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Welcome to Backstage: The TBA Blog! This is the place for Theatre Bay Area announcements, info on upcoming events, grant deadlines, ticket giveaways, shout-outs and special profiles of featured members. Visit early and often!


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Welcome the New TBA Interns!

Posted By TBA Staff, Tuesday, June 28, 2016
Updated: Tuesday, June 28, 2016

Recently, Theatre Bay Area welcomed Rachel Fink as its managing director. Luckily for us, Rachel came to TBA with a terrific amount of experience managing the internship/fellowship program at Berkeley Repertory Theatre—which has already resulted in a richer, more rigorous internship program here at TBA.

This summer’s crop of interns reflects that rigor; committed and talented, they are truly rising to the daily challenges of working in the arts. Please join us in welcoming these up-and-coming arts leaders: management intern Massimo Cardarelli, communications intern Tyler Jeffreys, programs intern Julian Larach and marketing intern Roneet Rahamim!

Massimo Cardarelli, management intern

Where are you from originally?
I grew up in Novato, California in the North Bay.

How do you identify as a theatre-maker?
I focus my theatre-making efforts on acting.

What are your current career goals?
My current career goal is to find something that I believe ultimately has a positive effect in people's lives. In my own experience theatre is not only beneficial, but vital to maintaining a healthy psychological state. So through some aspect of theatre, whether it be on stage, producing or the business side, I hope to give people a place to learn about themselves and inspire them to make that positive change. 

Tyler Jeffreys, communications intern

Where are you from originally?
All over the U.S, equal time in Hawaii, Detroit and Seattle

How do you identify as a theatre-maker?
Actor and advocate.

What are your current career goals? 
To earn my Actors’ Equity card and a bachelor’s degree in musical theatre from Cal State East Bay.

Julian Larach, programs intern

Where are you from originally?
I am a native of San Francisco! Whoo!

How do you identify as a theatre-maker?
I am an actor as well as the communications director of a theatre group at Northwestern University. 

What are your current career goals? 
Finishing school and then pursuing a career in acting!

Roneet Rahamim, marketing intern

Where are you from originally?
Bay Area native.

How do you identify as a theatre-maker?

What are your current career goals?
Transitioning into a new career that can support my acting career and living in the Bay Area. Hoping to leave the starving artist behind and join the financially stable artistic-being world.


Look forward to seeing more of these fabulous four interns over the summer—and when you see them at events, say hello! 

Theatre Bay Area members: Creative. Committed. Community. 



Tags:  arts education  internship  leadership  marketing  programs  time management 

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From the Executive Director: Bulls-Eye

Posted By TBA Staff, Tuesday, January 12, 2016
By Brad Erickson

“Free Beer Fridays.” Parties every night—on stage, with the actors in costume. These were a couple of the eye-popping audience engagement techniques that kept a packed breakout room of 130 attendees of the recent National Arts Marketing Project (NAMP) Conference scribbling in their electronic notepads. Holding the room on the edge of its seat were the featured speakers on the panel I was moderating: Lisa Mallette, producing artistic director of City Lights Theater Company of San Jose (also chair of TBA’s Theatre Services Committee and a Theatre Bay Area board member) and Cathleen O’Malley, director of audience engagement and media relations at the Cleveland Public Theatre. 

It wasn’t just that Lisa and Cathleen are dynamic speakers (they are), or that the strategies they’ve launched at their companies are working (they are); it was more the subtle yet radical philosophical shift these two theatres have executed that so captivated the NAMP attendees. City Lights and Cleveland Public have made a decisive commitment to put audience engagement at the center of mission and strategy, and that change is remaking their audiences—and their companies. 

As Cathleen, Lisa and I prepared for our session (entitled “Flipping the Audience Engagement Paradigm: Transforming your Arts Organization”), I was struck by how similar the tactics are that these two theatres have developed. Hailing from opposite sides of the country, City Lights and Cleveland Public have articulated an identical goal: to more deeply engage more people from their communities in what they view as the life-changing work on their stages. With this new measure of success, City Lights and Cleveland Public have invented analogous rafts of strategies to meet their objective. 

Both theatres have realized that “audience engagement” is not an activity that can be assigned to one wing of the company: namely, the marketing department. Rather they have embraced the idea that audience engagement is the whole point and that the entire organization—from the board to the artistic director to the artists to the concessions staff (and, oh, yes, the marketers)—must be working together to broaden and deepen the impact of the art on the stage. 

Second, both companies have strategically fostered relationships with community partners, enlisting their help in reaching new communities—and, crucially, recognizing the need and the benefit of returning the favor by supporting their partners in reaching their own objectives.

Both organizations understand that they are in the business of, as Cleveland Public puts it, “brokering meaningful relationships between art, artists and audiences.” Artists and audiences are strategically brought together to connect around the work. This is the point of City Lights’ after-show (that is, after every single show) parties: to offer the artists and the audience a chance to organically bond by sharing a glass of wine and diving into conversation around the work. Cleveland Public successfully lures artists not onstage back to the theatre through $10 tickets and (on Fridays) free beer, and audiences are delighted to recognize artists from previous shows sitting next to them, both groups ready to share their experience of that night’s performance—not in a formal “talk-back”—but in the buzzy lobby after the show. 

City Lights and Cleveland Public are constantly inventing new ways of connecting with the people of their communities. Some of the innovations work, some fail. But the clear focus on audiences has not only increased attendance and enlarged their budgets, it has created a new sense of purpose shared by their artists, staffs and boards, and it has deepened the impact of these two theatres on their communities. And, through venues like NAMP, a strategic emphasis on engaging audiences has helped make these companies models for their peers around the country. 

Brad Erickson is executive director of Theatre Bay Area.

Tags:  audience development  executive director  marketing 

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Updated 2015 "Sources of Publicity" Book on Sale Now!

Posted By TBA Staff, Tuesday, May 19, 2015
Updated: Monday, May 18, 2015


What do you want? Butts in seats. 

How do you get them? Publicity!

Theatre Bay Area proudly presents its newly updated summer 2015 edition of Sources of Publicity, the indispensable guide for reaching (and wooing) the media professionals who can get the word out about your show.  

The updated 2015 Sources of Publicity is the premier guide to print, web, radio, television and, now, social media sources of publicity in the Bay Area, now featuring up-to-date information on almost 300 media contacts in the Bay Area. 

The 2015 Sources of Publicity also includes a wealth of useful information for anyone with a project to share, whether you're an old hand at the publicity game or a bright new star looking for ways to shine!

Additional content includes:

• Contact info for the members of the Glickman Award committee and the San Francisco Bay Area Theatre Critics Circle

• Indexes by alphabetical order and by geographic region

• Advice on avoiding common publicity mistakes

• Tips on photography best practices

• Social media etiquette when contacting journalists

• And even a deadline guide (hooray!)

Don't wait - order your copy today!

Tags:  audience development  Community Events  Glickman Award  journalism  marketing  Sources of Publicity 

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Know Your Audience! Grow Your Audience!

Posted By TBA Staff, Tuesday, November 4, 2014
Updated: Monday, November 3, 2014



Theatre Bay Area is proud to host visionary audience development thinker Matt Lehrman for another Audiences Everywhere™ workshop on Nov. 21! 

He's bringing back his foundational, foundation-shaking workshop for theatre leaders who missed him the last time he came through town.

Here are just some of the tweets from that session:

• From The Marsh ("Thank you @theatrebayarea for bringing @MattLehrman to host his fabulous #AudEv workshop. It's great to learn meta-level ideas for the arts!”) 
• From ODC ("Thanks to @theatrebayarea & @MattLehrman for a great workshop full of new ideas to explore! #audev”)


Highlights from a recent Audiences Everywhere™ presentation for CultureSource in Detroit, Michigan.:


Event information

What: Audiences Everywhere™ workshop on November 21 

Where: Intersection for the Arts, 925 Mission Street, San Francisco

When: From 9:30 a.m. to 12:30 p.m.

Who: You! Theatre leaders who are hungry to take their companies to the next level. 


Are you ready to get excited about making a full-company commitment to expanding your audiences? Get your seat today!

Tags:  audience development  marketing  workshop 

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