Vol. 1 · No. 11 · September 17, 2026
THIS WEEK's FEATURE ARTICLE
Group sales rep, Kitra Weaver, celebrates her 10th anniversary with the Ritz Theater
SANFORD, FL —
When Kitra first became involved with the theater, group sales was handled by someone else. When that position eventually became available, longtime Ritz supporter Teri Siciliano encouraged theater leadership to take a closer look at what Kitra could bring to the role.
“Do you even know what Kitra does?” Kitra remembers Siciliano asking. Kitra came to the theater with a professional background in sales, marketing and business development, but she says relationship building has always been at the center of what she does.
“I build relationships with people that last a long time, and that benefits the theater.”
Ten years ago, Kitra’s relationship with the Ritz Theater began the way many meaningful connections at the theater do: as a volunteer.
For anyone unfamiliar with group sales, the concept may sound simple. At the Ritz, a group consists of 10 or more people attending the same performance, allowing them to coordinate their purchase through a single transaction while taking advantage of group pricing. Her clients include retirement communities, tour groups, schools, reunion organizers, families and individuals bringing groups of friends to the theater. Each group can have very different needs, and understanding those differences is an important part of her work. That can mean finding the right seats for guests with mobility concerns, helping an activity director determine which performances will appeal most to residents, supplying promotional materials or simply making sure someone is available to answer questions throughout the process.
“I make sure that they get good seats,” Kitra said. “If there are people that have mobility issues, those are taken into consideration.” For senior groups in particular, those details can make the difference between simply offering residents an activity and creating an outing they can comfortably look forward to. Kitra works closely with senior living and retirement communities throughout the region and sees firsthand how important opportunities for entertainment, socialization and new experiences can be. “They need to have activities to keep their residents’ brains stimulated and interested in the world,” she said. “What we do as a theater, and what I do for my customers, is give them options that they can consider.”
One of the most distinctive parts of Kitra’s approach happens after a performance is over. “They know that we’re interested in knowing whether they had a good time or didn’t have a good time and how it worked out for them,” she said. “They don’t question whether or not they’re valued by the theater.” Those conversations also help Kitra better understand each group. Some clients love theatrical productions. Others prefer tribute bands. Some want a little of everything. Rather than simply promoting every event on the calendar, Kitra takes time to learn what works for each audience.
At the beginning of a new season, she often schedules meetings with clients to review the entire performance schedule together. She can place potential selections on hold, follow up as performance dates approach and help groups coordinate payment and promotion. “It’s on me to make sure that I understand what the needs of those clients are so I’m pitching them the right things,” she said. Kitra also encourages guests to explore Downtown Sanford and the theater’s dining partners. Some groups build dinner into their outing, turning a performance into an afternoon or evening spent enjoying the community. “Customer service is becoming a lost art in a lot of industries,” she said. “I try very hard to keep my focus exactly in that light.”
“If somebody has a group of 10 or more and they’d like to save a little bit of money coming to see a show at the theater and experience our beautiful little world,” Kitra said with a smile, “I’m their girl.”