The Resurgence of Paper Mill: From the Perfect Storm to the Perfect Formula

Paper Mill Playhouse, the 70-year-old regional theater in Millburn, New Jersey nearly closed its doors a year ago due to a financial crisis.  Today, Paper Mill Playhouse is making a come-back as incredible as the New York Giants in the recent Super Bowl. Although the theatre still needs additional contributed support, Paper Mill Playhouse is seeing an all-around resurgence.

About a year ago, I received news that the historic Paper Mill Playhouse in Millburn, New Jersey would be forced to cancel its season and shut their doors if it couldn't raise more then $2 million in two weeks.  Being from California, I only knew Paper Mill by reputation – it's not every regional theatre that produces iconic cast albums like Follies and Children of Eden.   I wondered: "How does a theatre which thrives on subscriptions recover from a crisis that nearly shuts its doors?" Well, a lot can happen in a year; and in the year since then, I have visited Paper Mill Playhouse myself – doors wide open – and experienced the finest of what this theatre has to offer.

Within two weeks of that announcement, the theatre had raised enough money in small donations from more than 1,000 individuals to open the show – Seven Brides for Seven Brothers – and by closing performance of that show, the theatre had collected more than $1.3 million from more than 3,000 individual donors.  Throughout the campaign Paper Mill Playhouse received hundreds of letters of support.  Carol Straffi of Jersey City, New Jersey sent the following into The Star Ledger on April 6, 2007: 

"New Jersey needs the uplifting experiences that the Paper Mill Playhouse imparts. As a teacher in Jersey City for over thirty years, I had first hand experience, witnessing the positive results on a sixth grade class during a field trip that included a show and a behind the scenes 'adventure.' The beauty of the building and the surroundings alone made a great impact on these young people who had rarely been out of the inner-city; and the positive messages of theatre shone through, as well.   Unlike a textbook, a theatre can open doors of hope and these doors should not be closed."

With the fundraising train moving at full speed, the struggling theatre announced that it would proceed with a "fully-staged theatrical concert" version of their final show of the season, Pirates!. Once again Paper Mill proved it was worthy of an encore and produced a wonderful production that The New York Times called "glorious"!

As the saying goes, "the show must go on," and the theatre announced a new season of intergenerational programming with titles that included, Happy Days: A New Musical, Meet Me in St. Louis, The Miracle Worker and its current and highly-anticipated production of Steel Magnolias.  In the midst of the subscription renewal campaign, Paper Mill Playhouse senior staff members moved on to other opportunities, including its Managing Director Diane Claussen.  The staff and Board at Paper Mill volunteered to work many extra hours during this campaign calling more than 10,000 patrons who had yet to renew their subscriptions.  Michael Dundon, Director of Audience Services stated: "Our subscription renewal efforts had to be handled with personal attention to each and every patron."  The theatre's valiant effort appeared to pay off with Paper Mill's subscription renewal rate at 85% and more than 17,500 loyal subscribers sticking with the theatre.

Paper Mill Playhouse continued its valiant fight under the interim leadership of Acting Artistic Director Mark. S. Hoebee until November when the theatre announced the hire of Mark W. Jones as Executive Director. Mr. Jones, a New Jersey native, came to Paper Mill Playhouse after four years as Executive Director of the nationally acclaimed Shakespeare & Company in Lenox, Massachusetts. Mr. Jones managed the financial turn-around of that organization which had accumulated a $2.6 million operating deficit. Mark Jones has a distinguished thirty-year career in arts management, successfully leading organizations in various disciplines.

Through the leadership of Mr. Jones, Paper Mill recently announced the launch of a permanent endowment that would eventually stabilize the finances of the theatre. A local foundation has approved a generous $750,000 grant as initial funding for this permanent fund.  Jones recently stated, "Adding an endowment – a permanent resource for a not-for-profit – is a major priority for Paper Mill's efforts to strengthen its finances. This leadership grant, and additional endowment gifts, will provide Paper Mill Playhouse with a source of investment income to stabilize its finances in the long term."  

Following the hire of Mr. Jones, Mark S. Hoebee was promoted to Artistic Director.  Mr. Hoebee joined Paper Mill Playhouse in June of 2000 as Associate Artistic Director.  Most recently Mr. Hoebee directed the critically-acclaimed production of Meet Me in St. Louis at the New Jersey theatre. Mark Hoebee is a face Paper Mill patrons have become familiar with during months of curtain speeches, television appearances and through his leadership during the "Save Paper Mill" Campaign.

"I hope to continue, as well as deepen, Paper Mill's historic role of providing a stage for excellence in American musical theatre," says Mark S. Hoebee. "Paper Mill is my home, I understand what our patrons are looking for and I know Mark Jones and I can revitalize this flagship theatre."

And revitalization is exactly what has been happening at Paper Mill Playhouse for the past six months. The theatre which was consultant heavy and working with a skeleton team, is now completely staffed with full-time employees. Fundraising at the Millburn theatre has taken major strides, namely the creation of "The Center Stage Society", a unique club for $1000+ donors.  At the start of the 2007-2008 season, less than 60 people would have qualified for such a program.  In their latest estimates the theatre claims more than 250 donors participate in the program. For the first time in the theatre's 70 year history, they are able to confirm that they found a sponsor for their entire 70th season.  Investors Savings Bank, who provided the theatre with a bridge loan to start the season, has agreed to sponsor the entire 2008-2009 season. 

To date, the 2007-2008 season has been both critically and publically acclaimed. Theater spokesman Shayne Miller tells Broadway World that the subscription renewal campaign for the 2008-2009 season is on schedule and that the theatre promises another stellar season of intergenerational programming.  "Paper Mill will continue to work hard to find new audiences," says Mr. Miller, "and while remaining true to our loyal subscribers, we are reaching far beyond the traditional constituents Paper Mill has built its legacy on."

"There is still a lot of work to do", says Executive Director Mark W. Jones, who tells Broadway World that although Paper Mill Playhouse is in a much better position than even one year ago, the staff and board at the theatre are working tirelessly to ensure the future of this historic, not-for-profit regional theatre. 

I, for one, understand the importance of Paper Mill Playhouse – not only to The National Theatre community, but to the community where Paper Mill Playhouse sits. Paper Mill Playhouse is a self-producing theater company that rehearses, designs, and produces six original productions annually.  The theatre is vital to the economic success of Downtown Millburn, Essex County and the State of New Jersey. Paper Mill Playhouse employs over 800 people annually and adds millions of dollars to New Jersey's economy. 

Nearly 250,000 theatergoers enjoy Paper Mill's mainstage productions of re-imagined classic musicals, plays and new works and over 50,000 students are impacted by Paper Mill's Arts Education and Outreach Programs. Over 5,000 people with disabilities are able to enjoy live theater at Paper Mill with dignity and independence because of the access services they provide. And of course Paper Mill Playhouse has launched the careers of some of the biggest names on Broadway and in Hollywood. 

But don't just take my word for it.  Paper Mill Playhouse needs your support as it continues its resurgence, so I strongly urge you to head over to Millburn and experience the iconic theatre for yourself.  After a night at the Paper Mill – whether side-splitting comedy, a foot-tapping musical or an enlightening drama – you're sure to feel a little better the next day.

Photos courtesy Paper Mill Playhouse

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