You are a regional professional theater company manager trying to set your season for the coming year. Choose and order four shows for a subscription season with the option of one “special*” providing an explanation for your decision. List the 5 shows at the top of your page and then write a 2 page (double spaced) rationale for why you selected the season you did. Be sure to reference how you used the below information and past financial performance to plan your season. 100 Points

QUESTION

You are a regional professional theater company manager trying to set your season for the coming year. Choose and order four shows for a subscription season with the option of one “special*” providing an explanation for your decision. List the 5 shows at the top of your page and then write a 2 page (double spaced) rationale for why you selected the season you did. Be sure to reference how you used the below information and past financial performance to plan your season. 100 Points

*A season “special” is a show that can be added on to a subscription series but it not a mandatory part of the season. This is used for shows that might not appeal to everyone but would appeal to some who would add it on to their season subscription.

INFORMATION BANK:

Subscription Renewal Rate: 60%, Below the Industry Standard of 75%

Market Information: Mid-size, mid-western community; strong on “family values”; relatively affluent and well-educated.

Key Segments: Older population on fixed income; growth in young families; University crowd is nearby.

Competition: Community theater presenting popular titles; summer musicals on tour in the city; there is a very well established and popular Children’s theater.

Media Position: Declining coverage in your town.

Mission: “To foster the growth and development of high quality theater with strong educational values that responds to the needs of the community and encourages the continuing development of theater artists.”

Board Leadership Position: Embraced need for multi-cultural programming by very nervous about liability for more “risky” productions.

Financial Tables:

TABLE 1:

TABLE 2 (pick 5 from below list):

ANSWER

Season Subscription Selection

Our Town

Jersey Boys

Always Patsy Cline

Stomp

Special: Legally Blonde Musical

Rationale

As the regional professional theater company manager, I have carefully analyzed the available information, past financial performance, and the specific characteristics of our market to plan the upcoming season. The goal is to create a diverse and appealing subscription series that caters to our target audience while ensuring financial viability and aligning with our mission.

Considering the subscription renewal rate of 60% below the industry standard, it is crucial to curate a season that engages our existing subscribers and attracts new ones. Additionally, given the declining media coverage in our town, we need to strategically select shows that generate buzz and word-of-mouth promotion within the community.

Our market is a mid-size, mid-western community with a strong emphasis on “family values.” This information suggests that we should prioritize shows that cater to families, while also considering the presence of an older population on a fixed income and a growing young families segment. Moreover, the proximity of a university crowd indicates a potential for attracting a younger and more culturally diverse audience.

Taking into account the financial performance of the previous season, it is essential to select shows with a high percentage sold and a positive overall profit/loss figure. Avenue Q had a 70% sellout rate but resulted in an overall loss, while Forever Plaid had a solid 80% sellout rate and generated a substantial profit. These results indicate the importance of choosing shows with strong audience appeal and revenue potential.

Based on these factors, I have chosen the following four shows for the subscription season

Our Town

Our Town is a classic play that resonates with both the older population and the university crowd due to its timeless themes and universal message. It aligns with our mission of fostering high-quality theater with educational values while appealing to our target market’s preference for family-oriented productions. With a gross potential of $50,000 per week and a direct cost of $25,000 per week, Our Town offers a favorable profit margin and has the potential to attract a wide range of subscribers.

 Jersey Boys

Jersey Boys is a hit musical with a compelling story and a popular soundtrack, making it an excellent choice for our subscription season. The show appeals to both the older population, who may have lived through the era of Frankie Valli and The Four Seasons, and the younger audience who appreciates the timeless music. Its gross potential of $80,000 per week and direct cost of $50,000 per week indicate a significant revenue potential and a favorable profit margin.

Always Patsy Cline

Always Patsy Cline is a musical that pays tribute to the legendary country singer Patsy Cline. This show appeals to our target audience’s preference for family values and the older population’s appreciation for classic country music. It offers a unique and intimate theatrical experience, and its gross potential of $50,000 per week with a direct cost of $25,000 per week indicates a promising financial performance.

Stomp

Stomp is a high-energy percussion show that combines music, dance, and comedy. This production has a broad appeal and can attract a diverse audience, including families, young adults, and the university crowd. Stomp’s gross potential of $60,000 per week and direct cost of $35,000 per week present a favorable profit margin, and its unique format adds variety to our subscription season lineup.

Special: Legally Blonde Musical

To cater to a wider range of tastes and expand our subscriber base, I have chosen Legally Blonde Musical as our season special. This show offers a lighthearted and fun experience that appeals to younger audiences and fans of the popular

 Legally Blonde franchise. While it may not be suitable for all subscribers, the option to add this show onto the subscription series allows those interested to enjoy the performance while still maintaining a well-rounded season.

In conclusion, the selected subscription season strikes a balance between catering to our target audience’s preferences, ensuring financial viability, and aligning with our mission. The chosen shows offer a diverse range of theatrical experiences, appeal to both the older and younger populations, and provide opportunities for engaging the university crowd. By considering past financial performance and the unique characteristics of our market, we aim to increase subscription renewal rates and attract new subscribers, contributing to the growth and development of high-quality theater in our community.