Innovation Spotlight: American Shakespeare Center

With tightened restrictions on in-person gatherings during the pandemic, arts organizations have found themselves in a difficult moment of trying to share their work. While the world of digital artwork and performance has greatly expanded during this time, nothing can replace the live experience, and institutions are looking for ways to meet the need.

The American Shakespeare Center in Staunton, Virginia is one of the first such arts organizations to find a way to bring back physical performances, and has become a model for how to do so. Read on for the different elements that made their SafeStart 2020 season possible.

Developed with Input from Health Professionals

To create the plan for their SafeStart 2020 season, the ASC took what Artistic Director Ethan McSweeny called “a really science-based approach,” collaborating with various leadership on the health crisis, including an infectious disease specialist and local, state, and federal officials. The result was a comprehensive safety plan for all individuals involved in each performance, from audience, to staff and cast members.

Included in the plan are two types of information. The first is a series of steps the ASC took to create a safe physical environment for performances, which include limited capacity, digital tickets and programs, and no concessions. The second is the expectations of all visitors to the theater, such as mask wearing and adherence to social distancing markers. The overall effect is a thorough guide that promotes a feeling of security for the audience and staff.

Communicated Clearly to Audiences

While a strong plan is foundational to successfully reopening for live performances, equally as crucial is an effective way to communicate this to audiences. The American Shakespeare Center emphasizes community responsibility in their safety plan from the start, writing:

From there, they provide clear directives to all audience members about the safety measures they are expected to maintain, and the experience they can expect to have. This includes renderings of the theater seating plan, helpful graphics to check potential symptoms, a video preparing audience members for their arrival, and a clearly stated policy for mask-wearing: “Your mask is part of your ticket; if you don’t have your ticket, we cannot admit you.” By including this wealth of information in different formats, the ASC ensures that information is being properly conveyed in ways that everyone can understand.

Delivered in Ways Accessible to All

The final element that sets the American Shakespeare Center’s in-person performances is the way in which they maintain accessibility for all audiences -- including those who still are not comfortable with the idea of physical attendance. The SafeStart 2020 season is delivered via a dual track: the socially distanced in-person performances, and digital live streams of the same. The digital track also includes access to the ASC’s Marquee TV offerings, allowing digital access to a broad range of productions from the theater.

For more examples of arts organizations who have created in-person experiences for their audiences, see our In Person-Programming Innovation Showcase, and check out our Arts Resilience Center for more resources on reopening safely.