Tony Ginesi has stepped into the top role at the Sebastiani Theatre in Sonoma, succeeding Roger Rhoten as executive director of one of the city’s most beloved landmarks — a 92-year-old movie house and performance venue that has anchored Sonoma Plaza since Franklin Roosevelt’s first term.
Key Takeaways
- Tony Ginesi, who joined the Sebastiani in 2017, has been named executive director, succeeding Roger Rhoten.
- Rhoten, 81, will remain connected to the theater as capital campaign director, focusing on fundraising.
- The transition began in February and was announced April 11 at the theater’s third annual gala, which raised over $200,000.
- Ginesi plans to expand children’s programming and add more Hispanic-oriented performances.
- The nonprofit Sebastiani Theatre Foundation has managed the venue since Rhoten sold it in 2018.
A smooth transition at a Sonoma institution
The leadership change was announced at the theater’s third annual fundraising gala on April 11, themed “The Golden Age of Hollywood,” which drew more than 200 guests and raised over $200,000 for the historic venue. The transition had been in the works since February, making it a long-planned handoff rather than a sudden change.
Rhoten, who began leasing the Sebastiani with his wife Diana in 1991 and sold it to the nonprofit Sebastiani Theatre Foundation in 2018, said he is ready to step back from the daily grind. “I’d just like to step back because the day-to-day operations are all-consuming,” he told the Sonoma Index-Tribune. He will shift to a capital campaign director role, focusing on attracting the financial resources needed to sustain the aging building.
Ginesi has been a fixture at the theater since 2017, when Rhoten brought him on to assist with management. His responsibilities grew steadily to encompass film programming, artist booking, marketing, and overall operations — including overseeing a staff of more than 10. Rhoten praised his successor not just for his competence but for his character. “Who he is in his heart and how much he cares for the community and how much he loves the theater,” Rhoten said, according to the Sonoma Index-Tribune.
What’s next for the 92-year-old venue
The Sebastiani opened April 7, 1934 — commissioned by winemaker Samuele Sebastiani and designed by architect James W. Reid — and has weathered the Great Depression, the rise of television, the multiplex era, and COVID-19 closures. Today it mixes film screenings with live performances, concerts, and after-school programs, a programming mix that Ginesi championed as general manager.
Under his leadership, Ginesi said two priorities stand out: deeper investment in youth programming and more Hispanic-oriented shows. The theater’s community focus has proven to be its financial lifeline; Foundation President Jocelyn Vick has noted that live events routinely draw 250 people while film screenings may pull only 40. The theater also hosts the annual Sonoma International Film Festival and programs such as Backyard Kids’ Theater.
The Sebastiani is the kind of community anchor that defines a place — much like Larson Park in Boyes Hot Springs, which recently reopened after a year of renovation, or the Butter and Egg Days parade that has packed downtown Petaluma for 43 years. These are the spaces and traditions that give Sonoma County communities their character.
Frequently Asked Questions
Is the Sebastiani Theatre staying open under new management?
Yes. The transition is designed to be seamless — Ginesi has been running day-to-day operations since February, and Rhoten is staying on in a fundraising capacity. There are no plans to close or change the theater’s programming model.
Will ticket prices or shows change under Tony Ginesi?
No major changes are expected in the near term. Ginesi has said he plans to expand children’s programming and add more Hispanic-oriented performances, but the core mix of films and live events will continue. Check the theater’s website at sebastianitheatre.org for current showtimes.
How can I support the Sebastiani Theatre financially?
The Sebastiani Theatre Foundation accepts donations and relies on events like its annual gala — which raised over $200,000 this year — to sustain operations. Roger Rhoten’s new capital campaign director role will focus specifically on building long-term financial support for the venue.
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