Theaters still feel pinch from Irma

Although the rain and wind have passed, Hurricane Irma continues to dampen local theaters’ seasons.

The unexpected expense of building repairs coupled with lost revenue from canceled performances creates a double whammy for theaters. And while Central Floridians clean up after the storm, sales for future shows dry up — harming the bottom line even more.

“People just aren’t buying tickets because they are in recovery mode,” said Flora Maria Garcia, president of United Arts of Central Florida, a cultural advocacy and funding organization. “There’s going to be a significant loss of revenue over the next few months, and it’s really going to hurt.”

The hurricane’s timing was especially hard on theaters. Irma stormed through Central Florida right at the start of the theatrical season, when many playhouses present a blockbust-

“We’re able to look at upcoming productions to see where there is potential for growth and where we can look at cutting expenses.” PJ Albert, managing director of Orlando Shakes

er to bring in big crowds — and revenue.

Orlando Repertory Theatre estimates it will need nearly $60,000 to get back on track. Orlando Shakespeare Theater is looking at a $75,000 shortfall.

United Arts, which gives grants to artists and organizations in Orange, Seminole, Lake and Osceola counties, has started an emergency Irma Arts Fund and is trying to raise $80,000 in the next two weeks for cultural groups with immediate financial needs.

On Monday, an Orange County Arts & Cultural Affairs committee will consider ways to assist arts organizations struggling in Irma’s wake, said Terry Olson, who heads the department.

Orlando Repertory Theatre canceled seven performances of the musical “Newsies” onstage at its complex in Loch Haven Park, north of downtown. The carpet will need to be replaced and the stage resurfaced at one of the company’s theaters. The administrative offices also suffered water damage.

A power surge destroyed two dozen theater lights, but the “Newsies” set was undamaged. In all, the Rep estimates it will need $26,000 for repairs and it lost $32,000 in ticket and concession sales.

Still, theater officials are trying to look on the bright side.

“At least the worst damage happened in the least busy part of the building,” said Vicki Landon, the theater’s development director. If the “Newsies” theater had been badly damaged, “things would have been much, much worse,” she said.

Performances of the Broadway musical “Man of La Mancha” at the Orlando Shakespeare Theater were canceled as well.

“We’re looking at a $75,000 impact in ticket sales,” said PJ Albert, managing director of Orlando Shakes, which is also at Loch Haven Park. “We’ll be working to overcome that throughout the season.”

Albert said “Man of La Mancha” had been selling an average of 125 tickets per day before Irma’s approach. For the past week, the theater has sold only about five tickets per day.

“We’re currently running about 1,000 tickets behind where we thought we’d be,” Albert said.

Some theaters found they had to adjust their schedule for unexpected reasons.

Mad Cow Theatre, in downtown Orlando, was preparing to open the play “Grounded” — but could not find any plywood to build the set. Consequently, the show’s opening was postponed a week until Oct. 6.

Mitzi Maxwell, Mad Cow’s executive director, sought support from theatergoers in an email. “Lost performances have resulted in lost revenue,” she wrote. “We know this is the case for many of our fellow members of the arts in Orlando, and we are asking all who go to the theatre to come forward to help.”

One bright spot: Because it is the beginning of the season, theaters might have time to recover before their fiscal year ends next summer.

“We’re able to look at upcoming productions to see where there is potential for growth and where we can look at cutting expenses,” Albert said. “We’ll have to make adjustments.”

In the short term, theater officials have a message for those who want to help:

“If you can, please go online and purchase your tickets to our upcoming productions,” wrote Maxwell in her letter.

“The No. 1 thing we’re pushing is ‘Buy tickets,’” said Landon.

Several theater companies are offering special promotions to jump-start sales. Orlando Shakespeare Theater is letting those who have seen “Man of La Mancha” return for free if a friend buys a ticket. Central Florida Community Arts is offering discounted tickets for its production of “Of Mice and Men” to patrons of previous shows.

In the aftermath of the storm, this might be the perfect time to escape reality for a few hours, said Olson of Orange County: “Our arts and cultural community is open and a great place to take a break and heal from the stresses of Irma.”