A year ago I wrote about how my one sister lives within 10 miles of some of the best theatre and arts venues in NJ, but has a perception that anything not on Broadway isn’t worth seeing (including Broadway tours.)
I have come up against a similar feeling at my current theatre. A graduate of the college is the artistic director of a dance company. He grew up on this side of the island and got his start in modern dance because of the school. He has decided he wants to give something back to the school and our side of the island by doing his shows in my space.
He is getting intense pressure from his board about this decision. His shows haven’t been doing well in our theatre and I feel sort of bad about it. His shows do much better at the big Broadway touring house in town. He barely fills a third of the 1400 seats in that theatre and they charge him much more for renting the place. However, he does attract enough of a crowd to pay his bill and go home with money in his pocket.
When he does a similar show in my 600 seat theatre–which would appear much fuller if he attracted the same crowd–he hardly attracts anyone.
The problem is, people think that if a show was any good, it would be at the theatre in town. This isn’t something I am just assuming–I overheard people reinforce this idea with comments. The most extremely example was when Ladysmith Black Mambazo performed here and sold the house out. Two people arrived late because they went to the theatre in town.
If that wasn’t bad enough–they had called my theatre, ordered the tickets and had them with my theatre’s name emblazoned across them in hand when they arrived! Despite this, the prejudice over powered them and they ended up trying to use the tickets to see Carol Channing.
I can appreciate this artistic director’s dilemmia. I tried to give him an out and pointed that it is tough enough trying to do art these days without purposely placing impediments to making money in your way. (I mean on top of the fact non-profits are not supposed to be covering all their expenses with earned income.)
My concern isn’t really about losing the income from renting to him. I rarely have an open weekend to rent. We are just beginning a partnership to develop a work for a world premiere in Fall 2006. I am excited by his vision and really want my theatre to be associated with the work.
With all the related educational programs being developed in conjunction with a museum and local arboretum, I don’t think we will have any problem creating enough buzz between now and the opening to overcome the perception that we present substandard work. We should have very nice attendance.
