A chat with the box office manager of the wildly successful Ronnie Larsen Presents

Ronnie Larsen, an actor-director-playwright-producer, knows a thing or two about creating hit shows that capture the hearts of their audience members, and leave a lasting impression. His work has been seen in most major cities in America, including six Off-Broadway shows in New York City. Along the way, Ronnie’s productions have garnered an impressive number of award nominations and wins.

Here, we chat with Bill Cox, Box Off Manager Ronnie Larsen Presents at The Foundry – a 53-seat theatre in Wilton Manors, Florida, that showcases Ronnie’s work. 

Bill tells us all about some of Larsen’s greatest achievements, his current projects, and the theatre’s experience of working with Ticket Tailor. It’s great to get an insight into how our platform can help a small theatre operation overcome specific ticketing pain points, and ensure a seamless theatre experience for attendees 🙌.

✅ Key ticketing takeaways

🧑‍🤝‍🧑 Offering reserved seating to attendees can be a real crowd-pleaser. It means they can relax and show up to the theatre knowing exactly where they’ll be sitting – and that they’ll be sitting with their friends and family – rather than having to turn up early to secure seats together.

⚡The quick response time of the Ticket Tailor development team has come in incredibly useful for Bill when it comes to things like making theatre program changes. (He bemoans other companies that don’t have any sort of feedback process 🤦.)

🙌 Being able to move or refund tickets makes life so much easier for Bill as a Box Office manager. This has been one of the biggest pain points that Ticket Tailor’s helped solve – woohoo!

Tell us a bit about Ronnie Larsen and his experience as a multi-hyphen creative:

In addition to the many shows Ronnie Larsen has produced in his home theatre here in Wilton Manors, he has had six shows Off-Broadway as well as productions in Canada, Australia, Italy, and England.  

Most recently, he’s had shows in London, New York City, Buffalo, Michigan, Chicago, Atlanta, and Utah. Larsen's productions have been honoured with 31 Carbonell nominations, 4 Carbonell Awards, 5 Silver Palm Awards, and most recently the Howard Kleinberg Award. 

Besides being married to the theatre, Ronnie is going on 14 years of marriage to his awesome, Silver Palm Award winning husband, Melqui Dominguez. They have one son together, a terrier named Benakee who is currently in a long-term relationship with a tennis ball 😉.

That’s seriously impressive stuff! What’s Ronnie working on currently?

Ronnie is currently mounting a new show – and has just closed a show Off-Broadway, called The Actors. It’s an autobiographical comedy starring Ronnie as himself. A man, grief-stricken by the death of his parents, hires actors to come to his home and play them a few times a week. The actors take their roles a bit too seriously and things get out of hand. 

Ronnie is also currently mounting a new musical about an Orthodox Jew and a cowboy falling in love and the problems they encounter. The musical is based on a play by Wendy Graf, and is called A Shonda. The music is by Bobby Peaco and Dennis Manning. This will be the fourth original musical by Ronnie, Bobby, and Dennis.

Also currently running at Ronnie Larsen Presents is Daniel’s Husband. A play by another local, award-winning playwright, Michael McKeever. 

It’s about Daniel and Mitchell – a perfect couple, with a perfect house, perfect friends, and even a mother who wants them married. They’d have the perfect wedding, too, except that Mitchell doesn’t believe in gay marriage. A turn of events puts their perfect life in jeopardy, and Mitchell is thrust into a future where even his love may not prove to be enough. The play is a bold reflection of love, commitment, and family in our perilous new world.

They all sound like incredible works. Moving onto ticketing, we’d love to know – what made you choose Ticket Tailor as your ticketing partner?

Frustration with the ticketing partner we were using prompted me to search for an alternative. I don’t remember how I found Ticket Tailor, but I am SO glad I did. Ease of use and pricing were my prime motivators in selecting Ticket Tailor over other options. We’ve saved a significant amount of money and my life has become much easier managing the box office. And I keep finding new things to love about the platform.

• View Ticket Tailor’s pricing >

That’s great to hear 🙏. Are there any Ticket Tailor features that have been particularly useful for you? 

The ability to easily move tickets was my biggest pain point with our previous ticketing partner. Ticket Tailor, on the other hand, makes it very easy to move or refund tickets. 

We’ve also transitioned from general seating to reserved seating since using Ticket Tailor – and have noticed that our patrons are much happier being able to guarantee seats together. It means people can grab the seats they want at the point of ticket sale then relax – rather than arriving at the theatre early and crowding into the lobby to get a good seat.

Also – Tickets Tailor’s customer support is amazing! As promised, I really do get a response in minutes. And the agents actually know what they’re doing rather than reading scripts that don’t address the issue at hand.

The development team is also unbelievably responsive. I have submitted several requests for program changes or added features. My requests are always taken seriously and many have been implemented. No other company I’ve dealt with has been so responsive. Some don’t even have a feedback method. And I’m convinced that many of those that do don’t actually read requests. But Ticket Tailor always listens and acts where feasible.

We’re very happy to be of service! How do you get the word out about Ronnie Larsen’s productions?

Direct mail to our email lists get the best response. We’ve developed quite a dedicated following and our shows frequently sell out before we open. We also advertise in local print and social media, and put posters in local businesses.

Finally, what does the future hold for Ronnie Larsen Presents? 

We’re a small 53-seat theatre in Wilton Manors – but we continue to expand our audience base and plan to bring more of Ronnie’s shows to New York. His shows are also available for licensing to other theatres globally. 

If anyone’s interested in using one of Ronnie’s scripts, they can head to www.ronnielarsen.com or contact Ronnie at [email protected] to discuss licensing. Scripts are available at no charge, and we love when people bring Ronnie’s shows to new audiences, new cities, new countries.

Thanks so much for chatting with us, Bill – and best of luck with the future of Ronnie Larsen Presents. 

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