I didn't even know it was available to regionals yet, but apparently Les Miserables, the world-stomping musical, is taking on all comers in Salt Lake City, Utah. The story, from the Salt Lake Tribune, is about the out-of-state advertising that made it such a huge success.
... the company received $35,0000 last September from the Tourism Board's cooperative marketing fund to promote the show in several Idaho cities -- Boise, Idaho Falls and Twin Falls -- as well as Las Vegas. Along with $35,000 of its own money, the company conducted three-week newspaper and radio campaigns in those communities, said managing director Chris Lino.The tourism board? Wow. That's a pretty phenomenal and unprecedented collaboration, as far as I can tell.
I do love the response from the tourism board's managing director.
"We had a good return on investment from this," she said. "Regional theater is very important around the country."