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Sun Prairie expects economic boost from new Palace Cinema

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Stechschulte also says smaller businesses in the area will see a benefit from the increased customer traffic. He notes there’s an opportunity for other commercial areas on Main Street and downtown Sun Prairie to market to an entirely new population of customers who wouldn’t necessarily see Sun Prairie as an option for any sort of dining or shopping on its own. For example, Stechschulte says, visitors to the Sun Prairie Ice Arena on the opposite side of the city naturally look for shopping and dining options across the city as they head home. There’s an opportunity to capture some of this traffic, if businesses make the effort to do so.

The addition of the Palace, as well as Cabela’s, has also brought out an increased number of job seekers. Retailers have consistently seen the number of applicants be 4 to 5 times the number of available positions for these new developments, comments Stechschulte. “There obviously is a demand in the local employment market for positions all across the salary and wage ranges being offered. It also sends a clear signal to the market that Sun Prairie continues to be an attractive and reasonable place to do business for those companies who want to be partners in the continued growth of Sun Prairie.”

Stechschulte is aware of at least two businesses that have either relocated to the Sun Prairie Business Park or decided to expand in the community, due in part to the amount of growth and activity in Sun Prairie’s west side.

While the theater kicks off its grand opening celebration April 30 with an “Avengers” double feature at 4 p.m., it will feature a full slate of movies beginning May 1.

In a behind-the-scenes sneak-peek April 29, media members were invited inside for a first-hand experience of all the new theater has to offer. Some of the perks the Palace Cinema features include:

  • All 12 auditoriums feature DreamLounger leather recliners to provide moviegoers with maximum comfort, including seven feet of legroom between rows. Additionally, guests can select and reserve their seats in advance to provide a convenient, stress-free experience upon arrival.
  • The new theater houses two UltraScreen DLX auditoriums featuring DreamLounger recliners and screens more than three stories tall and 60 feet wide. With Dolby Atmos multidimensional sound, these large-format screens provide an immersive virtual soundscape with speakers placed in the front, back, sides, and even across the ceiling of each auditorium.
  • Patrons can enjoy dinner and a movie simultaneously inside four, full-service Big Screen Bistro auditoriums, with waitstaff serving food and beverage items directly to their seats. Waitstaff are trained to be unobtrusive, and they're outfitted in dark clothing to keep patrons’ attention off of them and on the movie.
  • The Take Five Lounge is an in-lobby cocktail lounge connected to an outdoor patio with a fire pit, offering patrons an on-site spot to grab a meal or a drink before or after a movie. 
  • An innovative pizza box design with a split top makes it easier for moviegoers to bring their pizza into the auditorium to enjoy.
  • Four state-of-the-art Spire 5.0 beverage machines, out of just 24 in the nation, feature 27-inch backlit LED touchscreens, enabling consumers to select the beverage of their choice and add a variety of flavor options. As many as 1,000 different flavor combinations are available, and according to Rob Novak, director of concessions for Marcus Theatres, the machines even prevent patrons from selecting an “undesirable” drink option.
  • The Palace’s menu also features a variety of gluten-free options, and gluten free pizza crusts are also available. A full nutrition menu is also in the works, says Mark Grimes, director of food and beverage development for Marcus Theatres.

For more information and showtimes at Marcus Palace Cinema, visit MarcusTheatres.com.

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May 5, 2015 11:27 am
 Posted by  Anonymous

I think the business should keep a close eye on the attendance once the novelty wears off. The east/north side of Madison is not at all like the West side, this business will soon find that out.

May 6, 2015 10:53 am
 Posted by  Anonymous

True. But neither in Sun Prairie like the east/north side of Madison. There are a lot of people from smaller surrounding towns that will go to Sun Prairie well before they'll go to Madison.

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