Are you a ”saintly season subscriber”? That is how Lyric Opera`s Danny Newman describes audience members who make a commitment to the theater of their choice before the season begins.
”I`ve been obsessed with the idea of building committed audiences for the professional performing arts for a long time,” the Lyric`s dynamic public relations consultant says. ”I`ve always thought that particularly the not-for-profit professional performing arts like opera companies, ballet and modern dance companies, symphony orchestras and resident professional theaters should not be in the speculative, crap-shooting element of show biz.
”If they are to be truly institutions, they must have the dignity of having an audience which believes in it and attends regularly. One that doesn`t look for `hits` or `flops` but looks at the artistic stature of an organization. As it progresses, the audience progresses and grows with it.”
Evidently Newman`s crusade has paid enormous dividends for the Lyric, whose initial offering of two performances in 1954 has grown to 74 last year in the 3,600-seat Opera House. This season, subscribers number more than 25,000, and 92 percent of the full-series subscribers have already renewed for the 1987-88 season.
There had been six local opera companies in Chicago predating the Lyric, from 1910 to 1946 (when the last major opera company folded). Newman`s book,
”Subscribe Now!” written 10 years ago, used extensively here and in 31 countries, counsels performance groups in building subscription audiences. In it, he excoriates the ”slothful, fickle, single-ticket buyer.”
He calls his crusade ”Dynamic Subscription Promotion.” ”I didn`t invent subscriptions,” he says. ”I said that it was the basis on which you could live, then grow, achieving artistic heights. If you`ve sold enough subscriptions, it doesn`t matter whether the weather is cold or the critics don`t like it. Subscribers feel that `this is my theater,` and are willing sometimes to take some punishment. They renew and begin to develop levels of knowledge and discernment which single-ticket buyers can`t because they don`t buy often enough.”
This year, for the first time, the Lyric will be offering a discount to its subscribers. ”It is only for the full nine-opera series,” Newman says.
”It is equivalent to getting one opera free. We want to reward the people who are so loyal to us.”
The Lyric also offers three-, five- and six-opera series, with a range of ticket prices, depending on seat location.
The Goodman Theatre also enjoyed a record-breaking season last year, with 21,400 subscribers to fill its 683-seat house. Subscribers are guaranteed seats to its five-play season, with savings up to 15 percent, and priority ordering privileges for ”A Christmas Carol,” plus other special events.
The value of being a subscriber was forcefully brought home last year when the Broadway cast of the hit show ”I`m Not Rappaport” arrived at the Shubert Theatre for a limited run. The best seats were quickly allotted to subscribers, while single-ticket buyers desperately scrambled for good seats. With a rich array to choose from this season, theatergoers can make plans early so they may enjoy the assurance of prime seating later. Area theaters have designed a variety of plans to tempt prospective audiences with discounts and perks, sometimes including additional discounts for repeat subscribers.
Candlelight Dinner Playhouse and the Forum Theatre, neighbors in Summit, feature a ”V.I.P. Subscribers Club,” which offers discounts up to 50 percent at either theater. For an annual fee of $15, members may choose performance times and will receive preferred seating. Current productions are ”Sugar Babies” at Candlelight and the long-running ”Nunsense” at the Forum.
Marriott`s Lincolnshire Theatre, in the north suburbs, boasts 15,000 subscribers. Its campaign for the 1988 season starts in September and promises five shows.
In addition to the Chicago Theatre`s ”Broadway Series,” which features four musicals, a ”Musical/Variety Series” has been added, with six star-filled attractions. The line-up includes ”The Odd Couple,” starring Tim Conway and Pat Harrington, plus performances by Bob Hope, Burt Bacharach and Dionne Warwick, Tom Jones, Dean Martin and John Denver with his Christmas Show. Prices range from $62 to $150, with complimentary parking and dinner discounts included.
The Evanston-based Next Theatre Company has simplified its subscriptions technique by issuing gold or silver cards, which reflect discounts. Gold cards are good for any Thursday through Sunday; silver cards permit attendance at previews or on Thursdays.
The Raven Theatre, a professional non-Equity group housed in the old Rogers Park Post Office at 6931 N. Clark St., has further simplified the task of getting people to make a commitment with a credit card-sized pass. ”We don`t have the manpower to administer a complicated subscription series,”
says Mike Menendian, executive director of the 70-seat theater. ”We sold 100 passes at $20 last year. This year, it covers four productions and experimental new works that we present.”
In its second season, the Bailiwick Repertory Theater is already gaining recognition. Its new managing director, Jennifer Sullivan, has introduced
”Less-Stress Subscriptions,” which she describes as a ”pain-free, easy way to see Bailiwick shows at good prices.”
”Patrons receive five coupons for the season that can be used in any combination for any show any day of the week,” Sullivan says. ”Tickets can be ordered up to 24 hours in advance, and subscribers get priority seating.” The cost: $40 for five shows.
The ”Flex Pass,” at $60, is Body Politic`s method of allowing audience members to pick the performance time of their choice. ”Prior to each production, subscribers will receive a newsletter with a calendar of performances,” says the Body Politic`s Jenny Herron. ”This will `cue` them to call the box office with their choice of date and time.” The price range- $33 to $60 for specific performances of four plays-compares favorably with box office prices of $44 to $76.
Centre East`s eighth season in its large, comfortable auditorium in Skokie will showcase a wide variety of theatrical entertainment. Besides six series of three events each, many special events are being offered to subscribers at a savings of $3 each.
Series include music, dance and comedy selections. Jose Greco and Company, Hal Linden, the Flying Karamazov Brothers and Rich Little are some of the stars of the special events.
Lifeline Theatre inaugurates subscriptions this season; this is the first year the group has had sufficient resources to plan and implement a four-play season. It is soliciting subscribers from its own mailing list and through approximately 3,000 names obtained from five other theaters in a list trade.
”We are offering a coupon book that enables the patron to attend any play at any time, using as many of their coupons as they`d like,” says Suzanne Plunkett, who is in charge of public relations for Lifeline. ”The book will cost $40 and contain four coupons.”
Theater Program Opening Prices
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Absolute Theater ”Edward II,” Oct. 4 $32-$44
Company, ”Cries From the
Theater Building, Mammal House”
1225 W. Belmont; and two plays to
327-5252. be announced.
Apple Tree ”Design for Living,” Oct. 30 $40-$47
Theatre Company, ”Applause,” ”110
770 Deerfield Rd., in the Shade” and
Highland Park; ”Sins of the Father.”
432-4335.
Bailiwick Repertory, ”Animal Farm,” Oct. 15 $35-$45
3212 N. Broadway; ”Skin of Our Teeth,”
883-1090. ”As You Like It,”
”Nebraska” and one
play to be announced.
Body Politic Theatre, ”Moonlight Daring Sept. 17 $33-$60
2261 N. Lincoln Ave.; Us to Go Insane,”
871-3000. ”Rough Crossing,”
”The Royal Family”
and ”A Whistle in the Dark.”
Centre East, 6 series of 3 Sept. 27 $14-$60
7701 N. Lincoln Ave., presentations. each series
Skokie; 673-6300.
Chicago Theatre, ”Song and Dance,” Sept. 15 $40.50-$126
175 N. State St.; ”South Pacific,”
236-4300. ”Sweet Charity”
and ”Me and My Girl.”
Commons Theatre, ”Three Sisters,” Sept. 30 $21
1020 W. Bryn Mawr Ave.; ”Pygmalion” and a
769-5009. comedy to be announced.
Court Theatre, ”Woyzeck,” Oct. 1 $44-$68
5535 S. Ellis Ave.; ”She Stoops to Conquer,”
753-4472. ”The Glass Menagerie,”
”Macbeth” and ”Playboy
of the West Indies.”
Drury Lane ”Anything Goes,” (first show $76-$88
Oakbrook Theatre, ”13 Days to Broadway,” underway)
100 Drury Lane, ”No, No, Nanette,”
Oakbrook Terrace; ”Sophisticated Ladies”
530-8300. and ”Big River.”
Goodman Theatre, ”Red Noses,” Sept. 25 $68-$115
200 S. Columbus Dr.; ”Passion Play,”
443-3800. ”Landscape of the Body,”
”A Flea in Her Ear” and ”Pal Joey.”
Immediate Theatre ”Seduced,” ”Strange Snow,” Sept. 23 $29-$60
Company, ”The Vampires,” ”Two Small
1146 W. Pratt Ave.; Bodies” and one play
465-3108. to be announced.
Lifeline Theatre, ”The Memorandum,” Sept. 8 $40
6912 N. Glenwood Ave.; ”Purloined Poe,”
761-4477. ”The Machinal” and
”Baseball Chronicles.”
Lyric Opera, ”Il Trovatore,” Sept. 22 From $33-
20 N. Wacker Dr.; ”Satyagraha,” ”Faust,” $199.50
332-2244. ”L`Italiana in Algeri,” (3 perf.) to
”Le Nozze Di Figaro,” $85.50-
”Lulu,” ”Die Fledermaus,” $568.75
”Tosca” and ”La Forza Del Destino.” (9 perf.)
Marriott`s ”Evita,” ”Ballroom,” Jan., 1988 $80-$90 Lincolnshire Theatre, ”Peter Pan” and
Lincolnshire; 634-0200. two plays to be
announced.
National Jewish ”Grown Ups,” Oct. 21 $28-$50
Theatre, ”The Dybbuk,”
5050 Church St., ”The Magic Barrel
Skokie; 675-5070. & Other Stories”
and ”Minnie`s Boys.”
New City Theatre, ”Today I Am a Fountain Pen,” Sept. 7 $40-$50
10 Gould Center, ”Of Mice and Men,”
Golf Rd., Schaumburg; ”The Innocents”
310-1650. and ”Charley`s Aunt.”
Next Theatre ”House of Blue Leaves,” Sept. 23 $36-$50
Company, ”Goblin Market,”
927 Noyes, Evanston; ”Wild Honey” and
475-1875, 475-6763. one play to be announced.
Northlight Theatre, ”Two,” ”Feiffer`s America,” Sept. 2 $42.50-$75
2300 Green Bay Rd., ”The White Plague,”
Evanston; 869-7278. ”The Marriage of Figaro”
and one play to be announced.
Pegasus Players, ”Snow,” ”Ma Rainey`s Oct. 7 $15-$38 O`Rourke Center, Black Bottom,” ”The Frogs,”
1145 W. Wilson; Young Chicago Playwright`s
271-2638. Festival and ”Mark Twain`s
Mississippi: A Journey With Music.”
Raven Theatre ”Everything in the Garden” Nov. 5 $20 pass
Company, and three plays to be announced.
6931 N. Clark St.;
338-2177.
Steppenwolf Theatre, ”Burn This,” ”Little Egypt” Sept. 9 $59-$105
2851 N. Halsted St.; and three plays
472-4141. to be announced.
Theater School, ”The Threepenny Opera,” Nov. 5 $15-$25 De Paul University ”Ah, Wilderness!”,
2135 N. Kenmore St.; ”The Adding Machine,”
341-6966. ”The Cherry Orchard”
and ”The Royal Family.”
Touchstone Theatre, ”Fridays,” ”Hedda Gabler,” Oct. 2 $37.50 760 E. Westleigh Rd., ”A Life,” studio
Lake Forest; production and lecture.
295-7849.
Victory Gardens ”The Colored Museum,” Sept. 24 $44-$66 Theater, ”Expectations,”
2257 N. Lincoln Ave.; ”The Stick Wife,”
871-3000. ”Chekhov in Yalta”
and ”The Escapt Artist.”
Wisdom Bridge Theatre, ”Ten November,” Sept. 17 $50-$80 1559 W. Howard St.; ”Hunting Cockroaches,”
743-6442. ”Sarita” and ”Hard Times.”
