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Larry Payton, founder of Celebrity Attractions, discusses how his company brings in the Broadway blockbusters year after year.
“Wicked.” “The Lion King.” “The Phantom of the Opera.” Tulsans used to travel to larger cities to see such productions. Now they come here, thanks to Celebrity Attractions.
Gearing up for its 26th year this month, Celebrity Attractions opens its 2009-2010 season with the return of another multi-Tony Award-winning musical, “Mamma Mia!”
How does CA build on its success year after year? TulsaPeople recently asked founder and President Larry Payton for his answers.
How many seasons has Celebrity Attractions been in existence?
I started Celebrity Attractions in 1983 — out of the back of my house. We now have seven markets in four states with offices in Tulsa and Little Rock and over 20 employees.
How do you select each Celebrity Attractions season for Tulsa?
There are several factors that we have to consider when planning our seasons. Product is first on the list — what shows are actually touring and, of those, we look at content, cost, marketability and popularity. We also have to marry up the dates available in the hall with the routing of the national tours.
How do you hear about off-the-beaten-path shows?
I am constantly traveling to see shows on Broadway, off Broadway, pre-Broadway and even regional events. I also talk frequently with presenters in other markets to see what is on their radar.
How far in advance do you have to book shows that come here?
We start looking at shows three years in advance and then really start nailing down the lineup about 18 months out. Right now we are close to confirming the season that will begin in fall of 2010.
What Broadway format works best in northeastern Oklahoma?
Our Broadway audiences are so supportive — they love the big blockbusters (“Wicked,” “The Lion King”) but also come out strong for the classics (“Fiddler on the Roof,” “The King and I”) and are open-minded enough to enjoy some nontraditional fare (“Stomp,” “Riverdance”).
Which shows are the hardest to book and the easiest to book?
The blockbusters (“Wicked,” “The Lion King,” “Phantom of the Opera”) require that the hall be available for three to seven weeks at a time (playing weeks plus load-in and load-out). Because the Tulsa PAC is used by many different groups, it is sometimes challenging to find a span of weeks that are available and that match up with the tour’s routing. In these instances, the PAC is always supportive and willing to work with us.
How do you decide which shows to bring back to Tulsa?
“Back by popular demand” is a true statement — when we receive great feedback on a show and the tour continues to do well, we will always consider a return engagement. “Cats” is a perfect example of a show that literally has nine lives. Many fans that saw the show in their youth now have families of their own and want to pass along the experience. “Mamma Mia!” will play Tulsa in September for a third time — audiences love this show and the popular movie version has given new life to the stage production.
Why do you think live theater is still one of the best values for the money, especially in our current economy?
There really isn’t anything to compare to the experience of live theater. We try hard to keep our prices affordable, and because there truly isn’t a bad seat in the house at the Tulsa PAC, there is a price category for everyone. We are mindful of the current economic situation, and when appropriate, we will work with the producers to be able to offer student discounts, group discounts and last-minute specials to help even more.
What are your thoughts on the upcoming season, and do you have any favorites?
We are excited about this upcoming season because all of our shows are great and geared toward the family. We were so blessed to have “Wicked” here for four weeks and then bring in “The Wizard of Oz” next summer. I believe, with our strong season subscription base, we will have another outstanding season of shows. We already have two great bonuses and feel our audiences will truly enjoy all these shows. I am personally excited about “Little House on the Prairie” with Melissa Gilbert, and we have a very special arrangement we will be announcing soon.
Celebrity Attractions 2009-2010 season
Sept. 15-20, “Mamma Mia!”
Nov. 10-15, “Little House on the Prairie”
Jan. 5-10, “Legally Blonde”
March 9-11, “Tuna Does Vegas”
March 30-April 4, “Rain (a Tribute to The Beatles)”
May 11-16, “Cirque Dreams”
June 15-20, “The Wizard of Oz”
Visit www.celebrityattractions.com or MyTicketOffice.com for tickets and more information.
