What is your first memory of attending a theatrical production? Wednesday’s Rotary meeting opened up with a table talk featuring that exact question. Whether it was a musical, a Broadway production, a local theater, or even a school show, it’s likely to have stuck with you in one form or another. As fellow Rotarians discussed their vivid memories, the conference room at the WAC became energetic as members shared their fond memories of engaging in local arts and cultural experiences.
November’s theme for Rotary is Arts and Culture Month and Wednesday’s meeting featured a panel of three local arts leaders: Vivian Phillips, founder of ARTE NOIR; Jeffrey Hermann, managing director of Seattle Rep; and Bill Berry, executive and artistic director of the Fifth Avenue Theater. Together, these panelists informed attendees about the current state of the theater environment in Seattle, and how they are working collaboratively to address challenges that still linger from the COVID-19 pandemic.
Phillips began the panel by inviting Berry and Hermann to describe what makes their organizations distinct. “What I think is really special about the Fifth is we bring musicals to life,” Berry said. Berry described how the Fifth works to curate productions to Seattle and the Pacific Northwest community to bring in a mix of both national and local productions.
Hermann followed up describing how the Seattle Rep focuses primarily on plays rather than musicals, bringing in over 100,000 audience members to see 8 to 10 shows a year. “We also have robust education programs, community engagement, and outreach,” Hermann said. Hermann shared how Seattle Rep also works to ensure that local artists, performers, and those seeking a career in the theater have opportunities through things like internships or showcases.
Community arts organizations in the last several years have struggled to regain their footing, seeking to return to attendance levels seen prior to the pandemic. Despite that, Seattle Rep and the Fifth Avenue Theater have sought creative and collaborative solutions. Describing the recent strategic alliance between Seattle Theater Group and Fifth Avenue Theater, Berry reiterated that this was not a merger or acquisition. “We are two separate entities. We merely formed a business relationship to support one another in different ways,” Berry said. Partnerships like these allow groups to reduce costs, bring in more shows, and ultimately provide the same quality of entertainment that Seattle is accustomed to.
Hermann shared how Seattle Rep has also partnered with Seattle Children’s Theater in a similar manner. The two distinct groups have combined back-office operations such as call centers, IT support, and data services. This has allowed both organizations to thrive and have collaborative success.
Hermann shared how data indicated that young couples’ attendance would drop off from regular visits when they began to have children. When this occurred, their attendance would usually pivot to the Children’s Theater. But once those children grew up, they would usually begin attending the Rep. “So, it’s not like we’re losing people for 15 years, but they’re going over to our friends then at some point they’ll come back to us,” Hermann said.
The panelists continued on this theme of collaboration by sharing that local strategic partnerships have an additive impact that allows for mutual success between the organizations. “The plan is to actually double down on producing over time, but we needed to take an intermediary step and partner and maybe bring some more tours into the venue in order to build up an audience base, and control some expenses,” Berry said.
Berry emphasized that these strategic partnerships and cross promotional activities have already seen success. Berry shared how the Fifth Avenue Theater today has more subscribers than it did two years ago. “That’s partially due to the STG relationship because they were able to provide some touring content this year that we had wanted to do for years,” Berry said.
Berry explained how the musical Chicago was a target production the theater had wanted to host, but STG was traditionally the host of productions such as that. The new STG strategic partnership has allowed a mutually beneficial relationship in Seattle by sharing resources, expertise, and marketing abilities.
While some in the community may be worried about the idea of these partnerships looking like consolidation in the arts community, leaders in this area have long term views to continue to grow back to pre-pandemic levels of attendance and to make it more accessible for the greater community. “I think the most important thing is that the Fifth Avenue Thater is healthy, and we’re building to a really bright future,” Berry said in closing remarks. “We’re excited about the future. We believe that there’s growth in the future. And so please come and see the work that we’re doing and know that we’re here,” Hermann closed with.
In her closing remarks, President Jan Levy celebrated the power of creative collaboration to enrich community life, highlighting how the arts foster connection and cultural vitality. She encouraged continued engagement, expressed heartfelt gratitude for those contributing to the community’s flourishing, and wished everyone a joyful Thanksgiving and a renewed sense of togetherness at upcoming events. As Levy put it, “Every collaboration expands possibility, ensuring the spotlight reaches every corner of our community. When creativity flourishes, so do we. Celebrating imagination, connection, and the vibrant cultural life that makes our region so extraordinary.”
-Thank you for getting the report in early so I could celebrate my bday in style, Logan!
