Built to Fail?

by:

Joe Patti

Some real interesting reading over at Artful Manager these days. I am especially interested in the feedback he is getting regarding his statement that the arts are overbuilt.

Today’s entry has comments from one of his readers about how community arts organizations might be feeling pressure to professionalize their operations.

“More generally, it seems to me, anecdotally, that our industry has pushed professionalism (by which I mean professionally structured non-profit orgs) as an indicator of quality and sustainability, leading amateur (some community theatres for example) organizations to professionalize without need, causing undo strain on the organizations, and diverting and spreading thin available arts and culture funding that feels compelled to support professional level organizations. ”

In the past I have mentioned that all arts organizations don’t have a god given right to exist, nor should they automatically expect to be funded. (Which admittedly is hard to accept when you are going through hours of grant writing.) I never really thought about the fact that these folks might be affected by subtle pressure to professionalize.

There are “rewards” as it were, for professionalizing an operation. You can get larger grants and donations (and the burden of tracking and reporting), you get the prestige of being recognized as professional, including willingness of newspapers to cover your events (though that happens with less frequency these days). Of course, there are increased expectations as the writer mentions that put a great deal of pressure on the organization.

The thing is, you can be really successful doing amateur work. Groups rent out my theatre all the time and present absolutely awful shows. But much to my chagrin, they have larger audiences than my regular season shows do because of word of mouth to friends and family. People don’t see great theatre, but they leave with a sense of joy having seen a loved one.

The group just has to be organized enough to organize a show, get themselves to the theatre and open the show on time, not oversell the house and then take their belongings with them when they leave. As long as they pay me, they have no further worries. I have to handle the water and power, maintain instruments, gather supplies, clean the theatre, worry about budgets, bugs, equipment failure. We supply the technical knowledge for running a show and processing an audience.

The theatre is celebrating its 30th anniversary this year and we have had 4-5 groups who have been doing annual events like this at the theatre for at least 25 of those years.

The problem might be as alluded to in The Cluetrain Manifesto that Artful Manager listed earlier last week–businesses take themselves too seriously. People who started out doing art to have fun suddenly decide they need to organize and get some respect for the work they do.

This, of course, is bad for everyone involved because audiences don’t need to have their introduction to an art form be at the hands of really awful performers looking for strangers to repeat the sentiments of friends and family that they have talent. If you admit you are not that good but have fun doing it, that is one thing, but if you believe that everyone shares your mother’s opinion about how talented you are and should fund you, that is another.

Now, to be fair, the professionals in a given performance field suffer the same malady. If you have read my blog on a regular basis, you will see that much is true. They can have a tendency to get too serious and believe that everyone ought to pay a premium for what they are offering because it is good for them.

Therefore, it is difficult for me to say this with any absolute certainty, but…running arts organizations by and large should be left to the professionals. If anyone should be making a mess of the arts, it should be people who have the resources and training to do it full time. Botching things up is not an appropriate activity for people who can only devote themselves to it part time.

But seriously, as many poor decisions are made by arts administrators, they are still better equip in many instances to do thing in a quality manner. When they endeavor to do something with the patina of professionalism, they have the experience and knowledge to anticipate the implications of decisions in ways amateurs don’t.

The comparison has been made to death, I know, but in many ways arts and sports are similar in this respect. People go to a Little League or soccer game with their kids and forget its all about the fun and socializing, drinking lemonade and enjoying the weather. There is such an expectation that their kids perform like professional players and that the volunteer referees be infallible, that the game get forced into pretending to be something it can never become.

This isn’t completely analogous of course. There is a better chance of a theatre evolving into a successful professional house than there is of a kid becoming a professional athlete. (Freddy Adu notwithstanding) In many cases, it is probably better to just let kids be kids and amateur arts organizations just have fun doing what they founded to do.

Beware the Agent!

by:

Joe Patti

So, a little cautionary tale to relate here about agents, artists and presenters. I had the experience where an agent didn’t return an executed contract after having it for 4 months. I made a couple calls to prod them to send the contract which was for a performance 2 months hence telling them I couldn’t process a check request without it.

A few weeks go by and I start advancing the show with the performers and mention the same thing. Turns out the performer had recently left the agent because of poor service like this, but unfortunately, since we started the contract with them, we had to continue. (And by the way, when I first called to bug them about sending the contract, the agent directed me to the new agency who then took a while to realize I didn’t have a contract through them.)
I explain how my ability to pay them will be hampered by not having the contract.

Five- six weeks out the agent calls and tells me they don’t have a piece of the contract so I rush the material to them hoping to expedite the process of getting the contract back. (In the meantime, they are calling for ticket counts three times a week) A month out, I speak with the performers again extending my dire warning. They give me another number to call and bug about the contract which I do.

Two and half weeks out, the performer calls in frantically because the agent who has had the stupid contract for 6 months now apparently hasn’t read it in all this time and makes a mistake about the agreed upon fee. I call the agent to clarify matters and she encourages me to send the deposit in (I have started intoning my warning about not being able to pay them now because I have said it so frequently of late.) A week or so out, the performers finally get the contract rush through signing it and filling out the required materials and though they aren’t supposed to, send a copy of the contract to me and return a copy to the agent.

Unfortunately, it is really too late to send the paperwork through in the normal manner. However, the performers’ rep threatens that they won’t show up if I can’t guarantee I can have the check for them. I don’t blame the performers for not wanting to risk their cash flow by having to wait for a check to come a week or so after they perform, but all the same, we sent the contract in nearly 7 months before at this point.

To make matters worse, the agent has pretty much crossed out half the contract, including the Affirmative Action and Equal Opportunity clauses which tend to be something that state governments are sensitive about. They didn’t technically apply to this situation, but still at the time, I didn’t know if it would go through the system swiftly or not. It would be tough enough to push it through without those potential stumbling blocks.

I spent a day chasing people around campus, calling secretaries and assistants asking to be alerted when people got out of meetings and requesting that the person in question not be allowed to leave their own office. (These folks are the ones that really run an institution as everyone knows!)

Somehow I managed to get all the approvals I needed and get the checks processed. However, it is a cautionary tale about the performing arts. Here was a situation that wasn’t my fault in the least and that I warned about in many instances, yet it was made my problem nonetheless.

There is little recourse for either me or the performer against the big agency. The performers can’t threaten to take their business elsewhere, they already have, and the agency is so big, they really don’t care if I never do business with them again.

We actually had a letter of warning that we sent back with the contracts 7 months prior warning about this as well. There doesn’t seem to really be a solution to this for the future other than to become the greasy wheel and call the agent everyday starting a month or so out if the contract hasn’t been received.

I know that I said nice things about agents that I met at the WAA conference. They were mostly folks who were in small to medium size agencies and were interested in keeping good relations with everyone involved. This wasn’t my first dealings with the behemoth agencies, but it was the worst indeed.

Marketing’s Fault

by:

Joe Patti

So I once again lived a situation I described in an earlier entry about how if a show sells out, it is due to the artistic decisions, but if it goes poorly, it is marketing’s fault for not pushing it hard enough.

I thought perhaps I had escaped that situation given that I am the one making the artistic decisions and overseeing the marketing. Ah, but I discovered you don’t need to officially answer to someone for them to expect to answer for yourself.

For our 30th Anniversary, we had put together a really good slate of famous Hawaiian performers that I could never have gotten on my own, but thanks to the connections of an alum, was able to pull together very cheaply.

In the last week or so, I had come to the conclusion that people just simply weren’t interested in seeing the show. We had promoted it every which way including a powerful concentration of radio spots. However, ticket sales for a show at the end of November by a middlingly famous group which we hadn’t promoted at all outside of in our brochure was easily outstripping those for the 30th.

Though it wasn’t originally planned as such, the university foundation decided to make it in to a donor cultivation event. When the event planner from the university called to ask how it was selling, I told her not well and she began to grill me on my techniques. (Did you do…, how about….) Then I got a call from the college fundraising officer with the same questions. Then came someone from the university department of external relations who absolved me of blame by confirming that they couldn’t help me because I had done everything they would have suggested and more.

However, then word got to the vice-chancellor who emailed the marketing director for the college from the middle of a meeting (the vice chancellor later got me in his office during another meeting, though to his credit took my word for it that I did everything I could. This was good because it was getting hard to contain my resentment).

The marketing director of the college actually held my job at one time so if anyone had the ability to tell me “ya shoulda done this…” it was her. However, having done the job, she knew what it was like and said exactly what I said in the entry I refer to above–“when it sells out, it is the choice, when it don’t, it is marketing’s fault.”

I really appreciate her role in getting me acclimated which to this point has meant answering my questions and then butting out. Now granted, this is probably due to the fact she is just too dang busy to pay attention to how much I am screwing up her baby, but is also due to the fact she can empathize.

Now I will admit, some of the grilling I got was a result of people wanting to help. But the problem is that their concept and understanding of publicizing an event is as a numbers game rather than as a process of identifying who you serve and want to serve and making your plans from there.

They mailed out stuff on my behalf willy-nilly to every name on their email list. There were people I was sure never heard of my theatre and people who were affliated with groups I didn’t even know existed.

Although I couldn’t track where people who bought tickets at the door that night heard about the show, I feel I can say based on the phone and internet orders I got through out the week, it wasn’t from any of the lists they emailed to.

Marketing and press relations are something that has to be planned and worked at. I will readily admit that my efforts in these areas have suffered from lack of available time. I can say that I am making an honest effort to adhere to and pursue the values I have espoused in this weblog.

Time to Pick Shows

by:

Joe Patti

So I haven’t even had the first performance of this season occur and I have already started on the process of picking performers for the next. The Performing Arts Presenters of Hawaii (of which I am now a board member!) had a meeting on Monday to discuss what we saw when we were in Spokane, WA at the Western Arts Alliance conference. I was expecting it would take 12 hours from the way people spoke, but it really ended up taking about 6. (Which I think was actually due to the president limiting presentations and moving things along.)

About 10 of us sat in a theatre watching DVDs and tapes projected on a screen and listening to CDs. We went through the list of potential artists people were considering by category (and there was strangely a bit of debate about grouping Latin and Jazz into the same category–mainly because many of the artists up for consideration seemed to be Latin influenced Jazz or vice versa. After listening and watching said offerings, there was considerable discussion about artists mislabeling their genre in an attempt to repackage themselves.)

In any case, people in the consortium were only interested in about 20% of the artists I suggested alone (as opposed to ones I was asked to pick up information for prior to the meeting and thus knew there was interest in). I would have felt a little slighted that they weren’t taking the suggestions of the new guy seriously if it weren’t for the fact that about an equal number of proposals by one of the more senior members also met with a lack of interest.

In the end though it might be a good thing since I will only have to take the lead on two or three artists if a number of members of the consortium are ultimately interested in presenting them next season. I will probably approach many of the performers I alone was interested in because I chose them in part for for their small company size and lower fees and so can likely afford them on my own.

Those that many people are interested in I will have to take the lead and negotiate on behalf of the others, collect feedback and information, plan the routing from one island to another on a series of dates (and since the dates for at least one theatre will inevitably fall on a week night rather than a weekend, see how things can be shifted beneficially.) It is probably better for me being new to the scene to avoid too many instances where I have to be answerable to people outside of my own organization and patron base.

One last observation, I don’t know if it was coincidental timing or a shift in the Force, but the day after I returned from this meeting, I suddenly had 4 calls from agents asking me if I had considered their material. I hadn’t told any of them about the meeting, yet something inspired them to call.

And of course, as luck would have it, none of them represented people we wanted to present so I ended up talking to people I really had no interest in speaking with.