The new theater space is a result of a three-party agreement between Penfold, the city of Round Rock and Danly Properties in an effort to foster creativity in the community.
The first showing, a production of “I’m Proud of You,” centered around the relationship between TV host Mister Rogers and a close friend.
Nathan Jerkins, Penfold’s co-founder and star of the play, said the story is “about how we’re going to be good neighbors and how we’re going to take care of our neighbors,” —a message he said is appropriate for Penfold’s first show in a new neighborhood.
Two-minute impact
Long considered a haven for artists, Austin’s art scene has expanded to include stage productions beyond the capital’s city limits, said Ryan Crowder, Penfold co-founder and artistic director.
One of the company’s missions, Crowder said, is to provide area residents with a place to enjoy the arts in their own community.
“The reason we came to Round Rock in the first place was that the population, especially 17 years ago when we started, was just exploding, and there was virtually nothing in terms of the fine performing arts,” Crowder said.
For its first 16 years, Penfold held productions in temporary venues, having to install lighting, sound systems and stages for each show before tearing it all down. Now, the organization has all the tools it needs for setting the stage under its own roof.
“Thanks to the partnership with the city, overnight this will be one of the nicer venues in the metro area,” Crowder said.
Zooming in
Brooks Bennett, Round Rock city manager, said the city has looked for a place to establish a performing arts center over the years but could never find the right fit.
“Danly came along and had the space, Penfold had the programming, and Round Rock’s role was to help incubate and launch that to get Penfold up on their feet,” Bennett said.
Per the deal, the city of Round Rock committed $326,000 in grant funding, paid for by hotel occupancy tax dollars, to help Penfold renovate the space formerly home to Mission Church. In return, the group will host performing arts events at least 180 days per year.
Penfold will also use its flex space for kids programs, play readings, classes, improv groups and other performances. While meant to serve as a community theater, Crowder said Penfold’s performers aren’t “purely hobbyists,” but paid actors.
“We’re really fortunate to be in a town where there’s people with a high level of training and experience that we get to pull from,” he said.
In a survey of around 2,500 Round Rock residents released in 2023:
- 90% consider arts to be important to the community
- 86% believe the city should invest in expanding arts and culture opportunities
- 63% rate adapting or building new facilities for the arts as a high or extremely high priority
Bolstering the arts in a community can provide more than another entertainment option for locals; the industry can provide value to a city and its residents that corporations and enterprises find attractive when looking for a new home, said Jordan Robinson, Round Rock Chamber president.
Robinson said when CEOs make a decision to relocate or start a new business, they look for key factors in a city, such as the cost of doing business, infrastructure, schools and “hard assets” needed to run a business.
“There’s a lot of boxes that they want to check, and that culture and quality of life is paramount,” Robinson said. “It’s just another notch on our tool belt that continues to tell that story about what makes Round Rock a great place for corporate headquarters and for corporate executives to move their business and bring their families.”
The Texas arts and culture industry in 2021, according to the Texas Cultural Trust, generated:
- $6 billion to Texas' economy
- $380 million in state sales tax revenue
- $65.8 billion in gross domestic product
- $33.6 billion in employee compensation
The new theater comes on the heels of recent development in Rock Creek, with Adam Lewis, director of business development for Danly Properties, helping bring in a variety of retail and restaurant offerings to the plaza.
Lewis said Penfold’s presence will help attract more tenants to the growing plaza and also contribute to Round Rock’s overall quality of life.
“I’m really happy to have found a home for an outfit like Penfold in Round Rock to produce more art for the community, because art’s everything—culture is everything, and it all starts with these types of things,” Lewis said.
Three more productions by Penfold will be held this 2024-25 season. For tickets to Penfold Theatre Company’s productions, visit www.penfoldtheatre.org.
The Penfold Theatre Company schedules includes:
Upcoming productions
- Dec. 13-28: “It’s a Wonderful Life”
- Feb. 7-March 1: “Ordinary Days”
- June 6-28: “Anton Chekhov is a Tasty Snack”
- Dec. 20, 22: “Your Old Fashioned Die Hard Holiday Radiocast”
- April 5, 12: "La Maleta de Maebelle (Maebelle's Suitcase)"
