Q AND A
Q. How is the Sunrise different from other theaters
you’ve managed?
A. The Sunrise is different in terms of the building
itself. It’s a historic theater, which I’ve never professionally
64
operated. But the same business principles still
apply, even with its limitations, whether it’s a 1923 theater
or one built in 2008. In terms of market, it’s unique.
Q. Is part of your strategy making the Sunrise a
regional theater instead of a purely local theater?
A. It has to be. We’re seeing so many more people coming
into Fort Pierce and the Sunrise for first time because
of the attractions we’re offering. I think that the community
wants the theater to be successful. In order for that to
happen, we have to offer things that are attractive to the
region, because the region and not necessarily Fort Pierce
proper alone, is what will drive the success of the Sunrise
Theatre. We are seeing people on regular basis coming for
shows from West Palm and Vero, Port St. Lucie, Stuart,
Jupiter, Sebastian, Fort Lauderdale and even Miami. It’s
rewarding to see the reach getting greater.
Q. You’ve been greeting audiences before the curtain
opens and have been asking how many have been to
the city or the Sunrise for the first time. What has been
the response?
A. What’s pleasing to hear is that those coming to the
Sunrise for the first time are just wowed by the theater.
Many of the first-time visitors are impressed with everything
from how well the renovation was done to performances
they’ve seen. There are generally two categories of
visitors. There are the ones who’ve never been here before
and come to a show and are impressed by the theater and
downtown. They’ve seen the waterfront, eaten at a great
restaurant and say they’ll come back to experience Fort
Pierce and the Sunrise. Then there are people who had
preconceived reasons of Fort Pierce not being the wonderful
place to visit for reasons that aren’t here today. They’re
extremely pleased with the development they’re seeing in
the downtown area, the exciting restaurants, the waterfront
and the shows. It’s an enlightening experience for
first-time visitors to Fort Pierce and for people who have
not visited Fort Pierce for many years.
Q. How is the theater doing financially compared to
last year?
A. Last month, we had combined ticket sales that were
over $100,000 more than the entire year last year. That
being said, it’s all relative in terms of income and
expense. We’re making every attempt to meet this year’s
budget, which is $550,000 less than last year’s financial
sponsorship requirement of the city.
Q. You know a lot of the artists you’ve brought in.
What has been their reaction?
A. Consistently, all the artists have said how much they
like the Sunrise Theatre and how well they were treated
here. And that’s significant, both in terms of getting
artists to return and artists talking to other artists about
how well they were received.
Q. How do you like living in Fort Pierce?
A. I love it. I was smitten in 2000 when I was consulting
with the architect on the renovation and preparing a
five-year business plan. While I’ve had offers to go elsewhere
in the past eight months, for a number of reasons
I’ve really reconnected and attached myself to the
We’re seeing so many more
people coming into Fort Pierce
and the Sunrise for first time
because of the attractions
we’re offering.
community and the theater. I love a professional challenge,
and the Sunrise has become so close to my heart. I
want to see it succeed and that’s why I’m staying. Number
two, the people are friendly here and many are so dedicated
to the Sunrise. Also, there are many who see a vision of
how this community can move forward in a very positive
way, and I want to be one of those who contribute to that
goal. Fort Pierce is on the upswing, and it’s no longer the
sometimes forgotten space between Indian River and
Martin counties. People are seeing the potential of not only
the Sunrise Theatre but Fort Pierce in the years to come.
Name: John D. Wilkes
Title: Executive Director, Sunrise Theatre
Age: 55
Education: Bachelor’s degree in business administration
from St. Clair College, Windsor, Ontario.
Experience: Executive Director, Van Wezel Performing Arts
Hall in Sarasota, 1987-1993 and 2000-2007; Chief Operating
Officer of the Kravis Center for the Perfoming Arts in West
Palm Beach, 1993-1998. Originally from Windsor, Ontario,
Canada, Wilkes also has held executive management positions
at the Dalhousie Arts Centre in Halifax, Nova Scotia,
O’Keefe Centre (now Sony Music Center) in Toronto and
Ontario Place, a cultural park in downtown Toronto on
Lake Ontario.
Family: Divorced father of three grown children: Jacklyn, 25,
a teacher in Toronto; Johnathan, 22, and Johanna, 20, both
students at the University of Florida.
What most people don’t know about me: “If I had my way,
I’d book Van Morrison 365 days a year. But I realize I
wouldn’t have a job the next day.”