Alexander to lead Reprise theater

Tony Award-winning stage and screen veteran Jason Alexander is taking on a new role: artistic director of Reprise! Broadway’s Best.

The actor widely recognized as George on the “Seinfeld” TV series has big plans for Los Angeles-based Reprise, a not-for-profit theater known for stripped-down versions of vintage musicals such as “Company,” “Kismet” and “Pippin.” The company has traditionally mounted a three-show season at UCLA’s Freud Playhouse but will expand to four productions for its 2007-08 season, chosen before Alexander came on board.

“The immediate thing is to try and raise some money,” he said. “The other part is to try to expand what they do. I have talked to them about including plays and play readings, concerts, speaker series and classes in musical theater.”

Alexander said he hoped that by presenting more diverse work -- which may begin with an African American and Latino cast for next season’s “Damn Yankees” (Nov. 7-18) -- Reprise could bring in new audiences. Another plan is to widen the pool of high-profile actors willing to take part in the company’s shows.

“There’s talent that the town might really get excited to see work,” he said.

Alexander will work with producing director Jim Gardia, who replaced Reprise founding producing director Marcia Seligson in 2005.

“We have talked a lot about where we would like Reprise to go, and we are on the same page,” Gardia said. “Being such a small organization, it’s hard to produce several shows in a year, but with more help and with Jason on board, I think we’ll be able to handle it and grow from that.”

Alexander’s involvement with Reprise goes to its inception in 1997 and his performance in its maiden production, “Promises, Promises.” Most recently, he directed the company’s production of Stephen Sondheim’s “Sunday in the Park With George” this year.

In the long term, Alexander hopes to see Reprise do new work, which may include commissioned pieces. “We need to expand,” he said, “or Reprise is just going to have diminishing returns.”

lynne.heffley@latimes.com