By Josh Markotich
Staff Writer
As Sunrise Theater prepares for its production of “School of Rock,” theater officials are assessing the programming mix and how much effort to continue putting into live productions..
“ It’s premature to commit to one thing, to say it’s not being shut down or it’s staying. I mean, those are very definitive, finite things,” said Tim Russell, executive director of the Sunrise.
Russell, who took over as executive director late in 2024, said the Sunrise has suspended its fall production of Shakespeare’s “Foolish Lovers Loving Foolishly” and halted any plans for the 2026 theatrical season. Instead, the theater decided to analyze the programming and assess the community’s wants before proceeding with future plans.
“ I understand people may be concerned, and they want certain kinds of programming,” Russell said. “But that’s all great feedback that we want to have. One thing I would just say is that as part of that effort, if this community wants theater, come out and support the theater.”
Russell ‘cited a promotional survey that was posted on the theater’s website at the beginning of the year as part of an ongoing assessment effort. The survey, which contained questions ranging from the types of concessions provided to the events the Sunrise puts on, allows Russell and board members to gauge greater community interest and have informed conversations moving forward.
“ We are starting to do a profit-and-loss analysis on every single thing we do. We’re a nonprofit theater, but we still have to generate income to keep the lights on and to produce things,” he said.
The Sunrise Live program, which started in January 2022, has staged over 20 productions on the Sunrise stage, ranging from dramas like Tennessee Williams’ “The Glass Menagerie” to classics such as “The Sound of Music,” with the majority of directed or co-directed by Amy Damone.
As the live production component has grown, Damone says the most important part of building it has been creating a community, whether for those in the cast, crew or audience members.
“Every production we have done, we have aimed to build community as a top-line priority and bring quality theater to the greater Moore County community. We’re doing more than just putting on a show. I think we are building relationships, opportunities, and I think there’s more work to be done,” she said.
Damone, who grew up in the area, has been aware of the historical and communal importance of the Sunrise and wants to ensure the long-term success of the iconic downtown theater alongside management.
“Some of the first shows I ever did were on the Sunrise stage. That place is precious to me beyond this program, and that’s why it is important to me to make sure that whatever we’re doing is part of that success,” she said.
In a video posted on Monday to the Sunrise Live Instagram, Damone, Russell and Dustin Bonecutter from the Sunrise Board of Directors addressed community concerns. The video shares the goal to assess finances and to clarify any concerns.
“This is not a cancellation of Sunrise Live, it is a pause. Not necessarily an end, just a moment to step back, assess and make space to build a stronger path forward,” Bonecutter said.
As the cast of “School of Rock” prepares to take the stage amid’ the unpredictability of Sunrise Live, the message Damone shares is, “The single most important thing you can do to demonstrate that live theater is important to this community is coming to see this show.”
