The Florida Orchestra has selected VenuWorks as its operating partner for the Mahaffey Theater, laying out how the orchestra plans to run the city-owned venue if its management agreement with St. Petersburg moves forward.
Under the arrangement, The Florida Orchestra would take over management of the Mahaffey from the city of St. Petersburg while VenuWorks would handle much of the theater’s day-to-day operation. The orchestra would retain artistic control over its own performances and help guide the Mahaffey’s overall cultural programming strategy.
VenuWorks would oversee programming and booking, marketing, ticketing, food and beverage operations, financial reporting, staffing and guest experience.
“As The Florida Orchestra prepares to enter into an agreement with the City of St. Petersburg to manage the Mahaffey Theater, we are thrilled to begin sharing our vision and plans with the community,” orchestra President and CEO Ignacio Barrón Viela said.
“VenuWorks stands as the right partner for this venture, one that understands the needs of the orchestra, the community and the shared commitment to grow St. Petersburg’s strength as a city of the arts.”
Founded in 1996, VenuWorks manages theaters, arenas, convention centers and other public and private venues across the country. The company is fully employee-owned and has experience operating several similarly sized performing arts venues.
The Florida Orchestra is also emphasizing that VenuWorks does not have another venue competing for the same acts in Tampa Bay. VenuWorks says its programming, marketing, sponsorship and corporate resources in the region would be focused entirely on the Mahaffey.
“We are honored to usher in this new chapter for the Mahaffey Theater alongside our partners at The Florida Orchestra. As an employee-owned company, our team brings a deeply personal commitment to operational excellence and a passion for serving the communities where we live and work,” VenuWorks founder and CEO Steve Peters said.
“We look forward to bringing new energy, expanded programming, operational support and strong financial stewardship while ensuring the Mahaffey Theater serves as a vibrant gathering place for St. Petersburg.”
The orchestra said it has already begun conversations with local artists and arts organizations about expanding musical, theatrical, educational and community programming at the Mahaffey.
The partnership is part of an effort by The Florida Orchestra to keep St. Petersburg at the center of its operations while continuing performances and educational programming across Tampa Bay.