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For immediate use Nov. xx, 1991 - No. xxxU.S. outdoor dramas postgains for second yearBy LIZ LUCASUNC-CH News ServicesCHAPEL HILL -- For the second year in a row, U.S. outdoor dramasposted attendance gains while much of the nation�?Ts tourist and_ entertainment industries remained in a slump, according to the Fy¥ me University of North Carolina at Chapel Hilk Institute of OutdoorTotal attendance for U.S. outdoor dramas was nearly 2.4 millionfor the 1991 summer season, up more than 19 percent from the previousyear. Paid attendance rose more than 5 percent.Fifty-three of the country�?Ts 70 outdoor dramas reportedattendance figures to the institute last month during the 29thNational Conference on Outdoor Drama: in Bardstown, Ky. Last year, 49companies reported figures.The most encouraging statistic is a 42 percent increase inaverage nightly paid attendance, said Scott Parker, director of theUNC-CH institute, a central information source for outdoor theaterproductions and a national repository for information about outdoordramas."This is a dramatic increase, and it is especially encouraging inlight of the fact that the actual number of performances offered thisyear was roughly the same as last year," Parker said.He said the attendance increase came despite a 26 percentincrease in rained out performances from 1990."We think that indicates tourists who get rained out for aperformance stay over another night in the area to see the productionthe next night," Parker said. "That attests to the value placed ondramas by the vacationing public."

Outdoor dramas -- including historical dramas, Shakespeareanfestivals and religious plays -- typically run in June, July andAugust and are produced in 30 states.The institute estimates these productions have a $500,000 millionimpact on the U.S. travel industry when the multiplier effect on localeconomies and sales of tickets and related items are considered.Forty-four of the outdoor dramas reporting charge admission andgenerated $22.1 million in ticket sales, Parker said. Nine dramas arefree. He estimated those, as well as the dramas not reporting figures,produced another $7.3 million in ticket sales.Combined with income from concessions, souvenir programs, gifts,and craft shops at amphitheaters, the institute estimates U.S. outdoordramas are a $29.5 million industry annually. Outdoor dramas alsocreated more than 4,500 summer jobs.The dramas fared well compared to other tourist and entertainmentindustries last summer."In the best of situations, tourism this summer was flat," saidJim Cammisa, publisher of Travel Industry Indicators, a Miami-basednewsletter. "In the worst of cases, tourism was down 5 to 10 percent.In most destinations, it was a very weak domestic summer, a weakSummer all around. On average, tourism was down 3 to 5 percent acrossthe country."Billboard magazine reported U.S. entertainment companies fell20.72 os sascha the second quarter of 1991 fa pproximately theseeserne Gross income frommovie ticket sales was down about 10 bist de suamr «During the 13-week summer season, attendance at Broadway playswas down by more than 208,000 compared to 1990 figures, according toVariety Magazine, an entertainment industry trade paper.Parker said the comparison between outdoor drama and Broadwayattendance figures is significant because both are in the travel andtourism business."Broadway draws a Significant portion of its business fromtourists," he said. "This also is true of outdoor historical dramas."Parker suggested the general economic slump may be the mainreason the tourism and entertainment industries are down. Typically,when the country is in a recession, people take shorter vacations andstay closer to home.Even in prosperous times, recent figures show families are takingshorter vacations closer to home, Parker said. The trend may be aresult of more women in the full-time workforce and the difficultySpouses face arranging vacations, he said.

While not all outdoor dramas saw attendance increases this year,most did. Those with the greatest growth had major populations withina 200-mile radius, Parker said."Nationwide, the average outdoor drama audience member travels400 miles round trip to see one of the 70 outdoor historical dramas,"he said. "That�?Ts 200 miles to the drama, and 200 miles traveled backhome."Some of these dramas have more than 20 million people livingwithin 200 miles, while others have less than 2 million," Parker said."Those with high populations within 200 miles had the strongestincreases in attendance this summer, which supports the theory thatpeople don�?Tt travel as far during economic recessions."Parker said he expected the outdoor drama industry to continuefaring well."There are eight or 10 communities around the country developingtheir own outdoor historical dramas, and we expect to see them come online with major production companies within the next three to fiveyears," he said. "Unless something dramatic happens unexpectedly, wesee the outdoor drama movement on the verge of significant expansionin the 1990s."- 30 -Print Contact: Liz LucasBroadcast Contact: Barbara Thompson