Arts groups creating ways to lure young audiences
If you want Erin and Tom Baker to come see your show, you'll have to do more than hang up some posters or send them a flier.
The Bakers, of Squirrel Hill, are busy young professionals who like attending performing arts events.
They don't get their information through traditional media, and they might need an extra push to get them inside area theaters.
"I'm usually out at things at least three nights a week, either a meeting or an event. Young professionals are really extended. They care about and are definitely involved in a lot of things," said Erin Baker, 25.
She's most likely to attend plays or events organized around a subject or issue she feels passionate about. But that's not all it takes to get her through the door. "I like events that combine food, an interesting place and a topic I care about," she said.
Promoters of local performing arts organizations are working had to draw people like the Bakers to their programs.
"Young people are our future. They are the future of any arts organization in Pittsburgh. It's important that we develop programs for these audiences," said Michelle Debelak, manager of special events for the Pittsburgh Symphony.
In November, the symphony drew an audience of 150 predominantly young music lovers to hear violinist Josh Bell perform informally at the Hard Rock Cafe in Station Square. Those attending had the opportunity to buy discounted tickets to Bell's concerts at Heinz Hall later that week.
"It's something we work on, on a daily basis," said Janis Burley Wilson, vice president for education and community engagement at the Pittsburgh Cultural Trust. "These are our future audiences. For every program, we try to develop an add-on to make it more meaningful to them."
The cultural trust's most recent quarterly Gallery Crawl event, offered in cooperation with galleries and performing arts venues in the Cultural District, drew 8,000 attendees, many of them within that 20- to 40-year-old demographic, Wilson said.
"It takes time to develop that audience. Our goal is to introduce them to what's available Downtown," said Wilson, who makes sure that in addition to bands and hors d'oeuvres, Gallery Crawl venues are amply stocked with information on upcoming performances in the Cultural District.
"The Gallery Crawl has been wildly successful for our demographic. The way it's structured, it takes the stuffiness away. It's more fun and dynamic," said Black who is in charge of operations and programming for the Pittsburgh Urban Magnet Project.
Jennifer Black, 32, of Baldwin, knows how many performing arts organizations are clamoring for attention.
"There's plenty to do and a good mix (of events). Whatever you are interested in, there are things to do," said Black, director of operations and programming for PUMP, an advocacy group for issues that affect young and young-thinking people.
Building young audiences requires a little missionary work, said Jeremy Kraus, director of marketing for City Theatre. "Young audiences do not go to the theater," he said. "They do enjoy it when they attend. It's just a matter of getting them here. We have to try to get out the word that this is not a stuffy atmosphere. You don't have to get dressed up."
Some organizations have attracted young professionals by involving them as volunteers.
Michael Langer, president of the Westmoreland Cultural Trust, said his organization has begun creating a flexible volunteer program that allows young, working people to choose projects in which they can use their professional talents such as fund-raising, program selection or ushering at the Palace Theatre.
The cost of tickets -- both perceived and real -- creates barriers for many, said Kraus, director of marketing at City Theatre. "College-age and young professionals think it's going to cost $100 for a ticket," Kraus said. "It's important that we get out the word that the programs are affordable."
Becky Rickard, group sales manager at the Pittsburgh Public Theater, agrees. "The challenges usually are ticket prices, especially for young professionals who are buying their first car or their first house," Rickard said. "We try to have nights that give a lower ticket price."
Many organizations such as the Pittsburgh Public Theater and City Theatre offer deeply discounted tickets, not just to full-time students but to those in their mid-20s and younger.
Discounted prices are one of the primary motivators for South Side resident Jonathan Fortier.
"It's nice to attend at a nominal rate," said Fortier who has enjoyed the $15 ticket price the Pittsburgh Public Theater extends to students and others age 26 or younger.
He misses those discounts now that he's turned 27. But he continues to attend shows through the theater's Mix at Six program that offers a slightly more expensive, $20 pre-show package of a pre-show cocktail party and theater seat for the final preview performance of each play.
For Fortier it's an opportunity to socialize with other people who are interested in theater. "I kind of like the happy hour. It's a time for people to gather, eat, drink and catch up with people," Fortier said.
But to sell them tickets, performing arts organizations have to get the attention of 20- to 40-year-olds. That's not easy.
Those just a few years out of school are busy finding jobs, launching careers, establishing relationships, getting married and starting families.
And they don't necessarily pay attention to traditional media such as newspapers, billboards and posters.
When folk and blues singer Laura Veirs and the Tortured Souls appeared at the Andy Warhol Museum last May, ticket sales didn't take off until Veirs made a day-of-performance appearance on WYEP-FM radio, said Ben Harrison, assistant curator for performance at the museum.
"If there's a buzz, it sells great. If there isn't, then it doesn't," he said.
One way to create that buzz is to get an event or performance listed on weekly e-mail lists such as those sent out by PUMP, Partygeek and I (Heart) Pittsburgh.
"The majority of our members find out about events through word-of-mouth, Web sites and e-mails," Black said. PUMP's e-mail list goes out to 4,000 addresses.
PUMP also offers a member benefits program that works with local arts providers to offer discounted tickets to area events and programs. "We wanted to give them more bang for their buck," Black said. "Plus it's a way of making them more aware and getting them to venues."
The flexible, member benefits program is offered in place of PUMP-supported member evenings that were not wildly successful.
In addition to e-mail lists, other performing arts groups use Web pages to connect with young adults.
When the Pittsburgh Public Theater produced "Jackie and Marilyn" last fall, a Web site offered an interactive quiz -- "Are You a Jackie or a Marilyn?"
Time-starved young adults may not have time to read a flier or newsletter mailed to their house, but they will find five minutes to take the quiz, Rickard said.
City Theatre offered an even more ambitious Web site to promote its recent production of "The Muckle Man," a play the company thought might strongly appeal to young professionals. The site offered multiple features to learn about various facets of "The Muckle Man," including a blog supposedly created by one of the characters that acted as a prequel to the play.
David Dulick, a software developer at South Side-based Zoltun Design who created the Web site as a volunteer project, said it would have cost $4,000 to $5,000 if done commercially. The site quickly received more than 7,000 hits, he said, adding, "I think that's respectable for only being up for two months."
The site also allowed young patrons to buy tickets, and learn about events of interest at the theater and a special party for "The Muckle Man" at the Pittsburgh Zoo and PPG Aquarium, a tie-in to the play's ocean-linked story.
That party attracted nearly 300 people, Kraus said, and what delighted him most was seeing so many unfamiliar faces. "A lot hadn't heard of City Theatre. It looked like the work crowd that goes out to bars after work," he said.
Only about 35 tickets to "The Muckle Man" were sold the night of the event, but that wasn't the point, said Kraus. Those were 35 tickets that wouldn't have sold otherwise, and the event put City Theatre on the radar of several hundred people.
Putting performances that appeal to a younger demographic into the season schedule also is a good idea, said Sarah Marshall, director of marketing at Opera Theatre of Pittsburgh. "These are young art seekers who like to see off-the-wall events," she said. "I think that's what brings in the young crowd."
Marshall expects the Philip Glass opera "The Sound of a Voice," which Pittsburgh Opera Theatre will perform at the Warhol museum this spring, to draw a youthful audience.
Langer, of the Westmoreland Cultural Trust, seeks to break down barriers by programming more events that appeal to adults under 40.
"We have become a little more aggressive in the last year," he said. "We recognize we have a broad audience we need to serve. We had been skewed to a traditional, older demographic but we wanted to widen that."
When it comes to luring a wide mix of people to performances, it doesn't get much funkier than Attack Theatre's First Friday events.
On the first Friday of each month, the dance company opens its Bloomfield studio for "Game Night and the Seven Minute Dance Series." Audience and company members play old-fashioned games that vary from a playground round of Four-Square to some vintage Atari games plus backgammon, darts and three-dimensionsl tic-tac-toe.
At two intervals, everyone stops gaming to watch seven-minute sneak previews of Attack Theatre's upcoming dance performances.
The evenings have proven surprisingly popular, said Attack Theatre co-artistic director Michele de la Reza.
"I think people feel welcome. We found a neat cross section where 20-somethings seem to like it, but not just 20-somethings. We get people up into their 60s down to little kids," de la Reza said. .
Many performing arts organizations provide events to entice young professionals to sample their programs. While those older than 40 and younger than 20 may be welcome, these events are aimed at those in the 20- to 40-year-old category:
Gallery Crawl
What: Quarterly event on a Friday night; crowds of young arts lovers and others sample a variety of bands and art opportunities at galleries and performance spaces. Also a great place to find information on upcoming dance, theater, art and music events.
Hosted by: Pittsburgh Cultural Trust, in cooperation with Downtown art providers.
Next event: 5:30-9 p.m. April 20.
Admission: Free
Where: Galleries and performance spaces in the Cultural District.
Details: 412-456-6666 or www.pgharts.org .
Girls Nights Out
What: Woman-centered pre-show event available to all ticket holders before Friday night performances of "Mezzulah, 1946."
Complimentary massages, tarot card readings and a little shopping. Specially priced cocktails and appetizers from Gypsy Cafe.
Hosted by: City Theatre
When: 6 p.m. March 16, 23, 30.
Admission: Tickets to "Mezzulah, 1946." are $38, $15 anytime for students and those age 25 or younger and $15 for those 60 or older beginning two hours before show time.
Where: City Theatre, 1300 Bingham at 13th St., South Side
Details: 412-431-2489 or www.citytheatrecompany.org .
TGIF Music Series
What: Following the first Friday performance of each of the Pittsburgh Public Theater's six shows, musicians such as Maureen Budway or Bill Deasy perform in the lobby of the O'Reilly Theater. Cash bar available.
Hosted by: Pittsburgh Public Theater
When: Next event begins immediately after the March 9 performance of "Lifex3" by Jasmine Reza.
Admission: Free and open to walk-ins, and those attending the show.
Where: O'Reilly Theater, 619 Penn Ave., Downtown.
Details: 412-316-1900 or www.myspace.com/pittsburghpublictheater
Mix at Six
What: Pre-show happy hour, plus a ticket to the play.
Hosted by: Pittsburgh Public Theater
When: 6 p.m. before the final Thursday night preview performance of each production. Next event is March 15, before "Lifex3."
Admission: $25.50, includes happy hour and show.
Where: O'Reilly Theater, 619 Penn Ave., Downtown.
Details: 412-316-1900 or www.myspace.com/pittsburghpublictheater
Jonathan Bliss at The Hard Rock Cafe
What: Jonathan Bliss, 22, an internationally known classical pianist, plies the keyboard, answers questions from the audience, then mixes and mingles with the crowd. About 150 young professionals turned out for a similar event in November.
Hosted by: Pittsburgh Symphony Orchestra
When: 6:30 p.m. March 21.
Admission: $40, includes appetizers and soft drinks. Cash bar available. Discount tickets ($17 gallery, $23 family circle) will be on sale for Bliss's concerts March 22-24 at Heinz Hall.
Where: Hard Rock Cafe, 230 West Station Drive, Station Square, South Side.
Details: 412-392-6070 or www.pittsburghsymphony.org .
Cast Party for "The Sound of a Voice"
What: Join cast of "The Sound of a Voice" for a pre-show dinner and celebration of the Philip Glass opera.
Hosted by: Opera Theatre of Pittsburgh
When: 5:30 p.m. April 29
Admission: $35, includes choice of appetizer, entree and dessert. Tickets to "The Sound of a Voice" are $25 to $35, $15 for students.
Where: New Moon Fusion restaurant, 20 E. General Robinson St., North Side. Performances across the street at Andy Warhol Museum, 117 Sandusky St., North Side.
Details: 412-394-3353 or www.proartstickets.org
"Insights," "Afterthoughts" and "Talks with Terry"
What: informal events held either after or before a designated performance of each Pittsburgh Ballet Theatre production. "Insights" is a pre-show panel discussion between artists and guests; "Afterthoughts" gives audience members a post-show opportunity to talk with Artistic Director Terrence Orr and some performers; "Talks with Terry" allows attendees to watch dancers in their pre-show warm-up, and features Artistic Director Terrence Orr in an informal conversation.
Hosted by: Pittsburgh Ballet Theatre
When: Upcoming "Afterthoughts" scheduled March 16 following "Moments & More." and April 20 following "Balanchine Festival." "Insights" begin at 7 p.m. March 17 for "Moments & More" and April 21 for "Balanchine Festival" And "Talks with Terry" are set for 1 p.m. March 18 for" Moments & More" and April 22 for "Ballanchine Festival."
Admission: Free with ticket, prices are $16.50-$78.50.
Where: "Moments and More," Byham Theater, Sixth Street at Fort Duquesne Boulevard, Downtown. "Ballanchine Festival," Benedum Center, Seventh Street at Penn Avenue, Downtown.
Details: Tickets,412-456-6666 or www.pgharts.org . Reservations needed for pre- and post-show talks, 412-454-9105.
First Fridays: Game Night and the Seven Minute Dance Series
What: Evening of socializing and gamesmanship, as attendees engage in games such as Four-Square, darts and vintage Atari. Dancers present seven-minute performances of material Attack Theatre is working on during two intermissions.
Hosted by: Attack Theatre
When: 7:30-11 p.m. March 2
Where: Attack Theatre , 4805 Penn Ave., Bloomfield
Admission: Donations appreciated.
Details: 412-441-8444.
Dirty Ball
What: Fund-raising gala with interactive installations, dirty martinis, dirty dancing and a performance by Attack Theatre. Music by deejay Justin Hopper of Pandemic.
Hosted by: Attack Theatre
When: 8-12 p.m. March 10
Admission: $40 in advance, $45 at the door.
Where: 121 Ninth St., Downtown.
Details: 412-394-3353 or www.proartstickets.org
Gods and Goddesses Party </span What: Patrons party with members of the Joffrey Ballet in a Greek mythological heaven, in an event that follows the dance company's Saturday night performance at the Benedum Center, Downtown. Appetizers and drinks, performances by DJ Edgar Um and video artists Suzie Silver and Scott Andrew and an atmosphere created by Richard Parsakian. Hosted by: Pittsburgh Dance Council When: 10 p.m. March 3. Admission: $40 for party, $75 for ticket to Joffrey Ballet and the party. Where: 121 Seventh St., Downtown. Details: 412-456-6666 or www.pgharts.org .
