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 an era where budgets are tight and winter casts a chill, this small theatre is defying the odds, selling out shows and attracting a dedicated audience. But what's the secret behind its success?
Owner and producer Lexi Sekuless attributes her success to a strategic approach to programming. She focuses on targeted shows that resonate with specific audiences, rather than relying on a broad appeal. By selecting plays that already have a dedicated stakeholder base, she taps into established interests and ensures that her theatre isn't competing with its own audience.
For instance, shows about nurses, veterans, and the finance sector have proven to be popular choices. This approach not only attracts new patrons but also provides a platform for diverse stories and experiences. Sekuless emphasizes the importance of creating a unique and immersive experience, especially in smaller, intimate spaces.
The Ambrosia Lounge, a neighboring venue, has become a hub for these intimate performances. The key, according to Sekuless, is the immediacy and liveness of the performances. Unlike watching a show on a laptop, the live experience is almost turned up by 10, creating a sense of connection and involvement.
Surprisingly, the full package of dinner and show is the most popular choice at Ambrosia. Sekuless notes that people are willing to pay for a complete experience, especially when money is tight. The feedback from patrons highlights the intimacy and involvement as key factors in their enjoyment.
The Mill Theatre's success has a positive ripple effect on the Dairy Road precinct. Sekuless estimates that three-quarters of her patrons spend more than $100 on other businesses in the area, contributing to the economic vitality of the city. This phenomenon, often referred to as an economic multiplier, is a testament to the power of local businesses and cultural events.
However, Sekuless questions the wisdom of the government's decision to build a massive lyric theatre in the current economic climate. She advocates for a federal tax rebate to support large-scale productions, but with a twist: it should be limited to homegrown Australian productions. This, she believes, would support the local arts scene and encourage more people to leave their homes and engage with live performances.
In a world dominated by streaming services like Netflix, the challenge of getting people out of their homes remains. Sekuless suggests that the answer may lie in creating unique and immersive experiences, like those offered at Dairy Road. By focusing on quality, intimacy, and targeted programming, small theatres like The Mill can thrive and offer a much-needed cultural escape from the digital realm.
