Projecting a New Image
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Bryan Byrd behind the counter at Flat Rock Cinema
Since arriving in Henderson County in 2012, Bryan Byrd has had quite a varied career. His endeavors include national sales rep, radio sales consultant for WTZQ, local real estate agent, music promoter and familiar voice during the annual Bearfootin' Art Walk auction in downtown Hendersonville. This year, however, Bryan is projecting a blockbuster new image – as the owner and operator of Flat Rock Cinema.
Despite the change in ownership, the many loyal fans of the cinema will be glad to hear that Bryan has no plans to radically change the successful business model established by Howard and Barbara Molton during their 20-year run as the founders and operators of Flat Rock Cinema. Movie fans will still be able to get their favorite foods and beverages at the Cinema’s bistro. The little theater with a cozy, at-home feel will still show carefully curated first-run movies. And the popcorn will still be Orville Redenbacher’s prepared just the way the Moltons and their staff perfected over the years.
Bottom line, Bryan’s strategy is to build on a successful business model with his trademark enthusiasm and energy – qualities that are impossible to miss when he talks about becoming owner of the theater.
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Bryan with Howard Molton (L)
Bryan’s first encounter with Flat Rock Cinema was, as it is for most of us, as a patron. And he was blown away by the experience. “I was already a movie fan, but once I sat in one of those chairs and watched a movie at the cinema, I didn't want to go anywhere else.” As he describes that first experience he flashes the bright-eyed smile of a kid sitting on the front row while watching his favorite movie.
Over time, however, Bryan got to know Howard Molton personally. Through conversations about advertising Bryan’s real estate business at the theater as well as times when Bryan’s real estate deals and Howard’s business brokerage services overlapped, the pair got to know each other and developed a working relationship. During the past year, the two men also discussed a music series to be promoted by Bryan and hosted by the Cinema.
At one point during their conversations, Bryan inquired about the Molton’s exit strategy. He admits now he was asking about the brokerage business, but Howard’s answer was about the Cinema. After 20 years, the Moltons were looking to make a change but their emotional investment in the enterprise gave them pause as they considered turning the theater over to someone new. “Howard didn't feel like just the owner of Flat Rock Cinema. He repeatedly referred to himself as the caretaker. That this was a community thing and he just got to run it. ,” explains Bryan. Clearly, the cinema was their baby and the Moltons very much wanted to find the right person to care for their business going forward.
As conversations progressed, it became apparent to both parties that Bryan Byrd was the person they were hoping to find. A deal was struck and Bryan assumed ownership of the Cinema in June of this year. Bryan is quick to point out, however, that although he is the new owner, he is adopting Howard’s role as “caretaker.” “Howard very much impressed that same thing on me. I’m taking the reins of this thing, but it doesn’t really belong to just me.”
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Bryan was born in Memphis and by his recounting grew up all over the South. During those years, his family frequently visited the mountains of western North Carolina and Bryan never forgot how much he enjoyed those days. Later, when Bryan has his own family, his young family would also make frequent sojourns to the Smokie Mountains.
Bryan also grew up as a movie junkie and after graduating from high school he struck out for Orlando when he heard the University of Florida had begun a cinematography department. Although he never formally pursued filmmaking as a career, his love of all things movie and entertainment was never far from his heart. He especially appreciates the escape that movies can provide from the stresses and concerns of our everyday lives.
Bryan lives in Laurel Park - although he lived off of Rutledge Rd in Flat Rock when he and his family first came to Henderson County in 2012. “I knew I wanted to live somewhere near the Smokies and actually didn't know Hendersonville existed at the time. Then we spent some time walking down Main Street and I fell in love.” During the intervening years, he established a career in real estate and established himself as a familiar face/emcee at downtown festivals and music events.
Bryan with Mark Warwick (R)
Bryan credits his stint at WTZQ radio working with station owner, Mark Warwick, as critical to his understanding of the area. “Mark told me my job was to go out and learn as much about the area as I could. That has a lot to do with my understanding of the community now.”
Even as his subsequent real estate career began to blossom, Bryan parlayed his contacts, knowledge of the community, and an innate sense for entertainment into frequent gigs as emcee for nonprofit and city events. He’s even been seen performing at Hendersonville Little Theatre and has become well-known for his promotion of local music events.
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Now that he is the owner of Flat Rock Cinema, Bryan’s highest priority is “Don’t change things.” Which is undoubtedly a winning strategy. By his reckoning, Howard Molton turned over the theater to Bryan at a time when the little theater was experiencing more success than ever. "Priority No. 1 is protecting the current schedule of first-run and recently released quality films four days a week, two shows a day, plus private events," he said.
Given that success, it is Bryan’s challenge to build on that success. And he has a few ideas. He points out that the theater has eight showings a week on four days – leaving three other days when the space is available for other entertainment opportunities. And indeed, Bryan has already taken advantage of those extra days. Bryan also hopes to host more private events in the space and he has already booked private events for December. He expects to learn more during those events and use the experience to refine his offers for more special events next year.
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Initially, Bryan saw the theater as an excellent way to help promote his real estate business. He anticipated working behind the counter would be a good way to meet more people in the community and perhaps develop new clients for his existing business. It was also a venue that could facilitate his role as a music promoter. A few months in, however, and Bryan can sense a change in his priorities. “After five months of being here and learning what I have, this is really all I want to do.”
Growing up, Bryan’s favorite movie was the cult classic, Willy Wonka and the Chocolate Factory. Now in a serendipitous bit of fate, he owns a theater that will feature the opening of Wonka, the prequel to the original story that premiered in 1971. “Wonka comes out on December 15th. As soon as I heard it was coming, I said even if I'm the only person that sees it, we're having that movie!”
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Heading into 2024, what is the key to the continued success of Flat Rock Cinema? In Bryan’s mind, it is a matter of remembering what made the theater a success in the first place. “We’re not a concession stand. We are not a movie theater. We are an experience. Whether it's the way we greet people, our quality products, or the quality space for our patrons, we are always focused on creating that exceptional experience.”
Sitting in his new office at the Cinema, Bryan Byrd is clear-eyed about the future. “Job No. 1 is to protect this legacy business.” The thousands of loyal patrons who have enjoyed Flat Rock Cinema for over 20 years couldn’t agree more.
