Venue Profile:
JIM STAFFORD THEATER
Branson, MO
Prepared by: Trish Helligso, 04/26/00, for MGT 410
MissouriState Entertainment Management Program
Employment
Employment Opportunities
Market Orientation
Ticket and Concession Information
Between the Mo Bandy Theatre and a souvenir T-shirt shop on Highway 76 stands the Jim Stafford Theatre. With a seating capacity of 1151, Jim’s “hilarious comedy, sensational surprises, fabulous music, and all his other amazing toys” provide entertainment to all ages. The Stafford’s have been entertaining in Branson, Missouri, for ten years; and they have been at their current location since 1993 after purchasing it from the Lowe’s family. Their plans are to keep entertaining and drawing in new crowds with innovative and fun performances.
The Jim Stafford Theatre is in the process of trying to expand into different markets: students, corporate, and sports. The marketing personnel are sent to conventions throughout the United States in attempts to draw people and groups from these markets. The Staffords have a family show that appeals to all ages and many different types of people from varying markets. The goal is to scope out these markets and find ways to attract them.
The major site issue at the Jim Stafford Theater is their location off the busy two-lane Highway 76. As Hwy 76 is the main entertainment strip and there is no way of expanding or widening it, the many businesses that line the street and the customers that go to them simply have to accept and adjust to this inconvenience. The development and utilization of backroads has helped to lighten the traffic a little; and for the locals who know all about them, development of backroads has been an enormous time-saver.
The Jim Stafford Theater also has to deal with an incredibly steep parking
lot. To help combat this problem,
parking attendants are there before the show to guide and assist people. Additionally, a tram drives around the
parking lot before show time to pick up anyone who would like a ride to the
front door. This has particularly been
helpful to those who are handicapped or elderly.
Another design issue that the Jim Stafford Theater was confronted with earlier
this April was the metal letters on the sign above the front doors were being
blown off by the extremely strong wind.
This is not a normal occurrence; but to alleviate the situation and
minimize customer danger, they ushered people in through the side doors by the
concession stand on one side and the gift shop on the other. The front door was blocked off by
construction tape and “caution: Wet Floor” signs.
An on-going design and site issue that all venues must concern themselves with
is that of ADA regulations. The Theater
needs to reserve so many handicapped parking places according to how many seats
they have in the theater. They also
must have listening devices available and handicapped seating in the
auditorium. Stafford Theater staff
admitted that their handicapped seating is not very good; and their ticket
counters in the lobby are too high, which means that some one from the box
office needs to step out of the booth to talk to people in wheelchairs. This is not a major problem, but they will
not be receiving any ADA awards for outstanding accommodations any time soon.
The Staffords purchased the Theater with private funds and a small loan. It was undisclosed how much the loan was for and how much remains.
This section should include information about number of employees- full time/part time, seasonal?
Employment
Opportunities
Fill this area with information gathered from your interview - what are the
employment opportunities for a graduate with a degree or background in Venue
Management
The Stafford Theater outsources its marketing to Merry Marketing. The owner of Merry Marketing used to be employed in the marketing department at the Theater but then decided she wanted her own firm. They still use her for their marketing. A lot of intercept marketing is used: radio, TV, brochures, local publications, a new $½ million marquee sign out front (leased to own), but no billboards (Jim thinks they are tacky and detract from the atmosphere of the Ozarks).
The average stay for managers in Branson is 2 years. The Stafford Theater employs 5 managers who have been with the theater longer than the average two years.
Management, even of entertainment, is not glamorous. Managers work long hours, diffuse problems, and often get little reward.
Name/Address:
The Jim Stafford Theatre
3440 Hwy 76
Branson, MO
Owner: Jim & Ann Stafford
Builder: The Lowe’s family
Primary Users: The Stafford’s (and Crossroads Community Church holds services in it
on Sundays)
Year Construction Began & Year Construction Completed: early 1980’s. The Stafford’s
have been in it since 1993 (previously Jim was next door where he leased the
space, and before that at the Wild Wood Flower bar doing a night/dinner show.
He has been performing in Branson for 10 years.)
Project Information: The two theatres (Jim Stafford Theatre and Mo Bandy Theatre
were owned by the same people-The Lowe’s. Jim leased the other theatre next
door, then purchased his current venue). The building has been added onto 3 or 4
times. The restaurant, Pie Annie’s, was added in 1994. The theatre contains 1.5 concessions, a gift shop, a boutique, and a restaurant (and a nursery/cry room).
Economic Information: The Stafford’s purchased the building for between $3-4 million
and only a small loan remains. (The concessions make the most money at the
theatre)
Seating Capacity
1151 (all main floor)
Scenery Load In
The scenery is minimal due to the projection screen in the rear. But,
scenery is loaded in the maintenance area behind and down stairs from the stage (it is also where Jim and Ann park their cars)
Dressing Rooms
The Theater has 4 dressing rooms-1 for Jim, 1 for Ann, 1 for their
children, and 1 for the “Chickens.” The dressing rooms are located in a corridor downstairs and behind the stage. Except for Jim’s which is located directly backstage and contains a shower, bed, and TV.
Wardrobe
Wardrobes are kept in dressing rooms except for ones that are not currently
being used. Those are hung in the loft backstage.
Stage Dimensions
The stage is 42’ deep and 60’wide behind the curtain, and it has a
proscenium that extends from it. The
laser projection screen is at the back of the stage and backstage isn’t so much
off to the side, but is literally back stage/behind the stage.
Stage Floor
Black wood with a proscenium arch.
House Curtain
The curtain is a red, velvet drop down curtain that also opens in the
center opening. A scrim is used in
addition to the curtain and it hangs directly behind the
curtain.
Electrics
A backup generator is available if the power ever went out. The audience would never know even know
there was a power failure.
Sound
Both live music and a band are mixed with back-up tracks over the sound system
to provide music for the show and performers.
Scenery
The scenery is minimal due to the projection screen and scrim. The show depends heavily on costuming and
hand-held objects. (The Theater has a
huge separate storage unit for scenery not being used for the current show.)
Recent Clients
The Stafford Theater tries to keep itself visible to time-share companies
and travel agency receptives. They also
cater to groups and families.
Rental/Financial Information
Fall Creek Condo Association holds monthly meetings at the Theater, but
their rental agreement is undisclosed.
Additionally, Fame music group used to use the building before they
chose a bigger facility for their growing numbers.
Unique Arrangements
Crossroads Community Church uses the venue on Sunday mornings. Like Father Like Son not-for-profit
organization is allowed to set up a booth in the lobby prior to and during
shows to raise funds for their cause (their mission is “To
strengthen the American family through Godly fathering”). This group advertises Jim in return.
Ticket Prices:
Adults $27.50 ($24.72 + $2.78 tax)
Children (7-12) $8.50 ($7.64 + $.86 tax)
Children (under 6) free
$1 added to adult prices for the Christmas show ($28.50)
$50 for the New Year’s Eve shows (food and party favors are included)
Concessions:
Soda $2
Stafford Sip cup 3 with $1 refills
Bottled Drinks $2
Coffee & Hot Chocolate $1
Souvenir Combo of Large popcorn and drink $5
Popcorn small $1.50, large $3
Pretzel $2
Corn dog or hot dog $2
Pizza (cheese or supreme) $3
Ice cream $1
Candy $1 or $2
General Show Schedule
Tuesday-Saturday at 8:00pm, Wednesday and Sunday at 2:00pm (the show runs 2
hours and 15min with a 15 minute intermission)
General Manager: Pauline Thompson
Operations Manager: Brett Burlison (extension 239)
Production Manager: Theodora
Group Manager: Debbie Britt
Maintenance Manager: George Britt
Restaurant Manager: Karen Reid
Public Relations: Merry Marketing
Address:
PO Box 6366
Branson, MO 65615
417-335-8080
Miscellaneous:
Anything that doesn't fit in above categories should go here.
When the show starts, the ushers begin immediately cleaning the lobby. The staff is very conscious about keeping the
theatre clean (they pick up trash whenever they see it)
*Jim Stafford won the award for Best Branson Entertainer in 1999
Employees: over 100 altogether, 6-7 sales & Mkt, 7-10 mgrs
Seasonal: Jan-March “Hot Winter Fun” show
Nov. 1st Christmas Show
New Year’s Eve Show
Same show with different special effects added and changed throughout the
year
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Sources:
Complete bibliographic information on all sources used. Along with phone
number of person interviewed.
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