Show Business is Not Just Show

Broadway at night

Whether one is attending a show on Broadway, in a regional house such as Music Circus, in a local theatre company like Civic Theatre West, or at a high school, show business remains a business.   Like all businesses, during tough economic times, income decreases while expenditures remain the same or increase to produce a show.  Contrary to popular belief, theater companies do not make 100% of their income from ticket sales.  That would be impossible for most companies who want to produce outstanding theater.  Some have a higher percentage of their budgets supported by ticket sales; however, most don't.  Most apply for grants and donations from the government, private foundations, corporations, and individuals like you and me.  Theaters, after all, are charitable organizations; however, these resources are dwindling every year.

The good news is that according to Giving USA, 75% of all charitable donations are offered by generous private individuals.  The challenging part of the news is that charitable giving dropped a total of 3.6% in 2009 to $303.75 billion nationally (Pursuantmedia.com, 2010).  Giving to the arts alone dropped 2.4% to $12.4 billion.  According to the National Center for Charitable Statistics, the average family in Sacramento County listed on its taxes as having donated $2,865 per year in 2006.  This is about $1,400 less than the statewide average, and similar to the giving patterns in Inyo, Nevada, Tuolumne, and Butte Counties (2010). 

Music Circus

I received an e-mail today from the largest theatrical organization in Sacramento today requesting money to assist them in making up a shortfall created by our challenging economy.  Richard Lewis, the executive director of California Music Theater Company (CMT), the parent organization of Music Circus, the Broadway Series, and Cosmopolitan Cabaret, requested donations from patrons from $100 to $2,500.  People simply aren't filling their seats in the way they have in the past.  Sadly, CMT is not the only one to have this experience.  For different reasons, Artistic Differences just closed up shop, as did Civic Theatre West, formerly Magic Circle Repertory Theatre.  Without exception, every theater company needs community support to continue operation.

One might wonder why someone should donate to their favorite theater when there are other pressing financial concerns in front of him or her.  One must remember that whether ballet or opera, musical theater or straight plays are your thing, one has to attend the productions and support the business of show business.  Otherwise, like all organizations without adequate support, they disappear.

Imagine for a moment those evenings or Sunday afternoons when you saw the best production you'd ever seen.  The lights in the house went to half, and you knew that something magical was about to happen.  You've seen shows there many times, and this, your favorite theater company, rarely disappoints.  The conductor takes her downbeat, and the music swells.  Immediately, you are in the show!  The characters come to life, the lighting is perfect, the costumes dance, and the sets let you forget for just a moment that your mortgage is upside down and that your son is starting college in the fall.

None of this happens by accident, and none of it is free.  You pay your ticket price, of course, and for that, these companies are grateful.  They love to see you in the seats, not only because of your pocketbook, but because they are truly joyful to know that you have returned again as a secure patron who knows she will see an amazing production!  They are proud of their work.

Tower Theatre, Roseville

Even with a full house, ticket sales account for about 30% to 50% of the money necessary for operation.  Imagine if the work you did paid for only 30% of your bills.  It wouldn't be pretty.  This isn't because of poor business practices that it is set up like this.  It is because without these donations, few people could afford to attend shows. I suppose most people wouldn't want to, or couldn't for that matter, pay $60 a ticket to see a local production or $240 per ticket for Music Circus.

What's the other option?  If every person who bought a $20 ticket in a 400 seat local theatre donated $25 to $50 a year or more, that would be a huge boon to the company.  You, then, become a stronger patron of the arts.  You have helped assure that a variety of shows are available in your area, and your thumb print is seen on the stage. 

Are you a business owner?  Perhaps you could buy an ad in a program for your company?  If you own a larger company, you could even sponsor a show, and have your name on the marquee.  There are many, many options to support the arts in your area.  Call your favorite company to find out what your options are.  As with any business, theater is about relationships onstage and off. 

You can take a leadership role in supporting the arts in your community.  Donate to your favorite theater.  Make a few calls.  Talk with your friends.  Chat with local business owners.  It only takes a few minutes of your time, and the benefits to your community are enormous.  I know the theater company you choose to support will be extremely grateful.  Your name likely will end up in the program, too.

The power to maintain and grow the artistic community is in your hands.  For those who actively participate already, thank you.  You've made a difference.  I, for one, am anxious to see what those who are now contemplating a greater involvement in theater will do. 



Woodland Opera House



References:

Pursuantmedia.com (2010, May) Giving USA Executive Summary. Center on Philanthrophy at Indiana State University. Giving USA Foundation. Clearview, Illinois. Retrieved from http://www.pursuantmedia.com/givingusa/0510/

National Center for Charitable Statistics (2010)   Charitable Giving by Households that Itemize Deductions (AGI and Itemized Contributions Summary by Zip, 2006), Internal Revenue Service,The Urban Institute, National Center for Charitable Statistics. Retrieved November 24, 2010 from http://nccsdataweb.urban.org/NCCS/V1Pub/index.php