CUMBERLAND — The story behind the upcoming play at the Cumberland Theatre could be a play within itself — or even a premiere episode of a new situation comedy. It’s a plot with many turns and twists — the latter of which may or may not contain lime.
Kimberli Rowley, the artistic director of the theater, has a second job outside the world of footlights and velvet curtains for an adult beverage distributor. It’s this job that asks her to traverse from place to place and restaurant to restaurant and advise owners and managers on new drinks, cocktails and libations that are trending. Last summer, that company sent Rowley on a “field trip” to Austin, Texas.
As it happened, Rowley was seated at dinner one evening next to a local resident and, as one does in such situations, she struck up a conversation and the subject of live theater was broached. Her table companion mentioned he had actually written a play and Rowley offered to read it and give her professional opinion on its plot, character development and the possibility of the play being staged. When she arrived back in Cumberland from her business trip, the script was waiting in her inbox.
The man who was she talking to — and as a result befriended — was Tito Beveridge — the founder and CEO of Tito’s Vodka, one of the most successful adult beverage companies in the world.
As a result of a simple friendly dinner conversation, Beveridge’s only play, “This Side of the Dirt,” is being produced outside Texas for the first time by the Cumberland Theater this week.
Beveridge was working in the mortgage business when, in 1993, he had an idea to make homemade vodka and give it as gifts to friends. When mortgage rates went up, he started going to liquor stores to ask the owners and managers if they would buy his flavored vodkas.
The story goes that every person he talked to suggested vodka was not a hot ticket item but if he could develop one that was so smooth it could be consumed straight, they would consider it. And that is what Beveridge did. He studied vodka and moonshine production and perfected a formula that at first had a local following, then a statewide reputation. Soon, the beverage was nationally known.
“I’d go out and make it and sell it and come back and make some more and you know, I was sleeping next to the still and you know just kind of boot-strapped it up,” Beveridge said by email.
It took his new company “more than eight years to really find its legs,” he said.
And while now everyone knows Tito Beveridge as the “vodka guy,” how is he as a playwright? Is he Shakespeare meets Jack Daniels?
“Tito pieced together a story based on characters in his own life and others that he simply dreamed up. Writing about the subjects that interested him most — family, friends, land and philosophy — he tinged this all together with a little South Texas flair to create ‘This Side of the Dirt,’” Rowley said. “It’s a story about love and family and the importance of telling it like it is and knowing that in the end it will all work out like it should.”
“It’s a story of how one strong minded willful person lives on, after death, in spirit, through his family and friends,” Beveridge said.
“We are thrilled to be granted permission to perform this hilarious play,” said theater board president BettyJo Gehauf. “We are honored that Tito has trusted us with his work and hope the community will come out and support this project.”
In another plot twist, Rowley — who is also directing the show — cast Cumberland native and former sitcom star Rebeca Arthur as Sally in the production. Rowley met Arthur when the former “Perfect Strangers” star appeared in a Cumberland Theatre staged reading of “Confessions from the Ladies Room” as a fundraiser for the theater in September.
In addition to being part of the successful ABC “TGIF” lineup for nine years, Arthur was also a regular performer on the “Circus of the Stars” specials and appears in the films “About Last Night,” “Get Shorty,” “Opposites Attract” and “Scrooged.” Her past costars on projects have included Demi Moore, Joaquin Phoenix, Vicki Lawrence, Bill Murray, Rob Lowe, John Forsythe, Lauren Tewes, Barbara Eden and Joe Pesci. These days, Arthur divides her time between Thousand Oaks, California, and Cumberland, where her brother, the musician Bill Arthur, still resides.
“I am so thrilled to be back home and this is such a fun play. I get to play a really fun and quirky character. The folks at the Cumberland Theatre are true professionals and everyone involved in doing this show has been awesome,” said Arthur. “It’s been almost 30 years since I’ve been in front of a live audience, but now have done two shows — both in Cumberland — within the past six months. I am excited and nervous to dust off my acting chops and return to the boards.”
“This Side of the Dirt” features a blend of local actors and out-of-town guest artists. New York based actress Carrie Baker makes her Cumberland debut. Juan Calix, Emily Snyder, Andy Duncan and Andrew Watkins are also cast members in the production.
A happy hour featuring Tito’s cocktails will begin an hour before each performance. The show runs for four performances from March 13-16. More information on ratings and group sales can be found on cumberlandtheatre.com where single tickets are available for purchase as well as 2025 season passes.