Williamstown Theatre Festival is evolving with a new creative director and a startup mentality to remain culturally relevant. The festival, which began its 71st season on July 17, aims to become the 'Coachella of theater' by reimagining its programming and business model. With a budget increase from $4.7 million to $8 million, the festival is diversifying its performances beyond traditional plays and attracting high-profile participants. The growth is vital as nonprofit theaters face struggles recovering from pandemic challenges.
The traditional nonprofit theater model isn't sustainable anymore, and our choice in this moment was really innovation over inertia, says Raphael Picciarelli, managing director of strategy and transformation at Williamstown.
We're really reimagining our entire operating and business model, says Picciarelli, highlighting the festival's transition from traditional theater to a more innovative approach.
Collection
[
|
...
]