Rosebud executive director reflects

By Laureen F. Guenther Times Contributor

Frank Nickel, Rosebud Centre of the Arts’ executive director since May 2017, took time in early January to reflect on accomplishments and challenges of his first eight months, and the changes coming in 2018.
A highlight of 2017, Nickel said, was Cariboo Magi, Rosebud Theatre’s Christmas production, with ticket sales exceeding expectations.
“It really did show first-hand the tradition of Christmastime and Rosebud together as a pair,” he said. “It was great to head out (of the year) on a high note with a big-selling show.”
He’s also excited with the success of the summer fundraising campaign, which surpassed its goal and reached more than 20 per cent first-time donors. “Something about that campaign really connected with the general public,” Nickel said.
And he’s pleased that he and other senior staff, with a consultant, have begun reviewing Rosebud School of the Arts’ education program, to ensure it meets the needs of its students and the marketplace over the next five to 10 years.
“It’s a really big strategic question that we’re going to start talking about in the new year, of who we are, why we’re here and who we serve,” he said. “What is the program actually going to look like, and how does it need to change? Are we offering the right program for the right students at the right time?”
A key challenge of 2017 was the resignation of key staff, especially in development. They weren’t immediately replaced to mitigate the structural deficit, but the organization felt their absence.
“The second greatest challenge is re-engineering the structure, both financially and on the human resource part, to build ourselves out of our structural deficit,” Nickel said. “We spend too much money in certain areas that don’t produce enough return on investment.”
All staff took a five per cent cut in salary, and the organization imposed a hiring freeze, except in marketing and development.
“There are definitely areas where we’re making investments for (2018), and reducing spending in other areas,” Nickel said.
There’ll be artistic changes, such as choosing the theatre line-up three to five years in advance, rather than one to two years ahead as they do now. That will allow them to build necessary talent and put equipment in place, ensuring they can produce all the shows they’d like to produce.
Rosebud Theatre has already changed its performance schedule, maximizing shows with higher attendance. There are no more Thursday evening performances, and fewer Friday evening shows. The regular schedule includes matinees on Wednesdays through Saturdays, and Saturday evening performances.
Wild Horse Jack’s bistro closed this fall, because it didn’t generate enough traffic, but in early 2018, a new interactive dining experience will open, with executive chef Costa Galanos hosting five-course meals for groups of 10 to 20 people.
“Every dish has an interactive element,” Nickel said. “There’ll be a wine expert paired on every one of the meals.”
At the end of 2018, Nickel said, he’ll consider the year a success if they’ve finished making big decisions about who and what the organization will be, and are ready to begin implementing those decisions.
The year will also be satisfying if he sees the changes they’re making now have made a difference.
“I don’t think we’re going to get it all right,” he said. “But I hope we get most of it right.”