Off Broadway’s Frontier Outpost Runs on Dreams

New York Times: "37 Arts — the new $23 million Off Broadway complex on 37th Street near 10th Avenue — organized a gala last December to show off its advantages to producers and other insiders: state-of-the-art technology, free street parking, easy access from the Lincoln and Midtown Tunnels. There were truffles, fruit and champagne, and for entertainment each of the three theaters had a showcase: a pianist, a dance performance or a D.J. spinning tunes. What was missing, it turned out, were the guests. At times there was only one person listening to a presentation."