Auracast™ LOCATION PROFILE
The Strand Theatre
About this location
Key stats
Location: Rockland, Maine, United States
Venue type: Theatre
Location size: 350 seating capacity
Auracast™ equipment installed: Listen Technologies
Installation: DIY installation
Located in the heart of downtown Rockland, Maine, the Strand Theatre is a historic cultural landmark with a mission to entertain, engage, and empower its community. Today, the Strand is listed on the National Register of Historic Places and celebrated its 100th anniversary in 2023.
Operated by Friends of the Strand Theatre, a nonprofit organization formed in 2013, the venue offers a diverse year‑round program of film, live music, lectures, and community conversations. “The Strand continues to play a vital role in Rockland’s cultural and economic life, while honoring the unceded Indigenous territory of the Wabanaki People on which it stands,” said Sam Carlson, Strand Theatre technical coordinator.
The problem statement
Like many historic venues, the Strand Theatre faced growing challenges supporting accessible assistive listening technology. Prior to upgrading, the theater relied on an aging RF‑based hearing assistance system that had become increasingly unreliable. The devices were bulky, consumed large numbers of AA batteries, and suffered from persistent background buzz and feedback.
Minor cable movement or device impact could trigger loud bursts of static, disrupting not only the listener but also nearby patrons. These issues compromised the accessibility experience the Strand Theatre strives to provide and added stress for staff managing live events and film screenings.
The Auracast™ solution
Deployment
The conversation around Auracast™ broadcast audio began unexpectedly when a patron asked whether the Strand Theatre supported the technology. Intrigued, Carlson immediately began researching Auracast™ broadcast audio and advocating for its inclusion in a planned sound system upgrade. The opportunity accelerated when a local audiologist, Dr. Schwartzberg, generously donated a complete Auracast™ system.
The Strand Theatre installed an Auri™ TX2N transmitter along with 12 receivers, deploying Auracast™ broadcast audio as both a replacement for its primary assistive listening system and an overlay alongside its existing descriptive audio solution for patrons with visual impairments. Installation quickly exceeded expectations, particularly in terms of signal range. A single transmitter provided consistent coverage throughout the multi‑level theater.
Benefits
Although the Strand Theatre’s Auracast™ system has been active for only a short time, early feedback has been overwhelmingly positive, especially from frequent patrons with hearing loss who tested the system. For staff, the benefits extend beyond accessibility. “Auracast™ broadcast audio has transformed day‑to‑day operations, allowing me to hear PA announcements directly in the projection booth using wireless earbuds, eliminating the need for improvised communication during screenings, introductions, and Q&A sessions,” said Carlson.
The result is smoother operations, reduced anxiety, and a more seamless experience for audiences and staff alike.
A look ahead
Proud to be among the first venues in Maine to deploy Auracast™ broadcast audio, the Strand Theatre views the technology as a meaningful step forward in accessibility and inclusion. As the Strand Theatre moves into its second century, Auracast™ broadcast audio will help support its commitment to connecting people through the power of the performing arts — clearly, comfortably, and accessibly.
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