Break out session capitalization 500k to 2 million
(apologies from note takerFirst, I’m not much of a typist; second, sometimes it was hard
to understand what people were saying; third, sometimes the talk got into discussions
beyond my accounting understanding, and I can’t summarize what I don’t get.)
Page Neumark from Shakespeare Western Australiamoderator
Pagethis group has very different concerns from the other 2 groupswould like group to
be as honest as possiblemove beyond boosterism of opening sessionbut good
opportunity to share with eachotherSTA unique chance to be honest about
vulnerabilitiesbottom line is about sharing best practices with similar budget groupshe
came away from capitalization discussion with a little bit of fearooh where does my group
stand on that scale
for example, told marketing should be 25%is that realhis data shows more of 4%
related personal experience with 2 shows one was an artistic success but poor seller
the other bad artistically but big seller learned that marketing is important and not
generally attached to quality
Approximate Breakdowns of theatre spending from casual survey of groups in the room
Groups with a facility spend 10% of budget on facility
groups with an outside rental 6%
wages 7080% of budget
Round Robin of approximate company budgets
Shakespeare Notre Dame 1 mill
Chesapeake Shakespeare 1.3
San Francisco Shakespeare 1.2
Nevada Conservatory 500k
Montana shakespeare in the parks 900k
Prague Shakespeare1 mill
Shakes Festival of St Louis 1.5
Atlanta Shakespeare 1.7
Boston Shakespear Project1.7
New York Classical Theatre300k
Santa Cruz Shakespeare1.2
Shakespeare WA 600k
Questionwho puts soft (faculty staffed positions, in kind,etc.)funding in the budget?
responses from grouptrack but not completely-
Suggestion to track for several reasonsboth for revenue enhancement and also for
secret costs (such as volunteer insurance)
Chesapeake Shakespearehere is a great insurance agentBob Middleton Arts
Insurance program of Maury Donnelly
say Lesley Malin (managing director Chesapeake) sent you
Use of volunteers (inkind)can be useful for grants, but also restrictions for government
Questionhow do you create demand when it’s not clear there is a demand
Answers from groupdemand may already be there, but if it’s not marketing fills that gap
by telling people (like Apple, Inc does) what they will wantyou do things in different
categories i.e. there is a demand for camps, shakes in park, and frame the rest as
introducing the demand.
also surveys and staff member interviews to rediscover what the demand is forthat is a
classic model of navigating demand
round robin about breakdown on earned income\gifts
(people did not reintroduce, so there is some missing info here)
Notre Dame40 endowed\10 gifts\10 box office;remainder other earned income
Santa Cruz45 earned
?35 earned\65 contributed
?from survey of STA groups 3550% earned
Western Australia70% earned
Sf Shakes 50% earned from tour
Susan arrived to answer questions
Question from Montana Shakeshow do you start from scratch to build strategic plan?
answercreate a kitchen cabinetbring a a small group of advisorsif you are affiliated with
university than involve business departmenttap those resources
Page has specific experience of help from the university
Follow up question Our university doesn’t necessarily have a view of the shakespeare
festival as a separate entity
Ques how do you transition from the use of sweat equity into paying salaries, etc.?
Susansometimes you have to bite the bullet and have a couple of flat yearsbut also take
that info to your funders as a way to get support.
Santa Cruz questionhow do you tackle donors for significant gifts
Susanmake it a multiyear askalso, artistic risk funds can be developed sometimes with
donors who are used to risk.
questionhow much do you share soft funding with donors?
Answercan be useful as part of complete and honest conversation with donors-
ie as a discussion of recurrent costs that now you get free but you might have to pay for
Question what is worth is in terms of a cost for a development department-
Susanall about scale and sizein general, a development person should return 5x their
salary(some leeway) executive directors are about determining thisthe ask to be donors
needs to be from artistic and executive director.
What about education director?
Susanprogramming is different because of different goals on the return
(The rest of this discussion got a little complicated in figuring out how much rate of return
you can expect out of marketing, and I really couldn’t follow itsorry!