ATP 2.0 Business Plan

2.0 business plan

UPGRADE (up’ grad): The process of replacing a product with a newer version of the same product.

The replacement of hardware, software, or firmware with a newer or better version, in order to bring the system up to date or to improve its characteristics.

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THE MISSION To imagine without boundaries, to create vibrant professional entertainment and transformative arts education, to inspire the audience, artists, and next generation.

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TABLE OF Contents mission statement

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executive summary the 4 bug fixes business description atp board of directors honorary board atp staff

4 5 6 7 9 10

the past organizational history programming history financial history

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the present business environment analysis advantages & competition community involvement 2012 contributors

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the future an upgrade in 5 steps creating a baseline & breathing room step 1 step 2 step 3 step 4 step 5

25 26 26 27 29 30 31 32

marketing pl an

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conclusion

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appendix: organizational chart

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EXECUTIVE SUMMARY ATP has had incredible success during its brief life. It has also made mistakes along the way. It is now at a point in its life where changes are in order to assure that it remains the vital and vibrant arts institution it has become as well as expand its reach and impact. The time has come for ATP to learn from its past, organize its present, and define its future.

In other words, Alpine Theatre Project is ready for an upgrade.

Welcome to ATP 2.0.

This document serves to explain ATP 2.0, the circumstances and challenges that led to its creation, and the steps that will be taken to address and overcome those challenges. We see ATP 2.0 as a significant upgrade to the programming and operations of Alpine Theatre Project. This upgrade will increase ATP’s impact on the community while maintaining a national reach, and ensure the sustainability of its operations over the long-term.

This is also a guide for members of the public and potential and current donors to the various steps ATP will be taking toward increased capacity, increased impact, and long-term sustainability. The plan contained herein presents a complete view of ATP’s objectives as it seeks to increase support for its operations.

This plan was created after ATP staff and Board of Directors reviewed the last five years of ATP’s operations, identifying the challenges that threaten its long-term stability, and creating solutions to those challenges.

At the core of this plan are four “Bug Fixes,” or improvements identified as vital to ATP’s long-term stability and growth: (1) improve ATP’s administrative structure and efficiency; (2) increase community support through improved community and donor relations; (3) increase production efficiency; (4) maximize sales revenue. Each of these goals will be met through a careful 5-step process. Think of it as a 5-year plan with a very clear end-goal.

On the next page are the four Bug Fixes contained in ATP 2.0.

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BUG FIXES IN ATP 2.0

IMPROVE ADMINISTRATIVE EFFICIENCY & STRUCTURE The right people for the right job.

For a long time ATP’s small staff has had to wear innumerable hats, oftentimes at odds with their skill sets and schedules. ATP will hire a new Executive Director to focus on increasing contributed income and oversee the daily business of ATP. This will allow the company to redistribute job responsibilities among the staff and align each person with their given skill set and passion. In the end, everyone gets more done and does better work.

IMPROVE production efficiency BY purchasing permanent housing & rehearsal/shop space Creating a magic factory.

ATP spends almost $50,000 a year on artist housing. It also has to rent shop, rehearsal, and storage space in which to create its shows. This is horribly inefficient. Purchasing permanent housing and shop/rehearsal space would fix this. ATP could also involve volunteers more effectively if it had space by elongating its production build times. This space would create an additional revenue stream through rental of studios, scenery, costumes, and props. Everybody wins.

Increase support through improved community & DONOR relations Follow through. Follow through. Follow through.

Inspiration takes help. ATP’s incoming Executive Director will create structures to increase contributed income annually and capitalize on the passion of the ATP Board and volunteer base to help build inroads across the Flathead Valley. ATP will also incorporate education into every facet of its operations. Master classes taught

by Broadway artists, private acting & singing lessons throughout the year, and an actor apprentice program will all be included in this new effort.

maximize revenue by rotating productions One company. Four shows.

ATP made its name by producing incredible shows during the summer, but its method of running each production consecutively led to increased personnel costs, travel costs, and the like. By using the same company of artists for multiple productions, ATP can rotate its shows within a given week; capitalizing on tourist traffic, increasing return visitation, and cutting costs while maintaining high production value and artistic quality.

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BUSINESS DESCRIPTION THE MISSION To imagine without boundaries, to create vibrant professional entertainment and transformative arts education, to inspire the audience, artists, and next generation.

Alpine Theatre Project, founded and led by 3 Broadway veterans, is a professional non-profit theatre company based in Whitefish, Montana. ATP is dedicated to bringing high-quality, affordable, professional theatrical entertainment to the Flathead Valley. ATP employs 3 full-time staff members and, during peak season, a seasonal staff of as many as 65 talented artists and technicians. Through healthy relationships with professional arts trade associations such as Actors Equity, IATSE, USA, and SDC, ATP brings the gold-standard in quality. Its artists have worked on 174 Broadway productions and have won 4 Tony Awards, 7 Emmy Awards, 4 Golden Globe Awards, and 1 Academy Award.

ATP entertains more than 10,000 residents and visitors yearly with an average ticket price of $30.

Serving its mission to imagine, create, and inspire, ATP also has a very successful children’s education program. Through two major productions yearly and a series of Master Classes with Broadway professionals, Alpine KIDS! Theatre Project has enrolled and personally educated 745 children since its inception in 2008. AKTP is committed to enriching the lives of the next generation.

ATP is a registered 501(c)(3) corporation and is overseen by an impassioned, active, 15-person volunteer Board of Directors.

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ATP BOARD OF DIRECTORS CHAIRWOMAN: Suzanne Kameon

Suzanne was raised in west Los Angeles, CA. She started playing piano at age 7, and began giving concerts at age 10. She studied with Arthur Schnabel, and won the Los Angeles Philharmonic Young Artist Competition at the age of 13. Suzanne married at the age of 18, and has a daughter, Bonnie Spooner of Kalispell. She went into acting, studying with Charles Conrad and Sandy Misner, formally from New York’s Neighborhood Playhouse. She has performed on several T.V. shows including Arrest & Trial, Munsters, Going My Way, Raceway, Seventy Seven Strip, Roaring Twenties, On Stage with Norman Krasners, Who’s That Lady I Saw You With, and The Law and Mr. Jones Whitmore. She went from an actress into sculpting, working in Italy and having many successful shows. Suzanne also worked in L.A. as an interior designer and continued to do homes in Whitefish, MT before retiring. Suzanne recently became a great grandmother to Brody Richard Bovee.

PRESIDENT: Nancy Gordley Moving here with her husband and two daughters, Nancy has been a Whitefish resident since 1989.

She presently is a small business owner in Whitefish and Kalispell and owns a bakery, storage units, rental homes, and a medical professional building. She also serves on the Board of the Flathead Valley Community College Foundation.

VICE-PRESIDENT: Sharon Morrison The Morrison family found its way to Whitefish nearly a half century ago when Whitefish was smaller, but just as dynamic and extraordinary as it is now. She has two children, Helena attorney, John, and Alpine Theatre Project Artistic Director, Betsi. She also has two granddaughters, Allison and Amanda, twin grandsons, Elijah and Gabriel, and a mop of a doggie, ZsaZsa. A graduate of the University of Nebraska and the University of Montana School of Law, she was first woman to serve as president of the Montana Trial Lawyers Association and of the Western States Trial Lawyers Association. She is a partner in the Morrison and Frampton law firm, serves on the Whitefish Lake and Lakeshore Committee, and is a director of the Whitefish Lake Institute. She is grateful for what Alpine Theatre Project does to Imagine, Create and Inspire in the Flathead Valley.

TREASURER: Donna McKiernan Donna grew up in New York City with parents who were professionally involved in theater and television as singers and actors, both onstage, on camera, and behind the scenes, and thus developed a lifelong love affair and deep respect for all things theatrical. Donna’s father, Don Morrow, was and still is involved in the industry at the ripe “young” age of 86 and teaches seminars on the East and West Coast. On and off Broadway productions were a frequent treat as a child and thus she has a true passion for Alpine Theatre Project and is thrilled to participate on its board. She pursued a career in nursing, spending 15 years in the operating rooms of Stanford Hospital in Palo Alto, California before becoming a Doctor of Chiropractic in 1983. Since moving to the Flathead in 1998, she and her husband Jim are the owners of McKiernan Chiropractic and Sports Injury Center in Kalispell.

SECRETARY & CO-FOUNDER: David Ackroyd

David is a graduate of Yale Drama School and a charter member of the Yale Repertory Theatre. He has starred in five Broadway shows including Children of a Lesser God and Hamlet at NY Shakespeare Festival. Other theatre appearances include six seasons with the Williamstown Theatre Festival, A Soldier’s Play at the Mark Taper Forum in LA, Who’s Afraid of Virginia Woolf? opposite Sally Kellerman and Six Characters in Search of an Author with the American Repertory Theatre at Russia’s Moscow Art Theatre. In films and on TV he has co-starred with Bette Davis, Charlton Heston, Burt Reynolds, Farrah Fawcett, Angela Lansbury, Michelle Pfeiffer and John Lithgow. He was the recipient of the 1998 Fox Foundation Fellowship and has been a narrator for many programs on The History Channel.

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ATP BOARD OF DIRECTORS Linda Bell

Linda is a retired Nevada realtor and has been married for forty years to a native Montanan. She has resided in the Flathead valley since the early eighties. She has a passion for the arts and the town of Whitefish. Linda Bell has served on several boards and feels strongly the need to give back to the community.

Tom Britz

Tom is a career marketer with a dozen years in the ski industry in both Upper Michigan and Colorado, and in the financial services industry. With deep experience in sports marketing and promoting culture with tourism, Tom brings his expertise serving other regional and national associations to ATP. His volunteer service has ranged from equine competition, the performing arts and special events, to world-class ski events. Tom was a founding director of the Bravo! Vail Valley Music Festival. Tom and his wife Annie moved to the Whitefish area in 1996 and live on a horse ranch in rural Whitefish.

Jere Hodgin

Jere Hodgin is an MFA graduate in Acting and Directing from the University of Georgia with over 30 years’ experience in professional theatre and ten years’ experience in academic theatre. He has produced over 200 productions and his directing career includes more than 190 plays, operas, and musicals. For 20 years, Jere was the Producing Artistic Director of Mill Mountain Theatre in Virginia. Jere also served as Artistic Director for Idaho Repertory Theatre and Co-Producer/Artistic Director of Highlands Playhouse in North Carolina. He has served as a National Endowment for the Arts site visitor and has been a member of the NEA Creativity Panel for multiple years. Jere consults with national and regional theatre boards and management teams and has been a consultant to non-profit theatres across the country and works regularly with Theatrical Rights Worldwide. He received the Perry F. Kendig Award in recognition of his efforts to champion the arts in Southwestern Virginia and was named the 1999 Citizen of the Year in Roanoke, Virginia.

Holly Jean Larson

Holly Larson was born and raised in Kalispell. She attended Whitworth College, receiving a BA in Fine Arts. She worked toward an MBA at City College of Spokane. After working in the hotel business as a Director of Sales and Marketing, Holly traveled the seven seas working as a social hostess/ director aboard cruise ships. She was a hotel liaison for Los Angeles Olympic Organizing Committee. Holly is a small business owner operating an events business. She is also the manager/owner of an office building, and is a designer for a construction company. She currently serves on the Board of Directors for the ALERT Ambulance, and has established a music scholarship endowment fund for Flathead Valley Community College.

Kathy Mercord

Kathy Mercord serves on three Boards in the Flathead Valley: ATP, Kalispell Regional Healthcare Foundation, and the Flathead Valley Community College Association.

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ATP BOARD OF DIRECTORS Allison O’Briant

Allison Browning O’Briant hails from Dallas, Texas, and moved with her husband, Doug, and daughter, Brooke, to Whitefish, Montana, in 2003. Growing up in Dallas, she was passionate about musical theater and eager to make a positive contribution within the arts community there. She became the youngest board member ever to serve on the Executive Committee of the Dallas Summer Musicals. During her time with DSM, she was honored to work with many talented individuals and was fortunate to travel to NYC on a regular basis to scout productions to bring to the Dallas stage. Allison proudly served DSM for 12 years until the birth of her daughter. Shortly after moving to Whitefish, Allison was thrilled to read about Alpine Theatre Project in the local newspaper. Eager to become involved, she began volunteering with AKTP’s The Jungle Book, in which Brooke played the role of Kai, the snake. Allison was subsequently invited to join the board, which has been a dream come true.

Nick Polumbus

Nick Polumbus graduated from the University of Colorado with a BA in Communication in the spring of 1996. He worked for 2 years in the sales department of Killington Resort before returning to the University of Colorado for a Master’s Degree in Business Administration. Eight years later and after performing jobs such as Advertising Manager, Merchandising Manager, Interactive Manager and Marketing Director he accepted the role of Director of Sales and Marketing at Whitefish Mountain Resort, the job he still holds today. In addition to his job at the resort, he is currently the Chairman of the Board of the Whitefish Convention and Visitor’s Bureau as well as the President of the Board of the Montana Ski Areas Association. He also sits on the Board of Directors for the North Valley Hospital Foundation, For The Children Inc., Children’s House Montessori School, Gary Norby Junior Golf Foundation, as well as the Advisory Board for the Flathead Beacon. Nick and his wife are proud parents of three boys ages eight, six and four. His interests outside of work include time with the family, reading, skiing, golf and coaching his kids’ tee ball and soccer teams.

ATP HONORARY BOARD John Lithgow: Tony and Emmy Award winning actor

Robert Goulet (in memoriam): internationally renowned entertainer Henry Winkler: actor, producer, star of “Happy Days” Olympia Dukakis: Academy Award winning actress

Jim Nabors: star of “Gomer Pyle” and concert singer

James Naughton: 2-time Tony Award-winning actor

Harry Groener: 3-time Tony Award-nominated actor Dawn Didawick: award winning actress

Louis Zorich: venerated film and stage actor

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ATP STAFF ARTISTIC DIRECTOR & CO-FOUNDER: Betsi Morrison

Betsi Morrison has been seen on the stages of Broadway as well as the nation’s leading regional theatres. She has performed in the Broadway productions of The Sound of Music opposite Richard Chamberlain, South Pacific opposite Robert Goulet, and The Royal National Theatre’s critically acclaimed revival of Carousel. She starred in the Manhattan Theatre Club’s new production of Time and Again, based on the popular Jack Finney novel, and was seen performing with Broadway’s most legendary leading ladies at Carnegie Hall in My Favorite Broadway for PBS’s Great Performances. Regionally, she has been nominated for two “Philly” Awards by the Philadelphia Inquirer for her performances in Rags and A Chorus Line at the Walnut Street Theatre. She won a “Tennie” Award given by the Nashville Tennessean for her starring role in West Side Story at the Tennessee Repertory Theatre. She can currently be heard singing the role of Maria on the recording of West Side Story with the Nashville Symphony on the Naxos Classical label. She has been involved in almost every aspect of ATP’s operations, is responsible for Alpine Theatre Project’s programming, and founded the Alpine Kids! Theatre Project after-school theatre education program for local students. She and her husband, Luke Walrath, are doting parents to identical twin boys, Gabriel and Elijah.

EXECUTIVE DIRECTOR & CO-FOUNDER: Luke Walrath

Luke Walrath moved to Whitefish, Montana from New York City in 2002. For the year and a half prior to the move, the Milwaukee native had been performing in the Tony Award-winning revival of 42nd Street on Broadway. He has performed on three continents as a singer, dancer, and actor, doing anything from playing Puck in A Midsummer Night’s Dream in the Ukraine, to singing for US soldiers across Europe with the USO, to playing Rolf in the Broadway production of The Sound of Music starring Richard Chamberlain. He has made appearances on television and film, including the 2001 Tony Awards, Late Night with David Letterman, and the Macy’s Thanksgiving Day Parade. He founded Alpine Theatre Project with Betsi Morrison and David Ackroyd in 2004 and has been its Executive Director since then. He will soon be stepping into a new role as Education and Marketing Director as part of ATP’s new 2.0 upgrade beginning this year. He is married to Artistic Director, Betsi Morrison, and father to twins Gabriel & Elijah.

PRODUCTION MANAGER/DESIGNER: Rachel Naber Burke

Rachel Naber Burke grew up on a farm in Nebraska. She received a Bachelor of Fine Arts in Technical Theatre from the University of Nebraska - Kearney in 1997. That year, she moved to New Jersey where she worked for many theatre and dance companies in state and on tour. She spent 6 years as a production electrician for countless Off Broadway productions, including the pre-Broadway run of Avenue Q at the Vineyard Theatre. In 2003, she and her husband moved to Whitefish where she began designing for ATP in 2004 and Production Managing for them in 2008. Notable past credits include: Berkeshire Theatre Festival, American Repertory Theatre, George Street Playhouse, The Promenade, Minetta Lane Theatre, and Union Square Theatre. She currently resides in Whitefish with her husband, Corey, and 4 year old daughter, Scarlet.

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1.0 THE PAS T

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ORGANIZATIONAL HISTORY Alpine Theatre Project was founded in 2004 by three Broadway veterans, David Ackroyd, Betsi Morrison, and Luke Walrath. All three had relocated to Montana’s Flathead Valley after successful careers on Broadway and in film and television. David Ackroyd has been seen in countless television, film, and Broadway appearances, including the Tony Award-winning production of Children of a Lesser God. Betsi Morrison, raised in Montana, has appeared in such Broadway productions as The Sound of Music opposite Richard Chamberlain and the acclaimed national tour of South Pacific, performing opposite Robert Goulet. Luke Walrath performed in the Tony Award-winning revival of 42nd Street on Broadway and on stages across three continents. The three envisioned creating a professional theatre that would bring the finest theatre artists in the nation to the Flathead Valley, to create inspiring theatre in one of the nation’s most inspiring places. A volunteer Board of Directors was convened in 2004, and by 2005 ATP had begun its first summer season of productions.

Alpine Theatre Project has seen an almost meteoric growth in its operations and scope since its birth 9 years ago. Its original two-show summer season has grown to include over 10 productions throughout the year including: its flagship summer season of 3 productions; the annual Yuletide Affair holiday concert; two sessions of the Alpine Kids!

Theatre Project (AKTP), an after-school educational outreach program for local students; and at least 1-2 special concerts throughout the year.

Alpine Theatre Project has also begun an extensive outreach program.

The ATP Internship Program gives theatre students from the Valley and around the country the opportunity to work alongside its company of theatre professionals in its summer productions. The Alpine Kids!

Theatre Project was created in 2008 to teach students valuable life skills through theatre education. Over 700 local elementary, middle, and high school students have benefited from the AKTP program to date.

Alpine Theatre Project has also collaborated with other organizations to broaden their collective impact.

In 2006, ATP presented a radio adaptation of A Christmas Carol, performed live (with live sound effects) in Whitefish. The performance was recorded by Montana Public Radio, and broadcast statewide during MPR’s holiday programming. ATP has also collaborated with the Glacier Symphony & Chorale, presenting popular musicals in concert format with a full orchestra on stage. ATP currently partners with Habitat for Humanity of the Flathead Valley by donating its used scenic building materials to the Habitat ReStore.

Since is inception in 2004, and thanks to the support of the community, Alpine Theatre Project has accomplished the following: • Entertained over 70,000 patrons • Featured artists whose accomplishments include 174 Broadway productions, 4 Tony Awards, 7 Emmy Awards, 4 Golden Globe Awards, and 1 Academy Award • Garnered national recognition including notices in the New York Times, Los Angeles Times, American Theatre Magazine, Frommer’s Budget Travel, Yahoo, CNN, and MSN • Had a total estimated economic impact of over $8 million • More than tripled its annual programming, including educational outreach to local children

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PROGRAMMING HISTORY Since 2005, ATP has produced numerous plays, musicals, and concerts. It has also offered educational evenings with its Honorary Board and the AKTP Educational Outreach Program. These productions have ranged from classic musicals to contemporary plays, from raucous comedy to intense drama. ATP has always focused on the quality of its performers and production, bringing in seasoned professional talent to offer an experience truly unique for the area. Because of this focus, ATP’s programming has always walked the line between large, well-known fare and offerings with which it knew it could deliver worldclass quality.

Many of the most well-known musicals and plays available for production today have large casts, large orchestras, and large production requirements. If ATP were to maintain its trademark quality on these types of shows, the budgets would far exceed ATP’s capacity at the moment. Therefore Artistic Director, Betsi Morrison, has annually been challenged with the task of finding work that is popular and artistically vibrant, yet still capable of being produced at a world-class level within budgetary limits. It is never a simple task.

From 2005-2007 ATP operated out of the O’Shaughnessy Center for its productions as well as various other venues for concerts. In December, 2007, ATP began presenting the majority of its performances at the newly renovated Whitefish Performing Arts Center. The 456-seat auditorium has presented ATP with incredible production opportunities. However, its size has dictated that ATP’s productions become larger so as not to seem out of place or “too small for the space.” This has led to dramatically increased production budgets, as can be seen in the Financial History. Below is a list of ATP’s programs to date.

ATP PROGRAMMING 2005-2012 2004

• Yuletide Affair 1

2008

2006

• • • • • • • •

2007

• • • •

2005

• My Fair Lady • K2 • Yuletide Affair 2 • • • •

Camelot Picasso at the Lapin Agile An Evening with John Lithgow Yuletide Affair 3

• The Sound of Music (with GSC) • Godspell • I Love You, You’re Perfect, Now • • • • •

Change Moonlight & Magnolias Mike Eldred: Songs of Life & Love John Lithgow: A Story About a Story An Evening With Olympia Dukakis & Louis Zorich Yuletide Affair 4

West Side Story (with GSC) Valentine’s Day Concert The Full Monty Pete ‘n’ Keely Another Side of the Island Mike Eldred: High Standards AKTP: The Jungle Book KIDS Yuletide Affair 5

2009

• • •

The Music Man (with GSC) AKTP: High School Musical Stones in His Pockets The 25th Annual Putnam County Spelling Bee The World Goes ‘Round AKTP: Aladdin Jr Yuletide Affair 6

2010

• South Pacific (with GSC) • AKTP: Sweeney Todd School • • • •

Edition My Funny Valentine Barrymore Hair John Lithgow: Stories by Heart

2010 Continued

• A Grand Night for Singing • AKTP: Mulan Jr • Yuletide Affair 7

2011 • • • • • • • • •

Love Letters The Last 5 Years AKTP: RENT School Edition I Do! I Do! She Loves Me Legends: Frank Loesser No Way to Treat a Lady AKTP: Alice in Wonderland Jr Yuletide Affair 8

2012 • • • • • • •

AKTP: Into the Woods Master Class Little Shop of Horrors Legends: Stephen Sondheim Hedwig & the Angry Inch AKTP: The Little Mermaid Jr Yuletide Affair 9

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FINANCIAL HISTORY The quality of ATP’s programs is at a level usually reserved for major metropolitan areas; however, it has intentionally kept its ticket prices and fees low to make its work accessible to the community. This has created a net difference that, as with every nonprofit, needs to be made up annually by community support.

ATP’s revenue streams include: ticket sales and fees, program advertising, tuition fees, concession sales, annual fund donations, grants, corporate sponsorships, and multi-year pledges.

In December, 2006, ATP launched a campaign to secure long-term funding commitments over the subsequent 5 years. These multi-year pledges allowed ATP to grow its operations and programming. It also moved into the Whitefish Performing Arts Center in 2008, which created the need to increase the size of its productions. These two factors explain the jump in revenue and expense from 2007 to 2008.

ATP has maintained its quality and mission while attempting to increase ticket sales and contributed income. These efforts to increase sales and contributions have been met with varied success. The time has come to make changes in its operations to make these goals more achievable and the company more sustainable over the long term.

Revenue & Expenses 2005-2012

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FINANCIAL HISTORY The charts below show a breakdown of ATP’s average annual revenue and expenses over the last 5 years.

average annual revenue 2008-2012

ATP derives its income from a combination of “earned” and “unearned” revenue. Contributed income, while diversified, is heavily dependent on multi-year giving (“Circles”) and its annual giving campaign.

aver age TOTAL: $797,917

average annual Administrative expenses 2008-2012

average TOTAL: $268,815

average annual production expenses 2008-2012

average TOTAL: $496,056

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FINANCIAL HISTORY One of the biggest challenges that ATP faces annually is the peculiar nature of its cash flow. The majority of ATP’s programming and expense happens in the summer, yet ticket sales can only cover so much and contributions have traditionally come in the last two months of the year. This creates the need for a revolving line of credit to weather the negative cash flow months.

As part of the 2.0 upgrade, ATP will find ways to increase contributed income in the first 6 months of the year, thereby decreasing the negative cash flow dip during the summer, and creating a smoother annual cash flow.

average cash flow 2008-2012

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THE PR ESENT

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business environment analysis Alpine Theatre Project remains well-positioned as a vital arts institution to the Flathead Valley - one capable of regained strength and stability as well as future growth. There are numerous factors that give ATP this position. The largest of these factors is its location in Whitefish and Montana’s Flathead Valley.

a vibrant nonprofit sector # of Valley Nonprofits 212 Total Valley Nonprofit Assets $378,000,000 Selected Revenues in 2011-2012 Glacier National Park Fund $931,368 Bigfork Summer Playhouse (for profit) $773,500 est.

Glacier Symphony & Chorale $648,471 Whitefish Theatre Company $408,883 Hockaday Art Museum $303,039

Montana’s Flathead Valley sits at the heart of one of the nation’s wealthiest summer and winter retreats and is adjacent to the nation’s second most visited national park, bringing over 2 million people to the area annually. It also houses 2 ski resorts, 9 championship golf courses, and countless restaurants and shops.

In 2011 Whitefish was named one of “The Top Ten Coolest Small Towns in America” by Frommer’s Budget Travel Magazine, with ATP listed as one of its greatest assets.

Whitefish and the Flathead Valley are also home to a large concentration of wealthy Americans and Canadians who have been drawn to its stunning natural beauty, its immense recreational opportunities, its world-class amenities, and its laid-back atmosphere. These residents and visitors mainly come from large metropolitan areas and want the same cultural offerings found in a large city but in the pristine environment of Northwest Montana.

ATP fills that need.

The 90,000 year-round residents of the Flathead Valley live within a 35 minute drive to Whitefish. Whitefish boasts income and education attainment levels higher than the national averages. The median home value in Whitefish of $328,489 is almost double the national average of $172,600.

All these figures point toward a population able and inclined to attend arts and culture events and support arts organizations.

robust tourism Whitefish

# of Visitors 699,191

# of Visitors that Attended Performing Arts 8,791

Average Length of Stay 4.73 nights

Largest Age Group 45-54 years Total Expenditures N/A

Flathead County 1,215,521 36,465

6.84 nights

55-64 years

$213,346,000

Based on 2011 data from the Institute for Tourism & Recreation Research

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advantages & competition advantages While there are many fine professional theatre companies in America, there are none quite like Alpine Theatre Project. Since its founding in 2004, attempts have been made to find a theatre company similar to ATP, but none have been found that contain ATP’s unique combination of world-class quality with national talent and its geographically remote location. The nearest American metropolitan area is Seattle over 500 miles away. ATP has always aimed at bringing to the Valley talent and productions that are usually reserved for large metropolitan areas.

Alpine Theatre Project also provides an enhancement to the general daytime outdoor recreation opportunities as well as an alternative to the traditional nightlife in the Valley of bars, taverns, and casinos.

The talent to which ATP has access, including its founding artists, allows ATP to offer unique performances and education not offered anywhere else in the Valley.

ATP also has become a large economic generator for the community. It has an estimated annual economic impact of over $1.5 million. This includes ATP’s direct local spending and residual spending generated by ATP’s patrons.

All of these qualities position ATP as a vital cultural provider in the Flathead Valley. ATP will continue to position itself as a premium cultural provider with qualities not found anywhere within a 500 mile radius.

competition The Flathead Valley has no shortage of attractions and recreation opportunities. Also, the sun doesn’t set until almost 10pm during the summer, making it difficult to pull people inside. ATP will explore producing outdoor performances as one of the ways to overcome this challenge.

ATP is currently one of five theatre companies that operate in the Flathead Valley during the summer.

Most are community based companies, like Whitefish Theatre Company, Stumptown Players, and the Flathead Valley Community College Theatre. The Bigfork Summer Playhouse, a professional theatre about 33 miles away, has been a staple in the Valley for over 50 years, though they hire college students rather than the seasoned professionals as does ATP. Also, Shakespeare in the Parks, which tours around the state, usually presents one performance in the Valley for free.

There are other live performance opportunities in the Valley, including the Festival Amadeus classical music festival, Freedom Fest music festival, the Crown of the Continent Guitar Festival, and other concerts throughout the summer.

While there is a unique concentration of wealth in the Flathead Valley, there are also 212 nonprofit organizations seeking assistance for their programs. This means ATP must continually engage donors and patrons and inspire them with its programs and messaging.

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community involvement Alpine Theatre Project is not a community theatre, but it has always been a theatre of the community. Below are some of the ways ATP has reached out and involved other groups:

• ATP’s “Workers Comp” program provides free tickets to

members of the service industry in Whitefish, who drive the local tourist economy.

• ATP donates over 50 tickets annually to fellow area nonprofits

for their auctions and other fundraisers. This includes organizations like the Whitefish High School Drama Club, Lighthouse Christian Home, Special Friends Advocacy Group, Flathead Valley Community College, Rotary Club, Ravenwood Outdoor Learning Center, Sinopah House, the Lakeside Chamber of Commerce, and Stumptown Arts Center.

• ATP has also collaborated with other performing arts groups

and nonprofits. It presented 4 concerts of classic musicals with the Glacier Symphony and Chorale. It is also working with Habitat for Humanity each year, donating unused production supplies to Habitat’s Re-Store in Kalispell.

• ATP’s artists have donated their time and talent to other

nonprofits. They have emceed and/or performed pro bono at events for Intermountain, North Valley Hospital, Kalispell Regional Medical Center, Human Therapy on Horseback, and Children’s House Montessori School.

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2012 contributors ATP is supported by over 500 individuals and businesses that believe in its mission every year. These contributions range from $3 to $100,000. ATP will build on this base of support over the course of the 2.0 upgrade and into the future with an eye toward long-range stability.

multi-year contributions founders circle ($50,000) Allison O’Briant & Doug O’Briant Tom & Teresa Quinn Fund/WCF Michael Shaw & Marie Shaw

Anonymous Linda Bell & Terry Bell Suzanne Kameon John Morrison & Cathy Wright Morrison

stage society ($25,000) William Bayne & Betsy Bayne Tupelo Grille & Haskill Station Jeffrey Chad & Susan Chad

Morrison & Frampton Law Office Jack MacKenzie & Nora MacKenzie

angel wing ($10,000) Jim Banister & Susan Banister Charlene Barasch & Stephen Barasch Tee Baur & Shellie Baur Harry Brown & Nancy Brown Case Family Fund/WCF Buzz Crutcher & Carolyn Crutcher Gary Decker & Jane Decker

Miles Gordon & Jan Gordon Sportsman & Ski Haus Joel Jobst & Priscilla Scalley Bonnie Spooner & Michael Spooner Morris Stein & Catherine Stein Jim Walrath & Mary Ward

century club ($5,000) Catherine Adams Shelly Arbuckle Bayard & Huner Dominick William Halama & Judith Halama

Jim & Dee Dee Heslop Mark Kuhr Dallas Long & Suzy Royer-Long William Walton & Dori Walton

corporate/individual sponsorship pl atinum sponsors Rick Blake & Alicia Blake Family Applied Materials Foundation Glacier Bank Phil Harris & Donna Harris Kalispell KiDDS

Plum Creek Foundation Allison O’Briant & Doug O’Briant Target Corporation Whitefish Credit Union

gold sponsors Don K Chevrolet Subaru Flathead Electric Cooperative

Grouse Mountain Lodge Whitefish Mountain Resort

silver sponsors First Interstate Bank J2 Office Products

Donna McKiernan & Jim McKiernan

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2012 contributors Annual Fund Contributions executive producer ($10,000+) Suzanne Kameon Allison O’Briant & Doug O’Briant

Peter Kiewit Foundation

producer ($5,000+) Tupelo Grille & Haskill Station Ila B. Dousman Fund Montana Arts Council Suzanne Kameon

Holly Larson & Tom Klein Allan McGarvey & Valeri McGarvey Myron Noble & Rosemary Noble Ben Whitten & Roberta Whitten

executive director ($2,500+) Alderson Family Foundation Case Family Fund/WCF

Whitefish Community Foundation Morrison & Frampton Law Office

director ($1,000+) Linda Bell & Terry Bell Kramer Family Fund/WCF Trieweiler Law Firm Bayard Dominick & Hunter Dominick Sam McGough & Donna McGough John & Kris Vandenburgh Molly Hobgood & Bill Hobgood Joseph V. & Cora Belle Montalban WCF/Whisler Family Charitable Fund Jill Jaeger & Pascal Lallemand Sharon Morrison Bet Wise & Doug Wise Suzanne Kameon Cherie & Nir Regev John Witt & Susan Witt TK Builders Rick & Linda Ryder S.Y. Larrick Foundation

LEADING PLAYER ($500+) Anonymous Intermountain Char Rygg Jean Amidon & Dr. Tom Amidon Sallie & Alan Gratch JeanAnne Swope & Jim Mechem Linda Bell & Terry Bell Ron Incoronato & Dee Incoronato Jim Walrath & Mary Ward Leslie Breaux Stephen Isley Jewelry Dan Weinberg Margaret McCaul & Peter Cabban Richard Jones & Melinda Jones Suzy Williams Luther Campbell & Dorothy Campbell Diane Krasnow & Stephen Krasnow Debra Wolf Case Family Fund/WCF Sharon Morrison H&R Block Foundation Robert & Elspeth Chambers Bob & Vicki Reich MT Center for Laser Dentistry Dallas & Suzanne Long

SUPPORTING ACTOR ($250+) Dr. & Mrs. Brian Feeney Sullivan, & Dr. Robert Mitchell Shelly Arbuckle Monica Foster & Jeff Foster Janet Morrow Turner Askew & Nan Askew Tom Bannigan & Louise Bannigan Dr. Ben Galloway & Jean Galloway Cdr. Murland & Virginia Searight Wasabi Sushi Bar Robert Seim & Carol Seim Linda Bell & Terry Bell Dick & Marilyn Hensley Carole Spragg & Roger Spragg Jay & Susie Brown Peter Stanley & Christine Stanley Dr Phil Cardan & Adriene Cardan Suzanne Kameon Deborah Townsend Trisha Chilcutt Roger Kessinger & Joanne Kessinger Mary Tweed & Alan Tweed Tip & Diane Clark Kramer Family Fund/WCF Donna McKiernan & Jim McKiernan Alethia Ward Beth & Travis Collier Dr. Honor Franklin, Hahn, Debra Wolf Dick & Jody Fee

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2012 contributors featured chorus ($100+) George Shryock & Jane Shryock Percy Laube Anonymous Dr. James Dusing Bick Smith & Bonnie Smith Todd & Susan Flynn Tanya McCully Ina Albert & Alan Secher Joe Stimpson & Ellie Stimpson James Garbacz & Laura John & Saunders McDonald Andrea Annau Donna McKiernan & Jim McKiernan John & Alix Sullivan Shelly Arbuckle Garbacz Maureen McNamara John Sullivan & Meredith Sullivan Ron Baker Anne Gentry Edward & Susan Thomas Phil & Nan Miller Barbara & Karl Beach Paul Gibson Dagne Thompson Jonathan Glaser & Nancy Glaser Joan Monaghan Linda Bell & Terry Bell Reed Thompson & Cooke Adams Wasabi Sushi Bar Sharon Morrison Kathryn Berg & Rob Tracy Richard Neifert Richard Ward & Diane Ward Bonnie Billuni & Richard Billuni John Griffith & Shirley Griffith Gwyn Palchak Tedrowe Watkins & Jill Watkins Andi Bos & John Bos Don & Marianne Hanson Anita & Jim Welch Robin & Craig Harrison Thomas Peacock Carol & Francis Breidenbach Linda Haynes George & Mary Kay Prindiville WCF/Whisler Family Charitable Fund Bob & Sue Brown Kelly Redfield Shelton Williams & Lois Williams Robley Carr & Carol Carr Richard Hildner & Suzanne Hildner Bob & Vicki Reich Elaine Winslow Gail Cleveland & Bruce Tannehill Bill & Ann Jones Burt Wright Janet Rodeghiero The Kovacs Family Beth & Travis Collier Five Star Rentals Nora Kristensen Parkland Books Genevieve Debrecht Rick & Linda Ryder Gary Decker & Jane Decker Gay Lancaster & Ron Lancaster Ann Schroeder Raymond Dominick, Dynamic Investing William Lange & Joann Lange Toby Scott Mike Dowaliby & Sally Dowaliby Kurt Larson & Carol Larson

ensemble (Up to $99) Anonymous Teresa Dunn Robert Ivy & Tabby Ivy Ryon Reich Glen Aasheim Diane Dwyer & Robert Dwyer Don Johnson Gregory Rise Charles Abell & Susan Abell Toni Evans Kitty Kameon Nancy A Rose Josh Akey & Jaci Akey Bob Faulkner Cari Klepper & Kevin Klepper Carol Rosenquist Ina Albert & Alan Secher Dr. & Mrs. Brian Feeney Jill Kola Urban Roth Jean Amidon & Dr. Tom Amidon Allison Ferber Constance Lane Alda Rowe-Pierce & Jack Pierce Andrea Annau Joyce Ferrington & Alan Ferrington Spike & Karlene Lantz Dallas & Suzanne Long Shelly Arbuckle Pamela Flowers Ms. Opal Larson Courtney Rudbach Robyn Balcom Kay Floyd Tosten Larson Char Rygg Richard Barnes Angela Foreman Kathy Law Alan Satterlee John Bartlett & Billie Bartlett Rodney Foster Richard Lienesch Gerald Schaefer Karen Bell Sean Frampton & Diana Frampton Bob Lincoln Robert Schimpff & Francoise Schimpff Rick Blake & Alicia Blake John Frandsen & Jennifer Frandsen Sherry Lincoln Christina Schmidt & Jason Schmidt William Blood Lee Freeman Romy Loran Kathy Schmidt & David Schmidt Karl Borchers & Kathy Borchers Hal Frutiger Daryl & Karen MacCarter Susan Schmidt Andi Bos & John Bos Janelle Gentry Mark Mance Ann Schroeder Sabine Brigette Andrea Goff Janice McCann Daniel Seman Margaret Brown Aaron Goodman John & Saunders McDonald Dolores Sheremeta Sonja Burgard Bambi Goodman Stacey McGough Joshua Smith Kenneth Burke Bill Goodman & Jana Goodman Craig McIntyre Sherry Spencer Susan Cahill & Steve Martinez Jackie Goodman John McNaught Perrin Stiefel & Alice Stiefel Amy Chisholm & Dan Chisholm Sallie & Alan Gratch Abbie Milisci Michael Sullivan Christina Coffelt Deborah Greear Molly Miller Gail Tanabe Thomas Colman Patricia Greenspan Sharon Morrison Billy Thompson Catherine Cooney & Edward Cooney Dianne Grove Daniel Munzing Dagne Thompson Jason Copeland Liz Hammer & Todd Hammer William Murphy Nancy Thompson R Wade Covill & Carol Covill Dave Handy & Sue Handy Roberta Newman Donald Torgerson Caryl Cox Murph Hannon Cyndi Chauner & Dana Niendorf Jeannine Trousdale & David Trousdale Cyndee Crittenden Carter Richard Harding Terrie Nitopi Patrick Turski & Deborah Turski Carlene Gemmell Crnkovich Bob Harris & Linda Harris Gregory Olson & Cyndi Olson Katrina Urbach Katherine Curtis Steve Haugen & Kara Haugen Jim Olson & Marci Olson Sue Vaughan Janet Cutshall Elizabeth Hawley & Donald Hawley Janice Pavlock Aaron Vega Gerard D’Aquin Laura Hearick Ann Payne & Bill Payne Marc Venery & Stephanie Venery Milt Datsopoulos & Joan Datsopoulos Lynn Helding Kevin Pecinovsky Jill Waddell Gary Decker & Jane Decker David Hembroff Caroline Perkins William Walton & Dori Walton Kay & Carole Denning Tyler Hensleigh Milton Perlow Lynda Willis Frank Derochie Victor Houser & Myia Houser-Powers Nancy Persons Kay Wilson Donald Disque Sibyl Hughes Julie Pierrottet Frank Woods & Lynn Woods Hunter Dominick Patricia Hulla Morgan & MacKenzie Pomerantz Lynn Woods Craig Drynan & Susan Drynan Martha Hunt Lonnie Porro Brett Wrathall Douglas Drysdale Cindy Imler Maureen Redfield & Charles Redfield Chris Zignego

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2012 contributors aktp fund contributors Catherine Adams Jake Cook & Julie Cook Francine Lerud Christine Rossi & Mike Rossi Dallas & Suzanne Long Josh Akey & Jaci Akey Melissa Davis & Kim Clausen Dr. Kathleen & John Lewison Cherilyn DeVries Helen Minutelli-Dougherty Kerri Schultz & David Schultz Diane Archie Christina Armstrong Dr. James Dusing Russell Moes & Karen Moes Toby Scott Tracy Armstrong Eisinger Motors Nancy Moran Cassie Solomon Joyce Baltz & Dace Baltz Kent Frampton & Mary Frampton Kristin Nelson Ben Spradlin & Virginia Spradlin Reed Thompson & Cooke Adams Naomi Barnes Sean & Diana Frampton Nelson’s ACE Hardware Tagen Vine & Carrie Vine Tupelo Grille & Haskill Station Gordley Family Chiropractic Lillian Isabel Nelson Memorial Fund Ian Collins & Claudia Collins Holly Hendricks Riley Polumbus Kay Wilson Catherine & Stan Converse Holly Larson & Tom Klein Sharon Riley Gregory Zuckert

gifts in-kind Norma Happ Injury Center Stumptown Art Studio David & Ruth Ackroyd Taco Del Sol Harlow Melissa Pfannenstiel Alpenglow Dental Mergenthaler Transfer & Storage Tamarack Brewing Company Applebee’s Healing Sun Yoga/Sally’s Great Northern Cycles Imagination Station Montana Coffee Traders Balanced Bodyworks Sharon Morrison The Toggery Bear Mountain Mercantile Izaak Walton Inn J. Thomas Salon Mum’s Flowers Vermeil Voettler Big Mountain Crossfit The Wave Jersey Boys Pizzeria Nancy Thompson Big Mountain Golf Club Treg Miller Blooming Bellies Jumping Jacks Inflatable Funhouse David Pickeral & Diane Smith Whitefish Animal Hospital Kalispell Liquor Pin & Cue, Inc. Bookworks of Whitefish, LLC Pooper Scoopers Whitefish Dance Studio Ciao Mambo Kathryn Mercord Whitefish Goldsmiths Latitude 48 Remedies Day Spa Cory & Maggie Eisenbarth Richard Ward & Diane Ward Whitefish Lake Golf Club Cowgirl Coffee Linda Bell & Terry Bell Whitefish Lake Restaurant Lodge at Whitefish Lake Rick Blake & Alicia Blake Craggy Range Sappari Design Whitefish Mountain Resort Famous Dave’s Lori Miller MacKenzie River Pizza Co. Sawbuck Do Jang Wild Horse Limousine Flip Chiropractic Flying Fish Kids’ Gym Markus Foods Sportsman & Ski Haus Sprouts Good Medicine Lodge McGarry’s Roadhouse Stolte’s Pet Stop McKiernan Chiropractic & Sports Grouse Mountain Lodge

in memory/honor of Frank Morrison Ed M & Jean Chauner JeanAnne Swope & Jim Mechem Vic “Pop-Pop” Miller Gayer & Patty Dominick Betsi & Luke Suzanne Kameon, Linda & Terry Allison O’Briant Bell, Ken & Lisa Hamilton Suzanne & Herb Kameon’s Anniversary

Linda Bell William P. Mufich James G Larson Suzanne Kameon The O’Briant Family

Vic Miller Janice Case Dan Neustedter

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2.0 THE FU TU RE

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an upgrade in 5 steps ATP has identified the steps needed to fully execute the 4 Bug Fixes listed in the Executive Summary of this document. To recap, they are:

1 2

IMPROVE ADMINISTRATIVE EFFICIENCY & STRUCTURE

3 4

IMPROVE production efficiency BY purchasing permanent housing & rehearsal/shop space

Increase support through improved community & DONOR relations

maximize revenue by rotating productions

These Bug Fixes cannot happen all at once, so ATP has created a 5-step process by which it can carefully and methodically attain these goals. These steps were created by prioritizing ATP’s immediate and future needs.

Graduation from one step to the next will be determined by ATP’s ability to maintain its operations based on its current level and its capacity to increase its revenue to the level needed to take the next step. The next step in the plan will only be taken if ATP has demonstrated its ability to meet (and hopefully exceed) the criteria included in that next step.

creating a baseline & breathing room The ATP Board of Directors decided that a baseline be created upon which to begin the upgrade process and that ATP begin the upgrade by operating at that baseline. This would not only give the company a solid launch pad, but it would also give the Board and staff “breathing room” since some of the largest operational changes will be occurring during the first few steps of the upgrade. This baseline was determined by the revenue that was certain to come in on an annual basis based on 3 years of historical data. It is drastically reduced from the operating budgets of the last 5 years for these reasons. Below is an overview of the estimated budgets at each step with a reference to ATP’s most recently completed fiscal year.

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step 1: strengthen the foundation The goal of Step 1 is to maintain ATP’s presence as a vital arts institution while creating a baseline upon which to grow and provide “breathing room” while ATP shifts its personnel and operations. In this step, ATP will reduce its overall budget as explained in the previous page, allowing ATP to maintain its presence while it implements the first Bug Fix: improving administrative efficiency and structure. ATP will hire a Managing Development Director, who will be charged with creating new strategies to increase contributed income. ATP’s existing Executive Director will shift to become Director of Education and Marketing.

professional programming Programming will focus on short-run, talent-packed presentations of “Broadway’s Best”: a series of evenings designed to give the audience an overview of different genres of Broadway shows. Think of it as a sampler of all the different types of shows ATP can produce in the future as well as a nod to some of its greatest hits.

Fascinating Rhythm ATP brings back the very popular tap duo, Two on Tap, to create an evening of delightful song and dance.

The goal of this programming option is to add to the festivities of Whitefish Winter Carnival and create a concert style performance with local and non-local performers.

Some Enchanted Evening: Broadway’s Golden Age A trip down memory lane featuring some of the most popular and beloved songs from Broadway’s classic shows and composers.

Defying Gravity: Broadway’s Next Generation This show features songs from Broadway’s shows from 1968 to the modern age. Songs you have come to know and love and songs that will become the classics of tomorrow.

Bibbidi Bobbidi Boo: Broadway’s Family Fare Bring the entire family to see this one! Songs from the Disney musicals and other much loved classics guaranteed to warm your heart.

5, 6, 7, 8!: Broadway’s Style and Rhythm Join us as we recreate some of Broadway’s most loved dance styles and numbers. From Fosse to Jerome Robbins to today’s Broadway choreographers, this show will leave you with your toes tapping.

Yuletide Affair ATP’s holiday offering involving local and non-local professional performers and musicians. This production has grown over the past 9 years to be one of ATP’s most beloved and lucrative shows in the schedule.

at a gl ance Annual Budget: Sales: Contributions:

$447,448 $153,158 $294,290

Production: Administrative:

$238,855 $208,593

Projected Net:

$0

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step 1: foundation (cont’d) educational programming

operations

Private Voice lessons NEW! Year-round vocal instruction for students of all ages. Taught by Broadway veteran, Luke Walrath

Artistic Director - Betsi Morrison Maintains the vision & culture of ATP Oversees quality control Sets programming & directs/performs

AKTP: Les Miserables School Edition The Student Edition of the classic Broadway show and hit movie performed by high school students from across the valley.

ATP Technical Internship Program This program is a hands on internship program in technical theatre open to high school, college age students, and recent college graduates.

Interns explore technical theatre and prepare for careers in technical theatre. Guided by Rachel Naber Burke and production department managers.

Nuts and Volts NEW! A hands-on technical theatre workshop taught by Rachel Naber Burke.

Come learn the basics of technical theatre and how equipment in the WFPAC operates. Open to adults and students.

Broadway Master Class Series NEW! This Series offers 4 special, intensive Master Classes with Broadway performers and industry professionals for young musical actors of ALL skill levels. Workshops will allow students to learn from the best teachers in the business and build on the skills they have in a positive, supportive setting.

AKTP Fall - TBD Our educational outreach program for 1st through 8th grade students January February March April May June July August September October November December Flathead It gives$26,413.00 every$54,480.00 student a chance experience Revenue from $60,257.00the $45,884.00 $65,317.00 Valley. $46,227.00 $34,350.00 $40,132.00 $25,267.00to$43,327.00 $33,647.00 $48,007.00 Expenses $49,975.00 $39,809.00 $47,126.00 $49,158.00 $61,906.00 $28,123.00 $52,723.00 $54,245.00 $20,396.00 $29,853.00 $29,737.00 $36,117.00 transformative of theatre in a $1,757.00 fun and educational environment Net Cash the $32,386.00 $6,075.00 $18,191.00 power -$2,931.00 -$27,556.00 -$1,710.00 -$14,113.00 $4,871.00 $13,474.00 $3,910.00 $11,890.00 culminating in a chance to perform a musical production in front of a live audience.

Executive Director NEW! Creates strategy to increase contributed income Executes development strategy with Board, staff, and volunteers Assists in streamlining admin operations and communication Oversees volunteer coordination Production Manager - Rachel Burke Oversees/controls expenditures Hires/coordinates production staff Coordinates production schedule Designs productions as assigned Education & Marketing Director Luke Walrath NEW! Creates strategy to increase sales income Executes marketing strategy with Board, staff, and volunteers Oversees Front of House and Box Office Oversees AKTP program Oversees lessons and master classes Bookkeeper (contract)

Step 1 projected 2013 Cash flow

$70,000.00

other initiatives

$52,500.00

Begin research on how to best fund artist housing, which could be a partnership or capital campaign for ATPowned housing

$35,000.00

$17,500.00

Begin research into a capital campaign for ATP-owned shop/rehearsal/office space

$0

-$17,500.00

-$35,000.00 January

February

March

April

Revenue

May

June

Expenses

July

August

September October

November December

Conduct community survey on programming possibilities

Net Cash

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step 2: revitalize summer ATP will begin bringing back what it is most known for, the summer season, as well as added educational opportunities. The summer season will now run in repertory (for further explanation of repertory, please see the paragraph under Professional Programming, Summer Season) to increase sales capacity during the high tourist season. This will require a resident company throughout the summer.

professional programming

educational programming

January concert Following the success of the 2013 production, Fascinating Rhythm, ATP will continue developing a concert style performance that coincides with the Whitefish Winter Carnival.

Private Voice Lessons

Spring Play A chance for ATP to produce a play outside of its summer musical season. Mixing local and non-local professionals to create a compelling work in March.

Summer Season Here’s where the ATP you’ve come to know and love will really come alive. In a change from previous years, ATP is adopting the repertory model of performances. There will be 2 musicals and an installment of ATP’s popular Legends Concert Series rotating their performance dates throughout the summer. This gives audiences the chance to see all 3 shows in the same week, thus expanding revenue possibilities with summer tourists.

Yuletide Affair

AKTP High School Production Broadway Master Class Summer Apprentice Program NEW! This new program is for AKTP High School and college age students. Students create a new play for children from classic stories and take it all the way to a performance. Target audience will be children and families, performed for free in one of the local parks.

ATP Technical Internship Program AKTP 1st-8th Grade Production

operations Artistic Director - Betsi Morrison Executive Director Production Manager - Rachel Burke

other initiatives Continue the quest for affordable artist housing or launch capital campaign

Education & Marketing Director - Luke Walrath Bookkeeper (contract)

Launch capital campaign for shop/ rehearsal space

at a gl ance Annual Budget: Sales: Contributions:

$587,000 $234,000 $360,000

Production: Administrative:

$332,000 $255,000

Projected Net:

$7,000

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step 3: extend the season ATP will begin expanding the resident company to include one fall musical. These artists can teach on their own during the fall if they want, sharing revenue with ATP. An Office Manager will need to be brought in due to the increased management demands. A Marketing Assistant will also have to be brought on to help increase ticket sales. Technical staff is still minimal at this phase, with productions being medium to small in size.

professional programming

educational programming

January concert 2-4 person This could evolve from a concert event to a straight play.

Private Voice Lessons

Spring Musical NEW! A new program featuring local and non local professional actors and musicians

AKTP High School Production Broadway Master Class Summer Apprentice Program ATP Technical Internship Program

Summer Three shows running in repertory with scaled back tech. Musical 1: medium, populist title; Musical 2 small, populist title; Concert - Legends series

AKTP 1st-8th Grade Production

Fall Classic Musical Redux NEW! ATP is going to take a classic musical every year, and give it a fresh and different twist. Utilizing members of the summer resident company, this show will be able to travel to different venues opening up ATP to audiences outside of Whitefish.

Artistic Director - Betsi Morrison

Yuletide Affair

other initiatives Continue silent phase of each capital space campaign Conduct feasibility of launching endowment campaign

operations Executive Director Production Manager - Rachel Burke Education & Marketing Director - Luke Walrath Office Manager (Part time) NEW! Assists in volunteer coordination Handles daily clerical tasks Assists in company management tasks Supports Executive Director Bookkeeper (contract) Marketing Assistant (Quarter time) NEW! Assist Education & Marketing Director

at a gl ance Annual Budget: Sales: Contributions:

$735,000 $310,000 $440,000

Production: Administrative:

$445,000 $290,000

Projected Net:

$15,000 30

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step 4: room to grow The Resident Company continues to be brought in June-October and includes a Musical Director and a Stage Manager. In addition, ATP introduces a larger, popular title during the summer. More tech staff is brought on in the summer to help with this. Capital campaigns for space begin their public phases.

professional programming

educational programming

January concert 2-4 person.

Private Voice Lessons

Spring Musical 2-4 person.

Broadway Master Class

Summer Three shows running in repertory with scaled back tech. Musical 1: large, populist title; Musical 2 - small to medium, populist title; Concert - Legends series

ATP Technical Internship Program

AKTP High School Production Summer Apprentice Program AKTP 1st-8th Grade Production

Fall Classic Musical Redux

operations

Yuletide Affair

Artistic Director - Betsi Morrison Executive Director Production Manager - Rachel Burke

other initiatives

Education & Marketing Director - Luke Walrath

Launch public phase of each capital space campaign

Office Manager (Part time)

Launch silent phase of an endowment fund campaign

Bookkeeper (contract) Marketing Assistant (Part time)

at a gl ance Annual Budget: Sales: Contributions:

$810,000 $370,000 $480,000

Production: Administrative:

$510,000 $300,000

Projected Net:

$40,000 31

2.0

step 5: full strength The final step in the plan. ATP is at full strength, providing year-round entertainment in various venues with an extremely strong educational program for the community, including working with local high school drama and English departments. Summer professional ensembles are supplemented with acting interns, who also perform theatre for kids outdoors in the park for free. ATP summer resident members also teach individual lessons to community members, with fees being shared between the artist and ATP. These members also perform at private functions under the same revenue-sharing provision. The summer play also makes a reappearance, but will be given larger budgets and casting than in previous years.

ATP presents small, ensemble works in the Winter and shoulder season and populist fare during the summer. The Office Manager is brought on full time and is now in charge of Box Office and Front of House. The Marketing Coordinator is brought on part time to increase ticket sales.

By the end of Step 5, ATP has also procured space for housing company members and shop/rehearsal space. These spaces can be rented out to other organizations for extra revenue. Production stock can also be rented to other organizations.

professional programming

educational programming

January concert

Private Voice/Acting Lessons

Spring Musical or Play

AKTP High School Production

Summer Four shows running in repertory with full tech.

Musical 1: large, populist title; Musical 2 - small to medium, populist title; Play 1 - small to medium, populist title; Concert - Legends series

Broadway Master Class Summer Apprentice Program ATP Technical Internship Program AKTP 1st-8th Grade Production

Fall Classic Musical Redux

operations

Yuletide Affair

Artistic Director - Betsi Morrison

other initiatives

Executive Director Production Manager - Rachel Burke

Complete housing & shop/rehearsal space

Education & Marketing Director - Luke Walrath

Launch public phase of endowment fund campaign

Bookkeeper (contract)

Office Manager (Full time) Marketing Assistant (Part time)

at a gl ance Annual Budget: Sales: Contributions:

$960,000 $450,000 $550,000

Production: Administrative:

$632,000 $328,000

Projected Net:

$40,000 32

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marketing plan ATP has traditionally targeted the local audience through a combination of advertising, direct mail, public relations, promotional events, and social media. It will continue these efforts, focusing on its core audience of residents and return visitors first. It will then begin expanding its reach throughout the Flathead Valley, other regions, and Canada through these methods as well as using alternative performance spaces around the Valley.

Gradually, ATP will increase its reach within the tourist market through internet and mobile advertising, social media, direct mail, and traditional advertising.

Current marketing possibilities • Redesign ATP’s website to make it more userinteractive and social media-friendly

• Increase ATP’s Search Engine Optimization through increased content release

future marketing possibilities • Offer child care for patrons with children

• Partner with area arts organizations on a Valley-Wide flex pass

• Offer preview nights with the Artists and Artistic staff to show public the programming choices

• Offer sponsored transportation for southern Flathead Valley residents

• Better capitalize on opportunities to capture patron information

• Begin a patron referral program

• Increase use of mobile technology to reach and interact with patrons

• Live-stream performances over the internet to reach a wider audience

conclusion ATP sits on the cusp of entering the next phase of its life as a vibrant, vital arts institution in the Flathead Valley, one that is truly unique on a national level. This plan represents the road map by which it can solidly enter this new phase.

Through these steps, and with the support of ATP’s staff, Board, and community of patrons and donors, ATP will continue its mission to imagine, create, and inspire well into the future.

And the future’s just the beginning.

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appendix atp 2.0 organizational chart

alpine theatre project imagine. create. inspire.

atpwhitefish.org • 406.862.show

Production photo credits: Laira Fonner, Jessica Lowry, Big Valley Radio

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