Season planning takes a village

by Smartie on April 19, 2011

Consider talking to your marketing team when doing season planning. Their insight may be helpful. (And don't you wish there were 32 days in a month?)

Forgive the silence of the past few weeks. I was undergoing dental work that turned out to be a major time suck. But enough about my teeth!

We are already starting to see season announcements for next year, and I am sure once Broadway simmers down in a few weeks, we’ll see tons more season announcements land in the various outlets that cover theater news.

So, as you get ready to release your info, I ask you to pause and reflect on the process of coming up with your next season.

OK, are you reflecting? Great.  Now a question…

Did you let your PR and marketing team in on the season discussion?

My guess is, probably not…

I know, I know, we really know how to suck all the air out of the room. I’m the pain-in-the-ass wrinkling my nose at the unknown playwright, asking if you are chasing celebrity casting. The marketing team is already bugging you about writing blog posts and tweeting and engaging the audience. And all you want to do is direct a play, finish the script, perform the role. But we’re the splinter in the heel of your foot, making the process of season planning more painful than it needs to be.

Hell, I wouldn’t want to invite me either.

But… (You knew that was coming, didn’t you?)

Season planning takes a village. If you are interested in gaining audience and getting coverage, you will give us a seat at the table. While we can’t see the future, we do have an idea of what may, or more importantly, what may NOT sell to audience and media. We also know what time of year may be better for what project. We pay attention to trends. We often have a broader view of the competition.

What do you think? Do you consult with PR and marketing during season planning? Why or why not? And if you do, has it helped?

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