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Bringing in 'da Road Show—Is it Right for You?
Supplementing your season or stepping up your offering can take your season in a different direction if you plan it out correctly
There are two ways to put on a show: one can work hard, or one can work smart. Sometimes, there are those evenings when we're not in the mood to cook, and take-out seems like the perfect option. Text messages sometimes replace phone calls nowadays to get a quick message across. And brewing our own coffee everyday is not as common when there's a Starbucks on every corner. And while there is something to be said for the integrity imparted upon us for cooking a fabulous meal, partaking in a warm phone conversation, or sipping that perfect cup of homemade coffee, some days it's just about working smart. And sometimes, this can prove to be just the boost we need, especially in our country's current economic state.
In the theatrical world, we are faced with the reality, season after season, of creating brand new masterpieces and realizing countless visions to not only sell tickets, but to push forward with our mission to keep theatre alive by producing the perfect balance of inspiration and entertainment. Luckily, there is a "gourmet take-out" of the theatrical world. With high theatrical value, all-inclusive contracts, and themed entertainment guaranteed to sell tickets, see why smaller-scale tours are creating quite the buzz in the one-stop shop department.
LEGENDS IN OUR OWN THEATRE
As presenters and producers, it seems as though we are always trying to find our niche. Whether it's a glittery production of "42nd Street," which brings in the old standby crowd, an "Equus," which brings in the more informed theatre patron, or maybe even "Seussical," which appeals to families and the field trip circles. With smaller-scale tours, there is a variety for every audience, taste, and budget.
A title alone is capable of selling out an entire house. “Marilyn: Forever Blonde” is now in its third year of touring. This one-woman show, starring critically acclaimed actress, Sunny Thompson, tells the story of the starlet who became an icon, directly from her point of view. "Forever Blonde is my attempt to humanize the bigger-than-life image of Marilyn as goddess, legend, and dream. This is Marilyn's own story in her own words and music, not studio press agent hype and not the words of hundreds of authors who have attempted to tell her story from their own personal point of view," says Greg Thompson, the show's playwright and producer.
”Marilyn: Forever Blonde” not only includes the intrigue of the title, but loads in as a comprehensive self-contained production. Production Manager Kristin Alessandri explains, "We provide everything! Shipping, transportation, sets, props, actress, stage manager, technical director, collateral materials, press kits, standees, life size cutouts, radio and TV spots, print ads, etc." The fascination with Marilyn Monroe is something we're all aware of and even 47 years after her death, her t-shirts, key chains, posters, and other memorabilia remain bestsellers.
"Marilyn Monroe sells tickets and gets phenomenal publicity," Alessandri continues. "We have outstanding collateral materials and it doesn't hurt that Sunny Thompson has received incredible reviews for her performance of Marilyn Monroe. There are millions of people out there who have a soft spot in their heart for Marilyn Monroe and to see her portrayed in such a realistic, compassionate way touches them deeply."
Touring both nationally and internationally is another story that appeals to audiences of all ages and can be licensed to companies all over the world, from 100-seat venues to large auditoriums, theatres in-the-round to open air performances. It's "Buddy -The Buddy Holly Story," produced by the British team, Theatre Partners, Ltd. And it's no wonder that the show has graced The Drury Lane's 972-seat Oakbrook Terrace venue in Chicago, to the 2008 sold-out six-week run at the Musicalfare Theatre in Amherst, NY, and smaller venues like the Des Moines Playhouse in Iowa, where it earned the title of "most requested musical." With a cast of 16, and the option to scale back the musical orchestrations or the entire show into just 90 minutes, this production is completely customizable to a venue's every need.
And it's not just one producer that has picked up on the Buddy Holly and ‘50s icon craze. Sweetwood Productions has created their own touring sensation utilizing Mr. Holly's hits called "John Mueller's Winter Dance Party," which celebrates the final tour of Buddy Holly, Ritchie Valens, and the Big Bopper. The show stars John Mueller, who portrayed Holly in the aforementioned U.S. tour of "Buddy-The Buddy Holly Story," and Jay P. Richardson Jr., son of The Big Bopper. With a rocking four-piece band, an all-star cast, it's no wonder Pat Hazell, president of Sweetwood, knows exactly the type of appeal this tour holds. "We exclusively represent and produce original productions that provide a positive and uplifting experience for the presenter and their audience. It offers an opportunity to present a polished, professional, new title in their season with a minimum amount of effort and pre-production from their staff. This can be a valued break when they have ambitious programming back-to-back."
So how much will bringing in Marilyn or Buddy into your theatre set you back? "For a normal three week run of "Marilyn: Forever Blonde," the cost of the production is roughly $10,000 per week for up to six performances. We normally play theatres of 200-600 seats and we can do split weeks," answers Alessandri.
Typically, the price range for tours will depend on the size of show and length of run. "Our fees range a little bit because we do different types of shows, from long runs to single night performances.The casts vary from one-man shows to a seven-member band. Additionally, we play a variety of venue sizes from black box theatres to performing arts centers that seat around 1,500. We can safely say that our fee range for our shows run from $5,000 to $15,000. When working with theatres on multi-week productions we structure the deal based on their seating capacity, average ticket prices and length of run," answers Hazell.
GET UP, STAND-UP
If it's a dose of standup comedy your theatre needs to spice up its season, consider outsourcing those laughs by bringing in a weekend of the latest in theatrical hybrids - the stand-up/theatre experience.
Steve Solomon's hilarious "My Mother's Italian, My Father's Jewish, & I'm in Therapy" continues to play venues throughout the U.S., from New York City, to West Palm Beach, and plenty of places in between. Steve's depiction of his " meshuggeneh " family and friends has earned him this season alone, he is headed to Austin, Dallas, Connecticut, Palm Desert, and Ashville. His tours are customizable, and he generally suggests booking as far as a year to three months in advance.
Sweetwood Productions also offers "The Wonderbread Years," a combination of stand-up and theatre paying homage to the baby boomer generation. "Bunkbed Brothers," also presented by Sweetwood, is written by two former Seinfeld writers, and tells the story of two adult brothers spending the night in their childhood room.
NOT JUST KID STUFF
With educational outreach on the rise, there is always a niche in the market for family entertainment. Whether it's local families or school/summer camp field trips, children's theatre has a way of creating its own publicity within a community.
Theatreworks USA, which has been around since 1961, has earned its "crème de la crème " reputation of the children's theatre world. With over a dozen popular children's titles touring all over the country, surely there is something on their menu which will make a fine addition to your season. "Most of our plays and musicals are based on well-known popular kids’ literature and thus have built-in brand recognition, making marketing considerably easier as compared to trying to sell an unfamiliar title. Theatreworks is a well-oiled machine in terms of load-in, putting up the show, and load-out. Also due to our longevity, Theatreworks USA is a well-known brand name with a reputation for quality," says Patrick Dwyer, marketing coordinator of Theatreworks USA.
Complete with actors, scenery, costumes, and a sound system, you can rest assured that your patrons will be well taken care of. "With very few exceptions, our shows run no more than 60 minutes, which we find is a perfect length for young attention spans. Theatreworks commissions nearly all the scripts we produce, and we’re very proud of the quality of our adaptations and staging, in addition to our great performers, all members of Actors Equity Association," Dwyer continues.
With a wide range in programming ranging from one-person storytelling presentations, to 12-actor musicals, there is obviously a wide range in cost. But with a "consider it done" outlook, presenters are promised not only quality, but a nice coffee break in their season, as Theatreworks’ stage managers come in and put your cares to rest by taking over the run.
FIVE "FINDS" FOR FORWARD THINKERS
FIND A HOLE IN YOUR SEASON
If there's a lull in your season, or perhaps an area to try something new, figure out what time frame will work best for bringing in a tour. Once you have your dates determined, you can begin shopping around for that "perfect fit" show.
FIND YOUR NICHE
Research what type of show will appeal most to your patrons. Is it an icon portrayal to tap into the nostalgia from your older crowds? Maybe a stand-up or themed comedy show to reach a specific culture or age group? Or is it family-style entertainment to bring in schools, camps, and youngsters which can also double as a chance to market classes? Poll audience members, conduct an e-marketing survey, or repeat genres of past in-demand productions.
FIND YOUR BUDGET
The best way to help determine which show makes the most financial sense to bring in, is to figure out just how much you are willing to spend. Keep in mind how much time, labor, and money you could potentially save by bringing in a ready-to-go production. Compare last year's time frame and budget with prospective budget and earnings for next season in regards to booking a tour. Figure out which production can keep costs down and seating capacity high.
FIND A BOOKING AGENT
The web is your best tool for researching tour producers and working with their booking agents and determining which show fits best into your season. Do your homework and research gross totals this show has earned at other venues. Once you select the production, thoroughly investigate the contract to make sure your venue can provide all of the show's requests, and vice versa. Keep in mind cast size, AEA vs. Non-AEA performers, technical elements, dimensions, marketing tools, staging tools, etc. Most companies are happy to provide you with a technical rider, and a detailed list of elements included with the tour.
FIND AND DISCOVER
When you make the decision to bring in a tour, discover new avenues for sponsorship or advertising to promote. Because of the specificity involved and the appeal to a certain audience demographic, you may find that perfect sponsorship fit with that nostalgic ‘50s memorabilia shop, or that children's boutique. Use this opportunity as an exciting time to invest in community outreach, and realize the creative and financial payoff of working smart!
To learn about other ways to supplement your season, visit the DramaBiz Magazine archives at www.dramabiz.com
