The Sarasota Players launched a $500,000 campaign to renovate Payne Park Auditorium into its new permanent home. The 180-day fundraising push began Thursday, Sept. 10, with a ghost light ceremony instead of a ribbon-cutting.
Local Businesses Sought For Naming Rights
The "Payne Park Sprint" targets local businesses and corporations willing to buy naming rights for parts of the new facility, Board Chair Katie Weiss said at the launch event, which drew donors, patrons, board members and elected officials.
Years Of Losses Preceded This Fundraising Push
The ask comes after years of financial trouble. Tax filings show the theater lost $1.6 million in 2024, following losses of $1.2 million in 2023, $914,000 in 2022 and $1.1 million in 2021, according to Sarasota Magazine. Most previous board members resigned, the CEO position was eliminated, and William Skaggs, who had held the role since 2021, left the organization. Weiss became board chair late in 2025.
Failed Deals Trace Back To 2018 Sale
The losses trace back to 2018, when the Players sold their longtime home on U.S. 41 for more than $9 million. Plans for a new theater in Lakewood Ranch fell through. A bid to lease the Sarasota Municipal Auditorium was rejected by the City Commission in 2021 because of previous agreements with leaders of The Bay. A later proposal to attach a 17,000-square-foot addition to Payne Park Auditorium drew public opposition over park encroachment and was also turned down.
Through it all, the company performed in a converted retail space at the Crossings at Siesta Key shopping center with roughly 130 seats.
Board Chair Blames Past Leadership For Losses
"They made decisions that significantly diminished the funds from the sale of the last theater," Weiss said of the previous board. "A lot of that was going toward the false stops and starts that you've seen, studies, architectural drawings and details that didn't yield any benefit for the plan that we have in place now."
City Approved 30-Year Lease Deal In 2024
The City Commission approved a 30-year lease in 2024 allowing the Players to use Payne Park Auditorium for $100 a year plus $1 per ticket sold. The auditorium opened in 1962 as a community center and had most recently been used by the city's Parks and Recreation department.
Campaign Money Will Fund Equipment, Not Salaries
Campaign funds will pay for lighting, sound and other equipment to supplement what the company moves from its current space. Remaining proceeds from the 2018 sale will cover other improvements such as a box office, dressing rooms and offices, Weiss said. The theater said in a statement that every campaign dollar will go to renovation expenses, with nothing spent on overhead, salaries or studies.
Main Theater Named After $1 Million Gift
The main performance space will be named the Muriel O'Neil Theatre, recognizing a $1 million bequest from a fund created in the donor's memory.
Theater-In-The-Round Renovation Could Take Four Months
The Players plan to transform the auditorium into a 200-seat theater-in-the-round, the Sun reported. Executive Director Jason Ellis said renovations will take about four months once they begin. Weiss said the company is still waiting for city sign-offs before work can start.
Opening Date For New Space Still Unclear
The company is not yet certain when it will open the new space. Managing Artistic Director Thayer Greenberg had hoped to debut the Mel Brooks musical "The Producers" there, but Weiss said a later date in the 97th season is more likely.
Why The Company Chose A Ghost Light
At the Sept. 10 ceremony, Greenberg explained why the company plugged in a ghost light, a theatrical tradition meant to ward off bad luck, rather than cutting a ribbon. The Players approach their centennial in 2029. Donors interested in naming opportunities can visit theplayers.org/PayneParkSprint.
Upcoming Community Events
- The Sarasota Farmers Market runs every Saturday morning in downtown Sarasota.
- The Modern Works Festival continues through the fall season.
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