SCBIZ Daily Staff

MYRTLE BEACH -- Gilmore Entertainment, owner of the Carolina Opry in Myrtle Beach, has struck a deal to take over operation and production for the 1,500-seat Roanoke Rapids Theatre in Roanoke Rapids, N.C.

The year-old theater, which has been run by the city of Roanoke Rapids, anchors Carolina Crossroads, a planned entertainment, shopping and hotel development on I-95. But the theater has been challenged since its inception with low attendance and the lack of an experienced theater management team.

Under the letter of intent, the city will still own the property, but Gilmore Entertainment will operate it. And while Gilmore has a 23-year history of success with its Carolina Opry, officials caution that it may be an uphill battle with the Roanoke Rapids Theatre and that may take several years to turn around.

“This development came from a group of good citizens who wanted to create jobs for the young people in their region,” said Calvin Gilmore, founder and Chairman of Gilmore Entertainment. “But creating an audience for a theater so far from any urban area or other major tourist attractions is not something that can happen overnight. At Gilmore Entertainment, we have the production and administrative infrastructure, the marketing experience and the motor coach relationships to move the project in the right direction. I believe that our sterling reputation and our presence will have a positive impact on the entire 1,000-acre Carolina Crossroads project. We are uniquely positioned to create some momentum for the theater.”

He added, however, “We have been quite open with city officials about the fact that given all those things, this is still a tough nut to crack. We don’t have any silver bullets, but we are willing to step up and try to help them get it rolling.”

Gilmore Entertainment’s responsibility for the theater will include front of house management, show production, ticketing, operations and marketing.

David Olive, president of Gilmore Entertainment, said that the company can bring a lot to the table. “We have seasoned production and management teams that are second to none, and can move quickly and efficiently into all of those areas. We also have a whole lot of loyal fans who drive up and down I-95 regularly.”

City of Roanoke Rapids Mayor Drewery Beale stated, “The city is pleased to be working with Calvin Gilmore and Gilmore Entertainment. We are excited about the possibilities that an organization such as Gilmore Entertainment brings to our project. Their expertise and experience are well known throughout the entertainment industry.”

Carolina Crossroads was developed in 2007 as the East Coast’s newest destination for family fun, music, shopping and entertainment. Development plans include 25,000-square-feet of retail, shops and restaurants, with future plans to expand to 300,000-square-feet of retail outlet stores. Earlier this year a 147-room Hilton Garden Inn and a 100-site RV park opened at the entrance to the development. Carolina Crossroads is strategically located along I-95 and US 158 at Exit 171, between Raleigh, N.C. and Richmond, Va.