The promotional strategies used by regional theatres today are not working. Most regional theatres are not-for-profit. They depend in large part on donations. Ticket sales are not enough and our government has not found theatre (or the arts in general) important enough to the national psyche to give the NEA more than a few piddling dollars, forgetting that those of us who work in this world also pay taxes and are consumers. Working Theatres support other small businesses in the neighborhood. Restaurants and bars do better and stay open later. Parking lots see increased revenue. Theatres buy wood and other building materials to create sets. Theatres purchase advertising in newspapers and magazines and run ads on radio and television. Theatres buy cloth and thread and dye to build costumes. Theatres pay gas, electric and water bills along with the accompanying tax. All that is lost, when a theatre closes.
The news reported that 37 people will lose their jobs when the Playhouse closes. That is inaccurate. The actors, stage managers, directors, assistant directors, designers, production assistants, carpenters and electricians who are hired show to show have also lost work they were looking forward to and depending on. Was there a new playwright in there too? Not "37" people. A community of people. All taxpayers. All consumers. (Some friends, and all colleagues.)
Perhaps fund-raising in theatre needs to market with new strategies. Perhaps big donors and corporations should be encouraged to give money to support one actor's salary, or the cost of a set, or pay for photocopying, or something practical that actually helps the art instead of insisting on donating money for buildings and plazas that will carry their name. Nice buildings...nice plazas.
So what.
If there is no product, there is no reason to see the names on the buildings, or in the plazas.
Okay, so, economics is one thing, but the real tragedy exists in the loss of the art. We need theatre. We need new theatre. We need regional theatre that speaks to the local community. Theatre teaches and explains. Theatre examines and explores. Theatre opens our minds and can change minds. Theatre entertains and can bring joy. Theatre is our boyfriend . Theatre is our heart.
Our heart is breaking.
Beautifully written, my friend. I couldn't say it better. I find it all so sad and so depressing.
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Claudia