Spring Conference 2022
Marketing & Messaging: Re-Breaking the Ice
March 23-25, 2022
St. Lawrence Centre for the Arts, 27 Front St E, Toronto, ON M5E 1B4, Canada
…and online!

We gathered in Toronto — and online — for our first in-person Spring Conference in three years and our first-ever NAMT event in Canada March 23-25, 2022 to discuss the state of marketing in 2022 and beyond.
Pricing started at $295 to attend in person, or just $50 online, with discounts available when multiple participants from your organization registered. The agenda included a Marketing Roundtable, designed to allow all participants to interact and share successes as well as lessons learned from the last two years. Additional panels focused on setting audience expectations, changing the public’s perception of your theatre, working with press in the current landscape, and more.
Educational Resources Committee
Susanna Gellert, The Weston Playhouse (VT)
2022 Spring Conference Committee
Ray Hogg, The Musical Stage Company (ON)
Andrew Leshovsky, Theater Latté Da (MN)
Mitchell Marcus, The Musical Stage Company (ON)
Hannah Oren, Transport Group Theatre Company (NY)
MIchael Rubinoff (ON)
Melanie Thompson, Segal Centre for Performing Arts (QC)
Members-Only Features
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Log In Learn MoreAgenda
Wednesday, March 23, 2022 (All times ET)
4:45 - 5:30 pm | Tours of the CAA Ed Mirvish Theatre CAA Ed Mirvish Theatre For over one hundred years, the CAA Ed Mirvish Theatre (as it is now known) has been at the centre of Toronto’s popular entertainment scene. The theatre is currently in the final stages of renovations in preparation for the Toronto production of Harry Potter and the Cursed Child, and we’ve been offered the opportunity to take hardhat tours of this beautiful City of Toronto Heritage Property. There will be two tour groups, at 4:45 pm and 5:10 pm. Meet at the theatre entrance at 244 Victoria Street for whichever group you like, then pop across the street to the Jazz Bistro for the Kick Off Cocktail Party! |
5:30 - 7:30 pm | Kick-Off Cocktail Party Jazz Bistro Sponsored by Broadway Licensing |
5:30 - 7:30 pm | Online Networking Time
Why should the in-person attendees have all the fun? Start meeting friends and colleagues in the video chat room in Socio. We’ll check in from Toronto, too! |
Thursday, March 24, 2022 (All times ET)
9:30 - 10:30 am | Networking Breakfast Marriott Downtown at CF Toronto Eaton Centre Sponsored by Concord Theatricals Open to all in-person Conference participants even if you’re not staying at the hotel. Come get your badge (and a welcome gift from Concord Theatricals!) to start the day! Chat will be open for online participants as well! |
9:30 - 11:00 am | Online Breakfast
You don’t need a badge or a mask to get the networking started! Grab your coffee and head to the video chat rooms in Socio to meet your colleagues from all over the continent. |
10:30 - 11:00 am | Walk to St. Lawrence Centre We’ll walk from the Marriott to our main Conference venue together, a great chance to see a bit of downtown Toronto. (It’s also a quick subway ride, or you can meet us there; See the Toronto Info tab or the Socio app for directions.) |
11:00 - 11:15 am | Welcome Remarks St. Lawrence Centre for the Arts |
11:15 am - 12:00 pm | Keynote Speech: "The future of marketing is TikTok (no it isn't... it really isn't)" St. Lawrence Centre for the Arts Jason Maghanoy is a graduate of McGill University and the National Theatre School of Canada’s Playwriting Program. Currently, he is the Vice President, Digital Solutions & Business Development at SJC Media, as well as the Associate Publisher of Canadian Business. Prior to SJC Media he was the Director of Revenue at NOW Magazine, Senior Development Officer, Corporate Partnerships at Canadian Stage, the Manager, Community Investment at Toronto Arts Foundation, and a Sponsorship & Advertising Coordinator at TIFF. In addition to his work in corporate partnership development and digital media, Jason is considered one of the brightest emerging leaders in the City of Toronto. He is a Mentor at Ryerson’s Social Ventures Zone, a member of Luminato’s Board of Directors, a member of the Impact Collective for the University Health Network, as well as a member of the TELUS Community Board. Jason is also a playwright. He has been the playwright-in-residence at Theatre Passe Muraille and Young People’s Theatre, a member of the Banff Playwrights Retreat, a member of the Playwrights Retreat at the Stratford Shakespeare Festival, a former member of the Tarragon Playwrights Unit, and a Finalist for the Lila Acheson Wallace American Playwriting Fellowship at Juilliard. |
12:00 - 1:30 pm | Marketing Roundtable St. Lawrence Centre for the Arts A fully hybrid, fully interactive discussion of how everyone is doing as we enter this new phase of recovery and reopening. Share your success stories and lessons learned from the last few weeks or months, and how you’re marketing your upcoming seasons and events. Online participants will be able to join us on Zoom to connect live. |
1:30 - 3:00 pm | Lunch (on your own) In-person participants: See the Restaurants tab in the Socio app for recommendations. Online participants: The Socio Lounge will be open for face-to-face chat! |
3:00 - 5:00 pm | Changing Audience Expectations and Behavior St. Lawrence Centre for the Arts A lot has changed in the last two years…the pandemic, the movement for Black Lives, and beyond that shifts in technology, media, and how many people consume entertainment and interact with companies. How has this affected what patrons expect from us, both inside and outside the theatre? What does it mean for how we communicate, for subscriptions, exchanges, programming, streaming, and more? Moderated by Pamela Adams (Atlantic Theatre Company), with Tralen Doler (Broadway On Demand), Tanya Doroslovac (Canadian Stage), John Karastamatis (Mirvish) and Paul Larson (Blueprint Advancement). |
5:30 - 7:00 pm | Songwriters Showcase Jazz Bistro Hear songs from some new Canadian musicals! |
Friday, March 25, 2022 (All times ET)
10:30 - 11:00 am | Day 2 Check-In St. Lawrence Centre for the Arts If you’re joining us for the first time today, come get checked in and get your badge! Or just get settled for day two and get some coffee before we start our first session. |
11:00 am - 12:15 pm | The Role of the Marketing Department in 2022 St. Lawrence Centre for the Arts What does a marketing department look like now? Nowadays, Marketing Directors often find themselves having to be video producers, social media managers, customer service reps and so much more. How has the role of the marketing department evolved in recent years? How do you collaborate with other departments at your theatre? What do you enjoy about your evolving role, and what would you like to see change? Moderated by Melanie Thompson (Segal Centre for Performing Arts), with Victoria Barber (The Musical Stage Company), Carol Chiavetta (Ogunquit Playhouse), Drew Francis (Red Mountain Theatre Company) and Eric Pugh (The Muny). |
12:30 - 1:30 pm | The Future of the Press St. Lawrence Centre for the Arts As local journalism continues to change and arts journalism and criticism take some of the biggest hits, how can theatres continue to get coverage and find audiences? What innovative solutions are organizations and media outlets finding? How are loyal audiences finding and creating new resources? Moderated by Michael Rubinoff, with Karen Fricker (Toronto Star), Emily Jerison (The Olney Theatre), Diep Tran (freelance journalist) and Kevin Sweeney (Shea’s Performing Arts Center). |
12:30 - 1:30 pm | Marketing the Theatre as a Home St. Lawrence Centre for the Arts As many of us reopen our doors for the first time in two years, how are we welcoming audiences and artists home? We’re not just “generating content,” we provide accessible and equitable community spaces to gather and share an experience. How do we sell the concept of the theatre as a home and make culture more available to all — and how do we follow through on that promise? How do we communicate safety and trust even as policies and practices shift? Moderated by Betsy King Militello (NAMT), with Andy Butterfield (Weston Theater Company), Kwofe Coleman (The Muny), Jennifer Jaquess (Red Mountain Theatre) and Dan McMahon (Goodspeed Musicals). |
1:30 - 3:00 pm | Lunch (on your own) In-person participants: See the Restaurants tab in the Socio app for recommendations. Online participants: The Socio Lounge will be open for face-to-face chat! |
3:00 - 4:15 pm | Changing Perceptions St. Lawrence Centre for the Arts As theatres rethink their work and their missions from a social justice perspective, how does this change their brands? How are we perceived by patrons, by artists we work with, and by the community at large? What do you do when you want to shift how people think of your organization? How and when do you take a stand, even if it risks alienating some of your audience? Moderated by Thembi Duncan (Shea’s Performing Arts Center), with Alethea Bakogeorge (The Musical Stage Company), and Andrew Leshovsky (Theater Latté Da). |
3:00 - 4:15 pm | The State of Social Media St. Lawrence Centre for the Arts How do you stay on top of rapidly changing social media trends? Is it worth it to try? Can social media replace or supplement traditional advertising and press? Can it grow new fanbases? What about just having fun? Hear from experts and your fellow members about how they’re navigating — and what’s worked for them! Moderated by Chris Alleman (Lake Dillon Theatre Company), with Jason Carlos (Toronto International Film Festival), Joshua Cummins (Zach Theatre), Katie Desjardins (Goodspeed Musicals) and Melanie Thompson (Segal Centre for Performing Arts). |
4:15 - 4:45 pm | Closing Remarks St. Lawrence Centre for the Arts |
As of 3/29/22.
Local Dining & Attractions
Transit from Pearson Airport to the Marriott
Follow the signs that say “Trains to Station” to the UP Express.
The fair is $12.35 CAD. Ticket machines take cards or cash, including USD, or you can tap your enabled card or phone on a separate machine at the gate.
Take the train to Union Station (the last stop).
Follow the signs to Union Station and the Subway
Take the #1 Yonge Line Northbound towards Finch
3 stops to Dundas
Exit at Dundas East/North Side
It’s about a 6 min walk to the hotel (see map above or use your phone; you can cut through the park or the mall!)
A Lyft will be around $70 CAD and 30-40 minutes.
Transit and Parking at the Marriott
If you’re not staying at the Marriott but joining us for breakfast on Thursday (and we hope you will!), the closest subway station is Dundas on the 1 line. Parking at the hotel costs $8/hour or $25/day.
Alternative parking locations:
City Hall, 110 Queen Street West (Nathan Phillips Square Garage)
Eaton Centre – Bay & Dundas, 548 Dundas Street West (Canadian Tire/Ryerson University Building)
Bell Trinity Square, 483 Bay Street (Bell Trinity Square Building)
Directions from the Marriott to the Jazz Bistro

From the main entrance of the hotel, make a right on Bay Street
Make a right on Dundas Street W
Make a right on Victoria Street
Or, exit the hotel through the doors by the elevator
Cross Trinity Square
Cut through the Eaton Centre to Yonge Street and make a left
Make a right on Dundas Square
Make a right on Victoria Street
Directions from the Marriott to the St. Lawrence Centre for the Arts
From the main entrance of the hotel, make a left on Bay Street
Bear left to stay on Bay Street as it curves around Old City Hall
Turn left on Wellington Street W
Turn right on Scott Street
Turn left on Front Street
Or, exit the hotel through the doors by the elevator
Cross Trinity Square
Cut through the Eaton Centre to Yonge Street and make a right
Turn left on Wellington Street E and continue as above
You can also take the subway one stop from Dundas to King
Attendees
Nancy Gibbs
Producer
Daniel Thomas
Executive Artistic Director
Brannon Bowers
Producing Director
Tanya Palmer
Executive Artistic Director
Pete Brace
Marketing & Communications Manager
Anthony Colon
Audience Engagement Manager
Kayla Zanakis
Marketing Fellow
Mac Ingram
Associate Executive Director
Diego Alejandro González
Marketing Associate
Fernando Masterson
Marketing Director
Colt Chambers
Managing Director
Braley Degenhardt
Director of Marketing
Pamela Adams
General Manager
Katie Norman
Business Development Representative
Paige Stefanski
Associate Director of Marketing, Print & Digital Media
Chelsea Gaia
Director of Marketing
Christopher Castanho
Associate Director of Marketing, Creative Content
Paul Larson
President
Kyle Steigerwald
Vice President
Mario Di Vetta
General Manager
Moriah Baker
Marketing Manager
Zach Dulli
Director of Amateur Musical Licensing
Tralen Doler
V.P. Partnerships & Brand Engagement
Sara Skolnick
Director of Professional Musical Licensing
Michael Miramontes
Marketing Associate
Holly Richards
Development Manager
Alan Anderson
Marketing Director
Dan Murphy
Managing Director
Emily Dew
Communications Manager
Sharon Maroney
Producing Artistic Director
Christann Heideman
Director of Marketing
Mark-Anthony Beltran
Public Relations Associate
Tina Chang
Marketing Manager
Marsha S Brooks
Partner
Shira Green
Director of Business Development
Katie Matson
Social Media Manager
Monica Bermea
Director of Marketing
Mark Ciglar
CEO
Angie Piccirillo
Producer
Teresa Castro
Professional Licensing Manager
Abbie Van Nostrand
SVP, Client Relations and Community Engagement
Michelle Yaroshko
SVP, Professional Licensing (North America)
Michael Macaione
Jim Colleran
Director, Marketing
Zach Kaufer
Senior Manager, Professional Licensing
Ella Andrew
Coordinator, Client Relations and Community Engagement
Robin Pomatto
Senior Manager, Concert Licensing
Nicole Hackmann
Director of Advancement and Government Relations
Marc Robin
Executive Artistic Producer
Katie Desjardins
Creative Content Manager
Donna Lynn Hilton
Artistic Director
Gloria Gorton
Director of Major Gifts
Nancy Altschuler
Director of Development
Dan McMahon
Director of Marketing
Erica Gilroy
Production Manager
Mary Miko
Special Events & Corporate Sponsorship
David Byrd
Managing Director
Katie Wasserman
Database Administrator
Rachel Tischler
General Manager
Trisha Cabral
Director of Finance
Ian Galligan
Marketing Associate
Naomi Anhorn
Assistant Stage Manager
David Dombrosky
Chief Marketing Officer
Chris Alleman
Producing Artistic Director
Miki Galloway
Marketing Coordinator
Michael Bratcher-Magallanez
Director of Marketing and Public Relations
Jim Reynolds
Managing Director
Carol Marquis
Director of Marketing and Communications
Curt Dale Clark
Artistic Director
Stephanie Dupal
Managing Director
Tom McCoy
President
Ellen Burgin
Membership and Communications Manager
Matt Boethin
Professional Licensing Director, N. America
Richard Patterson
International Licensing Director
Angela Cassette
Managing Director
Marco Benitez
Marketing & Communications Manager
Cheyenne Queen
Patron Services Manager
Andrea Shepard
Box Office Manager
Paul Garman
Executive Director/Producer
Kate Luhr
Donor Relations/Special Events
Bren Thor
Company Manager
Christopher Ubiadas
Marketing/Social Media
Tad Fujioka
Assistant Box Office Manager
Sophia Goodin
Marketing Assistant Coordinator
Douglas Senecal
General Manager
Doug Weyand
Marketing Director
Emily Vortherms
Office Coordinator
Brittney Woolley
Development Manager
Skye Cone Ivey
Program Assistant
Adam Grosswirth
Member Services Director
Betsy Militello
Executive Director
Diana Ly
Bradford Kenney
Executive Artistic Director
Jo Baslow
Assistant to the Executive Artistic Director
Kent Bridges
Managing Director
Janet Davis
Director of Development
Carol Chiavetta
Director of Marketing & Communications
Sara Funk
Tessitura Administrator
Ivy Demos
Assistant to the Managing Director
Dee Llanusa
Director of Marketing & Sales
Elizabeth Gray
Executive Director
Joshua Ford
Director of Marketing and Communications
Stephanie Smilak
Graphic Designer
Sidney Franczak
Marketing Coordinator
Drew Francis
Director of Operations
Jennifer Jaquess
Managing Director
Kathy Evans
Founding Executive Director
Jon Moses
Managing Director, COO
Dane Leasure
Executive Artistic Director
Carrie Mazoff
Outreach and Sales Specialist
Melanie Thompson
Head of Communications
Lisa Rubin
Artistic and Executive Director
Liora Friedland
Social Media Manager
Gabriela Saltiel
Assistant to the GM & Project Manager, Operations
Emilie Hervieux
Head of Marketing
Michael Murphy
President
Thembi Duncan
Director of Arts Engagement and Education
Alicia Rainey
Arts Engagement and Education Assistant
John Schaller
Director of Development
Robert Brunschmid
Director of Operations
Beth Potozniak
Sponsorships and Special Events Manager
Nikiya Campbell
Operations Coordinator
Kevin Sweeney
Director of Marketing and Communications
Jen Mysliwy
Arts Education Coordinator
Lauren Kirchmyer
Public Relations and Content Strategy Associate
Nick Occhipinti
Marketing Associate
Bill Patti
General Manager
Mary-Lu Zahalan
Professor
Suzanne Bennett
Professor
Gillian Saunders
Professor
Darryl Reuben Hall
Executive Director
Wendy Gillespie
President & CEO
Bill Berry
Producing Artistic Director
Patricia Tumang
Marketing Manager
Cameron Yates
General Management Associate
Katie Hotchkiss
Assistant General Manager
Jeff Loeb
President
Benny Aguayo
Associate Director of Marketing
Emily Wells
Artistic Director
Kappy Kilburn
Executive Director
Jane Schell
Group Sales and Special Events Manager
Julie Merkle
Photo + Video Specialist
Eric Pugh
Director of Marketing
Amy Maier
Visual Brand Coordinator + Graphic Designer
Judy Sakai
Graphic Designer + Print Product Manager
Kwofe Coleman
President & CEO
Alethea Bakogeorge
Development & Communications Associate
Victoria Barber
Director of Marketing
Christina Selby
Vice President Production and Touring
Josh Katzker
Director of Marketing
Andrew Leshovsky
Director of Marketing & Engagement
Nicole Nieves
General Manager
Rob Ruggiero
Producing Artistic Director
David Samuel
Marketing Associate / Creative Content Manager
Dina Silva
Director of Development
Michael Gepner
Director of Marketing and Communications
Hillary Hart
Executive Director
Dan Danielowski
Executive Director
Bill Titus
Administrative Assistant
Brian Brown
Associate Managing Director
Annette Macfarlane
Development Director
Vanessa Ballam
Artistic Associate and Education Director
Stefan Espinosa
Conservatory Director
Michael Ballam
Founding General Director
Lindsey Kelstrom
Education Business Manager
Jacquelyn Rardin
Associate Advancement Director, Marketing
Robb Hunt
Executive Producer
Frank Stilwagner
Director of Advancement
Matthew Bosley
Marketing Coordinator
Madeleine Stephens
Marketing Manager
Andy Butterfield
Director of Marketing and Communications
Jody Jaron
Treasurer/Ass. Producer
Blake Hennessy-York
Corporate Board/Marketing
Joshua Cummins
Digital Media Manager
Elisbeth Challener
Managing Director
Drew Nebrig
Director of Marketing and Communications
Alyson Mintz
Subscriber Concierge and Group Sales Coordinator
Greg Garcia
Associate Director of Marketing and Analytics
Producer
Performance Artist / Playwright / Composer
Artistic and Managing Director
General Manager, retired
Guidelines
Participation Guidelines
NAMT is committed to recognizing and celebrating the diversity of experiences, talents, skills, cultures and opinions that our members bring to our community, and specifically to our events. We invite you to participate in all of our Conferences, Roundtables, Festivals and other events, both online and in-person, in a spirit of open-mindedness, curiosity and respect.
We want every NAMT event to be a safe, inclusive and productive environment for all participants. In that spirit, we ask you to…
- Be inclusive, actively seeking and inviting diverse perspectives
- Recognize that some people are comfortable responding quickly and verbally and others are not, and create space for those who may need more time to be heard
- Listen to understand
- Participate in an active and direct way, with professionalism and respect for others
- Be considerate, kind, constructive and helpful in your language and actions
- Use “I” statements and avoid generalizations
- Assume good intentions but acknowledge impact
- Ask questions if something isn’t clear, and receive both questions and answers with openness and generosity
- Refrain from demeaning, discriminatory or harassing behavior and language
- Respect confidentiality requests by speakers and other participants
We may take action (up to and including expulsion with no refund and exclusion from future events) to redress disruptive, disrespectful or offensive behavior or any other actions perceived by NAMT staff and/or Board to be in conflict with the above guidelines.
We know that learning and working together can produce both joy and conflict. We recognize that to learn is to stumble, and we are striving to provide a space for risk, creativity, respect, appreciation, growth and collaboration. When addressing conflicts of any type, we commit to these Participation Guidelines.
Thank you to every NAMT community member for helping to make all of our events informative, inclusive and respectful.
COVID-19 Info
Event COVID-19 Policies
Proof of full COVID-19 vaccination with an FDA or WHO authorized vaccine will be required for in-person entry to the Spring Conference. Guests who are unvaccinated due to a disability will be required to provide proof of a negative COVID-19 PCR test taken within 72 hours of entry to the event, or a negative COVID-19 antigen test taken within 6 hours of entry to the event in order to attend.
Guests can display proof of vaccination on a smartphone (including a government-issued electronic pass) or present a physical copy, along with a government-issued photo ID such as a driver’s license or passport.
As of 2/18/22, masks are required in indoor public spaces in Ontario, when not eating or drinking, even if you are vaccinated.
It is essential that guests not enter the venue if they are unwell. We will make every accommodation possible in order for both NAMT staff and attendees to feel empowered to stay home if they feel unwell. Please let us know if you are unable to attend in person and we will be happy to change your registration to online so that you may join us remotely.
We are continuing to monitor city, provincial and federal guidelines as we plan for the Spring Conference. As public health conditions and guidance for public gatherings evolve, we will remain flexible and adapt to applicable health protocols. As such, these requirements may change.
If you do not intend to be vaccinated in time to attend the Conference in person, you may join us online!
Travel Information
This information is subject to change and we recommend checking the links below or sent to you by your airline for the most up-to-date policies.
As of 3/15/22:
- Travelling (or returning) to Canada from another country: travelers must register with ArriveCAN, get a pre-departure COVID-19 test, and participate in the mandatory testing requirements upon arrival.
- Fully vaccinated travelers will NOT be required to stay at a government-authorized hotel (quarantine) while awaiting their on-arrival test result if they meet all of the required criteria.
- Travelling (or returning) to US or international destinations from Canada: Make sure to review the government entry requirements prior to travel.
You can use AirCanada’s Travel Ready Hub to look up details for your specific itinerary and location (even if you’re not flying AirCanada), or check with your airline.
To travel from the US to Canada…
- Travel is allowed with restrictions for vaccinated travelers
- Mandatory COVID-19 test
- Proof of negative pre-departure COVID-19 test results
- ANTIGEN Test 1 day before final boarding
- PCR Test 72 hours before final boarding
- RT-PCR Test 72 hours before final boarding
- NUCLEIC-ACID Test 72 hours before final boarding
- MOLECULAR Test 72 hours before final boarding
- RT-LAMP Test 72 hours before final boarding
- Proof of negative pre-departure COVID-19 test results
- No quarantine required for vaccinated travelers
- Documents required:
- Mandatory proof of vaccination
- Mandatory contact information form via ArriveCAN
- Mandatory proof of vaccination for public activity
- No visa required
- Masks are required in public indoor spaces
To travel from Canada to the US…
- Travel is allowed with restrictions for vaccinated travelers
- Mandatory COVID-19 test
- Proof of negative pre-departure COVID-19 test results
- ANTIGEN Test 1 day before departure
- NUCLEIC-ACID Test 1 day before departure
- RT-PCR Test 1 day before departure
- RT-LAMP Test 1 day before departure
- TMA Test 1 day before departure
- Proof of negative pre-departure COVID-19 test results
- No quarantine required for vaccinated travelers
- Documents required:
- Travelers departing from Ontario airports require proof of vaccination
- Mandatory US travel attestation form
- No visa required
- Masks are required on public transportation
As of 3/15/22, pre-travel testing in Toronto requires a paid appointment. There are several locations downtown near the Marriott and the St. Lawrence Centre for testing, as well as rapid tests available at the airport.
Rapid antigen tests for both border crossings must be professionally administered, NOT home tests.
Canadian Travel Clinic (140 Yonge Street and other locations)
Maple Clinic (82 Peter Street and other locations)
This information is provided for your convenience but is subject to change. Please check with your airline or government sources before traveling.
Resources
These links were shared in the chat and by presenters during the Conference. If something is missing or you have additional resources you’d like to share with Conference participants, please let us know and we’ll add it!
Keynote
Marketing Roundtable
Digital Program Recommendations
Food Businesses Lose Faith in Instagram After Algorithm Changes
The Role of the Marketing Department
8 Free Web-Based Website Accessibility Evaluation Tools
Broadway San Diego Season Announcement on Tik Tok
How The Muny’s Dance Call Became a Tik Tok Viral Dance Craze
Cinevative
Visual Effects/Motion Graphics Behind the Scenes
Songwriters Showcase
Britta Johnson’s Life After begins at the Goodman Theatre June 11
Grow begins performances at the Grand Theatre April 19