The Road – From Booking to Final Bravo!

Greetings after a bit of a hiatus, and welcome to the 2014-2015 touring season!

Actually, the season pretty much started back in September, so we’re in the thick of it now!

But how did we get to this point? Hundreds of touring engagements will make their way across North America this season, as they do every season. What are the basic mechanics of the business that make that happen year after year? What’s the timeline?

Well, aren’t you glad you found The Road 101, because it is here where you’ll find out how that wholllle process works! A process that is a long, complex, ongoing cycle. There are many places I could begin, but for this post, I am going to begin discussing this cycle with the Tony Awards Nominations as a starting point, which typically take place at the end of April.

There are many types of shows that are out on The Road in a season and it is often a foregone conclusion that many of these will be back out there — the blockbuster, the second and third year tour, the non-Equity tour, the special attraction, and the smaller Off Broadway type show that has built its brand over many years, are just some examples.

Then, there are the new shows coming from Broadway in the current season. So, in this case, we’re talking the 2014-2015 Broadway season. These shows are the touring question marks. Which ones will make it out on The Road in 2016-2017? That’s right. Wrap your head around that for a second so you can follow along. The shows running on Broadway in 2014-2015 are being considered for touring in 2016-2017.

The Broadway 2014-2015 season is still evolving as I write this post, and booking agents (some already representing some of these shows) and presenters are watching closely which Broadway shows will make it through the season and rise to the top. When the Tony nominations come out in April 2015, that is a moment when certain shows could get a key boost, especially those shows nominated for Best Musical. Though agents and presenters are seeing shows throughout the entire season, it is typically during Tony Awards season when many in the industry check out Broadway to see which are most likely to end up being viable touring properties. A lot of this theatre-going happens during the annual Spring Road Conference, which typically takes place between the Tony nominations and the Tony Awards. Now, winning a Tony Award this season does not necessarily guarantee that a show will go out on tour for the 2016-2017 season. There are many factors that a producer and a general manager need to take into consideration before deciding if their show is viable enough for a tour:

1. Did the show make it through Tony season in good shape both from an awards standpoint and a box office standpoint?
2. Did the show make a good impression on enough presenters?
3. Can the show offer a deal that presenters can work with?

Okay, so, the 2015 Tony Awards have happened and we are now in summer 2015. The blockbusters, second year tours and non-Equity tours are largely routed and slotted in for the 2016-2017 touring season. The booking agents are also more clear at this point regarding which of the new 2014-2015 Broadway shows they represent will likely make it out on The Road in 2016-2017, and which will fall by the wayside. The final part of the 2016-2017 touring season programming process is now in full swing as booking agents and presenters work through final deals and tour routing. Again, these interactions happen throughout the year, but it is during the summer and into the early fall where all programming MUST be finalized.

Why must programming be finalized by fall 2015? Because it is at this point that presenters need to then begin figuring out how they want these shows to be priced. It is important to be thoughtful about all the details that go into pricing and to consider all data and history available to maximize profit. If an engagement is not priced and discounted correctly at the outset, there is the chance that the engagement could lose money, or, conversely, it may make money, but if it was underpriced and over-discounted at the outset there is a chance of “leaving money on the table,” meaning even more money could have been made. The opportunity to maximize profit is then further exploited via dynamic pricing.

So, once the presenter decides on the pricing for a show, which includes prices for singles, subscribers and groups, the presenter then sends this pricing to the show’s booking agent for consideration, which oftentimes ends up turning into a back and forth negotiation. Again, multiply this step by many, many engagements that need to go through this detailed process. For a large company like Broadway Across America with numerous markets, the ticket pricing process takes several months to complete. During the pricing process, things move fast and timing is everything, as prices need to be agreed to by the show and the presenter and locked in quickly so the marketing teams can then get to work on creating the brochures, which will include these prices and discounts, and which need to go into the mail to subscribers by certain established deadlines.

The time is now winter of 2015-2016. The 2016-2017 pricing process is beginning to wind down as we move into March. The booking agents and presenters are making any final little programming and deal tweaks to the 2016-2017 season while at the same time are also in the process of booking the 2017-2018 touring season. Meanwhile, as all this is happening, don’t forget, the 2015-2016 engagements are currently out on the road on tour requiring constant management through the end of their tours in May or June, each engagement culminating in its own final bravo – settlement.

And now, it’s Tony Awards season again. Which brings us back to where we started.

Pfew. Did you follow all that? Yeah, I’m still learning to wrap my head around it, too, and I WORK in the business!

In the end, this is just a broad overview of how the booking and pricing cycle works as I have come to understand it. It is likely that others in the industry would have other details to add, but this should give you a pretty good sense of the general timing of it all.

If you have questions, feel free to email me anytime at robin@theroad101.com. If I don’t get back to you immediately, please forgive me. I’m probably swamped in pricing for 2015-2016.

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The Road in New York State is NOW not too taxing!

Wonderful news out of Albany yesterday, which is not something I get to say too often. No April Fool’s joke, the State Legislature approved a tax credit in the state budget for FY14-15 that will cover 25% of production-related costs for shows that tech and/or try out road tours, or pre-Broadway productions in the State of New York outside the boundaries of New York City. I first mentioned the possibility of this tax credit back in October 2013 in this post.

Below are links to several articles that cover this recent win-win for New York State and Broadway tours and pre-Broadway productions. And if it’s a success this will show, once again, how beneficial the performing arts can be to local economies. Hopefully, this will set a good example and one day a tax credit will also be considered for other sectors of the theatre industry, especially the historically and culturally significant, but vulnerable independent theatre sector in New York City where so many performers, directors, designers, managers, and producers that work on these Broadway level shows got their start.

Bravo, Albany!

THE NEW YORK TIMES

PLAYBILL

THEATERMANIA

BROADWAY WORLD

AP

amNY

SCHENECTADY GAZETTE

BUFFALO NEWS

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The Road to Key West 2014

Another Broadway Across America Theatrical Conference ended its short, but sweet run this past Thursday night in warm (thank goodness!) and wonderful Key West, FL. This year’s conference ran from February 10-13 on the theme of “catching waves and driving change,” the aquatically inspired metaphor being that not unlike that of a surfer, theatre industry professionals must continually “experience, create and innovate” by taking risks to keep up with changing times, while also maintaining a sense of balance and tradition.

For those of you not familiar, BAA’s biennial theatre conference is where all the top presenters, producers, general managers, booking agents, and ticketing and technology experts associated with the commercial theatre industry converge for several days for panels, creative presentations, business, networking and some fun. Well…er…a lot of fun.

To kick things off, popular humorist, Mo Rocca and acclaimed director, Jack O’Brien delivered charming and meaningful keynote addresses, with Rocca describing various theatre memories from his childhood, and O’Brien instructing those on the business side of the theatre to “play” more. He reminded attendees that gathering in Key West in this relaxed and fun way was important, because despite having become very much a business, theatre has been, and always will be, first and foremost about play.

With regard to the panels, the overarching takeaway for me was about how ticket sales are “riding the wave of technology” with trends showing that more and more people are purchasing tickets through their smart phones and tablets. In order to capture those sales more effectively, the industry is reaching out to experts in digital for support, and, in some cases, bringing digital experts on to their own staffs. A small sampling of the ticketing and digital leaders who spoke on this topic included David Andrews, SVP, Shubert Ticketing, Damian Bazadona, Founder, Situation Interactive, Stan Deak, VP New Business Development, Experience, which is based in an app that allows you to upgrade your seat, or add on an experience right from your mobile device, and Julia Vander Ploeg, GM & SVP, Ticketmaster Resale, who discussed the new TM+ website.

Cast members of GETTIN’ THE BAND BACK TOGETHER perform at the BAA Theatrical Conference in Key West.

But the conference went way beyond panels! There were also a number of special performances, as well as exciting creative presentations of both new and established works! These included Cyndi Lauper (KINKY BOOTS), Sheryl Crow (DINER), and the lovely Jessie Mueller performed songs from the hit Broadway show, BEAUTIFUL. I was particularly enamored by the presentation of AMELIE, and will be rooting for the show as it continues in its development and journey toward Broadway. Other shows represented at the conference were GETTIN’ THE BAND BACK TOGETHER, WE FOXES, THE HEART OF ROBIN HOOD, MOTOWN THE MUSICAL and DIRTY DANCING.

The energy at the conference was inspiring, and by the close it was clear that The Road has never been stronger. It’s heartening to know how alive and well theatre remains despite all the various entertainment choices out there. And I truly believe that The Road, by bringing theatre beyond New York, Chicago and other major cities, directly and indirectly helps theatre at every level thrive all across the country. By maintaining and building new audiences, fans and supporters on The Road, theatre remains highly visible, as well as culturally and economically relevant. And no matter how technologically advanced this world gets, at the end of the day there will never be anything that could ever duplicate the kind of magical experience that only live theatre can offer.

Closing night fireworks on the beach of the Casa Marina Hotel, Key West.

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Are AEA Actors Being Left By the Side of The Road – Part 3

Yesterday, Actors’ Equity Association held a forum where its membership had the opportunity to voice concerns regarding what some performers view as the unfair utilization of lower tiered touring contracts by certain productions that will be going out on tour in the 14-15 season. Here is a follow up article on the forum in The New York Times.

Having been an actor myself, and someone who now also has a number of years of experience on the business side of theatre under my belt, I have a decent understanding of both sides. I chose not to attend the forum, but based on the NYT article it sounds as though the AEA leadership provided a sense of the historical and financial context that led to the establishment of these various mutually agreed upon lower tiered union touring contracts.

But is AEA’s membership now satisfied and willing to accept the way things stand, or when it’s time for AEA to re-visit these contracts will the membership push their leaders to seek changes? Any thoughts, or predictions? Feel free to share!

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Are AEA Actors Being Left By the Side of The Road – Part 2

Returning to the topic of a recent post, below is a link to an article by Chris Jones of The Chicago Tribunewho shares his thoughts about the increased use of tiered contacts for national tours that lately has members of AEA up in arms.

Would love to hear your comments on this issue here at The Road 101 if you have ’em!

‘How and why actors’ paychecks are shrinking on tour’

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From Broadway Flop to Touring Cash Crop?

Now that it’s lights out for the most expensive show in Broadway history, SPIDERMAN – TURN OFF THE DARK after a widely reported troubled run, does the show have a chance of spinning a new web somewhere else?

Maybe.

Check out this article in The New Yorker  that discusses ways of making lemonade out of a Broadway lemon. One of the ways is on The Road. I talked a bit about this in a recent post. The New Yorker article broad strokes things a bit about The Road, as making any show that goes out on tour a commercial success — Broadway flop or Broadway success — depends on a combination of smart producing, thoughtful season programming, attentive day to day management, and expert tour marketing. These missing details aside, however, there are plenty of useful takeaways here. Especially the reminder that “Theatre is a business, yes, but it’s a weird one.”

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Are AEA Actors Being Left By The Side of The Road?

An article in yesterday’s New York Times exposed the growing frustrations of some of AEA’s membership about upcoming 14/15 tours using lower-tiered contracts. You can check out that NYT article here.

For more information about the Short Engagement Touring Agreement (SETA), please check out my post from a few years ago here.  Also, in a more recent post, actor Patrick Oliver Jones, currently on tour with EVITA, talks about how the SET Agreement works here.

Stay tuned for more on this issue as details develop following AEA’s Town Hall Meeting on January 27.

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Broadway or the Highway?

Broadway. The ultimate goal. The big time. The main sign that your show has “made it.” The pinnacle of success.

Or is it?

Plenty of shows that you think could go to Broadway don’t go to Broadway. Or, at least not right away. For one reason or another, producers decide that Broadway is not the right fit, and rather than take their shows directly to Broadway, choose to take them on the road instead.

Taking a show on tour rather than going directly to Broadway, or avoiding Broadway altogether has a lot of potential upsides. It allows the creative teams to regularly observe their shows and make tweaks all along the way. It keeps the shows away from the scrutiny of New York City’s critics and bloggers. It gives the shows a chance to build up their name and brand. It is likely going to be cheaper to build a touring show and sustain weekly operating expenses on the road compared to Broadway, which mitigates some of the financial risk. And, while Broadway is an amazing brand, a show that is not ready for Broadway, or not the right fit for Broadway, but makes the decision to go for a Broadway run, runs the risk of being “branded” by the critics and bad word of mouth, which could ultimately lead, as it often has, to an early closing, and significant losses.

Several shows are out on the road now that could, but may or may not ultimately come to Broadway, or to Off-Broadway for that matter, such as FLASHDANCE,  THE WIZARD OF OZ and I LOVE LUCY – LIVE ON STAGE  to name a few, and below is a link to a recent article about another show that is keeping a safe distance from the Great White Way for the time-being. It seems “any way the wind blows” them other than to Broadway is perfectly fine for them…

“Jukebox musical ‘We Will Rock You’ is a champion”

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The Road in New York State – Soon not too taxing?

Hey there, Road 101 fans! I’m back here in the blogosphere after a super busy several months during which I was completely immersed in a time-sensitive musical theatre commission, as well as deeply involved in our hectic, and, often-times dramatic New York City 2013 primary elections! For those of you who do not live in NYC, we’re in the midst of a significant change-over here, from the Mayor on down.

In addition to the work I do at BAA, I am also a member of a 501 (c)6 here in NYC called The League of Independent Theater and this election year has been crucial towards achieving our goal of helping to get candidates elected who are pro-performing arts, and who pledge to do everything in their power to help our economically and culturally vital, but ever-struggling independent theater scene throughout New York City’s five boroughs.

Being engaged in the local elections was an amazing and educational experience. Quite a few of the candidates who we endorsed won their primary races (which in the preponderance of NYC races is tantamount to being elected), and so we are excited about this being a real beginning towards sustainability, and making sure that the performing arts don’t get short shrift. I encourage everyone out there, wherever you live, to get involved during an election year. It could make all the difference to the future of the arts in your community!

LIT based its endorsements on a candidate’s willingness to commit to our 8-plank performing arts platform; if not the whole platform, then as many planks as possible. The most challenging of our planks, but one we feel is absolutely vital, asks our lawmakers to: “Implement a proposal that would reduce or eliminate property tax assessments for those non-profit organizations that have an artistic mission and/or rent performance space to similar non-profit performing arts groups with artistic missions of their own.”

Okay. Ho-hum, Whatever. What does any of this have to do with commercial theatre touring, you ask? Well, the independent theater sector in NYC is not the only sector looking for a little bit of a tax break. The Broadway League, and other stakeholders in the theatre presenting world, are currently in the midst of their own tax-credit initiative proposal that they are seeking from Albany that would incentivize touring productions and pre-Broadway productions to do their tech and initial productions in New York State. Tours have continually shown that they invigorate local economies, so it makes sense for New York State to find ways to get more productions to come and launch their tours here. Whether it was as a result of these efforts, or perhaps they saw the light on their own, Albany lawmakers via the New York State Senate’s Cultural Affairs, Tourism, Parks and Recreation Committee, chaired by Sen. Betty Little, (a committee that thankfully also includes my fabulous, pro-arts State Senator, Brad Hoylman) will be considering a kind of tax credit for these sorts of productions during the 2014 legislative session. Here are two articles on the topic:

‘On with the show, with tax credits’

‘Proctors CEO: Boost local economies with tax credits for touring Broadway shows

As you already know because you are someone who is “in the know,” or because you read my previous posts on the topic, Louisiana and Illinois have already implemented a tax-credit for touring productions, and Massachusetts may potentially be next. Or, maybe, my home state will beat Massachusetts to the punch. 🙂

But the point I want to leave you with is that theatre touring, and performing arts in general, is ultimately a business, whether it be commercial or non-profit, that benefits the economy, and every once in a while, it’s important that those of us who participate in the performing arts, whether as a booker, a presenter, a producer, an actor, a stage manager, a director a designer, etc., get a bit more pro-active on the political front, so our elected representatives remember that they need us, and that we’re not just all song and dance.

Don’t forget to vote November 5th!!!

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The Broadway League 2013 Spring Road Conference – Part 2 of 2

I’m writing this post from my mobile phone. I’ve never done this before, so apologies in advance for any typos or weird formatting!

Day 2 of the Spring Road Conference has been a full day of diverse panels and creative conversations that began at 8am. Below is a small sampling of just a few of today’s discussions…

EVOLUTION OF THE ROAD

In this panel, a group of presenters, producers and booking agents discussed general observations, as well as some of the economic challenges involved in commercial theatre touring from their varying perspectives. Here is an overview…

– In the course of laying out a tour presenters and producers feel there is room to improve with regard to balancing the strength of sub load-ins from one market to another. In other words, perhaps adjusting the deal for a show from market to market in relation to the size of the sub load-in is worth considering, as a larger sub load-in involves less risk compared to a sub load-in that is not as robust.

– Bookings are happening further and further in advance, allowing for more lead time.

– The success of family titles was seen as varying from city to city from one presenter’s standpoint. Certain cities will have more family programming over another and the popularity of family programming is not necessarily uniform across markets.

– The question of whether there is too much product out there was brought up, and how that might be affecting the success of an engagement, as well as the number of weeks competing tours are able to get as a result.

– Revenue Management: Dynamic Pricing, also called Demand Pricing, is becoming an increasingly popular and effective tool for presenters and producers to maximize revenue and the panel concurred that demand pricing has even much more potential. Demand pricing, when implemented effectively, in addition to increasing gross revenue also helps to offset show and venue related expenses that continue to increase year after year.

– On a universally positive note, the panel agreed that Broadway is becoming more mainstream. Songs are getting out there due in large part to the recent theatre reality shows, as well as TV shows (such as “Glee”) that have helped to educate a larger population about musical theatre.

– The panelists agreed it was wise to think more about seeing how to effectively harness the digital activity that goes on during Broadway runs and apply this momentum to touring shows. The first time theatre ticket buyers hear about a tour coming to their town should not be when they are being sold a ticket.

“HAVE SAFE TIX!”

This panel discussed the ongoing problems presenters have with ticket scalping websites that make themselves appear as though they are associated with the presenters and their theaters. Many presenters are trying to get state and federal legislation passed to combat these companies, as many patrons are buying their tickets from these sites thinking they are buying tickets from the actual theatre organization. These sites overcharge and also don’t provide customer support when something goes wrong. The theater then ends up holding the bag and dealing with angry, confused patrons who thought they bought their tickets from the theater. It seems presenters are fighting an uphill battle against the savvy scalpers, but they are indeed fighting hard, and have been finding better ways to educate their audiences about these sites.

CREATIVE CONVERSATION

We were super fortunate to have the leads of KINKY BOOTS along with Harvey Fierstein, Jerry Mitchell and Cyndi Lauper as a creative conversation. These conversations are fun, informal panels about the creative process and other behind the scene tidbits. This group had a wonderful chemistry, which is also apparent when you see the show!

* * * *

The most significant takeaway for me from this year’s conference is how much more digital the commercial theatre industry has become since I first started attending this conference six or seven years ago. Producers, presenters, and their teams are clearly beginning to embrace digital media and strategies to strengthen their marketing and ticket sales. Even the conference schedule was accessible via an app!

It’s both exciting (and a relief!) to see that the commercial theatre industry is starting to implement technology more assertively, and in creative ways. Using digital marketing and social media enables audience members to interact with the brand in a more direct and constant way, and also extends a sense of the live experience. This, combined with effectively reaching ticket buyers through all the various electronic devices we have now, and will continue to have, will help sustain the industry and make theatre remain a prominent entertainment choice for years to come.

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