Rosebud 2.0 builds on what’s already strong

By Laureen F. Guenther

Frank Nickel, Rosebud Centre of the Arts’ executive director, encountered joys, challenges and a steep learning curve when he stepped into the role on May 1.
“The best thing that happened is that I lived in Rosebud for three months,” Nickel said in early September. “By the time we moved to Strathmore, about a month ago, we felt like we had a community here.”
He focused those first months on learning all he could about the organization and community. He was surprised by how complex and inter-connected the organization is. He was delighted to discover the longevity and faithfulness of many Rosebud Theatre patrons and donors. And it gave him joy to see how Rosebud fosters ongoing connections for people in the broader community.
In his first days on the job, he also faced a huge challenge: some past corporate donors gave elsewhere this year, leaving Rosebud Centre of the Arts (RCA) with a $50,000 shortfall.
So, Nickel and his team created the Shoot the Moon campaign, implementing a new “Text to Give” platform.
The Text to Give platform brought in 350 $20 donations, three times more than Nickel dared hope for. With pledge card and onsite donations, and a matching gift, the campaign totaled $115,000 – more than double its goal.
However, Nickel said, their work for 2017 isn’t done. They’re working hard to sell tickets for Rosebud Theatre’s fall show, The Christians, and the Christmas show, Cariboo Magi. There may be also another campaign before the end of the year.
Significant organizational changes are also ahead.
“We’re developing a Rosebud 2.0 strategic plan,” he said. That plan has three aspects.
“Number one is adjusting the cost structure here and redeploying and doing a bit of a re-organization.
“There’s kind of the immediate business case for 2018, to eliminate our structural deficit. That’s just a fancy way of saying that, on average, Rosebud spends more money than it makes. So, there’s adjustments to the revenue and to the cost side. And all of those are very doable.”
A strategic consultant confirmed what Nickel had observed.
“You can’t buy the passion and the loyalty that this staff brings to the table,” he said the consultant emailed. “Mission and purpose play a huge role for the buy-in for people here.
“We have to make changes and changes are coming,” said Nickel, but despite the fact some staff members were asked to take new or additional roles, “this is a group of people who are game.”
Another change was temporary closure of Wild Horse Jack’s bistro, effective Sept. 1. “We are re-launching a new culinary experience for 2018 that we’ll be able to support within our existing cost structure.”
There are changes in Rosebud Theatre’s performance schedule, and for the 2018 season, a new purchase model for single tickets and season tickets. “That model will be as good or better price range for our current subscribers for next year,” Nickel said.
The second aspect of Rosebud 2.0 is the long-term vision for the community.
“What’s Rosebud’s place in the context of our immediate community and… southern Alberta?” Nickel said. “Is there a way to diversify revenues, beyond just education and theatre, and dining? How do we attract and retain residents who can live and work here, without attaching a salary to Rosebud School of the Arts?”
Community development has been hampered by wastewater management issues, Nickel said. But the Symantec pilot project, using algae to turn the hamlet’s septic waste into a saleable product, recently broke ground. Nickel hopes a successful pilot will create new opportunities for development.
The third part of Rosebud 2.0 is making the RCA organization sustainable for decades to come.
“What’s the role that we want to play?” he asked. “The organization has grown up to get to a certain place, and the structures that have gotten it to that place are now keeping it in that place. So, what do we have to dismantle and rejig in order to grow and be sustainable for the future?”
To keep Rosebud School of the Arts (RSA) sustainable for the long term, the organization may explore partnerships with other arts and education organizations, or create additional school programs.
In the meantime, Nickel said, he’ll focus the next three months pursuing a balanced budget in 2017. He invites Strathmore Times readers to buy tickets for Rosebud Theatre, because, he said, that’s the best way they can support Rosebud School of the Arts. To learn more, see rosebudtheatre.com.