During this winter of economic discontent, I’ve been talking with summer theater managers around the region to see how they did last year and, as spring turns toward summer, how they’re approaching the upcoming season. The area’s two Equity companies report that they had surprisingly strong 2009s and are preparing for this summer with a lot of hope, a bit of caution, and more than a touch of adventure.
Both Northampton’s New Century Theatre and the Chester Theatre Company not only survived in last year’s down market, but came through better than they anticipated. New Century had higher-than-projected attendance for every show last season, while most of Chester’s shows kept pace with its record-breaking 2008 season.
It seems that audiences here are making live theater a priority, even when pinching some of their other entertainment pennies. “We thought it was going to be hard times,” Rush muses. “I couldn’t believe how many people were still coming out to see the theater we were doing.”
New Century celebrates its 20th anniversary this year, following Chester’s 20th in 2009. In those decades, the two companies have become indispensable summer fixtures, more than holding their own against the established Berkshire-region theaters, “which have more resources and draw bigger stars,” as Stevens points out.
Part of both companies’ formula for survival comes from the distinctive persona each of them has created. New Century, founded by two veterans of the Mount Holyoke College Summer Theater, has followed on from that tent theater’s hot-weather recipe, offering variety and building personal relationships with a local audience.
Since taking the helm at Chester, Stevens has continued the company’s founding commitment to small-scale, literate works while becoming a little more “dark and different and edgy.” He says he’s sometimes been advised to go more mainstream, but counters, “I’m in a very crowded cultural landscape. If I start programming more safely, I start messing with my niche in the market.”
Within their respective niches, both companies are trying something different this summer. Three-quarters of Chester’s season will be given to Arlene Hutton’s Nibroc Trilogy, a cycle of related plays about a Kentucky family during and after World War II. And New Century is reviving its two all-time audience favorites—Noises Off and The Complete Works of William Shakespeare (Abridged).
Next month, the Chester Theatre Company will jump-start its season with a benefit performance at CityStage in Springfield. Underneath the Lintel is a philosophical fantasy about a conscientious librarian and a book that’s 113 years overdue, performed by Springfield native John Shuman, who starred in Chester’s 2008 hit The Dishwashers.
Looking toward the summer, Byam Stevens says his season will be true to his longstanding philosophy: “Program to artistic excitement and have faith in the audience that they’re going to come to it.” Sam Rush mixes faith with apprehension in this still-unsettled economic climate. “It’s a new game every year. It’s like throwing that party all over again. Will people show up to this one, will it be the same people, and will they be happy?”
Underneath the Lintel: April 11, 2 p.m., presented by Chester Theatre Company and the Springfield Jewish Community Center at CityStage, 1 Columbus Center, Springfield, (413) 354-7771 for tickets and information.
