ASR’s Not So Random Question Time: The Inimitable Jaime Love of Sonoma Arts Live

Aisle Seat Review and our readers are enjoying a new series of question-and-answer interviews with prominent Bay Area theater people.

Our goal is not to subject you the reader to extended portentous sermons of the guest’s views on Russian translations of lesser-known Mamet flash drama (is there such a thing?)

Too often the people who guide and make theater in the Bay Area are behind the scenes — fast-moving denizens of the curtain lines who mumble into microphones while invariably (always excepting Carl Jordan’s beret collection…) dressed head-to-toe in black.  These interviews allow you, the reader, to get to know these amazingly talented people a bit more, as…people.

Offering some personal and professional insights: with a heavy dash of humor, this is Aisle Seat Review’s Not So Random Question Time.


Jaime Love

Jaime Love is Executive Artistic Director of Sonoma Arts Live (SAL), based in the town of Sonoma. SAL performs primarily on the Rotary Stage in Andrews Hall at the Sonoma Community Center. Love has been involved in theater and radio for over 35 years as an actor, producer, singer, director, writer and voice-over artist in New York, Los Angeles, Boston and San Francisco. She is a founding member of the Sonoma Theater Alliance and Sonoma Arts Live, and for six years was Co-Artistic Director and Producer of the Nicholson Ranch Players’ musical revues and Christmas shows at Nicholson Winery.

A graduate of the American Academy of Dramatic Arts in New York, Love left the big city and worked in summer theatre in Montana (“Damn Yankees”), did post-production film work in L.A., and then fell in love with voice-over work and headed east again to attend Connecticut School of Broadcasting. She then went on to Boston, where she worked as the Arts & Entertainment Director and Promotions Director at WMJX and WMEX, focused on producing voice-overs for “Today’s Executive Women” and “That’s Entertainment.” Radio brought Jaime and her husband Rick back to the west, this time to San Francisco and ultimately to Sonoma, where he owns Creative Audience Research. Jaime and Rick have lived in Sonoma for twenty years.

ASR: How did you get started in theater?

JL: The minute I saw my first movie, “Mary Poppins.” I’ll never forget the theater, or Julie Andrews’ face filling up the screen. It was like a magic wand tapped me on my head and said “You’ve found your people.” I was the classic put-on-a-show-in-the-backyard kind of kid.

Regarding theater here in Sonoma, I had spent two years in San Francisco from 1993-95 and had loved the thriving scene there. I did a play with Jean Shelton at the Marsh, did an original play at this tiny awesome theater in North Beach called Bannam Place Theater. When we moved to Sonoma for Rick’s job there was just nada happening. Then I wandered into the Sonoma Community Center and discovered a wonderful woman who was starting Theater at the Center. From 1995-2001 we had a thriving community theater. In 2001 under a new administration they decided to use the theater as a rental, and that’s where it stood until 2010 when Todd Evans and I approached the Community Center about renting to us.

ASR: What was the first play you performed in or directed for a paying audience?

JL: My first real role was freshman year in high school: “This Property Is Condemned.” First time I was paid was at Park Royale Night Club in New York. I sang a half hour set and was given a tiny stipend and a cut of the door, so of course I asked all my fellow American Academy of Dramatic Arts pals to come! I remember my “hits” were “Because the Night,” and “Your Nobody Called Today,” a popular country-western thing. First show I directed was a music revue I co-wrote called “Wine, Women and Song – Love Unleashed” at Nicholson Ranch winery. I went on to write and produce shows there for about five years.

ASR: When was your present company formed?

JL: 2015. Before then we were a theater cooperative, Sonoma Theater Alliance, for five years.

ASR: Did you anticipate that SAL would become as successful as it has?

JL: I’m really thrilled and encouraged by the response from the community and the critics. Once we honed in on our demographic and what they wanted, things really came together, and I feel we have found our sweet spot. We have a mature well-educated audience and I try to envision them, what they’ve been through in their lives, and choose plays that speak to them nostalgically or emotionally. I am in their age group and I rely a lot on thinking about my generation’s collective experience and how a play may or may not fit in.

I’m not ashamed to say that our company feels no shame in producing feel-good theater. There is a place for everything, and I love edgy theater and new works but that’s just not us—not to say we do “fluff”—maybe “tried and true” is a better way of looking at it. Sonoma is so small that I truly do know most of our 250 season ticket subscribers and we talk constantly about what brings them through our doors. We do a few new works as staged readings each year, and I’ve been proud and pleased with the response from our patrons.

ASR: It will likely be several months until theaters reopen. How is your company coping with the shutdown?

JL: I’ve got at least three different scenarios ready to go. It’s been so sad to have to move shows like chess pieces, strategizing and trying to stay one step ahead without having a crystal ball. We were set with a full season ready to announce April 11 with a now cancelled reception. And as so many of us in the North Bay share the same talent pool it will create even more stress. You can’t just move a show three months ahead and not run into conflicts. My hope is to take the three remaining shows in our season and add them to the new one.

ASR: How do you envision the future for your company? For the theater community overall?

JL: My guess is it will come back slowly. I’ve been rethinking the big cast/big shows for the short term. If audiences are not allowed to gather in large groups—necessary for us to be financially stable—I’ll need to produce shows that will at least cover expenses for actors, crews and rent. And we are going to have to deal with the very real fear of “gathering” and what that will mean for our actors and our audience. If I think about it too much I go down the rabbit hole.

I’m not ashamed to say that our company feels no shame in producing feel-good theater.

ASR: Name three all-time favorites that your company has produced.

JL: “My Fair Lady,” “Always, Patsy Cline,” and “Becky’s New Car.”

ASR: If you had to do a whole season performing technical work — sets, lights, projections, sound, props, costumes — which would it be and why?

JL: Definitely props and set decoration. I’ve been a thrift shop and antique hunter since I was about eight years old! A week does not go by when I do not pop into all the great thrift stores in Sonoma. I’m an “Antiques Road Show” junkie! When I was little I would go “antiquing” with my mom and her best friend. I learned so much from them.

ASR: As hard as it may be to pick just one, can you name a Bay Area actor who you think does amazing work?

JL: Well, Dani Innocenti-Beem of course! She has that star power. You can feel the energy when she walks on stage. She truly helped put Sonoma Arts Live on the map. Also Chris Ginesi. I’ve known him since he was about twelve—we did “Our Town” together. He’s truly exciting to watch on the stage. It’s been wonderful to watch him develop his craft over the years.

ASR: What’s the weirdest thing you’ve seen a guest do at the theater?

JL: I was playing Rita Boyle in “Prelude to a Kiss” in upstate New York. Cell phones had only just come out—this was before it was added to curtain speeches to turn them off—I’m in the middle of this intimate scene, and not wearing much, and this guy’s phone goes off. He answers as if he’s at home in this very normal voice: “I can’t talk now. I’m watching a play.” Then a few seconds of silence. “Yeah, it’s OK…” meaning “Yeah, the play’s OK.” It was very hard to stay in character after that!

ASR: Do you have a “day job?”

JL: I am so blessed and lucky and honored to say for the first time in my life, theater is my paying full time job. We have an amazing Board and a fundraising team

ASR: What are your interests outside of theater?

JL: Writing, being with my kids, exercising, enjoying new restaurants and hiking with my amazing husband. After 31 years together, I still really like him—and I am writing this after three weeks of seeing basically only him!)

ASR: Do you follow other arts—music, film, dance, painting/sculpture? Do you pursue any other arts apart from theater?

JL: For about ten years I wrote wrote wrote, and had a few things published.

ASR: You have the opportunity to create a 30-minute TV series. What’s it called and what’s the premise?

JL: “Whine Country”—I was a wine country tour guide for six years, creating private trips: lots of bridesmaids, rich rich people, anniversaries. The company I worked for had a division of drivers who picked up people at different hotels for group tours … I have always wanted to do a series based on the TV show “Taxi,” where each episode starts with all of us at the station, picking up our vehicles, and then each individual episode would follow a different charter driver and guests. There are so many stories I could tell!

ASR: What three songs are included on the soundtrack to your life? And why each?

JL: “Oh, What a Beautiful Morning” from “Oklahoma,” “Walking on Sunshine” by Katrina and the Waves, and “When You See a Chance,” by Steve Winwood.

My first musical was Oklahoma in ninth grade and I had a huge crush on the guy who played Curly and I can still get butterflies in my stomach picturing him walking out on our stage singing the first few notes.

“Walking on Sunshine”—I lived in Helena, Montana for a few years after NYC, and I had this fun little moped that I would ride to the Grand Street Theater, listening to my Sony Walkman and playing that song full blast riding up and down hills!!

“When You See a Chance”—I first heard it by going through my roomie’s records and throwing it on the turntable. When that song came on it just leapt out at me, I never forgot that moment when lyrics grabbed me like that. It was my grab-a-hairbrush-as-a-microphone-and-stand-on-the-bed song!

ASR: Theater people often pride themselves on “taking risks” — have you any interest in true risk taking, such as rock climbing, shark diving, bungee jumping, skydiving?

JL: Absolutely not.


ASR Executive Editor Barry Willis is a member of the American Theatre Critics Association and president of the SF Bay Area Theatre Critics Circle. Contact: