Adopt a Theatre
When theatres appreciate their communities and communities appreciate their theatres, good things happen
By Eliza Bent
Challenge
To give back to the community in a tangible way.
Plan
Create a Community Appreciation Day.
What Worked
Entertainment and free or cheap food draw crowds and build goodwill.
What's Next
As the event grows, more planning time will be built in.
In 2010, the Olney Theatre Center in Maryland decided it wanted to give something extra to the community that supports it. "Sometimes I feel like all we do is ask people for financial help and to come to see our plays," says Amy Marshall, managing director of Olney. "We wanted to give members of our community an opportunity to come to the theatre and participate in a day of free, child-friendly activities."
Marshall and her team set to work contacting vendors and local businesses in order to create a Community Appreciation Day. "We gave out free hot dogs, ice cream and lemonade," reports Marshall, adding that the grocery chain Harris Teeter donated beverages. About 100 people turned up, and enough goodwill was sparked that Marshall decided to do it again this year—and with the theatre having bounced back financially from a difficult economic year, she could dream even bigger.
For its second iteration, Olney provided entertainment of its own, as well as creating a platform for other groups such as the Damascus Theatre Company, Kensington Arts Theatre 2nd Stage, Kang's Black Belt Academy, the Drama Kids International and the Barrie School, all of which gave demonstrations throughout the day. Topping off the entertainment was a performance by local band the Eric Byrd Trio. This year's Community Appreciation Day in June, which coincided with the Montgomery County Heritage Days Celebration, also boasted a jump castle, dunk tank, clown knock-down and funnel cake. "It really felt like a carnival," says Marshall, pointing out that not only did locals have fun, but staff did too. "Throwing a big party is really great for morale building. We have about 10 interns and they got really into it."
The interns weren't the only staffers whose morale got a boost from partying with the locals. "As a managing director, it's easy to focus on where the next big gift is, or the next sale. Having this day really allows you to take a step back and consider what is great about your theatre and community."
This year's Community Appreciation Day drew more than 200 people—double last year's attendance—but did it cause a spike in ticket sales? "It did," Marshall confirms, adding, "But we've also had Grease playing. And Grease is Grease!" The show had two extensions before finally closing in early September.
Challenge
Forging a bond between cultural associations and their neighbors.
Plan
A neighborhood association "adopts" a theatre.
What Worked
Cast parties create a sense of community.
What Didn't
When theatres move, they may lose their connection to the association.
What's Next
Connection new theatres to the association; maintaining bonds after relocation.
Community Appreciation Day might be easy in Olney, Md., with a population of approximately 32,000. Can that really translate to a concrete jungle like New York City? It does if you think in terms of neighborhoods rather than metropolises. The Upper West Side's West 83rd Street is a small urban hamlet, and while it doesn't quite host a Community Appreciation Day, the community has shown its arts appreciation by adopting a theatre. The West 83rd Street Block Association, initially known as the Golden West Side Ecumenical Christmas Caroling and Dog Walking Society, has forged lasting relationships with various down-the-block theatres over the year.
"I think we adopted our first theatre about 20 years ago," recalls Alvin H. Reiss, a longtime member of the neighborhood association and the director of its annual theatre nights. Reiss is no stranger to theatre. For nearly 50 years he has edited Arts Management, a journal for professionals involved in finance, management and arts communications. He is also the author of Don't Just Applaud—Send Money! and Cash In! Funding and Promoting the Arts. "The association sets aside about 30 or 40 tickets and we'll all go see a show together," he explains. The only stipulation for the adopted theatre: it must be near neighborhood headquarters.
"They're like a social tornado," jokes Mel Miller, artistic director of Musicals Tonight!, who has had the pleasure of hosting the 83rd Streeters over the years. "They all know each other, so sometimes it can be tough to settle them into their seats before the start of the shows. But we all have a great time." Musicals Tonight, which used to perform at the Vital Theatre Company space on 76th Street, recently moved downtown 34 blocks to Theatre Row. "We're really sad about it," Reiss laments. "They have so much talent and use only a piano. But we've got to find a new theatre, because we want the shows to be within walking distance for the block association members." Miller hopes some of the West 83rd Street block association patrons will make the trip down to Musicals Tonight's new home on 42nd Street. Still, with Miller's own residence located on 79th Street, he plans to remain a familiar face in the neighborhood. "I just ran into an association guy at Zabar's yesterday!" Miller says, referring to the Upper West Side epicurean institution.
After each theatrical outing, quite often a musical, the neighborhood association traditionally invites the cast to a nearby apartment for wine, cheese and singing. But not just any old show-tune singing—the West 83rd Street Block Association boasts its own theme song, penned by Reiss, called "'Cause We Live Here (That's Why)."
The opening verse, which Reiss proudly sang for me at his apartment, goes:
I could have lived in Paris, in London or L.A.
I could have made my home in Rome, that might have been okay
But New York's my kind of city
The West Side's my part of town
So I built my nest, where I love it best
Out here on 83rd Street West...
Nathan Clause, the assistant stage manager of China Doll, which the association saw back in 2005, remarked on hearing the tune, "I've never actually seen anyone so excited about where they live."
For Reiss and other community members, the theatre nights provide a chance for camaraderie and an opportunity to congratulate the cast. "The cast gets a second round of applause when they come to the party," he enthuses, describing how a block member's son once asked the whole cast for autographs. "It really is great fun," Reiss's wife Ellen calls out from the kitchen. "Their faces just light up. You really should come to the next one. Do you live near here?"
Leaving the Reiss's apartment, the last lines of the block song rang in my head:
So please keep your Third and Lexy
We're the block that's young and sexy.
'Cause we live here, that's why.
Shouldn't all theatre be community theatre?