Generosity takes the stage

by Tim O’Keefe, Worcester Magazine Staff

The glitz and glam of the Hanover Theatre may make it seem like the Worcester landmark is throwing hundreds around like nobody’s business, but the fact of the matter is that this not-for-profit organization survives off of the generosity and donations from loyal patrons.

“As a not-for-profit organization, membership and Annual Fund contributions are critically important to maintaining our historically significant theatre and providing education and outreach programs that benefit our community,” says Nel Lazour, Director of Development for the Hanover. “In this difficult economic climate, we must continue to fulfill our mission to nurture a love and appreciation for the performing arts in New England’s audiences of today and tomorrow, and tax-deductible contributions help us to achieve that.”

Although the Hanover is host to some high-octane, lavish events and performances, Lazour says nearly all of the money from ticket sales goes to the acts.

“Often the public perception is that ticket revenue pays to maintain our operations and community outreach programs, but the reality is that 96% of ticket sales go to performers and direct show costs, leaving only $2 out of each $50 ticket coming back to the Theatre,” she says. Approximately 15% of our operating income comes from memberships, charitable contributions, corporate sponsorships and grants.”

The theatre conducts membership campaigns throughout the year and hosts fundraising events periodically. But the Annual Fund looks to gain support for their outreach program, Access to the Arts.

“The Annual Fund drive supports our Access to the Arts Program, which provides free and subsidized tickets to students and families in our community who otherwise could not afford to attend and participate in the magic of live theatre,” says Lazour.

“It’s important to us to make the theatre accessible to everyone, and this is how we’re able to do it,” says Troy Siebels, Executive Director at the Hanover. “The theatre is making a big difference in downtown Worcester, and can continue to make a big difference, to really transform this into a vibrant downtown – an 18-hour city. We need the whole community’s support in order to do that.”

Annual Fund donations go directly to a variety of community programs, including giving out 1,000 complimentary tickets to the seasonal A Christmas Carol performances to the underserved in the community in partnership with the United Way, complimentary and discounted tickets to WPS students and educators, and scholarships for their Youth Summer Theatre Program, just to name a few.

“We’re grateful to have so many people coming through the door, and that’s what enables us to get first class shows and performers on our stage,” says Siebels. “Like most other arts organizations though, a portion of our income comes from charitable contributions, and we need that support to survive.”

There are a number of upcoming events that the Hanover is having in order to garner donations for this year.

“On May 14 prior to Capital Steps, we are hosting a pre-performance reception to introduce key prospects to the Franklin Square Society, the theatre’s leadership donor group,” says Lazour. “These cultivation events are important as we aim to broaden our base of support at that leadership level (an annual contribution of $1000 or more). We’ve also started free monthly membership events, such as Access Hanover, that are designed to enhance our membership benefits and encourage more people to join as new members. These events will feature a behind the scenes look at a different aspect of the theatre each time, as well as provide the latest buzz on upcoming shows and performances. At each of these events we will also be giving away a special offer to everyone who attends.”

The events are free to members (4 passes per member) and $10 for non-members. In the meantime Lazour wants theatre goers to remember that the Hanover doesn’t operate on just cheer and applause.

“As a new organization it’s important that I continue to remind patrons and businesses, especially those who are actively enjoying the Theatre, that in order for us to continue to bring high quality programming, maintain this magnificent historic landmark, provide opportunities for our youth and underserved families and play a leadership role in the revitalization of downtown Worcester we very much need their support, at whatever level they can afford.”

For more information, visit thehanovertheatre.org.