Cheaper By The Dozen, But I Only Have One Set of Eyes And Ears To Experience It

by:

Joe Patti

Seth Godin made a post about leveraging the power of word of mouth by incentivizing sharing with friends.

Krispy Kreme grew to become a doughnut behemoth in the US. The formula was simple: Scarce supply, high short-term taste satisfaction, and a dozen priced almost the same as just four.

As a result, most people bought a dozen. But few could eat a dozen, and you can’t really save them, so you realized that sharing a warm doughnut was the way to go.

Carmine’s restaurant in New York was the hot ticket for decades. One reason was that the only way to get a reservation was to come with five other people. So you needed to talk about it.

He goes on to talk about how a book he worked on about climate change, The Carbon Almanac, has priced pre-orders to make it cost effective to share copies with others.

The general concept is a springboard for ideas for arts organizations, which much like Krispy Kreme, offers a product with an ephemeral lifespan. Offering tickets/entry fees and memberships at prices which incentivize sharing the experience with friends–and intentionally promoting it within that framework provides exposure to a broader range of people.

While providing free admission to an event can also serve to expose your work to a broader range of people. One – surveys show that people who attend free admission events are ones who would have attended anyway. Even if they bring a friend, the friend may not be incentivized to return and pay for admission in the future.

Second – charging some form of admission creates an associated value with the experience. If tickets are $15 but five person pass costs $50, two people may technically be getting in for free, but the group is more likely to think of the tickets being $10 each.  The pass created a situation where two people who might not have attended now have.  If they have a good time, any of the five may not balk at paying $15 in the future when the pass or four friends aren’t available. (Or they may work to invite some new friends along.)

The venue I am at does something along these lines with movie passes which are good in any combination – an individual to 10 movies, five friends to two movies, two friends to five movies. Tickets are $5 regularly and with the larger passes I think you end up only paying $3/ticket. We end up selling quite a few of the passes and have a lot of them redeemed at each screening. It has been relatively easy to administer and worthwhile overall.

Reading Godin’s post has me thinking about how we might structure pricing and experiences for other events to encourage people to share then with friends.

Too Preoccupied To Weed Your Fields

by:

Joe Patti

So I saw the recent Dr. Strange movie this weekend and one of the biggest takeaways I had (no spoilers) was that classical music is powerful no matter what universe you are in. Though, like anything the benefit or detriment depends on whose hands are wielding it.

While that isn’t the main thrust of my post today, the movie is somewhat pertinent. I wanted to direct readers over to Drew McManus’ Adaptistration post today where he reflects on an episode of the Hidden Brain podcast on scarcity mindset.

Since I was processing our end of fiscal year appeal letters this past week, I had some time to listen to the podcast. I recognized how a lot of the problems discussed manifest in the arts, which is always beset by a scarcity mindset. One problematic product of a scarcity mindset is tunnel vision which inhibits long term planning, rationale decision making, and awareness of repercussions.

If you have seen the Dr. Strange movie, a tunnel vision approach to problem solving is basically the central driver of the entire conflict. I felt like Drew knew about my weekend plans when he wrote the post.

However, in the less supernatural, non-fiction of our daily existence, it can also be a core problem degrading the lives of individuals and organizations.

As Drew writes:

While there are numerous examples related to the ways scarcity of resources impacts decision making, I found one of the most applicable chapters is how scarcity of time impacts professionals.

Given that the orchestra sector has a long history of staffers and managers being overworked, it’s good to have examples from Mullainathan and Shafir that quantify the dynamic impact of making this environment the norm.

Listening to the podcast episode, they made some compelling arguments about people how people living near the poverty line don’t necessarily need classes on time and money management to set them on the right track, they need support systems that recognize the impact scarcity has on people’s mindsets.

They provide some interesting examples of studies that have been conducted on the topic. I was especially struck by the observations of the change in the cognitive capacity of Indian sugarcane farmers, who go through cycles of plenty and scarcity due to when they are paid for their crops.

MULLAINATHAN: We found a huge difference. So we found that post-harvest, when they’re well-off, they have much more impulse control.

VEDANTAM: Farmers who were rich tended to think about things that would help them over the long term. This matched other research that shows, for example, that farmers who are well-off tend to weed their fields more regularly than farmers who are poor. Farmers who were poor mostly focused on how to make it to next week, short-term thinking. To be clear, it’s not that poor people focus on immediate needs because that’s all they want to think about. It’s all they can think about. Scarcity captures the mind, like it did with those starving men in Minnesota. In fact, scarcity can actually lower how you perform on an IQ test.

There is a book written on the subject which Drew links to.

All this bears thinking about because careers in the arts have always been beset by a scarcity of time, resources and money. The overall internal cultural expectation is that you soldier through and pay your dues. In the context of this book and podcast, that is the very approach which inhibits the ability to think clearly and carefully about ensuring the long term survival of our individual and collective arts organizations.

It may be why, despite the stress Covid brought to our lives, greater availability of time set into motion new ideas and practices related to programming, relationship with community, and business models.

Man Those Backseat Entertainment Screens Are Getting Bigger And Bigger

by:

Joe Patti

I am always interested in seeing the novel approaches people employ to present performances. I happened to catch a story last week on Vice about a guy who is bringing pop up movie experiences to public spaces in India on the back of rickshaws.  The project is somewhat cheekily called Rick Show.  The concept was adapted from a Japanese storytelling form called Kamishibai which I was totally unfamiliar with.

Kamishibai, literally translating to “paper theatre,” was a Japanese art form popular before the advent of television, where a narrator popped up on street corners with sets of illustrated boards that were placed on a miniature stage on their bicycles, and then changed each board to communicate the storyline.

The artist, who goes by the name Le Gentil Garcon, worked with an architectural college to design a container to store the stage, lighting, projector, sound system and audience seating that would fit on the back of a long rickshaw. They ship their container to their target city and pop it on the back of a rented rickshaw. Then they go around and set up in public spaces like gardens and parks.

They show short, 10-20 minute films that allow passersby to pop in and out as they like. The total length of the program is about two hours.The overall goal is to bring art house films that are usually only shown in museums and specialty movie houses to the public square mixed with an element of delight at finding something unexpected.

“I liked the fact that many people who didn’t think they were going to see an art film on this particular day start to see something made by an international artist, and it’s kind of interesting,” said Le Gentil Garçon.

Difficult To Heed Polonius’ Advice These Days

by:

Joe Patti

Some notable news via American Theatre, for those who have found it difficult to heed Polonius’ advice of “neither a borrower nor lender be.” (aka pretty much all of us)  The Acting Company has created a program to pay off up to $10,000 of student loan debt for any actor that is cast as in their 2022-2023 touring company.

The loan payment is made directly to the lender at the end of the repertory season. There is language about the available grant funds being split equally between all the actors, up to a maximum of $10,000 which makes me wonder if this is funded by an endowment whose value may fluctuate due to the stock market. Or perhaps they are projecting a set number of actors will have student loan debt and if the number exceeds their projections, the share of the pool will be less.

In addition to receiving the debt relief, the website says the actors will have the opportunity to:

  • Participate in a financial literacy seminar designed to ensure their understanding of the financial impact of grant funds, and to provide overall guidance on financial management and self-advocacy for theater artists. The Actors’ Funds, Artists’ Financial Support Group, or a similar organization will be engaged to conduct a program specifically for our actors.

  • Participate in teaching artist training sessions led by TAC teaching artists and education consultants. This will add to the pool of qualified alumni available to lead The Acting Company’s education programs and provide a potential new source of income to the actors.

  • Complete a season-end survey documenting their experience with the program and its impact on their artistic, professional, and financial wellbeing

Companies have long offered to pay the tuition of employees in order to help with their career advancement. The fact that The Acting Company is offering student loan debt relief is a reflection of national conversation about student loan debt. It will be interesting to see if the tuition payment benefit is replaced or joined by debt relief as an employment benefit.

I suspect it may not be offered to the degree college tuition is. Not every employee will be interested in attending college, but a large percentage of employees may be carrying student debt.  But companies seeking skilled labor may choose to offer debt relief in order to remain competitive.