An economic impact study conducted locally in 2019 showed that McGregor Hall brought in close to $3 million in direct revenue to the city and county – researchers conducting that study looked at receipts from restaurants, hotels and retail to come up with this figure, said Mark Hopper, McGregor Hall executive director.

Hopper said the downtown venue is a big tourism magnet that attracts people from across the state and the Southeast to attend performances, competitions and more. By late summer, a second economic impact study will be underway to measure the extent to which McGregor Hall is bringing money to the area. Hopper predicts that it could be twice the amount from just four years ago.

“We have come back with a big roar in the past year,” Hopper said on Wednesday’s TownTalk. “We’ve added a lot of rental events (and) bringing in a lot of people from outside the area – people who spend money for food, lodging and more.

Known as a spot for performances and concerts, McGregor Hall also has become a popular spot for dance competitions.

“Next year, we have 15 straight weekends of dance competitions,” Hopper said. The various events hosted at McGregor Hall serve to infuse the local economy with additional revenue, which is its main purpose.

“We are first and foremost an economic endeavor,” Hopper said. “Even before the arts.” The arts just happen to be the way McGregor Hall contributes to the local economy.

The economic impact study is a good way to measure in concrete ways how the venue is achieving its mission.

The research is expected to be conducted in late August or early September, and Hopper said he hopes to have results by the end of September. N.C. State’s Municipal Research Lab and Tom White will come back to do the second study for about half the cost of the first one, since much of the foundational work has been done already.

Measuring a venue’s economic impact is relatively easy compared to measuring the impact theater and performing arts has on the people who participate and enjoy them. Researchers can study a store’s receipts and compare them with days or weekends that competitions or events were held at McGregor Hall.

But Hopper said he can only provide anecdotal evidence of the way McGregor Hall performances have affected the lives of patrons and artists who come to the venue.

It’s not hyperbole that “theater can change lives. And save lives,” he said. So many people have found a community within the walls of McGregor Hall.

That community “starts with the way we work with people,” he added.

More than 50 children – half of whom have no experience with theater – met for the first time Tuesday to begin working on Seussical Jr., a production of a two-week long theater camp.

In just over a week, that same group of youngsters will take the stage at McGregor Hall for the opening performance.

Children from different schools, neighborhoods and backgrounds come together for the grand sum of $50 for the two-week camp, Hopper said.

“Children desperately crave communities,” he noted. We can provide a healthy community, or they’ll create their own. We’re creating community for them in the best way possible.”

That’s an impact that surely will pay its own kind of dividends.