Left vulnerable, arts groups turn to online fundraising

The Breakthrough Theatre’s Wade Hair knew he didn’t have any time to lose. Theresa Smith-Levin of Central Florida Vocal Arts watched her organization’s recent advancements slipping away. And at Theater West End in Sanford, Derek Critzer wondered how he could ask supporters to reach into their wallets again.

As the spread of coronavirus — and the resulting social isolation — began wreaking havoc on cultural organizations, some of the region’s smallest and most vulnerable groups realized they would have to act quickly in order to survive.

All turned to the Internet.

“If we hadn’t started this fundraiser immediately, that would have been the end of us,” said Hair, who runs the 10-year-old Breakthrough Theatre of Winter Park.

Business had been slower than usual recently at the theater, which seats only a few dozen patrons for each performance.

“We’ve been going showto-show” — the arts equivalent of paycheck-to-paycheck — “to pay the bills,” Hair said. “When we had to cancel ‘The Craving,’ we knew we were in big trouble.”

“The Craving” was canceled even before social gatherings became taboo: A cast member’s husband had been in contact with a person afflicted with COVID-19, so rehearsals were called off for the cast’s safety.

“That was scary,” said.

The show was canceled on a Thursday. By Sunday, the “Save the Breakthrough” online fundraiser was up and running.

At Central Florida Vocal Arts, executive director Smith-Levin also moved swiftly with an online appeal, fearing her organization’s recent achievements would be squashed.

“We had this lovely upward trajectory,” she said. “Now we’re going to have to do a lot of rebuilding.”

Smith-Levin estimates the coronavirus shutdown will cost Central Florida Vocal Arts, which incorporates Opera Del Sol, about $50,000 — a huge chunk of money for an organization that last year had about $110,000 in total revenue.

The organization, which provides youth music education and also stages shows, had just started work on a $30,000-grant program for Orange County Public Schools. With schools closed, that money is gone.

The group also was planning a large-scale production at the now-canceled Orlando Fringe Festival, and it was gearing up to present the musical “Nine,” its first show in which an Equity union actor was to star.

Ticket sales were going briskly. Then nothing.

“I realized people had stopped buying because they were unsure of what

Hair was going to happen,” Smith-Levin said. “Nine” was postponed — and ticketholders showed their support by not hitting the organization while it’s down.

“No one — literally no one — has requested a refund,” Smith-Levin said.

At Sanford’s Theater West End, co-founder Critzer is trying to strike a measured tone in seeking help.

“We feel weird about saying, ‘please help us to stay open … again,’ ” he said.

An emergency fundraiser just four months ago brought in nearly $30,000 from supporters to pay off debts incurred by the fledgling theater, which is in its second season.

This time, in a low-key approach, the theater is selling magnets on its website (theaterwestend.com), offering a 10 percent discount on online gift card purchases for future shows, collecting registrations for upcoming classes and asking current subscribers to sign up for the next season.

“We’re really trying to push our season renewals,” Critzer said. “We’re working really hard and hoping for the best.”

On a positive note, the theater’s landlord is understanding, he said, and the recent production of “The Great American Trailer Park Musical” proved so successful its run was extended twice.

Smith-Levin sees advantages for a streamlined organization: “We’re able to move to action quickly,” she said.

Theater West End, for example, was able to adjust its season schedule — pushing shows back a few weeks — without much difficulty.

Hair’s fast-action Breakthrough fundraiser (breakthroughtheatre.org/donate) is 60 percent toward its $10,000 goal.

“I am shocked,” he said. “It has been difficult to ask, knowing everyone is in the same boat. But the donations mean a lot because it means people care if we close or not.”

The funds will go toward rent and electricity to keep the building operational. In addition, Hair needs to issue refunds to Fringe artists who had planned to perform in the theater during the festival.

Things are slower at the Central Florida Vocal Arts “Making Art Heals Hearts COVID-19 Crisis Campaign” (facebook.com/ cflvocalarts), where about $2,500 had been raised as of Monday afternoon.

Smith-Levin is optimistic that a concert, live-streaming on Facebook at 6 p.m. Friday, will bring in more donations.

“I like to think that we’re scrappy,” she said. “We started at the bottom so we’ll figure it out … whatever happens.”