Hartford Business Journal

Having an annual show with reliable and sizable revenue helped get it through the first few years of a financial crisis that began in 2012. The theater has since turned its fortunes around, thanks in part to its annual theatrical holiday gift that keeps on giving. "Christmas on the Rocks" is a collection of six or so comic playlets penned by well-known playwrights that depict youngsters from holiday classics grown up and dealing with identity issues. Debuting in 2013, it attracted 3,259 theatergo- ers and grossed $99,000 for the 200-seat theater. The numbers have grown an- nually, and last year the three- actor show attracted nearly 5,000 people and grossed $244,000. Every year there has been a production change that makes it a continual draw, either in casting — for example, adding Matthew Wilkas, Randy Harrison or this year "The Love Boat's" Ted Lange — or in switching playlets. "We wondered if we had peaked after its third year or so," says Freddie McInerney, Theater- Works' director of marketing and communications. "But the num- bers haven't indicated that so far." Because the show is only done in Hartford and not duplicated elsewhere like "A Christmas Carol" or the popular solo show "The Santaland Diaries," it can market its uniqueness. "At first we said the show was special to Hartford but now we see it as special to Con- necticut," she says, adding that it allows them to reach deeper into the state to connect with new audiences. Because it's an off-subscription show, it attracts a slightly differ- ent demographic and audience — a younger, more diverse "party crowd," which can be directed to other TheaterWorks shows like "Hand to God" or "The Legend of Georgia McBride." "This gives us an opportunity to make theatergoers out of them," McInerney said. The bottom line for McInerney is that the dependable income from "Christmas on the Rocks" allows the theater to make more difficult artis- tic choices for the rest of the season. "We choose repertory all the time not knowing how it will do at the box office," she said. "This helps us do that and that's a gift." TheaterWorks' "Christmas on the Rocks" is a collection of comic playlets that depict youngsters from holiday classics grown up and dealing with identity issues. DECEMBER 12 11:30AM - 1:30PM HARTFORD MARRIOTT TICKETS ON SALE! JOIN US IN CELEBRATING THE HEROES! KEYNOTE SPEAKER Gary Mendell Founder & CEO, Shatterproof Gary Mendell is the founder and CEO of Shatterproof. After losing his son Brian to addiction in 2011, Gary founded Shatterproof to spare other families the tragedy his had suff ered. He is a frequent speaker on how our society can end the stigma unjustly associated with addiction and has been honored numerous times for his leadership related to reversing the course of the opioid epidemic. PRESENTING SPONSOR: EVENT PARTNERS: EXCLUSIVE MEDIA SPONSOR: EVENT SPONSORS: EVENT & TRAVEL PARTNERS REGISTER TODAY! www.HartfordBusiness.com/hbj-events Join us at the Hartford Marriott! KEYNOTE SPEAKER Gary Mendell Founder & CEO, Shatterproof Gary Mendell is the founder and CEO of Shatterproof. After losing his son Brian to addiction in 2011, Gary founded Shatterproof to spare other families the tragedy his had suff ered. He is a frequent speaker on how our society can end the stigma unjustly associated with addiction and has been honored numerous times for his leadership related to reversing the course of the opioid epidemic. KEYNOTE SPEAKER Gary Mendell Founder & CEO, Shatterproof Gary Mendell is the founder and CEO of Shatterproof. After losing his son Brian to addiction in 2011, Gary founded Shatterproof to spare other families the tragedy his had suff ered. He is a frequent speaker on how our society can end the stigma unjustly associated with addiction and has been honored ARTS BIZ "Hartford itself would look different without 'A Christmas Carol.' " Cynthia Rider , new managing director, Hartford Stage

• Cover