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n e w h a v e n b i z . c o m | O c t o b e r 2 0 2 1 | n e w h a v e n B I Z 27 A nthony McDonald, the new vice president and executive director of New Haven's Shubert eatre, is aiming to make his tenure at the historic venue a transforma- tive one. His plans include making the 107-year-old theater a reflection of the diverse New Haven community, including what people see on and off the stage and in its staff. It's a tall order for the not- for-profit theater that has had its ups and downs over the last century, and this one, too, as it faces shiing mar- kets, increased competition and changing tastes — not to mention a global pandemic. McDonald, 32, succeeds John Fisher, who headed Shubert for more than 20 years. McDonald, a Howard University and Columbia University graduate, had pre- vious experience in general, company, house and venue management. Most recently, he worked with the Nederlander Pro- ducing Co. of America at the Minskoff eatre (home to the musical "e Lion King") and Gershwin eatre (home to "Wicked"). He is one of the few African-American executives in the presenting field and he sees his position as one to further the arts and entertainment industry's announced goals of equity, inclusion and access. "I'm somewhat of a unicorn in this business where there are not too many Black men around the country doing what I'm doing with a theater of this size and revenue," says the New Jersey native who started his job in March. With a dramatically downsized staff because of the shutdown, McDonald says he has an opportunity to build an "almost all-new team that only knows me and the future — and who are not held back by the past. I made it no secret to the board that we had to do better to resemble multicultural New Haven in every way if we want the community to come to the theater." Financial challenges Developing new and diverse audienc- es for the approximately 200 events it hosts every year is something that pre- senting and producing theaters across the country are grappling with, he says, especially as they face a fast-changing entertainment landscape. ough it posted a surplus of $589,812 in the 2018-19 year, accord- ing to public filings, the Shubert e- atre faced deficits in the two previous years totaling more than $400,000. e 2019-2020 season was halted in mid-March by the pandemic, contrib- uting to a $717,002 loss for the fiscal year. Since 2013 the Shubert has been owned and operated by the not-for- profit CAPA — Connecticut Associa- tion for the Performing Arts — whose parent company is CAPA Columbus [Ohio]. e theater was previously owned by the city since the 1980s and managed since 2001 by CAPA Colum- bus. "We pay [CAPA Columbus] a fee for shared services but any type of profits we make stays right here in this com- munity," says McDonald. e Shubert and other Connecticut theaters receive state financial support because of their economic impact on cities. e New Haven venue receives about $200,000 in annual state aid and will receive an additional $625,000 for each of the next two years because of financial losses from the pandemic. e theater also received $2.53 million from the federal government's COVID-related Shuttered Venue Op- erators Grant program and has a $4 million endowment, which spins off around $200,000 annually. All of that funding is helping Shu- bert survive the pandemic. e Shubert's new development team, McDonald says, will be reaching out in significant ways to foundations, businesses and other entities to sup- port his outreach plans. The season ahead McDonald acknowledges uncertain prospects of what lies ahead in terms of shows and audiences. "is delta variant is still causing us issues," he says. e theater plans to reopen for the first time in 18 months in October, and will require mask-wearing and proof of vaccination, or a recent neg- ative COVID test, reflecting the city's current restrictions. Children under 12 will not be re- quired to be vaccinated or have a test but they must wear a mask. e policy will be in place through Oct. 31. McDonald says he will oversee the 2021-22 programming and its 23 play dates that were established before he arrived. at includes a five-show Broadway series that begins with the tour of "Anastasia," Oct. 22 to Oct. 24, and a sprinkling of other events. He said the 2022-23 season, which he is currently planning, will include a fuller slate of engagements and better reflect his vision for the 1,600-seat venue. ough he seeks a broader enter- tainment menu, McDonald is quick to point out "theater [shows are] not go- ing away from the Shubert. e legacy is too big to say, 'No more [Broadway] theater for us.' at is not happening." But McDonald says Broadway shows are not always selling out at the Shubert, which doesn't bode well for expanding that programming. However, McDonald said he sees potential for Shubert, with its close proximity to New York, to host the lucrative building, rehearsal and launching of Broadway tours, as it has occasionally done in the recent past with shows such as "Amazing Grace" and "Jersey Boys." But the Shubert is at a disadvantage in competing with states like New York and Rhode Island, which offer tax credits to lure such produc- tions. ough Connecticut has tax credits to attract outside film companies it has none for the creation of touring shows. McDonald said he plans to work with legislators to change that. Beyond Broadway McDonald said he has al- ready begun booking shows for the 2022-23 season, which will be announced in the spring. He has also be- gun conversations with Yale and the College Street Music Hall across the street about potential partnerships. Shubert's future goes beyond Broadway, he says, "which doesn't connect for everybody. We need to be living out the fullness of a performing arts center doing more than just Broadway and recognizing that there is comedy, dance, music, jazz, lectures and other things we can do to integrate ourselves into this com- munity to serve its needs and wants." "It starts with us diversifying the audience and making sure the community feels welcome here," he continued. "Right now I'm like a grassroots politician who is trying to get out there and make sure people know who I am and that the Shubert has a new face. Sometimes it takes a different face for people to begin to feel a little bit more comfortable and welcome." McDonald says it will take time and patience for the theater to diversify its audience. "To do things we had not been known for means it's going to take time to develop that audience," he says. n A r t s & B u s i n e s s Shubert eatre's new leader McDonald wants to recast, diversify playhouse's personnel, programming By Frank Rizzo Anthony McDonald is the new vice president and executive director of New Haven's Shubert Theatre. PHOTO | COURTESY

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