BWW Interviews: Theater of the Stars Fundraising Campaign to Create Company's New Path

The last few years have brought difficult financial times to a number of venerable Atlanta theatres, including the 2012 closing of Marietta's Theatre in the Square, a successful half-million dollar fundraising campaign by Georgia Shakespeare in 2011, and last week, one of Atlana's oldest theatrical institutions announced a desperate plea for public support. After six decades in Atlanta, Theater of the Stars (TOTS) now needs to raise $500,000 by the end of next week, and another half-million dollars by the end of August, to continue operations.

The announcement came just days after TOTS cancelled the first show of their season, "Buddy- Buddy Holly Story." According to their announcement, if the initial fundraising push is successful, TOTS will present the National Tour of the Tony-winning "Anything Goes" and, despite Twitter and internet reports, will produce a Jennifer Holliday-led production of "Dreamgirls." If the second fundraising goal is met, TOTS will move forward with productions of "Disney's The Little Mermaid," "Stomp," and "Cats" to finish the season.

TOTS began in Chastain Park in 1953, and has produced and presented over 700 shows. Led since 1960 by legendary producer Chris Manos, this landmark company has played an integral role in the careers of countless stars, including Yul Brenner, Madeline Khan, Hal Prince, Anthony Quinn, Angela Lansbury, Jennifer Holliday, Chita Rivera, Alfred Uhry, Kenny Leon, Gary Beach, and Sarah Jessica Parker. TOTS is also the touring producer of "Irving Berlin's White Christmas" and "Buddy."

Less than 24 hours after the shocking announcement, TOTS Vice President Brian Frey spoke to BWW Atlanta about how the iconic company got into this position, and how the organization would adapt if given the opportunity. Frey said that the company had recently gone through management changes, which led them to begin making difficult decisions. "With the departure of our president, Nick Manos, it was clear that our company was going in a different direction," Frey said, "and needed to go in a different direction in order for the future to be brighter."

According to Frey, that new direction will center on creating stronger relationships with the Atlanta community as a whole, and specifically with the arts community and local performers. "Theater of the Stars is an Atlanta institution. Theater of the Stars has every opportunity to be better, to grow, to become more invested in our community," Frey said, "and casting more Atlanta talent is something that we are trying hard to do."

TOTS has produced "Annie" 21 times since the show debuted on Broadway in 1977, and the most recent production in 2011 is an example of how Frey would like the company to be successful in the future. Though headlined by stage and screen star Sally Struthers, according to their website, over 85% of that show's cast was from Atlanta, and that production was the highest-grossing "Annie" in TOTS history. "I attribute that to the fact that we had a lot of local talent," Frey said. "They were Tweeting and Facebooking, and people came to see them."

In addition to engaging the Atlanta community, Frey believes that TOTS, a not-for-profit company, needs to realign many its business practices. Most non-profit theatres admit that more than half of their annual budget comes from grants and donations, something TOTS has never had to explore. "Chris' (Manos) success, years and years ago, allowed for ticket sales to be the primary supporter of this organization, and that model has to change."

With that being said, TOTS has begun sending out letters to their subscribers, and box office staff are also making direct calls to supporters. Verbal support has been strong in the early days, but Frey says that that support won't mean much if people don't call to make donations (404-252-8960), send in checks (P.O. Box 11748 Atlanta, GA 30355), or donate online.

Even if donations come in to sustain TOTS for future years, that will not be the end of the changes for the company. "We are evaluating all of our financials; the way we do business. We have to become lean, we have to be more fiscally responsible," Frey said. "I think we have to look at everything with open eyes, with a brand new approach that all has to do with longevity and fiscal responsibility."

A day after TOTS announced its fundraising campaign, its home for over 200 shows in the last three decades, The Fabulous Fox Theatre released a statement of support, but that might not be enough to keep TOTS there after this season. "I think right now we are having to evaluate everything we do as an organization. The Fox Theatre has been an amazing partner since (1984)," Frey said, "and I'm sure they would continue to be an amazing partner, but everything has to be evaluated."

One of the most rewarding aspects of this tumultuous time for the company, according to Frey, has been seeing the support of the artists that have worked with TOTS over the years. "I've seen some of the donations coming through that are from some of the actors we've worked with," said an emotional Frey, "it's really kind of cool."

Additionally, three local artists; Lisa Manuli, Corey James Wright (both of whom appeared in the 2011 "Annie"), and Bill Newberry (TOTS children's Musical Director); contacted TOTS to produce a fundraising cabaret and are currently lining up more Atlanta talent.

Frey and all of TOTS' supporters are hopeful that the fundraising campaign will be successful so that the company can get back to doing what it does best. "This is a regional theatre that deserves to continue to live and deserves to continue to be able to bring its product to this city," Frey said. "At the end of the day, what is most important to us is that the people who walk through the doors of that theater are experiencing the best we have to offer."