I have always enjoyed live theatre. There is something about sitting in a darkened theatre, watching the lights come up and seeing a story unfold in front of you that is different from almost any other form of entertainment, especially musicals.

So when I went to see the Fredericksburg Theatre Company’s recent production of 250 (celebrating America’s 250th anniversary), I went with the intention of enjoying an evening at the theatre, learning a little more about our country’s history through musicals.

I didn't expect the show to get me thinking about business, and it did!

As I watched the production unfold, I found myself thinking about all the people and all the work that had gone into creating what the audience was seeing. The actors may be the ones we notice, but they are only one part of the production. There are music arrangers, directors, technicians, costume designers, volunteers and plenty of people working behind the scenes.

Everyone has a role. And everyone is working toward the same goal: creating an experience for the audience.

That got me thinking about Gillespie County and the small businesses that depend on tourism. Our businesses have much more in common with a theatre production than we might initially think. A visitor doesn't experience Fredericksburg one business at a time. They experience the community as a whole.

They may come because of a winery or a special event, but their impression of Gillespie County is shaped by the hotel where they stay, the restaurant where they eat, the shop where they browse, the attraction they visit, and the people they meet along the way.

No single business creates the entire experience.

The customer does.

And that experience is shaped by all of us.

That is one of the lessons I took away from 250: collaboration can be a competitive advantage.

The overwhelming majority of businesses in Gillespie County are small or micro businesses. We don't have the marketing budgets, staffing levels or purchasing power of national companies.

But we have something those companies can't easily duplicate—relationships, local knowledge and a genuine sense of place.

A winery can partner with a restaurant. A hotel can recommend a local retailer. A chef can feature products from a Gillespie County producer. A retailer can promote an upcoming local event. Businesses can work together to create packages and experiences that encourage visitors to stay another night.

That isn't just being neighborly. It is smart business.

There is another lesson from theatre that applies to business: know what experience you want your audience—or your customer—to have.

At the Chamber, we talk frequently about the customer experience. People may not remember every detail of their trip, but they remember how a business and a community made them feel.

For a tourism destination, that matters enormously.

We are fortunate to live in a community where independent businesses are such an important part of our identity. That independence gives each business an opportunity to create something personal, distinctive and memorable.

Watching 250 reminded me that the final performance may last only a couple of hours, but creating it takes months of planning, hundreds of decisions and a lot of people working together.

Business is much the same.

The customer sees the finished product. They don't see everything happening behind the curtain.

Perhaps that's the real lesson I took away from 250. In business, as in theatre, the best experiences are rarely the work of one person. They are created when people with different talents come together around a common purpose.

And in a community built so heavily on hospitality, that's a performance worth getting right. What ideas does this bring to mind for building more active partnerships and collaboration?

The Fredericksburg Theatre Company produces world class plays and musicals. A non-profit and volunteer based organization that adds a richness to our community for 30 years. The mission of FTC is to produce high-quality theatrical experiences and dramatic arts educational youth opportunities in the Texas Hill Country. And FTC delivers this mission! Go see an FTC show this fall!