New theater manager reports early sellouts and wider regional draw at Chapa Performing Arts Center

Rachel Samansky, introduced to the New Castle Town Board as the new manager of the Chapa Performing Arts Center, told the board on June 9 that the venue’s first two ticketed events this year drew stronger-than-expected crowds and new buyers from across the region.

“For Seven Wonders we had 219 people attend, and for Mamma Mania we had 379,” Samansky said, adding that the venue recorded 76 and 122 buyers who had never purchased tickets there before. Samansky credited the results to a mix of digital marketing, targeted social advertising and the bands’ own draws: “I think that was 50% momentum and partially just the band itself,” she said.

Samansky said initial sales trended toward earlier purchases than in the past and produced a small profit on both shows. She described an immediate plan to expand outreach: targeted Facebook and Instagram ads, e‑blasts to the Friends of the Chapa Performing Arts Center mailing list, an opt‑in ticketing partnership with the public library this fall, and an opt‑in option for outside rentals so rental audiences can be added to the theater’s marketing list.

She outlined programming slated through the fall and holiday season — tribute bands, family programming tied to the town book festival, movies (including sensory‑accessible screenings), theater classes starting in the fall, and an Elvis holiday special — while noting contracts, a rental policy and performer‑contract templates are still being finalized. Samansky said the team plans a new brand identity and website with a 12– to 16‑week turnaround and is negotiating a performer contract that will serve as a booking template going forward.

The manager also emphasized volunteer engagement and building “a theater for community,” outlining plans for volunteer training, ushering and volunteer work days to help refurbish dressing rooms and seating. Michelle Rexson, identified in the meeting as chair of the Friends of the Chapa Performing Arts Center, attended in the audience and was recognized for long‑running support.

Board members welcomed the early results and encouraged continued coordination with downtown restaurants and town committees on sponsorship, advertising and cross‑promotion. Samansky said the Friends’ ticketing platform provides valuable marketing data and that the group is exploring sponsorship to underwrite recurring expenses such as ticketing and marketing.

The board did not take formal action on programming at the meeting; Samansky said contract and policy documents will be brought forward to the town for approval in the coming weeks.