On March 14, 2011, Obsidian Theatre Company held an indie producing workshop as apart of their Black Ties networking series. Thanks Natasha for taking notes! Here they are for future reference.
Indie Producing Workshop Notes
March 14, 2011
Flyers and Postcards
- Aim to showcase compelling graphics
- Drawn artwork is appealing
- Get your image out by a month prior to opening
Promotion
- Websites are effective in a digital society
- Can save money by simply creating a free blog site that features crucial information
- Post show in as much online sources as possible to increase word search links for those searching information on your show, i.e. multiple outlets
Group Sales
- Give complimentary tickets to specific groups who may not be able to buy full-price tickets
- Target groups that relate to the content of your production, ex. feminism > seek out women’s groups, post-secondary women’s studies students
- Fringe has word of mouth tickets in which they give out complimentary tickets to be handed out to individuals in hopes they spread the word before/after viewing the production
Questions to Ask when Pricing
- Who do you want at your show: People like you or unlike you?
- Whose shows are similar to yours? Compare price
Have a price range that covers your production costs and provides options. Below is a box office example:
MON/TUE/WED $25
THU/FRI/SAT $35
SUN $PWYC
Survey on audience satisfaction indicated top two priorities are
- Parking
- Comfortable seats
*Does your show have any barriers, how will you work around/with them?
Advice: Do not spend over $1000 on a Fringe production
Running our own Theatre Company
- Create allies, both individuals and organizations
- Consider whether you want to incorporate as a non-profit organization
- Pros- access operating grants, higher community recognition
- Cons- Legal responsibilities, paperwork, reliant on board member decisions
- If you remain indie/independent you have access to project grants
- You may also partner with an establish non-profit organization that will qualify you for operating grants through internship and artistic development grants
Act on immediate opportunities and if you are accepting an investment how can you guarantee against loss?
Co-Producing
- Have written agreements before any work begins
- Ensure that the partner is behind your project and not just “doing you a favour”
- The benefits should be reciprocal and not for ulterior motives
- If debt is acknowledged as a possibility then make sure that everyone understands how funds should be spent and how those decisions are made
Fundraising
- Ask yourself is time effectively used planning a fundraiser versus writing grants/sponsorship requests.
- #1 always ask for money that is the only way you shall receive it
- #2 Segment, ask for specific amounts to give the donor an understanding of your needs
- Suggestions: Theatre companies can main out season subscriptions/promo with donation envelops.
When describing your play refrain from saying: it’s really great!
- Target groups in layers, old friends, co-workers, elders, teammates etc. and pitch to their interests,
- Ex. nationality, social issues, use of multi-media, time period, etc.
- Personal e-mails, letters- both inviting and thanking people for coming
- Keep records and follow up with those who show support
Fringe Festival is expanding by adding an outreach wing, paid internships and online ticket subsidies
