2 Seattle theater groups form 'strategic alliance' to survive post-Covid

Hard economic realities prompted Bill Berry, executive director of the 5th Avenue Theatre, to approach a competitor, Seattle Theatre Group, or STG, to explore working together as partners. In late March the two announced an agreement, calling it a “strategic alliance.”

“It’s not a merger. It’s not an acquisition,” Berry emphasized. “We’re just going to play to each other’s strengths and find ways to collaborate and support one another.”

Like many arts organizations, The 5th Avenue took a hit during the pandemic and has been struggling to recover ever since.

Prior to Covid, it had about 22,000 subscribers. Berry said that number is now hovering around 9,000. While it's slowing improving, getting back to pre-Covid levels is going to take some time, he said. The alliance is the model that aligns with their current reality.

STG Executive Director Josh LaBelle said when he was approached, he did not hesitate.

“We’re somewhere between brothers and cousins,” he explained. “What are you going to say when your cousin or brother reaches out?”

Under the agreement, STG will be the leaseholder and operator of the historic venue. The 5th Avenue Theatre Company will continue to produce five shows for 26 weeks of the year.

When the space isn’t used for rehearsals and musical productions, LaBelle said they will bring in additional events like concerts and comedy acts.

“We’re going to see more cross pollenization, if you will, and encouraging audiences to take some new risks with us,” he said.

Berry said the alliance does more than provides financial stability — it helps preserve the city’s arts community.

“The arts are the soul of our society," he said. "They are where we go to dream. They’re where we imagine. They’re where we create empathy. It’s where community is fostered.”