What does a General Manager Do? Is it the same as a Producer?
In the UK theatre scene, a general manager (GM) is as essential as a good cup of tea.
You might not have noticed, but in every programme there is a title that not many people might know about So, what exactly does a general manager do? As a Producer and General manager I offer my general management services to clients and just like in America it is becoming more normal over here to have companies that are just General Management, What is a General manager? this is a question I often encounter. Here’s a closer look at the three primary duties of a GM, particularly in the context of UK theatre and the growing influx of overseas producers attracted by cost-effectiveness and beneficial tax incentives like Theatre Tax Relief in producing in the UK.
Crafting the Budget.
Creating a Comprehensive Budget
The GM’s first task is to develop a detailed budget. This isn’t a quick jot on the back of an envelope but a meticulous line-by-line breakdown of every cost involved. Think of everything from set and costume design to those sneaky hidden costs like insurance, payroll taxes even the tea and biscuits!.
Personnel Costs and Union Regulations
One of the most complex elements of a theatrical budget is salaries. There are numerous unions representing different roles, from actors to backstage crews, each with specific rates, working rules. The GM must be well-versed in these regulations and marketplace salaries, balancing minimum rates with the demands of top-tier talent. For instance, while the UK’s Equity union sets baseline pay, renowned actors or directors will command higher fees, which must be accurately factored into the budget.
Balancing Financial and Creative Needs
How a GM budgets a production can significantly impact both financial returns for investors and the show’s creative vision. Overspending can lead to financial losses, while underspending might compromise the artistic quality. A seasoned GM understands these competing demands and finds the right balance, ensuring the budget reflects the unique needs of each production while considering up-to-date union rates and market conditions.
Contract Negotiations.
Negotiating with Talent and Authors
The GM negotiates contracts on behalf of the producer, starting with the authors. This contract is crucial for the long-term financial success of a production, particularly in the UK, where rights to a play can be retained by the authors in perpetuity. The GM works closely with legal teams to secure favorable terms, ensuring that even if a show doesn’t recoup its initial investment, profits can still be made from touring productions, amateur rights, and lucrative film adaptations.
Handling Complex Negotiations
The process of negotiating contracts for star actors, directors, and designers is intricate and time-consuming. It involves details beyond compensation, such as billing order, dressing room preferences, photo approvals, and opening night tickets. The GM’s expertise in these areas ensures that all parties are satisfied and that the producer’s vision is upheld, making the choice of a skilled GM essential for successful negotiations.
Chief Operating Officer and Mission Control Center.
Ongoing Management and Strategy
Once the curtain rises, the GM’s job isn’t done. They play a vital role in keeping the show successful, strategising to maintain strong ticket sales and manage advertising campaigns. The GM works with advertising agencies to control ticket inventory, assess demand, and optimise pricing strategies.
Financial Oversight and Administration
The GM oversees weekly profit and loss statements, working with department heads to find efficiencies and address cost overruns. This isn’t just about cutting costs but also about knowing when to invest in the artistic quality of the show. The GM’s office serves as the central administrative hub, handling contracts, business records, tax documents, and payroll.
Navigating the UK Theatre Landscape
With the UK becoming a more attractive destination for overseas producers due to cost-effectiveness and Theatre Tax Relief, the GM’s role is even more pivotal. They ensure that productions are financially viable while maintaining high artistic standards, navigating the complexities of UK regulations and market conditions.
A general manager is essential to the financial and creative success of a production. Their expertise in budgeting, contract negotiations, and ongoing management ensures that shows not only break even but also thrive artistically.
The title of Producer is an umbrella term that often gets mixed up with what people are looking for. I frequently receive varying messages such as "I am looking for a producer..." When you delve into it, they usually need an investor/fundraiser or a general manager.
The GM and the producer collaborate closely to steer through this complex world of making theatre. By taking charge of all production details (with the help of a great production manager), the GM allows the producer to concentrate on the overall vision, ensuring the show’s enduring success.
As more overseas producers look to the UK for its favorable conditions, the role of the GM's will continue to be critical in bringing exceptional productions to life. Launching a new show is a significant and sometimes daunting endeavor. The GM and the producer work side by side to navigate this challenging landscape.
Considering a new production? Having an experienced general manager can make all the difference. Reach out and I am sure we can find a way we can support your show.
