Despite a Pandemic, 10PRL Shines
By Brian Laurito
In this series we're highlighting the businesses that form the foundation of Monmouth Arts' creative community, touching base to see how they're faring during the COVID-19 health crisis. 10PRL became a member of Monmouth Arts soon after going into business, and we were fortunate enough to use their space for our "Sanctuary" exhibit in December 2020. We checked in with owners April Centrone and Kira Sanchez to see how 10PRL has been adapting to life during the pandemic.
For those who don't know you yet, how would you describe your business?
10PRL is central New Jersey’s premiere film studio and rustic-modern-industrial arts and event space, located only a mile from the beach in the historic shore city of Long Branch. We are the 'Brooklyn Loft' without the New York City price tag. Our 6,500 square-foot open layout, high ceilings, natural wood flooring, and streaming sunlight make 10PRL stand out from the typical venue or cramped studio.
Our mission is to provide our communities with a safe and inclusive environment for creative expression of all kinds. We welcome people of all backgrounds, ages, abilities, genders, orientations, religions, and races. We provide our clients and guests with the comfort of home and the luxury of a New York studio. We offer private dressing rooms and a lounge, complimentary snacks and refreshments, and service that makes a client feel safe and welcomed.
We are the only film studio serving central NJ with a corner cyclorama (professional U-shaped photo and film wall), perfect for everything from model shoots, commercials and product photography, to live-streams and music videos. Jersey Shore clients previously traveling to the City for a professional film studio can now stay close to home, and parking is a breeze in our large free lot. 10PRL is proudly family, women, and LGBTQ-owned, certified by the WBENC and NGLCC.
What’s been your biggest business challenge during COVID-19?
We had to cancel almost all of our public arts events for the entire year, meaning we lost at least 30 percent of our revenue. This also struck at the heart of our mission to provide a community arts space and home-away-from-home to gather, collaborate, and connect with other creatives. Additionally, our private rental business as a venue and studio was affected due to trepidation and guidelines on gatherings.
So much has changed since last year.... How are you operating right now?
We are strictly following all safety protocols so that we can continue to host productions (film and photo sessions). We provide studio rental as well as productions of promo videos, music videos, photo shoots, live streams, and more.
Can you share an interesting anecdote about your business or something that might surprise people?
The name "10PRL" was actually inspired by the building's address, 10 Pearl Street, in Long Branch. As we explored logo design and branding ideas, we began writing "10Pearl" as 10PRL. Naming our business after the street address was simply a dream come true. We have always admired the art spaces in New York City and around the world that were simply named after their address, as they could never be pigeon-holed to one type of art or business. The name just felt so right and perfectly aligned with our mission to be inclusive of all art forms in all styles of expression, from mainstream to experimental and beyond.
What are you looking forward to in 2021?
We look forward to seeing happy, smiling faces, people dancing and laughing together, as well as lots of hugs! From dance presentations and visual arts exhibits to music concerts and
experimental theatre, we cannot wait to bring back public arts events. We also look forward to welcoming back the wellness community, including yoga, meditation, and ecstatic dance!
Monmouth Arts has a great network of arts supporters. How can our members and readers support your business right now?
We invite Monmouth Arts members and readers to create content with us that will level up their businesses! As a special thanks to this community, we're giving Monmouth Arts members an additional 20 percent off all rentals and productions, available through March 31, 2021.
Do you have any upcoming events or promotions you’d like people to know about?
10PRL is currently offering One Free Hour of rental through February 28, 2021!
Where can folks find you?
Address: 10 Pearl Street in Long Branch
Interested in becoming a member like 10PRL? Become a member of Monmouth Arts today!