May 2019

Maine theaters are in high gear to build loyalty within their audiences. Here are some of the strategies behind the curtain.

From Staff & Wire Reports

The audience erupts into applause Dominique Morisseau’s Skeleton Crew. A scan of Portland Stage’s 286-seat mainstage reveals a smattering of twenty- and thirty-somethings but is predominantly an older group. It’s the second performance of the show, and the theater’s packed.

Two weeks later, on a Friday night, “the side sections were half empty, and the back rows were half full,” says Harlan Baker, lecturer in theater at the University of Southern Maine.

With a lineup of electric summer shows scheduled, what challenges do theaters face, and what new efforts are they making to deepen and entice their audience?

Balancing Act

Portland Stage’s Rush35 was put in place to bring in “audiences 35 and under by offering a low-cost ticket to our shows,” says Eileen Phelan, director of engagement. “In addition, we hold pre-performance receptions for members with complimentary Flatbreads Pizza, Two Fat Cats treats, Shipyard Beer, and wine the first Wednesday of every Mainstage production.”

So the idea is to turn theaters into tasting rooms? Are shows necessarily edgier because younger audiences are there? As these issues flare up, Maine’s theaters are taking a deep look in the mirror. “Portland Stage has added several trustees to our board as well as members of our artistic committee with an eye to better reach that demographic,” artistic director Anita Stewart says. “The artistic committee works with me and our literary manager, Todd Backus (who is in this age group as well), to put together a season. By including these voices in decision-making and leadership roles, we ensure that we hear their perspective.” Not that Portland Stage hasn’t always been forward-looking, fresh and edgy. Sarah Jessica Parker’s first acting role after Annie where she was allowed to travel alone was up here: “I was 15 when I came to Portland Stage…That time of life can be challenging for a young actress…I was so lucky to be part of that company…They watched over me, and it gave me a safe place to learn about the craft.”

Taking It To The…Apps?

Other theaters like Berwick’s Hackmatack Playhouse are sprucing up their social media platforms in hopes of targeting new audiences. “We’ve been using apps like MeetUp, and they seem to work okay,” says Michael Guptill, producing director. “We attempt to target folks looking for a different kind of night out—a relaxed summer night out, very old fashioned. I hope this appeals to more than just theater-loving folk.” (Guptill fails to mention his most powerful culinary inducement—homemade, fresh strawberry shortcake offered at intermission.) Along with partnerships with non-profits, Hackmatack offers $15 student tickets. “The goal there is to catch them when they’re young.”

Maybe expanding the audience’s demographics can be a stress, but, “once you come, you’re hooked,” Guptill says. If you haven’t discovered it, this high-energy rustic attraction is just the ticket.

Starry Nights

An hour and a half from Portland, Madison isn’t the first place most would expect to find professional theater, but in its 119th season, Lakewood Theater remains a force. It was the “major tryout theater for potential Broadway productions” from 1925 to 1941. [See Humphrey Bogart’s connection with Lakewood in “Maine, Sweetheart,” November 2018.]

“We’re off the beaten path here,” says Lakewood’s Stephanie Irwin. “Many of the people who come up this way aren’t necessarily looking for theater as a first choice for entertainment. We try to counter that by having a varied selection of shows to try to pique the interest of people who might be trying theater for the first time. We also try to keep our ticket prices as low as possible while relying on that revenue to cover the bulk of our production expenses. We’ve used print and local radio advertising for many years to reach audiences in Maine and expanded that to online…”

Like Hackmatack, Lakewood is finding its place in the age of the app. “We utilize Facebook to reach all the people who liked our page with pictures from shows and even some videos to promote productions. This year, we’re expanding our footprint by adding an Instagram account to [our email outreach].”

Thinking Outside The Black Box

“Ironically and amusingly, our biggest obstacle is convincing people to give Shakespeare a try,” says Sarah Barlow, artistic director of Acorn Productions’ Naked Shakespeare. Who was Shakespeare, anyway? Cool, dark, and brooding–think Harry Styles.

Started in 2004, the ensemble hasn’t been afraid to take its shows to the street. Having performed classics such as Hamlet and As You Like It in public spaces like Longfellow Square and Riverbank Park in Westbrook, the ensemble knows sometimes you’ve got to take the show to the audience. “I think, and hope, that the biggest selling point is our clarity and connection to the audience, and if one experiences not just understanding but actually enjoying Shakespeare and then sharing that excitement with others, that’s more likely to bring in new faces than anything.”

At Maine State Music Theater, it isn’t a matter of getting people in the seats. The problem is where to put them all. “We can only have the Pickard Theatre [at Bowdoin] for 12 weeks,” says artistic director Curt Dale Clark. “We’ll never leave Bowdoin…but our only way to expand currently is to do co-productions. We’re virtually sold out playing to almost 97-percent paid capacity for the entire season, and the rest of the seats are given to non-profits in the services area.”

This year, MSMT will partner with Portland Stage for Ain’t Misbehavin’ and The Public Theater for Grease, a show managing director Stephanie Dupal says “appeals to younger audiences without alienating our current subscribers,” who are mostly “65 and older” and “well-educated with high levels of disposable income,” according to their website.

All The Hype

Mad Horse Theater sparked and energized an audience at a recent 2019/2020 season reveal party held at the Press Hotel. The event, $35 to attend, was promoted on Facebook and included a cash bar, an auction, and hors d’oeuvres. “We wanted to make it a celebration of the season and build that relationship between the theater and the audience,” says artistic director Mark Rubin. “It can’t be transactional as it once was… We’ve thought about inviting the audience to a local bar after the show, let them know the actors and director will be there so they can talk to us. They want to process what they just experienced.”

The World’s A Stage…In Small Bites

On top of producing a season of shows, theaters are now facing the demand to perform on another stage. “My 12-year-old son made a few videos for us. One of the interviews was with an actor for Deer. Another featured a director, then audience members,” Rubin says. “We call it Mad Horse Minute. It’s something we’re relatively new at, but we’re always looking for new ideas.”

How much can we really expect of our thespians? “I do think it’s a lot to ask of us to put on shows and to put in all this effort around marketing. It’d be nice if the shows sold themselves.” The team at Lakewood shares a similar sentiment. “It is hard to give the attention needed to advertising the theater when we are a summer venue and so busy for 18 weeks of the year. We’re blessed to have some very enthusiastic and skilled volunteers who work tirelessly to make all of this happen.”

When the curtain drops, it’s still all worth it, and we’re thankful for it. “Theater is inherently about bringing a group of people together in one space for a shared experience,” Stewart says. “It takes time. You don’t get an immediate answer, or any answer at all, but hopefully your experience resonates long after the show is over.”

Enticements

Portland Stage: Rush35

Hackmatack: $15 student tickets, strawberry shortcake

Lakewood Theater: Special events tie into the themes of shows: horse-drawn carriage rides for period shows, had antique cars on display for shows, and drink specials at The Lakewood Inn.

Mad Horse: Pay-what-you-can for 25 and under.

The Public Theater: Wine Down Thursday, free wine samples courtesy of The Vault and Roopers before Thursday shows.

Ogunquit Playhouse: $20 Hospitality Ambassador rush tickets for those who work as front-line staff members in the hotel, restaurant, or retail industry in Maine and New Hampshire. $20 student rush tickets on specific dates for each show.

Maine State Music Theater: Tuesday Teaser Film Series