Thursday, May 20, 2004

Thanks for making my point

Following up on my last post, posing simple truth number 1 about engaging audiences in arts and culture, Vancouver offers this proof of concept. The struggling Centre in Vancouver for Performing Arts is flailing around for an audience, even though they book shows that do well in other markets.

Says Dennis Law, one of four Denver-based brothers who own the facility:

'I'm spending a lot of money and trying to do my best. But if people want this to succeed, they have to help me,' he said, appealing to the city's arts lovers to call, write or e-mail him with programming ideas that would work.

Given the simple truth that audiences buy expectation rather than performances, and given that consumers can't really say what they want until they have it, and often not even after that (see this earlier post for more), Law is looking in the wrong place for inspiration.

There is an art to preparing a performing arts season that suits a market and an audience -- but that also nudges them slightly out of their comfort zone. There is a strategy for taking that season and presenting it to a community in a way that will engage them. There is a trap in thinking that a beautiful hall, an exceptional show, and a glitzy brochure is all it takes to make things work.

As Theater Communications Group Executive Director Ben Cameron has said on several occassions:

'Our mission is the orchestration of social interaction, in which the performance is a piece, but only a piece, of what we’re called to do.'

More on this coming in 'simple truth number 2.'

posted on Thursday, May 20, 2004 | permalink