Victory for Rogers Theater (EDITORS NOTE)

When the Rogers Little Theater was incorporated in 1986, the nonprofit group selected a talented newcomer to the area as its first president.

Edwin N. McClure was a young lawyer and one of a group of 30 who attended the RLT’s first organizational meeting, arranged by Kaye Cotton, an official with the Rogers Chamber of Commerce.

After nearly 30 years, the RLT is beginning its first season with a new name — the Arkansas Public Theatre at The Victory. (See my cover story in this issue to learn more about the APT and its historic venue, the Victory Theater.)

McClure, now a partner at Matthews, Campbell, Rhoads, McClure and Thompson P.A, has served more terms as president of the organization, and has appeared in or directed more of its productions than any other person. You can catch his original production of “#AChristmasCarol” starting Dec. 11.

Just don’t refer to him as the grandfather of the APT.

“How about we say a youthful, older uncle,” he joked.

McClure said he was scared to death to change the name of the theater. He knew it would be a risk, because he and others had worked so hard to build the RLT brand. (For marketing purposes, the organization’s name was also an acronym for real, live theater.)

But the rebranding hasn’t hindered the theater’s business. Instead, by many measurements, McClure said it has been effective for growth. And perhaps it has even improved the impact the APT can have in what is becoming a crowded market for arts and entertainment.

The most important result is that the Arkansas Public Theatre at The Victory is less geographically specific than its predecessor, which suggests an amenity for the entire region and positions the organization for future growth.