Grace Ankrum
Franklin University
21/FA-ENG-205-Q5WW Business & Professional Writing
Professor Nicole Yurchak
November 18, 2021
Table of Contents
Problem Description……………………………………………………………………………..3
Low Ticket Sales………………………………………………………………………………….3
Declining Volunteer Numbers…….…………………………………………………………….. 3
Proposed Solution and Rationale………………………………………………………………..4
Plan of Action……………………………………………………………………………………..5
Film Festival………………………………………………………………………………………5
Local Band Rock Concert…………………………………………………………….………….5
Community Talent Show……………………………………………………………………..……6
Proposed Tasks……………………………………………………………………………………7
Timeline…………………………………………………………………………………………..8
Budgetary Needs………………………………………………………………………………….9
Evaluation……………………………………………………………………………………….10
References……………………………………………………………………………………….11
External Communication Appendix……………………………………………………………12
Social Media Post………………..………………………………………………….……………12
Research Appendix……………………………………………………………………………..13
Survey Questions……………………………………………………….……………………….13
Audience Appendix…………………………………………………………………………….14
Problem Description
Low Ticket Sales
In any business, making a profit is the goal at the end of every day. Community theatre is no different. At The Mansfield Playhouse, ticket sales have been steadily declining. One can argue the COVID-19 pandemic had a large part to do with it but the decrease in people’s hunger for live entertainment is also affecting these numbers. Regardless of the reason, a drop in ticket sales is not good. Without making a large enough profit, the Mansfield Playhouse could face financial burdens like being unable to pay employee salaries or failing to provide the high standard production value they promise. For the employees of The Mansfield Playhouse, low ticket sales could potentially mean closed doors which means no job. Morale has been noticeably lower since the days of pre-pandemic. When all of the hard work that goes into preparing for a show goes essentially unnoticed by the community, it becomes difficult to come into work every morning, stay extra hours, and give one hundred percent to the tasks at hand. When employees feel this way, subpar performances are given which benefit no one, especially the community.
Declining Volunteer Numbers
As ticket sales decline, less people are also becoming involved in the playhouse’s volunteer program. The Mansfield Playhouse runs almost entirely on volunteers to help build sets, perform on stage, run concessions stands, ticket booths, and tech crew. If they go away, the paid employees’s jobs get much harder which lowers morale even more. Without the support of the community, The Mansfield Playhouse could shut its doors after over 50 years of performances.
Proposed Solution & Rationale
To solve the problem of poor employee performance at my workplace effective solutions will be implemented. The solutions include adding new and different events to the current season lineup. Live entertainment has struggled the past couple of years partially due to COVID-19, especially small local theatres. Throughout these uncertain times, many theatres are benefitting from expanding their seasons and their initial idea of what live theatre is. Not only do these companies put on live performances such as plays and musicals but may also show movies, hold concerts, use the building as a venue for parties and weddings, etc. I think it’s time for The Mansfield Playhouse to branch out and market themselves to other groups of people, not just those passionate for live arts. Mansfield has a downtown area that has been coming back to life in the last 10 years, and the Mansfield Playhouse needs to continue to be a part of the city’s thriving future. If ticket sales continue to fall, they will eventually be forced to shut their doors which would mean Mansfield loses one of it’s best assets. Seeing the decline in ticket sales creates low morale throughout the workplace, and discourages new volunteers from participating in upcoming events. If the theatre brought in new ventures to the company, three things would happen that would almost guarantee higher ticket sales and more community involvement:
Employee morale would go up thus creating a happier, healthier work environment. Employees would believe they are working towards a purpose instead of putting in many hours for little pay off. When employees are happy to be working, a better show will be produced.
Volunteers would be more likely to get involved if they saw an event that they are interested in. More volunteers means more help around the building, more talent coming through the doors, and more word of mouth advertising.
The community overall would be more willing to come to events if the events interested them. Everyone may not be into musicals, but most people are willing to come see a concert or watch a movie.
Plan of Action –
Film Festival
To roll out this new season plan, I propose adding three specific events to next season’s lineup. The first event would be a local film festival. The theatre would reach out to colleges throughout the area and state to find film and art students willing to participate. Ohio has many options for higher education, with 14 four-year public universities with 24 branch campuses, 23 two-year community and technical colleges and more than 50 four-year private colleges and universities (2021). And at least half of them have a film program. These students would create a motion picture specifically for this event and would be able to showcase their work to the community. Art students could have their physical work on display or up for sale in the lobby as well. This event would draw people from all over the state in order to support their students. Over the next few years, this could grow into a large event that could span multiple days. The ticket sales and partial commission on the art would drive up sales across the season.
Local Band Rock Concert
The next event to grace the stage would be a concert line up. The theatre should reach out to local bands and musicians to create a high energy, fun line up to bring young adults in the doors. If they could get these young people in the door, having a good time, they are more likely to come back to see a live production and/or volunteer their time. Survey results show nearly 85% of Mansfield’s 18-25 year old population would be interested in going to a local concert. One participant said, “if I could get the high energy concert vibe like Inkarceration but on a small scale, I would go in a heartbeat.” (2021).
Community Talent Show
The last event to diversify the theatre’s productions is an annual talent show. For their 50th season, they put on a community talent show that allowed anyone to participate and compete with other local talents for a chance to win $500. The turnout for auditions exceeded expectations and the event was sold out. A talent show gives community members a chance to show off on stage for their friends and family and get involved in the theatre even if they are not actors/singers. This is how I got introduced to the Mansfield Playhouse. I competed in the talent show and began volunteering, then eventually got hired as an employee. Clearly, this event would draw people in to become volunteers and boost overall ticket sales.
After an interview with President of the Board and Artistic Director of The Mansfield Playhouse, Doug Wertz, he believes implementing this new season would bring in new faces and in turn drive up sales. “You know, it’s hard to let go of tradition, and putting on shows is our tradition here, but you know changing with the times could be the answer we need. If people want something different from us, we have to listen to the people.” He hopes that the board has open minds to the new ideas and would be excited to embrace the changes.
Proposed Tasks
Create 2022 season line up – As soon as approval from the board is received, the 2022 season would be lined up including the three new events. (film festival, concert, and talent show)
Recruit film students – In addition to current production tasks, to prepare for the first event, employees would need to reach out to film programs across the state to recruit students for the festival. Local artists would also need to be recruited to display their work.
Market new events – Extensive advertising of the new event(s) would need to be done by the marketing team in order to get the attention of the community.
Announce and hold auditions – To prepare for the concert, flyers and internet advertisements would be posted to reach local bands. Auditions would be held and a line up of 3-5 bands would be chosen.
Announce and hold auditions – To prepare for the talent show, flyers and internet advertisements would be posted to reach community members wanting to audition. Auditions would be held and the best acts would be chosen.
Rehearse – 1-2 rehearsals need to be held before each show to ensure they run smoothly.
Conduct analyses – At the end of the season, a ticket sales data analysis would be conducted to see if there was any improvement overall. The number of new volunteers would also be assessed.
Timeline
Task
Time of Completion
Create 2022-2023 Season
6/1/22-6/29/22
Recruit Film Students
6/26/22-7/3/22
Market New Events
*7/1/22-8/31/22
Announce and Hold Auditions
12/15/22-12/18/22
Announce and Hold Auditions (2)
4/13/23-4/16/23
Rehearse
**
Conduct Analyses
5/1/23-5/5/23
* – Extensive marketing would be done during the date period listed but general advertising would be done throughout the 2022-2023 season.
** – Rehearsals would be held about one week prior to each event, and the night before each event opens
Budgetary Needs
Staff/Volunteers
Dedicated Time
Information from colleges to contact students
Appox. $250 per radio advert
Luckily, these events can and should be done with resources the theatre already has or would use for a “regular” season.
Evaluation
To evaluate the success of these implementations, an analysis of ticket sales for the 2022-2023 season compared to previous seasons will be done at the end of the season. The number of new volunteers will be assessed as well. Throughout the season, a short survey will be available for those who want to provide feedback. They can fill out a short form to let the theatre know what they are doing well and what they can improve upon. Also, to let the theatre know how they felt about the new additions.
References
(2021). Retrieved 10 November 2021, from https://www.ohiosos.gov/profile-ohio/places/ohio-colleges-and-universities/?__cf_chl_jschl_tk__=vjx3qx4tojW5g2GFKyRasel7L7nmUaO50R6TwFe5cHU-1638663317-0-gaNycGzNCJE.
External Communication Appendix
Social Media Post
With the announcement of the 2022-2023 season, including the new additions, this post would give a little detail about the upcoming changes.
“2022-2023 Season! We are so excited to finally share what will be up and coming at the playhouse this year! Some new additions have been made as we try to expand what we offer to our productions. Throughout the season, a film festival, to show off local film and art students, has been added to the lineup. Get your ears ready to rock out to local bands at our one night only rock concert! Lastly, we are excited to announce the return of the community talent show! Anyone can audition with any talent to compete for a cash prize! We hope to see YOUR support throughout this next season!
Your Friends, Your Family, Your Theater, The Mansfield Playhouse”
**A link to the website with the season lineup would be posted here**
Research Appendix
Survey Questions
How old are you?
Would you be interested in attending a local film/art festival at The Mansfield Playhouse
Would you be interested in attending a pop-punk/rock concert full of local artists held at The Mansfield Playhouse?
Would you be interested in attending or performing in a community talent show held at The Mansfield Playhouse?
Are you interested in becoming a volunteer?
If yes, please consider leaving your email address or phone number to receive notifications about volunteer opportunities at The Mansfield Playhouse.
Audience Appendix
The intended readers of this proposal are the Mansfield Playhouse Board Members. The Board includes the President of the Board and Artistic Director, Doug Wertz and 6 other members. This proposal would also be read by the Theatre Manager, Tammy Wertz. Each member, besides Doug and Tammy, are volunteers that hold The Mansfield Playhouse near to their hearts. They all want to do what is in the best interest of the theatre, creating a legacy that will outlive them.
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