Dear Subscribers and Friends of the
Rockford Coronado Concert Association,

We hope you enjoyed the past season of RCCA grand performances. In keeping with our mission, we strive for exciting and high-quality world cultural experiences that otherwise might not be available in Rockford. In addition to your commitment as an RCCA subscriber, your generosity to give above the subscription cost has been essential to make these performances possible. Thank you.

Looking ahead to next year, the Board of Directors wishes to share information about some realities we face and the opportunities and challenges that come with them. As we plan for the future, our top priority is to continue serving the community with extraordinary cultural arts experiences.

Which brings us to realities.

Times have changed. The good news is there are many more entertainment options available here today than there were in previous decades. It’s hard not to notice the smaller audiences at RCCA events in recent years.

In addition to a smaller audience, our costs associated with presenting high-quality cultural performances have risen significantly.

However, there’s a bright spot in this picture for our organization.

RCCA is the fortunate recipient of a one-time gift from the estate of Armer Ahlstrand, a Rockford businessman, patron of the arts and former RCCA Board member who died in 1996. The RCCA Board has had long discussions about financial responsibility to honor this gift, as well as the generous annual support we receive from RCCA members and Friends of the Coronado, while continuing to meet our mission far into the future.

During the course of these discussions, we realized that we have an opportunity right now to review our options as a presenter, with the intention of creating a programming plan that is financially sustainable over the long term and serves our community with the most impact.

With this transition in mind, the Board has opted to engage one high-quality cultural performance next year, rather than present our traditional subscription series at the Coronado Theatre.

This performance will allow RCCA to serve both our public audience members with an evening performance and continue the annual Reach for the Stars program for area 4th graders, a tremendously successful project that engages 100 percent of Rockford Public Schools 4th grade students, now in its 16th year. Thanks to the generosity of RCCA audiences, more than 30,000 children have experienced the Coronado and live cultural performances.

Our Board has resolved that the Reach for the Stars student experience must continue because of its impact on children. The program not only exposes them to cultural programming in our beautiful theater, it teaches the importance of civic engagement and how a community-wide effort saved the Coronado. RCCA presents Reach for the Stars jointly with
Friends of the Coronado.

These hard decisions were more difficult because Board members know the changes personally affect our loyal subscribers and supporters. Our Board members want you to know that you are family, and you will always be VIPs to RCCA. You will receive preferential pricing and seating for our evening performance to be announced very soon.

Thank you for your support.


The Rockford Coronado Concert Association Board of Directors

Jane Burden, President • Patti Rzyski • Mary Ann Smith • Sue Brubaker • Tom Cross • Erica Figurin • Kristina Reuber
Beth Howard, Executive Director

The Rockford Coronado Concert Association is a tax-exempt, 501(c)3 organization.
Contributions are tax-deductible.