10 Lessons
By: David Fink and Kim Clark

About eight years ago, we started a live performance space in a small farm town about 75 miles from downtown Chicago.  We grew organically and learned many lessons along the way.  Here are 10 observations that we are willing to share.  The journey has been rough and rewarding and continues to progress.  Our website is www.acorntheater.com.

10 Lessons from starting a new theater

1. It is much harder to build a loyal audience than to present shows.  Focus on audience development
2. Parking and rest rooms are as important as the shows
3. Certain words don’t lure in large audiences.  Try to avoid the words cabaret, jazz, bluegrass, and harmonica.  Instead of the genre, focus on the artist’s biography.
4. Use social networking and eblasts to make your patrons feel like insiders.  They will thank you for marketing to them.
5. Try to give the “insiders” the first chance to get tickets to popular shows
6. Treat your artists with respect and soft words.  You can have just as good a show with little off-stage drama
7. You are an advocate for the audience.  Give the performance as much attention as needed until the audience starts to show up.  From then on, focus on the audience and their needs
8. Comedy more than anything relies on personal taste.  If you plan on presenting comedy, know there will be people who hate it and be able to live with that.
9. Watch audiences watch the show.  Their actions and reactions speak louder than their post-show comments.

Imploding is better than exploding.  Never lose your temper with an audience member.  Bite your tongue, cry, or vent privately. 

 

DAVID FINK is an owner of the Acorn Theater in Three Oaks, Michigan.  The Acorn Theater is a versatile space for live theater specializing in new works.  It is also an intimate listening room for world-class music ranging across a broad spectrum of genres including rock, pop, folk, world, celtic, classical, blues, jazz, and cabaret.  A number of artists have recorded live in the space including Anne Harris, Jenna Mammina, Jefferson Starship, Todd Snider, and Katie Todd.  Three Oaks is a small town about 75 miles from downtown Chicago.  David has a BA from the University of Michigan and an MBA from Northwestern University. KIM CLARK (Acorn Theatre Co-Owner) is a creative professional active in film, television, and live performance. He is a businessman and community leader.  Kim teaches full time at De Paul University in Chicago.  For several years, Clark crafted-and later headed-the writing programs for The Second City comedy training program. He is a member of the Advisory Board for Southwest Michigan College, which is active in the development of a new degree program in contemporary Theater and Performing Arts Technology. Clark serves on the Board of Writers in the Heartland a residency program in Central Illinois founded to nurture emerging and established writers. Their mission is to provide a tranquil environment conductive to artistic production and intellectual exchange.