The new theatre will see a significantly redesigned interior, including a trendy lobby also available for event rentals. The theatre will seat 400 and is part of a partnership between the Newmarket municipal government and York Region District School Board. The goal of the refurbished theatre is to attract high-quality live shows and performers to Newmarket, sparing residents the trouble of a trip to Toronto’s theatre district.
The venue’s naming rights were sold to NewRoads Automotive Group to secure funding, following a process the town of Newmarket has used for other municipal buildings like the Magna Centre and rinks at the Ray Twinney Recreation Complex. Live theatre is often performed by local amateur groups like the Newmarket Stage Company, but also includes touring professional shows. These events are usually advertised with eye-catching poster and brochure printing.
The renovated theatre is expected to have its grand opening in early 2020. It is part of the Newmarket High School campus. Newmarket Mayor John Taylor expressed the importance of the building, quoted by NewmarketToday.ca as saying:
“Arts and culture are crucial to any complete, great community.
“It’s just as important as recreational offerings.”