BY MARY SHEN BARNIDGE
It all goes back to the General Store, that humble frontier emporium ubiquitous to yarns of the American West. Circuses and carnivals, too, have always advertised a variety of amusements for a single admission. But the waning of the Movie Palaces and advent of the Cineplex are the prototype for the number of live performance spaces now featuring a number of shows playing the same evening in separate rooms under the same roof.
How have theatergoers responded to the prospect of so many choices at the same location? Do they follow the example of the film buffs and make their selection in the lobby after arriving? How often do they decide on a play, only to change their minds after viewing their other options? A survey of the box office personnel in Chicago's multiple-space playhouses reveals many different determining factors.
Variety: 'When people come, they check to see what's playing and we usually have at least two shows they haven't seen.' says the Royal George's Kevin Hanna. At Victory Gardens, Dawn Eskridge has encountered 'customers on vacation who purchase tickets to several shows 'for the next few days'.', while Joy Jorgensen speaks of 'punters who come to buy tickets for a specific show, but are late or don't like the seat selection, and then choose a different show so that their evening is not a complete waste.'
Reputation: The Goodman's Robert Steel and Steppenwolf's Cathy Taylor claim their customers arrive already 'know[ing] what they want to see.' But Chicago Shakespeare's Jasen Woehrle notes, 'We see an increase in walk-up sales when traffic is high on the Pier. Our Family Theater Festival in the summer has three offerings, all affordable enough for patrons to make decisions after seeing what is playing.'
Location: Both Jack Short at Theatre Building Chicago and David Zak at Bailiwick Repertory report 'neighborhood walk-by people dropping in to see what we're all about', or calling in to ask what's playing. 'If a show at our space is sold out,' remarks Zak, 'We can recommend something next door they might like.'
Do the theaters themselves encourage audiences to make up their minds on the spot? 'I think it could be a good idea if it were approached from the right perspective.' says Hanna. Short concurs, 'It could benefit all our tenants.' Zak, however, disagrees, 'Pre-sales of tickets are better for shows that might be hard to get into, especially on weekends. And it's faster for customers at the box office window. I once stood in the TKTS line in New York with a group of frat boys who asked EVERYBODY what they ought to see. Forty-five minutes later, at the ticket window, they STILL didn't know what they were going to do!'
Whether you make your plans months or minutes in advance, check out the choices at these dramaplexes:
FOUR STAGES:
Athenaeum, 2936 N. Southport. Facilities: 984-seat mainstage, 92-seat, 81-seat and 60-seat rental studios. Long-term rental companies: L'Opera Piccola and Chicago Gay Men's Chorus. Currently running: Ballet Chicago, Big Dreams, The Impossible Marriage. Phone (773) 935-6860.
Royal George Theatre Center, 1641 N. Halsted. Facilities: 450-seat Mainstage, 193-seat Cabaret, 110-seat Great Room and 50-seat Gallery. Long-term rental companies: The Free Associates. Currently running: The Bleacher Bums, Late Nite Catechism, Frodo-A-Go-Go:The Rings Recycled. Phone (312) 988-9000 for performance times.
Victory Gardens, 2257 N. Lincoln Ave. Facilities: Two 195-seat mainstages, two 60-seat studios. Long-term rental companies: Remy Bumppo, Irish Rep, Eclipse and MPAACT. Currently running: Frame 312, Notes From The Bottletree. Phone (773) 871-3000.
THREE STAGES:
Steppenwolf, 1650 N. Halsted. Facilities: 515-seat Downstairs Theatre, 190/250-seat Upstairs Theatre, 80/100-seat Garage Theatre. No rentals, but occasionally invite other theater companies (About Face, Red Moon) as part of the Steppenwolf Visiting Company Initiative. Currently running: I Never Sang For My Father. Phone (312) 335-1650 for performance times.
Theatre Building Chicago, 1225 W. Belmont. Facilities: Three 148-seat rental spaces. Long-term rental companies: Famous Door, Porchlight. Currently running: Losers Bracket, The House That Jack Built. Phone (773) 327-5252.
Bailiwick Repertory, 1229 W. Belmont. Facilities: 150-seat mainstage, 90-seat studio, 40-seat loft. 'All prime time slots are generally Bailiwick shows [but] late night/off night shows can be rentals,' says Zak. Currently running: Parade, Sin: A Cardinal Deposed, Job Opportunity, Naked Boys Singing, Mexican Wrestling Macbeth. Phone (773) 883-1090.
Second City at Piper's Alley, North Avenue and Wells. Facilities: 300-seat mainstage, 180-seat E.T.C. stage, 90-seat studio. 'Mainstage and E.T.C. each have a resident cast and revue running. The E.T.C. has its 'Unhinged' series, featuring visiting local companies chosen by Second City producers. On Saturdays, we often add a 'Best Of' show in the Black Orchid space here in the building. The Skybox on the fourth floor is also a rental space.' says Matt Trupia. Currently running: Doors Open On The Right, Show Title Deemed Indecent, and many more. Phone (312) 337-3992.
TWO STAGES:
Goodman Theatre, 170 N. Dearborn. Facilities: 856-seat 'Albert' mainstage, 467/365-seat 'Owen' studio. 'We rent the Owen out a couple times a year for other shows or for one-night-only events.' says Steel. Currently running: Heartbreak House. Phone (312) 443-3800.
Chicago Shakespeare, 800 W. Grand at Navy Pier. Facilities: 500-seat Courtyard Theater, 200-seat Upstairs Theater. 'Both performance spaces are devoted exclusively to our own productions [but] we occasionally invite international companies to present their work. Currently running: King John, Short Shakespeare: A Midsummer Night's Dream. Phone (312) 595-5600 for performance times.
Raven, 6157 N. Clark. Facilities: 60-seat mainstage, 65-seat studio. 'The mainstage is used only for our productions [but] from time to time, we rent out the studio to other companies,' says artistic director Michael Menendian. Currently running: The Man Who Had All The Luck, The Interview. Phone (773) 338-2177 for performance times.
Live Bait, 3914 N. Clark Street. Facilities: 70-seat mainstage, 40/60-seat 'Bucket' studio. 'We use our mainstage for our own productions and the Bucket for our Fillet of Solo series. We have rented both in the past, but we try to remain flexible to our own dates and extensions,' says William Nedved. Currently running: The Pool Of Bethesda, Nineteen-Eighty-Four. Phone (773) 871-1212.
Breadline, 1802 W. Berenice. Facilities: 65-seat mainstage, 35-seat studio. 'Whenever we are not producing, our spaces are available to renters.' Currently running: The Chorus Rebellion. Phone (773) 327-6096.
Chopin, 1543 W. Division. Facilities: 226-seat mainstage, 100-seat studio. 'Spaces are rented to other companies about 80% of the time, about half of that to a few that have worked with us for a long time.' Currently running: Action Movie: The Play, The Lady From The Sea. Phone (773) 862-7623.