Tricia Roberts on Supporting the Arts

In this Rick’s Room episode, host Rick Grant welcomes Tricia Roberts, Executive Director of the Sheboygan Theatre Company (STC), to talk about the organization’s history, upcoming 92nd season, and the business side of running a community theater.

Founded in 1934, STC is one of the longest-running community theaters in Wisconsin, producing shows by the community, for the community. With only one paid staff member, the company relies heavily on volunteers of all experience levels—from first-time actors to seasoned professionals—to stage large-scale productions.

Roberts shares the 2025–2026 lineup:

• Young Frankenstein – Fall 2025, adults only
• Steel Magnolias – Winter 2025
• The Play That Goes Wrong – Spring 2026
• Mamma Mia – Summer 2026
  

She discusses the significant costs of mounting productions (up to $28,000 for a musical), the importance of sponsorships, grants, and fundraising, and how STC’s audience base has grown by 94% since she took over four years ago—helping the company recover from the financial strain of COVID-19.

Roberts also outlines how participation in theater develops real-world skills—public speaking, problem-solving, teamwork—that directly benefit individuals and organizations. She encourages local businesses to see involvement with STC as both community support and professional development.The conversation wraps with a look at upcoming events, including a Fourth of July performance, summer workshops, and the September 26 opening of Young Frankenstein.

Show Highlights:

Rick: Welcome back to Rick’s Room. This is the podcast where we recreate that end-of-conference moment—when you finally sit down in a comfortable chair, see someone you’ve been wanting to talk to all day, and have that conversation. Today, that person is Tricia Roberts, Executive Director of the Sheboygan Theatre Company (STC). Tricia, thanks for being here.

Tricia: Thank you for having me, Rick—it’s a pleasure.

Rick: For those who don’t know STC, how do you describe it?

Tricia: STC is one of the longest-running community theaters in Wisconsin—founded in 1934. We’re run by the community, for the community. Our actors are volunteers, ranging from first-timers to professionals who return to direct or design. We put on productions for all experience levels, and I’m in my fourth season as Executive Director.

Rick: And we’re not talking about small productions here. What’s coming up in the 92nd season?

Tricia: We have a great lineup:

• Young Frankenstein this fall—Mel Brooks’ comedy, adults only.
• Steel Magnolias to showcase our female performers.
• The Play That Goes Wrong, a hilarious British farce.
• And finally, Mamma Mia, which we’ve wanted to do for years.
  

Rick: Those are big shows—and expensive ones. How do you handle the costs?

Tricia: A musical like Mamma Mia can cost $25,000–$28,000 to produce, and that’s just one of four shows in a season. Add my salary and benefits as the only employee, plus marketing, office needs—it adds up fast. When I started, we were coming out of COVID and told we had five years to turn things around or risk closing. I’m proud to say we’ve grown our audience base by 94% since my first season and 25% over the last two seasons.

Rick: Impressive. How do you cover what ticket sales don’t?

Tricia: Sponsorships, partnerships with both large corporations and small businesses, and grant funding.

Rick: I’ve seen firsthand the benefits for businesses involved with STC. How do you explain that to potential sponsors?

Tricia: Theater develops real skills—public speaking, teamwork, problem-solving under pressure. For example, if a microphone goes out mid-solo, the cast and crew have to solve it instantly without breaking the performance. Those skills translate directly to the workplace. My husband’s a salesperson, and his performance background has been a huge asset.

Rick: And you operate out of an impressive facility.

Tricia: Yes, we perform at Horace Mann Theatre. In the late 1960s, the original Community Players—now STC—raised $65,000 (about $500,000 today) to help build it. Both the school and STC use it, and our patrons love it.

Rick: When does the new season start?

Tricia: Our fiscal year starts in July. The first show, Young Frankenstein, opens September 26. We also have a Fourth of July performance with 16 singers doing fun, unexpected numbers, and we’re offering workshops this summer for those who want to build skills without committing to a full production.

Rick: Tricia, I’ve loved having you on the show. We’ll have to check back in as the season gets underway.Tricia: Thanks, Rick—I appreciate the time and love what you’re doing.