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How can you determine the appropriate fee for a theatrical performance?

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Determining the appropriate fee for a theatrical performance can be a tricky task, especially if you are a new or independent producer. You want to cover your costs, pay your artists and crew, and make a profit, but you also want to attract audiences and build relationships with venues and co-producers. How can you balance these factors and negotiate a fair and realistic fee? Here are some tips to help you.

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Nicole Feld Strauss

Visionary Creative | Event Producer | Idea Multiplier | Board Director

1 Know your budget

The first step is to know your production budget inside out. This includes all the expenses related to creating, rehearsing, and performing your show, such as salaries, royalties, materials, equipment, travel, accommodation, marketing, and contingency. You also need to account for any income sources, such as grants, sponsorships, donations, or pre-sales. Your budget should be realistic, transparent, and flexible, as it may change during the production process.

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Renny Krupinski

Action/stunt/fight coordinator
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Know what you will work for. Management will offer the lowest they can and usually expect some negotiation. Gauge your fee on the type of production, the amount of hours you’ll work and the significance of your contribution to the project. Fringe will differ to West End.

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Prof. Dr. Thomas Schmidt

Professor Theater Management/ Theater Researcher at University of Music and Performing Arts Frankfurt/Main
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The budget is the mirror and the key management instrument for each theater production. Be aware that each necessary group of expenses and sources is included. Never calculate too tight. Always include a position for unknown/unforeseen extra-expenses of minimum 5%. This shall cover rising prices, extra royalties, forgotten positions, costs of litigations, or unwillingness to give of donors, among others.

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Carlynn Mazon

Real Estate Agent
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From my perspective, a thorough understanding of your production budget is foundational for a successful venture. This entails a meticulous breakdown of all expenses associated with the creation, rehearsal, & performance of your show, covering aspects like salaries, royalties, materials, equipment, travel, accommodation, marketing, & contingency funds. Equally crucial is factoring in potential income sources, be it grants, sponsorships, donations, or pre-sales. A well-crafted budget should not only be realistic and transparent but also flexible, acknowledging the potential changes that may arise throughout the production process. This comprehensive financial approach ensures a more robust and adaptable foundation for your creative endeavor.

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2 Research the market

The second step is to research the market and compare your show with similar or competing ones. You can look at factors such as genre, quality, duration, audience size, demand, and reputation. You can also check the ticket prices, box office splits, guarantees, and commissions of other shows in your area or field. This will give you an idea of what the average fee is and what the audience is willing to pay.

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3 Consider the value

The third step is to consider the value of your show and what it offers to the venue and the co-producer. Value can be measured in different ways, such as artistic merit, social impact, educational potential, or media exposure. You can also highlight any unique or innovative features of your show, such as originality, diversity, accessibility, or interactivity. You should be able to articulate and demonstrate the value of your show and how it aligns with the vision and goals of the venue and the co-producer.

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4 Negotiate the terms

The fourth step is to negotiate the terms of the contract with the venue and the co-producer. You should be prepared to discuss and compromise on various aspects of the fee, such as the amount, the timing, the method, the deductions, the risks, and the benefits. You should also clarify the responsibilities and expectations of each party, such as marketing, technical support, audience development, and evaluation. You should aim for a win-win situation that satisfies both your needs and theirs.

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Prof. Dr. Thomas Schmidt

Professor Theater Management/ Theater Researcher at University of Music and Performing Arts Frankfurt/Main
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The contractual terms depend on five positions: 1 What is the price you have reached with similar productions in venues like that? (=basic price) 2 Have prices for artists and crew increased since your last production and to what extent? (= basic price+) 3 Are there any major changes in the structure of your production, including life music, a star performer or the premiere of a new drama, that change the "basic price+" (=qualified price). 4 Please, include major developments, like higher costs for marketing and public relations, for stakeholder and community management, for change in the organizational structure of the company, for travel and education. (=qualified price +) 5 Add 5% to the "qualified price+" for unforeseen costs and risks.

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5 Review the contract

The fifth step is to review the contract carefully and make sure it reflects the agreed terms and conditions. You should also check for any errors, omissions, or ambiguities that could cause confusion or conflict later. You should seek legal advice if you are unsure about any part of the contract or if you encounter any problems or disputes. You should also keep a copy of the contract and any related documents for future reference.

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6 Follow up and evaluate

The final step is to follow up and evaluate the performance and the fee after the show. You should communicate with the venue and the co-producer regularly and provide feedback and updates. You should also collect and analyze data and evidence on the outcomes and impacts of your show, such as ticket sales, audience feedback, reviews, awards, or media coverage. You should use this information to assess the success and profitability of your show and to improve your fee-setting and negotiation skills for future projects.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nicole Feld Strauss

Visionary Creative | Event Producer | Idea Multiplier | Board Director
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The appropriate fee for a live theatrical performance should be determined prior to production. If you don’t know your revenue model you won’t be able to properly concieve your show. They go hand in hand

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Prof. Dr. Thomas Schmidt

Professor Theater Management/ Theater Researcher at University of Music and Performing Arts Frankfurt/Main
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As a had producer, please feel always responsible for a maximum of artistic quality and fair fees and wages. Theater productions and shows have to be budgeted before you start the project and the rehearsals. Make possible, that about 65% of productions costs flow in personnel costs. Break down that amount in costs for performers and crew. If you can't afford the performers or musicians you want to have for your production, and the revenues won't cover that increase of costs, find extra-money. In my experience of producing hundreds of shows, we found this money in most cases, coming either from your stakeholders, the board, foundations or the communities.

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How can you determine the appropriate fee for a theatrical performance?

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3

4

5

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1 Know your budget

2 Research the market

3 Consider the value

4 Negotiate the terms

5 Review the contract

6 Follow up and evaluate

7 Here’s what else to consider

Theatrical Production

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How can you determine the appropriate fee for a theatrical performance?

1

2

3

4

5

6

7

1 Know your budget

2 Research the market

3 Consider the value

4 Negotiate the terms

5 Review the contract

6 Follow up and evaluate

7 Here’s what else to consider

Theatrical Production

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