Event Details
  • April 29, 2017
    10:00 am - 6:00 pm
  • April 30, 2017
    10:00 am - 6:00 pm
Available Tickets Price Qty*
Non-Member Standard $270.00 (USD)  / ticket  
TRU Member Standard $225.00 (USD)  / ticket  
Membership & Workshop Combo Standard $290.00 (USD)  / ticket  
SPECIAL DISCOUNTS (select to apply discount) $270.00 (USD)  / ticket  
Second Attendee $100.00 (USD)  / ticket  

*Please note that a maximum number of 4 tickets can be purchased for this event per order.

2017 Weekend Intensive for Showcase Producing
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Saturday and Sunday April 29th and 30th, 10am to 6pm
Nola Studios, 244 W. 54th Street, 11th floor Studio C

If you’re planning to produce or self-produce, do it right, do it smart, do it cost-effectively. Learn the ins and outs from experts with this once-a-year weekend workshop that offers basic and not-so-basic training for producers, geared to those producing at the in-the-trenches reading and Equity Showcase level. And with particular application for those planning to produce in the upcoming summer festivals.  We call it a "Boot Camp" but we will help you transform what can be an uphill battle into a smooth-running operation that leads to victory!

You will meet a phenomenal lineup of experts including Broadway producers Cheryl Wiesenfeld (4-time Tony winner for Vanya & Sonia & Masha & Spike, Porgy & Bess, All the Way, Elaine Stritch: At Liberty), Jim Kierstead (Indecent, Natasha Pierre..., Sunset Boulevard, Waitress, Yank!, Tony Award winner for Kinky Boots and Pippin revival) and Cody Lassen (Indecent, Significant Other, The Band's Visit). The intensive will cover everything from Legal Requirements to Production Timeline and Budgeting to Raising Money and Marketing. Every aspect of showcase producing is broken down into easy-to-understand step-by-step modules, including a discussion of the differences between producing in a festival and producing on your own. Which is the best route for your project? Which will make you the most profit?

Limited to 30 participants.
Cost: $270
for non-member; $225 for TRU members.
Membership/Workshop Package: $290
Second attendee: $100

FESTIVAL SPECIAL: registrants accepted into Planet Connections, MITF, Dream Up, NYMF or other festivals take $20 off (email TRUStaff1@gmail.com for code)

PLEASE DOWNLOAD AND FILL OUT THE APPLICATION. The information we ask for is useful in customizing the material presented to your needs. Download it, then pay through our store or by mailing a check to the address on the application.

Saturday April 29

 9:30-10am - coffee and cake/bagels

10:00 - keynote speaker: 2-time Tony Award winning producer Jim Kierstead

10:15-10:45 - “Clarifying Your Goals: Why Are You Producing This?” with producer Patricia Klausner.  Should your show be commercial or not-for-profit? In a festival or produced independently? How much should you be spending? How big a theater do you need? So much depends on what you hope to achieve. 

10:45-11:30pm –"What You Need to Know Before Asking for Money" with attorney Erach Screwvala. Investments, donations and gifts - do you know the difference? We'll look at commercial, not-for-profit and fiscal sponsorship models, and what you need to know about each when asking for money for your production.

11:30-11:45 - BREAK

11:45-12:30 – "Legal Schmegal: Contracts, Options, Underlying Rights and More" with attorney Eric Goldman.  Additional legalities to consider: Do you have the right to produce this show? How do you go about getting the option? How do you do this without encumbering your property unnecessarily? Do you need to set up a legal entity to produce a showcase?

12:30-1:00 - "Producing Published Works: Licensing Made Painless" - optional TBD

1:00-2:00 - LUNCH

2:00-2:30 - "Project Management: Setting Timelines, Managing Teams, Defining Outcomes" with financial advisor and producer Bailie Slevin. It pays to get the order right. How far in advance do you book a space? Hire your creative staff? Start the marketing? Raise the money?

2:30 - 3:15 “Creative Fundraising (Please Don’t Put It on Your Credit Card!)” with Bailie Slevin. Crowdsourcing, different kinds of fundraisers and how to just get over it and ask for the money you need. We'll include belief systems and how they affect us, and understanding how money works.  

3:15-3:30 - BREAK

3:30-4:00 -"Box Office and Ticketing Options" with Dan Irwin. This is a business. You need to be careful about money and accurately track your sales. There's no mystery to it: there are tried-and-true systems for handling this. And though you are ultimately responsible for your performance tallies, different ticketing options can be helpful in different ways. Which ticketing service will best serve your show?

4:00-5:00 - "Producing Smart: Fringes and Festivals, or On Your Own?" moderated by Bob Ost, with producer Jeremy Handelman (On the Town, White's Lies, F#%king Up Everything), Dan Irwin (The Nose),  Gerald vanHeerden (artistic director of plays for Midtown International Theatre Festival). There are advantages to producing in the Fringe or a festival, but there are also trade-offs. We'll discuss what you need to consider before deciding the best (and potentially most profitable) path for your production.

5:00 - Keynote speaker: Broadway producer Cody Lassen

5:30pm-6:00pm – networking reception

Sunday April 30

9:30-10am – coffee and cake/bagels

10:00-10:15 - keynote speaker

10:15 - 10:45 – "Putting Together Your Production Team" with John Lant, technical director of Carnegie Hall, artistic director Write Act Rep. Things to consider when hiring your design team, and what your designers need from you. 

10:45-11:15 – "How to Find (and Book) the Right Space" with John Lant. Black box or proscenium? Wing space, fly space, lighting and tech requirements, location and more. 

11:15-11:30 – BREAK

11:30 -12:30 – “Watching Your Figures: Putting Together a Smart Budget”  with Martin Platt of Perry Street theatricals. An overview of basic line items in a showcase budget, and a realistic look at what things actually cost.

12:30-1:30 - LUNCH

1:30-2:15 - "Union Codes & Contracts: Equity, SDC, DG, 802" with Diane Krausz. The gospel according to Actors Equity, and how it sets the rules for readings, showcases and beyond. Plus realistic expectations when dealing with the directors' union, the Dramatists Guild and the musicians' union. 

2:15-2:45 - "How to Run an Efficient Audition, and When, Why and How to Use a Casting Director” with casting director Jamibeth Margolis.

2:00-2:30 - "Box Office and Ticketing Options" with Dan Irwin. This is a business. You need to be careful about money and accurately track your sales. There's no mystery to it: there are tried-and-true systems for handling this. And though you are ultimately responsible for your performance tallies, different ticketing options can be helpful in different ways. Which ticketing service will best serve your show?

2:30-2:45 – BREAK

2:45-3:30 - "Finding Your Audience: An Overview of Marketing" with Jay Michaels of Jay Michaels Arts & Entertainment. Defining the basics: marketing, advertising, PR. And how does social media fit into all this? What are your most important expenses on a limited budget? How do you identify and reach your audience? Should a showcase producer ever do his own marketing?

3:30-4:15 - "The Essentials of Successful PR"  with Joe Trentacosta. What goes into an effective press release? When should releases be sent out? How do you stand out from the crowd?

4:15-4:30 – BREAK

4:30-5:15 - "Next Steps: What Happens After That Showcase (and How to Prepare)?" moderated by Cheryl Wiesenfeld, with R. Erin Craig of La Vie Productions, producer / executive producer (Mr. Rickey Calls a Meeting, Austen's Pride, Academy, Chick Flick, The Musical, The Assignment, The First Gentleman, Easter Mysteries); producer Victoria Lang (Matt and Ben. Shout! The Mod Musical, Silence the Musical). The best way for your show to have a future is to plan ahead the moment you decide to produce that first showcase, festival presentation or reading. A panel of producers will talk about the steps they took to grow their brand.

5:15: Keynote speaker: 4-time Tony Award winning Broadway producer Cheryl Wiesenfeld

5:30-6:00pm - networking reception

  • R. ERIN CRAIG/La Vie Productions LLC

    Since 1997, Erin, and her company, La Vie Productions, have worked with artists and new projects in theatre, film and music through their work as a General Manager, Production Manager, Grassroot Marketing / Branding Consultant, Executive Producer and Producer. Current projects include: Austen's Pride: A New Musical of Pride and PrejudiceMr. Rickey Calls A Meeting, Academy, Nonsense and Beauty, Chick Flick, The Musical and with Houses On The Moon Theatre Company: The Assignment and gUN COUNTRY. Recent projects include: Easter Mysteries (live film), Himself and Nora, For Heaven's Sake, Liberty: A Monumental Musical, Stalking the Bogeyman, Velocity of Autumn, In The Heights, High Fidelity, Irena's Vow,  How We Got Away With It (film). Erin is a member of The Broadway League, The Off-Broadway League, The League of Professional Theatre Women, Theatre Resources Unlimited (TRU) and NY Women in Film and Television. 


    has more than 20 years of experience as an entertainment attorney. While Eric specializes in theatre law matters, including project financing, Eric also practices in the film, television, music, music publishing and new media fields. As an artist’s representative, Eric has worked on behalf of numerous award winners, including Tony-award winners Howell Binkley, Jason Robert Brown, Jerry Mitchell, Marc Shaiman and Scott Wittman and Academy Award winner Howard Shore. Eric also works as a producer’s representative, including serving as production counsel to the Tony Award winning producers of DEF POETRY JAM and several Tony Award winning producers. In addition to Broadway, Off-Broadway and Independent projects, Eric has worked for producers and artists in connection with productions seen around the world, including London, Sydney, Tokyo and China. Eric also regularly counsels not-for-profit theatres such as Northlight Theatre in Chicago and Blank Theatre in Los Angeles. In other media, Eric has represented American Idol vocal coach Debra Byrd in the negotiation of merchandising and master class seminar agreements, and has negotiated web site development, maintenance and rights acquisition agreements for Broadwayworld.com, the LEGO Bionicle’s website and for Dick Morris’ VOTE.COM web site


    is a Tony Award nominated producer whose many credits include the Broadway revival of On the Town, the hit rock musical comedy Brooklyn Crush (formerly F#%king Up Everything: Off-Broadway, Washington, DC and NYMF) and White's Lies (New World Stages). Most recently, he helped raise front money for a very exciting new Broadway-bound musical that he's not at liberty to publicly reveal. Jeremy is the author of The Bronx Balmers, Tic-Tac-Toe and several short plays. He is the founder of Off The Leash Productions, where he produces promotional videos and commercials and provides videography coverage for live performances and events. In a previous life as a television executive he was Vice President, Programming for CBS Sports. Jeremy is a proud board member of TRU.

    is the founder of H Danforth & Co. Over the last four years Dan has worked with almost every major Off-Broadway theatre as well as on Broadway and at Radio City. Recent credits include Why You Beasting?, The Joint, Ruthless!, Fuerza Bruta, and more. Current projects include The Nose and a soon to be announce Broadway musical planned for the 17-18 season.


    is a two-time 2013 Tony® Award-winning producer of the Broadway, touring, Toronto, and London productions of Kinky Boots and the revival of Pippin.  He also is involved with the international hit musical Matilda on Broadway and on tour and is a co-producer of the 2016 Broadway musicals Waitress and Natasha & Pierre and The Great Comet of 1812 starring Josh Groban.  He has been a co-producer of the Broadway productions of The Visit (Tony nominated), You Can’t Take It With You (Tony nominated), Side Show, It Shoulda Been You and Rocky.  Jim has worked in New York theatre since 2000 investing and raising money for shows including Something Rotten, The Glass Menagerie, the revival of Hair (Best Revival), American Idiot, The Addams Family, Catch Me If You Can, among others. Jim began his career by developing and producing the critically acclaimed Off-Broadway premiere of Thrill Me – The Leopold & Loeb Story (nominated for Drama Desk and Outer Critics Circle Awards for Best Musical in 2005) and produced its original New York production in 2003.  He founded his production company Kierstead Productions, Inc. in 2004.  In 2010, he produced the Off-Broadway premiere of Yank! – A World War II Love Story.  Jim has been an Executive Producer on the films Between Love and Goodbye, Kiss Me, Kill Me, and the upcoming Wakefield starring Bryan Cranston and Jennifer Garner. Currently, Jim is developing a new musical entitled Unexpected Joy with book & lyrics by Bill Russell (two-time Tony® nominated for Side Show), a play entitled Cover by Bill McMahon, and a play entitled The Dodgers by Diana Amsterdam about the draft dodgers during the Vietnam War which had its World Premiere production at The Hudson Theatre in Los Angeles.  Jim is on the Board of Directors of The York Theatre Company and The New York Theatre Barn.


    has produced, written and assistant directed theater. She is one of the producers of the Tony Award winning revival of Pippin and The Trip to Bountiful on Broadway. Previously she was a producer of the Broadway shows The Scottsboro Boys and Stick Fly. As the Managing Director of Shotgun Productions, a theatrical non-profit, she has developed & produced theater, dance and operas. Productions include: Clear... A new musical experience (co-production with Dixon Place, Hendel Productions, Wayne Brady, Michele Crowley & Earl Dax), Santa Claus is Coming Out (co-production with Penguin Rep & Diverse City Theater), Marc Deaton in Vienna (classical concert, Schoenberg Center, Austria), The Lost Boy (co-production with QTIP & The Helen Hayes Theater in Nyack), Tristan und Isolde in Sofia (staged concert, Bulgaria), 24-Hour Drama-Thons, Big Kids, The Chaos Theories, Seduction (musical theater dance opera), Undivulged Crimes, Don't Hug Me (co-production with NJ Rep), Mia Michael's R.A.W. (dance concert), and Joined at the Head. Ms. Klausner has a Ph.D. in sociology and has taught women's studies, race relations, and criminology at the University of Delaware and Montclair State College.


    For over 25 years, Principal Diane Krausz, Attorney at Law, has represented individuals and entities in the entertainment industry, with an emphasis in theater, film, television, talent representation/negotiation, and intellectual property. Ms. Krausz has extensive experience protecting art through copyright; licensing, merchandising, and spokesperson deals; drafting and negotiating contracts and resolving disputes; purchase and sales of entertainment companies; and helping artists reach financial success. Among her high-profile clients, Ms. Krausz has represented Parseghian Planco, LLC, a well-known talent management firm. Whether it’s an individual just starting in the entertainment industry or a well-established artist seeking greater exposure, she is there to protect the financial interests and the integrity of their work. A graduate of the Wharton School and Fordham Law School, and a previously trained and qualified Certified Public Accountant, Ms. Krausz has written articles in leading industry publications and been a sought-after guest lecturer at film festivals, bar associations, and universities. No stranger to the industry, Ms. Krausz has produced and invested in several film and theatre productions over the years.


    is the President of Lang Entertainment Group. She has enjoyed a wide-ranging producing career in theatre, film and television. Theatre credits include Matthew Broderick & Annaleigh Ashford in Sylvia (Broadway), Found (Atlantic Theatre Co.), Funny Girl (London), the Off Broadway, LA & London hit Silence! The Musical! (Best Musical: Off Broadway Alliance Award, Top 5 Musicals: Time Magazine, Best Musical NYCFringe), Matt & Ben in NY & LA (Top 5 Plays: Time Magazine, Best Production NYCFringe), Johnny Guitar (Best Off-Broadway Musical: Outer Critics Circle Award), Listen to My Heart: The Songs of David Friedman (Drama Desk nomination), Bat Boy (London), SHOUT! The Mod Musical (Off-Broadway, West End, Chicago, 1st National Tour, UK Tours), Girls Night! The Musical (LA) and Divorce Party The Musical (Las Vegas, LA, Toronto, National Tour). She has been associated with the Broadway productions of  Elizabeth Taylor & Richard Burton in Private Lives , Peggy Lee in Peg, A View From The Bridge, (Tony nomination), David Cassidy in Joseph & The Amazing Technicolor Dreamcoat, Elizabeth Taylor in The Little Foxes, Sandy Duncan in Peter Pan,  Cicely Tyson in The Corn Is Green, Carol Channing, Dorothy Loudon and Leslie Uggams in Jerry’s Girls,  John Lithgow and George Segal in Requiem for a Heavyweight, and the revivals of Oklahoma!, West Side Story and Brigadoon. Television credits include Live With Regis & Kathie Lee (3 Emmy nominations), Joy Philbin’s Haven and Specials for A&E and PBS.  Film credits include Macbeth in Manhattan (Best Feature, South Beach & L.I. Film Festivals), Dark Tides (Showtime), The Last Lie and Chaos Theory. Ms. Lang is a member of The League of Off-Broadway Theaters and Producers, The Off Broadway Alliance, The League of Professional Theatre Women, New York Women in Film and Television, the British Academy of Film & Television, Who's Who in Entertainment, Who's Who in American Professionals and Who's Who in American Women. Victoria is a member of the Board of Directors of TheaterMania.com. Upcoming: Found (Broadway) and Around the World in 80 Days (National Tour).


    is a 35-year veteran in the entertainment industry and has been involved in over 600 television, film, music tours, and theatrical productions as a creative director, consultant, and/or above the line entity. An award-winning producer, director, writer, lighting and set designer, John has mounted productions at Cal Arts, Ricardo Montalban, Powerhouse, Glendale Center, Hollywood Playhouse, Long Beach Playhouse, the Jewel Box Theatres and Write Act Repertory. His work and productions garnered DramaLogue, Diamond, ADA Awards, and Garland, ADA and NAACP nominations, as well as LA Weekly and Backstage Picks of the Week. John worked with Jonathan Sanger at Chanticleer Films, on two shorts that won an Emmy and an Oscar, and mentored under Howard Storm. Scripts he has developed include Children’s TV Pilots Symphology, Carrot Talk, and cable-themed Anonymous Confessions, and several adapted musicals. John received the California Service Award from the State Legislature for his Community Outreach and Service to the Arts in 2000, 2001, 2008 and 2009. In NYC, he is current Production Manager at Carnegie Hall, and on down time redesigns, redevelops and refurbishes theatres including the upstairs Davenport Theatre, Elektra Theatre, Times Square Arts Center Theatres, the Ricmond Shepard, and a new exciting project Summer 2017, refurbishing an old off-Broadway in the Theatre District to it's old glory. John's 30-week off-Broadway production of FABULOUS! The Queen of Musicals! was recently licensed through Steele Rights. This past year he produced 2 off-Broadway Shows at St. Luke's Theatre: Equity production of 2 By Tennessee Williams and the new musical Pillars of New York.  Current Producing Artistic Director of  Write Act Repertory and Founding Member of newly formed N.M.C.L.O. (New Musical Civic Light Opera), concentrating on the development of second stage musical workshop/productions for off-Broadway productions, and is the Director of Development for Twisted Media NYC, his current musical production Lili Marlene in LA will be moving here off-Broadway in the Summer of 2017.

    is a Tony-nominated theatre producer and live entertainment consultant, most recently represented on Broadway by the Deaf West Theatre revival of Spring Awakening, and Macbeth, starring Alan Cumming. Upcoming Broadway productions include Paula Vogel’s Indecent and Joshua Harmon's Significant Other; Untitled #4 off-Broadway and in LA Holding the Man, with The Australian Theatre Company and a revival of Merrily We Roll Along directed by Michael Arden. In addition to producing his own projects, Cody consults for producers, theatres and agencies to help them discover how they should market their shows for the best chance of financial and critical success. Previously, he oversaw marketing efforts for Los Angeles' Center Theatre Group and its three theatres: the Ahmanson Theatre, Mark Taper Forum and Kirk Douglas Theatre. He is an active member of the Broadway League, the National Association of Musical Theatre, and serves on the Board of NY’s Vineyard Theatre. More info at codylassen.com.

    partner in Perry Street Theatricals, has been a Director, Producer, and General Manager in the U.S., U.K. and Europe for over forty years. He was the founding Artistic Director of the Alabama Shakespeare Festival, General Director of Birmingham Opera Theatre, and founding Artistic Director of Santa Fe Stages, an international Arts Festival. As a Director his work has been seen throughout the U.S. and Europe. Mr. Platt’s career as a Producer and General Manager began in 1991, as co-director of Fifth Amendment Ltd, a UK based producing company. During 10 years with 5A, he produced over 50 theatre and dance productions, in London’s West End and on tour in the UK, Europe, and U.S. He recently produced Georgie with Ed Dixon off-Broadway. His most recent West End production was the Olivier nominated Lend Me A Tenor The Musical. On Broadway he was represented with Dames At Sea and in the 2013-2014 season with the Tony Award winning play, Vanya and Sonia and Masha and Spike. New York his productions have included Bebe Neuwirth in Here Lies Jenny, Treason, and the multi off Broadway award winning productions of In The Continuum and an oak tree.



    is the founder of Screwvala LLC and has over ten years of experience in Entertainment Law, Intellectual Property, and Litigation.  In his Entertainment practice, he works with clients engaged in the legit theater, book publishing, motion picture, and music industries.  He regularly counsels clients on production financing, locating and clearing rights, and copyright issues.  He negotiates and drafts contracts on a wide range of issues, including financing documents, acquisition agreements, talent agreements, collaboration agreements, publishing and recording contracts.  His Litigation practice emphasizes complex litigation matters in Federal and State courts in a diverse range of areas, including Constitutional issues, copyright infringement, and securities fraud.

    Erach’s articles on copyright law have appeared in the Journal of the Association of Recorded Sound Collections and he has spoken on or moderated panels at the CMJ Music Marathon, PEN World Voices Festival of International Literature, and TRU.


    is the founder of Entertaining Finance, a business management and financial consulting firm geared specifically towards creatives. Bailie is the perfect combination of finance ninja and theater nerd. With 10 years of experience as a financial adviser and a hefty resume in theater, she is redefining planning for artists and entrepreneurs. She’s worked with Certified Financial Services and Forest Hills Financial Group in finance and teaches Financial Literacy and Well-being workshops and speaks throughout the region on the specifics of Financial Management for Artists. As a stage manager, general manager, and producer on Broadway, Off Broadway and Off-Off Broadway, Tony Awards, Drama Desk, OBIE Awards, and IT Awards pepper Bailie’s resume. Some of her favorite projects include The Norman Conquests, Altar Boyz, Naked Boys Singing!, Pursuit of Persephone, A Very Merry Unauthorized Children’s Scientology Pageant, and Popesical in Concert at Joe’s Pub. She currently serves as a board member for The Tank NYC, a non-profit Arts presenter for emerging artists engaged in the pursuit of new forms of expression, and Theater Resources Unlimited (TRU), a training ground for tomorrows theatrical producers. Visit www.EntertainingFinance.com to learn more and start “adulting”!


    is a graduate of The Boston Conservatory and an alumnus of Webster University Theater Arts Conservatory.  He is an emerging, East Coast director of New Works.  Gerald has a long and storied, career of experience in the NYC, Off Broadway and Off-Off Broadway theater community, working with new plays and creative, musical theater endeavors as Artistic Director of Plays (MITF), Producer/Director (vMHF Theatricals) and Conceptualist/Director (SDC).  As Artistic Director of Plays for the Midtown International Theatre Festival, Mr. vanHeerden, helmed Break A Leg’s award winning production of Farm Hall in July 2014, where he is Resident Director and in February 2015 Dangerous Walk by Mathew Ethan Davis as Producer/Director at the Venus Theatre Festival.  Stage Directors and Choreographers national and Broadway union (SDC) member. 2016: Caldwell’s Bomb (Producer/Director) by William Rogers at the Venus Theatre Festival, February 2016, Encore as Finalist and Nominated as Best Director. Your Name on My Lips, a new musical, (Director) Theater For The New City, March-2017: The Imperfect Hour A new musical (Fall 2017) and a solo play and reminiscence, based on the poetry of Tennessee William’s with Miller Lide, (Fall 2017). Website:  www.geraldvanheerden.com


    Broadway: The Heidi Chronicles, Rocky, All the Way (Tony Award), Vanya & Sonia & Masha & Spike (Tony Award), The Gershwin's Porgy & Bess (Tony Award); A Steady Rain; Legally Blonde; Dirty Rotten Scoundrels; Caroline, or Change; ‘night, Mother; Elaine Stritch: At Liberty (Tony Award). Off-Broadway: Play Dead; In the Continuum; Shockheaded Peter; The Exonerated; Talking Heads; The Waverly Gallery. Ms. Wiesenfeld was the recipient of Theater Resources Unlimited's 2007 "Spirit of Theater" Award for her ongoing generosity to young producers in the New York community, as well as her selfless support of the work that TRU does. She is one of the founders of the TRU Producer Development & Mentorship Program, and to date has mentored dozens of aspirants, including guiding one production to win four Audelco Awards, and helping another production find success in regional theaters. Cheryl is a proud board member of TRU.