




Asolo Rep is a leading professional theatre company in the U.S. and one of the largest performing arts organizations in our region. Over the 60-plus years of our history, our facilities did not keep pace with our growth. New rehearsal and production locations were acquired and renovated. The primary goal – developing spaces to advance Asolo Rep’s artistry and education programs – was augmented by the ambition to create earned revenue centers that were allied with our core mission.
The Robert and Beverly Koski Center has been strategically designed and developed from that concept. The following Plan is an overview of the four areas with additional earned revenue potential: Costume Rentals, National Producers & Local Rentals; Enhanced Productions & Co-Productions, and Education & Community Engagement. Next steps in developing each revenue center have begun and will be further detailed as we explore prospective clients and their responses to these initiatives. Additional human resources will be required, processes and protocols developed and marketing initiated. We are optimistic about the potential for significant ventures emerging from these plans that will continue to evolve as we implement the first stages.
Asolo Rep struggled for decades with inadequate facilities for set/prop/costume construction, rehearsal space and storage. The opening of the Performing Arts Center (PAC) in 1989 provided a rehearsal hall, but there was insufficient square
footage on the property to address the other issues. In addition, as a repertory company, one rehearsal hall does not support the needs of three shows in rehearsal at one time.
In 2010 the opportunity to acquire the property now recognized as the original Robert and Beverly Koski Center proved beneficial on many levels. Originally a warehouse distribution center with offices in the front, the building was redesigned to create a scenic shop with room for set and prop construction and a paint floor, and costume storage on the mezzanine level. A section of the office space was reconfigured to provide a rehearsal room which met immediate needs in floor size but not height.
Over time our productions grew in size, scale and technical complexity, and it became apparent that the rehearsal space was again insufficient. In order to have rehearsal time on two story sets, the company would move into the scene shop in the evenings and work amid the table saws, construction tables and paint floor with noisy air conditioning. The result, after transferring the set and rehearsals to the theatre, was a significant amount of technical time spent adjusting staging and dealing with production
issues that had gone unrecognized in the cramped rehearsal hall.
Other space limitations surfaced. As our education and engagement programs grew, there was inadequate classroom space for the desired camps and classes. Readings for new work had to be sandwiched into time available between mainstage rehearsals. The costume shop needed additional space for costume and wig construction. Stored costumes were being damaged at an alarming rate due to overcrowding, exposure to dust and florescent lighting, and poor climate control.
Gathering space for all kinds of events, from Board meetings to cocktail parties and staff events, was limited by the small amount of public space in the PAC. We were bursting at the seams .
For years Asolo Rep had been trying to acquire vacant land owned by a credit union located to the west of the Koski Center. Although the credit union had not pursued building a facility, we were unable to draw them into negotiation for the property. During a Facilities Committee meeting in 2017 we discovered that the property adjacent to the Koski Center on the east side was about to go on the market. The company, Mercedes Medical, had two buildings onsite, a large one for medical equipment distribution and a smaller building for office space. Successful negotiations ensued. We were now able to envision a world class production and rehearsal facility.
Ironically, shortly after our purchase of the Mercedes property the credit union sold its parcel to USF, which put it back on the market for a reasonable cost. We purchased the land so that Asolo Rep would own the entire front of the block. This purchase assured the character of the surrounding area and provided space for potential expansion by future leadership.
The expanded Koski Center was undeniably essential to the artistic vision of Asolo Rep’s future.
The design concept began with the recognition that enhanced facilities will attract top artists who seek the best venues to support their work. Studios close to the main rehearsal hall permit music and dance break-out rehearsals to take place simultaneously, greatly increasing the company’s efficiency. The superior dimensions of the rehearsal halls, in both height and floor space, allow even the largest and tallest sets to be installed and used during the rehearsal process. This capacity enables a director to fully stage productions in rehearsal, rather than having to use precious and expensive time in the theatre to restage movement.
Ultimately, the full build out of the expanded campus will provide Asolo Rep with first-rate facilities that include two high functioning rehearsal halls situated side-by-side and music, dance and voice studios that support and enhance the work done in the rehearsal halls. Consolidated costume shop facilities, conference rooms, offices, a video studio and a physical therapy room will create efficiency and further support the needs of the artists and craftspeople in their work environment.
Currently available for naming *
THE HUISKING FOUNDATION GREEN ROOM
BOB AND BEVERLY BARTNER ARTISTIC OFFICE
ROBERT AND PATRICIA BAER ARTISTIC OFFICE
GERALD AND SONDRA BILLER ARTISTIC OFFICE
AND
The new property was acquired with funds from the initial Robert and Beverly Koski gift. A $20M capital and endowment campaign was formally launched in October 2019.
The endowment portion of the campaign ($5M) was designed to provide resources for a significant percentage of the annual operational costs of the building. Potential earned income producing opportunities were identified. The new facility would not be a drain on the operating budget.
Fundraising was successful even during the years of COVID, producing sufficient funds to launch Phase 1, the construction of the center building, which houses the super rehearsal hall, outside and entry lobbies, catering kitchen, conference room, restrooms and mechanical rooms.
Phase 1.5 (build out of the south building) and Phase 2 (build out of the north building), have been under discussion. Approximately $9M in additional funding is required to complete the project.
60% OF GOAL
$8,990,554 TO GO
TOTAL CAMPAIGN $22,586,571
*estimate as of 1/23
$13,596,017
The ribbon cutting ceremony of Phase 1 on June 23, 2022 unveiled a beautiful environmentally friendly building, constructed on time and on budget. It includes the Margot and Warren Coville Rehearsal Hall, Debbie and Larry Haspel Conference Room, Tom and Ann Charters Lobby and Trellis Furnishings, Lee and Bob and David Peterson Lobby, Carolyn Keystone and Jim Meekison Catering Kitchen, Sharon and Herman Frankel Grand Hallway, Dr. Randell Johnson and
Bobby Jensen Education Hallway, and Charles & Margery Barancik Foundation Green Building and Sustainability Initiatives.
The facility was immediately recognized as an exceptional, flexible space that would serve many purposes for Asolo Rep. The annual Welcome Back party held there was met with great enthusiasm. The Meet and Greet for Cabaret, the first production of the 2022-23 season and first to rehearse in the glorious new space, elicited kudos from artists around the country and was heralded as a unique, world class facility.
The anticipated efficiencies in the production process from
maximizing the use of rehearsal time was evident from the first day of rehearsal for Cabaret. The new facilities helped create a superior artistic product and significantly reduced the required technical time in the theatre.
Another benefit ensued for the marketing department. Having rehearsals on the actual set allowed marketing personnel to explore new concepts and visual images for promoting the show. For Cabaret, this resulted in the immediate and impactful reconsideration of marketing imagery that strengthened the show’s appeal.
The resulting financial benefit from this feature will flow from two sources: increased box office revenue due to
higher production quality, and decreased overtime for crew during tech time.
Technical days in the theatre prior to opening a show can easily require the crew to be engaged for 12-16 hours a day or more. Decreasing the number of grueling technical hours for crew members supports an urgent and growing demand in the field for reduced tech days and improved work/life balance. Meeting this need will result in attracting and retaining the best technical crew members and production staff.
Although the primary purpose of the Koski Center will always be, first and foremost, to serve the artistic, educational and other programming needs of Asolo Rep, the earned revenue opportunities identified previously – and those yet to be imagined – will benefit the theatre and serve to augment the financial stability of the organization.
Our highly gifted costume shop artisans produce hundreds of superbly made costumes each year. A digitized catalogue will allow this inventory to be best utilized by our designers when they are considering resources available for an individual production, thereby reducing expenses for design and build of new costumes.
In addition, having these 50,000 costumes appropriately organized and safely stored will become a significant national resource for rentals.
The costume rental business has the potential to serve two different markets: commercial and private. The primary target market would be volume and full show rentals to other professional, community and educational theatres. The secondary market would be private rentals for personal and short-term use.
• Primary
- Other professional theatres
- Community theatres
- College/high school theatre departments
- Film, TV, movie production
• Secondary
- Personal, short-term rentals
- Themed costume parties and Galas
The process of photographing and cataloguing our inventory began in June, 2022 and, as of the fall of 2022, we have approximately 10% of the inventory accomplished.
To begin a more concentrated effort for national rentals requires going “live” (inventory available online) with rental software. It is important to reach a critical mass of costumes captured with the digitizing process, as “going live” triggers additional costs for the website, plus set-up and training expenses.
Although preparation for the online inventory will continue, the national rental initiative cannot be activated until the completion of Koski Phase 2, as installing the costume inventory into its new location is the only way increased rentals can be organized and managed.
Our research demonstrates that during COVID a number of costume rental companies and shops closed, providing even greater demand for our inventory and shop artisans, while subsequently elevating Asolo Rep’s reputation within the industry.
See Appendix A - Covid-19 Pandemic Rental Market Reserarch
1. Continue digitization of costume inventory – April, 2023 – October, 2024
It is essential to have skilled, experienced staff managing this work. We will begin again in April when there is both the physical room for the process in the Weiller Rehearsal Hall and staff availability, as most productions for the 2022-23 season will be near completion. A launch date for the rental website can proceed once a two-thirds project completion goal is met.
2. Finish Capital/Endowment Campaign
3. Complete Koski Center Phase 2 – 14 months from Board approval for construction
4. Install Costume Inventory in new location – two months following completion of facility.
Upon completion of the Phase 2, costume storage and the Weiller Rehearsal Hall will be vacated, providing expansion options for the scene shop. Additional floor space will suppor t more outside work and enhance earned revenues in that area.
5. Devise and activate plan for national marketing while installation is in progress
6. Hire staff to handle rentals as needed to fulfill demand
Promotional support for the costume rental will come in the form of digital, direct mail, trade shows, conferences and industry publications.
The Asolo Rep website will provide a public access point to the rental website. Focus will be on easy navigation and search engine optimization to drive organic search to the rental content.
Print collateral and direct mail pieces will be created for distribution to the primary target market. Lists will be assembled to target LORT theatres, community theatres, noted college and high school theatre programs for direct mail pieces. Additional materials will be made available as needed for trade shows and industry distribution.
Key industry publications and websites will be indentified for focused press effor ts and paid advertising opportunities.
The expenses for this project include labor and the purchase of the software package, Rental Tracker Pro, an online resource serving industries such as Universal Studios and Walt Disney Studios, as well as LORT theatres such as Oregon Shakespeare Festival and The Guthrie Theatre.
See Appendix B - 5-year plan of expense and income
Over the last four years the Costume Shop (inactive during 20-21) produced an average of $15,250 net profits from rentals and contracts for costume construction.
Pre and post-COVID research indicates a high national demand for costume rentals. Other regional theatre companies with a reputation for excellence and service were netting between $200,000-250,000 a year. Since COVID, some costume shops have closed which provides significant additional opportunity for Asolo Rep.
Asolo Rep occasionally engages with commercial theatre producers and other regional theatres to move its productions forward following the run in Sarasota. Our commitment to developing and producing new work, supported by a national reputation for excellence, will be a key factor in attracting commercial producers. The probability of these kinds of partnerships increases significantly with the completion of the enhanced facilities.
• Primary
- Commercial Producers from cities with significant professional theatre centers, primarily New York and Chicago
- Other Regional Theatres
February-May 2023
Determine desire/feasibility of engaging in enhanced productions or co-productions
April, 2023
July-December 2023
Host reception event for National LORT Conference in the Coville Rehearsal Hall
Engage in discussions, contracts for 2024-25 season
The interest and participation of commercial producers and non-profit co-productions is largely dependent on connections with Asolo Rep artistic staff. Partnerships are created with shared vision and goals.
Direct communication with leadership in regional theatres and active producers/general managers supports these efforts.
All national marketing efforts contribute to stimulating interest in Asolo Rep collaboration and establishing the brand.
During Michael Donald Edwards’ tenure, Asolo Rep received more than $5.3 million from external financial enhancements for the productions of A Tale of Two Cities, Hero, Josephine, Beatsville, Knoxville and Hood. Should the incoming leadership choose to vigorously pursue these partnerships, an estimate of $1,000,000 income every two to three years is reasonable, particularly due to the new Koski expansion. The majority of these funds are used directly for enhancements of creative teams and the physical productions. However, there are economies of scale and it is reasonable to assume $50,000 benefit per enhanced production.
Net Income: $50,000 every two to three years
This initiative will be accelerated with the completion of Koski Center Phase Two, as additional production spaces will make the venue even more attractive.
If you are looking to co-produce, would you be open to the show being built and rehearsed in Florida before being presented in your venue?
Yes No
N/A
Dependent on artistic relationship
Open to shows that start elsewhere
Set must accommodate our theatre
Prefer to cast locally
Maybe
See participating theatres in Appendix A
Asolo Rep will attract producers who require a full service venue to launch a national tour or initiate a project that needs space for rehearsal, artist housing, and technical production. Income could potentially be derived from rehearsal space and housing rental, and construction of sets/props/costumes.
In addition, the rehearsal halls, conference rooms, and studio spaces will be made available to local organizations and individuals for rent when the spaces are not occupied with Asolo Rep rehearsals or education programs. The event space rentals will be strongly dependent on aligning the space availability with the needs of clients.
• Primary
- Asolo Rep partners, Board members and donors
- Regional corporations and not-for-profits
- Chambers
- Event planners
• Secondary
- Social clubs
- Schools
- Performing Arts organizations
- Private parties and events
- Production companies
- Referrals
Next steps:
The first available time the space can be rented is June – September 2023. Rentals later than September are dependent on the production and education calendars available in April, 2023.
The new Special Events Manager – hired in December, 2022 — will begin researching current market rental rates and contacting target markets in April, 2023. The goal is to secure three to four rentals this summer as trial runs.
This initiative will be accelerated with the completion of Koski Center Phase 2, as additional production spaces will make the venue more attractive and provide more rental space options.
Research market rental rates and identify space availability for FY 2023-24 – April-August, 2023
Determine labor requirements and create comprehensive rate sheet – April-May 2023
Create internal protocols and communication systems for rentals – April-May, 2023
Develop rental contract – May, 2023
Launch Marketing Plan for rentals and scene/costume shop construction projects – May-June, 2023
Hire staff to manage rental needs as necessary – June-August, 2023
The focus on marketing support needs to be maintaining Asolo Rep as a top-of-mind option among industry partners and identifying repeat local and regional summer business that can utilize the space. Within the Sarasota/ Manatee region, identify companies and not-for-profit organizations, along with event planners, that may need a flexible event space with catering facilities for small to mid-range events. Promotional support for the event space rentals will come in the form of digital, direct mail, hospitality and tourism partnerships, and regional chambers.
Photography of the space and events, along with a video sizzle reel, are key to promoting the space for special events. These assets should be featured whenever possible.
The Asolo Rep website will provide a public access point to the event space rental landing pages. Focus will be on easy navigation and search engine optimization to drive organic search to the content.
Print collateral and direct mail pieces will be created for distribution to the primary target market. Lists will be assembled for direct mail and email campaigns. Additional materials will be made available as needed for hospitality and tourism contacts. Consider targeted promotional drops with collateral and branded merch.
As the reputation for rental space grows, income will increase exponentially. Outside producers require lead time for planning, so opportunities for that enterprise are more likely to materialize in years two, three and beyond. As more spaces are available in 2024-25, income potential will grow.
Net Income Estimate:
Year one (2023-24): $15,000
Year two: $40,000
Year three: $60,00
Special Event Spaces (Capacity based on configurations)
200 Guest Capacity: Mon - Thur: $1,200 Social/ $1,400 Commercial
Fri - Sun: $1,400 Social/ $1,600 Commercial
100 Guest Capacity: Mon - Thur: $700 Social/ $900 Commercial
Fri - Sun: $950/Social/ $1,150 Commercial
Rehearsal only: Mon – Sun: $3,500 not-for-profit/ $4,000 Commercial
Performance: Mon – Thur: $3,700 not-for-profit/ $4,200 Commercial
Performance: Fri – Sun: $4,200 not-for-profit/ $4,700 Commercial
The expansion of the Koski Center allows Asolo Rep’s programming and partnerships to deepen and diversify, extending opportunities for more people to participate in the creation and experience of theatre. The variety of spaces and skilled craftspeople working in the Koski Center provide unique prospects for creative and accessible programming.
Theatre is for everyone. We want to provide opportunities for ALL people to experience theatre in ways that best connect to their lives. Asolo Rep has several programming partners across the Gulf Coast region including the Boys & Girls Club of Manatee, Unidos Now and Easterseals of Southwest Florida.
Asolo Rep impacts over 10,000 students, educators, and community members annually, using theatre to spark curiosity and conversation. The participants in our programs are the future of our workforce, our art form and our city’s cultural tradition.
We have identified five key areas for programming: Careers in Theatre, Professional Development, Camps & Classes, Technique-based Training, and Community Engagement. The five programs can be broken down into four key areas of focus in local markets:
• Pre-professional and advanced theatre training and experiences
- High school and college students
- Arts educators/professors
- Local artists/arts organizations
• Creative professional development through theatre arts training
- Corporate partners and foundations
- Local university business programs
- Local Leadership programs
- Chambers
- Local non-profits and community partners
• Camps & classes
- Families with students ages 6-18
- Middle and high schools
- Local artists
- Non-profit social service organizations
• Community workshops and creative experiences
- Non-profit partners and social service organizations
Develop partnership model for professional development and careers in theatre programming with Sarasota and Manatee County Schools.
1. Develop curriculum/plans using Asolo Rep resources (artisans/artists, shops, machinery, processes and procedures) based on desired learning outcomes for different groups – Spring 2023
2. Deepen relationships with stakeholders in different areas of school administration in both Sarasota and Manatee, such as Career and Technical Education (CTE), Visual Arts/Design, and Theatre –Summer 2023
3. Pilot programming as Professional Development with educators and administrators – Fall 2023
4. Pilot programming in partnership with school districts for longer term residency opportunities, 1-2 per year – Fall 2023
Develop programming partnerships with local corporations, building a reputation for training seminars designed to develop innovative thinking and creative leadership.
1. Develop base curriculum with evidence-based practices – Spring 2023
2. Meet with local stakeholders such as corporate board members, corporate sponsors for Asolo Rep, potential partners – Spring 2023
3. Pilot first large-scale professional development seminar with corporate partner; evaluate outcomes and implement adjustments – Fall 2023
4. Market programming with testimonials from pilot projects with a goal of having 3-4 corporate seminars per year – Fall 2023
This initiative will be limited until the completion of Koski Center Phase 2. With the build out of Phase 1.5 (the south building), the two studios will allow for a partial realization of the plan. Marketing efforts can run alongside the programs’ launch.
Promotional support for the education and engagement programming will come in the form of digital, collateral, community, school and corporate partnerships, and chambers.
The Asolo Rep website will provide a public access point to the various programming with a focus on easy navigation and search engine optimization to drive organic search to the content. Some programs will benefit from a strong social media campaign and video support.
Print collateral pieces will be created for distribution to the primary target market. Lists will be assembled for email campaigns. Additional sales materials will be made available as needed for corporate and community organizations for distribution and promotion to constituents.
See Appendix C - Breakdown by program
Phase 1
Summer 2023 Professional Development Through Theatre
Available: Educator/Administrator Trainings (30-50 people)
Fall 2023 Careers in Theatre Available: Tours and workshops with Production Department for school tours and workshops.
Fall 2023
Professional Development Through Theatre
Available: Large-scale corporate trainings (3050 people)
Spring 2024 Community Engagement Programming Available: Space reservations/rentals for non-profits/schools
Coville Rehearsal Hall
Koski Production Center, Weiller Rehearsal Hall, Coville Rehearsal Hall
Coville Rehearsal Hall
Coville Rehearsal Hall, catering kitchen
Phase 1.2
Spring 2024
Spring 2024
Fall 2024
Fall 2024
Summer 2025
Phase 2
Fall 2025
Fall 2025
Community Engagement Programming - Workshops/ Group Collaborations
Professional Development Through Theatre
Available: Smaller-scale corporate trainings & educator trainings (5-30 people)
Hire Education Manager to handle all classroom and registration logistics.
Tuition-based programming Available: After-school programming for ages 1118
Careers in Theatre Available: Scenic Design and production-based professional development for local artists/university students. (no costumes)
Tuition-based Programming/Techniquebased intensives
Careers in Theatre
Available: Summer Intensives for high school students in performance and some technical.
Available: Design and production-based professional development for local artists/university students. (all areas)
Community Engagement Programming Available: Quarterly Community Events with partners
Classroom spaces
Classroom spaces
Classroom spaces, Mendell Scenic Studio, Coville Rehearsal Hall
Classroom spaces, Mendell Scenic Studio, Coville Rehearsal Hall
Classroom spaces, Mendell Scenic Studio, Costume Shop/Storage, Coville Rehearsal Hall
Classroom spaces, Coville Rehearsal Hall, other rehearsal
Fall 2025 Tuition-based programming/Careers in Theatre
Available: Design/technical programming for ages 1118
hall, catering kitchen
Classroom spaces, Mendell Scenic Studio, Costume Shop/Storage, Coville Rehearsal Hall
Spring/Summer 2026
Community Engagement Programming
Summer 2026 Tuition-based Programming/Techniquebased intensives/ Professional Development Through Theatre
Available: Public Works Programming Classroom spaces, Mendell Scenic Studio, Costume Shop/Storage, Coville Rehearsal Hall, other rehearsal hall
Available: Teaching Artist/Applied Theatre Intensive
Classroom spaces, Mendell Scenic Studio, Costume Shop/Storage, Coville Rehearsal Hall, other rehearsal hall
Each of the programs listed here will increase income for Education & Engagement through a combination of tuition payments, donor contributions and foundation grants. Adding the Koski Center venues to our roster of classroom spaces will allow us to mirror the education and training programs of other LORT Theatres of our size and budget, increasing capacity for earned income from $49,000 in FY24 to $100,000 over the next five years.