Be as specific as possible. Secure rights to the play. If the show is not an original work, be sure you have a signed contract in hand before you announce the play as part of your season. This is generally done in two parts. Contract with a venue.
Space is at a premium in the Bay Area, so be sure to contract many months in advance.
Find out what is included in the rental price, such as insurance and tech rehearsals. Many venues require you to acquire your own liability insurance, which can be very expensive. Consider how long and how often you want perform. The longer a show runs, the more it costs, but also the more people can hear about it and make plans to attend. Weekend matinees vary in their success, based largely on the type of audience members your show attracts.