The Orlando Shakespeare Theater gained nearly 40 percent more revenue from its 10th season opening gala Sunday night by selling more tickets and expanding its auction. For the first time, the professional theater company in Loch Haven Cultural Park held its fund-raiser on a Sunday instead of Saturday, and organizers said that helped boost attendance to 315 guests, 20 percent more than in 2009.
“We took a gamble that Sunday would be better because it didn’t compete with other nonprofit and sports events in central Florida, and it worked out great for us,” said Melissa Mason, the theater’s director of marketing. The move to Sunday also prompted organizers to hold the event earlier, from 5 p.m. to 8 p.m. instead of from 6 p.m. to 10 p.m., as in past years.
Mason said total revenue from this year’s gala will top $110,000, compared with last year’s total of $80,000. In addition to the increase in ticket sales, the event team secured more items for the live and silent auctions—115 versus last year’s 75. The auctions raised more than $52,000, compared with $42,000 in 2009.
To cut down on congestion at the check-in table, organizers created a new benefit for any individual or company who purchased at least 10 tickets: a V.I.P. auction preview party that began at 4 p.m., one hour before the official opening. About 75 people took advantage of this opportunity to arrive early.
The evening began with cocktails and food tasting stations from seven local restaurants. Next, guests took their seats in the Margerson Theater for the live auction and a 30-minute sneak peek of the theater’s opening production, The 39 Steps. Following the show, attendees had dessert and champagne in the courtyard.
