DEVELOPING A SUSTAINABLE BUSINESS MODEL FOR THEATRES: A CASE STUDY OF KANSAS CITY’S STARLIGHT THEATRE _______________________________________ A Dissertation presented to the Faculty of the Graduate School at the University of Missouri-Columbia _______________________________________________________ In Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy _____________________________________________________ by ANDREW PIERCE Dr. Cheryl Black, Dissertation Supervisor Dr. David Crespy, Dissertation Supervisor MAY 2016 © Copyright by Andrew Pierce 2016 All Rights Reserved The undersigned, appointed by the dean of the Graduate School, have examined the dissertation entitled DEVELOPING A SUSTAINABLE BUSINESS MODEL FOR THEATRES: A CASE STUDY OF KANSAS CITY’S STARLIGHT THEATRE presented by Andrew Pierce, a candidate for the degree of doctor of philosophy, and hereby certify that, in their opinion, it is worthy of acceptance. ____________________________________________________________ Professor Cheryl Black ____________________________________________________________ Professor David Crespy ____________________________________________________________ Professor Felicia Hardison Londré ____________________________________________________________ Professor Kevin Brown ____________________________________________________________ Professor John Drake Robinson ACKNOWLEDGEMENTS I have been blessed by a wealth of support throughout my academic career. Dr. Cynthia Allan, my Pittsburg State University advisor, challenged me and made sure I wanted and could survive a career in theatre. She pointed me in the direction of the University of Missouri-Kansas City. At UMKC, Dr. Felicia Londré gave me a crash course in theatre history, put up with my questionable exam answers, and introduced me to dramaturgy. I could not have wished for a more inspiring mentor. At Mizzou, Dr. Cheryl Black was a source of support and insight, helping me survive my first conferences. Dr. David Crespy was the perfect co-advisor. He involved me with KCACTF, forever changing my life. Through KCACTF I ended up at the Eugene O’Neill Theater Center. It was there, sitting on the front porch of the Monte Cristo Cottage, I developed the framework for this study. I will be forever grateful to this patient quartet of advisors. To Dr. Kevin Brown and John Drake Robinson, who agreed to serve on my dissertation committee, I appreciate your support and insight. This study wouldn’t be possible without the support of everyone at Starlight Theatre. Amy Reinert and Cindy Jeffries, who were my supervisors during the writing process, deserve vacations and praise. Steve and Karen Tyler and Greg and Rebecca Reid always asked about my dissertation progress, which meant a lot to me. Finally, I am thankful to my family. To Tony and Meagan, thank you for the summers of shelter, allowing me to keep a job. My dad I thank for a calm demeanor and positive outlook, which I can sometimes (maybe) emulate. My mom, despite her attempts to get me to work “gopher hole,” “pizzazz,” and “mollycoddling” into this dissertation, is insightful and the best sounding board out there. Thank you, mom and dad, for always believing I would finish this dissertation. ii TABLE OF CONTENTS Acknowledgements………………………...……….…………...……………………….ii List of Illustrations………………………...……….………………………………….viii Abstract…………………………………………………………………………………...x Introduction…………………..…………………………………………………………..1 Introduction and Justification……………………………………………………....1 Purpose……………………………………………………………………………..5 Terminology………………………………………………………………………..7 Theatre and the Social Dimension of Sustainability…………………………...…10 Theatre and the Economic Dimension of Sustainability………………………….15 Theatre and the Environmental Dimension of Sustainability…………………….19 Methodology…………………………………………………………..………….22 Limitations………………………………………………………………………..32 Case Study Structure……………………………………………………………...34 Survey of Existing Scholarship…………………………………………………...34 Chapter 1 Starlight Theatre’s Journey Toward Sustainability…………...……..47 Chapter 2 The Social Dimension in Business Practices of Starlight Theatre.......68 Starlight Theatre and the Social Dimension……………………………………..68 Social Dimension Focus Area #1: Social Media………………………………...70 Online Season Surveys…...………………………………………………72 Online Nightly Surveys…………………………………………………..79 Facebook…………………………………………………………………82 4Square, Flickr, Google+, Pinterest, Twitter, and Youtube……………..85 Sustainability Snapshot of Social Dimension Focus Area #1: Social Media Practices……………………...……………………………………….…87 iii Social Dimension Focus Area #2: Educational Programs…...…………………...87 Blue Star Awards………………………………………………………...90 Act Like An Animal Camp………………………………………....…..…96 All Business is Like Show Business………………………………………98 Sustainability Snapshot of Social Dimension Focus Area #2: Educational Programs…...……………...……………………………………...….…102 Social Dimension Focus Area #3: Outreach Programs………………..………...102 Community Ticket Program…………………………………………….103 Starlight On Site……………………………………………………...…109 Just Imagine…………………………………………………………….114 Vincent Legacy Scholarship………………………………………….…117 Sustainability Snapshot of Social Dimension Focus Area #3: Outreach Programs……………...……………………………………...……...…121 Social Dimension Focus Area #4: Audience Enrichment………………..……...121 Pre-Show Tours……………………………………………………...…122 Family Show Activities……………………………………………….....124 Children’s Theatre Study Guides…………………………………….…128 Sustainability Snapshot of Social Dimension Focus Area #4: Audience Enrichment…………...……………………………………...…….....…131 Overview of All Social Dimension Focus Areas………………..……………....132 Chapter 3 The Economic Dimension in Business Practices of Starlight Theatre....................................................................................................136 Starlight Theatre and the Economic Dimension………………..…………….....136 Economic Dimension Focus Area #1: Season Planning………………………...141 Touring Musicals…………………………………………………….…142 Self-Produced Musicals…………………………………………...……146 Co-Produced Musicals……………………………………………….....149 iv Concert Series………………………………………………………..…150 Starlight Indoors (Pre-2015)………………………………………...…156 Starlight Indoors (2015 and Beyond)…………………………………..159 Sustainability Snapshot of Economic Dimension Focus Area #1: Season Planning…………...……………………………………...…….........…162 Economic Dimension Focus Area #2: Season-Driven Revenue………………...162 Parking and Concessions……………………………………………….163 Applause Club…………………………………………………………..166 Dynamic Pricing………………………………………………………..168 Sustainability Snapshot of Economic Dimension Focus Area #2: Season- Driven Revenue….………………………...……………...…….........…171 Economic Dimension Focus Area #3: Non-Season Revenue Streams……..…...171 Starlight Gala…………………………………………………………..172 StageFright at Starlight……………………………………………...…174 Epic Innovative Events, Inc……………………………………………..177 Sustainability Snapshot of Economic Dimension Focus Area #3: Non- Season Revenue Streams…...…………...……………...…….............…183 Economic Dimension Focus Area #4: Non-Traditional Work Force………..….183 Bob Rohlf Internship Program………………………………………….184 Ambassadors……………………………………………………………186 Moonlighters…………………………………………………………....189 Sustainability Snapshot of Economic Dimension Focus Area #4: Non- Traditional Work Force………………...……………...…….............…191 Overview of All Economic Dimension Focus Areas…………..……………......192 Chapter 4 The Environmental Dimension in Business Practices of Starlight Theatre....................................................................................................195 Starlight Theatre and the Environmental Dimension………………..…….….....195 v Environmental Dimension Focus Area #1: Facility Improvements…………..…199 Jeannette and Jerome Cohen Community Stage………………………..199 Administrative Building………………………………………………...203 Restrooms……………………………………………………………….206 Sustainability Snapshot of Environmental Dimension Focus Area #1: Facility Improvements………………...……………...……...............…209 Environmental Dimension Focus Area #2: Environmental Awareness………..209 Water Usage………………………………………………………....….210 Recycling Program……………………………………………………..212 Plant Life………………………………………………………………..213 Fans and Misters………………………………………………………..216 Solar Panels………………………………………………………….....219 Biodegradable Confetti…………………………………………………220 Sustainability Snapshot of Environmental Dimension Focus Area #2: Environmental Awareness……………………………………………...221 Environmental Dimension Focus Area #3: Guest Experience………………....221 Guest Interaction Guidelines (G.I.G.)………………………………….222 Attibloons…………………………………………………………….....224 Ambient Sound………………………………………………………….226 Kiosks…………………………………………………………………...229 Sustainability Snapshot of Environmental Dimension Focus Area #3: Guest Experience……………………………………………………….231 Environmental Dimension Focus Area #4: Administrative Elements……….....232 Staff Size………………………………………………………………...232 Building Capacity………………………………………………………236 Board of Directors……………………………………………………...237 vi Sustainability Snapshot of Environmental Dimension Focus Area #4: Administrative Elements…………………………………………….….240 Overview of All Environmental Dimension Focus Areas…………..………......241 Conclusion…………………..………………………………………………………....244 Charting and Reviewing Starlight’s Practices…………………………………..244 Starlight’s Cluster of Sustainability…..………………………………………....246 How Starlight Can Utilize This Model…………………………………….……249 Complications with the Practice………………………………………………...250 Timeline………………………………………………………………...251 Resources……………………………………………………………….252 Evaluated Practices…………………………………………………….253