Co-founders of St. George Theatre Honored with Louis R. Miller Award for their Tireless Work and Vision
The St. George Theatre has been cited as a key piece to the revitalization of the North Shore, as patrons from near and far have marveled at the beauty of the entertainment landmark — which celebrated its 90th anniversary last year.
The historic theater largely remained dark and unused for over 30 years, until Rosemary Cappozalo and her daughters, Doreen Cugno and Luanne Sorrentino, started a not-for-profit organization in 2004 to save the historic theater from being torn down.
Many thought that was a crazy idea. The ambitious trio believed otherwise.
“We were right on board,” said Cugno. “We knew it wasn’t going to be easy, but we were all ready for the challenge.”
Sorrentino recalled: “I think one of the obstacles was that people saw three ladies attempting to resurrect a white elephant to a vibrant performing arts center. There were so many attempts to make it happen, but none were successful. So, I think we had to prove ourselves, too. But we had the right vision. We were bringing the theater back for what it was meant to be when it was a live, legitimate theater.”
The trio had one major advantage: Cappozalo’s favorable reputation in the community as the owner of Mrs. Rosemary’s Dance Studio in New Dorp.
“She was the public figure. She was the person who everyone knew and truly respected,” said Cugno about her mom, who passed away in 2009.
However, Cappozalo’s reputation alone wouldn’t be enough to fill the theater consistently. The sisters knew they would have to find other ways to spread the word.
“We basically went everywhere. We went to every fundraiser, breakfast, luncheon, and Rotary and Kiwanis meeting. Whoever would allow us to speak, we would be there,” said Sorrentino. “We would visit friendship clubs, grandmother clubs, and senior centers just to spread the word and be their guest speakers.”
“We did tours for the AARP chapters and the senior centers in the area. We would leave our postcards and advertisements everywhere. Little by little, people got to know us,” she added.
While they kept busy hitting the pavement and spreading the word, Cugno and Sorrentino also had plenty to do inside the unkept building, which was virtually unnoticeable atop the hill on Hyatt Street. The daunting list included: repairing leaky ceilings; upgrading the plumbing, electric, and HVAC systems; restoring the restrooms; installing a new roof; and adding fresh coats of paint. Plus, there was no orchestra seating, carpeting, stage lighting, or sound system.
The sisters worked tirelessly every day on strategically planning the development of programming, fundraising efforts, and restoration projects. When the doors opened, you could find the duo taking charge and ensuring things ran smoothly at every event.
“In the early days, we would help out in the box office selling tickets or usher — or we would just sell popcorn at the concession stand. We wore many hats, and we loved wearing each one,” recalled Sorrentino.
Cugno said: “It’s important to oversee everything, too. It’s important to let everyone know here — even to this day — that we’re here to lend a hand. There’s nothing we would ask of you that we wouldn’t do.”
No matter how much work was needed at the theater, ultimately, none of it would matter if there was no audience. That’s why the co-founders looked for diverse programming to attract fans of all ages and interests. The first season — which had six shows and ran from September until the new year — included gospel singer Yolanda Adams, comedian Howie Mandel, the national tour of the children’s hit TV show “Blue Clues,” and the Russian American Kids Circus.
“We have events ranging from family shows, to comedy shows, to musicals, to regional shows, to big concerts, to big comedians,” said Sorrentino.
That strategy proved to be a great tactic, as the St. George Theatre eventually developed the reputation as a great locale to view world-class entertainment.
The majestic theater has also been a major contributor to Staten Island’s tourism boom, as a large and growing percentage of attendees come from outside the borough.
By featuring outstanding headliners — such as Tony Bennett, Liza Minnelli, Ringo Starr, Diana Ross, Jerry Seinfeld, The Impractical Jokers and Steve Martin — it’s no wonder almost 2 million patrons have visited since the St. George Theatre reopened in 2004. Furthermore, over 1,500 events have graced the stage since its new ownership.
While those names and numbers are great achievements, the sisters don’t rest on their laurels.
“What people are not aware of is that 85% of the ticket revenue from our headline acts and public performances goes directly to the artist, and we survive on 15% of the ticket sales,” said Cugno. “We also generate income from our rentals, concession stands, and membership program. Our fundraising efforts are absolutely and extremely important. We truly cherish our supporters and our elected officials, as they allow us to continue with our restoration that is ongoing and crucial to our sustainability.”
For their accomplishments, Cugno and Sorrentino are being honored with a Louis R. Miller Leadership Award, which they will receive in the Not-for-Profit Businessperson category. They join their mother, who received the award in 2005 for her work at Mrs. Rosemary’s Dance Studio, as Lou Miller winners. The awards — which are presented by the Staten Island Chamber of Commerce and the Staten Island Advance — honor the memory of Louis R. Miller, a businessman and West Brighton resident who was also a community leader.
The sisters said they want to ensure that everyone experiences the magnificent structure.
The Night of Theatre provides a special night for members of the community for whom a theater ticket would be out of reach due to financial challenges. The annual Christmas Show stars many local performers, and the “One Night of Art” brings local artists together to exhibit their artwork and meet the community.
Cugno and Sorrentino are also extremely proud of the annual free St. George Theatre Summer Outreach Program. This project teaches theater arts to local youth — from ages 9-18 — and provides priority registration to children from socially and/or economically challenged homes.
The idea of connecting youth with the arts was prevalent from the first day they took over the theater. The family was cleaning the building, and some of the neighborhood kids stopped by to see the activity. Cappozalo told the kids to grab a broom, come back the next day, and she’d show them some dance moves. After a few weeks and more lessons, she told them to invite their parents and friends for an outdoor performance, as the theater was undergoing other repairs.
“That day, while we’re getting the kids ready, we asked our mom, ‘Who has the permits? Who is closing off the street?’ Because I don’t see any police,” recalled Sorrentino. “She said, ‘Doreen, you go to that corner, and, Luanne, you go to that corner.’ So, we just stood out there on the corners blocking traffic. We had a speaker outside, and the kids did their dance.”
While times have certainly changed, the importance of the St. George Theatre has never wavered.
“The arts are really a great way to enrich lives, boost confidence, and help them strive to do better. The arts offer so much to a student. It’s so important. I wish everyone could get a little taste of the arts,” said Cugno.
********************
Recipients of the Louis R. Miller Awards are recognized as effective business leaders, and for their outstanding contributions to the local community. Awards are given out in four categories: Emerging, Established, Master, and Not-For-Profit. The honorees will be recognized during the annual Louis R. Miller Business Leadership Awards Breakfast on Thursday, Feb. 13 at LiGreci’s Staaten. For tickets, visit www.sichamber.com or call the Chamber at 718-727-1900.
********************
Below, Cugno and Sorrentino share more about their goals, job and life:
DOREEN CUGNO
Current occupation and title: President & CEO, co-founder, St. George Theatre; co-owner, Mrs. Rosemary’s Dance Studio
Hometown: Sunnyside
Past occupation/s and titles: Director, Mrs. Rosemary’s Dance Studio; art teacher at St. Margaret Mary’s School.
Community involvement: Friends of Thirteen, vice chair, board member; Staten Island Business Outreach Center (SIBOC), board member; Staten Island Advance, Women of Achievement judge and Mentoring Monday mentor; Downtown Staten Island BID Steering Committee.
In addition, a member of the following organizations: League of Historic American Theatres; Association of Performing Arts Presenters; Staten Island Economic Development Center (SIEDC); SIEDC Women’s Council; Staten Island Chamber of Commerce;
Some of my life goals include: To keep my mom’s dream alive, and continue to oversee the full restoration of the St. George Theatre! Continue to serve the Staten Island community and enhance the arts and cultural programs for our borough.
The best part of my job: The people I meet and work with every day.
The most difficult part of my job: Demanding hours and maintenance of the building.
My life philosophy: Nothing worthwhile comes easy — so don’t pray for an easy life, pray to be a strong person.
I am most proud of: The accomplishments of my children, Michael and Rose; the growth of the St. George Theatre since 2004.
Something that no one knows about me: I am a classically trained pianist.
The quality I like best about myself: Thinking outside the box, my creative nature.
Personal interests and hobbies: Tennis, piano and painting.
I laugh at: My sister’s jokes.
I am really good at: No matter the task, I make everything look effortless. Never let them see you sweat.
I admire: My “A” Team — a stellar group (board and staff) — I work with every day at the St. George Theatre.
Some important things I would like you to know about me: I love my work and spending time with my husband and amazing family! I am a very optimistic person and enjoy taking time to vacation!
LUANNE SORRENTINO
Current occupation title: Co-founder of St. George Theatre; director and co-owner of Mrs. Rosemary’s Dance Studio
Hometown: Sunnyside
Past occupations and titles: CFO, St. George Theatre; performer on Carnival Cruises and Tropicana Cruises; dancer with Liza Minelli; performer in “42nd Street” national Broadway tour.
Community involvement: Board member of the New Dorp Business Improvement District; mentor in the Staten Island Advance Mentoring Monday Program; Staten Island Chamber of Commerce; volunteer and supporter through the years with the Seamen’s Society for Children and Families; Eger Foundation; American Cancer Society; New Dorp Merchants Committee; Project Hospitality; The American Red Cross; Dance NYC; The Ancient Order of Hibernians; and The Esplanade Senior Center.
Some of my life goals include: Continue to serve the Staten Island community and enhance the arts and cultural programs for our borough. Keep us on track for making Staten Island a top tourist destination.
The best part of my job: Having met so many wonderful people, and that I get to be creative every day.
The most difficult part of my job: Demanding schedule and coming up with new and innovative techniques to fundraise.
My life philosophy: Be the good and stay positive — no matter what.
I am most proud of: Continuing with the legacy that my mom has started, side by side with my sisters.
Something that no one knows about me: I love to cook and entertain for friends and family. There’s nothing like a good game night with either board games or cards. I LOVE to shop!
The quality I like best about myself: One of the qualities that was instilled in me by my mother was to make everyone feel special and a part of something. I have my dad’s sense of humor.
Personal interests and hobbies: I am extremely disciplined with clean eating and exercise. I love the outdoors and try to start most of my days with either a bike ride or a power walk in Clove Lakes in all seasons.
I laugh at: My goofy husband, Tony. He cracks everyone up.
I am really good at: Seeing the bigger picture, and I can handle anything you throw at me.
I admire: My staff for their dedication, talent and friendship. What a team!!!!
Some important things I would like you to know about me: Of course, I love my work, and my family is my life! I keep it light, I roll with the punches. I love life, and I love Staten Island!