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State of the Theatre

February 21st, 2008 1 comment

Recently, on the Neohiopal listserve, an article was circulating, which, I’m sure, has made its way around everywhere else as well. The article, by Mike Daisey, is about “How Theater Failed America.”

First, I thought I would comment on it just because the language, the passion, the intensity of the article was so powerful and convincing that I was just impressed…overcome by it. Then, of course, the diatribe against the failure of regional theatres to serve the artists in the theatres, a reality with which I’m not so familiar (in terms of personal investment and time) but am seeing now first hand has convinced me to throw my own two cents into the mix.

First, as I mentioned, there is the writing: “I abandoned the garage theaters and local arts scene and friends and colleagues—because I was a coward;” or “We survive because we’re nimble, we break rules, and when simple dumb luck happens upon us, we’re ready for it.” There is no hedging in this piece. There is no tip-toeing around the subject. Daisey is angry, and so brutal. Blunt. “Their [actor–Equity, no less] reward is years of being paid as close to nothing as possible in a career with no job security whatsoever, performing for overwhelmingly wealthy audiences whose rounding errors exceed the weekly pittance that trickles down to them.”

Ouch. This is a pissed off fellow. And after reading his article a few times, I agree: he should be.

I guess the reason that this article moved me so much has to do with where I’m at now: working with a young, small theatre driven by a visionary artistic director who flatly wishes to have two things: a successful theatre; a troupe of actors, technicians, and playwrights who can make a living doing what they love. This is what regional theatres were supposed to do. According to Daisey “The movement that gave birth to [the theatres in Seattle] tried to establish theaters around the country to house repertory companies of artists, giving them job security, an honorable wage, and health insurance. In return, the theaters would receive the continuity of their work year after year—the building blocks of community. The regional theater movement tried to create great work and make a vibrant American theater tradition flourish.” But, as Daisey continues, “That dream is dead. The theaters endure, but the repertory companies they stood for have been long disbanded. When regional theaters need artists today, they outsource: They ship the actors, designers, and directors in from New York and slam them together to make the show.”

In Cleveland, I know from general conversations that the above matches what was happening at the Cleveland Play House. Conversations among actors always turned to the fact that they had post-office boxes in New York to handle their resumes because they got a response from auditions that way–that is to say, they got no response as actors from Cleveland: despite a mission statement dedicated to “our community.” I think this is less true of Cleveland Public Theatre–which is truly the theatre of Cleveland. The Play House may as well be on another planet. But the facts that Daisey outlines remain, the theatres stand, but the people (who make the theatres work) are constantly changing–and not out of choice.

I am also more acutely aware of the problem as I am switching from an MBA program to an MNO program (Master of Nonprofit Organization). This educational emphasis places me directly in line with the practices of modern regional theatres: namely, the professionalization of things unrelated to the activities of theatre itself: that is, putting up plays by company actors. Perhaps Daisey’s article is just this, a bemoaning of the professionalization of how theatres are run. Afterall, virtually all organizations today have undergone something similar to this: colleges and universities can’t run in old models, they’ve had to hire marketing departments and development departments and masses of people dedicated solely to making the school succeed in the community financially and socially. The same is true of hospitals, sports organizations, museums, and other non-profits. But does this make it right? Daisey writes, “Not everyone lost out with the removal of artists from the premises. Arts administrators flourished as the increasingly complex corporate infrastructure grew.” And this is precisely what I have described, and what I fear about my own role in modern theatre is–that is, beyond the playwriting I hope to do.’

The biggest reason the artists were removed was because it was best for the institution. I often have to remind myself that “institution” is a nice word for “nonprofit corporation,” and the primary goal of any corporation is to grow. The best way to grow a nonprofit corporation is to raise money, use the money to market for more donors, and to build bigger and bigger buildings and fill them with more staff.

One of the more troubling things that Daisey brings up (as if the whole thing isn’t troubling enough to begin with) for playwrights is the following: “Literary departments have blossomed over the last few decades, despite massive declines in the production of new work.” It is almost an off-hand comment. But the implication for playwrights is this: more workshops, more staged readings, less real productions. Further, works like “On Golden Pond” find “revivals” at the Play House, while new, vital work relevant to our time and our psyche right now (by vital new playwrights) is left out. As Daisey drolly points out, “It’s not such a bad time to start a career in the theater, provided you don’t want to actually make any theater.”

Daisey’s cynicism hits rock bottom when he writes, “Better to invest in another “educational” youth program, mashing up Shakespeare until it is a thin, lifeless paste that any reasonable person would reject as disgusting, but garners more grant money.” For me, there is a big NO SHIT here. How many “educational” and “youth programs” do you see now? But really, who is to blame for this? The arts organizations or the funders? My bitterness on this subject is acute, as a relatively new technology award program for which my university program just applied was rejected in favor of dozens of awards for “educational” and “youth programs.” What a sham. It’s hard to tell nowadays whether the organization’s started the programs to make money or made money because of the programs; but I think the reality is the former. And where does the cycle end?

Every time a regional theater produces Nickel and Dimed, the play based on Barbara Ehrenreich’s book about the working poor in America, I keep hoping the irony will reach up and bitch-slap the staff members as they put actors, the working poor they’re directly responsible for creating, in an agitprop shuck-and-jive dance about that very problem. I keep hoping it will pierce their mantle of smug invulnerability and their specious whining about how television, iPods, Reagan, the NEA, short attention spans, the folly of youth, and a million other things have destroyed American theater.

The solutions are somewhat obvious, though not easy: if a regional theatre appeals to and raises a good portion of its budget from “grey hairs” and appeals to and raises the rest of its money from children, the overtly apparent question is “what happens to all the people in the middle?” After all, a bell curve is a bell curve for a reason: the middle is where it’s at, not the ends. Strange that theatres uniformally run against logic. But, as Daisey points out, moving toward this middle means several things, the most daunting of which is change. No more hobknobbing with wealthy white greys or controllable drooling puppet-lovers. Further, you’ll actually have to work and think about what you put up: no more standard musicals, or “on golden ponds,” or “midsummer night dreaming.” Now you’ll have to move toward interactivity, multimedia, content that is aggressive and that challenges the audience. Theatres will have to enter the uncomfortable realm of questioning their communities, their society, their culture–and not just leeching off it. You’ll have to ditch the old standards and take risks, something that artistic directors beholden to boards and ticket sales are afraid to do–after all, look what happens in modern sports. Two bad seasons and you’re done.

There are clear steps theaters could take. For example, they could radically reduce ticket prices across the board. Most regional theaters make less than half of their budget from ticket sales—they have the power to make all their tickets 15 or 20 dollars if they were willing to cut staff and transition through a tight season. It would not be easy, but it is absolutely possible. Of course, that would also require making theater less of a “luxury” item—which raises secret fears that the oldest, whitest, richest donors will stop supporting the theater once the uncouth lower classes with less money and manners start coming through the door. These people might even demand different kinds of plays, which would be annoying and troublesome. The current audience, while small and shrinking, demands almost nothing—they’re practically comatose, which makes them docile and easy to handle.

Better to revive another August Wilson play and claim to be speaking about race right now. Better to do whatever was off Broadway 18 months ago and pretend that it’s relevant to this community at this time. Better to talk and wish for change, but when the rubber hits the road, sit on your hands and think about the security of your office, the pleasure of a small, constant paycheck, the relief of being cared for if you get sick: the things you will lose if you stop working at this corporation.

So what does this mean? It means that you need to support what is new, what is original, what is alive: not the lumbering death that is the proscenium stage and tired old plays. Don’t settle for what the corporate theatres dish out for you–seek out what is new, what is alive, vital. Find theatres like convergence-continuum and support them. Hold on to them for dear life. For as Daisey writes:

Corporations make shitty theater. This is because theater, the ineffable part of the experience that comes in rare and random bursts, is not a commodity, and corporations suck at understanding the noncommodifiable. Corporations don’t understand theater. Only people, real people, understand theater. Audiences, technicians, actors, playwrights, costumers, designers—all of them give their time and energy to this thing for a reason, and that dream is not quantifiable on any spreadsheet.

Dramatists Guild — Ohio Region — DIY: Self-Production for Playwrights, Lyricists, and Composers

November 14th, 2011 1 comment

DIY Conference

Dramatists Guild of America


Went to the 14th Street Theatre at PlayhouseSquare yesterday for another fantastic day-long Dramatists Guild conference put on by Faye Sholiton, Cleveland Regional Rep, and the wonderful people from DG.

Both Roland Tec, Director of Membership for the Dramatists Guild of America and David Faux, Director of Business Affairs for the Dramatists Guild of America were in from New York to speak about issues relevant to the careers of playwrights: empowerment, self-production, taking the bull by the horns, artistic integrity, ownership of intellectual property, subsidiary rights and royalties, and much more. The space for the event was very generously provided by PlayhouseSquare, and Linda Jackson, Community Engagement & Education Program Manager for PlayhouseSquare was present to talk with us briefly and discuss Launch, an artistic residency program at PlayhouseSquare.

Roland Tec

First, Roland spent around an hour-and-a-half discussing the playwright as producer, including the topics of money and budgets, project oversight, organization, hiring and firing, contracts, and marketing and promotion.

For Tec, as soon as you (the playwright) begin discussing a project with others you are either moving the project forward or moving it back; that is, you’re getting a sense as to whether it is ready to be brought into the public sphere or not. Furthermore, for Tec, as soon as you gather people together to read your script you are engaged in the process of producing your play: even if as Tec says, it’s just as simple as inviting people over for lasagna and then having a read through.

In discussing the playwright as producer topics mentioned above, Tec noted that it is rare to find all the qualities that you need in one person; that is, it’s rare to find a person who can gather and motivate people and who can organize, balance a spreadsheet, etc Tec advised that if you can find such a person that you hold on to him or her for dear life.

For Tec, no production is produced by a producer — there must be a team of people. And to this end, it is crucial to get out and see other people’s work and to participate in a community. That in order to produce work you need to have a community of people to support you.

Producing a work is a monumental task. To this end Tec provided practical advice:

  1. Gather people
  2. Have a notebook for the project
  3. Every note on every conversation should be in the notebook, for example:
    • I called actor A and he will be out of town for two months and be back in June; or
    • notes on who showed up to your reading, who acted in the reading, who read parts, is the actor right for the role? Notes on how each person did.
  4. Every conversation moves the project forward or moves it back; pulling back is an example (often) of self-deprecation–i.e. not giving yourself enough credit for what you’ve done. But it can also be doing productive versus unproductive things. Example…

Tec provided a rule about productive versus unproductive communications which he learned “from the guy who brought Pedro Almodovar to America”–**Correction**Tec didn’t say and I have no idea who this person is **but now I do, and so do you, dear reader, because Roland was good enough to comment below**. The rule is that you must include all relevant information in your requests. Again:

Rule: you must include all relevant information in your requests.

It seems very basic, almost comic, but the reality is that we all do it all the time (ineffective communication) and the result can be that we’re asking someone else to do the work that we did not, or fill in the pieces of information that we left out. To this end, I’ll provide the example that Tec provided:

Counter-productive email: “Hey Joe, Just a reminder that we’ll need sides for the auditions next week. Thanks, Roland.”

Productive email: “Hey Joe, Please make sure we have at least 12 copies of all sides for the auditions next Tuesday, November 8th from 10am – 6pm at Ripley Grier Studios, 580 Eighth Avenue, 12th floor. To recap, the sides we agreed upon are: For Role A: pp 2-5; For Role B: pp. 45-49 + 88-89; For Role C: pp. 3-7 + pp. 18-21. Make sure all copies are collated and stapled and printed, single-sided, with PROPERTY ACME PRODUCTION COMPANY as a header. Thanks! And see you at 9:30pm for the setup. Cal my cell if you have any questions: 555-555-1234. Roland.”

You get the idea. In the first case, Joe is going to have to follow up with all sorts of questions: how many copies, single sided versus double, etc. In the second case the answers are provided, as much as possible, in the first email.

Clarify Your Goals

If you do a reading: are you trying to get a sense of the piece? Trying to find out what needs fixed? Find out who’s on board or interested?

Need A Producing Partner

You will need a director or actor, fellow playwright, etc. Particularly with new work. At some point the piece must be fixed (honed/refined) and this takes a critical eye. Simultaneously, there must be a cheerleader for the project–a champion for your show or what you’re doing. These two people cannot be the same person. That is, the person who is offering critical insight into the piece cannot be the person out saying “hurrah” for it.

Budget

According to Tec, a budget is a living breathing organism. It is a snapshot of your production TODAY. Reality on the ground: TODAY. For instance, rent costs change–so they may not be the same next month as you budgeted for today. Tec provided a sample budget which I can scan later as a demonstration. The point of the budget example is to show that a budget will tell a story. If you look at the proposed budget for a project and the actual budget for a project, you will see as story told in numbers that includes: assumptions, mistakes, discrepancies, opportunities, setbacks, etc.

A budget is a guestimate and it will change. It should be visited (re-visited) every week. A corollary questions is: How can we squeeze more for less? How much can you get for how little? Tec told the story of how a theater group he was working with got the use of a $2,000 light kit donated for $150 and later he heard the manager asking if it could be $0 instead. Tec says he thought, “that takes a lot of nerve”… but the reality is, again, how much can you get for how little?

Tec notest that sometimes you will simply not have the time to seek out donations (as this can take time). Same holds with volunteers–there is a plus and minus to using them. When you pay a professional to do something, he or she will do what is expected of him/her (theoretically) and the job will get done. When you hand off something to a volunteer, you might not get what you need. This brings up a point I heard many years ago when working with volunteers you should hold them to the same standard as paid employees–that you have certain expectations and they must be met, else you’ll fire them. And you can have to fire volunteers.

According to Tec, you must be clear about your expectations and that they are clearly defined when working with others. For example, a theater had a paid for the rental of a light kit and the company brought it out and installed it. However, for whatever reason they did not come back and take the kit down–but still expected it to be returned on time, etc. That is something that was just assumed when it should have been clearly defined. (i.e. who would strike)

This led to a side conversation, some notes follow:

Tec: If someone is doing your play and for whatever reason the company cannot pay you, ask for $1. If the company will not give you $1 then you know something about that company. Everyone who works on a play should have a contract. An example of something being clearly defined would be “Actors agree to speak the lines of the script.” Again, it seems absurd, but you can find yourself in a place where there is disagreement or where an actor is ad libbing, etc. Clear lines in a contract ensure that you can cancel the contract if things aren’t working out.

Faye Sholiton provided examples from a friend of hers in Los Angeles who has, over her playwriting years, had some egregious examples of things that have gone wrong or were unexpected. She may provide examples from this list later. Ask if there are hidden charges or see if you can discover any hidden fees–for instance, the LA playwright had a $400 computer repair charged to her in a production.

Another example is that a theater donated the space for a production, but the production had to use their house manager who was a union house manager and had to pay her salary for the productions.

Considerations of the space: example is that a space was identified for use in production in the summer and when the performance took place in the winter there was a dreadful knocking and banging of heat pipes. This was not something that was anticipated in the initial consideration. So, Tec gave the admonition to ask about pipes in winter, subways, etc.

Side note: when you are producing a piece in a certain space it is wise for the production to seek ads from the businesses in the area; Tec noted that the businesses are, in fact, buying good will, in that the production draws people who will use the businesses around the production. Tec also noted that this effort (ads) is done the “good old fashioned way”–face-to-face. He further suggested that there should be a synergy between the space and the piece–don’t do your play in a comedy club and expect the audience to take it seriously (if you play is highly dramatic or whatever).

Tec noted that contracts are not about suing people. They are about clear communication and to document expectations. In the end they are documents that should ensure a certain amount of civility in how people work with one another.

Tec: 10% of the total budget should be contingency. Someone in the audience suggested that he viewed it not as contingency, but opportunity $$.

Budget Worksheet

Roland distributed a Budget Worksheet that I can add to the site. It includes broad categories that one would expect in a budget for nonprofits, for instance, in Income there is fundraisers, grants, sponsorships, ad sales in the program, and even merchandise and concessions. There is also a formula that Tec uses to estimate Box Office sales at 40% capacity:

# of seats x # of performances x price of tickets x .4 = projected revenues for shows

Tec provided some good examples and ideas, for instance, when doing a fundraiser find a person who comes to your theater and supports your theater who has a fabulous home and who will handle the food and drinks, etc. If possible, find a friend who is a chef or starting a catering business to prepare the food; this person can leave out business cards, etc., to get his/her business off the ground.

Tec strongly advised that you NOT read the script at a fundraiser. He’s been to fundraisers where that has happened.

You’ll also need someone to be the “speaker” someone who is upbeat and can do an ask. Along these lines, when it comes to the ask, Tec offered a *secret*: always come to a donor with a number in your head and always speak the ask and then shut up. Let the donor fill in the silence. “We were thinking that yours support would be $25,000.” Then you shut up. Tec says that people always have a tendency to take away from what they ask, so simply shutting your mouth is the best approach.

Fundraisers raise money, but they also raise awareness.

Beginning of the PR campaign for your show is when you hold auditions. This is when the talking begins. Actors talk with one another and this is the beginning of the public promotional campaign.

Every conversation moves the project forward or backward. When auditions happen, you are communicating about the project. If you have chaos in the auditions–behind time and off schedule, uncoordinated, forget order of audition candidates, etc.–you are conveying a message regarding what these productions will be like.

Stand on stage and welcome people. You should also be in the lobby after the show and during intermissions to talk with people and get feedback, etc. You should be accessible.

Fundraising Formula

Gather core people together, have a meeting, target list of who will be invited — say 250 people? 50 people? etc. What will the charge for the house party be? $75?

500 x 75 = $37,500 x .1 = $3,750 (never estimate more than 10%)

There are some companies or organizations that allow others to piggy-back off of their nonprofit status; for instance if you want to have a fundraiser but want the donations to be tax free (or a portion thereof). Fractured Atlas is one company that was mentioned. Applying for 501(c)(3) can be expedited and take around 6 mos. Other fundraising opportunities online include Kickstarter and Indie-Go-Go.

Investing productions
Corporate sponsorships
Foundation
Run of the mills stuff

All of them work on personal relationships.

Estimate Box Office at 40%

$20 Tickets = T
200 Seats = S
40% Box Office = B
3 Performances = P

P x T x S x B = $4,800

When something is happening there is momentum which can draw other investors or interested parties. The caveat being that everyone has to be having a positive experience.

A question was asked, as was mentioned above, about the difference between a contingency budget and an opportunity budget. Roland advised that it is best to prepare several dream budgets, etc., to ensure that if you have lots of $$ rolling in that you know immediately where to direct it; versus a low end budget that is more realistic.

**Groupon** one of the people present discussed at length their use of Groupon for ticket sales to an event. That a Groupon rep will buy in if they like a project. You have to price carefully with Groupon as it is based on a two for one notion; so whatever the price of your ticket is, you will only get 1/2 of that. I.e. price accordingly. For instance, a $15 ticket is actually $7.50 per ticket. In addition, Groupon will take 50%, so you’re actually getting $3.75 per ticket. The amount of money in this case drops pretty significantly, but you have to realize that it’s a numbers game. In the experience described here the folks managed to get hundreds of people because of the higher profile.

So, lets take our example from above:

$20 Tickets becomes $10 dollar tickets which in reality becomes $5.00 tickets. But say that attendance due to Groupon goes up to 100% capacity.

P x T x S x B = $3,000

So, again, it’s a numbers game. In this scenario you lost $1,800 assuming various things (that you get 100% capacity in scenario B or that you achieve 40% capacity in scenario A). Alternatively, you can boost ticket prices in the Groupon examples, as the people buying are really getting 1/2 off. If you bump tickets to $30 a piece, your scenario comes out at $4,500, which is closer to the original scenario, but you’ve added 120 viewers for your work!

Proof read the ad. In the Groupon example the contributor noted that there was a mistake on Groupon regarding the start time which was listed at 10:00pm not the 9:00pm start time, so said contributor had to delay the start for an hour to accommodate those coming late.

Roland advised a Cheat Sheet in the box office that describes your show so the person in the office can read the description. Tec noted that there is nothing more dispiriting than calling a box office and hearing a person describe the show by saying: “I don’t know what that’s about, I haven’t seen it.” Or something like that.

Explore all group buying ventures and, as Tec advised, explore cooperative deals with other theaters for joint promotion.

Scheduling and Hiring

1st person you hire should be the Director. First, you really can’t put together a schedule without the director (auditions, performances, etc); Second, the director needs to coordinate with the production team (including set design, costume design, etc)

You should identify the first date for the performance and work backward from that date.

Tec breaks the process into 3 phases:
Pre-production
Production
Post-Mortem

Preproduction — includes consideration of design, space, auditions, staff, time frames, etc. Tec advises that you let the designer pick his own people/team.

During preproduction you should create a list of all the things that need to happen/be accomplished in preproduction and you must check off the list. This must include contracts, union contracts, etc.

Production — includes rehearsals (don’t start until casting is complete), PR (website), Box Office, house management. The press releases should have a contact name and that name should NOT be that of the playwright, director, or an actor.

Post-Mortem — counting money, paying all bills, strike set, PR clipping book for the play, core team dinner meeting to assess the results. Every unpaid bill is a relationship in jeopardy. Follow-up communication or email to thank everyone involved. Get feedback from everyone you can.

Should have a production office — doesn’t have to be a rented space or store front, but needs to be a place where people can come to drop things off or pick things up.

Tec distributed a worksheet — Untapped Equity Sheet — that allows you to identify untapped equity from the people around you. Tec notes that we tend to think “task then resource”–example: “I need to do a mass mailing: stuff envelopes, affix labels and stamps; so I need x many people to do this.” Again, Task –> Resource.

Tec encourages you to think the opposite direction: identify resources that you have in your life and then identify appropriate tasks for the resource (hence the untapped equity sheet). So, identify people who can help with your production and think about how they can help your production. Assign roles and tasks based on willingness, skills, etc. Start with people, then find the tasks.

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