In May, Theatre Three was at a crossroads. The 64-year-old Dallas theater company announced it needed to raise $200,000 by the end of the month or it would be forced to shut down operations. Thanks to a $100,000 matching grant from an anonymous donor and the generosity of the community, Theatre Three raised the funds and announced a new season beginning in September.
The challenges of producing theater in a post-pandemic world are not unique to Theatre Three.
“It’s the same thing every performing arts organization is facing right now. It’s just figuring out how people choose to see theater, what they choose to see. Things are changing and all theaters are grappling with that and how to increase audience size and we’re not immune to that,” said Jeffrey Schmidt, Theatre Three’s Artistic Director.
Jeffrey Schmidt
Jeffrey Schmidt Nick McGeoy and Bella Zambrano in last season’s production of Natasha Pierre and the Great Comet of 1812.
The theater also has the challenge of navigating a leadership transition following the 2015 death of Jac Alder, Theatre Three’s Executive Director-Producer, who led the theater for 54 years. In addition to the pandemic shutdown, Theatre Three has been operating in a construction zone as the Quadrangle shopping center in Uptown Dallas has been renovated and transformed into The Quad. The theater owns its space in a condo-style arrangement and facility fees have increased since the redevelopment of The Quad. Part of the redevelopment included a new lobby at Theatre Three.
“We’re so grateful for having a bigger lobby. We can hold more people, we can do events there, but it’s not something that we asked for. It’s kind of like, ‘You’re getting this new lobby and guess what? Your fees are going up.’ We present richer than we are,” said Christie Vela, Theatre Three’s Associate Artistic Director.
In the spring, Theatre Three’s staff and Board of Directors looked at the financial reality and contemplated the theater’s future, calculating outstanding bills owed and how much money would be needed for the next couple of months.
“It’s expensive. It’s very expensive to be here,” Schmidt said. “It’s not like it just popped up. The Board made the decision, to instead of closing, to go public.”
The support was gratifying and after reaching the fundraising goal, the staff moved forward with announcing a new season.
“The best decision we thought was actually to do the season because so much had already been put into place, everything from paying the rights,” Schmidt said.
The season reflects the theater’s audience and artistic interests.
“We try to serve those three As: the artists, the authors, and the audience. Because our audience is diverse and varied, it’s eclectic. It’s always been eclectic. It’s eclectic again,” Schmidt said.
There are two new works, classics and musicals, along with challenging material and something fun. Shows in Theatre Too, Theatre Three’s smaller downstairs space, will feature two-person casts. The first show of the season, Eleanor Burgess’ The Niceties, will run in Theatre Too.
“I love the shows downstairs because they are so challenging and the material is something actors can sink their teeth into and have fun with,” Vela said.
Jeffrey Schmidt
Jeffrey Schmidt Pictured Left to Right: Andrew Briseno, Jocelyn Hansen, Lily Gast*, Madeleine Norton,
Luke Weber in Theatre Three’s production of Debbie Does Dallas. *indicates members of Actors Equity Association
The season on the Norma Young Arena Stage, the theater’s main stage, begins with Matt Lyle’s timely new work with a sports theme, The Trade: A Tragedy in Four Quarters.
“One of the most exciting things is we’re getting pretty darn topical, which is hard to do in the theater when you’re selecting a season a year-and-a-half out,” Schmidt said.
Besides producing, Theatre Three is renting its space to other arts organizations. Theatre Three subscribers receive discounts to these events, rental increases facility usage, and arts organizations have an additional performing space option.
“Space is at a premium. Organizations trying to find a place to perform, it’s really hard. There are some city-owned facilities, but there’s not enough and that all comes with its own challenges. It’s expensive, and we’re a good size for a lot of organizations. It’s one thing to fill our house [approximately 242 seats]. It’s another thing trying to fill Moody Performance Hall with 700 people,” Schmidt said.
“And we work with them. We don’t charge everyone the same. We work with what organizations can do and we find a way for them to be here,” Vela said.
Shakespeare Dallas, Junior Players, Verdigris Ensemble are a few organizations that have rented the space. The theater anticipates hosting Shakespeare Dallas, Uptown Players and Bare Book Club next season.
Now that the construction is complete, Theatre Three is hoping patrons will enjoy the new restaurants opening in the Quad, including Written by the Seasons, Two Hands, DomoDomo, Mamani and The Bread Club. CrushCraft, a favorite Thai restaurant, remains a staple in The Quad.
“We’re a one-stop shop like the Quadrangle was 20, 30 years ago,” Schmidt said.
The theater is experimenting with an earlier 7 p.m. start time for its Thursday night shows.
“It’s a trend nationwide. Broadway starts earlier,” Schmidt said. “It’s that whole thing of people not wanting to get off the couch. Well, maybe if we can get them back on their couch sooner, they’ll come out.”
Jeffrey Schmidt
Jeffrey Schmidt Pictured left to right: Benjamin Stegmair and Malcolm Stephenson* in last season’s production of Sleuth. *indicates members of Actors Equity Association.
The theater will also offer pay-what-you-can tickets on Thursday nights to make the theater more financially accessible. It is one of the ways the theater is trying to engage its audience.
“I think the thing we’re learning, and everyone is learning is that it’s not the ‘if you build it, they will come’ model. That just doesn’t happen. It’s all about engagement and how we engage with patrons and potential patrons and that’s what we’re going to be working on,” Schmidt said.
Vela is confident patrons will appreciate the theater’s artistic vision.
“I think we’ve got the artistic revival down. We are so confident in the kind of work we’re doing and we know we’ve got that down,’ Vela said.
Theatre Three’s 2025-2026 Season
The Niceties by Eleanor Burgess
September 18 – October 12, 2025 in Theatre Too
A young Black history student and a middle-aged white professor clash in a debate about race and power, offering an empathetic view of a vital conversation. Directed by Sasha Maya Ada.
The Trade: A Tragedy in Four Quarters by Matt Lyle
October 9 – November 2, 2025 on the Norma Young Arena Stage
In this fast-paced satire, the Dallas Mavericks face greatness as Nico hits self-destruct. A Greek chorus narrates the tragic downfall, complete with a Kiss Cam and cameos, critiquing the madness of sports ownership and unrequited love. In Dallas, tragedy wears Nikes. Directed by Matt Lyle.
Goblin Market by Polly Pen and Peggy Harman
November 13 – December 7, 2025 in Theatre Too
This original musical explores the fantasies of two sisters as they relive childhood experiences in a world filled with seductive goblins. Directed by James Chandler, Musical Direction by Vonda K. Bowling.
The Lion in Winter by James Goldman
December 4-28, 2025 on the Norma Young Arena Stage
Not your usual holiday show! Set on Christmas Eve in 1183, the Plantagenet family gathers to clash over ambitions to inherit a kingdom, mixing holiday cheer with political intrigue. Just like all families! Directed by Matthew Gray.
Deer by Aaron Mark
January 29 – February 22, 2026 in Theatre Too
Empty-nesters Ken and Cynthia hit a deer on the way to their weekend home. As their new pet takes over, they either rekindle their love or turn on each other in this dark comedy. Directed by Christie Vela.
Penelope Music and Lyrics by Alex Bechtel; Book by Alex Bechtel, Grace McLean, and Eva Steinmetz
February 19 – March 22, 2026 on the Norma Young Arena Stage
What has Penelope done since Odysseus went to war? She starts a band! This folk-inflected pop musical explores her identity and completeness, starring T3 favorite Cara Statham Serber. Directed by Sarah Gay, Musical Direction by Vonda K. Bowling.
The Murder of Roger Ackroyd adapted from the novel by Agatha Christie by Blake Hackler
April 16 – May 10, 2026 on the Norma Young Arena Stage
In this new adaptation, King’s Abbot is shaken when Roger Ackroyd is murdered after his fiancée’s suicide. Poirot investigates in this thrilling mystery. Directed by Jeffrey Schmidt.
Dirty Rotten Scoundrels Book by Jeffrey Lane; Music and Lyrics by David Yazbek
June 11 – July 12, 2026 on the Norma Young Arena Stage
In a French town, conmen Lawrence and Freddy compete to swindle a young heiress out of $50,000. A hilarious battle of wits ensues! Directed by Vonda K. Bowling, Musical Direction by Cody Dry.
Learn more: Theatre Three
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