Joel Soukkala
actor / director
General Manager: County Seat Theater
a big part of my life
My brother was the sports kid in the family, but I was drawn to art and creative things. I didn’t experience theater as a young child but it would become a big part of my life when I arrived in high school as Carlton High School had a strong theater program. The school put on a musical each year, a big event, and then introduced one-act plays to the mix. I got involved with one-act competitions. From there things just kept building.
At the same time the County Seat Theater group started to take shape. Originally begun as a fundraiser for band uniforms, it was so successful they continued doing productions the following years, and in 1990 they officially became a nonprofit organization. I was a sophomore in high school - and believe it or not, I was on the very first board of directors when they incorporated. Before I knew it I was helping with children’s productions, working in the box office - basically pitching in wherever I was needed.
the right combination of skills
I became president of the board of directors, and when we found our current space we began creating job titles, figuring out how to distribute responsibilities. The program was growing fast and we needed more structure.
In that time I started handling more of the general management tasks - unofficially at first. Cheryl Kramer-Maelher still acted as artistic director, and we were all picking up extra duties and figuring things out. I was still heavily involved in the school programs and community education. Along with that I was working at the newspaper and helping my dad with construction. I had my hands in a lot of different areas.
graphic artist
I eventually went full-time at the newspaper, working in production as a graphic artist, as my actual degree is in Graphic Design. I interned at The Old Pine Knot newspaper before it split into The Pine Journal and The Journal. I was there through that transition, and even designed the Pine Journal logo. I bounced between different papers as a graphic artist and team manager until we were all brought under one paper, being bought out by Forum Communications. This was all part of the Duluth News Tribune transformation. These changes included a decision to lay off all of the graphic designers at the DNT. I was then managing a team of four graphic artists—each of us handling a local paper: The Superior Telegram, The Budgeteer News, The Manney Shopper, and The Pine Journal in Cloquet. After the layoffs our team was expected to do all of the graphic work for the Duluth News Tribune—which was just wild. We were moved to a small pod workspace in the middle of the office. Though not in the workers union we did what had been union jobs, kept physically and socially separate. It was bizarre—like being in a fishbowl. We couldn’t integrate with the sales team, and everything was done through weird messaging systems. It was just a mess.
I was still trying to stay involved with the County Seat Theater, using my lunch breaks to talk to sponsors and help with advertising. That is the nature of working at a community paper—you were embedded in the community. You went to chamber events, you wore a lot of hats. I was always representing both the paper and the theater. Once we had been moved to the DNT office, it was clear I couldn’t volunteer my time for the theater. I met and told the board that I had to step back. That was when they said, “Why don’t we hire you?” And I was like, “Why the hell didn’t you hire me 10 years ago?”. That’s when they brought me on as full-time general manager. I think it's been 13 years now.
theater manager
I have a background in construction and also have experience in community outreach. I was involved with the schools, the Chamber of Commerce, the Lions Club, and all those groups. Graphic design alone could be a full-time job for the theater — there are many rabbit holes to go down in the task load. Though not an expert at everything, I’m pretty good at a variety of things. That has helped hold it all together. A day may include everything from designing posters to — yes — even fixing the toilet.
It’s an all-encompassing role. We are nearing a point where perhaps within five years we could hire a part-time office manager or additional help. As we get older we move a bit slower, and I could use someone to help me keep on track with daily things, like where I’m supposed to be, or what I’m supposed to be doing. I love the variety of my days, as it's not just desk work. I have administrative duties for sure, then there are creative days. If boredom or a roadblock sets in working on one thing, I can pivot — maybe I’ll look at the lighting today, or sound design. We are always planning the next season, updating the website, working on the brochure, or creating advertising.
what fuels my passion
I often think, "How can I get far enough ahead to take a day off and not worry about everything?" But the truth is, I don’t mind always thinking about it — because it’s good stuff. I’m excited for the next project. Even when buried in tasks, my thoughts are "Once I get through this, I get to do that other thing I’m excited about."
I was once heavily involved in performance, but now it’s more about creating the experience for others. I get this warm, fuzzy feeling when a production wraps and I see how emotional the actors are. For some, it’s a bucket list moment — maybe the only time they'll ever do something like this. That can be very powerful. Yet for me, I’m already thinking about the next show. We work to strike the set and start building again with a whole new group. I don’t always feel that emotional hit personally, but I do feel it when I see how much it means to others.
That’s what gives me longevity in this role.
Children’s theater, especially, is the best. I only get four days with them, but by the end, they’re asking, “Wait, it’s over already?” My son, Don — he’s probably the most hesitant of my three kids when it comes to performing — yet even he gets pulled in. By the time it ends, he’s sad that it’s over. My youngest, Jackson, is 12 now, and the girls are heading into their junior and senior years. They started so young — even before they were officially old enough. Why?
Well, because they knew the director.
Profiles in Creativity has been funded in part through an Art Project Grant for Individuals FY25 awarded to Glenn Swanson by the Arrowhead Regional Arts Council.
Local Hands photography project/exhibition will highlight the lives and craftsmanship of 20 local artisans of diverse artistic and crafting disciplines, showcasing their skills, traditions, and the cultural significance of their hands at work.
