The City of Portland has released the completed market feasibility study concerning the future of the city's large-scale performing arts venues, particularly looking into the prospect of operating two Broadway-capable theaters. As reported on the project's website, the study raises questions about the current entertainment ecosystem in Portland and the viability of maintaining two such venues.
Undertaken as a measure to avoid a gap in Broadway-show availability during the planned two-year renovation of Keller Auditorium, the study was influenced by the results of a recommendation from the Portland City Council back in October 2024. The Council had suggested a two-venue approach, pairing the renovated Keller with a new theatre proposed at Portland State University (PSU). "We're excited to be able to share results of the market feasibility study with community members," Mayor Keith Wilson expressed, as he envisioned a revitalized downtown and Portland's prominence in the performing arts scene, a sentiment echoed in a statement on the city's arts news page.
Conducted by Hunden Partners from July to December of the preceding year, the study found that a second Broadway-capable venue does not align with market demands when considering Portland's current scale of entertainment consumption. Several key recommendations were laid out: Hunden discouraged the renovation of Keller Auditorium to continue its role as a large-scale Broadway venue due to limitations in meeting the optimal seat counts and offering desirable amenities. However, they supported the creation of a new Broadway-suitable theatre at PSU, citing its potential for growth and ability to secure Portland's spot on the Broadway map.
It's recognized, as Deputy City Administrator for Community & Economic Development Donnie Oliveira pointed out in the study, "the findings of this study are not the City's ultimate proposal," as noted by the city's arts news page. He further stated the study is merely a component of a breadth of information, alongside other completed analyses like the transportation, financial and economic impact evaluations, and the Performing Arts Venues Workgroup’s contributions, all of which are poised to influence the city's final decision-making process.
The outcome of this market feasibility study follows the announcement that Metro will transition the management of Portland'5 Centers for the Arts back to the City of Portland by mid-2027. An initial step in this 18-month transitional period involves launching a request for information to understand potential operating models for the city's performing arts venues. The said request is anticipated to go live towards the end of January 2026, with further specifics expected to be disclosed around then.
