Market voices: Performing arts
Elizabeth Doran
President & CEO North Carolina Theatre
Every arts organization I know in America already had a crisis when the pandemic hit because of the way that people were choosing to spend their time. Many forms of live performing arts have faded over the years. Part of this is caused by arts organizations accepting an inequitable model where access to the arts is restricted to people who can pay top dollar for it. This is a self-perpetuating, negative, downward motion for the arts. For any system, it is hard to suddenly stop. Arts organizations are focusing on diversifying and therefore expanding audiences, helping to solve this first crisis already in place when the pandemic began. A second crisis was a lack of capital due to the high costs that nonprofits bear to provide culture – costs that are heavily labor-related and only go up. The pandemic actually provided arts organizations with the sudden stop many actually needed to address these issues. As was true for many other industries, this pause forced innovation and change.
One of the programs that will restart when we reopen is called DPAC For All. Each and every Broadway performance has specially selected seats that are just $15. That is about a 50% discount from seats in the same section. It goes up to 80% in the most expensive seats. It allows people, particularly for Broadway shows, to come to their first show ever. About half of the performances we have here at DPAC are Broadway shows, so this program creates an entry point for guests of all means, all ages, all races to come see a big Broadway show and hopefully have that great experience and maybe over time develop an interest and a lifelong passion. We also host educational events, either at DPAC or at the universities and public schools, for every Broadway show that comes to town. We take cast and crew members out to those schools and they host master classes and different educational events to connect with theater and music students throughout the area, particularly right here in Durham.
Kerry Painter
Director & General Manager Raleigh Convention and Performing Arts Complex
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Bob Klaus
General Manager DPAC – Durham Performing Arts Center
The industry is ready, clients are excited to start planning in-person and hybrid events, and people are ready to travel. Corporations that initially did not plan to have events this year are starting to host smaller meetings. Sporting events and family activities have picked up, from a 5,000-person volleyball tournament to a weekend-long roller skating event in our Exhibit Hall. We’re all yearning for the connection and networking that is only possible in face-toface settings. The challenge now is creating experiences that are not only safe but make financial sense for the organizer. Conventions often require sponsors and, without trade shows or similar elements to cover the cost of the meeting, organizers cannot justify an event. Without a roadmap, it can require a great deal of creativity and flexibility but the RCC is adept at both. We’re ready to work with planners to make it happen.
| Invest: Raleigh-Durham 2021 | TOURISM, ARTS & CULTURE
