Stratford Festival bounces back from financial loss

CTV Kitchener: Stratford festival bounces back The Stratford Festival announced a surplus and increased attendance in 2013 after a huge loss the year before. Alexandra Pinto reports.

Stratford Festival organizers have something special to sing about.

After a disappointing season in 2012, the festival has reported an increase in ticket sales and a surplus of $1.4 million from 2013.

“I think the response has been really enthusiastic. I think it follows on the great success of the artistic achievements of last year,” said the festival's Executive Director, Anita Gaffney.

The company was coming off a staggering $3.4 million loss in 2012 where it saw its lowest attendance numbers in nearly three decades.

In 2013, numbers shot up with the biggest increase in attendance since 1999 and more than 480,000 tickets sold.

Revenue for 2013 totalled $57.1 million, a five per cent increase from 2012.

“Both in the artistic communities and the audiences...this place is deeply loved and that makes it a little bit easier to move us forward,” said the festival’s Artistic Director, Antoni Cimolino.

The festival says increased ticket sales are thanks to new marketing tools, which included the festival forum, the Stratford direct bus and a special two-for-one night deal.

Ticket prices for students were also reduced, which brought 74,000 more young people to shows in 2013.

Plays and musicals at Stratford have been capturing audiences for over 60 years and the community hopes the number of attendees continues to climb.

“It’s critically important that the theatre survives in Stratford … Stratford is unique and it's truly because of the theatre,” said community member, Rick Orr.