At least, that's the theater's hope as it unveils a season geared to popular tastes.
By CHARLOTTE SUTTON
Published June 8, 2003
ST. PETERSBURG - The Mahaffey Theater, at times more notable for its red-velvet splendor than its stage presentations, is hoping to lure crowds with a season of performances chosen for popular appeal.
"We've changed our focus," said Carol Edgerley, who recently was named executive director of the Mahaffey Foundation. She replaced David Rowell, whose tenure was cut short by empty seats that greeted much of his eclectic programming.
Gone are last season's edgier offerings, such as the multimedia Dream Scapes and a dance version of A Streetcar Named Desire. The 2003-04 season stresses offerings such as the Irish stepmonster hit Riverdance, tributes to ABBA and Elvis, and enough oldies to fill a fleet of jukeboxes.
"Before David left, we had an audience development workshop, and what it made clear to us is that we weren't developing an audience," Edgerley said. "We decided we needed a focus. What we've done very well in the past has been music."
Edgerley examined box office numbers over the past three years and saw that smooth jazz and oldies were among the most popular offerings. "Ruth Eckerd Hall has done it very successfully," she said, referring to the Clearwater competitor's often sold-out concerts. "And we thought, why can't we?"
Although she's fairly new in her job, Edgerley, who had been Rowell's marketing director, took over as interim executive director after he left in November. She's responsible for the 2003-04 season programming.
Edgerley said that the Mahaffey, which is at the city-owned Bayfront Center, plans at least four smooth jazz series concerts in the 2,000-seat waterfront venue, co-sponsored with WSJT-FM 94.1. So far, only one show - Spyro Gyra with St. Petersburg native Mindi Abair - is in the series. Edgerley said that's only because jazz acts tend to not commit far in advance.
Another emphasis is on programming for youngsters and families, afternoon shows that proved a hit in the past with theatergoers of all ages.
"We really think this is our turnaround year," Edgerley said. "It's not a make-or-break year. We've been through some bad years, and we're not broken yet. But I do think this is a year of changes."
Popular programming isn't the entire answer; notable flops in the past have included Guys and Dolls starring Maurice Hines, which moved on to a more successful run down the road in Sarasota. But Edgerley said that one difference this year is the level of community support. She hopes to put together a challenge program to match a $100,000 commitment from a member of the community who prefers to remain anonymous for now.
"We've been carrying deficits into the last two years, and we just want to retire that," she said.
Is anyone lamenting the loss of edgier fare? "All we've heard is kudos," she said, adding that the Mahaffey Web site has posted the new season, and that has drawn new memberships. "People have been very happy with our choices."
MAHAFFEY THEATER FOUNDATION 2003-04 SEASON
Subscription options include the Broadway at the Bayfront Series Package ($106-$194), the Family Series Package (four tickets to three shows for $108), the Young Children's Series Package (four tickets to four shows for $96) and the Flex Package, where patrons choose a minimum of four from a variety of events to create their own series. (Prices vary.)
Season tickets to the Broadway at the Bayfront Series are on sale through Aug. 31 at the Bayfront Center box office only; single tickets go on sale in September. Tickets to all Mahaffey Foundation-presented performances other than Broadway go on sale June 30 to the general public; members may buy tickets now.
For more information, visit www.mahaffeytheater.com or call the ticket office at 727 892-5767.
BROADWAY AT THE BAYFRONT SERIES
Oct. 31-Nov. 2: Riverdance
Nov. 20: Rent
Dec. 23: Seussical
March 13: The Unsinkable Molly Brown
April 10: Kiss Me Kate
NOTEWORTHY SERIES
Oct. 3: Working Class Hero (John Lennon tribute)
Nov. 7: ABBA Mania (greatest hits by a 10-piece Canadian show group)
Jan. 8: Elvis' Birthday Bash (tribute by impressionist Mike Albert)
Dec. 20: Rockapella Christmas
Jan. 16: Drifters, Coasters, Marvelettes
Feb. 27: Tokens, Danny and the Juniors, Joey D and the Starlighters
94.1 SMOOTH JAZZ SERIES
Nov. 14: Spyro Gyra and Mindi Abair
(More shows TBA)
YOUNG CHILDREN'S SERIES (ages 3 to 7)
Oct. 19: Rapunzel.
Nov. 9: Tom Sawyer.
Jan. 11: The Velveteen Rabbit
April 25: Let Freedom Sing
FAMILY SERIES
Nov. 16: Fred Garbo Inflatable Theater Co.
Jan. 25: New York Theatre Ballet's The Alice-in-Wonderland Follies: A Ballet Vaudeville
Feb. 8: Dallas Children's Theater, And Then They Came For Me; Remembering The World Of Anne Frank
