History of The REP Theatre in Seaside
How a $15K startup in 2001 became The REP Theatre: a 25-year professional company in Seaside offering productions, education, outdoor shows, and a lasting legacy.
The REP Theatre in Seaside, Florida, operated for 25 years as a small yet impactful performing arts venue. Opened in 2001 by Craige Hoover and Jennifer Steele, this 75-seat theater became known for its professional productions, educational programs, and outdoor performances in nearby towns. At its peak, it attracted over 30,000 attendees annually. Despite overcoming financial challenges with community support, The REP closed in August 2025 due to rising costs, leadership changes, and the non-renewal of its lease. Its legacy remains in the memories of its audiences, the artists it supported, and the students it mentored.
The REP Theatre 25-Year Journey: From $15K Startup to 30K Annual Attendees
How The REP Theatre Started
The Original Vision in 2001
In 1999, Craige Hoover, a 22-year-old graduate student in San Francisco, decided to carve out his own path. He set his sights on Seaside, Florida, a place he had fond memories of from summers spent there. At the time, this charming beach town had a mere 25 permanent residents, but Hoover saw potential. His dream? To establish a summer stock theatre company that would bring professional performances to this small community.
In January 2000, Hoover pitched the idea to Seaside’s founder, Robert Davis, who was supportive of the concept. By the spring of 2001, Hoover teamed up with Jennifer Steele, who had heard about his plans and relocated from Atlanta with her young son to join the effort. Together, they launched The REP Theatre with an initial budget of $15,000. Their goal was simple but ambitious: to create meaningful, affordable productions that could resonate with the local community.
"If I was going to starve doing theatre, then I wanted to do it at the beach."
– Craige Hoover, Founding Artistic Director
The REP Theatre wasn’t just about putting on plays - it was about creating a space where people could come together. Inspired by the principles of New Urbanism, the theatre aimed to be a cultural hub that strengthened connections within the community. Its humble beginnings included operating out of a repurposed storage closet behind the old Collaborations in Seagrove Beach.
Early Shows and Local Response
With their vision in place, Hoover and Steele carefully planned the theatre’s first season. They chose plays that were both engaging for local audiences and cost-effective to produce. Every decision reflected the constraints of their limited budget, but they remained committed to professionalism. Instead of relying solely on local talent, they brought in trained actors from across the country to ensure high-quality performances.
Hoover, who had previously worked as a bartender at Bud and Alley's, used his local connections to spread the word about the new theatre. His grassroots efforts paid off, and the community began to rally behind the project. The team transformed a modest space into a 65-seat venue, creating a foundation for what would grow into 25 years of vibrant performances.
Growth Through the Years
Partnerships with Local Organizations
The REP Theatre's growth was anchored by strategic collaborations that helped stabilize and professionalize its operations. During 2004–2005, partnerships with the University of West Florida and the state of Florida played a key role in improving the theatre's operations and setting a strong foundation for its future.
Even during tough economic times, the local community rallied behind The REP, ensuring its financial health and encouraging creative initiatives like the Starlight Film Series. The theatre also expanded its programming by teaming up with the "Escape to Create" Arts Residency, which brought classical chamber music performances to the stage and welcomed visiting playwrights and authors.
A pivotal moment came in 2008 when South Walton High School's production of Blithe Spirit was canceled due to local protests. Stepping in, REP staff member Kevin Boyle directed and produced the play on The REP's stage. The result? Four sold-out performances that highlighted the theatre's role as a cultural refuge.
These collaborations and community-driven efforts laid the groundwork for The REP to broaden its reach and diversify its programming.
Expanding Shows and Reaching More People
From its modest beginnings, The REP Theatre transformed into a year-round cultural hub. It extended its reach beyond its Seaside location by staging performances at outdoor amphitheaters across South Walton, including popular spots like Rosemary Beach, WaterColor, Alys Beach, and Baytowne Wharf. Productions such as Jack and the Beanstalk at Rosemary Beach and Adventures in Alys at Alys Beach brought professional theatre to neighboring communities, making live performances accessible to more people.
The theatre also expanded its programming in exciting ways. It launched the Live@TheREP Concert Series, featuring acclaimed musicians, and introduced the REP Film Club, which showcased documentaries and classic films. For younger audiences, Camp Showtime provided children with a creative outlet, while a summer internship program gave high school drama students a chance to gain real-world experience in professional productions.
Education and Community Programs
Programs for Students
With arts education facing significant reductions in local schools, The REP stepped up to fill the void with hands-on drama programs. Around 2008, the theater introduced a high school internship program, offering students a chance to work alongside professionals during summer productions. These internships provided practical experience in areas like lighting, sound design, costume creation, set building, and stage management.
For over a decade, The REP mentored students from schools such as Seaside Neighborhood School, Emerald Coast Middle School, South Walton High School, and the Boys and Girls Club. This mentoring program became a cornerstone for nurturing young talent in an era where school drama programs faced cuts.
Programs like Camp Showtime brought live performance to young audiences, while initiatives such as "Improv Bootcamp" introduced children aged 5–12 to the art of improvisation. The theater also reached early learners through tailored shows and readings, ensuring even the youngest audiences had access to the magic of live theater.
Building Community Through Performance
Beyond its student-focused efforts, The REP embraced a broader mission of connecting the community through live performance. Inspired by early support from locals, founding artistic director Craige Hoover envisioned a more expansive role for the theater:
"The Rep in 2008 and beyond will be more than a professional theatre company. We will be a more active contributor, supporting the arts in all its forms, and providing a space and a forum for gatherings that strengthen our burgeoning community."
This vision came to life through annual traditions that blended local culture with theatrical storytelling. One standout was Every Christmas Story Ever Told (and Then Some!), a holiday favorite for families planning a South Walton itinerary. The REP also brought free outdoor performances to amphitheaters across South Walton, making professional theater accessible to those who might never visit its intimate 75-seat indoor venue in Seaside.
Reflecting on its impact as it announced its closure, The REP shared:
"Our greatest pride comes from the memories we helped create - the children who saw their first play with us, the annual traditions for countless families, and the collective moments of shared wonder."
25 Years of The REP Theatre
Major Achievements
From a modest start in a converted storage closet, The REP grew into Northwest Florida's leading professional theater company over its 25-year history. Unlike many small-town theaters that rely heavily on local volunteers, The REP stood out by hiring professional actors from across the country. This commitment brought a level of performance quality rarely seen in small coastal communities.
With over 300 performances annually, The REP reached between 25,000 and 30,000 audience members each year. While its home base was a cozy 75-seat black box theater in Seaside's Hybrid Building, its influence stretched far beyond, thanks to outdoor performances in amphitheaters across South Walton. These efforts significantly broadened its regional impact.
The REP's programming was impressively varied, including children's productions, play readings, dramas, musicals, and comedies. It also ventured beyond traditional theater with initiatives like the Live@TheREP Concert Series, the REP Film Club, and the Escape to Create Arts Residency. Summing up its central role in the community, Marsha Dowler remarked:
"The REP Theatre in Seaside is the epicenter for arts and entertainment on 30-A."
Despite its many accomplishments, mounting challenges eventually brought The REP's journey to an end.
The Closure
The REP officially closed on August 15, 2025, following its final performances on August 8, 2025. The closure stemmed from a combination of factors, including the non-renewal of its 25-year lease, rising operational costs, and the departure of key artistic leaders. SEASIDE®'s planned renovations of the Hybrid Building made the lease renewal impossible, leaving the theater without its longtime home. Meanwhile, financial pressures and the difficulty of finding both new leadership and an affordable venue compounded the challenges.
Reflecting on the closure, the Board of Directors shared:
"For 25 years, The REP has been more than just a stage; it has been a home for artists, a source of joy for audiences, and a vibrant part of the community's cultural fabric."
Although the professional company disbanded, the board expressed optimism that "the spirit of The REP's work will likely live on."
Supporting The Arts With The REP Theatre
Conclusion
Over its 25-year history, The REP Theatre grew from a modest $15,000 startup in 2001 into Northwest Florida's leading professional theatre company. By the end, it was entertaining over 30,000 people annually with more than 300 performances each year.
But The REP's impact went well beyond its cozy 75-seat venue. By bringing professional actors from across the country to a small coastal town and hosting free outdoor performances throughout South Walton, it made high-quality performing arts accessible to the community. This approach didn’t just enhance local arts; it set a new example for what community theatres could achieve. The REP turned Seaside into a lively cultural destination, helping to define the Emerald Coast as a place where creativity thrives. As founding Artistic Director Craige Hoover put it, "The REP needed to provide that community with a sense of its own cultural identity. Producing good theatre was not enough."
The theatre’s influence is also reflected in the connections it built through its educational programs and artistic projects. A particularly defining chapter came when the community rallied to raise essential funds during a critical time. Though its final curtain fell in August 2025, The REP’s legacy lives on through the students it inspired, the artists it supported, and the audiences it touched. It proved that professional performing arts could not only thrive in a small town but also create something deeper - a true sense of belonging.
FAQs
Why did The REP Theatre in Seaside close after 25 years?
The decision to close The REP Theatre in Seaside stemmed from a mix of financial and logistical hurdles. Increasing operational expenses, coupled with the departure of key artistic leaders, created significant challenges for the theater. On top of that, their lease for the long-standing venue was not renewed due to planned renovations, leaving the organization without an affordable new space to relocate to.
These difficulties, along with struggles in finding new leadership, ultimately led to the closure of the theater after 25 years of enriching the Seaside community.
What role does The REP Theatre play in supporting arts education in Seaside?
The REP Theatre has been a key player in arts education in Seaside, inspiring creativity and learning for more than ten years. By working closely with schools like Seaside Neighborhood School, Emerald Coast Middle School, and South Walton High School, as well as organizations like the Boys and Girls Club, the theater offers students hands-on experience in every aspect of theater production. From lighting and sound to costumes, set design, and stage management, students gain a well-rounded introduction to the world of performing arts.
Beyond its school partnerships, The REP also organizes drama classes, workshops, and summer camps tailored for children and teens. These programs ignite a passion for the arts at an early age and help nurture the next generation of talent. With its wide-reaching efforts, The REP has become a vital part of the community, enriching local life and encouraging young people to embrace their creative potential.
How has community support shaped the success of The REP Theatre in Seaside?
The REP Theatre in Seaside owes much of its success to the incredible support of its community. From day one, locals and visitors alike have stepped up with donations, memberships, and volunteer efforts, ensuring the theatre continues to thrive as a centerpiece of the arts. This collective effort has made it possible for The REP to bring in talented performers, offer a variety of programming, and provide educational opportunities that benefit everyone.
Even during tough times like financial struggles or leadership changes, the community’s loyalty has been the theatre’s safety net. This shared commitment has cemented The REP as a cherished part of Seaside, creating a sense of pride and belonging for both residents and visitors who enjoy its vibrant arts offerings.
