Gold Hill Theatres Changes Model Post-Pandemic
When the COVID-19 pandemic first struck over two years ago, many never thought that the world would change so drastically. Even two years later, some changes to everyday things seem to be permanent. Businesses have had to adapt their operations operate to keep up with the “new normal” era.
When the coronavirus started spreading across the country, governments all over the U.S. reacted by enforcing shutdowns. In the long run, these mandates seemed to have caused additional issues including the permanent closures of businesses nationwide. According to an article published by Business Insider, a survey found that around 200,000 extra U.S. businesses closed between 2020 and 2021 on top of the estimated 600,000 businesses that close each year. When the shutdowns first occurred, businesses that weren’t considered “essential” got hit the hardest. Therefore, the pandemic put an uneven strain on certain types of businesses especially those in the entertainment and hospitality industries.
Gold Hill Theatres Owners Offer More Than Just New Movies
According to Josh Overton, whose family has owned Gold Hill Theatres since 2018, the movie theater industry took a major hit in the last two years, which has made them rethink their business model. Overton said that even after the shutdowns ceased, it has still been a struggle to get people back out at the levels they were pre-pandemic.
During the last two years, the theater offered events for the community like showing a locally filmed movie at a discounted rate and having a showing for the Charis Bible College’s “Heart of Christmas” production when they couldn’t have a live show. Along with these changes, Overton said that he is still planning on putting on events that help the community connect.
“We teamed up with Our Reserve Art Gallery and we did an event on June 24 where we showed ‘Elvis,’” Overton said. “We sold tickets for $35 each and all of the proceeds went to the fire department. There is a lot of stuff going on and I think the community is finally coming together. We are now owner operating the theatre because there was a lot of stuff we wanted to do and we wanted to take control.”
Live Music at the Theatres
Previously, the theatres would have a live music event about once a month during the fall and winter and charge $10 for the show and a drink. However, this summer Overton has decided to extend the live musical performances to select Friday and Saturday nights. And, he has decided to make the concerts free of charge.
The theatres have hosted musicians from the Colorado Springs area such as the Electric Blues Trio. Overton also said that he plans to get more bands and bigger names as the live music events gain more traction as the summer goes on.
Special Movie Showings
The theatres have also changed the types of movies they offer to their audiences. To attract a different type of movie watcher than those checking out the latest blockbuster film, the theaters now offer weekly showings for kids and classic movie lovers.
Every Tuesday at 10 a.m., Gold Hill Theatres offers the chance to watch a classic movie for just $7 including a small snack combo. Classic movie lovers get the opportunity to see films like “Wuthering Heights” and “To Kill a Mockingbird” on the big screen. Every Wednesday the theater also offers a free kids’ movie at 10 a.m.
Private Party Rentals
To add to the things Gold Hill Theatres offer, they now have the ability to rent theaters for private parties. Many have taken advantage of the theater rentals for things like company Christmas parties or birthday parties where the groups can watch any movie they choose.
Gold Hill also offers the chance to play video games on the giant movie screen, something which seems out of the norm for movie theatres. Anyone now has the ability to rent a theater to play video games for their party or event. Whether someone wants to compete in their favorite game with a group of friends or hold a “Rock Band” or “Madden” tournament, Gold Hill Theatres can cater to their needs.
