Broadway Chatter Talking to the People Who Make the Magic
Broadway Director Sammi Cannold
Sammi Cannold is an award-winning director who has successfully worked in the theater, film, and television industries. She has been recognized as one of Forbes Magazine’s 30 Under 30 in Hollywood & Entertainment, one of Variety’s 10 Broadway Stars to Watch, and one of Town & Country’s Creative Aristocracy. In 2023, Sammi made her Broadway Debut with the powerful, Drama Desk Award-winning musical, How to Dance in Ohio, which navigates the complexities of human relationships, explores the universal need for connection, and highlights seven remarkable autistic actors, bringing authenticity and representation to the big stage. Additionally, Sammi has directed for numerous prestigious venues, such as The Kennedy Center, Radio City Music Hall, Lincoln Center, the National Symphony Orchestra, CBS, ABC, Nickelodeon, Paramount+, and Cirque du Soleil.
Sammi sat down with Broadway on a Budget to discuss her career, the industry, and her advice for aspiring youth.
How to Dance in Ohio had a short run on Broadway, have you had time to go back over
and any thoughts on things you’d have done differently?
Every artist, or at least for me, when making something, always look back at it and thinks about what they would do differently. On my end, I have a very long list of different things that I would do, but I mean I’m a perfectionist. I think that the length of a run is a culmination of many factors that goes into how long a show runs, not least of which, the financial landscape of Broadway at the moment. Different from that, yes of course there are things that I think that I would change.
What was your first experience with theater? What was the first Broadway show that you saw?
My parents were in entertainment when I was growing up, my mom is a theater producer, my dad a film producer, so I was around it a lot. I was very fortunate to have that exposure at such a young age, so it was always a given for me that I would go into the industry. It felt like the family business in a way. I was just so fortunate to have that access and that exposure, so I started directing at a summer program in my town, and it all went up from there. The first broadway show that I saw was Full Moon, which was a show that my mom produced. It starred Bill Irwin and David Shiner and it was by all accounts amazing. I was two years old, so I can’t really attest that it was amazing, but I trust everybody that told me it was amazing.
You have been recognized as one of Forbes Magazine’s 30 under 30. What advice do you have for young people with dreams of working in the entertainment industry?
I would say first and foremost, find something in the world of entertainment that you love to do. I think a lot of people are in love with an art form generally, and oftentimes as young people, the only visible part of that industry to us is the part on stage or on screen. Because of this, a lot of young people think that acting is the route that they have to go in order to be included in this world. I think that there are so many exciting and awesome jobs in the world of entertainment that you can build a life and a career around, so I would say figure out what the right place in that industry is for them, but it is also an industry where incredibly hard work wins the day, so having an impeccable work ethic and being driven by hardcore passion will get you far.
The economics of Broadway have changed over the last few years, prices soaring, pricing many out of the equation. What would you say to young people, or those of moderate means, to encourage them to take advantage of the discounts available?
As an industry, we have to have a reckoning with the financial structures of the industry and how we share our work. In the existing environment, there are definitely more affordable ways to come to the theater, I think it just takes a little extra leg work to find or to get them. I would say if it [student rush, general rush, lottery, etc.] is affordable, people are in for something really special, no matter what show they see. I don’t believe in blindly saying people need to come to the theater more, because I know the economic barriers, not only because of the ticket prices, but also the time, travel, what you have to give up. When I’m over in Europe, I get to experience what it’s like when we’re looking past the cost and I think that comes with certain drawbacks, because performers are paid way less over there, so there are tradeoffs, but I dream of a world where theater is more accessible for everybody.
You’ve directed Rent in Concert, in addition to directing and assistant directing on Broadway. How is your process different among differing platforms? Is there a distinct difference in directing a Broadway show versus an off-broadway show?
I love getting to direct in different mediums, particularly when in a given year I get to do things in so many different forms, it helps keep me on my toes and keeps things interesting. I also have to recognize that the role of a director is different in each medium and I need to adapt to that. For example, working in these concerts, we’re working with 69 piece orchestras, and in the orchestral world the director is not king, the conductor is, so that is something I have to recognize when we are rehearsing with the orchestra. Then, it’s not my rehearsal, it’s the conductors, so I have to figure out how I transform based on the project. To me, that’s doing your homework, in the sense that before I ever directed anything orchestral, I talked to a lot of people in the orchestral world about how I can make sure I’m working well with folks. There’s a bit of translation that has to happen even with terminology and changing what we call something for the sake of terminology. I think that my dream for myself is that I get to go back and forth between these sub-industries, whether that’s film, theater, television, concerts, or like how I’m doing a little work in the world of ceremonies right now. All of that is really similar in the sense that the role of a director is defined by having a creative vision and being able to lead a room of performers and sometimes designers, but the exact specific change depends on the form.
In terms of broadway versus off-broadway, there is definitely a difference in terms of the number of eyeballs (audience members, creative team members, and reviews/critics), which is a difference in the amount of pressure. The broadway timeline is also lengthier, so you get more time to see what’s working and not working. The cost of doing anything on Broadway is far more expensive than doing anything regionally. For example, in How to Dance in Ohio, there was a moment when I said “Can we add a chair to this scene?”, and some members of our team said to me, “Oh, that’s gonna be x-thousand dollars to add a chair”. That didn’t make sense to me, because I could just go to my house and bring a chair, but there’s so many factors that go into bringing something into a Broadway house. You have to design things to be able to last for, hopefully, years and years. You also have to make sure they’re built in the right union shop, in a specific way, and everything that determines what fits onto a broadway stage. There’s more layers. The scale of broadway is a lot, because most broadway shows have automation (turntables, elevators, panels that move, etc.) in them, and as a director if you haven’t worked with automation before, it’s a very scary thing. You can really hurt someone if you don’t have the right training to operate that machinery, which is an added responsibility from when you work in smaller theaters, where you’re not really thinking about injuring somebody if they are coming up on the elevator. The added pressure of Broadway is a little scary for sure.
How early do you get involved in the process of a show? Brought in when form or right away? When the show opens, do you continue to have input or are you done?
It really depends on the project. On How to Dance in Ohio, I came in about three to four years before the show opened on Broadway. In that case, I came on board once there was already a full draft of the show, because the show already had a director, who sadly passed away, which are different circumstances. Whereas I’m on a new musical right now, which I have been on since before there was a single word on the page. The writer and I had the idea to create it together, so it really depends on the project. Even with revivals, when you’re not waiting for a piece to be written, the gestation periods of these projects can be very long. I have one revival that won’t premiere until summer of 2026, but we’re having meetings about it right now. Once a show opens on Broadway, it’s somewhat up to the director how much input they have. For me, if it’s a long-running show, I’ll come back every three to four weeks and usually I have an associate director who will maintain the show, seeing it about two times a week and helping train the understudies. I would say even though How to Dance in Ohio‘s run was not very long, I was still answering emails every day about the maintenance and the day-to-day running of it. Even if you’re not physically there, there’s a lot to be done to keep the show running. That can be as small as modifying a move to accommodate an injury, or approving maintenance of costumes. Just a bunch of little things that add up in my purview.
You’ve worked a lot in the D.C. theater world, in addition to New York. How do you find the two theater communities different?
I love the theater community in D.C. The pressure in New York is greater, just because of the number of eyeballs, but I particularly love it when you’re working in the nation’s capital. There’s something very meaningful, especially working in the Kennedy Center, where each space has a presidential box, which can be very exciting. Additionally, the folks who come to the shows are often folks who have influence over the way that the country is run, so I take very seriously the opportunity to present art in that city. I love working there and I feel very fortunate that I’ve been able to work there quite a bit.
You recently directed a reading of Oy Band, can you give us any hints at the future of that production?
I wish I could, but I’m not allowed to say. Hopefully it will be big and bright and wonderful!
Just for fun, if you were a kitchen appliance which would you be?
I feel like I would be a blender, because you take different ideas and make something new.