Durham, North Carolina
The Carolina Theatre of Durham Expansion and Reuse Study
Expansion planning for Carolina Theatre of Durham evaluated new and expanded venue space, programming opportunities, and competitive market demand to define the optimal type, size, and scale of future offerings within downtown Durham.
Situation
The Carolina Theatre of Durham evaluated opportunities to expand its space and program offerings in downtown Durham. Owned by the City of Durham and operated by the Carolina Theatre of Durham Inc., the Theatre had three programmable venues and spaces at the time of the study:
- Fletcher Hall, a 1,048-seat theater
- Cinema One, a 226-seat cinema
- Cinema Two, a 49-seat cinema
The Client was interested in exploring options for expansion and development of possible new venues and programming at the current Durham Convention Center site, adjacent to the Carolina Theatre. The opportunity centered on how expanded space and programming could enhance the Theatre’s offerings within the broader downtown arts and convention environment.
Approach
The Carolina Theatre of Durham engaged the Hunden Partners Team to conduct a market demand and financial feasibility study related to the proposed expansion. In collaboration with theater and event venue design experts at DLR Group, Hunden assessed the competitive market opportunity and identified the optimal type, size, scale, and programming for new or expanded space and venue offerings.
At the start of the study process, Hunden reviewed all historical performance data and research completed to date, along with proposed expansion plans, with the Client. The analysis provided a framework for evaluating potential expansion and programming opportunities at the Carolina Theatre and adjacent Durham Convention Center site.
Impact
Following completion of Hunden’s feasibility study, the Carolina Theatre and the City of Durham continued to evaluate potential expansion opportunities as part of a broader downtown arts and convention redevelopment framework. While a full expansion has not yet been implemented, the Theatre has undertaken renovations, including a seat replacement and infrastructure improvement project at Fletcher Hall in 2024, reflecting ongoing investment in enhancing the patron experience and maintaining the facility’s historic and cultural significance in downtown Durham.
