The Union Theatre Revival Campaign
Attleboro, Ma
Meet The Theatre
Attleboro's Sleeping Beauty
The Union Theatre opened in 1928 with vaudeville acts and other live entertainment. It had 1,101 seats with one main screen. In 1986 it was sub-divided to attract more movie-goers. It has opened and closed several times since then.
Her Story
This Sleeping Beauty sits in the heart of the thriving Attleboro Downtown District, within walking distance to the Providence/Boston commuter rail, multiple restaurants, the Attleboro Arts Museum, and several parks and trails. Residents from Attleboro and surrounding communities hold dear memories of Saturday morning movies in this space, Boys and Girls Club outings, the Navy Band visiting, and so many memorable movies.
For almost 25 years, the theatre has been sitting vacant. Owners Jim and Ann Friedman have been caring for her, waiting for the right opportunity to present itself, unwilling to let her become a parking lot. They believed that the lights would one day shine again.
That day is finally here, as a local nonprofit theatre arts company (illuminate creative + theatrical arts co, inc) has recently linked arms with the Friedmans. This agreement allows illuminate, who has been bringing high quality arts education to ages 4-18 since 2013, to begin applying for grants and to launch a capital campaign to turn the lights back on.
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The long-term vision for The Union Theatre is for it to be available to our local community (think: dance schools who need a space for recitals; other theatre companies and schools who may not have a space for their events); but to also open it up for touring companies, bands, movies, conferences, events, and more. ​
The Many
Benefits
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Economic Benefits: Revitalizing the Union Theatre will generate significant economic benefits for downtown Attleboro. The theater will attract tourists, boosting foot traffic and patronage for adjacent businesses. This increased activity will stimulate local commerce, creating jobs and supporting the growth of the downtown economy.
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Community Benefits: The Union Theatre will serve as a crucial cultural asset for the community, providing a venue for diverse events and activities that bring people together. This space will enhance social cohesion, offer educational opportunities, and foster a sense of community pride and belonging.
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Preserving Attleboro's History: The Union Theatre is a historic landmark with deep roots in Attleboro’s cultural heritage. Revitalizing this space not only preserves an important piece of the city's history but also honors the legacy of past generations, ensuring that this cultural treasure is enjoyed by future residents and visitors.
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Creating a Cultural Asset: Attleboro needs a dedicated cultural venue to host performances, exhibitions, and community gatherings. The Union Theatre will fill this gap, providing a much-needed space for artistic and cultural expression that reflects the community's diverse interests and talents.
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Retaining Creative Workforce: A vibrant cultural scene is essential for attracting a creative workforce. The Union Theatre will serve as a hub for artists, performers, and creative professionals, contributing to the city’s cultural and economic vitality.
Staged In Three Acts:
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Act One: Turn the Lights On! (this campaign! We need $700,000 more to open the doors!). Act One is managed by illuminate arts co as the fiscal agent.
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Act Two: Set the Stage (Amount TBA to upgrade the Performance Space and create a Blackbox Theatre). Act Two and Act Three will be managed by a new nonprofit "to be announced" as the management entity.
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Act Three: Curtain Call (Amount TBA for all the finishing touches!)
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How it All Began...
The Story of the Union Theatre Revival Campaign
Jan-Apr 2024
Tracy Silva Barbosa (at that time acting as the TDI Fellow for Attleboro through Mass Development) introduced Jennifer Keating (Founder and Executive Director of Illuminate Arts Co) to Jim and Ann Friedman, the owners of the Union Theatre.
The TDI program is an initiative with Mass Development pouring funds and resources into "gateway cities" that have promising potential. Downtown Attleboro was in its second year with the program that has brought many incredible developments (such as Cuddy Court, the stringed lights throughout downtown, business facade improvements, better signage, and events--among many other things!).
There were several grants available for the building, but only a nonprofit could apply for them. An "Option to Lease" was signed between the Friedmans and illuminate in March, 2024 in order for illuminate to act as the Fiscal Agent for the building. This allowed illuminate to apply for necessary grants and start a campaign. In April, the first meeting of volunteers was held. Click here for a link to the first article about the project.
The initial estimate for "Act One" of the project was just shy of $840,000 (for the HVAC, roofing, and accessibility primarily, along with general cleanup). Advisors suggested setting the public goal at $500,000 initially.
Apr-Aug 2024
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The campaign is developed by illuminate and volunteers, launching mid-June on GiveButter, alongside the many grants being applied for. Tours are given to new volunteers and donors, while Illuminate organizes cleaning parties.
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By July we had hit $5,000 in community support and we were planning our first Block Party for September
Jennifer was interviewed with Architect Scott Winkler here, where you can see the plans for the theatre and hear all the details about the renovation.
Sept-Dec 2024
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A Blockbuster Block party ensued in September! Over 400 people attended the festive event, raising over $4,000 towards the campaign. "KidsTown" featured old fashioned carnival games and a trackless train, while live music played. We ended the evening with an outdoor movie screening of "Back to the Future." It was such a fun event with the community!
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A "Steering Team" was formed to begin working on a new 501(c)3 to eventually take over the management and fundraising for the theatre. Illuminate will continue as the fiscal agent through the completion of Act One, and then hand the reins to this new entity (which is still in the works!).
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We received news that we were awarded $200,000 from TDI Equity and $419,500 from Mass Development through the Underutilized Properties Program (pictured below with Governor Maura Healey).
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Jennifer and several others were interviewed by NBC's Kennedy Buck - you can see the inspiring installment here!
Jan-Mar 2024
With the two grants, combined with over $11,000 raised through GiveButter, we had surpassed the original $500,000 GiveButter goal, but still needed to raise about $200,000 based on the original estimates. We launched a new campaign for the remainder (our current campaign).
In the quiet, cold months of winter, the campaign appeared to go into a deep sleep. Yet behind the scenes, the Architects and Engineers were busy working on HVAC design, which took a few months longer than expected. In the meantime, the team launched "Concerts in the Quiet Theatre" on YouTube while continuing tours and holding meetings of the Steering Team.
Jennifer and Scott were featured on the "Life in Attleboro" podcast - Episode 38!
The Valley Breeze featured the Theatre in this excellent article here.
April-Present :
A new nonprofit is being formed to take over the management of the theatre once the building is open!
A fantastic new team of volunteers has joined (there's room for more! send us a message and we'll let you know when we're meeting next)
We learned that the cost of HVAC has gone up and that we actually need to raise closer to $400k more... but that won't stop this team!
Grant agreements have been signed, designs and engineering elements completed. CONSTRUCTION IS ABOUT TO BEGIN!
We have received word that several other foundations are gearing up to make donations of $50k up to $150k as construction begins
Meet The Team
The Union Theatre Campaign Team is made up of local volunteers working with key illuminate staff members and the building owners. Our team is always cooking up new ways to get the word out, get the community involved, and #wakethesleepingbeauty through grants, foundations, and even bingo nights! If you are interested in joining the team in any capacity, click the contact button below.
Quick Links
be in the know
Plans: The Nuts and Bolts
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Click here for the plans and see below for explanations!