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Mason Street offers stimulus to Main St.

By D. A. Blackburn

This past season has seen more than its share of economic woes for arts organizations throughout the state. The Mason Street Warehouse in Western Michigan's artsy Saugatuck is no exception. But as the young company embarks on its seventh season, set to open June 26 with "The Full Monty," theater executives are taking dramatic steps to maintain viability, production quality and opportunity for theater patrons.

"This year is the first year since our first season that we've downsized to three productions," said managing director Ricki L. Levine. "That's a reflection on the economy."
MSW's 2009 season features "The Full Monty," (June 26-July 19) "Pump Boys and Dinettes" (July 24-August 9) and "The 25th Annual Putman County Spelling Bee" (August 14-30).
Levine, who has been with the theater since 2005, is quick to point out that this season's cuts are limited strictly to the production line-up. "We wanted to keep our quality at the level that our patrons recognize us for. We felt it was important to do musicals, because they sell more tickets. Our history has been doing three musicals, and then one production that's a non-musical, generally a comedy, sometimes a little edgy, and those don't sell as well, particularly to tourists. So we felt this year we had to do what was going to bring in the most revenue possible, but at the same time, maintain our creative integrity, which is so important to us."
They've also stuck with the practice of auditioning performers in six cities, including New York and Chicago, to ensure that the season's casts are top-notch.
As Levine notes, thematically this season's selections focus on "friends, family and community," but this is an idea that has also carried over into the company's marketing, promotion for 2009.
"We may not be making as much revenue as we have in the past, but we feel like it's important to reach out and give something back, to help people in these tough times, if we can," said Levine.
Ticket prices have been left unchanged from last season, and the company is also offering a variety of discounts to entice small groups of friends and families. Moreover, they've also designed a promotion to coincide with "Spelling Bee," which will provide ticket buyers a financial break while giving back a portion of proceeds to area schools. And members of the company's email list will receive exclusive discounts in their inboxes.
The company's strategic season planning, however, led them to do more than just provide patrons' pocket books with relief. Mason Street's three productions were selected to give audiences a smile, lots of laughs and an escape. "That's probably the going theme for this season. Everything is very positive and upbeat, even though (the shows) may take you through the process," Levine said.
"The Full Monty's" irreverent, heartwarming humor, "Pump Boys'" unique musical flair and "Spelling Bee's" hilarious, quirky tale of teen angst, coupled with Mason Street's thoughtful promotions, look to be an excellent formula to stimulate theater fans while providing relief, both economically and from the summer theater doldrums.

PREVIEW:
Mason Street Warehouse 2009 Season
The 2009 season opens with "The Full Monty," Tuesday through Sunday June 26 – July 19. 400 Culver St., Saugatuck. $34.50-$38. 269-857-4898. http://www.masonstreetwarehouse.org

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