ATP 2.0 Business Plan

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business plan

upGRaDe (up’ grad):The process of replacing a product with a newer version of the same product.

The replacement of hardware, software, or firmware with a newer or better version, in order to bring the system up to date or to improve its characteristics.

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To imagine without boundaries, to create vibrant professional entertainment and transformative arts education, to inspire the audience, artists, and next generation.

THe MissiOn

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Table OF COnTenTs

MissiOn sTaTeMenT 2

exeCuTive suMMaRy 4THe 4 buG Fixes 5business DesCRipTiOn 6aTp bOaRD OF DiReCTORs 7HOnORaRy bOaRD 9aTp sTaFF 10

THe pasT 11ORGanizaTiOnal HisTORy 12pROGRaMMinG HisTORy 13FinanCial HisTORy 14

THe pResenT 17business enviROnMenT analysis 18aDvanTaGes & COMpeTiTiOn 19COMMuniTy invOlveMenT 202012 COnTRibuTORs 21

THe FuTuRe 25an upGRaDe in 5 sTeps 26CReaTinG a baseline & bReaTHinG ROOM 26sTep 1 27sTep 2 29sTep 3 30sTep 4 31sTep 5 32

MaRkeTinG plan 33

COnClusiOn 33

appenDix: ORGanizaTiOnal CHaRT 34

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ATP has had incredible success during its brief life. It has also made mistakes along the way. It is now at a point in its life where changes are in order to assure that it remains the vital and vibrant arts institution it has become as well as expand its reach and impact. The time has come for ATP to learn from its past, organize its present, and define its future.

In other words, Alpine Theatre Project is ready for an upgrade.

Welcome to ATP 2.0.

This document serves to explain ATP 2.0, the circumstances and challenges that led to its creation, and the steps that will be taken to address and overcome those challenges. We see ATP 2.0 as a significant upgrade to the programming and operations of Alpine Theatre Project. This upgrade will increase ATP’s impact on the community while maintaining a national reach, and ensure the sustainability of its operations over the long-term.

This is also a guide for members of the public and potential and current donors to the various steps ATP will be taking toward increased capacity, increased impact, and long-term sustainability. The plan contained herein presents a complete view of ATP’s objectives as it seeks to increase support for its operations.

This plan was created after ATP staff and Board of Directors reviewed the last five years of ATP’s operations, identifying the challenges that threaten its long-term stability, and creating solutions to those challenges.

At the core of this plan are four “Bug Fixes,” or improvements identified as vital to ATP’s long-term stability and growth: (1) improve ATP’s administrative structure and efficiency; (2) increase community support through improved community and donor relations; (3) increase production efficiency; (4) maximize sales revenue. Each of these goals will be met through a careful 5-step process. Think of it as a 5-year plan with a very clear end-goal.

On the next page are the four Bug Fixes contained in ATP 2.0.

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buG Fixes in aTp 2.0

iMpROve aDMinisTRaTive eFFiCienCy & sTRuCTuRe

The right people for the right job.

For a long time ATP’s small staff has had to wear innumerable hats, oftentimes at odds with their skill sets and schedules. ATP will hire a new Executive Director to focus on increasing contributed income and oversee the daily business of ATP. This will allow the company to redistribute job responsibilities among the staff and align each person with their given skill set and passion. In the end, everyone gets more done and does better work.

inCRease suppORT THROuGH iMpROveD COMMuniTy &

DOnOR RelaTiOnsFollow through. Follow through. Follow through.

Inspiration takes help. ATP’s incoming Executive Director will create structures to increase contributed income annually and capitalize on the passion of the ATP Board and volunteer base to help build inroads across the Flathead Valley. ATP will also incorporate education into every facet of its operations. Master classes taught by Broadway artists, private acting & singing lessons throughout the year, and an actor apprentice program will all be included in this new effort.

iMpROve pRODuCTiOn eFFiCienCy by puRCHasinG

peRManenT HOusinG & ReHeaRsal/sHOp spaCe

Creating a magic factory.ATP spends almost $50,000 a year on artist housing. It also has to rent shop, rehearsal, and storage space in which to create its shows. This is horribly inefficient. Purchasing permanent housing and shop/rehearsal space would fix this. ATP could also involve volunteers more effectively if it had space by elongating its production build times. This space would create an additional revenue stream through rental of studios, scenery, costumes, and props. Everybody wins.

MaxiMize Revenue by ROTaTinG pRODuCTiOns

One company. Four shows.ATP made its name by producing incredible shows during the summer, but its method of running each production consecutively led to increased personnel costs, travel costs, and the like. By using the same company of artists for multiple productions, ATP can rotate its shows within a given week; capitalizing on tourist traffic, increasing return visitation, and cutting costs while maintaining high production value and artistic quality.

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Alpine Theatre Project, founded and led by 3 Broadway veterans, is a professional non-profit theatre company based in Whitefish, Montana. ATP is dedicated to bringing high-quality, affordable, professional theatrical entertainment to the Flathead Valley. ATP employs 3 full-time staff members and, during peak season, a seasonal staff of as many as 65 talented artists and technicians. Through healthy relationships with professional arts trade associations such as Actors Equity, IATSE, USA, and SDC, ATP brings the gold-standard in quality. Its artists have worked on 174 Broadway productions and have won 4 Tony Awards, 7 Emmy Awards, 4 Golden Globe Awards, and 1 Academy Award.

ATP entertains more than 10,000 residents and visitors yearly with an average ticket price of $30.

Serving its mission to imagine, create, and inspire, ATP also has a very successful children’s education program. Through two major productions yearly and a series of Master Classes with Broadway professionals, Alpine KIDS! Theatre Project has enrolled and personally educated 745 children since its inception in 2008. AKTP is committed to enriching the lives of the next generation.

ATP is a registered 501(c)(3) corporation and is overseen by an impassioned, active, 15-person volunteer Board of Directors.

business DesCRipTiOn

To imagine without boundaries, to create vibrant professional entertainment and transformative arts education, to inspire the audience, artists, and next

generation.

THe MissiOn

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aTp bOaRD OF DiReCTORs

pResiDenT: nancy Gordley

Suzanne was raised in west Los Angeles, CA. She started playing piano at age 7, and began giving concerts at age 10. She studied with Arthur Schnabel, and won the Los Angeles Philharmonic Young Artist Competition at the age of 13. Suzanne married at the age of 18, and has a daughter, Bonnie Spooner of Kalispell. She went into acting, studying with Charles Conrad and Sandy Misner, formally from New York’s Neighborhood Playhouse. She has performed on several T.V. shows including Arrest & Trial, Munsters, Going My Way, Raceway, Seventy Seven Strip, Roaring Twenties, On Stage with Norman Krasners, Who’s That Lady I Saw You With, and The Law and Mr. Jones Whitmore. She went from an actress into sculpting, working in Italy and having many successful shows. Suzanne also worked in L.A. as an interior designer and continued to do homes in Whitefish, MT before retiring. Suzanne recently became a great grandmother to Brody Richard Bovee.

CHaiRWOMan: suzanne kameon

viCe-pResiDenT: sharon Morrison

TReasuReR: Donna Mckiernan

David is a graduate of Yale Drama School and a charter member of the Yale Repertory Theatre. He has starred in five Broadway shows including Children of a Lesser God and Hamlet at NY Shakespeare Festival. Other theatre appearances include six seasons with the Williamstown Theatre Festival, A Soldier’s Play at the Mark Taper Forum in LA, Who’s Afraid of Virginia Woolf? opposite Sally Kellerman and Six Characters in Search of an Author with the American Repertory Theatre at Russia’s Moscow Art Theatre. In films and on TV he has co-starred with Bette Davis, Charlton Heston, Burt Reynolds, Farrah Fawcett, Angela Lansbury, Michelle Pfeiffer and John Lithgow. He was the recipient of the 1998 Fox Foundation Fellowship and has been a narrator for many programs on The History Channel.

seCReTaRy & CO-FOunDeR: David ackroyd

Moving here with her husband and two daughters, Nancy has been a Whitefish resident since 1989. She presently is a small business owner in Whitefish and Kalispell and owns a bakery, storage units, rental homes, and a medical professional building. She also serves on the Board of the Flathead Valley Community College Foundation.

The Morrison family found its way to Whitefish nearly a half century ago when Whitefish was smaller, but just as dynamic and extraordinary as it is now. She has two children, Helena attorney, John, and Alpine Theatre Project Artistic Director, Betsi. She also has two granddaughters, Allison and Amanda, twin grandsons, Elijah and Gabriel, and a mop of a doggie, ZsaZsa. A graduate of the University of Nebraska and the University of Montana School of Law, she was first woman to serve as president of the Montana Trial Lawyers Association and of the Western States Trial Lawyers Association. She is a partner in the Morrison and Frampton law firm, serves on the Whitefish Lake and Lakeshore Committee, and is a director of the Whitefish Lake Institute. She is grateful for what Alpine Theatre Project does to Imagine, Create and Inspire in the Flathead Valley.

Donna grew up in New York City with parents who were professionally involved in theater and television as singers and actors, both onstage, on camera, and behind the scenes, and thus developed a lifelong love affair and deep respect for all things theatrical. Donna’s father, Don Morrow, was and still is involved in the industry at the ripe “young” age of 86 and teaches seminars on the East and West Coast. On and off Broadway productions were a frequent treat as a child and thus she has a true passion for Alpine Theatre Project and is thrilled to participate on its board. She pursued a career in nursing, spending 15 years in the operating rooms of Stanford Hospital in Palo Alto, California before becoming a Doctor of Chiropractic in 1983. Since moving to the Flathead in 1998, she and her husband Jim are the owners of McKiernan Chiropractic and Sports Injury Center in Kalispell.

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Jere Hodgin is an MFA graduate in Acting and Directing from the University of Georgia with over 30 years’ experience in professional theatre and ten years’ experience in academic theatre. He has produced over 200 productions and his directing career includes more than 190 plays, operas, and musicals. For 20 years, Jere was the Producing Artistic Director of Mill Mountain Theatre in Virginia. Jere also served as Artistic Director for Idaho Repertory Theatre and Co-Producer/Artistic Director of Highlands Playhouse in North Carolina. He has served as a National Endowment for the Arts site visitor and has been a member of the NEA Creativity Panel for multiple years. Jere consults with national and regional theatre boards and management teams and has been a consultant to non-profit theatres across the country and works regularly with Theatrical Rights Worldwide. He received the Perry F. Kendig Award in recognition of his efforts to champion the arts in Southwestern Virginia and was named the 1999 Citizen of the Year in Roanoke, Virginia.

Jere Hodgin

Linda is a retired Nevada realtor and has been married for forty years to a native Montanan. She has resided in the Flathead valley since the early eighties. She has a passion for the arts and the town of Whitefish. Linda Bell has served on several boards and feels strongly the need to give back to the community.

linda bell

Holly Larson was born and raised in Kalispell. She attended Whitworth College, receiving a BA in Fine Arts. She worked toward an MBA at City College of Spokane. After working in the hotel business as a Director of Sales and Marketing, Holly traveled the seven seas working as a social hostess/ director aboard cruise ships. She was a hotel liaison for Los Angeles Olympic Organizing Committee. Holly is a small business owner operating an events business. She is also the manager/owner of an office building, and is a designer for a construction company. She currently serves on the Board of Directors for the ALERT Ambulance, and has established a music scholarship endowment fund for Flathead Valley Community College.

Holly Jean larson

Kathy Mercord serves on three Boards in the Flathead Valley: ATP, Kalispell Regional Healthcare Foundation, and the Flathead Valley Community College Association.

kathy Mercord

Tom is a career marketer with a dozen years in the ski industry in both Upper Michigan and Colorado, and in the financial services industry. With deep experience in sports marketing and promoting culture with tourism, Tom brings his expertise serving other regional and national associations to ATP. His volunteer service has ranged from equine competition, the performing arts and special events, to world-class ski events. Tom was a founding director of the Bravo! Vail Valley Music Festival. Tom and his wife Annie moved to the Whitefish area in 1996 and live on a horse ranch in rural Whitefish.

Tom britz

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Allison Browning O’Briant hails from Dallas, Texas, and moved with her husband, Doug, and daughter, Brooke, to Whitefish, Montana, in 2003. Growing up in Dallas, she was passionate about musical theater and eager to make a positive contribution within the arts community there. She became the youngest board member ever to serve on the Executive Committee of the Dallas Summer Musicals. During her time with DSM, she was honored to work with many talented individuals and was fortunate to travel to NYC on a regular basis to scout productions to bring to the Dallas stage. Allison proudly served DSM for 12 years until the birth of her daughter. Shortly after moving to Whitefish, Allison was thrilled to read about Alpine Theatre Project in the local newspaper. Eager to become involved, she began volunteering with AKTP’s The Jungle Book, in which Brooke played the role of Kai, the snake. Allison was subsequently invited to join the board, which has been a dream come true.

allison O’briant

Nick Polumbus graduated from the University of Colorado with a BA in Communication in the spring of 1996. He worked for 2 years in the sales department of Killington Resort before returning to the University of Colorado for a Master’s Degree in Business Administration. Eight years later and after performing jobs such as Advertising Manager, Merchandising Manager, Interactive Manager and Marketing Director he accepted the role of Director of Sales and Marketing at Whitefish Mountain Resort, the job he still holds today. In addition to his job at the resort, he is currently the Chairman of the Board of the Whitefish Convention and Visitor’s Bureau as well as the President of the Board of the Montana Ski Areas Association. He also sits on the Board of Directors for the North Valley Hospital Foundation, For The Children Inc., Children’s House Montessori School, Gary Norby Junior Golf Foundation, as well as the Advisory Board for the Flathead Beacon. Nick and his wife are proud parents of three boys ages eight, six and four. His interests outside of work include time with the family, reading, skiing, golf and coaching his kids’ tee ball and soccer teams.

nick polumbus

aTp HOnORaRy bOaRDJohn Lithgow: Tony and Emmy Award winning actor Robert Goulet (in memoriam): internationally renowned entertainerHenry Winkler: actor, producer, star of “Happy Days”Olympia Dukakis: Academy Award winning actress Jim Nabors: star of “Gomer Pyle” and concert singer

James Naughton: 2-time Tony Award-winning actorHarry Groener: 3-time Tony Award-nominated actorDawn Didawick: award winning actressLouis Zorich: venerated film and stage actor

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aTp sTaFFBetsi Morrison has been seen on the stages of Broadway as well as the nation’s leading regional theatres. She has performed in the Broadway productions of The Sound of Music opposite Richard Chamberlain, South Pacific opposite Robert Goulet, and The Royal National Theatre’s critically acclaimed revival of Carousel. She starred in the Manhattan Theatre Club’s new production of Time and Again, based on the popular Jack Finney novel, and was seen performing with Broadway’s most legendary leading ladies at Carnegie Hall in My Favorite Broadway for PBS’s Great Performances. Regionally, she has been nominated for two “Philly” Awards by the Philadelphia Inquirer for her performances in Rags and A Chorus Line at the Walnut Street Theatre. She won a “Tennie” Award given by the Nashville Tennessean for her starring role in West Side Story at the Tennessee Repertory Theatre. She can currently be heard singing the role of Maria on the recording of West Side Story with the Nashville Symphony on the Naxos Classical label. She has been involved in almost every aspect of ATP’s operations, is responsible for Alpine Theatre Project’s programming, and founded the Alpine Kids! Theatre Project after-school theatre education program for local students. She and her husband, Luke Walrath, are doting parents to identical twin boys, Gabriel and Elijah.

aRTisTiC DiReCTOR & CO-FOunDeR: betsi Morrison

Rachel Naber Burke grew up on a farm in Nebraska. She received a Bachelor of Fine Arts in Technical Theatre from the University of Nebraska - Kearney in 1997. That year, she moved to New Jersey where she worked for many theatre and dance companies in state and on tour. She spent 6 years as a production electrician for countless Off Broadway productions, including the pre-Broadway run of Avenue Q at the Vineyard Theatre. In 2003, she and her husband moved to Whitefish where she began designing for ATP in 2004 and Production Managing for them in 2008. Notable past credits include: Berkeshire Theatre Festival, American Repertory Theatre, George Street Playhouse, The Promenade, Minetta Lane Theatre, and Union Square Theatre. She currently resides in Whitefish with her husband, Corey, and 4 year old daughter, Scarlet.

pRODuCTiOn ManaGeR/DesiGneR: Rachel naber burke

Luke Walrath moved to Whitefish, Montana from New York City in 2002. For the year and a half prior to the move, the Milwaukee native had been performing in the Tony Award-winning revival of 42nd Street on Broadway. He has performed on three continents as a singer, dancer, and actor, doing anything from playing Puck in A Midsummer Night’s Dream in the Ukraine, to singing for US soldiers across Europe with the USO, to playing Rolf in the Broadway production of The Sound of Music starring Richard Chamberlain. He has made appearances on television and film, including the 2001 Tony Awards, Late Night with David Letterman, and the Macy’s Thanksgiving Day Parade. He founded Alpine Theatre Project with Betsi Morrison and David Ackroyd in 2004 and has been its Executive Director since then. He will soon be stepping into a new role as Education and Marketing Director as part of ATP’s new 2.0 upgrade beginning this year. He is married to Artistic Director, Betsi Morrison, and father to twins Gabriel & Elijah.

exeCuTive DiReCTOR & CO-FOunDeR: luke Walrath

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ORGanizaTiOnal HisTORyAlpine Theatre Project was founded in 2004 by three Broadway veterans, David Ackroyd, Betsi Morrison, and Luke Walrath. All three had relocated to Montana’s Flathead Valley after successful careers on Broadway and in film and television. David Ackroyd has been seen in countless television, film, and Broadway appearances, including the Tony Award-winning production of Children of a Lesser God. Betsi Morrison, raised in Montana, has appeared in such Broadway productions as The Sound of Music opposite Richard Chamberlain and the acclaimed national tour of South Pacific, performing opposite Robert Goulet. Luke Walrath performed in the Tony Award-winning revival of 42nd Street on Broadway and on stages across three continents. The three envisioned creating a professional theatre that would bring the finest theatre artists in the nation to the Flathead Valley, to create inspiring theatre in one of the nation’s most inspiring places. A volunteer Board of Directors was convened in 2004, and by 2005 ATP had begun its first summer season of productions.

Alpine Theatre Project has seen an almost meteoric growth in its operations and scope since its birth 9 years ago. Its original two-show summer season has grown to include over 10 productions throughout the year including: its flagship summer season of 3 productions; the annual Yuletide Affair holiday concert; two sessions of the Alpine Kids! Theatre Project (AKTP), an after-school educational outreach program for local students; and at least 1-2 special concerts throughout the year.

Alpine Theatre Project has also begun an extensive outreach program. The ATP Internship Program gives theatre students from the Valley and around the country the opportunity to work alongside its company of theatre professionals in its summer productions. The Alpine Kids! Theatre Project was created in 2008 to teach students valuable life skills through theatre education. Over 700 local elementary, middle, and high school students have benefited from the AKTP program to date.

Alpine Theatre Project has also collaborated with other organizations to broaden their collective impact. In 2006, ATP presented a radio adaptation of A Christmas Carol, performed live (with live sound effects) in Whitefish. The performance was recorded by Montana Public Radio, and broadcast statewide during MPR’s holiday programming. ATP has also collaborated with the Glacier Symphony & Chorale, presenting popular musicals in concert format with a full orchestra on stage. ATP currently partners with Habitat for Humanity of the Flathead Valley by donating its used scenic building materials to the Habitat ReStore.

Since is inception in 2004, and thanks to the support of the community, Alpine Theatre Project has accomplished the following:• Entertained over 70,000 patrons• Featured artists whose accomplishments include 174 Broadway productions, 4 Tony Awards, 7 Emmy

Awards, 4 Golden Globe Awards, and 1 Academy Award• Garnered national recognition including notices in the New York Times, Los Angeles Times, American

Theatre Magazine, Frommer’s Budget Travel, Yahoo, CNN, and MSN• Had a total estimated economic impact of over $8 million• More than tripled its annual programming, including educational outreach to local children

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pROGRaMMinG HisTORySince 2005, ATP has produced numerous plays, musicals, and concerts. It has also offered educational evenings with its Honorary Board and the AKTP Educational Outreach Program. These productions have ranged from classic musicals to contemporary plays, from raucous comedy to intense drama. ATP has always focused on the quality of its performers and production, bringing in seasoned professional talent to offer an experience truly unique for the area. Because of this focus, ATP’s programming has always walked the line between large, well-known fare and offerings with which it knew it could deliver world-class quality.

Many of the most well-known musicals and plays available for production today have large casts, large orchestras, and large production requirements. If ATP were to maintain its trademark quality on these types of shows, the budgets would far exceed ATP’s capacity at the moment. Therefore Artistic Director, Betsi Morrison, has annually been challenged with the task of finding work that is popular and artistically vibrant, yet still capable of being produced at a world-class level within budgetary limits. It is never a simple task.

From 2005-2007 ATP operated out of the O’Shaughnessy Center for its productions as well as various other venues for concerts. In December, 2007, ATP began presenting the majority of its performances at the newly renovated Whitefish Performing Arts Center. The 456-seat auditorium has presented ATP with incredible production opportunities. However, its size has dictated that ATP’s productions become larger so as not to seem out of place or “too small for the space.” This has led to dramatically increased production budgets, as can be seen in the Financial History. Below is a list of ATP’s programs to date.

2004• Yuletide Affair 1

2005• My Fair Lady• K2• Yuletide Affair 2

2006• Camelot• Picasso at the Lapin Agile• An Evening with John Lithgow• Yuletide Affair 3

2007• The Sound of Music (with GSC)• Godspell• I Love You, You’re Perfect, Now

Change• Moonlight & Magnolias• Mike Eldred: Songs of Life & Love• John Lithgow: A Story About a

Story• An Evening With Olympia Dukakis

& Louis Zorich• Yuletide Affair 4

2008• West Side Story (with GSC)• Valentine’s Day Concert• The Full Monty• Pete ‘n’ Keely• Another Side of the Island• Mike Eldred: High Standards• AKTP: The Jungle Book KIDS• Yuletide Affair 5

2009• The Music Man (with GSC)• AKTP: High School Musical• Stones in His Pockets• The 25th Annual Putnam County

Spelling Bee• The World Goes ‘Round• AKTP: Aladdin Jr• Yuletide Affair 6

2010• South Pacific (with GSC)• AKTP: Sweeney Todd School

Edition• My Funny Valentine• Barrymore• Hair• John Lithgow: Stories by Heart

2010 Continued• A Grand Night for Singing• AKTP: Mulan Jr• Yuletide Affair 7

2011• Love Letters• The Last 5 Years• AKTP: RENT School Edition• I Do! I Do!• She Loves Me• Legends: Frank Loesser• No Way to Treat a Lady• AKTP: Alice in Wonderland Jr• Yuletide Affair 8

2012• AKTP: Into the Woods• Master Class• Little Shop of Horrors• Legends: Stephen Sondheim• Hedwig & the Angry Inch• AKTP: The Little Mermaid Jr• Yuletide Affair 9

aTp pROGRaMMinG 2005-2012

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FinanCial HisTORy

Revenue & expenses 2005-2012

The quality of ATP’s programs is at a level usually reserved for major metropolitan areas; however, it has intentionally kept its ticket prices and fees low to make its work accessible to the community. This has created a net difference that, as with every nonprofit, needs to be made up annually by community support.

ATP’s revenue streams include: ticket sales and fees, program advertising, tuition fees, concession sales, annual fund donations, grants, corporate sponsorships, and multi-year pledges.

In December, 2006, ATP launched a campaign to secure long-term funding commitments over the subsequent 5 years. These multi-year pledges allowed ATP to grow its operations and programming. It also moved into the Whitefish Performing Arts Center in 2008, which created the need to increase the size of its productions. These two factors explain the jump in revenue and expense from 2007 to 2008. ATP has maintained its quality and mission while attempting to increase ticket sales and contributed income. These efforts to increase sales and contributions have been met with varied success. The time has come to make changes in its operations to make these goals more achievable and the company more sustainable over the long term.

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FinanCial HisTORyThe charts below show a breakdown of ATP’s average annual revenue and expenses over the last 5 years.

aveRaGe annual aDMinisTRaTive expenses 2008-2012

aveRaGe annual pRODuCTiOn expenses 2008-2012

ATP derives its income from a combination of “earned” and “unearned” revenue. Contributed income, while diversified, is heavily dependent on multi-year giving (“Circles”) and its annual giving campaign.

aveRaGe TOTal: $797,917



aveRaGe annual Revenue 2008-2012

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FinanCial HisTORy

aveRaGe CasH FlOW 2008-2012

One of the biggest challenges that ATP faces annually is the peculiar nature of its cash flow. The majority of ATP’s programming and expense happens in the summer, yet ticket sales can only cover so much and contributions have traditionally come in the last two months of the year. This creates the need for a revolving line of credit to weather the negative cash flow months.

As part of the 2.0 upgrade, ATP will find ways to increase contributed income in the first 6 months of the year, thereby decreasing the negative cash flow dip during the summer, and creating a smoother annual cash flow.

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business enviROnMenT analysisAlpine Theatre Project remains well-positioned as a vital arts institution to the Flathead Valley - one capable of regained strength and stability as well as future growth. There are numerous factors that give ATP this position. The largest of these factors is its location in Whitefish and Montana’s Flathead Valley.

Montana’s Flathead Valley sits at the heart of one of the nation’s wealthiest summer and winter retreats and is adjacent to the nation’s second most visited national park, bringing over 2 million people to the area annually. It also houses 2 ski resorts, 9 championship golf courses, and countless restaurants and shops. In 2011 Whitefish was named one of “The Top Ten Coolest Small Towns in America” by Frommer’s Budget Travel Magazine, with ATP listed as one of its greatest assets.

Whitefish and the Flathead Valley are also home to a large concentration of wealthy Americans and Canadians who have been drawn to its stunning natural beauty, its immense recreational opportunities, its world-class amenities, and its laid-back atmosphere. These residents and visitors mainly come from large metropolitan areas and want the same cultural offerings found in a large city but in the pristine environment of Northwest Montana. ATP fills that need.

The 90,000 year-round residents of the Flathead Valley live within a 35 minute drive to Whitefish. Whitefish boasts income and education attainment levels higher than the national averages. The median home value in Whitefish of $328,489 is almost double the national average of $172,600.

All these figures point toward a population able and inclined to attend arts and culture events and support arts organizations.

# of Valley Nonprofits212

Total Valley Nonprofit Assets$378,000,000

Selected Revenues in 2011-2012Glacier National Park Fund

$931,368

Bigfork Summer Playhouse(for profit)

$773,500 est.

Glacier Symphony & Chorale$648,471

Whitefish Theatre Company$408,883

Hockaday Art Museum$303,039

Whitefish Flathead County# of Visitors 699,191 1,215,521

# of Visitors that Attended Performing Arts 8,791 36,465Average Length of Stay 4.73 nights 6.84 nights

Largest Age Group 45-54 years 55-64 yearsTotal Expenditures N/A $213,346,000

RObusT TOuRisM

based on 2011 data from the institute for Tourism & Recreation Research

a vibRanTnOnpROFiT seCTOR

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aDvanTaGes & COMpeTiTiOn

While there are many fine professional theatre companies in America, there are none quite like Alpine Theatre Project. Since its founding in 2004, attempts have been made to find a theatre company similar to ATP, but none have been found that contain ATP’s unique combination of world-class quality with national talent and its geographically remote location. The nearest American metropolitan area is Seattle over 500 miles away. ATP has always aimed at bringing to the Valley talent and productions that are usually reserved for large metropolitan areas.

Alpine Theatre Project also provides an enhancement to the general daytime outdoor recreation opportunities as well as an alternative to the traditional nightlife in the Valley of bars, taverns, and casinos.

The talent to which ATP has access, including its founding artists, allows ATP to offer unique performances and education not offered anywhere else in the Valley.

ATP also has become a large economic generator for the community. It has an estimated annual economic impact of over $1.5 million. This includes ATP’s direct local spending and residual spending generated by ATP’s patrons.

All of these qualities position ATP as a vital cultural provider in the Flathead Valley. ATP will continue to position itself as a premium cultural provider with qualities not found anywhere within a 500 mile radius.

aDvanTaGes

The Flathead Valley has no shortage of attractions and recreation opportunities. Also, the sun doesn’t set until almost 10pm during the summer, making it difficult to pull people inside. ATP will explore producing outdoor performances as one of the ways to overcome this challenge.

ATP is currently one of five theatre companies that operate in the Flathead Valley during the summer. Most are community based companies, like Whitefish Theatre Company, Stumptown Players, and the Flathead Valley Community College Theatre. The Bigfork Summer Playhouse, a professional theatre about 33 miles away, has been a staple in the Valley for over 50 years, though they hire college students rather than the seasoned professionals as does ATP. Also, Shakespeare in the Parks, which tours around the state, usually presents one performance in the Valley for free.

There are other live performance opportunities in the Valley, including the Festival Amadeus classical music festival, Freedom Fest music festival, the Crown of the Continent Guitar Festival, and other concerts throughout the summer.

While there is a unique concentration of wealth in the Flathead Valley, there are also 212 nonprofit organizations seeking assistance for their programs. This means ATP must continually engage donors and patrons and inspire them with its programs and messaging.

COMpeTiTiOn

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COMMuniTy invOlveMenTAlpine Theatre Project is not a community theatre, but it has always been a theatre of the community. Below are some of the ways ATP has reached out and involved other groups:

• ATP’s “Workers Comp” program provides free tickets to members of the service industry in Whitefish, who drive the local tourist economy.

• ATP donates over 50 tickets annually to fellow area nonprofits for their auctions and other fundraisers. This includes organizations like the Whitefish High School Drama Club, Lighthouse Christian Home, Special Friends Advocacy Group, Flathead Valley Community College, Rotary Club, Ravenwood Outdoor Learning Center, Sinopah House, the Lakeside Chamber of Commerce, and Stumptown Arts Center.

• ATP has also collaborated with other performing arts groups and nonprofits. It presented 4 concerts of classic musicals with the Glacier Symphony and Chorale. It is also working with Habitat for Humanity each year, donating unused production supplies to Habitat’s Re-Store in Kalispell.

• ATP’s artists have donated their time and talent to other nonprofits. They have emceed and/or performed pro bono at events for Intermountain, North Valley Hospital, Kalispell Regional Medical Center, Human Therapy on Horseback, and Children’s House Montessori School.

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2012 COnTRibuTORsATP is supported by over 500 individuals and businesses that believe in its mission every year. These contributions range from $3 to $100,000. ATP will build on this base of support over the course of the 2.0 upgrade and into the future with an eye toward long-range stability.

AnonymousLinda Bell & Terry Bell

Suzanne KameonJohn Morrison & Cathy Wright Morrison

Allison O’Briant & Doug O’BriantTom & Teresa Quinn Fund/WCF

Michael Shaw & Marie Shaw

FOunDeRs CiRCle ($50,000)

William Bayne & Betsy BayneTupelo Grille & Haskill StationJeffrey Chad & Susan Chad

Morrison & Frampton Law OfficeJack MacKenzie & Nora MacKenzie

sTaGe sOCieTy ($25,000)

Jim Banister & Susan BanisterCharlene Barasch & Stephen Barasch

Tee Baur & Shellie BaurHarry Brown & Nancy Brown

Case Family Fund/WCFBuzz Crutcher & Carolyn Crutcher

Gary Decker & Jane Decker

Miles Gordon & Jan GordonSportsman & Ski Haus

Joel Jobst & Priscilla ScalleyBonnie Spooner & Michael Spooner

Morris Stein & Catherine SteinJim Walrath & Mary Ward

anGel WinG ($10,000)

Catherine AdamsShelly Arbuckle

Bayard & Huner DominickWilliam Halama & Judith Halama

Jim & Dee Dee HeslopMark Kuhr

Dallas Long & Suzy Royer-LongWilliam Walton & Dori Walton

CenTuRy Club ($5,000)

Rick Blake & Alicia Blake FamilyApplied Materials Foundation

Glacier BankPhil Harris & Donna Harris

Kalispell KiDDS

Plum Creek FoundationAllison O’Briant & Doug O’Briant

Target CorporationWhitefish Credit Union

plaTinuM spOnsORs

Don K Chevrolet SubaruFlathead Electric Cooperative

Grouse Mountain LodgeWhitefish Mountain Resort

GOlD spOnsORs

First Interstate BankJ2 Office Products

Donna McKiernan & Jim McKiernan

silveR spOnsORs

MulTi-yeaR COnTRibuTiOns

CORpORaTe/inDiviDual spOnsORsHip

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22

2012 COnTRibuTORs

Suzanne KameonAllison O’Briant & Doug O’Briant

Peter Kiewit FoundationexeCuTive pRODuCeR ($10,000+)

Tupelo Grille & Haskill StationIla B. Dousman FundMontana Arts Council

Suzanne Kameon

Holly Larson & Tom KleinAllan McGarvey & Valeri McGarvey

Myron Noble & Rosemary NobleBen Whitten & Roberta Whitten

pRODuCeR ($5,000+)

Alderson Family FoundationCase Family Fund/WCF

Whitefish Community FoundationMorrison & Frampton Law Office

exeCuTive DiReCTOR ($2,500+)

Linda Bell & Terry BellBayard Dominick & Hunter Dominick

Molly Hobgood & Bill HobgoodJill Jaeger & Pascal Lallemand

Suzanne KameonTK Builders

Kramer Family Fund/WCFSam McGough & Donna McGoughJoseph V. & Cora Belle Montalban

Sharon MorrisonCherie & Nir RegevRick & Linda Ryder

Trieweiler Law FirmJohn & Kris Vandenburgh

WCF/Whisler Family Charitable FundBet Wise & Doug WiseJohn Witt & Susan WittS.Y. Larrick Foundation

DiReCTOR ($1,000+)

AnonymousJean Amidon & Dr. Tom Amidon

Linda Bell & Terry BellLeslie Breaux

Margaret McCaul & Peter CabbanLuther Campbell & Dorothy Campbell

Case Family Fund/WCFRobert & Elspeth Chambers

MT Center for Laser Dentistry

IntermountainSallie & Alan Gratch

Ron Incoronato & Dee IncoronatoStephen Isley Jewelry

Richard Jones & Melinda JonesDiane Krasnow & Stephen Krasnow

Sharon MorrisonBob & Vicki Reich

Dallas & Suzanne Long

Char RyggJeanAnne Swope & Jim Mechem

Jim Walrath & Mary WardDan WeinbergSuzy Williams

Debra WolfH&R Block Foundation

leaDinG playeR ($500+)

Shelly ArbuckleTurner Askew & Nan Askew

Tom Bannigan & Louise BanniganLinda Bell & Terry Bell

Jay & Susie BrownDr Phil Cardan & Adriene Cardan

Trisha ChilcuttTip & Diane Clark

Beth & Travis CollierDick & Jody Fee

Dr. & Mrs. Brian FeeneyMonica Foster & Jeff Foster

Dr. Ben Galloway & Jean GallowayWasabi Sushi Bar

Dick & Marilyn HensleySuzanne Kameon

Roger Kessinger & Joanne KessingerKramer Family Fund/WCF

Donna McKiernan & Jim McKiernanDr. Honor Franklin, Hahn,

Sullivan, & Dr. Robert MitchellJanet Morrow

Cdr. Murland & Virginia SearightRobert Seim & Carol Seim

Carole Spragg & Roger SpraggPeter Stanley & Christine Stanley

Deborah TownsendMary Tweed & Alan Tweed

Alethia WardDebra Wolf

suppORTinG aCTOR ($250+)

annual FunD COnTRibuTiOns

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2012 COnTRibuTORs

AnonymousIna Albert & Alan Secher

Andrea AnnauShelly Arbuckle

Ron BakerBarbara & Karl BeachLinda Bell & Terry Bell

Kathryn Berg & Rob TracyBonnie Billuni & Richard Billuni

Andi Bos & John BosCarol & Francis Breidenbach

Bob & Sue BrownRobley Carr & Carol Carr

Gail Cleveland & Bruce TannehillBeth & Travis CollierGenevieve Debrecht

Gary Decker & Jane DeckerRaymond Dominick, Dynamic InvestingMike Dowaliby & Sally Dowaliby

Dr. James DusingTodd & Susan Flynn

James Garbacz & Laura Garbacz

Anne GentryPaul Gibson

Jonathan Glaser & Nancy GlaserWasabi Sushi Bar

John Griffith & Shirley GriffithDon & Marianne HansonRobin & Craig Harrison

Linda HaynesRichard Hildner & Suzanne Hildner

Bill & Ann JonesThe Kovacs Family

Nora KristensenGay Lancaster & Ron LancasterWilliam Lange & Joann Lange

Kurt Larson & Carol Larson

Percy LaubeTanya McCully

John & Saunders McDonaldDonna McKiernan & Jim McKiernan

Maureen McNamaraPhil & Nan MillerJoan MonaghanSharon MorrisonRichard NeifertGwyn Palchak

Thomas PeacockGeorge & Mary Kay Prindiville

Kelly RedfieldBob & Vicki ReichJanet RodeghieroParkland Books

Rick & Linda RyderAnn Schroeder

Toby Scott

George Shryock & Jane ShryockBick Smith & Bonnie Smith

Joe Stimpson & Ellie StimpsonJohn & Alix Sullivan

John Sullivan & Meredith SullivanEdward & Susan Thomas

Dagne ThompsonReed Thompson & Cooke Adams

Richard Ward & Diane WardTedrowe Watkins & Jill Watkins

Anita & Jim WelchWCF/Whisler Family Charitable FundShelton Williams & Lois Williams

Elaine WinslowBurt Wright

Five Star Rentals

FeaTuReD CHORus ($100+)

AnonymousGlen Aasheim

Charles Abell & Susan AbellJosh Akey & Jaci Akey

Ina Albert & Alan SecherJean Amidon & Dr. Tom Amidon

Andrea AnnauShelly ArbuckleRobyn BalcomRichard Barnes

John Bartlett & Billie BartlettKaren Bell

Rick Blake & Alicia BlakeWilliam Blood

Karl Borchers & Kathy BorchersAndi Bos & John Bos

Sabine BrigetteMargaret BrownSonja BurgardKenneth Burke

Susan Cahill & Steve MartinezAmy Chisholm & Dan Chisholm

Christina CoffeltThomas Colman

Catherine Cooney & Edward CooneyJason Copeland

R Wade Covill & Carol CovillCaryl Cox

Cyndee Crittenden CarterCarlene Gemmell Crnkovich

Katherine CurtisJanet CutshallGerard D’Aquin

Milt Datsopoulos & Joan DatsopoulosGary Decker & Jane Decker

Kay & Carole DenningFrank DerochieDonald Disque

Hunter DominickCraig Drynan & Susan Drynan

Douglas Drysdale

Teresa DunnDiane Dwyer & Robert Dwyer

Toni EvansBob Faulkner

Dr. & Mrs. Brian FeeneyAllison Ferber

Joyce Ferrington & Alan FerringtonPamela Flowers

Kay FloydAngela ForemanRodney Foster

Sean Frampton & Diana FramptonJohn Frandsen & Jennifer Frandsen

Lee FreemanHal Frutiger

Janelle GentryAndrea Goff

Aaron GoodmanBambi Goodman

Bill Goodman & Jana GoodmanJackie Goodman

Sallie & Alan GratchDeborah Greear

Patricia GreenspanDianne Grove

Liz Hammer & Todd HammerDave Handy & Sue Handy

Murph HannonRichard Harding

Bob Harris & Linda HarrisSteve Haugen & Kara Haugen

Elizabeth Hawley & Donald HawleyLaura HearickLynn Helding

David HembroffTyler Hensleigh

Victor Houser & Myia Houser-PowersSibyl HughesPatricia HullaMartha HuntCindy Imler

Robert Ivy & Tabby IvyDon JohnsonKitty Kameon

Cari Klepper & Kevin KlepperJill Kola

Constance LaneSpike & Karlene Lantz

Ms. Opal LarsonTosten Larson

Kathy LawRichard Lienesch

Bob LincolnSherry LincolnRomy Loran

Daryl & Karen MacCarterMark Mance

Janice McCannJohn & Saunders McDonald

Stacey McGoughCraig McIntyreJohn McNaught

Abbie MilisciMolly Miller

Sharon MorrisonDaniel MunzingWilliam Murphy

Roberta NewmanCyndi Chauner & Dana Niendorf

Terrie NitopiGregory Olson & Cyndi Olson

Jim Olson & Marci OlsonJanice Pavlock

Ann Payne & Bill PayneKevin PecinovskyCaroline Perkins

Milton PerlowNancy PersonsJulie Pierrottet

Morgan & MacKenzie PomerantzLonnie Porro

Maureen Redfield & Charles Redfield

Ryon ReichGregory RiseNancy A Rose

Carol RosenquistUrban Roth

Alda Rowe-Pierce & Jack PierceDallas & Suzanne Long

Courtney RudbachChar Rygg

Alan SatterleeGerald Schaefer

Robert Schimpff & Francoise SchimpffChristina Schmidt & Jason SchmidtKathy Schmidt & David Schmidt

Susan SchmidtAnn SchroederDaniel Seman

Dolores SheremetaJoshua Smith

Sherry SpencerPerrin Stiefel & Alice Stiefel

Michael SullivanGail Tanabe

Billy ThompsonDagne ThompsonNancy ThompsonDonald Torgerson

Jeannine Trousdale & David TrousdalePatrick Turski & Deborah Turski

Katrina UrbachSue VaughanAaron Vega

Marc Venery & Stephanie VeneryJill Waddell

William Walton & Dori WaltonLynda WillisKay Wilson

Frank Woods & Lynn WoodsLynn WoodsBrett WrathallChris Zignego

enseMble (up TO $99)

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2012 COnTRibuTORs

Catherine AdamsJosh Akey & Jaci Akey

Diane ArchieChristina Armstrong

Tracy ArmstrongJoyce Baltz & Dace Baltz

Naomi BarnesTupelo Grille & Haskill StationIan Collins & Claudia CollinsCatherine & Stan Converse

Jake Cook & Julie CookMelissa Davis & Kim Clausen

Cherilyn DeVriesDr. James DusingEisinger Motors

Kent Frampton & Mary FramptonSean & Diana Frampton

Gordley Family ChiropracticHolly Hendricks

Holly Larson & Tom Klein

Francine LerudDr. Kathleen & John Lewison

Helen Minutelli-DoughertyRussell Moes & Karen Moes

Nancy MoranKristin Nelson

Nelson’s ACE HardwareLillian Isabel Nelson Memorial Fund

Riley PolumbusSharon Riley

Christine Rossi & Mike RossiDallas & Suzanne Long

Kerri Schultz & David SchultzToby Scott

Cassie SolomonBen Spradlin & Virginia SpradlinReed Thompson & Cooke Adams

Tagen Vine & Carrie VineKay Wilson

Gregory Zuckert

akTp FunD COnTRibuTORs

David & Ruth AckroydAlpenglow Dental

Applebee’sBalanced Bodyworks

Bear Mountain MercantileBig Mountain Crossfit

Big Mountain Golf ClubBlooming Bellies

Bookworks of Whitefish, LLCCiao Mambo

Cory & Maggie EisenbarthCowgirl CoffeeCraggy RangeFamous Dave’sFlip Chiropractic

Flying Fish Kids’ GymGood Medicine Lodge

Grouse Mountain Lodge

Norma HappHarlow

Healing Sun Yoga/Sally’sImagination Station

Izaak Walton InnJ. Thomas Salon

Jersey Boys PizzeriaJumping Jacks Inflatable Funhouse

Kalispell LiquorKathryn Mercord

Latitude 48Linda Bell & Terry Bell

Lodge at Whitefish LakeLori Miller

MacKenzie River Pizza Co.Markus Foods

McGarry’s RoadhouseMcKiernan Chiropractic & Sports

Injury CenterMelissa Pfannenstiel

Mergenthaler Transfer & StorageMontana Coffee Traders

Sharon MorrisonMum’s Flowers

Nancy ThompsonDavid Pickeral & Diane Smith

Pin & Cue, Inc.Pooper Scoopers

Remedies Day SpaRichard Ward & Diane Ward

Rick Blake & Alicia BlakeSappari Design

Sawbuck Do JangSportsman & Ski Haus

SproutsStolte’s Pet Stop

Stumptown Art StudioTaco Del Sol

Tamarack Brewing CompanyGreat Northern Cycles

The ToggeryVermeil Voettler

The WaveTreg Miller

Whitefish Animal HospitalWhitefish Dance StudioWhitefish Goldsmiths

Whitefish Lake Golf ClubWhitefish Lake RestaurantWhitefish Mountain Resort

Wild Horse Limousine

GiFTs in-kinD

Frank MorrisonJeanAnne Swope & Jim Mechem

Gayer & Patty DominickSuzanne Kameon, Linda & Terry

Bell, Ken & Lisa Hamilton

Ed M & Jean ChaunerVic “Pop-Pop” Miller

Betsi & LukeAllison O’Briant

Suzanne & Herb Kameon’s Anniversary

Linda BellWilliam P. MufichJames G Larson

Suzanne KameonThe O’Briant Family

Vic MillerJanice Case

Dan Neustedter

in MeMORy/HOnOR OF

25

2.0

THe FuTuRe

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26

an upGRaDe in 5 sTepsATP has identified the steps needed to fully execute the 4 Bug Fixes listed in the Executive Summary of this document. To recap, they are:

iMpROve aDMinisTRaTive eFFiCienCy & sTRuCTuRe

inCRease suppORT THROuGH iMpROveD COMMuniTy & DOnOR RelaTiOns

iMpROve pRODuCTiOn eFFiCienCy by puRCHasinG peRManenT HOusinG & ReHeaRsal/sHOp spaCe

MaxiMize Revenue by ROTaTinG pRODuCTiOnsThese Bug Fixes cannot happen all at once, so ATP has created a 5-step process by which it can carefully and methodically attain these goals. These steps were created by prioritizing ATP’s immediate and future needs.

Graduation from one step to the next will be determined by ATP’s ability to maintain its operations based on its current level and its capacity to increase its revenue to the level needed to take the next step. The next step in the plan will only be taken if ATP has demonstrated its ability to meet (and hopefully exceed) the criteria included in that next step.

CReaTinG a baseline & bReaTHinG ROOMThe ATP Board of Directors decided that a baseline be created upon which to begin the upgrade process and that ATP begin the upgrade by operating at that baseline. This would not only give the company a solid launch pad, but it would also give the Board and staff “breathing room” since some of the largest operational changes will be occurring during the first few steps of the upgrade. This baseline was determined by the revenue that was certain to come in on an annual basis based on 3 years of historical data. It is drastically reduced from the operating budgets of the last 5 years for these reasons. Below is an overview of the estimated budgets at each step with a reference to ATP’s most recently completed fiscal year.

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34

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sTep 1: sTRenGTHen THe FOunDaTiOn

Annual Budget: $447,448Sales: $153,158Contributions: $294,290

Production: $238,855Administrative: $208,593

Projected Net: $0

aT a GlanCe

The goal of Step 1 is to maintain ATP’s presence as a vital arts institution while creating a baseline upon which to grow and provide “breathing room” while ATP shifts its personnel and operations. In this step, ATP will reduce its overall budget as explained in the previous page, allowing ATP to maintain its presence while it implements the first Bug Fix: improving administrative efficiency and structure. ATP will hire a Managing Development Director, who will be charged with creating new strategies to increase contributed income. ATP’s existing Executive Director will shift to become Director of Education and Marketing.

Programming will focus on short-run, talent-packed presentations of “Broadway’s Best”: a series of evenings designed to give the audience an overview of different genres of Broadway shows. Think of it as a sampler of all the different types of shows ATP can produce in the future as well as a nod to some of its greatest hits.

pROFessiOnal pROGRaMMinG

Fascinating RhythmATP brings back the very popular tap duo, Two on Tap, to create an evening of delightful song and dance. The goal of this programming option is to add to the festivities of Whitefish Winter Carnival and create a concert style performance with local and non-local performers.

Some Enchanted Evening: Broadway’s Golden Age A trip down memory lane featuring some of the most popular and beloved songs from Broadway’s classic shows and composers. Defying Gravity: Broadway’s Next GenerationThis show features songs from Broadway’s shows from 1968 to the modern age. Songs you have come to know and love and songs that will become the classics of tomorrow.

Bibbidi Bobbidi Boo: Broadway’s Family FareBring the entire family to see this one! Songs from the Disney musicals and other much loved classics guaranteed to warm your heart.

5, 6, 7, 8!: Broadway’s Style and RhythmJoin us as we recreate some of Broadway’s most loved dance styles and numbers. From Fosse to Jerome Robbins to today’s Broadway choreographers, this show will leave you with your toes tapping.

Yuletide AffairATP’s holiday offering involving local and non-local professional performers and musicians. This production has grown over the past 9 years to be one of ATP’s most beloved and lucrative shows in the schedule.

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sTep 1: FOunDaTiOn (COnT’D)

January February March April May June July August September October November December

Revenue $60,257.00 $45,884.00 $65,317.00 $46,227.00 $34,350.00 $26,413.00 $54,480.00 $40,132.00 $25,267.00 $43,327.00 $33,647.00 $48,007.00

Expenses $49,975.00 $39,809.00 $47,126.00 $49,158.00 $61,906.00 $28,123.00 $52,723.00 $54,245.00 $20,396.00 $29,853.00 $29,737.00 $36,117.00

Net Cash $32,386.00 $6,075.00 $18,191.00 -$2,931.00 -$27,556.00 -$1,710.00 $1,757.00 -$14,113.00 $4,871.00 $13,474.00 $3,910.00 $11,890.00

-$35,000.00

-$17,500.00

$0

$17,500.00

$35,000.00

$52,500.00

$70,000.00

January February March April May June July August September October November December

Revenue Expenses Net Cash

sTep 1 pROJeCTeD 2013 CasH FlOW

Private Voice lessons NEW! Year-round vocal instruction for students of all ages. Taught by Broadway veteran, Luke Walrath

AKTP: Les Miserables School EditionThe Student Edition of the classic Broadway show and hit movie performed by high school students from across the valley. ATP Technical Internship Program This program is a hands on internship program in technical theatre open to high school, college age students, and recent college graduates. Interns explore technical theatre and prepare for careers in technical theatre. Guided by Rachel Naber Burke and production department managers.

Nuts and Volts NEW! A hands-on technical theatre workshop taught by Rachel Naber Burke. Come learn the basics of technical theatre and how equipment in the WFPAC operates. Open to adults and students.

Broadway Master Class Series NEW! This Series offers 4 special, intensive Master Classes with Broadway performers and industry professionals for young musical actors of ALL skill levels. Workshops will allow students to learn from the best teachers in the business and build on the skills they have in a positive, supportive setting.

AKTP Fall - TBD Our educational outreach program for 1st through 8th grade students from the Flathead Valley. It gives every student a chance to experience the transformative power of theatre in a fun and educational environment culminating in a chance to perform a musical production in front of a live audience.

eDuCaTiOnal pROGRaMMinG OpeRaTiOnsArtistic Director - Betsi Morrison Maintains the vision & culture of ATPOversees quality controlSets programming & directs/performs

Executive Director NEW!Creates strategy to increase contributed incomeExecutes development strategy with Board, staff, and volunteersAssists in streamlining admin operations and communicationOversees volunteer coordination

Production Manager - Rachel BurkeOversees/controls expendituresHires/coordinates production staffCoordinates production scheduleDesigns productions as assigned

Education & Marketing Director - Luke Walrath NEW!Creates strategy to increase sales incomeExecutes marketing strategy with Board, staff, and volunteersOversees Front of House and Box OfficeOversees AKTP programOversees lessons and master classes

Bookkeeper (contract)

OTHeR iniTiaTivesBegin research on how to best fund artist housing, which could be a partnership or capital campaign for ATP-owned housing

Begin research into a capital campaign for ATP-owned shop/rehearsal/office space

Conduct community survey on programming possibilities

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sTep 2: ReviTalize suMMeR



Projected Net: $7,000

aT a GlanCe

ATP will begin bringing back what it is most known for, the summer season, as well as added educational opportunities. The summer season will now run in repertory (for further explanation of repertory, please see the paragraph under Professional Programming, Summer Season) to increase sales capacity during the high tourist season. This will require a resident company throughout the summer.

January concertFollowing the success of the 2013 production, Fascinating Rhythm, ATP will continue developing a concert style performance that coincides with the Whitefish Winter Carnival.

Spring PlayA chance for ATP to produce a play outside of its summer musical season. Mixing local and non-local professionals to create a compelling work in March.

Summer SeasonHere’s where the ATP you’ve come to know and love will really come alive. In a change from previous years, ATP is adopting the repertory model of performances. There will be 2 musicals and an installment of ATP’s popular Legends Concert Series rotating their performance dates throughout the summer. This gives audiences the chance to see all 3 shows in the same week, thus expanding revenue possibilities with summer tourists.

Yuletide Affair

pROFessiOnal pROGRaMMinGPrivate Voice Lessons

AKTP High School Production

Broadway Master Class

Summer Apprentice Program NEW!This new program is for AKTP High School and college age students. Students create a new play for children from classic stories and take it all the way to a performance. Target audience will be children and families, performed for free in one of the local parks.

ATP Technical Internship Program

AKTP 1st-8th Grade Production

eDuCaTiOnal pROGRaMMinG

OTHeR iniTiaTivesContinue the quest for affordable artist housing or launch capital campaign

Launch capital campaign for shop/rehearsal space

OpeRaTiOnsArtistic Director - Betsi Morrison

Executive Director

Production Manager - Rachel Burke

Education & Marketing Director - Luke Walrath


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sTep 3: exTenD THe seasOn




aT a GlanCe

ATP will begin expanding the resident company to include one fall musical. These artists can teach on their own during the fall if they want, sharing revenue with ATP. An Office Manager will need to be brought in due to the increased management demands. A Marketing Assistant will also have to be brought on to help increase ticket sales. Technical staff is still minimal at this phase, with productions being medium to small in size.

January concert2-4 person This could evolve from a concert event to a straight play.

Spring Musical NEW!A new program featuring local and non local professional actors and musicians

SummerThree shows running in repertory with scaled back tech. Musical 1: medium, populist title; Musical 2 - small, populist title; Concert - Legends series

Fall Classic Musical Redux NEW! ATP is going to take a classic musical every year, and give it a fresh and different twist. Utilizing members of the summer resident company, this show will be able to travel to different venues opening up ATP to audiences outside of Whitefish.

Yuletide Affair




Summer Apprentice Program




OTHeR iniTiaTivesContinue silent phase of each capital space campaign

Conduct feasibility of launching endowment campaign


Executive Director



Office Manager (Part time) NEW!Assists in volunteer coordinationHandles daily clerical tasksAssists in company management tasksSupports Executive Director


Marketing Assistant (Quarter time) NEW!Assist Education & Marketing Director

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sTep 4: ROOM TO GROW




aT a GlanCe

The Resident Company continues to be brought in June-October and includes a Musical Director and a Stage Manager. In addition, ATP introduces a larger, popular title during the summer. More tech staff is brought on in the summer to help with this. Capital campaigns for space begin their public phases.

January concert2-4 person.

Spring Musical 2-4 person.

SummerThree shows running in repertory with scaled back tech. Musical 1: large, populist title; Musical 2 - small to medium, populist title; Concert - Legends series

Fall Classic Musical Redux

Yuletide Affair








OTHeR iniTiaTivesLaunch public phase of each capital space campaign

Launch silent phase of an endowment fund campaign


Executive Director



Office Manager (Part time)


Marketing Assistant (Part time)

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sTep 5: Full sTRenGTH




aT a GlanCe

The final step in the plan. ATP is at full strength, providing year-round entertainment in various venues with an extremely strong educational program for the community, including working with local high school drama and English departments. Summer professional ensembles are supplemented with acting interns, who also perform theatre for kids outdoors in the park for free. ATP summer resident members also teach individual lessons to community members, with fees being shared between the artist and ATP. These members also perform at private functions under the same revenue-sharing provision. The summer play also makes a reappearance, but will be given larger budgets and casting than in previous years.

ATP presents small, ensemble works in the Winter and shoulder season and populist fare during the summer. The Office Manager is brought on full time and is now in charge of Box Office and Front of House. The Marketing Coordinator is brought on part time to increase ticket sales.

By the end of Step 5, ATP has also procured space for housing company members and shop/rehearsal space. These spaces can be rented out to other organizations for extra revenue. Production stock can also be rented to other organizations.

January concert

Spring Musical or Play

SummerFour shows running in repertory with full tech. Musical 1: large, populist title; Musical 2 - small to medium, populist title; Play 1 - small to medium, populist title; Concert - Legends series

Fall Classic Musical Redux

Yuletide Affair

pROFessiOnal pROGRaMMinGPrivate Voice/Acting Lessons







OTHeR iniTiaTivesComplete housing & shop/rehearsal space

Launch public phase of endowment fund campaign


Executive Director



Office Manager (Full time)


Marketing Assistant (Part time)

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33

MaRkeTinG planATP has traditionally targeted the local audience through a combination of advertising, direct mail, public relations, promotional events, and social media. It will continue these efforts, focusing on its core audience of residents and return visitors first. It will then begin expanding its reach throughout the Flathead Valley, other regions, and Canada through these methods as well as using alternative performance spaces around the Valley.

Gradually, ATP will increase its reach within the tourist market through internet and mobile advertising, social media, direct mail, and traditional advertising.

CuRRenT MaRkeTinG pOssibiliTies• Redesign ATP’s website to make it more user-

interactive and social media-friendly

• Increase ATP’s Search Engine Optimization through increased content release

ATP sits on the cusp of entering the next phase of its life as a vibrant, vital arts institution in the Flathead Valley, one that is truly unique on a national level. This plan represents the road map by which it can solidly enter this new phase.

Through these steps, and with the support of ATP’s staff, Board, and community of patrons and donors, ATP will continue its mission to imagine, create, and inspire well into the future.

And the future’s just the beginning.

COnClusiOn

• Offer child care for patrons with children

• Partner with area arts organizations on a Valley-Wide flex pass

• Offer preview nights with the Artists and Artistic staff to show public the programming choices

• Offer sponsored transportation for southern Flathead Valley residents

• Better capitalize on opportunities to capture patron information

• Begin a patron referral program

• Increase use of mobile technology to reach and interact with patrons

• Live-stream performances over the internet to reach a wider audience

FuTuRe MaRkeTinG pOssibiliTies

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34

appenDix

aTp 2.0 ORGanizaTiOnal CHaRT

alpine THeaTRe pROJeCTiMaGine. CReaTe. inspiRe.

atpwhitefish.org • 406.862.show

Production photo credits: Laira Fonner, Jessica Lowry, Big Valley Radio

ATP 2.0 Business Plan

Documents

Transcript of ATP 2.0 Business Plan