Theaters including the 2,700-capacity INB Performing Arts Center in Spokane, Wash., are already on board for TheaterNetwork.
If you ask Allan Vella, president and CEO of Fox Theatre in Atlanta, this was all his idea. He’s known ArenaNetwork CEO Ed Rubinstein for years and the two ran into each other at a conference about a year ago.
“I asked him when he was going to start a network for theaters, and he said that he didn’t know but it sounded like a pretty good idea,” recalled Vella. Fast forward to Nov.13 when the company formally announced the launch of TheaterNetwork, a new division of the information-sharing network designed for independently owned and operated theaters of about 2,000-4,000 capacity.
“Ed and his officemates kept hearing about opportunities that were really theater-configuration shows, so Ed called and asked what I thought about starting a new division,” continued Vella. “I said, ‘Don’t you remember that conversation we had in an elevator? I think it’s a good idea.”
Rubinstein said the idea developed out of information he was already receiving.
“Each week as we were talking to agents, promoters and producers, not only were we getting information about content for arenas, but they were also telling us about theater shows, so we continually had information on our weekly call agendas about theater content,” Rubinstein added.
The more theater information ArenaNetwork gathered, the more Rubinstein realized that it wouldn’t be that much more work to give that same information to additional theaters not managed by network venues.
“We called up a few theaters to see if they might be interested and ended up with four new ones before we even announced, so we decided ‘let’s go for it,’” said Rubinstein. The group will give independently owned and operated theaters collective bargaining power to help bring events to their facilities.
TheaterNetwork already has 12 members.
Though the network doesn’t officially launch until January, Fox Theatre immediately jumped on board, as well as three other independent venues and several facilities operated by the same entities as some of the 34 current ArenaNetwork venues.
One client that has already had success at the theater purely through its ArenaNetwork association is INB Performing Arts Center in Spokane, Wash., managed by the Spokane Public Facilities District along with Spokane Veterans Memorial Arena.
Arena GM for Spokane PFD Matt Gibson said that the main thing that makes ArenaNetwork, and now TheaterNetwork, so valuable is information.
“Sometimes the shows that we’re talking about on our calls don’t fit arenas, but the folks booking tours and making decisions knew there were venues out there that had the versatility to do theater shows as well,” Gibson said. Spokane Veterans Memorial Arena has a capacity of about 12,500, with a theater configuration that seats about 5,500. “If there was a comedy or legacy act, or something that was only going to sell to 2,700, which is the size of our performing arts center, we would use that information to book the theater.”
“Our main goal is to keep attracting events here and keep offers on events, whether they go to our arena, its theater configuration, or INB Performing Arts Center,” he added.
Acts such as Sara Bareilles perform at TheaterNetwork venues. Here, the singer songwriter plays at INB Performing Arts Center in Spokane, Wash., Sept. 4, 2013.
TheaterNetwork is limiting its size to 20 facilities for at least the first year, allowing ArenaNetwork to operate the new division with its current staff. Depending on demand, more theater venues and staff may be added in the future.
In order to not affect current ArenaNetwork clients with theater configurations, TheaterNetwork will stay away from markets where current arena clients already have theater configurations.
The new company will follow much of the same structure as ArenaNetwork, with a $10,000 annual fee including a weekly conference call and sharing of ticket sales information among all of the theaters that have events on sale, and will also include a live meeting where theater executives can visit with agents and promoters.
“If you get a tour it pays for itself,” said Vella. “In fact, because you have better information you might save 10 grand in talent fees and pay for the membership within a show or two.”
The aspect that Vella is most looking forward to are the weekly calls, which often veer from booking information, to covering operational issues as well. Vella previously worked for SMG and misses the constant booking calls with neighboring facilities.
“Those calls would bring great information flowing to the building once a week, whereas now you have to gather that case-by-case if you need advice,” he added. “This will generate that collective knowledge on a more consistent basis.”
TheaterNetwork currently numbers 12 clients, ranging from the 1,000-capacity Foellinger Auditorium in Champaign, Ill., to the 5,149 Roy Wilkins Auditorium in St. Paul, Minn., and things are moving quickly. In fact, there’s already a group offer in for one family-friendly show. With 12 venues already on board, that leaves eight spots to fill before network membership is closed for the year.
Interviewed for this story: Matt Gibson, (509) 279-7000; Ed Rubinstein, (310) 478-7100; Allan Vella, (404) 881-2100