“With forward thinking… Robert Serrell revitalized and boosted The Barrow Group Theatre. Income generated by The Barrow Group has multiplied by 10, its debt has been eliminated, and a six-month operating reserve has been amassed. Serrell’s determination to increase representation is evident in the Group’s board, which previously consisted of three male trustees. Currently there are 15 trustees, 9 of them women and 6 men, 4 of whom are people of color. He also focused on programming a diverse lineup for Barrow Group’s three-show season, which includes The Tricky Part by Martin Moran, the world premiere of Awake by K. Lorrel Manning, and the world premiere of Perp by Lyle Kessler.”
– American Theater Magazine
For more than a decade, Robert has served organizations in leadership and consultancy roles.
While serving as Executive Director of The Barrow Group, he has been responsible for and accomplished the following:
- Responsibilities
- Develop, implement, and execute adaptive strategies and lead change initiatives
- Manage budget of $2.5M and staff of 8 full time and 39 part-time employees
- Oversee operations, marketing, development, programming, HR, and finance
- Cultivate Board of Trustees to broaden diversity of professional backgrounds
- Accomplishments
- Led turnaround effort: grew the annual budget from $1.1M to $2.57M, doubled staff size to nine full time employees, and established a restricted operating reserve of over $1.5M.
- Annual contributed income grew from $30k to $570k and annual earned revenue grew from $350k to $2M
- Increased number of Trustees from three to 19
- Secured over $500k in operating and capital funding from the New York City Department of Cultural Affairs, New York Borough President, NY State Council for the Arts, Netflix, HBO, Ford, and Citrin Foundation
- Led strategic planning process with consultants from New York Council of Nonprofits, Inc. Nonprofits to identify new programming opportunities and develop action plan.
- Led transition from cash-based to accrual-based accounting system to streamline financial analysis process and better manage deferred revenue liability
- Negotiated partnership with Quinnipiac University to create and install a mentor program to Quinnipiac undergraduate students
- In response to the COVID-19 pandemic:
- successfully restructured the company to save over $600k in overhead expenses, resulting in a break-even operating budget for FY21
- pivoted quickly to online programs while optimizing search engine rankings, resulting in $1.3M in earned revenue
- successfully applied and received $500k in PPP funds, $700k in SVOG funds, and $500k in ERTC funds
- oversaw capital campaign to raise $600k in funds to build out new arts center
- managed $3M design and build out of new arts center
Robert’s leadership training includes:
- MBA in Strategic Management at Pace University (Beta Gamma Sigma & top of class)
- CORO NY leadership program
- NYFA Emerging leaders fellow
- Thayer values driven leadership program
As a consultant, Robert has helped the following organizations and individuals with their web presence and digital platforms:
- The Linklater Center
- Mark Diamond Law
- Colaianni Enterprises
- Berkshire Country Day School