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|Tuesday, November 02, 2010|
By Jacq Lacy
The Oregon Shakespeare Festival has closed its 75th Anniversary year with record attendance and revenue numbers. Despite the rainy Oregon summer and the weak economy, the OSF sold 414,783 tickets (94% of capacity) and earned $18.5 million, an increase of 8% over 2009.
“These numbers are immensely gratifying, especially in light of the ongoing economic challenges facing our country and our audiences,” Executive Director Paul Nicholson said in a statement.
Amy Richard, media and communications manager for the OSF attributed the record sales to “a schedule of 11 plays that received incredible word of mouth, and very positive notices from critics,” as well as quality production values and acting, a strong marketing campaign and loyal audiences.
“We have a lot of anecdotes from visitors stating, ‘We have to give up something this year because of the poor economy, but we’re not giving up this,’” Nicholson said, referring to the effort the OSF has made over the past five years to build strong ties between patrons and OSF staff and actors. This marketing strategy Nicholson says has kept theatergoers coming back year after year.
Artistic Director Bill Rauch produced on the Elizabethan Stage productions of “Twelfth Night,” which sold at 98% of capacity, and “The Merchant of Venice,” closing at 92% of capacity.
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