Remodeled concession center reinvigorates moviegoers’ palates
Most theatergoers like to swing by the ol’ concession stand for drinks and snacks before settling into their seats.
Those who visit the Strand Theatre in Delaware now have the convenience of an improved concession area, with two registers instead of one, a digital menu board, a raised ceiling and improved display cases, said Strand managing director Tracey Peyton.
“Hopefully, we’ll get everyone through the concessions line much faster,” she said. “Our goal of course is to get everyone in on time for the movies that we’re showing. That goal has been surpassed and is being reached.”
The Strand, at 28 E. Winter St., is a nonprofit cinema, operated by the Strand Theatre and Cultural Arts Association.
Peyton said the renovation was made possible by an undisclosed gift from its newest community partner, Chesrown Chevrolet Buick GMC Inc., 1701 Columbus Pike. The snack bar has been renamed the Chesrown Concession Area.
“We are so grateful to be able to do business in the fantastic community that is Delaware County,” said Chesrown owner Jim Gill. “Our intent was to always be a contributing member and partner in the community.
“We have been blessed to have the opportunity to partner with great organizations such as the Delaware County Foundation, Delaware Hayes High School, the Delaware (Little) Brown Jug and (county) fair, Worthington Christian School, Olentangy Berlin High School, the Strand Theatre and many more. We are grateful that the Strand Theatre has chosen us to be a partner to preserve history,” he said.
Chesrown’s gift is important to both the Strand and downtown Delaware, said Strand association board president Brad Ebersole.
“The Strand Theatre and Cultural Arts Association board of directors and team members are grateful for the generous donation by Chesrown and the Gill family for our concession area upgrade,” Ebersole said. “This gift helps the Strand to remain an economic engine and iconic anchor of downtown Delaware and to further our mission by promoting a sense of community as a social gathering place. We look forward to continuing our work with community partners to keep the Strand Theatre a pillar of the downtown for future generations.”
The Strand shows movies produced by studios that take roughly 60% of the ticket prices, but studios take nothing from concession sales, Peyton said.
Standing in the concession area, she said, “This is the profit center because the studios don’t take a piece of it. And our philosophy is to get them in the door with lower ticket costs so that they will spend money here in concessions.”
She estimated that 85% of Strand moviegoers buy drinks and snacks at the theater, which charges considerably less for tickets than major chains.
As a result, she said, the concession area is a vital part of the Strand’s economic model.
Concession sales continued during the remodeling by using a temporary concession area adjacent to the lobby, Peyton said.
In addition to its ticket and concession sales, the Strand is aided by government grants, sponsors and donations.
A crowdfunding page is active at gofundme.com/f/strand-theatre-needsyour-support. Donations also may be made at thestrandtheatre.net, where more information, including showtimes, is available.
Until the COVID-19 coronavirus pandemic erupted in 2020, the Strand had maintained a continuous run of operation that started in 1916. editorial@thisweeknews.com @Thisweeknews