By Sandy Sponaugle
The business of theater is a discussion that has been occurring across the state, and the country, for quite some time. What is the impact of the arts on our communities? Why should we invest in the arts, performing or otherwise? These questions have echoed around Shepherdstown for almost the last 20 years. This past year, the Contemporary American Theater Festival (CATF) at Shepherd University, with support from the Benedum Foundation, commissioned the Gateway New Economic Council to conduct a study to measure the impact of CATF on the region.
“For nearly two decades, CATF has produced the newest plays in America in one of the oldest towns in West Virginia,” states Ed Herendeen, founder and producing director of CATF. “This annual festival attracts thousands of people from across the country, even from other countries, and we wanted tangible data to illustrate our overall impact.” In the first formal analysis since the festival’s founding in 1991, the study indicated that CATF, with the critical support of its partner institution Shepherd University, has grown from an idea to a multi-million dollar economic engine.
The survey of 2008 attendees indicated that CATF is a destination attraction for festival-goers during its annual summer season. The numbers behind the economic impact study show that, with five plays in rotating repertory over a 30-day period, the 2008 CATF season sold more than 11,000 tickets to individuals who attended 84 performances. Sixty percent of the tickets were sold to people from out of state, representing 25 states. The 2008 festival also supported 87 full-time job equivalents. Survey respondents answered that they spent $233,262. Each respondent also reported spending an average of $132 per ticket holder. Using this sampling and extrapolating to a larger population, CATF potentially drives up to $1.4 million dollars into the Eastern Panhandle including direct and indirect expenditures.
With an average of 5,000 to 6,000 people coming to Shepherdstown to see the plays each season, associate producing director Peggy McKowen says, “CATF leaders encourage people to shop, eat and lodge locally. Business owners in the Shepherdstown area are thrilled with the impact of CATF.”
“It can’t be overstated how it positively affects area tourism,” says Jim Ford, owner of the Thomas Shepherd Inn. “The busiest month of the year is July, no doubt about it.” He adds that many of his patrons book rooms a year in advance, ensuring they have a place to stay during CATF. Sharon Snyder, owner of Steppin’ Out Shoes & Such, says, “Our shop gets a lot of new customers during the CATF season, and many of these folks end up being repeat customers.”
“We are fortunate to have something of this nature that started as a dream in our community,” states Tripp Lowe, director of operations at The Clarion Hotel and Conference Center. “CATF draws thousands of people to Shepherdstown and attracts students to the liberal arts program at Shepherd University. As a business owner, it’s hard to put a value on how much CATF has impacted our businesses, but the bottom line is that CATF benefits tourism as a whole in Shepherdstown, in Jefferson County and in the state of West Virginia.” During this recent economic downturn, CATF strived to make theater more affordable by offering their Sunday Night Special with lower rates for Sunday evening shows and adding group incentives that draw people from the larger region.
Area businesses hosted special events and promotions throughout the season as well. She-Town Divas offered extended hours during the month of July for theater patrons. Stone Soup, Bavarian Inn and Rumsey Tavern at The Clarion hosted “Afterthoughts,” musical entertainment after the Friday night shows. “CATF has had a very positive impact on both our hotel and restaurant,” says Christian Asam, general manager and vice president of The Bavarian Inn. “October used to be our busiest month because of fall foliage, but now, thanks to the theater, July has surpassed it. CATF introduces thousands of new visitors to Shepherdstown yearly and we strive to show them how great our small town is so they will return time and time again.”
Not only has July come to be known for the Contemporary American Theater Festival but other organizations are building on this success. Goose Route Dance Company hosts their annual festival in July. The Arts & Humanities Alliance (AHA!) of Jefferson County hosted their Members Art Exhibit at the Entler Hotel in Shepherdstown.
CATF has made an impact not only in Shepherdstown and the state of West Virginia but has become a well-known outlet across the country. Andrew Michael, general manager and partner of The Woods Resort in Hedgesville, says, “In the early years, CATF was relatively anonymous and unknown. In my travels to new play festivals and other theater meetings over the years, I have noticed how widely known and respected CATF has become. CATF has a reputation of nourishing emerging and established playwrights and many plays go on to a life in regional and off-Broadway theaters. A couple have even been made into movies. Theater professionals anxiously await CATF’s annual season, wondering what will be next. At the 2009 Humana Festival, I noted many times during the weekend that Ed (Herendeen) could not walk down the hallway or wait in the lobby for a show to start without someone stopping him to chat—other directors talking about shows they are doing, playwrights anxious to get their plays on stage, people wanting to know what he was producing next season or actors looking for work. All of them talked about the importance of the work that Ed and CATF are doing and how critical it is to the theater canon.”
CATF is the only professional regional LORT (League of Resident Theatres) theater in West Virginia. They work with the Actors’ Equity Association, the United Scenic Artists and the Society of Stage Directors and Choreographers with a seasonal average of 80 company members, including equity actors, professional designers, interns, apprentices, production and stage managers and administrative staff. CATF guest artists teach and mentor students in the Department of Contemporary Arts and Theater, affording the opportunity for students to work along the most accomplished theater professionals in the industry. They have hosted teacher training institutes and young playwrights programs in addition to their annual lecture series, talktheater, post show discussions, art exhibitions and stage readings.
This past July marked the 19th season of the Contemporary American Theater Festival. Since 1991, CATF has produced 73 new plays, including 27 world premieres. The 2010 season marks a major milestone as CATF celebrates their 20th season. The season will run from July 8th through August 1st, 2010. To broaden the experience, CATF will be hosting several events throughout the region. For more information about the festival, please visit www.catf.org or call (304) 876-3473 or (800) 999-CATF (2283).
