Toronto the Good
A summer musical about Toronto in the 1890’s
Artword Theatre
75 Portland Street, Toronto ON M5V 2M9
 

Tel: (416) 408-1146
Fax: (416) 408-0532
website: www.artword.net
email: artword@artword.net
Introducing Toronto the Good

Toronto the Good is a new musical written and directed by Ronald Weihs. It will be the main offering at Artword Theatre for summer, 2002. This initial run will open on June 18 and run for six weeks, closing on July 28. The production will be revived next summer, and hopefully will become an annual summer event for Artword.
Toronto the Good has been created to address two areas of opportunity: (1) the need for theatrical works that tell visitors about Toronto’s rich and surprising history, and (2) the need for theatre that reaches out in the summer to a wider audience in the GTA. Toronto the Good is a snapshot of Toronto when it started to think of itself as a major urban centre. The material is wonderful, outrageous, wacky and eloquent . The songs are beautiful. We are not "sending up" the 19th century; we are presenting it with affection and respect.
Artword Theatre is attractive, air conditioned, and conveniently located on Portland Street near King and Bathurst. From a tourist perspective, it is very close to Fort York and just west of the Skydome. There is plenty of parking in the neighbourhood. We will be offering a dinner/show package together with Innocenti, an excellent Mediterranean restaurant just across the street. For the tourist audience, we will promote this package vigorously as a convenient and delightful evening on the town. The management of Innocenti is enthusiastic about this plan, and willing to invest in promoting it.
There is a four-week rehearsal period. The final rehearsal week includes technical rehearsals and three previews, Friday, Saturday and Sunday matinee. The opening is on Tuesday, June 18. The production runs for six weeks until July 28, seven shows a week as follows: Tuesday 8:30, Wednesday 8:30, Thursday 8:30, Friday 8:30, Saturday 4:00 and 8:30 and Sunday 3:00.
Artword has a very substantial producing history. To this point, all productions have been financed entirely by Artword against box office. For this production, we are seeking financing through the Commercial Theatre Development Fund and private investors because we are convinced that increased up-front investment will pay off greatly in ticket sales.

There are four key elements in our promotional strategy:

  • Publicity, handled by Artword’s publicist, Josée Duranleau
  • Advertising, directed at publications and media that will reach our target audiences
  • Exposure in tourist bureaus, agencies, hotels, bed and breakfasts.
  • Group sales and package tours.