Premiere Theatres keeps doors open

By Izabel Johnson ijohnson@pinejournal.com

Cloquet locals have likely spent a good chunk of time watching films at Premiere Theatres.

Located along Highway 33 in Cloquet, the theater has consistently been a spot for recreational movie viewing in the area.

However, things have changed for movie theaters due to the COVID19 pandemic, leading Premiere Theatres to take on a different business model, now offering private showings and off-sale concessions in place of being fully open. Owner Rick Stowell said he’s done this to operate in a safe manner and avoid larger groups or mixed households as much as possible.

“Theaters are struggling,” he said.

The private screenings have been popular since their start in January, bringing in an average of one group every day, said Premiere

By Izabel Johnson ijohnson@pinejournal.com

Between the development of scents and the setting of wax, candlemaking is more complicated than people might think and requires quite a bit of space, according to Woodfire Candle Company owner Kristin Hinrichs.

Since 2012, Hinrichs has been making and selling candles out of her home — starting in the kitchen, and even-

Theatres employee Cary Neumann.

“It’s been catching on,” he said. Each private screening session costs a minimum of $100, which goes towards paying theater staff, according to Stowell.

Typically, there will be a charge of less than $10 per person, depending on the concession pack- age selected.

Occasionally, Stowell said couples will book the theater — paying $50 per person. In that case, he said he gives them all of the concessions they want. Depending on how many people attend, the private screenings have the potential to bring in more than $100, but Stowell said he still gives all of the money to his staff regardless of how much it is. In fact, the theater may actually be losing money by offering private showings, but Stowell said he does it for the community and his employees.

“We’re not doing it for the theater, we’re doing it for … our staff,” he said.

Two managers work full-time at the theater, rotating shifts and only working together when bigger groups book a showing.

Stowell owns the building where the business is located, and rents it to other businesses. Because of this, he said Premiere Theatres will never go out of business.

“This theater isn’t going anywhere,” he said.

Stowell also credited state COVID-19 movie theater relief grants for keeping Premiere Theatres afloat.

Neumann has been working at Premiere Theatres since it opened in May 1994. Business levels and movie release dates have been very inconsistent throughout the pandemic, but he said he hopes to see the theater open to the public in the near future.

Premiere Theatres has tried various things throughout the year — curbside concessions, gift card sales, 25% capacity and now private screenings.

Currently, the busi- ness is not able to show new movies because film companies are not providing movie rights to theaters whose doors are not fully open, but Stowell said he hopes to open to the public March 5, with public showings Friday through Sunday and private showings Monday through Thursday. He added that he is planning to convert to a full seven day schedule May 7. tually taking over three rooms in the basement and two garages.

The March 5 opening date, however, could be pushed back to April or May, according to Stowell, who said it all depends on release dates for new movies.

The date was chosen because a Disney movie, “Raya and the Last Dragon,” is scheduled to drop that day, but Stowell said the release date for the movie could likely change.

He anticipates 2021 to eventually be packed with blockbuster movies once releases become more consistent, he said.

She decided she needed her own space designated for crafting the candles in December 2020, and she purchased a building in the center of Esko that had formerly been used as a service station.

Located across from Esko’s Winterquist Elementary School, where her son goes to school, Hinrichs said the space has not only helped with operations, but also has been very convenient.

“We just thought this building was kind of the perfect spot,” she said.

Hinrichs has since remodeled the building to suit her needs, with the majority of the space used for manufacturing, and a small retail section in the front featuring other local businesses.

While Hinrichs said the majority of Woodfire Candle’s sales happen online, she has really enjoyed getting to know other business owners in the area since the storefront opened in Esko.

“It’s a neat community,” she said while examining a bracelet from Chew Me Jewelry.

A typical work week for Hinrichs runs Monday through Friday from about 8 a.m. to 3 p.m. Around the holidays when sales drastically increase, she spends seven days a week making candles.

Operations at the Esko building consist of pouring wax into glass containers, setting the wax — which can take up to 24 hours — mixing scents, filling orders and more.

Hinrichs said the most tedious task is smoothing out the wax after it sets. She has also invested time and money into developing unique products and scents, such as “Tobacco and Honey” and “Warm Flannel.”

“It’s really a science,” she explained.

When asked about her favorite part of the candle-making process, Hinrichs said it’s going home smelling like candles.

The inspiration for Woodfire Candle originated during Hinrichs’ pregnancy with her son, when she found herself wanting more organic products around the house.

Brittany L Olson

Agent/Owner

Because of this, she worked to find natural scents for her candles that can use natural ingredients, drawing inspiration from the Northland environment.

Hinrichs said the majority of sales happen online through their website, but that Woodfire Candle products are sold in a few local stores, such as Duluth Pack and Fitger’s Beer Store. She even makes two custom scents for the Fitger’s shop to pair with their beer products, as well as one custom scent for Duluth Pack.

Woodfire Candle also makes room sprays, oil diffusers, flannels and wax melts.

The company currently employs about six people, but Hinrichs said she is hoping to hire some high school students to work once the retail portion of the store is open and store hours are extended.

She refers to her husband, Dan, as her “pallet manager,” and her mother, Linda Carlberg, as her first employee.

“I thought it would be a fun opportunity to keep busy in the winter during all this craziness,” employee Olivia Frey said of her decision to work at Woodfire Candle.

Candice Belich has two school-aged children, and said working at Woodfire Candle gives much-needed flexibility in her schedule.

“Esko has been really welcoming,” Hinrichs said. “I’m happy to be here.”

Woodfire Candle’s retail space in Esko is set to open this spring.