Interview: Theatre Row’s Cierra Cass Talks About Taking the Reins as Director of Theatre Programs and Partnerships

Today’s economic climate poses distinct challenges for theaters as they negotiate changing tastes of audiences and rising production costs. Cierra Cass knows this firsthand as she steps into the role of Director of Theatre Programs and Partnerships at Building for the Arts NY (BFA), which oversees one of New York City’s premiere venues for off-Broadway theater, Theatre Row.

TheaterMania sat down with Cass to discuss her vision for the organization and talk about some of the challenges for keeping theater vibrant and economically feasible in tough times.

This conversation has been condensed and edited for clarity.

How can BFA/Theatre Row continue to keep theater accessible in these challenging times?

Luckily funding comes from multiple sources including renters, donations and grants.

Theatre Row’s mission is to expand access to the performing arts by providing creative space, learning opportunities, and hubs for artistic connection, and our mission is more urgent now than ever before. Theatre Row has always been one of New York City’s most important engines of affordability for the performing arts, and we are focused on protecting that accessibility for the 300 companies and 3,000 artists that rely on our theaters, rehearsal studios, and offices each year.

Theatre Row has historically provided subsidized theater rentals for nonprofit performing arts companies, and we plan to continue that support while also exploring alternative types of rental models such as box office share initiatives and expanded community partnerships. We are also actively working on diversifying our sources of income, focusing on increasing our individual and institutional giving goals. We are fortunate to have received capital support from the New York State Council on the Arts, which has enabled us to make multiple necessary upgrades to our spaces and keep our costs as low as possible.

What is your vision as the new leader of this organization, and how did your experience at HERE help you prepare for this role?

The vision is to expand the resources available to visiting artists and renters so they can find everything they need in one space to launch spectacular works without financial pressures.

During my time at HERE, I was very fortunate to be able to work closely with a variety of talented artists across multiple performing arts disciplines. Being able to engage with those artists on a producorial level has given me a deep understanding of the range of challenges that all artists face when producing new work in New York City, and access to affordable performance and rehearsal space is consistently a top concern.

When I got the opportunity to take on this leadership position at Theatre Row, I was very excited to be able to utilize my experience and perspective to help shape the future of the program. My vision for Theatre Row is to continue to increase the access and resources available to the artist and companies that call Theatre Row home. I hope to expand partnerships and initiatives that give access to companies that are under-resourced or under-represented. I want Theatre Row to be a place where new work can truly flourish and where new voices, new audiences, and new perspectives are being lifted up and celebrated.

What does accessible mean?

BFA and specifically Theatre Row makes theater accessible both to audiences and to the artists who use the spaces. For the artists, it is a much more affordable option than having to rent space and bring in all of the equipment, and although the staff doesn’t work on the productions necessarily, they have so much experience they can help guide visiting artists.

For audiences, there are multiple stages, constant performances in a great area of town that’s less hectic than the heart of Times Square, and tickets are affordable!

At Theatre Row, the idea of “accessibility” can be viewed from two perspectives: accessibility for the artists and organizations who utilize our spaces and accessibility for the audiences who see their shows.

Accessibility for artists and organizations means affordable rental rates, discounted rehearsal studio space, easy access to theatrical equipment housed in our spaces, and support from a knowledgeable staff. We welcome theater companies and artists of all experience levels at Theatre Row and we strive to keep the door open for as many companies as possible to join our community.

Accessibility for audiences means reasonable ticket prices, consistent box office service, a welcoming environment, and access to a diverse set of shows in one convenient location. Audience members come to Theatre Row to attend one show and leave with tickets to another they may not have had on their radar. That cross exposure and visibility is a unique perk for both audiences and artists at Theatre Row.

What’s new at Theatre Row?

Recent grant funding will enable Theatre Row to implement new lighting for several of the stages which is a significant improvement and valuable to any of the renters.

We are thrilled to announce that we recently received support from the New York City Department of Cultural Affairs to purchase new lighting systems for multiple spaces at Theatre Row. Our in-house lighting equipment is heavily utilized by our renters, and we are excited to be able to provide them with new, state of the art LED lighting equipment at a low, accessible rate. We hope that this new equipment will elevate the work happening on our stages and allow for companies to save money without sacrificing the artistic integrity of their productions.

Why should audience members be excited about coming to see shows at Theatre Row?

Theatre Row hosts intimate, quality theatrical experiences in the heart of New York City’s theater district. We are proud to be a hub for independent and nonprofit theater and the diverse and bold stories being presenting on our stages. From exciting new works to innovative productions by emerging artists, every visit to Theatre Row is a chance to discover something fresh and inspiring.