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Patrons With Old Wounds

October 30, 2012

by:

Joe Patti

A month ago while discussing audience participation and Great Lakes Theater Company Artistic Director’s feeling that babyboomers rather than young people craved interactive experiences at performances, I wondered aloud:

“It occurred to me that as people with training in the arts, we know about the history. But do our audiences in general know? Do they yearn to shout praise or insults and stay away because they can’t? Is the ability to do so something people would value so much they would start attending if they could?”

I was reminded today that while those who may value interactive experiences may not explicitly state their desires, those who would prefer more passive interaction definitely voice their opinions on the matter.

I had sent out an email newsletter yesterday mention an upcoming performance of Alice in Wonderland. In response I received an email from a patron stating the last time she attended she had an unpleasant experience due to people being allowed to be loudly interactive with the performers. Because she did not want to chance another bad experience, she wouldn’t be attending our performances any time soon.

I looked up her purchase records to try to discern what show might have offended her and found that our last attendance record is 4 years old. All that means is that she hasn’t purchased advance tickets in four years. She could have easily purchased tickets at the door or come with a friend and we didn’t capture her name.

My suspicion is that she probably attended one of our free end of semester student performances which tend to be pretty raucous or a Mexican music concert a couple years ago where the band encouraged the audience to sing along. Those are the only performances I can recall where we have received complaints similar to hers. We have also received praise from attendees who enjoyed the high energy atmosphere of these shows.

However…she was obviously so upset by the experience that she continues to be bothered months, if not years, later and she wanted to let us know that she still holds it against us.

I don’t want to advocate for maintaining the status quo, but I do think it is important to remember people like this woman when you start to consider moving toward more interactive experiences. Ask yourself who is more loyal, the people who will hate the changes or the people who will embrace them? Is there a way you can gradually phase in a change of dynamics or do you feel the shift is desperately needed to retain or attract an audience?

If you have read my blog for any length of time, you have probably gotten the sense that I don’t think there is anything to gain by completely catering to those that value the status quo. Pacing of a change over a long period of time can signal a commitment to the new course to your existing supporters without alarming them and assure your target audience that the changes aren’t a superficial attempt to pander to them.

We know people are staying away because their perception of the attendance experience isn’t appealing, but we don’t know how many would regularly attend if changes were made and how apt they would be to return on a regular basis. We know much more about those who do attend on a regular basis, but as the oft spoken mantra goes, they are dying off or retiring to Florida.

The bigger challenge to most arts organizations is discerning the a constructive course of action based on feedback. Those who support your course of action are rarely as vocal about it as those who despise it and it is hard not to react to the stronger emotional response. Supporters who feel you are on the correct course will say nice things in the lobby. Six months later, they may respond to a mailing with “looking forward to the show” which fade in the face of “I am never coming to see a show again based on my six month old experience!”

Audience Relations

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Stuff To Ponder: MyStage Accounts

October 29, 2012

by:

Joe Patti

Hartford Courant columnist Frank Rizzo recently suggested an interesting subscription alternative, MyStage Accounts, that is something akin to the flex subscription or monthly membership pass.

Rizzo’s idea is basically like a savings account or gift card that the patron can use as a basis for purchasing tickets. (my emphasis)

Tell theatergoers that for the new season coming up they can simply open an account and from that account they can buy any ticket at any time. Simple as that. Write a check for $100, they’ll get get $115 worth of tickets; $200 and they get $240; $300 they can get $400 worth of tickets; $500 they get $700; $1,000 they get $2,000. Or whatever discounted percent those spreadsheets tell you is viable.

No muss, no fuss. (Is there an app for that?) The more they give, the better the deal (up to a point.) And there could be promotions where the theater can add to some accounts for whatever clever reason their marketing staffs come up with.

Rizzo’s thought is to provide a win-win situation. The theatre gets the money up front just as they do with any subscription and the audience member gets the flexibility of choice. I don’t know that this is any better or worse than the flex subscription or monthly membership model, it just provides another option that might appeal to your community.

What I like about this idea is that: First, it gets people invested in your organization when they think about the amount they have in their “bank account.” If you had a way to easily do an email merge out of your ticketing database you could send people their balance on a monthly basis during your season to keep them engaged.

The other thing I like is Rizzo’s suggestion that you might add to people’s accounts for various reasons. I think this ties in very well with the practices of social media and online gaming sites which give you bonus points and achievements for reaching certain milestones (very often based on use which encourages people to keep using!) or awards bonus points for playing during a certain time of the year.

Obviously a theatre might award bonus points for attending a show that they think would have low attendance but people would soon recognized bonus points signaled a lack of confidence. A successful program would also award people bonus points for seeing shows they want to see anyway like the annual production of A Christmas Carol.

That can actually provide an incentive to single ticket buyers to to open an account. They won’t derive any benefit from the Christmas bonus if they don’t have a MyStage account to deposit it into, after all.

Audience Relations, Info You Can Use, Marketing/PR

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Now For Something Completely Different

October 24, 2012

by:

Joe Patti

Last year my assistant theatre manager gave me a calendar of Japanese wood block prints from MFA Boston. Most of the works included are several hundred years old and have really enjoyed looking at these past months.

Many of you may be under the impression that art from this period was very stylized and refined, and you would generally be right.

However…the subject matter which artists dealt with is another subject altogether. A scroll created by an unknown artist of the Edo Period, quite aptly named “He Gassen” tells the story of the “Great Fart War,” pre-dating Monty Python by about 200 years.

The scroll was digitized by Waseda University and all the images can be viewed on their website. Note that the proper sequence requires you to start at the top right and proceed left across the page.

While the scroll’s key demographic may strike you as being an eight year old boy, you might find yourself bookmarking this page depicting Japanese men in various degrees of undress discharging their attacks from atop horses, attempting to erect protective barriers and “recharging” around great pots of food, as something of a guilty pleasure.

You may not have credited the Japanese of the Edo period with this sort of humor. To some degree you would be correct, this period was characterized by strict Japanese isolationism. The He-Gassen scrolls are said to have reflected the anti-Western sentiment of the time.

Again, not unlike the sentiments expressed by the Frenchman toward the Englishman in the Monty Python video.

Believe it or not the “fart battle” was a fairly common subject of the time. Christie’s auction house sold fart war scrolls by another artist for about $1,500.

General Musings, Terms and Ideas

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Fleeing The Tiger Is No Time To Get Creative

October 23, 2012

by:

Joe Patti

There was a recent series of posts about creativity and children on the Creativity Post website that have made some concepts gel for me.

In September Dr. Peter Gray made a post about declining creativity scores in school aged children. In part he blames an education system which increasingly focuses on the concept that solutions are either right or wrong rather than providing free time to experiment and play. Given the research he cites, parents that over schedule their kids’ time also share some of the blame.

As much as we in the arts tout the benefits of creativity, you may be surprised to learn how important it is to success in life and how significant the decline is:

According to Kim’s analyses, the scores on these tests [Torrance Tests of Creative Thinking (TTCT)] at all grade levels began to decline somewhere between 1984 and 1990 and have continued to decline ever since. The drops in scores are highly significant statistically and in some cases very large….

…but the biggest decline is in the measure called Creative Elaboration, which assesses the ability to take a particular idea and expand on it in an interesting and novel way. Between 1984 and 2008, the average Elaboration score on the TTCT, for every age group from kindergarten through 12th grade, fell by more than 1 standard deviation. Stated differently, this means that more than 85% of children in 2008 scored lower on this measure than did the average child in 1984. Yikes.

[…]

Indeed, the TTCT seems to be the best predictor of lifetime achievement that has yet been invented. It is a better predictor than IQ, high-school grades, or peer judgments of who will achieve the most.

In a post this month, Gray continues on this theme discussing how important it is to allow a child to create in a non-judgmental environment. He cites some interesting research on the impact of judgement in home environments on the creative development of children.

My ah-ha! moment came after Gray discusses how people will generate a more creative product if they don’t know their work will be evaluated. People tend to edit themselves in order to please the evaluator and out of fear and anxiety about being judged. (my emphasis)

“If a tiger is chasing you, your best bet is to use well-learned or habitual ways of escaping from the tiger, not to dream up new creative ways of doing so. Creative ways always run the risk of failure, so we are biologically constructed to cut creativity off when failure has serious consequences.”

Many in the arts, myself included, have written about how important it is for arts organizations to embrace the risk of possible failure by experimenting with new approaches to the creation of art, audience/visitor experience, marketing, pricing, etc.

In the context of Gray’s observation, it isn’t that arts organizations are simply risk averse about new experience the way kids are worried about the first day of school or audiences are anxious about attending their first classical music concert.

Rather the fear engendered by financial consequences evokes a hard wired primal fight/flight reaction that actually shuts down our ability to think creativity.

The idea that this situation is biological was as illuminating to me as Neill Archer Roan’s observation a few years ago that emotional satisfaction engendered a diminished sense of responsibility for self-/professional development in arts professionals.

I think it is helpful for arts organizations to be aware the fear of experimentation in the face of perceived threats is not only probably irrational, but also a genuinely visceral reaction. Knowing this, they can endeavor to create a decision making environment where the influence and presence of these threats are diminished.

Likewise, it is important for arts organizations to know these things when providing and advocating for arts education. Creativity is cultivated by arts instruction that provides opportunity for wholly free expression alongside direction and evaluation.

creativity, Management Philosophy, State of the Arts, Terms and Ideas

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