Urinetown: The MusicalTruth, Hope and Love are more than a just a pipe-dream.

The Show

‘Urinetown: The Musical’ is a social and political satire set in a dystopian future where a terrible 20-year drought has crippled the city’s water supplies. Water is so scarce that the government enforces a ban on all private toilets in an effort to control water consumption.

Greg Kotis, author of Urinetown, conceived the original idea after encountering a pay-per-use toilet whilst travelling in Europe - something that is still a regular concept all over London. He began writing the award-winning Book shortly after, joining with Mark Hollmann, composer and lyricist. The original Broadway production of Urinetown was nominated for 10 Tony awards, winning for best book, score and direction.

The citizens of our story must now use the public, pay-per-use amenities owned and operated by Urine Good Company (UGC) - a private malevolent corporation run by the corrupt Caldwell B. Cladwell. Citizens who try to circumvent the peeing-fee by relieving themselves in the bushes risk being taken away to “Urinetown”, a mysterious place where many have been sent, never to return.

The oppressed masses huddle in line at the poorest, filthiest urinal in town, Public Amenity #9, which is run by the rigid, harshly authoritarian Penelope Pennywise and her assistant, dashing young rebel Bobby Strong. With fee increases in the pipeline, the poor rise up under the leadership of Bobby to fight the tyrannical regime for the right to make the public amenities free for all to use.

Urinetown is a hilarious and resonating tale of greed, corruption, love, and revolution in a time when water is worth its weight in gold - painfully relevant and relatable in a society so quick to waste.

History

Despite the show’s apparent lack of accessibility, the musical had quite a quick and simple journey to Broadway. The first performance was part of the New York Fringe Festival where it was instantly mounted off-Broadway at the 140 seat American Theatre for Actors. After a two month sellout run the show transferred to Broadway at the 1055 seat Stephen Sondheim Theatre (formerly Henry Miller’s Theatre). There it ran for 965 performances and was nominated for 21 prestigious American theatre awards, including 3 tony award wins.

Popularity

There is no denying that Urinetown is not at the top of every English theatre goers ‘to see’ list, however in the last sixteen years it has taken America by storm and deservedly earned the title of one of the great cult musicals. In 2014 it was announced that the St. James Theatre (home of the best new theatre in London) would stage the UK premier of the show in a production directed by the legendary director Jamie Lloyd. The 10 week run of the show sold out before opening night and played to five star reviews for the duration, attracting attention from every corner of the theatre scene. It was announced shortly after the end of the St. James run that the show would open at the West End’s 775 seat Apollo Theatre in one of the most hotly anticipate transfers in years for a strictly limited run of 4 months.

The show played to full houses for the majority of the run and received a shower of five star reviews and critical acclaim from across the board.

Urinetown in Norwich

The most difficult aspect of Urinetown is the title of the show. It’s named such deliberately because the show satirizes the difficulty of selling the show as part of the opening sequence. However, the title in particular is the reason people talk about this show. Theatre goers are always looking to be challenged, whilst feeling that they have received value for money. Where this show gets everything so right is by creating a story so absurd, yet relatable in aspects, that the audience can be consumed in the humour and the context of the story before they realise that the show is making a comment on the fact that their way of life is unsustainable.

The best selling point for my proposed production would be that we would presenting the regional premier of the musical. In my experience people like to see something new and engaging and with the right publicity this show promises to be both of those things. The show has never toured the UK professionally and because the rights have only just been released for this musical, it’s the perfect opportunity to take advantage of this.

Predicted Production Costs

Until a venue and production dates have been confirmed it is difficult to produce exact production costs. My estimates are based on a five night run at the Maddermarket Theatre. Predicted income is based on 70% sales, which is what we average on the Norwich amateur circuit, although the show played to an average 84% on Broadway.

Publicity

Revenue

Notes Max Income Predicted Income

Ticket Sales 288 seats at £12 x 5 £17280 £12096

Programmes 250 programmes at £2 £500 £350

£17780 £12446

Expenses

Notes Max Cost Predicted Costs

Royalties 15% of ticket sales £2704.50 £1893.15

Script Hire Script and Band hire £375 £375

Venue Hire Monday-Saturday hire £2500 £2500

Rehearsal Venue 8 week rehearsal, 10 hrs p/w £800 £800

Band 5 piece band £1500 £1200

Costumes Discounted costume hire and build £500 £500

Set Balcony extension, trussing, ladders and wagons £1000 £1000

Props Personal Items £50 £50

Lighting/FX Specialist items £200 £200

Sound 10 mics, week hire £400 £400

Advertising Print 5000 flyers, 50 posters £85 £85

Programme Print 250, 16pp a5 brochures £152 £152

Wigs James Webber, stock and custom £200 £200

£10466.50 £9355.15

Profit £3090.85

Upfront £3187

Licensing Deposit £500

Venue Deposit £500

Upfront Cost £4187

I think the key to selling this musical is to show the versatility in appeal to our audience. To do this I propose creating not one, but a series of posters that show the breadth of character and themes that we would portray. As a professional freelance photographer and graphic designer I will be able to successfully create all PR materials for the show by offsetting the costs meaning we will have professional graphics for our musical which is the key to selling tickets

I will also be able to use my contacts to create a feature length trailer that can be used on social media and our website that is currently in development. This proved to really boost ticket sales on my last production ‘I Love You, You’re Perfect, Now Change.’ I also have strong links with the radio, tv and press based in Norwich whom will also be on board to help push the image of our show.

The Team

I already have a fantastic production team on board to help with the show, all of whom come from a professional background.

Production Designer: Martin Frost

Martin is the resident duty technician at the Maddermarket with an impressive CV boasting credits such as Cirque Du Soleil and Disney. He will be using his expertise to design all aspects of the production including set, costumes and lighting.

Technical Manager: Dave Myers

Dave is also a technician at the Maddermarket with over sixty shows under his belt as stage manager. Dave will be in charge of organising all aspects of running the show from the backstage and technical areas.

Choreographer: Daniel Waite

Daniel will have recently completed a nine month contract with P&O cruises when we start rehearsal for the show and will be sailing again very shortly after the musical closes. As dance captain for Threshold’s production of Hairspray and with a very impressive professional CV, Dan is more than qualified to choreograph this show.

Director: Dan Smith

Urinetown will be my fifteenth show as director and by far my biggest and most exciting challenge. Having recently produced the first professional production from Mixed Voice, I am aware of all aspects of bring a show like this to the stage.

Closing Notes

I truly believe that this musical will be a hit among not only the audiences of Norwich but also the performers wanting to continue to push themselves in to daring and new projects. With an overwhelming response already I am confident that every aspect of this project will be a success. I am looking forward to working with the best production team I have ever assembled to create something fresh, new and engaging for ‘Truth, Hope and Love are more than a just a pipe-dream.’786