by Max Marbut
Staff Writer
According to a study published this week by Wilson Research Strategies, the greatest single impact of the economy on household budgets is the money that is spent on entertainment with 58 percent of those surveyed responding they have reduced that kind of spending.
Ticket sales in New York City’s Broadway theater district are down due to both the price ($80 or more) and fewer tourists visiting the Big Apple. The week before Christmas, traditionally one of the best weeks for tickets sales, shows that had been selling like mad were down more than 10 percent including “Grease,” “Pal Joey” and “Shrek.”
What does that trend hold for Jacksonville’s Broadway theater experience not only this season but in the future?
“To paraphrase Mark Twain, the reports of Broadway’s death are greatly exaggerated,” said Milt Russos, executive director of the Florida Community College at Jacksonville Artist Series.
He said even though as many as 16 shows are closing in New York by the end of February, that’s part of the normal cycle and new shows are already in rehearsals to replace them.
“As shows close, new shows open,” said Russos. “We also work with half a dozen booking agencies in New York City who specialize in theatrical tours, so there will be no shortage of shows for the next season of SunTrust Broadway Across America.”
The FCCJ Artist Series has been bringing live entertainment to Jacksonville stages since 1966 including the signature “Broadway Series” that has featured shows like “Cats” and “Phantom of the Opera” that have played long runs and more than one season. Russos said musicals are always popular and the Artist Series brings shows with proven track records in terms of ticket sales, both during their initial runs in New York and on the road.
Having more than one venue also allows the FCCJ Artist Series to present a variety of entertainment and remain profitable for the entire season. With the Arena’s 16,000 seats, the Moran Theatre at the Times-Union Center’s 2,800 seats, the 1,900 seats at the Florida Theatre and the Wilson Center at FCCJ South Campus with 500 seats, shows ranging from “Phantom of the Opera” to “The Glenn Miller Band” or a standup comedian can make money based on ticket sales.
The marketing effort is also more focused, said Karen Longacre, director of sales and marketing for the Artist Series.
“We’re working harder to target the audience for each show,” she said. “We’re using technology like e-mail blasts. The marketing effort for each show also starts with grassroots efforts like getting posters in shopping malls and at the Landing.” Longacre also said the Artist Series is working with Visit Jacksonville to develop entertainment tourism and developing more corporate sponsors and media partners.
“We have seen ups and downs in the economy many times in 43 seasons,” said Russos. “We have the advantage of being able to present major blockbusters and blockbuster shows have proven to be immune from the economy across the nation.”
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