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Event Details
  • Raising Money
    January 23, 2022
    12:00 pm - 7:00 pm
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Raising Money for Theater 2022: Who, How and When to Ask

Sunday, January 23, 12pm to 7:00pm
Retooled for virtual participation during the current pandemic. 

Click here for curriculum and speakers

Click here to register (please fill out the registration form and pay using the red ticketing box on this page)

The world has been on hold since March 2020, but hope is on the horizon at last: though uncertainties persist, at least we have an effective vaccine and have seen the tentative return of live theater. It's more important now than ever for the voices of theater to be heard, so get ready to move ahead with passion and a plan, and an awareness of how to navigate our current world-in-transition. For producers, one important step is finding the money and resources to make it all happen. And with our new engagement in the virtual world, maybe it's time to think globally.

We invite you to acquire some basic tools and crucial information that will help you to overcome your money shyness and virtual roadblocks, and effectively reach out to supporters. From pitching techniques and presentation skills to legal requirements and business planning, plus a wealth of first-hand experience from a half dozen producers who are currently active in the Broadway and off-Broadway worlds, we promise you an informative, empowering and inspiring day.

Workshop faculty will include (confirmed so far): producers Jane Dubin (Is This a Room? and Dana H.; The Prom, Tony winning The Norman ConquestsAn American in ParisFarinelli and the KingBandstandPeter and the Starcatcher, Absolute Brightness of Leonard Pelkey, The 39 Steps, Ann); Neil Gooding (Australian premieres of Gutenberg! The Musical!, and Dogfight and New York productions of Church and StateHandle with CareThe 39 Steps, Alan Cumming’s one-man Macbeth on Broadway; upcoming production of Back to the Future in London); R.K. Greene (Peter and the Starcatcher, The Lightning Thief tour, Farinelli and the King, A Time to Kill, Cougar the musical, Room Service); Cody Lassen (Tootsie, What the Constitution Means to Me, Indecent, Significant Other, Spring Awakening revival; upcoming Titanic, How I Learned to Drive); James Simon, producer/investor (Pippin, The Velocity of Autumn, The Play that Goes Wrong) and Cheryl Wiesenfeld  (Ain't Too Proud, The Great Society, 4-time Tony winner for All the Way, Vanya & Sonia & Masha & Spike, The Gershwin's Porgy & Bess, Elaine Stritch: At Liberty). Plus entertainment attorneys Lee Feldshon and Eric Goldman, and financial advisor Bailie Slevin of Entertaining Finance. 

Fill out registration online (preferred): https://forms.gle/csy1gvZo9SZTJ7Bn9

or download this application: BOOT_CAMP_app21 (Word) or BOOT_CAMP_app21 (writeable pdf)
and send with payment to: Theater Resources Unlimited/BCMoney, 115 W. 29th Street, 12th floor, NYC NY 10001

$200 for non-members$165 for TRU members

Special workshop/membership packages available.

COVID scholarships available if you can demonstrate financial need. Fill out form here: https://forms.gle/SQAZrFc3nXjduyPu9 

Festival Discount, $135 (for anyone who has applied to any of the upcoming festivals - email for code, use Special Discount button)
Student Discount, $115 (email for code, use Special Discount button)
Email TRUStaff1@gmail.com with proof of your festival application, or a student ID, and we will provide you with a code to use with the Special Discount button in the bright red ticketing box on this page.

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SCHEDULE AND SPEAKERS (subject to change)

11:45am-12:00pm - registration and check-in

12:00 to 12:40 - "Commercial and Not-for-Profit Asks: Defining the Differences"  with attorney Eric Goldman. We will define terms, then focus on the not-for-profit side: the legal paperwork and structure that is necessary in order to ask for donations, and the responsibilities to your donors, plus the ways in which not-for-profits and commercial companies can work together, and new developments during the pandemic shutdown.

12:40 to 1:20 - "Commercial Financing: Formalizing Your Ask" with attorney Lee Feldshon. The required paperwork and structures at every level of development, from front money agreements to private placement to Federal filings. The limitations placed on asking. New paths to take during COVID-19, the impact of force majeure, and other current developments.

1:20 to 1:30 - BREAK

1:30 to 2:00pm - "Why Is This Show Likely to Succeed: Making Your Case with an Effective Business Plan" with R.K. Greene. Your business plan is your blueprint for success, and a compelling sales tool when approaching investors. It helps you understand your project and how best to pitch it. RK will offer a flexible template covering all the basic areas of information you need to include, as well as offering guidance in creating a plan that is professional looking and appealing. 

2:00 to 2:45pm - "How to Present Yourself to Investors" with financial advisor Bailie Slevin of Entertaining Finance. We will take a look at a basic money raising pitch both from your side and the investor’s side, learning how to speak the same financial language, exploring how to best communicate your proposal to your target audience. GETTING the money is what it is all about but HOW you go about the process makes all the difference. It takes simplicity, focus, structure, organization and follow through to make it happen. This section will concentrate on "winning language" and "successful steps" to get the support for your creative projects.

2:45 to 3:15pm - "The Investor Perspective" with Jane Dubin. Tips for closing with that investor prospect. How an investor's interest in a project may differ from an associate producer's, why they invest, and best ways to make your ask so it maintains their interest.

LUNCH/ZOOM BREAK - 3:15pm to 3:45pm

3:45 to 4:30 - "Cultivating and Maintaining a Pool of Investors" with Cody Lassen and Neil Gooding. Who to go to, what to talk about, how to present material, disclosures and much more. Identifying prospective investors is just the first step. How do you communicate your passion for a project, incentivize a prospect and close the deal? PLUS the business and hierarchy of theatrical producing: definitions of lead producer, co-producer, investors, and appropriate lingo, budgets, capitalization, and recoupment charts.

4:30 to 5:15 - "Practical Tips and Money-Raising Secrets" with Cody Lassen. Practical tips, tricks, and tools you can use to raise money and manage investor relations. From initial investor research through closing night and beyond, you'll learn how to create a plan for managing the fundraising process that you can put to use right away. 

5:15 to 5:30 - BREAK

5:30 to 6:30 - "Where Do We Go from Here?" - an inter-active talkback moderated by Cheryl Wiesenfeld with Jane Dubin, R.K. Greene, James Simon. How do we plan for the future with so many unknown factors? What are the major lessons we have learned from two years of shutdown, and what can we take into future? Will virtual stay a part of our vocabulary? Panelists will share their current projects and plans, where they are now and how they are dealing with the current roadblocks. Followed by a Q&A with attendees.  

6:30 to 7:00pm - breakout/networking

Panelists
  • JANE DUBIN

    is a TONY Award-winning producer and the President of Double Play Connections, a theatrical production and management company committed to supporting emerging artists and playwrights in the creation and development of new works. Jane is a graduate of the Commercial Theatre Institute's 14-week (NYC) and O’Neill Center Intensive (CT) Producing Workshops and co-Director of Theater Resources Unlimited’s Producer Development Program Master Class. Ms. Dubin is Chair of the Board of Directors of Houses on the Moon Theater Company.  She is a member and recent Board member of the League of Professional Theatre Women.  She is a member of the Broadway Women’s Alliance and the Off-Broadway League.  For two years she was co-curator of the Hudson Valley Writers’ Center New Play Reading Series. She co-produced Hudson River Rising, presenting events in Westchester for One Billion Rising (V-Day).  She was a strategic consultant to SPACE on Ryder Farm, an artists’ residency in Brewster, NY and a member of the Grand Jury for New York Musical Festival’s 2015 – 2019 seasons.  She served as an evaluator for a NAMT innovation grant panel and a juror for Bethany Arts Community residency program.  She is a frequent panelist and guest lecturer on theater-related matters. Before embarking on her career in theater, Ms. Dubin spent over 20 years in the financial services industry. Productions: Current Season: Is This A Room, Dana H. Previously: The Prom (Drama Desk Award Best Musical, now on Tour), Farinelli and the King (starring Mark Rylance, nominated for 5 Tony Awards), An American in Paris (4 TONY Awards, plus London and National Tour), Absolute Brightness of Leonard Pelkey (Westside Theater and on Tour), Ann, starring Holland Taylor (Lincoln Center); Bandstand (Broadway), Beebo Brinker Chronicles (2008 GLAAD Media Award for Theatre); Groundswell (the New Group), Peter and the Starcatcher (Broadway, Off-Broadway, National Tour), winner of 5 TONY Awards; The Norman Conquests (TONY Award, Best Play Revival), The 39 Steps (OB, Tour); The Umbrellas of Cherbourg (London).  Film: Radium Girls.

  • ERIC GOLDMAN

    For over 25 years, Eric has provided legal services to Emmy, Grammy, Oscar and Tony award winning talent, and to technology and internet entrepreneurs. Recent projects include representing the writers of the Broadway smash hit Come from Away and the producers of the highly successful Off-Broadway musical parody of the television show Friends. Before launching his own firm in 2011, Eric worked for 15 years as a Senior Associate for entertainment attorney Mark Sendroff of Sendroff & Baruch LLP. Eric also served as in-house counsel for St. Martin’s Press and Hertz Computer. His first job out of law school was working as an associate for copyright guru Stanley Rothenberg.  Eric is a graduate of the University of Pennsylvania and New York University School of Law.

  • LEE A. G. FELDSHON

    has over 23 years of experience in entertainment and corporate law. He recently formed Feldshon Law PLLC to launch his private practice, after having partnered with David Schwartz in Feldshon & Schwartz, LLP for the last 10 years. He represents producers, co-producers, composers, bookwriters, lyricists, directors, and other creatives in the live theatrical industry. He has represented the New York Musical Theatre Festival since its 2004 founding.  He was production counsel for the Broadway revival of Pump Boys & Dinettes and represented stars (including a Tony-award winning actor) in connection with the Tony-award winning Broadway musical The 25th Annual Putnam County Spelling Bee. He did legal work for Desperate Measures (2018 Drama Desk Award for original music and lyrics), Who’s Your BaghdaddyMoney TalksBloody, Bloody, Jessica FletcherLibertyEmojilandRooms, and other Off Broadway shows.  He represents co-producers on the Broadway productions of Moulin RougeKing Kong and Chasing Rainbows.  He negotiates screenplay option/purchase agreements and financing documents for film producers, and has worked as film production counsel for Good Girls GoneFly Away (SXSW Official Selection), and the documentary Darkon: An American Fantasy (2006 SXSW Audience Award). While Director of Legal Affairs and Business Development of the Radio City Entertainment division of Madison Square Garden, L.P., he worked on The Radio City Christmas SpectacularA Christmas Carol and Rockettes performances. As a Levine Plotkin & Menin associate, he worked on Rent (Broadway, touring), The Wild Party (Broadway), De La Guarda (Off Broadway), and other shows. He started his career as a corporate associate at White & Case. He received a B.A. from Columbia College in 1991 (magna cum laude, Rhodes Scholar State Finalist) and a J.D. from Columbia Law School in 1994 (Harlan Fiske Stone Scholar). Bar Admissions: New York.

  • RK GREENE

    is a producer of the Tony Award winning Broadway and off-Broadway hit Peter & the Starcatcher as well as Farinelli and the King and A Time to Kill.  As an entrepreneur, R.K. has started several businesses over the years. A theatre professional since 1978, he was a founding member of the Seattle Group Theatre, a multi-cultural ensemble that produced its own work. In 2000, he founded The StoryLine Project, LLC, a commercial theater production company, to develop new plays and musicals. SLP made its debut as an above line producer for the Off Broadway hit, Room Service, and went on to produce Love Child, by Daniel Jenkins and Robert Stanton, Cougar The Musical, and Terms of Endearment with Molly Ringwald.  In the non-profit world, R.K. is the Marketing Director at The Directors Company and helped to transfer Irena’s Vow to Broadway and produced several shows at 59E59 Theaters. Currently in development is the new musical Beau by Douglas Lyons and Ethan D. Pakchar. The world premiere album is available on the Sony Masterworks label, www.StoryLineProject.com.  

  • CODY LASSEN

    is a Tony-nominated theatre producer and live entertainment consultant. Broadway productions include Indecent, the Deaf West Theatre revival of Spring Awakening, and the upcoming revival of Paula Vogel’s How I Learned to Drive. Currently running off-Broadway A Commercial Jingle for Regina Comet, the first new musical to open since the pandemic beganHe has been part of the producing team for other Broadway productions including Tootsie, What the Constitution Means to MeTorch SongThe Band's VisitMacbeth and Significant Other. Upcoming: the first revival of Titanic, The Flamingo Kid, Steven Sater & Duncan' Sheik's Alice By Heart and Burt Bacharach's Some Lovers. In addition to producing his own projects, Cody consults for producers, theaters and agencies to help them discover how they should market their shows for the best chance of financial and critical success. Previously, he was the director of marketing for Los Angeles' Center Theatre Group and its three theaters: 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

  • NEIL GOODING

    As a director, Neil was nominated for a 2009 Helpmann Award and a 2009 Green Room Award for the Australian premiere of Gutenberg! The Musical!. He has also been nominated for a Sydney Theatre Critics Award for his direction of the Australian premiere of Dogfight. Directing highlights include the Australian premieres of Stalking The Bogeyman and The Bridges Of Madison County and the World Premiere of Paris (in concert), The Red Tree and Becoming Bill. Other highlights include the New York Production of Church And State (Asst. Director), Passion, The Hatpin (Asst. Director). Neil was also assistant director to Gale Edwards for the launch concert of Kookaburra Music Theatre Company. As Producer / Director Neil has created many productions including Sing on Through Tomorrow (a song revue of the music of Matthew Robinson); LOVEBiTES by Peter Rutherford and James Millar; Love Letters (starring Ian Stenlake and Rachael Beck), Truth Beauty And A Picture Of You and High Fidelity (Hayes Theatre Co); the national tour of Thank You for Being A Friend; as well as Side by Side by Sondheim and Diciasette (starring Mark Vincent). His producing work internationally includes the New York productions of Church and State, Handle with Care; The 39 Steps; Alan Cumming’s one-man version of Macbeth on Broadway; as well as being a financial investor in It’s Only A Play and The Ferryman. In London’s West End, NGP has produced the hit Australian play, Holding the Man, Cyrano and the upcoming Back to the Future. 

     

  • JAMES SIMON

    was a co-producer on the 2000 Tony and Drama Desk Award nominated revival of Bells Are Ringing, the 2014 play The Velocity Of Autumn and an associate producer of the Tony winning Broadway revival of Pippin, Play On!, and the West End production of Damn Yankees with Jerry Lewis.  Other Broadway shows in which he participated as a limited partner include Rent, Vanya & Sonia & Masha & Spike, Little Women - The Musical, Victor Victoria, Metamorphoses,  and many other Broadway, Off-Broadway, and international tours. He is currently being represented on Broadway with the hit comedy, The Play That Goes Wrong.

  • BAILIE SLEVIN

    is the founder of Financial Wellness Companion and Entertaining Finance. With 15 years of experience in the personal financial planning industry, Bailie developed a niche in the arts and freelance communities, specializing in working with people with an uneven income. She has also made a study of language and how people communicate about their art, be it screenwriting, playwriting, sculpting, performing, or painting. Bailie helps to translate the creator’s passion about their work and contributions to the world to others in a business setting. Bailie has also spent significant time in the theatre industry as a stage manager, general manager, and producer. She is a Life Purpose Life Coach and a New York Mental Health Peer Specialist. She lives in New York City with her rescue pup, Lorelai.

  • CHERYL WIESENFELD

    Following a career in publishing, Cheryl began her theatre producing career in 1998. Broadway: The Great Society, The Heidi Chronicles, All The Way, Rocky, Vanya & Sonia & Masha & Spike, The Gershwins’ Porgy and Bess, A Steady Rain, Legally Blonde, Dirty Rotten Scoundrels, ‘night Mother, Caroline or Change, Elaine Stritch At Liberty, and Hedda Gabler. Off Broadway: 10th Anniversary Exonerated, Play Dead, In The Continuum, Shockheaded Peter, Talking Heads, The Exonerated, The Waverly Gallery. Film: Elaine Stritch: Shoot Me. Current: Ain’t Too Proud- The Temptations musical. Upcoming: The Harder They Come. Cheryl has produced shows that have spawned national and international tours and sit down productions, regional productions, and London engagements which have grossed hundreds of millions of dollars. Cheryl has won numerous awards for her productions including the Drama League, Drama Desk, Lucille Lortel, New York Drama Critics Awards and 4 Tony Awards. She has been honored by Theater Resources Unlimited with “The Spirit of Theater” award in 2007, and The Houses on The Moon Amplify 2015 Award for her support in championing the unheard voice. Her board commitments: Theater Resource Unlimited where she co-founded the TRU mentorship program. The program to date has mentored over 200 commercial producers and self producing artists. Cheryl is on the board of Silver Hill Hospital in New Canaan, Connecticut, and is on the Honorary Council of Long Wharf Theatre in New Haven Connecticut. Cheryl continues her mentoring work and speaks at universities, on panels and for different organizations. She is in her second year of curating a theatre program with the title - Theatre that changes OUR World- at The Quick Center at Fairfield University.
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