FOR IMMEDIATE RELEASE
October 30, 2003
BRADLEY FAIR PROVIDES RARE BACKDROP
FOR BIZET’S WORLD-RENOWNED OPERA, CARMEN
Shoppers Stroll Past As Guests Experience Opera
Under The Stars, Across the Water at Wichita Lifestyle Center
(WICHITA, KS) – When organizers of Wichita Grand Opera approached Bradley Fair
Developer George E. Laham, II, almost two years ago, they envisioned
the lifestyle center’s picturesque plaza, lake and island as the
perfect venue for popularizing opera in Kansas.
It was a challenge bringing that vision to life,
says Laham, but it was worth it. More than 3,000 attended performances
of Georges Bizet’s Carmen to experience opera in an uncommon setting.
Not only was the performance outdoors, it was nestled among retail
and restaurants in Bradley Fair’s plaza, lake and landscaped island.
A 2,200-sq.-ft. set built into the island – complete with a two-story
Spanish hacienda and an arching footbridge – provided a captivating
setting for the Sept. 12-13, 2003 performances at Bradley Fair,
an upscale lifestyle center on Wichita’s northeast side.
From Retail Center to Operatic Venue
Mounting an opera in such an uncommon setting was complex. “It
was amazing,” says Laham, “watching Bradley Fair’s transformation
as well as the community’s
interest in outdoor opera.” The month-long preparation and final-week rehearsals
piqued the interest of shoppers, bringing hundreds of onlookers to the center
for a preview of the coming event.
The transformation of Bradley Fair included ground-up
construction on the lake’s landscaped island of three platforms
built on industrial strength scaffolding, anchored by 2,400-lb.
concrete blocks. Scaffolding, stage pieces and giant weights were
set in place by a 200-ton construction crane that reached the 150-ft.
distance between the stage and the shore. The Plaza’s shoreline
accommodated the 41-piece orchestra.
The threat of rain, wind, low-flying planes and
a complicated sound system made the production risky. Engineers
had to mix the orchestra on the shore with the singers 150-feet
away on the island, then project it back to the audience seated
on the Plaza.
Setting The Stage…Reaping The Results
Theater seating was at various levels on Bradley Fair’s lakeside
Plaza as well as the outdoor patio of Cibola, one of Wichita’s
premier fine dining restaurants. Tickets to Carmen were $30,
$60, $90 and $300 apiece. Holders of the $300 tickets were treated
to a five-course dinner at Cibola, with prime seating on the
restaurant’s outdoor patio during the performance.
In the end, Laham and the center’s staff received
enthusiastic responses from Carmen guests, patrons, Bradley Fair
retailers and restaurants. The performance was breathtaking with
a full moon, stars and wildlife seemingly performing on cue, creating
an unforgettable experience. On both performance nights, the moon
rose overhead in the sky above the stage.
Along with Cibola’s involvement, other Bradley Fair restaurants were given
the opportunity to serve opera-goers. Romano’s Macaroni Grill and Yia Yia’s
Eurobistro sold dinner fare, beverages and dessert from a Plaza kiosk.
After the performances, the set was disassembled
and stored for future outdoor productions. “Carmen was a major
undertaking, utilizing the talents of many artists and craftsmen,”
Laham says. “It was an ideal event to further Bradley Fair’s mission
as a shopping, dining and entertainment destination for tourists
throughout the Midwest.”
In addition to Wichita Grand Opera marketing,
local media ran stories before, during and following Carmen, providing
extensive coverage for the event. According to Laham, “The exposure
and good will generated for Bradley Fair was exceptional. The staging
of Carmen at our center represents event marketing at its best
and lays the groundwork for future events,” says Laham.
A project of Laham Development Company, Bradley
Fair opened in November 1990 and began its final 85,000-sq. ft.
expansion in the summer of 2000 that included Bed Bath & Beyond, Pier 1 Imports and Redrock Canyon Grill. The completion and opening
of Ultimate Electronics in October leaves only one 8,000-sq. ft.
parcel, currently under construction, located in front of Bed Bath & Beyond. When complete, the expansion will bring the center to 255,000-sq. ft.
As Wichita’s only lifestyle center, Bradley Fair
offers a blend of local, regional and national retail concepts
that currently includes eight restaurants and 39 stores. Among
the focal points of the center is a scenic open-air plaza that
hosts a variety of community and charitable events including concerts
and fireworks displays. The plaza area features a year-round fountain,
two island waterfalls, a lake, extensive landscaping and tiered
seating.
Bradley Fair’s project architect is Shelden Architecture.
J.P. Weigand & Sons is exclusive leasing agent for the center and Fidelity Bank provides financing
for all Bradley Fair projects. All are Wichita companies. |
