06/07/2025
Cerritos Center for the Performing Arts (CCPA): Fiscal Turnaround Strategy.
City of Cerritos asked for ideas. Residents gave ideas. Resident’s hope that the City and Council will act in this strategy in urgency.
Goal: Reduce $2.7M deficit and move toward a self-sustaining, culturally vibrant, and economically beneficial city asset.
Top Revenue-Generating Ideas:
• Freeway Electronic Billboard
Potential Revenue: $250,000–$500,000/year
Promote shows and sell ad space on a digital sign seen by 100,000+ daily drivers on the 91 Freeway. Boosts visibility and draws regional attention to CCPA.
• Paid Parking ($5 Fee)
Estimated Revenue: $300,000–$600,000/year
Standard practice across theaters. Easily implemented and self-sustaining. Residents can be offered annual passes or discounted rates.
• Corporate Naming Rights & Sponsorships
Estimated One-Time or Multi-Year Deal: $1M–$5M
Examples: “Tesla Theater at Cerritos” or “ChatGPT Performing Arts Center.” Major cities monetize their venues—Cerritos should too.
Community Engagement & Ticketing Adjustments:
• Resident Discounts (5–10%)
Encourages local attendance and goodwill. Modest discounts can be offset by higher attendance and concessions revenue.
• Last-Minute Ticket Sales at Discounted Rates
Helps fill seats and capture additional revenue otherwise lost. Popular models used by Broadway and sports venues.
• Family-Friendly & Evening Programming
Focus on plays, musicals, and family shows—especially at night. Attract working parents, increase attendance.
• School-Day Matinees Funded via Prop 28
Partner with schools for daytime shows. Tap into dedicated state arts education funds.
Strategic Partnerships:
• Sheraton + CCPA Hotel-Theater Bundles
Drive tourism and increase midweek hotel occupancy. Adds visitor revenue to local economy.
• Local Restaurants Cross-Promos
Encourage “Dinner + Show” combos. Boosts local economy and enhances visitor experience.
• CSULB/Cerritos College Internships & Volunteers
Reduce labor costs and strengthen ties with regional educational institutions.
Capital Development Vision:
• Outdoor Plaza Activation + Mixed-Use Additions
Inspired by LA Live & Downtown Disney:
• Dining, shopping, music, and social areas outside CCPA
• Walkable, safe nightlife
• Potential condos or retail space on upper floors
Public-private partnership opportunity. Minimal city investment with long-term tax benefit.
Projected Impact:
• Immediate Budget Relief:
• Parking + Billboard + Ticketing = $1M–$1.5M/year
• Medium-Term Stability:
• Sponsorships + Education Funds = $2M–$3M/year
• Long-Term Revitalization:
• Mixed-use development = $10M+ in property tax, TOT, and sales tax over 10 years
Instead of recurring $2.7M+ annual losses, these actionable, modern solutions turn CCPA into a revenue engine.
It’s time to plan for Cerritos 2050, not patch 2025.
Delay equals decay.
💬 “Vision without action is daydreaming. Action without vision is chaos. Let’s lead with both.”
