While I was in London this week, I decided to do a little “Ask Me Anything!” on my Instagram story.

If you’re not following me on Instagram, make sure to fix that now so you don’t miss out on my daily insights on the industry.

I got some great questions that I think should live beyond the 24-hour life span of an Instagram story. And what better place to let them live on than here!

Let’s dive into all things theater marketing, facing rejection, A Beautiful Noise, and more . . . 

WHAT ARE YOU IN LONDON FOR?

I try to do this about once a quarter . . . which is just get my feet on the ground. 

I think it’s very important to put your feet on the ground (in the city you want to work in), walk the streets, meet the people doing the things that you want to do, look them in the eye, shake their hands. 

In 2025, it’s so easy to get on a Zoom. But it’s actually more important to meet with people and to immerse yourself into that world physically.

So I come to London a few times a year to keep up my contacts and relationships, and let people know I’m willing to come all the way here to work.

BEST ADVICE FOR MARKETING A THEATER FOR YOUNG AUDIENCES?

Well, the number one marketing tool any theater has, or any business has, is content. This is your product. 

That’s what drives an audience to come to see your show or to pay a visit to your theater. So really look at the content that you’re providing and make sure that it does appeal to the audience that you want to attract. 

Some of the things that I’ve seen some theaters do mistakenly is they choose shows that they want to see. (I’ve even made that mistake early on in my career.)

Yes, you have to do stuff that you love and that you want to do.

But you have to make sure if you want lots of butts in those seats and especially for a specific audience, like in this case, younger audiences, you need to produce content for them. 

That’s number one. 

Also, I am a big believer that every single theater out there should have a children’s theater program. Think about what their pain points are as families. 

As the dad of a 7-year-old, we’re constantly looking for stuff to do, but only at very specific times. 

I’m not taking my daughter to see a show at 8pm on a school night. 

We’re looking for weekend times. 

We’re looking for shorter shows even.

So have programs, entertainment content, babysitting, all sorts of things that address some of the pain points that your focus audience, in this case again family audiences or younger audiences, that addresses those pain points. 

WHEN WILL A BEAUTIFUL NOISE COME TO THE UK?

When I answered that question on my Instagram, I was literally walking to work on that!

I am determined to make this happen – especially for Neil Diamond’s fans.

Musicals can’t just go into any theater. They need a theater of a certain size. 

A Beautiful Noise has specific needs in a theater venue, and those theaters are more limited now than ever. 

But I promise to keep walking until I make this happen sooner or later (hopefully sooner).

You know how people say things like “email and call your congressperson”? I’m gonna say “do the same thing with theater owners”. Tell all the theaters you know: they should have A Beautiful Noise in the UK. 

HOW DO YOU MANAGE TO STAY SO POSITIVE AFTER HEARING MANY NO’S?

The hardest thing for theatermakers of any kind (actor, director, producer, writer) isn’t to get a theater, finish a play, or raise money . . .

The hardest thing is to stay positive amidst all the rejection. 

And ironically, it’s the most important thing you can do. 

So how do I do it? 

I have to believe. 

I have to know deep down that whatever I am working on, whatever I am doing, that the world will be better off if you get this thing done. 

You have to believe that. 

Keep going and going and going until you make it happen. 

It’s that simple. 

Also, just remember this. We get a lot of no’s, but it only takes one yes. Just one yes. 

The right yes can change your entire life, can change the world. (Check out Hannah Jewel Kohn’s recent Instagram post she made about this exact sentiment. I’m so thrilled the A Beautiful Noise North American Tour could be that 1 Yes for her!)

What’s a million NOs, if you get the right YES!

WHAT DO YOU LOOK FOR IN NEW MUSICALS?

Well, first, I have to love them. It’s got to be a subject, a story, and music that I love. 

My qualification is: “Would I go to see this every single day?”

Because honestly developing musicals is so hard. You’re often seeing them every single day. You want to still be able to love them after tech. 

And second, I look for a certain type of story – the underdog story.

“Is it about an ordinary person doing an extraordinary thing?”

And if you look at all the shows that I’ve developed, you’ll probably find some strain of that in everything. 

Whether it’s Neil Diamond, this young kid from Flatbush becoming a global superstar.

Whether it’s Joy Mangano, a single mom from Long Island, inventing a mop and changing her life in the world.

And certainly for new shows that I’m developing like the Slumdog Millionaire musical . . . is there a more incredible story of an ordinary person doing something extraordinary than that?!

Since the theatermakers on Instagram enjoyed my “Ask Me Anything” Q&A, it looks like I’ll be doing more of these, so make sure you’re following. I’d love to answer your questions.