The Sanford Performing Arts Center (SPAC) officially became a member of the Sanford-Springvale Chamber of Commerce, marking the partnership with a morning mixer and ribbon cutting ceremony hosted on the theater's stage.
The event gave local business leaders a chance to mingle, explore the facility, and get a behind-the-scenes look at what the Performing Arts Center has to offer. For many, it was their first time stepping foot inside.
"I met a lot of new people who had never been to the Performing Arts Center," said Brett Williams, SPAC's Executive Director. "One of the things we like to do is offer tickets for first timers for meetings like this."
That generosity extended to everyone in attendance. Williams offered a complimentary pair of tickets to any attendee who followed up, and the response was immediate. Chamber Executive Director Cari Quater, who also attended her first visit to the theater that morning, said a handful of people reached out right away to claim tickets for upcoming shows.
"I had probably five or six people get back to me right away saying, 'I'd love to see this show, I'd love to see that show,'" she said. "It was a really good opportunity, which is what we want. We want people to have that exposure to the theater."
A highlight of the event was a backstage tour, where guests got an up-close look at the sets, costumes, and technical equipment currently in place for the center’s upcoming production of Newsies. Williams walked attendees through the theater's fly system, moving lights, and ongoing equipment upgrades, details that left a visible impression.
"They were all wide-eyed, like kids," Williams said. "Because unless you're backstage, you don't know what all goes on."
For Williams, the Chamber membership is about more than visibility. It's about building an ecosystem where local businesses and the arts can support each other. SPAC is already a member of the Kennebunk-Kennebunkport-Arundel Chamber of Commerce, and joining the Sanford-Springvale chapter deepens those local ties.
"The performing arts center exists to bring art to the community, but also give opportunities for businesses in the community so we can be an economic driver for them," he said.
Quater echoed that sentiment, noting the Chamber plans to add a "Things to Do" tab to its website with SPAC prominently featured, so residents and visitors can easily find upcoming shows. She also noted that Williams has appeared on two local radio programs, York County Conversations and York County Connect on Seacoast Oldies, as part of broader efforts to raise awareness about what the theater offers.
"When people think, 'What is there to do in Sanford?' they'll be able to find it immediately," she said.
For Williams, the biggest win isn't the ribbon cutting. It's what comes next.
"The biggest win is when you come to see one of our performances, and then your wheels really start turning about what this is for the community. It’s about how we can all work together to make even greater things happen."