WHITE PLAINS CITIZENETREPORTER SETS RECORD VISITS FOR YEAR 7,017,658 VISITS! 2,098,003 VISITORS MADE 6 VISITS A DAY EVERY DAY. 63,330 UNIQUE VISITORS MADE 133,730 VISITS IN DECEMBER. WPCNR AVERAGED 17,284 VISITORS A WEEK, VISITING 31,270 TIMES.

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WPCNR SCHOOL DAYS. By John F. Bailey. October 26, 2004: The City School District is moving towards hiring one of two public relations firms, and having them in place by the second week of November. At its second monthly meeting last night, the School Board interviewed Zimmerman Edelson, Inc., of Great Neck, N.Y., and Syntax of West Sayville New York, as candidates to handle the creation of a “brand” for the School District, an ongoing public relations oversight of all the schools, including creation of  newsletters, website content and wrangling of media inquiries.

After the meeting, Superintendent of Schools Timothy Connors told WPCNR, one of the two agencies would definitely be in place by mid-November, and a resolution would be on the November  8 Board of Education Agenda to engage one of the firms.

Asked how decisions would be made about the selected agency’s work for the district, Connors said he would review the agency’s submissions, suggestions, and strategies for implementing the School Board’s goals, and, if on target, they would be presented to the Board.

Presently, the City School Budget allots $25,000 for production of the City School District Newsletter in the 2004-05 $143.8 Million School Budget.  The newsletter, formerly published four times a year, is the only district wide communication with parents and residents. This year only one newsletter was circulated (in promotion of the City School Budget in the spring). Since that time, to this reporter’s knowledge,  no formal newsletter communications have been published to parents other than PTA flyers and communications from individual schools.  There is also the district-wide calendar that goes out every year.

Each member of the Board indicated they felt there was a need for the district to be more aggressive in telling the story of the school district, its successes and strengths, and indicated they  would be willing to spend considerably more than the $25,000 to do that. Terrence Schruers, Assistant Superintendent for Business said any retainer required to hire an agency could be defrayed by 30% through an arrangement with BOCES services of southern Westchester.

The District has not decided on what their overall budget for public relations materials might be in the projected $150 Million budget for 2005-06, about to begin its preparation. Connors indicated to WPCNR that the scope of the public relations effort would be shaped after the agency is hired. During the meeting, he expressed the advantage of having one of the firms interviewed on board at the district-wide goal setting meeting with national author Ron Evans, author of Family Matters, who will be conducting a goal-setting workshop for the district in November.

During the course of the meeting, the Board appeared to desire more of an identifying “brand-name” look to all district publications, while retaining an individual school flavor for the eight schools in the district. The Board also asked the agencies about the district website content presently on http://www.wpcsd.k12.ny.us. During those discussions, it was disclosed that the City School District has not updated the webstite substantially since last spring.

Discussion with Ron Edelson, principal of Zimmerman Edelson, centered on getting more favorable publicity and less damaging reporting on the City School District. Edelson said it was the district’s responsibility to “get out there” and be proactive in telling their story, and to establish relationships with the media. Syntax, echoed this theme, saying the district needed to tell its story first and be preemptive on a regular basis, rather than reacting when a negative story appeared in the media. This was their response to the District’s concern about the recent Westchester Magazine story on Westchester area school districts that the Board felt was unfair to White Plains. Zimmerman Edelston has a website at http://www.zimmed.com, they currently handle public relations for 20 School Districts throughout the metropolitan area.

Zimmerman Edelson would assign an account executive, create all work in-house, and advise the School District on how to handle sensitive incidents and decisions, prepare crisis reaction statements on fast-breaking events, but felt strongly that all statements should come from a high-placed official in the district, rather than conflicting statements coming from principals, board members, or administration executives who did not have all the facts. Ron Edelson said it was essential the media be kept at bay, until the School District spokesperson had the facts that were appropriate to furnish to the media.

The discussion with Syntax’s Mary Brisbane and Kathy Beatty, centered primarily on preparation of materials and vehicles for accentuating the positive achievements of the school district with residents of White Plains and prospective residents. Syntax said they would hire a person to concentrate on White Plains needs exclusively, conduct complimentary focus groups, and expressed suggestions for improvements in district communications from frequent newsletters, story placements, and complete redesign of the district website, with frequent refreshing of content.  The Syntax website is at http://www.syntaxcom.com.

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WPCNR SCHOOL DAYS. From Michele Schoenfeld. October 24, 2004: George Washington School will hold its 11^th Annual Family Reading Night on Tuesday, October 26^th, from 6:30 to 8:30 P.M.  All students and parents are invited to attend.           

Community members, teachers and administrators from the White Plains Schools will read their favorite stories to small groups of children and their families.  After three 15-minute sessions, everyone will be invited to the cafeteria for refreshments.  The PTA Book Fair will also be taking place throughout the evening and parents and children are invited to shop for books.

Members of the committee include the following staff members:  Darrin Grimm, Chairman, Kelly Agar, Daria Collins, Ximena Gomez, Rhoda Havis, Mary Lincoln, Ashleigh Madureira, Michelle McCray, Jonathan Monti, Denise Orovic, Sandra Rodriguez, Randi Sack, Linda Smith and Maria Zenon.

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WPCNR STAGE DOOR. By John F. Bailey. October 23, 2004: Jeffrey Rosenstock, Executive Director of the White Plains Performing Arts Center since July 2002, has not been on the payroll of the WPPAC since June 30. According to Mr. Rosenstock he has been donating his services 3 to 4  hours a week to White Plains’ year old theatre operations since the end of June.

Producers, Jeffrey Rosenstock, left, Executive Director of White Plains Performing Arts Center, and Tony Stimac, Producing Director right, at the November, 2003, WPPAC Gala Opening. Mr. Rosenstock announced to the WPPAC Board of Trustees he was working as Executive Director without pay and had been in that non-salaried status since June. Photo, WPCNR News Archive.

 

Tony Stimac, the Producing Director of the WPPAC, and Executive Director of Helen Hayes Theatre Company in Nyack, has apparently been managing the White Plains theatre programming operations and production for the last three months, with Mr. Rosenstock performing a limited supporting role.

Mr. Rosentock, to begin the conversation with WPCNR, said the report of his leaving WPPAC was absolutely not true. He was still the Executive Director and would continue to be, but that he has reduced his hours, and was not accepting pay.

Mr. Rosenstock told WPCNR late Friday afternoon,  he has been working without pay as Executive Director since June 30. He stepped back into the wings, he said,  at his own request because he felt he could not serve effectively as both Artistic Director of Queens Theatre in the Park (in Flushing Meadow Park, Queens) and White Plains Performing Arts Center at the same time, and do justice to both.

 

The change in theatre management direction was confirmed, because WPCNR had reason to believe Mr. Rosenstock was no longer involved with White Plains Performing Arts Center, and called Queens Theatre in the Park  in Queens where Mr. Rosenstock is Executive Director to find out from Mr. Rosenstock personally about his status. 

 

WPCNR was put on hold by the theatre receptionist, and then was told Mr. Rosenstock had stepped away and would call back. An hour later, WPCNR called again and was told Mr. Rosenstock had left for the day.

 

Calling Nyack.

 

WPCNR next placed a call to Tony Stimac at the Helen Hayes Theatre Company in Nyack.

 

WPCNR told Mr. Stimac I was working on a story about Mr. Rosentock’s imminent departure from the WPPAC and asked if I could have the details.

 

Mr. Stimac,  when asked if Mr. Rosenstock was leaving the theatre, said “not to my knowledge, this is the first time I’m hearing about it. I just talked to Mr. Rosenstock yesterday (Thursday), I’ll have to give him a call. “

 

Rosentock Calls Back.

 

Within twenty minutes after WPCNR got off the phone with Tony Stimac, Mr. Rosenstock announced his opting for a supporting role rather than equal billing with Mr. Stimac, to the CitizeNetReporter.

 

 

                                                                                                                   

Pro Buono Status Announced  Two weeks Previously to WPPAC Board.

 

Rosenstock said he informed the WPPAC Board of Directors at a meeting two weeks ago that he had been working on a pro bono basis. He said the Board’s reaction was that of “shock,” that he was not accepting any pay.

 

However, Rosenstock said he continues to work with Mr.  Stimac in the process of programming the WPPAC, booking shows (pro bono) into both Rosenstock’s theatre, Queens Theatre in the Park and Nyack and White Plains, fund-raising, and grant writing.

 

“I could not continue meeting the obligations of both positions,” Rosenstock told WPCNR. “I continue to play a large role in fund-rasing, in grant writing, and booking programs, pro buono. We continue to be sister theatres.”

 

Asked why he assumed a supporting role without salary, Rosenstock said, “so I would not have a moral dilemma. I could not meet the level of effort (required).”

 

$100,000 a year Fee for the Stimac and Rosenstock Partnership.

 

Mr. Rosenstock and Mr. Stimac are paid $100,000 a year, in the second year of their contract to run the WPPAC for the City of White Plains. The $100,000 is straight fee for management services. Over and above that fee, White Plains has furnished seed money for the theatre, services, the details and any financial caps that exist , have never been disclosed by the City of White Plains or the White Plains Performing Arts Foundation which is responsible for  the theatre management.

 

The caps and scope of city subsidies to the theatre are not spelled out in the contract, with references in the contract referring to an “Appendix B”  that the Legal Department told WPCNR did not exist, when WPCNR filed a Freedom of Information Act request for a copy.

Jeffrey Rosenstock, Executive Director. Photo, WPCNR News Archive.

 

Rosenstock Remains Executive Director.

 QTIP Still in the Loop. Expenses Equally Shared.

 

Rosenstock said he still retained the title of Executive Director, still maintained a sister theatre relationship between his theatre, QTIP,  with White Plains Performing Arts Center, and still would be working with Mr. Stimac in programming White Plains first theatre. Asked how m any hours he works a week on WPPAC matters, Rosenstock estimated 3 to 4 hours.

 

WPCNR asked how production costs between the three theatres: Helen Hayes, Queens Theatre in the Park, and White Plains Performing Arts Center were shared on joint productions such as Born Yesterday, The Strength of Names. Rosenstock said the costs of productions were split equally between the three theatre companies (1/3, /1/, 3, 1/3).

 

Rosenstock tried, he said,  to “Executive Direct” both QTIP and WPPAC for one year, but said, he found it too much, and did not feel he was doing an adequate job, so he voluntarily opted  for the limited role at WPPAC. He said the Board of Directors of Queens Theatre in the Park, had nothing to do with his decision, that he made it on his own.

 

Promoter in the future.

 

He said he would continue to be involved promoting WPPAC, fundraising for it, and expected to be greeting the theatre “angels” at the Kathy Lee Gifford, Frank Gifford-hosted  “Broadway Salutes White Plains II Gala”, Monday November 8 at WPPAC.

 

Asked if Ms. Gifford was going to do some numbers from her upcoming show, Mr. Rosenstock said WPCNR would have to speak to Mr. Stimac, because he was handling that extravaganza.

 

 

Coming Back.

 

WPCNR asked Mr. Rosenstock whether at the end of June, 2005, if he would continue in his role as Executive Director, pro buono, on the present basis of  4 to 5 hours a week. “Absolutely,” he said.

                                                                                                 

 

The Debut

 

Mr. Rosenstock was originally suggested to the city administration by Arne Abramowitz, Commissioner of Recreation & Parks, based on Mr. Abramowitz’s working with Mr. Rosenstock when The White Plains Commissioner managed Flushing Meadow Park for the City of New York. (Queens Theatre in the Park is located in Flushing Meadow Park.)

 

The Common Council in choosing the Stimac and Rosenstock Team over, Centerpoint Stage,  Westco Productions and Professional Facilities Management (who run the Providence Performing Arts Center in Providence, Rhode Island) chose Mr. Stimac and Mr. Rosenstock team because of the team’s professional experience in running  community theatres, and because they could devote the time to running the theatre, while the Council felt the other two contenders could not do that, and did not have the programming resources.

 

City Made Room for the Stimac-Rosenstock Team at the Table.

 

A revised Request for Proposals was also prepared after Centerpoint Stage, Westco,  and the Providence group had submitted their proposals and had them reviewed by the Council, allowing Stimac and Rosenstock to apply legally to manage the theatre without threat of a lawsuit from previous RFP responders.

 

Rosenstock voluntarily reduced his role 12 months  into the three-year contract with the city, which comes up for review by the City of White Plains in June of 2005. The city has the right to cancel the arrangement at the end of the second year, and also the right to terminate the contract after three years. Stimac and Rosenstock retain the right to decide after three years whether they wish to continue the contract.

 

A Break-Even First Year.

 

Mr. Stimac, in the spring of 2004, reported to WPCNR the White Plains Performing Arts Center as breaking even in its first season, costing $1.1 Million to run. He said the theatre raised $400,000 in ticket sales, $500,000 in donations, and received generous donations for the balance of the expenses at the close of the year to break even. However, Mr. Stimac only said this to the CitizeNetReporter, and there has been no formal public release of theatre financial results.

 

White Plains Performing Arts Center begins its season with its first play next week, a revival of Born Yesterday premiering Saturday  evening.

 

WHITE PLAINS PERFORMING ARTS CENTER. Photo, WPCNR News Archive.