AMT continues growth after four years
ELKINS, W.Va. – In just a handful of years, American Mountain Theater has gone from a concept to a fledgling reality to an award-winning force in the West Virginia tourism industry.
Since AMT’s inaugural performance in the Elkins Rail Yard on July 27, 2007, the Randolph County-based music and comedy variety show has shown steady growth. In addition to its incredibly popular two-hour Premier Show, AMT offers an educational and exciting History of American Music Show, an amazing Christmas Spectacular and an inspirational Southern Gospel Concert Series.
“The Freshest Sound in the Mountains” rings out during more than 200 shows a year, with additional performances added to both the Gospel and Christmas shows over the years because of regular sellout crowds. The West Virginia Division of Tourism last year honored American Mountain Theater with the coveted Mountain State Award, which recognizes, “the facility that stands above the rest in excellence in programming, distinctiveness, marketing efforts and economic impact.”
“We’re truly honored and humbled by the support we’ve received since we took a leap of faith and opened our theater in Elkins,” President and Producer Kenny Sexton said. “We love what we do, and we appreciate the fact that local residents, fans from afar and our tourism partners continue to support our efforts.”
AMT built its 527-seat, $1.8 million theater in Elkins’ historic Rail Yard, the heart of the Potomac Highlands region. In the past four years, AMT and the surrounding attractions have seen amazing growth driven in large part by hundreds of motorcoach visits. AMT makes a large investment in promoting the destination to motorcoach operators from all over the country, and have taken the show on the road twice to give operators and tour leaders a taste of what they would experience when their groups visit Elkins. Show cast members and executives attended the Heartland Travel Showcase in Columbus in 2010 and the Travel Alliance Partners (TAP) showcase in Louisville in June of this year.
The TAP organization represents 38 tour operators that cross sell and promote tourism across the country. TAP partner companies spent $753,130 on hotel bookings alone in West Virginia last year, with nearly 10 percent of that coming to hotels in Elkins. These 38 operators represent only a small section of potential tourism spending for the state and our region, as there are hundreds of operators in the U.S.
About half of AMT’s customers come from outside West Virginia, representing 43 states and 12 foreign countries. The overall number of attendees has tripled from 2007 to an expected 35,000 to 37,000 in 2011, with many of those people spending time shopping, dining and taking scenic train rides during their stays.
“American Mountain Theater has been a true game-changer for our tourism industry,” said Brenda Pritt, executive director of the Randolph County Convention and Visitors Bureau. “They’re a critical component of our marketing efforts and attraction base, and they have helped us bring more people to Randolph County every year.”
The reason for the amazing growth, of course, is the quality of the show – a professional atmosphere that is maintained year after year even as old favorites are tweaked and new routines are introduced.
That’s clearly evident in the Premier Two-Hour Show, which brings fans back year after year. From the now iconic theme opening to the eclectic mix of pop, country, gospel and patriotic music, the crowd taps its toes and claps its hands throughout the evening. Laughter fills the hall as Sexton and emcee Denny Franks banter back and forth with their signature brand of comedy, and the hits keep coming with Jeremiah Franks’ legendary impressions of stars such as Mick Jagger and Michael Jackson.
Interspersed with those moments are beautiful melodies and harmonies led by Beverly Sexton and Susie Heckel along with other members of the talented cast.
Starting the day after Thanksgiving (Friday, Nov. 25) and running through the Sunday before Christmas (Dec. 18), the AMT cast shifts its attention to the Christmas Spectacular, which regularly plays to packed houses.
“People come back year after year as AMT helps them remember the true reason for the season,” said Jeff Loudin, manager of the Hampton Inn in Elkins. “Their show is always beautiful, inspirational and touching, and it’s a regular part of the holiday planning for many, many families.”
The History of American Music Show also has become a popular part of AMT’s repertoire, drawing group tours and students, and individuals to matinee performances. In just one hour, the cast sings and dances its way through a century of musical styles. From jazz and blues to early rock, disco and radio pop, there’s something for everyone.
The newest part of the show schedule, the Southern Gospel Concert Series has experienced significant growth in just three years. Sunday afternoon performances inspire with a variety of national gospel recording artists, plus AMT’s very own Sexton Trio, a nationally known recording group in its own right.
AMT isn’t just filling the inside of the theater, however; its efforts are affecting the entire city and region. The widespread impact is just one reason The State Journal has named American Mountain Theater one of West Virginia’s “55 Good Things” not once but twice. Out-of-town visitors may spend two nights and three days in Elkins, staying at one of the area’s hotels, taking in a show or two (or three), taking a scenic train ride on the nearby Durbin & Greenbrier Valley Railroad, and dining at a variety of local establishments, including the new RailYard Restaurant, the Graceland Inn Dining Room or 1863 Tavern.
“Tourism is a significant part of economic development in our region,” said Robbie Morris, the former executive director of the Elkins-Randolph County Chamber of Commerce and current director of the Randolph County Development Authority. “With American Mountain Theater, the Durbin & Greenbrier Valley Railroad, and the Holiday Inn Express, we have a fantastic start to redeveloping our historic rail yard area. It’s great to have such a strong anchor attraction to help bring business to the area.”
AMT’s steady growth and expansion have set the stage for an exceptionally bright future, and Sexton said the entire operation is prepared to take advantage of that.
This dramatic growth and expansion have come even as the national economy has been difficult for tourist attractions. “We won’t take our success for granted,” Sexton pledged. “We appreciate the support people have shown for us in the immediate area and from around the country. American Mountain Theater will continue to improve and innovate well into the future, bringing the freshest sound in the mountains to new fans and continued economic benefit to the area.”
In addition to all that’s available at the theater itself, AMT offers information and merchandise on its website, www.americanmountaintheater.com. You also can purchase tickets through the website or by calling 1-800-943-3670.
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49 Martin Street ● Elkins, West Virginia 26241
304.630.3040 ● fax: 304.636.7798 ● americanmountaintheater.com