Playhouse Square keeps evolving with its audience, technology and vision for the future.
By Mike Olszewski
The story of Cleveland’s Playhouse Square theaters has become almost legendary.
Many of us remember when the Palace and its neighbors down the street had a date with the wrecking ball. Thanks to a group of visionaries, the theaters were saved and became among the largest performing arts centers outside New York City. Its first 100 years have provided a tradition that folks at the Square vow to continue, but that also means meeting new challenges.
Autumn Kiser is Senior Vice President of Revenue and Marketing, and we asked her how they maintain the legacy at Playhouse Square. The answer: meeting audience needs in light of economic stressors and riding the wave of technology.
“As a nonprofit organization that also focuses on arts education, we’ve also had to continue to evaluate how to fill the gap of exposure to the performing arts that is so often missing in schools today. Whether through in-person performances or streaming shows, we are finding new ways to reach these students and provide the resources their educators may seek,” she says.
Expansion
Remember that Playhouse Square also grew recently with the addition of the prestigious Cleveland Play House, a move Kiser says served everyone well.
A combined fundraising campaign with Cleveland State University opened the door to renovations at the Allen Theatre for Play House productions.
“The breadth and depth of the Cleveland Play House’s performance offerings give more opportunities for audiences, both new and returning, to create memorable experiences at Playhouse Square, as well as generate exposure for the work that the company does,” she says.
There’s an interesting side note about another proposed expansion: Playhouse Square’s purchase of the historic Greyhound bus station that will expand the theater district’s footprint in downtown Cleveland with a nod to preservation.
“We look forward to sharing our plans for the space when they are solidified. In the meantime, we are committed to respecting the historic integrity of the building and to working with the City of Cleveland and Greyhound to ensure the transition to Greyhound’s new base of operations occurs on a timetable that works for all parties. We are also exploring the possibility of repurposing other existing spaces along Euclid Avenue for additional live music or performance spaces.”
David Greene is the Square’s Senior Vice President of Programming; he books shows up 18 months in advance. A significant part of his job is vetting shows for artistic quality while at the same time looking at the financial aspects.
Greene says the Square’s reputation is an advantage, noting, “Cleveland is geographically well situated for touring artists, and Playhouse Square delivers a backstage experience for artists and their teams that sets us apart from any competition.
“The Square’s venues are historic and beautiful, but it’s the audiences that give us an advantage. The Broadway season ticket community here is the largest in North America; more than 40,000 strong. That, combined with the fact that all of the shows on the KeyBank Broadway Series stay for at least three weeks, puts Cleveland at the top of the priority list for all of touring Broadway. The 1.2 million guests that visit Playhouse Square annually gives us the leverage to attract world-class artists and maintain eight strong resident companies.”
As the saying goes, “The show must go on” and hopefully, that idea will guide the Square’s current caretakers for many prosperous years near East 15th and Euclid.
Photo courtesy Playhouse Square
