Eric Butler, founder of Broadway in Worcester
Updated: March 7, 2022
Shop Talk
Q&A: Startup is bringing Broadway to Worcester
Photo | Mike Hendrickson
Eric Butler, founder of Broadway in Worcester
By Sarah Connell Sanders
Eric Butler’s new concert series, Broadway in Worcester, aims to bring top performers straight to his hometown for intimate performances, as well as powerful youth workshops. The first installment will take place on March 18 with Laura Benanti at the Jean McDonough Arts Center’s BrickBox Theater.
How did you conceive of the idea for Broadway in Worcester?
Several years ago, while I was director of development at Saint John’s High School in Shrewsbury, I organized a concert featuring Tony Award winner Kelli O’Hara to celebrate the opening of the school’s new performing arts center. The attendees that evening, many of whom hadn’t been to a Broadway show in years, had the most wonderful time, fully embracing this world-class talent.
Seeing the show through their eyes and witnessing their excitement and appreciation first-hand, made me realize how much I had been taking for granted the opportunities I had to see artists like these perform in New York and elsewhere. I thought, “Wouldn’t it be fantastic to create a concert series where Broadway stars performed locally and regularly for Central Mass. audiences?” I wanted to bring a little bit of Broadway to Worcester.
Following years of producing, investing, and teaming up with commercial producers on Broadway shows and national tours – “An American in Paris”, “Kinky Boots”, “On Your Feet!”, and “Moulin Rouge!” – I am confident we have a robust network of Broadway celebrities who would be excited to perform in Worcester.
I have always been in education in some capacity. Currently, I work as the director of development at edX, an education technology company founded by Harvard and MIT. It was important to me Broadway in Worcester had an arts educational component to its programming.
The live entertainment industry has certainly suffered throughout the COVID pandemic. What is your approach?
First and foremost, we are creating an environment where audience members feel safe through required vaccinations and masks. I like to say, “Going to the theater is safer than grocery shopping.” Secondly, we all just want to go out and have a good time. I believe in producing can’t-miss events and giving Worcester a true red carpet experience, an experience that justifies turning off Netflix and coming together in theater.
How are you using social media to leverage your visibility in Worcester?
We created fun Facebook and Instagram accounts (@broadwayinworcester) where you can learn more about the events and see your favorite iconic Broadway characters popping up at various Worcester landmarks. Some of my personal favorites are “Sweeney Todd’s” Mrs. Lovett at Table Talk Pies or “Damn Yankees’” Lola at Polar Park. You can also see some Worcester notables like City Manager Edward Augustus leading the charge in “Les Miserables” through the magic of Photoshop.
Who is the first featured performer in your concert series?
Five-time Tony Award nominee and Tony Award winner Laura Benanti. Laura has starred on Broadway in a number of shows including “My Fair Lady”, “She Loves Me”, “Gypsy”, “Nine” with Antonio Banderas, and “Into the Woods”. Her recent film credits include “Tick, Tick, Boom”; “Worth” starring Michael Keaton; “Here Today” starring Billy Crystal, “Gossip Girl, “Younger”, and “The Late Show with Stephen Colbert.”
What sets you apart from other arts-based organizations in Central Massachusetts?
Not only is Broadway in Worcester committed to bringing the theater’s top performers to the area, but we seek to partner with artists who are open to offering educational workshops for area students. With the support of the George F. and Sybil H. Fuller Foundation in Worcester, we have partnered with the Worcester Public Schools and Hanover Theatre Conservatory to offer a free masterclass with Laura Benanti, open to Worcester high school and college students and their arts educators.
Can you describe what the future will look like for Broadway in Worcester?
I’d love for this pilot to be sustainable and to prove Worcester has an appetite for this type of celebrity series. I envision Broadway in Worcester to be an annual or biannual event in which Broadway’s best can look forward to performing for our community and working with our students.
This interview was conducted and edited for length and clarity by WBJ correspondent Sarah Connell Sanders.
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