As a theatre patron, you are no doubt well acquainted with the seemingly endless entertainment and cultural choices the greater Seattle area offers. With countless museums, theatres, restaurants, festivals, and more it's easy to feel overwhelmed and absolutely thrilled at the same time. We're fortunate to live in a vibrant region that nurtures life-long love for the arts and keeps them accessible to people of all ages.
But have you ever really thought about how our local arts organizations thrive and continue to offer what they do — especially non-profit resident theatres such as Village Theatre, ACT Theatre, and Seattle Repertory Theatre, among others?
Often, people don't realize how much their patronage and subscriber dollars impact theatre organizations. Many patrons are under the impression that grants, corporate funding, donations, and single ticket sales alone keep theatres afloat. While all these play a role in the sustainability of any theatre, no theatre can exist without season ticket holders.
Subscribers are loyal patrons with a passion for the arts; they are considered by the organizations to which they subscribe vital advocates and financial supporters. They enable groups to do their work and, in the case of Village Theatre and other professional theatres, help improve production values, enable the hiring of leading theatre artists and staff from throughout the country and make it possible to deliver the shows and consistent quality audiences have come to expect.
Revenue from season ticket sales contributes directly to the productions you see on stage. All Village Theatre mainstage productions, for instance, are built from the ground up — from the set to the costumes to the wigs to the lights — all are conceived and made by local theatre professionals. Subscribers make it all possible.
And programs such as Village Originals, Village Theatre's nationally acclaimed musical development program, along with KIDSTAGE and Pied Piper, Village Theatre's youth education programs, also profit: season ticket revenue assists in sustaining and growing these programs, ensuring that future generations will continue to benefit from Village Theatre's diverse offerings.
"Subscriptions add financial stability to an organization," said Robb Hunt, executive producer for Village Theatre. "Village Theatre can budget each year to improve production values and reach farther artistically because our subscribers make it possible to plan."
"In fact, 75 percent of our annual $7 million budget comes from ticket sales and, of that, we need to earn two-thirds from season ticket sales," added Frank Stilwagner, director of marketing for Village Theatre. "Without season ticket holders, there would be no Village Theatre."
Without the steady support of subscribers, Village Theatre would be at risk of stagnating artistically. Last season's production of CATS is a perfect example of what it takes to bring to stage an award-winning Broadway show — and do it well. As the theatre's largest and most ambitious undertaking to date, CATS provided the opportunity for Village Theatre to really "strut its stuff' and show what the area's talent is capable of producing. Audiences were drawn in by Alex Berry's masterful set and lighting design: an alleyway came alive with larger-than-life garbage cans, shopping carts, dumpsters, and discarded living room furniture. And Melanie Burgess' astounding costumes combined with exactingly executed makeup and wigs to transform talented actors into elegant and nimble felines. CATS sold out nearly every performance.
Subscribers helped Village Theatre bring this amazing production to stage, and the organization's plan is to keep raising the bar. For subscribers, this means productions that continue to entrance, dazzle, and sweep you away.
"Every show is just so magical," said Audrey Ellingsen, a subscriber since Village Theatre's inception in 1979. "Each time I go, I'm always amazed. And every time, it gets better." Ellingsen also enjoys sharing the shows with others. "I like bringing people and helping them to experience theatre. After all these years, I come with enthusiasm to every show."
Though Ellingsen's excitement is shared by many subscribers, maintaining and growing a subscriber base has become increasingly difficult for theatre organizations in recent years. Reasons include the fluctuating economy, increased time constraints, need for greater schedule flexibility, and a desire to experience different types of arts events.
Another problem is a misperception of what being a season ticket holder actually means. The idea of purchasing season tickets has almost taken on a negative connotation in today's marketplace. Many potential subscribers are deterred by the upfront cost of purchasing season tickets, the potential waste if they can't attend shows, and the perceived obligation to attend all performances. There's also the outdated notion of theatre being an exclusive event, intended only for the wealthy or culturally astute.
This shift in attitude has left many organizations wondering what they can do to nurture new and existing subscribers. ACT Theatre in Seattle is addressing the challenge by providing consistent, useful information about the plays being performed and the theatre in general, responding to patrons' need for a more meaningful theatre experience.
"We provide opportunities for our subscribers to learn about the art of writing and producing plays," explained Harley Rees, director of audience development at ACT, "and encourage subscribers to invest in their relationship with ACT, not simply as ticket buyers, but as people who share a passion for theatre."
Seattle Repertory Theatre has also adjusted offerings to accommodate the budgetary and time concerns of its patrons. An example: though the Rep produces nine plays a year, it offers flexible season ticket options so that subscribers may purchase as few as four plays. "Some folks regard season tickets as a 'big ticket' purchase," said Rob Knop, marketing manager for the theatre. "But when you really sort through the options, Seattle Rep does a remarkable job of providing a variety of subscription prices, ranging from as little as $127 to as much as $368. To put it into perspective, I think people probably spend more money a year on coffee — well over $800 if you buy a cup every work day."
Both Village Theatre and ACT Theatre also offer subscriptions for every budget. Subscribers can select from plans priced from $90 to $215 at the Village Theatre and from $111 to $300 at ACT.
Village Theatre has over 17,000 subscribers and an 80 percent renewal rate — well above the national average. This success over 27 years is credited to keeping productions accessible to audiences of all ages. "We take great pride in producing a wide variety of musicals for our diverse audience base, without sacrificing production or entertainment values," said Hunt. "We encourage all patrons to bring their families to experience live theatre. In fact, we provide a sound-proof family room for parents with babes in arms or young toddlers, making it easy for all of our patrons to plan an enjoyable evening out."
Since income from season ticket sales plays such a big role in funding productions, theatres reward subscribers with benefits including ticket and parking discounts, priority seating, pre- and post-show discussions, and access to special hosted events throughout the season.
But what if artistic choices fall short of what an audience member expects? This is the other elephant in the room. Every theatre struggles to strike the balance between satisfying artistic ambitions and delivering what audiences want. At times, these two goals conflict, creating yet another challenge. "When we survey our non-renewing subscribers, the number one reason they don't renew is because of play choice," explained Stilwagner. "But these patrons tell us they will come to some of the upcoming productions and join us again as subscribers another season when they want to see all five shows. Unfortunately, when you don't renew, you are giving up your priority seating and many benefits. And you are no longer providing your annual support to the organization."
It's inevitable that not all productions will appeal to all audience members all of the time. Does this mean that if you don't care to attend every show in a season, it's not worth subscribing to any of them? Or worse, that it will be a waste of money?
In reality, savings off the price of single tickets, along with subscriber benefits, make being a season ticket holder worthwhile — even if you don't attend one or two performances. A wonderful thing about tickets to an arts event is that they may be used by anyone: if you prefer not to attend a particular show, you can pass along your tickets to friends and family, allowing them to have a unique and special theatrical experience. In addition, you have the satisfaction of knowing that your subscription dollars continue to support the theatre and help produce the kind of shows you have loved for years.
"People spend hundreds of dollars a year to buy Mariners season tickets and they may not attend all the games," observed Hunt. "Often they share their seats with those close to them. It would be wonderful if theatergoers adopted that mentality. We understand that subscribers might not always be available to see all of our shows — or want to see them all. But I've been told many times over by subscribers that when they give their Village Theatre tickets to friends, the appreciation of the friends is as good seeing the show themselves. So why not subscribe to an entire season and give your unused theatre tickets as gifts? Introduce someone new to the theatre. You'll be glad you did."
Jacquelyn Rardin is the former public relations manager for Village Theatre and a freelance writer.
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