On Stage with The Lincoln Theatre

Boardroom To Box Office with Suzanne Jennings: Where Civic Duty Meets the Stage

• Bob Watkins • Episode 24

Share episode

Let's Talk to Board Chair, Suzanne Jennings

A historic stage can change a town, and The Lincoln Theatre proves it. We sit down with Board Chair Suzanne Jennings to uncover how a 1929 landmark found new life in 2006—and why careful governance, relentless fundraising, and genuine hospitality keep it vibrant today. From the first capital campaign to a steady stream of returning patrons, Suzanne shares the choices, people, and values that turned a restoration into a regional cultural draw.

We talk through the nuts and bolts of arts leadership: what a committed board actually does, how a business-focused executive director strengthens operations, and why attendance, accountability, and donor trust matter as much as the performances themselves. Suzanne explains the criteria for joining the board—community service, reliability, and an understanding of the theatre’s civic role—while offering a realistic view of fundraising, event support, and the everyday work that keeps lights on and seats filled.

Beyond the curtain, the Lincoln has become a catalyst for downtown Marion. A restored hotel, new restaurants, and growing small businesses now thrive alongside a venue that welcomes patrons with popcorn, a friendly bar, and ushers who set the tone for a great night out. It’s the kind of hospitality that turns first-time visitors into regulars, and regulars into champions. If you’ve ever wondered how historic preservation, live entertainment, and local economy intersect, this story is your blueprint—and your invitation.

Love conversations about arts leadership, historic theatres, and community impact? Follow the show, share this episode with a friend, and leave a review to help more people discover The Lincoln Theatre’s story.

To learn more about The Lincoln Theatre visit:
https://www.TheLincoln.org/
The Lincoln Theatre
117 E. Main Street
Marion, Virginia 24354
276-783-6092

SPEAKER_00:

Welcome to On Stage with the Lincoln Theater, where history and entertainment steal the show. Dive into the rich legacy of this iconic mind revival theater, from its 1929 debut to its starring role in Marion, Virginia's entertainment scene. Guiding us through this journey is the man in the spotlight, our executive director, Bob Watkins.

SPEAKER_02:

Behind every great theater is a passionate board. In this episode, we explore the heart and hustle of those who guide the Lincoln's future. Welcome back, everybody. Skip Monty, co-host slash producer, back in the studio here at the Lincoln Theater. And today we have a very special guest with us, Chair of the Board for the Lincoln Theater, Miss Suzanne Jennings. Suzanne, welcome to the show.

SPEAKER_01:

Thank you, Skip. Glad to be here.

SPEAKER_02:

Well, we're very excited to have you and appreciate you taking time out of your busy schedule. You're one of the hardworking members, leader of the board of directors for the Lincoln Theater. So wanted to see, you know, start out with what's it like uh being on the on the board of directors for the Lincoln Theater?

SPEAKER_01:

Well, it's a wonderful opportunity. Uh some of us have been here a long time. I've probably been on the board off and on 20 years and uh was with the uh construction of the of the theater, the renovation, and uh it's uh it it reaches out, our theater reaches out to all people here in our community and in our surrounding area.

SPEAKER_02:

Wow. Now you so you were there when the when the theater was restored. How long has that been?

SPEAKER_01:

Yes, I was I helped uh raise the money. Our industry leaders raised, you know, I think it was$775,000. Uh, and it was just a wonderful opportunity to work with these men and women who had an ownership in our community. They were plant leaders of our in industrial or business businesses. So we uh we worked together very well, and it was a labor of love for our community to get the money to restore the theater.

SPEAKER_02:

Well, and what year was the was it officially reopened?

SPEAKER_01:

Oh, 2006.

SPEAKER_02:

So we're looking at uh what uh coming up on 20 years.

SPEAKER_01:

Yeah, yeah. But we've been through some directors, and now we've got uh we've got one who is business focused, and that's what we need, of course.

SPEAKER_02:

Of course. Well, obviously you've been there the entire time along the journey. Um tell us what kind of responsibilities you're the chair of the board, what kind of responsibilities do board members typically take on? What's that role look like?

SPEAKER_01:

Okay, well, first of all, come to the meetings. We we uh have an attendant policy, and uh but we want board members who take an ownership in this community and who want to make it better. And we uh as a board member uh uh we encourage Bob all we can. We help help him uh particularly with uh uh fundraising events that we have. And uh we're getting ready to have a golf tournament, and we uh we you know try to help him raise money because that's always the issue uh is uh making sure we have enough money to pay for good programs and performers.

SPEAKER_02:

Absolutely, funding's important. So fundraising is a major part of being a board member. So be ready for that.

SPEAKER_01:

Yes. We want board members who have a track record of uh community service, who have uh volunteered other in other ways, made a difference for other organizations, and you know, that'll help us.

SPEAKER_02:

Absolutely. Well, so I was gonna ask what qualities make someone a great fit for the board. Obviously, community service experience is one thing. Anything else?

SPEAKER_01:

And people who understand the importance of the theater. The theater opened up our downtown like nothing else has ever done. Uh, we have a wonderful restored uh hotel because of the theater is here. We have uh our community has uh received and brought in new restaurants um and other businesses that I don't think would have been here if we didn't have an active theater. Theater has has been the catalyst in our community for a lot of things.

SPEAKER_02:

Awesome. Well, can you uh think of a memorable, you've been there 20 years, can you think of a memorable moment or an achievement from the work of the board that really stands out to you?

SPEAKER_01:

Of course, when uh we had our very first uh event here uh was very memorable. The working, as I told you, working with the industrial leaders to raise the money to uh to renovate the theater, uh, and to uh just have people come from, I mean, we've had people come from all from the Pacific Northwest, from uh California, from all this, I I bet most states have been represented here with uh patrons who have come and they keep coming. And that is very because now, you know, sometimes if especially if I if I'm out front and greeting, I recognize these people from Wyoming or North Carolina, you know, whatever. And it's it's wonderful to see them come back to our theater. And and it's wonderful to get to know our board. We feel like we're uh kind of a family, maybe, and you know, we work together, trying to bring in new ideas and help Bob all we can. He is he is a wonderful director.

SPEAKER_02:

Obviously, because it's working. Um and with the help of a fantastic board, it seems. So with the um you mentioned greeting out front uh when folks are coming into a show or a performance. Um how how does the board, does is is that a requirement? I mean, how does the board engage with the local community and patrons?

SPEAKER_01:

No, no, it's not that's not a requirement of the board, it's just something that that uh I've enjoyed doing and uh and Bob, you know, greets people and we just want people to feel at like they're at home and and that they want to come back. We want to give them a good experience. Um, you know, we we uh even let them eat popcorn now. We in the in the theater, you know, and drinks and we have a bar and and and so we're trying to, you know, do all we can to get people cut to come. We thank them for coming, you know. We and we mean it. It's not just something that we uh we do because we think we need to do it. It's it we really mean it. We appreciate every ticket that's bought.

SPEAKER_02:

Very good. Well, if uh let's say somebody that's watching or uh listening to the podcast and they're interested in uh potentially becoming a board member, uh, what advice would you give somebody who's considering that?

SPEAKER_01:

Well, I to come in and talk to Bob or or to contact me, uh find out exactly, you know, make sure they understand what it is we need and and uh you know, give give them the orientation that they need. Uh and I and I can't emphasize enough that they have been active in our community in some meaningful way, because I think that gets your best people who who see that we're all connected and we we need to be the very best that we can be for the community.

SPEAKER_02:

Absolutely. And what is a board term look like? Is that three years or how does that work?

SPEAKER_01:

Yeah, two, three-year terms.

SPEAKER_02:

Two, three year terms.

SPEAKER_01:

Yeah. Unless, well, yeah, you can stay off a year and then come back. Uh I was appointed several years ago uh by our town council to be the uh representative on our council for the theater. So I've stayed longer than the most people, I guess. But uh it's I it it's a it's a job and it's a labor of love.

SPEAKER_02:

Absolutely. Well, Suzanne, I can't uh tell you how much um we appreciate you taking time out of your busy schedule to come talk to us about what it's like to be on the board. And we're thrilled. Experience means everything, and uh you've you've done a wonderful job. You've been there 20 years. We hope you'll be there another 20.

SPEAKER_01:

Well, let me let me just say that there have been hundreds of people who have been volunteers here who work to get the theater restored. Uh, I can't begin to thank all of our volunteers who help paint the inside of the theater and do so many more things. I mean, it's it's it's not just our board. Our board is so important, uh, but there's so many other people in the early years who did so much to help us get started. And we really appreciate all those people.

SPEAKER_02:

Well, and I'm sure somebody's not doesn't think that they're quite fit to be a board, want to be a board member. I'm sure there's other opportunities as well to volunteer, like uh being an usher. Usher, I guess.

SPEAKER_01:

Ushering. Yeah, that's very important. We've got some wonderful ushers, yeah. Yeah, but that is very because the the the they're the first people that our patrons see, and so it's very important to have good ushers.

SPEAKER_02:

Well, and you absolutely do. I was able to attend a a concert in um early July and uh was just blown away at the the professionalism and uh how hard the ushers work. Uh and even even when you get up to go get some popcorn or something, they shine lights so that you can you know see where you're walking.

SPEAKER_01:

We we don't want anybody to fall.

SPEAKER_02:

No, no, no, definitely not. Well, Suzanne, I can't tell you how much we appreciate it again, and uh appreciate you giving us a glimpse into uh the leadership uh behind the Lincoln, uh, which has obviously been very successful. And uh we we'd love to have you back on the show sometime.

SPEAKER_01:

All right, thank you very much. I appreciate it.

SPEAKER_00:

Thanks for tuning in to Onstage with the Lincoln Theater. Want more of Mary and Virginia's entertainment scene? Visit us online at thelincoln.org. Yes, that's thhelin.org. Or drop by our theater at 117 East Main Street. Let's keep the arts alive and kicking together.