ORLANDO -- Imagine a downtown Orlando block that would include a hotel, a dorm for university performing arts students and an office building that would house restaurants, retail shops and meeting space.

Combined, the structures would pay rent on city-owned land and, thus, help fund a performing arts facility.

Now, add some theaters, classrooms and space for cocktail parties and banquets, and you've got the makings of a a lively, financially viable downtown performing arts center complex.

At least that's the hope of the newest power triumvirate in town -- Jim Pugh, Jim Seneff and Dick Nunis -- who are taking aim at making such a center a reality. "These are just thoughts on what could happen," says Seneff, chairman and CEO of CNL Financial Group Inc.

In fact, Pugh envisions a performing arts center for all ages, where outdoor music and cocktail events could appeal to the high-brow crowd in the early evening, and then shift gears to hip hop music for the younger crowd by midnight.

"That is the atmosphere we want to produce," he says.
Mayor selects powerful trio

The three high-powered business executives are heading up the nonprofit Orlando Performing Arts Center Corp., the fund-raising and planning organization formed by Mayor Buddy Dyer to create a downtown Orlando performing arts center.

At Dyer's request, Pugh is chairman, and Seneff and Nunis are vice chairmen. The organization's board meets for the first time Nov. 12.

"The important aspect of selecting Jim, Jim and Dick was the leadership skills they each have, who they represent and their business acumen," says Dyer. "In the past, a performing arts center was a mayor's initiative, and then it was simply a UCF initiative.

"This group represents the entire community," he adds. "We have put together a group that can get this done."

It's no surprise that the trio agreed to help out. After all, they're all firm supporters of the arts.

Nunis was in a singing group in high school, as well as an actor in college, and Seneff and Pugh both were involved in high school theater.

"I have an affinity for the arts," says Pugh, owner and president of Epoch Properties. "I like the people who make it happen."

The three power players -- two already have donated $100,000 each to the cause -- also strongly feel that boosting the stature of the Orlando arts community is good for business.

"I believe any great community has to be strong in the arts," says Nunis, chairman of the board of trustees for the University of Central Florida and former chairman of Walt Disney Park & Resorts. "We're OK, but we're not great -- the arts need to be improved here. We're too dependent on tourism."

Seneff agrees. "A lot of folks who run businesses have trouble recruiting because we don't have the type of arts community we need," he says. "We've seen people who live in large cities refuse to come work here because of that."
The devil's in the details

The Orlando Performing Arts Center planning board includes 23 local government, business, education and arts community leaders and patrons.

At its first meeting, the board will begin the arduous process of coming up with -- and then building consensus for -- a detailed plan of what the performing arts center will look like, where it will be located, what arts programs will be held there, and how its construction and continuing operations will be funded.

By the end of the first quarter next year, the board should be able to make recommendations to the University of Central Florida, Orange County government and Orlando city government, says Pugh.

He says some of the performing arts complex may have to be phased in during a period of six to eight years, and declines to put a price tag on the project, which in the past has been estimated at $200 million.

A downtown performing arts center is not a new idea -- community leaders have been bandying the concept around for years. But this time, many people feel the center may actually come out of the ground. The difference this time around, says Pugh, is the mix of major entities on the planning board.

A downtown performing arts center is not a new idea -- community leaders have been bandying the concept around for years. But this time, many people feel the center may actually come out of the ground. The difference this time around, says Pugh, is the mix of major entities on the planning board.

"We're all trying to get to the same place," he says.

In addition, past efforts were not as supported by the business community, says planning board member Mayanne Downs, a partner in the King, Blackwell & Downs law firm.

Adds Seneff, "Downtown has seen significant growth with all the new condo projects. You must have critical mass and momentum, and I think people feel there is a lot of positive activity now."

Nunis is equally optimistic because now there is a public-private partnership behind a downtown performing arts center. "That's how you really get things done," he says.
Roadblocks ahead

But just getting a dream team in place isn't enough, acknowledges Pugh. When asked what obstacles remain, he sighs and says, "A million. So many people care about this, and they all have a different opinion. We must satisfy everyone, which is very difficult."

Another hurdle, says Pugh, is making sure the project can sustain itself financially, with only a minimal need for annual fund raising.

"It has to be a viable project," he says. "It can't be a financial drain on the community."

The money is a concern for Orange County Chairman Rich Crotty, who points out that Dyer also wants to renovate or replace the Citrus Bowl and the T.D. Waterhouse Centre.

"It begs the question: Where's the money? We just went through some hurricanes and dipped into reserves," says Crotty. "We have to see if this is feasible."

But Dyer says he supports all three projects because "to be a world-class city, we need world-class facilities. I don't see a conflict in the funding. The largest part of the performing arts center will be privately funded."

But Dyer says he supports all three projects because "to be a world-class city, we need world-class facilities. I don't see a conflict in the funding. The largest part of the performing arts center will be privately funded."

Such differences of opinion are why Pugh says people should expect some friction during the planning. "But it takes friction to make motion, and you get even greater ideas when people express opinions."

Some of the preliminary research done by the board has been to visit performing arts facilities around the country, such as those in Newark, N.J.; Dallas; Charlotte, N.C.; and Tampa.

Some good ideas gleaned on the trips include having open spaces for cocktail parties and civic functions, as well as space for banquets to make money for the center, says Pugh.

Adds Nunis, "A lot of pre- and post-functions make more money than the actual productions."

And, says Dyer, "There are a lot of churches downtown without space for receptions, and this venue could provide that opportunity."

Getting down to the nitty-gritty, Seneff says CNL is looking at leasing city-owned land across from City Hall on Orange Avenue on which to build another office tower with a retail component.

"It will enhance the overall desirability of the site," he says, and create income for the Orlando Performing Arts Center Corp. "We also could lease land to a hotel company to build there."

Adds Pugh, "If we can create profitable endeavors, then we can keep the income to support the operations" of the performing arts center.