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American Shakespeare
Festival Theatre
A Strategic Business Plan & Launch Proposal to re-open
The American Shakespeare Festival Theatre
Prepared & Presented by
Frank Tobin Enterprises
April 1, 2010
ASFT 2010 Proposals available online at
www.americanshakespearefesstival.com
The Vision
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Present an annual classical theater repertory season
highlighted by plays by Shakespeare and other great
playwrights performed by a professional resident,
multicultural ensemble of American theatrical talent
(May-September)
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Establish a Classical Theatre Training Academy which will
produce actors, directors, theatre artisans and craftsman to
present the finest repertory classical theatre in the world
(January-September);
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Present Special holiday theater, music and dance
entertainments such as The Nutcracker and The Christmas
Carol, etc. with special guest artists and local, regional and
national co-presenting organizations;
(November-December);
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Offer presentations of classical music, pop & youth-appeal
attractions and community and corporate events
(Year-round). :
The Mission
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Position the American Shakespeare Festival Theatre as
the crown jewel of American cultural life;
Create a uniquely American classical repertory theater
company of actors and musical theater artists;
Produce classic and new plays and musicals which speak
to contemporary American audiences of all ages;
Situate Stratford, CT as a preeminent cultural tourist
destination on a par with Canada’s Stratford Theater
Festival and the Oregon Shakespeare Festival, drawing a
potential annual audience of 400,000 attendees from across
North America;
Collaborate with top-tier American performing arts
organizations (theater/dance/opera/music) on shared
programming and production expenses, through joint
commissions and collaborations;
Utilize the cultural resources and educational assets of the
American Shakespeare Festival Theatre to bridge the gaps
in the communities of the greater Bridgeport-New HavenStratford region.
Objectives
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Finalize plans for the complete renovation and
restoration of the ASFT property;
Explore partnerships with Connecticut non-profit higher
education institutions to utilize the property year-round,
finance property renovation and amortize annual
maintenance;
Re-brand the American Shakespeare Festival Theatre as
a world-class classical repertory-producing organization,
featuring a resident acting ensemble of both
distinguished American theater artists and our brightest
new acting talent;
Revitalize Stratford, CT as a thriving arts-themed
community by tapping into the financial returns which
such a classical repertory theater company and a multipurpose arts performing arts venue can bring to a
community as witnessed by the Stratford Theater
Festival in Ontario, The Berkshires and the Oregon
Shakespeare Festival;
Institute a comprehensive educational outreach program
for Connecticut residents of all ages through a May-June
school matinee program;
Strategies
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Engage Randall Duk Kim, America’s leading classical actor,
and Anne Occhiogrosso as Co-Artistic Directors to build and
train the ASFT resident professional company of American
theater artists (April 15);
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Engage Frank Tobin as Management Consultant for the
preliminary strategic planning / fundraising / property
renovation phase of the project (April 15);
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Develop ongoing relationships with America’s most
distinguished theater artists who will be invited as “Guest
Artists” for the summer classical repertory season;
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Create additional arts-oriented multicultural programming for
all ages (musicals, pop concerts, classical music events,
youth-appeal events, etc.)
Action Plan
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Develop Feasibility Study & Case for Support (June-August,
2010);
Outreach to various state economic development bodies
through Stratford Economic Development Council to explore
funding possibilities (May-June, 2010);
Formulate Governor’s Blue Ribbon Leadership Committee
strategy with Stratford Arts Commission to (June, 2010);
Fnalize theatre remodeling plans, review bids & launch
reconstruction (June, 2010);
Meetings with prospects for F/R campaign & potential
members of Board of Directors (June-August, 2010)
Assemble Artistic “Friends of ASF”& Plan Summer Classical
Theatre Evening Presentation (June-July, 2010);
Report Feasibility Study findings (September, 2010);
Finalize ASFT 2011 Budget Projections (September, 2010);
Launch Fund Raising Campaign (September, 2010);
Finalize plans for 2011 Season (October,2010).
The Program
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The American Shakespeare Festival Theatre will remain
faithful to its founding mandate of a multicultural, resident
acting ensemble of American theatre artists which will
perform an annual summer season of classical of plays and
musicals, joined by distinguished guest artists, on the ASFT
Mainstage;
Key to the ASFT approach is the development of a classical
training academy which will be geared towards the building
of a resident company which will train the actors of the future;
A junior acting company will perform for young audiences on
a temporary stage on the ASFT lawn;
Future plans call for the creation of a permanent outdoor
secondary performance venue (300-499 seats), or a venue in
Stratford which will be devoted to producing new plays,
musical cabarets, etc.;
Offer programming of popular music and concert offerings,
outside bookings of musicals and plays, etc.;
Educational and community outreach programs for
audiences of all ages, both on and offsite.
ASFT Summer Schedule
2011 July (2 shows / 4 weeks)
-- 7 perf. per week
-- Tues.-Sun. with Sat./Sun. matinees;
-- Apprentice Company production on lawn
2012 July/August (4 shows / 7 weeks)
--7 perf. per week
--Tues,-Sun. with Sat./Sun. matinees
--2 Apprentice Company productions on the lawn
--Pre-season school matinees
2013 June/July/August (7 shows / 10 weeks)
--Theater Restoration complete / Re-opening
--7 perf. per week
--Tues,-Sun. with Sat./Sun. matinees
-- Pre-season school matinees
-- 2 Apprentice Company productions on the lawn
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Partnerships
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Explore partnerships with organizations with historic ties to the
ASFT – The Juilliard School of Theater, The Kennedy Center;
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Explore co-productions with New York area theatres, other
regional theatres, commercial producers, musical theatreproducing entities and opera companies;
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Explore musical theatre and opera presentations with The
Connecticut Opera, regional opera companies, etc.;
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Explore special holiday-themed dance co-presentations with
The Connecticut Ballet, Boston Ballet, etc.;
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Develop relationships and educational programming with
Connecticut’s elementary, middle and high school system as
well as area colleges and universities.
Start-Up Budget
PHASE ONE – 6 months: April 15-October 15, 2010
--Feasibility Study & Stakeholders Survey;
--Creation of Governor’s Blue Ribbon Committee
--Creation of ASFT Board of Directors;
--Explore state & regional funding sources
--Kickoff Fundraising Campaign;
--Re-open ASFT with special stage presentation;
--Supervise remodeling of ASFT property
ESTIMATED PROJECTED COST: $350,000 (not
including renovation costs)
PHASE TWO – 12 months October 15-April 15, 2010
--High profile Fundraising campaign
--Tourism Industry Outreach & Marketing Initiatives
--Prepare marketing, PR & Sponsorship Campaigns
--Launch Actor Training Academy
--Staffing ramp-up
--Additional stage presentations as needed
ESTIMATED PROJECTED COST: $500,000
Operating Budget
Phase One (6 months)
$350,000
--Consultant Fee
--Fundraising Costs
(includes special gala presentation
--Fixed Theatre Operating Costs
Phase Two (12 months)
$500,000
--Consultant Fee
--Fundraising Staff/Office Cost
--Fundraising Costs
(includes 2 stage presentations)
--Artistic Staff
--Fixed Theatre Operating Costs
Phase Three (Option 1 -- 4 week season)
Phase Three (Option 2 -- 7 week season
Phase Three (Option 3 -- 9 week season
$4M
$6.5M
$7.5M
Fundraising Schedule
Phase One – April 15-October 15, 2010 (6 months)
TARGET: $3 million pledges to match TOS appropriation
--Feasibility Study & Stakeholder Consensus;
--State-wide and regional Cultivation Meetings;
--Form Governor’s Blue Ribbon Committee;
--Form Board of Directors;
--Explore alternative funding sources;
--First stage presentation (August)
Phase Two – October 15, 2010-April 14, 2011 (6 months)
TARGET: $3.5 million pledges to match $3M + TOS $3M)
--Launch Leadership Campaign for Major Gifts;
--Secure state & regional Foundation Support;
--Devise state/regional Corporate Giving Strategy;
--Outline medium and small giver campaign strategy;
--1-2 stage presentations for fundraising cultivation;
Phase Three (April 15, 2011-October 15, 2011 (6 months)
TARGET: $1.5 million
Economic Benefits
The Stratford Festival of Canada
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$50 million+ annual budget, with $41 million in box office
revenue and $9 million in grants, donations and marketing
partnerships;
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600,000 annual audience;
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$145 million impact on Canada’s gross domestic product and
approximately $125 million on the local economy;
The Oregon Shakespeare Festival, Ashland, OR
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$24 million annual budget;
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400,000 annual attendance;
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Attendees stayed an avg. of 3.7 nights with an avg. daily
expenditure of $116;
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$163 million economic impact on the state of Oregon, of
which $56 million was realized by the local economy;
Shakespeare & Company, Lenox, MA
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Celebrated its 28th anniversary by embarking on a $16 million
capital campaign to build a replica of the Rose Playhouse on
its 63-acre property;
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Received a one-time $1 million federal appropriation through
a special U.S. Senate resolution, led by Sen. Ted Kennedy.
Educational Resource &
Community Benefits
ASFT’s 2-fold mandate: To Entertain and To Educate
--Classical Actor Training Program will also be offered to the
professional & student actor on a tuition basis;
--Educational Outreach Program will build Relationship Synergy
with theatre audiences through seminars and workshops
geared to all ages both during the regular season and offseason;
--ASFT to work with Connecticut’s Artist-In-Residency Program
and Connecticut School’s H.O.T. (Higher Organized Thinking
Program);
--Special Shakespeare curriculum (Shakespeare in Love, All’s Fair
in Love & War, etc. ) will take the classics from the page to
the stage;
--ASFT school matinee program in April/May or September;
--ASFT programs & curriculum designed for Special Need
Juveniles & Youth at Risk;
--Special ASFT focus on senior citizen population & low-income
populations of region;
--ASFT Theatre for Young Audiences program throughout annual
summer season;
The Principals
Randall Duk Kim - Universally acknowledged as the greatest classical actor of his
generation, Randall Duk Kim has been the standard bearer for classical
theater repertory in America for over three decades, playing leading roles in
Shakespearean works and the great classical theatre repertory at such
distinguished venues as American Conservatory Theatre, The Guthrie, Yale Rep
and The New York Shakespeare Festival, among others. Formerly Co-Founder
& Artistic Director of American Players Theatre, Spring Green, WI, where he
portrayed over two dozen leading roles, including Hamlet, Shylock, Falstaff,
Lear, Romeo, Brutus, Titus Andronicus, Petruchio, Puck, and many others.
Anne Occhiogrosso – One of America’s foremost directors and respected teachers
of Shakespearean and classical theater texts, Anne was formerly Co-Founder
and Co-Artistic Director of American Players Theatre, Spring Green, WI,
alongside Randall Duk Kim. Anne is universally acclaimed for her
groundbreaking study and textual analysis of Shakespeare’s First Folio.
Frank Tobin - Producer, Consultant, Fundraiser, Manager, Publicist, Marketer
Frank Tobin & Associates
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Rose Tobin Bradshaw’s philanthropy consulting practice is focused
on the arts and community/economic development. Ms. Bradshaw
worked for 15 years in corporate philanthropy, most recently serving as
Chief Operating Officer for the Deutsche Bank America Foundation
where she managed an annual grants budget of $17.5 million
dollars. In 2003, she became Director of Development for Local
Initiatives Support Corporation/Chicago. In concert with
LISC/Chicago’s Board of Advisors and senior management, Ms.
Bradshaw prepared and implemented a fund-raising and public
relations program that raised $30 million from corporate, philanthropic,
public and private sources. More than 45% of the campaign donors
were first-time supporters of LISC. Ms. Bradshaw continues to provide
consulting services for LISC, most recently securing a $500,000 grant
from the Atlantic Philanthropies which she translated into a $30M
campaign..
Frank Tobin
Areas of Expertise:
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Producer
Management
Publicist
Consultant
Fundraiser
Marketing
Education & Community Outreach
The Season
Grand Re-Opening!
American Shakespeare Festival Theatre
Randall Duk Kim and Anne Occhiogrosso, Co-Artistic Directors
Inaugural 4 week Season
The Merchant of Venice
The Merry Wives of Windsor
A Midsummer Night’s Dream
(In repertory)
June 30-July 30, 2011
Tuesday thru Saturday Eves. at 7:30 PM
Matinees Saturday and Sunday at 2:30 PM
Tickets $20-$65
Flexible Ticket Packages Available * Subscribe Now!
Group Rates available & Student matinees
Special discounts for students and seniors
www.americanshakespearefestival.com