For Cynthia Fuhrman, enthusiasm about Portland Center Stage is part of both her job and her nature. Even so, about a year into her tenure as PCS managing director — and three decades after she helped found the company as an offshoot of the Oregon Shakespeare Festival, she really is…well…enthusiastic.
“Chris left us in better shape than we’ve ever been in,” she said in a recent interview, referring to longtime artistic director Chris Coleman’s departure earlier this year for a similar post in Denver. “We don’t have any accumulated debt. We have a $3 million mortgage on the building that’s completely manageable; right now, we’re scheduled to pay (it) off in 2029, but that might happen earlier. We have a growing audience. And we have a higher national visibility than we’ve ever had. For all that to be the platform that he hands over to somebody is kind of amazing.”

Marissa Wolf, Portland Center Stage’s new artistic director, has something to say to her people. Photo: Tess Mayer/The Interval-NY
That somebody is Marissa Wolf, who was hired in August as Coleman’s successor and started her job in the company’s picturesque Armory headquarters on Sept. 15. Not long after Wolf’s arrival, I sat down with her and Fuhrman, in separate interviews, for a forthcoming Artslandia article. That piece focuses on the arc of their careers as women in theater who’ve risen to top leadership positions.
But our conversations also included discussion of PCS and the audience growth that Fuhrman mentioned.
Furhman expounded on the topic in response to a question about what results PCS has seen from a Wallace Foundation grant in 2015, part of a nation-wide audience-building initiative.
“It’s always a question of cause and effect, but we have to give some credit to the Wallace grant,” she said. “Over the past three years our audience has grown, between 4,000 and 6,000 tickets annually. Last year we had 132,000 admissions and three years ago we were at 120,000. The move to the Armory 12 years ago brought down the median age of our audience. When I came back to the theater in 2008 our surveys showed that our median age was around 49. That’s dropped to about 45. A lot of our growth has been in the target age range for the grant, which was 30-45.
“The one thing that’s completely obvious is that a year ago we started this new subscription model for people under 35 called the Armory Card. It’s an idea we stole from Steppenwolf (Theatre in Chicago) — a highly reduced discount ticket on a refillable-card model that unbounds you from a lot of the traditional subscription restrictions. We originally ordered 200 from the card supplier, hoping we could sell those in the first year. We sold 700.
“Another big thing tied to the grant is the Northwest Stories series. We’ve produced one of the commissions, Astoria, and have another this season, Crossing Mnisose, but we’ve branded other shows that have that connection — Oregon Trail, Hold These Truths…Those shows have been selling above average, which is nice, but we found during the artistic-director search that it’s really caught other theaters’ eyes nationally.
“We’ve heard the conversations over the years of regional theaters being homogeneous, all doing the plays that were on Broadway last year. But PCS, over the last several years, has not been doing that as much as other theaters are. And that was noticed. Lots of artistic director candidates said, ‘I love that you are doing plays tied to where you live.’”