Geva Theatre Center’s production of “In the Heights” — featuring music and lyrics by Lin-Manuel Miranda, book by Quiara Alegría Hudes and direction by Melissa Rain Anderson — was a huge hit for the 45-year old, nonprofit theater.
Over 20,000 people attended the production over a five-week period with 40 performances. It was the fastest-selling production in Geva history, with performances selling out before the first preview.
The theater intentionally maintained low ticket prices to ensure that as many people from the Rochester community as possible were able to attend, resulting in a younger and more diverse audience than Geva has seen in the past.
Two weeks before the final performance, Geva’s Box Office announced the production was sold out for the remainder of the run, with only standby tickets available.
When Hurricane Maria hit Puerto Rico in September 2017, the cast of “In the Heights” and Geva organized a post-show donation drive after each performance. Over $71,000 was raised for hispanicfederation.org, Miranda’s chosen relief fund.
Over 11,000 people from the Greater Rochester region subscribed to Geva’s 2017-18 season. Geva partners regularly with other area organizations, and “In the Heights” was produced with Rochester Latino Theatre Company.
Geva’s subscription base ranks in the top 25 in the nation, serving the 51st largest metro area.
The theater employs 51 full-time and over 200 part-time staff and artists. Geva retains casting directors in New York City. The 19-member cast of “In the Heights” started rehearsals in August 2017. Seventeen 17 cast members from outside of Rochester were housed in Geva-owned apartments located near the theater. Cast members toured the area, visited local landmarks, shopped and ate at local restaurants throughout rehearsals and performances.