The celebration is about to begin.
Over the past 65 years, the Salmar Community Association has brought the world of entertainment to Salmon Arm and given more than $1 million back to the community it serves.
“We reached that number sometime in the summer,” says Salmar manager Daila Duford.
No longer the only community-run theatre organization in Canada, Salmar is the first and has since helped three other communities start their own operations.
The association was formed in 1946 for the purpose of building an arena as a memorial to local veterans of the Second World War.
It was decided to build a movie theatre to raise the necessary funds and the brand new Salmar Theatre (now the Salmar Classic) opened for business in May of 1949.
Monies from theatre operations were used to build the Salmon Arm Memorial Arena which opened in 1958. The association continued to provide financial support to the arena until 1972 when operations were assumed by the District of Salmon Arm.
“All profits go back to the theatre or the community; it doesn’t go into anyone’s pocket,” says Duford, handing out high praise for her directors – current president Patti Munro, Gary Brooke, Chris Letham, Jim Downs, Bernd Hermanski, Joan Sholinder, Georgia McLeod, John Henderson and Brian Sansom.
“The board is incredible – they’re all volunteers, they come from every walk of life, and they just work so well together,” Duford says. “I’ve heard stories from all sorts of people who work with boards, not just in Salmon Arm but all over. A lot of boards are dysfunctional but I have never seen a disagreement or argument.”
Duford says differences of opinion are worked out calmly and rationally to everyone’s satisfaction.
“Everything I have learned about business, I have learned from my board,” she says. “They are very supportive, open to my ideas completely and 100 per cent they will help in whatever I ask for.”
Duford says being backed by such a strong team gives her confidence in her business dealings.
It is a business that has changed a great deal in the last six or seven years with the economic downturn and the switch to digital films.
“It marked huge changes for all theatres and a lot of them didn’t make it through the changes,” Duford says. “Popular opinion out there was independents wouldn’t make it, but we’re definitely proving them wrong.”
Switching to a digital format has not only allowed Salmar to keep up but also to bring special productions from the world of ballet and opera, something that happens in Salmon Arm with help from Doug and Barb Hughes, who share their expertise by choosing the productions for an ever-growing audience.
“We were able to show NHL hockey games and it created a new way for the community to get together through events,” Duford says. “People who like to go to opera never went to the theatre before and they love it. Their expertise makes it possible and the loyalty and commitment of the community is what has made it successful.”
Looking ahead, Duford shares her enthusiasm and excitement about upcoming events.
First up, Salmar’s 65th anniversary will be celebrated in fine fashion Sunday, Sept. 21, beginning with a free family showing of The Nut Job at 10 a.m. at the Salmar Grand.
From noon to 3 p.m., the Grand’s parking lot will be filled with free family fun, laughter and song, complete with a bouncy house, crafts, face-painting and games and performances by Liz Blair at 12:30 p.m. and The Elk Tribe at 2:30.
The co-sponsor is Dough Boyz, who will be selling pizza by the slice.
“We’re trying to fill a large box for the local food bank and anyone who brings non-perishable food will be entered to win prizes such as movie passes and free pizzas,” says Duford, noting staff members will be dressed in troll costumes to mark the Sept. 26 arrival on-screen of The Box Trolls.
In another exciting first for the community, Salmar has partnered with the art gallery to present documentaries on three exceptional painters – Manet on Monday, Sept. 29, Munch on Monday, Oct. 27 and Vermeer on Monday Dec. 21.
“These exhibitions on screen will present the life stories, inspiration and history of the artists, their lives and each painting,” says Duford. “Each one is beautiful, but we’ve taken it a step further. You’re not just going to a movie, you’re experiencing art and a bit of the culture through food.”
For $25 per person, audience members will begin the evening at the art gallery, where they will dine on food representing the home countries of each of the artists – French, German and Dutch, provided by Blue Canoe and accompanied by wine.
“We’ll start at the art gallery at 6 p.m., with live music, food and a glass of wine, and then walk down to the Classic for a gala setup with velvet ropes to watch the film.”
