Sharing the Tools to Succeed
I can still recall—vividly—the board meeting where I pleaded to abolish our theatre’s misuse of cartoon clip-art advertising and questionable graphics (Getty Images watermarks, and all).
Such tales of marketing mayhem weren’t lost on my fellow attendees at the AACT TEAMS Conference at the Hale Theatre in Salt Lake City this past August. We’d all been there at some point in our careers, and now we were here in Salt Lake—and thankfully. After all, where else could we collaborate as like-minded thespians and theatre geeks? Who else could comprehend the frustrations that sometimes fester from the true grit of community theatre? And how do we reach younger demographics more effectively?
I currently serve as the Media & Public Relations Director for the Actors’ Repertory Theatre of Idaho in Idaho Falls, Idaho (indeed, that’s a lot of Idaho). I went to the TEAMS Conference (along with my Board Vice President, Megan Gazda), for a revitalizing three-day quest for community theatre marketing and development skills.
Joining us was an all-American gaggle of theatre representatives from Iowa, California, Florida, Pennsylvania, Kentucky, Oregon, New England, Idaho and Texas—all with a yearning for learning. Once conversations began to flow, the relatability among us was uncanny.
In my case, within the Marketing Track (see more about tracks below), we shared tales of long-winded pre-curtain speeches, impossible-to-please patrons, decreasing volunteer retention rates, ROI’s, failed dynamic pricing, and the inevitable late program bio from that one cast member. Yes Bubba, we’ve all been there.
More importantly, we shared innovative marketing strategies with one another that would impress any Mark Cubans of our generation. We talked about award ceremonies for volunteers, parties to nominate unforgettable faux pas of the season, membership tiers for patrons, press nights, drink pre-orders, and 30-second introduction videos to replace those pre-curtain speeches we’d all been venting about. These were the proper tools to counteract any community theatre marketing mishaps.
People here understand. They know. I found the unanimous synergism at the AACT TEAMS Conference was like the goosebumps you feel when you hear your favorite song, or watch a performance you’ve been waiting your entire adult life to see. It doesn’t get much better than that.
The AACT TEAMS Conference is a multi-tracked program, and I found that my experience was repeated for attendees in each category represented by the TEAMS acronym, as explained by AACT:
1. Theatrical Theatre – “Learn to master the challenges you face as you work within the amenities of your theatre, from stage size, lighting systems, and scenery to costumes.”
2. Educational Programming – “The Educational Programming track will give you skills to tackle theatre education issues, a renewed enthusiasm to build your educational programs, and provide you with a network of colleagues from all over the country.”
3. Artistic Direction/Vision – “Choose the right plays for your next season; learn solutions for choosing directors, recruiting actors, and solving technical problems; and examine long-range planning.”
4. Marketing/Development Skills – “Discover strategies and tactics to increase your fundraising and marketing abilities, and learn ways to create loyalty to your organization and promote its place in your community.”
5. Stage Management Skills – “For new and experienced stage managers, and those who are interested in taking on that important role, as well as directors, producers, or volunteer coordinators looking to establish or improve their theatre’s stage management program.”
Note that each track is its own three-day course, taught separately from the rest. Consequentially, attending more than one track would require multiple representatives from your organization, or waiting until the next year to take part in other portions of the conference yourself. Either way, it’s worth it. My only frustration was not being able to attend all of them at the same time.
Ultimately, I found that sharing stories, problems, and solutions made for a memorable and mind-stretching experience. The TEAMS Conference helped us all to unravel the underlying messages within our shared experiences—and the potential for growth they contain. We came away equipped with the tools to succeed—with the help of the right people, a positive attitude, and a complete absence of watermarked cartoon clip-art.