NYTimes.com: "A SONGWRITER sips a latte while composing music on a laptop. His companion is so engrossed in a novel that her mouth is frozen midbite into an almond croissant. It sounds like a typical morning at Starbucks, but it’s actually a scene from the lobby of the Classic Stage Company, one of a handful of New York theaters that have discovered how concession stands can extend the life of their spaces beyond that night’s curtain to become community-building places where patrons are encouraged to sit awhile, often during the day.
Thursday, April 21, 2011
Theater Concession Stands Welcome Patrons Beyond Showtimes
NYTimes.com: "A SONGWRITER sips a latte while composing music on a laptop. His companion is so engrossed in a novel that her mouth is frozen midbite into an almond croissant. It sounds like a typical morning at Starbucks, but it’s actually a scene from the lobby of the Classic Stage Company, one of a handful of New York theaters that have discovered how concession stands can extend the life of their spaces beyond that night’s curtain to become community-building places where patrons are encouraged to sit awhile, often during the day.
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3 comments:
This sounds like a groundbreaking idea, especially in NYC where the theatres are mixed in with all the other buildings. By giving up management of your concession stand, and having it open all the time, you are drawing in all different types of people, some of whom might end up seeing the shows. You're also decreasing the burden on your own staff to run the stand and helping local businesses at the same time. It would be nice to see theatre lobbies become more of public gathering spaces.
There's definitely something to this notion of the lobby as the gathering place... one look at the drama majors practically living in Purnell's lobby and the sales from the Ginger's stand shows how symbiotic the "lobby as gathering place" and "coffeeshop selling in the theatre lobby" ideas can marry well. I'd be interested to see info about places that offer more than coffee - I know that some theatres will set up a dinner and ticket package (like Quantum's partnering with Church Brew Works during the run of When the Rain Stops Falling) and some theatres have restaurants either attached or as part of the complex (like the Common Plea restaurant in Theatre Square downtown). This is more catering to the theatre crowd specifically, but if there was a way to package lunches with matinees or something? Or maybe when building a new theatre, create a restaurant box like many sports stadiums do - a restaurant and bar connected to a prime seating box for restaurant patrons.
I have always loved the idea that people can hang out in theatres even when there isn't a show going on there. I've seen a few shows at Classic Stage and often I've found myself sitting in the lobby café for hours afterwards, enjoying a book or reading the program from the show I just saw.
This is one advantage that a lot of smaller theatres have over broadway, I think. when i'm waiting to go to a midtown show, I have to settle for the nearest starbucks, or a bench. Having a niche that is open when your house isn't (unlike broadway concession stands, which are usually inside the house) can be a really great way to give your theatre a friendly feel, and bring in intrepid explorers who will then bring their friends.
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