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American Shakespeare
Festival Theatre
A proposal to re-open
The American Shakespeare Festival Theatre
Prepared for Mayor James Miron and the
Town Council of Stratford, CT
Presented by Frank Tobin & Associates
May 7, 2008
ASFT Proposals available online at www.newphoenixtheatre-la.com:
The Vision
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Within three years, establish the American Shakespeare
Festival Theatre and Stratford, CT as America’s premiere
performing arts / professional theater destination through:
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 (April-September);
Presentations of both classic and new American plays and
musicals (October-November / January-March);
Special holiday theater, music and dance entertainments
such as The Nutcracker and The Christmas Carol, etc. with
special guest artists and co-presenting organizations;
(November-December);
Hosting engagements or residencies of national and
regional performing arts organizations such as Alvin Ailey
Dance Theater, The Suzanne Farrell Ballet Company,
Philobolus, Connecticut Opera, etc., (October-April);
Year-round presentations of classical music, musicals, pop
& youth-appeal attractions and community and corporate
events.
The Mission
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To position the American Shakespeare Theatre Festival as
the crown jewel of American cultural life;
To build a uniquely American classical repertory theater
company of actors and musical theater artists;
To produce classic and new plays and musicals which
speak to contemporary American audiences of all ages;
To situate Stratford, CT as a preeminent cultural tourist
destination on a par with the Stratford Theater Festival in
Ontario, The Berkshires and the Oregon Shakespeare
Festival, drawing a potential annual audience of 400,000
attendees from across the US and Canada;
To collaborate with top-tier American performing arts
organizations (theater/dance/opera/music) which have
historic ties with the ASFT on shared programming and
production expenses, through joint commissions and
collaborations;
To utilize the cultural resources and educational assets of
the American Shakespeare Festival Theatre to serve as a
bridge between the communities of all ages and cultures of
the greater Bridgeport-New Haven-Stratford region.
Objectives
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Complete the renovation and restoration of the American
Shakespeare Festival Theatre property;
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;
Develop both new and classic plays and musical theater
“product” for Broadway, national tours and coproductions with other resident theater companies across
the US;
Institute a comprehensive educational outreach program
for residents of all ages of Connecticut and the New
England area.
Strategies
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Engage Randall Duk Kim, America’s leading classical actor,
to build and train a resident multi-cultural, professional
company of American theater artists to perform the great
classical theater repertory;
Engage Tony Award-winning director Jack Hofsiss (The
Elephant Man) to develop and produce a new American
musical theater lab and to direct star-studded revivals of
American classic plays and musicals;
Explore collaborations with performing arts institutions with
historic ties to the ASFT (The Juilliard School of Theater,
Music and Opera, The Suzanne Farrell Ballet Company, The
Kennedy Center, etc.);
Develop ongoing relationships with America’s most
distinguished theater artists who will be invited as “Guest
Artists” for the summer classical repertory season and the
fall/winter season of American plays and musicals;
Create additional arts-oriented multicultural programming for
all ages with outside booking agents, promoters and
producers (musicals, pop concerts, classical music events,
youth-appeal events, film festivals, arts & crafts events, etc.).
Action Plan
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Develop Feasibility Study & Case for Support (June 15);
Outreach to various state economic development bodies &
arts organizations through the Stratford Economic
Development Council and the Stratford Arts Council to
explore funding possibilities (June 30);
Formulate Governor’s Blue Ribbon Leadership Committee
strategy with Stratford Arts Commission (June 30);
Finalize theatre remodeling plans, review bids & launch
reconstruction (June 30);
Meetings with prospects for F/R campaign & potential
members of Board of Directors (July-September)
Assemble Artistic “Friends of ASFT” and plan Fall
Community Cultivation Benefit Event (August 15);
Report Feasibility Study findings, announce Budget
Projections & launch Fund Raising Campaign (September
15);
Finalize off-season events and bookings (September 30);
Community Cultivation & Fundraising Kick-Off Theatre
Event (pending renovation completion);
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 a season of classical of plays and musicals, joined
by distinguished guest artists, on the 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 (250-399 seats), or a venue in
Stratford which will be devoted to producing new plays;
Star-driven revivals of American plays and musicals, along
with London imports;
A New American Musical Theatre Laboratory;
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.
Year-Round Schedule
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ASFT CLASSICAL REPERTORY SEASON - April 15September 7 (21 weeks / 8 performances per week (TuesSun with matinees Sat. & Sun.);
FALL MUSICAL PRESENTATION – September 15 –
November 1 (4-6 weeks / 8 performances per week, WedSun, with matinees Sat. & Sun.;
HOLIDAY DANCE ATTRACTION (The Nutcracker) November 15-December 15 (4 weeks – 6 performances per
week, Thurs.-Sun., with matinees. Sat. & Sun.;
HOLIDAY THEATRE PRESENTATION (A Christmas Carol)
December 15-January 6; 3 weeks - 8 performances per week
with matinees on Wed., Sat. & Sun.;
COMEDY TONIGHT - January 21-March 1; 6 weeks – 8
performances per week, Wed.-Sun., with matinees Sat. &
Sun. .A star-driven double bill of two popular modern
American classics in repertory;
NEW MUSICAL THEATRE LAB – March 15-30; 2 weeks – 4
performances per week of new American musicals;
THEATRE FOR TOMORROW’S AUDIENCES--Year-round
troupe will present theatre workshops and seminars.
Partnerships
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Explore partnerships with organizations with historic ties to the
ASFT – The Juilliard School of Theater, Music and Opera, The
Suzanne Farrell Ballet, The New York Shakespeare Festival;
The Williamstown Theatre Festival;
Explore co-productions with New York area theatres, other
regional theatres, commercial producers, musical theatreproducing entities and opera companies;
Explore musical theatre and opera co-productions with The
Connecticut Opera, Sarasota Opera, regional opera
companies, Santa Fe Opera, etc.;
Explore special holiday-themed co-presentations with The
Connecticut Ballet, Boston Ballet, etc.;
Collaborate with our neighbors at The Yale Rep, The Hartford
Stage, The Westport Playhouse and the O’Neill Playwrights
Conference and Musical Theatre Workshop on joint
programming and presentations;
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: June1-December 1
--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: $$200,000-225,000
PHASE TWO – 12 months December 1-December
--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: $650,000-675,000
Operating Budget
Phase One (6 months)
$200,000-225,000
--Consultant Fee
--Fundraising Costs
$
(includes special gala presentation
--Fixed Theatre Operating Costs
Phase Two (12 months)
$650,000-675,000
--Consultant Fee
--Fundraising Staff/Office Cost
--Fundraising Costs
(includes 2 stage presentations)
--Artistic
--Fixed Theatre Operating Costs
Phase Three (Option One/21 weeks)
Phase Three (Option Two/12 weeks)
Phase Three (Option Three/8 weeks
$12,000,000
$8,000.000
$6,000.000
Fundraising Schedule
Phase One – June 1-Dec. 1 (6 months)
TARGET: $8-9 million
--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 (Sept.-Oct.?)
Phase Two - Dec.1’08-Dec. 1’09 (12 months)TARGET: $5 million)
--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 (Dec.1-Season Opener)
TARGET: $3 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;
--Educatioal 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 either 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
Frank Tobin - Producer, Consultant, Fundraiser, Manager, Publicist, Marketer
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.ng.”
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.
Charles Bright – Manager & Producer and formerly Co-Founder and Managing
Director of American Players Theatre, Spring Green, WI
Jack Hofsiss – Director / Producer of New American Musical Theater Lab – was the
youngest person ever to win a Tony Award (The Elephant Man) and is one of
America’s foremost developers of new plays and musicals
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.
Margaret Tobin Heneghan has more than 14 years’ professional
writing and communication strategy experience, specializing in public
relations, investor relations and corporate communication. Formally
trained as a journalist, Ms. Heneghan received her Master's degree
from NYU's Graduate School of Journalism and has honed her skills at
several major U.S. corporations including Tribune Company, Hewitt
Associates and Equity Office. Ms. Heneghan serves as the team’s
communications specialist.
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 16 week Season
King Lear
The Merry Wives of Windsor
Macbeth
A Midsummer Night’s Dream
A Comedy of Errors
Tug of War, (a Roman comic farce with music)
(In repertory)
June 1-September 30
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.org