplemental
Funding
XXXXXX
Next Steps
Historic Civic Center Centennial Celebration
48 1. Implement operational improvements that do
not require capital investments or changes to
existing leases.
2. Finalize scope of work for facility maintenance
and repair projects.
3. Work with HCC arts lease holders on
integrated HCC programming.
4. Relocate non-arts related leases as leases
expire.
5. Remodel and reprogram rooms as they become
available.
Summer Street Fair 49
50 That the City Council provide
feedback on the proposed HCC
Operations Plan.
51 51
(951) 739-4935
[email protected]
www.CoronaCA.gov
52