table of contents
Executive Summary
Site & Historical Context
Stakeholder Engagement
Strategic Pillars
Master Plan
Strategic Priorities
GATHER INFORMATION STAKEHOLDER ENGAGEMENT
Master Planning Process
ANALYSIS & SCENARIO PLANNING
PRELIMINARY RECOMMENDATIONS RECOMMENDATIONS & MASTER PLAN
executive summary
As Flat Rock Playhouse celebrates and reflects on its nearly 75-year history, The Board of Trustees and Playhouse Administration have embarked on a Strategic Planning Process to envision the next 75 years. The Vagabond 360 Strategic Plan celebrates the Vagabond spirit and Flat Rock Playhouse’s unique place on the Great Flat Rock while elevating its mission to enrich lives through the art of theatre.
The strategic priorities that will guide the Playhouse into the future are built on a strong foundation of discussion, feedback and collaboration with important stakeholders and community partners. Through this critical engagement, four Strategic Pillars emerged. The Flat Rock Playhouse Board of Trustees and Administration, in its commitment to developing a comprehensive and sustainable strategic plan, recognized the importance of adopting a 360-degree approach in creating the strategic pillars. This approach acknowledges that each pillar is interdependent, and the overall success of the strategic plan relies on the simultaneous success of each area. The Vagabond 360 Strategic Plan is built on these four pillars:
• Artistic Excellence;
• Audience Development;
• Education Innovation; and
• Financial Sustainability.
The Master Plan is a critical piece of the Vagabond 360 Strategic Plan. It analyzes existing conditions, facility needs, and anticipated program growth to enhance the Playhouse’s initiatives, incorporating valuable feedback from the variety of Playhouse stakeholders. Throughout the remaining pages of this document, the four Strategic Pillars will be woven through the recommendations and details of the Master Plan, creating a tool to help future Boards of Trustees and Playhouse Administrators set a holistic vision for the campus, facilities and artistic productions.
These campus planning efforts respect the character of the Flat Rock Village historic area and maintain the distinctive aesthetic of the broader Flat Rock community. The Playhouse has been a vital part of the community for nearly 75 years, and the Vagabond 360 Strategic Plan ensures its viability for decades to come.
Christmas 2023
site & historical context
Flat Rock Playhouse is a professional regional producing theatre located in the heart of the historic village of Flat Rock, North Carolina, across the street from the Carl Sandburg Home National Historic Site and just down the road from Flat Rock’s Village Hall and “Little Rainbow Row.” The Playhouse is about 30 minutes south of Asheville, North Carolina and 30 minutes north of Greenville, South Carolina.
Nestled in the Blue Ridge Mountains, the Playhouse is renowned for its picturesque landscape and natural surroundings, offering a serene escape from urban life and a rejuvenating environment for its employees and patrons. Central to the Playhouse campus is an expanse of exposed granite, the Great Flat Rock. It is a designated landmark on the property and historically served as a site for Cherokee gatherings. Much of the Flat Rock Playhouse property is built on this granite rock, and visitors to the Playhouse unknowingly walk across the Great Flat Rock.
Each element of the Flat Rock Playhouse property embodies a unique piece of history. Notably, The Lowndes House, constructed circa 1884, served as a sanctuary and respite from the intense Charleston summer heat. In 1993, the Flat Rock Playhouse received a Preservation Easement to preserve The Lowndes House. Today, it offers a captivating glimpse into the past, complemented by the meticulously maintained gardens, which have been tended to by the Flat Rock Playhouse Master Gardeners since 2009.
Flat Rock Playhouse is highly esteemed within the theatre community. It traces its origins to British actor Robroy Farquhar, who organized a traveling troupe of theatre professionals known as the ‘Vagabond Players.’ The Mainstage now stands on the very spot where the original tent once hosted performances atop the Great Flat Rock. Designated as the State Theatre of North Carolina in 1961, Flat Rock Playhouse is one of only three state theatres in the nation. Today, it boasts a year-round season featuring professionally produced musicals, plays, concerts, and family programming.
Robroy Farquhar, the Original “Vagabond Players”
NC Master Gardeners Gardens
The Tent
The Playhouse also has a robust educational division, offering internships, apprenticeships, and year-round theatre classes for both children and adults. Hosting more than 60,000 patrons annually, it has been recognized as one of the top ten theatres in the country.
Flat Rock Playhouse distinguishes itself as a craft theatre; unlike Broadway touring productions, it grows its own talent, mentors apprentices, and meticulously constructs each show. This dedication to craftsmanship and artistry results in truly unique performances.
Information Gathering
The gathering of information included historical background, site and cultural context, and understanding of quintessential values and goals for the future through:
• Tours of the site and inner workings of theatre production;
• A matinee viewing of Cabaret in 2024;
• Observations of patron arrival and parking procedures for shows;
• Understanding of staff needs, patron participation and goals for growth;
• Review of planning initiatives;
• Site Basemaps and State Graphic Information Services (GIS) Data; and
• Local planning and zoning ordinance requirements.
The Lowndes House 2010
First Barn
stakeholder engagement
Stakeholder engagement is a critical and fundamental element that fosters connections, trust, and confidence early in the master planning process.
Stakeholders’ needs, desires, insights, and opinions are valuable assets in the early stages of the planning and development process. The Flat Rock Playhouse Master Planning Steering Committee led by LS3P and Siteworks Studios, worked to develop a comprehensive understanding of the Playhouse’s current operations and usage through extensive stakeholder engagement.
Thirteen meetings were facilitated to engage various stakeholders and elicit feedback from donors, ticket holders, performers, production designers, corporate sponsors, volunteers, board members, students, parents and staff. These discussions helped identify opportunities and constraints and develop preliminary goals creating the foundation of information for the Strategic Pillars of the 360 Strategic Plan.
Engagement Sessions
During engagement meetings with staff, artists, volunteers, patrons, students, donors and other stakeholders, the master planning team and members of the steering committee documented feedback from stakeholders on a variety of topics:
• Program strengths & weaknesses;
• Concerns about existing facilities;
• Artist residence and amenity enhancements;
• Staff and patron experiences;
• Challenges with on-site parking; and
• Opportunities for growth.
Thirteen meetings were facilitated and all the information collected was cataloged and organized - creating connections between stakeholder groups, finding consensus and identifying details that warrant further investigation. At the conclusion of stakeholder engagement sessions, the Design Team and Steering Committee collectively drafted a set of “Strategic Pillars,” a succinct and influential tool that would inform the team’s planning process to follow.
Flat Rock Playhouse Performers and Artists
strategic pillars
These Pillars will guide the Flat Rock Playhouse into the future while enhancing the VAGABOND
SPIRIT
AND TRADITION on the Great Flat Rock. Through recommended enhancements in Artistic Excellence, Audience Development, Education Innovation and Financial Sustainability, the Master Plan will ensure a long and successful future for the Playhouse.
The Vagabond 360 Strategic Plan establishes these Strategic Pillars as the foundation for achieving strategic and sustainable operations and growth into the future. The priorities are interconnected, and all areas must work together simultaneously to ensure the success of the whole. These strategies are an outward demonstration of the Playhouse’s ongoing commitment to patrons, creative professionals and the education programs that have built the strong reputation of the Flat Rock Playhouse.
ARTISTIC EXCELLENCE
Artistic Excellence captures the high standards that have been established for the professional-quality Playhouse productions.
Stakeholder feedback throughout this process consistently prioritized the high caliber of performances and the importance of being a producing theatre. The creative vision for every performance is an inherent part of the stellar reputation of the Playhouse.
AUDIENCE DEVELOPMENT
Audience Development reinforces the importance of reaching new audiences as well as enhancing the experience of loyal patrons. Broadening the reach of the Playhouse to a more demographically and geographically varied audience and increasing opportunities to engage with patrons through a variety of programming will enhance the patron experience.
Patrons are deeply connected to the authentic and humble beginnings of the theatre and want the essence and charm of this experience to be maintained. Without changing the appeal of the existing theatre, feedback from stakeholders envisions expanded opportunities for engagement on campus with a desire for preshow events that allow patrons to spend more time on campus.
Flat Rock Playhouse offers an escape to REAL theatre. Everything that goes into shows is made on property and you can only see our productions at Flat Rock Playhouse.”
~Actor, Actors’ Equity Association
As a ticketholder, I am looking for an experience that makes me want to come early or stay late. The Playhouse has an opportunity to embrace the natural beauty of the grounds and allow patrons to gather and dive into the art of shows through conversation.”
~Patron of Flat Rock Playhouse
EDUCATION INNOVATION
Education has been a core focus of the Playhouse, growing generations of future professionals. The Apprentice Program and Playhouse Jr. create an early and lasting connection to the Playhouse. The Education Building, constructed in 2007 was a commitment to continue to support education programming that is of tremendous value to participants and their families. In the years since, growth in other areas of the Playhouse’s programming has encroached into this facility, limiting the growth opportunities of education programming. Growing the capacity and elevating the mission of education programs on campus and expanding opportunities for outreach in the community will ensure a thriving Education Program into the future.
FINANCIAL SUSTAINABILITY
Financial Sustainability is pivotal to the success of the Master Plan and the ensures Flat Rock Playhouse thrives long into the future. Sustainability is built upon growing earned and contributed revenue and disciplined fiscal responsibility. Each pillar’s success will contribute to lasting Financial Sustainability.
Expanding educational programming and enhancing the patron experience will allow the Playhouse to broaden income sources through increasing contributed revenue and expanding earned revenue, building a financially sustainable future.
When children participate in theatre, they learn how to be in front of an audience speaking concisely/clearly. This opportunity gives them imperative life skills.”
~Playhouse Jr. Parent
Looking to the future, we want to ensure we are growing our current missions of creativity and education for 20, 50 and 100 years from now.”
~Flat Rock Playhouse Trustee
strategic pillars
• New and Improved Housing
• Vagabond Community Space
• Relocation of Admin
• SOTA Theatre & Production Technology
• New/Reno Production & Rehearsal Spaces
• Re-imagine Space Utilization
• Long Term Maintenance
• Diversity in Programming
• New Works/Formats
• Expand Top Talent
• Endowment Funding
• Capital Campaign
• Sustained Contribution Levels @ $2M annually
• Process Improvement and Efficiencies
• Build Government Relationships
• Sustainable Long Term Maintenance
• Grow Audience Attendance
• Event Tent
• New Lobby/Concessions Space
• Futures Initiative
• Geographic Expansion
• Rock Out Programs
• Increase Community Presence
• Playhouse Experiences
• Event Tent
• New Lobby/ Concessions Space
• Enhanced/Increased Parking
• Enhanced Patron Interaction
• Increase in Staffing
• Education Housing
• Revert Ed Building
• College Partnerships
• Parent's Space
• Grow Scholarship Opportunities
• Financial Sustainability
• Messaging/Visibility
• Playhouse Jr. Licensing
• New Outreach Programs
• Expand Touring Geography
• Expand Rock Out Programming
strategic plan imperatives
Artistic Excellence
Creative Collaboration
• New and Improved Housing
• Vagabond Commons
• Relocated Administrative and Production Offices
Production Excellence
• State of The Art Theatre & Production Technology
• New and Renovated Production & Rehearsal Spaces
• Reimaged Space Utilization
• Long-Term Maintenance of Theatrical Assets
Creative Risks
• Broaden Programming Choices
• New Works/Formats
• Expanded Top Talent
Financial Sustainability
Expand Contributed Revenue
• Endowment Funding
• Capital Campaign
• Strengthened Sustainable Contribution Levels
Fiscal Responsibility
• Process Improvement and Efficiencies
• Strengthened Government Relationships
• Sustainable Long Term Maintenance Plan
Broaden Earned Revenue
• Increased Audience Attendance
• New Outdoor Event Space
• New Hospitality and Community Arts Building
Audience Development
Increase & Broaden Audience
• Futures Initiative to attract younger audiences
• Geographic Expansion
Increase Engagement Opportunities
• Expanded Rock Out Programs
• Increased Community Presence and Collaboration
• New Playhouse Experiences
Enhance Patron Experience
• New Outdoor Event Space
• New Hospitality and Community Arts Building
• Enhanced Patron Interactions
Education Innovation
Grow Capacity
• Increased Staffing
• New Education Housing
• Education Building Reverted to Original Purpose
• Collegiate Partnerships
• New Parents’ Space
• Increased Scholarship Opportunities
Elevate Mission
• Education Financial Stability
• Increased Messaging and Visibility
• Increased Playhouse Jr. Licensing
Expanded Outreach
• New Outreach Programs
• Expanded Touring Geography
• Expanded Rock Out Programs
master plan
The Master Plan presents a future representation of the Flat Rock Playhouse campus that integrates existing buildings, renovations, and new construction to reflect stakeholder input and strategic priorities.
Vagabond Commons
New Outdoor Gathering Space
New Artist/Teacher Housing
New Patron/Community Space
New Production Building
New Campus Operations Building
Existing Building
New
Renovated Bungalow
strategic priorities
Master Plan Focus Areas
The recommendations described and illustrated in the following pages are a close look at the final Master Plan for The Flat Rock Playhouse. These recommendations respond directly to the Master Plan’s Strategic Pillars - Artistic Excellence, Education Innovation, Audience Development and Financial Sustainability.
Re organization of existing facilities and proposed new facilities create clear programmatic zones that will allow all the Playhouse’s initiatives to thrive.
The Education Innovation Campus focuses on a reclamation of program space for education programming and an expansion of housing to support a Teacher-In-Residence Program and aid in recruitment of high caliber teaching professionals.
An Artist Village prioritizes construction of new housing facilities to allow for expansion of on-campus housing for actors and seasonal production staff. A new Vagabond Commons building supports the needs of resident creatives. It is nestled within the Artist Village to strengthen the artistic community and campus.
Artistic Excellence is at the core of Theatre Production in the heart of the campus, encompassing the stage, backstage areas and a new production facility.
The public-facing amenities of the Flat Rock Playhouse are critical to the future. A new Patron Hospitality and Community Arts Building and a new outdoor event space will enhance the total Playhouse guest experience.
Education Innovation Campus
Artistic Excellence - Artist Village
Artistic ExcellenceTheatre Production
Audience Development
strategic priorities
Education Innovation Campus
Relocate campus programming that has encroached into the Education Building so that education programming can continue to inspire creativity and build confidence in all who participate.
Today, the number of education programs that can be offered and the number of students that can participate is constrained.
• The Education Building is largely used for administrative office and Mainstage rehearsal space, limiting space dedicated to Education programming.
Relocating administrative personnel and rehearsal space to other facilities on the campus will allow the Education Building to exclusively support the innovation of future Education programming.
• Relocate administrative personnel in the Education Building to The Lowndes House to allow Playhouse Jr. to serve more students and young professionals and expand learning opportunities.
• Relocate the rehearsal space into a new production building behind the Mainstage to allow Playhouse Jr. to reclaim this space as classroom, creative and performance space for youth productions throughout the school year and during summer camp programs.
• Playhouse Jr. touches the lives of over 10,000 students annually in schools and on property, but this program could inspire many more students with full use of the educational spaces on campus.
Construct a new housing facility to support visiting instructors and educators as part of a Teacher-In-Residence Program.
Today, the variety of education programs is dictated by the availability and skillset of local performing arts instructors
• The availability of local performing arts instructors limits the number of course offerings in the education program.
Constructing teacher housing would allow the Education Program to create a Teacher-in-Residence program to help recruit highly qualified instructors from around the country.
• Programming the buildings in proximity to the Education Building in support of education initiatives creates an Education Campus with the capacity to expand Playhouse Jr. and outreach programs.
• New housing at the Education Campus will reinforce the long-standing tradition and commitment to education and apprenticeship.
• The Teacher-in-Residence program will allow the Education Program to offer innovative course offerings and creative productions, leveraging a variety of available instructor talents and fostering the on-campus collaboration of all resident creative professionals to help us serve more students.
Flat Rock Playhouse and the programs they offer are a standout reason for families to stay in the area. Playhouse Jr. has significantly boosted my children’s confidence unleashing remarkable enthusiasm and engagement when involved in theatrical programs.”
~Playhouse Jr. Parent
strategic priorities
Artistic Excellence - Artist Village
Create an Artist Village, clustering new artist housing around the existing quarry where current housing is located to elevate the quality and capacity of housing and to encourage a creative energy and community amongst on-site residents.
Today, limited on-campus housing inventory and the quality of existing housing units constrains artistic choices and impacts the ability to retain staff.
• The Actors’ Equity Association requires certain amenities for actor housing, and it is a challenge for the Playhouse to keep pace with new requirements.
• The show line-up each season is impacted by how many actors can reside on campus and the need for a certain number of actors for a particular show. This can limit creative choices for a season because of limited existing housing inventory.
• Recruitment and retention of seasonal production personnel is reliant on comfortable housing and some staff members express reluctance in returning for the next season because of the current housing arrangements.
Building additional housing facilities on campus would enhance the ability to recruit and retain high caliber creative professionals for each performance season.
• New construction would increase housing inventory, over time, affording the Playhouse ultimate flexibility in the creative vision for each season.
• An Artist Village would foster interaction, collaboration and greater creative energy and community amongst on-site residents.
• Clustering new housing facilities around the quarry would afford residents some separation from public spaces.
Construct a new artist amenity building, The
Vagabond Commons, nestled within the Artist Village to strengthen the long-standing traditions of on-campus artists to gather, to perform for each other, and to share in community.
Today, artists and production personnel have limited convenient access to resources on campus to take care of living necessities between rehearsals and performances.
• On-campus artists face challenges accessing laundry facilities.
• Campus kitchen and dining facilities overlap with patron amenities which discourages use by artists.
• Travel to these facilities across campus, remote from housing units, is difficult in the late hours when the campus is dark.
• Limited community gathering space for on-site residents makes community socializing difficult and disruptive to other residents.
The Vagabond Commons would improve access to basic living amenities making resident creatives more comfortable and able to dedicate their creative energies to their work.
• New construction of an amenities building, exclusively for oncampus creative professionals, would provide kitchen, dining and laundry facilities.
• Defined community gathering space will allow artists to retreat to their personal space in the residential buildings or to engage with other artists without disrupting other residents.
• This building would build on the traditional gathering around the fire-pit and would include new outdoor space to replicate the gathering circle that occurs around the fire.
• Housing currently located in The Lowndes House could be converted to administrative space as new housing inventory is constructed.
The fire pit is the heart of the Flat Rock Playhouse property, where actors, production crew, and apprentices gather, and true magic happens."
~Returning actress at Flat Rock Playhouse
strategic priorities
Artistic Excellence - Theatre Production
CONSTRUCT a new production building that reflects the high caliber of artistic production at the Playhouse.
Today, production departments are challenged by insufficient workspace and operations scattered throughout the campus.
• Insufficient space for production rehearsals in the Education Building hinders preparation, collaboration with production departments, and encroaches on education programming.
• Set design, costumes and props shops are challenged by limited workspace and storage.
• The current location of the set shop and paint deck create repetitive shuffling of large set pieces back and forth before sets are completed and transition to the Mainstage.
• The proximity of the set shop to the Mainstage creates concerns about noise disruptions during public performances.
A new production building will synergize the work of production departments and performing artists, allowing for continued production excellence and opportunities to broaden future Mainstage programming.
• Connect the new building to the existing stage to allow for easy transitions from shop areas to backstage and Mainstage.
• Include a set shop in the new building to reduce risks of sound disruptions during performances.
• Relocate the rehearsal hall from the Education Building to bring artists and production departments closer together.
• Expand square footage of props and costume shops to allow sufficient workspace and storage of all materials necessary for each Mainstage production.
RENOVATE the existing stage, backstage and set shop to support the artists and technical operations of productions.
Today, existing backstage functions are outdated and need to be modernized.
• Upgrades to lighting and technology are necessary to capture future creative show production opportunities.
• Outdated dressing rooms and backstage artist amenities challenge the recruitment and retention of top talent.
• The storage needs of other departments are encroaching on the needs of the orchestra in the loft.
Renovations to existing stage, dressing rooms, orchestra loft, production department offices and the set shop will support the continued recruitment of top talent and improve existing production workflow inefficiencies.
• Relocate the paint shop into the existing set shop to allow sets to smoothly transition through the production sequence and onto the stage.
• Update existing dressing room and backstage areas to reflect the high caliber of performing artists and to improve transitions between backstage and Mainstage between scenes.
• Create additional storage capacity throughout the production facility to protect the working area of all production departments.
• Organize and modernize existing technology infrastructure to improve efficiencies in production design and the incorporation of new technology into Mainstage productions.
KEY:
1. House Audience Seating
2. Renovated Mainstage
8. Scenery/Paint Shop
9. New Production & Rehearsal Building
The specific selections of shows every season truly makes you think and feel. There is an educational component that challenges viewers and pushes them outside of the box."
~Season Ticket Holder of Flat Rock Playhouse
strategic priorities
Audience Development
Patrons love the Flat Rock Playhouse, the caliber of performances, the campus setting and the connection they feel to the history of the Playhouse. Overwhelmingly, patrons discouraged wide-sweeping changes and modernizations in the house. For these reasons, the Master Plan does not recommend changes to the Mainstage, aside from stage and back-stage enhancements and renovations.
Construct a new Patron Hospitality and Community Arts Building, replacing the Dining Hall and Rehearsal Hall buildings, to enhance the patron experience with hospitality amenities, and opportunities for a wider range of events and community centered programming.
Today, there is limited ability to provide indoor hospitality amenities for patrons during show times.
• Patrons are restricted to limited covered areas to escape inclement weather or cold temperatures before shows and during intermissions.
• Existing concessions and gift shop amenities do not meet the full needs of patrons because of size limitations, access and visibility.
• Parking conditions on the campus limit opportunities for patrons to linger and enjoy the campus at the end of a performance but many have expressed an interest in pre-show events and opportunities to spend more time on the campus.
Constructing a new hospitality and community building for patrons would offer an on-campus venue for pre-show events, creative community programming and opportunities for audiences to engage with the Playhouse.
• A new facility would include indoor lobby, performance and event space, food service, gift shop and patron restrooms.
• Situated on the historic Great Flat Rock, this new building would offer a unique storytelling opportunity for the Playhouse, inviting patrons to connect with the rich history of the site.
• Small performances and gallery exhibits could strengthen relationships with community arts organizations and provide increased opportunity for collaboration with the Playhouse.
The Master Plan adds a new outdoor amenity space within the existing gardens. A covered tent, located in the historic gardens offers a protected, outdoor gathering space for pre-show events.
A new outdoor event space, situated in the front gardens, will provide a venue for the Playhouse to host a variety of pre-show and community engagement programming throughout the Mainstage season.
• There is limited existing facility space to host donor and sponsorship events and provide enhanced benefits to patrons.
• Patrons routinely arrive on campus right before a show starts, limiting their exposure to amenities and historic beauty that the Playhouse has to offer, including the gardens which have been carefully tended by the Flat Rock Playhouse Master Gardeners.
• An outdoor tent is an easily implementable and cost-effective early Master Plan initiative that provides a ‘light touch’ in the existing gardens within the historic easement.
• An outdoor venue in the front gardens allows the Playhouse to host pre-show programming and to gauge participation which may lead to viable long-term financial opportunities.
• As this concept becomes financially successful, more structured construction of a deck could complement the tent.
Older patrons almost look like children again, jumping with excitement when they come to shows. Emotions roll through the crowd throughout their experience."
~Usher at Flat Rock Playhouse
Outdoor Event Concept Rendering
