After eight years guiding one of Sonoma Valley’s most cherished cultural landmarks, Roger Rhoten is stepping back — and handing the Sebastiani Theatre’s day-to-day future to the man who knows it best.
Key Takeaways
- Tony Ginesi, the theater’s general manager since 2017, has been named its new director of operations.
- Roger Rhoten, 81, will shift to a capital campaign director role focused on fundraising for the historic venue.
- The transition was announced April 11, 2026, at the theater’s third annual fundraising gala; the changeover began in February.
- Ginesi plans to expand children’s programming and grow the theater’s Hispanic-oriented offerings.
- The Sebastiani Theatre Foundation, a nonprofit, has operated the theater since acquiring it from Rhoten in 2018.
A Familiar Hand on the Marquee
Tony Ginesi is no newcomer to the Sebastiani. Since joining as general manager in 2017, he has taken on an ever-broadening portfolio that now includes movie programming, artist booking, marketing, and supervising a staff of more than 10 employees. For Rhoten, the choice was straightforward. Ginesi brings “care for the community and love the theater,” the outgoing director told the Press Democrat.
The transition began quietly in February, months before the public announcement at the April 11 gala — the third annual fundraising event for the nonprofit foundation that runs the theater.
Why Rhoten Is Stepping Back
At 81, Roger Rhoten has spent the better part of a decade shepherding one of Sonoma’s most recognizable institutions. He sold his ownership stake to the nonprofit Sebastiani Theatre Foundation in 2018 and stayed on as executive director, but acknowledged to the Press Democrat that “the day-to-day operations are all-consuming.” His new role as capital campaign director will channel that energy toward long-term fundraising rather than daily management — keeping his decades of relationships and institutional knowledge in service of the theater’s future.
The Sebastiani Theatre, located on Sonoma Plaza in the heart of downtown Sonoma, is one of the region’s few remaining single-screen cinemas and a hub for live events ranging from concerts to community film screenings. Its survival and evolution matter to residents throughout Sonoma Valley who have grown up with the marquee as a fixture of the plaza.
What’s Ahead Under New Leadership
Ginesi has outlined a vision that builds on the theater’s existing strengths while deepening its ties to the broader community. He told the Press Democrat the venue will “focus even more on the kids’ programming” and intends to “diversify our Hispanic-oriented shows” — a reflection of Sonoma County’s growing Latino population and a signal that the Sebastiani aims to be a gathering place for the whole valley, not just longtime regulars. Those two priorities, he suggested, are central to keeping the theater relevant for the next generation of locals.
Frequently Asked Questions
What is the Sebastiani Theatre, and where is it located?
The Sebastiani Theatre is a historic single-screen cinema and live-events venue on Sonoma Plaza in downtown Sonoma, California. Operated by the nonprofit Sebastiani Theatre Foundation since 2018, it hosts movies, concerts, and community events for residents throughout Sonoma Valley.
Will programming change under Tony Ginesi?
Ginesi has signaled two key new directions: a stronger focus on children’s programming and an expanded lineup of Hispanic-oriented shows. Day-to-day operations — and the existing mix of films and live events — are expected to continue without disruption during and after the transition.
How can the public support the Sebastiani Theatre?
The Sebastiani Theatre Foundation accepts donations and hosts annual fundraising events, including its gala series. Roger Rhoten’s new role as capital campaign director will focus specifically on growing that support base, so residents interested in contributing can contact the Foundation directly through the theater’s website — or simply attend a show.
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