Since 1986, American Stage in the Park has been a cherished tradition in St. Petersburg, once upon a time offering free outdoor performances that bring the community together under the stars. What started with Shakespeare’s The Taming of the Shrew has evolved into an annual five-week musical extravaganza, drawing thousands to Demens Landing Park each spring. However, this beloved cultural event is now at risk due to rising costs and dwindling financial support, prompting American Stage to launch the “Save the Park” fundraising campaign this July.

A legacy of theater under the stars

American Stage’s park productions began modestly, with just ten performances over two weeks. The inaugural event saw 8,000 attendees, setting the stage for a tradition that has only grown in popularity and scale. Over the years, the event expanded to a five-week run with musicals becoming the mainstay since 2006. This past season featured Disney’s Beauty and the Beast, and Hair was announced as next year’s musical, a sign of the theater’s continued commitment to high-quality outdoor performances.

The financial strain

The pandemic has hit arts organizations hard, and American Stage is no exception. Producing Artistic Director Helen R. Murray outlined the challenges in a heartfelt letter to the community. “Lower attendance, lower donation income, and lower grant income coupled with rising labor costs, higher union rates, growing materials costs, and sky-high royalty and rental amounts have put American Stage in a precarious position,” Murray explained.

The cost of staging these productions is staggering. The annual expense of the park show is approximately $600,000 to $650,000, while the highest revenue from ticket sales has been $445,000. Even in a successful year, such as with Beauty and the Beast, the theater still faced a significant financial shortfall. “Not one park show has ever paid for itself,” Murray stated, emphasizing the financial burden that threatens the future of this cultural gem.

Community call to action

The “Save the Park” campaign aims to raise the necessary funds to continue these cherished performances. “We absolutely love engaging with our park audiences, seeing the memories made and the connections that happen when we sit under the stars and enjoy theatre together,” Murray shared. The campaign will seek donations and community support to ensure the tradition can continue for years to come.

American Stage is urging the community to rally behind this cause. “Help American Stage keep building memories. Help save Park, the heart of American Stage,” Murray implored. The fundraising efforts will kick off in July 2024, with more details to come as the date approaches.

A broader impact

Beyond the park performances, American Stage is a vital part of the St. Pete arts scene, offering a mainstage series, community outreach through the Beyond the Stage series, and educational programs for thousands of students. Despite these extensive efforts, the park show remains the most popular and beloved program they produce. “Many in our community know American Stage because of our park show, but we are so much more,” Murray noted, highlighting the broader contributions of the theatre to the cultural fabric of the city.

The success of the “Save the Park” campaign will depend on the collective efforts of the St. Petersburg community. Every donation, no matter how small, will play a crucial role in preserving this iconic event. For more information on how to contribute, contact the American Stage Development Team at development@americanstage.org.

As the community reflects on the memories made and looks forward to future performances, the importance of preserving this tradition becomes ever clearer. Together, St. Petersburg can ensure that the magic of American Stage in the Park continues to illuminate Demens Landing for generations to come.