The Mill Theatre at Dairy Road is a hidden gem in the heart of Canberra, offering a unique and intimate experience that's proving to be a winning formula. In a time when budgets are tight and winter is setting in, this small theatre is selling out shows, while larger productions struggle to fill seats. But what's the secret behind its success?
Owner and producer Lexi Sekuless attributes her success to a conscious decision to use targeted programming to attract different groups of people to the theatre. She picked shows that already had a stakeholder base, focusing on topics that resonated with specific communities. For example, shows about nurses, veterans, and the finance sector touched upon key established areas, ensuring a steady stream of patrons.
The ACT Government's liquor licence discounts for live shows have also played a significant role in the revival of dinner shows. By offering a packaged experience, Sekuless has created a unique and appealing offering that people are willing to pay for. The feedback from patrons highlights the intimacy and involvement of the performances, with the cast greeting them in the foyer and talking about the show, creating a memorable experience.
What makes this particularly fascinating is the contrast between the small, intimate spaces and the experience of watching something on a laptop at home. Sekuless emphasizes the immediacy and liveness of the performances, almost like turning up the volume by 10. The surprise is that most people opt for the more expensive full package of dinner and show, indicating a strong demand for immersive experiences.
The success of the Mill Theatre has a broader impact on the Dairy Road precinct and the city as a whole. Sekuless notes that three-quarters of her patrons spend more than $100 elsewhere around Dairy Road, contributing to the economic multiplier effect. This raises a deeper question about the future of large-scale productions that rely heavily on pre-bookings and the current economic climate.
Sekuless also questions the government's decision to build a massive lyric theatre, suggesting that it may not be the most prudent move in the current environment. She supports the idea of a federal tax rebate to support large-scale productions but believes it should be limited to homegrown Australian productions. The challenge remains: how do we make people leave the house and experience the magic of live theatre in the face of competition from streaming services like Netflix?
The answer may lie in the unique and intimate experiences offered by venues like the Mill Theatre at Dairy Road, creating a sense of community and engagement that is hard to replicate. As Sekuless reflects, the key to success is providing a different and memorable experience, ensuring that patrons keep coming back for more.
