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ArtsEmerson (2010)

ArtsEmerson (2010)

Cooked, Document

Yale School of Drama
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One month before ArtsEmerson’s first season begins; Executive Director Rob Orchard contemplates the challenges of launching a $5 million theater program from scratch. ArtsEmerson, a partner of Emerson College in Boston, will present sixteen mainstage productions in four theater spaces in its first year. The fledgling theater will be competing with two long-standing Boston institutions: the Huntington Theatre Company, and the American Repertory Theater, where Orchard had previously completed a thirty-year stint as Executive Director. The case follows the establishment of ArtsEmerson, and Orchard’s effort to create a mission, assemble a team, and book a season of theater, film, and music of high caliber in less than a year. The case video includes interview footage of Executive Director Rob Orchard and samples of the work programmed for ArtsEmerson’s first season. This video also includes footage of the flash mob promotional event used by the company before its opening.

Publication Date: 2012-07-18

Suggested Citation: Brad Tuggle, "ArtsEmerson (2010)," Yale Theater Management Knowledge Base Case 10-37, July 18, 2012

Keywords: Case Video, Performing Arts, Audience, Facilities, School Partnerships, Organizational Direction, Strategy, Theater, Film, Music

Teaching Notes: No

About the Theater Management Knowledge Base

This case is from the Theater Management Knowledge Base, a body of arts management material created by Yale School of Drama Theater Management students and faculty, overseen by an editorial board of leading practitioners. For more information or for help in selecting cases suitable for your educational or organizational purposes, please email yaletmknowledgebase@yale.edu.