James Simon and the Power of Big Ideas in Theatre

When people talk about Broadway, they often name the stars. But the industry runs on the quiet decisions of people like James Simon. A veteran theatre producer with a passion for stories that matter, Simon has helped bring bold, strange, and surprising shows to life. He’s known for making room for ideas that others might overlook.

His approach has influenced how shows get built, tested, and funded—especially in Off-Broadway and fringe spaces. And in today’s uncertain theatre economy, his story offers practical lessons on how to keep creativity alive.

“If it feels too safe, I usually pass,” he says. “I like a project that might blow up in your face.”

How One Producer Built a Career on Risk, Grit, and Storytelling

From Empty Seats to Full Houses: Early Lessons

Simon didn’t start with connections or big money. He came up through the independent scene, learning how to stretch small budgets and test ideas fast. One of his first jobs involved producing an experimental play in a 50-seat theatre. It lost money. But he still remembers how the audience responded.

“There was a line that made people gasp every night,” he says. “That’s when I realised, this is the stuff that matters.”

He learned how to market shows without big ads. He relied on word-of-mouth, friends-of-friends, and unusual venues. This scrappy mindset stayed with him. He calls it “building from the bones out.”

Why Off-Broadway Still Matters

Simon has always championed Off-Broadway. He believes that it’s the lab where the best stories start. Shows like Hamilton, Dear Evan Hansen, and Hadestown all came through small venues before going big. Without those steps, they wouldn’t have happened.

“We used to rehearse in someone’s apartment, then open in a church basement,” he says. “No one cared about the carpets. They came for the story.”

In a post-pandemic world, those small spaces are struggling. Rising rents, reduced funding, and tighter margins mean that fewer weird or risky shows get made. Simon is vocal about the need for renewed attention and support for Off-Broadway—not out of nostalgia, but necessity.

Knowing When to Say Yes

Over the years, James Simon’s name has been attached to critically acclaimed and commercial hits. He produced Bells Are Ringing, a revival that needed care and precision. He backed The Woman in Black, a minimalist horror play that defied expectations. He’s currently working on the Broadway run of Operation Mincemeat, a British import with heart and humour.

What makes him say yes?

“I don’t care if it’s a musical or a monologue,” Simon says. “If it has a voice—something I haven’t heard before—I’ll fight for it.”

He also listens to younger voices. He believes mentorship is part of the job. “If I walk into a rehearsal room and I’m the loudest person there, I’ve already failed,” he adds.

Producing in a Time of Change

The theatre world is shifting fast. Budgets are tighter. Audiences have new habits. And producers are being asked to think like startup founders—nimble, creative, and always pitching.

Simon doesn’t mind the challenge.

“Every producer I know is part marketer, part therapist, part gambler,” he says. “If you’re not flexible, you’re done.”

But he also knows the value of structure. He uses budgets as tools, not limits. He looks for collaborators who are curious, not just clever. And he’s not afraid to kill a project if it’s not clicking.

“I’ve walked away from things I loved. That’s part of the job. You don’t marry every script you date.”

Advice for Creators and Collaborators

Simon has a few tips for people trying to build something new in theatre—or any creative field.

1. Start small, but think long. He believes early workshops are where the real work gets done. “Get it on its feet, even if it’s in a living room,” he says.

2. Don’t wait for permission. “No one is going to knock and say ‘Your turn now.’ You have to make the first version happen yourself.”

3. Feedback is gold. He encourages testing shows early and often. “We once changed an entire act based on how quiet the room got,” he recalls.

4. Know your audience. Not every show is for everyone. “The worst thing you can do is try to be everything to everybody.”

Building Something That Lasts

James Simon doesn’t see himself as a tastemaker. He prefers the term “caretaker.” He sees each show as something borrowed from the people who made it and the people who will watch it. His job is to guide it from the first table read to the final curtain.

“You’re just trying to get out of the way of the story,” he says. “If you do that right, people remember the show—not you.”

That mindset has served him well. And in an industry built on risk, his steady hand and clear taste have helped launch some of the most unlikely hits.

In a world full of noise, Simon’s career shows what can happen when you trust big ideas—and know how to build them from the ground up.