By STEVE TRAIMAN
Photos courtesy of Ruth Eckerd Hall
Susan Crockett, President & CEO , Ruth Eckerd Hall
Do you hear the sound of music in Paradise? If so, some of that credit goes to Susan Crockett, President & CEO of Ruth Eckerd Hall, who has been in the entertainment industry since she was 16. “My first job was making $3.75 per hour as an usher at venue in my hometown. They offered me a management position at 21 which sounds pretty industrious, but it was far more fun than work,” she recalls.
Crockett moved to Pinellas County in 1988 and saw that Ruth Eckerd Hall had an opening for the same job she left behind. “At the time I thought it a lucky coincidence and in hindsight, I realize that was akin to a miracle. Over time, I’ve held nine different positions because every time I got itchy for a new challenge, I found it at the Hall. “
Appointed Chief Operating Officer in 2015, she had been happy creating great performance and guest experiences. “I never aspired to be CEO. It was a surprise to learn I could best serve the organization at that point by facilitating its strategic direction, so I became one of 72 applicants the search firm brought to the Board. I never saw myself as a public advocate or fundraiser, but I am extremely proud of what we do and sharing that comes easy. These three decades have been an amazing journey.”
PN asked Crockett to share some of her successes and what she anticipates for the future.
What were your three biggest successes in your prior business career? In retrospect, I’m most proud of those opportunities that challenged me to be a better leader and allowed me to usher the organization through a transition. I was the director of ticketing and information services during the advent of the internet, so I was our original webmaster, implementing email marketing and online ticketing when the technology was new and not turnkey as it is today. It’s satisfying to have served as a catalyst for the Hall during the global transition in commerce.
About 10 years ago, my co-worker was injured, and I needed to pick up some of his projects, including the planning and execution of a city-sponsored holiday festival. I spent many years managing events, but I quickly learned that isn’t the same as producing one. I had four short weeks so there I was building an elf house in my garage praying the ice slide wouldn’t melt on Cleveland Street. It was one of those times when you lead by not panicking. It ended up being the biggest and most attended festival we’ve hosted. Proof that even when you get thrown in the game unexpectedly, just picking up the ball and running in the right direction can yield surprising results.
I was asked to serve as interim CEO when my predecessor retired. At the time we were in the middle of a major renovation and expansion, as well as a $34M capital campaign. It was daunting but the staff was incredibly encouraging and when our Board Chair announced that I had been chosen as the next CEO, I had this “Sally Field at the Oscars” moment because the team’s enthusiasm told me I had earned their respect in the interim and that was huge.
What are your prime responsibilities at Ruth Eckerd Hall? I provide strategic direction to an incredible executive team, ensuring that we’re fulfilling our mission, responsibly using our resources, serving our constituents well and being good caretakers of this community asset. My role varies throughout the day – planner, researcher, advocate, dreamer, consultant, servant, fundraiser, recruiter, coach and occasionally, referee.
Why did this venue job appeal to you? It’s a labor of love. This is my second home, and my co-workers are family. I go to work every day with the most talented and dedicated people, some of whom I’ve known for years. I have always been immensely proud of the work we do and the way we do it. To now be Ruth Eckerd Hall’s representative in the community is both humbling and an honor.
What do you think are Pinellas County’s biggest opportunities? I think if we ever get a more robust public transportation system, the local economy will grow exponentially. I will confess that I say that as a native New Yorker and European train hopper. But we’ll have to address the issue of affordable housing to continue to attract and maintain talent.
What do you hope to accomplish or what is your focus on – new Amphitheatre at Coachman Park management, expanded REH and Bilheimer Capitol Theatre bookings, etc.? This new venue is a dream come true with its 4,000 seats under the canopy and room for another 5,000 for festivals. It opens up an entirely new slate of our artists to bring here which means we serve more tastes, more ages, and more constituencies. It builds on the diversity of our programming and audiences.
How will this new Amphitheatre make a difference in the community? In addition to widening the scope of who we serve, we are able to leverage our presentations to highlight our beautiful area for out-of-towners, prospective residents, and throughout the entertainment industry. Our last economic study found that Ruth Eckerd Hall has an annual economic impact of $97 million.
What do you do when you are not at work? Catching up with my husband and daughter as much as possible is a priority. I’m a social introvert which means I love game night with friends and laughing too loud, but I restore my energy alone. I’m passionate about history and I can lose myself for hours in historical fiction, biographies, documentaries, museums, historical sites, vintage shops, and genealogy. The pandemic pushed a lot of my travel plans into 2022. I went to Greece, Italy, Turkey, and Israel this past year and I don’t take that for granted. I’m still unpacking all the memories.
Steve Traiman is President of Creative Copy by Steve Traiman in St. Pete Beach, offering freelance business writing services. He can be reached via email at traimancreativecopy@gmail.com