Alright – so today we’ve got the honor of introducing you to Nancy Richards. We think you’ll enjoy our conversation, we’ve shared it below.

Nancy, thanks for taking the time to share your stories with us today Can you talk to us about a project that’s meant a lot to you?

Nancy Richards is a highly accomplished marketing professional with over 25 years of experience in promoting theater, from Broadway to regional productions. Serving as the Marketing Director and Press Relations expert at North Coast Rep for the past decade, I have played a pivotal role in enhancing the theater’s brand recognition and achieving record-breaking ticket sales.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I embarked on my journey in the theater business as an actor, but the unpredictability of work led me to explore other industries such as advertising, public relations, and finance. This diverse experience provided me with invaluable insights and skills that I later fused with my passion for theater.

Recognizing a gap in the theater world, I pioneered a unique role focused on marketing and promotions for Broadway shows. Prior to this, various agencies handled media buying, PR, and social media separately, leading to a fragmented approach. I sought to unite these efforts into a cohesive marketing strategy that left an indelible mark on potential ticket buyers.

For instance, during my tenure with ‘Jekyll & Hyde: The Musical,’ I brokered a groundbreaking partnership with McDonald’s, resulting in a 20% increase in ticket sales. This collaboration introduced the show to a new, younger audience and showcased my ability to create memorable experiences and enhance brand visibility.

Moreover, I spearheaded a deal with Tourneau stores, crafting a limited-edition watch tied to the show. The watch sold out in just three months, generating exposure conservatively valued at $200K. Additionally, I secured a $300K exclusive advertising deal with Newark Airport and pioneered partnerships with Clear Channel Outdoor, setting the stage for innovative advertising trends.

My core philosophy is to think creatively, forging partnerships that benefit both clients and collaborators. I’m driven by a commitment to deliver exceptional results and leave an enduring impact on the world of theater marketing.

What do you find most rewarding about being a creative?

As the Director of Marketing and Public Relations, I have collaborated with all departments as a team player, elevating North Coast Repertory Theatre through innovative marketing ideas, impactful branding, and significant press coverage, including features in renowned publications like The New York Times and The Wall Street Journal. These efforts have contributed to substantial growth in subscriptions, individual ticket sales, and overall visibility for the theatre. North Coast Repertory Theatre is an energetically thriving venue that operates nonstop, and I have played an instrumental role in sustaining its success.

In your view, what can society to do to best support artists, creatives and a thriving creative ecosystem?

Live theater is undeniably a cornerstone of our society, a vibrant and indispensable medium that transcends mere entertainment. It unfurls before our very eyes, a tapestry of emotions and stories, weaving together the threads of human experience in a way that leaves an indelible mark on our souls. The allure of live theater lies not only in its capacity to entertain but in its extraordinary ability to enchant, captivate, and transport us to realms of imagination.

When we step into a theater, we embark on a journey that promises to delight our senses, stir our emotions, and allow us to become part of a profound, shared moment. It’s an invitation to connect with the performers and fellow audience members in an intimate setting, where the electricity in the air is palpable, and every whispered line or thunderous applause resonates deep within our hearts.

In this age of digital distractions, where screens and gadgets vie for our attention, it is imperative that we implore the younger generations to embrace the unparalleled offerings of the theater. Let us encourage them not to squander their precious moments engrossed in the glow of smartphones and computers, but rather, to embrace the joy of live theater. It is a realm where the magic of human expression unfolds in real-time, a place where the profound impact of storytelling is felt in its most unadulterated form.

Moreover, access to the theater should be a birthright, a privilege accessible to all members of society, regardless of their background or circumstances. The theater’s transformative power should not be confined to a select few but should be available to everyone who seeks solace, inspiration, or enlightenment within its hallowed halls.

In essence, live theater is a gift that enriches our lives, a mirror reflecting the depth of our shared humanity. As stewards of this timeless art form, it is our responsibility to ensure that future generations inherit this treasure, that they, too, may be enraptured by the wonder, the magic, and the profound beauty of the theater.

Contact Info:

• Website: northcoastrep.org
• Linkedin: linkedin.com/in/nancylrichards

Image Credits
photos by Aaron Rumley