Today we’d like to introduce you to Nancy Richards.
Hi Nancy, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
About a decade ago, I made the move from New York City to San Diego due to personal reasons. Prior to relocating, I owned and operated an entertainment marketing company called The Richards Group Marketing & Promotions Inc. for over 18 years. During my time there, I successfully marketed more than 150 shows both on Broadway and Off-Broadway. Additionally, I had the privilege of producing a dozen shows on Broadway and in the West End.
When I arrived in San Diego, I closed my business in New York and was ready to embark on a fresh adventure. Fortunately, North Coast Rep had an opening for a Director of Marketing & Public Relations, which I have held for the past decade. Working with limited resources, I was able to apply my expertise from New York and generate impressive results for a small theatre company.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
Navigating the not-for-profit theatre sector proved to be a formidable challenge, particularly in comparison to the generous marketing budgets characteristic of the Broadway commercial theatre sector. In this environment where resources are constrained, the essential task is to craft a campaign that not only sells tickets but also guarantees a packed house. This presented me with a distinctive array of demands and complexities.
Thanks – so, what else should our readers know about your work and what you’re currently focused on?
Over the past 10 years, I have served as the head of Marketing and PR for North Coast Repertory Theatre (NCRT) in San Diego. This experience has provided me with a deep understanding of the local theatre market, including audience expectations and ways to push boundaries beyond our region. I have fostered a robust network of business contacts, ranging from printing companies and graphic artists to magazine and newspaper publishers, as well as TV and radio stations. Over time, I have earned their respect and secured favorable deals. Collaborating closely with the managing director, I have successfully planned the marketing budget each year, ensuring adherence to financial constraints. I have developed strategic marketing initiatives in coordination with the Group Sales, Box Office, and front-of-house teams. Each year, I meticulously arrange meetings with all vendors, strategizing the media buy for each campaign, encompassing newspaper and magazine placements, radio and television spots, as well as ticket trades. Working in tandem with the artistic director and graphic artists, I have overseen the design of various collaterals, including brochures, advertisements, billboards, and direct mail pieces. My responsibilities also encompass managing all aspects of social media, email blasts, website updates, and content creation. As the Director of Marketing and Public Relations, I have collaborated with all departments as a team player, elevating North Coast Repertory Theatre through innovative marketing ideas, impactful branding, and significant press coverage, including features in renowned publications like The New York Times and The Wall Street Journal. These efforts have contributed to substantial growth in subscriptions, individual ticket sales, and overall visibility for the theatre. In addition to our eight main stage productions, I oversee the marketing and press for our “Variety Nights” as well as our Theatre School productions and classes. North Coast Repertory Theatre is an energetically thriving venue that operates nonstop, and I have played an instrumental role in sustaining its success.
During my time in New York, spearheading the marketing efforts for Broadway shows, my primary hurdle was ensuring the pervasive presence of the show’s brand. I aimed for a scenario where one couldn’t stroll down a New York Street without encountering the show’s name. My proactive approach earned me the moniker “Queen of Transportation” as I forged partnerships spanning various modes, from bus tails and subway maps to platforms. The campaign even extended to airports, adorning dioramas, luggage carts, and monorail posters—an accomplishment I take immense pride in, being the first to achieve such comprehensive visibility for Broadway shows.
What do you like and dislike about the city?
I appreciate the California weather in contrast to New York. However, my least favorite aspect is the homelessness. We need to assist the homeless in transitioning from the streets to housing.
Contact Info:
- Linkedin: linkedin.com/in/nancylrichards
