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bullet Topic: Yikes...should we stay in our building?
    Posted: 3/21/02 at 3:30pm
I'm so glad to have found this site--lots of great ideas!
Anyway, I'd love some feedback on the following dilemma.
I'm on the board of an almost 75-year-old continuously operating amateur theater. Thirty years ago, the group held a building drive and purchased an old church, which they converted to a 224-seat theater. Now, as entertainment options (i.e. video, TV, internet, etc.) have ballooned, our numbers have slimmed way down, and though we do 4 shows a season, we operate very close to the bottom line. Here's the problem: we're lucky (even with excellent shows) to get 100 people in an audience, and our utilities are outrageous because of the nature of the building. Our annual budget is about 30,000, but we can reasonably project an income (ticket sales, memberships, sponsors) of only 24,000. In the winter, we lag behind on our utilities and have to dip into a shrinking money market. Our community (c. 14,000) is experiencing an economic downturn, and in the same town is a restored opera house that is doing a capital campaign yearly and has an annual professional summer stock, which has probably hurt us in a variety of ways. The answer may be obvious, but we're trying to bring other kinds of programming in to the building to utilize it. We just don't know if that will ever add up to enough to bring us to a point where we are solvent again. This is a proud organization with a long history, so it's a touchy matter. What would you do? Any insight or advice would be music to our ears!!
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Chris Polo
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bullet Posted: 3/21/02 at 5:32pm
When I first started reading your message, I was really struck by the similarity between our groups. We're 50 years old, our budget runs about $30,000 a year, we perform in a former church, and we usually see between 60 and 100 audience members per show. The differences are that we only have a 100-seat house, our community numbers about 30,000, so we have a much larger base to draw from (I'm impressed that you pull in 100 per show!), we do 5 shows a season, and we either break even or come out a little ahead each year. No grants, just ticket sales. A few suggestions come to mind, none of which may work for you, but I'll give it a whirl. The first is to raise ticket prices to generate more income; only look at that option if you've been charging the same price for years, and other similar venues are charging more. The second is to hold a fundraiser during your slack time -- our theater puts on a musical-comedy cabaret-type show with song parodies about our dear state of Delaware (believe me, I write most of the lyrics, and it ain't hard to come up with stuff to make fun of!). We do it at the end of each season, and it's one of the hottest tickets in town -- along with the show, we sell beer, wine, mixed drinks and snacks throughout the performance, and before and during the show, we sell raffle tickets for prizes donated by local merchants. The fundraiser's 6 performances sell out regularly, and last year we netted about $7500 from it.

Finally, take a look at increasing the number of season ticket holders with some sort of drive or campaign. The beauty of season ticket holders is that they're loyal to you, they give you great word-of-mouth publicity, they bring their friends (who may in turn become season ticket holders), and if they don't show up for a show, you still have their money! Treat them well -- they're your best asset.
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bullet Posted: 3/22/02 at 5:24pm
Don't let go of your building if you can help it! Fight to keep going!

Have you ever considered or do you have a children's theatre or youth program? We began doing that about eight years ago and doing a show with a lot of kids in it really pays off at the box office. We have a separate youth program which produces one or two shows each season in addition to our regular Main Stage season of three shows. The youth shows are always good box office draws and it increases our participation as well. Many of our current adult "regulars" followed their children into the organization, and by now some of the kids have grown up and participate with us as adults.

We're not competing with a facility like your opera house, although we once had a professional theatre seven miles away, they helped us get started and housed our early shows. The professional company has since relocated to a larger market so we are now the only game in town. We are a town of 5,000 in rural Iowa, and though we have to fight to keep our audience numbers up, we're hanging in there. We own our own facility, which was purchased and rennovated with considerable public fundraising to serve as both a performing arts facility and movie theatre. The movies pay for the operation and maintanence of the building, so we are free from having to worry about any aspect of the property other than caring for it while we are using it.

Good luck!
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