American Shakespeare Festival Theatre

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American Shakespeare Festival Theatre

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Title: American Shakespeare Festival Theatre

1
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

2
The Vision

Within three years, establish the American
Shakespeare Festival Theatre and Stratford, CT as
Americas 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.

3
The Mission

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.

4
Objectives

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 multi-purpose
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 co-productions 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.

5
Strategies

Engage Randall Duk Kim, Americas 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 Americas 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.).

6
Action Plan

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 Governors 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)

7
The Program

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.

8
Year-Round Schedule

ASFT CLASSICAL REPERTORY SEASON - April
15-September 7 (21 weeks / 8 performances per
week (Tues-Sun with matinees Sat. Sun.)
FALL MUSICAL PRESENTATION September 15
November 1 (4-6 weeks / 8 performances per week,
Wed-Sun, 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 TOMORROWS AUDIENCES--Year-round
troupe will present theatre workshops and
seminars.

9
Partnerships

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 theatre-producing 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 ONeill Playwrights Conference and Musical
Theatre Workshop on joint programming and
presentations
Develop relationships and educational programming
with Connecticuts elementary, middle and high
school system as well as area colleges and
universities.

10
Start-Up Budget

PHASE ONE 6 months June1-December 1
--Feasibility Study Stakeholders Survey
--Creation of Governors 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

11
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)
12,000,000
Phase Three (Option Two/12 weeks)
8,000.000
Phase Three (Option Three/8 weeks
6,000.000

12
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 Governors Blue Ribbon Committee
--Form Board of Directors
--Explore alternative funding sources
--First stage presentation (Sept.-Oct.?)
Phase Two - Dec.108-Dec. 109 (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

13
Economic Benefits

The Stratford Festival of Canada
50 million annual budget, with 41 million in
box office revenue and 9 million in grants,
donations and marketing partnerships
600,000 annual audience
145 million impact on Canadas gross domestic
product and approximately 125 million on the
local economy
The Oregon Shakespeare Festival, Ashland, OR
24 million annual budget
400,000 annual attendance
Attendees stayed an avg. of 3.7 nights with an
avg. daily expenditure of 116
163 million economic impact on the state of
Oregon, of which 56 million was realized by the
local economy
Shakespeare Company, Lenox, MA
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
Received a one-time 1 million federal
appropriation through a special U.S. Senate
resolution, led by Sen. Ted Kennedy.

14
Educational Resource Community Benefits

ASFTs 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 off-season
--ASFT to work with Connecticuts
Artist-In-Residency Program and Connecticut
Schools H.O.T. (Higher Organized Thinking
Program)
--Special Shakespeare curriculum (Shakespeare in
Love, Alls 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

15
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 Americas 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 Shakespeares 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 Americas foremost developers
of new plays and musicals

16
Frank Tobin Associates

Rose Tobin Bradshaws 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/Chicagos 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 teams communications
specialist.