Tapping into regional theater talent can transform entertainment at meetings and events

Long considered the soul of local arts communities, regional theaters are a valuable resource of professional talent perfectly suited for events in need of atmosphere, energy, and a spark of the unexpected. Whether it's a gala, a corporate retreat, or a closing night reception, these skilled actors, singers, dancers, and improvisers can elevate an experience from predictable to unforgettable.

Award-winning special event & meeting professional, Gloria Nelson, CSEP, VEMM, DES, knows firsthand the value that regional talent can bring. "When I was really stretched to find good talent while living in Wisconsin near Oshkosh, that’s exactly where I went to find better atmosphere and other characters to perform for events," she recalls. From small-town productions to big-city Equity performers, Nelson has turned to local theater scenes across the country—from Orlando to Chicago—to source top-tier entertainment for her events. And the results speak for themselves: “It makes such a difference in the quality of entertainment and level of ‘engagement’ with attendees,” she adds. The performances are more authentic, the interactions more dynamic, and the ambiance more memorable.

Versatility in Action

The potential uses for regional theater talent go far beyond traditional performances. Actors can mingle with guests in character, musicians can provide subtle background ambiance, and improv groups can lead interactive team-building sessions that are as educational as they are entertaining.

This kind of creative programming doesn’t just entertain—it enriches the experience and delivers value that resonates with attendees long after the final curtain.

A Smart Solution for Budget-Conscious Planners

One of the most compelling reasons to explore regional theater talent is financial. "The regional performers are always a big budget savings when in tertiary markets," Nelson points out. "They can occasionally be helpful in managing budgets in first tier and even second tier cities, i.e., say Chicago and Milwaukee."

While performers from television and film may come with high-profile appeal, they also come with riders and rehearsal demands that can quickly derail a tight schedule or a modest budget. “A word of caution with using SAG performers… they have riders that can be budget busters along with demanding specific rehearsal times that can and do impede breakout sessions,” Nelson warns.s to groups.

By comparison, regional performers—especially those affiliated with Actors’ Equity Association through contracts like the Small Professional Theatre (SPT) agreement—offer a professional standard of performance without the logistical or financial strain of larger names.

Finding and Collaborating with Theater Talent

So how can planners tap into this local talent pool?

Start by identifying regional theaters near your event location. Resources such as the Actors’ Equity website, Broadway and Main, or local arts councils can point you in the right direction. For smaller venues, search terms like “Small Professional Theatre [city, state]” can yield a list of theaters that fall under the SPT contract—ideal for budget-conscious events that still want professional-caliber talent.

Here is a list of resources That can help you find small professional theaters around the country:
Broadway and Main: This site lists Equity Theaters, including some in New York. While not all are SPT, it's a starting point.

League of Resident Theatres (LORT): This site lists member theaters. While LORT theaters are a different category than SPT, it can provide a sense of regional theaters across the US.
 
Actor's Equity Regional Theatre Report: This report provides information on regional theaters and Equity agreements. Actor's Equity Regional Theatre Report

Small Professional Theatre (SPT) - Actors' Equity Association: This page provides information about the SPT contract, including that it applies to theaters with fewer than 350 seats, located outside of New York and Chicago.

FURTHER READING: UNLEASH THE POWER OF REGIONAL THEATER FOR UNFORGETTABLE EVENTS

Once you’ve identified a potential partner, reach out directly to the theater's artistic or managing director. Be specific in your vision: Do you need an emcee, a musical interlude, or a roving character performer? The more details you provide, the more likely the theater can match you with the right talent.

Attending a performance is also a good idea if you can swing it. A live performance gives you a direct sense of the company’s aesthetic and the caliber of its performers—and shows your respect and investment in their work.

Union Considerations and Fair Contracts

It's common for performers working in regional theaters across the United States to be members of Actors' Equity Association (AEA), which is the labor union representing actors and stage managers in live theater. Working with union-affiliated performers—especially those in Actors' Equity—requires some diligence. Equity contracts like SPT outline rehearsal times, working conditions, and payment minimums. It’s important to discuss these logistics upfront with the theater's management, who are typically well-versed in handling event-style bookings.

However, it's important to note that not all regional theaters operate under Equity contracts. Some smaller or non-profit theaters may hire non-union actors. If you’re hiring non-union performers, crafting a fair and thorough contract is essential. Define everything clearly: scope of work, performance times, technical needs, compensation, and cancellation clauses. Remember, these performers are professionals—respecting their time and talent ensures a smooth collaboration and a stellar performance.

Smooth Execution and Promotion

On the day of the event, logistics matter. Assign a liaison to work directly with the performers. Make sure dressing rooms and green rooms are provided, load-in/load-out schedules are confirmed, and technical requirements are addressed.
Post-performance, make sure the performers and their theater receive proper recognition. Include their names and bios in your event program, shout them out on stage and on social media, and provide photos or testimonials they can use in their own marketing efforts.
By showcasing their contributions, you’re not only building goodwill but also enhancing your event’s brand as a champion of local culture and creativity.

Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.

Photo by Kyle Head on Unsplash