New Rep Model a Success

The Who's Tommy, 2014
Photo by Brenda Ahearn

The dust has finally settled after ATP’s whirlwind 10th Anniversary Season. As part of the new ATP 2.0 business plan, all three productions - Guys & Dolls, Big River, & The Who’s Tommy - ran in a rotating repertory schedule. This gave patrons more options when scheduling their attendance. The new schedule required the ATP’s Summer Company of 32 professionals, 3 Technical Interns, and 5 Acting Apprentices to work on all productions simultaneously. While the logistics of presenting three productions in rotating repertory possessed challenges, the new format was an absolute success.

As hoped, the new rep format gave patrons more options to attend performances and encouraged repeat attendance. ATP’s per-night-average increased by 30% over the previous schedule with several nights selling out completely. ATP also had hoped that the new format would make it easier for non-residents to attend performances. Non-resident attendance increased 22% over the previous format, and 10% of the summer audience consisted of first-time patrons.

In short, ATP achieved exactly what it had hoped to achieve, thanks to the new repertory schedule. Plans are being made to continue this new format in 2015. Stay tuned to the 2015 Summer Season announcement this December!


Cover photo: Nicholas Ward in Big River. Photo by Brenda Ahearn