Roger Gietzen directs Lincoln Theatre successes

After struggling through two pandemic years, the Lincoln Theatre in Mount Vernon closed out 2022 in good shape.

Audiences are returning. There is money in the bank. Membership, which dipped to 482 during the pandemic, is on the rise. Programming and ticket sales look good for 2023.

Pull and Be Damned resident Roger Gietzen is a big factor in the Lincoln's good fortunes. A Lincoln staff member staff since 1999 and executive director since 2015, he has helped lead the theatre, its staff and volunteers through good times and bad.

Gietzen's apprenticeship began in 1997, when the then-co-owner of La Conner's beloved Hungry Moon Café volunteered in concessions. Moving to part-time house manager in 1999, he was fulltime by 2001. For the next 14 years he mastered every area of theatre operations, first as facilities manager, then production manager and finally operations manager.

Serving under seven executive directors – including one who lasted just three months – Gietzen says he gained important lessons in "things not to do" when you're the boss.

High on the "things to do" list is "adapt to change".

When the Lincoln opened in 1926, vaudeville and silent movies were the main draw. "Talkies" overtook them and were a reliable source of income until in-home streaming services chipped away at movie audiences. Today the non-profit Lincoln shows specialized film series like "Noirvember" and selected Oscar nominees along with Live HDTV broadcasts from the Metropolitan Opera and England's National Theatre Live – but most of Gietzen's team's energy goes into presenting live concerts and community theatre.

In fiscal year 2018-19, there were 80 live performances at the Lincoln. Since August 2022, there have already been 50.

Last month, more than 2,700 people attended live performances of "Disney's Frozen Jr.", mounted by community producing partner the Theater Arts Guild. TAG's musical "Rocky Horror Show" filled seats for 10 performances in October.

Last summer, participants in the Lincoln's annual two-week children's Theater Camp prepped and performed "The Jungle Book". The Lincoln Players Theatre School offers classes in acting, production, musical theater and auditions.

Concerts also bring in crowds – but until 2015, they mostly lost money. When Gietzen took the helm, he and his team focused on making them profitable.

As a concert presenter, the Lincoln assumes most of the financial risk. The theatre sells tickets, books hotels and rents vans for visiting musicians and arranges food and drink for the green room.

Like stage actors and directors, touring musicians have "big personalities," said Gietzen, a fan of history and the arts before he joined the Lincoln. "They took me aback at first," he said, "but I have learned to love and understand their enthusiasm."

Gietzen and staff now have good relationships with the talent. "They give us their requests and we are usually able to fulfill everything they want," he said. Repeat performers like Marty Stuart and Robert Cray "have realized we are pretty easy to work with."

Stuart, Cray and the rest of the stars went away in March 2020, when the COVID-19 pandemic put everything on pause.

With no revenue from ticket sales, community and government support became the theatre's sole income source. Gietzen used those funds to retain staff members, who spent the lockdown deep cleaning the building and learning how to livestream concerts.

As well, restrooms and concessions were renovated, ventilation improved and a gender-neutral family restroom installed.

The staff also applied for – and won – the Governor's Heritage Award in the category of "heritage organization." The awards honors outstanding individuals and organizations whose dedication to preserving and promoting traditions and cultural heritage is worthy of state recognition.

The Lincoln was recognized as "the cultural cornerstone of historic downtown Mount Vernon and a central performing arts venue for the entire region."

The first Heritage Award ever given to any Skagit county organization, it is a feather in the cap for Gietzen and staff.

At the annual "State of the Lincoln" meeting in November, Development Director Damond Morris told the gathering, "This award was earned, not won, on the back of staff and all volunteers who painstakingly painted and preserved our space and everyone who ever bought a ticket for a show."