ARTS ADMINISTRATION
"I wish someone had told me that every graphic needs to have at least 5 different sizes -- one for a print poster, one for a Facebook event cover, one for Instagram, one for Twitter, and one for a Google post."
--Amanda Perry
I stumbled into Arts Administration by accident. In 1994 there was a group of of us who wanted to start our own production company. So we did. That company lasted 10 years. In 2017, I headed up a collective taking action to save a historic theatre space and form a production company. Both times, someone had to be willing to manage all the administrative details. That person was usually me.
As the administrator for a small non-profit, you have to figure things out. Tell the public what is happening -- publicity and marketing. Get enough volunteers for an event -- recruiting. Make desposits and buy the toilet paper -- financial responsibilities. Post on social media and answer emails and create the programs and take care of the patrons. It is almost never glamourous, but it is always necessary.
Some days, I spend all morning creating graphics to publicize an upcoming show. Then I follow that with emails to all the press outlets to advertise the show. (Click the graphics to link to some of the published press articles! Other press releases can be viewed here.)
Other days, I spend my time reading plays and researching information about rights and royalties, show budgets, casting requirements, and availability.
Since 2017, I've become familiar with the ins and outs of ticketing platforms, compared pricing quotes, made a reserved seating diagram, and written blurbs for upcoming shows.
When a show is about to open, or in production, I handle the phone calls from patrons with questions about everything from the content of the play, to how to buy tickets and find the theatre, all while making sure there are enough people to work in the box office and as ushers.
This all sounds terribly humdrum compared to performing or directing. But don't be fooled!
In a small organization, that means being involved, hands-on, with every production. Every theater, no matter how small, has to have proficient administrators who understand the art form. Learning from experienced people is an invaluable resource for the future of the theatre industry.
I am also the first person who sees the smiles of patrons as they leave after a show they enjoyed. I am the person who often gets the first look at a new script or a finished set.
Most theatre majors focus on acting, directing, or design, overlooking the possibilities in arts administration. That is unfortunate, because behind every successful production are arts administrators who made sure it was possible to produce it.
I was lucky. It never occurred to me that there was anything that couldn't be done with a little help, mostly because of encouragment from mentors and teachers.
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When a planned show was cancelled and we needed a replacement, I said, "Ok, let's write one."
When a director friend said, "Hey, wouldn't it be fun to do Grease?", I said, "Who cares if we're too old! Let's do it!"
Need a place to bring your show because you lost your space? Bring it here!
We have to shut the doors of the theater because of a pandemic? Ok, we'll do an online production.
Let's do two shows in two weeks to try to build our audiences! Who cares if we only have 3 days to build the set?
As an arts administrator, I love being involved on every level in the theatre. It is simultaneously rewarding and taxing and overwhelming and wonderful. It is an area that could use people who know about more than budgets and press releases. As an educator, I look forward to producing well-rounded students who visualize theatre as a whole and can see all of the career possibilities beyond the stage.
