While Sag Harbor’s Bay Street Theatre’s recent call for financial support in the wake of dire economic distress brought out what general manager Tracey Mitchell called “the best of the community,” the theatre is not resting on its laurels. Instead, Bay Street has launched a campaign aimed at partnering with local businesses – a campaign Mitchell says is designed to benefit both the theatre and the local businesses that recognize its draw as a cultural icon on the East End.
Last Thursday, October 29 at a Sag Harbor Chamber of Commerce meeting at the theatre, the campaign was pitched to local business owners via a letter from former Sag Harbor Mayor and current Bay Street Theatre board member Gregory Ferraris, although, according to Mitchell the theatre has been selling the concept to local businesses for six months now.
According to Ferraris, who is a certified public accountant with Banducci Katz & Ferraris, and Mitchell, the program aims to take partnerships with the theatre outside the realm of standard advertising. While Bay Street will continue to look for advertising sponsors it can promote in its playbills and on its 60-inch plasma screen lobby television during its Main Stage summer season, Mitchell said the theatre has found looking outside the normal sponsorship box has proved successful for Bay Street and its partnering businesses and not-for-profits.
“We have found that having partnerships in general, even with things that may seem like an odd fit, have proven to make a difference for all parties involved,” said Mitchell on Tuesday, adding Ferraris and board member and local media entrepreneur Rob Florio agree and are promoting the campaign.
“As a certified public accountant and a member of the Sag Harbor business community, I understand the importance of nurturing and strengthening business relationships during these tough economic times,” said Ferraris in a letter to chamber of commerce members. “These relationships will forge a base to which merchants can grow and adapt to the ever evolving economic climate, an equation that is essential for any successful business venture.”
Noting Bay Street Theatre is “a cultural and economic asset for us all in the greater Sag Harbor community,” and that the theatre brings roughly 30,000 people to the village annually – visitors who shop and eat in Sag Harbor – Ferraris added Bay Street is an untapped resource that can be leveraged by business communities on the East End as a valuable marketing tool.
In addition to standard marketing agreements, whether through shared programming or marketing of specific business events by the staff at Bay Street Theatre, Ferraris added smaller, equally profitable arrangements could be made between local businesses and the theatre for services Bay Street requires in its $2.5 million operating budget, including for businesses in hospitality, construction and basic administration.
And so far, according to Mitchell, the arrangements already made by the theatre have proved winning for businesses and the theatre alike.
“What we have done is partnered with various people in various ways,” she said. “Our house wine, for example, is Channing Daughters and we advertise that. But beyond that we have tried to come up with ways to partner with other businesses.”
Recently, the theatre has agreed to take over the winter jazz series established at Sag Harbor’s Bay Burger called “The Jam Session,” which closes during the winter season. Wanting to keep the series alive, Mitchell said owner John Landis approached the theatre for a suitable home while Bay Burger shuttered its doors. Marketed as a production of both Bay Burger and Bay Street Theatre, the series will kick off with a “Jamming for Bay Street” fundraiser on December 3. The free event will feature various musicians, all who have donated their time to support the theatre, and will be free with a hat passed around to collect donations to support the cultural mainstay.
Mitchell has other ideas, including a ladies night featuring cosmopolitans and a romantic comedy, complete with spa services provided by a local business.
The theatre has already found success working with local inns and restaurants, creating packages like The Picture Show prix fixe dinner and movie by Bay Street Theatre and The American Hotel, and a cabaret package with The Sag Harbor Inn.
The theater is looking to expand its reach further into East Hampton, Southampton and even Montauk for business partners. Mitchell says she hopes to create a committee of community members willing to perform outreach in these areas.
“We have a base in Sag Harbor, but I would say we could use more,” said Mitchell. “I think there is a lot we can do as a theatre to help drive business to local businesses as well. Thousands of people come through our doors that might not be coming through theirs.”
on Nov 9, 2009