One of the moderators of the Emerging Leadership Institute I attended, Rosalba Rolon, is the Artistic Director of Pergones Theater in Bronx, NY. She spoke briefly about the organization during the institute but it wasn’t until I read her brochure that something had caught my eye that synched with the stories she told.

She spoke a lot about the support the theater had received from the neighborhood and how indebted the organization was to their neighbors for their survival. Now things are looking up and the area, formerly one of the most crime ridden places in the country, is becoming gentrified. (Apparently, there is talk of changing the name from South Bronx to Downtown Bronx to support the spiffed up image.)

Many arts organizations target mailings to zip codes with affluent neighborhoods because they are more likely to be comprised of a demographic that is inclined to attend events and hopefully donate funds. Pergones uses zip codes to cultivate a different kind of currency.

The theatre remembers to whom it is indebted and offers 50% discounts (scroll to Zip Tickets) on tickets to anyone living in zip code 10451 up until 30 minutes before a performance. At first I misread this as a type of rush ticket available at 30 minutes before the performance but this anytime prior to 30 minutes before the performance.

As rush tickets, I thought this was nice, but when I realized this was a discount on advanced tickets, I thought it was great! This goes to creating a sense of investment, value and good will in the immediate community.

And even if you don’t live in the specific zip code, the theater has negotiated a reciprocal agreement for its members giving them a 40% discount at a theater in Manhattan, one in Washington, DC and a festival in Coral Gables, FL. Maybe few will ever be in a position to redeem the discount in the other cities. Still, they have an incentive to experiment and attend while they are away from home rather than doing something else.

The immediate message to the member is that their theater is working on their behalf to give them privileges when they are away from home. The goodwill generated from that is probably more valuable than any discount they might realize while on the road.

Since I have been invoking the idea of assessing technology and only using what is suitable for you instead of jumping on the latest trend, I need to issue a mea culpa.

At various times I have suggested in my entries that organizations should have the artistic staff blog about their rehearsal experience. I still think this is a good idea. However, of the few organizations I have seen who have had their artistic staff blog, I have to say I have been really unimpressed.

Many of them start out the first couple days of rehearsals and then either come to a dead stop or don’t pick up again until just around opening night. The entries that are there are pretty predictable. They start out talking about the great group that has been assembled and how exciting it all is. Then often nothing more.

Certainly one could get more entries generated if one made it a contractual requirement and set aside time each day during which performers and the creative team were to scribe their musings. After reading the experiences of a college professor who required her classes to blog, I am not sure this is the most constructive or productive tack to take.

Frankly, the blog postings I required my students to write were just not very interesting. Those students are bright, insightful, frequently opinionated, and, as a whole, a pleasure to be around. Their blogs were not.

I imagine that if you assembled the most brilliant group of performers and artistic collaborators the world could imagine, you might find that their brilliance was less apparent in what they produced for the blogosphere.

So I take it back. If you can do it well and your audiences will benefit from it, blog away! If not, turn the creative energies toward creating a great performance.