Forward Theater Company: Providing a Warm Wisconsin Welcome for New Guests

At Overture, nothing brings us more joy than to welcome new guests into our space, and when you come to see a show, we want you to feel at home. Forward Theater, just one of our nine resident companies, shares this philosophy, going above and beyond with their hospitality.

When you arrive at a Forward Theater show, you will be greeted at the Playhouse entrance by artistic director Jen Uphoff Gray, managing director Julie Swenson and company manager Celia Klehr, along with representatives from their board of directors and advisory company. Not just on opening night, but at every single performance, they give personal attention to their guests. This simple but significant gesture says, in a nutshell, “We’re glad you are here.”

“I’ve never worked at an arts organization that connects so personally with their audience,” says Samara Safarik, Forward’s director of audience engagement.

Since a picture is worth thousand words, Forward will be launching a pre-show welcome video as an introductory guide to the Forward Theater experience at Overture. In a mini tour of the venue, guests will learn about our wide range of amenities and accessibility features, from concessions to ASL interpretation. Folks with mobility needs can rest assured having seen the space in advance.

Learn more about accessibility at Overture

What is the Forward Theater experience, you may wonder?

In contrast to the expansive Overture Hall, the Playhouse is an intimate theater with seating for just 347 lucky guests, allowing for an up close artistic experience. No matter where you sit, you will get a “fly on the wall” glimpse into the storyline.

“There’s not a bad seat in the house,” says Safarik. 

The audience surrounds the action on three sides, and with the aisles leading centerstage, don’t be surprised if you brush shoulders with a Forward cast member in character. You will notice subtleties in body language and facial expressions that can only be captured in this immersive space.

Have you ever left a show with questions about the production? Maybe you’re wondering how a special lighting effect was achieved, or perhaps would like to know how an actor individually prepares for a role?

Forward’s multiple platforms for audience education will quench your thirst for knowledge. Pre-show lectures provide guests with some food for thought, preparing them for an in-depth theatrical journey. After each performance, the actors and artistic staff return to the stage for a “talk-back” session, where you can get answers straight from “the horse’s mouth.” Even if you don’t have any questions, these sessions are sure to present new, thought-provoking perspectives and create a space for discovery. After all, that’s what great art should do, right?

Beyond their artistry and approachability, Forward is always on the cusp of Madison’s civic and cultural life. Their commitment to introducing new audiences to new theatrical works is evident in their focus on premieres and lesser-known gems, diversely representing Wisconsin’s top performers and playwrights. Aware of their role within the broader arts community, their podcast Theater Forward explores a breadth of theater issues on local, regional and national levels. Their active partnerships with Wisconsin Wrights and World Premiere Wisconsin continually strengthen the state-wide theater network, while putting Wisconsin on the map as an arts leader and an economic driver. If you hadn’t already guessed, it’s no coincidence Forward takes its name from our state motto, having been an innovator in the Madison arts scene since 2009.

So, what’s on the horizon for Forward? The Wisconsin premiere of Airness by Chelsea Marcantel is currently running through February 12 at The Playhouse, inviting you to channel your inner rockstar!

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