Rolando Rodriguez

Coffee Break

Rolando Rodriguez
President and CEO of Marcus Theatres Corp.
Executive vice president of The Marcus Corp.
100 E. Wisconsin Ave., Suite 2000, Milwaukee
Industry: Entertainment, hospitality, film exhibition
Employees: Approximately 3,200
Family: Wife, Maria, and four daughters in their 20s

Coffee-Break---Rolando-RodriguezWhat was the smartest thing your company did in the past year?

“Over the past two years, Marcus Theatres has invested $90 million in renovations to enhance its 80-year tradition of providing a comfortable, convenient moviegoing experience. Additionally, we’ve focused heavily on our price-value relationship, with our Magical Movie Rewards loyalty program playing a significant role in that area. We’re already starting to realize the benefits of these activities. We saw record results in fiscal year 2015, not to mention the positive response we’re hearing from our customers.”

What’s new at your company? Do you think Marcus will ever open a theater downtown?

“We’re frequently unveiling new enhancements across our 54-theatre circuit in seven states. This year, we’ve completed several projects in the Milwaukee-area alone, at South Shore, Majestic of Brookfield, Menomonee Falls and Southgate Cinemas. As for a downtown location, there are lots of exciting things happening with Milwaukee’s downtown redevelopment and we want to be a part of it. We’ve been interested in that for quite some time and hope to make it a reality one day soon.”

What will be your company’s main challenges in the next year?

“We must continually keep the moviegoing experience innovative and current to align with guests’ ever-evolving interests. Of course, with challenge comes opportunity. We’ve been tackling this topic for the past 80 years and thrive in understanding consumer needs. We call it the Marcus difference.”

Do you plan to hire any additional staff or make any significant capital investments in your company in the next year?

“There are plans to continue our momentum over the next year, with another $70-90 million investment between Marcus Theatres and its sister division, Marcus Hotels & Resorts. One of many initiatives in the next year will include a new facility with a format unlike any other Marcus Theatres location. As we continue to grow, we’ll look for areas where additional talent may be necessary.”

What’s the hottest trend in your industry?

“One of the biggest trends of the moment includes new technology, like 3D. We’re fortunate to work with CJ 4DPLEX to take this a step further with the Midwest’s first 4DX auditorium, opening soon at Gurnee Cinema. The technology will create an experience that stimulates all five senses.

“Another major trend is recliner seating, like the DreamLounger leather recliners we’ve installed at several theatres across our circuit, including four Milwaukee locations: South Shore, Menomonee Falls, North Shore and Southgate Cinemas.”

Do you have a business mantra?

“Never say ‘never!’ This means overcoming every business opportunity, obstacle and unexpected barrier. In other words, never give up on achieving your goals, dreams and business results. Effective leaders deliver on their vision and their business plan.”

What do you like to do in your free time?

“I enjoy the outdoors (when it’s warm), jogging and, of course, movies!”

What was the best advice you ever received?

“Appreciate everything in life and never take anything or anyone for granted.”

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