Operating Support
ACHF Arts Access
Artistic excellence goals: build a new 200-seat thrust stage facility; continue to be the East Metro’s leader in Twin Cities' premieres; and actively recruit additional talent, artists of color, and emerging artistic leadership. Related outcomes include: producing full seasons of emotionally resonant work on both stages, employing 186 theater artists in our community, putting diverse artists in leadership roles, and expanding our artistic reach with three artistic associates and producing partners. Measurements used to determine how the outcomes were achieved: 1) Attendance/sales analysis of actual numbers of attendees, new and returning. 2) Number of attendees at discussions and events. 3) Audience surveys, responses to weekly follow-up emails after each attendance, and teacher evaluations. 4) Internal assessment against strategic and five-year business plans by staff, board, educators, and artists. 5) Financial results, including actual revenue/expense and staffing needs against plans. 6) Contributed revenue analysis including renewal and increased rates from current donors and acquisition of new donors. 7) Comments on emails and social media. 2: Management goals: build and protect the funds, assets and human resources needed to support our programming model, and assure the succession of Park Square’s volunteer and staff leadership, artists, and audiences. Related outcomes include: maximizing earned revenues, focusing the leadership staff as a major gifts team, building sustaining gift and multi-year pledge programs, implementing a capitalization strategy to build reserves, creating a culture of ongoing succession, and increasing young adult attendance by 10%. Measurements used to determine how the outcomes were achieved. 1) Comparative sales report. 2) Purchase renewal and frequency rate. 3) Discount and marketing codes. 4) Google analytics of Web site traffic. 5) Surveys and evaluations, including demographics as appropriate. 6) Cost/subsidies per student served. 7) Use of access devices and discounts. 8) Feedback from focus groups. 9) Evaluation by Board, staff, associates, partners, educator advisory board.
Park Square Theatre produced a full season of nine emotionally resonant plays on the proscenium stage. One highlight was Johnny Baseball, an original production by the award-winning composer/lyricist team of Rob and Willie Reale and writer Richard Dresser. We continued to hold up our artists as valued citizens and leaders through regular events for donors; demonstrations/discussions for students, seniors, and general audience; and publicity, marketing, and fundraising materials. As a member of the Rotary Club of Saint Paul, Michael-jon Pease hosted a Rotation Day that brought Rotarians to tour and learn about the theatre, and gave a program at a more intimate Thursday meeting. Park Square also promotes stories and quotes from donors, subscribers and community stakeholders in our printed and electronic materials. These testimonials further attest to the vibrant role Park Square plays in the community. 2: Park Square engaged 22,222 students in the theater arts with subsidized and free tickets. 44 schools received subsidized tickets; 4,153 student tickets were subsidized; six schools (563 students) received discounted Immersion Days; and 1,500 youth participated in a free five-day school workshop. 25% of the schools returned for more than one show, and the number of Immersion Days increased by 34%. Last year attendance by those aged 21-40 grew by 24% to 29%, representing a 55% increase in young adults. Ticket prices continue to range from $25 (previews) to $58 (premium seats at regular performances). Each regular show includes our unique 99-cent night to mitigate the price barrier. A $5 senior discount is available, theatre-goers 30 and under pay only $15, and college students can buy play passes (5 tickets for $20). In addition, a team of four Artistic Associates, from a variety of cultural backgrounds, works with Artistic Director Richard Cook to shape our increasingly diverse programming.
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