In November, Roanoke Rapids leaders talked with Calvin Gilmore about taking over a struggling theater that the city built to boost the area's ailing economy.

"It seemed almost impossible," said Gilmore.

But he's no stranger to challenge. Almost a quarter century ago, Gilmore took a gamble on creating a live music venue in Myrtle Beach. It was called The Carolina Opry, and it has helped make the region one of the most popular entertainment destinations on the East Coast.

Gilmore decided to take a chance on The Roanoke Rapids Theatre. City officials announced Thursday that he has tentatively agreed to manage the venue.

"The more we looked at it ... we thought: 'Let's give it a try and see what happens,' " Gilmore said. "We hope that we can help develop that entire project into something that will be of value to us down the road and to the community."

City leaders built the 1,500-seat theater with $21.5 million in borrowed money as the centerpiece of a broader entertainment district. They envisioned a tourist destination, along Interstate 95 about 90 miles northeast of Raleigh, to rival Myrtle Beach or Branson, Mo.

And they projected thousands of new jobs for a region hurting from manufacturing declines.

Randy Parton, brother of country music's Dolly Parton, was the main draw when the venue, then called The Randy Parton Theatre, opened last summer. He managed the facility and was the headline act.

But ticket sales fell well short of expectations, and when questions arose about Parton's use of city funds, Roanoke Rapids officials in December booted him from the project. They later settled a contract dispute for $750,000.

Another management firm, UGL Unicco, was supposed to revive the theater. That relationship, though, ended abruptly in February amid concerns about how much the company agreed to pay a manager. The city managed the theater as it sought another professional firm to take over.

"Calvin Gilmore and his group really impressed us," said City Manager Phyllis Lee. "They're obviously tops in the entertainment business."

The arrangement between Roanoke Rapids and Gilmore Entertainment is temporary, pending a contract, which is expected to be signed within 60 days.

Under current terms, Roanoke Rapids has agreed to pay Gilmore Entertainment $500,000 annually. Michael Dunlow and George Ragsdale, who are developing the broader district around the theater, have agreed to pay half that cost for two years, Lee said.

In exchange, the city gets a company that has deep connections within the tour bus industry, access to additional talent for shows and an experienced team of marketing and operations staff. Gilmore said he has ideas to improve marketing for the venue but said it was too soon to elaborate on them.

One possibility would be to sell a tour bus package that includes a stopover in Roanoke Rapids for people on the way to The Carolina Opry at Myrtle Beach.

Gilmore stressed, though, that it will be difficult to jump-start the theater, which has in recent weeks had respectable crowds at shows put on by acts including the Oakridge Boys and Tracy Lawrence.

"It's a totally unconventional situation," Gilmore said. "It's not a tourist destination. It's not a big metropolitan area. ... All we can do is use the years of experience and our talent as far as production and marketing and hope that that's going to make it work."

If things work out, Gilmore could benefit. He will have the first right to buy the theater.