THE BALANCING ACT OF CULTURE & COMMERCE

Talk to leaders of local arts venues about what went into making their business decisions for the upcoming season, and you may start thinking about the circus; they compare their task to a balancing act or a juggling act, they talk about walking a fine line as if on a tightrope.

Robert Cacioppo, producing artistic director of the Florida Repertory Theatre in Fort Myers, said it’s a collaborative effort, not unlike putting on a play. He’s constantly urging his staff of 33 (not counting actors) to think creatively, to come up with ideas to expand audiences and save money while not stinting on quality.

“I ask them to think outside of the box,” he said.

This year, the theater was faced with a budget that was $100,000 over last year’s.

It didn’t have the seven $25,000 donations from individuals and companies available in the past.

“Ticket sales were up, subscriptions were up. That gave us a good year.” — Robert Cacioppo , Florida Repertory Theatre “So right off the bat, $175,000 has to made up some way,” he said.

Last season, the theater began offering previews of shows with discounted tickets. It was very successful, and many shows sold out. It’s part of Florida Rep’s mission statement to make theater accessible to all, Mr. Cacioppo said.

The previews continue this season, with tickets priced at only $20 and $25.

Despite the economy, Florida Rep had a good season last season.

“Ticket sales were up, subscriptions were up,” he said. “That gave us a good year.”

A number of factors combined to make that happen, he hypothesizes.

Within 13 months’ time, The Wall

Street Journal positively reviewed two Florida Rep shows, and named “Dancing at Lughnasa” a “strong… modern revival” and one of the best shows in 2009. That helped increase awareness of the venue, which is growing in national recognition and stature. The theater has also been building its audience for 12 years.

Florida Repertory Theatre packs the house despite a soft economy. COURTESY PHOTO/ CHIP HOFFMAN “You get an audience one person at a time,” he said.

Plus, the city roadwork that turned downtown into a labyrinth and obstacle course was finally completed.

“I think last year Florida Rep went to a new level artistically,” Mr. Cacioppo said.

Risk management

“This business is probably one of the most riskiest business there is,” said Julia Mays, director of marketing and development at Sarasota’s Van Wezel Performing Arts Hall. A good marketing person, she said, knows whether a certain act or show would sell in the community or not, based on what his or her knowledge of the audience. Is the act familiar enough, would it draw a large enough audience? Is the act available when the hall is available?

Sometimes you don’t know, and then you have to take a risk.

“You win some; you lose some. This is a risk-taking business,” she said.

She tries to appeal to most demographics.

“But our demographics are hard to zero in on. They’re anywhere from 5 to 95,” she said. “I concentrate mostly on lifestyles, the psychographics, the buying habits of people who attend performing arts and like entertainment.”

So the hall offers a diverse season to appeal to a diverse audience.

“We have shows for the young, for the more mature, the in-between,” she said. “There are so many different kinds of acts: country, pop, jazz, celebrities, film stars. Last year we had Stephen King, who talked about his books (and his just-released ‘Under the Dome.’) We sold it out in no time.”

Their first show of the upcoming 2010-2011 season, Crosby, Stills and Nash, sold out very quickly.

“It sold out as soon as we put it up for sale,” Ms. Mays said.

Another big seller is jazz pianist/ singer Diana Krall, who’ll perform at the Van Wezel Nov. 20.

“That’s a debut here in Sarasota, period,” Ms. Mays said. “That’s a big act. That’s exciting. She came out of the box, selling 62 or 63 percent.

“We sell more stars and celebrities.

That seems to be a big seller because it’s nostalgia. Some of it’s: ‘Oh yeah, I just saw them on a TV show.’ Or, ‘Oh yes, they bring good memories.’ The songs remind them of good things.”

Ironically, the poor economy helps sell tickets.

“That’s why entertainment sells so well in a down economy,” she explains. “People want to get out. It takes their mind off of everyday reality. Last year we sold out numerous shows, and came very close to selling out many others, in a down economy.”

It also helps that Sarasota’s audiences are sophisticated and cultured, she said; the city has its own orchestra, ballet and opera companies.

Although the Van Wezel, a 1,730-seat house, has announced its Broadway season, it hasn’t announced its full season yet.

“We’re finding more and more in the past two years that patrons are purchasing tickets closer to the performance,” she said.

So the hall came up with incentives — 20 percent off Broadway season subscriptions, plus coupons for discounts at the bar and gift boutique.

“We’re coming up with more incentives now than we used to,” Ms. Mays said. “But I think we’re doing very well. In a down economy, we’re doing very well.”

Due diligence

“The current economic environment has certainly made us think through every potential act we’re going to have,” said Barbara B. Mann Performing Arts Hall general manager Scott Saxon. “There are a lot of acts available at specific times, but we want to make sure it’s going to be successful.”

Management examines what it’s going to cost to book the act, and determine whether they’re going to be able to sell enough tickets.

“The current economic situation has made us consider it more closely than we usually would — whether or not it’s going to sell enough tickets,” he said. But it hasn’t really changed the type of acts they book.

As far as demographics possibly changing in the area, “That hasn’t changed the types of events that have been successful here too much,” Mr. Saxon said.

A couple of genres aren’t selling as well as they might have in the past: classic rock shows and kid shows.

“We probably look at those more closely than in the past,” he admits.

The Mann has booked Styx for Oct 22, but management looks closely at the numbers, “because our experience in the past is that those categories of shows have seen a decrease in ticket sales for us in an across-the-board basis.”

So, instead of booking certain classic rock acts every year, the hall might book them every other year now, to create a scarcity and a demand. Instead, it’s offering more unique events for one-night shows, bringing in acts Southwest Florida audiences may not have seen before.

“But then, in other categories — the adult contemporary stuff — tried and true works pretty well,” he said, referring to performers such as Tom Jones, Engelbert Humperdinck and Johnny Mathis. All three are booked for the Mann Hall’s upcoming season. Though the venue has announced its Broadway season, it has not yet announced its 2010-2011 season.

“Those acts continue to do well on an annual basis, or biannual basis,” Mr. Saxon said.

While each show is considered on an individual basis, prices are lower, generally speaking, he said.

“With the economic situation, we don’t let prices escalate too much. We make sure people can see the show,” he said.

Subscriptions to the Broadway series are $4 lower than last year, he said.

“Economics is not our first concern. First, it has to be an excellent show people want to see. (We figure out) how much will it cost us, how much ticket prices have to be for it to be successful for everybody: the act, us, the patrons.

“We look at the ticket price more now. We’re much more conscious of whatever it is for the patron now, as opposed to maybe five years ago, when everything was going up and up.”

Expanding the portfolio

Like nonprofits everywhere, the Visual Arts Center in Punta Gorda has been making an increased effort to get grants.

“All nonprofits have been doing that,” said Michele Valencourt, the center’s executive director, explaining that the current economy has made available monies shorter for everyone, not just cultural organizations.

A couple of years ago, the arts center received a $7,500 grant that they used to purchase the initial filmmaking equipment for its technology lab.

“I just got a letter today from the Charlotte Community Foundation,” Ms. Valencourt said. “They’re giving us a grant for $7,000.” The arts center will put that money toward buying updated filmmaking equipment.

In addition to grants, the Visual Arts Center has been offering a wider variety of classes to appeal to more people in the community. Management implemented an art technology lab with 11 computers. Classes are offered in website design, Photoshop and desktop publishing.

“That added a whole dimension of classes we hadn’t had before,” she explained.

The VAC also increased its classes in jewelry making to include wire wrapping and macramé, and, due to demand, increased pottery class offerings.

“We made a profit this year,” Ms. Valencourt said. “A small profit.”

That was accomplished by offering diverse classes which reach levels of artists, from beginners to advanced students.

“One of the things that happened is anecdotal. This recession’s been going on for two, two and a half years. People who may have gone on a cruise or gone on vacations are not doing that as much as before. But maybe they’re taking art classes.”

In the period from July 2009 to July 2010, the number of students has increased 16 percent. Over the last two years, the VAC has seen a 22 percent increase, she said.

“We really broadened the class offerings. That’s the main part of the success story,” Ms. Valencourt said. “Just the fact that people are looking for perhaps more intimate or creative ways of living. When the economy turns sour, you have to look a little bit more inward for satisfaction.” 