Lighting designer Ethan Steimel, and host of the Artistic Finance podcast sat down with theatre producer Richard Winkler to discuss producing on the West End and Broadway. In 2024, Winkler added two Tony Awards to his producing resumé. One for Merrily We Roll Along for Best Revival of a Musical and the other for Stereophonic for Best New Play. On the West End, the Olivier Award for Best New Play went to Dear England, a show that Winkler also produced. This brings his impressive tally to ten Tony Awards and six Olivier Awards.
Apart from producing, readers of Live Design may recognize Winkler for his contributions to lighting design. His lighting career spanned 35 years of theatre and opera, including Broadway, until he pivoted to producing in 2009. When asked why he left lighting behind, Winkler explained that, while he still loves lighting immensely, being at a tech table for long hours, nearly seven days a week, was taking its toll. After 35 years of it, he wanted to take a step back from the minutiae of channels, intensities, and production meetings.
In the fifteen years since then, Winkler has made his mark as a producer. His first foray into producing was a choice of three shows by a lead producer. The one he found most compelling, and commercial, was a revival of The Norman Conquests which was transferring from The West End. He joined as a producer and it worked out well. The show received the Tony Award for Best Revival of a Play and Winkler was off to the races. In 2024 alone, Winkler is producing 15 productions between London and New York.
From Lighting Design to Producing
Winkler’s career switch is a testament to the idea that it’s never too late to pivot careers. Before leaping into producing, he had a successful tenure as a lighting designer—including notable projects like assisting Tharon Musser on A Chorus Line in 1975. That production is still the 7th longest Broadway show of all time.
“It was time for me to navigate out of being a lighting designer,” he shared during the interview, emphasizing his commitment to being actively involved in theatre while embracing new challenges of raising money and forging and maintaining new relationships.
The Nitty Gritty of Producing
Winkler elaborated on the intricacies of becoming a co-producer and the steps involved in commissioning a new musical. Co-producers spend nearly all their time raising money. Producers do the same, but get closer to the lead producers. Lead producers are the ones that take full responsibility for the entire project. They are the ones that can decide to revive a show, throw their support behind a new show, or even hire a team to write, orchestrate, and develop completely a new musical. “Commissioning a piece of theater is the pinnacle of producing,” he noted. “It’s taking an idea and assembling the right talent to make it a reality.” For many producers, this represents the dream: to be at the helm of a project from inception to performance.
Key Takeaways from Richard Winkler
Show Up: Winkler’s philosophy of “I show up” resonated throughout the conversation. He emphasized that consistent presence—whether in meetings or networking events—can make a significant difference in building relationships within the industry and with investors.
Genuine Connections Matter: Winkler’s ability to forge authentic connections has been paramount to his success. He discussed how he often meets potential investors in casual settings, highlighting the importance of being genuine, approachable, and seizing the moment.
Navigating Challenges: Reflecting on his first fundraising experience during the great financial crisis of 2008, Winkler illustrated the importance of determination and resilience. His ability to raise $145,000 at that time, and never having raised anything before, speaks to the tenacious spirit he had toward forging a new career path.
Professional Presentation: When asked about the importance of dressing professionally as a producer, Winkler stressed that it matters greatly. “Casual dress is fine for today, but it’s important to present yourself professionally,” he advised.
Commissioning A New Musical
Throughout the interview, Steimel asked for real world examples of producing. Winkler took this opportunity to discuss new musical written by Joe DiPietro called 3 Summers of Lincoln. The piece has been commissioned by Winkler and his producing partner Alan Shorr. The musical premieres at La Jolla Playhouse in spring of 2025, with an anticipated Broadway run in 2026.
Winkler’s openness to mentoring aspiring producers, specifically ones that started in lighting, was evident as he outlined the details of securing funding and what it means to step into a producing role. Steimel asked how to become a co-producer. The answer involves finding investors to bring $250,000 to the project. Winkler acknowledged Steimel’s fears about finding that amount of investment, but encouraged him to take the plunge just as he did on The Norman Conquests.
Closing Thoughts
Richard Winkler’s journey from lighting designer to multi award-winning producer serves as an inspiring model for those who want to be involved in theatre but are looking to navigate away from the production grind. His thoughts on relationship-building and his love for good theatre will resonate with anyone in the arts community. The 50 year combined timeline of his lighting and producing careers illustrate Winkler’s love for good theatre.
For anyone interested in more details, the full interview, including personal anecdotes from Richard, is available HERE on the Artistic Finance podcast.
Whether you’re a lighting designer or a budding producer, Winkler’s experiences and tenacity provide valuable lessons on the power of connections, perseverance, and showing up.