FringeFamous Five. Executive Director of the MN Fringe, Robin C. Gillette. And…go.
For those who might not know, can you give us a bit of background on yourself? How did you end up at the Fringe?
ROBIN C. GILLETTE: Raised in the glamorous Hoosier heartland, I fled as quickly as possible and went to Carleton College, where I picked up a degree in psychology and a weird fetish for stage management. Post college, I worked in Minneapolis for a while, then made the obligatory trek to New York, where I ended up working for the Lincoln Center Festival. That triggered an even weirder fetish for festivals. My patience for life in NYC expired in late 2001, and I came back to Minneapolis. As for the Fringe, the delightful Leah Cooper decided to vacate her position just exactly when I needed a change, and voila.
What does the Leader of the Free Fringe do during the 50 weeks leading up to the festival? Can you take us through the cycle from Fringe closing to Fringe opening?
RG: Okay — here’s the lifecycle of our Fringe:
Last two weeks of August — It’s all about the numbers – attendance figures for the press, budget vs. actuals for my board, and, most importantly, box office payouts for the artists. I had the distinct pleasure this year of signing nearly $200,000 of payout checks – it’s really exciting to pump that much money directly into the hands of artists. We pay a bunch of other bills, too, and try to restore the Fringe office to some semblance of order. Then we sleep the sleep of the just.
Sept-Oct — This is when the framework of next year’s festival is set, because the applications are available to artists in mid-November. If there are new policies, I need to know most of them by now. We conduct a series of post mortems and surveys, using staff, artists, volunteers and audience members to figure out what worked, what was a train wreck, and what could be cooler and better next time. We also go to the annual convening of U.S. Fringe Festivals - this year it’s in D.C. It’s a fabulous way to talk to the other folks who do the same wacko thing we do. It’s all about comparing notes and trading our brilliant new innovations back and forth.
Nov-Dec-Jan — A hodge-podge of stuff happens in this span. Lots o’ fundraising – grants, sponsorship proposals, individual solicitations, and fundraising events. The application goes live somewhere around Nov. 15, so that triggers a raft of questions from folks. I also start laying out what venues we’ll use. It’s a complicated process of finding the right number of venues (14, at this point) that are geographically well-located, available and affordable for a 17-day rental period, technically well-equipped (ideally with storage space abounding), handicapped-accessible, and well balanced in terms of seating capacity and stage configuration.
Feb-Mar — The lottery happens in early February, and we spend the rest of Feb. and early March waiting to see what the quasi-final show line-up will be, once the drop-out deadline on March 15 comes and goes. Also, final venue confirmation happens here, and most likely, a bunch more fundraising, and a lot of work on establishing the “look” of the upcoming festival and getting the new website underway.
April-May — Venue and performance time assignments happen in April, once we have a firmed-up show line-up. We also start gathering info for the press, since deadlines for the national and monthly magazines are so much earlier than you’d expect. We collect info from the artists, hire seasonal staff, run producer workshops, sell program ads and acquire festival sponsors.
June — This is the heart of the press push, as well as the preparation of the print program. Also, finding free housing for out-of-towners, establishing the technical needs of the companies, arranging equipment rental, setting up the online ticketing system, recruiting the legions of volunteers, and finishing up the website.
July — Madness descends – The website launches, and we do final program proofing, front-of-house prep, assorted showcases, and field questions upon questions from Fringe artists. We train volunteers and keep telling the press how awesome we are.
Late July – mid-August — Tech rehearsals, then shows, shows, and shows, with drinking scattered liberally (or conservatively – we’re non-partisan, of course) in between.
Explain Fringe expansion for us. How many entries does the Fringe have to get before you start thinking “we need to expand next year…MORE VENUES”?
RG: Honestly, the decision to expand isn’t based on the number of applicants. It’s based on our best gauge of two things: how many companies can my staff handle, and how many shows will the audience support. One of our most important functions is providing top-notch support – we offer personalized guidance in marketing, press relations, technical production, online promotion, etc., and we handle a raft of administrative details for each company. There’s a limit to how far we can stretch without compromising the quality in any of those areas. Secondly, I think it would be irresponsible to add a bunch more shows (approx 11 per each additional venue) without full confidence that I could increase the audience size to support those shows. Our attendance has stayed pretty level over the last couple of years (aside from last year’s oddness), and I think that more shows would spread that audience thinner, rather than pulling in new audiences.
Quick hypothetical: let’s say it’s your first year as Fringe Pope. On the day the Fringe opens, something really crazy happens…let’s pretend all the honey bees just up and vanish…I dunno, maybe something bigger. What goes through your head, and how do you possibly deal with that kind of bad Fringe luck?
RG: Wow – it’s hard to imagine what that would be like, but I’ll do my best…
Well, first, I’d have a cocktail. Or three. Then, it’s a matter of putting aside the feeling of raw panic and assessing the situation. Canceling the Fringe seemed unthinkable, and postponing seemed worse, given the complicated logistics involved. So we decided go forward as gracefully as we could, acknowledging that something really bad had happened, and that just maybe coming together as a community of artists and audiences might serve some sort of healing purpose. Schmaltzy, I know, but there you have it. Then, you cross your fingers, pour yourself another Jameson, and have faith that The Magic Of Theater Will Save The Day.
How do you measure success at the Fringe?
RG: Since we’re so delightfully non-judgmental, we tend to rely on numbers a lot – number of artists who get their first opportunity to produce their work, or number of artists who find further work as a result of their exposure here. Similarly, we measure success by the audience members who try something new and discover that awesome feeling of exploration. Also, people should have fun at the Fringe – that’s the silent “E” in our mission statement.
Note to self: Add “Leader of the Free Fringe” to my business card – sounds much cooler than “Executive Director,” and lacks even the subtle religious overtones of “Pope.”
Robin C. Gillette has served as Executive Director since September 2006. Previously, she was Marketing and Community Relations Manager at Mixed Blood Theatre, Managing Director for Outward Spiral Theatre Company and Producer for Teatro del Pueblo in the Twin Cities. She developed a taste for festivals in New York, where she was Associate Producer for Contemporary Programming at Lincoln Center, as well as spending three years as Production Coordinator for the Lincoln Center Festival. She has also served as production stage manager and general manager for various off-Broadway theaters. She lives in Minneapolis with three impossible cats, yet is not a crazy cat lady. Just crazy – ask her ex-husband.