It’s one of those things that makes perfect sense.

There have been worries for years that the County’s designated tourist organization, Visit the County, can’t do enough to welcome visitors actually in Picton. It has no office, no street presence, no washrooms.

The County’s Destination Marketing Organization has said the actual physical accommodation of visitors falls outside its mandate — never mind its budget. Its funds, which come from the Municipal Accommodation Tax paid by accommodations operators, go to marketing PEC as a tourist destination. To entice visitors here, it must focus much of its reach outside the County.

At the same time, VTC is investing more every year in community-led initiatives — in music and arts festivals; in CAFF, the County’s new film festival; and in Countylicious — in ways that both enhance life here for residents, and further the tourist economy.

But basic things like washrooms, a map, and a friendly face to point newcomers in all the right directions in one central place have not been part of the bargain. Until now.

A collaboration this summer promises to change all that. County Transit, the Picton Business Improvement Association, Visit the County, and The Regent Theatre are all working together to keep The Regent open and staffed to welcome visitors from 10am to 10pm every day all summer long. It will be an official Visitor Information Center. 

The deal is a boon for the theatre and for Picton Main.  Known as the Monarch of Main Street, the iconic theatre is at the center of downtown Picton. Cool and cavernous inside, it is a grand, historic and welcoming century building, with a history dating back to the 1830s. A grand set of two double doors opens onto the street beneath its classic, signature marquee, leading to a large lobby, and washrooms galore. Its staff includes both paid house managers and 75 volunteers.

The freshly painted lobby also boasts a newly renovated bar and concession stand that is becoming a major part of what’s on offer.

“This feels like a return to the golden age of theatre.”

John Galway

“I don’t think The Regent has been open as frequently as it will be this summer since the 1950s,” said John Galway, the theatre’s new Executive Director. “The 1960s to the 1990s saw a dip in attendance because of drive-ins and TV, and the theatre was often closed. For an entire decade, from 1973 to 1983, it was only open for special events.”

The theatre shuttered altogether in 1984, only re-opening after the community-centred Regent Theatre Foundation bought the building in 1992. 

And then came the 2000s, crushing movie theatres around the world, which must now compete with ultra-low priced and convenient online streaming services.

Recently, though, cinemas have been coming back in style. Since the pandemic, more people are seeing the value of getting out of the house, into company with others, and away from phones and computer screens. Grand old theatres like The Regent, if they’ve been able to survive, are seeing a surge in interest, and patrons.

“To me, this feels like a return to the golden age of theatre,” said Mr. Galway.

“This could create the tipping point, where all businesses
start to stay open into the evening more often.” 

Sarah Fox, Executive Director, Visit the County

Regent staff and volunteers are full of plans about ways to capitalize on the opportunity to benefit everyone. They are planning enhanced concessions, free movies, and lobby activations to further draw people in.

“Already a handful of businesses are planning extended hours on Friday evenings; PEC Markets will be running a Night Market on Fridays behind the Armoury and Beacon Bike and Brew has partnered with PEC Wine to stay open on Fridays as well. It’s the start of something great.”

Mark Rose, Picton BIA

The Regent also has a lively season of programming ahead, including live theatre — CountyStage will produce the musical Bittergirl over 4 weeks this summer — as well as performances by the Daniel Lanois Trio, BigLake, and the Jazz Festival.

“If a visitor pops in and sees the theatre, they may well make plans to attend a show or a movie that evening or the next day. Many people just love the old building and a chance to see something here would be appealing,” notes Mr. Galway.

The theatre’s four doors will be propped open to invite people in from the street. Signage will identify the property as a tourist center, and paid Regent staff, trained as Visit the County “tourist ambassadors,” will be available to answer questions.

The plan offers more paid work for existing staff and creates a new summer student position. County Transit, which is offering a new loop this summer running from Picton to Wellington, will sell transit tickets at the site as well, a strategy that may well increase riders.

Sarah Fox, the new Executive Director of Visit the County, thinks The Regent being reliably open all the time may be just what it takes to bring the whole of Picton Main Street to life.

“This could create the tipping point, where all businesses start to stay open into the evening more often.” 

Mark Rose, head of the Picton BIA, agrees. “Having the doors open at The Regent is a gigantic win for the street. It’s like a Main Street concierge service. Visitors can check in just to see where to go for dinner,” he said, noting there will be space for a rack of display materials from local businesses. 

“Public washrooms are an amenity severely lacking in town. That’s a basic our residents expect too. We feel strongly about having that open and accessible.  

“Already a handful of businesses are planning extended hours on Friday evenings; PEC Markets will be running a Night Market on Fridays behind the Armoury and Beacon Bike and Brew has partnered with PEC Wine to stay open on Fridays as well. It’s the start of something great.”