When asked why the Merrimack Repertory Theatre has enjoyed such success when so many other local theaters have recently been forced to close, Charles Towers, MRT’s Artistic Director, smiles thoughtfully. “We are small, but excellent. Producing intimate, first-rate plays creates an environment of mutual respect between the audience and the actors. We set the bar very high for artistic integrity.”
Recently celebrating its 30th season, the MRT is renowned for putting up cutting-edge, character-driven plays by both new and well-known playwrights, performed by top-notch professionals. Offering ticketholders the lowest subscription prices in eastern Massachusetts, MRT tickets average about half the price of Boston theaters. According to Tom Parrish, MRT’s Executive Director, the theater’s annual subscription renewal rate is around 80 percent, far higher than the 67 percent national average.
“In the past eight years we’ve produced five world premieres,” says Towers, who spends much of his time choosing which titles will be produced. “Most of our plays are produced here in Lowell, from the ground up, including the sets. When they’re done here, they’re gone. Unlike most forms of entertainment today, on television or the Internet, we offer people a one-of-a-kind, living product.”
Top: MRT Artistic Director Charles Towers and Executive Director Tom Parrish. Above: The Merrimack Repertory Theatre in Lowell. Photos by Kevin Harkins.
With their subscribers coming from a diverse cross section of the Merrimack Valley, the MRT’s formula seems to work. “For a city the size of Lowell, having a successful professional theater is almost unheard of,” says Parrish. “The theater and the city have, over the past 30 years, managed to help each other grow. We contribute a lot to the success of local restaurants and businesses, and they, in turn, help to promote us. Together we’ve helped make Lowell a destination for people. It’s a great situation.”
Also a key factor in their success is the MRT’s ability to attract quality talent. Overlooking a scenic bend in the Concord River, their artist housing ranks among the best on the east coast. And, according to Parrish, downtown Lowell and all it has to offer is highly attractive to many New York City actors. “They feel like they’re on vacation. Our perks allow us to get nationally known talent for a fraction of the cost of other theaters.”
Over the years, the MRT has also benefited from the expert financial guidance of its board of directors, allowing it to avoid the pitfalls that have bankrupted other theaters. “There has always been an unshakable commitment to making it work,” says Michael Gallagher, a Lowell attorney who served on the MRT board for nearly 15 years. “We have great leadership, as well as the support of our state senator and the local community. Some of our board members have been on the job for 20 or 30 years.”
Nancy Donahue, one of the theater’s founders and current chair of the MRT board, credits the theater’s ongoing success to a procession of outstanding artistic directors. “We’ve been very lucky to have artistic directors who’ve always somehow known what our audience wants, even as those wants have changed over time,” she says. “It’s never been about what’s popular, but about excellence. That’s what keeps our audience loyal.”
Jack Davidson and Penny Fuller perform in a production of A Delicate Balance at the Merrimack Repertory Theatre.
The conviction that the MRT’s success is a direct result of its dedication to artistic integrity and fiscal responsibility reaches far beyond its board of directors. Niki Tsongas, Congresswoman for the 5th Massachusetts district, says, “The continued success of the Merrimack Repertory Theatre is attributed to the undeniable artistic quality of its performances as well as the passionate and committed leadership of its board. They have undertaken strong efforts to develop their subscriber base, increase ticket sales, and attract donors, and this has been essential in maintaining the theater’s reputation for excellence in Lowell and the surrounding communities.”
Parrish cautions, however, that tough economic times have still forced the theater to make cuts. “We’re very lucky to have people on our board who had the foresight last year to see that the economy wasn’t going to be doing so well. It gave us time to adjust our budget before things got really dire. Today we’re still running in the black, but we’ve had to cut back a lot… Our hope is that once the economy gets back on its feet, we’ll have a real edge over everyone else.”
Perhaps the most important factor in the MRT’s success, though, is its dedication to maintaining relationships with both its subscribers and the local community. “Other theaters get into trouble when they rely solely on transactional relationships,” Parrish says. “Fifty-two percent of our revenue comes from contributions, not ticket sales. When times get tough, people take care of their friends. Our supporters are invested in our success as much as we are.”
As a way to give back, the MRT offers its contributors some special benefits. Their Producer’s Circle program allows donors who give above a prescribed amount to attend previews of plays and to meet the actors, something which has proven to be quite popular, especially for true theater enthusiasts. Parrish also says that he personally signs thank-you letters to all of the MRT’s donors and subscribers, something which takes an extraordinary amount of time, but which he sees as essential. “I signed my name over 40,000 times last year, but it’s worth it. I want our supporters to know how important each one of them is to us.”
For the future, Towers stresses that the MRT’s goal will be to maintain focus on producing the best work possible. “We’re not looking for growth, but to continue putting out smart, entertaining plays while maintaining relationships with our subscribers and donors.” Towers does say, however, that he would eventually like to add more plays appropriate for younger audiences. “It would be great if we had more to offer high school students. It should be a prerogative for us to show them that there’s an alternative to MySpace for entertainment. Someday those same kids are going to be our supporters. Reaching out to them should be a priority.”
For information on ticket sales, subscriptions or on the 2011-2012 season, visit the theatre’s Web site at MerrimackRep.org or call (978) 654-4MRT.
The Show Must Go On – Merrimack Repertory Theatre
When asked why the Merrimack Repertory Theatre has enjoyed such success when so many other local theaters have recently been forced to close, Charles Towers, MRT’s Artistic Director, smiles thoughtfully. “We are small, but excellent. Producing intimate, first-rate plays creates an environment of mutual respect between the audience and the actors. We set the bar very high for artistic integrity.”
Recently celebrating its 30th season, the MRT is renowned for putting up cutting-edge, character-driven plays by both new and well-known playwrights, performed by top-notch professionals. Offering ticketholders the lowest subscription prices in eastern Massachusetts, MRT tickets average about half the price of Boston theaters. According to Tom Parrish, MRT’s Executive Director, the theater’s annual subscription renewal rate is around 80 percent, far higher than the 67 percent national average.
“In the past eight years we’ve produced five world premieres,” says Towers, who spends much of his time choosing which titles will be produced. “Most of our plays are produced here in Lowell, from the ground up, including the sets. When they’re done here, they’re gone. Unlike most forms of entertainment today, on television or the Internet, we offer people a one-of-a-kind, living product.”
Top: MRT Artistic Director Charles Towers and Executive Director Tom Parrish. Above: The Merrimack Repertory Theatre in Lowell. Photos by Kevin Harkins.
With their subscribers coming from a diverse cross section of the Merrimack Valley, the MRT’s formula seems to work. “For a city the size of Lowell, having a successful professional theater is almost unheard of,” says Parrish. “The theater and the city have, over the past 30 years, managed to help each other grow. We contribute a lot to the success of local restaurants and businesses, and they, in turn, help to promote us. Together we’ve helped make Lowell a destination for people. It’s a great situation.”
Also a key factor in their success is the MRT’s ability to attract quality talent. Overlooking a scenic bend in the Concord River, their artist housing ranks among the best on the east coast. And, according to Parrish, downtown Lowell and all it has to offer is highly attractive to many New York City actors. “They feel like they’re on vacation. Our perks allow us to get nationally known talent for a fraction of the cost of other theaters.”
Over the years, the MRT has also benefited from the expert financial guidance of its board of directors, allowing it to avoid the pitfalls that have bankrupted other theaters. “There has always been an unshakable commitment to making it work,” says Michael Gallagher, a Lowell attorney who served on the MRT board for nearly 15 years. “We have great leadership, as well as the support of our state senator and the local community. Some of our board members have been on the job for 20 or 30 years.”
Nancy Donahue, one of the theater’s founders and current chair of the MRT board, credits the theater’s ongoing success to a procession of outstanding artistic directors. “We’ve been very lucky to have artistic directors who’ve always somehow known what our audience wants, even as those wants have changed over time,” she says. “It’s never been about what’s popular, but about excellence. That’s what keeps our audience loyal.”
Jack Davidson and Penny Fuller perform in a production of A Delicate Balance at the Merrimack Repertory Theatre.
The conviction that the MRT’s success is a direct result of its dedication to artistic integrity and fiscal responsibility reaches far beyond its board of directors. Niki Tsongas, Congresswoman for the 5th Massachusetts district, says, “The continued success of the Merrimack Repertory Theatre is attributed to the undeniable artistic quality of its performances as well as the passionate and committed leadership of its board. They have undertaken strong efforts to develop their subscriber base, increase ticket sales, and attract donors, and this has been essential in maintaining the theater’s reputation for excellence in Lowell and the surrounding communities.”
Parrish cautions, however, that tough economic times have still forced the theater to make cuts. “We’re very lucky to have people on our board who had the foresight last year to see that the economy wasn’t going to be doing so well. It gave us time to adjust our budget before things got really dire. Today we’re still running in the black, but we’ve had to cut back a lot… Our hope is that once the economy gets back on its feet, we’ll have a real edge over everyone else.”
Perhaps the most important factor in the MRT’s success, though, is its dedication to maintaining relationships with both its subscribers and the local community. “Other theaters get into trouble when they rely solely on transactional relationships,” Parrish says. “Fifty-two percent of our revenue comes from contributions, not ticket sales. When times get tough, people take care of their friends. Our supporters are invested in our success as much as we are.”
As a way to give back, the MRT offers its contributors some special benefits. Their Producer’s Circle program allows donors who give above a prescribed amount to attend previews of plays and to meet the actors, something which has proven to be quite popular, especially for true theater enthusiasts. Parrish also says that he personally signs thank-you letters to all of the MRT’s donors and subscribers, something which takes an extraordinary amount of time, but which he sees as essential. “I signed my name over 40,000 times last year, but it’s worth it. I want our supporters to know how important each one of them is to us.”
For the future, Towers stresses that the MRT’s goal will be to maintain focus on producing the best work possible. “We’re not looking for growth, but to continue putting out smart, entertaining plays while maintaining relationships with our subscribers and donors.” Towers does say, however, that he would eventually like to add more plays appropriate for younger audiences. “It would be great if we had more to offer high school students. It should be a prerogative for us to show them that there’s an alternative to MySpace for entertainment. Someday those same kids are going to be our supporters. Reaching out to them should be a priority.”
For information on ticket sales, subscriptions or on the 2011-2012 season, visit the theatre’s Web site at MerrimackRep.org or call (978) 654-4MRT.