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Some of our constituent theatres have recently been experiencing economic challenges like never before and they need immediate help. A valuable new marketing initiative – "Helen Hayes Recommended" – is something that the Helen Hayes Awards can now provide beginning immediately in 2010 to assist theatres in promoting their productions.
While we’re gratified that the Helen Hayes Award is considered to be a valued credential to theatres and theatre artists, the fact that the awards are presented five to 15 months after productions have closed, makes it difficult for theatres to gain any immediate marketing advantage from them. We can now do something to remedy that.
The "Helen Hayes Recommended" endorsement is determined by the 2010 judges attending productions throughout the year. The endorsement is shared with theatres for their use in up-to-the-minute marketing and communications efforts.
When judges see an eligible production and submit their ballots (within 24 hours of attendance) they will also indicate on that ballot whether or not they would recommend that production to audiences. They will be asked to check one of three additional boxes on their ballot:
- YES - this production is recommended = 2 points
- MAYBE - this production could be recommended = 1 point
- NO - this production is not recommended = 0 points
With 8 judges attending each eligible production, the maximum “recommend” score any show could receive is a 16. If that show meets or surpasses 75% of the maximum score – i.e. receives 12 or more points – then it is "Helen Hayes Recommended." HHA will immediately notify the theatre and will provide an official "Helen Hayes Recommended" graphic to for use in advertising and marketing that specific show.
The theatre may then use that endorsement – with regard to that production – in any way that will help market the show (e.g. web presence, rss feeds, email blasts, press releases, signage, modified ads, etc.). We will also indicate "Helen Hayes Recommended" on the HHA web site.
Regardless of whether a "Helen Hayes Recommended" endorsement is given or not, any individual artist associated with that production still can receive nominations and/or awards. The objective is to give theatres another valuable tool to help them in filling seats.
This idea has been under consideration for some time. With spendable income tighter than ever, audiences relying even more on critical endorsements before they commit to expenditures such as theatre tickets and theatres across the region encountering enormous difficulties – there was no question – THIS is the right time to begin the "Helen Hayes Recommended" initiative. The Jeff Awards in Chicago, for instance, have been utilizing a similar program for many years with great success.
There is no obligation for theatres to make use of the "Helen Hayes Recommended" endorsement. It is the option of the theatre whether they choose to or not.
We will test this idea for a one year trial period beginning January 1, 2010 which should give us ample time to assess any/all issues. While all nomination/recipient scores are tabulated by a third party auditing firm, the “recommended” score will be counted internally. All ballots will remain completely confidential.
Our awards program is essential to our work yet it is just one tool (albeit our best known) through which we promote vibrant professional theatre in this region. That is the heart of our enterprise. HHA nominations and awards will continue to bring exceptional value to the artists and theatres who receive them as well as our community as a whole – for the future. But adding the "Helen Hayes Recommended" tool to our toolbox (along with our other audience-building and educational programming) will bring tangible value (e.g. help put more paying butts in theatre seats) to Washington theatres today.