FinOps Consulting Helps Revitalize a Historic Theatre and Unlock $14.7MM in Local Economic Impact

Marion Street Capital partnered with UpSpring Associates and a local project team to transform the Princess Theatre in Tucumcari, NM, from a dormant historic venue into a cultural and economic engine for the community. Through FinOps consulting and economic impact analysis, MSC developed a data-driven financial model, identified funding sources, and projected $14.7MM in economic impact over ten years.

The Most Pressing Challenge

Tucumcari, like many rural communities, faced population decline, limited economic drivers, and a lack of cultural infrastructure to attract and retain residents. Restoring the Princess Theatre required a financial strategy that not only preserved the venue but also positioned it as a long-term economic catalyst.

How Marion Street Capital Solved the Most Pressing Challenge

Marion Street Capital applied its FinOps services to develop a financial strategy that positioned the Princess Theatre as a sustainable economic driver, combining data-driven modeling, targeted funding strategies, and long-term economic impact analysis.

FinOps

MSC developed a comprehensive financial model with multiple activation scenarios, mapping revenue potential from ticket sales, sponsorships, vendor fees, and grants. The team also conducted an economic impact analysis, forecasting how increased tourism and cultural programming could drive local revenue growth.

Funding Strategy

To secure the capital needed for restoration, FinOps consulting identified state and federal grants, discretionary funding, and economic development programs that aligned with the project’s goals. The team also benchmarked similar cultural projects to validate funding potential.

Economic Impact Analysis

MSC conducted a 10-year economic projection with 11 distinct revenue categories, including hotel stays, event staffing, and local business expenditures. The analysis demonstrated the theatre’s potential to generate millions in new economic activity while serving as a cultural hub for the region.

Outcomes

  • $14.7MM in projected economic impact

  • Multiple funding sources identified

  • Sustainable financial model for long-term success