The Show Must Go On: Theatre Recovery in North Carolina in the Aftermath of COVID-19

Abstract

COVID-19 has ravaged the arts and cultural sector across North Carolina, causing 65% of creative workers in North Carolina to be without work and an economic loss of over $3.4 billion dollars(Arts NC 2021). The theatre industry, which traditionally requires patrons to gather in shared public spaces operate, has been particularly hard hit by the pandemic and the subsequent economic fallout. As the pandemic continues to disrupt the theatre industry across the state, Arts North Carolina (Arts NC) has posed the following question: What practices can Arts North Carolina advocate for and/or implement that will best ensure the survival of the theatre industry in the aftermath of COVID-19? This project utilized qualitative data gathered through interviews with theater professionals to better understand the operational realities and challenges being faced by leaders at theatrical organizations across the state of North Carolina. Ultimately, eight interviews were conducted with artistic and/or managing directors of theatres ranging from small non-professional community theatres to large, multi-million-dollar organizations. These interviews were subsequently coded in NVivo and used to identify persistent themes that could be used to make recommendations as to how best Arts NC could focus its theatre advocacy work going forward. Substantial similarities or themes in the experiences of various theatre organizations were revealed through the interview process. The following eight themes were identified throughout the research process: Virtual Content: Most theatres have experimented with virtual content, but audience reception has been tepid, and programming has generated little revenue for organizations. Staffing: Nearly every organization has had to make drastic cuts to their payroll. In some cases, interviewees remain unsure about whether those jobs will ever come back. Community Support: Theatrical organizations described positive increases in community support, with some organizations reporting higher than average fundraising levels Infrastructure Investment: Many organizations have taken this time to invest in building improvements, expansions, and other initiatives meant to improve both the patron experience as well as day-to-day business operations. In-Person Content: Interviewees reported varying levels of success with outdoor or limited capacity indoor performances. In-person educational content has been a lifeline for many interviewees. Theatre as Social Change: Theatres are concerned with producing more equitable and socially conscious work going forward. Uncertainty: Organizations are struggling with a lack of leadership on recovery-related issues, such as health protocols, loan programs, and reopening procedures. Funding: Organizations are having to rely heavily on federal aid dollars, individual grants, and donor dollars to stay afloat until audiences begin to return to shared spaces.

Ultimately, these themes were used to identify the following policy recommendations:

Expanded and Continued Informational Campaigns: As theatrical organizations face changing governmental regulations and continued uncertainty surrounding their futures, Arts NC can create and continue offering more robust guidance to help organizations navigate the pandemic. Encourage Shift Towards Non-Virtual Content: Virtual content proved unsuccessful for many organizations. As vaccinations continue, Arts NC can help organizations slowly return to outdoor and limited indoor production. Educate Member Organizations on Current Sanitation Requirements and Advocate for Theatres as Healthy Spaces: Arts NC should help audiences feel safe returning to public spaces by building a narrative that theatres are “healthy spaces.” Focused Financial Advocacy: Organizations have spent considerable capital to get through the pandemic and have also spent funds improving their infrastructure. Arts NC should continue to advocate for increased financial support post-pandemic. Provide Diversity, Equity, and Inclusion Programming to Member Organizations: Organizations have a desire to produce more socially conscious work. Arts NC has an opportunity to provide trainings to ensure that organizations are properly educated and equipped to discuss these issues. Develop Grassroots Campaign to Support Theatrical Renaissance: Arts NC can build additional financial support for theatres by activating communities across the state, which have shown increased levels of support throughout the pandemic.